How Brex Advertises on Meta

# Ad summary At a marketing conference, a series of people are asked what they would tell their past selves before switching to Brex. Their answers all pertain to the advantages of AI and technology in streamlining their workflow, especially the benefit of fewer expense reports. # Brand positioning Brex is presented as an innovative financial technology platform that helps businesses streamline their finances, especially expense management. The brand aims to occupy the space of a forward-thinking, tech-savvy solution provider, aligning with values of efficiency and automation. Brex pushes against the norm of manual, tedious financial reporting by offering an AI-driven alternative. The brand positioning is functional, emphasizing performance and simplicity in financial management. # Product Brex is presented as a modern financial solution that uses AI to help businesses with expense management. The product is for companies that want to automate and simplify their financial processes. The ad highlights the unique selling proposition (USP) of eliminating expense reports and leveraging AI agents to manage workflows. The product's function is shown during an interview at a conference. The product is addressing the pain point of manual, time-consuming expense reporting. Brex enables a transition to a more automated and efficient financial operation through AI technology. # Visual style The ad has a polished feel with quick cuts between interviews. The production quality is high, and the overall tone is professional and informative. The ad is well-lit and the colors are vibrant. # Hooks Spoken: 00:00–00:02 All right, one more for you then I'll let you go to happy hour, okay? Visual: 00:00–00:02 Two men stand in front of a wall with orange and white shapes. The man on the right holds a black card in his left hand. The man on the left is wearing a gray sweater with a black lanyard that says "Mode". # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The ad centers on the common frustration of manual and tedious expense reports that consume time and resources, as expressed by a business professional: "What if there was a world there was no more expense reports?" # Value propositions - Streamlines business finances using innovative technology. - Automates tedious tasks, saving time and resources. - Eliminates the pain point of manual expense reports. # Benefits - No more expense reports - Things just did it themselves - Ability to build and maintain workflows # Features - AI agents - Multiple platforms - Software # Call to action None used. # Social proof - "Move faster" – Gregory Alexander (CAIS Capital) - "Why didn't I do this sooner?" – Jason Powell (Zip) - "Elena Gomez, the CFO of Toast, was particularly interesting" – Nicole Casperson (Fintech Is Femme) - "If you're going to be a CFO dealing with AI agents, then you have to have an innovator first mindset. Be willing to test, experiment, learn, fail fast, learn fast." – Nicole Casperson (Fintech Is Femme) - "The ability to build, maintain workflows, AI agents, all of this, this is the new world." – Jason Powell (Zip) # Point of view - Customer 80% – This is communicated through testimonials from business professionals discussing how Brex has helped them in their roles. - Brand 20% – The brand POV is communicated through the man holding the Brex card while hosting the interviews. # Storyline - 00:00–00:04 00:00–00:04 A man in a blue jacket is holding a credit card and says that they are going to pay for happy hour with it. - 00:04–00:08 00:04–00:08 The man is holding the credit card, now determined to be a Brex card, and asks a man in a black jacket what he would tell his past self before switching to Brex. Text overlay at the bottom of the screen introduces both men by name and company. - 00:09–00:12 00:09–00:12 A man in a gray sweater with a lanyard says that if there was no more expense reports, it would be a better world. - 00:12–00:16 00:12–00:16 The man from the previous segment continues and adds, "And you sprinkle in some AI and things just did it themselves?" - 00:16–00:18 00:16–00:18 A man in a gray t-shirt with a black blazer asks, "Why didn't I do this sooner?" - 00:19–00:23 00:19–00:23 The man in the blue jacket asks the man in the black jacket what the first position to hire would be if you were building a finance team from scratch. - 00:24–00:31 00:24–00:31 The man in the black jacket responds that it would be someone who is on the ground and can utilize multiple platforms and grow with the AI. - 00:31–00:37 00:31–00:37 The man in the gray sweater claims that they used to solve problems with people, but now they use software, AI, and agents. - 00:38–00:40 00:38–00:40 A woman in a black blazer states that Elena Gomez, the CFO of Toast, was particularly interesting. - 00:41–00:52 00:41–052 She continues, adding that you have to have an innovator-first mindset if you are dealing with AI agents, and you need to be willing to test, experiment, learn, fail fast, and learn fast. - 00:53–00:59 00:53–00:59 A man in a black blazer and gray t-shirt says that the ability to build and maintain workflows with AI agents is the new world.

# Ad summary This ad promotes Mode, a company focused on intelligent finance and automation, by showcasing highlights from its Intelligent Finance Summit. The video includes shots of attendees, speakers, presentations, and branded merchandise. It aims to convey the summit's excitement and value while emphasizing Mode's expertise in finance automation. # Brand positioning Mode is presented as a thought leader and innovator in the field of intelligent finance. The brand aims to occupy the space of a modern, tech-forward solution for automating finances, catering to businesses that need advanced analytics and insights. Mode aligns with a lifestyle of efficiency and data-driven decision-making. The brand is positioned as a leader in the category, pushing against traditional, manual finance processes by offering an automated solution. Its positioning is both functional, emphasizing performance and simplicity, and emotional, promising empowerment through data-driven insights. # Product Mode is a software platform that automates and analyzes finances, providing businesses with intelligent insights. The product is designed for finance professionals and data analysts who need to streamline financial processes and gain deeper insights from their data. The ad shows the Intelligent Finance Summit hosted by Mode, which indicates the brand's focus on thought leadership and community building. Key features include automation, data analysis, and insights generation. The USPs are not explicitly stated but implied through the summit content and speaker expertise. Use occasions include professional finance conferences and the daily workflow of finance professionals. Purchase barriers are addressed by showcasing the product's capabilities and demonstrating its value through expert presentations and discussions. # Visual style The ad has a polished, corporate aesthetic with a hybrid feel. It combines professional shots of the conference with a slightly raw, event-coverage style. The editing style uses quick cuts to maintain a brisk pace, with smooth transitions between shots. The pacing is fast, enhancing the sense of energy and importance. Cuts and product actions are timed to the music beats and voiceover. # Hooks Spoken: 00:02-00:04: Software where you do expenses, agents that automate finances Text overlay: Software where you do expenses / Agents that automate finances Visual: 00:02–00:04: A wide shot of a conference hall filled with attendees. A large screen displays "Software where you do expenses" and "Agents that automate finances" with an arrow pointing to the right, indicating a process or solution. The exit sign is visible in the top right corner. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the need for manual expense management, as suggested by the phrase "no receipts in this bag," implying traditional, cumbersome processes. # Value propositions - "Agents that automate finances" (value of automation). - "Intelligent Finance Summit" (access to expertise and insights). # Benefits - Automate finances # Features - Software automation - Intelligent finance summit # Call to action None used. # Social proof - Brex branding on stage: Showcases collaboration with another company and indicates the brand's reach. - Expert speakers: The ad features speakers and panelists, implying that industry leaders trust the brand and its summit. # Point of view - Brand 100% – The ad is presented entirely from the brand's perspective, showcasing its event and expertise. # Storyline - 00:00–00:00 A sign directs attendees to "The Intelligent Finance Summit," promoting the Mode brand. - 00:01–00:02 00:01–00:02: Attendees network and socialize in the event space. This conveys a sense of community and excitement around the brand. - 00:02–00:03 00:02–00:03: Papers fly through the air, transitioning into a shot of the conference hall. This suggests the transition from traditional paperwork to modern finance. - 00:03–00:04 00:03–00:04: A wide shot of the conference hall with attendees seated and a presentation underway. The message is that the audience is learning about finance automation. - 00:04–00:05 00:04–00:05: Attendees raise their hands, participating in a Q&A. The intention is to show engagement and interaction at the event. - 00:05–00:06 00:05–00:06: An abstract visual on the screen is followed by a shot of the presenter. This is to introduce the speakers and content that will be discussed. - 00:06–00:07 00:06–00:07: The presenter stands on stage with the Mode logo in the background, reinforcing brand visibility. - 00:07–00:08 00:07–00:08: A close-up of an attendee listening intently to the presentation. The purpose is to show the audience's interest and engagement. - 00:08–00:09 00:08–00:09: A speaker presents on stage with the Brex logo displayed, indicating collaboration or partnership. This is meant to show industry recognition and validation. - 00:09–00:10 00:09–00:10: A shot of a laptop displaying the Mode logo, followed by a panel discussion. This shows the practical application and deeper insights provided by Mode. - 00:10–00:11 00:10–00:11: Panelists discuss on stage with the Brex logo visible, further emphasizing industry collaboration. - 00:11–00:12 00:11–00:12: A wide shot of the audience listening to a speaker on stage. This reinforces the event's scale and reach. - 00:12–00:13 00:12–00:13: An attendee walks through a corridor, followed by a close-up of branded tote bags with a slogan. This is to promote the brand's identity and messaging. - 00:13–00:14 00:13–00:14: A panel discussion is presented on stage, followed by a final shot of the Mode logo and event branding. This emphasizes the brand's expertise and value proposition.

