Onside ads, 2026-11-05
Sources and raw files: Meta Ad Library (raw/adlib/*.jsonl, merged raw/adlib/onside_union.json, media in raw/adlib/media/, Whisper transcripts of all 24 videos in raw/adlib/transcripts/, statics contact sheet raw/shots/meta_statics_sheet.jpg); AdSpy (raw/adspy/); TikTok (raw/tiktok/videos.json, VIDEOS.md, onside_related.json, 20 downloaded videos transcribed in raw/tiktok/transcripts/); YouTube search (raw/youtube/).
0. What was searched and what was blocked
Conditions for every count below: [OBSERVED, market], pulled 2026-11-05. Ad Library and AdSpy counts are ads printed by one advertiser (Onside), unweighted by spend, impressions or sales. TikTok counts are public play and like counts on 125 brand-tagged videos from hashtag feeds, not a census of Onside's creators.
| source | query | result |
|---|---|---|
Meta Ad Library (adlib_graphql.py, AdsPower research profile, anonymous) |
keyword useonside.com, US, status all |
53 ads, all page "Use Onside" |
| same | page id 982199628313592 ("Use Onside"), all countries, status all | 54 ads, all active |
| same | keyword onside deodorant, US, status all |
120 ads: 42 Use Onside (all already in the page pull), 58 Equationk, plus Marketvexa, Tardyslow, Absorbthing, Establishm, Craftivon, Dr. Andrew Brean, Femmekin, Naivetu, K-Ritual and one Amazon.com creator ad for Onside |
AdSpy (adspy_top.py on the MacBook, Kalp's Arc session) |
--domain useonside.com sorted by likes, and by shares |
6 ads (same 6 in both sorts) |
| same | --lp-domain useonside.com |
the same 6 |
| same | --advertiser "Use Onside" |
3 (subset of the 6) |
| same | --text onside |
60 rows, only Justcesarr and Chase R. Anderson are this brand; the rest are football "onside kick", ASEAN United FC, a Georgian sportswear shop. Not a brand signal |
TikTok (tiktok_voice.py, AdsPower research) |
search onside deodorant, search useonside |
blocked: goto timeout, then "Execution context was destroyed" and "Target page, context or browser has been closed" (run-log.md, 11:56-11:59Z). 0 videos |
| same | tags #onside, #onsidepartner, #onsidedeodorant, #stayonside, #onsidebodywash |
172 videos, 125 about the brand after removing football "onside kick" posts |
| same | comments on the top 14 brand videos | still running when this file was written; tile lookups on /tag/onsidepartner were falling back to direct URLs. Output will land in raw/tiktok/cm/ |
| yt-dlp | @useonside profile listing |
blocked: "Failed to parse JSON" on the user page. The 10 @useonside posts below came from the tag pulls |
| YouTube | ytsearch15:onside deodorant |
1 on-brand result: Dom Iacovone "Jayson Tatum's New Billion-Dollar Brand Partnership | Onside" (39,034 views); its metadata and audio were blocked by YouTube's "Sign in to confirm you're not a bot" |
| not attempted (time) |
Ad Library limit to keep in mind: for US commercial ads the Library only lists ads that are running now. Inactive ads show only when they ran in the EU or are political. Equationk's inactive ads came back because they ran in the EU; Onside's past US ads (seen by AdSpy from March to September 2026) do not. So the Ad Library cannot rank Onside by longevity, and "longest-running" here means 6 days.
1. Meta now: 54 active ads, one offer, two bodies
- Active ads: 54 on page "Use Onside" (id 982199628313592,
facebook.com/61586439593537), every one started between 2026-10-30 and 2026-11-04 (31 on 10-30, 5 on 10-31, 15 on 11-03, 3 on 11-04). Platforms Facebook, Instagram, Threads. - Formats: 24 video (all creator partnership ads) + 30 DCO statics (each one image in 9:16 plus a 4:5 or 1:1 cut, 60 images, all distinct).
