See it in the Meta Ad Library

Epic Plane Evolution US’ video ad

Running 319 daysFacebook and InstagramWinner

Why it works

The data shows it has run for 319 days, is still active, and sits across 59 active ads, which points to a creative that keeps paying off and gets tested in many variations. It runs on Facebook, Instagram, Messenger, Threads and Audience Network, so it reaches a wide mix of placements. A single clear action with almost no friction (watch, then tap Play game) suits a low-commitment app install.

Who it speaks to: Mobile gamers who like plane or flight action games and are ready to install from the App Store.

How it’s built

Hook: the video opens on the game, which we can't see, so this is inferred from the format and the gaming category.
Product: the advertiser name and the Play game button frame the app as the thing on offer.
CTA: the Play game button and the apps.apple.com link send people straight to the store page.

What to borrow

Run many variations of one proven concept, as the 59 active ads suggest, instead of betting on a single video.
Let the video carry the pitch for a game or app, and keep the surrounding text minimal so the action is the focus.
Match the button to the one thing you want, like Play game, and link straight to the store page to cut steps.
Test the same creative across several placements to find where it holds up, since this one runs on five.

Its words

Button: Play game

What’s said

The transcript

... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ...

Where and how long