How ASOS Advertises on Meta

# Ad summary The ad showcases several spring outfits for men. A man poses in different outfits and sunglasses. # Brand positioning The brand is presented as a promoter of everyday style for men. The brand's clothing promotes current fashion trends. The aesthetic is functional and straightforward, focusing on how the average man can easily dress well. # Product The advertisement showcases several different outfits for men. The outfits shown include a black and white striped sweater over a white button-down shirt with light-wash jeans and black shoes; a brown quarter-zip sweatshirt over a white button-down shirt, paired with khaki pants and brown shoes; and a white shirt over a white t-shirt with black pants. All outfits are paired with sunglasses. # Visual style The ad has a polished and simple aesthetic. The shots are static. The production quality is high. The video is well-lit. The pacing is slow, at about 11 BPM. # Hooks Spoken: Female 1: [Enthusiastic] Wow! Text overlay: SPRING OUTFITS Visual: 00:00–00:01: A man with curly brown hair, a trimmed beard, and sunglasses poses in a black and white striped sweater over a white button-down shirt with light-wash jeans and black shoes. He is wearing a silver watch and a ring. He has his hands in his pockets. He is smiling. The background is a wood-paneled wall. To the left of the man is a white side table with a lamp, a stack of books, and a small plant. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video showcases the brand's clothing line for men. # Storyline - 00:00–00:04 A man is posing in an outfit with sunglasses. The intention is to show the outfit. - 00:04–00:07 A man is posing in an outfit with sunglasses. The intention is to show the outfit. - 00:07–00:11 A man is posing in an outfit with sunglasses. The intention is to show the outfit.

# Ad summary A man models ASOS clothing in different outfit combinations. He stands, walks, and sits on a stool. The text overlay states, "ASOS making everyday styling easy." # Brand positioning ASOS is presented as an online fashion retailer that focuses on making everyday styling easy. The brand curates a diverse selection of trendy and accessible clothing items. The brand emphasizes convenience and ease of use, simplifying the fashion experience for its customers. ASOS is positioned to appeal to those who seek stylish, everyday outfits without the complexities of traditional high fashion. # Product The ad features a range of ASOS clothing items and outfits. The showcased products include a white polo shirt with green stripes on the sleeves, brown wide-leg pleated pants, black loafers, white socks, a light blue striped short-sleeve button-down shirt, dark wash wide-leg jeans, a white t-shirt, and a cream-colored jacket. The ad emphasizes the versatility and style of these items, suggesting they can be mixed and matched for various occasions. The main USP is that ASOS makes it easy to style complete outfits. # Visual style The ad has a clean, minimalist aesthetic with natural lighting. The editing style features static shots with smooth transitions between outfit changes. The production quality is polished but maintains a casual, UGC feel. The pacing is consistent, with each shot held long enough to showcase the outfit. There are no recurring visual motifs beyond the consistent setting and model. # Hooks Text overlay: ASOS / making everyday styling easy Visual: 00:00–00:02 A man with brown hair, a beard, and tattoos on his left arm walks into the frame. He wears brown wide-leg pleated pants, a white polo shirt with green stripes on the sleeves, black loafers, and white socks. He walks across a white-painted floor in front of a light beige wall. To the left is a tall, wicker basket, and to the right is a large, brown clay pot on a metal stand. In the background, there is a small, rustic wooden stool. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is finding stylish outfits that are easy to put together for everyday wear. # Value propositions - The ad provides outfit inspiration through the styling and pairing of ASOS clothing. The text overlay explicitly states that ASOS makes "everyday styling easy." # Benefits - Making everyday styling easy # Features - Wide-leg pleated pants - White polo shirt with green stripes - Black loafers - Light blue striped short-sleeve button-down shirt - Dark wash wide-leg jeans - White t-shirt - Cream-colored jacket # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad showcases the brand’s clothing items through a model who is demonstrating the outfits. # Storyline - 00:00–00:02 The man walks into the frame, showcasing brown wide-leg pleated pants and a white polo with green stripes. - 00:02–00:05 The man sits on a stool and crosses his arms, modeling the outfit. - 00:05–00:07 He gets up and walks away, then returns wearing dark wash wide-leg jeans and a light blue striped short-sleeve button-down shirt. - 00:07–00:11 The man sits on the stool again, striking various poses to highlight the new outfit. - 00:11–00:13 He walks away and returns wearing navy wide-leg pleated pants, black loafers and socks, a white t-shirt, and a cream-colored jacket. - 00:13–00:19 The man sits on the stool one last time, modeling the final outfit.

# Ad summary This ad showcases three different ASOS outfits for spring, each featuring a unique jacket or blazer. The creator models each outfit in a simple, brightly lit studio setting. # Brand positioning ASOS is presented as a stylish and trendy brand for young women. The ad showcases versatile pieces that can be mixed and matched to create different looks. ASOS is positioned as a go-to destination for affordable and fashionable clothing, offering a wide variety of styles to suit different tastes and occasions. The brand seems to target fashion-forward individuals who enjoy experimenting with their style and staying up-to-date with current trends. The brand's clothing seems both high-quality and eye-catching. # Product The ad features a curated selection of ASOS clothing, showcasing different styles and combinations. The Polka Dot Bubble Hem Dress is a black maxi dress with white polka dots and thin straps paired with Mercy Woven Flat Mules. The Low Rise Wide Leg Jean is paired with a Knitted Tweed Tank in pink and red with chunky earrings. A Cinch Leather Look Burgundy Jacket is then added to the look. The third outfit includes Yellow Double Breasted Blazer and Relaxed Barrel Trouser, also paired with the Mercy Woven Flat Mules. The ad emphasizes the versatility and trendiness of each piece, highlighting how they can be styled for various occasions. # Visual style The ad has a clean and bright aesthetic with a simple studio setting. The editing style is straightforward with static shots and smooth transitions between outfits. The production quality is polished and professional, giving the ad a refined look. The pacing is consistent and moderate, allowing viewers to appreciate each outfit. The focus is on showcasing the clothing and how they look on the model. # Hooks Text overlay: 00:00–00:01 Visual: 00:00–00:01 A person with shoulder length brunette hair stands in a white room and holds a large black and white ASOS shopping bag. She wears large hoop earrings, a red top, wide leg jeans, and see-through fishnet flats. Behind her, on the white wall, in large red lettering is the text "3 ASOS LOOKS I'M LOVING THIS SPRING." To the left of the person is a textured white painting leaning against the wall. The camera is stationary, at eye level, and shows the person from the knees up. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The variety of on-trend styles allows one to easily experiment with different looks. - The pieces can be mixed and matched to create multiple outfits and allows one to maximize wardrobe potential. # Benefits - Trendy styles - Mix and match potential - Versatile clothing options # Features - Polka Dot Bubble Hem Dress - Mercy Woven Flat Mules - Knitted Tweed Tank - Low Rise Wide Leg Jean - Cinch Leather Look Burgundy Jacket - Yellow Double Breasted Blazer - Relaxed Barrel Trouser # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The creator is showcasing items she purchased from ASOS and is styling full outfits. # Storyline - 00:00–00:01 The video begins with the creator holding an ASOS shopping bag in front of a bare wall that has the text overlay "3 ASOS LOOKS I'M LOVING THIS SPRING." - 00:01–00:04 00:01–00:04 The creator models a Polka Dot Bubble Hem Dress. She shows the front and back of the dress. - 00:04–00:07 00:04–00:07 The creator models a Knitted Tweed Tank and Low Rise Wide Leg Jeans. She stands in front of a white wall with a painting leaning against it. - 00:07–00:12 00:07–00:12 She adds a Cinch Leather Look Burgundy Jacket to the outfit. - 00:12–00:16 00:12–00:16 The creator models a Yellow Double Breasted Blazer and Relaxed Barrel Trouser.