- Landers: 36 to
useonside.com/products/all-day-scent-kit?trybe=…, 18 tobuy.useonside.com/pages/all-day-scent-kit. Every ad sells the All-Day Scent Kit ($54.99 for wash + deodorant + cream + spray in Eucalyptus & Mint + 3 free gifts; 2 kits $99). Thetrybe=parameter and the AdSpy UTMs (Partnership_Trybe,01_JD_BodyWash_StaticsTestingCamp) point to the Trybe creator-partnership platform. - Only two primary texts across all 54:
- Videos (24), headline "Why Your Scent Is Gone by Noon": "By noon you can't smell yourself anymore. Everyone around you still can. Your nose tunes out your own scent fast. So you miss it when the body wash is gone, the deodorant quits, and the cologne from this morning is sitting on top of sweat. That's the version of you everyone else gets. In the meeting, in the car, at dinner. The All-Day Scent Kit is one scent in 4 layers, so nothing's fighting and it's still there after you've stopped checking."
- Statics (30), headline "Save 45% + 3 free gifts": "Most guys smell like 3 different products by lunch. Body wash, deodorant, cologne. Three different scents, mixing with sweat. That combo doesn't smell like any of them. It just smells off. One scent from shower to spray. Wash, deodorant, body cream, body spray, all Eucalyptus & Mint, built to stack instead of clash."
- Creators running the videos (partnership identity): lilturnchi 4, Facebook profile 61567970806269 4, deanperrone 3, trentprojectman27 3, jeremylancetx 2, kileekat2.0 2, profile 61590990533609 2, CheneyConcepts 1, bhold.collabs 1, anthonymoll_50 1, shamsontv 1.
- What the videos are: 22 of 24 transcripts say "cologne". At least 12 are the same skit: someone (a gym stranger, a girlfriend, a roommate, a woman at a coffee counter) smells him, asks what cologne he is wearing, and he shows that it is the body wash, the cream or the deodorant. 5 open with "I'm not gay, but…" / "I've never kissed a guy before, but…". 9 name Tatum or Bellingham. Products shown: body wash in 17, body cream in 6, deodorant in 5, spray in 2 (several show more than one). The deodorant is a supporting product in Onside's Meta video, not the hero.
Meta video ads (all 24, started 10-30 unless noted)
| ad | creator | product | words | opening (transcribed) |
|---|---|---|---|---|
| 1064671839949479 | lilturnchi | deodorant | 262 | Coffee-counter skit: "You smell good … it's probably just my deodorant … It's this one from Onside … That smells like cologne." |
| 1126147620280326 | fb 61567970806269 | wash | 322 | "Okay, I'm not gay, but there's this dude at the gym who smells amazing … He said it wasn't cologne. It was this body wash from Onside." Roommate test follows |
| 1632333121595407 (10-31) | trentprojectman27 | wash + deo | 160 | "This is why you always read the fricking reviews before buying something on TikTok. Because I picked up this body wash from onside and people think I'm wearing cologne to work." Ends on sold out / few left |
| 1841921170559683 | trentprojectman27 | wash + deo | 136 | "This is why you always read the reviews before switching up your body washes and deodorants…" |
| 1177800424682077 | jeremylancetx | wash | 102 | "Do not buy Onside. Unless you're cool with people always asking what kind of cologne you're wearing." |
| 1818643796042803 | jeremylancetx | wash | 203 | "They call this cologne body wash. I use this body wash every single day, and I always get asked what kind of cologne I'm wearing." |
| 1830804244902022 | trentprojectman27 | wash | 145 | Couple skit: "Why do you smell so good? … You literally smell like you have cologne on." |
| 913142055097463 | deanperrone | wash | 304 | Couple skit: "You have cologne on? Did you wear it at the gym?" |
| 1420681853033736 | deanperrone | wash | 267 | "So I've never kissed a dude before, but there's this guy at my gym that smells absolutely delicious." |
