The Perfect Ad is Dead. Long Live the Ugly Ad.

Why would an organic social media specialist who does not specialize in paid media write about ads? (No, this isn't a riddle!)

Answer: Because it's an important shift in messaging that has spilled over into organic social media.

Content Marketers Take Heed!

So what's happening exactly? 

Consumers have gotten smarter, and their habits have changed. The average Gen Z-er gets their news and research from TikTok. They prefer peers over brands when it comes to research before buying. 

This comes down to trust. Most people trust peers over brands. 

Millennials and Gen X are not far behind Gen Z. We trust those who use the product, tell us about the product, and show us how the product works, over a brand that wants to shove their product down our throats. 

Gen Z Trusts Gen Z, and How This Affects Search

I took a trip home to the Netherlands this spring to celebrate my mom's 80th birthday.

Two of my Gen Z kids and their partners also traveled to Europe from the USA. The two partners, who had never been to Europe, did their research before and during their trip. 

I was privy to some of this planning, and it was a fascinating look into their world! Hang on because this gets good, fast!

One partner used TikTok to make buying decisions. From hotels in London and Amsterdam to a high-ticket high tea experience in London to public transportation, local events, sightseeing, and finding the best restaurants; she found all her answers on TikTok. 

The other partner used Tripadvisor to plan all outings, routes, and lodging. Yep. Tripadvisor. 

It was mind-blowing to see how they navigated research, planning, and execution in such a different way then I would have, making decisions based on experiences rather than value pricing.

An Ad Should no longer Look Like an Ad!

Having a first-row seat for this, especially as a marketer, was eye-opening.

Now, I am not 100% sure, but I do believe both were served ads as they did their research and planning. (I know I was when I did some of this research myself). 

And do believe that it is likely that they clicked some of these ads. Were they influenced by the ads? Perhaps. Likely. 

Did they feel they were 'told' what to purchase or do? No. From what I could tell, their decisions were based on their wants, on feeling connected to the people they saw in the ads. -> People who look like them, spoke like them, were the same age as them.

My unscientific proof? Anything I recommended was somewhat scrutinized! Yes, I am Gen X.🤣

Why The Perfect Ad is Dead

Recent research makes it clear that overproduced, high-gloss ads no longer cut through the noise. 

Incredible Plus found that low-production, raw content outperforms traditional ads because audiences crave authenticity and relatability. They called this 'ugly marketing', and I am all for it! 

Life In Motion Marketing calls this the art of calculated imperfection and notes ugly ads spark a 'wait, is this real' moment that drives engagement.

And Fin International reports that financial brands are even using anti-ads to build trust through behind-the-scenes honesty. 

Signs of the Ugly-Ad Trend

So, what has the marketing industry done in response? 

We've gone back to 2015, or so it seems, making ugly-ads and using ugly-marketing techniques! 

• Messiness is ok. 

• Showing humans is ok.

• Raw, 'undesigned' work is ok.

• Handwriting vs typeset words is ok.

• Simple, clear, colorful, and fun is ok. 

Why Ugly Ads Work

Human brains are wired to connect with authenticity. When we see an ad that looks less polished and more human, complete with those handwritten notes or simple text on a bright background, we instinctively believe there’s a real person behind it. 

That spark of trust makes us pause, engage, and even click.

Here is why you should play with and test ugly ads or anti-ads ASAP:

• They slip past ad-platform algorithms and user ad-blindness by looking organic.

• Ugly ads spark genuine curiosity because they contrast with polished feeds.

• Platforms often reward unpolished creative with lower CPMs since it isn’t flagged as a hard sell.

Ugly Ads, Anyone? 

You don't think I'd let you go without showing you some examples, now, would you? 

As I was looking for examples, I stumbled upon Dara Denney's ugly-ass ugly-ads board. 

There are plenty of video examples, perfect for inspiring your own ugly ads. 

How to Launch Your First Ugly Ad Test

Launching ugly ads, or anti-ads, is not any different from launching any other ad campaign, except that the visual is different.

• Start with simple text on a colorful background and compare its CTR to your standard creative.

• Keep your headline, message and call to action clean and clear. 

• Run A/B tests on fonts, colors, and layouts to find your ideal level of imperfection. 

• Track CPMs and engagement metrics to quantify cost savings and performance uplift.

Or you can copy this guy's 2-step system to create ugly ads. 

2026 Ad Strategy: Balance Beauty and Imperfection 

Ugly ads may look rough, but they are strategically designed to feel human and drive performance. 

Real social proof, powerful hooks, and no-fluff CTAs sit behind every calculated mistake. 

Here’s how to blend both approaches this summer: 

• Create beautiful campaigns for brand building and long-term trust.

• Use ugly ads for fast testing, revenue growth, and lower CPMs.

• Rotate formats like UGC selfies, WhatsApp screenshots, and simple text overlays on colored backgrounds.

• Track performance closely so that you instantly know when to scale your most authentic creative.

Don’t abandon your polished work. Instead, let your ugly ads fuel your learning and your beautiful ads deepen connections. 

Are you game? Let me know if you are already testing this, or will be now! 

Cheers, 

Dorien