Six Snopes ads in one afternoon, made by talking to Claude

You were right: make all five static. But don't make five copies of "We Got ItWrong". The numbers say you should keep the apology angle and change how theads look. Snopes · last 90 days through Oct 5 (all of it is the TFM campaign) ┌────────────────────────────────┬─────────┬────────────┬────────────────┐│                                │ Share   │            │   Cost per     ││             Format             │   of    │    CPL     │ purchase (Meta ││                                │  spend  │            │     pixel)     │├────────────────────────────────┼─────────┼────────────┼────────────────┤│ Apology text static: DCT_107   │         │ $1.09 /    │                ││ "We Got It Wrong" + DCT_109    │ 77%     │ $1.06      │ $201 / $1,475  ││ "Sorry. Our mistake."          │         │            │                │├────────────────────────────────┼─────────┼────────────┼────────────────┤│ Pen note video (DCT_105        │ 14%     │ $1.12      │ $325           ││ PenSync)                       │         │            │                │├────────────────────────────────┼─────────┼────────────┼────────────────┤│ Other videos (Rain in the      │ 8%      │ $1.17–1.68 │ $222–285       ││ window, LifeHack)              │         │            │                │├────────────────────────────────┼─────────┼────────────┼────────────────┤│ Pen Sync "I'm sorry"           │         │            │ Meta barely    ││ (DCT_110), Review (DCT_111),   │ <1%     │ $1.59–3.18 │ spent on them  ││ Us vs Them                     │         │            │                │└────────────────────────────────┴─────────┴────────────┴────────────────┘ Cost per purchase uses Meta's pixel as a stand-in. Railrode is the realcost-per-paid-member number, so check it before you quote any of this toChris. … (answer continues)

Here are three more apologetic headlines. Each one now says sorry outrightinstead of just owning a mistake: - A: WE'RE SORRY.- B: PLEASE FORGIVE US.- C: WE'RE SORRY. THIS ONE'S ON US. The body stays the same. All three read cleanly into it: ▎ For 30 years, you had to come to Snopes to check a rumor.▎▎ We waited for you to find us. That was our mistake.▎▎ Now the day's fact-checks come to you, in your inbox, every morning.▎▎ Catch the rumor before you share it. Subscribe free below. - A is the shortest and loudest. At two words it fills the top of the 1:1  frame, bigger than "WE GOT IT WRONG." does.- B is the biggest pattern break. A brand asking to be forgiven is unusual  enough to stop the scroll.- C says sorry and takes the blame. It runs to two lines, about the same as  107's headline. I didn't use "WE OWE YOU AN APOLOGY," because that's GrowLetter's exactheadline in the same account. I also left out "Sorry. Our mistake.", which is109's. If one of these is right, I'll write ads 2–5 just as openly apologetic andrender ad 1's three headlines in 107's style.

I've made the three versions of ad 1. They're in~/Downloads/Snopes_apology_statics/: - Snopes_confession_V1_we-have-a-confession.png- Snopes_confession_V2_sorry-it-took-us-this-long.png- Snopes_confession_V3_please-forgive-us.png They're 1080×1080 and reuse 107's own background and logo. Only the headlineand body are new. To check the match, I first rebuilt "WE GOT IT WRONG" withthe same script and compared it against the live 107. The fonts, sizes,spacing and positions line up. The only visible difference is the words. What I changed or decided:- Hook 3: I took "LEASE FORGIVE US" as a typo and rendered "PLEASE FORGIVE  US." with the full stop, to match the other two.- Line breaks: I set them by hand so each sentence ends on its own line ("We  waited for you to find us." / "That was our mistake."). 107 breaks its lines  the same way.- Apostrophes: straight ones ("day's"), the same as 107. … (answer continues)

I've re-rendered all three with both changes. They're in~/Downloads/Snopes_apology_statics/, under the same three file names. - Logo: I used "Snopes Logo fb ad.png" from your folder: the black wordmark on  a yellow card. I trimmed it closer to the wordmark, rounded the corners and  centred it at the bottom. On the black bottom it's the brightest thing in  the frame. The plain wordmark from the old versions would have disappeared  there.- Background: I flipped 107's gradient, so it's now light grey at the top  fading to black at the bottom. The headline, body and spacing haven't  changed. The red headline now sits on grey rather than black, so it stands out a littleless than on 107. It still reads clearly at phone size. If you want it to popmore, I can make the top grey a shade darker. The earlier versions are in _v0_black-top_old-logo/ in case you want tocompare. Once you're happy with these, I'll move on to ad 2 (yellow version).

