Hey there,
Let me tell you about the weirdest ad I saw this week.
A skincare brand opened their ad with: “This moisturizer was created out of pure spite.”
I stopped scrolling. You probably would too.
Turns out, the founder had terrible acne, spent thousands on dermatologists who dismissed her concerns, and got so fed up that she locked herself in a lab for 6 months to create her own solution.
The ad got 847% more engagement than their previous “clinically proven results” campaigns.
Why? Because everyone loves a good villain origin story.
Here’s the thing most brands get wrong:
They think their “About Us” story should be polished, professional, and inspirational.
But the truth? Your audience doesn’t want a hero’s journey. They want the messy, angry, frustrated version of why you started.
- Not: “We saw a gap in the market”
- But: “We were sick of getting ripped off by overpriced garbage”
- Not: “Our founder had a vision”
- But: “Our founder rage-quit her corporate job after one too many terrible meetings”
- Not: “We wanted to make a difference”
- But: “We were tired of watching everyone else get it wrong”
People trust anger more than inspiration. It’s raw. It’s real. It makes them think: “Finally, someone who gets it.”
How to Write Your “Villain Origin Story” Ad
Step 1: Identify Your Villain
What frustrated you enough to create your product? Was it:
- Another brand that let you down?
- An industry full of false promises?
- A problem everyone ignored?
- A gatekeeping system that shut you out?
Example: “After buying my 12th ‘eco-friendly’ water bottle that still tasted like plastic, I decided to fix this myself.”
Step 2: Show the Struggle
Don’t skip the messy part. This is where people connect.
- How many times did you fail?
- What did people tell you that was wrong?
- What moment made you say “enough is enough”?
Example: “I spent $4,000 on so-called ‘natural’ protein powders that either tasted like dirt or were secretly loaded with artificial sweeteners. Every brand lied. Every. Single. One.”
Step 3: The Turning Point
This is your “fine, I’ll do it myself” moment.
- What did you do that was different?
- What rule did you break?
- What did you refuse to compromise on?
Example: “So I spent 8 months testing 200+ ingredient combinations in my kitchen until I created a protein powder that actually tastes good AND is 100% natural. No lab-coat BS. No fake promises. Just results.”
Step 4: The Transformation (But Make It About Them)
Don’t end on yourself. End on what this means for your customer.
Example: “Now you don’t have to waste thousands like I did. You don’t have to settle for mediocre products from brands that don’t care. You finally have an option that actually works.”
Real Examples That Crushed It
Example 1: A Meal Prep Service “I got fired from my nutrition job for telling clients the truth: meal plans don’t work if they’re boring. So I started my own company out of my apartment, cooking meals that actually taste good. My old boss is still mad. You’ll love it.”
Why it works: Spite + authenticity + a clear enemy (boring meal plans)
Example 2: A Productivity App “Every productivity app is designed by people who’ve never had ADHD. They tell you to ‘just focus.’ Cool, thanks Karen. So I built one that actually understands how our brains work—with chaos and all.”
Why it works: Represents a frustrated community + challenges the status quo
Example 3: A Sneaker Brand “I was told comfort sneakers can’t look good and stylish sneakers can’t be comfortable. That’s stupid. So I made both happen. The ‘experts’ said it was impossible. They were wrong.”
Why it works: Contrarian + proves doubters wrong
The Villain Origin Story Framework (Copy This)
Hook: “This was created because I was [emotion: angry/fed up/frustrated].”
Agitate: “I tried [number] different [solutions] and they all [failed in this specific way].”
Villain Reveal: “The problem? [Industry/competitors/experts] keep [doing this wrong thing].”
Turning Point: “So I decided to [what you did differently].”
Transformation: “Now you don’t have to [go through what I went through]. You can finally [desired outcome].”
CTA: “Join [number] people who are done with [the old way]. Try it risk-free.”
Why This Works (The Psychology)
- Shared Enemy = Instant Bond When you call out what frustrates your audience, they immediately feel understood.
- Vulnerability Builds Trust Admitting you struggled makes you human. People buy from humans, not corporate robots.
- Revenge is Motivating Everyone loves an underdog story. Supporting your brand feels like they’re part of the rebellion.
- Pattern Interrupt Most ads are positive and polished. Yours starts with spite. That’s memorable.
Your Challenge This Week
Take your origin story and rewrite it as a “Villain Origin Story.”
Ask yourself:
- What made me so frustrated that I had to create this?
- Who or what was the villain in my story?
- What moment made me say “I’m done with this”?
Then test it against your current “professional” About Us story.
I bet the angry version wins.
Quick Wins from This Week
✅ Test the “angry opening” hook – Start your next ad with controlled frustration
✅ Name your enemy – Give your audience someone/something to rebel against
✅ Show the mess – Don’t hide your failures, they make you relatable
✅ End with empowerment – Make customers feel like heroes for choosing you
Bottom line: Your audience is tired of perfect. They want real, raw, and a little bit angry.
Give them a villain to hate and a hero to root for (hint: it’s them, not you).
Now go write an ad that makes people say “FINALLY, someone gets it.”
Let’s make some noise,
Sannidhya Baweja
P.S. — If you rewrite your origin story this week and test it, reply and let me know the results. I want to hear how much better the “angry version” performs. Because I guarantee it will.