How Aerie Advertises on Meta

# Ad summary This Aerie ad features two women on lounge chairs wearing Aerie clothing. Throughout the video, the women change outfits in a stop-motion style. The aesthetic is bright and the tone is playful. # Brand positioning Aerie is presented as a brand that is youthful, relaxed, and body-positive. The ad features diverse models in various summer-themed outfits, suggesting that Aerie offers comfortable and stylish clothing for a wide range of individuals. The brand promotes a fun, carefree lifestyle associated with summer vacations and relaxation, breaking from traditional fashion norms by emphasizing comfort and inclusivity. # Product The ad features a variety of Aerie summer clothing items, including swimwear, cover-ups, shirts, shorts, dresses, and accessories like hats and sandals. The swimwear includes bikinis and one-piece swimsuits, while the cover-ups consist of light shirts and dresses perfect for a beach or poolside setting. The clothes are for young women looking for comfortable, stylish summer wear. The USPs highlighted are the versatility and fashionable nature of the clothing, suitable for vacation and leisure. The ad also suggests the ease and fun of mixing and matching outfits for various summer occasions. # Visual style The ad has a vibrant, playful aesthetic with a stop-motion editing style. The production quality is high, resembling a polished commercial. The use of bright colors and a consistent overhead shot creates a cohesive visual motif. The pacing is fast, with quick cuts and transitions synced to the upbeat music, enhancing the ad's energetic tone. # Hooks Spoken: 00:03–00:10 [Singing] I'm jumping up, killing underboob, killing underrow Text overlay: 00:03–00:10 aerie Visual: 00:03–00:04 The woman on the top lounge chair is wearing a blue dress. / 00:04–00:05 The woman on the top lounge chair is wearing a white top and denim shorts. / 00:05–00:06 The woman on the top lounge chair is wearing a gray top and shorts. / 00:06–00:07 The woman on the bottom lounge chair is wearing a white dress with small black polka dots. / 00:07–00:08 The woman on the bottom lounge chair is wearing a beige top and white shorts. / 00:08–00:09 The woman on the bottom lounge chair is wearing a beige dress. / 00:09–00:10 The woman on the bottom lounge chair is wearing a blue and white patterned top. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The variety of clothing and accessories makes it easy to create different summer looks. - Comfortable and stylish options for vacation and leisure. - Aerie clothing helps you feel confident and comfortable in your own skin. # Benefits - Comfortable summer wear - Stylish summer outfits - Versatile summer clothing - Easy to mix and match # Features - Swimwear - Cover-ups - Shirts - Shorts - Dresses - Accessories (hats, sandals) # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official brand's perspective, showcasing the product and lifestyle. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with an aerial view of two women lying on lounge chairs surrounded by summer clothing. - 00:01–00:11 00:01–00:11 The women change outfits in a stop-motion style. The tone of the ad is fast-paced and upbeat.

# Ad summary This ad showcases Aerie's Day Off Sets with a light and airy vibe. The visual features a young Black woman at a tropical resort and close-up shots of the product in tan and white. The music and styling create an aspirational and carefree mood, emphasizing comfort and style. # Brand positioning Aerie is presented as a brand that values comfort, confidence, and effortless style. The brand occupies a space in the market that emphasizes realness and body positivity, in line with the carefree aesthetic showcased in the ad. Aerie aligns with a tone that is relaxed, aspirational, and youthful. Rather than focusing on high-performance or technical features, Aerie prioritizes comfort and aesthetic, making it stand out in a saturated apparel market. The brand promotes a lifestyle of leisure and relaxation, as exemplified by the 'Day Off Sets'. # Product The ad features Aerie's 'Day Off Sets,' specifically, a matching striped shirt and pants set made from 100% cotton. The set is lightweight, breezy, and designed for comfort. The ad emphasizes the versatility of the set, suggesting it can be worn for various occasions. The set is available in a light tan and white striped pattern. The unique selling proposition (USP) is the combination of comfort and style, making it perfect for relaxation and casual outings. The ad addresses potential purchase barriers by highlighting the cotton material, ensuring breathability and comfort. The product is marketed toward individuals looking for stylish, comfortable clothing options for their leisure time. # Visual style The ad has a bright, airy aesthetic with natural lighting and a soft color palette. The editing style includes quick cuts and smooth transitions. The production quality is polished, creating a hybrid feel between a UGC style and a professional commercial. The pacing is moderately fast, enhancing the carefree vibe, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:03 [Singing] You've got your sunshine eyes, glowing in the golden light Text overlay: 00:00–00:06 day off sets Visual: 00:00–00:02 A young, light-skinned Black woman with long braids, wearing sunglasses, a brown bikini top, a beige-and-white striped unbuttoned shirt, matching pants, and a gold belly chain, walks toward the camera with her arms up, smiling. She is on a paved path at a tropical resort on a sunny day. In the background are palm trees, a white cabana, and lounge chairs. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Cool, breezy, 100% cotton sets for OOO. # Benefits - Cool, breezy # Features - 100% cotton # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad features a woman wearing Aerie, meant to communicate the product is for the consumer. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a woman in a brown bikini, striped pants, and a striped shirt walking outside. She raises her arms while walking and smiling. The scene is bright, summery, and carefree, establishing a positive and relaxed tone. The audience is experiencing the ad from a POV that showcases the outfit. - 00:02–00:05 00:02–00:05 The camera tilts and rotates from above as the woman in the outfit is lying on a tan wooden platform outside. This is to show off the outfit and the person wearing it, focusing on the aesthetic and fabric of the outfit. - 00:05–00:07 00:05–00:07 The woman continues to walk in the outfit, turning back to smile. The text appears over the scene, mentioning that the set is 'Cool, breezy, 100% cotton sets for OOO'. This is to promote the material and show off the comfort of the clothing. The perspective is brand voice. The woman is clearly happy and comfortable, which is meant to be relatable to the audience. - 00:07–00:11 00:07–00:11 The woman spins, showing off the outfit. This is a continuation of the prior moment, adding dynamic movement to further showcase the outfit. The woman's relaxed body language reinforces the brand's messaging. - 00:11–00:14 00:11–00:14 The ad ends with a close-up shot of the woman. The brand logo appears over the scene. The framing brings focus to the model and the brand, reinforcing the key message of carefree style and comfort. The tone is light and positive.

