Ad Formula

A teardown is one winning ad taken apart frame by frame. Every teardown is published as three linked pages: the Ad Formula (its structural blueprint and hook architecture), the Shot Breakdown (every cut on the editing timeline) and Ad Behaviour & Psychology (the persuasion mechanics underneath). They share the same slug, so you can jump between the three views of the same ad.

Every ad in the library ran publicly on Meta and is decoded from its Ad Library record — the creative, the runtime, the cut points and the on-screen text are all observed from the ad itself, not estimated. Classifications such as vertical, creative format and hook type carry a confidence score on each teardown page.

Category narrows the library to a single vertical, such as Health & Supplements or Beauty & Skincare. Tags narrow it by creative properties — hook type, format, funnel stage, pacing and psychological mission, depending on which page you are on. Search matches brand names, titles and tags at once. All three combine, and the result count updates as you go.

Ad Formula answers "how is this ad built?" — hook, beats, runtime shares and the visual playbook. Shot Breakdown answers "what is on screen, second by second?" — framing, angle, lighting, mood and the job each cut performs. Ad Behaviour & Psychology answers "why does it work?" — the behavioural mission, persuasion mechanisms and principle frequency.

New teardowns are added as fresh winning creative is decoded, and existing ones are refreshed when the underlying analysis changes. Each page shows its own decode date, so you can always see how current a given teardown is.

That is what they are for. Each Ad Formula page ends with reusable rules pulled from that specific ad, and the Shot Breakdown gives you a shot list you can brief a creator or editor from directly. Copy the structure and the psychology, not the footage — the creative itself belongs to the brand that ran it.