Hyde & Hare · Competitor Creative Library

Every live UK Meta ad from nine premium brands, as pictures, sorted by brand and then by the kind of ad it is. Near-identical ads are collapsed into one card with a count, so a lane shows distinct creative rather than the same thing forty times. Click any card to open that ad in Meta's Ad Library, which is where films play.

Each brand is cut into lanes, ordered by how many ads sit in each, so the first lane you see is where that brand has actually put its money. Each tile inside a lane is one distinct creative. A blue +N badge means Meta is running N more ads near-identical to it, so a tile marked +11 is one idea running twelve ways. The number under each tile is how many days the longest-running ad in that family has been live, which is the only performance signal available from outside an account. A film badge means the tile is the cover frame Meta serves for a video, not a decoded first frame.

Every lane was assigned by looking at the creative, not by reading the ad text. That is not a nicety. Puresport attaches the identical starter-kit copy to a creator talking to camera, a whiteboard, an unboxing and an Instagram question box answered on screen. Grouping this account by its copy would produce one lane and tell you nothing.

Grouping into families is perceptual (dHash, threshold 10) and never crosses brand or format, so a family is always one advertiser and one medium. 59 stills were too flat or too dark to fingerprint and are shown as their own cards rather than being chained into a false family; 10 of those are too flat to type at all and sit in a labelled lane of their own at the end of their brand.

Share of each brand's captured ads sitting in each lane, deepest blue where a brand is most concentrated. Read the rows, not the columns: a lane running in one brand and nowhere else is either a moat or a mistake, and a lane at zero for everyone is the whole set's blind spot.

Lane	Puresport	Wild Nutrition	TOAST	With Nothing Underneath	Piglet in Bed	Pooky	Naturalmat	Sézane	If Only If	All
Editorial model shot	0	0	59%	32%	0	0	0	20%	38%	157
Creator to camera	20%	12%	0	0	0	2%	3%	0	0	140
Creator in the moment	19%	11%	0	0	4%	0	5%	0	0	139
Price or offer is the creative	16%	5%	0	0	16%	0	0	0	63%	121
A USP burned into the image	1%	22%	0	15%	17%	4%	26%	0	0	110
Styled scene	5%	4%	0	0	15%	32%	23%	0	0	77
Unboxing and the parcel arriving	14%	0	0	0	0	0	0	0	0	74
Phone-shot, cropped, real	1%	0	0	29%	0	0	0	0	0	42
Launch, new-in or back-in-stock	2%	1%	0	5%	16%	2%	3%	50%	0	42
Teaching or how-to	1%	12%	0	2%	1%	2%	0	0	0	39
Product on a plain ground	1%	2%	6%	3%	5%	11%	0	0	0	37
Material close-up	0	1%	11%	3%	3%	4%	5%	10%	0	35
Handwritten explainer	6%	<1%	0	0	0	0	0	0	0	34
Receipts as proof	6%	1%	0	0	0	0	0	0	0	33
Press and institutional authority	0	11%	0	0	0	0	3%	0	0	29
Store, showroom or event	<1%	0	9%	0	0	0	23%	0	0	28
Founder or origin story	0	2%	0	8%	2%	12%	0	10%	0	24
Brand world	0	2%	8%	0	0	0	5%	0	0	21
Mechanism demo	2%	1%	0	0	1%	7%	0	0	0	18
The people who make it	0	0	6%	0	3%	0	5%	0	0	17
A customer review is the creative	<1%	5%	0	2%	0	0	0	0	0	17
Side by side against the alternative	2%	1%	0	0	0	0	0	0	0	14
Relatable caption	0	1%	0	0	9%	4%	0	0	0	14
Named athlete or expert	2%	2%	0	0	0	0	0	0	0	13
The range lined up	1%	1%	0	2%	0	9%	0	0	0	13
Named collaboration	0	0	0	0	0	14%	0	0	0	8
A number is the argument	<1%	2%	0	0	0	0	0	0	0	7
Tied to an occasion	0	0	0	0	5%	0	0	0	0	5
Illustration or stop-motion	0	0	0	0	4%	0	0	0	0	4
Before and after	<1%	1%	0	0	0	0	0	0	0	3
A wall of creator clips	<1%	1%	0	0	0	0	0	0	0	3
Gifting	0	0	0	0	0	0	0	0	0	0

Lanes with real volume that exactly one brand runs. unboxing and the parcel arriving (Puresport, 74 ads); named collaboration (Pooky, 8 ads). None of these is a category constraint. Any of the nine could run any of them tomorrow, and eight of them are choosing not to.