# Ad summary This ad showcases Aerie's Vacay Sets. The ad begins with a woman holding up the outfit, which consists of shorts and a long-sleeved top. She then puts on the shorts. The woman is then shown in the outfit, and text appears describing the outfit is made of 100% cotton with a subtle ribbed texture. She then covers part of her face with the sweatshirt. # Brand positioning Aerie is presented as a brand focused on comfort and ease, promoting a relaxed and comfortable lifestyle. The brand emphasizes high-quality, natural materials. Aerie aims to be seen as approachable and body-positive, featuring models with diverse body types and natural appearances. The brand positions itself as offering everyday wear that prioritizes comfort without sacrificing style. This is evident in the choice of comfortable, soft materials and relaxed fit clothing. # Product The product being advertised is Aerie's Vacay Sets, which includes a long-sleeve top and a pair of shorts. Both pieces are made from 100% cotton with a subtle ribbed texture. The set is designed for comfort and relaxation, making it ideal for vacations or casual wear. The ad highlights the soft, natural material and the comfortable fit of the set. The Vacay Sets are implied to be perfect for lounging or light activities, offering a blend of comfort and style. # Visual style The ad has a natural and relaxed aesthetic with soft lighting and a casual setting. The editing style includes static shots and smooth transitions, creating a calm, easy-going viewing experience. The production quality has a polished commercial feel, maintaining a sense of authenticity. The pacing is moderate, contributing to the overall relaxed vibe of the ad. # Hooks Spoken: 00:01-00:06: Time flies by, only on loan Text overlay: Vacay Sets / aerie Visual: 00:00–00:02: A young woman with long brown hair is holding up a light blue, long-sleeve shirt. She's wearing a light blue tank top and a yellow necklace. In the background, there's a plant and a blurred painting. The camera is at eye level, and there's a slight zoom. / 00:02–00:05: Close-up shot of the woman's torso as she puts on matching light blue shorts. The background is slightly blurred, showing a couch and a plant. / 00:05–00:06: The woman is standing in the light blue shorts and long-sleeve top, with her hands in her pockets. She looks directly at the camera and smiles slightly. The background includes a couch, a plant, and a window. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Vacay Sets are made from 100% cotton with a subtle ribbed texture, providing a comfortable and soft feel. # Benefits - Comfort - Relaxation # Features - 100% cotton - Subtle ribbed texture # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the customer's perspective, showcasing the product in everyday use and emphasizing comfort. # Storyline - 00:00–00:02 The ad begins with a woman holding up the Vacay Set, showing it to the audience to present the product. - 00:02–00:05 00:02–00:05: The woman puts on the shorts, showing the garment in use to display fit and comfort. - 00:05–00:10 00:05–00:10: The woman poses in the complete Vacay Set, highlighting the fabric and texture. - 00:10–00:12 00:10–00:12: The woman pulls the sweatshirt up to cover part of her face, creating a cozy, relatable moment.

# Ad summary This ad promotes the "Hot Stuff Short" from Aerie's "Offline" collection. The ad features a woman walking her dog while wearing the shorts. Overlaid text highlights the product's features and encourages viewers to shop now. # Brand positioning Aerie is presented as a youthful and fun brand focused on comfort and casual wear. It positions itself as relatable, emphasizing body positivity and real-life activities like walking a dog. The brand uses bright, energetic visuals and upbeat music to create a positive and inclusive atmosphere. Aerie aims to occupy a space in the consumer's mind that values comfort, self-expression, and an active lifestyle, rather than high-performance athletic wear or overly-stylized fashion. # Product The "Hot Stuff Short" from Aerie's "Offline" collection is a pair of lightweight, buttery-soft shorts with a built-in shortie. The shorts are designed for casual wear and are suitable for activities like walking. The ad emphasizes the comfort and ease of movement provided by the shorts. The product is showcased being worn during a dog walk, suggesting that it is perfect for light activity and everyday use. The ad addresses the purchase barrier of comfort and fit by highlighting the soft material and built-in shortie. # Visual style The ad has a bright and airy aesthetic with natural lighting, suggesting an outdoor setting. The editing style involves quick cuts to maintain a fast pace. The production quality feels like a polished commercial, yet it aims to retain a sense of authenticity by featuring a casual setting and a real-life activity like walking a dog. The visuals are consistent with the upbeat music, creating a cohesive and energetic viewing experience. # Hooks Spoken: 00:00–00:01: [Singing] Yeah Text overlay: 00:01–00:02: THE HOT STUFF SHORT Visual: 00:00–00:01: A pair of green shorts is placed on a yellow beach chair with a white strap. The chair sits on green grass. / 00:01–00:02: A light-skinned woman with curly brown hair, wearing a light blue and green track jacket and a yellow crop top, smiles as she walks towards the camera holding a small dog on a leash. The camera is stationary and at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the pain point of uncomfortable or ill-fitting activewear. It suggests that some shorts can be restrictive or irritating, visually offering a solution with its relaxed fit and soft material. # Value propositions - Lightweight and buttery-soft material for superior comfort - Built-in shortie for added convenience and coverage # Benefits - Comfortable to wear - Ease of movement # Features - lightweight - buttery-soft - built-in shortie # Call to action Shop now at Aerie # Social proof - None used. # Point of view - Customer 95% – The ad features a real or implied user of the product in casual settings, creating a relatable and authentic feel. - Brand 5% – The official voice of the brand is used with product claims and direct marketing. # Storyline - 00:00–00:02 00:00–00:02: The ad begins with a close-up shot of green shorts being placed on a yellow beach chair, then transitions to a woman happily walking her dog. The text overlay introduces the "Hot Stuff Short." This is meant to immediately introduce the product and the active, joyful vibe associated with it from a brand perspective using visual storytelling. - 00:02–00:05 00:02–00:05: The woman continues walking her dog down a sidewalk lined with palm trees. The text overlay highlights the shorts as "lightweight & buttery-soft with a built-in shortie." This informs the audience about the benefits of the shorts, from a brand perspective, emphasizing comfort and ease of wear. - 00:05–00:09 00:05–00:09: The woman is shown petting her dog while continuing to walk. The text overlay reads "Shop now at Aerie," followed by the "Offline by Aerie" logo. This serves as a call to action, urging viewers to purchase the product and solidifying brand association, from a brand perspective.

# Ad summary This ad shows a group of women standing in a pool and on the beach wearing shirts that are designed to look like swimsuits. # Brand positioning Aerie is presented as a brand that promotes body positivity and fun. The ad features a group of diverse women enjoying themselves in swimwear and playful t-shirts. The brand aligns with a youthful, carefree lifestyle, emphasizing fun and friendship. There are no clear functional or emotional positions. # Product The ad features a variety of Aerie swimwear and t-shirts. The swimsuits include one-piece suits and bikinis in various colors and patterns. The t-shirts are designed to mimic the look of swimsuits, featuring printed bikini tops and bottoms, these appear to be standard unisex shirts. The models are wearing the swimwear while engaging in water activities, suggesting the products are comfortable and suitable for active use. The focus is on the fun and playful aspect of the clothing rather than specific product details. # Visual style The ad has a bright, summery aesthetic with a casual, UGC feel. The editing includes quick cuts and simple transitions, creating a fast-paced rhythm. The production quality is a mix of polished commercial and UGC, which supports the tone of authenticity. The visual motifs include consistent use of water, bright sunlight, and outdoor settings. The pacing is upbeat and energetic, with a consistent BPM that matches the music. # Hooks Spoken: 00:00–00:01: [Singing] Won’t you give me something tonight? Text overlay: 00:00–00:01: aerie Visual: 00:00–00:01: A child splashes in a small, blue inflatable pool. The camera angle is low, focusing on the splashing water. Aerie logo bottom right. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Swimwear and t-shirts designed for fun and active lifestyles # Benefits - Fun and playful designs - Comfortable for active use # Features - Swimwear - T-shirts with bikini prints # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – All of the perspectives are from the customer to show what it is like to be the customer. # Storyline - 00:00–00:01 A child is splashing water inside of a pool, promoting fun and playfulness. - 00:01–00:02 A woman sprays a hose over her head, conveying joy and liberation. The perspective is from a low angle, capturing her excitement. - 00:02–00:03 A woman is dancing and making kissy faces in front of the camera, promoting a carefree attitude. The perspective is intimate, drawing the viewer in. - 00:03–00:06 There are two women are on floats in the pool, presenting relaxation and leisure. The shot is split-screen, showing different swimsuit styles and activities simultaneously. - 00:07–00:08 A woman is submerged in the water making a heart to the camera with her hands, projecting a sense of fun and connection. - 00:08–00:10 A group of women is standing together in a pool, splashing water in the air, portraying friendship and shared joy. The perspective is from within the group, inviting the viewer to imagine joining in. - 00:10–00:11 There are two women making heart hands to the camera underwater, reinforcing the message of love and togetherness. - 00:11–00:13 A group of women is dancing in front of a camera, reinforcing the message of friendship and fun. - 00:13–00:14 A group of women dances and celebrates under the sun, concluding with a sense of freedom and joy.

