Why "Ugly" Marketing Works: The Art of Calculated Imperfection

Now, bear with me on this one because what I’m about to say is going to be against every single thing you’ve learned about marketing up until now. 

You should start making ugly ads. Yes, you’ve read that right. No, I'm not drunk. 

Forget about super high quality and polished videos, thoroughly written scripts, and thousands of dollars of budget - the sudden shift we’re noticing in the digital marketing space is all about ditching the professionally produced content for ads that could be made just as well by your neighbor. They’re different, they’re raw, and most importantly - extremely effective. That data simply does not lie. 

And it’s quite interesting, really - after all, it’s not like we’re secretly attracted to ugliness. We like aesthetically pleasing images, majestic visuals, and sublime music. Yet, currently, the ads that are generating the biggest level of engagement are the complete opposite of all these qualities. 

Look, I know it sounds crazy. If you'd told me a year ago that I'd be writing an article about the virtues of purposefully ugly marketing, I would've laughed at you. And while ugly ads weren't exactly on my 2025 bingo card, here we are, watching marketers deliberately make their content look like it was crafted during their coffee break - and crushing it with the results.

‍Intrigued? Confused? Upset? – Perfect! 

Let’s dive into what ugly ads actually are, what makes them so surprisingly effective and - most importantly - why your practice should also get a little ugly with its marketing:

Ugly Is The New Effective

It all started around 2014 when Instagram was getting really big and everyone was still religiously using Snapchat. The content landscape was far less crowded, and every post felt candid (maybe, except for the super heavy IG filters - what were we even thinking?). 

Ahh, simpler times.

But then, things began to change. More platforms emerged, and everyone became social media creators. Suddenly every dog had his own IG account, and people started posting virtually almost every moment of their lives. We went from casually scrolling through a few posts a day to being bombarded with more content than we could handle. Stories, reels, tweets, posts, pins, and of course - a neverending amount of ads in between. 

At some point, while being constantly overstimulated on all fronts, we all developed this collective "ugh, not another ad" reflex. Because of that, we’ve become a little immune to the flawless, heavily branded, in-your-face marketing. Instead, we crave content that genuinely interests us - content that feels real, engaging, and worth our precious 8-second attention span (which, by the way, is actually smaller than the 9-second attention span of a literal goldfish).

But it’s not the only reason - people also started getting smarter. Like, a lot smarter. 

From being clueless about how social media works, and getting excited over the next magical product their favorite influencer was raving about, they almost developed this sixth sense for spotting bullshit from a mile away. All the "I woke up like this" posts or perfectly curated stories about enjoying your morning coffee on a pristine white couch - yeah, no one's buying that anymore. 

We all know real coffee drinking happens over a keyboard while answering urgent Slack messages - and we’re tired of pretending that it’s not.

That’s why, nowadays, people crave authenticity more than anything - and ugly ads can actually generate that authentic feeling they’re searching for.

The numbers don’t lie - 90% of consumers agree that authenticity is important when deciding which brands they like and support. And with a majority of ugly ads being created specifically to resemble the imperfect vibe of user-generated content, it only confirms that nowadays UGC has an astonishing impact on authenticity, as well as the positive perception of an ad:

• 56% of consumers say UGC photos and videos are the content they most want to see from brands.
• Consumers are 2.4x more likely to say user-generated content is most authentic compared to brand-created content.
• Consumers find UGC 9.8x more impactful than influencer content when making purchasing decisions.
• 79% of people say UGC highly impacts their purchasing decisions.

Keeping that in mind, it’s pretty clear why ugly ads are bringing such great results: people actually don’t hate watching them. Naturally, as a result, they perform better. 

But it’s not the only reason this kind of marketing is so effective. It also shocks the system.

Nowadays, when everyone strives to be an influencer, to look perfect on social media, and everyone’s IG feed needs to be #aesthetic, seeing an ad that is just downright ugly literally interrupts the brain frequency. 