The three yellow versions of ad 2 are in ~/Downloads/Snopes_apology_statics/: - Snopes_yellow_V1_we-have-a-confession.png- Snopes_yellow_V2_sorry-it-took-us-this-long.png- Snopes_yellow_V3_please-forgive-us.png Each one matches its black ad 1 twin: same headline, body, line breaks andpositions. The only differences are the flat Snopes yellow background(#fbd458), near-black text (#1f1f1f) and the plain black wordmark logo. Ideleted the "SORRY WE'RE LATE." mockup. For launch, give each image its own ad set, the same as ad 1. Then everyheadline gets a black and a yellow version, and you can compare the twocolours directly. Next is ad 3, the newspaper correction notice. Shall I write its copy?

I came up with it. It isn't based on any ad in the account, the GrowLetterswipe file or a competitor ad. The idea is the standard newspaper correction notice. Papers like the NYT andthe Washington Post print corrections that open with "An earlier version ofthis article…" and often end with "We regret the error." I borrowed thatconvention because it's an apology in a fact-checker's own language. No ad inthe account has tested it. That makes it weaker on evidence than the others. Here's where each of thefive comes from: ┌─────────────────────────────┬───────────────────────────────────────────┐│             Ad              │            Where it comes from            │├─────────────────────────────┼───────────────────────────────────────────┤│ 1. 107 layout, new          │ Your top ad, $26.7k at $1.09 CPL          ││ confession                  │                                           │├─────────────────────────────┼───────────────────────────────────────────┤│ 2. 107 in yellow            │ Your top ad's layout. Only the colour is  ││                             │ new                                       │├─────────────────────────────┼───────────────────────────────────────────┤│ 3. Correction notice        │ My idea, untested                         │├─────────────────────────────┼───────────────────────────────────────────┤│ 4. Pen-on-paper note        │ Your #2 format: PenSync, $5.2k at $1.12   ││                             │ CPL                                       │├─────────────────────────────┼───────────────────────────────────────────┤… (answer continues)

I checked the Ad Library dates and found that I'd mixed up two ads earlier.The ad live since Sep 18 with several versions is Fussy's, not The Respawn's.I confirmed both by opening each ad's own Ad Library page. How long each has run (as of Oct 6, 2026) ┌───────────────────┬──────────────────┬────────────────┬─────────────────┐│        Ad         │    Library ID    │     Dates      │   Running for   │├───────────────────┼──────────────────┼────────────────┼─────────────────┤│ Fussy,            │                  │ Sep 18 2026 →  │                 ││ "Correction: we   │ 1093318306742115 │ still active,  │ 18 days and     ││ were wrong."      │                  │ several        │ counting        ││ newspaper         │                  │ versions       │                 │├───────────────────┼──────────────────┼────────────────┼─────────────────┤│ The Respawn,      │                  │                │                 ││ "Public           │ 1974831266536720 │ Sep 11 → Sep   │ 19 days, then   ││ Correction and    │                  │ 30 2026        │ stopped         ││ Apology"          │                  │                │                 │├───────────────────┼──────────────────┼────────────────┼─────────────────┤│ The Respawn (same │                  │ Sep 24 2026 →  │ 12 days, but    ││  ad, relaunched)  │ 930556686789803  │ still active   │ under 100       ││                   │                  │                │ impressions     │├───────────────────┼──────────────────┼────────────────┼─────────────────┤│ The Respawn       │ 1107969212181139 │ Sep 10 → Sep   │ 1 day, under    ││ (first try)       │                  │ 11 2026        │ 100 impressions │├───────────────────┼──────────────────┼────────────────┼─────────────────┤│ Project Oblivion, │                  │ Sep 8 → Sep 23 │ 15 days, then   ││  same notice      │ 1104257755270727 │  2026          │ stopped         ││ template          │                  │                │                 │└───────────────────┴──────────────────┴────────────────┴─────────────────┘… (answer continues)