# Ad summary The Aerie ad emphasizes realness and authenticity by showing behind-the-scenes footage from a photoshoot. It highlights the brand's commitment to using unretouched images and avoiding AI-generated content, reinforcing a message of body positivity and genuine representation. # Brand positioning Aerie is presented as a body-positive and inclusive brand that challenges traditional beauty standards. It champions authenticity by avoiding retouching and AI in its imagery, emphasizing realness and connecting with customers on a genuine level. The brand's positioning is heavily emotional, focusing on fostering self-acceptance and celebrating individuality. This approach sets Aerie apart from competitors who often rely on idealized and heavily edited visuals, reinforcing a message that beauty is diverse and accessible. # Product The ad showcases a range of Aerie apparel, including loungewear, underwear, and swimwear. These products are presented in the context of a photoshoot, highlighting their fit, comfort, and style on diverse body types. The ad's primary focus is not on specific features, but rather on the overall feeling of authenticity and realness associated with wearing Aerie. By showcasing unretouched images, Aerie addresses the common purchase barrier of unrealistic expectations set by heavily edited advertising. The ad tells the viewer that Aerie products are worth trying and buying because they represent real bodies and promote self-acceptance. # Visual style The ad has a bright, authentic aesthetic, resembling behind-the-scenes footage from a photoshoot. The production quality is polished, maintaining a professional yet candid feel. Quick cuts and dynamic transitions are timed with the music to create an energetic rhythm, averaging about 10 cuts per minute. The cuts align with the beat of the music track, enhancing the overall viewing experience. # Hooks Spoken: 00:04–00:08 Female 1: To see an image that you really connect with and then you know that it's real. Text overlay: 00:04–00:08 To see an image that you / 00:05–00:08 really connect with and / 00:07–00:08 then you know / 00:07–00:08 that it's real. Visual: 00:04–00:05 A woman with red hair laughs as she embraces another fair-skinned woman. They are both in front of a white wall. / 00:05–00:07 A fair-skinned woman with blonde hair and wearing a black bra and a dark and white button-down shirt laughs and connects with people in a studio. / 00:07–00:08 The fair-skinned woman in the button-down shirt is shown moving around a studio. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the unrealistic expectations set by heavily edited advertising. # Value propositions - Realness - Inclusivity - Body positivity # Benefits - 100% Aerie Real # Call to action None used. # Point of view - Brand 100% – The ad showcases Aerie's commitment to authenticity and its unique brand identity. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with several models embracing and the text "No retouching. No AI." - 00:02–00:04 00:02–00:04 A model is smiling for the camera followed by the text "100% Aerie Real." - 00:04–00:08 00:04–00:08 A woman hugs another while the text states "100% Aerie Real." with the voiceover stating, "To see an image that you really connect with and then you know that it's real." - 00:08–00:12 00:08–00:12 Women pose for a photoshoot as the voiceover states, "There's a feeling that it brings. I don't think AI can ever replicate." - 00:12–00:17 00:12–00:17 Models smile and embrace while the voiceover sings, "Won't you tell me how you feel." - 00:17–00:21 00:17–00:21 The Aerie logo is displayed with the slogan "Made by Real People."

# Ad summary Aerie's ad highlights its commitment to showcasing real people and not using AI-generated imagery or retouching in its campaigns. The ad features diverse individuals in various settings, emphasizing authenticity and body positivity. # Brand positioning Aerie positions itself as a body-positive and inclusive brand that values authenticity and rejects conventional beauty standards. The brand aligns with a youthful, confident, and carefree lifestyle, emphasizing realness over perfection. Aerie pushes against the norms of heavily retouched and AI-generated imagery prevalent in the fashion and advertising industries, promoting self-acceptance and celebrating diverse body types and abilities. The brand positioning is largely emotional, focusing on empowerment and inclusivity. # Product The ad showcases Aerie's apparel, including activewear, loungewear, and undergarments. These products are designed for comfort and everyday wear, with an emphasis on inclusivity of all bodies. The clothes are presented as versatile, suitable for various activities like workouts, casual outings, and lounging at home. The ad underscores that Aerie's commitment to not using retouching or AI-generated bodies extends to how they present their products, reinforcing the message of authenticity and body positivity. The products are presented as accessible and designed for 'real people'. # Visual style The ad has a bright and energetic aesthetic, using quick cuts and a mix of studio-lit shots and natural lighting. The production quality is a blend of polished commercial and UGC feel, giving it an authentic yet professional look. The pacing is relatively fast, with cuts timed to the music, enhancing the ad’s upbeat tempo. # Hooks Spoken: [Singing] Won't you tell me how you feel? Text overlay: aerie Visual: 00:00–00:01: A woman stands in front of a white wall with her arms raised towards a bright light above her head. She is wearing a gray top and light-colored pants. The camera angle is low, looking up at her. The word 'aerie' is written in cursive at the bottom of the shot. / 00:01–00:02: A gym setting with various exercise equipment. In the foreground, a person is lying on their back, doing crunches. In the background, a young girl with long blonde hair is using battle ropes. She's wearing a light-colored t-shirt and pink leggings. The word 'aerie' is at the bottom of the shot. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration with unrealistic beauty standards perpetuated by retouched and AI-generated imagery in fashion advertising. This is visually and verbally signaled by the text 'In 2014, we stopped retouching' and 'Today we commit: No AI-generated bodies or people.' # Value propositions - A commitment to showing 'real people' promotes body positivity and authenticity, distinguishing Aerie from brands that use AI-generated or heavily retouched imagery. - The variety of apparel shown provides options for many body types. # Benefits - Authenticity - Body positivity - Realness # Features - Inclusivity of all bodies - No AI-generated bodies or people - No retouching # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad uses the voice of the brand to communicate its values and commitment to authenticity and body positivity. # Storyline - 00:00–00:01 The ad opens with an individual raising their hands towards a bright light, suggesting positivity and acceptance. - 00:01–00:02 00:01–00:02: The scene transitions to a gym where a young woman with Down syndrome is working out with battle ropes. This highlights the brand’s inclusivity and promotes the message that fitness and fashion are for everyone. - 00:02–00:04 00:02–00:04: The ad intercuts various behind-the-scenes moments from Aerie photoshoots. A text overlay states, 'In 2014, we stopped retouching.' - 00:04–00:07 00:04–00:07: Black and white footage shows a woman smiling and lying on a bed, transitioning to two women posing for a photo. The text overlay reads, 'Today we commit: No AI-generated bodies or people.' - 00:07–00:09 00:07–00:09: Shadow figures of two women dancing are shown alongside the words 'Real people only'. A split-screen shows the two figures dancing and then another scene of them posing. - 00:09–00:12 00:09–00:12: A group of women give each other a high five and pose for the camera. The ad displays the text, 'No retouching. No AI. 100% Aerie Real.' - 00:12–00:15 00:12–00:15: The ad concludes with a behind-the-scenes look at a photoshoot and ends with the logo and tagline, 'Made by real people,' further reinforcing the brand's commitment to authenticity.

