Most hook lists are templates someone made up: "Stop scrolling if...", with no brand, no ad and no proof it ever worked. This one is 50 real opening lines from video ads that brands are still paying to run.
Every ad below was active on November 4, 2026 and is one of the 10 most-served creatives in its own brand's account. The median one has run for 464 days, 40 of the 50 have run for more than a year, and Hero Bread's has run since April 2022. Brands switch off ads that don't earn their spend, usually within weeks, so a hook that survives for a year or more is about the best public proof of a winner you'll find.
For each hook you get the ad, how long it has run, where it ranks in the brand's account, the exact opening line from the transcript, why it works and one thing to steal. The data comes from Adspo, and every card links to the full record.
Question hooks
A question makes the viewer answer in their head, and the answer keeps them watching. The best ones are specific enough that only the right buyer says yes.
1. TropiClean: a water bowl question
A man sits at a table with a bottle of TropiClean's Fresh Breath water additive and asks pet owners one question.
Ad data:
- Running for: 287 days (since January 2026), still active
- Impression rank: #2 of TropiClean's creatives
- Format: Video: demo + explainer
- Markets: US
- Ads using it: 21
- Landing page: Fresh Breath water additive (via a short link)
The hook: "What if I told you the key to good dental health for your pets is in their water?"
Why it works: "What if I told you" promises a surprise, and "in their water" is the surprise: most owners think dental care means a toothbrush. He follows straight away with why it matters, bad breath as an early warning sign, so the curiosity turns into a reason to act.
Steal this: Put the unexpected answer inside the question, so the hook is the whole pitch in one line.
2. Wuffes: "Does your senior dog have shaky legs?"
A senior dog lies on a couch under the caption "The silent killer of senior dogs" while a voice asks owners about the signs.
Ad data:
- Running for: 395 days (since October 2025), still active
- Impression rank: #5 of Wuffes' creatives
- Format: Video: explainer
- Markets: US and other markets
- Ads using it: 90
- Landing page: Wuffes quiz
The hook: "Does your senior dog have shaky legs?"
Why it works: It's a yes or no question that only the right owner answers yes to, and two follow-up questions (jumping in the car, the stairs) catch anyone who said no to the first. It runs in 90 ads, the most reused creative in this group, and sends the click to a quiz rather than a product page.
Steal this: Stack 2 or 3 symptom questions in the first 5 seconds, so every version of your buyer hears their own one.
3. Tuft & Paw: a litter question, then proof
A scoop of Tuft & Paw's tofu litter, a litter box and a caption that asks the question cat owners have given up on.
Ad data:
- Running for: 272 days (since February 2026), still active
- Impression rank: #2 of Tuft & Paw's creatives
- Format: Video: demo
- Markets: US
- Ads using it: 10
- Landing page: OdorStop litter page
The hook: "A kitty litter that doesn't track? Watch this."
Why it works: The question is half disbelief, and "Watch this" promises the answer on screen, not in a claim. Tracking is the complaint every cat owner has, so the hook names the problem and the solution in five words.
Steal this: Phrase your main benefit as the question a skeptic would ask, then show the answer in the next shot.
4. POSTA: a question only DIYers can answer
A man stands in a paddock holding the orange POSTA post setter and asks anyone who has built a fence alone.
Ad data:
- Running for: 268 days (since February 2026), still active
- Impression rank: #1 of POSTA's creatives
- Format: Video: demo
- Markets: US, Australia, Canada and 1 more markets
- Ads using it: 8
- Landing page: POSTA Original Post Setter
The hook: "Ever tried setting posts on your own? It can be a nightmare."
Why it works: Anyone who has done it remembers the crooked posts and the friend they had to call, and the ad names both in the next line. It's POSTA's most served creative, a sign that a narrow question can beat a broad one.
Steal this: Ask about the exact job your product makes easier, not about the category.
5. Timeline Longevity: a podcast clip with one answer
A guest on a podcast set runs through goals, from brain function to bone density, and gives the same one-word answer to each.
Ad data:
- Running for: 515 days (since June 2025), still active
- Impression rank: #3 of Timeline Longevity's creatives
- Format: Video: podcast + explainer
- Markets: US and other markets
- Ads using it: 15
- Landing page: Mitopure gummies page
The hook: "Let's see, is your goal brain function? Oh, mitochondria."
Why it works: The question invites you to pick your goal, and the repeated answer, "mitochondria", becomes a pattern you want explained. The podcast look borrows the trust of a long-form interview without needing the viewer to sit through one.
Steal this: Cut a podcast or interview clip down to the moment where the speaker repeats one idea, and open on that.
6. Harry's: a question about boxers
A man holds Harry's cooling eye stick up to his face and asks if you've seen it used in a boxing corner.
Ad data:
- Running for: 574 days (since April 2025), still active
- Impression rank: #4 of Harry's creatives
- Format: Video: demo
- Markets: US and other markets
- Ads using it: 12
- Landing page: Cooling Eye Kit
The hook: "Have you ever seen a boxer's trainers use one of these under their eyes?"
Why it works: It borrows a picture everyone has seen, a cold steel tool on a fighter's face, and hangs a new grooming product on it. The question explains what the product does before he names it.
Steal this: Link a new product to something your audience has already seen work somewhere else.
