A rough cut that beat the polished library

Nicky Hilton's Theo Grace tested a new angle on Meta with a deliberate rough cut. Same account, same offer, same audiences, same product line as the fully produced library. The only variable was the story.

The Heritage Multiple Name Necklace spot opens by naming five people before the product appears, selling the number of names before the object. Against polished creative built to a far higher craft standard, the rough cut outperformed on every metric it was built to test.