How Calm Advertises on Meta

# Ad summary The ad promotes EMDR-Inspired Bilateral Audio on Calm for parents, utilizing text overlays on a static image background. # Brand positioning The brand, Calm, is presented as a resource for parents seeking to respond rather than react in stressful situations. It acknowledges that reactive behavior is not a character flaw but rather a sign of a nervous system running out of capacity. The brand positions itself as offering a solution through EMDR-Inspired Bilateral Audio, which helps regulate the automatic response, allowing parents to pause before reacting. This positions Calm as a functional brand offering tools for managing parental stress and promoting mindful parenting. # Product The product advertised is EMDR-Inspired Bilateral Audio on Calm, which is designed to help parents regulate their automatic responses to stressful situations. It is intended for parents who want to respond instead of react but whose nervous system keeps getting there first. The audio aims to help parents pause before reacting, helping them to respond more thoughtfully. The advertisement explicitly states that the audio helps regulate what keeps driving the automatic response, suggesting a technique that addresses the root cause of reactivity. The product is marketed as a tool to help manage parental stress and promote mindful parenting, addressing the purchase barrier of feeling overwhelmed and reactive. # Visual style The ad has a whimsical and comforting aesthetic. The use of cartoon llamas, pastel colors, and soft lighting creates a gentle, non-intrusive feel. The static image with text overlays gives it a minimalist and straightforward presentation. The editing style is static, with no cuts or transitions, which supports the calming message. The production quality is simple and clean. # Hooks Text overlay: 'KEEP IT QUIET UNTIL / THE REACTION SLOWS DOWN Visual: 00:00–00:29: A static image with a white background adorned with cartoon llamas wearing party hats and scarves, along with confetti, hearts, cacti, and wrapped gifts. Text overlays are centrally positioned on the screen. The image is brightly lit with soft, diffused lighting, enhancing the cartoonish and inviting aesthetic. # Funnel stage Top of funnel (Awareness) # Pain points Parents react in ways they don't want to, due to a nervous system running out of capacity. # Value propositions - EMDR-Inspired Bilateral Audio on Calm may help regulate what keeps driving the automatic response— so the pause starts appearing when you need it. # Benefits - Helps regulate what keeps driving the automatic response - The pause starts appearing when you need it. # Features - EMDR-Inspired Bilateral Audio # Call to action TRY TONIGHT # Social proof - None used. # Point of view - Brand 100% – The entire ad is conveyed through the brand's voice, presenting a solution to parental stress. # Storyline - 00:00–00:29 The ad opens with a static image featuring text overlays and cartoon llamas, setting a whimsical and comforting tone. - 00:00–00:29 The text overlay highlights the problem of parents reacting instead of responding, acknowledging that a nervous system running out of capacity is not a character flaw. - 00:00–00:29 The ad introduces EMDR-Inspired Bilateral Audio on Calm as a solution to help regulate automatic responses, allowing parents to pause and respond more mindfully. - 00:00–00:29 The ad concludes with a call to action, encouraging parents to "TRY TONIGHT," suggesting immediate relief and resolution.

