How Away Advertises on Meta

# Ad summary This ad showcases a white Away suitcase topped with a heart-shaped cake and champagne flutes, as well as a pink and red rose bouquet. It promotes Away's Wedding Collection, subtly targeting honeymooners or couples planning destination weddings. # Brand positioning Away positions itself as a premium travel brand, focusing on thoughtful design and quality craftsmanship. It aims to resonate with travelers who appreciate both style and functionality, offering luggage and accessories that are both aesthetically pleasing and highly practical. The Wedding Collection suggests Away also caters to special life moments, providing stylish travel solutions for honeymoons and destination weddings. By focusing on design and offering collections for significant life events, Away seeks to occupy a space in the consumer's mind as a lifestyle brand that enhances the travel experience. # Product The ad features an Away suitcase, specifically a white hard-shell carry-on. The exterior has horizontal ridges, a combination lock, and a light blue luggage tag attached. In this case, the main feature is the luggage being part of the Wedding Collection, as stated above the product. The use occasion is centered around weddings and honeymoons. The suitcase is shown in a lifestyle setting, topped with a heart-shaped cake and champagne flutes, emphasizing its role in celebratory travel. The product includes "MRS" in light blue letters on the side of the suitcase (on-package label text). # Visual style The ad presents a polished, studio-shot aesthetic with soft lighting and careful composition. The visual motifs include lifestyle elements like cake, champagne, and flowers, integrated with the core product to convey a sense of celebration and luxury. The image treatment involves subtle color grading to create a muted, elegant palette, enhancing the high-end feel. The layout is clean and uncluttered, drawing focus to the product and its lifestyle context. The style aims to capture attention with its sophisticated and aspirational presentation. # Hooks Headline: For Better, For Travel # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The ad integrates wedding and travel themes, offering an aspirational lifestyle purchase for newlyweds. # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is consistent throughout the image, positioning Away as a luxury travel brand that is fitting for a honeymoon or wedding trip. # Storyline - The ad opens with the headline “For Better, For Travel” to immediately communicate the theme of weddings and travel. The wedding cake, champagne glasses, and roses support this theme. The brand is conveying the message that its product aligns with celebratory travel experiences and positions the product to be purchased for that reason. - A white Away suitcase is prominently displayed. It supports the cake, and sits on top of another, darker-colored Away suitcase. This showcases the core product and its design while implying that the suitcase is stable and well-constructed. The brand is showing off the visual appeal of the luggage, indicating that it will stand up to practical use, and positioning the suitcase as a premium item worthy of special occasions. - The brand logo “AWAY” is displayed at the bottom of the ad. This reinforces brand recognition and encourages viewers to associate the brand with weddings and travel.

# Ad summary An image ad for AWAY luggage, showcasing a newly married couple on their honeymoon with their AWAY luggage. # Brand positioning AWAY positions itself as a premium travel and lifestyle brand, catering to discerning travelers who value both style and functionality. The brand emphasizes high-quality materials, thoughtful design, and durability. It aligns with a modern, sophisticated lifestyle, offering products that are both practical and aesthetically pleasing. AWAY pushes against the norms of traditional, purely functional luggage by incorporating fashionable designs and innovative features, appealing to consumers who seek a blend of performance and style in their travel gear. The brand aims to occupy a space in the consumer's mind as the go-to choice for elevated travel experiences, symbolizing both adventure and refined taste. # Product AWAY luggage products are designed for travel, offering both style and functionality. The ad showcases two AWAY suitcases: one large, white suitcase and one smaller, black suitcase. The white suitcase is positioned prominently, highlighting its sleek design and modern aesthetic. The smaller black suitcase is also visible, suggesting a range of options to suit different travel needs. The ad emphasizes the suitcases as essential companions for a honeymoon getaway, implying they are reliable and stylish choices for such special occasions. The luggage aims to alleviate the stress of travel by providing durable, well-designed solutions that can handle the demands of any journey. By showcasing the products in the context of a romantic honeymoon, AWAY is illustrating that their products are a worthwhile investment. # Visual style The ad utilizes a highly polished, studio-shot aesthetic to create a luxurious and aspirational feel. The visual motifs include soft, diffused lighting, a clean and uncluttered composition, and a focus on textures and materials that evoke quality and comfort. The image treatment involves subtle color grading to enhance the warmth of the scene and background removal to isolate the subjects. The typography is integrated seamlessly, with clean and legible fonts that reinforce the brand's sophisticated image. The style aims to contrast with typical, lo-fi social media content by offering a high-design, elevated look, thereby increasing stop power and scannability in the feed. # Hooks Headline: The honeymoon getAway # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Point of view - Customer: The barefoot couple relaxing in a hotel room suggests an intimate and personal experience of a honeymoon, creating a relatable and aspirational scenario for viewers. - Brand: The prominent display of AWAY luggage positions the brand as an integral part of the ideal travel experience, highlighting its relevance and appeal. - External source: The overall setup of luxurious bedding and ambient lighting indicates a high-quality travel experience, providing an implied endorsement of the brand's aspirational appeal. # Storyline - The ad opens with a wide shot featuring a newly married couple amidst their honeymoon setting, creating a scene of love and celebration. This is intended to immediately engage the viewer by showing the blissful start of a journey, and is experienced from an observer's point of view. - The couple is barefoot, casually sitting on the floor next to their AWAY luggage in what appears to be a hotel room. This choice suggests a relaxed, intimate moment, inviting viewers to imagine themselves in a similar carefree state, as seen from the couple's perspective. - Focus is drawn to the AWAY luggage, which is strategically positioned to be a prominent feature of the scene. The intention here is to promote the products as an essential part of the travel experience, subtly influencing the audience that AWAY is an integral element of their own ideal getaway, and is seen from the brand's perspective. - The entire setup, from the bedding to the lighting, suggests a luxurious and aspirational travel experience, enticing the viewer to associate AWAY with high-quality and memorable journeys. This narrative beat is presented from the perspective of a brand aiming to elevate the perception of its products through association with special moments.

# Ad summary This ad for Away luggage showcases the brand's customizable monogramming feature, with a focus on wedding travel. A white Away suitcase is decorated with a bridal bouquet and personalized with 'MR' and 'MRS' monograms, emphasizing the luggage as a stylish accessory for newlyweds. # Brand positioning Away is presented as a premium luggage brand that offers stylish, durable, and customizable travel solutions. The brand aims to occupy a space in the consumer's mind as a sophisticated choice for modern travelers. It aligns with a lifestyle that values both functionality and personal expression, promoting a sense of individuality through customizable features. Away pushes against the norm of generic, impersonal luggage by offering monogramming. The brand positioning is both functional (durable luggage) and emotional (personalization, making a marriage official). # Product The advertised product is Away luggage, specifically a white suitcase, highlighted for its monogramming feature. The luggage is shown as a hard-shell suitcase with a ribbed design and four wheels. The ad emphasizes the ability to personalize the suitcase with a monogram. This feature is shown as a way to "Make a marriage official". The product is intended for couples, specifically newlyweds, as implied through the wedding-themed context of a bridal bouquet placed on top of the suitcase and the 'MR' and 'MRS' monograms. The USP is the ability to customize the luggage, making it a unique accessory for travel. A purchase barrier addressed is the desire for personalization and a touch of style when traveling, which Away luggage overcomes with its monogramming. # Visual style The ad has a polished, clean aesthetic typical of brand-promoted content. The editing is static, with simple transitions as the monogram changes. The production quality is high-end, supporting the intended tone of luxury and sophistication. The pacing is slow and deliberate. Audio-visual sync is minimal, with no distinct synchronization to music beats or voiceover. # Hooks Text overlay: 00:00–00:03: ADD A MONOGRAM / 00:00–00:03: Make a marriage official Visual: 00:00–00:01: A static, medium shot of a white Away suitcase on a dark green patterned carpet, positioned next to a bed with white linens and a peach-colored bedside table. The top of the suitcase is adorned with a bridal bouquet featuring red and pink roses. The background is slightly blurred, with focus on the suitcase and bouquet. Text overlay appears above the suitcase. The Away logo is in the bottom right corner. / 00:01–00:02: The same scene as before, but the letters 'MR' appear on the top right of the suitcase in a light blue font. / 00:02–00:03: The same scene, but the letters 'MR' disappear, and 'MRS' appears in their place on the top right of the suitcase in a light blue font. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the desire for personalization and unique expression, especially during significant life events like marriage, and the need for luggage that reflects this. # Value propositions - Personalized luggage: Monogramming allows couples to make their luggage unique and representative of their union. # Benefits - Personalization - Makes a marriage official # Features - Monogramming # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product's features and aesthetic appeal with a clear focus on promoting the brand's image. # Storyline - 00:00–00:02 The ad opens with a static shot of a white Away suitcase decorated with a bridal bouquet. The message is to associate the suitcase with marriage and travel for newlyweds. - 00:01–00:02 The 'MR' monogram is added to the suitcase, reinforcing the idea of personalization for grooms and emphasizing the suitcase as a symbol of the new marriage. - 00:02–00:03 The monogram changes to 'MRS', completing the set and highlighting the option for both partners to have their luggage personalized, making it a matching set for the couple.

