Founder story ad script template
The founder story template has the founder say why they built the product, which turns a small brand's size into a reason to trust it.
Best for: Small and new brands, and products with a personal origin.
The 15-second structure
- 0–2sHook. I [quit/spent/bet] [something big] to make this.
- 2–7sWhy. Because [the problem I had] and nothing on the market [fixed it the right way].
- 7–12sWhat it is. So I made [product]: [what's different, in one line].
- 12–15sAsk. We're small, so every order matters. Link below.
[0–2s] Hook: I [quit/spent/bet] [something big] to make this. [2–7s] Why: Because [the problem I had] and nothing on the market [fixed it the right way]. [7–12s] What it is: So I made [product]: [what's different, in one line]. [12–15s] Ask: We're small, so every order matters. Link below.
Filled-in example: a fragrance-free sunscreen
- I spent two years and my savings on this tube.
- My skin reacted to every sunscreen with fragrance, and they all had it.
- So I made one with none, that doesn't leave a white cast.
- We're tiny, so every order means a lot. Link below.
Hooks to test
- “I almost didn't launch this.”
- “Why I built [product] after [moment].”
- “My [family member] is the reason this exists.”
Tips
- Real founders do best; if you use an AI actor, don't present them as the founder.
- One specific moment beats a general mission.
- Keep it raw; polish works against this format.
Format that fits best: Car yapper. Rant-in-the-car format. Raw, high retention.
Longer read: Build-in-public content for founders.
Check your draft with the script length calculator, then check placement sizes in the ad specs.