Gifting is at zero across all 1,330 ads, in late August. It was the only lane that stayed empty when every creative was checked by eye, which is the strongest version of that finding available: the companion report reached it by searching ad copy, and searching copy is exactly what missed press at Naturalmat and the founder at Wild Nutrition. Before and after, which the copy search also reported as empty, turns out to be running: Puresport has one, a split card reading Before Puresport / After Puresport, and the words appear nowhere in its text.

Are there people in these ads, is anyone using their founder, is anyone using press, and is anyone whitelisting. Whitelisting comes from the ad byline so it is exact across all 1,330 ads. People and press come from looking at every creative. Founder comes from looking AND from reading, because it is the one argument in this set that is routinely made by attribution rather than by what is on screen.

Brand	People on screen	Founder ads	Whose, and how	Press or authority	Creator-fronted	Handles
Puresport	Heavily. Creators talking to camera.	0	No	No	261 (49%)	77
Wild Nutrition	Mixed. Product-led with some lifestyle.	4	Henrietta Norton, on signed quote cards	Yes, Vogue, GQ, marie claire, HELLO!	10 (4%)	7
TOAST	Usually. Editorial models, rarely to camera.	0	No	No	14 (7%)	3
With Nothing Underneath	Nearly always, cropped and faceless.	10	Pip, wearing her own shirts. The most in the set.	No	5 (4%)	4
Piglet in Bed	Almost none. Hands only.	2	No founder on screen or named. A garden-shed origin story.	No	0
Pooky	Mostly hands, plus the founder to camera.	7	Rohan, a seven-part series, all launched this week	No	0
Naturalmat	Occasional. Children, a maker, a showroom host.	0	No	Yes, Times and House & Garden	5 (13%)	4
Sézane	Studio models only.	1	Morgane Sezalory, a signed origin letter	No	0
If Only If	Studio models only.	0	No	No	0

Neither the pictures alone nor the words alone get this right. Searching the ad copy of all 1,272 ads that carry text reports Naturalmat with zero press and Wild Nutrition with zero founder. Both are wrong: Naturalmat runs a House and Garden pull-quote and a film asking what 10 of The Times 50 best places to stay have in common, and Wild Nutrition runs a quote card signed by Henrietta Norton. All of that is burned into the image and appears nowhere in the text. Then the reverse. Typing all 998 creatives by eye missed ten With Nothing Underneath ads that are Pip the founder wearing her own shirts, and a seven-part Pooky series called Rohan's Two Cents by their founder, because in those the picture is only a person in a room and the attribution sits entirely in the text. The founder column is resolved from both channels. Any single-channel read of these nine accounts is confidently wrong somewhere.

Coverage. The people, founder and press columns come from looking at all 998 distinct creatives, covering 1,329 of 1,330 live ads. This is no longer a sample. Ads with no retrievable still are the only gap and that gap is stated per brand below. Creator counts and handles are exact, taken from the ad byline.

Puresport puresport.co

537 live ads 355 distinct creatives 21 of 32 lanes running 34% are near-duplicates 49% creator-fronted

Leans on creator to camera (20%), creator in the moment (19%), price or offer is the creative (16%). The other 18 lanes share the remaining 45%.

