The Handoff · Ad teardowns · Updated 2026

Every swipe file shows you the ad.
This one shows you the page.

The handoff is the moment an ad passes someone to a landing page. A great ad still wastes its spend if the page drops the promise it made, whether that is the product shown, the offer stated, or the tone. Each entry here pairs the creative with the page it clicked through to, captured the same day, and rates the gap between them: continuous if the page carries the promise through, partial if it survives but weakens, a break if the page answers a different question than the ad asked. Filter by what the ad was built to do, where it sat in the funnel, and which persuasion mechanic was carrying it.

By Taylor Sicard · fifteen years building consumer brands, co-founded WIN Brands Group and scaled it to mid nine figures · every read here is mine, not an aggregator's.

Where the library stands: 76 complete pairs across 35 brands. Complete means all three parts are here: the ad, the page it actually clicked through to, captured the same day, and the handoff rated. A further 42 pairs are captured and tagged but still waiting on the page capture or the rating, and they stay out of the library until they are finished. The count above is complete pairs only.

Brands in the library

Brand names are the property of their respective owners and appear here solely to identify the advertising being analysed. No brand shown has any affiliation with, or has endorsed, Taylor Sicard Consulting.

Handoff

Browse the library

Grüns ad creativeGrünsConversion / Purchase

The offer-led half of the same account: brand-voiced, discount-first, and aimed at people who already know the product.

UGC videoDemo / product-in-useScarcity / urgency+2 Jones Road Beauty ad creativeJones Road BeautyConversion / Purchase

Top-of-account by impressions, and the format that replaced scripted UGC.

Yapper / unscriptedUGC videoNative camouflage+2 Kuru Footwear ad creativeKuru FootwearConversion / Purchase

Sells plantar fasciitis relief, and only afterwards mentions that the relief is a shoe.

Static imageTalking headProblem agitation+2 Loop Earplugs ad creativeLoop EarplugsConversion / Purchase

Same script, two genuinely different visual treatments, so the algorithm reads them as separate variations.

UGC videoDemo / product-in-useProblem agitation+2 Ruggable ad creativeRuggableConversion / Purchase

Attaches the product to a life event the buyer is already inside, rather than to a category they are not shopping.

Demo / product-in-useUGC videoMoment anchoring+2 Vuori ad creativeVuoriTraffic / Clicks

A single prop converts a generic apparel static into an occasion ad.

Static imageMoment anchoring+1 Kora Organics ad creativeKora OrganicsTraffic / Clicks

Positions against an ingredient the buyer is already searching for, rather than against a competing brand.

Static imageTalking headComparison / us-vs-them+2 Coley Home ad creativeColey HomeLead Gen

Leads with a service capability rather than a product, which converts a browse into an enquiry.

Static imageDemo / product-in-useParticipation / interaction+2 Magic Spoon ad creativeMagic SpoonSubscription

A single-template portfolio, betting concentration beats variety.

Static imageComparison staticPortfolio concentration+2 Avocado Green Mattress ad creativeAvocado Green MattressConversion / Purchase

Leads with third-party certification rather than comfort claims, in a category where every brand claims comfort.

Static imagePortfolio concentration+2 BÉIS ad creativeBreakBÉISConversion / Purchase

A tote photographed from the passenger seat, already stowed under the seat in front, sold on the one dimension that decides the purchase.

Static imageDemo / product-in-useMoment anchoring+3 Blueland ad creativeBreakBluelandConversion / Purchase

A torn paper receipt itemises the welcome kit, strikes two line items through to FREE, and shows the total falling from $34 to $21 before the reader has to work anything out.

Static imageListicle staticPrice anchoring+3 Cozy Earth ad creativePartialCozy EarthConversion / Purchase

A mock group text about menopause night sweats, with no product photography anywhere in the tile, running to the sheets collection.

Static imageNative / editorialNative camouflage+4 David Protein ad creativeContinuousDavid ProteinConversion / Purchase

A bar chart that ranks David's own products against each other first, and the rest of the category second, so the brand ends up owning a metric instead of a flavour.

Comparison staticStatic imageComparison / us-vs-them+3 Ridge ad creativeBreakRidgeConversion / Purchase

A founder-signed close-out letter for the 6th Annual Summer Sweepstakes, running beside blacked-out prize reveals that make the click itself the payoff.

