@adsandcopy

What they said

1. Series intro: he is making a series so you learn which formats work best in your industry and can do the same for your brand. Slide shown: a funnel graphic (BOFU / MOFU / TOFU) listing formats, e.g. BOFU: check-out mockup, countdown, offer first banners, product image; MOFU: comment response, case studies, certification badges, educational, expert explainer, FAQs, how-to, podcast, social proof, text heavy; TOFU: before and after, behind the scenes, memes, celebrity, billboard, event announcement, founder led, phone-call mockup, news mockup, UGC testimonials. Also a UGC example video thumbnail and a green supplement bottle ad.
2. Brand today: The Stack, a supplement brand. Strengths: ad creatives, copywriting, scripts for founder-led ads, very clear positioning.
3. Ad 1: a native ad, screenshot of a customer's story. "How organic it looks." Copy: "Finally a brand that delivers what they say" with attached proof, a Whoop screenshot (sleep 77%, recovery 92%, strain 0.4) because it is a sleep supplement.
4. Ad 2: another screenshot of the same customer's story: "Thanks to @thestack_club, I can now save my sick leaves for actual plants" (gut immune support bottle). Copy is relatable and hits the pain point.
5. Ad 3: "expert-led format" in a native, organic story-style screenshot: a doctor (dr.mananvora) states the fact with research ("Poor sleep doesn't just tire you. It's quietly reducing your life span", explains lymphatic drainage in deep sleep, magnesium bisglycinate supports deep sleep, glycine supports REM sleep) then says he personally uses The Stack's sleep stack for 6 months and noticed improved sleep quality.
6. Ad 4: an "ask me a question" sticker screenshot story: "What makes your magnesium any better than others?" with a Deep Rest bottle and a reply ("We built Deep Rest for one thing - efficiency; fully chelated magnesium bisglycinate; sourced from a global leader in chelated minerals with 100+ published studies").
7. Also shown: founder-led ads with the founder on camera ("own labels", "on the box"; AI overview shot about a study of 31 melatonin supplements with mislabelled doses 83% below to 478% above the label). "Founder-led ads are also very good, can't explain in this video."
8. CTA: comment "founder" and he will DM the link.

Try this

• Brands in any category: Build a creative test plan from the formats in this teardown. Native-looking Instagram story screenshots of customer stories, expert-led posts, an "ask me a question" sticker ad that answers "why are you better than others", and founder-led ads.
• Brands with customer proof: Attach hard evidence to relatable pain-point copy, such as a wearable app screenshot for a sleep product. Proof beside the claim makes the ad more believable.
• Regulated categories: If you use a doctor or expert, check your local advertising and health claim rules before you run it.
• Agencies and creators: Copy the series format. Review one brand's ads per episode, show the screenshots, and gate the full list behind a comment keyword.
• Starting out: Use the funnel list (top, middle, bottom of funnel formats) as a checklist to see which formats you have not tried.

Links

• @thestack_club (The Stack, supplement brand: Deep Rest sleep, Gut Immune Support).
• A founder-led ads resource (link/guide) delivered via DM on keyword "founder" (content unknown).
• Mentioned doctor: dr.mananvora (appears in the expert-led ad).