# Ad summary This ad showcases Away suitcases in a luxury hotel room setting, positioning them as gifts for groomsmen. # Brand positioning Away is presented as a premium travel brand that provides modern, stylish, and durable luggage. The ad emphasizes luxury and sophistication, aligning the brand with high-end experiences and aspirational lifestyles. The overall brand positioning is emotional, focusing on elegance and quality that enhances the travel experience. By featuring the product in a luxury hotel room and associating it with a wedding party, Away implies that its luggage is a perfect complement to upscale occasions, setting it apart from more utilitarian or budget-focused competitors. # Product The ad features Away suitcases, specifically highlighting their use as groomsmen gifts. The suitcases appear to be made of a glossy black material with a ridged design. These are shown stacked in a hotel room. The ad focuses on the suitcases' suitability for special occasions, such as weddings, portraying them as a thoughtful and stylish gift. The offer of bundling and saving $50* aims to overcome potential purchase barriers by providing a financial incentive for buying multiple suitcases. # Visual style The ad features a polished and high-quality production style, using a clean, well-lit setting to convey luxury and sophistication. The visual motif is a staged scene in a hotel room, emphasizing the use of the product in a travel setting. The image treatment includes soft lighting and balanced colors to enhance the high-end feel. The typography integration is clean and elegant, ensuring readability without being distracting. The visual style contrasts with the native platform style by presenting a high-design aesthetic, which serves to capture attention and create a premium brand perception. # Hooks Headline: BUNDLE AND SAVE $50* # Funnel stage Consideration # Pain points The ad implies that finding a suitable and thoughtful gift for groomsmen can be a challenge, particularly one that is both practical and stylish. # Value propositions - Bundle and save $50*: By offering a discount for bundling, it promotes a more economical way to purchase the product. # Call to action None used. # Point of view - Brand: The brand is promoting its product as a luxury item and a perfect gift option for groomsmen. - External source: Observing the scene of the groomsmen in a hotel room setting to showcase the product's use in a real-life situation. # Storyline - The ad opens with a scene in a luxury hotel room, immediately setting a tone of sophistication and elegance. This establishes the context for the product and its intended use, which is related to travel and special occasions. The brand aims to associate its luggage with a high-end lifestyle, enticing the viewer to see the product as more than just a travel accessory, from a brand perspective. - The focus shifts to the Away suitcases, emphasizing their design and functionality. The tagline "BUNDLE AND SAVE $50*" and "Groomsmen Gifts" highlight the product's suitability as a gift for wedding parties, and also promotes an offer. This is intended to persuade the viewer of the product’s value and relevance, from a brand perspective. - The scene includes two men dressed in formal attire, which reinforces the ad's connection to weddings and groomsmen. The presence of a champagne bottle further emphasizes the celebratory theme and luxurious setting. The viewer is positioned as observing the lifestyle associated with the product, from an outside perspective.

# Ad summary This ad is promoting Away's "The Wedding Collection". The ad follows a newlywed couple who have a very short, stylized Vegas wedding. The couple spends the ad dancing, packing, and running through the hotel with their Away luggage. # Brand positioning Away is presented as a luxury travel brand that values adventure and style. The brand caters to a demographic that appreciates high-quality, durable luggage that complements a jet-setting lifestyle. In this ad, Away's brand positioning leans into the emotional aspect of travel and adventure, specifically catering to those celebrating major life events such as weddings. The brand is associated with creating memorable experiences and traveling in style, aligning with a customer base that prioritizes both functionality and aesthetics. This ad pushes against the norm by associating luggage with celebration, rather than pure utility. # Product The featured product is Away's "The Wedding Collection", a set of stylish and durable luggage designed for travel. The collection includes suitcases of various sizes, from carry-ons to larger checked bags, all in elegant colors such as white, black, and silver. These suitcases are built to withstand the rigors of travel. They feature a hard shell, smooth-rolling wheels, and a well-organized interior to keep belongings secure and tidy. The luggage targets newlyweds or anyone looking to travel in style for special occasions. A key selling point is the combination of practicality and elegance, making it suitable for both functional travel needs and visually appealing aesthetics. The ad showcases the luggage in various settings, from hotel rooms to casinos, demonstrating its versatility and appeal for different travel scenarios. The collection is presented as a must-have for anyone wanting to add a touch of sophistication and organization to their travel experience. # Visual style The ad features a polished, high-end commercial aesthetic with bright, vibrant colors and a fast-paced editing rhythm. The production quality is high, with smooth transitions and professional lighting. The visual motifs include recurring shots of the Away luggage in various elegant settings, emphasizing its stylish design and durability. The pacing is quick, with numerous cuts per minute, creating an energetic and dynamic feel. The audio-visual sync is precise, with cuts and product actions timed to the upbeat music, enhancing the overall viewing experience. # Hooks Spoken: 00:18–00:20 [Singing] We're gathered here today # Funnel stage Top of funnel (Awareness) # Pain points The ad doesn't explicitly state a pain point, but implicitly suggests the common frustration of traveling with disorganized, unattractive luggage, especially during significant life events like a wedding. # Value propositions - Combining practicality and elegance. - Suitable for both functional travel needs and visually appealing aesthetics. # Benefits - Travel in Style - Protects Belongings - Easy to Maneuver - Keeps Items Organized # Features - Stylish Design - Durable Hard Shell - Smooth-Rolling Wheels - Well-Organized Interior # Call to action SHOP THE WEDDING COLLECTION # Point of view - Brand 100% – The ad uses the brand's official voice to showcase its product and lifestyle association. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a shot of a couple dancing. The intention is to immediately immerse the viewer in the joy and celebration of the wedding. The audience experiences this from an external observer's perspective. The tone is celebratory and romantic. - 00:01–00:04 00:01–00:04 A shot of makeup is shown. The intention is to show the pre-wedding preparation stage. The audience experiences this from an external observer's perspective. The tone is excited and busy. - 00:04–00:06 00:04–00:06 The bride and groom are shown getting ready. The intention is to show the building excitement and anticipation. The audience experiences this from an external observer's perspective. The tone is joyful and optimistic. - 00:06–00:12 00:06–00:12 The couple is shown running through the hotel with their Away luggage. The intention is to showcase the brand's product in a fun and adventurous setting. The audience experiences this from an external observer's perspective. The tone is whimsical and energetic. - 00:12–00:16 00:12–00:16 A series of shots are shown. The intention is to highlight the joyful and carefree atmosphere of the wedding. The audience experiences this from an external observer's perspective. The tone is playful and exuberant. - 00:16–00:21 00:16–00:21 The couple continues celebrating with their luggage. The intention is to integrate the product seamlessly into the wedding celebration. The audience experiences this from an external observer's perspective. The tone is celebratory and stylish. - 00:21–00:29 00:21–00:29 Final shots of the luggage and couple are shown. The intention is to reinforce the connection between Away luggage and memorable travel experiences, ending with a call to action. The audience experiences this from an external observer's perspective. The tone is light-hearted and inviting.

