How a “Scary” Product Turned Into a Winning Ad

This creative opened with a super casual, unscripted vibe.

No dramatic voiceover. No overhyped product claims.

Just a real conversation that handled objections before you even had time to think of them.

Today, I want to break down why I love this ad and how you can take the same approach and build a scroll-stopping creative for your brand.

Watch the ad here: How a “Scary” Product Turned Into a Winning Ad

Start With What Everyone’s Thinking

“Is it safe?”

Most people see “microneedles” and immediately feel nervous, but this ad immediately tackles that fear by not hiding the scary part.

Instead, it leans into it with honesty and confidence.

How to do this yourself:

• Think. What’s the first question someone has before buying your product?

• Film an “unscripted” clip where someone asks that exact question.

• Don’t use fancy words. Just answer like a friend would.

If you’re spending over $10,000 a month on Meta ads for your e-commerce or SaaS business, we’re here to help you optimize your ad performance and scale your ads profitably. Apply to work with us here.

Add Instant Reassurance

“What would you rate that pain? One to five?”

“A one.”

The viewer hears the reassurance about pain before even seeing the product in action, which immediately lowers their guard and makes them more open to watching the rest of the ad.

By setting the expectation that the process is low effort and nearly painless, the ad removes one of the biggest mental barriers to trying something new.

It turns what could be an intimidating concept (microneedling) into something that feels easy, approachable, and even kind of relaxing.

That instant “this isn’t as bad as I thought” moment is what keeps people watching and seriously considering the product.

How to do this yourself:

• Ask real people to rate your product experience.

• Record their reactions on the spot.

• Use 1–5 scale questions. They’re easy for viewers to understand and trust.

Normalize the Side Effects (And Make Them Sound Good)

“You’ll feel red, a little tingly, but it’s working.”

Instead of hiding the discomfort, the ad smartly reframes it as a sign that the product is actually working, which shifts the viewer’s perspective from concern to confidence.

Calling out the redness and tingling up front, it normalizes what might otherwise be seen as a negative side effect.

This transparency builds trust, and the language used makes it feel like “a little red” is not just expected, but actually a good thing.

It reassures viewers that mild discomfort is part of the transformation, not a drawback, which makes the experience feel more intentional and effective.

How to do this yourself:

• If your product has any slight discomfort, own it.

• Call it out early and explain that it means it’s doing its job.

• People trust you more when you’re honest.

Looking for a creative partner to scale your business with performance-driven ads? Apply to work with us here. Our clients include brands like For Wellness, Frido, Scribe, and others. We’ve likely worked with businesses in your niche.