How Arc'teryx Advertises on Meta

# Ad summary This ad showcases the Arc'teryx Sylan 2 trail running shoe. The ad opens by illustrating the shoe in action: being used by a trail runner, followed by a sleek product shot. # Brand positioning Arc'teryx is presented as a brand synonymous with high-performance outdoor gear. The ad positions the brand as a provider of innovative solutions for trail runners. The brand’s focus on technical design and confidence is evident in the sleek, minimalist product presentation. Arc'teryx aims to occupy the space of premium, reliable gear that enhances athletic performance in challenging environments, appealing to serious athletes who value both functionality and style. # Product The Arc'teryx Sylan 2 is a trail running shoe designed for confident speed and optimal performance. The shoe features a streamlined design with black laces, a black ankle sock liner, and a bright green sole and shoe body. The shoe is presented in a professional product shot, mounted on metal stands. It is a lightweight running shoe designed to enhance trail running performance, appealing to athletes seeking speed and reliability. # Visual style The ad features a polished and dynamic aesthetic. The editing style includes quick cuts between action shots and static product displays. The production quality is high-end commercial, emphasizing the brand's premium positioning. The pacing is moderate, with cuts timed to the music. There are some audio-visual syncs as the video emphasizes the confident speed of the shoe. The lighting and shadows are professionally used to highlight the product’s design and features. # Hooks Spoken: 00:00–00:07: [Uplifting Music] Confident speed, in the new Sylan 2. Text overlay: 00:00–00:03: CONFIDENT SPEED / 00:03–00:07: IN THE NEW SYLAN 2 Visual: 00:00–00:03: A split-screen is shown. The top half features a person wearing a yellow athletic shirt and hat trail running from right to left. The trail consists of green grass, dirt, and rocks. The bottom half features a close-up shot of the back of the Arc'teryx Sylan 2 shoe, which is mostly bright green with a black sock liner and black laces. The background is a solid green. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Sylan 2 shoe is designed to provide 'confident speed,' combining performance and reliability. # Benefits - Confident speed # Features - Sylan 2 shoe # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, highlighting the product's features and benefits through visuals and text. # Storyline - 00:00–00:03 00:00–00:03: The ad opens with a split-screen showing a trail runner in motion above and a close-up of the Arc'teryx Sylan 2 shoe below. This is designed to visually connect the product with its intended use, conveying speed and performance. The perspective is from the brand, showcasing the shoe's features and benefits in action. The tone is dynamic and energetic, reflecting the active lifestyle of trail running. - 00:03–00:07 00:03–00:07: The ad transitions to a sleek product shot of the Arc'teryx Sylan 2 shoe displayed on metal stands against a green background. This moment focuses on the product's design and presentation. The brand's voice is clear here, emphasizing the innovative nature of the new Sylan 2. The tone is polished and sophisticated, highlighting the brand's commitment to quality and style.

# Ad summary This ad showcases a new type of climbing shoe from Arc'teryx, the Kragg Shoe, a pull-on crag shoe. # Brand positioning Arc'teryx is positioned as a high-performance outdoor gear brand. It values quality, innovation, and a deep connection with nature and is reflected in its minimalistic and technical product design. The brand targets serious outdoor enthusiasts who demand the best in terms of functionality and durability. Arc'teryx emphasizes functional performance and caters to individuals who engage in outdoor activities, particularly climbing. # Product The product is the Kragg Shoe by Arc'teryx, described as a pull-on crag shoe. It is designed for climbers and outdoor enthusiasts seeking convenience and performance. The shoe has a slip-on style, making it easy to put on and take off. Its USP is its combination of comfort and durability, catering to the demands of crag climbing. The ad focuses on the shoe's utility for climbing environments. # Visual style The visual style is minimalistic and focuses on showcasing the product in a real-world setting. The image has a blurred motion effect, implying action and movement. The color palette is muted, with earth tones and shades of blue and gray, reinforcing the outdoor theme. The high-quality photography enhances the product's appeal, with clean lines and clear presentation of the product's design and functionality. # Hooks Headline: YOUR PULL-ON CRAG SHOE # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Convenience for climbers # Benefits - Designed for crag climbing - Easy to put on and take off # Features - PULL-ON # Call to action None used. # Social proof - None used. # Point of view - Customer: The initial perspective is that of the wearer or someone observing the shoe being worn, seeing how it performs on a rocky surface, emphasizing its practical use. - Brand: The inclusion of the brand logo and product name conveys the brand's official endorsement and promotion of the product. # Storyline - The ad opens by showing the Kragg Shoe on a person's foot, suggesting a use case of being worn outdoors on rocky terrain. The intention is to show the product in its natural environment, being used as intended, allowing the viewer to see the shoe in action from a first-person perspective. - The text "The Kragg Shoe" appears overlaid on the shoe, directly identifying the product being advertised. This tells the audience the name of the product, from the brand's point of view. - The Arc'teryx logo is shown at the bottom of the frame, reinforcing brand identity and recognition. This gives the brand's perspective, building brand awareness and credibility by associating the product with a reputable outdoor gear company.

