Hey - It's Carson.

I’m currently soakin’ up the sun in the Bahamas and getting MAD tan. Sorry, you’re not getting rid of me that easily. I’m about 4 beers deep already, but still slingin’ ads.

Fun fact: The average person farts enough in one day to fill a party balloon.

Which means, based on my calculations, that frequent Taco Bell eaters will probably be our next energy source in the next 20 years.

Anyway, I’m gonna just get into the ads now.

Ads of the Week

Ridge, Rose Skin Co, Pluxy, Manscaped, Njord Gear

Ridge

🧠 Principle: Contrast Effect

🖋️ Definition: A cognitive bias that influences our perception by exaggerating the differences between things when we compare them.

💡 Why it works: We remember things based on relativity because it gives us a reference point to compare things against one another to validate something.

The old wallet looks bulky, worn, & outdated.

But the Ridge Wallet looks compact, tactical, & sexy.

The comparison does the selling by elevating Ridge’s differences to traditional wallets.

And their wallet becomes a signal of who you are because buyers want to feel like they're part of the new, better group (in-group out-group bias).

When you say, "My girlfriend thinks this looks TOUGH,😉” it signals social approval and basically says: “Buy this wallet, look tough, impress the ladies.” It’s selling status and desirability, not just a chunk of stainless steel.

Rose Skin Co

🧠 Principle: Anchoring

🖋️ Definition: A cognitive bias where we rely on the first piece of information we receive (the "anchor") when making decisions, even if that information is irrelevant or inaccurate.

💡 Why it works: By starting with the least effective methods first, Peachier sets a low baseline, so when you get to IPL, it feels like an insane upgrade.

The anchors are the least effective methods of hair removal. So, it frames all other options as worse, more frequent, messier, or more painful hair removers.

Personally, the coolest thing about this visual setup is the serial-position effect (we tend to remember the last thing in a list more vividly), it’s kinda like recency bias.

Pluxy

🧠 Principle: Immediacy Bias

🖋️ Definition: A cognitive bias that compels us to prioritize options that offer immediate gratification.

💡 Why it works: People want results now. Like right now.

And the ad hooks that urge by promising instant results that equal that instant gratification.

System 1 thinking is fast, emotional, gut-level decisions. We hate waiting, and this promises we won’t have to.

By saying “more than just tweezers,” it repositions competitors as inferior and outdated without showing them.

It frames tweezers as a category you’ve outgrown (tension). This sets Pluxy as the new standard.

But the processing fluency of the first line gets you to read the second. “It takes 3.2 seconds to read this ad.” That gives you zero information about the ad, so you’re curious what it’s about, which gets people to read the second line and fill the gap they’re missing (information gap theory).

One of my favorite social ads I’ve seen for sure.

Manscaped

🧠 Principle: Visual Metaphor

🖋️ Definition: A figure of speech that uses images to represent something else, creating a comparison between two seemingly unrelated things.

💡 Why it works: Ads that use visual comparisons well usually crush. Because sometimes a picture is worth 1000 words.

A soccer ball with black patches = "hairy"

A completely white, smooth ball = "clean-shaven"

This metaphor subtly (but unmistakably) suggests the product’s effect on… well, your balls.

We know Manscaped’s brand is pretty out there, so seeing a soccer ball used to represent male grooming is unexpected, slightly absurd, and funny (benign violation theory).

Best part about visual metaphors is people instantly get them (when done right), no need for lengthy claims or extra b.s.. It shows the before-and-after result at a single glance.

Humans process visuals 60,000x faster than text, so if your visual metaphor is clear and easy to understand, then you’ll crush it.

Sorry for this meme in advance, but I found it hysterical.

Njord Gear

🧠 Principle: Social Identity Theory

🖋️ Definition: We derive part of our self-image from groups we belong to and how we perceive those groups in relation to others.

💡 Why it works: People buy things that align with who they are, and who they want to be. So if you’re a tough, hardworking, unstoppable force (like Chuck Norris), then you’re probably gonna invest in this bad boy.

By aligning the product with a specific identity group (blue-collar, tradesmen, rugged professionals), it activates our ingroup bias (people are more likely to buy products that feel made for them and represent their tribe).

When you wear something built for hard work, it affirms your own value system: hustle, resilience, durability.

You don’t just want a tough watch, you want to be the kind of person who needs one.

That’s what people are buying. The feeling, the group/association, and the emotion of it. Not the damn watch.

Here's an ad I made for Dude Wipes

Okay, time to get back to baking in the sun, slamming beers, and riding Jet Skis. Let me know what you thought of this week’s edition by replying to this email.

And if you know anyone who likes ads, funny content, and a good read, shoot them this email for me, I’d greatly appreciate it!

Catch you next week.

Stay Mad,

-Carson 🧪

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