Revenge of the brand manager: why ‘pretty’ ads fail at direct response

High-production brand advertisements often fail in direct response marketing because they focus more on aesthetics than addressing the user's real-life challenges. Effective advertising requires depicting relatable, high-stakes scenarios rather than relying on polished visuals or generic slogans. This approach acknowledges the user's immediate problems and emotions, leading to better engagement and more successful campaigns. A notable example is the AI note-taking app Granola, whose visually appealing ads did not resonate with users because they failed to connect with their lived experiences. Instead, ads that portray specific user situations, such as the anxiety of forgetting important information during a meeting, are more effective because they directly address the problem and present the product as a solution. This strategy suggests that a more straightforward and relatable design often outperforms aesthetically pleasing but disconnected advertising in driving user acquisition.