01 The hook
"Replace all my old cookware with non-toxic options"
The picture copies an iPhone lock screen over a kitchen photo: blue Our Place pots and pans on a counter, with copper pots on a shelf behind them. At the top are the date "Friday, November 18" and a large white clock, "10:00". Under it sit three Reminders notification cards, each with the Reminders app icon: "Replace all my old cookware with non-toxic options", "Shop our Black Friday Sale" and "The biggest discount is 60% off". On the other version the third card reads "The biggest discount is 68% off*" and a footnote at the bottom says "*with bundle and sale savings". The caption reads "Shop non-toxic cookware, multifunctional air fryers, and more this Black Friday Sale." with "Save up to 40% sitewide.*" or "Save up to 45% sitewide.*" in the headline or the copy, and a Shop now button.
02 The offer
The discount is in the third reminder: "The biggest discount is 60% off" on the two ads that link to fromourplace.ca, and "The biggest discount is 68% off*", with the footnote "*with bundle and sale savings", on the two that link to fromourplace.com. The caption gives a smaller figure, worded differently: "Save up to 40% sitewide.*" on the .ca ads and "Save up to 45% sitewide.*" on the .com ads, with "*See terms." under the headline. The numbers are the ads' own claims, shown as the ads state them.
03 The structure
- 01A kitchen photo behind the whole frame: blue Our Place pots and pans on a counter, copper pots on a shelf.
- 02The date and a large white clock, as on a phone lock screen: "Friday, November 18" and "10:00".
- 03Reminder 1, the problem in the reader's own voice: "Replace all my old cookware with non-toxic options".
- 04Reminder 2, the action: "Shop our Black Friday Sale".
- 05Reminder 3, the offer: "The biggest discount is 60% off", or "68% off*" with the footnote "*with bundle and sale savings".
04 Why it works
This is a reading of the creative, not proof of results: the Ad Library shows when ads ran, not how they performed, and it says nothing about whether the discount is what the picture says. A lock screen full of reminders is a screen everyone already knows how to read, so the ad needs almost no explaining. The three cards tell a short story in order: a note to self ("Replace all my old cookware with non-toxic options"), the action ("Shop our Black Friday Sale") and the reward ("The biggest discount is 60% off"). Because they are written in the first person, the ad reads like something the reader put there for themselves and not like a pitch. The kitchen photo keeps the product in view behind the cards. It is a drawn lock screen, not a screenshot: 18 Nov 2026 is a Wednesday, so the date on it is a mock-up. The picture runs in four ads, all started on 4 and 5 Nov 2026: two link to fromourplace.ca with "60% off" in the picture and two link to fromourplace.com with "68% off*" and a footnote. The library flags none of them "Low impression count". The same Page runs two other phone-screen looks from the same days, the "Black Friday is Calling" call screen (it has its own breakdown) and a Notes page, which are not counted. Only active ads were pulled, and image cards started before 20 Oct that the scraper did not list were not checked, so four is a floor and earlier runs, if there were any, are not in the numbers.



