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446 Curiosity Hook Ad Examples

A curiosity hook opens a question the viewer has to stay to close. Browse real ads below, then read how to tease without tricking anyone.

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A 3D illustration depicts a scene from a puzzle game. In the upper section, a cartoon princess in a yellow ballgown stands on a platform, looking down. A rope hangs from the ceiling, and a metal pipe with blue liquid is visible on the right wall. The lower section shows a grid filled with colorful candies and game pieces, resembling a match-3 puzzle. The overall scene is set within a brown, box-like frame, suggesting a game interface.
Tile Explorer
A 3D illustration depicts a game scene with a princess in a yellow dress standing on a platform. A rope hangs from the ceiling above her, and a pipe with blue liquid is on the right wall. Below the platform is a grid filled with colorful candy-like game pieces. The text overlay asks, "Can you solve this puzzle?" This creative is designed to engage viewers with a puzzle-solving challenge, typical of mobile puzzle games.
Tile Explorer
An animated illustration depicts a whimsical scene with a large, fruit-laden tree in the foreground. Various cartoon fruits like strawberries, blueberries, kiwis, watermelons, oranges, lemons, cherries, and dragon fruits are scattered throughout the tree's branches. Below the tree, a cute rabbit sits in a grassy field with two empty baskets, surrounded by fallen apples. The overall visual is vibrant and playful, suggesting a game or a delightful challenge.
Tile Explorer
A young woman with blue-tinted hair and glasses stands outside in front of a building with yellow siding. She is holding a marker and pointing to a pink circle on a whiteboard that is on a stand. The whiteboard has several colorful circles on it, including pink, blue, and yellow. The woman is wearing a beige cardigan over a white t-shirt and wide-leg jeans. The text on the whiteboard asks, "What if you could learn a new language in 3 months?"
Tile Explorer
The creative displays a mobile game interface, specifically a tile-matching puzzle game called Tile Explorer. The top section shows a progress indicator '3/6' and navigation buttons. The main area is filled with various game tiles featuring colorful icons of fruits, mushrooms, acorns, flowers, gems, and binoculars. The tiles are arranged in a cascading, overlapping pattern, suggesting a gameplay scenario where players need to match identical tiles to clear them.
Tile Explorer
A close-up shot shows a gloved hand inserting a charging cable into a smartphone. The phone screen is dirty and smudged, with some internal components visible through the grime. White text overlaid on the bottom of the image reads: "I bet you don't know the secret about the sleep."
Tile Explorer
A young woman with blonde hair, wearing a light yellow dress, sits at a small table in a cafe. She is looking to her left with a playful expression and her hand raised as if waving. A man in a blue checkered shirt sits opposite her, his back to the camera. An animated yellow emoji with blonde hair and a purple shirt is superimposed over the woman's head, also waving. The text "What if you could have a coffee date with your favorite creator?" is overlaid on the image.
Tile Explorer
A woman in her mid-50s smiles and touches her hair, looking towards the camera. She has a warm, friendly expression. Overlayed on the image is a white text box with rounded corners containing the headline: "Here's what happened after I took Bone Broth Protein for 21 days (I'm 55)". The background appears to be a home interior with wooden beams on the ceiling and a leather armchair visible.
Paleovalley
The creative features the "Fire Emblem: Fortune's Weave Expansion Pass" game artwork. A central female character with long silver hair and red eyes is depicted with her hands outstretched, holding a glowing orb. The game title and "Expansion Pass" are prominently displayed in gold lettering. Below the title, a "BUY NOW" button is visible. The Nintendo Switch logo is in the top left corner, and the Nintendo logo is in the top right. The ESRB rating "T for Teen" is shown in the bottom left. The background is a dark, ornate design with swirling patterns.
Nintendo
A close-up, isolated shot of a single Nespresso coffee capsule against a white background. The capsule has a light beige color with subtle, swirling patterns. Text overlaying the capsule reads: "Sip into summer with a refreshing new flavour and the comeback of a fan favourite. ☕🧊" The visual focuses solely on the product, hinting at a new or returning flavor for the summer season.
Nespresso
A woman with a skeptical expression looks down at a small blue box of Neuro gum held in her hands. Text overlays the image, posing a question about whether the gum will help achieve goals in the New Year. The woman is wearing a pink cardigan and has her hair down. The background is slightly blurred, showing a lamp and a bed.
Neuro
The creative features a Nespresso coffee mug filled with a frothy, caramel-drizzled beverage, alongside several Nespresso pods. The background is a warm, gradient orange. The text on the screen reads "EXPLORA AS EDIÇÕES LIMITADAS Antes que desapareçam" and at the bottom "WHAT ELSE?". The overall aesthetic suggests a cozy, autumnal coffee experience.
Nespresso
A Nespresso coffee capsule and a Nespresso branded tumbler filled with iced coffee are displayed on a textured surface against a soft yellow and orange gradient background. The tumbler has a yellow lid and straw, and the Nespresso logo is visible on the tumbler and the capsule. Text overlays read "LIMITED EDITION," and "TIJDELIJK VERKRIJGBAAR" (Dutch for "TEMPORARILY AVAILABLE"). The creative highlights a limited edition tumbler in a new color, implying its popularity and desirability.
Nespresso
A bright yellow tin cookie container with colorful birthday-themed illustrations of candles, confetti, and an apple with an NYC logo is centered in the frame. Cookies are visible on a plate to the left and on another plate to the right. Text overlayed on the image reads "New Birthday Musical Cookie Tin" and "Nationwide Shipping Only". The Levain Bakery logo is displayed prominently at the bottom of the tin.
Levain Bakery
A still life composition features a French press coffee maker, two mugs filled with coffee, and a package of coffee grounds. The background is a solid, muted teal color. White text overlaid on the image reads "Time to brew with Snoopy." A yellow oval sticker on one of the mugs says "LIMITED EDITION." The overall aesthetic is clean and minimalist, with a focus on the coffee-related items.
Grind
An isometric illustration depicts a whimsical Christmas-themed coffee factory. Santa Claus is seen overseeing a large coffee grinder, while elves and reindeer are busy with various tasks, including packaging gifts and operating machinery. The scene is filled with festive elements like candy canes, a Christmas tree, and presents. The text "NEW IN: The Grind Christmas Range 🎄" is overlaid on the top left of the illustration, inviting viewers to discover the new festive coffee collection.
Grind
A product shot of Grind Pistachio Coffee Pods is displayed against a light green background. The packaging is pink and lime green, featuring the brand name and product title. On-screen text highlights "Selling Fast" in a white oval bubble. Below the product, text reads "Velvety, nutty, smooth, now in compostable pods." The overall aesthetic is clean and modern, with scattered pistachios adding a thematic element.
Grind
A light blue tin with a Pikachu illustration and the word "GRIND" in gold lettering is shown on the left. Two pink boxes of coffee pods, labeled "House Blend" and "Light Blend," are displayed to the right of the tin. A blue oval shape with white text "Choose your tin" is positioned above the tin. The overall aesthetic is clean and product-focused, highlighting the collaboration between Grind and Pokémon.
Grind
A hand holds a can of Grind Espresso Martini. The can is brown with silver text that reads "GRIND" and "Espresso Martini Our Signature Cocktail." Below that, it states "14.9% VOL 125ml." In the background, a blurred martini glass is visible. The text overlay asks "Want to enjoy your favourite cocktail anywhere?"
Grind
A box of Grind Baileys Coffee Pods is placed on a dark brown satin cloth. Two coffee pods are in front of the box, and the box is slightly angled. The background is a dark green textured curtain. Text on the image reads "Baileys coffee, anyone?" and "Home-compostable pods, but make it a little winter treat." A "LIMITED EDITION" graphic is on the right side of the box. The box itself has text that says "Baileys Coffee" and "GRIND" and "Baileys Coffee Pods" with an image of a coffee pod. Below that, it says "ALCOHOL FREE MADE WITH BAILEYS" and "COMPOSTABLE PODS MADE FROM PLANTS."
Grind