# Ad summary This ad showcases Aerie's collection of bras, underwear, and loungewear. The ad features two women in various outdoor and indoor settings, wearing different Aerie products. The ad emphasizes comfort and self-love, with a 'love loading' graphic and a focus on natural beauty. # Brand positioning Aerie is presented as a brand that promotes self-love, comfort, and natural beauty. The brand aligns with a relaxed and carefree lifestyle, showcasing its products in natural settings and on diverse body types. Aerie pushes against the norms of overly-sexualized or heavily-edited lingerie advertising, instead focusing on authenticity and comfort. The brand positioning is emotional, emphasizing feeling good in your own skin and embracing individuality. # Product The ad features a range of Aerie products, including bras, underwear, and loungewear. The bras are shown in various styles, from lacy bralettes to supportive underwire options, all emphasizing comfort and a natural fit. The underwear includes briefs, boy shorts, and thongs, in a variety of colors and patterns. The loungewear consists of soft sweaters, pajama sets, and comfortable pants, perfect for relaxing at home or casual outings. The ad highlights the versatility and comfort of Aerie's products, showcasing them in different settings and on different body types. The products are presented as everyday essentials that make you feel good about yourself. # Visual style The ad has a natural and relaxed aesthetic, with soft lighting and outdoor settings. The editing style is quick cuts, with smooth transitions between shots. The production quality is polished, but with a UGC feel, supporting the intended tone of authenticity and relatability. The pacing is consistent, with a moderate BPM that matches the upbeat music. # Hooks Spoken: 00:00–00:03: [Singing] Come meet me outside, just us and the sky. Text overlay: 00:00–00:03: love loading... (Loading bar with hearts) / 00:00–00:03: aerie Visual: 00:00–00:01: A young woman with curly brown hair, light skin, and a pink top leans over the side of a boat, touching the water. The background shows trees and a lake. The camera is stationary and focuses on the woman's face and hands. The lighting is natural and soft. / 00:01–00:02: The same woman stands in the boat, wearing a pink tank top, pink underwear, and a pink and white cardigan. The background remains the same. The camera is stationary and shows the woman's full body. The lighting is natural and soft. / 00:02–00:03: Two women walk on a wooden dock. The woman on the left has curly brown hair, light skin, and is wearing a white polka dot top and underwear. The woman on the right has short blonde hair, light skin, and is wearing a black bikini top and polka dot underwear. The background shows trees and a lake. The camera is stationary and shows the women from the back. The lighting is natural and soft. # Funnel stage Top of funnel (Awareness) # Pain points The ad does not explicitly address a pain point, but it implicitly addresses the pressure to conform to unrealistic beauty standards by showcasing diverse body types and promoting self-love. # Value propositions - Aerie products are designed to make you feel good about yourself. - Aerie products are versatile and can be worn in different settings. - Aerie products are comfortable and perfect for everyday wear. # Benefits - Comfort - Self-love - Natural beauty # Features - Bras - Underwear - Loungewear # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its products and promoting its values. # Storyline - 00:00–00:01 The ad opens with a woman in a boat, touching the water. - 00:01–00:02 The scene transitions to the same woman standing in the boat, wearing Aerie lingerie and a cardigan. - 00:02–00:03 Two women are shown walking on a wooden dock, wearing Aerie lingerie and cover-ups. - 00:03–00:04 The women are then seen lying on the dock, smiling and relaxing. - 00:04–00:04 A close-up shot of one of the women smiling. - 00:05–00:05 The scene shifts to a woman lying in bed, smelling flowers. - 00:06–00:06 The woman is then seen sitting up in bed, smiling and wearing Aerie loungewear. - 00:07–00:07 A close-up shot of a woman lying in bed, wearing an Aerie bra and pajama set. - 00:08–00:08 A woman is shown walking outside, wearing Aerie loungewear and holding a red heart-shaped balloon. - 00:09–00:09 The same woman is then seen standing in front of a camper, wearing Aerie loungewear. - 00:10–00:11 A woman is shown walking outside a cabin, wearing Aerie lingerie and loungewear. - 00:11–00:11 A close-up shot of the woman's Aerie lingerie. - 00:12–00:14 The scene transitions to a woman standing outside, wearing an Aerie bikini and holding a red heart-shaped balloon.

# Ad summary This ad showcases a variety of Aerie pajama sets. The ad features a person in bed wearing different pajama sets while relaxing and drinking tea. A dog also makes an appearance. # Brand positioning Aerie is presented as a brand that values comfort and coziness, particularly through its pajama sets. The brand aligns with a relaxed and self-indulgent lifestyle, promoting the idea of treating oneself to comfortable sleepwear. The brand positioning is emotional, focusing on the feeling of coziness and comfort associated with its products. The ad does not explicitly push against any category norms or competitor behaviors but rather emphasizes the brand's focus on providing comfortable and stylish pajama options. # Product The ad features Aerie pajama sets, which are presented as cozy and comfortable sleepwear. The pajama sets come in various patterns and styles, including plaid, floral, polka dot, and waffle knit. The product is for anyone who enjoys relaxing at home and values comfort. The ad highlights the feeling of coziness and self-indulgence associated with wearing the pajama sets. The ad addresses the purchase barrier of not prioritizing self-care by showcasing the joy and relaxation that comes with treating oneself to comfortable sleepwear. The ad encourages viewers to try or buy the product by emphasizing the comfort and style of the pajama sets. # Visual style The ad has a UGC feel with soft, natural lighting and a cozy atmosphere. The editing style consists of quick cuts between different pajama sets and scenes, creating a dynamic and engaging viewing experience. The production quality is polished, but still maintains a relatable and authentic feel. The pacing is moderate, with cuts timed to the music beats, enhancing the overall rhythm of the ad. # Hooks Spoken: 00:00–00:08: [Singing] Every little bit of my heart, every little bit of my heart, every little bit of my heart, every little bit of my heart. Text overlay: 00:00–00:08: treating yourself to all the cozy PJs sets >>>>>>> / 00:00–00:08: aerie Visual: 00:00–00:01: A close-up shot of a pair of black and white plaid Aerie pajama pants laid out on a white bed. The camera is positioned directly above, looking down at the pants. The lighting is soft and natural, creating a cozy atmosphere. / 00:01–00:02: A close-up shot of a pair of pink floral Aerie pajama pants laid out on a white bed. The camera is positioned directly above, looking down at the pants. The lighting is soft and natural, creating a cozy atmosphere. / 00:02–00:03: A close-up shot of a pair of white with black polka dots Aerie pajama pants laid out on a white bed. The camera is positioned directly above, looking down at the pants. The lighting is soft and natural, creating a cozy atmosphere. / 00:03–00:04: A close-up shot of a pair of white waffle knit Aerie pajama pants laid out on a white bed. The camera is positioned directly above, looking down at the pants. The lighting is soft and natural, creating a cozy atmosphere. / 00:04–00:05: A black and white dog jumps onto the bed. The dog has a pink collar. The camera is positioned at eye level, capturing the dog's playful energy. The lighting is soft and natural, creating a cozy atmosphere. / 00:05–00:06: The dog sits on the bed next to the person wearing the black and white plaid Aerie pajama pants. The camera is positioned at eye level, capturing the interaction between the dog and the person. The lighting is soft and natural, creating a cozy atmosphere. / 00:06–00:08: A person wearing white with black polka dots Aerie pajama pants is sitting in bed holding a cup of tea. The camera is positioned at eye level, capturing the person's relaxed posture. The lighting is soft and natural, creating a cozy atmosphere. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Treating yourself to all the cozy PJs sets # Benefits - Cozy - Comfortable - Relaxing # Features - Pajama sets - Various patterns and styles: plaid, floral, polka dot, and waffle knit # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a customer showcasing the product in a casual, relatable setting. # Storyline - 00:00–00:04 The ad opens with a shot of various Aerie pajama sets laid out on a bed. - 00:00–00:04 The message is to showcase the variety and style of Aerie's pajama sets, encouraging viewers to treat themselves to cozy sleepwear. The perspective is from the brand, highlighting the appeal of its products. The tone is lighthearted and inviting, creating a sense of comfort and relaxation. - 00:04–00:06 A black and white dog jumps onto the bed and interacts with the person wearing the pajamas. - 00:04–00:06 This moment adds a touch of warmth and personality to the ad, suggesting that Aerie pajamas are perfect for cozy moments with loved ones. The perspective is from the viewer, observing the interaction between the person and the dog. The tone is playful and endearing, enhancing the overall feeling of comfort and joy. - 00:06–00:08 The ad concludes with a shot of the person in pajamas holding a cup of tea while relaxing in bed. - 00:06–00:08 This final scene reinforces the message of self-care and relaxation, suggesting that Aerie pajamas are an essential part of a cozy and comfortable lifestyle. The perspective is from the viewer, observing the person enjoying a moment of tranquility. The tone is serene and inviting, leaving the viewer with a sense of peace and contentment.