# Ad summary This ad for Arc'teryx features two people hiking up a grassy mountain. The ad promotes new arrivals for Denver and uses the headline 'Whatever the weather'. # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel and gear brand, catering to individuals who embrace challenging environments and demand reliability from their equipment. The brand positions itself as a provider of durable and functional products, designed to withstand diverse weather conditions. By showcasing individuals actively engaged in outdoor pursuits, Arc'teryx aligns with a lifestyle of adventure and resilience, appealing to customers who value quality and performance in their gear. # Product The ad showcases Arc'teryx apparel and gear designed for outdoor activities. The products include hiking pants, jackets, and backpacks. The apparel is designed to be durable and functional, suitable for various weather conditions. The backpacks appear to be spacious and designed for carrying gear during hikes. The ad emphasizes the brand's ability to equip individuals for any weather, suggesting that the products are reliable and versatile for outdoor adventures. The ad aims to address the purchase barrier of uncertainty about weather conditions by highlighting the adaptability of Arc'teryx products. # Visual style The ad features a natural and authentic visual style, with a focus on showcasing the brand's products in a real-world setting. The image is well-lit and features natural colors, creating a sense of realism and adventure. The overall aesthetic is clean and functional, reflecting the brand's values of performance and durability. # Hooks Headline: WHATEVER THE WEATHER # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the uncertainty about weather conditions when planning outdoor activities. The phrase 'Whatever the weather' suggests that the brand's products are designed to handle any weather, reducing the worry about being unprepared. # Value propositions - Equipping individuals for any weather - Durable and functional apparel for outdoor activities # Benefits - Reliable performance in diverse environments - Versatility for outdoor adventures - Adaptability to changing weather conditions # Features - Apparel and gear designed for outdoor activities - Durable and functional materials - Suitable for various weather conditions # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, showcasing the brand's products and their suitability for outdoor adventures. # Storyline - The ad opens with a wide shot of a mountain landscape, setting the scene for an outdoor adventure. This establishes the context for the brand's products and their intended use, told from the brand's perspective. - The ad then shows two people hiking up a grassy mountain, wearing Arc'teryx apparel and gear. This demonstrates the products in action, highlighting their functionality and suitability for outdoor activities, told from the brand's perspective. - The ad concludes with the text 'Whatever the weather' and 'Shop New Arrivals for Denver', reinforcing the brand's message of adaptability and encouraging viewers to explore the latest products, told from the brand's perspective.

# Ad summary This ad features two hikers wearing Arc'teryx apparel on a mountain trail. The ad emphasizes the brand's ability to perform in any weather conditions and encourages viewers to shop bestsellers. # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel and gear brand, designed for individuals who seek adventure and demand quality in challenging environments. The brand positions itself as a provider of reliable and durable products that enable users to explore confidently, regardless of weather conditions. The ad aligns with a lifestyle of outdoor activity and resilience, suggesting that Arc'teryx products are essential for those who value performance and protection in their gear. The brand pushes against the norms of fast fashion and disposable outdoor wear, instead focusing on long-lasting, high-quality items. # Product The ad features Arc'teryx apparel and gear designed for hiking and outdoor activities. The products include jackets, pants, and backpacks, all engineered to withstand various weather conditions. The apparel is shown being worn by hikers on a mountain trail, highlighting its suitability for rugged terrains and outdoor adventures. The ad emphasizes the brand's ability to perform in any weather, suggesting that the products are waterproof, durable, and designed for comfort during strenuous activities. The products are for outdoor enthusiasts who need reliable gear for hiking and other outdoor pursuits. The ad addresses the purchase barrier of weather uncertainty by showcasing the brand's ability to perform in any weather. # Visual style The ad features a natural, outdoor aesthetic with a focus on showcasing the brand's products in a real-world setting. The production quality appears to be high, with clear and well-composed shots. The image treatment includes subtle color grading to enhance the natural tones of the landscape. The typography is clean and legible, ensuring that the text overlay is easily readable. The overall style is designed to be visually appealing and informative, capturing the essence of an outdoor adventure. # Hooks Headline: WHATEVER THE WEATHER # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the uncertainty of weather conditions during outdoor activities, suggesting that Arc'teryx products provide reliable protection regardless of the weather. "WHATEVER THE WEATHER" # Value propositions - Arc'teryx apparel and gear provide reliability and durability in any weather conditions, ensuring comfort during strenuous activities. # Benefits - Reliability and durability in any weather conditions - Comfort during strenuous activities # Features - Apparel and gear designed for hiking and outdoor activities - Jackets, pants, and backpacks engineered to withstand various weather conditions # Call to action Shop Bestsellers # Social proof - None used. # Point of view - Brand: The text overlay "WHATEVER THE WEATHER" and "Shop Bestsellers" are from the brand's perspective, highlighting its value proposition and encouraging viewers to explore its products. - Customer: The visual of hikers on a mountain trail is from the customer's perspective, showcasing the lifestyle and activities that the brand's products support. # Storyline - The ad opens with a shot of two hikers on a mountain trail, immediately establishing the setting and activity. This is included to visually represent the brand's target audience and the environment in which their products excel. The audience experiences this from the perspective of an observer, capturing the essence of an outdoor adventure. - The text overlay "WHATEVER THE WEATHER" is displayed prominently, conveying the message that Arc'teryx products are designed to perform in any weather conditions. This is included to highlight the brand's key value proposition of reliability and durability. The audience experiences this from the brand's perspective, emphasizing its commitment to quality and performance. - The call to action "Shop Bestsellers" encourages viewers to explore the brand's most popular products, driving them towards a purchase decision. This is included to convert interest into sales and showcase the brand's top-performing items. The audience experiences this from the brand's perspective, guiding them towards specific products that are proven to be successful.

# Ad summary This ad for Arc'teryx focuses on rain protection clothing for New York City. The ad features a person wearing a hooded Arc'teryx jacket in the rain. The text overlay reads "STAY DRY ALL DAY" and prompts the viewer to "Shop Rain Protection for New York City." # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel brand. The brand is focused on functional clothing with the key promise being to keep the wearer dry even in heavy rain. They are a brand that stands for providing the highest-grade equipment for the outdoors, and their visual communication feels credible and serious. # Product The advertised product is rain protection apparel, specifically a hooded jacket designed to keep the wearer dry in wet conditions. The jacket appears to be waterproof and is shown covered in raindrops, highlighting its protective qualities. While the specific model isn't named, the focus is on the overall category of rain protection provided by the brand. The jacket has a high collar, adjustable hood, and appears to be made from a durable, waterproof material. The primary selling point is functional performance, promising all-day dryness in rainy conditions, specifically targeted towards those in New York City. # Visual style The ad uses a realistic, functional, and somewhat somber visual style. The production quality appears professional, with clear attention to detail. The image treatment emphasizes the wet and rainy conditions, and muted color grading is used to portray the environment. The typography is clean and legible, enhancing the ad's scannability in-feed. # Hooks Headline: STAY DRY ALL DAY # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of being wet and uncomfortable in rainy conditions. This is signaled through the visual of raindrops on the jacket and the headline "STAY DRY ALL DAY." # Value propositions - Stay dry all day in a hooded, waterproof jacket. # Benefits - STAY DRY ALL DAY # Features - Waterproof material - Hooded jacket # Call to action Shop Rain Protection for New York City # Social proof - None used. # Point of view - Brand: The brand is positioning itself as a reliable source for high-performance rain protection apparel, emphasizing functionality and protection in challenging conditions. # Storyline - The ad opens with a close-up of a person wearing a hooded Arc'teryx jacket in the rain. This aims to immediately immerse the viewer in the conditions the product is designed for, and visually showcase the product in action. - The central message, "STAY DRY ALL DAY," highlights the key benefit of the apparel, setting the expectation that the wearer will remain dry and comfortable throughout the day, even in inclement weather. The brand is speaking to the audience here to convey this information. - The call to action, "Shop Rain Protection for New York City," invites viewers to explore and purchase the advertised product, with specific relevance to the local climate and weather conditions of New York City. Again, the brand delivers this information.