# Ad summary This ad showcases a collection of spring fashion items from ASOS, presented by a young woman in her home. She models various outfits and accessories to a dance track, highlighting key trends and pieces available from the retailer. # Brand positioning ASOS is presented as a go-to online retailer for on-trend, accessible fashion. The brand embraces variety and individuality, offering a wide range of styles to cater to diverse tastes and body types. ASOS emphasizes affordability and convenience, providing a curated selection of clothing and accessories that allow customers to express their personal style. The brand's positioning is more functional, with the ad focusing on the breadth of selection and ease of purchase that ASOS provides. # Product The ad features a range of ASOS clothing and accessories for spring. These include: Parkou button Jackets, which are described as denim jackets with unique toggle closures; Lace details, referring to garments with delicate lace accents; Oversized Statement bags, large, eye-catching handbags; Stone denim, garments made from stonewashed denim fabric; Pops of blue, clothing items in various shades of blue; Ponchos, loose-fitting, draped outerwear; Wedge heels, shoes with a wedge-shaped sole; Crochet bags, handbags made from crocheted yarn; Double layer tops, tops that feature a layered construction; Shirts tied at the waist, shirts worn as an accessory and tied around the waist; and Mensy shoes, shoes designed with a more masculine or androgynous aesthetic. The ad encourages viewers to explore and incorporate these pieces into their wardrobes for a fashionable spring look. # Visual style The ad has a casual, UGC feel, with bright, natural lighting. The editing style consists of quick cuts between shots, with no transitions. The production quality is mid-range, suitable for social media. The pacing is fast, matching the upbeat music. The cuts sync with the music beats. # Hooks Text overlay: My Spring / Must have / Pieces / From ASOS. Visual: 00:00–00:02: The shot is taken in a well-lit home. In the background is a white bookshelf filled with books and various decorative items. A large arched lamp stands to the left of the frame. A woman with auburn hair, dressed in a long blue skirt and a gray top, stands centered in the frame. She is smiling and swaying to the music. The camera is stationary and at eye level. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Parkou button Jackets - Lace details - Oversized Statement bags - Stone denim - Pops of blue - Ponchos - Wedge heels - Crochet bags - Double layer tops - Shirts tied at the waist - Mensy shoes # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer showcasing the products through modeling and dancing. # Storyline - 00:00–00:02 00:00–00:02: The woman models an outfit comprised of a blue skirt and black top. She spins around and dances slightly, gesturing to the items. The intention is to showcase her style. The viewer experiences this through the perspective of a customer. The tone is upbeat and stylish. - 00:02–00:03 00:02–00:03: She models a denim jacket. The intention is to showcase her style. The viewer experiences this through the perspective of a customer. The tone is upbeat and stylish. - 00:03–00:06 00:03–00:06: She models the jacket with a large bag. She looks back at the camera. The intention is to showcase her style. The viewer experiences this through the perspective of a customer. The tone is upbeat and stylish. - 00:06–00:08 00:06–00:08: The woman throws the bag behind her. She models the jacket. The intention is to showcase her style. The viewer experiences this through the perspective of a customer. The tone is upbeat and stylish. - 00:08–00:15 00:08–00:15: She models the blue skirt and black top. She dances around with a white bag. The intention is to showcase her style. The viewer experiences this through the perspective of a customer. The tone is upbeat and stylish. - 00:15–00:21 00:15–00:21: She models a light outfit with a baseball cap. She shimmies and dances and crosses her arms. The intention is to showcase her style. The viewer experiences this through the perspective of a customer. The tone is upbeat and stylish.

# Ad summary This ad showcases multiple pieces of clothing from ASOS and offers ideas on how to update your wardrobe for an evening look. # Brand positioning ASOS is presented as a trendy online retailer that offers clothing for an evening look. The brand is accessible and features popular, modern trends, such as capris, blazers, and statement earrings. The brand offers a variety of products in the colors black, cream, and red. # Product ASOS offers a range of products designed to update your evening wardrobe. Capris offer the perfect balance between jeans and black trousers for a more relaxed evening look. The sharp blazer is a pop of color, nodding to the eighties with shoulder pads and a nipped-in waist. Color pop is a roll reversal of adding red at the bottom for a more accessible look. Asymmetric black tops are a staple of your evening wardrobe. Red co-ord pieces are perfect for special occasions or holidays. Halter tops are versatile when worn separately and chic with back details. Statement earrings are a pop for the wardrobe. Pair the black trousers with a cream top for a smarter look that layers well under blazers and jackets. # Visual style The ad has a polished aesthetic. The editing style features quick cuts with smooth transitions. The ad has a commercial production quality. The pacing is consistent at approximately 19 CPM. The cuts are timed with both the music and the voiceover. # Hooks Spoken: 00:00–00:03: This is how to update your evening wardrobe with pieces from ASOS. Text overlay: 00:00–00:03: How to Update your Evening Wardrobe (caption) / 00:00–00:01: This is how to update (caption) / 00:01–00:03: wardrobe with pieces (caption) / 00:02–00:03: from Asos (caption) Visual: 00:00–00:03: A fair-skinned woman with long blonde hair stands in a closet wearing a red blazer, black capri pants, and black heels. She is speaking to the camera and holding a microphone. # Funnel stage Consideration # Pain points Needing inspiration for updating your evening wardrobe. The ad says, "This is how to update your evening wardrobe..." # Value propositions - Capris offer the perfect balance between jeans and black trousers for a more relaxed evening look. - The sharp blazer is a pop of color, nodding to the eighties with shoulder pads and a nipped-in waist. - Statement earrings are a pop for the wardrobe. # Benefits - Easiest way to refresh your evening wardrobe - Perfect balance between the casualness of jeans and the dressiness of a black trouser - More relaxed evening looks - Adds a pop of color - 80s nod - Staple of your entire evening wardrobe - Pieces with a bit more wow factor - Versatile - Chic # Features - Capris - Sharp blazer - Asymmetric black top - Halter top - Statement earrings # Call to action Shop all of these evening wardrobe updates on ASOS. # Point of view - Customer 100% – The customer is the model in the video sharing her experience with the product. # Storyline - 00:00–00:03 The video begins with the influencer introducing how to update your evening wardrobe with pieces from ASOS. - 00:03–00:07 00:03–00:07: The influencer shares that capris are the easiest way to refresh your wardrobe. - 00:07–00:17 00:07–00:17: She says capris are useful because they are casual but also dressy. She says they are perfect for relaxed evening looks. - 00:18–00:24 00:18–00:24: The influencer shares that blazers add a pop of color and loves the eighties nod with the shoulder pad and nipped-in waist. - 00:25–00:31 00:25–00:31: The influencer says the color pop is a little bit of a roll reversal, with adding red at the bottom. - 00:31–00:36 00:31–00:36: She mentions adding this asymmetric black top, which will be the staple of your entire evening wardrobe. - 00:37–00:41 00:37–00:41: The influencer states that we need those pieces with a bit more wow factor. - 00:41–00:46 00:41–00:46: She shares if you have a special occasion or even a holiday coming up, she feels like this set is perfect. - 00:47–00:50 00:47–00:50: The influencer shares the theme of the video is black, cream, and red. - 00:50–00:55 00:50–00:55: She shares a black halter top is versatile and can be worn separately. - 00:56–00:58 00:56–00:58: The influencer shares the back detail of the halter top is chic. - 00:58–01:04 00:58–01:04: She states if you are looking to add a little bit of a pop or statement to your evening wardrobe, then try an earring. - 01:04–01:14 01:04–01:14: The influencer says she loves that the earrings have a hint of black that pick up on the rest of what you are wearing, but the gold gives a pop and lift to the outfit. - 01:15–01:27 01:15–01:27: She pairs the trousers with a cream top that looks smarter than a T-shirt but is just as easy to pair with and layer with blazers and jackets. - 01:28–01:31 01:28–01:31: The influencer promotes ASOS at the end of the video.

