This is what they had in common: 1. Captions Videos without captions have become so uncommon now that people just expected videos to have them. With more people than ever watching content on the train or in waiting rooms without sound, you need captions on all your videos. 2. Problem/solution All of my winners set the stage for the solution at the end by agitating the problem at the start. This also helps your ads stay engaging throughout. 3. People All of these ads had people talking in them, either on a selfie phone camera or fixed camera. People like people, so I always have clients speaking to camera where possible.