# Ad summary This ad for Arc'teryx waterproof collection features a person wearing the brand's waterproof gear in rainy conditions. The ad emphasizes the benefit of staying dry all day and encourages viewers to shop the waterproof collection. # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel and gear brand, specializing in waterproof technology. The brand positions itself as a provider of reliable protection against the elements, particularly rain, ensuring comfort and dryness for its customers. The brand aligns with a lifestyle of outdoor adventure and preparedness, emphasizing functionality and durability. Arc'teryx likely pushes against the norms of less technical or fashion-focused outdoor brands, focusing instead on performance and innovation. The brand positioning is functional, highlighting the practical benefits of its waterproof technology. # Product The featured product is Arc'teryx's waterproof collection, which includes a waterproof jacket and gloves. The jacket is designed to keep the wearer dry in wet conditions, as demonstrated by the water droplets visible on the fabric. The gloves are also waterproof, providing additional protection for the hands. The ad emphasizes the benefit of staying dry all day, suggesting that the product is suitable for extended use in rainy weather. The products are for individuals who engage in outdoor activities and require reliable waterproof gear. The ad addresses the purchase barrier of discomfort and inconvenience caused by rain, highlighting the product's ability to maintain dryness and comfort. # Visual style The ad features a realistic, high-quality image with a focus on showcasing the product's functionality in a natural environment. The color palette is muted, with earthy tones and a slightly desaturated look, enhancing the sense of a wet, overcast day. The typography is clean and modern, ensuring legibility without distracting from the visual. The overall style is consistent with Arc'teryx's brand identity, emphasizing performance and reliability. # Hooks Headline: STAY DRY ALL DAY # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the discomfort and inconvenience of being wet in rainy conditions, as visually demonstrated by the rain droplets on the jacket and gloves. # Value propositions - Waterproof gear ensures you stay dry and comfortable all day, regardless of the weather. # Benefits - STAY DRY ALL DAY # Features - Waterproof jacket - Waterproof gloves # Call to action Shop Waterproof Collection # Social proof - None used. # Point of view - Brand: The entire ad conveys the brand's perspective, showcasing its waterproof collection and highlighting the benefits of staying dry all day. The brand aims to position its products as essential for outdoor activities in wet conditions. # Storyline - The ad opens with a close-up shot of a person wearing Arc'teryx waterproof gear in the rain. This is intended to immediately immerse the viewer in the experience of being protected from the elements, as told from the brand's perspective. - The text overlay "STAY DRY ALL DAY" reinforces the core benefit of the product, emphasizing its ability to provide long-lasting protection. This message is delivered from the brand's perspective, highlighting the product's key selling point. - The call to action "Shop Waterproof Collection" encourages viewers to explore and purchase the featured products. This is a direct prompt from the brand, guiding the audience towards conversion.

# Ad summary This ad by Arc'teryx features a woman wearing their outerwear while reading a book. The ad promotes Arc'teryx's warm collection for Chicago, emphasizing comfort in cold weather. # Brand positioning Arc'teryx is presented as a premium outdoor apparel brand that focuses on both functionality and style. Their products are designed to provide comfort and protection in challenging weather conditions, demonstrated by the emphasis on warmth and the setting in a cold environment. The brand is positioned for consumers who want high-quality gear that performs well and integrates seamlessly into everyday life. # Product The featured product is Arc'teryx outerwear, specifically designed for warmth and comfort in cold weather. The woman is wearing a down jacket and fitted pants or leggings, both designed to provide insulation and flexibility. The jacket appears to be lightweight but well-insulated, suitable for layering or wearing alone. The pants/leggings appear to be a performance base layer, offering warmth while being form-fitting and non-restrictive. The ad highlights the products' ability to keep the wearer comfortable and stylish in cold conditions, ideal for everyday use such as reading or relaxing. # Visual style The ad features a lifestyle shot with soft, natural lighting. The overall tone is cozy and inviting, with a focus on comfort and relaxation. The color palette is muted, with blues and grays dominating the scene, creating a sense of warmth and sophistication. The image has a high production quality, suggesting a professional photoshoot. # Hooks Headline: COMFORT IN THE COLD # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is staying comfortable and warm in cold weather, especially in urban environments like Chicago. # Value propositions - Shop our Warm Collection for Chicago - Comfortable and warm outerwear for everyday life # Benefits - Comfort in cold weather # Features - Warm outerwear # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad communicates the brand message and promotes the 'Warm Collection for Chicago.' - Customer: The visual of the woman reading suggests the experience of comfort and warmth the customer can expect. # Storyline - The ad starts with a woman shown reading a book indoors while wearing Arc'teryx outerwear. The brand presents the outerwear as cozy enough for indoor relaxation and able to provide warmth in cold environments. - Next, the visual of the woman relaxing is paired with text that promotes Arc'teryx's warm collection for Chicago. The brand promotes its line of warm clothing that allows people to enjoy their daily life, even in cold weather.