Problem and pain hooks
These open on a problem the viewer already has, in their words, before the product shows up. If you have the problem, you can't scroll past it.
7. Hey Bud Skincare: these aren't blackheads
A woman talks to her phone camera with a close-up of a nose in the corner and the caption "these AREN'T blackheads".
Ad data:
- Running for: 594 days (since March 2025), still active
- Impression rank: #2 of Hey Bud Skincare's creatives
- Format: Video: demo + customer testimonial
- Markets: US, AT, Australia and 14 more markets
- Ads using it: 17
- Landing page: Hey Bud homepage
The hook: "If you thought these were blackheads, you're probably making this mistake."
Why it works: It tells the viewer they're wrong about their own face, which is hard to ignore, and "this mistake" opens a loop the rest of the ad closes. Then she lists everything she tried that didn't work, which is every product the viewer has tried too.
Steal this: Correct a belief your buyer holds about their own problem in the first line.
8. DESIGNME Hair: flyaways on a slick back
A close-up of a woman's hairline as she describes her everyday hairstyle and the one thing that ruins it.
Ad data:
- Running for: 665 days (since January 2025), still active
- Impression rank: #4 of DESIGNME Hair's creatives
- Format: Video: demo
- Markets: US and Canada
- Ads using it: 4
- Landing page: Hold Me Styling Stick
The hook: "My go-to quick hairstyle is a slick back pony, but my flyaways are always on 100."
Why it works: The first half sets the scene (a quick, everyday look), the second half is the pain, in the words a customer would use. The camera is on the flyaways, so you see the problem before you see the styling stick.
Steal this: Open with "My go-to X, but Y": the habit, then the annoying thing that breaks it.
9. SUMS CLUB: no more blister paranoia
A runner's legs and socks mid-stride on a deck, with a voice-over from someone training for an ultra.
Ad data:
- Running for: 584 days (since March 2025), still active
- Impression rank: #6 of SUMS CLUB's creatives
- Format: Video: customer testimonial
- Markets: US and UK
- Ads using it: 8
- Landing page: SUMS homepage
The hook: "No more blister paranoia on those runs."
Why it works: "Blister paranoia" is a phrase only runners would use, so it filters the audience in four words. It skips the problem and opens on life without it, which is a quicker way into a testimonial.
Steal this: Name the fear, not the product category: "blister paranoia" sells socks better than "running socks".
10. GoFlaus: a confession about bad breath
A woman in a hoodie uses an electric flosser over a sink, with the caption "I had no clue how bad my breath smelled till I got a water pick".
Ad data:
- Running for: 511 days (since June 2025), still active
- Impression rank: #5 of GoFlaus' creatives
- Format: Video: customer testimonial
- Markets: US and other markets
- Ads using it: 28
- Landing page: Bad breath landing page
The hook: "No, because genuinely, I had no idea how bad my breath was until I started flossing properly."
Why it works: A confession lowers the viewer's guard, and admitting bad breath is something almost nobody does on camera. It's also a quiet challenge: if she didn't know, maybe you don't either.
Steal this: Have the creator admit the embarrassing version of the problem, so the viewer doesn't have to.
11. Shakti Mat: tight legs after exercise
A man sits on the floor wearing Shakti's acupressure leg wraps and talks straight to camera.
Ad data:
- Running for: 537 days (since May 2025), still active
- Impression rank: #9 of Shakti Mat's creatives
- Format: Video: demo + explainer
- Markets: US, Australia, BE and 8 more markets
- Ads using it: 10
- Landing page: Acupressure leg wraps
The hook: "If you get tight legs or soreness after exercise, try these acupressure leg wraps."
Why it works: "If you get X, try Y" is the most direct hook in this list: problem, product, done. The viewer qualifies themselves in the first clause, and the product is already on his legs.
Steal this: Use "If you get <problem>, try <product>" and have the product in frame while you say it.
12. KUIU: soaked from wet grass
A KUIU staff member in the brand's gear room holds up the Kutana hybrid pant and speaks to hunters.
Ad data:
- Running for: 447 days (since August 2025), still active
- Impression rank: #2 of KUIU's creatives
- Format: Video: demo
- Markets: US
- Ads using it: 3
- Landing page: Kutana Hybrid Pant
The hook: "If you are tired of getting soaked from walking through wet vegetation or sitting down on wet grass..."
Why it works: It's a long hook, but every word is a scene a hunter has lived: wet brush, wet ground, a day too warm for rain gear. It runs in only 3 ads and is still the #2 creative in the account.
Steal this: Describe the exact conditions where your product wins, so the right buyer recognizes their own day.
13. Move With Us: dreading your fitness journey
Move With Us's founder sits at a podcast microphone and talks to people who feel bad about starting.
Ad data:
- Running for: 427 days (since September 2025), still active
- Impression rank: #4 of Move With Us' creatives
- Format: Video: podcast + founder story
- Markets: US, Australia and New Zealand
- Ads using it: 5
- Landing page: Move With Us homepage
The hook: "If you are dreading your health and fitness journey, I am here to tell you, you don't have to."
Why it works: Most fitness ads sell motivation. This one starts with the feeling of dread and gives permission, which is a softer and more unusual opener for a workout app. The podcast setting makes it read like advice, not an ad.
Steal this: Name the emotion your buyer feels before they buy, and answer it before you mention the product.
