Asleep by 10, without the morning fog
StrategyHooksCreativeCTADeliverablesGuardrailsNotes
DDriftwell

Asleep by 10, without the morning fog

Speak to the lying-awake-scrolling moment, then contrast the groggy melatonin hangover with a calm Driftwell landing.

Due Jun 29, 2026Problem–SolutionStaticProblem-awareMeta1:14:5Updated Jun 15

Strategy

Big ideaMost sleep ads sell a knockout. Driftwell sells a calm landing: magnesium glycinate plus L-theanine to quiet the mind, with no next-day fog. The hero contrast is asleep by 10 versus awake at 2.
PersonaA light sleeper in their 30s to 40s who wakes at 3am with a racing mind, scared of prescription aids and sick of the melatonin hangover.

Hooks

  1. 1Asleep by 10. Awake before your alarm, not after it.
  2. 2It's not that you can't sleep. It's that your brain won't clock out.
  3. 3The sleep aid that doesn't leave you hungover at 9am.

Alternative openings to test, one variant for each (same ad, swap the hook).

Creative

1:1

Asleep by 10, no morning fog

Magnesium glycinate and L-theanine quiet a racing mind, so you wind down instead of getting knocked out.

VisualA split frame. On the left, a dim 2:41am phone-lit ceiling and a tense face. On the right, soft morning light, a calm face, and an alarm clock reading just before wake time. The Driftwell bottle sits on the bright-side nightstand.
LayoutHeadline top-left on the dark half in white, subhead beneath it in muted grey. Product and logo bottom-right on the light half. Keep on-image text light for Meta. Build 1:1 and 4:5 from the same art.

CTA

Try Driftwell for 30 nights, risk free.

Deliverables

  • •1x 1:1 and 1x 4:5 from the same artwork
  • •2x headline variants as separate files for testing
  • •1x single-scene version with no split, for retargeting

Do’s & Don’ts

Do

  • +Keep on-image text minimal so it clears Meta's text ratio
  • +Make the left and right contrast obvious at thumbnail size on a phone
  • +Show the bottle label legibly, it doubles as the brand cue

Don’t

  • −Don't promise instant or guaranteed sleep, or use clinical and medical claims
  • −Don't use the word cure or any drug-like positioning
  • −Don't use a stock model staring at camera, keep it a real bedroom moment

Notes

This is a scroll-stopper for a cold audience, the contrast has to land in under a second. Magnesium glycinate and L-theanine are the only two actives to name.