# Ad summary This ad showcases Arc'teryx's new hiking essentials, emphasizing their relevance for mountaineering and outdoor adventures, and featuring an image of a hiker with headlamp during rainy conditions. # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel and gear brand for serious mountaineering and hiking. The brand aligns with a lifestyle of adventure and exploration in challenging environments, positioning itself against brands that offer more casual or less durable outdoor wear. The visual cues of hikers in rugged terrain and the focus on "essentials" imply a functional, performance-driven approach to outdoor gear. Arc'teryx appeals to customers who prioritize reliability and durability for extreme conditions. # Product The featured products are new hiking essentials designed for mountaineering and outdoor adventures. The main product shown is likely a waterproof hooded jacket, as demonstrated by a person wearing it in rainy conditions. The water droplets visible on the jacket emphasize its waterproof qualities. The ad also suggests additional hiking gear such as headlamps, illustrated by hikers navigating mountainous terrain in low light conditions, implying the brand offers a range of products suited for challenging environments. The ad aims to highlight Arc'teryx as a provider of essential gear for outdoor activities, suitable for harsh weather and rugged conditions. # Visual style The ad combines a close-up, personal shot with a grand landscape view to convey both the practicality and the adventurous spirit of the brand. The production quality is high, giving a sense of reliability and expertise. The image treatment includes desaturated tones that create a rugged, outdoorsy feel. Typography is integrated cleanly to avoid distraction, and the overall look is designed to capture attention by contrasting intimate and panoramic visuals. # Hooks Headline: NEW HIKE ESSENTIALS # Funnel stage Top of funnel (Awareness) # Pain points The need for reliable gear in challenging weather conditions. This is visually demonstrated by the raindrops on the jacket, as well as the hiker in low light, signaling adverse environmental conditions where the gear excels. # Value propositions - Having the right gear to tackle the outdoors # Benefits - Protection from rain - Suitable for mountaineering - Essentials for outdoor adventures - Reliability for harsh weather # Features - Waterproof jacket - Hiking gear - Headlamps # Call to action None used. # Social proof - None used. # Point of view - Customer: The close-up of a person wearing the jacket in rainy conditions positions the view from the user's perspective, highlighting practical performance and protection. - Brand: The shot of hikers on a mountain and the display of the Arc'teryx logo is from the brand's perspective, showing the product in its ideal setting to reinforce brand identity. # Storyline - The ad begins with a close-up of a person wearing a rain jacket and headlamp in wet conditions. This is intended to immediately convey the type of product being advertised as well as the conditions in which it excels, from the perspective of the customer experiencing challenging weather. - The image then transitions to a landscape shot of hikers on a mountain, implying the type of environment where these products are useful. The message conveyed is that the brand provides the essentials to tackle the outdoors, from the perspective of the brand showcasing its products in action. - Finally, the brand's logo appears over the landscape scene, reinforcing brand recognition and associating it with adventurous, mountaineering activities. This reinforces brand association with high-performance gear, from the perspective of the brand establishing its positioning.

# Ad summary This ad showcases the Arc'teryx Alpha SV jacket, highlighting its suitability for extreme weather conditions through a visual of a woman ice climbing. # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel brand, specifically catering to individuals who engage in extreme sports and activities. The brand positions itself as a provider of reliable and durable gear designed to withstand harsh weather conditions. The ad emphasizes the brand's commitment to quality and functionality, appealing to customers who prioritize performance and protection in their outdoor pursuits. Arc'teryx aligns with a lifestyle of adventure and resilience, pushing against the norms of typical outdoor wear by focusing on advanced technology and robust construction. # Product The featured product is the Arc'teryx Alpha SV jacket, described as "The New Storm Fortress." It is designed for protection in severe weather conditions, as demonstrated by the woman ice climbing. The jacket is purple and appears to be made from a durable, waterproof material. The ad highlights the jacket's ability to withstand extreme environments, suggesting it is a reliable choice for outdoor enthusiasts facing challenging conditions. The jacket is presented as a high-performance garment, emphasizing its functional benefits for activities like ice climbing. # Visual style The ad features a high-quality, studio-shot image with a focus on showcasing the product in an extreme environment. The visual motif is centered around the contrast between the vibrant purple jacket and the icy blue background. The image treatment includes color grading to enhance the cool tones of the ice and the saturation of the jacket. The typography is clean and legible, integrated seamlessly into the image. The style is disruptive, contrasting with typical outdoor apparel ads by emphasizing extreme performance and visual impact. # Hooks Headline: ALPHA SV: THE NEW STORM FORTRESS # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of needing reliable protection in severe weather conditions, as visually demonstrated by the woman ice climbing. # Value propositions - The Alpha SV jacket provides storm protection, making it a reliable choice for extreme weather conditions. # Benefits - Reliable protection in severe weather conditions # Features - Storm protection # Call to action None used. # Social proof - None used. # Point of view - Brand: The text overlay "ALPHA SV: THE NEW STORM FORTRESS" and the display of the Arc'teryx logo on the jacket communicate the brand's message and identity. - External source: The visual of a woman ice climbing provides an external perspective on the product's use in extreme conditions. # Storyline - The ad opens with a woman ice climbing on a steep, icy surface. This immediately establishes the extreme conditions the product is designed for, told from the perspective of an observer witnessing the climb. - The text overlay "ALPHA SV: THE NEW STORM FORTRESS" positions the jacket as a reliable shield against harsh weather, told from the brand's perspective. - The Arc'teryx logo is displayed on the jacket, reinforcing brand recognition and associating the product with the brand's reputation for high-quality outdoor gear, told from the brand's perspective.