The three pen-sync videos for ad 4 are ready in~/Downloads/Snopes_apology_statics/pen_videos/: ┌───────────────────────────────┬─────────────────────────────────┬────────┐│             File              │              Hook               │ Length │├───────────────────────────────┼─────────────────────────────────┼────────┤│ SNO_pen_hookA_grandkids.mp4   │ I owe my grandkids an apology.  │ 18.4s  │├───────────────────────────────┼─────────────────────────────────┼────────┤│ SNO_pen_hookB_group-chat.mp4  │ I owe my family group chat an   │ 18.7s  ││                               │ apology.                        │        │├───────────────────────────────┼─────────────────────────────────┼────────┤│ SNO_pen_hookC_dear-family.mp4 │ Dear family, I'm sorry about    │ 18.0s  ││                               │ all those videos.               │        │└───────────────────────────────┴─────────────────────────────────┴────────┘ They're 1080×1920 with the printed note on paper and the pen following eachspoken word. "Snopes newsletter" is in bold. The voice is Liam, the standardvoice for our pen videos. Pronunciation: I ran each voiceover through Whisper speech-to-text withouttelling it the script. It came back word for word in all three (63 to 65 wordseach), with "Snopes" heard correctly every time and no low-confidence words.In the voice script, "read" is spelled "reed" so it's said in the presenttense; the text on screen still says "read". Pauses and breaths: the raw voiceover had about 3–4 seconds of dead air per… (answer continues)

Here's the copy in the iPhone Notes format, following the reference beat forbeat. It works well for Snopes because the Notes icons are already yellow. Headline options (the bold first line of the note)- A: Sorry we made fact-checking so HARD.- B: We're sorry you had to look it up.- C: Our apologies to your group chat. Body (the same under all three) ▎ Videos get edited. Headlines get twisted.▎▎ That's why 1,000,000+ readers get the free Snopes newsletter.▎▎ We've been fact-checking the internet since 1994. Now we send the day's▎ fact-checks to your inbox every morning.▎▎ It's 100% free.▎▎ Subscribe below before your next share. 👇 How it maps to the reference: ┌──────────────────────────────────┬──────────────────────────────────────┐│            Reference             │                Snopes                │├──────────────────────────────────┼──────────────────────────────────────┤… (answer continues)

I made both changes, so the calendar ad will now work on any date. The filesare in ~/Downloads/Snopes_apology_statics/: - Snopes_calendar_evergreen_V1_todays-fact-checks-went-out.png- Snopes_calendar_evergreen_V2_you-missed-this-morning.png- Snopes_calendar_evergreen_V3_we-made-you-come-looking.png Calendar:- The day numbers 1–30 are back, as you asked. There's no month name, and the  header just reads "Snopes newsletter".- I removed the circle on "today". Every day now has a dot under it, which  reads as "an issue goes out every day".- The "Today's issue already went out / Get tomorrow's ›" pop-up covers only  the middle row, like the "No times in June" pop-up in the reference. V3 now uses the winning angle:- The headline is "WE'RE SORRY! / WE MADE YOU COME / LOOKING FOR US.", which  is 107's core idea: we waited for you to find us.- Its blue band answers it the way 107 does: "So now the day's fact-checks  come to your inbox every morning, free."- The calendar then shows that daily delivery, so the headline, band and image  tell one story. V1 and V2 still use the "you missed today's issue" urgency, which isn't 107's… (answer continues)

I created the six folders in the Snopes Creatives folder and uploaded all 20finals. The last existing number was DCT_111 (Review), in both Drive and Meta,so the new ones run DCT_112 to DCT_117: ┌─────┬────────────────────┬──────────────────────────────────────────────┐│ DCT │       Folder       │                    Files                     │├─────┼────────────────────┼──────────────────────────────────────────────┤│ 112 │ Apology static     │ 3 PNGs: confession / took us this long /     ││     │ black              │ forgive us                                   │├─────┼────────────────────┼──────────────────────────────────────────────┤│ 113 │ Apology static     │ 3 PNGs, same headlines                       ││     │ yellow             │                                              │├─────┼────────────────────┼──────────────────────────────────────────────┤│ 114 │ Newspaper          │ 3 PNGs: we were wrong / we're sorry / made   ││     │ correction         │ you do the work                              │├─────┼────────────────────┼──────────────────────────────────────────────┤│ 115 │ Pen sync apology   │ 3 MP4s: grandkids / group chat / dear family │├─────┼────────────────────┼──────────────────────────────────────────────┤│ 116 │ iPhone notes       │ 5 PNGs (3 apology hooks + 2 "is HARD."       ││     │                    │ hooks)                                       │├─────┼────────────────────┼──────────────────────────────────────────────┤│ 117 │ Calendar we're     │ 3 PNGs, the evergreen versions               │… (answer continues)

I sent it to your Slack DM: message link. Each line is the DCT folder name, linked to its folder in Drive:- DCT_112_SNO_Apology static black- DCT_113_SNO_Apology static yellow- DCT_114_SNO_Newspaper correction- DCT_115_SNO_Pen sync apology- DCT_116_SNO_iPhone notes- DCT_117_SNO_Calendar were sorry