Analysis:

Social identity theory (derive a significant part of their self-concept and self-esteem from their membership in social groups) is a stronggggg motivator to get people to take action. The line “Not all bulges are a flex. Especially pocket ones.” grabs attention by walking the line between bold and cheeky, which instantly stands out by talking about people’s image, not the product. It uses a double entendre to create strong memorability, while also highlighting the key product benefit: slim, sleek, no-pocket-bulk bs.

How you can apply it:

1. Use humor, a joke, or a bold line that ties back to your product’s benefit.

2. Lean into shared pain points (like bulky wallets) to make your offer relatable.

3. Show your product solving the problem in a visual, literal way.

4. Keep the copy short, punchy, and scroll-stopping, then drop the benefit immediately after.

5. Make your tone match your audience.

Prompt:

Create an image for an ad campaign for Ridge. The image should be an ultra-realistic male with a grey shirt and blue jeans with a brown belt and should feature the lower half of his body. He should be holding out the ridge wallet attached in his right hand. In his left front jean pocket, there should be a big wallet that sticks out like a sore thumb. Headline at the bottom of the ad should read “Not all bulges are a flex. Especially pocket ones.” Font: League Spartan - Aspect ratio 1:1