# Ad summary This ad showcases the Arc'teryx Patera Parka, highlighting its sleek design and brand identity. The ad features a clean, minimalist aesthetic, focusing viewers' attention on the product's details and overall appearance. # Brand positioning Arc'teryx is presented as a high-end, technical outerwear brand known for its sleek, minimalist aesthetic and high-performance materials. The brand aims to occupy the space of premium, functional fashion, appealing to consumers who value both style and practicality. Its tone is modern and sophisticated, aligning with a lifestyle of outdoor adventure and urban exploration. By focusing on clean lines and subtle branding, Arc'teryx pushes against the trend of overly branded, mass-market apparel, opting for a more refined and understated approach. The brand positioning is both functional, emphasizing performance and durability, and emotional, appealing to consumers seeking confidence and sophistication in their outerwear. # Product The featured product is the Arc'teryx Patera Parka, a long, hooded coat designed for warmth and weather protection. It features a sleek, minimalist design with a light gray color and a streamlined silhouette. The coat is constructed from high-performance materials, offering weather resistance and durability. The parka is shown as a versatile outerwear piece suitable for everyday wear in urban environments. The absence of overt branding, aside from the Arc'teryx logo, highlights the coat's understated elegance and functional design. The ad subtly addresses purchase barriers by showcasing the parka's high-quality construction and timeless style, suggesting it is a worthwhile investment. # Visual style The ad features a highly polished, studio-shot aesthetic with a minimalist design. The visual motif is a clean, uncluttered presentation, emphasizing the product's sleek design. The image treatment includes even lighting and subtle color grading, creating a sophisticated and understated look. The typography is clean and legible, integrated seamlessly into the design. The ad contrasts with platform norms by opting for a refined and high-design approach, which enhances scannability and stop power in the feed. # Hooks Headline: LA PARKA PATERA # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used # Point of view - Brand: The point of view is from the brand, showcasing the product and emphasizing its design and brand identity. # Storyline - The ad opens with a full-length shot of the Arc'teryx Patera Parka against a dark background, showcasing its overall design and silhouette. This is from the brand's perspective, and intends to immediately present the product to the viewer. - The camera focuses on the middle of the jacket, highlighting the Arc'teryx logo. This is from the brand's perspective, emphasizing the brand's presence and identity.

# Ad summary Arc'teryx advertises its Snow Collection for Boston with an image of three people skiing through a snowy landscape. # Brand positioning Arc'teryx is positioned as a high-performance outdoor apparel and gear brand, catering to individuals who engage in challenging activities such as snow sports. The brand aligns with a lifestyle of adventure, resilience, and preparedness for extreme conditions, emphasizing functional performance, durability, and technical innovation. Arc'teryx distinguishes itself by focusing on specialized, high-quality gear designed to withstand harsh environments, while its minimalist branding communicates a premium, no-frills approach centered on substance over style. # Product Arc'teryx's Snow Collection for Boston is a line of winter sports apparel and gear designed to withstand harsh snowy conditions. While the specific items are not individually named, the product line is shown through people wearing ski apparel such as jackets and pants with backpacks. The clothing is designed to be durable, weather-resistant, and suitable for demanding outdoor activities like skiing. The ad addresses the barrier of entry associated with winter sports by equipping individuals with the necessary gear to fully immerse themselves in challenging environments. The clothing appears to be technical in nature for optimal performance on the slopes. # Visual style The ad features a high-quality, studio-shot image with a focus on the snowy, mountainous environment. The image treatment includes color grading that enhances the cool tones of the snow and sky, creating a crisp, wintery feel. The typography is clean and modern, integrated seamlessly into the landscape without obstructing the view. The visual style aims to convey a sense of high-performance and adventure, with a minimalist design that prioritizes scannability in-feed. # Hooks Headline: ALL IN ON WINTER # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The snow collection allows you to be all in on winter. # Benefits - Shop our Snow Collection for Boston # Features - Winter apparel # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is the primary storyteller, setting the stage with the landscape and showcasing its apparel in action. The brand is emphasizing the functionality and community surrounding their products. # Storyline - The ad opens with a wide shot of a vast, snowy mountain range, immediately establishing a winter environment. The intention is to highlight the challenging conditions where Arc'teryx gear excels, inviting viewers to associate the brand with adventure and preparedness from the brand's perspective. - The perspective shifts to three skiers making their way across the landscape, showcasing Arc'teryx apparel in action. This aims to demonstrate the product's functionality and suitability for demanding winter sports. The audience is viewing the athletes from the brand's perspective. - The brand name is presented clearly in the middle, reinforcing brand recognition and association with the high-performance gear on display. Arc'teryx puts itself forward as the provider of equipment that makes such expeditions possible. - The messaging emphasizes being "all in on winter," calling the audience to embrace winter sports and challenging weather. This message is intended to create a sense of community and shared passion among winter sports enthusiasts, delivered from the brand's perspective. The ad is promoting its Snow Collection for Boston, inviting the user to shop directly.

# Ad summary This Arc'teryx ad features a close up shot of a person wearing a jacket covered in snow with a flash of sunlight. The text informs the viewer of an offer for 40% off select snow gear. # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel and equipment brand. The brand's association with snow gear and use in wintry conditions suggests it is for serious outdoor enthusiasts who require reliable and durable gear. The brand is positioned in the premium market segment, focused on quality and functionality for demanding environments. The ad's visual focus on an individual in action implies a brand that prioritizes performance and resilience in challenging conditions, appealing to consumers who value high-quality gear for extreme outdoor activities. # Product The featured product is snow gear apparel, specifically a jacket, designed for use in snowy and cold outdoor environments. The ad does not list explicit product features or technical specifications, but the context implies key characteristics such as water resistance, insulation, and durability. The target audience is implied to be individuals engaged in winter sports and outdoor activities in snowy conditions. The jacket appears to be constructed from a technical fabric designed to withstand harsh weather. The main value proposition highlighted is the offer of 40% off select snow gear, which is likely intended to lower the purchase barrier for customers interested in high-quality winter apparel. # Visual style The ad uses a dynamic, close-up shot to create a sense of immersion and highlight the snow gear. The image treatment includes blurred motion and bright lighting, enhancing the visual appeal. The typography is clean and modern. The style feels native to a platform like Instagram Stories, designed to quickly grab attention. # Hooks Headline: 40% OFF SELECT SNOW GEAR # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - 40% off enhances the appeal of purchasing high-quality snow gear. # Call to action None used. # Point of view - Brand: The entire ad conveys the brand's perspective by promoting its products and highlighting a specific promotion. # Storyline - The ad opens with a dynamic close-up of a person wearing a snow jacket in snowy conditions, conveying the ad's focus and theme of winter activity. This is presented from a brand perspective to immediately immerse the viewer in the environment where the advertised products are used. - The ad showcases a visual element with snow hitting the lens and orange jacket color, emphasizing the harsh weather conditions the gear is designed for and drawing the viewer's attention to the ad. This is presented from a brand perspective, highlighting the reliability and durability of the jacket. - Text appears displaying a discount: “40% OFF SELECT SNOW GEAR” to incentivize the viewer to make a purchase. This is presented from a brand perspective to convert interest into sales by highlighting a limited-time offer.

