Every live UK Meta ad from nine premium brands, as pictures, sorted by brand and then by the kind of ad it is. Near-identical ads are collapsed into one card with a count, so a lane shows distinct creative rather than the same thing forty times. Click any card to open that ad in Meta's Ad Library, which is where films play.
2,257
live UK ads
1,765
distinct creatives
32
lanes checked
22%
are near-duplicates
6%
creator-fronted
How to read this
Each brand is cut into lanes, ordered by how many ads sit in each, so the first lane you see is where that brand has actually put its money. Each tile inside a lane is one distinct creative. A blue +N badge means Meta is running N more ads near-identical to it, so a tile marked +11 is one idea running twelve ways. The number under each tile is how many days the longest-running ad in that family has been live, which is the only performance signal available from outside an account. A film badge means the tile is the cover frame Meta serves for a video, not a decoded first frame.
Every lane was assigned by looking at the creative, not by reading the ad text. That is not a nicety. Puresport attaches the identical starter-kit copy to a creator talking to camera, a whiteboard, an unboxing and an Instagram question box answered on screen. Grouping this account by its copy would produce one lane and tell you nothing.
Grouping into families is perceptual (dHash, threshold 10) and never crosses brand or format, so a family is always one advertiser and one medium. 103 stills were too flat or too dark to fingerprint and are shown as their own cards rather than being chained into a false family; 16 of those are too flat to type at all and sit in a labelled lane of their own at the end of their brand.
What each brand argues with
Share of each brand's captured ads sitting in each lane, deepest blue where a brand is most concentrated. Read the rows, not the columns: a lane running in one brand and nowhere else is either a moat or a mistake, and a lane at zero for everyone is the whole set's blind spot.
Scroll the table sideways to reach the smaller brands.
Lane
Rise & Fall
Trinny London
Mother Root Drinks
COAT paints
FAIRFAX & FAVOR
ME+EM
Loaf
Beaufort & Blake
The Newt in Somerset
Snüz
The Little Green Sheep
Colours of Arley
Lick
organic zoo
OKA
All
A USP burned into the image
18%
14%
19%
26%
0
0
13%
0
0
12%
64%
25%
25%
6%
0
342
Price or offer is the creative
25%
1%
0
4%
45%
15%
4%
15%
0
0
0
0
6%
3%
22%
309
A customer review is the creative
13%
10%
12%
0
4%
1%
1%
6%
0
0
0
0
3%
16%
0
177
Styled scene
5%
2%
1%
9%
8%
7%
16%
0
22%
45%
9%
33%
19%
22%
11%
170
Creator in the moment
3%
0
39%
12%
6%
4%
1%
9%
0
8%
16%
0
3%
6%
0
147
Editorial model shot
5%
0
0
0
4%
46%
0
55%
0
0
0
0
0
0
0
134
Founder or origin story
<1%
28%
0
0
0
0
0
0
0
0
0
0
0
0
17%
123
Creator to camera
3%
13%
7%
0
3%
2%
14%
2%
0
0
0
6%
0
13%
0
118
Product on a plain ground
1%
5%
1%
0
10%
1%
11%
0
0
27%
2%
0
0
0
44%
82
Teaching or how-to
3%
1%
6%
10%
0
5%
8%
0
0
0
0
0
3%
0
0
69
The range lined up
1%
4%
0
10%
10%
5%
5%
0
0
0
0
0
3%
3%
0
69
Material close-up
4%
1%
2%
4%
0
3%
1%
8%
2%
2%
2%
8%
0
0
6%
62
Mechanism demo
1%
3%
1%
11%
0
0
0
0
0
4%
4%
0
31%
0
0
55
Before and after
0
9%
0
4%
0
0
0
0
0
0
0
0
0
0
0
46
Press and institutional authority
1%
3%
3%
0
0
1%
6%
0
8%
0
0
0
0
0
0
41
Launch, new-in or back-in-stock
3%
<1%
0
0
1%
2%
1%
0
0
0
0
14%
0
9%
0
37
Relatable caption
3%
<1%
2%
6%
1%
0
0
0
0
0
0
0
0
0
0
36
Gifting
3%
0
1%
0
0
0
0
0
15%
0
0
0
0
0
0
36
Side by side against the alternative
4%
0
1%
0
0
0
0
0
0
0
0
0
0
0
0
35
Brand world
0
0
2%
1%
0
2%
8%
6%
23%
0
0
0
0
0
0
34
Unboxing and the parcel arriving
2%
<1%
0
0
3%
0
0
0
0
2%
2%
0
0
0
0
22
Tied to an occasion
0
0
0
0
0
0
1%
0
25%
0
0
6%
6%
3%
0
22
Store, showroom or event
0
1%
0
0
1%
5%
7%
0
3%
0
0
0
0
0
0
21
The people who make it
<1%
0
1%
0
0
1%
3%
0
3%
0
0
3%
0
0
0
11
Handwritten explainer
<1%
<1%
2%
0
0
0
0
0
0
0
0
0
0
13%
0
10
Named collaboration
0
0
0
4%
1%
0
0
0
0
0
0
6%
0
0
0
9
Named athlete or expert
<1%
<1%
1%
0
3%
0
0
0
0
0
0
0
3%
0
0
8
Receipts as proof
1%
0
0
0
0
0
0
0
0
0
0
0
0
6%
0
7
Phone-shot, cropped, real
<1%
0
0
0
1%
0
0
0
0
0
0
0
0
0
0
3
A number is the argument
<1%
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
A wall of creator clips
0
0
1%
0
0
0
0
0
0
0
0
0
0
0
0
1
Illustration or stop-motion
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
Lanes with real volume that exactly one brand runs. . None of these is a category constraint. Any of the nine could run any of them tomorrow, and eight of them are choosing not to.