| 1948855532758458 | deanperrone | wash | 179 | Shower skit: "The body wash, please. No, not that one … The one that smells like cologne." |
| 2178902902837810 | bhold.collabs | wash | 380 | "No, I've never kissed a guy before, but when he smells like a whole snack in the gym locker room…" |
| 1801954207822984 | lilturnchi | wash | 250 | Couple skit: "Where do you think you're going? Smelling fresh and manly? Is that cologne?" |
| 2238792110407384 | lilturnchi | wash | 189 | "You smell really good … Are you wearing cologne? No, it's not cologne. Look, I've got it right here in my bag." |
| 1453311630222678 | kileekat2.0 | wash | 235 | Bathroom skit: "It just smells really good in here … A body wash? No, it smells like cologne." |
| 2205691629981657 | kileekat2.0 | wash + cream | 157 | Partner POV: "I am terrified of him running out of this one … better than his freaking cologne." |
| 1752898902949837 | fb 61567970806269 | cream | 319 | "Well damn, why you get so close? That shit smells good. It's got this new lotion." |
| 1649876426834455 | fb 61567970806269 | wash | 129 | "I see why everyone's calling this cologne body wash." Ingredient walk-through |
| 1133609532933129 | fb 61567970806269 | wash + spray | 143 | "If you spray this, and this, and this, and this, and this, just to smell good every time you leave the house, then you're clearly missing something." |
| 1467311785293244 | fb 61590990533609 | wash + spray | 217 | "Most guys shower with something like this, then they spray themselves with something like this. I just use this." |
| 1843544280399406 | fb 61590990533609 | cream | 161 | "Don't buy another bottle of cologne until you've watched this video." |
| 1438732471566356 | CheneyConcepts | cream | 178 | "I didn't think this was possible for a cream body … this literally smells like a cologne in body cream form." |
| 1648456489996640 | anthonymoll_50 | wash + deo | 158 | "So this is that cologne body wash that everyone's been talking about." |
| 4505559019588902 | lilturnchi | wash | 118 | Store-return skit: "Unfortunately, I have to return these … you can get these much cheaper online right now." |
| 872622139226915 | shamsontv | cream | 156 | "Japanese lotion versus American lotion." Side-by-side rub-in demo |
Meta statics (30 concepts, contact sheet raw/shots/meta_statics_sheet.jpg)
Every static carries a bottom bar "ALL-DAY SCENT KIT · $54.99 ~~$99.96~~ · 4 full-size + 3 free gifts · Ships free · 30-day money-back guarantee". Headline devices, read off the images: ingredient-label audit ("CHECK YOUR LABELS. THEN CHECK OURS.", "FLIP YOUR STICK OVER." with a Drug Facts box, "5 PARABENS BANNED FROM EU COSMETICS", "THAT RICH FOAM? IT'S OFTEN SLS.", "SQUEAKY ISN'T CLEAN. IT'S STRIPPED."); antiperspirant villain ("BLOCK YOUR SWEAT. OR BEAT THE SMELL.", "YOUR ANTIPERSPIRANT PLUGS YOUR SWEAT DUCTS."); scent-layering ("ONE SCENT DOES A LITTLE. FOUR OF THE SAME SCENT STACKS.", "NOT COLOGNE. NOT BODY SPRAY.", "STOP USING COLOGNE TO COVER UP YOUR BODY WASH.", "ONE OF THESE SHELVES SMELLS LIKE A PLAN."); price math ("$99.96 OF PRODUCT. YOU PAY $54.99." receipt, "$13.75 A PRODUCT. USUALLY $24.99."); review walls ("WHAT 5,312 FIVE-STAR REVIEWS SAY ABOUT LASTING."); native formats (iPhone Notes "reviews that made us build this kit" quoting their own complaints "Smells great in the shower - but doesnt last on the skin", "Need to get lotion with the same sent"; iMessage threads "bro what body wash do you use. the whole locker room smelled like you" / "jayson tatum helped make it"; a Google "Top answer" card on "why does my skin feel tight after i shower"; a Notes list of men's scent names crossed out, "ocean breeze · which ocean"); a poll sticker "does it smell like cologne? YES / ALSO YES".
The Notes static is worth noting on its own: Onside built the kit from its own complaint reviews ("doesn't last on the skin", "need lotion with the same scent") and says so in the ad.
