What's the difference between Foreplay and Icon?

Foreplay is an ad research and workflow platform—save ads, track competitors, generate briefs. Icon is an ad creation tool—generate and edit ad creatives with AI. Different jobs: research vs. production.

Can I use both Foreplay and Icon?

Yes! Use Foreplay to research and collect inspiration, then use Icon to create your own ads. Or use SwipeWell for research (at a lower price) and Icon for creation.

Which is better for a swipe file?

Foreplay has better swipe file features than Icon (which is focused on creation). But SwipeWell is purpose-built for swipe files at 1/4 the price of Foreplay, and saves more than just ads.

Comparison

Foreplay vs Icon

Comparing an ad research platform to an ad creation tool. Different tools for different jobs.

See the comparison Or consider a third option →

Different Tools, Different Jobs

Foreplay

Ad research and workflow platform. Save ads, track competitors with Spyder, generate briefs. Best for teams doing ad research before creation.

$49-199/month

Icon

AI ad creation platform with 14 tools. Generate, edit, and produce ad creatives. Best for teams focused on ad production.

$39-99/month

Three-Way Comparison

Feature	Foreplay	Icon	SwipeWell
Primary focus	Ad research/workflow	Ad creation	Swipe files
Save marketing examples		Limited
Ad database	100M+ ads	Templates	13,000+ curated
AI ad creation		14 tools	Basic
Competitor tracking	Spyder		Ad Finder
AI copy remix
Save emails
Chrome extension
Mobile apps	Limited		iOS & Android
Starting price	$49/mo	$39/mo	$12/mo

The Alternative

Need Just a Swipe File?

If neither Foreplay nor Icon feels quite right, SwipeWell might be what you're looking for—a simpler, more affordable alternative.

SwipeWell is $12/month vs $39-199 for Foreplay/Icon
Save all marketing types, not just ads
Purpose-built for swipe file management
AI Remix helps you use your saved inspiration
Pairs well with Icon for creation workflow

Try SwipeWell Free View pricing →

Frequently asked questions

Just need a swipe file?

SwipeWell is built for saving and organizing marketing inspiration.

Try SwipeWell free

Free forever plan
No credit card required
Cancel anytime