Smouldering brown leather bi-fold under Ditch the traditional wallet, with a slim navy Ridge wallet below. — Setting the old wallet on fire makes 'ditch the traditional wallet' impossible to ignore.

Key takeaways

Format: Provocative 'destroy the old' product shot with a small solution reveal.
Best for: Products replacing a familiar, outdated alternative.
Hook: A burning wallet is an unexpected, scroll-stopping image.
Reuse it: Visually destroy or retire the old alternative, then show yours.

Available sizes

Meta Marketplace / Messenger1200 × 1200 · PNG

What is a product shot ad?

A product shot ad puts the product itself at the centre of the frame, usually on a clean or styled background with little text. It works best when the packaging or product is distinctive enough to stop the scroll and the viewer already understands what it does.

See all product shot ads →

Why this product shot ad works

01
Pattern interrupt
A wallet on fire is unusual enough to stop the scroll instantly.
02
Clear call to change
'Ditch' and 'Make the switch' are direct commands that frame the purchase as an upgrade.
03
Old vs new contrast
The battered leather next to the sleek metal wallet makes the benefit visible without specs.
04
Minimal distractions
An off-white background and black type keep all attention on the wallet and smoke.

Full creative breakdown

Who this ad targets

Men aged roughly 25–50 who carry a bulky, worn leather wallet and are open to a modern, minimalist alternative. They value durability, design and practicality, and may be interested in EDC gear, tech and travel. Also gift shoppers buying for partners, fathers or friends, particularly around Father's Day and the holidays. The bold tone appeals to people who like confident, no-nonsense brands.

Copywriting analysis

The headline is a direct imperative: 'Ditch' is casual and decisive, and 'traditional' quietly frames leather wallets as old-fashioned. The closer, 'Make the switch.', is a second command that implies an easy, one-time decision and ends with a full stop for finality. The copy is just eight words, with no features or price, relying on the image to prove the point. Placing the Ridge wallet right next to 'Make the switch' connects the action to the product.

Visual design

An off-white background provides a clean stage. The heavy condensed black headline fills the top third with poster-like impact. The leather wallet is photographed at a three-quarter angle with realistic texture, and the charred corner and orange smoke add drama and movement. The Ridge wallet is shown small at the bottom right, aligned with the closing line, keeping the visual hierarchy focused on the problem first and the solution second.

How to adapt this template for your brand

Identify the outdated product your customers currently use.
Create a bold visual metaphor that 'retires' it, such as burning, breaking or binning.
Write a short imperative headline telling viewers to ditch it.
Show your product small but clearly as the replacement.
Close with a simple switch or upgrade line next to the product.

Tips for jewelry & accessories ads on Meta

On Meta, use this for cold prospecting to grab attention, then retarget with feature-focused carousels and reviews. Target interests like EDC, gadgets and menswear, plus gift audiences in Q4. Avoid real flames in video that could trigger policy reviews; stylised smoke works. On TikTok, recreate it as a video of someone tossing their old wallet and sliding a Ridge into a pocket, with the headline as on-screen text.

About this creative

A square ad for Ridge on a plain off-white background. The top half carries a heavy, condensed black headline in all caps: 'DITCH THE TRADITIONAL WALLET'. In the centre, a worn, dark-brown leather bi-fold wallet sits at an angle, its left corner charred and blackened, with wisps of orange smoke curling upwards. The burning is the visual metaphor: the old way is finished. At the bottom, 'MAKE THE SWITCH.' appears in bold black sans-serif, next to a small, clean product shot of the navy aluminium Ridge wallet with its money clip and logo. The composition reads top to bottom as problem, destruction and solution. With the minimal background, the contrast between the battered leather and the sleek metal wallet carries the whole message, and the restrained palette lets the smoke add drama without clutter.

Meta ad · 1200 × 1200 · Jewelry & Accessories

Wallet Ad Template: Ditch the Traditional Wallet

This square accessories ad from Ridge shows a worn leather bi-fold literally going up in smoke, with the brand's slim metal wallet waiting below as the replacement. A bold headline tells viewers to ditch the old and make the switch. It is a striking template for products that replace an outdated alternative.

Added 5 Oct 2026