14 September 2026 · Ten creative concepts for Little Hyde & Hare's first Black Friday and Christmas, built from what eleven competitors actually ran last Black Friday (2,923 ads, 68 offers, every current whitelisting ad) and tied to the three Little H&H personas. The headline: the brands most like Little H&H held price, nobody in the category shows the person giving the gift, and creator-run ads last more than twice as long. So this slate adds value instead of taking money off, casts the giver, and starts creator deals now. The pictures behind every claim are in the competitor library at lhh-bfcm-library.pages.dev. You are approving the CONCEPT, not finished copy.
What you are deciding: the concept. Mark each one Approve or Reject, then inside the ones you like, tick the hooks worth building a script around and leave a note if the script must do or avoid something. Anything with a pencil can be edited, just click and type over it. Everything saves to this page as you go and Casey can see it, so close it and come back whenever you like.
There is nothing to send. An approved concept with its hooks ticked becomes a brief: we write the scripts for it next. Nothing on this page goes live, so there is no send step. Close the page when you are done.
The stance: no percentage off Every concept assumes Little H&H does not discount for its first Black Friday. The evidence: ME+EM ran 0% offer creative across 133 Black Friday ads, With Nothing Underneath 2%, Sezane 7%, and in every brand that did discount, the offer ads stopped running soonest. If the business needs a discount, say so here and C02 and C03 change.
Personas are provisional Little H&H has no customers or reviews yet, so the three personas come from the brand bible, the marketing plan and Hyde & Hare buyer data where the overlap is direct. Every [hypothesis] cell is marked in personas.md. Rebuild them after about three months of orders.
Blocked or conditional C09 needs the store to publish a Christmas cutoff and an exchange window first. C07 runs only if a magazine placement is real. C04 needs a named expert or runs with a team voice. C06 needs a creator contract with whitelisting rights signed by October.
Things only the client can confirm Product and colour names (not locked), whether the waitlist "keep the product vague" rule has ended, the booties RRP so C02 can state a worth, the £100 threshold and dates, gift wrapping as standard at launch, and any safety wording in C04.
C01: The Box Is Part of the Gift Edited
RUN 16 Nov to cutoff · BUILD October · 20 to 30s unboxing film + 3 stills
The Heirloom Gift-GiverProduct-aware
P1 The Heirloom Gift-Giver x a new arrival, baby shower or christening. Draws on Desire ("unboxing IS the product"), Reason to Believe (illustrated gift box, ribbon, hand-written card on every order, plastic-free [BIBLE 9.6]) and Micro Moment (the lid copy "Herein lies the start of something beautiful").
THE MESSAGE: For the person giving, the Little Hyde & Hare box is half the present, and we show every layer of it.
ANCHOR: Desire: "to be the gift the parents talk about" ("unboxing IS the product" [BIBLE 4.1]).
NOT ABOUT: Materials science, price, Wool Flow.
WHY (competitor evidence): Gift framing is 73 of 2,923 Black Friday window ads (2.5%) and 0 at Organic Zoo; no unboxing appears in the 109 close reads and only 13 in the window. Sezane Parisian Gift Guide as a tissue-lined gift box flat lay (1182448813215368, 38 days, family 3) and "Final Call Gifts in Time" over a gift flat lay (1250087553622068, 18 days); Rise & Fall "Free Gift Box ONLY 500 available", ribbon-tied box (1177502544521638). Borrowed mechanism: the box as the hero object, slowed right down.
WHY NOW: GIFTING and UNBOXING are MAKE in the synthesis; the Christmas gift window opens with Black Friday.
FORMAT: UNBOXING, video (20 to 30s) plus 3 stills of the layers. AWARENESS: Product-aware in gifting terms: she knows she needs a special gift and is choosing where it comes from. Competitors ran the box as a product-aware closer too; no stage translation.
SHOT LIST: Overhead, natural window light: kraft mailer [CLIENT SLOT: Queenie Paints outer box], lift lid to reveal lid copy, ribbon untied by an older woman's hands [CLIENT SLOT: real grandmother or godparent, not a model look], tissue parted, hand-written card [CLIENT SLOT: real card], product revealed [CLIENT SLOT: pram liner or sherpa suit, final names]. End frame: box closed, card on top.
MUST CHECK: Confirm gift wrapping is standard on every order at launch (plan says yes [BIBLE 9.3]). Confirm what the hand-written card actually says.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Every order arrives gift wrapped, with a hand-written card.
