Most people think they’re bad at ads.
The truth?
They’re just starting from a blank page.
When you have a “cheat sheet” of proven ads to pull ideas from, writing high-performing campaigns becomes 10x faster — and way more fun.
That’s why today I’m giving you my personal ad swipe file.
It’s a library of real campaigns that worked (with notes on why they worked) so you can adapt them for your own business.
3 Ads from the Swipe File
1. Nike — “Find Your Greatness”
Minimal copy. One powerful image. Relatable message.
Comment: This campaign worked because it made “greatness” feel achievable for anyone. It wasn’t about elite athletes — it was about you. Emotional relatability = instant brand connection.
2. Liquid Death — “Murder Your Thirst”
Over-the-top humor in a “boring” category.
Comment: Most water brands talk about purity and nature. Liquid Death went the opposite route — aggressive branding, metal-inspired design, and shock value. Result? It stood out in every aisle and on every feed.
3. Slack — “So yeah, we tried Slack…”
Case study in ad form.
Comment: Instead of explaining features, Slack showed a real team’s before/after story. It wasn’t marketing, it was proof. And proof converts.
Why a Swipe File Works
Speeds up ideation — No more starting from scratch.
Shows proven patterns — You’ll spot what works across industries.
Inspires creative twists — Borrow the concept, change the execution.
📂 Grab the Full Swipe File Here → Download Now
It’s filled with 30+ ads from brands you know (and some you don’t), each with my notes on why they crushed it.
Save it, study it, steal like an artist.
Your move:
Next time you’re stuck on an ad concept, open this file, pick a winning format, and make it your own.
P.S. Reply and tell me which ad in the swipe file is your favorite — I might break it down in the next edition.