# Ad summary The ad features interviews with different company founders and employees. They describe how Brex helps them with time management and other challenges they face as founders. # Brand positioning Brex is positioned as a forward-thinking financial platform designed for modern businesses, particularly startups and growing companies. It aims to occupy the space of a financial partner that understands the unique challenges faced by entrepreneurs and offers solutions that simplify financial management, allowing them to focus on growing their business. Brex aligns with values of efficiency, security, and innovation, offering financial tools that integrate seamlessly with other business operations and providing benefits, such as partnerships and rewards, tailored to the startup ecosystem. The brand pushes against the norms of traditional banking by offering a more agile, tech-driven approach and emphasizes a functional approach by promising time-saving solutions and streamlined financial processes. # Product Brex is presented as a financial platform for businesses that provides time-saving solutions and simplifies financial management for founders and their teams. It functions as a payment system designed for the back end, enabling efficient reconciliations by consolidating all financial data into one place. A unique selling point is the ability to create one-off cards for all team members, enhancing security and keeping spending under control. Benefits of using Brex also include access to partnerships with companies like Zip and Navan. Brex addresses the pain point of limited time for founders to manage bills by offering easy uploading and quick processing of payments. The platform helps businesses scale faster, multiply their impact, and save time. # Visual style The ad has a UGC feel, with casual interviews conducted in a busy event space. The production quality is moderately polished. The editing includes quick cuts between speakers. The ad maintains a consistent rhythm, with audio and text overlays synced to the music. # Hooks Spoken: What has been the biggest time unlock for you using Brex? Text overlay: 00:00–00:02 What has been the biggest / 00:01–00:02 time unlock for you / 00:02–00:03 using Brex? Visual: 00:00–00:02 A woman with fair skin and blond-streaked hair, wearing a gray blazer, a burgundy top, and a lanyard, addresses the camera. The background includes a crowded event space with soft pink walls. # Funnel stage Middle of funnel (Consideration) # Pain points Founders don't have much time to pay bills and do all these things. # Value propositions - Save time on bill payments using partnerships and a seamless payment process. - Improve your team's security with one-off cards for all team members. # Benefits - Reconciliations all flow into one place - Enhanced security - Keep spend low - Multiply the impact, scale faster and save a lot of time # Features - Partnerships with companies like Zip and Navan - Payment system on the back end - One-off cards for all team members # Call to action None used. # Social proof - "There's definitely a lot of things. All the different Brex partnerships that they've had with like Zip and Navan. My team's ability to just utilize Brex as the payment on the back end, so that reconciliations will all flow into one place has definitely made our year a lot better." – Melissa Chung (Anthropic) - "So with Brex, I can easily upload these, get them sent out and paid in a couple of minutes." – Nic Kopp (Rillet) - "One of the biggest things that like nobody else really did is that we can make these one-off cards and give it to all of our team members and it's helped keep our teams so secure and like keep spend low and honestly it's been such a good deal for us." – Roham Mehrabi (Sixtyfour) - "Brex helps us a lot, like multiply the impact, scale faster and save a lot of time." – JD Villegas (Eskala) # Point of view - Customer 100% – The ad is delivered by individual customers sharing their personal experiences with the product. # Storyline - 00:00–00:02 The ad begins with a question about the biggest time unlock for users of Brex, immediately drawing in the audience with the promise of efficiency. - 00:03–00:19 Melissa Chung from Anthropic responds by highlighting Brex's partnerships with companies like Zip and Navan, and her team's ability to utilize Brex as the payment on the back end for reconciliations in one place. This reinforces Brex's collaborative ecosystem. - 00:19–00:28 Nic Kopp from Rillet explains how Brex helps him save time and pay bills. This provides a more intimate viewpoint on the time constraints and financial duties encountered by founders. Nic states, "So with Brex, I can easily upload these, get them sent out, and paid in a couple of minutes." This conveys Brex's simplification and speed of operations. - 00:28–00:41 Roham Mehrabi from Sixtyfour mentions Brex's unique feature of one-off cards for all team members, which enhances security, keeps spending low, and has been a good deal for their business. This introduces the audience to the special security measures of Brex. - 00:41–00:46 JD Villegas from Eskala summarizes the impact of Brex in terms of multiplying impact, scaling faster, and saving time. This reinforces Brex's role in fostering growth and efficiency.

# Ad summary This ad for Brex highlights the problem of expense reports and positions Brex as the solution. # Brand positioning Brex is presented as a modern, intelligent finance solution for businesses. The brand aims to occupy the space of innovative and efficient financial management, aligning with values of intelligence and forward-thinking. It pushes against the traditional, cumbersome processes of expense reporting, offering a streamlined, tech-driven alternative. The brand positioning is both functional (offering efficiency) and emotional (providing relief from tedious tasks). # Product Brex is presented as an agentic finance solution designed to eliminate the need for expense reports. The product is for businesses seeking a more intelligent and efficient way to manage their finances. The ad highlights the core USP of eliminating expense reports, addressing the pain point of tedious financial administration. The ad conveys that Brex is a modern solution worth trying for businesses looking to streamline their financial processes. # Visual style The ad features a clean and modern visual style with a bold color palette. The production quality appears highly polished, with a focus on clear typography and a simple gradient background. The typography is large and bold, enhancing scannability. The style contrasts with typical norms by using a direct and assertive tone, aiming to disrupt the feed with its straightforward messaging. # Hooks Headline: No more expense reports. # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the frustration and tedium associated with creating and managing expense reports. The ad directly addresses this with the statement: "No more expense reports." # Value propositions - Eliminating expense reports through agentic finance # Benefits - No more expense reports # Features - Agentic finance # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing Brex as the solution to the problem of expense reports and highlighting its intelligent finance offering. # Storyline - The ad opens by stating "No more expense reports," immediately highlighting a common pain point for businesses. This message is from the brand's perspective, aiming to grab attention by addressing a widespread frustration. - The ad concludes with "THAT'S INTELLIGENT AF * * AGENTIC FINANCE," reinforcing the brand's positioning as a smart and modern solution. This is from the brand's perspective, emphasizing the value and intelligence of Brex's agentic finance offering.