# Ad summary This ad features a woman trying on different jackets in a casual setting, showcasing various styles and fits. The ad highlights the versatility of jackets and how they can elevate different looks. The try-on format and the upbeat music contribute to an engaging and relatable viewing experience. # Brand positioning The brand is positioned as offering a diverse range of fashionable jackets, designed to elevate any outfit. It aligns with a modern, youthful lifestyle, promoting the idea that their jackets are versatile pieces that can be integrated into various styles. The brand pushes against the norm of sticking to one jacket style, encouraging customers to explore different options to enhance their wardrobes. The positioning is both functional, in terms of offering a variety of styles, and emotional, by empowering customers to express themselves through fashion. # Product The ad showcases a variety of jackets, each with distinct features and styles. Among the jackets being promoted are a tan bomber jacket with a cinched waist and a buckle, a dark brown peplum-style jacket, and a brown leather jacket with elastic cuffs. Each jacket has a unique silhouette, material, and detailing, catering to different tastes and occasions. The jackets appear to be for anyone who wants to try new styles and elevate their looks. The jackets are meant to offer a way to express individuality and stay on-trend. The ad focuses on the idea that the jackets are a worthwhile investment because they can enhance a variety of outfits. # Visual style The ad has a polished UGC feel. It features static shots and quick cuts to showcase each outfit. The production quality gives a modern and relatable tone. The pacing is quick, with cuts happening every 1-3 seconds, keeping the energy high and engaging. The cuts are timed to the music beats, synchronizing the visuals and audio. # Hooks Text overlay: 00:00–00:01: Spring Jackets 🧥 Visual: 00:00–00:01: A woman with curly hair stands in a room with white walls and sheer white curtains. She is wearing a light blue cardigan and light wash jeans. She holds up a tan bomber jacket on a hanger. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Invest in versatile pieces - The different looks and styles can elevate any outfit. # Benefits - The different looks and styles can elevate any outfit. - Versatile - Express individuality # Features - Jackets - Bomber - Leather # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a customer or influencer showcasing different jacket styles and outfits. # Storyline - 00:00–00:01 The woman holds up a tan bomber jacket on a hanger. - 00:01–00:04 00:01–00:04: The woman puts on the tan bomber jacket, showing how it can be styled with jeans and a light blue top. The message conveyed is how this jacket can effortlessly elevate an outfit. The perspective is from the viewer, observing the transformation, with a tone that's casual and stylish. - 00:04–00:08 00:04–00:08: The woman tries on a cream-colored jacket, styled with a lacey cream top and open-toe grey boots. The intention is to show how this jacket can be paired with a more feminine or dressy look. The perspective is from an observer, with a style-focused and confident tone. - 00:08–00:11 00:08–00:11: The woman tries on a dark brown peplum-style jacket with green athletic pants. The message being conveyed is how this jacket can be versatile for both casual and sporty outfits. The perspective is from an observer, the tone is fashionable and relaxed. - 00:11–00:16 00:11–00:16: The woman wears a brown leather jacket, styled with a plaid button-up, black pants, and glasses. This shows how the jacket can be styled into an edgy or intellectual look. The perspective is that of an observer, the tone is confident and chic.

# Ad summary A male creator showcases several full outfits available from ASOS, stating how easy ASOS makes it to dress well. # Brand positioning ASOS is presented as an online retailer providing access to clean, versatile pieces at a great value. The tone is casual and confident, suggesting that stylish dressing is easily achievable through the platform. # Product The ad presents several clothing items for men. These include a relaxed shirt with embroidery, a boxy washed canvas jacket, a zip-through track jacket, racer track shorts, a striped round neck jumper, double pleated wide leg trousers, loose jeans in ecru, and reagan loafers in brown. The focus is on each item's contribution to a complete outfit and how it reflects current springtime tones. # Visual style The ad has a clean, casual aesthetic with soft, natural lighting. The editing style includes quick cuts to showcase different outfits, and static shots that focus on the details of each clothing item. The production quality gives off a UGC feel, which makes the ad feel authentic and approachable. The pacing is consistent throughout, with cuts timed to match the music beats. # Hooks Spoken: 00:00–00:04: Clean silhouettes, versatile pieces, and great value. Text overlay: 00:00–00:01 Clean / 00:01–00:02 versatile Visual: 00:00–00:05: A male in his late 20s/early 30s stands in a well-lit room with neutral decor. He wears a light blue button-up shirt with beige wide-leg pants and dark brown loafers, along with a black baseball cap. The camera is stationary, and the lighting is soft. He gestures to his outfit while on-screen text describes it. He holds up an ASOS branded bag. # Funnel stage Consideration # Pain points None used. # Value propositions - The brand offers clean, versatile pieces that are easy to coordinate and offer great value, making stylish dressing accessible. # Benefits - Great value # Features - Clean silhouettes - Versatile pieces # Call to action None used. # Social proof - “I swear ASOS just makes it too easy for us.” – Male 1 (Creator) # Point of view - Customer 100% – The entire video is presented from the perspective of a male creator showcasing outfits from ASOS, acting as a customer giving a fashion haul. # Storyline - 00:00–00:05 The creator begins by showcasing a full outfit and complimenting it. - 00:03–00:05 The creator holds up a branded ASOS bag, emphasizing the brand. - 00:05–00:10 The creator highlights a boxy washed canvas jacket and loose jeans, noting the springtime tones. - 00:11–00:15 The creator transitions to a relaxed shirt with embroidery and loose jeans. - 00:15–00:21 The creator showcases a zip-through track jacket, racer track shorts, and Salomon XT-6 sneakers. - 00:21–00:29 The creator concludes with a striped round neck jumper, double pleated wide leg trousers, and Reagan loafer outfit. - 00:23–00:25 The creator exclaims that ASOS makes putting together outfits too easy.

# Ad summary This ad features several clothing items and accessories available on ASOS. The ad cycles through various models showcasing outfits, each paired with text that lists other brands sold by ASOS. # Brand positioning ASOS is presented as an online fashion and cosmetic retailer offering a wide variety of brands and styles. The brand aims to occupy a space in the consumer's mind as a convenient destination for diverse fashion needs, offering everything from casual wear to more stylized outfits. It aligns with a youthful, modern lifestyle, providing access to both established brands and trendy pieces. ASOS positions itself as an inclusive platform that caters to various style preferences by offering different brands, without pushing against any specific category norms but instead embracing variety and choice. The brand's positioning is both functional, providing a wide selection and convenience, and emotional, aligning with self-expression and trendiness. # Product The ad features a variety of clothing items and accessories available on ASOS. These include jackets, tops, pants, skirts, dresses, bags, and shoes from brands like Adidas, Nike, Levi's, Mango, Stradivarius, and Kaiia. Each product is showcased on a model against a clean background, emphasizing the clothing and accessories themselves. The ad highlights the availability of these items on ASOS and serves to promote the platform as a convenient marketplace for multiple brands. # Visual style The ad has a polished and clean aesthetic, with a bright and consistent background. The editing style consists of quick cuts to showcase different outfits and accessories. The production quality is high, resembling a professional commercial. The pacing is fast, with numerous cuts per minute, keeping a consistent rhythm throughout the ad. The audio and visuals are not synced. # Hooks Spoken: 00:00–00:11: [Ticking Sound] Text overlay: 00:00 / SHOP NOW (At top of screen, in white font on a red background, underlined) / Valid on selected Sale items for a limited time only. See website for full T&Cs. (Very small font, left of screen on red background) / asos (Logo, top right corner of screen) / LEVIS / NIKE Visual: 00:00–00:01: A model, fair skin tone, around 20-30 years old, with dark hair and neutral expression, wears a tan jacket with black collar over a brown sweater. She is positioned against a bright white background. Text overlays "LEVIS" and "NIKE" are present. The camera is stationary. / 00:01–00:02: A model, fair skin tone, around 20-30 years old, with hair pulled back and a neutral expression, wears a cream-colored fleece quarter-zip and gray sweatpants against a bright white background. Text overlays "NIKE," "KAIIA," and "ADIDAS" are present. The camera is stationary. / 00:02–00:03: A model, fair skin tone, around 20-30 years old, with long brown hair and a neutral expression, wears a gray Adidas tracksuit jacket with a silver sequin skirt and silver sneakers. She is standing against a bright white background. Text overlays "MANGO," "STRADIVARIUS," and "LEVIS" are present. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Convenience of shopping for various brands on a single platform - Exposure to a wide variety of styles # Benefits - Access to multiple brands in one place # Features - Jackets - Tops - Pants - Skirts - Dresses - Bags - Shoes # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of ASOS, showcasing their available products and brands. # Storyline - 00:00–00:11 00:00–00:11: Various models pose in different clothing items and accessories against a clean, white background. The ad cycles through these outfits, each paired with text listing other brands that are sold by ASOS.