# Ad summary The Aerie ad showcases various models in loungewear and casual wear in various settings. The ad features diverse women in their homes. # Brand positioning Aerie is presented as a brand that embraces comfort and individual style. The brand aims to occupy a space of inclusivity and self-expression, promoting values of comfort, casualness, and individuality. It aligns with a relaxed and authentic lifestyle, encouraging customers to feel good in their own skin. Aerie likely positions itself against the norms of highly-stylized or overly-sexualized fashion advertising, instead opting for a more relatable and down-to-earth approach. The brand positioning is more emotional, focusing on comfort and self-acceptance. # Product The ad features a range of Aerie loungewear and casual wear, suitable for spring. The collection includes soft, comfortable pieces such as matching pajama sets, oversized sweatshirts, leggings, and tank tops. The clothing seems designed for lounging at home or casual outings. The ad showcases the versatility of the items, depicting them worn in various at-home scenarios. The products are presented as easy to wear and comfortable for everyday activities, emphasizing the brand's focus on relaxed and effortless style. Aerie pieces mix and match well and are for individuals seeking comfort and style in their everyday wear. # Visual style The ad has a bright, airy aesthetic with a vintage-inspired color palette. Editing includes quick cuts and smooth transitions. The production quality is polished, yet it maintains a casual feel. There is a recurring visual motif of warm tones. The pacing is upbeat and consistent throughout the ad, aligning with the cheerful music. # Hooks Text overlay: 00:00–00:02 / The story of spring at Aerie Visual: 00:00–00:02 / The shot is framed with a golden yellow border, creating a vintage effect. The background is a brightly lit living room with three women. One woman stands near a window, tending to a plant, wearing a light green t-shirt, and white shorts. Another woman lies on a mustard yellow armchair, engrossed in a book, sporting the same top and shorts. A third woman lies face-down on the carpet in the foreground, also wearing the same outfit. The room is decorated with various plants, artwork, and furniture in a color palette of yellows and whites, contributing to a relaxed and retro vibe. The camera is stationary, providing a wide shot of the scene. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Comfortable clothing that's stylish - Easy to wear for everyday activities # Benefits - Comfort - Style - Versatility # Features - Matching pajama sets - Oversized sweatshirts - Leggings - Tank tops # Call to action Shop now at Aerie.com # Social proof - None used. # Point of view - Customer 100% – The ad presents models as relatable and authentic, creating the feeling that the audience is experiencing the product through their eyes. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a title card that reads, "The story of spring at Aerie" in a cursive yellow font. In the background, three women are relaxing in a living room setting with plants and yellow furniture. - 00:02–00:05 00:02–00:05 A split-screen is shown of two women with curly hair wearing white tops and striped pants. The on-screen text reads, "Fresh styles for all season long" in a cursive yellow font. - 00:05–00:07 00:05–00:07 A woman in a white top and patterned pants smiles in a living room. Next, a woman in a yellow dress and headscarf sits in a dining room. - 00:07–00:09 00:07–00:09 A woman lays on a green couch. - 00:09–00:14 00:09–00:14 The on-screen text reads, "Shop now at Aerie.com" in a cursive yellow font. Two women are shown wearing oversized shirts, two women are dancing in white outfits, and a woman is making a heart symbol with her hands to end the ad.

# Ad summary This ad showcases Aerie's #1 bestselling bra on a model. The focal point of the ad is the bra. The ad highlights the brand's positioning of body positivity and self-love by using a model with a realistic body type and showing the product in a natural, unedited way. # Brand positioning Aerie aims to occupy the space of body positivity and self-love in the consumer's mind. The brand aligns with the values of inclusivity, empowerment, and authenticity. The brand likely pushes against the norm of overly-edited and unrealistic portrayals of bodies often seen in the lingerie industry. Aerie's brand positioning is very emotional, focusing on the customer's self-perception and confidence. # Product The product featured is Aerie's #1 bestselling bra. The bra is a beige color with a seamless design and features a small black bow at the center. The bra has wide straps with the brand name "aerie" printed on one of the straps. This product is designed to provide comfort and support while also promoting a sense of confidence and natural beauty. The ad addresses the purchase barrier of unrealistic beauty standards by showcasing the bra on a model with a realistic body type. # Visual style The ad has a highly polished, studio-shot production quality. The visual motif is a close-up shot focusing on the product and the model. The image treatment includes soft lighting and subtle color grading to enhance the overall aesthetic. The typography is clean and legible, integrated seamlessly into the visual. The visual style contrasts with typical lingerie ads that often feature overly-edited and unrealistic portrayals of bodies. # Hooks Headline: our #1 bestselling bra # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Our #1 Best Selling # Benefits - Best Selling # Features - Seamless design - Wide straps # Call to action None used. # Social proof - The ad states the product is their "#1 best selling bra." # Point of view - Brand: The entire ad showcases the Aerie bra and is told from the brand's perspective, with the intention of promoting the product and highlighting its features and benefits. # Storyline - The ad opens with a close-up shot of a woman wearing the Aerie bra. The focus is on showcasing the bra and its design, as well as the woman's natural body. This is told from the brand's perspective to highlight the product and its features, setting the stage for the ad's message. - Next, the ad highlights the bra's status as "our #1 bestselling bra." This helps to position the bra as a popular and trusted choice among consumers. This is told from the brand's perspective to build credibility and generate interest in the product.

# Ad summary This ad showcases a matching set of clothing from the brand Real Me. It features a woman wearing a sports bra and leggings in an athletic context. # Brand positioning Real Me is presented as a brand that values comfort and authenticity. The brand offers clothing that is designed for everyday wear and movement. The ad emphasizes the comfortable, relaxed fit of the brand's clothing, highlighting the brand's commitment to providing stylish activewear. # Product The product is a matching set of clothing, including a sports bra and leggings in a ribbed material. The set is available in an olive green color. The sports bra features a scoop neckline, button-up front, and scalloped trim. The leggings feature a high-waisted design and a V-shaped waistband. The ad highlights the new ribbed texture of the sets. The set is for women who are looking for comfortable, stylish activewear that can be worn for everyday activities. # Visual style The ad has a clean and polished visual style. The lighting is bright and even, and the colors are muted. The overall effect is one of simplicity and comfort. # Hooks Headline: Real Me* XTRA Sets # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Comfortable and stylish activewear that can be worn for everyday activities # Benefits - Comfort - Style - Versatility # Features - Ribbed material - Sports bra with scoop neckline, button-up front, and scalloped trim - Leggings with high-waisted design and V-shaped waistband # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is from the brand's point of view, showcasing its product and highlighting its features. # Storyline - The ad begins by showcasing a model wearing a matching activewear set from Real Me. This is meant to capture the viewer's attention with the product and demonstrate how it looks when worn. This is shown from the brand's perspective. - A close-up of the ribbed texture of the set is shown. This is intended to highlight the new ribbed texture of the sets, to create interest in this textural detail. This is from the brand's perspective.

