There’s a lot of debate out there around if you should copy your competitors ads. I tend to sit in the camp of using them for research and inspiration. Pure originality is expensive and requires a lot of time and capital investment. If you could see the exact creative others were running successfully, why wouldn’t you leverage that? I just started using a tool called @MagicBrief for all my competitive research and it’s game changing. My favorite feature is that they have ad types grouped with examples of how other brands are running them. If you want to actually level up your ads though here’s what you should do. Find your favorites then brainstorm ways to take it to the next level. Frankenstein some ad styles. Combine memes with us vs. them. Use a Microsoft paint ad to create a feature benefit. There’s endless ways to iterate AND innovate on this stuff. Use tools like this. Just don’t get lazy. The media teams out there still flexing their own creative ideas are the ones that will raise above the rest.