# Ad summary This ad for Brex promotes its agentic finance services. The ad features a close-up of a Brex card and uses the headline "Finance on Brex is intelligent AF*" to grab attention. # Brand positioning Brex is presented as a modern and intelligent financial solution for businesses. The brand aims to occupy the space of innovative finance, suggesting that it is not just a traditional financial institution but a forward-thinking partner. The use of "intelligent AF*" implies a tone that is both sophisticated and edgy, appealing to businesses that value cutting-edge solutions. Brex positions itself as a brand that pushes against the norms of traditional finance by offering agentic finance. # Product The product featured is Brex's agentic finance service, which is not explicitly defined in the ad but implied to be an intelligent financial solution. The ad showcases a Brex card, a physical representation of the financial services offered. The card is sleek and black, with the Brex logo prominently displayed. The card design suggests a modern, high-tech approach to finance. The asterisked phrase "intelligent AF*" is followed by "*AGENTIC FINANCE", suggesting that the service is a key differentiator. The ad aims to convey that Brex's agentic finance is a smart choice for businesses looking to optimize their financial operations. # Visual style The ad has a sleek and modern visual style. The use of a dark color palette with a gradient background creates a sense of sophistication. The close-up shot of the Brex card emphasizes its design and quality. The overall style is clean and minimalist, focusing on the brand and its key message. # Hooks Headline: Finance on Brex is intelligent AF* # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Finance on Brex is intelligent AF* # Benefits - Intelligent finance # Features - Agentic finance # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing its services and brand identity. # Storyline - The ad opens with the headline "Finance on Brex is intelligent AF*," immediately grabbing attention with a bold claim. This is the brand speaking directly to the audience, positioning Brex as a provider of smart financial solutions. - The asterisk leads to the clarification "*AGENTIC FINANCE," which is presented by the brand to highlight the specific service being promoted. This beat aims to educate the viewer on what makes Brex's finance offering unique. - The visual of the Brex card reinforces the brand's identity and provides a tangible representation of the financial services offered. The brand uses this visual to create a sense of trust and credibility.

# Ad summary This ad features a man in charge of finance who uses Brex to automatically control spend for his team so they can focus on closing deals and he can focus on growing the company. # Brand positioning Brex is presented as a financial solution for businesses, specifically focusing on spend management. The brand aims to occupy the space of a modern, efficient, and empowering financial tool that allows businesses to focus on growth and closing deals. Brex aligns with values of efficiency, control, and growth, promoting a lifestyle where financial management is streamlined and automated. The brand pushes against the norms of traditional, manual financial management processes, offering a tech-driven solution. The brand positioning is both functional (automatic spend control) and emotional (empowering growth and focus). # Product Brex is a financial tool designed to automatically control spend for teams, allowing them to focus on closing deals while enabling finance managers to concentrate on company growth. The product works by providing a system that automates expense reports and controls spending according to set policies, such as requiring receipts, setting per diem limits ($500 per diem), and managing attendees. The USP is its ability to automatically control spend, freeing up time and resources for both team members and finance managers. The ad addresses the purchase barrier of time-consuming expense management by offering an automated solution. The Brex card is shown as a physical representation of this financial tool. # Visual style The ad has a polished, corporate aesthetic with a mix of direct address and product demos. The editing style includes smooth transitions and static shots, creating a professional and trustworthy feel. The production quality is high-end, resembling a polished commercial. The pacing is consistent, with a moderate BPM that aligns with the voiceover. The cuts and product actions are timed to the voiceover lines, creating a cohesive audio-visual experience. # Hooks Spoken: 00:00–00:02: I'm in charge of finance, but I can't be everywhere at once. Text overlay: 00:00–00:02: I'm in charge of finance, / 00:00–00:02: but I can't be everywhere at once. Visual: 00:00–00:02: A man with graying hair and a beard, wearing a gray suit jacket over a black shirt, sits in a brown leather chair in a dimly lit office. Behind him is a dark gray wall with a plant on a shelf. The camera is stationary and focused on his face as he speaks directly to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the challenge of managing finances across a team, as stated by the man: "I'm in charge of finance, but I can't be everywhere at once." # Value propositions - Automatic spend control frees up time and resources for both team members and finance managers. - Policy settings ensure compliance and prevent overspending. - Automated expense reports streamline financial management. # Benefits - Team can focus on closing deals - Finance manager can focus on growing the company - Spend smarter - Move faster # Features - Automatically controls spend - Automating expense report - Policy settings (Receipt required, $500 per diem, Attendees required) # Call to action None used. # Social proof - "That's why we use Brex" – Female 1 # Point of view - Brand 40% – The brand's POV is communicated through product demos and showcasing features. - Customer 60% – The customer's POV is communicated through testimonials and use case scenarios. # Storyline - 00:00–00:02 A man in a suit is sitting in a chair and speaking to the camera. - 00:00–00:02 The man states that he is in charge of finance but cannot be everywhere at once, conveying the challenge of managing finances across a team. The perspective is from the man's point of view, as he is speaking directly to the audience, and the tone is professional and straightforward. - 00:02–00:05 A woman in a green blazer is shown, followed by a close-up of a Brex card. - 00:02–00:05 The woman states that they use Brex, implying that Brex is the solution to the problem mentioned in the previous scene. The perspective shifts to a user of Brex, and the tone is confident and assured. - 00:05–00:07 A graphic of a policy setting is shown, highlighting features such as receipt requirements, per diem limits, and attendee requirements. - 00:05–00:07 The graphic shows how Brex automatically controls spend for the team, providing a visual representation of the product's functionality. The perspective is from the brand's point of view, showcasing the product's features. - 00:07–00:09 A woman is shown at a table with others, followed by a shot of hands shaking over the table. - 00:07–00:09 The woman states that her team can focus on closing deals, emphasizing the benefit of using Brex. The perspective is from a team member who can now focus on their primary task, and the tone is positive and productive. - 00:09–00:11 The man from the beginning is shown again, speaking to the camera. - 00:09–00:11 The man states that he can focus on growing the company, reinforcing the overall benefit of using Brex. The perspective returns to the finance manager, and the tone is confident and forward-looking. - 00:11–00:14 The Brex logo and tagline are displayed on a black background. - 00:11–00:14 The Brex logo and tagline reinforce the brand message of spending smarter and moving faster. The perspective is from the brand, summarizing the key benefits of using Brex.