Creator to camera 20%

a person addressing you directly

106 ads 67 distinct creatives median 41d live longest 97d 67 films · 0 stills

Puresport creative — **97d** · film · creator 2 near-identical ads

Show the remaining 49 in this lane

Creator in the moment 19%

creator-shot, nobody addressing camera

104 ads 71 distinct creatives median 36d live longest 105d 67 films · 4 stills

Show the remaining 53 in this lane

Price or offer is the creative 16%

the discount, bundle or freebie carries it

86 ads 41 distinct creatives median 36d live longest 140d 13 films · 28 stills

Show the remaining 23 in this lane

Unboxing and the parcel arriving 14%

hands, a box, a desk

74 ads 40 distinct creatives median 70d live longest 105d 36 films · 4 stills

Show the remaining 22 in this lane

Handwritten explainer 6%

marker, whiteboard or labels drawn over the product

33 ads 16 distinct creatives median 49d live longest 140d 7 films · 9 stills

Receipts as proof 6%

Strava, a tweet, a question box answered

31 ads 25 distinct creatives median 22d live longest 140d 4 films · 21 stills

Show the remaining 7 in this lane

Styled scene 5%

the product living in a room or a moment

25 ads 25 distinct creatives median 47d live longest 62d 9 films · 16 stills

Show the remaining 7 in this lane

Side by side against the alternative 2%

the rival is in frame

12 ads 12 distinct creatives median 41d live longest 41d 0 films · 12 stills

Mechanism demo 2%

hands showing the thing actually working

11 ads 11 distinct creatives median 34d live longest 82d 10 films · 1 still

Launch, new-in or back-in-stock 2%

the news is the ad

11 ads 11 distinct creatives median 28d live longest 28d 0 films · 11 stills

Named athlete or expert 2%

a credentialed person, named on screen

9 ads 5 distinct creatives median 47d live longest 49d 5 films · 0 stills

Product on a plain ground 1%

the catalogue spine

5 ads 4 distinct creatives median 36d live longest 61d 2 films · 2 stills

Phone-shot, cropped, real 1%

no face, natural light, looks personal

5 ads 5 distinct creatives median 34d live longest 49d 1 film · 4 stills

The range lined up 1%

breadth is the argument

4 ads 3 distinct creatives median 47d live longest 49d 3 films · 0 stills

A USP burned into the image 1%

the claim is the creative

4 ads 4 distinct creatives median 31d live longest 49d 1 film · 3 stills

Teaching or how-to 1%

a recipe, a list, a styling guide

4 ads 4 distinct creatives median 34d live longest 34d 4 films · 0 stills

A customer review is the creative 0%

the quote carries the ad

2 ads 2 distinct creatives median 56d live longest 84d 0 films · 2 stills

Store, showroom or event 0%

come and see us

2 ads 1 distinct creative median 28d live longest 28d 1 film · 0 stills

Before and after 0%

the change is the proof

1 ad 1 distinct creative median 140d live longest 140d 0 films · 1 still

A wall of creator clips 0%

many voices at once

1 ad 1 distinct creative median 49d live longest 49d 0 films · 1 still

A number is the argument 0%

a statistic or a study is the creative

1 ad 1 distinct creative median 34d live longest 34d 1 film · 0 stills

Cover frame too flat to judge 1%

excluded from every other lane rather than guessed at

6 ads 5 distinct creatives median 19d live longest 49d 5 films · 0 stills

Wild Nutrition wildnutrition.com

263 live ads 251 distinct creatives 23 of 32 lanes running 4% are near-duplicates 4% creator-fronted

Leans on a usp burned into the image (22%), creator to camera (12%), teaching or how-to (12%). The other 20 lanes share the remaining 54%.

