2024 has been an incredible year for digital marketing, with brands embracing bold creative strategies to stand out in an ever-evolving landscape. At Primer, we’ve had the privilege of working with some amazing partners, crafting video ads that didn’t just capture attention but delivered real results.
From breakthrough product launches to campaigns that sparked emotional connections, our top 10 video ads of the year highlight what’s possible when creativity meets strategy. These ads represent diverse industries, unique approaches, and lessons that every marketer can apply.
So, whether you’re looking for inspiration, insights, or just curious to see what made the cut, Primer Wrapped 2024 has everything you need to step into the new year with confidence. Let’s explore the creative winners that defined the year.
Why Our Creatives Are Winners
Primer’s creatives are winners because we’ve cracked the secret formula for success.
The first and most crucial step in structuring your video ad is understanding your audience. By doing so, you grasp their sophistication and awareness levels. We’ve done the hard work for you by defining frameworks tailored to each level.
We combine this understanding with strong hooks that grab attention immediately, user-generated content (UGC) that builds trust and relatability, and compelling CTAs that drive action effectively. Every element of our creatives is designed to engage, resonate, and convert.
Additionally, our testing methodology allows us to detect winning ads quickly. By continuously analyzing performance and optimizing creatives, we scale the most effective ones to maximize results.
This year alone, we’ve generated over 800+ winning ads for our partners, consistently driving exceptional outcomes and setting new benchmarks for ad performance.
Let’s dive into some of our top-performing ad creatives and explain why they are winners.
Vs. Alternatives
This template is one of our favorites. It works especially well when you’re facing stiff competition or when potential customers are comparing multiple options.
By clearly showcasing the benefits of your product versus alternatives, it helps position your brand as the superior choice.
Let’s check some examples.
Why is this a winner?
- This video starts with a strong hook: POV is a bold statement that speaks about user experience. In this case, it tells me that another product doesn’t work.
- There is a strong comparison between the alternative and the product.
- Leads with benefits. And also highlights ingredients as a benefit, that’s key for the health + wellness industry.
- Finishes with a drive-action CTA.
Now, let’s check out this image ad:
Why is this a winner? Because they are highlighting that their product is the best of the year, in comparison to other alternatives that are cheaper and lower quality.
Ease of Use
This template positions your product as the easiest possible solution to a customer’s problem.
Why is this a winner? This video starts addressing a common problem and quickly moves to a solution (the product) reinforcing why you need it. Then, it shows how easy it is to use… So easy that even kids can use it.
How it Works
For those customers that are unsure about how the product works, this template is perfect. Highlighting how simple it is to use a product and positioning it as the perfect solution, their barriers to purchase are erased.
Check out this example:
Why is this a winner?
- Starts with a question that highlights the problem and then immediately moves to the solution.
- Now, it shows the ingredients. In the Health and Wellness industry, this is very important: the more natural ingredients it has, the more beneficial it is.
- Explains how the product works in three simple steps.
- Finishes with more benefits.
In this video, the pacing is very engaging and the vibrant colors are captivating.
BDQs
Addressing common buyer decision questions (BDQs) is key to convert.
By proactively answering these concerns, you reduce hesitation and build confidence.
This is a perfect example of how BDQs works. Here’s why it’s a winner:
- Starts with a strong hook with native style: she’s telling that she found the perfect gift for her mother’s birthday.
- Addresses the first BDQ: “What is it?” with a complete explanation of what the product is (a device that digitalizes your memories).
- Addresses the second BDQ: “How does it work?” by explaining that you just have to send everything to them and you’ll receive your memories digitized.
- It also showcases real social proof.
Why is this a winner? This video starts by calling out a problem for a specific area and introduces the solution. Then it explains “How It Works” and “Does It Really Work?” by showing a transformation (before/after).
Testimonials
UGC
If you’re not using UGC in 2025, you’re already falling behind. User-generated content (UGC) is essential for creating high-converting video ads because it builds credibility and fosters trust with your audience.
Sometimes, to make a great ad, you just need a good source of UGC. Whether it’s a testimonial, product demo, or everyday use cases, UGC connects with viewers on a personal level and drives engagement like no other format.
Check out how this UGC video turned into a successful ad. The key? When you’re doing UGC, don’t just focus on capturing authentic content, but also on the messaging.
Why is this a winner? In this case, at first she addresses a common problem (ordering online), then you watch her not only speak about the product, she also shows a transformation (before/after) and addresses common buyer decision questions like, “How does it work?” “Is it comfortable?”.
Social Proof
This is a fun way to show social proof by using UGC.
Why is this a winner? Since the beginning, the video is eye-catching. The hook is engaging and it follows with a challenge. He is proving that the product effectively works in real time.
Review
Why is this a winner? This format is 🔥. It’s so simple to use and native. It works especially well for TikTok and it’s just as easy as using a real review and picture of a happy customer.
PRO TIP💥: 4-images/videos layout is always eye-catching, especially if you have a bunch of star products or testimonials (you can show customers using your product) that you want to show.
The Power of GIFs
GIFs have become a powerful tool in modern communication, especially in marketing and branding. Their short, looping format captures attention instantly, making them ideal for delivering quick, impactful messages.
One of the key strengths of GIFs is their ability to bridge the gap between static images and full-length videos. This means that, if it is well done, it’d catch attention earlier than a video.
There is no doubt that they are a powerful, yet underestimated tool. We cracked the code and here is one of our winners:
Why is it a winner? It’s direct and goes directly to the point by highlighting the ingredients (which are very important and taken as a benefit in the skincare industry).
From Hook to CTA: Steal Our Formulas
As we wrap up 2024, it’s clear that the top-performing ads share a common thread: they connect with audiences through a perfect blend of strategy and creativity. By understanding the sophistication and awareness levels of the audience, leveraging strong hooks, UGC, and clear CTAs, these ads don’t just communicate—they convert.
Each creative highlighted here offers valuable lessons for marketers. Whether it’s showcasing benefits in a head-to-head comparison, emphasizing ease of use, or addressing customer concerns with a “How It Works” approach, these templates deliver results by solving problems and building trust.
As you step into 2025, take inspiration from these winners. The landscape of digital marketing is always evolving, but the formula remains consistent: know your audience, craft content that resonates, and test relentlessly to scale success. With the right tools and insights, your next big win could be just around the corner. Let’s make 2025 even better!
Get Video Crafted By Growth Experts
From UGC to landing pages, Primer helps create high-converting marketing assets. Trusted by top brands like Jocko Fuel, Sunday and more, we’d love to work with you to grow your revenue, and can partner in whatever way suits you best.
Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, creative production, reporting, and optional media buying—to achieve your growth objectives. You focus on your business while we deliver the results.
Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, video ads, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.