# Ad summary This ad promotes Brex, a financial solution for businesses. The ad highlights the ability to control spending and automate expense reports with Brex. # Brand positioning Brex is presented as a modern financial solution for businesses, offering tools to control spending and automate expense reports. The brand aims to occupy the space of a smart, efficient, and tech-forward financial partner for businesses. The brand aligns with values of efficiency, control, and innovation, positioning itself as a solution that simplifies financial management. Brex pushes against traditional, manual expense reporting processes by offering automated solutions. The brand positioning is functional, focusing on performance and simplicity. # Product Brex is a financial solution designed to help businesses control spending and automate expense reports. The product is for businesses looking to streamline their financial management processes. Key features include the ability to control spend, automate expense reports, add attendees to expenses, ensure expenses are in policy, and auto-generate receipts. The USPs include efficiency, control, and automation. The ad shows the product being used in a restaurant setting, implying it can be used for business meals and expenses. The ad addresses the purchase barrier of manual expense reporting by offering an automated solution. # Visual style The ad has a polished, commercial aesthetic with smooth transitions. The production quality is high-end, supporting the intended tone of professionalism and efficiency. The pacing is consistent, with static shots and clear visuals. The cuts are timed to the voiceover lines, creating a seamless audio-visual experience. # Hooks Spoken: 00:00–00:03 Control spend and automate expense reports with Brex. Text overlay: 00:00–00:01 Generating receipt / 00:00–00:01 $61 / 00:00–00:01 Control spend / 00:01–00:03 Attendees added / 00:01–00:03 Expense in policy / 00:01–00:03 Receipt auto-generated Visual: 00:00–00:01 A person's arm extends to hand a black Brex card to a waiter in a dimly lit restaurant. The background shows a group of people sitting at a table, enjoying a meal. A translucent overlay appears with the text "Generating receipt" and the amount "$61". The camera is stationary and focuses on the card transaction. / 00:01–00:03 A close-up shot of a person holding a black Brex card. The background is blurred and out of focus. Notification overlays appear with the text "Attendees added", "Expense in policy", and "Receipt auto-generated". The camera is stationary and focuses on the card. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of manual expense reporting, which is time-consuming and inefficient. The ad implies that businesses struggle with managing expenses and ensuring compliance. "Control spend and automate expense reports with Brex." # Value propositions - Control spend and automate expense reports with Brex # Benefits - Spend smarter - Move faster # Features - Control spend - Automate expense reports - Attendees added - Expense in policy - Receipt auto-generated # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told entirely from the brand's perspective, showcasing the product's features and benefits. # Storyline - 00:00–00:01 00:00–00:01 The ad shows a hand handing a Brex card to a waiter in a restaurant. A notification overlay appears, showing the amount of the transaction and the text "Generating receipt". This conveys the message that Brex helps control spending and automatically generates receipts. The perspective is from the brand, showcasing the product's functionality. - 00:01–00:03 00:01–00:03 The ad shows a close-up of a Brex card being held in someone's hand. Notification overlays appear, showing "Attendees added", "Expense in policy", and "Receipt auto-generated". This conveys the message that Brex automates expense reports and ensures compliance. The perspective is from the brand, highlighting the product's features. - 00:03–00:04 00:03–00:04 A woman smiles at the camera. This conveys the message that Brex makes financial management easier and more pleasant. The perspective is from the brand, showcasing the positive impact of the product. - 00:04–00:05 00:04–00:05 The Brex logo appears on a black screen, along with the tagline "Spend smarter, move faster". This conveys the message that Brex helps businesses be more efficient and strategic with their finances. The perspective is from the brand, reinforcing the product's value proposition.

# Ad summary This ad for Brex highlights the benefit of using their agentic finance platform to reduce time spent on receipt chasing and increase time spent building. # Brand positioning Brex is presented as a modern, efficient solution for business finances, particularly appealing to startups and tech-forward companies. The brand positions itself as a tool that enables businesses to focus on growth and innovation by automating and simplifying financial tasks. Brex aims to occupy the space of a forward-thinking financial partner that understands the needs of fast-growing companies, offering a streamlined, intelligent approach to finance that contrasts with traditional, cumbersome financial management methods. The brand's tone is assertive and confident, aligning with a lifestyle of productivity and strategic growth. # Product Brex is advertising its agentic finance platform, which is designed to streamline and automate financial tasks for businesses. The platform aims to reduce the amount of time spent on administrative tasks like receipt chasing, allowing businesses to focus more on building and growing their operations. The ad highlights the platform's intelligence and efficiency, suggesting it is a modern solution for managing business finances. The product is targeted towards businesses that value productivity and innovation, and who are looking to optimize their financial processes. The ad addresses the pain point of time-consuming financial administration, positioning Brex as a solution that enables businesses to be more strategic and efficient with their resources. # Visual style The ad has a clean and modern visual style, with a focus on simplicity and clarity. The use of a bold color palette and minimalist design creates a sense of efficiency and innovation. The gradient effect adds a touch of visual interest, while the typography is clean and legible. The overall style is consistent with the brand's identity as a forward-thinking financial partner. # Hooks Headline: Less receipt chasing, more building. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of spending too much time on receipt chasing, which is a common frustration for businesses. "Less receipt chasing" # Value propositions - Agentic finance platform enables businesses to spend less time on receipt chasing and more time building. # Benefits - Less receipt chasing - More building # Features - Agentic finance platform # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, with Brex presenting itself as a solution to the problem of time-consuming financial administration. # Storyline - The ad begins by highlighting the problem of spending too much time on receipt chasing, which is a common frustration for businesses. The brand is speaking from the perspective of a company that understands the challenges of financial administration and wants to offer a solution. - The ad then transitions to the desired outcome of spending more time building, which is presented as a more valuable and productive use of time. The brand is speaking from the perspective of a partner that wants to help businesses achieve their goals and grow their operations. - The ad concludes by introducing Brex's agentic finance platform as the solution, emphasizing its intelligence and efficiency. The brand is speaking from the perspective of a provider that offers a modern and effective way to manage business finances.

# Ad summary This ad promotes Brex, a corporate credit card that automates expense reports and controls spending. The ad features a man in a suit explaining how Brex helps him focus on growing the company instead of worrying about every dollar. The ad also shows a sales team at a restaurant, where they are focused on closing a deal and not on checking expense policies or saving receipts. The ad ends with the Brex logo and tagline: "Brex. Spend smarter, move faster." # Brand positioning Brex is presented as a modern, tech-forward financial solution designed to empower businesses by simplifying expense management and promoting smarter spending. The brand aims to occupy the space of a strategic partner that enables growth by freeing up time and resources traditionally consumed by administrative tasks. Brex aligns with values of efficiency, control, and strategic financial management, positioning itself as a tool that allows businesses to focus on core objectives rather than getting bogged down in details. The brand pushes against the norms of traditional corporate credit cards and expense management systems, which often involve manual processes and limited control. Brex's positioning is both functional, offering performance and simplicity, and emotional, providing peace of mind and empowerment to business leaders. # Product Brex is a corporate credit card designed to automatically control spending and automate expense reports. It is for businesses that want to focus on growth rather than worrying about every dollar. The Brex card automatically controls spend, and expense reports do themselves. The card allows businesses to set policies such as requiring receipts, setting a per diem, and requiring attendees. The card helps businesses focus on growing the company instead of worrying about every dollar. The ad tells the viewer that Brex is worth trying or buying because it simplifies expense management and promotes smarter spending, allowing businesses to focus on core objectives. # Visual style The ad has a polished and professional aesthetic, with a mix of studio-lit shots and real-world scenarios. The editing style is quick cuts, with smooth transitions between scenes. The production quality is high-end, giving the ad a commercial feel. The pacing is consistent, with cuts timed to the music and voiceover lines. # Hooks Spoken: 00:00–00:02 It's my job to make sure we spend our money on the right things. Text overlay: 00:00–00:02 It's my job to make sure we spend / 00:01–00:02 our money on the right things. Visual: 00:00–00:04 A man with gray hair and a goatee, wearing a black shirt and gray blazer, sits in a leather chair in a well-lit office. There is a bookshelf and a plant in the background. The camera is stationary and focused on the man's face. He is speaking directly to the camera with a serious expression. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the burden of expense management, which distracts from core business activities. "They're not checking expense policies or saving receipts." # Value propositions - The Brex card automatically controls spend, and expense reports do themselves, which lets you focus on growing the company instead of worrying about every dollar. # Benefits - Focus on growing the company - Instead of worrying about every dollar # Features - Automatically controls spend - Expense reports do themselves # Call to action None used. # Social proof - "So will you do business with our company?" – Female 1 (Customer) - "Yeah." – Female 2 (Customer) # Point of view - Brand 60% – The brand's official voice is used to explain the product and its benefits. - Customer 40% – Real-world scenarios and customer interactions are shown to demonstrate the product's value. # Storyline - 00:00–00:02 00:00–00:02 A man in a suit sits in a well-lit office and states that it is his job to make sure they spend their money on the right things. This is the introduction of the problem and the man's role in solving it. The perspective is from the brand, using a confident and professional tone. - 00:02–00:04 00:02–00:04 The man states that he can't be everywhere at once. This highlights the challenge of managing expenses across different teams and locations. The perspective is from the brand, using a relatable and understanding tone. - 00:04–00:11 00:04–00:11 The man states that his sales team is focused on closing a huge deal and not checking expense policies or saving receipts. This illustrates a specific scenario where expense management can be a burden. The perspective shifts to the customer, showing a real-world situation with a touch of humor. - 00:11–00:13 00:11–00:13 A woman at the table says, "Oh, excuse me," and the man states that this is why they use Brex. This introduces the solution to the problem. The perspective is from the brand, presenting Brex as the answer. - 00:13–00:17 00:13–00:17 The man states that the Brex card automatically controls spend, and expense reports do themselves. This explains the key features and benefits of Brex. The perspective is from the brand, highlighting the product's capabilities. - 00:17–00:21 00:17–00:21 A woman at the table asks, "So will you do business with our company?" and another woman responds, "Yeah." This shows the positive outcome of using Brex, as it helps close deals. The perspective shifts back to the customer, demonstrating satisfaction and success. - 00:21–00:25 00:21–00:25 The man states that Brex lets him focus on growing the company instead of worrying about every dollar. This reinforces the overall value proposition of Brex. The perspective is from the brand, emphasizing the strategic benefits.

