40 ad concepts for your brand. Scored.
Give it your website. It writes every angle you could run, picks the format each one needs, and scores them so you know which five to shoot first.
No email, no account, no API keys. Runs in Claude with web search on.
Where forty comes from
Two old ideas, crossed. Neither one is ours, and both are worth more than the tool.
Five stages of awareness
From Eugene Schwartz, 1966. Every person you sell to is unaware, problem-aware, solution-aware, product-aware, or most-aware. Exactly one. And each one needs a completely different first sentence, because each one knows a different amount.
Most accounts talk almost entirely to the last two. Those are the people who already know you, and there is a finite number of them. That is usually what scaling into a wall feels like.
The eight primal desires
From Drew Eric Whitman's Cashvertising, 2008. Survival, food, fear, sex, comfort, status, protecting your family, social approval. Hardwired, not learned. These are the reasons a hand actually moves.
Your product almost certainly serves more than the one you keep advertising.
Cross the five against the eight and you get forty distinct arguments. Not forty variations of one ad. Forty different reasons a different person would buy. Most brands have made three of them.
What it hands back
We pointed it at RYZE, the mushroom coffee brand, using nothing but their public website. Forty angles came back. These are five of them.
UNAWARE PROBLEM SOLUTION PRODUCT MOST Survival + health 6 The 20-year cup ANIMATED 7 Wired and depleted UGC 8 Six mushrooms vs one bean ANIMATED 6 Read the back of the bag MACRO 4 30 days or money back STATIC Food + drink 8 Describe coffee without saying bitter STREET 5 The 3pm cup you don't taste UGC 9 They were describing the other ones TASTE TEST 8 Cacao and chai, not fungus MACRO 3 Free frother STATIC Freedom from fear 10 Everything she blamed for her anxiety UGC 8 The 10am tightness has a cause UGC 8 The spike, the crash, the flat line ANIMATED 7 48 against 95 DATA-VIZ 4 Try it 30 days STATIC Companionship 5 The two-mug morning CINEMATIC 5 In the room but vibrating UGC 4 Calm reads better than caffeinated CINEMATIC 3 Second mug on the counter MACRO 2 Starter kit STATIC Comfort 9 An office at 3pm, filmed like weather STREET 8 You fixed your sleep. Still tired. UGC 8 Can't crash, never spiked ANIMATED 6 Thirty seconds and hot water MACRO 4 Kit, frother, free shipping STATIC Status 9 Your 2pm is the best hour of your day UGC 8 Not out of talent. Out of afternoon. UGC 8 Lion's mane is a nootropic ANIMATED 6 1,000mg per cup DATA-VIZ 3 25 off today STATIC Protecting family 9 She repeated it to a friend UGC 7 Not a morning person. A dependent one. UGC 7 Still yourself at 7am ANIMATED 5 What's on your counter MACRO 3 Family bundle STATIC Social approval 8 Your fourth cup became a personality UGC 6 A contract you never signed STREET 7 It stopped being a weird thing CINEMATIC 5 60,000 reviews, read aloud STATIC 3 Join them STATIC
Score = how well it would work for this brand
Every cell is a real concept with the format it needs, scored on customer evidence, provability, category white space, and whether you could actually shoot it. The score is the point. Forty ideas is a list. Forty scored ideas is a map.
What the map said about RYZE:
UNAWARE × FREEDOM FROM FEAR
A woman calmly lists everything she blamed for her anxiety. Her job, her phone, her sleep, the news. The last thing on the list is the mug in her hand. No product until the final three seconds.
"You're not an anxious person. You're a person who drinks 300mg of caffeine before 9am."
Their core mechanism, already on the homepage, is a fraction of the caffeine. This aims it at the jitters instead of at the mushrooms. Nothing new to substantiate.
SOLUTION-AWARE × FOOD AND DRINK
Find people who tried mushroom coffee once, hated it, and never went back. Put a cup in front of them cold, with no setup. Shoot the face, not the mug.
"Everyone told you mushroom coffee tastes like dirt. They were describing the other ones."
Their FAQ defends the taste, and a FAQ is a confession. Taste is the objection in this category, so it deserves the whole ad instead of a defensive line.
An entire office at 3pm, filmed like a nature documentary. Glazed eyes, third coffee, staring at a spreadsheet. Then ask people on the street when their day ends and watch them all say the same time without thinking.
"The 3pm slump isn't a personality trait."
The crash is universal and almost nobody questions it, which is exactly what an unaware ad needs. The lower-caffeine mechanism is the answer and it's already on the product page.
UNAWARE × STATUS AND WINNING
An operator walks through her calendar. She's protected her mornings, batched her meetings, killed her notifications. Then she points at the 2pm block and realizes she's been scheduling her most important work into the worst hour of her day for years.
"Your 2pm is costing you the best hour of your day."
Their site sells sharp focus as a wellness benefit. This is the identical claim aimed at someone who wants to win rather than someone who wants to be well. Same proof, different buyer.
UNAWARE × PROTECTING FAMILY
A dad tells the joke he's told a hundred times, that the kids know not to talk to him before his coffee. He's still smiling. Then he mentions his daughter repeated it to a friend last week, word for word, like it was a rule of the house. The smile goes.
"I didn't think it was a red flag until she said it to someone else."
Entirely honest for a lower-caffeine product and it makes zero product claims, so there's no compliance surface at all.
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