# Ad summary This ad for ASOS featuring Tommy Jeans clothing showcases a group of young, diverse adults wearing the clothing brand, and features the brand logo at the end. # Brand positioning Tommy Jeans, as presented in this ASOS ad, embodies youthful, urban style with an emphasis on modern streetwear. The brand leverages its classic American heritage while appealing to a contemporary audience that values diversity and self-expression through fashion. Tommy Jeans positions itself as a go-to brand for trendy, casual clothing that blends comfort with a cool, confident aesthetic. # Product The featured product in this ad is Tommy Jeans apparel available through ASOS, highlighted through various models wearing different items. The apparel includes graphic T-shirts, color-blocked rugby long sleeves, and striped tops, showcasing a range of casual and stylish options. These items are designed for everyday wear, fitting into a modern streetwear aesthetic. The clothes are presented as fashionable and accessible, and are intended to be easily purchased through ASOS. # Visual style The ad features a polished, commercial aesthetic with a focus on showcasing diverse individuals in urban environments. Quick cuts are used to transition between shots, maintaining a fast-paced rhythm that aligns with the upbeat music. The production quality is high-end, emphasizing the trendy and stylish nature of the Tommy Jeans apparel. The visuals are bright and clear, enhancing the overall appeal of the clothing. # Hooks Spoken: 00:00–00:04 We got the moves Text overlay: 00:00–00:04 asos / 00:00–00:04 TOMMY JEANS Visual: 00:00–00:01 A young Asian man is shown from the waist up, walking outdoors. He's wearing sunglasses, a light blue button-down shirt, and a Tommy Jeans rugby long sleeve shirt. He is smiling and looking to his left as he walks past a dark green door. To his right, a Black man wearing a white baseball cap and a horizontally striped long sleeve walks past. The brand logos of ASOS and Tommy Jeans are overlaid in white on the left and right, respectively. / 00:01–00:02 A young Asian man is shown from the waist up, walking outdoors, now past a brick wall. He's wearing sunglasses, a light blue button-down shirt, and a Tommy Jeans rugby long sleeve shirt. He is smiling and looking at the camera. / 00:02–00:03 A young Asian man is shown from the chest up, walking outdoors, past a green tiled wall. He's wearing sunglasses, a light blue button-down shirt, and a Tommy Jeans rugby long sleeve shirt. He is smiling and looking at the camera. / 00:03–00:04 A young Asian man is shown from the chest up, walking outdoors, past a dark green door. He's wearing sunglasses, a light blue button-down shirt, and a Tommy Jeans rugby long sleeve shirt. He is looking slightly to his left. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Tommy Jeans clothing available on ASOS offers trendy and stylish designs for a modern streetwear aesthetic. # Benefits - Stylish designs - Trendy streetwear # Features - Tommy Jeans clothing - Available on ASOS # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand is communicating the brand's style and product range by showcasing diverse young adults confidently wearing Tommy Jeans clothing in vibrant, urban settings. # Storyline - 00:00–00:04 00:00–00:04 The ad opens with several diverse young adults walking down city streets, confidently showcasing various pieces of Tommy Jeans clothing. The focus is on capturing their movement and highlighting the vibrant, urban settings. - 00:04–00:05 00:04–00:05 The ad cuts to the Tommy Jeans logo against a black background. This is to solidify brand recognition.

# Ad summary A contemporary ad featuring three young adults wearing Levi's clothing available through ASOS, set against an urban backdrop. The ad promotes the idea of fashionable individuality, inviting viewers to 'Fit the beat' and shop the showcased styles. # Brand positioning ASOS, in collaboration with Levi's, presents itself as a modern fashion curator, offering clothing that emphasizes individuality and contemporary style. The brand promotes a youthful, trend-conscious lifestyle, aligning with the current fashion norms while providing accessible fashion choices for the style-aware consumer. They bridge the gap between well-known brands and everyday fashion. # Product The ad showcases a curated selection of Levi's clothing available for purchase on ASOS. The products include a black oversized knit sweater paired with light wash denim shorts, a beige bomber jacket worn over a white tee, teamed with dark flared jeans and a pink striped sweater tied around the shoulders, and a denim jacket paired with a light grey button-down shirt and light wash jeans. Each ensemble is completed with black shoes or loafers, and accessories such as a grey beanie and a silver chain. The focus is on the aesthetic appeal and styling of the clothes rather than specific features or materials. # Visual style The ad presents a clean, contemporary aesthetic with a focus on showcasing current fashion trends in a lifestyle context. The production quality is high, suggesting a professional photoshoot, with natural lighting and a simple urban backdrop. The visual style reflects a modern, accessible approach to fashion, emphasizing the wearability and style of the featured clothing. The composition is designed to be easily scannable and visually appealing, drawing viewers in with its relatability and fashion-forward vibe. # Hooks Headline: Fit the beat # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action Shop now # Social proof - None used. # Point of view - Brand: The entire ad is designed to showcase products available on ASOS and establish brand recognition, positioning ASOS as a go-to for Levi's clothing. # Storyline - The ad starts with three young adults positioned in an urban environment, seemingly walking towards the camera. This draws the viewer into a scene of casual, everyday life, creating a sense of relatability and ease as seen from the brand's perspective. - The main text, 'Fit the beat | Shop now', appears on the left side of the frame, inviting the audience to align with a certain style or trend and immediately shop for the advertised clothing. This acts as an explicit call to action, encouraging immediate engagement from the brand's perspective. - The ASOS and Levi's logos are displayed together, visually associating both brands in the consumer's mind and suggesting a partnership or availability of Levi's products through ASOS. This reinforces the brand's presence and encourages cross-brand recognition, which is viewed from a brand perspective.

# Ad summary A woman showcases different dress and outfit styles in her bedroom. She displays a total of four outfits. # Brand positioning The brand aims to offer a variety of elevated, fashionable looks. The ad emphasizes the styles with a wide range of colors and textures to suit different preferences and occasions, positioning itself as a versatile option for individuals seeking on-trend clothing. The brand aligns with a modern, confident lifestyle, suggesting that their pieces can effortlessly transition from day to night. The brand ignores traditional seasonal norms by showcasing a range of both lightweight dresses and heavier, warmer outfits, catering to individual style choices rather than adhering to seasonal fashion rules. The brand's positioning is largely emotional, focusing on how the clothing enhances the wearer's confidence and style. # Product The ad features a variety of dresses and separates. The first outfit is a light blue maxi dress with a tank top style upper. The second outfit is a long green dress with a halter top. The third outfit is another light blue maxi dress with a tied halter top and a leg slit. The fourth outfit is a matching brown oversized shirt and wide leg pants. All are presented as chic and fashionable options. # Visual style The ad has a polished, clean aesthetic with a focus on showcasing the clothing. The editing style is simple and straightforward, with static shots of the model walking in different outfits. The production quality is high, giving the ad a commercial feel. The pacing is consistent, with a new outfit shown every few seconds. The cuts are timed to the beat of the music. # Hooks Visual: 00:00–00:05: The shot is a full shot of a woman with long brown hair in a light blue, figure-hugging, tank top style, maxi dress. She's holding a shiny white clutch. The background is a bedroom with a large window with white curtains, letting in natural light. To the right is a made bed with light colored linens and to the left is a gray nightstand. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Wide range of colors and textures - Versatile option # Benefits - Fashionable looks - Elevated styles # Features - Dresses - Separates # 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 different outfits. # Storyline - 00:00–00:05 A woman is shown walking towards the camera, wearing a light blue maxi dress and holding a white clutch. - 00:06–00:10 The woman is shown walking towards the camera, wearing a long green dress and holding a light gold clutch. - 00:11–00:15 The woman is shown walking towards the camera, wearing a light blue maxi dress with a leg slit and holding a colorful clutch. - 00:16–00:21 The woman is shown walking towards the camera, wearing a matching brown shirt and pants and holding a black purse.