# Ad summary This ad for Brex targets business owners and companies who need to pay contractors and suppliers. Brex offers a product that will allow them to pay these individuals automatically. # Brand positioning Brex is positioned as a modern and efficient financial solutions provider for businesses. The brand aims to occupy the space of a reliable and automated payment system, primarily targeting businesses that deal with contractors and suppliers. By focusing on automation, Brex seeks to eliminate the manual effort and potential errors associated with traditional payment methods. The company aligns with values of efficiency, innovation, and reliability, making it a forward-thinking choice for businesses that want to streamline their financial operations. This functional positioning emphasizes performance and simplicity, suggesting Brex is a practical tool that simplifies complex payment processes. # Product The Brex platform is a comprehensive financial management solution designed to automate payments to contractors and suppliers. It is tailored for business owners and companies that regularly handle payments to external parties. Brex offers a seamless way to ensure timely and accurate payments, reducing the administrative burden on businesses. Its primary selling point is its ability to automate the entire payment process, which addresses the common pain points of manual effort, potential for errors, and time-consuming reconciliation. This automation ensures that payments are processed efficiently, allowing businesses to focus on their core operations rather than getting bogged down in payment logistics. # Visual style The ad features a corporate and practical visual style. The production quality appears professional, with a focus on clear messaging and a straightforward presentation. The image treatment involves a subtle color grading to enhance the blues and whites, giving it a clean, business-like appearance. The typography is large and bold, ensuring the message is easily scannable. The style contrasts with typical social media content, aiming to stand out through its simplicity and directness, thereby increasing its stop power in the feed. # Hooks Headline: Pay contractors and suppliers, automatically # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the problem of time-consuming and manual payment processes for contractors and suppliers. "Pay contractors and suppliers, automatically" highlights the core frustration of businesses that struggle with efficient and timely payments. # Value propositions - Automated payment processes for contractors and suppliers, saving time and reducing manual effort. # Benefits - Pay contractors automatically # Features - Pay contractors and suppliers, automatically # Call to action None used. # Social proof - None used. # Point of view - Brand: The Brex logo appears at the bottom of the ad, indicating brand communication. # Storyline - The ad begins by stating the core benefit of using Brex: the ability to automatically pay contractors and suppliers. This immediately tells the audience the product's primary function and intended to grab attention by promising a solution to a common business challenge. The messaging comes from the brand's perspective. - The visual of a person holding a hard hat reinforces the target audience of contractors and suppliers. It is designed to add a relatable element, helping the audience visualize how Brex fits into their business operations. This perspective is designed to be relatable to the customer. - The inclusion of the Brex logo at the bottom serves to brand the message and provide a point of contact for further engagement. It is meant to reinforce brand recognition and establish trust in the platform being advertised. This is from the brand's perspective.

# Ad summary This Brex ad focuses on spend management, suggesting that businesses can control their spending across all stores using the Brex platform. # Brand positioning Brex is presented as a modern platform designed to provide businesses with better control over their finances. The brand promises to simplify financial management, as implied by the clean and organized visual style of the ad, giving business owners the tools to keep track of their spending across multiple stores. It projects an image of efficiency and precision. # Product Brex is presented as a financial management tool that gives businesses insight and control over spending across multiple locations. The platform enables users to control spend across every store. The brand suggests that Brex addresses challenges related to tracking and controlling expenses for businesses with more than one location, which can often be difficult and time-consuming. # Visual style The visual style of the ad is clean and organized, with a focus on neutral tones and natural materials. The lighting is soft and diffused, creating a calm and professional atmosphere. The composition is balanced, with a clear hierarchy of elements that draws the eye to the main message and the Brex logo. # Hooks Headline: Control spend across every store # Funnel stage Top of funnel # Pain points The pain point is the difficulty of managing spending across multiple store locations, as implied by the headline 'Control spend across every store.' # Value propositions - Control spend # Benefits - Control spend across every store # Call to action None used. # Point of view - Brand: The ad conveys the brand's capabilities and benefits, aiming to position it as a solution to financial management challenges for businesses with multiple locations. # Storyline - The ad opens with the message “Control spend across every store.” This is intended to immediately grab the attention of business owners who have multiple store locations and face the challenge of managing expenses across all of them. The brand is conveying the primary benefit of using the Brex platform from the outset.

# Ad summary This ad promotes the Brex corporate card with a clean, modern design. It features the card prominently against a branded background and highlights key benefits in a concise, visually appealing manner. # Brand positioning Brex is presented as a modern, tech-forward financial solution for businesses. The ad emphasizes efficiency and innovation by highlighting features like auto-generated receipts and automatically set policies. The brand aims to occupy the space of a smart, hassle-free corporate card provider, distinguishing itself through technology-driven simplicity and automation. The card's design and the ad's overall aesthetic convey a sense of sleekness and sophistication, appealing to businesses that value modern solutions. # Product The Brex card is a corporate card designed to streamline business expenses. The ad highlights its key features: auto-generated receipts and automatically set policies, simplifying expense management. The card itself is shown in a sleek, minimalist design, emphasizing its modern approach. The intended audience appears to be businesses looking for efficient and automated expense solutions. The ad addresses the pain points of manual receipt tracking and policy enforcement by automating these processes. It conveys the message that Brex is a smart, efficient alternative to traditional corporate cards, focusing on ease of use and time-saving benefits. # Visual style The ad has a clean, modern visual style. It uses a minimalist design with a bold color palette of orange and black. The image appears to be studio-shot with high production quality. The composition is simple and emphasizes the product and its key features. The image treatment involves soft lighting and subtle shadows, creating a professional and polished look. The overall effect is sleek and trustworthy. # Hooks Headline: Spend smarter with the #1 corporate card. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the hassle and inefficiency of manual expense tracking and policy enforcement, often involving time-consuming receipt management and the risk of non-compliance. # Value propositions - Auto-generated receipts and automatically set policies offer a smarter and more efficient way to manage business expenses. # Benefits - Spend Smarter # Features - Receipt auto-generated - Policy automatically set # Call to action None used. # Social proof - The ad states that it is the #1 corporate card. # Point of view - Brand: This POV is present in the headline, which promotes Brex as the #1 corporate card and lists product features. # Storyline - The ad opens by introducing Brex as a smart financial solution for businesses, focusing on how the Brex card offers a better way to manage finances. This is conveyed from the brand's perspective, setting the stage for the product's value proposition. - The ad then presents the Brex card visually, highlighting its modern design and integrating it with the brand's logo. The brand is showcasing the key element of their product: the card itself. - Next, the ad showcases the card's key features like auto-generated receipts and automatically set policies, further reinforcing the brand's promise of efficiency. The brand explains the product's core functions to the consumer.

