Welcome back to Funnel Vision, the weekly newsletter that puts performance creative & growth marketing in focus. Brought to you by the crew at Ready Set.

Ostriches have the largest eyes of any land animal. Measuring 2 inches in diameter, their eyeballs are larger than their brains, which are about the size of a walnut. Unconfirmed if eyes are also larger than stomach.

Here’s what’s inside today’s edition:

• 4 proven creative themes and concepts to jumpstart ad ideas

• Examples to inspire your next high-performers

• All the news from the social sphere you may have missed

Reading time: 5 minutes

CREATIVE STRATEGY

4 Go-To Creative Themes for When You’re Out of Ideas

Making high-performing ads is really freaking hard.

Mix in the fact that the creative fatigue clock is constantly ticking on your current top performers, and the algorithms are always clamoring for more…

Under conditions like that, creative brain freeze is practically guaranteed.

Back in April we shared three go-to creative themes (plus a bonus) to jolt you out of that rut. It became one of our most-opened issues ever. So here’s Part 2.

Before we get into it, a quick refresher:

Without further ado, here are four more creative themes to jumpstart your next creative brainstorm.

1. Educational & Explainer 

If confusion or uncertainty is the conversion killer, teach first, sell second. 

Educational ads do more than just help the viewer grasp a complex or novel topic. They also establish your brand as a credible and helpful authority while framing your product as the logical solution.

Consider this Hims ad for mental health…

It opens with a relatable scenario, then clearly explains anxiety's physical and social symptoms through simple animations. By teaching the audience about the problem directly, it both validates personal struggles and builds a case for (and a path to) treatment.

Concepts under the educational & explainer theme could include:

• “How‑it‑works” tear downs

• Before/after walkthroughs

• Debunking common myths

2. Promotional & Offer-Based

When the goal is immediate action, turn to this theme.

Promotional and offer-based ads drive urgency and cut through hesitation by centering on an offer that’s too good to pass up. While these ads can work for standing offers (like $0 sign up or a free welcome kit), their real power lies in prompting the audience to act on a limited-time opportunity.

This Black Friday ad from GoodFood is a perfect example. The quick-hit clips drip with visual and aural appeal, but don’t detract from the urgency and scarcity of the offer.

Concepts worth exploring under this theme include:

• Limited-time sales or promotions

• "Buy X, get Y" bundles

• Seasonal sales events, like BFCM

• New customer freebies

3. Brand Story & Mission-Driven

These ads invite viewers behind the curtain. Positioning values, mission, impact, and the origin story front and center makes every purchase feel like joining a movement, not just placing an order.

This iconic spot from Dollar Shave Club is the ultimate example of a Brand Story & Mission-Driven. In fact, it likely pioneered this entire genre of advertising.

Founder Michael Dubin speaks straight to camera, skewering overpriced razors while declaring a smarter, simpler alternative. The witty walk‑and‑talk humanizes the brand, rallies viewers around its "why," and turns each buyer into a co‑conspirator. Plus, it proves story- and mission-led concepts don’t have to break the bank.

Concepts worth exploring under this theme include:

• Founder “why we exist” vignette

• Behind‑the‑scenes tour (warehouse, showroom, lab—wherever the magic happens)

• Social‑impact highlight reel

4. Humor & Entertainment

“Nobody watches advertising. People watch what interests them; and sometimes it’s an ad.”

This quip from Mad Men-era ad man Howard Luck Gossage still rings true. When people are scrolling social or browsing YouTube, they’re actively seeking entertainment. Ads that lead with a laugh tap straight into that mindset, making both the joke and the brand far more memorable.

No modern brand does this better than True Classic.

I mean, just read the comments. Think how many t-shirts this one ad has sold…

Humorous and entertaining concept ideas include:

• Parody skit of an every scenario with an absurd twist

• Remix the product into a trending meme

• Innuendo or winks that force viewers to read between the lines 

Over To You…

Recycling the same angles may seem like the easy option, but there’s more at stake than you may think. Ad platforms thrive on both volume and variety. Lacking either can drag on performance. 

Ideation doesn’t need to be guesswork. Breaking ads down into broad thematic buckets makes it easier to see which angles are untapped or underdeveloped. Next time you’re in a rut, pull on the thread of one of these themes and see where it takes you.

If you’re interested in a true visualization of your creative mix, check out our Creative Maps →

FROM OUR SPONSOR

CLICKABLE LINKS 👆️

🫵 TikTok ban to be upheld in the U.S. if deal isn’t finalized by latest deadline, September 17. “This time, we mean it.” (Not a real quote, but it may as well be.)

🏢 Meta will halt all political ads in the EU starting this October in response to new disinformation rules.

✌️ The Interactive Advertising Bureau (IAB) dropped their 2025 Digital Video Ad Spend & Strategy Full Report – Part 2.

🦾 More and more ad buyers are leaning on generative AI for video ad creation and enhancement.

👀 Research commissioned by Snapchat and conducted by Triple Whale shows greater ad spend efficiency for ecommerce brands adverting on Snapchat.

💨 While AI search still pales in comparison to traditional search engines, it’s growing faster than expected, according to the WSJ.

Thanks for reading!

That’s all for this week. Seeya next time 🫶 

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