No one knows who you are
So when you create something, create it with that in mind. When you launch an ad, say: the person that's going to see this ad has no idea who I am or what I'm doing. They don't know my brand. They don't know my logo. They don't know my history. They don't know what I stand for. They don't know nothing.
Write every ad assuming a total stranger will see it
So what kind of message do I put out there? Be as direct as possible.
The shoes example: be direct, not clever
For example, you're selling a pair of shoes and you want to say they're very comfortable. Instead of saying like, "it's like walking on cloud nine," you're going to say, "this is the most comfortable pair of shoes you will ever wear." That's direct. That's to the point. You don't have to be cute. You want the person to understand what you stand for and what you do. You stand for the most comfortable shoes they'll ever wear. It's that simple.
You don't have the branding power for cute messaging yet
You can't get away with these little cute messages at the beginning, because you don't have the branding power for that yet.
Save the clever stuff for your email list, later
Maybe in the long run, if your brand grows properly, sure. In your email list, sure. But not when you're running ads.