Black Friday is the one week of the year where every brand is shouting at the same time.
Same feeds, same discounts, same red-and-black sale banners. The brands that win are the ones whose creative makes the offer impossible to miss, easy to understand, and feel worth acting on now.
We've pulled together some of the top creatives from brands who consistently get this right. For each one, we've broken down what's working.
Want the full thinking behind the creative?
On our recent D2C Diaries episode, we unpack what £32M in ad spend taught us about Black Friday, from building offers that convert to the creative and landing pages that carry them. It's well worth a listen before you start briefing your BFCM assets.
https://www.youtube.com/watch?v=nDpF5MRm2E0
Kind Patches doesn't sell a discount; it sells a solution to the gifting problem. "The easiest yes gift for the stressed friend" turns a bundle into a no-brainer for the shopper who doesn't know what to buy. Crossing out the original price shows the saving at a glance, so shoppers can see exactly how much they're getting without doing the maths. Pairing the Holiday Essentials Kit with a free gift and dressing the products as tree ornaments makes the offer feel seasonal and giftable rather than just cheap.
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Mars Men leans into native formats that don't look like ads. A customer feedback email and a cart screenshot showing "Free Gifts Unlocked" both build trust and show the deal at the point of purchase. Stacking 50% off with free gifts, free shipping and a 90-day money-back guarantee removes almost every reason to hesitate.
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Glossier keeps it clean and on-brand, even mid-sale. Bold product hero shots, one clear message per frame ("SALE" or "FREE GIFT"), and a scrolling ticker that signals urgency without the clutter. It's proof that premium brands can run aggressive offers without cheapening the brand.
