Ad read for Tom
We went through the 48 ads Bro Glo had live in the US on 30 October and watched 13 of the videos. Here is what Meta keeps running, which ideas carry the most ads, and three street hooks we'd test next.
01 · What's live on 30 October
Five of your live ads started in January 2025 and were still running on 30 October. Three of them are short videos of one man on camera, tan or bottle in hand. Running that long is a good sign, though it doesn't prove an ad is the best one. Tap any ad to play it.
On 20 October you launched 19 ads in one go. In some of the new ones, a second guy gets tanned on camera: Will, a stranger from Wawa, plus Nate and Pauly.
That's the street interview format already, done one guy at a time. Will at Wawa is the longest of them, at 76 seconds.
02 · What carries the ads
Reusing a caption across many ads is common, and 36 of your 48 ads going to the foam body tanner makes sense for your hero product. The Ad Library can't show us how each ad performs, so read this as where new ideas could go next.
36 of your 48 live ads use one of these three captions.
In 10 of the 13 videos we watched, the one talking is one man, a founder or a creator your buyers would relate to. The proof is mostly that man on camera with the tan or the bottle. Nate, Pauly and Will are the exception, all from the 20 October batch. We watched 10 of the 19 from that day, so there may be more.
All 13 speak to men who already want a tan, and several open on the problem: pale, pasty, “Tan. Not tan.”
03 · Three street hooks to test
Each one takes something you already say, and lets strangers say it instead.
Your own ad calls orange “probably the main reason that guys don't try self tanner.” We'd put that question to strangers and let them find out.
Two openings to test
“What's stopping you from trying self tanner?”
“We asked guys why they've never tried self tanner. Same word, again and again.”
What the camera sees
Our host asks guys on the street why they've never tried it. They try Bro Glo on one arm, and we check back to see how it came out.
Your ads already say no one can tell it's fake. Strangers saying it is stronger proof than you saying it.
Two openings to test
“One of these guys is wearing self tanner. Which one?”
“Guess who's fake tanned.”
What the camera sees
Two guys stand side by side and passers-by guess which one is wearing Bro Glo. Then comes the reveal. It only works if most people can't tell, so we'd film a few test rounds before building ads on it.
Your 20 October ad opens on fall: “The sun disappears, the shorts get put away.” The street version gets that line from real guys.
Two openings to test
“Where'd your summer tan go?”
“Winter's coming. Where's your tan?”
What the camera sees
Our host stops guys whose tan has gone, asks what happened to their tan, and hands them the foam.
04 · How a shoot day fits in
What it adds
Our host stops guys on the street, and they try the foam on camera (see finished street interviews at pplrated.com). One day gives you a batch of short cuts, each with two openings to test. You get a lot of Wills from a single day.
What it adds
Orange, redheads, “no one can tell”. Your ads already answer these. On the street, the answer comes from someone with no reason to say it.
What it won't fix
A shoot doesn't change where the ads land, and it won't reach guys who've never thought about tanning unless the hooks change too. We can't see your spend, so we don't know which of your ads are carrying the account. Those are the first things we'd ask you.
That's the read