# Ad summary This ad promotes AWAY luggage, and it displays a couple having their honeymoon, implying that this is the luggage they would want to take. # Brand positioning Away is presented as a modern and stylish luggage brand that caters to travelers seeking both functionality and aesthetics. The brand aims to occupy the space of providing high-quality, durable luggage with a focus on design and user experience. The brand promotes a lifestyle of seamless travel, adventure, and creating memorable experiences. Away subtly suggests that it defies the norm of boring, purely functional luggage by emphasizing its visual appeal and association with special moments like honeymoons. # Product The AWAY luggage is a modern suitcase designed for travel. While the ad does not mention specific features or materials, it is shown in a "Just Married" context, making it the ideal luggage for a honeymoon. The luggage is presented as something visually desirable and a component of an exciting and memorable travel experience. The ad addresses the potential purchase barrier of viewing luggage as merely a functional item by associating it with a desirable lifestyle and special occasion. # Visual style The ad has a polished yet slightly shaky aesthetic, giving it a UGC feel. The editing style includes quick cuts and transitions between scenes, maintaining a fast pace. The production quality is relatively high, blending commercial polish with a touch of raw, handheld camera work. The pacing is consistently fast, with cuts synchronized to the music beats, enhancing the ad's energetic and romantic tone. # Hooks Spoken: 00:00–00:08 [Singing] [Unclear lyrics] Text overlay: 00:08–00:09 AWAY / 00:08–00:09 SHOP THE WEDDING COLLECTION Visual: 00:00–00:01: A heterosexual couple embraces in front of a brightly lit sign with red neon lights. The male wears a black suit and the female wears a short white dress. The camera is handheld, shaky, and moves around the couple. / 00:01–00:02: A white AWAY suitcase is shown. "JUST MARRIED" is written on the suitcase in red and pink letters. The background is blurry. / 00:02–00:04: A heterosexual couple is running through a hotel hallway. The female wears a short white dress and the male wears a suit. Both are carrying AWAY suitcases. The camera follows them at a low angle with a shaky handheld style. / 00:04–00:06: The couple embraces inside an elevator. The female wears a short white dress and the male wears a suit. The background is cream with wall decor. The camera is static. / 00:06–00:06: A red "DO NOT DISTURB" sign hangs on a hotel door. / 00:06–00:08: The couple is shown in a hotel room being playful with each other on a brown couch. The female wears a short white dress and the male wears a white dress shirt and black pants. There is a painting in the background and the lighting is dim. The camera is static. # Funnel stage Top of funnel (Awareness) # Pain points The ad solves the pain point of wanting luggage for a special occasion, like a wedding. By showing a "Just Married" suitcase, the ad suggests that AWAY luggage is ideal for honeymoons and other celebratory trips. # Call to action SHOP THE WEDDING COLLECTION # Social proof - None used. # Point of view - Customer 0% – The ad does not use a customer point of view. - Brand 100% – The brand's perspective is shown through the entire advertisement by highlighting the product. - Expert 0% – The ad does not use an expert point of view. - External source 0% – The ad does not use an external point of view. # Storyline - 00:00–00:01 A newly married couple is seen in front of a bright sign being playful with each other. - 00:01–00:02 00:01–00:02: A white suitcase with "Just Married" written on it is shown. - 00:02–00:04 00:02–00:04: The newlyweds are then seen in a hotel, running down the hall with their luggage. This is from the perspective of an outside observer as they rush through the hotel. The tone is playful and energetic. - 00:04–00:06 00:04–00:06: The couple laughs as they embrace in the elevator from the perspective of an outside observer. - 00:06–00:08 00:06–00:08: A "do not disturb" sign is shown on the hotel door. The couple is seen in their room, being playful with each other on the couch. - 00:08–00:09 00:08–00:09: The AWAY luggage is shown with the text, "AWAY SHOP THE WEDDING COLLECTION".

# Ad summary This ad is for Away luggage, which shows a couple getting married and using Away luggage for their honeymoon. # Brand positioning Away is presented as a modern, high-end luggage brand that is perfect for any occasion, especially weddings and honeymoons. The brand is positioned as a stylish and reliable travel companion for couples embarking on their new life together. The ad promotes a sense of luxury, adventure, and romance, aligning with a lifestyle of travel and celebration. The brand appears to ignore functional aspects of travel in favor of an emotional presentation that positions luggage as part of a lifestyle. # Product The featured product is Away luggage, specifically from “The Wedding Collection”. The ad showcases a white, hard-shell suitcase adorned with red block lettering spelling “Just Married.” The luggage is presented as a stylish accessory, complementing the wedding theme and suggesting it is ideal for honeymoons or post-wedding travel. The luggage addresses the purchase barrier of luggage being utilitarian by suggesting it's an emotional purchase. # Visual style The ad has a polished, high-end commercial aesthetic with a vintage filter. The editing style includes quick cuts to create a fast-paced rhythm. The production quality is high, giving it a luxurious and celebratory tone. There are no noticeable visual motifs. The pacing is fast with cuts often timed to the music beats. # Hooks Spoken: 00:03–00:04: [Upbeat, energetic music] We gather here today to get these two hitched. Visual: 00:03–00:04: Close-up shot of a woman with red hair wearing a white robe. She is smiling and touching her neck. She is wearing gold earrings and a ring on her left hand. The background is a white wall with gold accents. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Away luggage enhances special occasions by providing stylish travel solutions for weddings and honeymoons. # Benefits - Stylish accessory for weddings and honeymoons - Reliable travel companion for couples # Features - Part of the Wedding Collection # Call to action SHOP THE WEDDING COLLECTION # Social proof - None used. # Point of view - Customer 100% – The ad primarily shows the wedding events and couple's interactions from the implied perspective of wedding guests or an observer, capturing the celebratory atmosphere and romantic moments of the newlyweds, aligning with a customer's experience. # Storyline - 00:00–00:01 The ad opens with a close-up shot of an Away suitcase with wedding-themed text layered on top, introducing the brand and the context of a wedding. - 00:01–00:02 A quick shot shows makeup brushes in a clear bag, suggesting the getting-ready process before the wedding. - 00:02–00:03 Bridesmaids in matching 'Get Away' robes are seen, building anticipation and highlighting the group aspect of the wedding celebration. - 00:03–00:04 A close-up of the bride shows her smiling and adjusting her robe, conveying excitement and happiness. - 00:04–00:05 The bride and groom are shown in an elevator, surrounded by friends, creating a sense of celebration and togetherness. - 00:05–00:08 Quick cuts of the wedding reception include champagne toasts, cake cutting, and dancing, emphasizing the joyous occasion. - 00:08–00:09 The “Just Married” Away suitcase is shown again, connecting the event with the brand's product. - 00:09–00:10 Bridesmaids are seen again in “Get Away” robes, linking back to the preparation and highlighting the brand's theme. - 00:10–00:11 The bride and groom are shown running through a hotel hallway with their Away suitcase, signifying their escape and the start of their honeymoon. - 00:11–00:12 The groom hangs a “Do Not Disturb” sign on the door, implying privacy and romance. - 00:12–00:14 The couple is then seen in their hotel room, playfully interacting and relaxing, reinforcing the theme of a romantic getaway. - 00:14–00:15 The ad concludes with a final shot of the Away suitcase and a call to action, encouraging viewers to shop the Wedding Collection.

# Ad summary This ad promotes the Away Featherlight Duo Crossbody bag, emphasizing its lightweight design and versatility for various occasions. The ad showcases a model using the bag in different settings, highlighting its ability to hold essential items while maintaining a stylish appearance. # Brand positioning Away is presented as a brand that focuses on creating stylish and functional travel accessories. The brand aims to occupy a space in the consumer's mind as a provider of thoughtfully designed, lightweight products that cater to the needs of modern travelers and individuals on the go. The brand aligns with a lifestyle that values both practicality and aesthetic appeal, demonstrated through the sleek design of the bag and its adaptability for various occasions, from daytime meetings to evening events. Away distinguishes itself by focusing on essential, travel-friendly design, which suggests that it pushes against the norm of overly bulky or impractical travel accessories. The brand positioning is both functional (lightweight, versatile) and emotional (stylish, adaptable). # Product The Away Featherlight Duo Crossbody is a lightweight bag designed for versatility and everyday use. It features a crossbody strap for easy carrying and a compact size to hold essential items like a mirror, wallet, and perfume. The bag is suitable for various occasions, 'from meeting to midnight,' and is shown being used in different settings. It appears to be made from a durable, water-resistant material. The advertised features highlight its lightweight nature and its ability to seamlessly transition from daytime to evening activities. The ad emphasizes the bag's convenience and style, suggesting that it's worth buying because it combines practicality with a fashionable design. The black color is featured in the ad. # Visual style The ad has a polished and clean aesthetic, with natural lighting and a focus on showcasing the product in realistic, everyday settings. The editing style includes quick cuts to highlight different features and use cases of the bag. The production quality is high, giving it a commercial feel. The pacing is moderate, with cuts timed to match the music. The overall visual style supports a tone of effortless style and practicality. # Hooks Text overlay: 00:00–00:02 FEATHERLIGHT DUO CROSSBODY Visual: 00:00–00:01 A woman with curly hair, sunglasses, and a gray blazer and shorts set walks along a gray wall. She carries a black crossbody bag. The background is a plain gray wall with a yellow curb line. The lighting is bright and natural. The camera follows her as she walks, with a slight zoom-in. 'AWAY' logo is displayed at the bottom right corner of the screen. # Funnel stage Consideration # Pain points The ad implies the pain point of needing a bag that is both functional and stylish for various occasions without being too bulky or heavy. The phrase 'FROM MEETING TO MIDNIGHT' signals the need for a bag that can transition seamlessly between different events. # Value propositions - Featherlight Duo Crossbody: Combines lightweight design with versatility. - From meeting to midnight: Suitable for both professional and social settings. # Benefits - Versatility for various occasions - Easy to carry - Holds essential items # Features - Lightweight design - Crossbody strap - Compact size # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is entirely from the perspective of a stylish user demonstrating the bag in her daily routine. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with a woman walking alongside a gray wall, showcasing the black crossbody bag she is wearing. The message is to introduce the product in motion and demonstrate its style. - 00:01–00:02 00:01–00:02 The woman is now in front of a building with large windows, highlighting the bag's design. The message is to emphasize the bag's design in an urban setting. - 00:02–00:03 00:02–00:03 A close-up shot shows a hand opening the bag to reveal a compact mirror inside. This demonstrates the bag's functionality and capacity to hold essentials. The audience experiences this from a first-person perspective, showcasing the product use. - 00:03–00:04 00:03–00:04 The woman walks in front of a building with windows again, still carrying the bag. The message is to show the bag being carried. - 00:04–00:05 00:04–00:05 Close-up shot of the woman's hands adjusting the strap of the crossbody bag. This demonstrates the bag's adjustable features and ease of use. - 00:05–00:06 00:05–00:06 The woman sprays perfume on herself while wearing the bag, suggesting it’s suitable for various occasions. The message is to show the bag being worn. - 00:06–00:07 00:06–00:07 The woman walks in front of a building with windows again, carrying the bag. The message is to show the bag being carried. - 00:07–00:10 00:07–00:10 Close-up of hands opening the bag and organizing items inside. This emphasizes the bag's functionality and organizational capabilities. - 00:10–00:11 00:10–00:11 The woman walks alongside a gray wall while carrying the bag. The message is to show the bag being carried.