A USP burned into the image 22%

the claim is the creative

58 ads 57 distinct creatives median 28d live longest 42d 12 films · 45 stills

Show the remaining 39 in this lane

Creator to camera 12%

a person addressing you directly

32 ads 31 distinct creatives median 33d live longest 42d 28 films · 3 stills

Show the remaining 13 in this lane

Teaching or how-to 12%

a recipe, a list, a styling guide

31 ads 31 distinct creatives median 41d live longest 42d 14 films · 17 stills

Show the remaining 13 in this lane

Creator in the moment 11%

creator-shot, nobody addressing camera

29 ads 28 distinct creatives median 21d live longest 42d 21 films · 7 stills

Show the remaining 10 in this lane

Press and institutional authority 11%

a title, a retailer or an institution vouches

28 ads 25 distinct creatives median 41d live longest 42d 0 films · 25 stills

Show the remaining 7 in this lane

Price or offer is the creative 5%

the discount, bundle or freebie carries it

14 ads 11 distinct creatives median 12d live longest 42d 1 film · 10 stills

A customer review is the creative 5%

the quote carries the ad

13 ads 13 distinct creatives median 29d live longest 42d 0 films · 13 stills

Styled scene 4%

the product living in a room or a moment

10 ads 9 distinct creatives median 33d live longest 42d 6 films · 3 stills

A number is the argument 2%

a statistic or a study is the creative

6 ads 6 distinct creatives median 41d live longest 42d 2 films · 4 stills

Product on a plain ground 2%

the catalogue spine

5 ads 5 distinct creatives median 15d live longest 42d 0 films · 5 stills

Founder or origin story 2%

the founder speaks or signs it, or the brand tells where it came from

4 ads 3 distinct creatives median 42d live longest 42d 0 films · 3 stills

Named athlete or expert 2%

a credentialed person, named on screen

4 ads 4 distinct creatives median 30d live longest 42d 2 films · 2 stills

Brand world 2%

place and mood carry it, product incidental

4 ads 4 distinct creatives median 31d live longest 42d 3 films · 1 still

Relatable caption 1%

an in-joke over the footage

3 ads 3 distinct creatives median 42d live longest 42d 1 film · 2 stills

The range lined up 1%

breadth is the argument

2 ads 2 distinct creatives median 38d live longest 42d 1 film · 1 still

Material close-up 1%

the fabric, the finish, the detail

2 ads 2 distinct creatives median 42d live longest 42d 1 film · 1 still

Side by side against the alternative 1%

the rival is in frame

2 ads 2 distinct creatives median 23d live longest 40d 0 films · 2 stills

A wall of creator clips 1%

many voices at once

2 ads 2 distinct creatives median 25d live longest 37d 0 films · 2 stills

Launch, new-in or back-in-stock 1%

the news is the ad

2 ads 2 distinct creatives median 28d live longest 28d 0 films · 2 stills

Mechanism demo 1%

hands showing the thing actually working

2 ads 2 distinct creatives median 14d live longest 21d 2 films · 0 stills

Before and after 1%

the change is the proof

2 ads 2 distinct creatives median 8d live longest 8d 2 films · 0 stills

Receipts as proof 1%

Strava, a tweet, a question box answered

2 ads 2 distinct creatives median 6d live longest 6d 0 films · 2 stills

Handwritten explainer 0%

marker, whiteboard or labels drawn over the product

1 ad 1 distinct creative median 7d live longest 7d 0 films · 1 still

Cover frame too flat to judge 2%

excluded from every other lane rather than guessed at

4 ads 4 distinct creatives median 9d live longest 21d 4 films · 0 stills

TOAST toa.st

188 live ads 90 distinct creatives 6 of 32 lanes running 52% are near-duplicates 7% creator-fronted

Leans on editorial model shot (59%), material close-up (11%), store, showroom or event (9%). The other 3 lanes share the remaining 21%.

Editorial model shot 59%

produced, posed, art-directed

111 ads 52 distinct creatives median 29d live longest 62d 1 film · 51 stills

TOAST creative — **62d** · still 3 near-identical ads

Show the remaining 34 in this lane

Material close-up 11%

the fabric, the finish, the detail

21 ads 9 distinct creatives median 21d live longest 43d 1 film · 8 stills

Store, showroom or event 9%

come and see us

17 ads 8 distinct creatives median 29d live longest 48d 0 films · 8 stills

Brand world 8%

place and mood carry it, product incidental

15 ads 4 distinct creatives median 33d live longest 82d 1 film · 3 stills

Product on a plain ground 6%

the catalogue spine

12 ads 6 distinct creatives median 25d live longest 62d 0 films · 6 stills

The people who make it 6%

the mill, the workshop, the supplier

12 ads 11 distinct creatives median 21d live longest 21d 0 films · 11 stills

With Nothing Underneath withnothingunderneath.com

127 live ads 127 distinct creatives 10 of 32 lanes running 0% are near-duplicates 4% creator-fronted

Leans on editorial model shot (32%), phone-shot, cropped, real (29%), a usp burned into the image (15%). The other 7 lanes share the remaining 24%.