Curiosity and numbered list hooks
A secret, a hack or a promise of "five things" opens a loop the viewer wants closed. A number also tells them how long the ad will take. When the whole ad follows the list, it's a listicle ad.
14. Nailboo: what the salon doesn't want you to know
A close-up of a nail being dipped in powder under the caption "THE SALON DOESN'T WANT YOU TO KNOW THIS..."
Ad data:
- Running for: 550 days (since May 2025), still active
- Impression rank: #4 of Nailboo's creatives
- Format: Video: demo + explainer
- Markets: US and other markets
- Ads using it: 46
- Landing page: Buy 3, get 3 free offer
The hook: "The salon doesn't want you to know this, but I save $1,200 a year doing my own nails."
Why it works: It has an enemy (the salon), a secret and a number in one sentence. $1,200 a year is concrete enough to believe, and the click goes to a buy 3, get 3 free page that keeps the saving theme going.
Steal this: Pair a "they don't want you to know" line with a specific dollar figure the viewer can picture.
15. Who Gives A Crap: the CEO lists five things
Who Gives A Crap's CEO appears in a corner of the frame over a box of colorful toilet paper rolls.
Ad data:
- Running for: 229 days (since March 2026), still active
- Impression rank: #1 of Who Gives A Crap's creatives
- Format: Video: founder story
- Markets: US, Australia, Canada and 2 more markets
- Ads using it: 97
- Landing page: Bathroom collection
The hook: "I'm the CEO of a toilet paper company and here are five things that big TP don't want you to know."
Why it works: A CEO talking about toilet paper is funny on its own, and "big TP" turns a boring category into a story with a villain. "Five things" tells the viewer exactly what they're signing up for. It's the brand's #1 creative and runs in 97 ads.
Steal this: If your founder will do it, let them reveal what the big players in your category don't say.
16. Leaf Shave: four facts about dermaplaning
A woman dermaplanes her face in a mirror under the caption "4 Facts I bet you didn't know about dermaplaning".
Ad data:
- Running for: 560 days (since April 2025), still active
- Impression rank: #2 of Leaf Shave's creatives
- Format: Video: demo + explainer
- Markets: US and other markets
- Ads using it: 6
- Landing page: Dermaplaning collection
The hook: "Four facts I bet you didn't know about dermaplaning."
Why it works: It teaches before it sells. "I bet you didn't know" dares the viewer to stay, and the facts (where the treatment comes from, how easy it is) take down the fear of putting a blade on your face.
Steal this: Turn your buyer's biggest objection into a short numbered list of facts.
17. Made by Nacho: five reasons a cat is obsessed
A bowl of Made by Nacho cat food, a bag in the background and a caption with the promise.
Ad data:
- Running for: 607 days (since March 2025), still active
- Impression rank: #4 of Made by Nacho's creatives
- Format: Video: demo + listicle / tier list
- Markets: US and other markets
- Ads using it: 13
- Landing page: Made by Nacho homepage
The hook: "Five reasons why my cat is obsessed with Made by Nacho."
Why it works: "Obsessed" is the outcome every cat owner wants, since cats are famously picky, and five reasons gives the ad a clear shape. The first reason, cats are super tasters, is a fact most owners haven't heard.
Steal this: Write your ad as "N reasons why <happy customer> loves <product>" and lead with the most surprising reason.
18. Magic Cactus: three reasons it's different
A man in a cap holds up a can of Magic Cactus under the caption "WHY MAGIC CACTUS".
Ad data:
- Running for: 564 days (since April 2025), still active
- Impression rank: #2 of Magic Cactus' creatives
- Format: Video: explainer + listicle / tier list
- Markets: US
- Ads using it: 13
- Landing page: Magic Cactus homepage
The hook: "Three reasons why Magic Cactus is nothing like any other drinking alternative."
Why it works: A new category has to explain itself, and the numbered format makes the explanation feel quick. "Nothing like any other" sets up a comparison without naming anyone.
Steal this: If your category is new, a numbered "why we're different" hook does the explaining for you.
19. Cymbiotika: a vitamin that isn't a vitamin
A hand holds up a box of Cymbiotika's vitamin D3 liquid pouches with the caption "IN YOUR BODY!"
Ad data:
- Running for: 304 days (since January 2026), still active
- Impression rank: #2 of Cymbiotika's creatives
- Format: Video: explainer
- Markets: US
- Ads using it: 99
- Landing page: Energy supplements collection
The hook: "One of the most important hormones in your body."
Why it works: The hook doesn't name the product, so you keep watching to find out which hormone. The answer, that D3 works as a hormone, is the kind of fact people repeat. It's the brand's #2 creative and runs in 99 ads.
Steal this: Open with the surprising fact about your ingredient, and hold back the name for a second or two.
20. HYDAWAY: the travel hack
A hand pulls open a purple HYDAWAY collapsible bottle in front of a world map.
Ad data:
- Running for: 551 days (since May 2025), still active
- Impression rank: #4 of HYDAWAY's creatives
- Format: Video: demo
- Markets: US, Australia and UK
- Ads using it: 42
- Landing page: HYDAWAY shop
The hook: "Here's the travel hack that every nomad needs."
Why it works: "Hack" promises something clever and quick, and the bottle expanding on screen delivers it in the first second. "Every nomad" lets the viewer opt in as a type of person, not just a buyer.
