THE HOOK LIBRARY
40 original formulas. Two languages. Try three openings for the same film.
Find your starting point40 examples
Still {{problem}}?
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Everyone has this problem.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{problem}}. Again.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Your workflow is terrible.
The opening must show the promised action and use supported claims; avoid this mismatch.
This is {{problem}}.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
A problem you cannot see.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{problem}} gets in the way.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
This destroys every business.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{problem}}? Try {{action}}.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
One click fixes your life.
The opening must show the promised action and use supported claims; avoid this mismatch.
Ready to {{action}}?
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Ready to change everything forever?
The opening must show the promised action and use supported claims; avoid this mismatch.
{{audience}}: {{problem}}?
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Hey everyone on the internet!
The opening must show the promised action and use supported claims; avoid this mismatch.
Want to see {{benefit}}?
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Want an unbelievable secret?
The opening must show the promised action and use supported claims; avoid this mismatch.
Is {{before}} your routine?
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Why is everybody doing it wrong?
The opening must show the promised action and use supported claims; avoid this mismatch.
{{problem}}? Look at {{product}}.
Fill the frame with the brand colour and one readable, verified statement.
Reveal: 0–0.7s · opening: 0–1.5s.
Everything you know is a lie.
The opening must show the promised action and use supported claims; avoid this mismatch.
Another way: {{action}}.
Fill the frame with the brand colour and one readable, verified statement.
Reveal: 0–0.7s · opening: 0–1.5s.
The only method that works.
The opening must show the promised action and use supported claims; avoid this mismatch.
Can {{product}} do this? {{action}}.
Fill the frame with the brand colour and one readable, verified statement.
Reveal: 0–0.7s · opening: 0–1.5s.
It definitely works for everyone.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{proof}}
Fill the frame with the brand colour and one readable, verified statement.
Reveal: 0–0.7s · opening: 0–1.5s.
Guaranteed 10× results.
The opening must show the promised action and use supported claims; avoid this mismatch.
First verify the product facts: proof.
The output: {{after}}.
Fill the frame with the brand colour and one readable, verified statement.
Reveal: 0–0.7s · opening: 0–1.5s.
A stock photo labelled your result.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{proof}} · {{product}}
Fill the frame with the brand colour and one readable, verified statement.
Reveal: 0–0.7s · opening: 0–1.5s.
A big number without a source.
The opening must show the promised action and use supported claims; avoid this mismatch.
First verify the product facts: proof.
{{after}}. Here is the action.
Fill the frame with the brand colour and one readable, verified statement.
Reveal: 0–0.7s · opening: 0–1.5s.
A result followed by an unrelated feature.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{before}} → {{after}}
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Different products passed off as one transformation.
The opening must show the promised action and use supported claims; avoid this mismatch.
Same task. {{before}} / {{after}}.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Change the task to make the comparison easy.
The opening must show the promised action and use supported claims; avoid this mismatch.
Watch this: {{after}}.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Two crowded screens with no visible difference.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{before}} or {{after}}?
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
A fake comparison with a made-up competitor.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{price}}. Here is what you get.
Fill the frame with the brand colour and one readable, verified statement.
Reveal: 0–0.7s · opening: 0–1.5s.
A price that hides required fees.
The opening must show the promised action and use supported claims; avoid this mismatch.
First verify the product facts: price.
{{product}} · {{price}}
Fill the frame with the brand colour and one readable, verified statement.
Reveal: 0–0.7s · opening: 0–1.5s.
Free! (Except for the essential feature.)
The opening must show the promised action and use supported claims; avoid this mismatch.
First verify the product facts: price.
{{action}} · {{price}}
Fill the frame with the brand colour and one readable, verified statement.
Reveal: 0–0.7s · opening: 0–1.5s.
Compare a monthly price to a yearly price.
The opening must show the promised action and use supported claims; avoid this mismatch.
First verify the product facts: price.
POV: {{action}}.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
POV text over unrelated scenery.
The opening must show the promised action and use supported claims; avoid this mismatch.
POV: {{audience}} meets {{product}}.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
A fabricated customer testimonial.
The opening must show the promised action and use supported claims; avoid this mismatch.
POV: {{after}}.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Promise a result the product cannot produce.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{action}}
Start on the real UI, lift one readable region and outline the named action.
Reveal: 0–0.65s · opening: 0–1.5s.
Five seconds of logo before anything happens.
The opening must show the promised action and use supported claims; avoid this mismatch.
Right here: {{action}}.
Start on the real UI, lift one readable region and outline the named action.
Reveal: 0–0.65s · opening: 0–1.5s.
A cursor circling the entire screen.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{action}} → {{after}}
Start on the real UI, lift one readable region and outline the named action.
Reveal: 0–0.65s · opening: 0–1.5s.
An output disconnected from the supplied input.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{product}}: {{action}}.
Start on the real UI, lift one readable region and outline the named action.
Reveal: 0–0.65s · opening: 0–1.5s.
Ten tiny feature names in one second.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{proof}} · See {{product}}.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Animate a rating through false values.
The opening must show the promised action and use supported claims; avoid this mismatch.
First verify the product facts: proof.
{{proof}}. Here is the product.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
A testimonial with no permission or context.
The opening must show the promised action and use supported claims; avoid this mismatch.
First verify the product facts: proof.
The source says: {{proof}}.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Crop away the qualifier next to a number.
The opening must show the promised action and use supported claims; avoid this mismatch.
First verify the product facts: proof.
Look at this detail in {{product}}.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
You will not believe what happens next.
The opening must show the promised action and use supported claims; avoid this mismatch.
What happens after {{action}}?
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Hide the answer until after the call to action.
The opening must show the promised action and use supported claims; avoid this mismatch.
Can you spot {{after}}?
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
A difference too small to see on a phone.
The opening must show the promised action and use supported claims; avoid this mismatch.
This detail helps with {{benefit}}.
Dim an owned product image/video behind a large centred reveal.
Reveal: 0–0.7s · opening: 0–1.5s.
Call a decorative detail a revolutionary feature.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{action}}
Start on the real UI, lift one readable region and outline the named action.
Reveal: 0–0.65s · opening: 0–1.5s.
Zoom into an unreadable whole screenshot.
The opening must show the promised action and use supported claims; avoid this mismatch.
{{benefit}}
Fill the frame with the brand colour and one readable, verified statement.
Reveal: 0–0.7s · opening: 0–1.5s.
Flash six unrelated slogans at once.
The opening must show the promised action and use supported claims; avoid this mismatch.
This part? {{action}}.
Start on the real UI, lift one readable region and outline the named action.
Reveal: 0–0.65s · opening: 0–1.5s.
Whip between screens without showing the target.
The opening must show the promised action and use supported claims; avoid this mismatch.
OPEN VIDEO KIT
Use your own copy and media. Check the claims. Watch the finished film before publishing.
Make a film ↗Original V4V examples · Apache-2.0. Starting points to test, with no promised advertising outcome.
