Crave Creatine
Ad script pack · 3 scripts · 9 hooks
Spec work. Not affiliated with or commissioned by Crave.
1 · Research snapshot
Who's buying: People who already believe creatine works but keep falling off with powder, plus a growing group who've never taken it because they hate pills and powders. Everyone in the category is skeptical: “creatine gummies are a scam” is the loudest belief out there.
Top pains (customer words)
“there were always mornings when I skipped it simply because I didn't feel like measuring and shaking it up”
“I used to take creatine in powder form and i dread having to drink it”
“finding things to mix powdered supplements into is frustrating”
Top desires
“This creatine product doesn't feel like a chore”
“I take cause I like it, not because I have to”
Main objection
“If a gummy has 5g of creatine in it how can a 'creatine' gummy weigh less than 5g? What a con!”
2 · Angles
Proof: “I weighed one”
Product-aware (skeptic)Crave's two longest-running ads (462 and 459 days) both lean on the lab report. This takes the same proof off the PDF and puts it on a kitchen scale, answering the category's most-liked objection on camera.
Pain: “I kept skipping days”
Problem → solution-awareThe #1 reason people buy in the reviews is consistency, not taste. Almost nobody in the category runs pain-led ads (2 of 50 in our swipe).
Identity: “Not one more pill”
Solution-awareWomen 40+ who want to stay strong but hate pills and powders show up in the reviews and nowhere in the category's ads.
“I weighed one” (Proof)
Hooks
“How do you fit five grams of creatine in a gummy?”
Visual: One gummy held between two fingers, right up to the lens.
“This is five grams of creatine. Good luck fitting it in one gummy.”
Visual: Creator tries to balance a heaping scoop of powder on top of a single gummy. It spills everywhere.
“Thirteen grams. That's what a full dose of these weighs.”
Visual: Tight close on the kitchen scale display, already reading the number.
Body
“Here's the thing. Nobody's fitting five grams into one gummy. That's not how it works. With Crave, you take three.”
Storyboard: Holds up the Crave bag, then drops three gummies on the kitchen scale, one by one.
“Together, they weigh [X] grams, and four and a half of that is creatine. They post the lab test, and it checks out.”
Storyboard: Close on the scale reading. Then the Eurofins report on the phone, zoom on the result.
“And they actually taste good.”
Storyboard: Eats one, honest reaction.
CTA: “Don't love 'em? Money back, and you keep the bag. Link's below.”
Storyboard: Bag to camera, pointing down.
Word count: 63–71 depending on hook · Est. length: ~30s
Creator notes: Calm, skeptical-friend energy, not salesy. Explaining it like a friend who already knows, not presenting it. Kitchen counter, daylight. A real digital kitchen scale with a readable display. Shoot the scale at eye level so the number is sharp. No gym clothes needed.
Note: All visuals and scene directions are suggestions. If the creator feels more natural in another setup, angle or delivery, go with theirs. Comfortable and real beats following the script.
Rationale: Proof angle → the burned skeptic who thinks every gummy is fake → product-aware → the category's #1 objection gets answered with a physical demo instead of a PDF, which is the visual upgrade over Crave's own winning ads.
Flags
“I kept skipping days” (Pain)
Hooks
“I bought this in March. Be honest. How full is yours?”
Visual: Creator pulls a creatine powder tub from the back of a cabinet and shakes it. It's still mostly full.
“Powder's cheaper. Unless you skip half your days.”
Visual: Powder tub with a price sticker next to the Crave bag. Cut to a habit calendar on the fridge with more blank days than checks.
“Every guy who takes creatine has done this at least once.”
Visual: Creator mid-scoop, coughs, and a cloud of powder goes everywhere.
Body
“I knew creatine worked. The routine was the problem.”
Storyboard: Talking head, kitchen.
“Find the shaker. Measure the scoop. Stir. It still doesn't dissolve. Chug the gray water.”
Storyboard: Fast cuts, one per beat: shaker, scoop, stirring, clumps on the bottom, grimace.
“So some mornings I just skipped it. Then I'd skip a few more.”
Storyboard: Shaker sitting in the sink, unused.
“Now it's these. Three gummies and I'm done. No shaker, no scoop. Four and a half grams, and it's lab tested. The bag lives on my desk, so I don't forget. Haven't missed a day in [X] weeks.”
Storyboard: Creator grabs the Crave bag from the desk, eats three. Quick flash of the back label.
CTA: “If you keep missing days with powder, try these. Link's below.”
Storyboard: Bag to camera, pointing down.
Word count: 94–97 depending on hook · Est. length: ~38s
Creator notes: Self-aware and a little funny, like admitting a bad habit to a friend. Guy in his 20s to 30s who lifts. Real kitchen and desk, phone on a tripod. The powder-routine montage should feel tedious on purpose: quick, repetitive cuts. Shoot it in natural morning light.
Note: All visuals and scene directions are suggestions. If the creator feels more natural in another setup, angle or delivery, go with theirs. Comfortable and real beats following the script.
Rationale: Pain angle → “the Inconsistent,” who knows creatine works but keeps falling off → problem/solution-aware → it sells consistency instead of taste, which is what reviewers actually credit gummies for and what Crave's current ads don't say.
Flags
“Not one more pill” (Identity)
Hooks
“I'm [age], and I refuse to add one more pill to this thing.”
Visual: Close on an overstuffed weekly pill organizer. She snaps it shut.
“I tried creatine powder. I ran out of things to mix it into.”
Visual: Kitchen counter crowded with a smoothie, coffee, oatmeal and a glass of water, each with a scoop sticking out.
“I started lifting at [48]. This is the one supplement I added.”
Visual: She finishes a dumbbell row in her garage, then holds the bag up to camera.
Body
“I lift twice a week. I want to stay strong as I get older.”
Storyboard: Her strength training at home or the gym: dumbbells, nothing extreme.
“But I already take enough stuff. I'm not a pill person, and I'm not mixing another powder.”
Storyboard: Back to the kitchen. She pushes the pill organizer and a powder tub aside.
“So I tried these. Crave gummies. Three a day, and they taste like candy. The bag sits next to my coffee, so it's part of my morning now.”
Storyboard: Opens the bag, eats one with coffee, a real smile.
“Four and a half grams of creatine, and they post their lab results. With gummies, that matters.”
Storyboard: Back of the bag, then the lab report on her phone.
CTA: “If pills and powders are what's stopping you, start here. Link's below.”
Storyboard: Bag to camera.
Word count: 100–101 depending on hook · Est. length: ~40s
Creator notes: Woman, 40s to 60s, warm and direct, zero fitness-influencer energy. Bright home kitchen, morning. Real pill organizer and real coffee mug. Workout B-roll should look like everyday strength training, not a transformation.
Note: All visuals and scene directions are suggestions. If the creator feels more natural in another setup, angle or delivery, go with theirs. Comfortable and real beats following the script.
Rationale: Identity angle → women 40+ who want to stay strong but are done with pills and powders → solution-aware → this buyer shows up in the reviews and is ignored by every creatine gummy ad in the category; the hook speaks to her friction, not to a health promise.