Black Friday and Christmas 2026 Concepts, and What to Inject Now
15 September 2026 · Three sections: eleven concepts to shoot, fourteen re-edits of films we already have, and eleven statics built from the website photography. Read against the four personas, the Black Friday 2025 library (7,167 ads from 11 brands), the content-diversity tracker and the account as it stands. You are approving the CONCEPT or the EDIT, not finished copy.
What you are deciding: whether the concept, the edit or the build is worth making. Mark each Approve or Reject, tick the openings worth using, and leave a note if it must do or avoid something. Anything with a can be edited in place. The full brief on each card is folded away until you want it. Everything saves as you go and Casey can see it.
There is nothing to send. An approved concept with its hooks ticked becomes a brief for the shoot and the scripts. An approved re-edit with a hook ticked goes straight to the editor. Nothing on this page goes live, so there is no send step. Close the page when you are done.
New creative, ranked. TOP is build first, NEXT is cheap or time-boxed, HOLD is blocked on the store or the offer.
C01: Better Than I Expected Edited
TOP · rank 1 of 11The Forever-Home CuratorSolution-awareSheepskin Rug
Making the loved rooms warmer.
THE CONCEPT: You cannot feel a sheepskin through a screen or trust its colour on a phone, so we show you both: the wool in real hands, and the shades side by side in daylight.
WHY IT MATTERS: Build first; a stopgap cut exists today (R01). It answers the one measured objection that stops a first order (47.3% of first-time buyers open two or more colourways before buying), it is the demo lane the tracker shows falling (down 11.7 points since 20 August, nothing new in 188 days), the competitor evidence is the strongest in the library (Rise & Fall 189 days, With Nothing Underneath 102 against 24), and the account already holds the hands-in-wool footage to cut a first version this week.
Where it came fromRise & Fall. Its longest-running Black Friday ad says the buyer's doubt out loud, then answers it in hands (189 days). Borrowed: say her doubt, then answer it in close-up.
Their ads, not ours. Click one to open it in Meta's Ad Library.
The full brief · open it after you have decided
Which size or piece leads (the AOV lens)
shoot the demo on the double (£159) and the quatro (£279), with the single as the entry shot rather than the hero, because the hands-in-wool argument is the same at every size and the basket is not.
The build plan
RUN late Oct through February, straight through Black Friday · BUILD October · 15 to 20s demo film + 2 texture statics
Persona and what it draws on
P1 The Forever-Home Curator x making the loved rooms warmer. Draws on Objections (the tactile gap: 47.3% of first-time buyers open two or more colourways of the same product before ordering [TW-JOURNEY]) and Reason to Believe (quality is 40.2% of reviews, softness 24.3%; 5.1% of reviews say it arrived better than the photographs).
What it is anchored on
Pain: "Always apprehensive when it's an online purchase, and you can't see it "in real life"" (Tina B., verified review).
Product in full
Sheepskin Rug, Cream and Oyster (lead, £79); seat pad and cushion appear only where their own reviews are quoted.
Not about
Price, the sale, gifting, the making story (that is the earlier slate's C01).
Why now
Live by late October, before category offer copy jumps the week of 3 November, and left running through Black Friday into February (21 of the 30 ads Piglet in Bed launched 24 to 26 October ran 94 to 112 days while its sale ads lived 1 to 22). H&H has launched no new evergreen creative since 18 May.
Format and awareness
PRODUCT_DEMO video, 15 to 20s (hands in the wool, the pile parting to the leather, a bare foot landing), plus two TEXTURE_MACRO statics from the same shoot with one USP each burned in. One message across all three: what your hands would find. Awareness: Solution-aware: she knows a natural sheepskin is the answer and is choosing a maker, stalled on texture and colour she cannot judge on a phone. Same stage as the source.
Shot list
Open on a thumb scrolling past rug photos on a phone, overlay hook 1; cut to real hands sinking into a Cream rug [CLIENT SLOT: rug in natural light]; the pile parted to show density; the Oyster colourway beside Cream in daylight, so the colour is honest; a bare foot on the rug by a bed; end card with a real review and the rating.
Proof to include
Nicole G. (Sheepskin Cushion - Cream): "They look exactly as they do in the photographs, which is so rare with online shopping." Tina B. (Sheepskin Seat Pad - Cream): "honestly they are actually better than I expected." Show the reviewed product on screen when quoting each. 4.94 average across 1,041 reviews [REVIEWS], only if the client is happy to state it.
Must check before it runs
Never put Nicole G.'s or Tina B.'s words over a rug; they reviewed a cushion and a seat pad. Colours must be graded true to life, because the whole claim is honesty. No "softest" superlative. Rating claim to be confirmed with Piers.
The evidence in full
Rise & Fall's longest-running Black Friday window ad voices the buyer's doubt, "It's just a fitted sheet, how different can it be?", while hands stretch the elastic (1379207416957011, 189 days); its demo lane ran a median 110 days against 52 for its other non-offer ads. Material truth lasted at the natural-fibre brands: With Nothing Underneath's fabric close-ups 102 days against 24; Organic Zoo's "100% wool. No blends. No compromise." statics 43 against 7 (2002133620566495). Teaching failed at ME+EM (5 days) where nobody was anxious, so the doubt has to be real. Borrowed mechanism: say her doubt, then answer it in hands and close-up.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Long New Zealand wool, deep enough to lose your fingers in.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
Cream and Oyster, side by side in daylight.
We have revised this hook since you edited it.
Hook option 3 (overlay) EditedRevised since your edit
"They look exactly as they do in the photographs, which is so rare with online shopping." Nicole G.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Choosing a sheepskin online asks you to trust something you cannot touch.
So we filmed what your hands would find: long New Zealand wool, handpicked for its texture and tone, deep enough to lose your fingers in.
Customers tell us the same thing when it arrives. It is softer than the photographs promised.
Headline
Softer Than the Photographs
Headline
Our Rugs, Up Close
C03: The Piece Worth Waiting For Edited
TOP · rank 2 of 11The Statement-Piece InvestorSolution-awareGiant Beanbag
Anchoring a room with one serious piece.
THE CONCEPT: A giant sheepskin beanbag is a considered purchase, so we show it earning its place in a real room, at full price, before anyone mentions a sale. No price and no discount on screen: the case is made in scale, materials and the way the room settles around it.
WHY IT MATTERS: Build first; a stopgap cut exists today (R02). Beanbags are 21.5% of revenue on 2.0% of spend, 26% of last Black Friday's takings, and the only beanbag film in the account (Ad 127) is running at 17.6x on pocket money. Persona 3 is the biggest gap between what sells and what the ads argue. Footage from the Lianna shoot and the fireside b-roll makes the full-price argument now; the shoot adds the scale and the pre-filled delivery.
What it looks likeAd 127, the beanbag film running today at 17.6x. Shot in a real room in daylight, which is the look. Captions are burned into the existing cut; ours would be rewritten.
The room, and the piece sitting in it aloneShe drops into it and stays thereWorking in it barefoot, the whole room in shotThe scale reads against her, no tape measure needed
Where it came fromRise & Fall. It argues its price out loud rather than hiding it ("If you want cheap sheets, don't buy Rise & Fall.", 180 days). Borrowed: make the case at full price first, so the sale finds a buyer already persuaded.
Their ads, not ours. Click one to open it in Meta's Ad Library.
The full brief · open it after you have decided
Which size or piece leads (the AOV lens)
orders with a beanbag average £822 on Shopify and the beanbag films that have run on Meta hold a £206 AOV at 8.9x on 1.5% of spend; shoot the Giant Shearling as the lead, the Giant Cowhide (£749) and the pouffe (£325) as second cuts with their own reviews.
The build plan
RUN late Oct at full price, through Black Friday, into Jan · BUILD October · 20 to 30s film + 1 review static
Persona and what it draws on
P3 The Statement-Piece Investor x anchoring a room with one serious piece. Draws on Desire (a distinct forever piece that gets noticed; 5.4% of reviews are about compliments), Reason to Believe ("crafted in England from eight full size premium New Zealand sheepskins") and Objections (£749 has to be argued, not discounted [SURVEY]).
What it is anchored on
Desire: "admired by everyone that sees it" (Sarah C., verified review, Giant Cowhide Beanbag).
Product in full
Giant Shearling Beanbag (lead, £749); Giant Cowhide Beanbag (£749) as a second cut with its own reviews.
Not about
Discount, the rug range, gifting.
Why now
Live late October at full price, run through Black Friday (when the argued piece meets the offer in the same feed) and into January. The Black Friday cut is the same film with the offer in the headline only.
Format and awareness
PRODUCT_DEMO video, 20 to 30s: the scale of the piece (nearly a metre across), a person sinking into it, the eight sheepskins' worth of wool in close-up, arriving pre-filled. Plus one REVIEW_AS_HERO static with a real beanbag review. Awareness: Solution-aware: she wants one serious piece for the room and is comparing makers and prices. The source ran solution-aware.
Shot list
Wide shot of a living room with the beanbag as the anchor [CLIENT SLOT: Giant Shearling Beanbag, natural light]; someone dropping into it and staying; macro of the curly wool; the delivery arriving pre-filled [CLIENT SLOT: if footage exists]; end card with a real review.
Proof to include
Amy (Giant Cowhide Beanbag): "I was looking at this bean bag for months. Could not find a cow hide bean bag that looked as good as this anywhere…. I decided to just go for it. It is absolutely stunning!" Sarah C. (Giant Cowhide Beanbag): "admired by everyone that sees it, excellent quality and very comfortable". Both are cowhide reviews: use them on the cowhide cut only, or state the product on the card.
Must check before it runs
**No price, no discount and no price comparison appears anywhere in this ad.** "Answers the price objection" is an internal note about why it works, not an instruction to state a number: she meets the £749 on the product page already persuaded. **The Rise & Fall reference is the ARGUMENT, not the art direction.** Their ad is a white-background two-bed comparison; we are taking only the decision to make the case for the piece at full price instead of waiting for the sale to do it. Hyde & Hare's look is Ad 127's look: a real room, daylight, the piece in situ, no studio sweep and no cutout. Cowhides are Italian, sheepskins New Zealand, the making England; never cross them. "Pre-filled" is UK orders only (PDP). No "most fought-over" line on the shearling cut, that line is on the cowhide PDP. Hook 2 is Amy's review; quote it exactly or not at all.
The evidence in full
Rise & Fall argues its price out loud rather than hiding it: "If you want cheap sheets, don't buy Rise & Fall." over a two-bed comparison (809409835248675, 180 days). It ran as a Black Friday ad with "Now 20% off for Black Friday" in the copy while the picture made the case for the product (a dynamic ad, so whether the offer text stayed after the sale cannot be seen). Its review cards launched in the same 6 to 7 November batch as its offer graphics ran a median 168 days while the offer graphics ran 8 to 28. H&H's own: beanbag orders went from 33 in October to 95 in November 2025, and 71 beanbag orders were £49,007, 26% of Black Friday revenue; the plain beanbag product photo was its best offer ad (Ad 199, £1,074 at 15.66x). Yet beanbags are 2.0% of evergreen spend today. Borrowed mechanism: make the case for the piece at full price first, so the sale finds a buyer already persuaded.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Eight New Zealand sheepskins.
One seat.
We have revised this hook since you edited it.
Hook option 2 (spoken or overlay) EditedRevised since your edit
"I was looking at this bean bag for months." Amy
We have revised this hook since you edited it.
Hook option 3 (overlay) EditedRevised since your edit
The seat everyone in the house will want.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Our giant beanbag is crafted in England from eight full-size New Zealand sheepskins, and it is the kind of piece you think about for a while before you buy.
It arrives already filled, nearly a metre across, ready to sink into.
The people who own one tell us it is the first thing guests notice.
Headline
Eight Sheepskins, One Seat
Headline
The Piece Worth Waiting For
C05: The Box Is Part of the Gift Edited
TOP · rank 3 of 11The Considered Gift-GiverProblem-awareHot Water Bottle in its Gift Box
An impressive, safe luxury gift.
THE CONCEPT: A Hyde & Hare gift arrives already feeling like a present: boxed, wrapped in tissue and ribbon.
WHY IT MATTERS: Build first; a stopgap cut exists today (R03), pending the box check. The Gift-Giver is 0% of spend against 38.1% of all new customers arriving October to December, the unboxing lane is 2.5% and 281 days stale, and 4 of 7,167 competitor ads showed a box. The proof is on file (Sarah B., Rachel H.), the unboxing footage is on file (Ads 157, 167, 164), and December is a full-price window nobody speaks to.
Where it came fromNobody's, and that is the point. Only 4 of 7,167 competitor ads mention a box or wrapping, and none of the 109 close reads shows the person giving. H&H already does the thing nobody advertises.
Their ads, not ours. Click one to open it in Meta's Ad Library.
The full brief · open it after you have decided
The build plan
GIFTING · RUN 1 Dec to cutoff, no-gift cut on into Jan · BUILD November · 15 to 20s unboxing film + 2 stills + no-gift cut
Persona and what it draws on
P2 The Considered Gift-Giver x an impressive, safe luxury gift. Draws on Micro Moment (the recipient opening it; packaging is praised unprompted in 24.2% of reviews [REVIEWS]) and Reason to Believe (the Signature Gift Box exists and ships).
What it is anchored on
Desire: "Arrived wrapped beautifully in a very smart presentation box." (Sarah B., verified review, Sheepskin Hot Water Bottle).
Product in full
Sheepskin Hot Water Bottle in its Complimentary Signature Gift Box (lead, £69); Cashmere Bed Socks (£55) as the second cut once their box is confirmed standard.
Not about
Price, the sale, the rug range, "hard to buy for".
Why now
Gift copy peaks across the category 1 to 19 December. Run 1 December to the Christmas cutoff; the no-gift-words cut (the same bottle, for her own evenings) runs on into January, when hot water bottle orders peak.
Format and awareness
UNBOXING video, 15 to 20s, filmed from the recipient's side: box, ribbon, tissue, the sheepskin, hands around it. Plus 2 GIFTING statics (the closed box; the open box). No-gift-words cut: same footage minus the wrapping beats and copy. Awareness: Problem-aware: she is working a Christmas list and has not thought of H&H as a gift maker. The whitespace source is not a stage match; H&H is meeting her earlier than the two competitor ads did (both were product-aware sale add-ons).
Shot list
Hands receiving the box [CLIENT SLOT: real Signature Gift Box and current wrapping]; ribbon pulled; tissue folded back; the sheepskin revealed; the bottle held against a jumper. Cast a woman in her fifties or sixties as the recipient; no male-giver lane. No-gift-words cut: the same bottle on a bed, the evening routine.
Proof to include
Sarah B. (Sheepskin Hot Water Bottle - Cream): "Arrived wrapped beautifully in a very smart presentation box." Sadie R. (Shearling Hot Water Bottle - Espresso): "Would make a thoughtful gift, warmly received." Louise A. (Square Sheepskin Seat Pad - Cream), on a house-level card only: "arrived beautifully packaged - lots of tissue & ribbon! Very high end!"