2. AdSpy: Onside's earlier Meta (launch, March to September 2026)
AdSpy holds 6 ads with a useonside.com destination. Ranked by likes + comments + shares:
| # | eng | created | days seen | advertiser | lander / UTM | opening line |
|---|---|---|---|---|---|---|
| 1 | 1,881 | 2026-05-05 | 36 | Justcesarr (creator) | useonside.com, utm_medium=influencer&utm_campaign=onside_launch_campaign_2026 |
"It's the wife approves the smell, it's a win #Onside" ad · post |
| 2 | 1,185 | 2026-03-25 | 29 | Chase R. Anderson (creator) | same campaign | "Trying to get into game shape and still get as much done with the business… Visit my profile to find Onside at a Target near you! #OnsidePartner" ad |
| 3 | 201 | 2026-04-23 | 39 | By Whitney (creator) | same campaign | "Hockey boy said Pilates looked easy so I signed him up." ad |
| 4 | 14 | 2026-09-04 | 8 | Use Onside | deep-clean-body-wash, 01_JD_BodyWash_StaticsTestingCamp … Partnership_Trybe_StaticsBatch3_Aug29 |
"🚨 BUY 3 GET 2 FREE FOR A LIMITED TIME 🚨" |
| 5 | 8 | 2026-04-29 | 5 | Use Onside | utm_medium=awareness&utm_campaign=01_REACH&utm_content=PARTNERSHIP_TATUM |
"Behind every product on every shelf is a story… @jaytatum0 x @target x @onside." |
| 6 | 5 | 2026-09-06 | 6 | Use Onside | bmsm-body-wash, StaticsBatch6_Sept5 | "🚨 BUY 3 GET 2 FREE FOR A LIMITED TIME 🚨" |
Read: the launch on Meta was a Target-retail awareness push through lifestyle creators (wife, hockey, runner) plus a Tatum reach ad. By late August they were testing body-wash statics with BOGO offers. By 30 October they had consolidated into one kit offer and the cologne-reveal creator skits. Engagement numbers are small next to the TikTok views below, which matches a brand whose sales engine is TikTok Shop.
3. TikTok (125 brand videos from 5 hashtags; top 20 transcribed)
Ranked by plays. Format is our read of the transcript and caption. "Shop" = TikTok marks it as commerce (is_ad).
| # | plays | likes | date | creator | format | hook / first line (transcribed) | url |
|---|---|---|---|---|---|---|---|
| 1 | 7.6M | 80,000 | 05-07 | @juliapennachio | creator couple, Target haul (paid, "(ad)") | "I just said to Shane, 'I'm going to Target.' And he said, 'Can I come with you?'" | link |
| 2 | 1.1M | 30,100 | 04-10 | @caleb_rogg | athlete-lifestyle (runner), music only, #OnsidePartner, "Find Onside at a Target" | caption: "Run done, day keeps moving" | link |
| 3 | 1.0M | 5,787 (973 comments) | 10-04 | @laid_back_lens | UGC skit, Shop | "I'm not gay, but I was at the gym the other day, and this guy … was smelling so good … I'm not wearing cologne. I'm literally just wearing this body cream" (Amber Suede) | link |
| 4 | 920K | 2,982 | 07-31 | @trent.project.man | UGC rant, Shop | "I got asked three damn times why I'm wearing cologne on the job today … it's actually just been my freaking body wash" | link |
| 5 | 903K | 1,830 | 03-18 | @bennycasillas_ | runner fit-check, Target | "We're back at the track … it's important to smell clean. That's why I go with Onside … available at Target." | link |
| 6 | 732K | 5,318 | 10-22 | @beck.lifts4 | UGC skit, Shop | "After football practice today, I was taking a shower and this guy next to me was smelling so good … he wasn't wearing cologne at all" | link |
| 7 | 617K | 872 | 03-26 | @targettakesmypaycheck | Target haul, gift for him | "Rumor has it men's grooming just got a serious upgrade." | link |
| 8 | 609K | 123,200 | 07-07 | @judebellinghamfan933 (fan) | athlete: Jude's "what's in my wash bag with Onside" | "Hi everyone it's Jude Bellingham and this is what's in my wash bag with Onside." | link |
| 9 | 557K | 81,200 | 06-11 | @jbxlk.cc (fan) | athlete brand film (signing) | "It starts here. Every day. It's in the routine." | link |
| 10 | 482K | 1,838 | 10-04 | @laid_back_lens | UGC skit, Shop | "I was at the gym … I had to ask what cologne he was wearing. And apparently he wasn't even wearing cologne." | link |
| 11 | 302K | 492 | 09-20 | @useonside (brand) | brand promo for a TikTok LIVE, Shop | "Don't tell me you don't know about Onside. You will on Tuesday. Click the link in our bio to register for our live." | link |