# Ad summary This ASOS ad features a rapid slideshow of fashion items, including clothing and shoes, with superimposed brand names and an ASOS logo. The ad promotes a sale with a prominent "SHOP NOW" CTA. The fast-paced visuals and modern music create a sense of urgency and style. # Brand positioning ASOS is presented as a contemporary, trend-driven online retailer offering a wide range of fashion apparel and accessories. The ad features a diverse selection of products from various popular brands, positioning ASOS as a one-stop destination for curated fashion. The brand aligns with a modern, youthful lifestyle, emphasizing accessibility and variety. The ad ignores traditional fashion norms by rapidly showcasing a range of styles and brands without a specific theme. ASOS's brand positioning is functional, focusing on providing a convenient platform for purchasing trendy items. # Product The ad features a curated collection of fashion apparel and accessories available on the ASOS platform. This includes various items such as New Balance sneakers, striped collared shirts, athletic sneakers, knit sweaters, jeans, and logo t-shirts. The products are showcased in quick succession, highlighting the diversity of brands and styles offered by ASOS. The ad emphasizes that ASOS provides a convenient platform for accessing multiple popular brands, such as Adidas, Nike, Carhartt WIP, Calvin Klein, Jack & Jones, Levi's, and The North Face. The rapid visual presentation and limited-time sale messaging encourage immediate purchase decisions, addressing potential purchase barriers by creating a sense of urgency and exclusivity. # Visual style The ad features a clean and modern aesthetic with a focus on rapid cuts and product visibility. The production quality is polished, resembling a professional commercial with consistent lighting and neutral backgrounds. The editing style involves quick cuts, with each shot lasting approximately one second. The pacing is fast, creating a sense of urgency and excitement. The cuts are timed to the music beats, enhancing the rhythm and visual impact. # Hooks Spoken: [tick-tock sound] Text overlay: SALE / SHOP NOW / asos / Valid on selected Sale items for a limited time only. See website for full T&Cs. / LEVIS / NIKE / THE NORTH FACE / CALVIN KLIEN / ADIDAS / NIKE / THE NORTH FACE / CARHARTT WIP Visual: 00:00–00:01 A close-up shot of silver New Balance sneakers with black soles. The shoes are positioned on a light gray surface. Text overlays include brand names "LEVIS," "NIKE," and "THE NORTH FACE." / 00:01–00:02 A medium shot of a person wearing a vertically striped collared shirt with white accents. The background is a light gray. Text overlays include brand names "CALVIN KLIEN" and "ADIDAS." / 00:02–00:03 A close-up shot of colorful athletic sneakers with a yellow, red, and pink color scheme. The background is a light gray. Text overlays include brand names "NIKE," "THE NORTH FACE," and "CARHARTT WIP." # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies the pain point of limited time to shop for discounted items by emphasizing "limited time only" and using a fast-paced slideshow of products. # Value propositions - Access to multiple popular brands in one convenient online location. - Diverse selection of stylish apparel and accessories at discounted prices. # Benefits - Access to multiple popular brands in one place - Diverse selection of styles and apparel types - Opportunity to purchase items at discounted prices # Features - Variety of brands: Adidas, Nike, Carhartt WIP, Calvin Klein, Jack & Jones, Levis, and The North Face - Wide range of apparel: Sneakers, shirts, sweaters, jeans, and t-shirts - Sale items # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of ASOS, showcasing their product range and sale. # Storyline - 00:00–00:01 The ad begins with a close-up shot of New Balance sneakers, overlaid with the brand names "LEVIS," "NIKE," and "THE NORTH FACE." - 00:01–00:02 This is followed by a shot of a model wearing a striped shirt, with the brand names "CALVIN KLIEN" and "ADIDAS" displayed. - 00:02–00:03 Next, a close-up of athletic sneakers is shown, accompanied by the brand names "NIKE," "THE NORTH FACE," and "CARHARTT WIP." - 00:03–00:04 The ad transitions to a close-up of a knit sweater, with the brand names "ADIDAS" and "LEVIS" displayed. - 00:04–00:05 Another shot of New Balance sneakers is shown, with the brand names "THE NORTH FACE," "CARHARTT WIP," and "CALVIN KLIEN" displayed. - 00:05–00:06 The ad then shows a model wearing light-colored pants, accompanied by the brand names "LEVIS," "NIKE," and "THE NORTH FACE." - 00:06–00:07 A close-up of jeans is presented, with the brand names "CARHARTT WIP," "CALVIN KLIEN," and "ADIDAS" displayed. - 00:07–00:08 The ad returns to a close-up of a knit sweater, this time with the brand names "NIKE," "THE NORTH FACE," and "CARHARTT WIP." - 00:08–00:09 A shot of a white t-shirt with a logo is shown, accompanied by the brand names "ADIDAS," "LEVIS," and "JACK & JONES." - 00:09–00:10 A model wearing a logo t-shirt is presented, with the brand names "THE NORTH FACE," "CARHARTT WIP," and "CALVIN KLIEN" displayed. - 00:10–00:11 The ad concludes with another shot of New Balance sneakers, with the brand names "LEVIS," "NIKE," and "THE NORTH FACE" displayed. - 00:11–00:12 The ad then shows a model wearing a white t-shirt with a logo, accompanied by the brand names "JACK & JONES," "CALVIN KLIEN," and "ADIDAS."

# Ad summary An ad for ASOS that shows that your style is your superpower. # Brand positioning ASOS is presented as a brand that empowers individuals to express their unique style. The brand positions itself as a source of confidence and self-expression through fashion, encouraging customers to embrace their personal style as a superpower. It highlights the idea that fashion can transform the mundane into something extraordinary, promoting creativity, originality, and confidence. ASOS showcases its products as tools for self-expression, encouraging customers to stand out, be bold, and express their individuality through fashion. # Product ASOS offers a range of clothing and accessories designed to empower individuals to express their unique style. The ad showcases various fashion items, including stylish blazers, dresses, pants, and tops, each designed to inspire creativity and confidence. The products aim to transform everyday looks into statements of self-expression, allowing customers to stand out and embrace their individuality. Each item is presented as a tool for personal empowerment, enabling customers to express themselves boldly and originally through fashion. The ad positions ASOS products as essential components for building confidence and making a lasting impression. # Visual style The ad features a blend of comic book style visuals and clean, minimalist shots of models against white backgrounds. The editing style is quick, with rapid cuts between comic panels and model shots, creating a dynamic and engaging viewing experience. The production quality is high, giving the ad a polished and professional feel. The pacing is fast, with a high BPM, maintaining a sense of energy throughout. The cuts are timed to the music beats, enhancing the overall audiovisual sync. # Hooks Spoken: 00:00–00:01 [Upbeat] Stil ist deine Superkraft Text overlay: 00:00–00:01 Journey has obstacles... / 00:00–00:01 Blend in, don't take risks / 00:00–00:01 Style Supremo / 00:00–00:01 Stil ist deine Superkraft Visual: 00:00–00:01 The screen is split into comic strip panels featuring various characters. A man in a trench coat and hat stands confidently. Text bubbles read, "Journey has obstacles... Blend in, don't take risks." Another panel shows two women in stylish blazers with the text "Style Supremo." The ASOS logo is prominently displayed with the text "Stil ist deine Superkraft." # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of feeling ordinary or invisible, highlighting the desire to stand out and express individuality. # Value propositions - Fashion as a superpower - Empowerment through style - Confidence and self-expression # Benefits - Express unique style - Boost confidence - Stand out # Features - Stylish blazers - Elegant dresses - Flared pants # Call to action Jetzt shoppen # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing their products and message of empowering individual style. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a series of comic book panels featuring various characters and fashion-related scenarios. Each panel conveys a sense of style and individuality, establishing the theme of fashion as a superpower. The panels highlight the brand name and logo of ASOS. This moment sets the stage for showcasing how fashion can empower individuals. - 00:02–00:03 00:02–00:03 A woman in a bright red blazer strikes a confident pose against a white background, exuding style and assurance. The focus is on showcasing the product as a symbol of confidence and fashion-forwardness. The moment serves to highlight how ASOS products can enhance personal style and create a powerful impression. - 00:03–00:06 00:03–00:06 Transitioning back to comic book panels, the ad depicts scenarios where characters undergo fashion transformations, gaining confidence and embracing their individuality. The panels convey a sense of empowerment and self-expression through style. The moment reinforces the message that fashion can transform individuals and boost their self-esteem. - 00:06–00:06 00:06–00:06 A woman in a polka dot dress poses against a white background, exuding elegance and charm. The emphasis is on showcasing the product as a symbol of grace and style. This moment serves to highlight how ASOS products can elevate personal style and create a sophisticated impression. - 00:06–00:09 00:06–00:09 The ad returns to comic book panels illustrating various characters and fashion-related situations. Each panel communicates a sense of creativity and self-expression, reiterating the theme of fashion as a superpower. The panels feature the call to action to shop now. This moment reinforces the idea that fashion empowers individuals and prompts viewers to explore ASOS products. - 00:09–00:09 00:09–00:09 The ad showcases a woman in a black blazer and flared pants against a white background. The focus is on showcasing the product as a symbol of elegance and style. This moment serves to highlight how ASOS products can enhance personal style and create a lasting impression.