Must check before it runs
"Complimentary Signature Gift Box" is verified on the hot water bottle PDPs only. Confirm with the client before claiming it on bed socks (the men's PDP lists it, the women's does not) or on any other product. Confirm the handwritten card is standard before any ad mentions it (one review says it; not on site). Gift message at checkout does not exist; do not imply one.
The evidence in full
Of 7,167 competitor ads, 4 mention gift wrapping or a gift box: If Only If "every order arrives beautifully gift-wrapped on us" (696484350196873, 2 days) and Rise & Fall "Free Gift Box" over £150 (1177502544521638, 12 days; 2075312773392590, 8 days, launched 11 December). Gift framing is 2.5% of window ads and none of the 109 close reads shows the person giving. Beaufort & Blake's gift-worded ads ran 7 to 15 days while product cuts from the same launch ran 63 to 132, hence the no-gift-words cut. H&H's own: zero gift ads in Q4 2025, while 2 to 19 December brought 757 full-price orders, 66 bed socks orders and 138 hot water bottle orders in December. Borrowed mechanism: nobody's; the whitespace is the point.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
It arrives already wrapped.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
A sheepskin hot water bottle, in its own gift box.
We have revised this hook since you edited it.
Hook option 3 (overlay) EditedRevised since your edit
"Arrived wrapped beautifully in a very smart presentation box." Sarah B.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Our sheepskin hot water bottle arrives in its complimentary Signature Gift Box, ready to give.
Handcrafted from New Zealand sheepskin, it is the kind of gift that gets used every cold evening, long after the paper has gone.
For the person on your list who deserves something quietly lovely.
Headline
Arrives Ready to Give
Headline
The Gift Box Is Included
C04: The Sale, Shown Plainly Edited
NEXT · rank 4 of 11The Forever-Home CuratorThe Statement-Piece InvestorProduct-awareBeanbag, Sexto, Quatro, Rug
The piece she has been waiting to buy.
THE CONCEPT: For Black Friday week, show the pieces people wait all year for, and let the offer sit quietly in the headline.
WHY IT MATTERS: Cheap, from product imagery; needs the 2026 offer confirmed. Essential but not a creative bet: last year the plain product pictures were the best sale ads (Ad 199 15.66x) and the argument films beside them converted level with the offer. Everything here is statics and review cards from the website photography (I01, I02), plus the R02 and R08 bodies with the offer in the headline. Nothing burned in, so the same files run before and after the sale.
Where it came fromAll nine brands that ran offer creative, plus Rise & Fall. Offer ads stopped first everywhere, while Rise & Fall's review cards from the same batch outlived its offer graphics 168 days to 8. Borrowed: product sells, offer closes, proof launches alongside.
Their ads, not ours. Click one to open it in Meta's Ad Library.
The full brief · open it after you have decided
Which size or piece leads (the AOV lens)
the sale statics lead with the beanbag, the sexto and the quatro, because a 20% discount on a £749 piece is the week the considered buyer has been waiting for (beanbags were 26% of last Black Friday's revenue).
The build plan
RUN only while the Black Friday offer is live (2025: 26 Nov to 1 Dec) · BUILD October · 4 to 6 product statics + 6 to 10s cut + 3 review cards
Persona and what it draws on
P1 The Forever-Home Curator and P3 The Statement-Piece Investor x the piece she has been waiting to buy. Draws on Trigger Moment (Nov is 15.9% of all new customers ever acquired [ORDERS-ALL]) and Reason to Believe (the product, plus real reviews in the same batch).
What it is anchored on
Desire: to buy the piece she has been considering at the one moment in the year it makes sense ("waiting for the right moment or season" [SURVEY]).
Product in full
Sheepskin Rug (entry), Giant Shearling Beanbag, Sheepskin Hot Water Bottle, one statement throw; one product per asset.
Not about
Brand mood, wordplay, countdowns, urgency, the discount code name.
Why now
Build in October, launch the day the offer opens (2025: 26 November), retire when it closes. Runs beside C01 to C03, never instead of them; in 2025 the no-offer creative took £2,946 at 12.6x in the same week.
Format and awareness
OFFER_GRAPHIC as product pictures: 4 to 6 statics and one 6 to 10s styling cut, the offer in the headline slot, not on the picture's centre. Plus 3 REVIEW_AS_HERO cards launched in the same batch. Awareness: Product-aware: she knows H&H, may follow or subscribe, and has been waiting. Same as the source.
Shot list
Clean product-in-room photography, one product per static [CLIENT SLOT: Q4 shoot or existing library]; beanbag, rug by a fireplace, hot water bottle on a bed, rug in an entryway; the offer as a small line, not a starburst. Review cards: cream ground, the real quote, reviewer name, product.
Proof to include
Review cards from HH-FACTS only (e.g. Sarah B., Sheepskin Hot Water Bottle - Cream: "A truely premium hot water bottle…thick, fluffy and oozing quality."). The White Company review from Ad 191, reused as is.
Must check before it runs
[OFFER SLOT] = client to confirm the 2026 offer; 2025 was 20% off with code HYGGE, 26 Nov to 1 Dec. Do not write the code in the ad if it is HYGGE (voice rule); put it on site and in email. Never call it once a year: H&H also runs a Summer sale. Hook 3 "for one week" only if the 2026 window is a week. No urgency furniture; "for a limited time" is Piers's accepted form.
The evidence in full
Offer creative stops first at all nine brands that ran it (Piglet in Bed 6.5 vs 94 days, Pooky 2 vs 55, Sezane 3 vs 35, If Only If 2 vs 35, Boden 3 vs 14, Rise & Fall 19 vs 52, Wild Nutrition 19 vs 40, With Nothing Underneath 5 vs 25, Beaufort & Blake 14 vs 22.5), so it is a one-week asset and should be cheap. A pointer the other way: Rise & Fall's "If you want cheap sheets, don't buy Rise & Fall." static carried "Now 20% off for Black Friday" in its copy and ran 180 days (809409835248675), with the picture arguing the product and the offer only in the words; it is a dynamic ad, so the copy may have changed after the sale. Rise & Fall's review cards in the same batch as its offer graphics outlived them (168 vs 8 to 28). ME+EM put one standing line, "Free returns", on 118 of 133 window ads. H&H's own 2025: the best offer ads were plain product and styling (Ad 199 beanbag photo 15.66x, Ad 195 Lianna beanbag 17.36x, Ad 192 styling 8.88x, Ad 200 rug in entryway 8.57x); the brand-novelty films launched the week before ran 0.86x and 2.22x. Borrowed mechanism: product sells, offer closes, proof launches alongside.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
The rug you saved. [OFFER SLOT] for Black Friday.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
Eight New Zealand sheepskins, handcrafted in England. [OFFER SLOT] this week.
We have revised this hook since you edited it.
Hook option 3 (overlay) EditedRevised since your edit
Pieces made to last for years. [OFFER SLOT] for one week.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
For Black Friday we are offering [OFFER SLOT] across our natural fibres, for a limited time.
Real New Zealand sheepskin, handcrafted in England, chosen to last for years rather than a season.
If there is a piece you have had your eye on, this is the week for it.
Headline
[OFFER SLOT] Across Our Natural Fibres
Headline
Black Friday at Hyde & Hare
C02: The Warmest Room in the House Edited
NEXT · rank 5 of 11The Forever-Home CuratorProblem-awareHot Water Bottle
Making the loved rooms warmer (the bedroom).
THE CONCEPT: A real woman films her own cold evening, and the sheepskin hot water bottle is simply how it ends.
WHY IT MATTERS: Contract creators now; a brand-side stopgap exists (R04). The mechanism is proven (Pooky's routine films matched its best ads and ran again after Cyber Monday; H&H's own Ad 103 creator film was its steadiest ad of Q4 2025) and January is the hot water bottle's peak month. It ranks below the top three only because it depends on creators filming in October; until they deliver, R04 recuts the evening footage the account already has.
Where it came fromPooky. Its creator films of a woman's own evening ran level with its best brand ads, then ran again as new ads after Cyber Monday for another 76 to 77 days. Borrowed: her routine, one product doing one job in it, and never the offer in her mouth.
Their ads, not ours. Click one to open it in Meta's Ad Library.
The full brief · open it after you have decided
The build plan
RUN late Oct to Jan, relaunch as new ads after Cyber Monday · CONTRACT creators now · 2 to 3 creator films on their own handles
Persona and what it draws on
P1 The Forever-Home Curator x making the loved rooms warmer (the bedroom). Draws on Desire (a daily ritual, not a look [SURVEY]) and Micro Moment (the evening; December warmth-and-bedroom share triples to 14.1% of orders [ORDERS]).
What it is anchored on
Desire: "a comforting companion on cold winter nights" (H&H hot water bottle PDP), in her own routine, not ours.
Product in full
Sheepskin Hot Water Bottle (lead, £69); Cashmere Bed Socks (£55) and a Sheepskin Rug by the bed as supporting objects.
Not about
The sale, gifting, the brand talking, the word the account used to lean on.
Why now
Contract by early October, live late October, run through Black Friday, relaunch as new ads after Cyber Monday (Pooky's timing), on into January, when H&H's hot water bottle orders peak (239 in January 2026).
Format and awareness
CREATOR_IN_THE_MOMENT video, 20 to 30s, run through the creator's own handle (whitelisted, as H&H already does with H9 / Moonlight). Two or three creators, each filming her own evening, rather than one film cut many ways. Awareness: Problem-aware: the house is cold in the evenings and she has not framed a sheepskin piece as the answer. Pooky ran unaware; one stage later here because the creator's cold room names the problem before the product.
Shot list
The creator's own house, her own lighting, phone-shot: kettle filling the bottle, bed socks on, the bottle tucked against her, a rug underfoot by the bed. Product appears in use, never presented to camera. [CLIENT SLOT: creator shortlist, whitelisting rights to end of February 2027].
Proof to include
The creator's own experience only. Optional end card: karen d. (Shearling Hot Water Bottle - Cream): "I have used a teddy bear hot water bottle cover for 50 years... I had never found anything that could replace my treasured bear…….until now !"
Must check before it runs
Creators never mention the Black Friday offer, in the film or the caption. "Hygge" must not appear in the caption or voiceover; brief the creator on it. Hot water bottle safety: show a normal fill from a kettle only if the client is comfortable; no boiling-water claims. Creator must have used the product for real before filming.
The evidence in full
Pooky's 16 season-launched creator films of a woman's own evening ran a median 55.5 days, level with its best non-offer brand ads (54) and far beyond its offer pictures (median 2). The "76 against 8.5" figure used for Little H&H was brand mix and is withdrawn. Examples: "pov: you've found the perfect rechargeable lamps for cosy self-care evenings" (1416477037144503, 95 days), "this is a no big lights household" (855588060267291, 88 days). Pooky put the same creators' films live again as new ads on 2 December, after Cyber Monday, and they ran another 76 to 77 days (1341362397313714, 3244293235732281, 4248952448714683). Beaufort & Blake's creators carrying the Black Friday discount ran 1 to 9 days. H&H's own: the "Hygge brand video" hooks launched 19 Nov 2025 ran 2.22x and 0.86x, while Ad 103, a creator video with a text overlay, ran £6,143 at 7.55x through all 15 weeks. Borrowed mechanism: her routine, one product doing one job in it, relaunched as new ads after Cyber Monday. The creator is a way to make argument creative, not a durability trick on its own.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (creator caption) EditedRevised since your edit
The last twenty minutes of my day, every day from October.
We have revised this hook since you edited it.
Hook option 2 (spoken) EditedRevised since your edit
The heating's gone off and this is what I reach for.
We have revised this hook since you edited it.
Hook option 3 (creator caption) EditedRevised since your edit
Our bedroom is the coldest room in the house, so this is how I fixed it.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
For the Coldest Part of the Evening
Headline
Warmth You Reach For
C08: The Other One Edited
NEXT · rank 6 of 11The Collector-CompleterMost awareDouble Sheepskin Rug, the pair
The matching piece, the pair, the set.
THE CONCEPT: After Christmas, the other side of the bed is still bare, and the second sheepskin rug is the piece that finishes the room.
WHY IT MATTERS: Statics from imagery, built in November for January. 22.1% of customers buy again, 60.8% inside the same product family, and the Collector is 1.5% of spend. It runs after the cutoff so it is not urgent, but it is cheap (I05) and the seat pad launch film already carries a most-aware message that recuts for it (R11). Re-pointed to rugs on 16 September: rugs are 59.4% of revenue all year and 59.1% in October to December, while seat pads and cushions fall from 15.8% to 10.7% in that window, so the pair to lead with is two doubles either side of the bed (£318) and the seat pad is the second cut, not the hero. 60.8% of second orders stay in the same family and 40% go sheepskin to sheepskin, so a rug owner coming back for a rug is the commonest repeat there is.
Where it came fromRise & Fall, ME+EM and If Only If. Rise & Fall stacked one product in all its colours (188 days); ME+EM and If Only If held their only sale until 17 and 25 December. Borrowed: the pair shown finished, after the gifting stops.
Their ads, not ours. Click one to open it in Meta's Ad Library.
The full brief · open it after you have decided
The build plan
RUN cutoff to end of January · BUILD November · 2 lifestyle statics + 1 colourway static
Persona and what it draws on
P4 The Collector-Completer x the matching piece, the pair, the set. Draws on Problem (one looks lonely), Trigger Moment (median second order 18 days; 60.8% stay in the same product family [ORDERS]) and Objection ("I don't need anything right now", answered with completion, not urgency).
Double Sheepskin Rug as the pair, either side of the bed (lead, £159 each); the Single for a chair-and-chair pair; Sheepskin Seat Pads as a second cut only.
Not about
Gifting, the Black Friday offer, new customers.
Why now
Run from the day after the Christmas cutoff through January. Build in November beside the gift creative.
Format and awareness
LIFESTYLE_SCENE static pair (before: one double beside the bed; after: both sides) and a RANGE_LINEUP static of matching rug colourways. One message: the finished pair. Awareness: Most aware: she owns one, loves it, and needs a completion reason, not convincing. Rise & Fall ran it solution-aware to new shoppers; H&H shifts to the owner because that is who buys again in January.
Shot list
A bed with one Double Sheepskin Rug beside it, then the same bed with both sides done [CLIENT SLOT: the pair photographed together, which nothing on the site shows today]; a colourway row of rugs on a plain ground; a chair-and-chair pair as the second cut.
Proof to include
Michelle (Double Sheepskin Rug - Elderflower, verified): "So thrilled I ordered another!" Colette G. (Sheepskin Rug - Elderflower, verified): "This was my second purchase from you and I love both rugs." Tracey K. (Rarebreed Icelandic Sheepskin - Taupe, verified): "We have now purchased 5 Hydes to place over chairs", on the chair cut only. All only with the reviewed product named on the card.
Must check before it runs
"Most of our customers start with one sheepskin" is supported (69.3% of orders are one line item), "many come back" is 22.1% repeat: keep "many", never "most". Rarebreed is British sheepskin, a separate range; do not call it New Zealand. Offer, if any, is the client's call (the January GWP relaunch precedent).