| 12 | 292K | 955 | 06-28 | @thakuntryboy | UGC "bad vs good" demo, deodorant, Shop | "This is bad. This is good. … Stop using this old man deodorant that stains your clothes." | link |
| 13 | 280K | 504 | 07-17 | @laid_back_lens | UGC review, shampoo, Shop | "Onside that just dropped on the TikTok Shop, you probably haven't seen their deodorant going viral" | link |
| 14 | 209K | 915 | 07-24 | @mikeyandmandy_ | UGC story, World Cup | "We're at a World Cup game … this guy smelt like freaking money … points up to the Jumbotron. Jude Bellingham was up on the Jumbotron." | link |
| 15 | 209K | 925 | 10-11 | @laid_back_lens | UGC skit, Shop | "Is it gay if I say another man smells good? I mean, we're in 2026." | link |
| 16 | 205K | 637 | 06-23 | @shamsontv | UGC "bad vs good" demo, deodorant, Shop | "This is bad. This is good. … If you use deodorant sticks that stain your clothes, or can't even absorb sweat…" | link |
| 17 | 157K | 788 | 07-20 | @dailydealsclub.tts | UGC reverse-psychology, deodorant, Shop | "This is why you always read the reviews before you buy something online. So recently I got some of this on-site deodorant, and now I wish I could return it. And it's not because…" | link |
| 18 | 154K | 1,194 | 04-26 | @yashliveslife | creator vlog, Target | "I low-key forgot to put on deodorant, but OnSide's available exclusively at Target" | link |
| 19 | 134K | 320 | 09-29 | @useonside | brand, Target | caption "Not missing out again" | link |
| 20 | 107K | 349 | 10-10 | @laid_back_lens | UGC skit, Shop | "So I was taking a shower at the gym the other day and the guy next to me was using this body wash here by Onside." (Amber Suede) | link |
Other deodorant-specific creator videos: @simons.savings "Finally found a stain free deodorant" (65K), @shop.with.selena "Is it deodorant or cologne?!" (14.8K), @brochataa "You'll have pits worthy of sniffing" (6.8K), @shaneblackshop "I have a boyfriend…" (8.0K). The brand's own account posts get 5K-302K plays.
Phases visible on TikTok: (1) March-May, Target launch: lifestyle creators (runners, couples, Target hauls), "find Onside at Target", #OnsidePartner, biggest single video 7.6M. (2) June-July, athlete moment: Jude Bellingham joins (fan edits 557K-609K, 81K-123K likes, the highest like counts in the set). (3) June-October, TikTok Shop affiliate engine: Shop creators running a handful of repeatable scripts (cologne reveal, "This is bad. This is good", "read the reviews… wish I could return it", "Do not buy… unless") on body wash, cream and deodorant; these are the same creators and scripts now whitelisted on Meta.
4. Copycats on Meta (keyword onside deodorant)
58 ads from Equationk and about 20 from Marketvexa, Tardyslow, Absorbthing, Establishm, Craftivon, Femmekin and "Dr. Andrew Brean", all July-August 2026 and inactive, sell a "48-hour aluminum-free deodorant, fresh protection for active lifestyles" from product handles like /products/-48-hour-aluminum-free-deodorant-fresh-protection-for-active-lifestyles. Meta's keyword match tied them to "onside deodorant", which points to reused Onside creative or audio; we did not open their videos. They show Onside's deodorant was hot enough in July for dropshippers to clone. One active Amazon.com creator ad (started 2026-10-25) sells Onside deodorant on Amazon: "Comment SHOP and we'll DM you the link! … Check out Onside Aluminum-Free Deodorant".
5. Top Onside ads to study (cross-source)
- Cologne-reveal skit, Meta 1126147620280326 and TikTok @laid_back_lens 1.0M. The most-repeated script in both channels.
- Deodorant coffee-counter reveal, Meta 1064671839949479. The only current Meta video with the deodorant as the product.
- "Read the reviews… I wish I could return it" reverse-psychology, TikTok @dailydealsclub.tts 157K (deodorant) and Meta 1632333121595407.
- "This is bad. This is good." stick comparison, TikTok @thakuntryboy 292K and @shamsontv 205K (deodorant).
- Creator couple Target haul, TikTok @juliapennachio 7.6M (retail-driving).
- Athlete wash-bag tour, Jude "what's in my wash bag" 609K.
- "By noon you can't smell yourself anymore" primary text on all 24 Meta videos (nose-adaptation argument).