# Ad summary This image ad for Brex targets business owners who are frustrated with plant expenses and the purchasing process. The ad features 2 cardboard boxes stacked on top of each other and a black laptop sitting on top. In the bottom left corner, you can see a tape dispenser on the floor next to an invoice laying flat on the ground with a clipboard. # Brand positioning Brex positions itself as a modern solution for businesses, particularly those dealing with the complexities of purchasing and managing plant expenses. The brand offers automation to streamline these processes, suggesting it caters to businesses seeking efficiency and control over their financial operations. The visual cues imply a focus on tangible, real-world business needs rather than abstract financial services, aligning with companies involved in physical operations or manufacturing. By focusing on automation, Brex aims to alleviate common pain points associated with traditional expense management, appealing to businesses that value innovation and streamlined workflows. # Product Brex is advertising its platform that automates purchasing and plant expenses. The product is aimed at businesses seeking to streamline and manage their financial operations more efficiently. While the ad doesn't explicitly state all features, it implies that Brex offers tools to digitize and automate traditionally manual processes, such as invoice management and expense tracking. The emphasis on 'automating' suggests a user-friendly, technologically advanced solution designed to reduce manual effort and improve accuracy, ultimately saving time and resources for businesses. The platform aims to address the common challenges businesses face in managing expenses, such as paperwork, reconciliation, and compliance, by providing a centralized and automated system. # Visual style The ad uses a realistic, slightly gritty production quality, resembling a snapshot from a working environment. The visual motif is a combination of practicality and simplicity, aiming to highlight the brand's focus on real-world business operations. The image treatment appears to be minimal, with natural lighting and no obvious filters. This platform-native style aligns with in-feed content, offering a straightforward and easily scannable presentation. # Hooks Headline: Automate purchasing and plant expenses # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of manual purchasing and plant expense management, which can be time-consuming and inefficient. The visual of an invoice, boxes, and tape implies a need to streamline these processes: 'Automate purchasing and plant expenses'. # Value propositions - None used. # Benefits - None used. # Features - Automate purchasing and plant expenses # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad communicates the brand’s value proposition of automating purchasing and plant expenses to improve business efficiency. # Storyline - The ad copy 'Automate purchasing and plant expenses' immediately establishes the core message, focusing on the efficiency and simplification that Brex offers. This is conveyed from the brand's perspective to highlight the key benefit of its product. - The visual arrangement of stacked boxes, a laptop, and an invoice on a clipboard illustrates the real-world context of purchasing and expense management. This is seen from the customer's perspective, creating a relatable scenario that emphasizes the tangible aspects of the problems Brex solves. - The tape dispenser is on the floor and the invoice laying flat is intended to reinforce the theme of automation and efficiency, suggesting that traditional manual processes can be replaced with Brex's streamlined solutions. This is from the brand's perspective.

# Ad summary The ad uses a high-level approach to grab the viewer's attention with the main feature Brex offers, the ability to track spending by store, channel, and team. The ad uses visuals of organized shipping supplies on wooden shelves to reinforce its features. # Brand positioning The brand, Brex, is positioned as a modern financial solutions provider for businesses. The logo appears professional and tech-forward, lending to the company's promise of efficient financial management tools. The imagery of organized shelves with shipping materials implies that Brex helps businesses maintain order and control over their finances, streamlining operations for commerce businesses. The overall brand tone is efficient and functional, aimed at professionals looking to optimize their financial processes. # Product The product is a business financial management solution that allows users to track spending by store, channel, and team. The tool aims to provide comprehensive visibility into business finances, enabling users to monitor and manage expenses across various business functions. This functionality is implied to help businesses maintain better control over their financials, which could lead to improved decision-making and resource allocation. The ad is targeted toward businesses with complex spending structures, offering a solution to manage expenses effectively and make informed financial decisions. # Visual style The ad features a dimly lit, studio-shot image with an earth-tone color grade. The composition relies on horizontal shelves and stacked boxes to create a sense of order. The typography is large and bold, contrasting with the muted background to grab attention. The visual style is clean and professional, which is designed to build trust and showcase the brand's competence. # Hooks Headline: Track spend by store, channel, and team # Funnel stage Top of funnel (Awareness) # Pain points It's difficult for businesses to keep track of all of their expenses. The ad's quote, "Track spend by store, channel, and team," implies that the product is needed to simplify expense tracking. # Value propositions - Track spend by store, channel, and team to better track your business expenses. # Benefits - Better visibility into business finances # Features - Track spend by store, channel, and team # Call to action None used. # Social proof - None used. # Point of view - Brand: throughout the image, highlighting features, showing organized shelving and the Brex logo. # Storyline - The ad opens by stating the main value proposition: "Track spend by store, channel, and team." This message is from the brand's perspective. It is included to quickly grab the viewer’s attention by showcasing the core functionality of Brex. - The image shows organized boxes and shipping supplies on wooden shelves. This is shown from the brand's perspective. It visually represents how Brex helps businesses organize their financial activities by providing the proper resources. - The brand’s logo is placed in the bottom left corner. This is intended to signal the company that allows business to track their spend from the perspective of the brand. It helps viewers quickly identify the company behind the service.

