Cloud Ten / Library / Big claim ads
Big claim ads, ranked by days live.
A big claim ad leads with the result, stated as boldly as the brand can stand behind: better sleep, clearer skin, the last mattress you will buy. The product arrives second, as the reason the claim is true.
549dNodieeTech & Gadgets
457dNodieeTech & Gadgets
“"The best baby investment you'll ever make!"⭐⭐⭐⭐⭐”
301dBeardbrandBeauty & Skincare
203dHuelFood & Beverage
“A breakthrough for calorie counting. 190 calories. 26 vitamins & minerals. 25g protein. Banana. 100% nutritionally c”
155dMagic Spoon CerealFood & Beverage
“BREAKING NEWS. your new favorite. breakfast is here”
139dThesisSupplements & Wellness
“Calm Your Nervous System Naturally”
121dSolawaveBeauty & Skincare
“Buy One, Get One FREE ✨”
111dGravity BlanketHome & Living
“Cooler Nights, Better Mornings”
111dGravity BlanketHome & Living
104dRhealSupplements & Wellness
97dRhealSupplements & Wellness
“Support your hormones, properly”
92dThesisSupplements & Wellness
87dThesisSupplements & Wellness
“Focus sharper. Think faster”
85dNutrafolSupplements & Wellness
“Women's Hair Growth Supplement”
84dNutrafolSupplements & Wellness
84dNutrafolSupplements & Wellness
84dNutrafolSupplements & Wellness
“Stop settling for almost”
76dWholierSupplements & Wellness
“It's not in your head. It's cortisol”
76dWholierSupplements & Wellness
69dUklashBeauty & Skincare
“See Results Faster ✨”
67dRhealSupplements & Wellness
65dOats OvernightFood & Beverage
65dOats OvernightFood & Beverage
“Oats Overnight. 20g protein. 30+ flavors”
64dHUM NutritionSupplements & Wellness
Days in market is measured from each ad’s first-seen date in the Meta Ad Library and re-checked daily. Mechanism labels are ours, applied to each brand’s longest-running ads.
Why big claim ads keep running
Big claims survive when they are specific and believable, and die quickly when they are vague. The long-runners here usually pair the claim with a number, a mechanism or a guarantee in the same frame, so the viewer has a reason to believe it. In the UK the claim still has to be substantiated; the ads that last are the ones that could be.
14% of the 276 long-running ads we have classified are big claim ads, across 18 brands. 16 of them have been live for more than 100 days. The full mechanism breakdown is in what makes ad creative work, and the ad creative brief guide turns it into a brief.
Want this for your category?
We’ll find the longest-running ads from your two closest competitors, name the mechanism behind each, and walk you through what we would test first.
Frequently asked
What is a big claim ad?
A big claim ad leads with the result, stated as boldly as the brand can stand behind: better sleep, clearer skin, the last mattress you will buy. The product arrives second, as the reason the claim is true.
Do big claim ads work?
Of the 276 long-running ads we have classified across 40 DTC brands, 39 (14%) are big claim ads, with a median of 85 days live and 16 past 100 days. An advertiser keeps paying for an ad only while it earns its place, so that is a real signal.
How do I write a big claim ad?
Start from the evidence: find the longest-running examples in your own category, write down the promise, the objection and the proof each one uses, then brief one idea per ad. Our guide to writing an ad creative brief has a template.
Where do these examples come from?
From the Meta Ad Library. We record the date each ad first appeared, re-check daily whether it is still live, and label the persuasion mechanism doing the work on the long-runners.