The evidence in full
Rise & Fall stacked one product in all its colours with a use line (2283298045444565, 188 days). ME+EM and If Only If held their only sale until after the gift window, 17 and 25 December, which is when the self-purchaser comes back. H&H's own: the complimentary hot water bottle ads relaunched 24 December 2025 ran 12.1 to 14.1x into January, its best efficiency of the season, and the post-cutoff buyer is buying for herself (gift proxy flat). Collector is 1.5% of evergreen spend today. Borrowed mechanism: the pair or the set, shown finished, after the gifting stops.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
One looks lovely.
Two finish the room.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
The other side of the bed has been waiting.
We have revised this hook since you edited it.
Hook option 3 (overlay) EditedRevised since your edit
Match the rug you already have.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Most of our customers start with one sheepskin, and many come back for the one that sits opposite it.
A double either side of the bed, so your feet land on wool whichever way you get up.
Every fleece is handpicked for its texture and tone, so matching what you already own is easy.
Headline
Finish the Pair
Headline
Match the Rug You Have
C06: Gifts, by Price Edited
HOLD · rank 7 of 11The Considered Gift-GiverUnawareRugs, Bottle, Socks, Beanbag
An impressive, safe luxury gift.
THE CONCEPT: Hyde & Hare gifts at every price, rug-led, so a Christmas list becomes one easy decision.
WHY IT MATTERS: Blocked on a price-banded gift collection; carousel can be built from imagery meanwhile. The list-shopping frame is right for 1 to 19 December and the carousel is cheap (I04), but sending it to a collection that does not exist wastes the click. Build the cards, run them to the hot water bottle collection only if the page is not ready.
Where it came fromBoden and Sezane. Both ran gift guides and both ran short (medians 13 and 10 days). Borrowed: the gift guide, made cheap as a carousel because it is short-lived by nature.
Their ads, not ours. Click one to open it in Meta's Ad Library.
The full brief · open it after you have decided
The build plan
GIFTING · RUN 1 Dec to cutoff · BUILD October · 4 to 5 card carousel + 6s story · needs a gift collection page
Persona and what it draws on
P2 The Considered Gift-Giver x an impressive, safe luxury gift. Draws on Problem (she needs a gift for someone who has everything) and the site gap (no gift finder, no price-banded collection [SITE]).
What it is anchored on
Pain: working the Christmas list, and every default feeling thoughtless [hypothesis on the comparator; Q4 demand measured, 38.1% of all new customers arrive Oct to Dec].
Product in full
Rug-led, five or six cards ascending: Cashmere Bed Socks £55 (one card only); Sheepskin Hot Water Bottle £69; Sheepskin Rug £79; Double Sheepskin Rug £159; Quatro Sheepskin Rug £279; Giant Shearling Beanbag £749 as the top band. Three of the cards are rugs on purpose. The Kilbarn Throw is dropped (throws are 0.8% of revenue) and the Gift Card is the fallback card if a product sells out.
Not about
The sale, the making story, men.
Why now
The list-working frame belongs to the Christmas window only. Build October; run 1 December to the cutoff, when gift copy peaks across the category. Retire on the cutoff.
Format and awareness
GIFTING carousel, 4 or 5 cards: one product per card on a warm plain ground, price and one line each. Plus a 6s story version. Awareness: Unaware of the category as a gift: she knows she needs presents, not that a sheepskin maker is where to find them. Boden and Sezane ran it product-aware to existing shoppers; H&H shifts earlier because its gift buyer is new to the house.
Shot list
Card 1 bed socks on a folded blanket; card 2 the hot water bottle in its box; card 3 the single rug over a reading chair; card 4 the double beside a bed; card 5 the quatro on a kitchen floor; optional card 6 the Giant Shearling Beanbag as the top band [CLIENT SLOT: product photography on one consistent ground]. Price on each card in small type.
Proof to include
Prices verified 15 Sept 2026 (re-check in November). Optional: ELIZABETH R. (Women's Cashmere Bed Socks - Azure): "Beautifully boxed so excellent gift".
Must check before it runs
Re-pointed 16 September to lead with rugs: rugs are 59.4% of revenue and bed socks 0.8%, so socks hold one card for the gifting job and nothing more. Hook 2 ("has everything") is a Christmas-list frame: December only, never earlier. Prices must be re-verified before launch (Merino hot water bottle £59 is sold out; do not use it). "In its own gift box" only on the hot water bottle card. "Eight sheepskins" never appears on the beanbag card here; that claim is Giant Shearling only and this carousel is not the place to argue it.
The evidence in full
Gift guides ran across the category but short: Boden 16 ads, median 13 days (1895613754645001, 35 days, "CHECK OUT OUR GIFT GUIDE" with "Free shipping over £50 + free returns" beneath); Sezane 13 ads, median 10 (1182448813215368, 38 days); one Rise & Fall gift guide ran 97 days (1425955022387103). No ad in the 7,167 mentions a hot water bottle, bed socks or a rug. H&H's own: bed socks orders went 12 in October to 66 in December; the £0 Gift Box line rode on 69 December orders; the store has no price-banded gift route. Borrowed mechanism: the gift guide, made as a cheap carousel because it is short-lived by nature.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Four gifts they will use every day this winter.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
For the people who have everything.
From £55.
We have revised this hook since you edited it.
Hook option 3 (overlay) EditedRevised since your edit
Natural-fibre gifts, from bed socks to a rug for the whole room.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Our Christmas gifts, sorted by price.
Cashmere bed socks at £55, a sheepskin hot water bottle in its own gift box at £69, and New Zealand sheepskin rugs from £79 for a chair to £279 for the floor of a whole room.
Each one made to be used every day, long after Christmas.
Headline
Christmas Gifts by Price
Headline
Gifts They Will Use Every Day
C07: In Time for Christmas Edited
HOLD · rank 8 of 11The Considered Gift-GiverProduct-awareHouse-wide
An impressive, safe luxury gift.
THE CONCEPT: Order by the date we publish, and if it is not right, it can come back after Christmas.
WHY IT MATTERS: Blocked until the store publishes a Christmas cutoff and returns window. Once unblocked this is the highest-leverage line in the slate (a standing headline on every Q4 ad, which nobody in the library carried), and the cheapest to make. Until then there is nothing to build.
Where it came fromME+EM and Organic Zoo. Only 9 of 7,167 ads carried a Christmas deadline and 3 an extended returns window, while ME+EM carried one standing service line on 118 of its 133 window ads. Borrowed: a date and a returns promise as the whole message, and as a standing line on everything else.
The full brief · open it after you have decided
The build plan
GIFTING · RUN ~8 Dec to cutoff; headline line on every Q4 ad · BLOCKED until the store publishes a cutoff and Christmas returns window · static + 6s story
Persona and what it draws on
P2 The Considered Gift-Giver x an impressive, safe luxury gift. Draws on Objections (no Christmas cutoff date, no extended Christmas returns window, returns friction flagged in the survey) and Reason to Believe (dispatch same day before midday where possible [SITE]).
What it is anchored on
Pain: "Will it arrive in time, and can it be returned" (P2 objections, both unanswered on site [SITE]).
Product in full
House-wide line; lead visual the Sheepskin Rug and the Signature Gift Box.
Not about
Price, the sale, any single product story.
Why now
Run from about 8 December to the published cutoff. The standing line goes into the headline of every Q4 ad from 1 December once published.
Format and awareness
TEXT_OVERLAY_USP static and a 6s story: the date, large and plain, over a wrapped box. Plus the headline line on every live Q4 ad. Awareness: Product-aware: she has found the gift and is deciding whether it is safe to order. Same as the sources.
Shot list
A wrapped Signature Gift Box on a doorstep in winter light [CLIENT SLOT]; the date as clean type; no calendar graphics or countdown clocks.
Proof to include
Henrietta C. (Sheepskin Rug - Oyster): "It arrived just before Christmas which was very pleasing." Optional.
Must check before it runs
BLOCKED until H&H publishes a Christmas cutoff (by service: Royal Mail 48, DHL) and an extended returns window on the site. Never state a date the warehouse has not committed to. International cutoffs differ; UK only unless the client provides others. "Wrapped" in hook 3 only for products that ship boxed.
The evidence in full
Only 9 of 7,167 competitor ads carried a Christmas delivery deadline, all launched 11 to 19 December (Sezane "Final Call: Gifts in Time", Organic Zoo "Order by 21/12", With Nothing Underneath "Free next-day delivery... in time for Christmas"). Organic Zoo alone advertised an extended returns window (orders 23 October to 24 December, 3 ads). Standing lines work when carried everywhere: "Free returns" on 118 of ME+EM's 133 window ads; a delivery and returns line on 71% of Boden's. H&H's own: orders held 34 to 55 a day to 19 December 2025, then fell to 19 on 20 December and 9 to 10 a day by 23 December, the cutoff customers guessed at because none was published. Borrowed mechanism: a date and a returns promise as the ad's whole message, and as a standing headline line on everything else.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Order by [CUTOFF DATE] for Christmas delivery.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
Christmas gifts can be returned until [RETURNS DATE].
We have revised this hook since you edited it.
Hook option 3 (overlay) EditedRevised since your edit
Wrapped, sent, and with them by Christmas.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Order by [CUTOFF DATE] and your Hyde & Hare gift will arrive in time for Christmas.
And if it is not quite right, Christmas gifts can be returned until [RETURNS DATE].
Headline
Order by [CUTOFF DATE] for Christmas
Headline
Returns Until [RETURNS DATE]
C09: First Look, With Something Extra (TEST) Edited
HOLD · rank 9 of 11The Forever-Home CuratorThe Collector-CompleterProduct-awareHouse-wide, gift over a threshold
The low-barrier add-on; P1 The Forever-Home Curator already on the list.
THE CONCEPT: Before Black Friday opens, H&H's subscribers get a named complimentary gift with their order, stated plainly with its worth and terms.
WHY IT MATTERS: A test that needs sizing with offer-builder before anyone writes it. Last year's early-access week was the season's worst (4.44x) and the named-gift mechanic is proven at one brand only. Worth testing, not worth building ahead of the top three.
Where it came fromSezane. It replaced its Black Friday discount with a named limited gift and printed terms, a new gift with each drop from 16 November. Borrowed: the named gift with its worth stated, placed in H&H's weakest week.
Their ads, not ours. Click one to open it in Meta's Ad Library.
The full brief · open it after you have decided
The build plan
TEST · RUN w/c 16 Nov until the Black Friday offer opens · SIZE with offer-builder in October · 1 static + 10s cut
Persona and what it draws on
P4 The Collector-Completer x the low-barrier add-on; P1 The Forever-Home Curator already on the list. Draws on Trigger Moment (the £200 complimentary-rug threshold [AOV]) and Failed Solution (the rewards scheme feels "too stretching" [SURVEY]).
What it is anchored on
Desire: to be rewarded for being first without waiting for the sale ("waiting for a sale, or for the right moment" is the Collector's failed solution [SURVEY][AOV]).
Product in full
Complimentary gift [OFFER SLOT: e.g. hot water bottle or bed socks, worth stated] on orders over [THRESHOLD], house-wide.
Not about
Percentage off, countdowns, the Black Friday offer itself.
Why now
Run the week of 16 November to the day the Black Friday offer opens, replacing 2025's early-access creative. Needs the offer sized in October.
Format and awareness
OFFER_GRAPHIC static, product-led: the gift shown beside a hero piece, the worth and terms in plain type. One 10s cut. Product sells, gift closes (voice sheet: the top GWP ads sold the product, not the gift). Awareness: Product-aware: she knows H&H and is deciding whether to wait for the sale. Same as the source.
Shot list
A hero rug or beanbag in a room with the gift beside it [CLIENT SLOT]; terms as a small caption line.
Proof to include
Stated worth equals the live retail price (hot water bottle £69; bed socks £55) on the day it runs. Reviews only if the gift product's own.
Must check before it runs
TEST, not a recommendation to change the Black Friday offer. Size it with the offer-builder skill first (margin, stacking with the Black Friday offer, stock of the gift). "While stock lasts" is a printed term here, not urgency; Piers strips "while stocks last" from primaries, so move it to the headline description or terms line if he prefers. Stated worth must match the live price. Subscribers-only needs an email or a landing page gate; Meta cannot target the list by persona, and the campaign stays broad.
The evidence in full
Sezane ran no discount; its Black Friday was a named limited gift with printed terms: "Enjoy a limited-edition Sézane x Antoinette Poisson pouch with your order" (1294696072342042), "*Minimum spend $/£/€50... While stock lasts, one gift per person" (1507714400448555), a new gift with each drop from 16 November, the threshold raised to 100 from 14 December (757109584041453). Piglet in Bed ran a "LOADING..." sign-up teaser from 6 November (1842676886456381), though it promised a percentage. H&H's own: the early-access week (w/c 17 November 2025) was the season's worst, £3,383 at 4.44x, with the three "Early Access" ads at 2.27x, 5.76x and 8.18x; its complimentary hot water bottle relaunch ran 12.1 to 14.1x in January; Piers's own offer line states a worth. Borrowed mechanism: Sezane's named gift with printed terms, placed in H&H's weakest week.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Before Black Friday: a complimentary [GIFT] worth [WORTH] with orders over [THRESHOLD].
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
Our subscribers shop first, with a gift from us.
We have revised this hook since you edited it.
Hook option 3 (overlay) EditedRevised since your edit
A sheepskin rug for the house, and a [GIFT] for you.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Receive a complimentary [GIFT] worth [WORTH] on all orders over [THRESHOLD], for a limited time before Black Friday.
Real New Zealand sheepskin, handcrafted in England, and a little something extra with it.
One gift per order, while stock lasts.
Headline
A Gift With Your Order
Headline
Complimentary [GIFT] Worth [WORTH]
C10: The Questions We Get Asked Edited
NEXT · rank 10 of 11The Forever-Home CuratorThe Statement-Piece InvestorSolution-awareSheepskin Rug, all sizes
Choosing a first sheepskin with confidence.
THE CONCEPT: The questions people actually ask before their first sheepskin, answered plainly by the people who make it.
WHY IT MATTERS: Build in October as a carousel first and a talking-head cut second. Added after the slate was ranked, so it sits last in the list rather than last on merit: on the evidence it belongs with the NEXT group. It comes from the most durable brand in the library, and from its most durable lane by a distance: Wild Nutrition's launched teaching posts ran a median 164 days against 40 for its own other non-offer launches. It lands on the one lane H&H already owns and is letting go stale, teaching at 13.9% of spend, the account's engine at 6.9x, and nothing new in 120 days. It is cheap, it can be built from website photography, and it gives the size question a home in new creative rather than only in the I07 static carousel.
Where it came fromWild Nutrition. The most durable brand in the library, and its plain question-and-answer teaching posts are its most durable lane by a distance (median 164 days against 40 for its own other launches). Borrowed: answer what she is actually asking, in the maker's voice, with no sale attached.
Their ads, not ours. Click one to open it in Meta's Ad Library.
The full brief · open it after you have decided
Which size or piece leads (the AOV lens)
the size card walks her up from the single to the sexto in the order of the room she is buying for, not the price.
The build plan
RUN late Oct through February, nothing in it dates · BUILD October · 4 to 5 card carousel + 20 to 30s talking-head cut
Persona and what it draws on
P1 The Forever-Home Curator and P3 The Statement-Piece Investor x choosing a first sheepskin with confidence. Draws on Objections (the tactile gap: 47.3% of first-time buyers open two or more colourways of the same product before ordering [TW-JOURNEY]) and Reason to Believe (handpicked fleeces, New Zealand wool, crafted in England).
