Breakdowns/001 · DUPPE
The ad never mentions the notes, the projection or how long it lasts. Not one word about the product. By the end you still want it. Here are the four moves that make it work, and how to use each one in your own ads.
The enemy
The enemy is luxury itself. People drop $300 on a bottle when the formula is the same and only the name is different, at ten times the price. You're paying for the logo, not the juice.
Use itName what your customer is overpaying for or putting up with. A category habit makes a better enemy than a brand.
The proof
Beakers, gloves, pipettes, a crimping machine. The set looks like a lab, so it says "same ingredients" for them. You don't need an argument when the picture already makes it.
Use itFind the one visual that makes your claim obvious, and show it instead of saying it.
The reframe
"Dupe" usually sounds cheap. They take the word head-on and turn it into a choice:
"Call it a dupe if you want. We call it independence."
The customer doesn't feel cheap anymore. They feel smart.
Use itTake the strongest objection to your product and say it first, then give it a new meaning.
The identity
The last line turns the purchase into a statement:
"If you need a logo to feel valuable, maybe it's not the fragrance that's fake."
From that moment, buying is about who you are, not what you spend.
Use itEnd on what the purchase says about the buyer, not on a feature.
The structure
Four moves, any product.
It's the exact structure we build into ads for our clients.
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