# Ad summary This image ad from AWAY features a newlywed couple celebrating their wedding in what appears to be a fancy hotel, with the bride hoisted up by the groom as he holds two Away suitcases. The ad is for the Away 'Wedding Collection' and the headline states that 'Love is a trip, go all in'. # Brand positioning Away is presented as a high-end travel brand, as showcased by its sleek and modern luggage featured in the ad. The brand aligns itself with luxury, style, and the celebration of life's important moments. The ad emphasizes the emotional aspect of travel, associating it with love, new beginnings, and the excitement of embarking on adventures together. Away encourages consumers to 'go all in', suggesting a willingness to embrace spontaneity and indulge in memorable experiences. The brand positions itself within the aspirational travel market, focusing on creating luggage that seamlessly integrates into these significant life events. # Product The ad features AWAY brand suitcases. There is a white suitcase on the left and a black suitcase on the right. These appear to be AWAY's signature hard-shell suitcases, emphasizing their durability and modern design. The suitcases are intended for travel. These are suitable for couples embarking on their honeymoon or other significant trips. The suitcases are displayed as a symbol of adventure and new beginnings, aligning with the theme of the 'Wedding Collection'. The ad highlights that AWAY products are worth purchasing for those seeking stylish, reliable luggage for memorable moments. # Visual style The ad has a polished, editorial aesthetic. The image features a professional-quality photograph with controlled lighting and color grading, giving it a high-end feel. The overall visual style aligns with luxury travel and lifestyle content, designed to be eye-catching and aspirational in social media feeds. # Hooks Headline: Love is a trip, go all in # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Stylish and durable luggage for a wedding - Celebrate your love with luxury luggage # Benefits - Luggage for travel - Durable - Stylish # Features - Suitcases - Hard shell exterior - Wheels - Retractable handle # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad showcases the brand's product by associating it with a milestone event, suggesting their luggage is part of a memorable and romantic experience. - Customer: The image captures the joy and excitement of a wedding, appealing to the emotions of starting a new life together, and this reflects the customer's desire for unforgettable moments. - Brand: Through the headline 'Love is a trip, go all in', the brand encourages embracing spontaneity and adventure, suggesting AWAY products are perfect for such journeys. # Storyline - The ad opens by displaying a newlywed couple in a celebratory embrace, with the bride being lifted by the groom while surrounded by luggage, implying they are about to embark on a journey together. This sets the scene for a romantic and adventurous experience, suggesting the wedding is just the start of their adventure and that 'Love is a trip, go all in' from the brand’s perspective. - The focus then shifts to the Away suitcases, subtly showcasing the brand's products as essential companions for this journey. The brand is placing its products into a context of luxury and romance, implying that Away luggage is part of creating memorable experiences.

# Ad summary This image ad for Away promotes their luggage as the perfect choice for honeymoons and wedding-related travel. # Brand positioning Away is presented as a premium luggage brand that caters to modern travelers who value both style and functionality. The ad implies a sense of luxury and sophistication, aligning the brand with significant life events like weddings and honeymoons. The positioning is emotional, focusing on the aspirational aspects of travel and creating lasting memories. # Product The featured product is Away's signature hard-shell suitcase, shown in white. The suitcase is designed with a minimalist aesthetic and a durable exterior, perfect for travel. It is shown as a functional and stylish accessory for wedding-related travel, suggesting it can hold all the essentials for a honeymoon or destination wedding. The presence of the suitcase suggests convenience, reliability, and a sense of readiness for any journey, reinforcing the idea of Away as a travel companion for life's most important moments. # Visual style The ad has a polished, studio-shot production quality with a focus on creating a luxurious and sophisticated atmosphere. The image treatment includes soft lighting and warm color grading, enhancing the elegant aesthetic. The typography is integrated in a clean and legible way, complementing the overall design. The style contrasts with typical platform norms by presenting a high-design image, intended to capture attention through its refined and aspirational visual appeal. # Hooks Headline: The wedding shop # 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 entire image presents Away's luggage as a stylish and essential travel companion for weddings and honeymoons, showcasing its aesthetic appeal and association with significant life events. # Storyline - The ad opens with the visual of a newlywed couple posing in a formal setting, telling the story of the beginning of a shared journey, such as a honeymoon. This moment aims to capture the viewer's attention by associating Away luggage with a significant life event, creating an emotional connection. The audience is experiencing this from the brand's perspective. - The couple is positioned around a white Away suitcase, visually linking the product to the narrative of a wedding and travel. This inclusion aims to subtly integrate the suitcase into the viewer's mind as an essential item for such occasions. The audience is seeing the product from the brand's perspective. - The overall composition and setting suggest a sense of luxury and sophistication, reinforcing the brand's positioning as a premium travel accessory. This is meant to elevate the product beyond mere functionality, appealing to the viewer's aspirational desires. This is from the brand's perspective.

# Ad summary This ad promotes Away luggage and the Everywhere bag. It opens with a focus on the brand as the speaker describes themselves as someone who likes to overpack but refuses to check a bag at the airport. The benefits of the luggage and bag are listed, with a visual component of the speaker packing their items. The narrator emphasizes how lightweight and durable the luggage and bag are and also mentions that if you bundle your suitcase with the bag, you can save up to $50. # Brand positioning Away is presented as a travel brand focused on providing durable and lightweight luggage solutions for frequent travelers who want to pack efficiently and avoid checking bags. The brand aligns with a practical, organized lifestyle, emphasizing functionality and convenience. Away offers a modern, minimalist approach to travel, with a focus on quality and design, offering reliable solutions that withstand the rigors of travel. They cater to a demographic that values efficiency, style, and durability in their travel gear, positioning themselves as a premium but practical choice for those who prioritize ease and convenience while traveling. # Product The advertised products are the Executive Bigger Carry-On suitcase and the Everywhere Bag by Away. The suitcase is presented as a durable and lightweight option for frequent travelers, featuring a TSA-approved combination lock and a built-in compression system to maximize packing space. It also includes an exterior pocket for easy access to essentials like a laptop and earbuds. The Everywhere Bag is designed to complement the suitcase, fitting everything else needed for a trip. It features a spacious main compartment with multiple pockets, including a padded laptop sleeve, a water bottle pocket, and a trolley sleeve to secure it to the suitcase. The bag also has a removable shoulder strap, making it versatile enough to use as a gym bag and is made with water repellent material. # Visual style The ad has a polished, commercial feel, with bright lighting and clean shots. The editing style involves quick cuts to showcase the product's features, interspersed with static shots for detail. The production quality is high-end, lending a sense of reliability and sophistication to the brand. The ad is fast-paced. # Hooks Spoken: Male 1: I'm an overpacker, but I refuse to check a bag. Text overlay: THE Art OF / OVERPACKING / MINIMALLY / with AWAY Visual: 00:00–00:01: A gray-blue Away suitcase stands in front of a white cabinet, next to a white lamp. On the cabinet are some books and a leafy potted plant. / 00:01–00:02: An escalator shot shows a man with a beard, headphones, and gray sweater wearing a backpack and pulling a gray-blue Away suitcase behind him. # Funnel stage Consideration # Pain points The ad addresses the pain point of overpacking and the frustration of having to check bags at the airport. "I'm an overpacker, but I refuse to check a bag." # Value propositions - Overpack minimally with my Away luggage - Travel smarter, pack lighter, get AWAY - Save up to $50 or more if you're grabbing multiple suitcases # Benefits - Maximize space to pack even a few more outfits - Easily holds my laptop, earbuds, and other essentials without taking up too much space in the main compartment - Helps me pack everything I want to bring, then compresses it all down to what I'm actually allowed to bring - Keeps everything organized while saving you space for even more - Fits everything else - Can also double as a gym bag # Features - Durable and lightweight shell - Built-in TSA-approved combination lock - Built-in compression system - Exterior pocket - Compression packing cubes - Spacious main compartment with a ton of pockets - Padded laptop sleeve - Water bottle pocket - Trolley sleeve - Removable shoulder strap - Water repellent # Call to action None used. # Point of view - Customer 100% – This is communicated through the narrator, who is speaking from personal experience and showcasing how the products fit into their travel routine. # Storyline - 00:00–00:02 The ad opens with the narrator stating that they are an overpacker who refuses to check a bag, immediately establishing the problem and the ad's relatable context. - 00:02–00:05 The narrator states, "So here's how I overpack for a trip, minimally with my Away luggage," transitioning to a solution-based narrative that showcases how the brand enables efficient packing. - 00:05–00:08 The narrator notes that "If you're a frequent traveler, then you know how important having a durable suitcase is," creating a connection with the viewer by highlighting a shared pain point among travelers. - 00:08–00:11 The narrator claims they "haven't come across one more reliable than the executive bigger carry-on," presenting the product as a top-tier solution. - 00:11–00:18 The ad highlights specific features of the suitcase, such as its durable shell, TSA-approved lock, and built-in compression system, demonstrating its functional benefits and attention to detail. - 00:21–00:26 The ad continues with features of the suitcase, stating, "And its exterior pocket easily holds my laptop, earbuds, and other essentials without taking up too much space in the main compartment," showcasing its convenience and space-saving design. - 00:26–00:35 The compression packing cubes are presented as an additional aid, helping pack everything compactly and keep it organized, further addressing the challenge of overpacking. - 00:35–00:50 The Everywhere Bag is introduced as the perfect complement to the suitcase, capable of fitting everything else and also acting as a gym bag, emphasizing its versatility. - 00:50–00:52 Building on the Everywhere Bag, it's noted that the bag is water repellent, further expanding the product’s functional benefits. - 00:52–00:57 The ad mentions "if you bundle your suitcase with a bag like this, you can save up to $50," providing a direct incentive for purchasing both items together, creating a sense of value and opportunity. - 00:57–00:59 The ad concludes with, "Travel smarter, pack lighter, get Away," summarizing the brand’s value proposition and reiterating the benefits of using their products for a more efficient and enjoyable travel experience.