Steal this: Call your product a hack only if the first shot shows the clever part.
21. Dore & Rose: don't let your girlfriend see these
A woman in a towel and pajamas stands in a bathroom under the caption "Don't let your girlfriend see these".
Ad data:
- Running for: 238 days (since March 2026), still active
- Impression rank: #1 of Dore & Rose's creatives
- Format: Video: demo + low stock / back in stock
- Markets: US, AT, Australia and 14 more markets
- Ads using it: 52
- Landing page: Sweetheart collection
The hook: "Don't let your girlfriend see these."
Why it works: It's a reverse instruction, so you want to see what you're not meant to. It speaks to both the gift buyer and the woman who would want them, and the copy adds a sold-out-then-restocked story. It's the brand's #1 creative and runs in 52 ads.
Steal this: Try a "don't" hook that makes the viewer feel they've found something a little private.
22. Arccos Golf: about to play golf naked
A woman on a golf cart holds her hands up under the caption "Arccos Air".
Ad data:
- Running for: 185 days (since May 2026), still active
- Impression rank: #1 of Arccos Golf's creatives
- Format: Video: demo
- Markets: US, Australia, Canada and 1 more markets
- Ads using it: 42
- Landing page: Arccos Air listicle page
The hook: "I'm about to play golf naked. Get your mind out of the gutter."
Why it works: The line is a joke you have to stay for, and the punchline is the product benefit: no sensors on the clubs. The hook is weird, but it explains exactly what the new product removes.
Steal this: Find the funny literal version of your benefit and say it first, then explain.
Bold claim and contrarian hooks
These open by telling you that you're wrong, or with a claim big enough to need proof. The rest of the ad is the proof.
23. Breeze Balm: this is not a foundation
A woman holds a tube of Breeze Balm's BB cream up to her face under the caption "THIS IS NOT A FOUNDATION".
Ad data:
- Running for: 539 days (since May 2025), still active
- Impression rank: #10 of Breeze Balm's creatives
- Format: Video: demo + model / try-on
- Markets: US, Australia, Canada and 2 more markets
- Ads using it: 36
- Landing page: Daily Glow BB Cream
The hook: "This is not a foundation. Watch this."
Why it works: Five words take down the first assumption a viewer makes when they see a tinted cream, and "Watch this" moves straight to the demo. The ad then says what it is: mostly skincare, with just enough coverage.
Steal this: If buyers put you in the wrong box, open by saying what you're not.
24. Skout's Honor: your dog's breath is your fault
A woman sits on the counter of Skout's Honor's office with her dog and turns the blame around.
Ad data:
- Running for: 252 days (since February 2026), still active
- Impression rank: #9 of Skout's Honor's creatives
- Format: Video: demo
- Markets: US
- Ads using it: 4
- Landing page: Oral care water additive
The hook: "Your dog's bad breath isn't their fault, it's yours."
Why it works: It's a mild insult, and that's why it works: owners feel a little guilty and keep watching to fix it. The next line softens it (dogs can't brush their own teeth) and hands them the easy answer.
Steal this: A gentle "it's your fault" hook works if you hand over the fix right away.
25. Bespoke Post: you're shopping wrong
A man in the woods snaps a branch over his knee with an everyday carry tool.
Ad data:
- Running for: 601 days (since March 2025), still active
- Impression rank: #8 of Bespoke Post's creatives
- Format: Video: demo
- Markets: US and other markets
- Ads using it: 12
- Landing page: Bespoke Post start page
The hook: "I hate to be the one to tell you this, but you're shopping for EDC all wrong."
Why it works: "I hate to be the one to tell you" is how a friend breaks bad news, so the correction lands as advice. EDC (everyday carry) fans care about getting gear right, and the visual shows a tool being tested hard.
Steal this: Tell your niche they're buying wrong, then show the right way in action.
26. The Conscious Bar: chocolate took a wrong turn
A hand reaches into a bowl of cacao as the founder retells the history of chocolate.
Ad data:
- Running for: 408 days (since September 2025), still active
- Impression rank: #8 of The Conscious Bar's creatives
- Format: Video: demo + explainer + offer / discount
- Markets: US
- Ads using it: 17
- Landing page: Discount page
The hook: "Chocolate was invented right, it just took a wrong direction."
Why it works: It doesn't attack chocolate, which people love. It attacks what happened to it, and that sets up a two-ingredient bar as a return to the original. The click lands on a discount link, so the story ends in an offer.
Steal this: Frame your product as fixing what went wrong with a thing people already love.
27. Paire: you don't need 20 pairs
Someone packs a suitcase while the caption tells travelers they're overpacking.
Ad data:
- Running for: 596 days (since March 2025), still active
- Impression rank: #4 of Paire's creatives
- Format: Video: demo + customer testimonial
- Markets: US, Australia, UK and 2 more markets
- Ads using it: 57
- Landing page: Offer page (tracking link)
The hook: "You don't need to bring 20 undies for your next vacation when you have this."
Why it works: It challenges a habit (packing a pair for every day) and promises a smaller bag. It runs in 57 ads across 6 markets, so the hook travels well in English-speaking countries.
Steal this: Pick a habit your product makes unnecessary and open with "You don't need to".