# Ad summary This image ad promotes Brex, emphasizing real-time visibility across multiple locations. The ad features a person's hand placing a box on a shelf, highlighting the brand's capability to provide logistics or inventory management solutions. # Brand positioning Brex is presented as a brand offering a solution to real-time visibility across locations. The brand seems to target businesses that require efficient tracking and management of their operations, specifically where logistics or inventory are critical. The brand's positioning is functional, focusing on performance and clarity, and aims to provide businesses with insights into their operations across various locations, which is particularly valuable for those with complex logistical needs. # Product The featured product is a service by Brex offering real-time visibility across every location. The product is designed for businesses needing to monitor and manage their operations, inventory, or logistics in real time. The unique selling point is the ability to track and gain insights across multiple locations simultaneously, addressing the need for comprehensive oversight. This service helps to manage and potentially optimize business operations through enhanced visibility and control. # Visual style The ad has a rustic and natural visual style, utilizing warm, muted tones and natural materials like wood, cardboard, and woven baskets. The production quality appears to be moderately polished, striking a balance between authenticity and professionalism. The image treatment includes soft lighting and a shallow depth of field, which blurs the background to focus attention on the boxes and hand. The typography is clean and legible, integrated seamlessly into the background. # Hooks Headline: Get real-time visibility across every location # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the need for businesses to monitor and manage their operations, inventory, or logistics in real-time across multiple locations. The phrase "Get real-time visibility across every location" directly highlights the challenge of lacking immediate insights into operational activities, signaling a common frustration for businesses managing multiple locations or complex logistical operations. # Value propositions - Get real-time visibility across every location # Benefits - Visibility across every location # Features - Real-time visibility # Call to action None used. # Social proof - None used. # Point of view - Brand: The headline is from the brand's perspective, as it communicates a key value proposition of real-time visibility. - Customer: The visual of a person interacting with boxes on shelves, which can be related to inventory management or logistics, is presented from the customer's perspective, showing a practical application of the service. # Storyline - The ad begins with a headline promising 'real-time visibility across every location'. The intention is to immediately capture the attention of businesses that need to monitor their operations in multiple places. The viewer is experiencing it from the perspective of a brand solving their logistic problems. - The visual shows a person placing or adjusting a box on a shelf, which is part of a shelving unit filled with various boxes and items. The purpose is to illustrate a scenario where the service might be used, such as inventory management or logistics, in a real-world setting. The audience is viewing this from the perspective of witnessing a practical application of the service. - The ad concludes with the Brex logo, reinforcing brand recognition and associating the brand with the concept of real-time visibility. It serves to solidify the brand's role as a provider of solutions for businesses seeking to streamline their operations. The viewer is experiencing it from the perspective of a brand claiming expertise in real-time visibility.

# Ad summary This Brex image ad highlights the importance of cost control without compromising production speed. The ad uses a warehouse-style setting and features boxes, a laptop, an invoice, and a tape dispenser to represent business operations. The headline stresses 'Control costs without slowing production,' suggesting Brex provides tools or services that help businesses manage expenses efficiently while maintaining productivity. # Brand positioning Brex presents itself as a financial solutions provider for businesses, with a particular focus on cost control and operational efficiency. The brand is positioned to appeal to businesses that are looking to manage their finances effectively without hindering their production or growth. The ad aims to convey that Brex understands the balance between cost management and maintaining productivity, offering tools and services that help companies achieve both. The brand leans toward a functional positioning, emphasizing practical solutions for business finance management rather than emotional appeals. # Product The ad highlights the financial services and tools provided by Brex, aimed at helping businesses control costs without sacrificing production speed. These services likely include expense management, corporate cards, and other financial solutions designed to optimize business operations. The visual elements, such as the invoice, tape dispenser, and laptop, suggest the services are tailored for businesses involved in production or logistics. The ad addresses the common challenge of balancing cost reduction with maintaining productivity, presenting Brex as a solution that helps companies achieve both. The USPs are implied to be efficiency, cost savings, and seamless integration with business operations, making Brex's financial tools worth considering for companies looking to streamline their financial processes. # Visual style The ad has a functional and industrial aesthetic. It features a warehouse-like setting to show the practical environment of businesses and their operations. The lighting appears natural, and the image is well-composed with a clear focus on the featured elements. The color palette is neutral, with shades of brown, gray, and white, emphasizing a sense of realism and practicality. The ad uses a straightforward, non-stylized visual approach to communicate its message effectively. # Hooks Headline: Control costs without slowing production # Funnel stage Top of funnel (Awareness) # Pain points The central frustration the product is solving is the challenge businesses face in managing expenses while maintaining productivity. The headline, 'Control costs without slowing production,' directly indicates this struggle. # Value propositions - The value proposition is that Brex offers a way to control costs without reducing production speed, which directly addresses a common challenge for businesses. # Benefits - Control costs - Maintain production speed # Features - Control costs - Without slowing production # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's point of view, showcasing its services as a solution to controlling costs without affecting production. # Storyline - The ad is meant to convey the message that businesses can maintain their production speed while effectively managing their costs. The message is delivered from the brand's perspective, intending to show viewers that Brex understands the challenges businesses face and offers solutions to help them thrive. - The visual elements like boxes, a laptop, an invoice, and a tape dispenser are combined to create a scene representing the real-world production environment of businesses. This approach helps viewers visualize their own operational settings, making the brand relatable to the target audience. - The Brex logo placed at the bottom-left of the ad is a way of reinforcing brand recognition. The brand's perspective is used to establish a memorable presence, increasing the likelihood that viewers will consider Brex when seeking financial solutions.

# Ad summary The image promotes Brex as a solution to control production spending in real time, showing boxes, a tape dispenser, a laptop, and an invoice to represent the production setting. # Brand positioning Brex is presented as a financial solutions provider for businesses, offering tools and services to manage and control spending. The brand is positioned as a modern, tech-forward solution for businesses to gain real-time insights and control over their finances. Brex seems to fill a space in the market that pushes against traditional methods of financial tracking, offering a more streamlined and efficient solution suitable for fast-paced business environments. The brand's positioning is functional, focusing on simplicity and performance. # Product The ad promotes Brex's financial solutions designed to help businesses control production spending in real-time. It works by providing tools to track and manage invoices and production costs. The product is for businesses involved in production, manufacturing, or supply chain management who need to monitor their expenses closely. The key benefit is real-time control over production spend, helping businesses stay on budget and avoid financial surprises. The ad shows the product being used in a production or warehouse setting, where managing expenses efficiently is critical. The ad addresses the potential purchase barrier of businesses that may be using traditional, less efficient methods of financial tracking by offering a modern, real-time alternative. # Visual style The ad has a clean, professional aesthetic. The image is well-lit and appears to be studio-shot, with attention to detail in the arrangement of the objects. The typography is simple and legible, contributing to a polished look. The visual style is platform-native, designed to blend seamlessly into a business-oriented feed, with a focus on clarity and direct messaging to quickly convey its value proposition. # Hooks Headline: Control production spend in real time # Funnel stage Middle of funnel # Pain points The ad addresses the challenge of businesses needing better control and visibility over their production spending, helping them manage and track expenses more efficiently in real time. The ad shows an "INVOICE" to represent the tracking of payments. # Value propositions - Real-time control of production spend helps businesses stay on budget and avoid financial surprises. # Benefits - Control production spend in real time # Features - Real-time spend control # Call to action None used. # Social proof - None used. # Point of view - Brand: The Brex logo serves as a brand identifier, reinforcing the company's presence and offering a point of recognition for the viewer. - External source: The visual elements such as boxes, invoices, a tape dispenser, and a laptop depict a production or warehouse environment where Brex solutions can be applied. - Brand: The headline message "Control production spend in real time" conveys a direct value proposition about Brex's capabilities in managing financial expenses for businesses. # Storyline - The ad begins by stating, "Control production spend in real time," immediately conveying the core value proposition of Brex's financial solution. The message is from Brex, highlighting its ability to help businesses manage their production expenses efficiently. This sets the stage for how Brex will help solve the financial problem of production spending. - The visual elements, including the boxes, invoice, tape dispenser, and laptop, reinforce the production and financial context. The setting is implied to be a production or warehouse environment, which emphasizes the practical application of the Brex solution. The image provides an external source’s view of the setting where the product is intended to be used. - The Brex logo is displayed, reinforcing the brand's identity and offering a way for the audience to recognize and connect with the solution being presented. The logo is from the brand's POV and its prominent display aims to make the brand memorable and trusted.