What was this? What the f*** did I just see? Who posted this? What is happening?

That ugliness is what gets the audience to stop the mind-numbing, never-ending scroll, to actually listen and pay attention, to try to decode and understand what they just witnessed. And because of that, in today’s crowded social media landscape, having the courage to get a little ugly is the most powerful way to capture your audience.

If you think about it, the effectiveness of ugly ads really comes down to the fact that they are the literal opposite of everything that consumers hate about "traditional" marketing:

- They’re authentic. And while I know you already understand why ugly ads have such a genuine feel to them, it’s exactly that same vibe of other online videos we see from our favorite creators that makes this kind of content so compelling for people. And it’s not just a breath of fresh air in the world of marketing - it’s a genius way to capture your audience’s attention.

- They’re usually funny or even absurd. And when something's genuinely entertaining, people don't just watch it - they share it. Before you know it, you've got yourself a viral moment, all because you weren’t afraid to get a little "ugly".

- There’s no bullshit. There's something refreshing about an ad that just gets to the point without trying to dazzle you with marketing sparkles. When you strip away all the fancy production fluff, what's left is just pure, unfiltered communication - and the already overstimulated audience appreciates that.

- They’re relatable. Ever caught yourself nodding along to a TikTok because it's so spot-on it feels like someone has been spying on your life? That's the power of relatability. Because of that, ugly ads feel like they were made by a person who actually gets your daily struggles, your inside jokes, your real life. Not some marketing team in a modern office trying to imagine what your life might be like.

- They’re your "what the f**k?" moment. Amid the sea of perfectly filtered photos and flawless production value, 'ugly' ads are like a deliberate glitch in the matrix. They make your brain stop, double-take, and think, "Wait... what was that? Is this a joke?" This mental interruption is exactly what breaks through the mindless scrolling and forces genuine engagement with your content.

Now, since you already understand why "ugly" ads are generating such spectacular results, let's break down their key visual elements:

What makes "ugly" ads ugly?

While the name may suggest that, the whole point of this new trend isn’t just a contest for who makes the ugliest-looking piece of content—the ugliness of these ads always needs to serve a specific purpose. 

…And as you already know, there are two main ones:

1. Ads that are crafted to look like authentic user-generated content (UGC) trick the brains of the audience into not perceiving it as branded content. 
2. Ads that are specifically made to be shockingly ugly for the audience, causing them to stop and pay attention.

Because of that, ugly ads are not considered "ugly" only because they’re not aesthetically pleasing. Their one main aspect is that they look low-production and low-budget, which makes them almost too ugly to be considered marketing. 

However, even with the best intentions, trying to manufacture an "ugly" aesthetic can often come across as insincere. Many brands make the mistake of creating what they think looks amateur, but actually reveal careful production choices that undermine the raw, genuine feel they're trying to achieve. It's like trying too hard to look like you're not trying at all.

So, what is it that makes an ad authentically ugly? According to Barry Hott, an "ugly" ads enthusiast, there are a few key aspects that should characterize this kind of content for it to be successful:

• No heavy branding. The moment your perfectly centered, professionally animated brand logo pops up, you might as well wave a giant flag screaming, "THIS IS AN AD!" - and it’s quite the opposite result you want to achieve in this case.
• No artificial lighting. Put down that ring light. If it looks like you're filming a casual FaceTime call, you're on the right track.
• Natural background. Just as with the lighting, an ugly ad needs a natural background. The moment someone spots a green screen, the jig is up.
• Shot on a phone. Nothing screams "I'm trying too hard" like breaking out the professional camera equipment - and that’s why ugly ads should be recorded on your phone. A little shaky, a little blurry, and very casual. Bonus points if your thumb partially covers the lens at some point.
• No script. People can smell rehearsed lines from a mile away. The key is sounding natural, just like you’d be explaining something to a friend.
• Not aesthetically pleasing. Well, this one’s pretty obvious… But maybe also the hardest one at the same time. After all, when your mind has been conditioned to make beautiful, curated content throughout your whole career, embracing that completely new (and maybe to some of you even outrageous) approach is profoundly unnatural. Take your time and let your brain rewire–the results will make it all worth it.