# Ad summary A creator talks about his experience with Away luggage and why he decided to buy another one. # Brand positioning Away is presented as a dependable, high-quality luggage brand that understands the stresses of travel. The ad positions Away as a solution to travel-related concerns, emphasizing the brand's commitment to making travel easier and more organized. By focusing on the longevity and durability of the product, the brand emphasizes its ability to withstand frequent use, reinforcing a commitment to quality and reliability. This positions Away as a practical and worthwhile investment for frequent travelers, in contrast to cheaper luggage options that may not last as long. # Product The product featured in the ad is Away's carry-on luggage, specifically the aluminum and olive green models. The carry-ons are presented as durable and reliable travel companions, ideal for frequent flyers. The ad features their organizational capabilities, aided by packing cubes that fit inside the suitcase to keep items compact and orderly. They are highlighted for their ability to keep everything organized, making both packing and unpacking easier, regardless of the length of the trip or destination. The ad implies the product addresses the common pain point of travel-related stress and the need for durable, long-lasting luggage, making it a worthwhile investment. # Visual style The ad has a clean and polished aesthetic, with bright lighting and a focus on showcasing the product's features and benefits. It is edited with quick cuts, particularly during the packing sequences, to maintain a fast pace and highlight the efficiency of using packing cubes. The production quality is high, lending credibility to the presenter, as he reviews Away luggage. The overall tone is informative, with a focus on practicality. # Hooks Spoken: Male 1: I've taken over a hundred flights with the same Away aluminum carry-on since I first got it back in 2018. Visual: 00:00–00:01 A fair-skinned man in his late 20s/early 30s, with blond hair, wearing a black long-sleeved shirt and khaki pants, smiles as he walks toward the camera, pulling an olive green Away carry-on suitcase. He is in a neutral-toned room with a large potted plant in the foreground, and a door visible in the background. / 00:01–00:04 A bird's eye view shows an olive green Away carry-on suitcase next to a silver Away carry-on suitcase on top of a patterned black and white rug. A small potted plant is in the background. # Funnel stage Consideration # Pain points Travel is stressful enough to have to worry about luggage. # Value propositions - Investing in luggage that lasts is totally worth it. # Benefits - Packing cubes keep everything so much more organized - Make unpacking way easier - Handles the whole trip without any issues - Investing in luggage that lasts is totally worth it # Features - Aluminum carry-on - Olive green carry-on # Call to action None used. # Social proof - "I've taken over a hundred flights with the same Away aluminum carry-on since I first got it back in 2018." - "I spent a month traveling around Europe and it handled the whole trip without any issues." # Point of view - Customer 100% – The ad is told from the perspective of a user who is reviewing the product. # Storyline - 00:00–00:05 The creator begins by walking into frame with his Away luggage and stating he's flown over 100 times with his aluminum carry-on since 2018, framing himself as someone with authority on luggage. - 00:05–00:09 He says travel is stressful enough without worrying about luggage, shifting focus to the viewer's potential travel frustrations and introducing the brand as the solution. - 00:09–00:22 He pivots to a packing cube product demo and explains that whether you're traveling for a few days or longer, he recommends using packing cubes, because they keep everything organized and make unpacking easier. This shows a functional reason to buy in a how-to demo format. - 00:22–00:33 The creator returns to his Away carry-on as he states he used the suitcase for over 30 days traveling around Europe, showing the product's capacity, versatility, and quality. He reinforces that it handled the whole trip without any issues, adding social proof. - 00:33–00:42 He finishes by saying that after that many miles, he thought it was time to get another one, so he got an olive green carry-on from Away. He concludes by saying if you travel a lot, it's worth it to invest in luggage that lasts, adding credibility as an experienced traveler.

# Ad summary A couple shares how Away luggage has made family travel easier, more organized, and less stressful, highlighting the product's key features and benefits for parents. # Brand positioning Away positions itself as a premium travel brand focused on making travel easier and more enjoyable, particularly for families. The brand aligns with a lifestyle of seamless organization and aesthetic design, emphasizing convenience and practicality. The brand aims to stand out from traditional luggage companies by focusing on thoughtful design, durable materials, and features that cater to the specific needs of modern travelers, such as smooth rolling wheels and stackable designs. The brand's positioning is both functional (easy to use, organized) and emotional (reduces travel stress). # Product Away luggage is presented as a high-quality, thoughtfully designed travel solution for families. The main product showcased is a hard-shell carry-on suitcase with smooth-rolling wheels and an interior compression system for efficient packing. The bag is designed for organization and ease of use, especially for parents traveling with young children. Key features include: smooth rolling, organized interior, and stackable design, which allows the duffel bag to sit securely on top. The ad addresses the pain points of disorganized and cumbersome travel luggage, emphasizing how Away products make travel more manageable and less stressful. The value proposition is centered on the idea that easy luggage equals lighter stress, making family trips more enjoyable. # Visual style The ad has a polished UGC feel, with natural lighting and realistic home and travel environments. The editing style consists of smooth transitions and static shots. The production quality is high, giving the ad a professional yet relatable aesthetic. The pacing is consistent and relaxed, with an estimated 30 cuts per minute. The audio-visual sync is good, with voiceover lines and product actions timed together. # Hooks Spoken: 00:00–00:08: I've officially retired the duffel, once we started traveling as a family it just was not cutting it for me anymore. I needed something with a lot more space, so we switched to Away. Text overlay: 00:00–00:08 I've officially retired the duffel, once we started traveling as a family it just was not cutting it for me anymore. I needed something with a lot more space, so we switched to Away. Visual: 00:00–00:03: A man stands next to a bed with a blue duffel bag on it. He wears a grey long sleeve shirt, dark pants, and a camo NY baseball hat. In the background, a woman in a grey hoodie and blue jeans is putting a baby in a white roll-aboard suitcase. The room is a bright bedroom with light-colored walls, hardwood floors, and a ceiling fan. / 00:03–00:05: The camera zooms in slightly. The man gestures with his hands as he speaks. / 00:05–00:08: The man leans into the bag to begin packing. The woman in the background closes the white roll-aboard suitcase. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the difficulty and stress of traveling with the wrong luggage, especially when traveling as a family. “The wrong luggage makes everything harder, like if your bag isn't working your whole mood is off.” – Female 1 # Value propositions - Easy luggage = less stress - Organized interior = efficient packing and easy access to belongings - Smooth rolling wheels = effortless maneuvering through airports # Benefits - Makes travel so much easier - Everything stays organized - If the luggage is easy, everything else feels lighter # Features - Smooth rolling - Organized interior - Stacks perfectly # Call to action None used. # Social proof - "I've officially retired the duffel...I needed something with a lot more space, so we switched to Away." – Male 1 (Customer) - "Now we stick with Away because it makes travel so much easier...we stick with what works and this works every single time." – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a couple sharing their positive experiences with the product. # Storyline - 00:00–00:04 The husband states he no longer uses a duffel bag for travel. - 00:04–00:08 He explains that a duffel bag wasn't cutting it since his family started traveling together, and that he needed something with more space. This is conveyed from the husband's perspective, establishing a relatable problem for family travelers. - 00:08–00:12 His wife adds that she realized the wrong luggage makes everything harder. This adds a personal anecdote to build on the previous point. - 00:12–00:15 She continues that if your bag isn't working, your whole mood is off, reinforcing the emotional impact of difficult luggage. - 00:15–00:18 She then says that they stick with Away because it makes travel so much easier. This introduces the solution to the problem. - 00:18–00:23 She describes how the luggage rolls smoothly, everything stays organized, and it stacks perfectly, which she conveys as being especially important when chasing a toddler. This highlights key features and benefits tailored to family travel. - 00:24–00:28 The wife notes that she doesn't want to be fighting with her suitcase while holding her baby, then reinforcing the importance of convenience for traveling parents. - 00:28–00:30 She summarizes that they stick with what works, and that Away works every single time. This provides an overall endorsement of the product based on repeated positive experiences. - 00:30–00:35 The husband says if luggage is easy, everything else feels lighter. The ad concludes with an inspirational tone, reiterating the value proposition of stress-free travel.

