Why the Best Ad Hooks Aren’t for Everyone

“F*ck Biohacking Bro"

One of my favorite ad hooks I've worked on.

Most people think it works because of the shock value. 

It doesn't.

It works because of extreme audience segmentation.

Not many brands can pull off a hook this brash, but Mars Men does because they know their exact buyer. The filter is so tight that the only people who stop are the ones who would actually buy.

When creative speaks the exact dialect of your core customer, you don't just grab attention. 

You build instant trust. Role: Video Editor