Editorial model shot 32%

produced, posed, art-directed

41 ads 41 distinct creatives median 23d live longest 154d 21 films · 20 stills

With Nothing Underneath creative — **154d** · still

Show the remaining 23 in this lane

Phone-shot, cropped, real 29%

no face, natural light, looks personal

37 ads 37 distinct creatives median 41d live longest 173d 13 films · 24 stills

Show the remaining 19 in this lane

A USP burned into the image 15%

the claim is the creative

19 ads 19 distinct creatives median 61d live longest 135d 8 films · 11 stills

Show the remaining 1 in this lane

Founder or origin story 8%

the founder speaks or signs it, or the brand tells where it came from

10 ads 10 distinct creatives median 49d live longest 173d 4 films · 6 stills

Launch, new-in or back-in-stock 5%

the news is the ad

6 ads 6 distinct creatives median 9d live longest 21d 0 films · 6 stills

Material close-up 3%

the fabric, the finish, the detail

4 ads 4 distinct creatives median 33d live longest 77d 0 films · 4 stills

Product on a plain ground 3%

the catalogue spine

4 ads 4 distinct creatives median 18d live longest 51d 0 films · 4 stills

The range lined up 2%

breadth is the argument

2 ads 2 distinct creatives median 55d live longest 72d 0 films · 2 stills

A customer review is the creative 2%

the quote carries the ad

2 ads 2 distinct creatives median 19d live longest 23d 1 film · 1 still

Teaching or how-to 2%

a recipe, a list, a styling guide

2 ads 2 distinct creatives median 13d live longest 20d 1 film · 1 still

Piglet in Bed pigletinbed.com

101 live ads 66 distinct creatives 14 of 32 lanes running 35% are near-duplicates 0% creator-fronted

Leans on a usp burned into the image (17%), launch, new-in or back-in-stock (16%), price or offer is the creative (16%). The other 11 lanes share the remaining 51%.

A USP burned into the image 17%

the claim is the creative

17 ads 9 distinct creatives median 27d live longest 69d 4 films · 5 stills

Launch, new-in or back-in-stock 16%

the news is the ad

16 ads 13 distinct creatives median 6d live longest 90d 4 films · 9 stills

Price or offer is the creative 16%

the discount, bundle or freebie carries it

16 ads 11 distinct creatives median 7d live longest 8d 5 films · 6 stills

Styled scene 15%

the product living in a room or a moment

15 ads 9 distinct creatives median 48d live longest 78d 3 films · 6 stills

Relatable caption 9%

an in-joke over the footage

9 ads 4 distinct creatives median 27d live longest 33d 2 films · 2 stills

Product on a plain ground 5%

the catalogue spine

5 ads 5 distinct creatives median 105d live longest 106d 0 films · 5 stills

Tied to an occasion 5%

a moment in the calendar

5 ads 2 distinct creatives median 48d live longest 48d 1 film · 1 still

Creator in the moment 4%

creator-shot, nobody addressing camera

4 ads 2 distinct creatives median 29d live longest 30d 1 film · 1 still

Illustration or stop-motion 4%

hand-made, not photographed

4 ads 2 distinct creatives median 29d live longest 30d 1 film · 1 still

Material close-up 3%

the fabric, the finish, the detail

3 ads 2 distinct creatives median 106d live longest 106d 0 films · 2 stills

The people who make it 3%

the mill, the workshop, the supplier

3 ads 3 distinct creatives median 29d live longest 29d 0 films · 3 stills

Founder or origin story 2%

the founder speaks or signs it, or the brand tells where it came from

2 ads 2 distinct creatives median 106d live longest 106d 1 film · 1 still

Teaching or how-to 1%

a recipe, a list, a styling guide

1 ad 1 distinct creative median 106d live longest 106d 1 film · 0 stills

Mechanism demo 1%

hands showing the thing actually working

1 ad 1 distinct creative median 34d live longest 34d 1 film · 0 stills

Pooky pooky.com

57 live ads 55 distinct creatives 12 of 32 lanes running 4% are near-duplicates 0% creator-fronted

Leans on styled scene (32%), named collaboration (14%), founder or origin story (12%). The other 9 lanes share the remaining 42%.