# Ad summary This ad showcases the Liatris Jacket from Arc'teryx, highlighting its position as one of the brand's outerwear bestsellers. # Brand positioning Arc'teryx is presented as a high-end outerwear brand, specializing in performance-driven apparel. The brand is positioned as a provider of top-tier outerwear, emphasizing quality and functionality. The brand's alignment with an active, outdoor lifestyle is implied through the product itself, suggesting a target audience that values both performance and style in their outdoor gear. Arc'teryx likely pushes against the norms of fast fashion and disposable outdoor wear, instead focusing on durable, long-lasting products. # Product The Liatris Jacket is presented as a core outerwear piece from Arc'teryx. The jacket is shown in a muted mauve color, featuring a full-zip front, a hood, and multiple zippered pockets on the chest. The jacket is designed for outdoor use, implied by its construction and the brand's overall positioning. The ad focuses on showcasing the jacket's design and aesthetic, highlighting its appeal as a stylish yet functional outerwear option. The jacket is presented as a bestseller, suggesting its popularity and reliability among consumers. # Visual style The ad features a clean, minimalist visual style with a focus on product presentation. The lighting is soft and even, highlighting the jacket's color and texture. The overall aesthetic is high-end and polished, reflecting the brand's premium positioning. # Hooks Headline: THE LIATRIS JACKET # Funnel stage Consideration # Pain points None used. # Value propositions - The Liatris Jacket is a popular and reliable outerwear option. # Benefits - Bestseller # Features - Outerwear # Call to action None used. # Social proof - OUTERWEAR BESTSELLERS # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and highlighting its features and popularity. # Storyline - The ad opens by highlighting the jacket as part of the 'Outerwear Bestsellers' collection, immediately establishing its popularity and credibility. This is told from the brand's perspective, aiming to draw viewers in with a proven product. - The camera focuses on the jacket itself, showcasing its design and features. This is told from the brand's perspective, emphasizing the jacket's aesthetic and functional details. - The Arc'teryx logo is prominently displayed, reinforcing brand recognition and associating the jacket with the brand's reputation for quality. This is told from the brand's perspective, solidifying its identity and value proposition.

# Ad summary This image ad for Arc'teryx features three people skiing up a snowy mountain. The ad encourages viewers to shop the brand's warmest gear for winter. # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel and gear brand, specializing in equipment designed for extreme winter conditions. The brand positions itself as a provider of the warmest gear, suggesting a focus on functionality and protection in harsh environments. The visual of people skiing up a mountain implies a brand that caters to serious outdoor enthusiasts and athletes who demand reliability and performance from their gear. The brand aligns with a lifestyle of adventure, resilience, and preparedness, pushing against the norms of casual or fashion-focused outdoor wear. # Product The ad features Arc'teryx winter apparel and gear, specifically designed for cold weather activities like skiing. The products include insulated jackets, pants, and backpacks, all engineered to provide warmth and protection in harsh winter conditions. The apparel is shown in use, with people actively skiing up a snowy mountain, highlighting its functionality and suitability for extreme outdoor activities. The ad addresses the purchase barrier of staying warm and comfortable in challenging winter environments, showcasing the brand's commitment to providing reliable and high-performance gear for serious outdoor enthusiasts. # Visual style The ad features a high-quality, studio-shot image with a focus on showcasing the brand's apparel in a natural winter environment. The visual motifs include a wide shot of a mountain range and a focus on people actively engaging in winter sports. The image treatment includes muted colors and diffused lighting, creating a sense of cold and harsh conditions. The typography is clean and legible, with a focus on readability. The overall style is native to platforms like Instagram and Facebook, with a visually appealing and engaging image designed to capture attention in-feed. # Hooks Headline: ALL IN ON WINTER # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of being cold and uncomfortable in winter conditions. The visual of a snow-covered mountain range and people skiing uphill implies the need for reliable and warm gear to withstand harsh winter environments. # Value propositions - None used. # Benefits - None used. # Features - Warmest gear # Call to action Shop Our Warmest Gear # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, with the brand showcasing its winter apparel and gear in a visually appealing and functional context. # Storyline - The ad opens with a wide shot of a snow-covered mountain range, immediately establishing a winter environment. This is intended to set the scene and immerse the viewer in the context where Arc'teryx gear is essential, from the brand's perspective. - The ad then focuses on three people skiing uphill, showcasing the brand's apparel in action. This is intended to demonstrate the gear's functionality and suitability for extreme winter activities, from the brand's perspective. - The ad concludes with a call to action to shop the brand's warmest gear, encouraging viewers to explore Arc'teryx's product offerings. This is intended to drive sales and promote the brand's winter collection, from the brand's perspective.