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Hook option 2 (overlay) EditedRevised since your edit
Herein lies the start of something beautiful.
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Hook option 3 (spoken or overlay) EditedRevised since your edit
The box they will keep long after the ribbon.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Ribbon first. Then the tissue, then the card written by hand.
And underneath, the softest thing you will give this year.
Every Little Hyde & Hare order arrives gift wrapped as standard, plastic-free and ready to hand over.
**HEADLINE OPTIONS (2)** - Gift Wrapped as Standard / Ready to Give
Headline
Gift Wrapped as Standard
Headline
Ready to Give
C02: Complimentary Booties, Not a Discount Edited
RUN 23 to 30 Nov · BUILD October · 1 offer static + 10s film
The Heirloom Gift-GiverThe Discerning ParentProduct-aware
P1 The Heirloom Gift-Giver x first Christmas (Reason to Believe: presentation, the booties arrive in their own gift box [BIBLE 5.4]); P2 The Discerning Parent x winter-proofing the pram (Desire: substance over trend, fewer better things).
THE MESSAGE: This Black Friday, Little Hyde & Hare adds something rather than taking something off: complimentary Woollen Tiny Booties with qualifying orders.
ANCHOR: Desire: a clearly premium gift without the sale sticker ("the gift giver is buying a thing that looks expensive").
NOT ABOUT: Percentage off, urgency countdowns, "Black Friday deals" language.
WHY (competitor evidence): Rise & Fall named the gift and stated its worth, a handcrafted candle "worth £30" with a duvet set (843475074670882, 1502473234213144; 7 ads across the offer); Sezane "YOUR GIFT" limited-edition pouch over £50 in place of any discount; Organic Zoo's tote with purchase. Nobody ran a gift ladder. Held-price brands at Black Friday: ME+EM 0% offer pictures across 133 window ads, WNU 2%, Sezane 7%.
WHY NOW: Black Friday week 23 to 30 November; GWP as OFFER_GRAPHIC is MAKE in the synthesis.
FORMAT: OFFER_GRAPHIC static (the booties in their gift box, the terms burned in) plus a 10s film of the booties being placed into the order. AWARENESS: Product-aware: she knows Little H&H and needs a reason to buy this week rather than a reason to trust.
SHOT LIST: Booties in their gift box on linen [CLIENT SLOT: final booties colourway]; hands placing them beside a pram liner in an open order box; macro of the single-yarn wool.
MUST CHECK: £100 threshold is the 2026 plan [BIBLE 9.2]; confirm it and the dates. State worth only once RRP is published on site. Terms and end date on the landing page. "Complimentary", never "free".
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Complimentary Woollen Tiny Booties with orders over £100.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
Nothing taken off.
Something tiny added.
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Hook option 3 (overlay) EditedRevised since your edit
Finest Italian wool booties, in their own gift box, with orders over £100.
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Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
We are not taking anything off this Black Friday.
Instead, every order over £100 comes with a pair of Woollen Tiny Booties, spun from finest Italian virgin wool and presented in their own little gift box.
One to give. One to keep, perhaps.
**HEADLINE OPTIONS (2)** - Complimentary Tiny Booties / Something Added, Not Taken Off
Headline
Complimentary Tiny Booties
Headline
Something Added, Not Taken Off
C03: First to Know Edited
RUN 16 Nov to 6 Dec · BUILD now, from launch footage · 1 film with sign-up end card
The Discerning ParentThe House LoyalistProduct-aware
P3 The House Loyalist x the same quality for the new baby (Trigger: launch and early-access emails [PLAN 8.8]); P2 The Discerning Parent x the considered alternative (Desire: fewer, better things).
THE MESSAGE: Little Hyde & Hare rarely does sales, so the Founding Families list hears about everything first.
ANCHOR: Desire: to be early to something she already loves, not to chase a discount.
NOT ABOUT: Product features, gifting, price.
WHY (competitor evidence): If Only If "Slip into something beautiful" family film with a Sign up button for early access (812650761670663, 42 days, family 4) and copy "We go on sale very rarely, sign up to receive early access"; Piglet in Bed "LOADING..." sign-up teaser before its sale (1842676886456381). Only two brands used early access.
WHY NOW: Black Friday week is when attention is highest and the list is cheapest to build; the Founding Families campaign is already built (paused) in the H&H account.
FORMAT: LIFESTYLE_SCENE film (existing Monksmead shoot footage) with a sign-up end card. AWARENESS: Product-aware: knows H&H or Little H&H, not yet on the list. Same stage as the source.