So, if your advertising looks exactly like something your neighbor could post on their profile, this is when you know you’ve achieved success. And I’m sure, even if you didn’t realize at the time (which is kinda the whole point), you’ve already seen some styles of these ads on your feed:

The Response Style

One of the most common ways to create "ugly" ads is through responding to a comment, just like you’d naturally do if one of your followers asked you a question:

Seems familiar? I know you’ve probably seen many of these on your FYP. 

The catch here is that it’s a format we’re already used to, with influencers trying to sell us all kinds of things, from detox teas to green powders. However, when it’s done by “normal” people, like me and you, the ad gains a completely different value to an average user. What’s funny about it is that except for the smaller number of followers a UGC creator has on their profile, it works exactly the same - it’s not like they’re not getting paid to do it. Nevertheless, the perception of an ad like that is completely different - and that’s the whole beauty of it.

The Post-its Style

Another popular format of ugly ads is using post-its to write text instead of just adding it in a photo editor:

The message should ideally be written with a Sharpie, and the photo taken with a phone, embracing the low-production aspect. This gives the whole ad a very amateurish look—and it’s exactly what you want when creating this kind of content.

When used in the video format, Post-its can also keep the user more engaged, as they wait to discover what’s written on the next one:

All you need to do is come up with a catchy hook, deliver your message one note at a time, and watch your viewers stick around until the very last reveal.

The Meme Style

One of the staples of ugly marketing is also using memes to create ads:

‍

And really, they’re a perfect tool for that - not only do they blend in seamlessly with the rest of social media content that is already filled with memes of all kinds, they also don’t require much effort or editing skills. It's like speaking the internet's native language, but with a marketing twist that doesn't feel forced. 

The Message Style

Many ugly ads are also created to resemble actual screenshots of conversations between two people:

The goal, in this case, is to make the ad feel relatable - like a casual chat you could have with a friend after trying out a product or service. Typically, in an ad of this kind, one person texts the other about an unbelievable deal or the amazing benefits of a purchase they made, prompting the other to respond with something like, "I need this now!". Alternatively, the exchange might feature one person asking for advice and the other enthusiastically recommending the product or service as a solution.

The Social Media Interaction Style

Ugly ads are also frequently made in a way that resembles an interaction on social media:

This approach aims to recreate those organic social media moments we all know - the ones where someone raves about something so convincingly, you can’t help but want to try it yourself. It’s also designed to give the impression that people are already talking about the product or service, and after all, when something starts trending, it sparks that irresistible urge to join in and not miss out on the hype.

The Plain Ugly Style

Making ugly ads is sometimes about creating an atrocious-looking piece of content - something so horrible and so outrageous it makes the audience stop in their tracks. And if you’ve ever come across the TikTok account of Nutter Butter, you know exactly what I’m talking about:

Yes, this is their official, verified profile. I swear, look it up.

Now, imagine you’d see this kind of video pop up on your page. What would you do? Just scroll past it? No way. 

You’d watch it until the very end and check out the rest of the stuff Nutter Butter is posting. Then you'd tell all your friends about it. Send it to your group chats. You’d remember that one TikTok for a very long time and maybe even get curious to see if the flavor of the good ol’ Nutter Butter has changed in any way. 

How many polished, perfectly curated ads have left such a powerful impression on you lately?

Nevertheless, to reap the benefits of ugly advertising, you need to make sure you’re actually doing it right. As with everything in marketing, a good strategy is paramount, and these ads are not an exception.

How To Do Ugly Marketing Right

Contrary to what you may think, it’s actually really hard to create a good ugly ad.