28. Henson Shaving: a razor you buy once
A man holds the Henson razor box up to the camera, with the line in the caption.
Ad data:
- Running for: 415 days (since September 2025), still active
- Impression rank: #7 of Henson Shaving's creatives
- Format: Video: demo + customer testimonial
- Markets: US, Australia, Canada and 5 more markets
- Ads using it: 46
- Landing page: Henson homepage
The hook: "This is a razor that you buy once."
Why it works: Every razor buyer is used to paying for refills, and this flips that in seven words. It's a claim big enough to need proof, so the rest of the ad is the engineering story. It runs in 46 ads.
Steal this: If your pricing model is different, make that difference the first sentence.
29. AFTCO: everybody's favorite hoodie
A man sits on a boat in an AFTCO Reaper hoodie and talks through why he wears it.
Ad data:
- Running for: 426 days (since September 2025), still active
- Impression rank: #1 of AFTCO's creatives
- Format: Video: demo
- Markets: US
- Ads using it: 2
- Landing page: Reaper sweatshirt
The hook: "This is everybody's favorite hoodie in cold weather."
Why it works: "Everybody's favorite" is social proof in a single word, and the setting (on the water, in the cold) proves the claim without a lab test. It's the brand's #1 creative from only 2 ads.
Steal this: Say your product is already the crowd's favorite, then show it in the conditions that matter.
30. Residence Supply: the prettiest dimmer switch
A woman holds a brass dimmer next to a plastic one under the caption "Plastic Dimmers Ruin Your Hard Work".
Ad data:
- Running for: 429 days (since August 2025), still active
- Impression rank: #5 of Residence Supply's creatives
- Format: Video: before & after + customer testimonial
- Markets: US, AE, AT and 25 more markets
- Ads using it: 52
- Landing page: Brass Dimmer Switch
The hook: "This is the prettiest dimmer switch I have ever laid my eyes on."
Why it works: Nobody calls a dimmer switch pretty, so the line stops you. It turns a tiny upgrade into a design moment, then shows a before and after. It runs in 52 ads across 28 markets.
Steal this: Use a word no one uses about your category (pretty, fun, sexy) to make a boring product stand out.
31. NuStrips: one of the best sleep aids
A hand fans out packets of NuStrips under the caption "Deep Sleep In Minutes".
Ad data:
- Running for: 470 days (since July 2025), still active
- Impression rank: #3 of NuStrips' creatives
- Format: Video: demo + offer / discount
- Markets: US, Australia, Canada and 3 more markets
- Ads using it: 11
- Landing page: Sleep strips landing page
The hook: "This might just be one of the best sleep aids on the market."
Why it works: "Might just be" makes a big claim sound like a personal opinion, which reads as more honest than a flat "the best". The next line gives the mechanism (a strip that dissolves on your tongue), so the claim has something behind it.
Steal this: Soften a big claim with "might just be" and back it with how the product works.
Call-out and story hooks
A call-out names who the ad is for in the first line. A story opener drops you into a moment and lets you find out what happens.
32. Caddis Eyewear: a mid-life enthusiast
A woman in tinted glasses answers an interviewer's question, with her answer as the caption.
Ad data:
- Running for: 609 days (since March 2025), still active
- Impression rank: #1 of Caddis Eyewear's creatives
- Format: Video: customer testimonial
- Markets: US and other markets
- Ads using it: 6
- Landing page: Bestselling readers page
The hook: "I'm a mid-life enthusiast."
Why it works: It's a self-description, not a pitch, and it calls out the exact age group that needs reading glasses without saying "over 50". The interview format and the warm film look make it feel like a short documentary. It's Caddis's #1 creative.
Steal this: Let a customer describe who they are in their own words, and make that your audience call-out.
33. Ollie: a PSA for busy dog moms
A tray of Ollie fresh dog food, neat packaging and a caption that names the audience.
Ad data:
- Running for: 480 days (since July 2025), still active
- Impression rank: #1 of Ollie's creatives
- Format: Video: demo + customer testimonial
- Markets: US and other markets
- Ads using it: 24
- Landing page: Ollie homepage
The hook: "PSA for busy dog moms who love when everything is aesthetic and organized."
Why it works: "PSA" sounds like a creator post, and "busy dog moms who love when everything is aesthetic" is so specific the right viewer feels seen. The visual is tidy packaging, which matches the promise. It's Ollie's #1 creative.
Steal this: Call out a sub-group of your buyers by their taste, not just their need.
34. Made In Cookware: if you love pasta
A man holds up Made In's stainless saucier in a kitchen, captioned "The must have pot for pasta lovers".
Ad data:
- Running for: 490 days (since July 2025), still active
- Impression rank: #4 of Made In Cookware's creatives
- Format: Video: demo
- Markets: US, AE, AT and 17 more markets
- Ads using it: 107
- Landing page: Stainless Clad Saucier
The hook: "If you love pasta and don't have this pot, you're missing out."
Why it works: It calls out pasta lovers, then adds a touch of fear of missing out. A saucier is a pot most people have never heard of, and the hook makes it sound essential. It runs in 107 ads, the most of any creative here.
Steal this: Call out a passion (pasta, coffee, golf) and tell those people what they're missing.
35. milktab: the most lactose intolerant person
milktab's founder holds a cereal ice cream cone under a caption about learning the hard way.