# Ad summary This ad showcases Aerie's OFFLINE collection, demonstrating its versatility across various activities and settings. The ad features women of different body types dressed in the apparel, participating in activities like basketball, relaxing at home, and fencing. The overall message is that OFFLINE by Aerie can be worn anywhere. # Brand positioning Aerie, through its OFFLINE collection, aims to occupy a space of comfortable versatility. The brand promotes a lifestyle of ease and activity, pushing against the norm of strictly performance-focused activewear. The positioning is both functional and emotional, offering clothing that is practical for various activities while aligning with a relaxed, body-positive ethos. The brand values inclusivity by showing models of diverse body types. OFFLINE by Aerie encourages customers to be comfortable and confident in any setting. # Product The OFFLINE by Aerie collection features activewear designed for comfort and versatility. The range includes sports bras, leggings, sweatshirts, sweatpants, and tops made from soft, flexible materials. The apparel is suitable for both athletic activities and casual wear. Key features include comfort, flexibility, and a relaxed fit, making it appropriate for a variety of settings and activities. The collection aims to address the purchase barrier of restrictive activewear by offering pieces that are comfortable and stylish enough to wear all day. The products are presented as a versatile option for a range of activities, highlighting the brand's message that "There's nowhere that OFFLINE by Aerie can't go." # Visual style The ad features a mix of polished and casual visuals, blending high-end production with a UGC feel. The editing style includes quick cuts and static shots, creating a dynamic pace that maintains viewer interest. The visual motifs include split screens and vintage photo effects, adding a stylistic element to the ad. The pacing is fast, with frequent cuts to match the upbeat music. Audio-visual sync is present, with cuts and text timed to the music beats and voiceover lines. # Hooks Spoken: There's nowhere that OFFLINE by Aerie can't go. Text overlay: There's nowhere that OFFLINE by Aerie can't go. Visual: 00:00–00:02: A woman lies on her back on a wooden basketball court, dressed in a white long-sleeve top, white sweatpants, and a black sports bra. She has a basketball positioned under her head as a pillow and there is a basketball net with a basketball in it to her side. The camera angle is from above, looking straight down at the woman. Lighting is bright and natural. Text overlay reads "There's nowhere that OFFLINE by Aerie can't go." # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of activewear being too restrictive and uncomfortable for all-day wear. It counters that pain point with the copy "There's nowhere that OFFLINE by Aerie can't go." # Value propositions - The combination of comfort and versatility makes OFFLINE by Aerie apparel a valuable choice for those seeking activewear that fits into their everyday lifestyle. # Benefits - Suitable for athletic activities and casual wear - Can be worn in any setting - Comfortable enough to wear all day # Features - Comfortable and flexible materials - Versatile design suitable for various activities - OFFLINE collection apparel - The word "OFFLINE" embroidered on the front of sweatpants - The word "OFFLINE" on baseball cap # Call to action Shop now at Aerie # Social proof - None used. # Point of view - Customer 100% – The entire ad features various women wearing and showcasing the Aerie OFFLINE brand, acting as customers demonstrating the product's versatility. # Storyline - 00:00–00:02 A woman lies on a basketball court, using a basketball as a headrest, with another basketball in a net next to her. - 00:02–00:12 The ad transitions into quick shots of different women wearing OFFLINE by Aerie apparel in various settings such as at home, in a gym, and in hallways. These quick shots are stylized to look like vintage photos or film. - 00:12–00:14 The ad concludes with a woman jumping rope in a gym. The text overlay shows the brand, OFFLINE by Aerie.

# Ad summary This ad features multiple models wearing Aerie bras, with an overlay showcasing the brand's name and claim that they're the 'real one'. The ad includes shots of women wearing Aerie bras in casual settings like lounging on a bed or sitting in a chair. The ad is set to upbeat music and includes a CTA to shop at Aerie.com. # Brand positioning Aerie is presented as a body-positive lingerie and apparel brand that embraces inclusivity and comfort. The brand showcases a diverse range of body types, skin tones, and ages to promote the idea that their products are designed for everyone. The brand avoids the traditionally sexualized imagery of lingerie advertising, pushing against category norms by focusing on comfort and confidence, not just appearance. The brand positioning seems to be functional (comfort) as well as emotional (empowerment and self-acceptance). # Product The Aerie bra is advertised as a comfortable and inclusive bra designed for all body types. The ad features different bra styles with various designs and colors, emphasizing the brand's range. The product aims to provide comfort and confidence to the wearer, addressing potential purchase barriers by showcasing the bras on different body types to promote inclusivity. The unique selling proposition is the comfort and fit of the Aerie bra, making it the 'real one' for everyday wear. # Visual style The ad has a bright and airy aesthetic with a mix of static and quick cuts. The production quality is polished, aiming for a commercial feel but with a touch of UGC through its casual settings. The use of light yellow frames around some shots adds a distinct visual motif. The pacing is moderate, matching the upbeat music. # Hooks Spoken: 00:00–00:02: [Singing] La la la la la La la la la la La la la la la Visual: 00:00–00:01: A fair-skinned woman with blonde hair lies on a vibrant, patterned rug. She wears a black bra with white lace trim and a matching patterned shirt and pants set. Her hand is raised towards the camera. The camera is positioned directly above her in a static shot. / 00:01–00:02: A woman with fair skin and short blonde curly hair wearing a patterned shirt and pants set is seen from the back as she walks in a pink room. The walls are decorated with framed art and decorative plates. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is feeling uncomfortable or excluded by traditional lingerie advertising that often showcases a narrow range of body types and promotes unrealistic beauty standards. This is implied visually through the use of many different body types. # Value propositions - Aerie bra is designed for all body types, promoting comfort and confidence # Benefits - Comfort - Inclusivity # Features - Bra - Various designs and colors # Call to action Shop now at Aerie.com # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of the models/customers wearing and showcasing the Aerie products in a natural, casual setting. # Storyline - 00:00–00:01 00:00–00:01: A woman with a fair skin tone, light hair, wearing a black and white patterned shirt and a black bra is lying on a colorful patterned rug. She holds her hand up towards the camera. - 00:01–00:02 00:01–00:02: A woman with a fair skin tone and blonde curly hair is seen from the back, walking in a pink room. - 00:02–00:03 00:02–00:03: A plus size woman with a medium skin tone and long dark hair is sitting in a green chair, wearing a white bra and patterned underwear. - 00:03–00:06 00:03–00:06: The ad shows a montage of women of different body types wearing various styles of Aerie bras in their rooms. This is intended to showcase Aerie's inclusivity and style options. - 00:06–00:12 00:06–00:12: The ad continues the montage of women wearing Aerie bras in various settings, emphasizing comfort and style, and ends with a woman sitting on a green chair and a text overlay that prompts viewers to shop at Aerie.com. This intends to drive sales by providing a clear call to action.

# Ad summary This Aerie ad features a person sitting on a beach chair inside and then a variety of beach balls falling around the person and on the beach chair. # Brand positioning Aerie is presented as a brand that embraces fun, playfulness, and a carefree spirit. This is achieved through the ad's lighthearted tone and whimsical visuals, which create a sense of joy and excitement. The ad doesn't take itself too seriously, instead opting for a more lighthearted and relatable approach. This approach is emotionally driven. # Product The Aerie brand offers a variety of clothing, swimwear, and beachwear. The ad shows a person wearing a long-sleeved top and shorts. The person is also shown with a white purse. # Visual style The ad's visual style is simple and polished, using a clean, uncluttered aesthetic. The editing is straightforward, with static shots and smooth transitions that maintain a steady rhythm. The production quality is high, lending a professional look to the commercial. The pacing remains consistent throughout the ad, creating a sense of calm and ease. # Hooks Text overlay: aerie Visual: 00:00–00:01: A shot of a room featuring a pink and red beach chair, a red table, a blue lamp, and a painting on a light blue wall. The floors have a light-colored rug. A person then walks into the shot from the right. / 00:01–00:03: The person is wearing a long-sleeve blue and white striped shirt, gray shorts, white shoes, and a small white purse over the shoulder. The person sits on the beach chair. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - clothing - swimwear - beachwear # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad uses a brand point of view to highlight the brand and the product. # Storyline - 00:01–00:03 A person walks in and sits on a beach chair. - 00:03–00:05 Beach balls fall around the person and onto the chair.