Gifting is at zero across all 2,257 ads, in late August. It was the only lane that stayed empty when every creative was checked by eye, which is the strongest version of that finding available: the companion report reached it by searching ad copy, and searching copy is exactly what missed press at Naturalmat and the founder at Wild Nutrition. Before and after, which the copy search also reported as empty, turns out to be running: Puresport has one, a split card reading Before Puresport / After Puresport, and the words appear nowhere in its text.
The four questions
Are there people in these ads, is anyone using their founder, is anyone using press, and is anyone whitelisting. Whitelisting comes from the ad byline so it is exact across all 2,257 ads. People and press come from looking at every creative. Founder comes from looking AND from reading, because it is the one argument in this set that is routinely made by attribution rather than by what is on screen.
Brand
People on screen
Founder ads
Whose, and how
Press or authority
Creator-fronted
Handles
Rise & Fall
2
16 (2%)
7
Trinny London
118
1 (0%)
1
Mother Root Drinks
0
64 (36%)
63
COAT paints
0
19 (11%)
15
FAIRFAX & FAVOR
0
10 (6%)
4
ME+EM
0
7 (6%)
2
Loaf
0
1 (1%)
1
Beaufort & Blake
0
8 (12%)
4
The Newt in Somerset
0
0
Snüz
0
4 (8%)
4
The Little Green Sheep
0
8 (18%)
8
Colours of Arley
0
0
Lick
0
2 (6%)
2
organic zoo
0
5 (16%)
5
OKA
3
0
Neither the pictures alone nor the words alone get this right. Searching the ad copy of all 1,272 ads that carry text reports Naturalmat with zero press and Wild Nutrition with zero founder. Both are wrong: Naturalmat runs a House and Garden pull-quote and a film asking what 10 of The Times 50 best places to stay have in common, and Wild Nutrition runs a quote card signed by Henrietta Norton. All of that is burned into the image and appears nowhere in the text. Then the reverse. Typing all 1765 creatives by eye missed ten With Nothing Underneath ads that are Pip the founder wearing her own shirts, and a seven-part Pooky series called Rohan's Two Cents by their founder, because in those the picture is only a person in a room and the attribution sits entirely in the text. The founder column is resolved from both channels. Any single-channel read of these nine accounts is confidently wrong somewhere.
Coverage. The people, founder and press columns come from looking at all 1765 distinct creatives, covering 2,253 of 2,257 live ads. This is no longer a sample. Ads with no retrievable still are the only gap and that gap is stated per brand below. Creator counts and handles are exact, taken from the ad byline.
Rise & Fall
Rise & Fall
754 live ads586 distinct creatives25 of 32 lanes running22% are near-duplicates2% creator-fronted
Leans on price or offer is the creative (25%), a usp burned into the image (18%), a customer review is the creative (13%). The other 22 lanes share the remaining 44%.
180 live ads175 distinct creatives18 of 32 lanes running1% are near-duplicates36% creator-fronted
Leans on creator in the moment (39%), a usp burned into the image (19%), a customer review is the creative (12%). The other 15 lanes share the remaining 30%.
Showing 176 of 180 ads (98%). The rest had no retrievable still, so the shares below are of what was captured, not of the whole account.
