Swipe This! My Favorite Ads of the Month (Jan. 2025)

Hey there, it’s Patrick from TVG.

It’s time for my January Swipe File, where I share the ads that stood out to me and what makes them so effective.

[Checkout my January 2025 Folder of 20+ Ads Here]

These brands are nailing it in the DTC space, and there’s a lot we can learn from them.

Here are the six that made the cut this month:

1. True Classic – The Relatable Humor Play

True Classic taps into humor that resonates with their audience—men who want great-fitting tees without the hassle.

Why It Works:

• Relatable storytelling (bad fits vs. perfect fits).

• Humor that hooks attention in the first few seconds.

• Strong CTA: “Upgrade your wardrobe today.”

Lesson: Humor + a clear value proposition can drive high engagement.

2. Jolie – Solving a Hidden Problem

Jolie’s ad focuses on their shower head filter, highlighting unseen health issues caused by regular water.

I specifically love the creativity of the dancing in the shower ads, definitely a scroll-stopper.

Why It Works:

• Problem-solution storytelling that feels eye-opening.

• Focus on benefits (better skin, healthier hair).

• Sleek visuals to match their high-end branding.

Lesson: Educate your audience about problems they didn’t know they had.

3. Dr. Squatch – The Bold, In-Your-Face Approach

Dr. Squatch delivers loud, bold messaging that’s impossible to ignore, targeting men who want natural soaps.

In addition, Dr. Squatch partnered with Sydney Sweeney a few months back and those ads are still ripping!

Why It Works:

• Fun, exaggerated claims (e.g., “Don’t smell like a chemical plant!”).

• Memorable visuals and soundbites.

• Strong branding consistency.

Lesson: Don’t be afraid to lean into bold messaging if it fits your brand voice.

4. Vuori – Aspiring to a Lifestyle

Vuori sells more than just clothes—they sell the aspirational lifestyle of comfort and performance.

Why It Works:

• Scenic, active visuals that showcase the product in use.

• Messaging around versatility: “Clothes for everywhere.”

• Subtle emphasis on quality and longevity.

Lesson: Create an emotional connection to your product by linking it to an ideal lifestyle.

5. NADS – The Health-Conscious Angle

NADS hammers home the importance of organic underwear while calling out the downsides of polyester options.

Why It Works:

• Bold “enemy” positioning (anti-polyester propaganda).

• Smart upselling tactics on their site (3 pairs to 8 in no time).

• Simple, clean visuals that emphasize product benefits.

Lesson: Make the problem (and its solution) impossible to ignore.

[Checkout my January 2025 Folder of 20+ Ads Here]

Which One’s Your Favorite?

I’d love to know which ad stood out to you the most—or if you’ve spotted another great one this month. Reply and let me know!

Talk soon,

Patrick O’Driscoll

Co-Founder, The Visionary Group