See it in the Meta Ad Library

Who Gives A Crap’s carousel ad: “Who Gives A Crap”

Running 376 daysFacebook and InstagramWinner

How it opens

“Switch to super soft bamboo toilet roll. 50% profits donated to good causes.”

Angle: Desire

Why it works

It turns a dull, repeat purchase into a choice with a reason behind it, combining a practical benefit with a clear giving promise in two short sentences. The copy is easy to scan and asks for one simple action. The data also shows it has run for 376 days and is still active, with 5 live ads out of 11, which suggests the message has held up well over time and is being kept and iterated on.

Who it speaks to: Everyday household shoppers in the UK who buy toilet roll regularly and like the idea of a more sustainable, socially minded alternative.

How it’s built

Hook: A clear call to switch, naming the product and its softness benefit.
Benefit: 'Super soft' and 'bamboo' give a comfort and material reason to change.
Purpose: '50% profits donated to good causes' adds an emotional and ethical reason to choose this brand.
Reinforcement: The description 'Make the switch' repeats the action in a softer form.
CTA: A 'Shop now' button linking straight to the UK store.

What to borrow

Lead with one plain action and the product name so the right buyer self-selects in the first few words.
Pair a practical benefit with a concrete purpose, and state the purpose as a specific figure rather than a vague claim.
Keep the copy short enough that the carousel visuals can carry the story while the text carries the single ask.
Repeat the core action in the headline, description and button so every element pushes the same next step.

Its words

Who Gives A Crap

Switch to super soft bamboo toilet roll. 50% profits donated to good causes.

Make the switch

Button: Shop now · Offer: Save 20%

Where and how long