# Ad summary string # Brand positioning ASOS is presented as a trendy, youthful brand focused on providing outfits for various occasions. The brand aligns with a fun and carefree lifestyle, particularly targeting young women preparing for spring break. ASOS ignores category norms of high-end exclusivity by offering affordable and fashionable clothing options. The brand positioning is both functional, providing a wide range of clothing items, and emotional, appealing to the desire for a stylish and carefree vacation look. # Product The featured product is a stylish outfit perfect for spring break, consisting of a floral bikini top and a matching maxi skirt with cut-out details. The outfit is designed for young women looking to make a fashion statement on their vacations. Key details include the floral print, the bikini top's unique wooden-beaded straps, and the skirt's cut-out design at the waist. The product is presented as an ideal choice for a vacation or beach outing, addressing the need for fashionable and comfortable vacation wear. The ad emphasizes the product's ability to make the wearer feel confident and stylish. # Visual style The ad has a polished and trendy aesthetic, resembling a high-quality UGC or influencer-style commercial. The editing style consists of static shots with smooth transitions. The production quality is high-end, creating a clean and visually appealing look. The pacing is moderate, with consistent shot durations and no abrupt shifts. The audio and visual elements are well-synced, enhancing the overall viewing experience. # Hooks Spoken: 00:00–00:01 [French] Ma seule présence. Text overlay: 00:00–00:01 Spring break is calling / 00:00–00:01 ASOS Visual: 00:00–00:02 The foreground features a young woman posing in a floral bikini top and matching maxi skirt. She is holding a small, dark purse. The background shows a poolside setting with a cabana, palm trees, and a stone pathway. The setting is sunny and tropical, suggesting a vacation location. The woman appears to be in her early 20s, with long brown hair and sunglasses. She is smiling and confident, wearing a stylish outfit and accessories. The camera is stationary, capturing her full body. The lighting is bright and natural, highlighting the textures of the outfit and the environment. The ASOS logo and the text "Spring break is calling" are overlaid on the bottom of the frame. # Funnel stage Top of funnel (Awareness) # Pain points The need for stylish and comfortable vacation wear is addressed, specifically for spring break. The ad targets young women who want to look fashionable and confident on their vacations. # Value propositions - Stylish outfit to make a fashion statement on vacation - Affordable and trendy clothing options for young women # Benefits - Stylish outfit for spring break - Ideal for vacations and beach outings - Fashionable and comfortable vacation wear # Features - Floral bikini top - Matching maxi skirt with cut-out details # Call to action None used. # Social proof - None used. # Point of view - Customer 90% – The ad is primarily from the perspective of a customer showcasing the product through modeling and posing. - Brand 10% – The brand’s voice is present through text overlays promoting ASOS and its offerings. # Storyline - 00:00–00:07 00:00–00:07 The ad opens with a young woman posing and modeling in a bikini top and matching maxi skirt. She is holding a small purse and touching her hair while smiling and looking confident. The message conveyed is that she is stylish and ready for a vacation. The perspective is from an external observer, showcasing the woman's fashion-forward look, and the tone is upbeat and playful. - 00:07–00:09 00:07–00:09 The scene transitions to a poolside cabana with white curtains, followed by text overlays promoting ASOS. The message is that ASOS provides outfits for your next vacation. The perspective shifts to the brand, showcasing its offerings. The tone is promotional and inviting.

# Ad summary This ASOS ad features a montage of diverse women in party dresses and going-out looks, set against a backdrop of nightlife settings. The ad emphasizes self-expression, confidence, and owning the night in ASOS fashion. The ad is clearly intended to promote ASOS clothing and accessories, highlighting the brand's appeal for nightlife fashion. # Brand positioning ASOS is presented as a fashion-forward, inclusive brand that caters to individuals looking to express themselves through unique and eye-catching clothing and accessories for nightlife and special occasions. The brand promotes a lifestyle of confidence and fun. The brand seems to ignore category norms by highlighting quirky, unique clothing while maintaining a high-fashion appeal. ASOS occupies a space that blends both functional fashion (offering clothing suitable for going out) and emotional expression (encouraging confidence and self-expression). # Product The ad features a range of ASOS clothing and accessories designed for nightlife and special occasions. The collection includes dresses, tops, skirts, and accessories in various styles, colors, and materials, including sequins, bright colors, and unique silhouettes. The products are designed for diverse body types and personal styles, underscoring the brand's commitment to inclusivity. The USPs appear to be the brand's commitment to inclusive sizes and styles as well as their diverse inventory. The items are intended to be worn for going out, parties, and nightlife activities, emphasizing self-expression and confidence. The ad addresses the purchase barrier by offering a wide variety of styles so that any individual can find something that fits their aesthetic. # Visual style The ad features a polished, high-end commercial aesthetic with quick cuts and vibrant colors. The editing style includes rapid transitions between scenes, creating a fast-paced rhythm. The production quality is high, giving the ad a professional and aspirational feel. The cuts per minute are approximately 60 BPM, maintaining a consistent, energetic pace throughout the ad. Audio and visuals sync with music beats and scene transitions, enhancing the ad's dynamic nature. # Hooks Text overlay: 00:00–00:03 Own the night in ASOS Visual: 00:00–00:01 Close-up shot of a person in a shimmering brown dress reaching into a dark, ruched handbag. The background is blurred, emphasizing the dress and accessories. The person has gold jewelry on their hands and wrists. Lighting is dim and warm. Text overlay reads "Own the night in ASOS" in a white sans-serif font at the bottom of the frame. / 00:01–00:02 A woman with short hair, dark skin, and a green sequined dress is walking towards the camera in an urban setting at night. She carries a green bouquet of foliage. The background features a colorful hotel facade with bright neon lights. The camera is static at eye level. Lighting is bright, emphasizing the dress and hotel. Text overlay reads "Own the night in ASOS" in a white sans-serif font at the bottom of the frame. / 00:02–00:03 Close-up shot of a woman with long dark hair, smiling into a mirror. She wears a white top with floral earrings. Many hands, all in formal attire, are surrounding her face. The hands hold red lipsticks. The background is a dimly lit party setting. The camera is static and low. Lighting is bright around the woman's face. Text overlay reads "Own the night in ASOS" in a white sans-serif font at the bottom of the frame. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of not finding unique and inclusive fashion options for nightlife and special occasions. # Value propositions - Own the night in ASOS (encourages self-expression and confidence through fashion) # Benefits - Express yourself - Confidence - Unique and eye-catching clothing # Features - Variety of styles - Inclusive sizes - Diverse looks # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad showcases various models through the brand's perspective, with the tone being promotional and aspirational. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a close-up shot of a woman in a sparkling dress reaching into a metallic handbag. This shot sets the tone for a night out. The message conveyed is about getting ready to own the night. - 00:01–00:02 00:01–00:02 The scene cuts to a woman confidently walking in a green sequin dress, with a hotel and palm trees in the background. This moment amplifies the message of owning the night and enjoying vibrant nightlife. - 00:02–00:03 00:02–00:03 The scene shifts to a woman smiling in a mirror surrounded by hands holding lipstick. This moment conveys the idea of getting ready and feeling glamorous. - 00:03–00:04 00:03–00:04 A woman is posing in a sparkling dress in a nighttime urban setting, emphasizing the fun and fashionable aspect of the night. - 00:04–00:05 00:04–00:05 The ad shows a woman in a white top and pink sequined skirt licking an ice cream cone while sitting on the sidewalk in front of a store. This communicates carefree fun and enjoying the night's spontaneous moments. - 00:05–00:06 00:05–00:06 Three women are posing in different dresses against a backdrop of tropical foliage. This conveys diversity and style. - 00:06–00:07 00:06–00:07 The three women pose in different attire in an urban street scene. This beat continues to highlight diverse styles and the brand's appeal for nightlife fashion. - 00:07–00:08 00:07–00:08 The scene shifts back to the woman smiling in a mirror while other hands hold lipstick. This moment conveys getting ready and feeling glamorous. - 00:08–00:09 00:08–00:09 The ad cuts to the woman in the pink skirt lying on a sofa, emphasizing fun and fashionable moments. - 00:09–00:10 00:09–00:10 The scene shifts back to the woman in the white top and pink sequined skirt licking an ice cream cone while sitting on the sidewalk in front of a store. This communicates carefree fun and enjoying the night's spontaneous moments. - 00:10–00:11 00:10–00:11 Three women are posing in different dresses against a backdrop of tropical foliage. This conveys diversity and style. - 00:11–00:12 00:11–00:12 The three women pose in different attire in an urban street scene. This beat continues to highlight diverse styles and the brand's appeal for nightlife fashion.