# Ad summary This image ad for Brex features a close-up of a construction worker's arm holding a hard hat, with the headline "Keep projects on time and on budget." The ad is aimed at construction companies who need financial tools. # Brand positioning Brex is presented as a financial solution tailored for businesses, specifically highlighting construction companies in this ad. The brand is positioned as a partner that helps these companies maintain project timelines and budgets. By focusing on the challenges of managing construction projects, Brex aligns itself with practicality and efficiency, implying it offers tools and services that streamline financial operations for this sector. The brand aims to occupy the space of a reliable, functional financial partner, promoting values of financial control and operational success. # Product The Brex card is not directly featured in this image, but the ad implies that Brex offers financial services or tools to help construction businesses manage their projects more effectively. The ad focuses on the value proposition of keeping projects on time and on budget, suggesting that Brex provides solutions to control spending, track expenses, and maintain financial oversight. The hard hat serves as a visual metaphor for construction and project management, indicating that the product is designed to address the specific financial challenges faced by this industry. This ad targets purchase barriers related to budget overruns and project delays by positioning Brex as a reliable solution. # Visual style The ad features a grainy image with a close-up of a construction worker holding a hard hat. The aesthetic is straightforward and utilitarian, focusing on the construction theme. The image treatment includes color grading that mutes the colors, giving it a slightly vintage or industrial feel. The typography is clean and legible, positioned at the top, and the Brex logo is subtly placed in the corner. # Hooks Headline: Keep projects on time and on budget # Funnel stage Top of funnel (Awareness) # Pain points Construction companies struggle with keeping projects on time and within budget. # Value propositions - Keep projects on time - Keep projects on budget # Benefits - Keep projects on time - Keep projects on budget # Features - Keep projects on time - Keep projects on budget # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is positioning its financial tools or service to help construction companies manage their budgets and timelines. # Storyline - The ad opens by stating a core challenge for construction companies: "Keep projects on time and on budget." This is meant to grab the attention of business owners and project managers who face the daily stress of project deadlines and financial constraints, setting the stage for a solution. - The visual of a construction worker holding a hard hat reinforces the ad's focus on the construction industry. It illustrates the brand's understanding of their target audience and their daily operations, solidifying the relevancy of Brex's services to their needs. - The Brex logo in the bottom left corner brands the entire message. It's intended to introduce the Brex brand as the solution to the challenge presented at the top.

# Ad summary This image ad for Brex uses the tagline "Control spend on-site. Keep projects on-schedule." to address challenges related to budget and timelines in construction and other on-site projects. The visual shows a construction worker's hands holding a hard hat. # Brand positioning Brex is presented as a financial solution aimed at optimizing financial control and project management for businesses, particularly those involved in on-site projects. The company aims to empower businesses by providing tools to manage and control spending, ensuring projects remain on schedule. This positioning implies that Brex is targeting businesses that value efficiency, financial oversight, and the seamless execution of projects. Brex carves out a position as a partner for companies that need financial systems that can withstand the challenges of construction projects, where expenses and schedules are more unpredictable. # Product The product is Brex's financial management solution, which is implied to offer tools for controlling spending and keeping projects on schedule. The ad communicates that Brex can assist businesses in maintaining control over their finances specifically for on-site projects. The solution addresses common issues such as budget overruns and delays, and is shown to apply to industries in which on-site projects are crucial to their operations. The overall message is that Brex provides the necessary financial systems to maintain control, prevent project delays, and ultimately ensure project success. # Visual style The ad employs a focused, direct style with a gritty aesthetic. The composition is simple, highlighting a construction worker's hands holding a hard hat, which immediately signals the ad's target audience. The image treatment has a slight grainy effect, adding a sense of authenticity, while the bold text and clear logo placement ensure the key message and brand are easily identifiable. This visual style lends an air of professionalism and competence to the brand, while still hinting at an environment of outdoor work. # Hooks Headline: Control spend on-site. Keep projects on-schedule. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the common frustrations of project delays and uncontrolled spending in on-site projects. The ad copy, "Control spend on-site. Keep projects on-schedule," directly acknowledges the challenges of managing project finances and timelines. # Value propositions - Control spend on-site: Enables you to maintain financial oversight and prevent budget overruns on construction and field projects. - Keep projects on-schedule: Helps avoid costly delays and ensures projects are completed on time. # Benefits - Control spend - Keep projects on-schedule # Features - Control spend on-site - Keep projects on-schedule # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV throughout the ad is from the brand, with the aim of demonstrating how Brex solutions address common challenges in on-site project management. # Storyline - The ad aims to immediately convey a sense of control and order. It does this by emphasizing the challenges in on-site project management, framing Brex as the solution to manage project expenditures and keep schedules on track. This is told from the brand's perspective. - The visual reinforces the message of control with the imagery of a construction worker holding a hard hat, further emphasizing the ad's focus on on-site projects. It aims to quickly establish a connection with the target audience by showing a recognizable symbol of their work environment. This is conveyed from the brand's perspective.

# Ad summary This ad for Brex highlights the benefits of using their card, specifically the rewards program that allows users to earn up to 7x back on every dollar spent. # Brand positioning Brex is presented as a modern and innovative financial solutions provider, specifically targeting businesses. The brand aims to occupy the space of a forward-thinking financial partner that understands the needs of growing companies. The brand aligns with values of efficiency, rewards, and financial growth, positioning itself as a tool for businesses to maximize their returns on spending. Brex pushes against traditional banking norms by offering higher rewards and a more streamlined, tech-focused approach. The brand positioning is both functional, emphasizing the performance and rewards of the card, and emotional, appealing to the desire for financial success and smart spending. # Product The product being advertised is the Brex corporate credit card, designed for businesses. The card allows users to earn up to 7x back on every dollar spent. The card is sleek and black, with a minimalist design featuring the Brex logo and the Mastercard logo. The card is intended for businesses looking to maximize their rewards and optimize their spending. The ad addresses the purchase barrier of traditional credit cards by offering higher rewards and a more modern, tech-focused approach to corporate finance. The ad highlights the value of the Brex card by emphasizing the potential for significant returns on every dollar spent, making it a worthwhile investment for businesses. # Visual style The ad features a clean and modern visual style with a focus on minimalism and sleek design. The production quality is highly polished, with studio-shot product photography and a simple color palette. The visual motif includes a focus on the product itself, with a clean background and minimal distractions. The image treatment includes subtle lighting effects and background removal to highlight the product. The typography is large and bold, making it easily scannable. The style contrasts with platform-native content, aiming for a high-design, attention-grabbing aesthetic. # Hooks Headline: Earn up to 7x back on every dollar spent. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Earn up to 7x back on every dollar spent. # Benefits - Earn up to 7x back on every dollar spent. # Features - Earn up to 7x back on every dollar spent. # Call to action None used. # Social proof - None used. # Point of view - Brand: The Brex logo and card visuals are presented from the brand's perspective, showcasing its identity and product design. - Customer: The value proposition of earning up to 7x back on every dollar spent is presented from the customer's perspective, highlighting the potential financial benefits they can receive. # Storyline - The ad begins by showcasing the Brex card, emphasizing its sleek design and modern appeal. This is included to immediately capture attention and establish the brand as innovative and forward-thinking. The audience experiences this from the brand's perspective, highlighting its product's aesthetic and positioning it as a desirable financial tool. - The ad then transitions to the core value proposition: earning up to 7x back on every dollar spent. This is included to directly address the primary benefit of using the Brex card, appealing to the audience's desire for financial rewards and smart spending. The audience experiences this from the customer's perspective, understanding the potential financial gains they can achieve by using the product.