# Ad summary This ad showcases a creator's positive experience with Away luggage and makeup bag, emphasizing their convenience, organization, and durability. # Brand positioning Away is presented as a premium travel brand focused on providing functional, durable, and stylish luggage and travel accessories. It aims to simplify and elevate the travel experience for its customers. The brand aligns with a lifestyle of frequent travel and values convenience, organization, and reliability. Away seems to ignore the category norms of lower-priced luggage brands, positioning itself in a higher-end market. The brand positioning is both functional (durability, organization) and emotional (peace of mind, enjoyable travel). # Product The Away Carry-On is a hard-shell suitcase designed for frequent travelers. Its key features include a compression pad to maximize packing space and a durable, reliable construction designed to withstand frequent use. The Away makeup bag is a structured organizer designed for storing and carrying cosmetic and skincare items. Its key features include interior compartments, zipper closures, and a clear panel for visibility. The product is positioned as a solution for keeping travel essentials organized and accessible. Both products are designed for hassle-free travel, emphasizing their ability to simplify the packing process and reduce stress. # Visual style The ad has a bright, cheerful, and authentic aesthetic, resembling user-generated content. The editing style combines quick cuts of the product in use with selfie-style shots of the creator. The production quality is polished but maintains a casual, relatable feel, enhancing the creator's testimonial. The cuts are timed to coincide with music beats and speech patterns, creating a cohesive audio-visual experience. # Hooks Spoken: 00:01–00:03: Time to pack for another adventure coming up, and once again my Away luggage is coming with me. Text overlay: 00:01–00:03: Time to pack for another adventure coming up / 00:02–00:03: once again my Away luggage is coming with me Visual: 00:01–00:02: A top-down, medium close-up shot shows the interior of an Away suitcase. A woman's hands are seen placing folded clothing into the suitcase. The suitcase is on a light-colored tile floor. / 00:02–00:03: A top-down, medium close-up shot shows the continued packing of the Away suitcase. More clothing is added. The background remains the light-colored tile floor. # Funnel stage Consideration # Pain points The ad implies the pain point of stressful and chaotic packing experiences, especially when traveling with family. Quote: "Normally I'm packing for the whole family and it's complete chaos." # Value propositions - The compression pad allows you to pack more items in your suitcase, maximizing space and efficiency. - The zipper compartments keep your makeup and skincare products organized and accessible, simplifying your getting-ready routine. - The Away suitcase is reliable and durable, ensuring it will withstand frequent travel. # Benefits - Fits everything with ease - Keeps everything organized # Features - Compression pad on luggage - Zipper compartments in makeup bag # Call to action Go find your next adventure with Away # Social proof - "This is why I keep reaching for the same carry on trip after trip" – Female 1 (Customer) - "I use my Away makeup bag at home and when I travel because everything has its place" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her positive experiences with Away products, creating a relatable and authentic feel. # Storyline - 00:00–00:01 A woman is shown happily standing in her home hallway with her Away luggage. - 00:01–00:02 The narrator excitedly states, "Time to pack for another adventure coming up" to convey a tone of excitement and anticipation. - 00:02–00:12 The ad transitions to a close-up of the Away suitcase being packed with clothes, makeup bags, and other travel items. - 00:12–00:12 The narrator, from a customer perspective, states that the compression pad makes it easy to fit everything. - 00:12–00:13 The bag is zippered up. - 00:13–00:18 The ad cuts to the Away suitcase being wheeled through an outdoor parking lot in the rain. - 00:16–00:19 As the suitcase is being wheeled by the narrator, she describes the suitcase as "reliable, durable, and designed to move with me wherever I'm headed" to convey trust and dependability in the luggage. - 00:19–00:25 The ad cuts to the narrator and her husband on a cruise. - 00:24–00:25 From her perspective as a happy customer, the narrator states, "Getting to pack peacefully feels like a vacation in itself." - 00:25–00:29 The ad cuts to the woman showing off her Away makeup bag on the cruise. - 00:27–00:30 From the cruise ship bathroom, the narrator states that "the luxury of getting ready without rushing in the morning" is a plus. - 00:30–00:32 The ad shows the narrator applying makeup. - 00:30–00:35 The narrator states "I use my Away makeup bag at home and when I travel, because everything has its place and the zipper compartment keeps everything organized" to reinforce the product's convenience. - 00:35–00:38 The ad transitions to the narrator enjoying her cruise while highlighting her smooth getting-ready experience. - 00:36–00:38 The narrator states, "Getting ready feels smooth and calm too." - 00:38–00:41 The ad shows the Away luggage being rolled around a cruise ship. - 00:38–00:41 The narrator announces, "If you're new to Away, you can get 10% off your first order" to present an offer. - 00:41–00:44 From her perspective as a customer, the narrator exclaims, "It's a no brainer! Go find your next adventure with Away!" to emphasize that the products are an obvious choice.

# Ad summary This ad promotes Away's limited edition Lavender Haze suitcase collection. The ad presents close-up shots of the suitcase, focusing on its design and color, along with on-screen text highlighting its features. # Brand positioning Away positions itself as a travel brand offering stylish and functional luggage. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, aesthetically pleasing travel products. The focus on a limited-edition color suggests the brand values design and exclusivity. Away promotes a lifestyle of modern, stylish travel, appealing to customers who appreciate both form and function in their travel accessories. The lack of explicit competitor comparisons implies a focus on internal innovation and design leadership. # Product The featured product is Away's limited edition Lavender Haze suitcase. The suitcase is presented as a stylish travel accessory with a focus on its lavender color. The ad highlights that its features are 'dripped, drenched, and dunked' to match the unique color. The ad's visual focus and concise text emphasize the suitcase's aesthetic appeal, suggesting it is worth buying for its design and exclusivity. There are no purchase barriers explicitly addressed. # Visual style The ad has a clean and polished aesthetic. The editing style consists of quick cuts. The production quality is high-end, aligning with the brand's image of sophistication. The pacing is fast, with rapid zooms. The visuals are timed to the music. # Hooks Text overlay: Meet limited edition Lavender Haze Visual: 00:00–00:02 A close-up shot shows the top of a closed, lavender Away suitcase against a bright, neutral background. The suitcase has a ridged design and a small handle. Text overlay: "Meet limited edition Lavender Haze". / 00:02–00:03 The camera rapidly zooms in to show an extreme close-up of the textured lavender surface of the suitcase. The lighting is bright and even. Text overlay: "Meet limited edition Lavender Haze". # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Exclusivity: The 'limited edition' aspect suggests that this product is not always available and provides a sense of exclusivity. # Benefits - Stylish travel accessory - Unique color # Features - Limited edition Lavender Haze color - Matching design features # Call to action shop now at awaytravel.com # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:02 The ad opens by showcasing a lavender-colored Away suitcase against a bright backdrop. - 00:02–00:06 The ad then highlights the color and the matching design features with multiple close-up shots. - 00:06–00:10 The ad concludes by displaying the brand's website.