Founder-ledStatic imageScarcity / urgency+5 Chomps ad creativePartialChompsConversion / Purchase

One blue template, one offer, one landing page, and nineteen live creatives that differ mainly in the headline and the picture in the middle.

Static imageMoment anchoring+2 Coterie ad creativeContinuousCoterieConversion / Purchase

Coterie prints the price objection as the headline, then answers it with a binned onesie rather than a feature.

Static imageMeme / low-fiPrice objection handling+4 Crocs ad creativeContinuousCrocsTraffic / Clicks

The licensed logo is the entire headline: four NINJAGO creatives launched in four days, none carrying a price, a claim or a product name, all pointing at one collection hub.

Static imageDemo / product-in-useIdentity appeal+2 Dermalogica ad creativePartialDermalogicaConversion / Purchase

Eleven of thirty-seven live creatives point at one exosome serum, and the whole block argues from a dated clinical timeline rather than from a promise.

Static imageListicle staticMechanism reveal+5 Everyday Dose ad creativeContinuousEveryday DoseConversion / Purchase

A four-line symptom stack that never says coffee, pointed at a dedicated cortisol landing page rather than the product page every other ad in the account uses.

Static imageListicle staticProblem agitation+4 Liquid Death ad creativeContinuousLiquid DeathConversion / Purchase

A $58 hoodie shot like tour merch, and the only kind of ad in this capture that lands on the brand's own product page.

Static imageIdentity appeal+2 Dagne Dover ad creativePartialDagne DoverConversion / Purchase

A review count used as an open question rather than a rating, on a static that never shows a star, a quote or a score out of five.

Static imageSocial proof stack+2 Birddogs ad creativeContinuousBirddogsConversion / Purchase

A named colorway drop where the joke is the product name, floated over a travel photograph and pointed straight at one PDP.

Static imageHumour+3 Brooklinen ad creativeBreakBrooklinenConversion / Purchase

Three near-identical ivory packshots for one split king sheet set, carrying no on-image text at all and letting a price objection in the copy do every bit of the arguing.

Static imagePrice objection handling+2 Fenty Beauty ad creativeContinuousFenty BeautyConversion / Purchase

Fourteen of sixteen live statics route to a product page, and the Gloss Bomb Burst pair proves the routing is set at shade level, not product level.

Static imageDemo / product-in-useScarcity / urgency+3 Jolie ad creativeContinuousJolieConversion / Purchase

Five of seven live statics run one student angle, and three of them go to a dedicated student page while the other two go to the same product page as everything else.

Static imageNative / editorialProblem agitation+3 Quince ad creativePartialQuinceConversion / Purchase

A wearer testimonial sits directly above a struck-through price chip reading $50.00 against $258.00, so the argument is settled before the click.

Static imageComparison staticPrice anchoring+3 Feastables ad creativePartialFeastablesConversion / Purchase

A cross-sectioned competitor cup labelled Them beside a Feastables cup labelled US, with the ingredient argument stuck on as callouts.

Comparison staticStatic imageComparison / us-vs-them+5 rhode ad creativeBreakrhodeConversion / Purchase

A gold bottle and a brush floating on white with bronze droplets above them, and not one word of advertising copy anywhere in the frame.

Static imageNative / editorialIdentity appeal+3 Hiya ad creativePartialHiyaSubscription

Hiya sells a bedtime chewable by refusing to mention sleep quality and selling the parent's evening back instead.

Static imageUGC videoProblem agitation+5 Hydrant ad creativeBreakHydrantConversion / Purchase

Hydrant builds a fabricated Reddit thread to answer a GLP-1 side effect nobody is advertising against, then carries a real medical disclaimer on the fake screenshot.

Static imageUGC videoNative camouflage+4 Oura ad creativeBreakOuraConversion / Purchase

Oura runs four occupations through one verification wall, and the discount each one gets is not the same discount.

Static imageUGC videoIdentity appeal+4 Gymshark ad creativeBreakGymsharkConversion / Purchase

Gymshark runs one split-card template across its whole range and lets the entry price, not the product, do the arguing.

Static imageListicle staticPrice anchoring+2 Graza ad creativeContinuousGrazaConversion / Purchase

One lime-green offer card with a swappable badge carries most of Graza's account, and it sells a bundle whose name does not match the page it lands on.

Static imageComparison staticPrice anchoring+4 Liquid I.V. ad creativePartialLiquid I.V.Subscription

Every one of the 32 captured Liquid I.V. ads routes to a page the brand owns, which is the exact inverse of Feastables sending all 50 of its to Amazon.