SHOT LIST: Launch film footage [CLIENT SLOT: the laundry-sheet "Coming Soon" roll-down, or children running out of the front door]; end card with the sign-up line.
MUST CHECK: Only promise early access if it will actually be given. Must not mention a number of places unless the list really closes at it (the Stream B round's condition). Coordinate with the existing Founding Families ads so the two rounds do not duplicate.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
We rarely have sales.
Our Founding Families hear first.
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Hook option 2 (overlay) EditedRevised since your edit
First to know.
First to choose.
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Hook option 3 (overlay) EditedRevised since your edit
New pieces reach our Founding Families before anyone else.
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Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
We will not be shouting about Black Friday.
What we will do is tell our Founding Families first: new colours, new pieces, and anything special we have in the box this winter.
Join them, and you will hear before anyone else.
**HEADLINE OPTIONS (2)** - Join the Founding Families / Hear It First
Headline
Join the Founding Families
Headline
Hear It First
C04: Safe From Their First Day Edited
RUN 1 Nov to Christmas · BUILD October · 25 to 30s teaching film
The Heirloom Gift-GiverProblem-aware
P1 The Heirloom Gift-Giver x first Christmas for a grandchild. Draws on Problem (does not know which natural fibres are right for a baby [BIBLE 4.1]) and the Objection row ("is sheepskin safe for a baby").
THE MESSAGE: Sheepskin and merino are safe from birth, and we explain why in under thirty seconds.
ANCHOR: Problem: "is sheepskin safe for a baby?" (a listed search term [BIBLE 8.4]).
NOT ABOUT: Price, gifting mechanics, Wool Flow percentages.
WHY (competitor evidence): Teaching lanes are among the longest-running ads launched into the Black Friday window (teaching or how-to median 57 days). Wild Nutrition's Head of Nutrition, named on screen, "Hi, I'm Isabelle. I'm a nutritional therapist." (1554592848904191, 177 days); creator film "Three things I wish I knew when I first found out I was pregnant" (2463535580809536, whitelisted). Borrowed mechanism: a short numbered answer from a credible voice.
WHY NOW: Answers the gift-giver's objection before the gift window; runs through Christmas.
FORMAT: TEACHING_HOWTO video (ATHLETE_EXPERT only if a named expert is secured; otherwise a Little H&H team voice). AWARENESS: Problem-aware: she wants to give something natural but worries about getting it wrong for a newborn. Wild Nutrition ran the same stage.
SHOT LIST: Presenter at a farmhouse table [CLIENT SLOT: named expert such as Lisel Truscott once agreed, or a team member]; three numbered beats with macro fibre close-ups; baby asleep in a pram liner, natural light.
MUST CHECK: Every safety claim needs a source the client holds; strip any it does not. Include safe-sleep guidance if liners are shown with a sleeping baby (confirm with client). Expert endorsement only once signed.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Three things to know about sheepskin for a newborn.
We have revised this hook since you edited it.
Hook option 2 (spoken) EditedRevised since your edit
Is sheepskin safe for a baby? Here is what we tell every grandparent who asks.
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Hook option 3 (overlay) EditedRevised since your edit
Natural, breathable, and safe from birth.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
It is the question we are asked most by grandparents: is sheepskin safe for a newborn?
Here are three things worth knowing before you choose, from how wool breathes to how to care for it.
Save it for later, or send it to someone choosing a first Christmas present.
**HEADLINE OPTIONS (2)** - Safe From Birth / Three Things to Know
Headline
Safe From Birth
Headline
Three Things to Know
C05: Warm, Not Hot Edited
RUN late Oct through winter · BUILD October · 15 to 20s demo film
The Discerning ParentProblem-aware
P2 The Discerning Parent x winter-proofing the pram. Draws on Problem (a baby who runs hot or cold on winter walks), Failed Solution ("every single one trapped heat") and Reason to Believe (structural perforations, "not a treatment, not a chemical process" [BIBLE 6.5]).
THE MESSAGE: A sheepskin pram liner should let the wool breathe, and Wool Flow is how ours does.
ANCHOR: Problem: "most sheepskin pram liners trap heat" (founder insight [BIBLE 6.1]).
NOT ABOUT: Gifting, price, the 47% figure.