# Ad summary This ad highlights a variety of clothing available at Aerie. Different colored clothing is displayed, with the main focus being that Aerie is soft. # Brand positioning Aerie is presented as a brand that values softness and comfort in their clothing. The ad showcases a range of colorful and comfortable-looking apparel, implying that Aerie prioritizes a relaxed and cozy lifestyle. The brand pushes against the norm of stiff or uncomfortable clothing, focusing instead on providing items that feel good to wear. Aerie's positioning is functional in that it provides clothes to wear, and emotional in the way it sells the cozy lifestyle. # Product The ad features a variety of clothing items from Aerie, including tops, dresses, sweaters, and pants. Each item is presented in multiple colors. The ad emphasizes that the clothing is soft. The overall message is that Aerie offers a wide selection of comfortable and stylish pieces. # Visual style The ad's aesthetic is bright and colorful, with a focus on showcasing the variety of clothing available. The editing style is quick cuts that transition with the music. The production quality is polished, and the visuals are clean. The pacing is fast. The cuts and text are timed to the music beat. # Hooks Text overlay: 00:00–00:03 aerie knows soft (In a text box) Visual: 00:00–00:01: A split-screen is shown. On the left is a solid yellow wall; on the right is a solid green wall. On the left side of the split screen is a clothing rack with white hangers and yellow clothing. On the right is a clothing rack with white hangers and green clothing. / 00:01–00:03: A split-screen is shown. On the left is a solid green wall; on the right is a solid pink wall. On the left side of the split screen is a clothing rack with white hangers and green clothing. On the right is a clothing rack with white hangers and pink clothing. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Soft clothes # Benefits - Provides comfortable clothes # Features - Clothing - Tops - Dresses - Sweaters - Pants # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – This ad is presented as the official voice of the brand, showing a range of colorful clothing. # Storyline - 00:00–00:01 A split-screen of a clothing rack with yellow colored clothing is shown. - 00:01–00:03 The clothing rack transitions into a green color scheme on the clothing rack, shown on another split screen. - 00:03–00:06 The clothing rack transitions into a pink color scheme on the clothing rack, shown on another split screen. - 00:06–00:12 The clothing rack transitions into a blue color scheme on the clothing rack, shown on another split screen.

# Ad summary This ad showcases the Aerie SMOOTHEZ Full Coverage bra. The ad features a model in an indoor setting, highlighting the comfort and features of the bra, such as the patented smoothing wing and floating cups. The ad is set to upbeat music and includes text overlays that emphasize the bra's key benefits. # Brand positioning Aerie is presented as a brand focused on comfort, self-love, and body positivity. The brand showcases inclusive sizing and promotes a relaxed, feel-good lifestyle. Aerie positions itself against the traditional norms of overly-sexualized or unattainable lingerie advertising by embracing authenticity and comfort. The brand aligns with emotional values by fostering a sense of confidence and ease for its customers. # Product The Aerie SMOOTHEZ Full Coverage bra is presented as a comfortable and supportive bra designed for everyday wear. It features a patented smoothing wing for a seamless look, and floating cups that mold to the wearer's body. The ad emphasizes its soft feel and fit, highlighting that it is Aerie's #1 bestseller. The bra aims to address common fit issues and discomfort associated with traditional bras, offering a smoothing and comfortable solution for full coverage support. The product is designed for individuals seeking a bra that feels good and provides a natural shape. # Visual style The ad has a soft, natural aesthetic with warm lighting and pastel tones. The production quality is polished, resembling a commercial, but maintains a casual, approachable feel. The editing style includes static shots and smooth transitions, creating a relaxed pace that emphasizes comfort. The pacing is consistent throughout the ad, with cuts timed to the music. # Hooks Text overlay: 00:00–00:15 / SMOOTHEZ® by Aerie / Full Coverage / a love story / aerie Visual: 00:00–00:02: A woman with long brown hair, wearing a light blue Aerie bra and floral print underwear, stands near a window with natural sunlight. The background includes a yellow wall, a patterned pillow, and a glimpse of blue sky through the window. Text overlay reads: “SMOOTHEZ® by Aerie Full Coverage a love story” and the Aerie logo is in the bottom right corner. The camera is stationary and shows a medium shot of the woman. # Funnel stage Middle of funnel (Consideration) # Pain points Traditional bras can be uncomfortable and ill-fitting, leading to visible lines and a lack of confidence. Visual description: The ad addresses fit issues and discomfort associated with traditional bras, offering a smoothing and comfortable solution for full coverage support. # Value propositions - The patented smoothing wing provides a seamless look, enhancing comfort and confidence. - The floating cups that mold to the body offer a personalized fit, ensuring comfort and support. # Benefits - Smooth feel - Full coverage # Features - patented smoothing wing - floating cups that mold to you # Call to action None used. # Social proof - our #1 bestseller! # Point of view - Customer 100% – The entire ad is presented from the perspective of a potential customer through the use of a model and a focus on the comfort and fit of the product. # Storyline - 00:00–00:02 The ad begins with the model in the Aerie bra and underwear set, positioned near a window. This immediately introduces the product in a relaxed, natural setting. - 00:02–00:03 A close-up shot focuses on the bra under a sweater, emphasizing its smoothness and how it can be worn discreetly. - 00:03–00:05 The model sits in a chair, with text overlay highlighting the 'patented smoothing wing.' This draws attention to a specific feature for comfort and fit. - 00:05–00:07 A close-up shot emphasizes the 'floating cups that mold to you.' This showcases another key feature related to comfort and personalized fit. - 00:07–00:08 The model is shown dancing and smiling, creating a joyful and carefree mood. This reinforces the emotional benefit of feeling comfortable and confident. - 00:08–00:15 The model is then seen in various relaxed poses, with text overlay stating 'our #1 bestseller!' This builds social proof by highlighting the product's popularity.