# Ad summary This ad showcases Arc'teryx's Gamma MX Hoody in black. The ad highlights the garment's features such as warmth and wind and cold protection, using sleek visuals and minimal text overlays. # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel and gear brand, focusing on technical innovation and superior quality. The brand occupies a premium space in the market, appealing to outdoor enthusiasts who demand top-tier protection and comfort in harsh conditions. It aligns with a lifestyle of adventure, exploration, and a deep appreciation for nature, pushing against the norms of fast fashion by emphasizing durability and functional design. Arc'teryx's positioning is functional, providing reliable and technologically advanced solutions for outdoor activities. # Product The Gamma MX Hoody is a black, hooded jacket designed for warmth and protection against wind and cold. The hoody is constructed to provide warmth that breathes. The ad highlights the Gamma MX Hoody's protective qualities, emphasizing its ability to shield the wearer from wind and cold. The product is presented as an essential piece of outerwear for individuals engaging in outdoor activities in varying weather conditions. The jacket offers both comfort and functionality. # Visual style The ad has a polished, clean aesthetic with neutral backgrounds and clear, well-lit shots. The editing style is characterized by smooth transitions and static shots, creating a professional commercial feel. The pacing is moderate, with cuts timed to emphasize product features and benefits. The overall visual style aligns with a high-end production quality. # Hooks Spoken: 00:03–00:05: Warmth that breathes. Text overlay: 00:03–00:05: Warmth that breathes Visual: 00:00–00:03: A person stands, wearing a black Arc'teryx jacket. They are also wearing black gloves and holding hiking sticks. A red bag is visible behind the person's back. The background is white. Text overlay: "THE GAMMA MX HOODY" and "ARC'TERYX" with the brand's logo. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Gamma MX Hoody is an essential piece of outerwear for outdoor activities in varying weather conditions. - The jacket offers comfort, protection, and functionality for adventurers. # Benefits - Provides warmth and breathability - Shields from wind and cold # Features - Warmth that breathes - Protection from wind and cold # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of Arc'teryx, highlighting the product features and benefits directly. # Storyline - 00:00–00:03 The Arc'teryx jacket is presented on a mannequin. - 00:03–00:05 The jacket is presented at an angle to showcase its features. - 00:05–00:08 The back of the jacket is shown on a person.

# Ad summary This ad showcases the Arc'teryx Cerium Hoody, highlighting it as an outerwear bestseller. The ad features a minimalist design with a focus on the product itself, aiming to appeal to consumers interested in high-quality outdoor apparel. # Brand positioning Arc'teryx is presented as a high-end, performance-oriented outdoor apparel brand. The brand is positioned as a provider of top-tier outerwear, implied by the "OUTERWEAR BESTSELLERS" text. The brand's logo, a stylized fossil, suggests a connection to nature and durability. The brand aims to occupy the space of premium outdoor gear, emphasizing quality and performance. The brand aligns with a lifestyle of outdoor adventure and technical expertise, pushing against the norms of fast fashion and disposable outdoor wear. The brand positioning is both functional, focusing on performance, and emotional, appealing to a desire for quality and connection with nature. # Product The featured product is the Arc'teryx Cerium Hoody, a hooded down jacket designed for warmth and layering in outdoor activities. The jacket is shown in a dark teal color with light blue accents on the hood lining and zipper pulls. The product is for individuals seeking high-quality, lightweight insulation for outdoor adventures or everyday wear. The jacket's USPs include its packability, warmth-to-weight ratio, and durable construction. The ad addresses the purchase barrier of cost by positioning the jacket as a "BESTSELLER", implying value and popularity. The ad tells the viewer that this product is worth buying because it is a top-performing, reliable piece of outerwear from a reputable brand. # Visual style The ad has a minimalist and clean visual style. The production quality is high, with a studio-shot image. The image treatment includes background removal and subtle lighting effects to highlight the product. The typography is clean and legible. The style is designed to be scannable and attention-grabbing in a feed. # Hooks Headline: OUTERWEAR BESTSELLERS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Outerwear Bestseller # Benefits - Warmth - Lightweight # Features - Hooded jacket - Down insulation # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and highlighting its best qualities to drive sales. # Storyline - The ad starts by highlighting the product as an "OUTERWEAR BESTSELLER", immediately establishing its popularity and quality. This is told from the brand's perspective, aiming to capture the viewer's attention and build trust. - The ad then showcases the Arc'teryx Cerium Hoody, visually emphasizing its design and features. This is told from the brand's perspective, aiming to highlight the product's aesthetic and functional appeal. - The ad concludes by displaying the Arc'teryx logo, reinforcing brand recognition and associating the product with the brand's reputation for quality. This is told from the brand's perspective, aiming to solidify brand identity and encourage purchase.

# Ad summary This ad for Arc'teryx features an image of a mountain climber ascending a frozen waterfall. The ad emphasizes the quality of the brand's Alpha SV line and frames it as protective gear fit for extreme conditions. # Brand positioning Arc'teryx is presented as a high-performance outdoor brand that caters to serious adventurers and athletes. The brand is positioned for those who require top-tier protection and durability in harsh conditions. The ad reinforces a functional and performance-driven brand positioning. The brand is presented as a provider of protective gear suitable for extreme weather conditions, evidenced by the mountain climber scaling a frozen waterfall in what appears to be harsh winter conditions. # Product The advertised product is the Alpha SV line. It is promoted as the ultimate in protective gear, suitable for extreme conditions. Although not explicitly detailed, the product is suggested to be highly durable and weather-resistant, designed for activities such as ice climbing. The ad highlights the product's robustness and suitability for challenging environments, positioning it as a reliable choice for serious adventurers. # Visual style The ad has a high-quality, professionally shot feel. The image is well-lit and color-graded to emphasize the cold, harsh environment. The typography is clean and modern, overlaid on the image to give the ad a sleek and professional look. # Hooks Headline: ALPHA SV: THE NEW STORM FORTRESS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is promoting a specific product line and framing it as ideal for extreme outdoor activities. # Storyline - The ad opens with a climber scaling a frozen waterfall, visually conveying a sense of extreme conditions and high adventure. This sets the stage to showcase the durability and reliability of the product. - The climber is framed as an individual pushing their limits in a challenging environment. The brand then introduces the product as the solution for this individual's needs. - The ad presents the brand name and product line to establish authority and product identification. This reinforces the brand's capability to provide high-quality gear for extreme sports.