WHY (competitor evidence): Mechanism demos launched into the window median 61 days. Rise & Fall's longest-running problem ad opens on a customer's question box, "My BF tosses and turns so much, our bedsheets keep popping off", then shows the grip in hand (1538491537288427, 132 days, family 3). Pooky's creator film unscrews the rechargeable bulb mid-routine (855588060267291, 88 days). Borrowed mechanism: state the everyday problem, then show the fix in hands.
WHY NOW: First cold snaps from late October; runs under the whole season as the pram liner's proof.
FORMAT: PRODUCT_DEMO video (hands folding back the liner to show the perforated backing). AWARENESS: Problem-aware: she knows the pram gets cold, and may already worry about sweating. Same stage as source.
SHOT LIST: Close hands turning the liner over to the perforated backing [CLIENT SLOT: final liner]; the liner in a pram on a frosty walk; parent's hand checking the baby's neck, warm not damp.
MUST CHECK: Wool Flow applies to the pram liner and pram mittens only. No "up to 47%" until tested and ASA-reviewed. Trademark status: use Wool Flow without the TM symbol until the client confirms registration.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Wool breathes.
Most liners don't.
Wool Flow changes that.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
Warm in winter.
Cool in summer.
Comfortable every season between.
We have revised this hook since you edited it.
Hook option 3 (spoken) EditedRevised since your edit
We bought every sheepskin pram liner we could find.
Every one had a solid backing.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Sheepskin is wonderful at keeping a baby comfortable, but only if nothing gets in the way.
Most pram liners seal the wool against a solid backing. We removed it.
Wool Flow is a pattern of small perforations that lets the wool breathe the way nature intended.
**HEADLINE OPTIONS (2)** - Wool Flow Pram Liner / Let the Wool Breathe
Headline
Wool Flow Pram Liner
Headline
Let the Wool Breathe
C06: Her Winter Walk Edited
RUN late Oct to Jan · CONTRACT now · creator film on her own handle
The Discerning ParentSolution-aware
P2 The Discerning Parent x the considered alternative to the fashion brand. Draws on Desire (substance over trend) and Micro Moment (other parents asking where the liner is from [hypothesis]).
THE MESSAGE: A real mother's ordinary winter walk, filmed by her, with the pram liner simply part of it.
ANCHOR: Desire: "fewer, better things" that make the everyday feel good (P2 Desire [BIBLE 4.2]).
NOT ABOUT: Offers, specs, the brand talking.
WHY (competitor evidence): In the Black Friday window, creator-bylined ads ran a median 62 days against 27 for brand-bylined. Pooky's most durable seasonal ads are all creator films of a woman's own evening: "pov: you've found the perfect rechargeable lamps for cosy self-care evenings" (1416477037144503, 95 days, family 3), "My kind of cosy with Pooky Lights" (847748507906010, 95 days), "im officially entering my cosy home era with Pooky" (709507448865414, 87 days). Today's whitelisting set is 43 creator-in-the-moment ads out of 95.
WHY NOW: Creator relationships must exist before November (only ~4% of window ads were creator-bylined). Brief now, live by late October, run through January.
FORMAT: CREATOR_IN_THE_MOMENT video, run through the creator's own handle (whitelisted). AWARENESS: Solution-aware: she knows sheepskin liners exist and is choosing between makers. Pooky ran unaware; we shift one stage because Little H&H is a considered pram purchase, not an impulse lamp.
SHOT LIST: Phone-shot, her own route [CLIENT SLOT: Tier 1 or Tier 2 creator from the plan, e.g. the Callie Coles programme]; baby tucked into the liner; a flask, a hedgerow, cold hands, no studio.
MUST CHECK: Whitelisting rights in the contract [BIBLE 8.10]; ASA ad disclosure on the creator's post; the creator must genuinely use the product.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (creator caption) EditedRevised since your edit
our slow winter walks, the ones I will miss when he is bigger
We have revised this hook since you edited it.
Hook option 2 (creator caption) EditedRevised since your edit
pram set up for the cold months, nothing plastic in it
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Hook option 3 (creator caption) EditedRevised since your edit
things that made our first winter easier
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
Our Winter Walks
Headline
Nurtured by Nature
C07: The Editors' Pick Edited
RUN December, week each guide publishes · CONDITIONAL on a real placement
The Heirloom Gift-GiverSolution-aware
P1 The Heirloom Gift-Giver x first Christmas. Draws on Reason to Believe (heritage and press [BIBLE 1.1, 8.9]) and Objection (choosing for someone else's baby).