Top visual formats for Curiosity Hook ads

Top brands running Curiosity Hook ads

What is the Curiosity Hook?

A curiosity hook opens a gap: it shows or says just enough to make the viewer want the rest, then makes them stay to get it. It might be an odd object in frame, a half-finished sentence, a result with the cause hidden or a line like I did not expect this to work. The gap has to close inside the ad, with an answer that pays off the question, or the hook becomes a trick the viewer remembers for the wrong reason.

When to use the Curiosity Hook

  • The product has a surprising feature, result or origin that is more interesting once it is revealed than when it is stated.
  • Your audience is cold and does not yet know why the product matters, so you need a reason for them to watch past three seconds.
  • Competitor ads in your ad library open with claims and prices, and an unanswered question would break the pattern in the feed.
  • You are testing angles quickly and want a hook that changes the first frame without changing the product story.
  • The video is long enough to deliver the answer, so the payoff arrives while the viewer is still watching.

Curiosity Hook best practices

  1. Open a gap about something the viewer cares about

    Curiosity needs a subject. A question about the viewer's own problem, routine or money pulls harder than a puzzle with no stakes. Weird alone is not enough: it has to be weird about something they want to know.

  2. Give a hint, not a blank

    Show a visible clue, such as a before state, an unexpected tool or a number with the reason missing. A hook with nothing to look at gives the viewer nothing to wonder about and no reason to wait.

  3. Close the loop inside the ad

    Plan the payoff before you write the opening. If the answer comes only on the landing page, many viewers will never see it. Deliver the reveal in the video or the body copy, then point to the product.

  4. Keep the tease honest

    A hook that promises a secret and delivers a discount code teaches people to scroll past you. Match the size of the reveal to the size of the curiosity, and avoid implying results you cannot show.

Brands using the Curiosity Hook

Niches with the most Curiosity Hook ads

Related formats

Related niches

Curiosity Hook: frequently asked questions

What is a curiosity hook?

A curiosity hook opens a question or gap that the viewer has to keep watching or reading to close. It hints at something surprising without giving it away, and the ad then delivers the answer.

Is a curiosity hook clickbait?

It becomes clickbait when the payoff does not match the tease. A hook that opens a real gap and closes it inside the ad is simply good structure. A hook that hides the point and delivers nothing damages trust.

How do I write a good curiosity hook?

Start from the payoff, then remove the one detail that explains it. Show the clue, such as the odd result, and withhold the cause. Test two or three versions of the missing detail against each other, with the rest of the ad unchanged.

What is the difference between curiosity and a question hook?

A question hook asks the viewer something directly. A curiosity hook can do it without a question mark, by showing a puzzle or leaving a sentence open. The two overlap, but curiosity is about the gap, not the grammar.