Key takeaways
- Format: Strikethrough pain-point list leading to one benefit
- Best for: Problem-solving beauty and hair-care products
- Hook: Crossed-out frustrations the viewer relates to instantly
- Reuse it: List three to five customer complaints, strike them out, end with the promise
Available sizes
What is a feature callout ad?
A feature callout ad is a static image that shows a single product with short text labels pointing to its key features or benefits, usually joined to the product by thin lines. It explains several selling points at a glance without a long caption, which is why it's common for supplements, skincare, electronics and kitchenware.
See all feature callouts ads →Why this feature callouts ad works
- 01
Self-recognition
Viewers spot their own hair problems in the list, which makes the ad feel personal.
- 02
Visual problem-solving
Strikethroughs literally erase the issues, showing the product's effect without before/after photos.
- 03
Clear payoff line
The one unstruck, italicised line becomes the memorable promise.
- 04
Price anchor
Showing $21 crossed out next to $15.75 frames the deal as a clear saving.
Full creative breakdown
Who this ad targets
Women aged 18 to 40 with wavy, curly or frizz-prone hair who prefer to air-dry instead of using heat tools. It targets people frustrated with crunchy gels, sticky mousses and long drying times, plus those looking for low-effort, heat-free styling routines. The modest price point and discount suit cold audiences testing a new styling product and warm audiences who viewed the cream.
Copywriting analysis
The copy is built as a mini story in five lines: four problems and one solution. Each problem is short, specific and sensory: frizzy, crunchy, stiff, sticky, slow. Striking them through means the viewer reads the complaint and its dismissal at the same time. The final line, 'Soft, defined hair.', is the only one left intact, with italics adding emphasis and warmth. A direct 'Shop Air Dry Cream →' acts as an on-image CTA, and the price anchor finishes the argument. It is efficient, persuasive and easy to adapt for any product that fixes common complaints.
Visual design
The layout is split, with copy on the left and product on the right, over a warm terracotta-and-cream palette that matches the peach tube. Plenty of negative space keeps the text easy to read. Cream swirls on the tube add texture and show the formula. The yellow price highlight is the only bright accent, drawing the eye to the discount. The tiled floor adds a Mediterranean, sunny lifestyle feel.
How to adapt this template for your brand
- Collect three to five frustrations customers mention about the problem your product solves.
- Write each as a short sentence and apply a strikethrough to all of them.
- End with one unstruck benefit line, using italics for the key words.
- Place the product on the right in a warm setting that matches its packaging colours.
- Add an on-image 'Shop [Product] →' prompt and a crossed-out original price next to the sale price.
Tips for haircare ads on Meta
Built as a 9:16 vertical for Instagram and Facebook Stories and Reels; keep key text inside the central safe zone, away from the top 14% and bottom 20% where UI overlays appear, and crop a 1:1 or 4:5 version for feed. Turn each callout into a separate carousel card for feed, and animate the callouts one by one for Reels. Keep the primary text under 125 characters so it isn't truncated, use the 'Shop Now' button, and refresh the creative every two to three weeks to limit ad fatigue.
About this creative
A warm, minimal vertical ad for Kitsch Smoothing Air Dry Cream. A peach tube with a ridged cap stands upright on terracotta floor tiles against a soft cream wall, with two glossy swirls of white cream applied to its front to show texture. On the left, black text lists four common air-drying problems, each with a strikethrough line: 'Frizzy air-dry.', 'Crunchy waves.', 'Stiff, sticky strands.' and 'Hours to dry.' Beneath them, the payoff line 'Soft, defined hair.' appears without a strike, with 'Soft, defined' in italics. A bold 'Shop Air Dry Cream →' prompt sits below, followed by a struck-through original price of $21 and a sale price of $15.75 inside a rounded yellow highlight. The product label lists castor oil and frizz-free air-dry styling. The strikethrough device lets viewers recognise their own frustrations and instantly see the product as the fix, while the price cut gives a reason to act now.
Meta ad · 338 × 600 · Haircare
Kitsch Air Dry Cream Ad: Cross Out the Problems
This Kitsch story ad lists four air-drying frustrations, strikes each one out and ends with the promise of soft, defined hair. The Air Dry Cream tube stands on terracotta tiles with a sale price. Use this feature-callout format for problem-solving products where customers share common complaints.
Added
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Details
Ad copy
Primary text
Frizzy air-dry? Crunchy waves? Not anymore 🙌 Our Smoothing Air Dry Cream with castor oil gives you soft, defined hair without heat or hours of drying. Now $15.75 (was $21).
Description
Air Dry Cream now $15.75 (was $21).
On-image text
Frizzy air-dry. (struck through) | Crunchy waves. (struck through) | Stiff, sticky strands. (struck through) | Hours to dry. (struck through) | Soft, defined hair. | Shop Air Dry Cream → | $21 (struck through) | $15.75 | /kit·sch/ SMOOTHING Air Dry Cream FORMULATED WITH CASTOR OIL For frizz-free, air dry styling 5 fl. oz. / 148mL
Headline ideas for this template
- 1Cross frizz off your list
- 2Air-dry without the crunch
- 3Soft, defined hair without heat
- 4Goodbye frizz, hello soft waves
- 5The air-dry cream that skips the struggle
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