THE MESSAGE: When a magazine names Little Hyde & Hare in its Christmas gift guide, the magazine says it for us, on its own handle.
ANCHOR: Desire: a safe, clearly premium choice someone credible has already vetted.
NOT ABOUT: Product specs, discount, the brand's own voice.
WHY (competitor evidence): Boden runs its whitelisting almost entirely through publications: Who What Wear "We're Calling It: These Are the Easy Outfits Chic Women Will Rely On This Autumn" (2063232391224629), Grazia UK back-to-work edit (3423191094526512); ELLE, Vogue and Marie Claire also carry Boden ads today. Organic Zoo's longest seasonal ad is an "As seen in Selfridges & Vogue" still (862976313330050, 121 days).
WHY NOW: December is the plan's "10+ gift guide placements" month [BIBLE 14]; the ad runs the week each guide publishes.
FORMAT: PRESS_AUTHORITY, run from the publication's handle (publication whitelisting); static carousel of the guide page plus product. AWARENESS: Solution-aware: she is reading gift guides and comparing. Same stage as the source.
SHOT LIST: The published guide page [CLIENT SLOT: placement and permission]; the product in its gift box.
MUST CHECK: **Conditional.** Runs only if a placement is secured and the publication agrees to a whitelisted ad. Never imply a pick that has not been published. This is a TEST, not a MAKE.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
As featured in [PUBLICATION]'s Christmas gift guide
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Hook option 2 (publication caption) EditedRevised since your edit
the gift guide headline as published
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Hook option 3 (overlay) EditedRevised since your edit
[PUBLICATION] picks: [PRODUCT]
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Headline
As Seen in [PUBLICATION]
Headline
The Gift Guide Pick
C08: The One They Keep Edited
RUN 23 Nov to cutoff · BUILD October · 30 to 45s film + still cut-down
The Heirloom Gift-GiverUnaware
P1 The Heirloom Gift-Giver x first Christmas for a grandchild. Draws on Desire (heirloom), Failed Solution (toys and clothes outgrown by spring [hypothesis]) and Micro Moment (watching the parents open it [hypothesis]).
THE MESSAGE: A grandmother gives her grandchild's first Christmas present, and it is the one still in the family years later.
ANCHOR: Desire: an heirloom, "treasured pieces that grow with families through generations" [BIBLE 1.1].
NOT ABOUT: Price, offers, material science.
WHY (competitor evidence): The giver is not on screen anywhere: 0 of the 109 close reads shows the person giving. Closest emotional reference: If Only If three generations in tartan in a cottage (1879201952694285, 35 days, family 4) and its "Celestial" Christmas-morning family film, copy "cross-generational, made to be treasured" (2277166452695811, 23 days, family 5). Borrowed mechanism: generations in one frame, full price, no offer.
WHY NOW: The gift window from Black Friday to the Christmas cutoff; nobody in the category is speaking to her.
FORMAT: GIFTING, video (30 to 45s) with a still cut-down. AWARENESS: Unaware of the category: she is thinking about a grandchild and Christmas, not about sheepskin. If Only If ran solution-aware for its own buyer; we move earlier because our buyer does not know the category [BIBLE 4.1].
SHOT LIST: A grandmother wrapping at a kitchen table in winter light [CLIENT SLOT: real grandparent, not a model look]; handing the box to her daughter; the baby in the pram liner on a walk; end on the same piece years later folded on a bed [CLIENT SLOT: styling]. Real, warm, textural, not Cotswolds cliche [BIBLE 3.5].
MUST CHECK: Avoid implying durability claims beyond what the client stands behind ("handed down" is the brand's own positioning [BIBLE 1.3]).
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
The first Christmas present they will still have at twenty.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
Given by a grandmother.
Kept for a generation.
We have revised this hook since you edited it.
Hook option 3 (spoken) EditedRevised since your edit
I wanted to give her something she would keep.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Most first Christmas presents are outgrown by spring.
Choose the one that is still folded in the drawer when they are grown, soft sheepskin and wool made to be handed down.
Gift wrapped as standard, with a card written by hand.
**HEADLINE OPTIONS (2)** - The One They Keep / Crafted for Generations
Headline
The One They Keep
Headline
Crafted for Generations
C09: In Time for Christmas Edited
RUN ~7 Dec to cutoff · BLOCKED until the store publishes a cutoff · static + 6s story
The Heirloom Gift-GiverProduct-aware
P1 The Heirloom Gift-Giver x first Christmas. Draws on the Objection row (will it arrive in time and can it be exchanged) and Trigger (mid-December gift deadline).
