Podcast Summary: Brain Driven Brands

Episode: Static Creative Ads, hate it or love it? (Feat. Joanna Wallace)
Date: August 21, 2025
Host: Sarah Levinger
Guests: Nate Legos, Joanna Wallace

Episode Overview

In this episode, Sarah Levinger and Nate Legos are joined by creative director Joanna Wallace to dissect the effectiveness of static image ads for e-commerce brands, focusing specifically on recent campaigns for Original Grain watches. The panel explores what makes certain visuals and copy resonate (or not) with audiences, grounding their discussion in neuromarketing and practical psychology. Real ad examples are evaluated in a “love it or hate it” style, with honest, expert feedback and strong opinions on design, psychology, and ad performance.

Key Discussion Points & Insights

1. Intent vs. Perception in Ad Messaging

• Theme: The same copy can signal different things to different audiences, sometimes diverging from the brand’s original intention.
• Insight: Joanna highlights how masculine messaging (“built for men who show up every day...”) can unintentionally attract both “alpha” males and humble, hardworking types (03:43).
  • Notable Quote:
    • "You're attracting an Alpha who does think he's better than everyone. So if that's what you're going for..." — Joanna Wallace, 01:47
    • "Every guy, even if they're super soft and work at a computer all day, like I do...we want to feel like that guy.” — Nate Legos, 04:14
• Takeaway: Messaging should be checked for unintended signals, but broad masculine themes often appeal universally because many men identify with the “hardworking” or “better-than-my-coworker” archetype (04:37).

2. Readability and Visual Hierarchy Are Critical

• Theme: Stunning visuals can be undermined by bad typographic choices.
• Insight: Joanna repeatedly returns to the vital importance of readability, noting that “readability is always king” (05:36). Ads with small fonts or poor contrast, especially on mobile, risk losing their message, regardless of beauty.
  • Notable Quote:
    • "We don't make art—we make ads. So readability is always king." — Joanna Wallace, 05:36
• Takeaway: Prioritize big, eye-catching headlines (“thumbstoppy” copy) and follow with readable subcopy. Design should facilitate, not obscure, the message (10:39).

3. Unexpected Success of “Imperfect” Ads

• Theme: Sometimes what experts dislike performs best.
• Insight: An underlit, hard-to-read ad outperformed expectations, suggesting that disruption—darker colors, unpolished looks—stands out in bright, colorful social feeds (06:49-07:04). This validates the “run it and see” mindset even if the creative feels counterintuitive to marketers.
  • Notable Quote:
    • "I mean, I call things wrong all the time." — Joanna Wallace, 06:21
    • "If there's one thing I've learned, it's just...just run it." — Nate Legos, 06:26
• Takeaway: Ad predictions are unreliable—test everything. Sometimes, visual oddities (“something got burnt,” “tasting whiskey”) grab more attention than “perfect” creative (06:49).

4. The Psychology of Product Themes: Whiskey, Masculinity, Legacy

• Theme: Associative imagery (whiskey, old-fashioned drinks) and evocative copy prime emotional responses that boost ad recall and brand affinity.
• Insight: Words like “whiskey” are highly effective scroll stoppers for the target demographic. Details connecting the product (watches) to classic, rugged, “legacy” masculinity land harder than abstract appeals (07:17).
  • Notable Quote:
    • "Put whiskey in any...most men will stop.” — Joanna Wallace, 07:17
    • "Like, the manliest alcohol.” — Joanna Wallace, 07:22
• Takeaway: Marrying masculine tropes with tactile details (old-fashioned drinks, “reclaimed whiskey barrel wood”) taps deeply into consumer identity and nostalgia.

5. Balancing Cleverness With Clarity

• Theme: Being clever should never come at the cost of confusing the viewer.
• Insight: The watch ads manage to be “clever without it coming across as confusing,” often through well-calibrated euphemism and “speakeasy” vibes. However, when in doubt, err on the side of clarity and simplicity (09:40).
  • Notable Quote:
    • "You can be clever without it coming across as confusing, because a lot of people try to do clever stuff and it comes out like, 'what in the hell are you talking about?'" — Sarah Levinger, 09:40
• Takeaway: Bold, readable headlines should precede any nuanced humor or subtle references.

6. Testing and Incremental Design Changes

• Theme: Data trumps creative preference. Use A/B testing for continuous improvement.
• Insight: Sarah suggests if an ad is successful, the next step should be testing increased font size to see if performance can be pushed even further (11:03).
  • Notable Quote:
    • "The next test I would do is increase the size of the tiny font and see what an A/B looks like next to each other..." — Sarah Levinger, 11:03
• Takeaway: Never stop iterating, and let data guide creative decisions.

Notable Quotes & Memorable Moments

• Joanna Wallace (01:47): "You're attracting an Alpha who does think he's better than everyone. So if that's what you're going for..."
• Nate Legos (04:14): “Every guy, even if they're super soft and work at a computer all day, like I do...we want to feel like that guy.”
• Joanna Wallace (05:36): "We don't make art—we make ads. So readability is always king."
• Sarah Levinger (09:40): "You can be clever without it coming across as confusing, because a lot of people try to do clever stuff and it comes out like, 'what in the hell are you talking about?'"
• Joanna Wallace (07:17): "Put whiskey in any...most men will stop."
• Sarah Levinger (11:03): “The next test I would do is increase the size of the tiny font and see what an AB looks like next to each other…”

Key Segment Timestamps

• Ad Messaging Analysis (Masculinity, Audience)
  • 01:07–04:43: Breakdown of tone, audience perceptions, and copy ("alpha" vs blue-collar men).
• Readability & Visual Assessment
  • 05:07–06:39: Discussion on how visual choices and font size impact ad effectiveness.
• Unexpected Ad Performance & Testing Mentality
  • 06:14–07:04: The team reflects on how ads that defy creative intuition can surprise in performance.
• Psychological Triggers in Product Themes
  • 07:17–08:09: The importance of using universal masculine tropes and recognizable cues.
• Cleverness vs. Clarity
  • 09:40–10:39: Reflecting on wordplay, euphemisms, and the importance of not confusing the audience.
• Iterative Creative Testing
  • 11:03–11:21: Calling out the need for continual A/B testing and incremental improvements.

Conclusion

This fast-paced, insight-packed episode explores both the pitfalls and payoffs of static creative ads for e-commerce via candid critique and rigorous neuromarketing frameworks. Whether you’re looking for quick copywriting tips (“big readable headline beats pretty font”) or psychological triggers (“whiskey and legacy = instant appeal”), Sarah, Nate, and Joanna deliver actionable guidance for brands seeking better ad performance in crowded feeds. The consensus: test everything, double down on clarity, and don’t get too precious about “perfection.”