What it is anchored on
Pain: the questions she has to guess the answers to before a first order, because nothing on the site answers them together.
Product in full
Sheepskin Rug across its sizes (Single £79, Double £159, Quatro £279, Sexto £395); the Giant Shearling Beanbag as the one-piece answer.
Not about
The sale, gifting, Christmas, brand mood, any health or wellbeing claim.
Why now
Live by late October with the argument films, so it is working before category offer copy jumps the week of 3 November, and left running through Black Friday into February. Unlike the sale creative, nothing in it dates.
Format and awareness
TEACHING_HOWTO carousel, 4 or 5 cards, one question per card answered in one short paragraph. Plus a 20 to 30s talking-head cut of Piers or a named team member answering the same questions [CLIENT SLOT: who fronts it]. One message across both: the answers, from the people who make them. Awareness: Solution-aware: she has decided a natural sheepskin is the answer and is working out which one and whether she will get it right. Wild Nutrition ran its teaching problem-aware; H&H meets her one stage later because she has already chosen the category.
Shot list
Card 1, which size: the single on a chair, the double by a bed, the quatro on a kitchen floor, the sexto by a fireplace, each named [website photography, as I07]. Card 2, colour: Cream, Oyster, Taupe and Vole photographed in the same daylight so the comparison is honest. Card 3, how it wears: the pile in close-up, with the making line. Card 4, care: the shake and brush [CLIENT SLOT: the care answer as Piers gives it]. Closing card: a real review and the rating. Talking-head cut: whoever fronts it, in a real room, answering to camera, no script read off a card.
Proof to include
Nicole G. (Sheepskin Cushion - Cream): "They look exactly as they do in the photographs, which is so rare with online shopping." on the colour card, with the cushion on screen. Tina B. (Sheepskin Seat Pad - Cream): "honestly they are actually better than I expected." on the closing card, with the seat pad on screen. 4.94 across 1,041 reviews [REVIEWS] only if the client is happy to state it.
Must check before it runs
The care and wear answers are NOT on the site today and must come from Piers before this is written [CLIENT SLOT]; never invent a care instruction or a durability claim. No health, sleep or wellbeing claim of any kind: that is Wild Nutrition's category and none of it transfers. Wild Nutrition closes on a complimentary consultation; H&H has no equivalent service, so the close is a plain next step and never an invented one. A named person fronts the talking-head cut only if Piers or a named team member agrees [CLIENT SLOT]. Sizes and prices to be re-verified the week it launches. Hook 1 and hook 2 are questions, which is normally the weakest opener in the account; they are allowed here only because the format answers them in the very next beat.
The evidence in full
Wild Nutrition is the most durable brand in the library: median 70 days across 1,208 ads, and 31 of the 60 longest-running ads in the whole set, more than any other brand. Inside it, the teaching lane is the standout: launched TEACHING_HOWTO ran a median 164 days against 40 for its other non-offer launches (n=3, brand-stats and lane-within-brand.json). The executions are plain question-and-answer posts fronted by a named in-house expert: "3 QUESTIONS WE'RE ASKED ABOUT sexual health" (857088700067159, 164 days), "Hi, I'm Isabelle. I'm a nutritional therapist." (1554592848904191, 177 days), and a December guide that named Christmas shopping in its copy, closed on a complimentary call rather than a sale, and ran 44 days (1301016441782782). The lane lasted longer at 2 of the 3 brands with enough ads to read it, so it is a strong pattern rather than a law. H&H's own: teaching is 13.9% of evergreen spend with nothing new in 120 days, and it is the account's best-converting content lane at 6.9x. Borrowed mechanism: answer the questions the buyer is actually asking, in the maker's own voice, and let the post keep working long after the season.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
The questions we are asked before a first sheepskin.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
Which size, which colour, and how it wears.
We have revised this hook since you edited it.
Hook option 3 (spoken or overlay) EditedRevised since your edit
The questions we are asked most, answered by the people who make them.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
People ask us the same things before their first sheepskin: which size suits the room, how true the colours are, how it wears over the years and how to look after it.
Here are the answers, from the people who make them in England.
Every fleece is handpicked for its texture and tone, so no two are quite the same.
Headline
The Questions We Are Asked Most
Headline
Answered by the People Who Make Them
C11: The Room Before, The Room After Edited
NEXT · rank 11 of 11The Forever-Home CuratorProblem-awareSheepskin Rug, all sizes
Making a room she already likes feel finished.
THE CONCEPT: The same room twice, once as it is and once with a sheepskin in it, and the cut makes the argument with nothing explained.
WHY IT MATTERS: Build in October from the shoot, with R05 as the stopgap cut available this week. Added 16 September when the slate was read against what Hyde & Hare actually sells: rugs are 59.4% of revenue all year and 59.1% in October to December, yet only two concepts led on them. This is the rug concept the slate was missing at the top of the funnel, it fills the comparison lane the tracker shows empty under every argument, and the account has already proved the opening works: Ad 108 holds a 38.4% three-second rate, the second highest in the whole account, against a 25.6% benchmark. The account filmed three before-and-afters (Ads 108, 112, 217) and released every one of them as a slow how-to with a question over the top, which is the weakest opener it runs (20.8%).
Where it came fromPooky. Its harsh-to-warm room contrast ran 88 days problem-aware, arguing entirely by showing one space in two states (855588060267291). Borrowed: the same room twice, and a hard cut instead of an explanation.
Their ads, not ours. Click one to open it in Meta's Ad Library.
The full brief · open it after you have decided
Which size or piece leads (the AOV lens)
the three rooms are the single on a chair, the double beside a bed and the quatro on a floor, so the cut sells the size as well as the piece.
The build plan
RUN late Oct through February, nothing in it dates · BUILD October · 10 to 15s comparison film + 2 static pairs
Persona and what it draws on
P1 The Forever-Home Curator x making a room she already likes feel finished. Draws on Problem (the room reads unfinished rather than wrong, so nothing in it needs replacing) and Reason to Believe (one natural piece changes the whole room, which is what the before-and-after shows rather than claims).
What it is anchored on
Pain: the room is perfectly fine, and she has never framed a sheepskin as the thing that would finish it.
Product in full
Sheepskin Rug across its sizes: the Single on a reading chair (£79), the Double beside a bed (£159), the Quatro on a living-room floor (£279).
Not about
Price, the sale, gifting, care, the making story.
Why now
Live by late October with the other argument creative, before category offer copy jumps the week of 3 November, and left running through Black Friday into February. Nothing in it dates, so the same file runs before, during and after the sale.
Format and awareness
COMPARISON before-and-after video, 10 to 15s, three rooms, hard cuts, no presenter and no voiceover. Hold each "before" wide for about a second and a half, cut, name one thing. Plus two LIFESTYLE_SCENE static pairs from the same shoot. Awareness: Problem-aware: she scrolls interiors, her room is fine, and she has not connected the two. Pooky ran the source at the same stage.
Shot list
Three rooms, each held as a wide before and the same frame after. Bedroom: bare floor beside the bed, then the Double with bare feet landing on it. Reading chair: the chair alone, then the Single over its back. Living room: the floor as it is, then the Quatro anchoring the seating [CLIENT SLOT: all three shot from a locked-off frame so the cut lands on the same composition]. No titles, no season words, no countdown.
Proof to include
None needed, the cut is the proof. Optional end card only, Rachel (Sheepskin Rug - Vole, verified): "Even better than we had expected in it's beauty." over a rug beat.
Must check before it runs
Never reuse "Looks fine, right?" or any question title: it is the account's weakest opener and that execution converted nothing. The camera must not move between the before and the after, or the cut stops reading as the same room. Nothing on screen is faux fur; every piece is sheepskin, and the overlay names the size actually in shot. No season word, so the file runs all year. Colour graded true to life.
The evidence in full
Pooky's harsh-to-warm room contrast opens on a room under hard overhead light and drops to lamp glow, naming one shared moment (855588060267291, 88 days, problem-aware). It is the one execution in the library that argues entirely by showing the same space in two states. H&H's own evidence is stronger still: it has already shot this three times and buried it. Ad 108 (a bright bedroom, the pan, the sheepskin down, feet on it) holds a 38.4% three-second rate and 11.9% hold, the second-best opening in the account, on £96 of spend; Ad 112 (a red armchair corner, then the throw, then the rug) 28.8%; Ad 217 and Ad 183 the same idea again. Every one was released as a slow how-to with a question title over it, and a question is the account's weakest opening device at 20.8% against a 25.6% benchmark. The content-diversity tracker shows comparison and before-and-after empty under every argument. Borrowed mechanism: show the same room twice and let the hard cut do the arguing.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Same room.
One sheepskin.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
The room was fine.
Then it was warm.
We have revised this hook since you edited it.
Hook option 3 (overlay) EditedRevised since your edit
Before.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Nothing in this room needed replacing.
One New Zealand sheepskin, handpicked for its texture and tone, and the whole room settles around it.
Handcrafted in England, and made to be walked on for years rather than looked after.
Headline
One Piece, The Whole Room Warmer
Headline
Same Room, One Sheepskin
2Already filmed14 re-edits
Concepts to re-edit
Cut from films the account already has, so these can go live before the shoot. Every video ad over two years was re-pulled on 15 September and read scene by scene; sale ads are left out because their numbers measure the offer, not the content.
R01: What Your Hands Would Find Edited
Effort: medium, one editing session, no shoot.
RE-EDIT · from film on fileThe Forever-Home CuratorSolution-awareSheepskin Rug
Serves C01 Better Than I Expected (rank 1). Lane: shows it working (down 11.7 points, 188 days stale).
THE EDIT: A 15 to 20s compilation of only the hands-in-wool and feet-on-pile beats, in this order:
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 164Ad 6Ad 209Ad 208
Where it came fromCut from footage we already have: Ad 164, Ad 6, Ad 209, Ad 208, Ad 115, Ad 210 and 1 more.
The full brief · open it after you have decided
The edit in full
A 15 to 20s compilation of only the hands-in-wool and feet-on-pile beats, in this order: Ad 164's hands and extreme close-up as the opening (it is the highest hook rate of the set, and it is literally hands), then the pile parted and pressed (Ad 208, Ad 209), a bare foot landing (Ad 6 or Ad 209), Cream beside Oyster in daylight if the b-roll holds both colourways (Ad 208 shows short and long pile side by side), then the end card. Open on nothing but hands and wool; no title, no presenter. Strip every burned caption; where a beat carries one, crop it out or leave the beat. Plus two TEXTURE_MACRO stills pulled as frame grabs if the imagery set has none (see I03).
Source footage, what is in it and how it did
Ad 164 (on disk; hands dropping a sheepskin onto a bench from above, hands untying the ribbon and unwrapping, an extreme close-up of the pile; lifetime £360 at 10.55x, real hook rate 31.5% against the 25.6% benchmark). Ad 6 (on disk, 2024; hand touching the fur, bare legs on a fur bench, a woman barefoot on the rug; £61, hook rate 17.4%). Ad 209 (on disk; hands touching and embracing sheepskin, feet on rugs, walking on the rug; benefit captions burned in on some beats; £129 at 13.55x, hook rate 10.6%). Ad 208 (on disk; texture close-ups, hands in the pile, stepping and sitting on double sheepskins in a bedroom; £938 at 2.51x, hook rate 10.9%). Ad 115 (on disk; a hand caressing a cream sheepskin cushion, the care brush; £84). Ad 210 and Ad 215 (on disk; seat pads placed and tied on dining chairs, close-ups of the pile; £3,298 at 6.31x and £1,109 at 7.49x).
Awareness
Solution-aware: she is choosing a maker and cannot feel it through the phone.
Proof
Nicole G. (Sheepskin Cushion - Cream, verified) over a cushion beat only. Tina B. (Sheepskin Seat Pad - Cream, verified): "honestly they are actually better than I expected" over the Ad 210 or Ad 215 seat pad beat only. Rachel (Sheepskin Rug - Vole, verified): "Even better than we had expected in it's beauty." is the one rug quote that fits a rug beat.
Must check before it runs
Do not open on Ad 6, Ad 208 or Ad 209 (hook rates 17.4%, 10.9%, 10.6%); they are body footage. Ad 209's burned captions ("The softest sheepskins in the world") stay out; "softest" is a superlative the voice sheet does not allow. Colour grading must stay true to life, the whole claim is honesty. Effort: medium, one editing session, no shoot.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (overlay over ad 164's hands in the pile) EditedRevised since your edit
Long New Zealand wool, deep enough to lose your fingers in.
We have revised this hook since you edited it.
Hook option 2 (overlay over the ad 208 side-by-side pile beat, only if both colourways are in shot) EditedRevised since your edit
Cream and Oyster, side by side in daylight.
We have revised this hook since you edited it.
Hook option 3 (overlay over the ad 115 cushion close-up only) EditedRevised since your edit
"They look exactly as they do in the photographs, which is so rare with online shopping." Nicole G.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Softer Than the Photographs
Headline
Long New Zealand wool, handpicked for texture and tone
R02: Eight Sheepskins, One Seat Edited
Effort: medium, no shoot.
RE-EDIT · from film on fileThe Statement-Piece InvestorSolution-awareGiant Shearling Beanbag
Serves C03 The Piece Worth Waiting For (rank 2). Lane: product demo for the beanbag, where the persona is 2.0% of spend against 21.5% of revenue.
THE EDIT: 20 to 30s. Cut the "Hi guys" greeting (face-to-camera greeting, below-benchmark hook) and open on Ad 209's push-in of someone sinking into the beanbag by the fire, overlay hook on it.
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 127Ad 209Ad 113Ad 115
Where it came fromCut from footage we already have: Ad 127, Ad 209, Ad 113, Ad 115, Ad 190, Ad 195.
The full brief · open it after you have decided
The edit in full
20 to 30s. Cut the "Hi guys" greeting (face-to-camera greeting, below-benchmark hook) and open on Ad 209's push-in of someone sinking into the beanbag by the fire, overlay hook on it. Then Lianna's beats in this order: sitting back with the book, the laptop, the wine (the seat everyone uses for everything), then her spoken "eight shearling sheepskins" line as the proof beat with the macro of the curly wool under it, then the Ad 115 two-beanbags-by-the-fire shot, then the end card. If the raw Lianna footage exists, the Black Friday cut of this film is the same edit with nothing burned in and the offer in the headline (C04).
Source footage, what is in it and how it did
Ad 127, two files on disk (Lianna: "Hi guys, come with me, one of our latest pieces", then reading, working on a laptop, a glass of wine in the giant shearling beanbag, and her spoken line that it is made from eight shearling sheepskins in five colourways; lifetime £1,039 at 8.07x plus the earlier run, real hook rate 22.6%; live today at 17.6x on £93). Ad 209 (on disk; a slow push-in on a person reading in the sheepskin beanbag by the fire with the dog; the opening shot). Ad 113 (on disk; the beanbag by the window, the interior designer voiceover; £560 at 5.03x). Ad 115 (on disk; closing shot of two beanbags, grey and cream, either side of the fireplace). Ad 190 (on disk; the beanbag and rug room, still-like). Ad 195 is the same Lianna shoot with "Black Friday 20% OFF USE CODE: HYGGE" burned in throughout: do not use the rendered file.
