💰Creating problems to sell solutions: The genius of $2M ad strategy

Now, in advertising, stereotypes are (un)fortunately, a good thing, as they are making it easier to profile a customer avatar. If you have very clear stereotypes that a certain audience relates to, you won't have many issues knowing how to target them. And Bearskin is not an isolated example, but is definitely a very obvious, and highly successful one. They've very smoothly, yet successfully zeroed in on their male audience tapping into themes of masculinity, functionality, and a bit of that "man vs. nature" vibe.

So, let's start breaking it down.

1. The hook

Remember how we talked about the importance of those first few seconds? This ad wastes no time: "You're not a child, you're a man." Boom. They've got your attention, and they're challenging you right out of the gate. It's bold, it's direct, and it sets the tone for the entire ad. It's calling you out on the most negative spot on the continuum - if you want to be a man, your 'hell’ scenario is to be a baby. So, here's something that's going to offer you the solution to becoming a man, or 'defending yourself from becoming a baby'.

2. Problem-solution framework

We've seen this before in successful ads, but they take it to another level. They're not just solving a problem; they're creating one you didn't know you had. Your regular hoodie? Apparently, it's "weak" and "flimsy". They're reframing something as mundane as a hoodie into a problem that needs solving. Now, this is very effective, and a bit controversial, but ads often create problems you didn't know you had. In this case, the problem is stepping out of the role that you are aspiring to be in or keep being in.

3. Create a problem (If necessary)

Sometimes, as we've mentioned already, your audience doesn't know they have a problem until you point it out. The Bare Skin ad essentially created a problem with regular hoodies that most people probably never considered. What "problem" can your product or service solve that people might not be aware of?

4. Demonstration in action

Now, to a bit more of a standard tactic. Remember how we praised some other ads for showing their product in action? This ad does that too, but with a twist. They're not just showing the hoodie; they're showing the lifestyle it represents. Guys braving the elements, looking rugged and prepared. It's aspirational marketing at its finest.

5. Repetition and reinforcement

They keep hammering home the "you're a man" message. It's not subtle, but it's effective. They're creating an identity around their product, much like we saw with some of our previous examples, and achieving it through repetition. Since it is a bit of a sell, telling men that they are ‘real men’ only if they have this hoodie, it has to be reinstated and approached from a few different angles.

6. Humor as a tool

Despite the macho overtones, there's a lot of self-aware humor here. "It's made from real polar bears... not really though." This light touch keeps the ad from taking itself too seriously, making it more relatable and shareable. I do think that this ad could to an extent be read as satirical, but nevertheless, whether you read it as that, or it directly hits your ‘manhood', it will achieve the desired effect - get your focus on the product. And that's what makes it a great ad.

7. Clear call to action

Just like we've seen in our other successful ads, they make the next step crystal clear. They're offering a significant discount, creating urgency, and giving multiple ways to take action.

8. Social proof

They mention previous sell-outs and reviews from reputable sources. This builds credibility and creates FOMO, encouraging viewers to act quickly.

Now, here's what's really interesting about this ad: it's taking some of the principles we've discussed before and dialing them up to 11. The targeting is incredibly specific, the messaging is super direct, and they're not just selling a product - they're selling a whole identity. Think of becoming a boy's version of ‘Barbie girl', but not ‘Just a Ken'. You're creating an identity, and the only thing your viewers will wish is to borrow a bit of that identity to reinforce theirs. 

Is this approach for everyone? Maybe not. But that's kind of the point. They know exactly who they're talking to, and they're not afraid to alienate everyone else. In a world of increasingly generic, AI-generated content, this kind of specific, personality-driven ad really stands out.

Here's to creating ads that don't just sell products, but create movements. Now, if you'll excuse me, I need to rethink my entire wardrobe. Apparently, I've been dressing like a kangaroo all this time, and it's 2025. Let's step it up. The same goes for your YT ads 😉 

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