# Ad summary This ad features a montage of clips showing families using Away suitcases on various trips. The ad emphasizes the reliability and durability of Away luggage for all types of travel, including family trips. # Brand positioning Away is presented as a premium luggage brand, offering stylish, durable, and reliable suitcases designed for all types of travel. The brand is positioned to make travel easier and more enjoyable, suggesting that its products are built to last and withstand the rigors of frequent use. The ad conveys a sense of quality and sophistication, aligning the brand with memorable family travel experiences. # Product Away suitcases are presented as durable and stylish travel companions. They are shown in various settings, from airports to boats, emphasizing their versatility. The suitcases feature a hard-shell exterior and are shown in different colors and sizes, catering to various travel needs. The ad emphasizes the reliability of the luggage, suggesting it is built to withstand the demands of frequent travel, especially with families. The suitcases are depicted as a part of creating core family memories. # Visual style The ad has a bright, clean aesthetic with a focus on natural light and real-life scenarios. The editing style is quick and upbeat, with frequent cuts between scenes to maintain a dynamic pace. The production quality feels polished, resembling a professional commercial rather than UGC, which supports the brand's premium positioning. The pacing is consistent, aligning with the rhythm of the background music. # Hooks Text overlay: 00:00–00:02: DURABLE ENOUGH FOR THE FIRST TRIP Visual: 00:00–00:02: Low-angle shot of several Away suitcases in blue, green, and black being wheeled on a light gray sidewalk. People's legs and feet are visible, but their faces are not. The background shows a metal railing and blue sky, suggesting an outdoor setting. / 00:01–00:02: A man and a woman, both appearing to be in their late 20s to early 30s, are placing Away suitcases (blue and white) on the dock of a boat. The boat, named "Jose L. Lloves," is visible in the background, along with a life preserver and blue sky. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the stress and unreliability often associated with travel luggage, which can detract from the overall travel experience. "DURABLE ENOUGH FOR THE FIRST TRIP AND EVERY ONE AFTER" suggests the luggage is built to last. # Value propositions - Durable enough for the first trip and every one after - Getting there feels a little easier - Family trips = Core memories # Benefits - Reliability for frequent travel - Easier travel experiences - Helps create lasting memories # Features - Durable construction - Stylish design - Versatile for various travel types # Call to action AWAYTRAVEL.COM # Social proof - None used. # Point of view - Customer 100% – The ad shows families and couples using the product in various travel scenarios, implying the perspective of real users. - Brand 0% – None used. - Expert 0% – None used. - External source 0% – None used. # Storyline - 00:00–00:02 00:00–00:02: The ad begins with a low-angle shot of Away suitcases being wheeled on a sidewalk, followed by a couple placing their Away luggage on a boat. The intention is to showcase the product in transit and introduce the travel theme. - 00:02–00:03 00:02–00:03: A shot of a young girl hugging a woman in a park is shown. This is intended to show the association between family trips and Away luggage. - 00:03–00:05 00:03–00:05: A close-up of two Away suitcases stacked on a boat deck is shown. This highlights the durability and design of the luggage. - 00:05–00:08 00:05–00:08: A person starts a car, and then a couple walks into a boat cabin with their Away luggage. This shows how Away luggage makes getting to your destination easier. - 00:08–00:11 00:08–00:11: A young boy smiles as he is walking onto a boat, suggesting that family trips with Away luggage create core memories. - 00:11–00:14 00:11–00:14: A suitcase is wheeled on the ground followed by a girl, dog, and luggage on a boat, ending with the Away logo and website. This serves to reinforce the brand identity and provide a clear call to action.

# Ad summary This ad showcases Away's Lavender Haze luggage. The video highlights the luggage's aesthetics and packing capacity, aiming to appeal to travelers, especially those who appreciate the color purple. # Brand positioning Away is presented as a premium travel brand known for its stylish and functional luggage. The brand aligns with a modern, design-conscious lifestyle, offering products that are both aesthetically pleasing and practical for travel. The positioning is primarily emotional, focusing on the enjoyment and personalization of travel through color and design, while also providing functional benefits through its internal organization. # Product The featured product is Away's "Lavender Haze" luggage. This luggage is a hard-shell suitcase designed for travel. It is shown to have a pastel purple exterior with horizontal ridges, a retractable handle, and wheels. The interior is also lavender, featuring a mesh divider with straps to secure belongings, along with a zippered compartment. The luggage is designed for efficient packing and organization. The ad emphasizes the luggage's visual appeal with its unique color. # Visual style The ad has a clean, polished aesthetic. The editing is smooth with static shots and slow pans to highlight the product. The production quality is high, resembling a professional commercial with even lighting and a focus on color consistency. The pacing is consistent and relatively slow, with about one cut per second, allowing viewers to appreciate the visual details. # Hooks Text overlay: CALLING ALL PURPLE FANS. / LAVENDER HAZE HAS LANDED. / AWAY Visual: 00:00–00:01: Close-up of a pastel purple Away suitcase on a light wooden floor. The suitcase has horizontal ridges and a small "Away" logo on the upper right. Camera pans slightly across the suitcase. / 00:01–00:02: The suitcase is opened, revealing a lavender interior with mesh dividers and straps. Camera is positioned directly above the open suitcase. / 00:02–00:03: A hand places a folded, light purple silky garment into the open suitcase. The camera remains in the same overhead position. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Fashionable and functional travel gear - Travel in style with organized luggage # Benefits - Stylish design - Efficient packing - Organization # Features - Hard-shell suitcase - Retractable handle - Wheels - Mesh divider with straps - Zippered compartment - Lavender color # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing the product's features and design. # Storyline - 00:00–00:01 The ad starts with a close-up shot of the exterior of the Away luggage in "Lavender Haze." - 00:01–00:02 The suitcase is opened to reveal its internal packing components. - 00:02–00:11 Clothes are packed into the luggage piece by piece, showing its capacity. - 00:11–00:16 The luggage is then closed and presented as ready for travel.

# Ad summary This ad promotes Away luggage and shows a woman's experience using their carry-on suitcase for frequent business travel. The ad highlights its durability, smooth rolling, and organizational features, emphasizing its reliability and convenience for solo travelers. # Brand positioning Away is presented as a reliable luggage brand that understands the needs of frequent travelers. The brand focuses on durability, design, and convenience. It aims to occupy a space in the consumer's mind as a luggage provider that values long-term investment over short-term savings. The brand aligns with a practical, goal-oriented lifestyle, promoting the value of travel experiences. It pushes against the norm of purchasing cheaper, less durable suitcases that need frequent replacement. The brand positioning is functional, emphasizing performance and reliability, but also touches on emotional aspects by alleviating travel-related stress. # Product The product featured is the Away carry-on suitcase, specifically designed for frequent travelers. It is a hard-shell suitcase with internal organizational features, smooth-rolling wheels, and a durable build. The suitcase's key selling points are its long-lasting construction, ensuring it can withstand frequent travel, and its ability to maintain its shape even when packed full. Internal organization features, such as mesh compartments and compression straps, keep items neatly arranged. The ad addresses the purchase barrier of investing in a higher-priced suitcase by emphasizing its long-term cost-effectiveness compared to repeatedly buying cheaper, less durable options. The product is intended for individuals who travel solo for work and need a reliable and easy-to-maneuver suitcase. The ad suggests that this product is worth trying for those who prioritize convenience and durability in their travel luggage. # Visual style The ad has a polished UGC style, blending personal vlogging with commercial elements. The editing includes quick cuts and smooth transitions, keeping a consistent pace that highlights various travel scenes. The production quality is high, suggesting a professional approach while maintaining a natural, relatable feel. Visual motifs include repeated shots of the Away suitcase in different travel settings, emphasizing its versatility and reliability. The pacing is moderate, around 20-25 cuts per minute, which maintains viewer engagement without feeling rushed. Product actions and text overlays are timed to key voiceover lines. # Hooks Spoken: 00:00–00:03 I’m going to LA for an acting job again and I’m bringing my Away carry-on with me. Text overlay: 00:00–00:03 let’s go to LA for an acting job Visual: 00:00–00:02 The camera is handheld and faces the smiling Female 1 in a brightly lit airport. She wears a light blue top and a dark leather jacket. She walks towards the camera, pulling a bright red Away carry-on suitcase behind her. The background is blurred, showing other travelers and airport signage. / 00:02–00:03 Female 1 is standing in a white room in a blue tracksuit with the red Away suitcase next to her. She lifts the suitcase over her head. # Funnel stage Consideration # Pain points The ad addresses the frustration of cheaper suitcases that break easily and need frequent replacement. "Last year I traveled a lot, but I kept buying cheaper suitcases that literally lasted one trip." # Value propositions - Long-term cost-effectiveness compared to cheaper suitcases - Convenience and reliability for frequent travel - Reduced stress during travel - Maintains shape and organization - Lightweight and easy to move with # Benefits - Fits overhead easily - Everything stays organized - Lightweight and easy to move with - Doesn’t lose its shape when packed full - Reliable and long-lasting # Features - Carry-on size - Durable construction - Smooth-rolling wheels - Internal organization features # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the customer’s perspective, with the creator sharing her personal experience and opinions about the product. # Storyline - 00:00–00:03 00:00–00:03 The video opens with the creator stating she is going to LA for an acting job and bringing her Away carry-on. This introduces the ad's purpose: showcasing the product during a work trip. It is told from the creator’s perspective to build trust. - 00:03–00:07 00:03–00:07 The creator states that one of her biggest goals for the year was to travel more for work and book acting jobs. This emphasizes the travel theme and career aspirations. It is told from the creator’s perspective, adding a personal touch. - 00:07–00:10 00:07–00:10 The creator shares that she thinks she's off to a good start. This provides a positive outlook on achieving her goals. It is told from the creator’s perspective, highlighting the start of her journey. - 00:10–00:14 00:10–00:14 The creator talks about her past habit of using checked bags and switching to carry-on only. This sets up the transition in her travel habits. The information is from the creator’s perspective, illustrating her change of preference. - 00:14–00:18 00:14–00:18 The creator says she's never going back and that people will be surprised how much the carry-on actually fits. This emphasizes the benefits of using a carry-on. This is from the creator’s point of view, adding personal conviction. - 00:18–00:24 00:18–00:24 The creator states that last year, she traveled a lot but kept buying cheaper suitcases that only lasted one trip. This highlights the problem with cheaper alternatives. Told from the creator’s perspective, this builds credibility. - 00:24–00:34 00:24–00:34 The creator explains that now that she’s flying solo more for work, she needed something lightweight, durable, and easy to move. This connects the product features to her specific needs. From the creator’s perspective, it shows her criteria for choosing the Away suitcase. - 00:34–00:38 00:34–00:38 The creator shares that when you’re alone at the airport, you feel every design flaw. The new Away carry-on rolls smoothly, feels structured, and doesn’t lose shape when packed full. This demonstrates the product’s benefits and superiority. This is from the creator’s point of view, adding personal conviction. - 00:38–00:42 00:38–00:42 The creator explains that everything stays organized, fits overhead easily, and she's not fighting her suitcase all day. This highlights the convenience of the Away suitcase. The information is from the creator’s perspective, illustrating her positive experience. - 00:42–00:47 00:42–00:47 The creator expresses that when traveling back and forth chasing goals, the last thing you want is your luggage adding stress. This emphasizes the emotional payoff of using a reliable suitcase. From the creator’s perspective, it speaks to the target audience's lifestyle. - 00:47–00:54 00:47–00:54 The creator concludes that she wanted something reliable that she wouldn’t have to replace after every trip and something cute. She states that the Away carry-on is coming with her everywhere. This reinforces the product’s value proposition. From the creator’s perspective, it summarizes her satisfaction with the product.