▶261d · film▶261d · film▶261d · film▶261d · film▶260d · film▶+1103d · film · creator2 near-identical ads▶103d · film · creator▶103d · film · creator▶103d · film · creator▶103d · film · creator▶103d · film · creator▶103d · film · creator▶103d · film · creator▶103d · film · creator▶103d · film · creator▶103d · film · creator▶103d · film · creator▶103d · film · creator
Show the remaining 49 in this lane
▶103d · film · creator▶103d · film · creator▶99d · film · creator▶99d · film · creator▶99d · film · creator▶92d · film · creator▶92d · film · creator▶92d · film · creator▶92d · film · creator▶85d · film▶85d · film · creator▶78d · film · creator▶76d · film · creator▶73d · film · creator▶73d · film · creator▶66d · film · creator▶65d · film · creator▶65d · film · creator▶65d · film · creator▶65d · film · creator▶65d · film · creator▶65d · film · creator▶62d · film · creator▶59d · film · creator▶59d · film · creator▶59d · film · creator▶59d · film · creator▶59d · film · creator51d · creator▶51d · film · creator▶51d · film · creator▶51d · film▶51d · film · creator▶50d · film▶39d · film · creator▶39d · film39d · creator39d · creator▶39d · film · creator23d · creator▶23d · film · creator23d · creator23d · creator▶23d · film · creator▶23d · film · creator9d · creator9d · creator▶9d · film · creator9d · creator
▶38d · film · creator▶38d · film · creator▶38d · film · creator▶38d · film · creator▶36d · film · creator▶18d · film · creator▶17d · film · creator▶17d · film · creator▶17d · film · creator▶17d · film · creator▶17d · film · creator▶17d · film · creator+111d · creator2 near-identical ads▶11d · film · creator5d · still · creator5d3d · still · creator3d · still · creator
18 live ads16 distinct creatives5 of 32 lanes running11% are near-duplicates0% creator-fronted
Leans on product on a plain ground (44%), price or offer is the creative (22%), founder or origin story (17%). The other 2 lanes share the remaining 17%.
Product on a plain ground 44%
the catalogue spine
8 ads7 distinct creativesmedian 3d livelongest 51d0 films · 7 stills
What you are looking at. One cover still per ad, pulled from Meta's public Ad Library. Videos are not downloaded; the tile is the cover frame Meta serves and the Ad Library link is where the film plays. Because the file is not decoded, a cover frame is not necessarily the film's opening shot.
How near-duplicates were grouped. Perceptual hashing (dHash) with single-link clustering at threshold 10. Families never cross brand or format: two advertisers are never running the same creative, and a film's cover frame can hash close to a static of the same set-up. Flat or black stills are excluded from grouping because a flat image's hash fingerprints nothing.
How the lanes were assigned. All 1765 creatives were laid out on labelled contact sheets, twelve to a sheet, one brand per sheet, and typed by eye. Nothing was inferred from ad copy and nothing was sampled. Where a cover frame is too flat to judge, the creative sits in a labelled lane rather than being guessed into a real one.
Why the lane list is fixed. 32 lanes are checked for every brand whether or not that brand runs them, because a taxonomy built from what happens to be present can never show you a gap. 6 of them (creator in the moment, unboxing and the parcel arriving, handwritten explainer, named athlete or expert, named collaboration, founder or origin story) were added to the checklist the companion diversity report uses, because a real and repeatedly-run type in this set had nowhere to sit. All 6 are brand-neutral, so an empty one still reads as a genuine gap.
What a lane call is and is not. A lane describes what the creative argues with, not the medium it is in, so the same lane holds both films and stills and every card carries its own badge. Two calls are deliberately conservative. Pooky runs seven ads of one mic'd man talking in a lamp-lit room and Wild Nutrition three of one woman on a sofa; neither names the speaker on screen, so neither is counted as founder. Wild Nutrition's founder lane is the quote card actually signed by Henrietta Norton, and Sezane's is a twenty-year origin letter signed by Morgane Sezalory.
Coverage. 2253 stills hashed across 2,257 live ads. Any ad without a retrievable still is absent from the grid and is called out per brand above, and every percentage inside a brand is a share of what was captured for that brand, not of its whole account.
Longevity. Days live comes from the grid card at capture time, not from the ad detail page, because opening an ad by id resets the flight dates Meta displays.
Snapshot. Live ads as at 29 August 2026. Ads already switched off are not included.
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