Awareness
Solution-aware: one serious piece for the room, comparing makers and prices.
Proof
Emma (Large Shearling Beanbag - Cream, verified): "Gorgeous beanbag. Well made and very fluffy. Perfect to sink into with a good book in my new bookroom." Ann F. (Giant Sheepskin Beanbag - Cream, verified): "Comfortable and ideal to use when chilling and reading a book." Card names the product as reviewed (Emma reviewed the Large, the footage is the Giant).
Must check before it runs
Amy's and Sarah C.'s reviews in C03 are for the Giant COWHIDE beanbag; there is no cowhide beanbag footage on disk, so they do not go on this cut. "Eight sheepskins" is the Giant Shearling claim and Lianna says it on camera over the giant; do not put it over a Large. "Pre-filled" is UK orders only and is not shown, leave it to the shoot. Effort: medium, no shoot.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (overlay over the ad 209 push-in) EditedRevised since your edit
Eight New Zealand sheepskins.
One seat.
We have revised this hook since you edited it.
Hook option 2 (overlay over the reading, laptop and wine beats) EditedRevised since your edit
The seat everyone in the house will want.
We have revised this hook since you edited it.
Hook option 3 (overlay over the reading beat) EditedRevised since your edit
"Perfect to sink into with a good book." Emma
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
The Piece Worth Waiting For
Headline
Crafted in England from eight New Zealand sheepskins
R03: It Arrives Already Wrapped Edited
Effort: small; Ad 157 would improve it if it ever turns up, but it is not needed.
RE-EDIT · from film on fileThe Considered Gift-GiverProblem-awareHot Water Bottle in its Gift Box
Serves C05 The Box Is Part of the Gift (rank 3). Lane: unboxing (2.5%, 281 days stale) crossed with gifting (0%).
THE EDIT: 15 to 20s from the recipient's side, cut from what is on disk (Ad 157 is not being exported for now).
What it looks likeA frame from each ad this is cut from, taken from the files we hold. Ad 157 is not on disk and must be exported from Ads Manager before it can be cut.
Ad 167Ad 164Ad 165Ad 244
Where it came fromCut from footage we already have: Ad 157, Ad 167, Ad 164, Ad 165, Ad 244, Ad 201.
The full brief · open it after you have decided
The edit in full
15 to 20s from the recipient's side, cut from what is on disk (Ad 157 is not being exported for now). Open on the closed box (Ad 167's box held in hands, or Ad 244's box arriving), overlay hook; the ribbon (Ad 164's ribbon beat if the wrapping matches the current box, otherwise Ad 157); the tissue folded back; the cover lifted out; the bottle filled; against a jumper or on the lap (Ad 167). End card review. A NO-GIFT-WORDS cut of the same file: drop the ribbon and tissue beats, keep fill and lap, overlay "For the coldest part of the evening", which runs on into January when hot water bottle orders peak (239 in January 2026).
Source footage, what is in it and how it did
Ad 157, slow-motion hot water bottle unboxing, music only: NOT on disk, lifetime £1,841 at 7.59x across four runs (89 purchases), the most proven unboxing the account has ever run; export it first. Ad 167 (on disk; the white Hyde & Hare box held over sheepskin, opened to the cream cover, the bottle filled at the tap, on her lap while she reads on the sofa; silent; £59 at 8.48x). Ad 164 (on disk; hands untying the branded ribbon and folding back the paper; a rug, so the wrapping beat only). Ad 165 (on disk; a woman opens the Hyde & Hare box to a pair of cashmere bed socks and puts them on; £425 at 3.84x, hook rate 30.4%; the second product for C05). Ad 244 (on disk; Flora receiving a large Hyde & Hare box, "I am so excited", the Moonlight shearling cushion lifted out, hands in the pile; £306 at 3.58x, AOV £219): the one film on file shot from the recipient's side with the box in frame, so its opening beats are the model for the gift cut even though the product is a cushion. Ad 201 (on disk; candle, gift boxes, socks by the fire with the dog, but "black friday 20% OFF USE CODE: HYGGE" is burned in throughout; use only if the raw exists).
Awareness
Problem-aware: working a Christmas list, has not thought of H&H as a gift maker.
Proof
Sarah B. (Sheepskin Hot Water Bottle - Cream, verified): "Arrived wrapped beautifully in a very smart presentation box." Rachel H. (Shearling Hot Water Bottle - Cream, verified): "First of all, it comes in a beautiful custom box." Match the review to the cover on screen (sheepskin cream against shearling cream).
Must check before it runs
Before anything is cut, confirm the box and wrapping in Ads 157 and 167 (filmed September to October 2025) are the current Signature Gift Box; if the packaging changed, this waits for the shoot. "Complimentary Signature Gift Box" is verified on the hot water bottle pages only; the bed socks cut (Ad 165) says "boxed" and nothing about complimentary until the women's page confirms it. Cast note for the shoot only: the footage on file shows one woman, which is fine. Effort: small; Ad 157 would improve it if it ever turns up, but it is not needed.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (overlay over the closed box) EditedRevised since your edit
It arrives already wrapped.
We have revised this hook since you edited it.
Hook option 2 (overlay over the box opening) EditedRevised since your edit
"First of all, it comes in a beautiful custom box." Rachel H.
We have revised this hook since you edited it.
Hook option 3 (overlay over the cover lifted out) EditedRevised since your edit
A sheepskin hot water bottle, in its own gift box.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Arrives Ready to Give
Headline
The Gift Box Is Included
R04: The Coldest Part of the Evening Edited
Effort: small.
RE-EDIT · from film on fileThe Forever-Home CuratorProblem-awareHot Water Bottle
Serves C02 The Warmest Room in the House (rank 5) as the brand-side stopgap until the creators deliver. Lane: slice of life with an argument, not a mood.
THE EDIT: 15 to 20s. Strip the POV title and the voiceover. Open on the socks-on beat or the bottle hug, overlay hook.
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 153Ad 178Ad 175Ad 185
Where it came fromCut from footage we already have: Ad 153, Ad 178, Ad 175, Ad 185, Ad 109.
The full brief · open it after you have decided
The edit in full
15 to 20s. Strip the POV title and the voiceover. Open on the socks-on beat or the bottle hug, overlay hook. Then blanket, bottle against her, warm drink, reading by the lamp, the bottle on the bed (Ad 178, cropped clear of its label). End card, hot water bottle collection. This is a brand ad: it is not whitelisted and it does not replace the creators' own films, which are the concept.
Source footage, what is in it and how it did
Ad 153 "POV: This is what Autumn feels like" (on disk; socks pulled on, wrapped in blankets, holding the hot water bottle and a warm drink, reading by warm lamplight; a voiceover asking "So what's the verdict?" that Gemini flags as out of place with the title; no performance row on file). Ad 178 (on disk; bedroom details, the hot water bottle on the bed, the shearling rug on the bed, product labels burned in). Ad 175 (on disk; a person holding the hot water bottle and touching the rug in a bedroom; "The Home of Hygge" title burned in at the open). The b-roll inside the hygge films, Ads 185 to 189 (on disk): a person hugging the sheepskin hot water bottle, a woman reading in bed, a woman opening the curtains with the dog; usable only as clean beats with no sign in shot. Ad 109 (on disk; Natalie's day, but it is a MORNING routine, 7:30am coffee, so it does not go under an evening hook).
Awareness
Problem-aware: the house is cold in the evenings.
Proof
Optional end card, karen d. (Shearling Hot Water Bottle - Cream, verified): "I had never found anything that could replace my treasured bear…….until now !" over a shearling cover only.
Must check before it runs
Hook 2 is only true if the editor confirms the footage reads as evening; Ad 153 includes outdoor daytime shots, which stay out of any cut that says evening. The 2025 GWP overlays ("complimentary hot water bottle") must not appear. "Hygge" is cut wherever a sign or title carries it. Effort: small.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (overlay over the socks-on beat) EditedRevised since your edit
The heating's gone off and this is what I reach for.
We have revised this hook since you edited it.
Hook option 2 (overlay over the reading-by-lamplight beat, only if the light reads as evening) EditedRevised since your edit
The last twenty minutes of my day.
We have revised this hook since you edited it.
Hook option 3 (overlay over the ad 178 bedroom beats) EditedRevised since your edit
The coldest room in the house.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
For the Coldest Part of the Evening
Headline
Warmth You Reach For
R05: Same Room, One Sheepskin (before and after) Edited
Effort: small.
RE-EDIT · from film on fileThe Forever-Home CuratorProblem-awareSheepskin Rug & Throw
Serves The comparison / before-and-after lane, which the tracker shows empty under every argument. Also the natural top of funnel for C08.
THE EDIT: 10 to 15s, three rooms, hard cuts. Hold each "before" wide for 1.5 seconds with the overlay, hard cut to the "after" with one thing named, next room.
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 108Ad 112Ad 217Ad 216
Where it came fromCut from footage we already have: Ad 108, Ad 112, Ad 217, Ad 216, Ad 183, Ad 206.
The full brief · open it after you have decided
The edit in full
10 to 15s, three rooms, hard cuts. Hold each "before" wide for 1.5 seconds with the overlay, hard cut to the "after" with one thing named, next room. Bedroom (Ad 108: empty floor, then the rug with feet on it), armchair (Ad 112: bare chair, then the throw), chair (Ad 217: grey blanket off, cream sheepskin on). Titles and season words cropped or the beats rebuilt from raw. No presenter, no voiceover, no question. The account filmed three before-and-afters and released every one as a slow how-to with a question over it; this cuts them as the comparison they are.
Source footage, what is in it and how it did
Ad 108 (on disk; a bright bedroom that "looks okay", the pan, then the sheepskin down, feet on it, a baby and an adult playing on it; £96 at 3.33x; real hook rate 38.4%, the second-highest opening in the whole account, with hold 11.9%). Ad 112 (on disk; a red armchair corner, then a throw added, then the rug, then the cushion, a static wide throughout; "Looks fine, right?" title; £82, no purchases; hook 28.8%, hold 7.5%). Ad 217 (on disk; the armchair with a grey blanket and brown cushion, hands take them off, the white sheepskin throw goes on, the plaid, the cream cushion; "Get ready for Spring with us" title at the open). Ad 216 (on disk; grey cushions out of the cabinet, cream in; "Time for a Spring Refresh" title). Ad 183 (on disk; a wide of the living room, then the finished room with a woman on the daybed; "Transform this living room with us" title). Ad 206 (on disk; the reading nook built from an empty window, see R06).
Awareness
Problem-aware: the room is fine and she has not framed a sheepskin as the answer.
Proof
None needed. Optional end card, Kerry E. (Sheepskin Rug - Vole, verified): "We ordered 2 sheepskin rugs to make our dining chairs more cosy." only over a dining chair beat (Ad 180 has one).
Must check before it runs
Do not reuse "Looks fine, right?": a question is the weakest opening device in the account (20.8%) and that execution converted nothing. Ads 216 and 217 swap winter for spring; the direction (grey out, cream in) reads as a refresh in any season, but never call it autumn or Christmas. Nothing is "faux fur" (Gemini's label); every piece on screen is sheepskin. Effort: small.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (overlay over the first before frame) EditedRevised since your edit
Same room.
One sheepskin.
We have revised this hook since you edited it.
Hook option 2 (overlay, the word alone, then the hard cut carries it) EditedRevised since your edit
Before.
We have revised this hook since you edited it.
Hook option 3 (overlay over the bedroom before) EditedRevised since your edit
The room was fine.
Then it was warm.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
One Piece. The Whole Room, Warmer.
Headline
Real New Zealand sheepskin, handcrafted in England
R06: Twenty Minutes Ago This Corner Was Empty (a story with beats) Edited
Effort: small, two edits.
RE-EDIT · from film on fileThe Forever-Home CuratorProblem-awareThrow, Cushion, Hot Water Bottle
Serves The story-with-beats lane, empty under every argument in the tracker. Two executions from two films that are already about exactly this.
THE EDIT: Same treatment on both, payoff first.
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 206Ad 182
Where it came fromCut from footage we already have: Ad 206, Ad 182.
The full brief · open it after you have decided
The edit in full
Same treatment on both, payoff first. Open for one second on the finished corner with her in it (Ad 206: wrapped in the blanket with the mug; Ad 182: on the sofa with the hot water bottle), overlay hook, then cut back to the empty window or bare sofa and play the build as four numbered beats (chair, throw, table, blanket; base, throw, cushion, bottle), ending on the same payoff shot. That is a setup and a payoff, which is a story, where the current cuts are a title and a list. Both films are genuinely about a cosy corner, so the corner hooks are true of them; that is the whole test.
Source footage, what is in it and how it did
Ad 206 "Build a Reading Nook With Us" (on disk; a woman pushes the striped armchair to the arched window, adds the sheepskin throw, the side table with a mug, the blanket, then sits in it wrapped up with the drink; £523 at 5.22x and £181 at 8.76x across two runs; real hook rate 19.5%, below benchmark, how-to-promise opener). Ad 182 "Lianna creating a cosy corner" (on disk as 120236722703990530; "How to Make a Cosy Corner" title, she adds a textured base to the sofa, the throw, the cushion, then sits with the hot water bottle; £426 at 8.68x lifetime and live today at 9.87x on £198).
Awareness
Problem-aware: she scrolls interiors and the room is "fine".
Proof
None. These are demonstrations.
Must check before it runs
Hook 1 needs the empty-window or bare-sofa wide to exist as a clean beat (both reads of Ad 206 describe the armchair being positioned by the window and a wide of the room and window, so it does; the editor confirms Ad 182's). Ad 219, Charlie's living room (on disk; £177 at 10.48x, AOV £206; throw, layered cushions, coffee table, then the finished room with someone relaxing) takes the same payoff-first treatment as a third execution if the first two work. The "How to" titles are burned in on the rendered files; cut from raw or crop. Ad 182 is a live winner: the recut runs beside it, it does not replace it. Effort: small, two edits.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (overlay over the payoff shot) EditedRevised since your edit
Twenty minutes ago, this corner was empty.
We have revised this hook since you edited it.
Hook option 2 (overlay over the payoff shot) EditedRevised since your edit
This is the corner she reads in now.
We have revised this hook since you edited it.
Hook option 3 (keep the current opener as the control) EditedRevised since your edit
Build a reading nook with us.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
The Corner You Come Back To
Headline
A sheepskin, a throw, a cushion. The rest was already there.
R07: In Their Words, Over the Thing They Bought Edited
Effort: small each, one session for all six.
RE-EDIT · from film on fileThe Forever-Home CuratorSolution-awareHouse-wide
Serves C04's proof batch (real review cards launched in the Black Friday batch, rank 4) and the earlier slate's C04 In Their Words. Lane: proof as the creative (5.1%, 281 days stale).
THE EDIT: Five 6 to 10s cards in the Ad 191 template, each review over footage of the product it reviews, the reviewer's name and the product on the card, stars as rated:
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 191Ad 210Ad 215Ad 227
Where it came fromCut from footage we already have: Ad 191, Ad 210, Ad 215, Ad 227, Ad 115, Ad 167 and 2 more.