# Ad summary This ad features a male creator showcasing various outfits from ASOS. The video uses quick cuts and upbeat music to maintain viewer engagement. The creator models each outfit in a simple setting, allowing viewers to easily visualize the different pieces and how they can be styled. # Brand positioning ASOS is presented as a retailer that makes everyday styling effortless and accessible. The brand aims to occupy a space in the consumer's mind as a trendy and versatile platform for building a wardrobe. ASOS promotes a lifestyle of accessible fashion and self-expression, catering to individuals who seek a wide range of styles. The brand likely ignores the norms of traditional high fashion, opting for a more inclusive and diverse approach. ASOS focuses on a functional brand positioning, emphasizing the variety and ease of styling its products. # Product The ad showcases a variety of clothing items available from ASOS. These include a black Carhartt jacket, white t-shirt, wide-legged beige pants, a black open-front cardigan, grey pleated trousers, a navy track jacket with white stripes, and light grey wide-legged denim pants. The products are for anyone interested in trendy, casual styling. The ad highlights the versatility of ASOS's range, showing how different pieces can be combined to create diverse looks. The ad does not explicitly address purchase barriers but focuses on the appeal of easy styling and fashionable outfits. Each piece is presented as being part of a broader collection that allows for mixing and matching. # Visual style The ad has a polished commercial aesthetic with a UGC feel. The editing style includes quick cuts to transition between outfits, maintaining a consistent pacing throughout. The production quality is high-end, with clear lighting and stable shots. The pacing is fast, with approximately 15 cuts per minute, timed to match the music. The audio-visual sync is noticeable, with transitions aligned to the music beats. # Hooks Text overlay: 00:00–00:03 ASOS just made everyday styling easy Visual: 00:00–00:03 A young male stands in a room with hardwood floors and white walls. He wears a black Carhartt jacket, white t-shirt, wide-legged beige pants, and Adidas sneakers. He is also wearing a black baseball cap. The room is decorated with framed pictures on the wall. The camera is stationary and captures a medium shot of the subject. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that everyday styling can be challenging. It highlights the problem of putting together fashionable outfits easily, as suggested by the overlay text: “ASOS just made everyday styling easy.” # Value propositions - ASOS makes everyday styling easy by providing trendy and versatile clothing options. # Benefits - Easy styling - Trendy outfits - Versatile wardrobe # Features - Black Carhartt jacket - White t-shirt - Wide-legged beige pants - Black open-front cardigan - Grey pleated trousers - Navy track jacket with white stripes - Light grey wide-legged denim pants # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a creator showing off ASOS clothing in a real setting. # Storyline - 00:00–00:03 00:00–00:03 A male creator stands in a room with hardwood floors and white walls, wearing a black Carhartt jacket, white t-shirt, wide-legged beige pants, and Adidas sneakers. He adjusts his jacket. This moment aims to capture attention by showcasing a trendy outfit. - 00:03–00:06 00:03–00:06 The creator changes into a black open-front cardigan, white t-shirt, grey pleated trousers, and a black New York Yankees baseball cap. He adjusts the cardigan. This switch aims to present an alternative outfit, showing the breadth of ASOS's offerings. - 00:06–00:09 00:06–00:09 The creator stands still, modeling the outfit. This static shot is to let the viewer fully take in the clothing being displayed. - 00:09–00:15 00:09–00:15 The creator wears a navy track jacket with white stripes, a white t-shirt, light grey wide-legged denim pants, and a black New York Yankees baseball cap. He crosses his arms and looks at the camera. This final outfit aims to leave a lasting impression of stylish choices available from ASOS.

# Ad summary The ASOS ad presents the brand as a purveyor of fashion for various summer occasions, showcasing a model in a flowy white outfit to capture the essence of beach getaways. The ad uses a search bar motif to categorize fashion vibes, suggesting ASOS can cater to diverse summer styles. # Brand positioning ASOS is portrayed as a versatile fashion brand catering to a variety of summer occasions. The brand positions itself as a provider of trendy and occasion-specific outfits, aligning with a youthful, vacation-oriented lifestyle. The brand ignores traditional seasonal fashion norms, focusing instead on specific summer vibes. The brand positioning is primarily emotional, emphasizing the feelings and experiences associated with different summer settings like sunset hour, beach mode, and poolside relaxation. ASOS aims to occupy the consumer's mind as a go-to destination for fashionable outfits suited to various summer activities and moods, focusing on convenience and style for memorable experiences. # Product The featured product is a flowy, two-piece white outfit, consisting of a camisole-style top and a matching midi skirt. The top has a tie-front detail, while the skirt has a lace trim. The outfit is paired with chunky platform heels. The outfit is designed for warm weather and is presented as ideal for beach getaways. A USP is the outfit's versatility, which allows it to fit in various summer settings. The ad suggests that the outfit helps overcome the barrier of what to wear for different vacation settings, offering a ready-made, stylish solution. It is shown as suitable for sunset hour, beach mode, and poolside settings. # Visual style The ad features a polished and bright aesthetic, akin to a high-end commercial. The editing style combines quick cuts with static shots to maintain a dynamic yet focused view. The production quality is high, with a clean and professional feel, enhancing the brand's image. The pacing is moderate, with cuts timed to match the music's rhythm, creating a cohesive audiovisual experience. # Hooks Text overlay: 00:00–00:03 / Choose your vibe... (search bar) Visual: 00:00–00:02 / A fair-skinned, young female with long blonde hair stands in front of a white curtain backdrop. She wears a white camisole, a white midi skirt, and white platform heels. She accessorizes with gold bracelets and a necklace. The camera angle is low, looking up at the model, who poses and moves slightly. An ASOS logo appears in the upper center. A white search bar overlay reads 'Choose your vibe...' with search suggestions like 'Sunset hour,' 'Beach mode,' and 'Pool side.' The lighting is bright and warm. # Funnel stage Consideration # Pain points The ad addresses the pain point of figuring out what to wear for different vacation settings by offering a ready-made, stylish solution. # Value propositions - Ready-made stylish solution for vacation settings - Outfit that fits in various summer settings # Benefits - Stylish look - Suitable for warm weather - Ideal for beach getaways - Versatile for various summer settings # Features - Flowy camisole-style top - Matching midi skirt - Lace trim - Chunky platform heels # Call to action Shop Beach Getaway # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the model and products in a stylized manner. # Storyline - 00:00–00:02 The ad starts with a model in a white outfit standing in front of a white curtain. - 00:00–00:02 The perspective is from the brand, showcasing the model and the outfit. - 00:00–00:02 The moment is intended to capture attention with the model's look and the brand's visual identity, introducing the outfit and setting the scene for the ad's theme. - 00:02–00:03 The camera zooms in closer to the model. - 00:03–00:04 The shadows of multiple people are seen walking on a light stone floor. - 00:05–00:06 The shadows disappear, and the model walks on a light stone floor. - 00:06–00:07 The model continues walking and only her feet and shoes are shown. - 00:08–00:08 The model continues walking and only her torso is shown. - 00:08–00:11 The ad ends with the model in a white outfit standing in front of a white curtain with the text overlay: 'Shop Beach Getaway'. - 00:08–00:11 The brand is encouraging viewers to shop the 'Beach Getaway' selection.