Ad data:
- Running for: 572 days (since April 2025), still active
- Impression rank: #1 of milktab's creatives
- Format: Video: founder story
- Markets: US, AE, AT and 26 more markets
- Ads using it: 5
- Landing page: milktab homepage
The hook: "I am the most lactose intolerant person you'll ever meet and here are the two things I learned so that I could drink milk again."
Why it works: An extreme self-claim makes him the expert, and "two things I learned" promises a short payoff. The ice cream in his hand is the proof that it worked. It's milktab's #1 creative.
Steal this: Have the founder claim the worst version of the problem, then share what fixed it.
36. Jinx: a rescue dog's story
A small scruffy dog looks into the camera under the caption "Just a month after losing my childhood dog".
Ad data:
- Running for: 458 days (since August 2025), still active
- Impression rank: #1 of Jinx's creatives
- Format: Video: before & after + customer testimonial
- Markets: US and other markets
- Ads using it: 17
- Landing page: Jinx homepage
The hook: "Just a month after losing my childhood dog, I found Billie, a senior dog wandering the streets."
Why it works: It starts mid-story with loss, and the viewer wants to know how it ends. The food only arrives once you care about the dog, and the before and after does the selling. It's Jinx's #1 creative.
Steal this: Start with the moment the customer's story turns, not with the product.
37. Loomwell: help me choose
A mom holds up three wallpaper samples in a playroom and asks viewers to vote.
Ad data:
- Running for: 671 days (since January 2025), still active
- Impression rank: #6 of Loomwell's creatives
- Format: Video: demo
- Markets: US
- Ads using it: 4
- Landing page: Loomwell homepage
The hook: "I just got in three different wallpaper samples from Loomwell and I need your help on choosing which one to put in the playroom."
Why it works: Asking for help turns viewers into judges, so they watch all three options. It also sells the real offer, $4 samples, without saying "buy". Loomwell has kept this running since January 2025.
Steal this: Ask the viewer to pick between your products, so they compare them for you.
38. Monos: a cabin announcement
A silver Monos suitcase on a plinth while a flight announcement plays.
Ad data:
- Running for: 432 days (since August 2025), still active
- Impression rank: #6 of Monos' creatives
- Format: Video: high production + cinematic b-roll
- Markets: US, Australia, Canada and 7 more markets
- Ads using it: 29
- Landing page: Monos Canada homepage
The hook: "Ladies and gentlemen, we have started our descent and will shortly be landing."
Why it works: It's a sound hook. Anyone who flies knows that voice, and the audio puts you in the plane before the product appears. It's one of the few polished studio spots here, and it works because the sound does the scene setting.
Steal this: Open with a sound your buyer knows instantly, so the setting is built before the first word about your product.
39. Pawezy: two years in the making
A woman holds the new Pawezy no-pull harness up to the camera in a plain studio.
Ad data:
- Running for: 249 days (since February 2026), still active
- Impression rank: #3 of Pawezy's creatives
- Format: Video: demo + explainer
- Markets: US, Australia and New Zealand
- Ads using it: 5
- Landing page: Easyfit Flex no-pull kit
The hook: "Two years in the making, our new no-pull harness is finally here."
Why it works: "Two years in the making" signals effort and quality, and "finally here" makes it news. Then she lists what's wrong with other harnesses, so the launch has a reason to exist.
Steal this: Announce a launch with how long it took and what problem made you build it.
Testimonial and demo hooks
The oldest hooks still work: a person's verdict in the first line, or the product doing its job before anyone explains it.
40. Hero Bread: my new favorite thing
A grilled cheese is pulled apart on screen while a woman who doesn't eat bread gives her verdict.
Ad data:
- Running for: 1,662 days (since April 2022), still active
- Impression rank: #7 of Hero Bread's creatives
- Format: Video: customer testimonial + reaction / taste test
- Markets: US
- Ads using it: 3
- Landing page: Hero homepage
The hook: "This is my new favorite thing. It tastes like heaven."
Why it works: It opens on the payoff, then backs up to the objection: she hasn't eaten bread in years. The cheese pull does the convincing while she talks. Hero Bread has kept it running since April 2022, the longest of any ad here.
Steal this: Open on your customer's verdict, then explain why they didn't expect to love it.
41. Aallyn: people stop me about this bag
A woman swings an Aallyn leather bag on her shoulder outside, in the sun.
Ad data:
- Running for: 592 days (since March 2025), still active
- Impression rank: #2 of Aallyn's creatives
- Format: Video: model / try-on + customer testimonial
- Markets: US
- Ads using it: 2
The hook: "I can't walk down the street without someone asking me about this bag."
Why it works: It sells the compliment, not the leather. For a fashion item, being asked about it is the real benefit, and the whole ad is two sentences long. It's the brand's #2 creative from just 2 ads.
Steal this: For a style product, lead with the reaction other people have to it.
42. Heat Free Hair: people think it's my natural hair
A woman with curly hair talks to camera about her extensions.
Ad data:
- Running for: 452 days (since August 2025), still active
- Impression rank: #7 of Heat Free Hair's creatives
- Format: Video: model / try-on + customer testimonial
- Markets: US
- Ads using it: 36
- Landing page: Heat Free Hair homepage
The hook: "People always think this is my natural hair and I can see why."