The full brief · open it after you have decided
The edit in full
Five 6 to 10s cards in the Ad 191 template, each review over footage of the product it reviews, the reviewer's name and the product on the card, stars as rated: Tina B. over the seat pad; Nicole G. over the cushion; Rachel H. or Sarah B. over the hot water bottle; Emma over the shearling beanbag; Kerry E. over a sheepskin on a dining chair. A sixth, spoken rather than written: Ads 236 and 237 (on disk; "Real Testimonial", a customer's own voice, "I look for any excuse to use my Hyde & Hare cushions", cushions styled on a sofa, armchair, daybed and bed; £347 at 6.34x, AOV £220) with the complimentary-cushion offer and the "Don't wait" line cut off the end, so the testimonial runs evergreen. Launch three in the Black Friday batch beside the offer statics (that is the Rise & Fall finding: proof in the sale batch outlived the offer graphics 168 days to 8 to 28), keep all five running after.
Source footage, what is in it and how it did
The template is Ad 191 (on disk; a review set over b-roll with the stars revealing one by one; lifetime £2,347 at 5.65x across four runs and live today at 20.7x on £234). Bodies: Ad 210 and Ad 215 seat pads on dining chairs; Ad 227's middle beats of the cushions on the window seat, dining chair and armchair (its opener carries animated text, its end card a "Shop now"); Ad 115's cushion close-up; Ad 167 hot water bottle; Ad 127 beanbag; Ad 180's dining chair sheepskin.
Awareness
Solution-aware to product-aware.
Proof
The cards are the proof. Every quote verbatim from Stamped, reviewer as published, typos kept, never trimmed into a new meaning. The rating line (4.94 across 1,041) only if Piers is happy to state it.
Must check before it runs
Kerry E.'s line compares to an unnamed retailer, which is fine; never name one. Nicole G. reviewed the cushion covers, so the cushion must be on screen, not a rug. Ad 232's cushion footage has the complimentary-cushion offer burned in, do not use it. Confirm the Ad 236 voice is a real customer, not a paid creator, before it is labelled a testimonial. Effort: small each, one session for all six.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (lead card) EditedRevised since your edit
"They look exactly as they do in the photographs, which is so rare with online shopping." Nicole G.
We have revised this hook since you edited it.
Hook option 2 (lead card) EditedRevised since your edit
"far superior to a 'similar' product which we ordered from a well known online retailer." Kerry E.
We have revised this hook since you edited it.
Hook option 3 (lead card) EditedRevised since your edit
"honestly they are actually better than I expected." Tina B.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
In Their Words
Headline
Five Stars, As Written
R08: One Placement, One Asset (Ways to Style, cut down) Edited
Effort: small per cutdown.
RE-EDIT · from film on fileThe Forever-Home CuratorSolution-awareSheepskin Rug, Double & Quatro
Serves The teaching lane (13.9%, 120 days stale), the account's engine at 6.9x, in shorter pieces, and the carousel gap. Also the styling bodies for C04 with the offer in the headline.
THE EDIT: (a) Six 6 to 8s cutdowns, one placement each, no presenter intro, the overlay names the placement, the SIZE and one USP ("The double, on the back of the sofa. Real New Zealand sheepskin.").
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 180Ad 204Ad 223Ad 63
Where it came fromCut from footage we already have: Ad 180, Ad 204, Ad 223, Ad 63, Ad 250, Ad 222.
The full brief · open it after you have decided
The edit in full
(a) Six 6 to 8s cutdowns, one placement each, no presenter intro, the overlay names the placement, the SIZE and one USP ("The double, on the back of the sofa. Real New Zealand sheepskin."). One asset, one message; each is a cheap test of which placement pulls. Lead the set with the double and the quattro beats (Ad 180 has both); the single on the dining chair is the last cutdown, not the first (AOV lens). (b) The five ways as a carousel, one card per placement, from frame grabs or the product imagery (this is July's Carousel 03, "Where a Sheepskin Lives", see I06). (c) Re-open Ad 223's body: its 5.0% hook is the problem, not its body (14x live); replace the held-rug title shot with a hands-placing beat in the Ad 164 style (31.5%), then the placements as they are.
Source footage, what is in it and how it did
Ad 180, four files on disk (Flora, "5 Ways to Style Our Sheepskin Rugs": a single on a dining chair, on an armchair, over the sofa arm; a double as a bedside rug and over the sofa back; a quattro on the floor; lifetime £1,053 at 6.76x, live today at 10.8x; real hook rate 29.0% and hold 11.3%, both above benchmark). Ad 204 (on disk; Joey, music only: ottoman, bed, sofa, beside the bath, bedside, hallway; £161 at 13.29x; hook 15.0%). Ad 223 (on disk; couch, bed, bench, outside seating, sofa back, boot room; live at 14.15x on £119; hook 5.0%, the weakest opening in the set). Ad 63 (the biggest ad the account has ever run, £10,632 at 6.46x over its runs; on disk since the refresh: a rug placed on a wooden bench under a "Ways to style your sheepskin on a bench" title, then over the couch, in the centre of the living-room floor, and beside the bath; the same how-to opener as everything else). Ad 250 (on disk; Flora: over the sofa then sitting on it with a book and mug, on a dining bench, beside the bed, on a chair with a cushion; £603 at 6.63x, AOV £190). Ad 222 (on disk; the pantry and the stove, two placements nobody else has; £883 at 8.76x).
Awareness
Solution-aware: she wants to be shown how, not what (styling is the top content request in the survey).
Proof
None needed. Optional: Kerry E. over the dining chair cutdown.
Must check before it runs
Do not mix creators inside one cutdown (Flora's room and Joey's room are different houses); the hands-placing re-open on Ad 223 is brand b-roll to brand b-roll and is fine. Ad 63 and Ad 250 are on disk now; their reads are folded into R13. Effort: small per cutdown.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (overlay over the first placement) EditedRevised since your edit
Six places a sheepskin lives.
We have revised this hook since you edited it.
Hook option 2 (overlay over hands placing the rug) EditedRevised since your edit
Where does yours go?
We have revised this hook since you edited it.
Hook option 3 (overlay, cutdown version) EditedRevised since your edit
On the back of the sofa.
Then everywhere else.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Where a Sheepskin Lives
Headline
Ways to Style Our Sheepskin Rugs
R09: The Founder, Without the Word Edited
Effort: small if his line is clean, otherwise skip and shoot him properly.
RE-EDIT · from film on fileThe Forever-Home CuratorSolution-awareHouse-wide
Serves The founder voice (1.1% of spend; the 20 August brief asked for two founder executions). Conditional on what Piers actually says on camera.
THE EDIT: Cut every sign, every street interview and every spoken or written use of the word.
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 185Ad 186Ad 187Ad 188
Where it came fromCut from footage we already have: Ad 185, Ad 189.
The full brief · open it after you have decided
The edit in full
Cut every sign, every street interview and every spoken or written use of the word. Keep Piers's introduction and mission line only if the editor confirms the sentence as recorded does not contain the word; otherwise keep his face and use the line as an overlay in his own words as spoken elsewhere in the film. Then 12 to 15s of the clean b-roll (reading, the rug, the dog, the bottle), end card "The Home of Natural Fibres". Nothing is scripted for Piers here; a founder ad only carries what he actually said.
Source footage, what is in it and how it did
The five "Hygge brand video" hooks, Ads 185 to 189 (on disk). Piers to camera introducing himself as the founder, "on a mission to create warm and natural homes"; then the richest b-roll reel in the account: a woman reading on a sheepskin, reading on the beanbag, a hand in the rug, opening the curtains with the dog, a hot water bottle hugged, reading in bed, a dinner table, a child on the rug. Performance: the openings are the two best hook rates in the account (Ad 185 46.0%, Ad 189 43.8%) and the films did not convert (Q4 2025: £516 at 2.22x and £514 at 0.86x; the hook report retired the "Hygge explainer" angle at 1.2x). Ads 185 and 189 are still live today on small budgets.
Awareness
Solution-aware.
Proof
None. The founder is the messenger.
Must check before it runs
Retire the live copies of Ads 185 and 189 regardless (the word is banned in copy and it is in the creative, the title and the voiceover). Ad 171 is live with a "Home of Hygge" title; retitle it "The Home of Natural Fibres" or pause it. Effort: small if his line is clean, otherwise skip and shoot him properly.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 EditedRevised since your edit
Piers's own recorded introduction, as spoken, over his shot (the editor transcribes it first).
We have revised this hook since you edited it.
Hook option 2 (overlay over piers) EditedRevised since your edit
From the founder.
We have revised this hook since you edited it.
Hook option 3 (overlay over piers, only if he says it in those words) EditedRevised since your edit
Warm, natural homes.
That is the whole idea.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
The Home of Natural Fibres
Headline
Handcrafted in England
R10: The Workhorse and the Unboxing (DEFERRED, no exports for now) Edited
Effort: Casey or Hayden exports, then an hour.
RE-EDIT · from film on fileHot Water Bottle & House-wide
Serves Deferred on 15 September: Casey is not exporting these for now, so nothing else on this page depends on them. Kept here so the list exists when the files do. The 15 September refresh pulled every file Meta will serve (128 on disk); these are the ones it will not.
THE EDIT: Export the five from Ads Manager or the Drive into `~/casey-brain/tools/video-analyzer/videos/` under the filenames in `missing-videos.json`, run the Gemini read (`python3 video_repurpose_analyzer.py --retry`), then: leave the live Ad 1 exactly as it is; build a second version of Ad 1 with two new openings on the same body (it is the rare high-hold, high-basket body in the account) and the "Free Delivery" line changed to "Complimentary Worldwide Delivery" only where it is an overlay rather than voice; feed Ad 157 into R03 and Ad 103 into R04.
Where it came fromCut from footage we already have: Ad 1, Ad 157, Ad 103, Ad 154, Ad 155, Ad 172.
The full brief · open it after you have decided
The edit in full
Export the five from Ads Manager or the Drive into `~/casey-brain/tools/video-analyzer/videos/` under the filenames in `missing-videos.json`, run the Gemini read (`python3 video_repurpose_analyzer.py --retry`), then: leave the live Ad 1 exactly as it is; build a second version of Ad 1 with two new openings on the same body (it is the rare high-hold, high-basket body in the account) and the "Free Delivery" line changed to "Complimentary Worldwide Delivery" only where it is an overlay rather than voice; feed Ad 157 into R03 and Ad 103 into R04. Until then R03 runs on Ads 167, 244 and 164, and R04 on Ad 153, both of which are complete without these.
Source footage, what is in it and how it did
Ad 1 "UGC Video with voiceover, H-Free Delivery" (2024; £7,000 and 344 purchases across five runs in the 24-month pull, AOV £256 in the last 90 days, the highest of any live ad; still live at 10.75x; NOT on disk, Meta returns no source for any of its five runs). Ad 157 slow-motion hot water bottle unboxing (£1,841 at 7.59x across four runs; NOT on disk). Ad 103 UGC Candace with text overlay (Q4 2025's steadiest ad, £6,143 at 7.55x across all 15 weeks; not on disk). Ads 154 and 155 hot water bottle films (Joey; not on disk). Ad 172 "Home of Hygge" b-roll (£1,052; not on disk, and only its clean b-roll would be wanted).
Must check before it runs
Do not pause or edit the live Ad 1 to test; duplicate it. If its voiceover says "free", the live one keeps running as is (a two-year winner is not broken for a word) and the new versions carry the corrected line. Ad 63 and Ad 250 came down in the refresh and no longer need exporting. Effort: Casey or Hayden exports, then an hour.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (ad 1, new opening a) EditedRevised since your edit
written after the Gemini read, never before.
We have revised this hook since you edited it.
Hook option 2 (ad 1, new opening b) EditedRevised since your edit
written after the Gemini read, never before.
We have revised this hook since you edited it.
Hook option 3 (ad 1, control) EditedRevised since your edit
the live opening, untouched.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Complimentary Worldwide Delivery
Headline
Real New Zealand sheepskin, handcrafted in England
R11: The Other Chair (seat pads for the Collector) Edited
Effort: small.
RE-EDIT · from film on fileThe Collector-CompleterMost awareSeat Pads
Serves C08 The Other One (rank 6), for January. Lane: showcase for the second purchase.
THE EDIT: 10 to 15s for the week after the Christmas cutoff.
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 210Ad 215Ad 212
Where it came fromCut from footage we already have: Ad 210, Ad 215, Ad 212.
The full brief · open it after you have decided
The edit in full
10 to 15s for the week after the Christmas cutoff. Open on the stack of colours in the basket (the colourway row, which is the matching argument), overlay hook, then the pad tied onto the chair, then the set table. If a beat shows one dressed chair beside a bare one, that is the "before" and the hook can be the pair line; if not, the hook stays on matching. Strip the spring title; the table has bread and a plant, not a season.
Source footage, what is in it and how it did
Ad 210 (on disk; Lianna holds a basket stacked with padded seat pads in every colour, "You asked for it and we have made it happen", then ties one onto a wooden dining chair; £3,298 at 6.31x lifetime, live today at 12.2x; hook 27.6%). Ad 215 (on disk; hands tie the seat pad onto the chair, the cabinet of dinnerware and cushions, the table set with bread and a plant; "Setting the Spring Table" title; £1,109 at 7.49x). Ad 212 hosting UGC (on disk).
Awareness
Most aware: she owns one and needs a completion reason, not convincing.
Proof
Rachel (Square Shearling Seat Pad - Fawn, verified), as written, typos kept. Colette G. (Sheepskin Rug - Elderflower, verified): "This was my second purchase from you and I love both rugs." for a rug version.
Must check before it runs
"You asked for it and we have made it happen" is a launch line for a product that launched in March; do not keep it. No urgency. Offer, if any in January, is the client's call (the GWP relaunch precedent). Effort: small.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (overlay over the basket of colours) EditedRevised since your edit
Match the piece you already love.
We have revised this hook since you edited it.
Hook option 2 (overlay over one dressed chair beside a bare one, only if that beat exists) EditedRevised since your edit
The other chair has been waiting.
We have revised this hook since you edited it.
Hook option 3 (overlay over the tying beat) EditedRevised since your edit
"i have done two orders now and the quality is beautiful, order no 3 in the basket" Rachel
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Finish the Pair
Headline
Every sheepskin handpicked for texture and tone, so matching is easy
R12: Black Friday Bodies With Nothing Burned In Edited
Effort: none beyond the headline.
RE-EDIT · from film on fileThe Forever-Home CuratorThe Statement-Piece InvestorProduct-awareBeanbag & Large Rug
Serves C04 The Sale, Shown Plainly (rank 4), for the six days the offer is live.
THE EDIT: No new bodies.
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 127Ad 220
Where it came fromCut from footage we already have: Ad 190, Ad 127, Ad 220.
The full brief · open it after you have decided
The edit in full
No new bodies. The sale runs on those files with the offer in the HEADLINE slot only, the same file left running after the sale closes, beside the I01 product statics and three R07 review cards launched in the same batch. Nothing from 2025's sale week is relaunched.
