A before and after ad shows a state, then the same state after using the product. Done honestly it is persuasive; done carelessly it is the format most likely to be rejected by ad review.
It suits cleaning, home, organisation and design products where the change is visible and repeatable. Weight-loss, cosmetic and medical results are heavily restricted on major platforms, so check the current policy before you build one.
Shot-by-shot structure
| Time | Shot | On-screen text | Purpose |
|---|---|---|---|
| 0–2s | The “before” wide shot | “Before” | Hook: contrast setup |
| 2–4s | Close detail of the before state | What is wrong | Make it specific |
| 4–7s | Product being applied or used | Product name | Cause of change |
| 7–10s | Same framing, the “after” | “After” | Payoff |
| 10–13s | Side-by-side split | Time or steps taken | Proof |
| 13–15s | Logo end card | Call to action | Next step |
What to keep vs change in Clone Cut
| Keep unchanged | Change |
|---|---|
| Any person in the reference, unchanged | Product in the application shot |
| Matching framing between before and after | Room or surface background |
| The split-screen timing | Captions and timing labels |
| Logo |
Existing people in your reference stay unchanged. Edits are limited to products, objects, backgrounds, logos and text.
Assets you need
- Real before and after photos you are allowed to use
- Product photos
- Notes on how long the result took
- Logo
Sample brief
Use the structure of my licensed before-and-after clip. Keep the person unchanged. Show my grout cleaner from the attached photos at 4–7 seconds. Captions: “Before”, “After one pass”, and “Results vary by surface”. Same bathroom framing for before and after. Logo end card.
Adapt the product name, captions and timings to your own reference. Our UGC ad brief template explains how to describe each shot.
Compliance notes
- Results must be real and representative, not the single best case.
- Add a “results vary” note when outcomes differ between customers.
- Health, body and cosmetic before and after content is restricted on major ad platforms.
Make only claims you can prove, disclose AI-generated content where the platform or law requires it, and never publish fake testimonials or endorsements.
How to use this template
Upload a reference you own or have licensed, plus your product images, logo and copy, in the video studio. Paste or adapt the sample brief, review the plan and credit quote, and confirm. Check the finished video in your Library before you publish. For the full method, see how to clone viral video ads.