Static imageUGC videoPrice anchoring+5 Grüns ad creativeBreakGrünsConversion / Purchase

One possessive headline turned into a static system: Grüns makes itself the sidekick to the drug rather than a rival to it.

Static imageListicle staticSpecificity+3 BÉIS ad creativeContinuousBÉISConversion / Purchase

A three-dimensional Mickey face filling the frame on a red hardshell, selling luggage on character rather than on capacity.

Static imageIdentity appeal+2 Blueland ad creativeContinuousBluelandConversion / Purchase

A simulated autocomplete dropdown puts an unfinished query in the reader's head, then completes it three times with named chemicals, and sends the click to a page called fb-microplastic.

Static imagePattern interrupt+3 Cozy Earth ad creativePartialCozy EarthConversion / Purchase

A stick-figure before and after drawn in marker on a bedroom whiteboard, selling bamboo pajamas on a night-sweats symptom.

Static imageBefore / afterBefore / after transformation+4 David Protein ad creativeBreakDavid ProteinConversion / Purchase

A free-carton bundle offer that shows its working in per-bar cents, priced and typeset like editorial rather than like a sale.

Static imagePrice anchoring+3 Ridge ad creativeBreakRidgeConversion / Purchase

A wallet brand selling chains and rings by handing men who do not wear jewelry a reason to start.

Static imageDemo / product-in-useIdentity appeal+2 Chomps ad creativeContinuousChompsConversion / Purchase

A brand that lives in checkout lanes uses the one thing a checkout lane cannot stock, the full twelve-flavor range, as the reason to buy online instead.

Static imageListicle staticCuriosity gap+2 Coterie ad creativeContinuousCoterieConversion / Purchase

A fake order receipt itemises a $110 bundle line by line, letting the shopper do the addition instead of being told it is good value.

Static imageListicle staticPrice anchoring+4 Crocs ad creativeBreakCrocsConversion / Purchase

One poster template, swapped occasion by occasion: a two-word badge, a short lowercase headline, one product on a themed set, and never a price.

Static imageDemo / product-in-useMoment anchoring+2 Dermalogica ad creativePartialDermalogicaConversion / Purchase

Every hook in the Clear Start block is spoken by the person doing the buying, not the person with the breakout.

Static imageNative / editorialSocial proof stack+5 Everyday Dose ad creativePartialEveryday DoseConversion / Purchase

A five-row tick chart that names Ryze on pack, prices Everyday Dose at $27 against $49, and deliberately lets the competitor win two of the five rows.

Comparison staticStatic imageComparison / us-vs-them+3 Dagne Dover ad creativePartialDagne DoverConversion / Purchase

A creator's four-panel trip collage that names two specific bags in the caption and then sends the click to a collection page that leads with neither.

Creator-ledStatic imageIdentity appeal+2 Birddogs ad creativePartialBirddogsConversion / Purchase

The one calm ad in a loud account, an annotated spec sheet that finally says what the product is, shipped with the brand's own typo in the copy.

Static imageListicle staticMechanism reveal+3

Common questions

What is the handoff, and how is a pair rated?

The handoff is the moment an ad passes a visitor to a landing page. Each pair here gets one of three ratings. Continuous means the page carries the ad's promise through: the product in the creative is the product on the page, the offer is the same offer, and the register does not lurch. Partial means the promise survives but weakens, usually because the ad named one thing and the page leads with a range. A break means the page answers a different question than the ad asked, and the click is spent re-orienting the visitor instead of selling to them. The rating is a read on that specific pair on that specific day, not a score for the brand.

How is this different from a swipe file?

A swipe file shows you the ad. This library shows you the ad and the page it clicked through to, captured on the same day, side by side. It is also indexed by what the ad was built to do (lead gen, subscription, conversion, install), by funnel stage, and by persuasion mechanic, rather than only by format or brand.

Are the ads shown here endorsed by the brands?

No. Brands appear because their advertising is being analysed as commentary and criticism. No brand featured here has any affiliation with, or has endorsed, Taylor Sicard Consulting. Brand names and marks belong to their respective owners.

How often is the library updated?

New pairs are added on a rolling basis. Each entry records the date the ad and the landing page were captured, because landing pages change constantly and a pairing is only meaningful as a snapshot of a specific moment.