Source footage, what is in it and how it did
No sale footage at all, by design: last year's Black Friday cuts (Ads 190 to 202) and both August sales carry the offer burned into the picture, their numbers measure the discount rather than the content, and the code in them is the banned word. The sale bodies are the evergreen ones that already hold a bigger basket: the R02 beanbag film (Ad 127 base, AOV £206 to £210), the R13 large-rug cut, three R08 cutdowns led by the double and the quattro, and Ad 220 "Our cream colour?" (on disk; £522 at 6.94x in 30 days, AOV £158).
Awareness
Product-aware: she knows H&H and has been waiting.
Proof
The R07 cards beside it.
Must check before it runs
"Sold out four years in a row" (Ad 220) is scarcity; the voice sheet allows it as a supporting note in at most one version in five, so it is not the lead sale body. The lead sale bodies are the beanbag and the large rug (AOV lens: a 20% discount on a £749 or £395 piece is the week the considered buyer was waiting for). Never write the code in the ad if it is HYGGE again. "For a limited time" is the accepted form; nothing else. Effort: none beyond the headline.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (headline, not overlay) EditedRevised since your edit
[OFFER SLOT] Across Our Natural Fibres
We have revised this hook since you edited it.
Hook option 2 (headline, not overlay) EditedRevised since your edit
Black Friday at Hyde & Hare
We have revised this hook since you edited it.
Hook option 3 (overlay only on the beanbag body, true in any week) EditedRevised since your edit
Eight New Zealand sheepskins, handcrafted in England.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
The Rug You Saved
Headline
Pieces made to last for years
R13: The Bigger Rug Edited
Effort: medium.
RE-EDIT · from film on fileThe Forever-Home CuratorThe Statement-Piece InvestorSolution-awareDouble, Quatro & Sexto Rugs
Serves The AOV lens, across C01 (rank 1) and C04 (rank 4). The quatro (£279, AOV of orders £334) and the sexto (£395, £458) have never had a film of their own on Meta; the styling films name no size and default to the single.
THE EDIT: 15 to 20s that only ever shows a rug bigger than a single: open on the long cream rug being pulled across the kitchen floor (Ad 221) or the quattro laid on the floor (Ad 180's last beat, Ad 63's living-room floor beat), overlay hook; then the double either side of the bed (Ad 208, Ad 130), the double over the sofa back (Ad 180), the pouffe and rug together (Ad 130), a bare foot landing on the quattro.
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 180Ad 208Ad 129Ad 125
Where it came fromCut from footage we already have: Ad 180, Ad 208, Ad 129, Ad 125, Ad 130, Ad 63 and 3 more.
The full brief · open it after you have decided
The edit in full
15 to 20s that only ever shows a rug bigger than a single: open on the long cream rug being pulled across the kitchen floor (Ad 221) or the quattro laid on the floor (Ad 180's last beat, Ad 63's living-room floor beat), overlay hook; then the double either side of the bed (Ad 208, Ad 130), the double over the sofa back (Ad 180), the pouffe and rug together (Ad 130), a bare foot landing on the quattro. Every overlay names the size and the price is left to the headline. End card, the sheepskin rug collection filtered to double, quatro and sexto if the site can do it, otherwise the quatro page. A second cut for the Black Friday week, same file, offer in the headline only (R12).
Source footage, what is in it and how it did
Ad 180 (on disk; Flora's "5 ways" has a quattro laid on the floor as its last beat and a double as a bedside rug and over the sofa back; lifetime £1,053 at 6.76x, live today at 10.8x, AOV £152 to £173). Ad 208 (on disk; "Styling Double Sheepskins", short and long pile doubles laid on the bed and on the floor beside it, texture close-ups; £938 at 2.51x, hook 10.9%). Ad 129, Ad 125 and Ad 130 (on disk; the shearling bedroom day, double shearling rugs at the foot of the bed and on the floor, the pouffe as a bedside table; £1,468 at 7.14x, £297 at 7.96x, £290 at 3.79x). Ad 63 (on disk since the 15 September refresh; the biggest ad the account has run, £10,632 at 6.46x over its runs, AOV £129; the read shows a rug on a bench, over a couch, in the centre of the living room floor, and beside the bath; the floor beat is the large one). Ad 221 (on disk; the cream range film, £2,321 at 7.46x, AOV £170: hands taking folded cream rugs from a cabinet shelf, a cream rug smoothed onto a bed, and a person pulling a very long cream sheepskin rug across a kitchen floor, which is the quatro or the sexto, in the same kitchen as the site's quatro and sexto photographs). Ad 222 (on disk; £883 at 8.76x; the rug in the pantry and by the stove). Ad 209 (on disk; feet on rugs, the beanbag by the fire).
Awareness
Solution-aware: she wants one serious piece for the room and the single is not it.
Proof
Kerry E. (Sheepskin Rug - Vole, verified) is for singles on dining chairs, so not here. Amanda B. (Double Tibetan Sheepskin Rug - White, verified): "It looked just like the photograph of the rug on the website." over a double only. Michelle (Double Sheepskin Rug - Elderflower, verified): "So thrilled I ordered another!" over a double only.
Must check before it runs
Never put a quatro line over a double beat; the sizes look alike on a phone, so the overlay has to be true of the exact rug in shot (the editor checks against the PDP photo, and the Ad 221 kitchen rug in particular must be identified as quatro or sexto before it is named). Ad 129, 125 and 130 are shearling, not sheepskin; say "shearling" over those beats. Ad 221's "Sold out, four years in a row" captions stay out. If the kitchen rug is not the sexto, the sexto is statics only (I11) until the shoot. Effort: medium.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 (overlay over the quattro laid on the floor) EditedRevised since your edit
Four sheepskins, one rug.
This is the quatro.
We have revised this hook since you edited it.
Hook option 2 (overlay over the double beside the bed) EditedRevised since your edit
The size for either side of the bed.
We have revised this hook since you edited it.
Hook option 3 (overlay over the wide of the rug in the room) EditedRevised since your edit
The rug that finishes the room, not the chair.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
The Piece That Anchors the Room
Headline
Double, Quatro and Sexto: real New Zealand sheepskin, handcrafted in England
R14: The Chair That Gets Stained Edited
Effort: small.
RE-EDIT · from film on fileThe Forever-Home CuratorThe Collector-CompleterProblem-awareSeat Pads
Serves The problem-and-solution lane and the objection the 20 August audit said nothing in the account answers (does it survive a family, a dog, a dinner). The earlier slate's C05 "Yes, It Can Live With You" in a form that already exists on film.
THE EDIT: 12 to 15s.
What it looks likeA frame from each ad this is cut from, taken from the files we hold.
Ad 213Ad 211Ad 210Ad 243
Where it came fromCut from footage we already have: Ad 213, Ad 211, Ad 210, Ad 243.
The full brief · open it after you have decided
The edit in full
12 to 15s. Keep Ad 213's spoken problem and the stained-seat close-up as the opening (it is the only problem-first opening in the account and Gemini reads it as the strongest part), the pad going on, the wide of the dressed table; add Ad 243's shake-and-brush beat as the answer to "and what about the pad itself"; end card. CUT the closing voiceover entirely: it says "free seat pad with every order", which is both an expired offer and the banned word. No GWP, evergreen.
Source footage, what is in it and how it did
Ad 213 "Stain Solution" (on disk; a voiceover names the problem, beautiful dining chairs that get stained, over a hand touching a stained upholstered seat; the seat pads presented as the fix, one placed on the cane-backed chair, one on the full cane chair, then she sits and works at the laptop, then a wide of the dining table with every chair dressed; £295 at 6.79x, AOV £143; it ran once inside the seat pad GWP window and went dark). Ad 211 (on disk; the stack of coloured pads on the chair in the window, hands arranging; £26, AOV £274). Ad 210 (on disk; the launch film, seat pads tied on; £3,298 at 6.31x). Ad 243 (on disk; Flora shaking and brushing sheepskin cushions to refresh them: the care beat the objection needs).
Awareness
Problem-aware: the chairs she loves are getting ruined and she has not framed a sheepskin as the fix.
Proof
Tina B. (Sheepskin Seat Pad - Cream, verified) on the end card. Only care claims that match the site's care guidance.
Must check before it runs
Hook 3 must be true of the footage: it shows the pad covering the stain, not resisting one; say "covers" not "resists" if in doubt. Do not show or imply stain removal from the sheepskin beyond what the care page supports. "Free" never survives the cut. Effort: small.
We have revised this concept since you edited it.
Openings · tick the one worth cutting
Hook option 1 EditedRevised since your edit
Ad 213's own spoken opening as recorded, over the stained seat (the editor transcribes it first).
We have revised this hook since you edited it.
Hook option 2 (overlay over the stained seat) EditedRevised since your edit
The chair you love, and the seat that shows everything.
We have revised this hook since you edited it.
Hook option 3 (overlay over the pad going on) EditedRevised since your edit
A sheepskin pad, over the seat you would rather not replace.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Made for Real Homes
Headline
Real New Zealand sheepskin. A shake and a brush and it comes back to itself.
3Already photographed11 builds
Statics and carousels from the website photography
For the designer, from photos already on hydeandhare.com and shown on each card. The account is 97% video and the few statics it ran converted.
THE EDIT: Four to six single images, one product each, in a real room, offer in the headline slot and never on the picture, in this order of spend: the Giant Shearling Beanbag, the Sexto, the Quatro, the Double by the bed, the Sheepskin Hot Water Bottle, one Single (the entry, last).
Where it came fromPhotos already on hydeandhare.com. Precedents in-account outside the sales: Ad 16 PR image 18.8x through Q4 2025; the July 90-day read of 7.45x static against 5.04x video.
The full brief · open it after you have decided
The edit in full
Four to six single images, one product each, in a real room, offer in the headline slot and never on the picture, in this order of spend: the Giant Shearling Beanbag, the Sexto, the Quatro, the Double by the bed, the Sheepskin Hot Water Bottle, one Single (the entry, last). A small caption line at most. 4:5 and 1:1, plus 9:16.
Source footage, what is in it and how it did
The website product photography, which is styled in real rooms and is exactly the register the ads need. Precedents in-account outside the sales: Ad 16 PR image 18.8x through Q4 2025; the July 90-day read of 7.45x static against 5.04x video. For the Google Shopping image test (Dupe Feed, 12 July on): the new candidate images lead on Chocolate (+244% CTR), Grey (+284%), Caramel (+56%) and Dark Grey (+35%) and trail on Cream (-65%) and Taupe (-36%), all on small samples; where a static needs one of the leading colourways, take the candidate image from the Merchant Center dupe item rather than the site photo.
Awareness
Product-aware.
Proof
The R07 and I02 cards in the same batch.
Must check before it runs
Build in October, launch the day the offer opens, keep running after with the headline changed back. Nothing burned in. The Giant Cowhide Beanbag is sold out on the site today; do not advertise it until it is back. Effort: designer, half a day.
We have revised this concept since you edited it.
Lines · tick the one worth building
Hook option 1 (caption on the beanbag) EditedRevised since your edit
Eight New Zealand sheepskins, handcrafted in England.
We have revised this hook since you edited it.
Hook option 2 (caption on the sexto) EditedRevised since your edit
Six sheepskins.
The whole room, softer.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
No caption, logo only (the control).
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
[OFFER SLOT] Across Our Natural Fibres
Headline
Black Friday at Hyde & Hare
I02: Review Cards, Static Edited
Effort: designer, an hour.
STATIC / CAROUSEL · from product imageryThe Forever-Home CuratorSolution-awareHouse-wide
Serves C04's proof batch and the earlier slate's C04 In Their Words. Lane: proof as the creative.
THE EDIT: Three to five cards on a cream ground: the quote large, the reviewer as published, the product name, five stars, a small product image of the thing reviewed. Tina B. (seat pad), Nicole G.
Where it came fromPhotos already on hydeandhare.com. Precedent outside the sales: Ad 191 itself, £2,347 lifetime and 20.7x on £234 today.
The full brief · open it after you have decided
The edit in full
Three to five cards on a cream ground: the quote large, the reviewer as published, the product name, five stars, a small product image of the thing reviewed. Tina B. (seat pad), Nicole G. (cushion), Sarah B. or Rachel H. (hot water bottle), Emma (Large Shearling Beanbag), Amanda B. (double rug, "looked just like the photograph").
Source footage, what is in it and how it did
Website product photos of the seat pad, the cushion, the hot water bottle and the shearling beanbag, with Ad 191's overlay treatment. Precedent outside the sales: Ad 191 itself, £2,347 lifetime and 20.7x on £234 today.
Awareness
Solution-aware.
Proof
The cards.
Must check before it runs
Verbatim, typos kept, product named exactly as reviewed (Emma: Large Shearling Beanbag; Amanda B.: Double Tibetan Sheepskin Rug), so where the site photo is a sister product the card must say which. Effort: designer, an hour.
We have revised this concept since you edited it.
Lines · tick the one worth building
Hook option 1 (lead card) EditedRevised since your edit
Nicole G.
We have revised this hook since you edited it.
Hook option 2 (lead card) EditedRevised since your edit
Tina B.
We have revised this hook since you edited it.
Hook option 3 (lead card) EditedRevised since your edit
Emma
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
THE EDIT: Two stills, the pile filling the frame, one line burned in per still, the brand serif, nothing else. Crop the site shots tight on the pile if no grab is clean enough.
Where it came fromPhotos already on hydeandhare.com, shown on this card.
The full brief · open it after you have decided
The edit in full
Two stills, the pile filling the frame, one line burned in per still, the brand serif, nothing else. Crop the site shots tight on the pile if no grab is clean enough.
Source footage, what is in it and how it did
The website has no true macro of the pile; the closest are the chair shot of the single (JAA_6902) and the cushion on the sofa (Hyde_Hare_at_Home-083). Frame grabs from Ad 164's extreme close-up and Ad 208's pile shots are the alternative until the shoot delivers a macro.
Awareness
Solution-aware.
Proof
Nicole G. on the cushion still only.
Must check before it runs
True-to-life colour. No "softest". Effort: designer, an hour.
We have revised this concept since you edited it.
Lines · tick the one worth building
Hook option 1 EditedRevised since your edit
Long New Zealand wool, handpicked for texture and tone.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
Deep enough to lose your fingers in.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
"They look exactly as they do in the photographs." Nicole G. (cushion still only)
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Softer Than the Photographs
Headline
Our Rugs, Up Close
I04: Gifts, by Price (carousel) Edited
Effort: designer, half a day.
STATIC / CAROUSEL · from product imageryThe Considered Gift-GiverUnawareBed Socks, Bottle, Rug, Throw
THE EDIT: Four or five cards, one product per card, price and one line each, prices re-verified the week it launches (bed socks £55, hot water bottle £69, single rug £79, Kilbarn throw £175, gift card £10 to £500 as of 15 September).
Where it came fromPhotos already on hydeandhare.com, shown on this card.
The full brief · open it after you have decided
The edit in full
Four or five cards, one product per card, price and one line each, prices re-verified the week it launches (bed socks £55, hot water bottle £69, single rug £79, Kilbarn throw £175, gift card £10 to £500 as of 15 September). Plus a 6s story version. Build now, hold until the price-banded collection exists; run it to the hot water bottle collection only as a fallback with the carousel cut to that product.