THE MESSAGE: Order by the cutoff and it arrives gift wrapped, card written, ready to give.
ANCHOR: Problem: "will it arrive in time?" (P1's unanswered objection on the store [HH]).
NOT ABOUT: Materials, emotion, discount.
WHY (competitor evidence): Sezane "Final Call Gifts in Time", a handwritten overlay on a gift flat lay (1250087553622068 and 1926230828105713, 18 days each); If Only If complimentary delivery weekend with gift wrapping on every order, "get your Christmas gifting sorted early" (696484350196873, 4258160624440153). Both sold the arrival, not a saving.
WHY NOW: Runs the two weeks before the published cutoff (around 7 to 20 December; client to confirm dates).
FORMAT: TEXT_OVERLAY_USP static and 6s story, dated. AWARENESS: Product-aware: she has chosen, and needs certainty to press buy. Same stage as the source.
SHOT LIST: The wrapped box on a doorstep in frost [CLIENT SLOT]; overlay with the date.
MUST CHECK: **Blocked until the store publishes a Christmas cutoff and an exchange window** (neither exists on the shared H&H store today [HH]). Dates in the ad must match the site.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Order by [DATE] for Christmas delivery.
Gift wrapped as standard.
We have revised this hook since you edited it.
Hook option 2 (overlay) EditedRevised since your edit
Arrives in time.
Wrapped.
Card written by hand.
We have revised this hook since you edited it.
Hook option 3 (overlay) EditedRevised since your edit
Last order date for Christmas: [DATE].
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
There is still time.
Order by [DATE] and your gift arrives before Christmas, wrapped as standard with a card written by hand.
And if the size is not quite right, exchanges are easy until [DATE].
**HEADLINE OPTIONS (2)** - Order by [DATE] / Arrives in Time
Headline
Order by [DATE]
Headline
Arrives in Time
C10: From the House You Know Edited
RUN October to mid Nov · BUILD October · texture film, optional founder voice
The House LoyalistMost aware of Hyde & Hare, unaware of Little
P3 The House Loyalist x the same quality for the new baby. Draws on Reason to Believe (she already owns H&H sheepskin; H&H reviews name quality in 40.2% [HH]) and Objection (is Little H&H really H&H quality).
THE MESSAGE: The same obsession with natural fibres that made Hyde & Hare, now in the pram.
ANCHOR: Desire: "a gentle evolution" of a house she already trusts [BIBLE 1.1].
NOT ABOUT: Offers, gifting logistics, Wool Flow.
WHY (competitor evidence): ME+EM held full price through Black Friday with craft close-ups, "Intelligent Details Now + Forever" (825467263450144, 73 days, family 6); With Nothing Underneath's founder to camera, "We launched seven years ago..." (1509060636953423). Borrowed mechanism: material detail and a house voice, at full price.
WHY NOW: The H&H list and customers are the warmest audience going into Q4; launch messaging to them before the gift rush.
FORMAT: TEXTURE_MACRO video with a founder or maker voice (MAKER_CRAFT if the makers are filmed). AWARENESS: Most aware of Hyde & Hare, unaware of Little. Source ads spoke to solution-aware buyers; we shift because P3 already owns the parent brand.
SHOT LIST: Macro of shearling curl moving to an H&H rug in a living room, then to the pram liner by the door [CLIENT SLOT: H&H room + Little H&H liner]; optional Piers to camera [CLIENT SLOT: founder willing].
MUST CHECK: Heritage numbers must be current before use. Do not present H&H reviews as Little H&H reviews. Sourcing truth matters: confirm Auskin sheepskin origin wording for the liner before any "British" or country claim.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 (overlay) EditedRevised since your edit
Hyde & Hare, now for the smallest members of the family.
We have revised this hook since you edited it.
Hook option 2 (spoken) EditedRevised since your edit
We have spent years choosing sheepskin for homes.
Choosing it for babies was harder.
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Hook option 3 (overlay) EditedRevised since your edit
The same sheepskin obsession.
A smaller size.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
If there is a Hyde & Hare sheepskin in your home already, you know how it feels.
Little Hyde & Hare brings the same care to the pram: natural sheepskin, Italian merino, and nothing between your baby and nature that does not need to be there.
**HEADLINE OPTIONS (2)** - Little Hyde & Hare / From the House You Know