# Ad summary This ad features an individual in a subway setting. The person is modeling a business suit as they walk through the subway, the words 'Ton style, ton superpouvoir' appear on the screen. # Brand positioning The brand aims to occupy a space in the consumer's mind where fashion empowers individuals. It aligns with the values of self-expression, style, and confidence. The brand seems to push against the idea that fashion is limited to specific occasions or settings, instead of promoting it as a tool for personal empowerment in everyday life. The brand positioning leans towards emotional empowerment through style. # Product The product featured is a formal business suit. It is a grey, pinstripe, double-breasted suit, styled with a light pink collared shirt, and a dark colored tie. The use occasion shown in the ad is everyday wear, in a public setting. # Visual style The ad's overall aesthetic is polished and stylized, resembling a high-end fashion commercial with a UGC feel. The editing style incorporates quick cuts to match the pace of the music. The production quality is high. There are no visual motifs. The pacing of the ad is fast. The cuts and product actions are timed with the music. # Hooks Text overlay: 00:00–00:02 Ton style, ton superpouvoir / 00:00–00:02 ASOS Visual: 00:00–00:02 The shot takes place in a subway station. The foreground shows a person walking towards the camera, the person is wearing a grey, pinstripe, double-breasted suit, styled with a light pink collared shirt, and a dark colored tie. The background shows the subway cars, and other people walking through the station. The person appears to be in their 20s-30s, fair skin, wearing a grey suit and has a serious expression. The camera framing is medium and moves along with the person as they walk. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The product is a formal business suit. It is a grey, pinstripe, double-breasted suit, styled with a light pink collared shirt, and a dark colored tie. The use occasion shown in the ad is everyday wear, in a public setting. # Benefits - Ton style, ton superpouvoir # Features - Grey Pinstripe suit - Double-breasted # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – This ad is from the brand's perspective, the entire ad is showing someone modeling the suit. # Storyline - 00:00–00:09 00:00–00:09 A person is walking through a subway, the person is wearing a grey, pinstripe, double-breasted suit. The camera stays focused on the person as they walk. This is intended to convey that the suits can be worn anywhere. The perspective is from the brand, showing the person in the suit. The tone is stylish and confident.

# Ad summary This ad from ASOS showcases a woman walking through city streets in a fashion-forward outfit. The ad has a quick pace and features a music track with an upbeat tempo. The ad highlights a specific piece of clothing from the brand's latest collection. # Brand positioning ASOS is presented as a modern and trendy fashion brand. The brand seeks to occupy a space in the consumer's mind as a retailer with bold, high-fashion forward styles. The brand promotes individuality, confidence, and self-expression. ASOS seems to be pushing against conventional, more conservative fashion norms, and positions itself as a tastemaker. The brand's tone is assertive and stylish, and their positioning is both functional and emotional, as the brand promotes both style and empowering self-expression. # Product The featured product is a gray strapless bodice-like top, worn over a white collared, long-sleeve shirt with a gray necktie. The shirt is fully buttoned and tucked into matching gray pants. The outfit is an avant-garde take on business professional attire, geared toward making a statement. The product aims to break traditional fashion norms, and gives the wearer the power to express their individuality. # Visual style The ad's visual style is modern and bold, with a polished commercial aesthetic. The editing style employs quick cuts timed to the beat of the music. The production quality is high-end, contributing to a confident and stylish tone. The pacing is fast, with a BPM that complements the upbeat music track. # Hooks Text overlay: 00:00–00:09 Ton style, ton superpouvoir / 00:00–00:10 asos Visual: 00:00–00:02 A Black woman with short hair and dark sunglasses walks towards the camera in an urban cityscape during the day. She wears gold hoop earrings, a white button-down shirt with a gray tie, a gray strapless bodice, and gray pants. White papers blow around her feet. The camera follows her as she walks, with tall buildings on either side of the street forming a blurred background. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of wanting to express individuality and stand out through fashion, rather than adhering to conventional norms. # Value propositions - Express yourself through fashion. - Stand out with a unique and bold outfit. # Benefits - Fashion-forward style - Individuality - Confidence - Self-expression # Features - Gray strapless bodice top - White collared long-sleeve shirt with gray tie - Matching gray pants # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The visuals, music, and messaging represent the brand's perspective and showcase its fashion-forward style. # Storyline - 00:00–00:09 00:00–00:09

# Ad summary An ad promoting ASOS that uses comic book panels to display women as superheroes, which is in contrast to what the normal world sees. A woman's clothing empowers her to stand out and be confident. # Brand positioning ASOS is presented as a brand where anyone can transform into a superhero by wearing their clothes. The brand promotes values of creativity and confidence and makes sure that your clothes make you stand out. This brand pushes against the idea that one should blend in. # Product The products that are featured in this ad are women's clothing. These include dresses, a blazer, pants, and suits. The ad aims to let the viewer know that by wearing these pieces, your style is your superpower. # Visual style The visual style is a mix of UGC and comic book panels. The editing style is a quick cut that happens every few seconds. The production quality is polished. The visual motifs are that there is always clothing featured on the screen. # Hooks Text overlay: 00:00–00:02 Ton style, ton superpouvoir Visual: 00:00–00:05 Comic book panels fill the screen to display different women wearing different clothing. In the first panel, there is a woman floating in the sky, wearing a suit with a fedora. Below this panel, women walk in grayscale, wearing drab clothing. The panels switch between the women being normal and them being superheroes. # Funnel stage Top of funnel (Awareness): Focuses on grabbing attention, introducing the brand or problem — not meant to convert immediately # Pain points ASOS acknowledges that the customer may feel the need to blend in with the crowd. # Value propositions - Wear women's clothing from ASOS to make your style your superpower. - By wearing clothing from ASOS, you can be a superhero. # Benefits - Wear ASOS clothing to become a superhero - Make your style your superpower # Features - Women's clothing - Dresses - Suits - Pants - Blazers # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand perspective, as it features what they are trying to sell in a visually appealing way. # Storyline - 00:00–00:05 The ad opens with comic book panels. Some panels show women blending into crowds, and others show the women transforming into superheroes by wearing ASOS clothing. - 00:05–00:09 There are close-ups of women wearing the clothes while the comic panels continue.