CourseCorrect

If you want someone to act differently...

You need them to see differently first.

Because once you change the frame, you change the feeling.

And when you change the feeling, you change the decision.

hims & hers does this incredibly well with their “You’re exceptionally average” message.

With their line (erectile dysfunction medication & hair loss treatments)...

Shame is the biggest barrier to action.

And when someone believes their struggle is rare or abnormal...

A lot of the time, they’ll avoid seeking help and suffer in silence.

It’s a classic case of self-isolation driven by stigma.

Which is why Hims reframes the entire experience.

Instead of positioning these as problems that make you different...

They positioned them as problems that make you normal.

Hence why their ads take on a playful, provocative angle...

Like having cacti (representing ED) plastered across NYC subway stations...

Because metaphors embedded with humor are disarming.

It strips away the heaviness that keeps people stuck...

And makes the conversation feel less like a medical consultation and more like a mate looking out for you.

Once someone sees their problem as common rather than unique...

Seeking help becomes the obvious move, not the embarrassing one.

And this is what great brands understand.

How to give people a new way to see themselves and their situation...

Which changes everything about how they engage with your solution.

So, ask yourself:

What story is your market telling themselves about their problem?

What frame are they using to make sense of it?

And what reframe would make acting on it feel obvious?

What comes up when you hear “body builders”?

For a lot of people, it’s gym bros, protein shakes and bicep curls.

Which is what makes this billboard so good.

They created a pattern interrupt by giving you a heavily pregnant woman in yellow, with her belly out, owning the frame.

A literal body builder.

And that italicized “real” puts strength behind the word, while creating a subtle us vs. them dynamic.

Because a lot of women who’ve been pregnant, are pregnant, or want to be will look at this and think:

“Hell yeah.”

Which is strengthened by how bodybuilding culture actually works.

It’s tribal and identity-driven. And about claiming your version of strength.

So, Ritual hijacked that energy and redirected it.

Also…

Most supplement brands hide behind clean minimalism and clinical language.

With sterile packaging and soft pastels.

But this feels a lot more straight-forward, confident, and empowering.

The visual simplicity forces engagement. And the yellow background cuts through everything.

You can’t look away, or half-process it.

And when you compare it to typical prenatal vitamin ads (serene women in white linen, gently cradling their bump)…

The contrast is stark.

This shows reality, and treats it as extraordinary… without making it delicate.

They’re positioning it as what it is:

An act of creation so intense it demands real nutrition.

Big fan.

What’s your take?

Ever binged an entire Netflix series in one sitting?

Or started organizing one room... then felt compelled to clean the entire house?

It’s common, because incomplete loops create tension.

Which is why intrigue and knowledge gaps in copy can be so powerful.

But to go big picture, in the context of our daily routines...

There are things that can feel “off” if we don’t complete them.

It’s why when you’re getting back in shape...

You feel weird eating junk food after hitting the gym.

Your brain craves consistency across the entire system.

And a month ago, launched AGZ with this exact thinking in mind.

Which is likely to give their LTV a nice bump.

Because when someone establishes a morning ritual around AG1...

Their brain starts craving completion of that daily optimization cycle.

It satisfies our need for systematic closure.

Something I also found interesting was their “melatonin-free” positioning.

Sleep supplements aren’t new. Most people know what melatonin is.

But they’re drawing attention to that groggy feeling melatonin can create…

While appealing to the growing number of people who WANT evening routines, but are scared of melatonin tolerance.

Smart play.

I like the name too.

It leverages all the existing brand equity, while still feeling new and distinct.

What’s your thoughts towards it?

What do you think of this ad from ?

Here’s my take:

It’s brilliant.

Most anti-smoking ads are preachy garbage that make you want to light up out of spite.

Not this.

Instead of lecturing…

They present reality in a way that makes the obvious choice... obvious.

It’s visual storytelling at its finest.

Show, don’t tell.

Make people FEEL the consequence instead of explaining it.

Because logic might change minds...

But emotions change behavior.