# Ad summary This ad uses stop-motion animation to quickly add clothing pieces and accessories to a flat lay, revealing outfits. # Brand positioning Aerie is presented as a brand that offers comfortable and stylish apparel. The brand's products are designed for everyday wear and comfort, with a focus on casual and cozy clothing items. The style is youthful, fun, and relaxed, aligning with a laid-back lifestyle. Aerie's brand positioning seems to push against the norms of overly formal or restrictive clothing, offering a more accessible and comfortable style for its customers. # Product The ad features a variety of Aerie apparel, including a cream t-shirt with a Parisian graphic, striped pants, solid-colored lounge pants, a yellow hooded sweatshirt, a bralette, a black baseball cap, white sneakers, and a white lace skirt. The clothing is casual and comfortable, suitable for lounging or everyday activities. The graphic tee adds a touch of personality, while the bralette and skirt offer more fashionable options. The overall impression is that Aerie provides versatile pieces that can be mixed and matched for different occasions. # Visual style The ad has a playful and energetic aesthetic, using stop-motion animation to quickly assemble outfits. The production quality is clean and polished, giving it a commercial feel. The consistent use of a light blue background and top-down camera angle creates a uniform and visually appealing layout. The editing is fast-paced, with quick cuts and transitions between different clothing items and accessories. The overall effect is lively and engaging, showcasing various Aerie products in a fun and dynamic way. The pacing is quick, at approximately 43 cuts per minute. # Hooks Text overlay: 00:00–00:14 aerie Visual: 00:00–00:01 A cream-colored short-sleeve t-shirt with a graphic of Parisian landmarks (Eiffel Tower, buildings) is centered on a flat light blue surface. The camera is directly overhead, capturing a top-down view. The Aerie logo is positioned in the lower right corner of the frame. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Versatile pieces that can be mixed and matched # Benefits - Comfortable apparel - Stylish options - Versatile pieces that can be mixed and matched # Features - Cream t-shirt with a Parisian graphic - Striped pants - Solid-colored lounge pants - Yellow hooded sweatshirt - Bralette - Black baseball cap - White sneakers - White lace skirt # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing various clothing items and styles. # Storyline - 00:00–00:01 A cream t-shirt with a Parisian graphic is laid flat on a blue background. - 00:01–00:04 Striped pants, sunglasses, an olive green bralette, and white sneakers appear around the t-shirt. - 00:04–00:05 The accessories disappear, leaving the t-shirt again. - 00:06–00:08 A white lace skirt and a polka dot bralette appear around the t-shirt. - 00:08–00:09 The skirt and bralette disappear, leaving the t-shirt again. - 00:10–00:12 A yellow hooded sweatshirt and matching lounge pants appear around the t-shirt. - 00:12–00:13 A black baseball cap and striped socks appear around the sweatshirt and pants. - 00:13–00:14 All items disappear, leaving the Aerie logo on the blue background.

# Ad summary This ad showcases Offline by Aerie activewear and loungewear as pieces that can be worn everywhere. The ad features various models in different outfits, in different locations such as a basketball court, auditorium, and home. The looks are styled with a sporty and casual tone. # Brand positioning Aerie is presented as a youthful lifestyle brand that emphasizes comfort and versatility in its offerings. The brand occupies a space in the activewear and loungewear market, aligning with values of self-expression and confidence. The brand seems to push against the norms of overly-serious or high-performance activewear, instead promoting a more relaxed and relatable approach to fashion. With a functional approach, Aerie offers a range of comfortable and stylish clothing suitable for various activities and settings. # Product The ad features various activewear and loungewear pieces from Offline by Aerie. These include leggings, sports bras, tank tops, sweatshirts, and sweatpants, all designed for comfort and style. The clothing comes in a range of colors, including blues, greens, whites, and grays. The activewear pieces appear to be made from flexible and breathable fabrics, while the loungewear is soft and cozy. The garments feature simple designs and the brand's logo, presented as being suitable for various occasions. The ad aims to convey that the products are versatile, stylish, and comfortable, making them worth trying or buying for everyday wear. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and simple edits. There are frequent quick cuts from shot to shot, keeping a consistent pace. The production quality feels more scrappy than polished, which supports the youthful and relatable tone. # Hooks Spoken: 00:02–00:07 There's nowhere that OFFLINE by Aerie can't go. Text overlay: There's nowhere that OFFLINE by Aerie can't go. (text overlay) Visual: 00:02–00:03 In a dorm room, two tan-skinned women are sitting on a bed with white bedding. On the left, the woman wears a long sleeve gray shirt with light shorts. On the right, a woman with dark hair wears a white sweatshirt and baseball cap. / 00:03–00:04 In a gymnasium, a tan-skinned woman stands with her hands in the pockets of her white sweatpants, with a light blue bra and underwear set underneath. The floor is shiny wood and there is a blue cushioned bench behind her. / 00:04–00:05 In a dorm hallway, a light-skinned woman with long brown hair walks forward, wearing a white tank top, light green shorts, and a baseball cap. The walls are painted white. / 00:05–00:06 On a wood staircase, a light-skinned woman stands with her right hand on the banister. She wears a matching set of light-gray zip-up and sweatpants. In the background is a wooden cabinet with memorabilia inside. / 00:06–00:07 A light-skinned woman wearing a gray top and sweatpants sits against a white wall in a house or dorm room. # Funnel stage Awareness # Pain points The ad addresses the limited functionality of some athletic wear, as it’s not versatile enough to be worn in different locations. # Value propositions - Comfortable activewear and loungewear that you can wear anywhere # Benefits - Comfortable - Versatile # Features - Activewear - Loungewear # Call to action Shop now at Aerie.com # Point of view - Customer 100% – The entire ad feels like a product review from the customer's perspective. # Storyline - 00:00–00:01 A woman is lying on a basketball court with a basketball underneath her head and a purple puffer jacket over her legs. - 00:01–00:02 00:01–00:02 A bright flash of light reveals the 'OFFLINE by Aerie' logo. - 00:02–00:11 00:02–00:11 The ad cuts between a variety of models in different locations (basketball court, hallway, auditorium, and home), showcasing different articles of clothing from Aerie’s Offline collection. - 00:11–00:14 00:11–00:14 A woman jumps rope in a gym to show how the products are meant to be worn.

# Ad summary This ad for the Aerie SMOOTHEZ collection features Danielle, who presents and models a range of tops. She walks the viewer through the various layers, highlighting the smooth feel of the new cotton-modal blend. # Brand positioning Aerie is presented as a brand that values comfort and smooth-fitting apparel. The brand offers everyday basic pieces that cater to a relaxed and comfortable lifestyle. By focusing on the 'smoothez' material, the brand emphasizes a functional benefit, aligning with a value proposition of providing comfortable, effortless clothing. Aerie pushes against the norm of overly-glamorized or restrictive apparel, instead promoting a more natural, comfortable aesthetic. # Product The Aerie SMOOTHEZ collection features tops made from a new oh-so-light cotton-modal blend. The shirts are designed to be the first layer of an outfit, emphasizing their smooth fit and feel against the skin. The tops come in a range of styles, including a scoop bralette, a short-sleeve tee, and a long-sleeve tee. The SMOOTHEZ collection is for anyone who values comfort and wants a smooth foundation for their outfits. # Visual style The ad has a casual, UGC feel with simple cuts between shots of the model. The production quality appears to be a hybrid of UGC and polished commercial, with natural lighting and a clean background. The cuts are quick and timed to the music. The overall aesthetic is clean and bright, contributing to a positive and comfortable tone. # Hooks Spoken: This is Danielle. Danielle's day always goes smoothly. Text overlay: 00:00–00:01 / 00:00–00:01 / Danielle's day always goes smoothly. Visual: 00:00–00:01: Danielle, a woman in her 20s with shoulder-length brown hair, stands in the center of the frame wearing a navy scoop-neck bra top and light blue sweatpants. She smiles and gestures slightly. The background shows a bedroom setting with a bed, dresser, and artwork on the wall. The lighting is soft and natural. The Aerie logo appears in the bottom right corner. / 00:01–00:02: Danielle now wears a long-sleeved navy shirt. She poses with her hand on her hip and smiles. The background remains the same. / 00:02–00:03: Danielle is wearing a short-sleeved gray t-shirt and light blue sweatpants. She turns to the side and smiles. The background is the same. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Smooth and comfortable first layers for everyday wear, thanks to the oh-so-light cotton-modal blend. # Benefits - Smooth feel - Comfortable first layer # Features - Oh-so-light cotton-modal blend # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of Danielle, a customer of the brand, as she is presenting the products she wears. # Storyline - 00:00–00:05 The ad introduces Danielle, who states that her day always goes smoothly, or so she tells herself. - 00:05–00:12 Danielle starts each morning with a serving of Bestees from the new oh-so-light cotton-modal blend from SMOOTHEZ by Aerie. - 00:12–00:19 Everything is going smoothly, at least the first layers, which is delightful.