After all, we've all been conditioned to think that professional-grade equipment and pristine lighting are the holy grails of content creation. It’s hard to get rid of that mentality if it’s something you went by for many years, and it’s very obvious looking at all the failed attempts of brands to make their ads look like UGC. 

And since one of the main purposes of creating this kind of content is being authentic, the statistics only show how getting a little ugly with your marketing isn’t an easy task at all:

In fact, about 47% of marketers vastly overestimate their ability to create authentic content that resonates with consumers. 

Could it be because they’re too afraid to embrace a little ugliness in their strategy? Maybe - unfortunately, many marketers avoid creating this type of ads because they don’t consider them aesthetically pleasing, dismissing them as ineffective because of that. However, even if some of these 47% may have tried their chances with ugly ads, they completely missed the mark. And honestly, it makes sense. 

Creating authentic content is already challenging enough. Now, combine that with completely flipping everything you know about marketing on its head—yeah, there's plenty of room for things to go wrong.

The good news? I’ve got you covered. Let’s review a few aspects that ensure your ads always convey an authentic vibe.

Know Your Audience

Do you want to come across as authentic? Cool - but what feels authentic to your patients? Looking to entertain? Awesome - but what is it that actually makes your patients laugh?

After all, there is a chance that your customer base may not receive ugly advertising well. Because of that, you need to remember that while some audiences will see an ugly ad and find it cool and refreshing, others might question whether you even know what you're doing—and you need to understand which group your patients belong to. 

And while ugly ads will always break through the noise—which is also one of the main goals in this case—it's also important to recognize that authenticity doesn't always mean getting a little ugly. A genuine connection with your audience can also be established through polished content that reflects your true values and expertise. At the end of the day, many patients seek aesthetic treatments precisely because they value refinement and attention to detail, which they might expect to see in your marketing as well.

So, if you want to try ugly ads, just keep one thing in mind: while they definitely have various advantages, they’re not a one-size-fits-all solution. 

Ugly Bad

There's actually a fine line between strategically “ugly”:

…and just awful:

Want to know the secret to achieving the right outcome? It’s all about being intentional. 

That’s why the goal isn’t just to create something horrible - whatever the strategy, the ugliness must serve a purpose, not just exist for its own sake. And while your production value might be intentionally low, the impact of your message can't be. 

The bottom line is: ugly ad is not a bad ad at all. Don’t confuse the two just because “ugliness” up until now was considered solely a negative trait.

Testing The Waters

While this style of advertising might be a great solution for some brands, you need to know if it'll work for your practice too.

Start small. Try one ugly ad, see how it performs, then compare it with your regular content. Track everything - engagement, conversions, comments. After all, real data will tell you way more than any marketing article ever could. And please, don’t get discouraged even if, at first, you may not notice a drastic increase in effectiveness. There’s more than one way to do ugly ads, and you just need to explore the rest of the possibilities that may match your audience better. 

Keep testing different approaches, tracking what resonates, and adjusting your tone. At the end of the day, the only ugly marketing you don’t want for your practice is the kind that doesn't deliver results.

Embrace the Imperfect

The emergence of ugly ads represents a big shift in the digital world, pushing back against decades of polished, conventional aesthetics. As audiences grow more numb to marketing content and increasingly prioritize authenticity over perfection, it turns out that standing out might just mean looking a little more real–and yes, a little more "ugly."

That’s why this trend is more than just a creative gimmick - it’s a reflection of deeper consumer values like transparency and relatability. Whether or not ugly ads are the right fit for your brand, the key takeaways here are undeniable: 

1. Being original and unique is the most powerful way to cut through the noise.
2. Authenticity is key to attracting genuine interest and engagement.

So, here's your permission slip to break some rules. To get a little messy. To make content that feels human. Just remember: there's strategic ugly, and simply awful. You definitely want to go for the first kind.

And as wild as it feels to say this, if you’re ready to make some ugly ads - hit me up. Together, we’ll turn just the right touch of strategic imperfection into undeniable effectiveness.

sp@sampeek.com