Why it works: The fear with extensions is that they look fake, and the first line answers it with what other people say. "I can see why" makes it confident, not boastful. It runs in 36 ads.
Steal this: Answer the biggest fear about your product with what strangers say, in the first line.
43. JAXXON: I finally caved
A shirtless man fastens a chain around his neck, with the caption "really wore jewelry".
Ad data:
- Running for: 411 days (since September 2025), still active
- Impression rank: #2 of JAXXON's creatives
- Format: Video: demo + customer testimonial
- Markets: US, Canada and other markets
- Ads using it: 16
- Landing page: Men's chains
The hook: "Okay, I never really wore jewelry, but I kept seeing JAXXON everywhere, so I finally caved."
Why it works: It speaks to men who don't think of themselves as jewelry buyers, and "I kept seeing it everywhere" turns the brand's own ad reach into social proof. "Finally caved" is the voice of a skeptic who changed his mind.
Steal this: Have the creator admit they resisted, and say what finally made them buy.
44. Yen Aura: a myth that worked
A woman in a hair towel washes her face with a bar of soap under the caption "I thought clearing acne with soap was a MYTH!"
Ad data:
- Running for: 489 days (since July 2025), still active
- Impression rank: #1 of Yen Aura's creatives
- Format: Video: demo + customer testimonial
- Markets: US, Australia and other markets
- Ads using it: 4
- Landing page: Honey and Turmeric Soap
The hook: "Here's the thing, I thought clearing acne with soap was a myth."
Why it works: She starts as a skeptic, which matches the viewer's own doubt about a soap bar. The caption makes it readable with the sound off. It's Yen Aura's #1 creative.
Steal this: Start a testimonial with the belief the customer had before, and make it the caption.
45. Health-Ade: why I'm obsessed
A woman holds a laptop showing a slide titled "Why I'm Obsessed with Kombucha (and why you should be too)".
Ad data:
- Running for: 424 days (since September 2025), still active
- Impression rank: #1 of Health-Ade's creatives
- Format: Video: customer testimonial + listicle / tier list
- Markets: US and other markets
- Ads using it: 4
- Landing page: Health-Ade homepage
The hook: "Here's why I'm obsessed with kombucha and why you should be too."
Why it works: The slide deck is a joke format people know from social media, so it reads as a post, not an ad. It sells the drink category first, then the brand. It's Health-Ade's #1 creative.
Steal this: Borrow a social format (a slide deck, a tier list, a review) and put your pitch inside it.
46. Sea to Summit: best night's sleep in the mountains
A climber lies in a tent on a yellow sleeping pad, with the caption "First night on the Etherlight XR Pro".
Ad data:
- Running for: 425 days (since September 2025), still active
- Impression rank: #9 of Sea to Summit's creatives
- Format: Video: demo + customer testimonial
- Markets: US and other markets
- Ads using it: 9
- Landing page: Sea to Summit Instagram
The hook: "This was probably the best night's sleep I've ever had in the mountains."
Why it works: It's a verdict from the place that matters: a cold night outdoors. "Probably" makes it sound honest, and the next line explains the mechanism (heat lost to the ground).
Steal this: Film the testimonial where your product is tested hardest, not in a studio.
47. Bug MD: fleas gone for under $40
A powder is sifted through a strainer under a red banner with the headline.
Ad data:
- Running for: 130 days (since June 2026), still active
- Impression rank: #2 of Bug MD's creatives
- Format: Video: demo + customer testimonial
- Markets: US
- Ads using it: 14
- Landing page: Flea bundle page
The hook: "This is how I eliminated fleas from my entire house for less than $40."
Why it works: It promises a result, a method and a price in one line. The next sentences list every failed fix (collars, drops, foggers), which is the viewer's own history. It's the newest ad in this list, live since June 2026.
Steal this: Put the result and the price in the same sentence: "how I did X for less than $Y".
48. Carnivore Snax: a real cut of brisket
A hand holds a piece of Carnivore Snax up to the camera under the caption "Snack on some delicious, juicy brisket".
Ad data:
- Running for: 503 days (since June 2025), still active
- Impression rank: #2 of Carnivore Snax's creatives
- Format: Video: customer testimonial
- Markets: US
- Ads using it: 17
- Landing page: Carnivore Snax homepage
The hook: "This is a real cut of brisket. I mean, look at it."
Why it works: The hook is an instruction to look, and the close-up is the proof. It answers the doubt about meat snacks, that they're processed, by showing the fat cap and grain. It's the brand's #2 creative.
Steal this: If your product looks good up close, say "look at it" and fill the frame.
49. Kosas: the filter effect
A woman sprays Kosas setting mist under the caption "the ultimate beauty filter hack".
Ad data:
- Running for: 453 days (since August 2025), still active
- Impression rank: #2 of Kosas' creatives
- Format: Video: demo + model / try-on
- Markets: US and other markets
- Ads using it: 14
- Landing page: Kosas shop
The hook: "These are the products I use to create the ultimate filter effect and let me show you how I do it."
Why it works: "Filter effect" names a look every viewer wants in real life, and "let me show you" promises a tutorial. The ad sells a routine, not a single product.
Steal this: Promise a look the viewer already wants, then show the steps with your products.
50. Zima Dental: a button and a retainer
A clean product shot of Zima's ultrasonic cleaner with the hook as the caption.
