Guide · Swipe File
Pulled from transcriptions of thousands of active DTC video ads, the opening lines fall into 5 archetypes. This is the swipe file. Verbatim examples per archetype, with the brands they're from and the categories where each pattern wins.
Updated May 2026 · 6 min read
Opens with a verb that invites the viewer to watch, look, feel, or notice something specific about the product. Best for tactile categories where the product is the proof — apparel, beauty, food, beverage.
Real examples (verbatim from live ads):
"Look how soft and comfy that looks. And let me show you the back..." — SKIMS
"Watch what happens when I put this on..." — Glossier
"Look at this finish..." — Fenty Beauty
Where it wins: Fashion, beauty, food, beverage. Anywhere a product is "felt" rather than just bought.
Frontloads the outcome. Skips the why-you-need-this preamble and goes straight to "this is the result you'll get." Best for results-driven categories — health, beauty, wellness, supplements.
Real examples:
"I never thought I'd say this but my skin..." — Curology
"This is insane as someone who's been..." — The Ordinary
"After 4 weeks of taking this..." — Nutrafol
Where it wins: Skincare, health, wellness. Anywhere there's a clear outcome curve.
Opens by naming a specific frustration the target audience feels but rarely says out loud. Strong identification → strong attention. Best for problem-solution products and lifestyle DTC.
Real examples:
"I hate wearing bras..." — SKIMS
"My anxiety has been getting worse and..." — Calm
"I can't sleep and I've tried everything..." — Headspace
Where it wins: Wellness, mental health, productivity, anything where the problem is internal/emotional.
Says something the viewer doesn't expect, in a way that immediately challenges what they thought was true. Often paired with humor or contradiction. Best for category-disruptor brands.
Real examples:
"Murder your thirst." — Liquid Death (the entire brand is built on this hook)
"Soda is dead..." — Poppi
"Your gut is actually..." — Olipop
Where it wins: Beverage, energy drinks, anywhere a brand is positioning against a category-default. Especially useful when humor or irreverence is on-brand.
The strongest ads usually combine two archetypes:
Pick your hook based on category convention. Then test the variant where you bend convention. The brand pages in our library show what each major DTC brand has settled on after their own hook testing.
Don't guess. Run all 5 archetypes against the same product. Same offer, same CTA, same audience targeting. Different hook. After 2 weeks of consistent spend, your CTR and ThruPlay rate tells you which archetype your audience responds to.
Then go deeper — within the winning archetype, test 3-5 variations. Sensory demo can be "Look how soft", "Watch this stretch", "Feel this fabric." All sensory demos. Different specific verbs. Different specific products. The first round picks the archetype; the second round picks the wording.
Each brand page in GoMarble's library shows the verbatim hook openings their video ads use, classified into these 5 archetypes. Free to browse for 50+ DTC brands.