Key takeaways
- Format: Self-aware wordplay typography ad.
- Best for: Brands fighting ad blindness on skippable placements.
- Hook: Telling the viewer they can skip the ad.
- Reuse it: Acknowledge the ad itself, then twist the phrase into your benefit.
Available sizes
What is a meme ad?
A meme ad borrows a familiar meme format or internet joke and adapts it to the product or the buyer's problem. It feels native to social feeds and is highly shareable, but depends on the meme still being recognisable to the audience.
See all meme ads →Why this meme ad works
- 01
Breaks the fourth wall
Talking about the ad itself surprises viewers and disarms ad skepticism.
- 02
Double meaning
'Skip' flips from ignoring the ad to avoiding termites, rewarding attention.
- 03
Infested vs clean
Bugs on line one and a clean line two visually show problem and solution.
- 04
Brand colors
Green and yellow match Western Exterminator's identity, aiding recall.
Full creative breakdown
Who this ad targets
The ad targets homeowners in termite-prone Western states, particularly those who are ad-fatigued and scroll past typical service ads. It speaks to people aged 30–65 with a sense of humor who respond to clever messaging. It works well for spring swarm season awareness and for audiences who may not realize termites are a risk until reminded. Video viewers on YouTube and Reels, who skip ads by habit, are an especially good fit.
Copywriting analysis
The copy is two sentences that mirror each other: 'You can skip past this ad.' and 'Or skip having termites.' The first is permission-giving and honest, which lowers defenses. The second reframes 'skip' as a positive action with a real benefit. The structure presents a choice, subtly implying that skipping the ad might mean not skipping termites. Using 'you' makes it direct and personal. It is short, memorable and easy to read in one glance. It also invites viewers to share the joke with friends, extending organic reach beyond the paid audience.
Visual design
The canvas is divided into a crowded top half and a clean bottom half, mirroring the copy's problem and solution. Yellow and white type in a heavy condensed font on green ensures strong contrast. Termite silhouettes vary in angle to suggest movement and are concentrated over the first line. The logo is small and unobtrusive, keeping focus on the message. Plenty of negative space frames the second line.
How to adapt this template for your brand
- Write a line acknowledging the viewer's habit of skipping or ignoring ads.
- Twist the same verb into your benefit in a second line.
- Cover the first line with silhouettes of the problem.
- Keep the second line clean to signal relief.
- Add a small logo and test an animated version where bugs crawl away.
Tips for pest control ads on Meta
This creative is ideal for Meta Feed, Reels and YouTube in-stream bumpers, where 'skip' is literal. Animate the termites for video placements and end with the logo. Add a clear CTA in primary text, since the image has none. For Google Display, the square works well in responsive display ads. Monitor frequency to avoid the joke wearing thin. Use a bold color first frame in video versions.
About this creative
The creative uses a flat bright green background. In the top half, 'YOU CAN SKIP PAST THIS AD.' is set in tall, condensed yellow capitals, with a swarm of black termite silhouettes crawling over and around the letters, partially covering some of them. In the lower half, 'OR SKIP HAVING TERMITES.' appears in large white capitals, right-aligned and clear of bugs. The Western Exterminator Company logo, with its mascot icon, sits small in the bottom right corner. The concept plays on the word 'skip': viewers expect to skip ads, so the ad acknowledges that habit and then reframes skipping as the benefit – skipping a costly termite problem. Termites partially obscuring the first line make that line feel infested, while the clean second line feels like relief. It is self-aware, slightly humorous and very direct, which helps it stand out among generic home-service ads.
Meta ad · 338 × 600 · Pest Control
Western Exterminator 'Skip Past This Ad' Termite Ad
This square Western Exterminator ad uses self-aware copy – 'You can skip past this ad. Or skip having termites.' – in bold yellow and white capitals on green, with black termite silhouettes swarming across the first line. It is a cheeky, attention-grabbing format for Meta and YouTube placements where viewers are used to skipping ads.
Added
All brand names and logos are property of their owners. Adplaylist is not affiliated with or endorsed by these brands.
Details
Ad copy
Primary text
You can skip past this ad. Or skip having termites. Western Exterminator's termite experts protect your home before damage starts. Book your inspection today.
Description
Termite protection from Western Exterminator.
On-image text
YOU CAN SKIP PAST THIS AD. | OR SKIP HAVING TERMITES. | Western Exterminator Company
Headline ideas for this template
- 1Skip the Ad – Not the Inspection
- 2Or Skip Having Termites
- 3Don't Skip Termite Protection
- 4The One Ad You Shouldn't Skip
- 5Skip Termite Damage. Book an Inspection.
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
Browse similar by tag
