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hookchain
DTCUs vs. themBaby & kids15s · 9:16Best on Kling 4.0

Cheap wipes vs. these: the one-pull test

A dad pulls from two packs at once: the cheap one dumps a torn clump, the other gives one thick wipe. Then a light test and a one-handed lid.

Example product
Softwell — Thick plant-fibre baby wipes in a pop-up lid pack
Audience
Parents tired of wipes that tear and clump
Creator
Second-time-around dad, mid 40s

Variables — swap these for your product

{{PRODUCT_NAME}} = Softwell Wipes{{MATERIAL}} = plant-based fibre{{OFFER}} = first pack half price

01 · hook

Two pulls

0–3s

“One of these is not like the other.”

Subject: Man, 45, Black, close-cropped greying hair, rectangular black glasses, light blue button-down shirt with sleeves rolled, silver wedding ring.
Setting: Nursery changing table in white wood, woven basket of nappies, midday window light; no baby in frame.
Vertical 9:16 close-up on his two hands over the changing table. A 45-year-old Black man with greying cropped hair, black glasses and a rolled-sleeve light blue shirt, at a white wooden nursery changing table with a woven basket of nappies, no baby in frame. His left hand pulls from a crinkly generic plastic wipes pack and a clump of three torn wipes comes out together; at the same moment his right hand pulls one clean single wipe from a matte white pack of wipes with a pop-up sage-green lid. Static close-up, then a tilt up to his raised eyebrow. Bright midday window light from the left, handheld, shot on iPhone, natural skin texture, real-home footage.
[Creator: Second-time-around dad, mid 40s, natural and conversational]: "One of these is not like the other."
duration
5 s (trim to 3 s)
aspect ratio
9:16
mode
Pro / 1080p
cfg scale
0.5
negative prompt
subtitles, captions, on-screen text, watermark, logo, distorted hands, extra fingers, warped phone screen, morphing face, plastic skin, studio lighting
elements
creator, product, setting
native audio
on (voice reference optional)

Shot list

  1. 0.0–1.5sCU hands. Simultaneous pulls: clump vs. single wipe
  2. 1.5–3.0sMCU. Raised eyebrow

On-screen text (overlay in edit)

cheap wipes vs. these 👀

Audio

Crinkle of plastic, no music

02 · demo

Light test

3–8s

1 shot, 3 model prompts, settings and captions in the full library.

Unlock

03 · proof

One hand

8–12s

1 shot, 3 model prompts, settings and captions in the full library.

Unlock

04 · cta

Try a pack

12–15s

1 shot, 3 model prompts, settings and captions in the full library.

Unlock

Launch offerLaunch pricing ends Sunday

The hook is free. The rest is in the DTC & E-commerce edition.

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Demo, proof and CTA prompts in three model dialects, settings, shot lists, captions and reference-image guidance — for every chain in the edition, plus 30 sample ads.

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Why it works

Two hands, two packs, one simultaneous pull is a side-by-side that needs no words and reads in a second. The light test makes 'thicker' visible, and the one-hand lid speaks to the exact moment parents care about.

Hook variants to A/B test

  • “I counted how many cheap wipes one change takes.”
  • “Why does every cheap wipe come out in threes?”
  • “The wipe test nobody does in the shop.”

Reference images

  • creator

    Front-facing photo of the creator, shoulders up, in the exact wardrobe: Man, 45, Black, close-cropped greying hair, rectangular black glasses, light blue button-down shirt with sleeves rolled, silver wedding ring. Neutral expression, even soft light.

  • product

    The pack closed and with the lid popped open showing a wipe, plus a single wipe laid flat to show texture

  • setting

    The empty location with no people: Nursery changing table in white wood, woven basket of nappies, midday window light; no baby in frame.

  • endcard

    Softwell logo, a clean product cut-out and the offer line on a plain background in your brand colour.

Creator look (paste into your image model)

Man, 45, Black, close-cropped greying hair, rectangular black glasses, light blue button-down shirt with sleeves rolled, silver wedding ring. Nursery changing table in white wood, woven basket of nappies, midday window light; no baby in frame.

Model notes, last verified 2026-10-16: Provisional: written to Kling 3.0 conventions (3.0-compatible) until 4.0 publishes its own. 3, 5 or 10 s only; audio always on; add captions in post.

Related chains

More us vs. them →

Launch pricing ends Sunday

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