Ads Review - Converse Product + Background
This week in the Ads Review I’m breaking down Converse’s set of Product + Background ads, and showing you how simple this concept can be to bring to your own campaigns.
First, check out how Converse does it.
Why this works
Product shot
About every other week in the Ads Review, I discuss how important it is to get customers familiar with your product. If you’re spending money on social advertising, the very first thing you should do is increase brand lift by showing customers your product. That’s what you’re selling, after all.
Converse uses a killer product shot at an interesting angle. They add a little motion to make sure viewers are engaged, but the main focus here is the product.
Background
The background can tell a second story beyond the product. Converse uses it to show customers their cushioning, which doesn’t come across in the other product shot. This dynamic, animated background is interesting on its own, and helps support the ad with an additional feature.
You don’t have to use an animated product feature background for your video. A lifestyle background, or a nature background can tell another story about your product that wouldn’t come across in a simple product slideshow.
On-Screen Text
Finally, the on-screen text gives a complete picture. Converse uses this line to plug their cushioning again, and support the semi-ambiguous background. This text helps drive the main goal of the ad. For Converse, it’s the cushioning, but other companies might push a branding line, or a call-to-action.
Whatever your goal is, use the text to push that over the line.
Do it yourself
To show you how easy it is to make ads like this, I created two speck ads for Nike in about 30 minutes. I found a transparent .png product shot, ripped some nature backgrounds from YouTube, wrote a quick line of copy, and dropped the logo in there.
Most DTC brands have their products on their site as transparent .pngs for download. If you’re a videographer, and want to pitch a DTC brand, make a few speck ads on your own and send them to the brand. If you run ads for your brand, try this format for your next ad set.
Good luck out there!