Source footage, what is in it and how it did
Website product photos on their own grounds; the cards are re-cut to one consistent warm ground.
Awareness
Unaware of the category as a gift.
Proof
Optional: ELIZABETH R. (Women's Cashmere Bed Socks - Azure, verified): "Beautifully boxed so excellent gift"
Must check before it runs
"In its own gift box" only on the hot water bottle card. The Merino hot water bottle is sold out, do not show it. Effort: designer, half a day.
We have revised this concept since you edited it.
Lines · tick the one worth building
Hook option 1 (cover card) EditedRevised since your edit
Four gifts they will use every day this winter.
We have revised this hook since you edited it.
Hook option 2 (cover card, december only) EditedRevised since your edit
For the people who have everything.
From £55.
We have revised this hook since you edited it.
Hook option 3 (cover card) EditedRevised since your edit
Natural-fibre gifts, from bed socks to a sheepskin rug.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Christmas Gifts by Price
Headline
Gifts They Will Use Every Day
I05: The Pair Edited
Effort: designer, an hour; the pair photo is a shoot item.
THE EDIT: Two lifestyle statics (before: one double by the bed; after: both sides) and one range static (the colourway row from the seat pad range).
Where it came fromPhotos already on hydeandhare.com, shown on this card.
The full brief · open it after you have decided
The edit in full
Two lifestyle statics (before: one double by the bed; after: both sides) and one range static (the colourway row from the seat pad range). Until a pair photo exists, run the before static alone with the pair line, which is true of the picture (one side is done).
Source footage, what is in it and how it did
Website photos show one double by the bed (Nz_Double_Taupe_Bed, Ham_House_Double_NZ_Taupe) and one seat pad per chair (Lifestyle1, Lifestyle2); nothing on the site shows a pair. The "before" static exists; the "after" with both needs the shoot or a careful composite of the two doubles.
Awareness
Most aware.
Proof
Michelle (Double Sheepskin Rug - Elderflower, verified): "So thrilled I ordered another!" Rachel (Square Shearling Seat Pad - Fawn, verified) for the seat pad version.
Must check before it runs
"Many come back", never "most" (22.1% repeat). No composite that shows a product in a room it was not photographed in. Effort: designer, an hour; the pair photo is a shoot item.
We have revised this concept since you edited it.
Lines · tick the one worth building
Hook option 1 EditedRevised since your edit
One looks lovely.
Two finish the room.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
The other side of the bed has been waiting.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
Match the piece you already love.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Finish the Pair
Headline
Match the Piece You Love
I06: Where a Sheepskin Lives (carousel) Edited
Effort: designer, an hour.
STATIC / CAROUSEL · from product imageryThe Forever-Home CuratorSolution-awareSheepskin Rug, all sizes
Serves The teaching lane in static form (July's Carousel 03) and the carousel gap.
THE EDIT: Five or six cards, one placement each, one line each, consistent overlay position; each card names the size that fits the placement (single on the chair, double by the bed, quatro on the floor).
Where it came fromPhotos already on hydeandhare.com, shown on this card.
The full brief · open it after you have decided
The edit in full
Five or six cards, one placement each, one line each, consistent overlay position; each card names the size that fits the placement (single on the chair, double by the bed, quatro on the floor).
Source footage, what is in it and how it did
Website photos of the placements (chair, bed, window seat, kitchen floor) and frame grabs from Ad 180 and Ad 204 for the ones the site lacks (sofa back, hallway).
Awareness
Solution-aware.
Proof
None.
Must check before it runs
Frame grabs must be clean of burned captions. Effort: designer, an hour.
We have revised this concept since you edited it.
Lines · tick the one worth building
Hook option 1 (cover) EditedRevised since your edit
Where does yours go?
We have revised this hook since you edited it.
Hook option 2 (cover) EditedRevised since your edit
Six places a sheepskin lives.
We have revised this hook since you edited it.
Hook option 3 (cover) EditedRevised since your edit
Draped over the reading chair.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Where a Sheepskin Lives
Headline
Real New Zealand sheepskin, handcrafted in England
I07: One Rug, Every Size (carousel) Edited
Effort: designer, an hour.
STATIC / CAROUSEL · from product imageryThe Forever-Home CuratorSolution-awareSheepskin Rug, all sizes
Serves The fit objection (July's Carousel 01) and the AOV lens in one asset: she self-selects by the space, and the card order walks her up from the single to the sexto.
THE EDIT: Cover plus one card per size, each in its natural home, price small on each card, close card with the origin line. Card order: single, double, quatro, sexto.
Where it came fromPhotos already on hydeandhare.com, shown on this card.
The full brief · open it after you have decided
The edit in full
Cover plus one card per size, each in its natural home, price small on each card, close card with the origin line. Card order: single, double, quatro, sexto.
Source footage, what is in it and how it did
Website photos of every size in the room it suits; all four sizes are photographed in comparable rooms.
Awareness
Solution-aware.
Proof
None.
Must check before it runs
Size names and prices to match the live SKUs on the day. Effort: designer, an hour.
We have revised this concept since you edited it.
Lines · tick the one worth building
Hook option 1 (cover) EditedRevised since your edit
Which size fits your space?
We have revised this hook since you edited it.
Hook option 2 (single card) EditedRevised since your edit
For the chair you always come back to.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
Sexto card: The whole room, softer.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
One Rug, Every Size
Headline
Real New Zealand sheepskin. Handcrafted in England.
I08: Bestseller, One Line Edited
Effort: designer, half an hour.
STATIC / CAROUSEL · from product imageryThe Forever-Home CuratorSolution-awareSheepskin Rug
Serves The cheap control for every static above (July's Image 04 and 05).
THE EDIT: Logo-only version and a one-line version of the same image.
Where it came fromPhotos already on hydeandhare.com, shown on this card.
The full brief · open it after you have decided
The edit in full
Logo-only version and a one-line version of the same image.
Source footage, what is in it and how it did
The clean bestseller shots on the site, two or three colourways.
Awareness
Solution-aware.
Proof
None.
Must check before it runs
One line, generous space. For Grey and Chocolate, the Google test's candidate images lead the site photos; use those. Effort: designer, half an hour.
We have revised this concept since you edited it.
Lines · tick the one worth building
Hook option 1 EditedRevised since your edit
Quietly Transforms a Room (the proven line)
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
Made to Be Lived On
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
Where Bare Feet Belong
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
The Home of Natural Fibres
Headline
Our Signature Sheepskin
I09: The Box, Closed and Open Edited
Effort: designer, an hour once a box image exists.
STATIC / CAROUSEL · from product imageryThe Considered Gift-GiverProblem-awareHot Water Bottle in its Gift Box
Serves C05 (rank 3). The two gifting statics the concept asks for.
THE EDIT: Two stills. Closed: the box and ribbon on a bed or a doorstep. Open: tissue folded back, the cover visible.
Where it came fromPhotos already on hydeandhare.com, shown on this card.
The full brief · open it after you have decided
The edit in full
Two stills. Closed: the box and ribbon on a bed or a doorstep. Open: tissue folded back, the cover visible. Until a box photo exists, the hot water bottle on the lap with the "gift box included" line is the fallback static.
Source footage, what is in it and how it did
The website has no photograph of the Signature Gift Box, closed or open; the hot water bottle pages show the bottle in use. Frame grabs from Ad 167 (the white box held over sheepskin, then opened) or Ad 157 once exported, after the box check.
Awareness
Problem-aware.
Proof
Sarah B. (Sheepskin Hot Water Bottle - Cream, verified).
Must check before it runs
Only on products where the box is verified (hot water bottles). A photograph of the current box is a shoot item. Effort: designer, an hour once a box image exists.
We have revised this concept since you edited it.
Lines · tick the one worth building
Hook option 1 EditedRevised since your edit
It arrives already wrapped.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
The gift box is included.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
"Arrived wrapped beautifully in a very smart presentation box." Sarah B.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Arrives Ready to Give
Headline
The Gift Box Is Included
I10: The Serious Seat (beanbag and pouffe statics) Edited
THE EDIT: Four to six single images, one piece each: the Mist beanbag by the pantry (the single rug beside it stays in shot, it reads as the house), the Moonlight beanbag, the Large Sheepskin by the fire, the pouffe with the throw.
Where it came fromPhotos already on hydeandhare.com. Precedent in-account: Ad 127's beanbag film holds the highest AOV among the evergreen films (£206 to £210) and runs at 16x today.
The full brief · open it after you have decided
The edit in full
Four to six single images, one piece each: the Mist beanbag by the pantry (the single rug beside it stays in shot, it reads as the house), the Moonlight beanbag, the Large Sheepskin by the fire, the pouffe with the throw. One line each, price in the headline, not on the picture. Plus a 4-card carousel of the beanbag colourways for the Collector.
Source footage, what is in it and how it did
Website photos: the Giant Shearling Beanbag in Mist, Moonlight, Fawn and Espresso, each in a real room; the Large Sheepskin Beanbag by the fireplace; the square Sheepskin Pouffe under the ladder with the throw. Precedent in-account: Ad 127's beanbag film holds the highest AOV among the evergreen films (£206 to £210) and runs at 16x today.
Awareness
Solution-aware.
Proof
Emma (Large Shearling Beanbag - Cream, verified) and Ann F. (Giant Sheepskin Beanbag - Cream, verified), product named as reviewed. Cyndie B. (Sheepskin Pouffe - Cream, verified): "I receive comments frequently about how beautiful they are." on the pouffe still.
Must check before it runs
"Eight sheepskins" only on the Giant Shearling. The Giant Cowhide is sold out; hold its card. "Pre-filled" is UK orders only. Effort: designer, half a day.
We have revised this concept since you edited it.
Lines · tick the one worth building
Hook option 1 EditedRevised since your edit
Eight New Zealand sheepskins.
One seat.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
The seat everyone in the house will want.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
"Perfect to sink into with a good book." Emma
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
The Piece Worth Waiting For
Headline
Crafted in England from eight New Zealand sheepskins
THE EDIT: Four single images, one size and colour each, the room doing the work: quatro cream kitchen, sexto cream fireplace, sexto vole, quatro taupe.
Where it came fromPhotos already on hydeandhare.com, shown on this card.
The full brief · open it after you have decided
The edit in full
Four single images, one size and colour each, the room doing the work: quatro cream kitchen, sexto cream fireplace, sexto vole, quatro taupe. One line each naming the size; price in the headline. Plus a 2-card "quatro or sexto?" carousel for the buyer choosing between them.
Source footage, what is in it and how it did
Website photos: the Quatro in Cream on the kitchen floor and in Taupe and Oyster; the Sexto in Cream by the fireplace, in Vole on the kitchen floor, in Grey and White. All styled in real rooms, all the same register as the beanbag shots.
Awareness
Solution-aware.
Proof
None on file for the quatro or sexto specifically; run without.
Must check before it runs
Say the size in every line so the price in the headline makes sense. Sexto Shearling Cream is sold out; the Sexto Sheepskin is not. Effort: designer, an hour.
We have revised this concept since you edited it.
Lines · tick the one worth building
Hook option 1 EditedRevised since your edit
Four sheepskins, one rug.
The quatro.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
Six sheepskins.
The whole room, softer.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
The rug that finishes the room, not the chair.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
The Piece That Anchors the Room
Headline
Real New Zealand sheepskin, handcrafted in England
Rise & Fall189 days liveTired of your sheet popping off your bed? Our bestselling sheet offers 15x the grip of a nor...
organic zoo43 days liveHug your little one in our pure baby knits, head to toe, all season long. 100% wool. No blen...
Their ads, not ours. Click one to open it in Meta's Ad Library.
Rise & Fall
Rise & Fall12 days liveFree Gift Box with every order over £150 RISEANDFALL.CO Only 500 available
Rise & Fall8 days liveFree Gift Box with every order over £150 RISEANDFALL.CO Only 500 available
If Only If2 days live📦 Free Standard Delivery — This Weekend Only 📦 Get your Christmas gifting sorted early...
Their ads, not ours. Click one to open it in Meta's Ad Library.
Pooky95 days livead you’re a ‘cosy night in’ kind of girly 💡🕯️🎀 @pookylights #ShowUsYourCosy #PookyLights...
Pooky88 days livethis is a no big lights household 🥹🤎🧣 new additions to my @pookylights family making for...
Pooky77 days livePooky lights have completely transformed my space, creating the dreamiest, most relaxing eve...
Pooky76 days livead you’re a ‘cosy night in’ kind of girly 💡🕯️🎀 @pookylights #ShowUsYourCosy #PookyLights...
Pooky76 days liveit’s officially cosy home season with @pookylights ✨🎄🧸❣️ no big light here #pookylightsad...
Their ads, not ours. Click one to open it in Meta's Ad Library.
Rise & Fall
Sezane38 days liveDiscover our Parisian Gift Guide with knits that make the perfect gifts. Only on Sezane.com...
Boden35 days liveFind something beautifully-made and iconically British for every taste. FB.COM CHECK OUT OUR...
Sezane4 days liveTonal browns, winter-ready. PS: Enjoy a limited-edition Antoinette Poisson pouch with your o...No still
Sezane3 days liveEnjoy a limited-edition Sézane x Antoinette Poisson pouch with your order on Sezane.com and...
Wild Nutrition177 days liveIsabelle, our Head of Nutrition, on the three nutritional tips she recommends to everyone em...
Wild Nutrition164 days liveWhen it comes to sexual health, we’re a safe space and encourage asking the awkward question...
Wild Nutrition44 days liveIf you’re feeling like the pace of life is ramping up in December - late nights, work pressu...
Their ads, not ours. Click one to open it in Meta's Ad Library.
Giant Shearling Beanbag, Mist, £749
Large Sheepskin Beanbag, Cream, £575
Sexto Sheepskin Rug, Cream, £395
Quatro Sheepskin Rug, Cream, £279
Double Sheepskin Rug, Taupe, £159
Shearling Hot Water Bottle, Cream, £69
Sheepskin Rug, Cream, £79
Padded Sheepskin Seat Pad, Cream (Tina B.)
Sheepskin Cushion, Cream (Nicole G.)
Large Sheepskin Beanbag, Cream (Emma reviewed the Large Shearling)
Double Sheepskin Rug, Cream (Amanda B. reviewed the Double Tibetan)
Women's Cashmere Bed Socks, Soft Pink, £55
Shearling Hot Water Bottle, Cream, £69
Sheepskin Rug, Oyster, £79
The Kilbarn Lambswool Throw, Coastal Check, £175
Gift Card, £10 to £500
Double Sheepskin Rug, Taupe, window seat
Padded Sheepskin Seat Pad, Cream, one chair
Quatro, Taupe, £279
Sexto, Vole, £395
Giant Shearling Beanbag, Moonlight, £795
Giant Shearling Beanbag, Fawn, £749
Giant Shearling Beanbag, Espresso, £749
Square Sheepskin Pouffe, Cream, £325
Giant Cowhide Beanbag, £749 (sold out today; hold)
Quatro Sheepskin Rug, Cream, room
Sexto Sheepskin Rug, Grey, £395