# Ad summary This ad features a close-up shot of a person wearing the Arc'teryx Beta SL Jacket. The ad focuses on the jacket's design and branding. # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel brand, specializing in technical gear for demanding environments. The brand emphasizes quality, durability, and innovative design, catering to outdoor enthusiasts and professionals who require reliable protection in challenging conditions. The brand aligns with a lifestyle of adventure, exploration, and pushing personal limits, positioning itself as a premium choice for those who prioritize functionality and performance in their gear. # Product The featured product is the Arc'teryx Beta SL Jacket, a lightweight and packable waterproof jacket designed for outdoor activities. The jacket is shown in a dark blue color and features a full-length zipper, a chest pocket with a zipper, and the Arc'teryx logo on the chest. The jacket is designed for individuals who need reliable protection from the elements without added bulk, making it suitable for hiking, climbing, and other outdoor pursuits. The ad emphasizes the jacket's design and branding, suggesting it is a high-quality and performance-oriented product. # Visual style The ad has a clean and minimalist visual style, with a focus on showcasing the product in a natural setting. The production quality appears to be high, with professional lighting and sharp focus. The image treatment includes subtle color grading to enhance the jacket's color and texture. The typography is simple and legible, complementing the overall aesthetic. The style aims to convey a sense of quality, reliability, and performance, aligning with the brand's positioning. # Hooks Headline: THE BETA SL JACKET # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Reliable protection from the elements due to the waterproof material. - Comfort and ease of movement due to the lightweight and packable design. # Benefits - Waterproof protection - Lightweight and packable # Features - Full-length zipper - Zippered chest pocket - Waterproof material # Call to action None used. # Point of view - Brand: The brand is showcasing its product, the Beta SL Jacket, highlighting its design and features. # Storyline - The ad opens with a close-up shot of a person wearing the Arc'teryx Beta SL Jacket and a climbing helmet. This is intended to immediately showcase the product in a relevant context, highlighting its suitability for outdoor activities. The audience is experiencing this from the brand's perspective, as they are presenting their product in action. - The camera focuses on the jacket's design details, including the zipper, logo, and material. This is included to emphasize the quality and features of the product, reinforcing the brand's commitment to performance and durability. The audience is experiencing this from the brand's perspective, as they are highlighting the key selling points of the jacket.

# Ad summary This ad promotes Arc'teryx winter kits, highlighting their stormproof and breathable protection for backcountry adventures. The ad features snowboarders and skiers in snowy mountain environments, emphasizing the brand's new snow collection. # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel brand specializing in winter sports gear. The brand is positioned for those who seek adventure in the backcountry, emphasizing durability, protection, and technical innovation. The brand aligns with a lifestyle of exploration and pushing boundaries in challenging environments. Arc'teryx focuses on functional performance, providing gear that withstands harsh weather conditions and supports demanding physical activities. # Product The featured product is Arc'teryx's new snow collection, designed for winter sports enthusiasts. The collection includes jackets and other apparel that provide stormproof and breathable protection. The products are designed for use in the backcountry, offering durability and functionality for activities like snowboarding and skiing. The ad highlights the collection's ability to withstand harsh weather conditions while maintaining breathability, ensuring comfort during intense physical activity. The products are shown being used in snowy mountain environments, emphasizing their suitability for extreme outdoor adventures. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing the product in action. The editing style includes quick cuts and smooth transitions, creating a dynamic feel. The production quality is high, with clear visuals and professional cinematography. The pacing is consistent, maintaining a moderate tempo throughout the ad. # Hooks Spoken: Female 1: Find your line in Arc'teryx winter kits. Text overlay: FIND YOUR LINE Visual: 00:00–00:02: A snowboarder in a red jacket carves through deep powder on a sunny day. The camera follows closely, capturing the spray of snow. Text overlay: 'FIND YOUR LINE'. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the challenge of staying protected and comfortable in harsh winter conditions while engaging in outdoor activities. # Value propositions - Find your line with Arc'teryx winter kits, offering stormproof and breathable protection for backcountry adventures. # Benefits - Protection in the backcountry # Features - Stormproof protection - Breathable protection # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its products and their features. # Storyline - 00:00–00:02 A snowboarder carves through deep powder. - 00:02–00:03 The Arc'teryx logo appears on a snowy background. - 00:03–00:04 A person in a purple Arc'teryx jacket smiles at the camera. - 00:05–00:07 The ad highlights the stormproof and breathable features of the gear. - 00:07–00:09 Two skiers descend a steep mountain slope. - 00:09–00:10 Two people in Arc'teryx gear stand on a snowy peak. - 00:10–00:12 A group of skiers and snowboarders hike across a snowy landscape. - 00:12–00:14 A snowboarder carves through powder, with the Arc'teryx logo and a 'Shop Now' CTA appearing.

# Ad summary This image ad for Arc'teryx promotes 40% off select snow gear in-store. The ad features a close-up of a person wearing Arc'teryx snow gear in a snowy environment. # Brand positioning Arc'teryx is presented as a high-performance outdoor apparel and gear brand, particularly focused on snow sports. The brand is positioned for individuals who engage in demanding winter activities and require reliable, durable, and high-quality equipment. The brand's logo is prominently displayed, reinforcing its identity as a leading provider of technical gear for serious outdoor enthusiasts. The ad's focus on in-store promotion suggests that Arc'teryx values a direct customer experience. # Product The ad showcases snow gear, specifically outerwear designed for use in snowy conditions. The promoted snow gear appears to be a jacket made of a durable, weather-resistant material, designed to provide protection from the elements. Its purpose is for individuals who are engaged in snow activities. The explicit detail mentioned is that the advertised snow gear is part of a promotion of "40% off select snow gear in-store." The ad is designed to address purchase barriers by offering a discount, making the high-end brand more accessible. # Visual style The ad employs a dynamic, action-oriented visual style, using a close-up shot to emphasize the ruggedness and high-performance nature of the snow gear. The presence of snow and bright lighting is intended to convey authenticity. The typography is simple and clear, prioritizing legibility. The overall aesthetic is high-quality and professional. # Hooks Headline: 40% OFF SELECT SNOW GEAR IN-STORE # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - 40% OFF SELECT SNOW GEAR IN-STORE # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand logo and the promotional text of '40% OFF SELECT SNOW GEAR IN-STORE' represent the brand's direct communication. # Storyline - The ad opens with a close-up shot of a person wearing Arc'teryx snow gear in a snowy environment. This is intended to immediately immerse the viewer in the intended use case of the product, from the perspective of someone experiencing the product's utility in a relevant context. - The ad announces a promotion of "40% OFF SELECT SNOW GEAR IN-STORE." This offer is intended to incentivize immediate action, from the brand's perspective. - The Arc'teryx logo is prominently displayed at the bottom of the image. This reinforces brand recognition, again from the brand's perspective.