Styled scene 32%

the product living in a room or a moment

18 ads 17 distinct creatives median 57d live longest 212d 8 films · 9 stills

Named collaboration 14%

a partner brand or designer is co-billed

8 ads 8 distinct creatives median 57d live longest 57d 0 films · 8 stills

Founder or origin story 12%

the founder speaks or signs it, or the brand tells where it came from

7 ads 7 distinct creatives median 13d live longest 13d 5 films · 2 stills

Product on a plain ground 11%

the catalogue spine

6 ads 6 distinct creatives median 42d live longest 89d 1 film · 5 stills

The range lined up 9%

breadth is the argument

5 ads 5 distinct creatives median 173d live longest 191d 3 films · 2 stills

Mechanism demo 7%

hands showing the thing actually working

4 ads 4 distinct creatives median 116d live longest 250d 4 films · 0 stills

Material close-up 4%

the fabric, the finish, the detail

2 ads 2 distinct creatives median 42d live longest 42d 2 films · 0 stills

Relatable caption 4%

an in-joke over the footage

2 ads 2 distinct creatives median 42d live longest 42d 2 films · 0 stills

A USP burned into the image 4%

the claim is the creative

2 ads 1 distinct creative median 28d live longest 28d 1 film · 0 stills

Launch, new-in or back-in-stock 2%

the news is the ad

1 ad 1 distinct creative median 82d live longest 82d 1 film · 0 stills

Creator to camera 2%

a person addressing you directly

1 ad 1 distinct creative median 42d live longest 42d 1 film · 0 stills

Teaching or how-to 2%

a recipe, a list, a styling guide

1 ad 1 distinct creative median 28d live longest 28d 1 film · 0 stills

CompetitorCreative Library

Creator to camera 20%

Creator in the moment 19%

Price or offer is the creative 16%

Unboxing and the parcel arriving 14%

Handwritten explainer 6%

Receipts as proof 6%

Styled scene 5%

Side by side against the alternative 2%

Mechanism demo 2%

Launch, new-in or back-in-stock 2%

Named athlete or expert 2%

Product on a plain ground 1%

Phone-shot, cropped, real 1%

The range lined up 1%

A USP burned into the image 1%

Teaching or how-to 1%

A customer review is the creative 0%

Store, showroom or event 0%

Before and after 0%

A wall of creator clips 0%

A number is the argument 0%

Cover frame too flat to judge 1%

A USP burned into the image 22%

Creator to camera 12%

Teaching or how-to 12%

Creator in the moment 11%

Press and institutional authority 11%

Price or offer is the creative 5%

A customer review is the creative 5%

Styled scene 4%

A number is the argument 2%

Product on a plain ground 2%

Founder or origin story 2%

Named athlete or expert 2%

Brand world 2%

Relatable caption 1%

The range lined up 1%

Material close-up 1%

Side by side against the alternative 1%

A wall of creator clips 1%

Launch, new-in or back-in-stock 1%

Mechanism demo 1%

Before and after 1%

Receipts as proof 1%

Handwritten explainer 0%

Cover frame too flat to judge 2%

Editorial model shot 59%

Material close-up 11%

Store, showroom or event 9%

Brand world 8%

Product on a plain ground 6%

The people who make it 6%

Editorial model shot 32%

Phone-shot, cropped, real 29%

A USP burned into the image 15%

Founder or origin story 8%

Launch, new-in or back-in-stock 5%

Material close-up 3%

Product on a plain ground 3%

The range lined up 2%

A customer review is the creative 2%

Teaching or how-to 2%

A USP burned into the image 17%

Launch, new-in or back-in-stock 16%

Price or offer is the creative 16%

Styled scene 15%

Relatable caption 9%

Product on a plain ground 5%

Tied to an occasion 5%

Creator in the moment 4%

Illustration or stop-motion 4%

Material close-up 3%

The people who make it 3%

Founder or origin story 2%

Teaching or how-to 1%

Mechanism demo 1%

Styled scene 32%

Named collaboration 14%

Founder or origin story 12%

Competitor
Creative Library