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How to Make Ugly Ads
The less it looks like an ad, the better it performs.
Look, we’re all tired of the same over-produced, trying-way-too-hard ads. Perfect lighting, scripted lines, that weird overly excited voice-over? Yeah, no thanks.
What’s working now? Ugly ads. Not ugly-ugly, just raw, unpolished, and actually real.
Here’s how to nail it:
1. Forget the fancy edits
High-production value can scream “corporate.” Instead, use rough cuts, simple captions, and unpolished visuals—like something your friend would text you.
2. Shoot it like a regular person.
People trust content that looks like it came from a real person, not a marketing team. Grab your phone, hit record, and keep it casual.
click to watch the full video
3. Simple or ugly fonts
Messy, handwritten text over an image > sleek, agency-approved typography. It feels personal and stops the scroll.
4. Talk Like a Human
No marketing jargon or fancy copywriting. No “buy now to experience excellence.” Just say it how you’d text it to a friend.
click to watch the full video
5. Make it look accidental.
The best “ads” don’t look like ads at all. A random thought, a dumb joke, a relatable struggle—people eat that up.
click to watch the full video
Bottom line: Ugly ads work because they feel real. And real gets people to actually pay attention.
Now go make something weird.
"Stop overproducing. Start getting attention.”
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