# @sterling_voth on Instagram

- **Type:** Video
- **Original URL:** https://www.instagram.com/p/DYx7-eGEgTS
- **Gondola URL:** https://gondola.cc/posts/65830400-sterling-voth-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/a6515bbdd7.jpg
- **Posted:** 2026-05-25T23:35:34.000+00:00
- **Account Owner:** Sterling Voth (@Sterling_Voth) — https://gondola.cc/Sterling_Voth

## Caption

"Cool" is NOT a style. It's a mirror.
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Enthusiasts think you're cool when they see themselves in your ad.
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That's the whole game with car people. They want you to be cool. But everyone has a different idea of what cool is.
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So how do you advertise to all of them at once?
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You don't. You use creative variation.
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Here's what that means.
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You take your brand and your message, and you drop it into scenes your buyers already know.
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Then you build different scenes for each type of enthusiast.
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We did this for a brand that makes car jacks. A quarter of their buyers were diehard motorsports fans who lived in the paddock. Half were normal car people who liked to wrench in their home garage.
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So we shot two batches of ads. One set at a racetrack. One set in a nice home garage. Same message. Same goal. Different worlds.
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Each buyer saw their own world reflected back at them. And each ad set sold harder because of it.
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That's the part people miss. Creative variation isn't about saying different things. It's about finding different ways to say the same thing.
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Show enthusiasts themselves, and they'll decide you're cool on their own.
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How are you tailoring your creative to the different buyers inside one campaign?

## Stats

- **Views:** 642
- **Likes:** 38
- **Shares:** 0
- **Comments:** 0

## Credits

| Name | Username | Profile | Role |
| --- | --- | --- | --- |
| Sterling Voth | @Sterling_Voth | https://gondola.cc/Sterling_Voth | Director of Photography |

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