# Ad summary This ad is for Away travel bags. A man is packing for a trip with his wife, without the kids. He uses compression bags to maximize the space inside the Away luggage, which he can bundle to save up to $100. # Brand positioning Away is presented as a premium brand for travel luggage that emphasizes smart design, durability, and organization. It is positioned as a go-to choice for travelers looking for reliable and stylish luggage solutions. The brand aligns with a lifestyle of organized and efficient travel, promoting a sense of ease and sophistication. Away differentiates itself by focusing on functional features like compression bags, which enable travelers to pack more efficiently. The brand aims to occupy the consumer's mind as a provider of travel essentials that combine practicality with quality. # Product The featured product is Away's best-selling suitcase, highlighted for its durability, design, and compression bags. The suitcase is presented as an essential for organized travel, catering to individuals who value efficient packing. Key features include compression bags to maximize space, ensuring belongings stay organized and protected. The suitcase is shown in an olive-green color. It is said that with this suitcase there is enough space for both people's clothing, but that this is ultimately 'not really my decision to make'. # Visual style The ad has a simple, clean aesthetic with bright, natural lighting and a focus on showcasing the product in a straightforward manner. The editing style features quick cuts to maintain a brisk pace. The production quality has a UGC-feel, with a handheld camera and a creator speaking directly to the camera, giving it a relatable and authentic tone. # Hooks Spoken: We're leaving the country! / You guys already know that my Away is my go-to for travel so... Text overlay: We're leaving the country! / You guys already know that my Away is my go-to for travel so... Visual: 00:00–00:01: A man in a black t-shirt and black shorts stands in a brightly lit bedroom with light wood floors. Behind him is a bed with a white comforter, a gray chair, and beige walls. He holds a black microphone and gestures to the left as he stands next to a green Away suitcase. / 00:01–00:04: The camera zooms in to show the man's chest up as he brushes his hair with a black brush. He gestures and points towards the camera as he talks. He has short blonde hair and a black hat. # Funnel stage Consideration # Pain points The pain point is the struggle to efficiently pack for a trip and keep belongings organized and protected while traveling. As signaled by 'I'm using my compression bags to maximize every inch'. # Value propositions - With compression bags to maximize space you can fit more in the suitcase, and your belongings stay organized, protected, and surprisingly compact. - Bundling luggage saves you up to $100. - Traveling Smarter and packing lighter is possible with Away products. # Benefits - Everything stays organized, protected, and surprisingly compact. - You can save up to $100 when you bundle Away's best-selling luggage. - Travel smarter - Pack lighter # Features - Compression bags to maximize space - Durable - Design # Call to action Get Away! # Social proof - “You guys already know that my Away is my go-to for travel” – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is from the point of view of a customer using the product. # Storyline - 00:00–00:04 The creator says he is leaving the country and that Away is his go-to for travel. - 00:04–00:10 He is bringing Away's best-selling suitcase, but this time it's for his wife and his first trip without the kids. - 00:11–00:17 He shows how he is using compression bags to maximize every inch inside of the suitcase. This emphasizes how everything stays organized, protected, and surprisingly compact. - 00:17–00:22 The man shows that there is so much space inside, he could fit both of their stuff in here. This emphasizes the suitcase can easily fit a couple's belongings. - 00:23–00:27 The creator says that you can save up to $100 when you bundle Away's best-selling luggage. - 00:27–00:29 To conclude, he says 'Travel smarter, pack lighter, get Away!'

# Ad summary This ad is for Away luggage and features a female creator dressed as a "Professional Travel Diva" who lists the steps for becoming one. The ad shows her planning and curating a wardrobe, and then packing an Away suitcase for different trips. # Brand positioning Away positions itself as a stylish and reliable luggage brand that caters to travelers who want to optimize their packing for any type of trip. The brand aligns with a lifestyle of frequent travel, whether for solo adventures, girls' getaways, or staycations. The brand is functional, focusing on the practical benefits of its suitcases, such as ample space and packing cubes, and promotes the idea that travel can be stylish and fun. Away seems to ignore the industry standard of plain, boring luggage. # Product The featured product is Away luggage, specifically a hard-shell suitcase. The suitcase is presented as an essential tool for travelers who want to optimize their packing for various types of trips. The ad emphasizes the suitcase's features, such as packing cubes to help organize belongings, trinket space for souvenirs, and a design that keeps up with the user's energy. The suitcase is shown in the context of various use occasions, including solo trips to Japan, girls' vacations to Palm Springs, and self-care staycations. The ad addresses the purchase barrier of cost by mentioning a discount of up to $100 on suitcase combinations. The ad tells viewers that this product is worth trying or buying because it will match their energy and allow them to become a "Professional Travel Diva." # Visual style The ad has a polished but quirky aesthetic, combining UGC-style footage with more professionally shot scenes. The editing style includes quick cuts and split screens to keep the pace moving. The overall production quality is a hybrid of UGC and commercial, supporting a tone that is both relatable and aspirational. The visuals are colorful and playful, with a focus on the creator's personal style and the versatility of the Away suitcase. The pacing is quick, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: How does one become a professional travel diva? Text overlay: Professional / Professional Travel Diva Visual: 00:00–00:02 A woman is sitting on a bed in front of a light-colored brick wall. She is wearing sunglasses and a black leather jacket. She is holding a small, round object up to her mouth and speaking. Next to her is a blue Away suitcase with black headphones resting on top. The camera is stationary and shows a medium shot of the woman. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the struggle of packing efficiently and stylishly for various types of trips. This is conveyed in the opening question: "How does one become a professional travel diva?" # Value propositions - Versatile luggage - Functional design # Benefits - Optimize your packing - Keeps up with you # Features - Packing cubes - Trinket space # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a creator who is using and reviewing the product. # Storyline - 00:00–00:02 The creator, dressed in a leather jacket and sunglasses, sits next to an Away suitcase and poses the question of how to become a professional travel diva, setting a playful and aspirational tone. - 00:02–00:05 00:02–00:05 The creator humorously presents a comically oversized ID card labeled "Professional Travel Diva," establishing her expertise and adding a lighthearted tone to the ad. - 00:05–00:09 00:05–00:09 The creator, back in a kitchen setting with a laptop, outlines the first step to becoming a professional travel diva: planning the trip, presented as a functional step. - 00:09–00:13 00:09–00:13 The creator, in front of a closet, introduces the second step: curating an epic, dramatic, and on-theme wardrobe, emphasizing the importance of style and theme. - 00:13–00:16 00:13–00:16 The creator, lying on the floor next to an Away suitcase, introduces the third step: optimizing the luggage to keep up with the user, highlighting the functional aspect of the suitcase. - 00:16–00:27 00:16–00:27 The creator showcases the Away suitcase's versatility by packing it for different types of trips, including a solo trip to Japan, a girls' vacation to Palm Springs, and a self-care staycation, demonstrating its functionality and adaptability. - 00:27–00:29 00:27–00:29 The creator, now pulling the Away suitcase in a hotel hallway, reinforces the idea that the suitcase matches the user's energy, reinforcing the brand's value. - 00:29–00:37 00:29–00:37 The creator clarifies that the "Professional Travel Diva" ID is not included with the purchase, then mentions a discount, adding a bit of humor and providing a value proposition.