Dr. Squatch

Dr. Squatch’s video ad: “Experience the Squatch difference”

Running 268 days·Facebook and Instagram·Winner

How it opens

“No dodgy ingredients. Just proper good soap”

Angle: Objection

The first three seconds

A voiceover formatted as a phone call says 'I need a refund' while footage shows unboxing soap bars and a man pulling down his sweatpants waistband, before revealing the complaint is that his 'man unit smells too good'.

Pattern: Fake customer complaint bait-and-switch hook

ugc montage | product demo · Fast pacing with 1-2 cuts per second, upbeat rhythmic voiceover and pop music track.

Why it works

It sets a clear contrast in very few words: what the product leaves out, then what it delivers. The casual, plain-spoken tone fits a brand that sells a lighthearted, masculine take on a boring category. The data also shows it has run for 268 days, is still active, and sits across 19 active ads on five placements, which suggests the message holds up with steady scale and not just a short burst.

Who it speaks to: Men and soap buyers who are wary of synthetic or unclear ingredients in everyday body care and want something simple and natural, with a UK-leaning tone in the wording.

How it’s built

1. Hook: 'No dodgy ingredients' names the fear of questionable contents straight away.
2. Promise: 'Just proper good soap' flips it into a simple, quality-first reassurance.
3. Brand line: the headline 'Experience the Squatch difference' invites the viewer to try something distinct from ordinary soap.
4. CTA: the 'Shop now' button sends people to the international store page.

What to borrow

• Lead with the objection your buyer already has, and name it in a few plain words before you talk about the product.
• Turn the negative into a short positive promise right after it, so the reassurance lands as one tidy two-beat message.
• Keep the tone of voice true to the brand, since a casual, slightly cheeky line makes a dull category feel personal.
• Run the same core message across many ad variations and placements, as the 19 active ads here suggest, so you can keep it fresh without changing the idea.

Its words

Experience the Squatch difference

No dodgy ingredients. Just proper good soap

Button: Shop now

What’s said

The transcript

Yeah, so, I think I need a refund on your soaps. I don't think my man meat is supposed to smell this good. Nice try, Bucko, but that's what these were designed for. If you don't like your man package smelling like cologne, you can just buy generic soap at the store. But us, we'll nourish your skin all over your body. Walking out of the shower will be like you stepped out of a cloud of cologne. And boy, she is going to notice! The smart choice is getting a soap with grit in it so it scrubs deep into your pores. If you want to smell expensive with just a bar of soap, click this vid.

Where and how long

• First ran 15 Jan 2026; still running.
• Run as 19 ads, 19 of them running now.
• Links to intl.drsquatch.com.
• Style: Lifestyle, Product shot.