The ads below (from 5 different companies) all use the same "disruption" hook or more specifically, this headline formula "This company/person/thing is disrupting...View More
a $-- billion dollar industry."
Why this headline formula? First, you should understand that all of these ads lead to a page where the copy appears to be a news article (as you'll see in the landing page examples below).
This type of landing page allows them to advertise using content ads. The headline makes you feel like you're about to read a news-worthy story. It would not fit well later on in the funnel as it's almost purely curiosity-driven & places zero focus on the prospect or potential benefits.
But as a juicy editorial title, it's great. You've got someone unexpected (young, small group, unassuming etc.) with good intentions and they're the underdog going against the old, outdated "industry" that's raking in billions. The industry is positioned as the enemy. Dollar Shave Club's advertising was founded on this concept: http://swiped.co/file/facebook-comparison-ad-by-dollar-shave-club It's a good vs. evil story with high-stakes & the potential to be "ahead of the game" as a consumer.
