🍴IWITOT Vol. 13: They NAILed this ad

Honestly, my nails always look like the “before” picture.

I have two kids, so my hands are typically submerged in water while doing dishes or doused in hand sanitizer after a diaper change.

I love a good manicure.

But it’s a time commitment and investment — two things I don’t feel particularly compelled to make right now.

So, I’m constantly scouring the internet for a good at-home option.

I want a system that doesn’t require me to refinance my house or waste valuable time I could spend doing something else.

In walks, Manucurist.

Actually, it’d be more of a coy saunter because they’re from Paris, and I assume everyone from France is effortlessly cool.

ANYWAYS…

I’ve been seeing their ads a lot lately.

I always think, “Wow, that looks cool.”

Then I keep scrolling.

This time, I still didn’t buy it.

BUT, I’m sharing their ad with you because it’s this week’s I Wish I Thought of That Thursday feature!

Feast your eyes on this beauty.

Here’s why I loved it:

Excellent Video

Gel nails are great, but they’re expensive, and the removal is, let’s face it, horrid.

You either have to go back to the nail salon and have them do it for you, or you obsessively pick and peel until your nailbeds are absolutely trashed.

Neither scenario is favorable.

PLUS, other at-home remedies to take gel nail polish off never work.

This ad showed us the power of their product in the most satisfying way.

It captures and keeps your attention.

You can’t help but stare, which is what you want with an ad.

Simple Content

They capitalized on where your eyes are by sharing a simple text overlay on the video:

1 Min Removal
Gel Polish

Again, anyone who’s ever had a gel manicure knows the struggle of removing it.

It’s a long, drawn-out process.

Manicurist did a great job highlighting that the opposite is true with their product.

The caption copy hits on the main points. Nothing more, nothing less.

1. Nail-saving gel-alternative. They kept that theme alive and well throughout the entire ad.

2. Reiterated the one-minute removal, which is the main source of allure.

3. Manicures don’t last forever, especially the ones you do at home. 10 days is pretty solid.

4. People are hyperaware of toxic chemicals these days, so it was a good move for them to announce that their products are vegan and, therefore, largely plant-based.

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