Ad data:
- Running for: 372 days (since October 2025), still active
- Impression rank: #1 of Zima Dental's creatives
- Format: Video: demo + explainer
- Markets: US, AT, Australia and 17 more markets
- Ads using it: 40
- Landing page: Ultrasonic retainer cleaner
The hook: "Clean your retainer at the touch of a button."
Why it works: It's the simplest hook in the list: what it does and how easy it is, in eight words. The animation shows the retainer going in, so the demo is the hook. It's Zima's #1 creative and runs in 40 ads.
Steal this: If your product makes a chore one step, say the step: "at the touch of a button".
Patterns across these 50 ad hooks
Looking at all 50 together, a few things stand out. Every number here comes from the Adspo data behind this post.
- Winning hooks run for a long time. The median ad here has run for 464 days, 40 of the 50 for more than a year and 21 for more than 500 days. For ads ranked purely by runtime, see the longest running Facebook ads.
- They're at the very top of their account. All 50 are in the top 10 most-served creatives in their brand's account, 38 are in the top 5 and 12 are the brand's #1.
- Short wins, but not always. The median first sentence is 12 words, and 35 of the 50 are 15 words or fewer. The long ones (KUIU, milktab, Loomwell) earn their length by describing a scene the buyer has lived.
- Half talk to you, half talk about themselves. 24 of the first sentences say "you" or "your", and 25 use "I" or "my". Direct address and first-person stories are about equally common in hooks brands keep running.
- Numbers do a lot of work. 11 of the 50 put a number in the first sentence: a count ("five things", "three reasons"), a price ("$1,200 a year", "less than $40") or a size ("20 undies").
- The hook sits on top of a demo. 32 of the 50 are tagged as demos and 18 as customer testimonials. The opening line gets attention, and the product on screen keeps it.
- Winning hooks get reused. 33 of the 50 creatives run in 10 or more separate ads. Made In's runs in 107, Cymbiotika's in 99 and Who Gives A Crap's in 97.
- The click rarely goes to the homepage. Only 15 of the 50 link to a homepage. 33 go to a product page, a collection, an offer page or a quiz.
If you want the full ad and not just the opening, see our 50 best Facebook ad examples. For the words under the video, see the Facebook ad copy examples. If a hook here is a person talking straight to camera in one take, that's a yapper ad, and for real-person videos, see the UGC ad examples.
How to find hooks like these for your brand
You can build your own swipe file of proven hooks in a few minutes:
- Open Adspo and filter the ad library by your industry.
- Set the format to Video, filter to active ads and sort by Longest running.
- Open a creative to read its transcript and hook, and check its impression rank in the brand's account. A low rank and a long runtime together are the signal.
- Save the hooks you like to a board, and sort them by type: question, problem, curiosity, claim, call-out, testimonial.
- Write 10 versions of your own first line across those types and test them with the same body. Our creative testing framework covers how to set that up.
Want to start from a niche? Browse long-running ads by category, like pet, oral care, skincare, cookware or jewelry.
Frequently asked questions
What is a hook in an ad?
The hook is the first line or first 1 to 3 seconds of an ad: the words, caption or shot that makes someone stop scrolling. In a video ad it's usually the opening sentence, said out loud and repeated as a caption, like "Does your senior dog have shaky legs?" from Wuffes. Everything after the hook only works if the hook earned the next few seconds.
What are some examples of good ad hooks?
From this list: "The salon doesn't want you to know this, but I save $1,200 a year doing my own nails" (Nailboo), "This is a razor that you buy once" (Henson Shaving), "If you love pasta and don't have this pot, you're missing out" (Made In) and "I'm about to play golf naked" (Arccos). All four were still running on November 4, 2026, and each is a top 10 creative in its brand's own account.
How long should a video ad hook be?
Short enough to say in about 3 seconds. Across the 50 hooks here, the median first sentence is 12 words, and 35 of the 50 are 15 words or fewer. The longest ones still work because every word describes a scene the buyer recognizes, like KUIU's line about wet grass on a warm hunting day.
What are the main types of ad hooks?
The 50 long-running ads in this post fall into six groups: questions, problem and pain call-outs, curiosity and numbered lists, bold claims and contrarian lines, audience call-outs and story openers, and testimonial or demo openers. Curiosity, bold claim and testimonial or demo hooks are the most common, with 9, 9 and 11 examples.
How do you write a hook for a Facebook ad?
Start from your buyer's words, not your brand's. Write 10 versions of the first line across different types (a question, a problem, a number, a contrarian claim, a customer verdict), put the line on screen as a caption so it works with the sound off, and test them against each other with the same body. Then keep the one your account keeps serving.
Where can I find hook examples from my competitors?
The free Meta Ad Library shows a brand's active ads, but you can't sort by runtime or read transcripts. Adspo covers 10,000+ verified brands and lets you filter to video ads, sort by longest running, read each ad's transcript and hook, and see its impression rank in the brand's account. You can try it free for 7 days.
Wrapping it up
The best hooks in this list aren't clever for the sake of it. They name a problem in the buyer's words, ask a question only the right person answers yes to, or say something surprising enough that you need the next three seconds. Then the product shows up and does the rest.
Every hook here came from Adspo's data, and you can find the same signals for any brand in your market. Try Adspo free for 7 days.