# Ad summary This ad targets parents who are experiencing a heightened state of alert and offers a solution through bilateral stimulation audio. The ad uses a calm aesthetic and direct language to address the anxieties of overwhelmed parents and promote a sense of relief and safety. # Brand positioning The brand is positioned as a source of relief and support for parents experiencing heightened anxiety and vigilance. The brand offers a solution to chronic hypervigilance through Bilateral Stimulation audio, presented as a method to downshift the nervous system, allowing parents to find moments of calm and eventually rest without feeling constantly on guard. The brand aligns with values of safety, calm, and emotional support, aiming to occupy a space in the consumer's mind as a helpful resource for managing parental stress. It pushes against the norm of ignoring parental mental health, offering functional and emotional benefits to its customers. # Product The product is Bilateral Stimulation audio, designed to help parents downshift their nervous systems from chronic hypervigilance. The audio aims to provide moments of calm, allowing the body to treat itself safer over time, and eventually facilitating rest without the constant need to stay on guard. This audio solution targets parents whose nervous systems are constantly on high alert, causing them to scan for threats and struggle to relax, even when nothing is wrong. The ad addresses the purchase barrier of skepticism by illustrating a gradual improvement process, from initial moments of calm to long-term rest. The product's USP is its ability to provide tangible relief from chronic anxiety by directly impacting the nervous system, making it worth trying for overwhelmed parents seeking a way to manage their stress levels and improve their overall well-being. # Visual style The ad employs a simple, static visual style with a fixed text overlay. The aesthetic is clean and direct, resembling an informational graphic with a slight handmade feel, given the distressed border of the white circle. The production quality is polished enough to convey professionalism, while the teddy bear background adds a touch of comfort and familiarity, likely intended to resonate with parents. The pacing is static, with no cuts or transitions, keeping the focus entirely on the written message. # Hooks Spoken: 00:00–00:03: [Calmly] Every parent stuck in high alert should try this. Text overlay: 00:00–00:03: EVERY PARENT / 00:00–00:03: STUCK IN HIGH ALERT / 00:00–00:03: SHOULD TRY THIS Visual: 00:00–00:03: The visual features a blue background covered with a pattern of teddy bears. Centered is a white circle with a slightly distressed border resembling a chalk drawing. Inside the circle is black text. # Funnel stage Top of funnel (Awareness) # Pain points The ad identifies the pain point of parents whose nervous systems constantly scan for threats, preventing them from relaxing, even when nothing is wrong. "whose nervous system won’t turn off, who scan for threats constantly, who can’t relax even when nothing is wrong." # Value propositions - Bilateral Stimulation audio helps to downshift your nervous system which allows for rest without staying on guard. # Benefits - Helps your nervous system downshift from chronic hypervigilance - Moments of calm may start to feel safer - Your body may begin to treat less as a threat - Rest without staying on guard may feel possible # Features - Bilateral Stimulation audio # Call to action TAP THE SCREEN TO GET STARTED. # Social proof - None used. # Point of view - Brand 100% – The entire ad is told from the official voice of the brand, delivering information and claims. # Storyline - 00:00–00:04 The ad opens with a question aimed at identifying parents who are constantly on high alert and struggle to relax, even when everything is fine, thereby speaking directly to their experience. - 00:04–00:08 The ad introduces Bilateral Stimulation audio as a potential solution for downshifting the nervous system, offering relief from chronic hypervigilance. This suggests a practical way for parents to manage their anxiety. - 00:08–00:12 The ad then explains the gradual benefits of using the product. It states that in the early stages, one can expect 'moments of calm' and over time 'your body may begin to treat less as a threat,' setting realistic expectations for the user and reinforcing the product's long-term potential. - 00:12–00:14 The ad concludes with the ultimate desired outcome: 'Eventually: rest without staying on guard may feel possible,' driving the message of hope and the potential for a more relaxed state of being for anxious parents. - 00:14–00:16 Lastly, there is a call to action to tap the screen to get started, promoting engagement.

# Ad summary This image ad encourages parents who struggle with reacting instead of responding to their children to try Bilateral Stimulation for Burnout on Calm to help build the capacity to pause. # Brand positioning The brand Calm is presented as offering support and solutions for parents navigating the challenges of emotional regulation. It positions itself as an understanding partner for parents who grew up without adequate emotional role models, and are now struggling to respond instead of reacting to their children. Calm aims to occupy a space of empathy and helpfulness. The brand seems to align with values of self-improvement, understanding, and breaking generational patterns. The brand pushes against the norm of blaming or shaming parents for their reactions, instead focusing on providing tools and techniques to help them build the capacity to pause. # Product The ad promotes Bilateral Stimulation for Burnout on Calm, a tool designed to help parents build the capacity to pause and respond instead of reacting. It is presented as a method to aid the nervous system in developing the ability to pause, particularly for parents who may not have learned emotional regulation skills in their own upbringing. The product addresses the pain point of reacting in ways that parents don't want to, framing it not as a personal failing but as a result of a nervous system that learned to keep them safe. The ad suggests that this product offers a way to access a more responsive, less reactive state of parenting. # Visual style The ad has a soft and calming visual aesthetic, with a muted color palette and floral illustrations. It appears to have a UGC (user-generated content) production quality. The visual motifs include floral illustrations, a soft color palette, and a clean layout. The overall style is visually gentle and aims to be calming and non-intrusive, fitting the tone of the brand. The typography is clean and legible, which supports quick scanning. This style is consistent with platform native design. # Hooks Headline: PARENTS WHO WANT TO RESPOND INSTEAD OF REACT # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the struggle of parents who want to respond calmly but often react impulsively, especially when they didn't have role models for emotional regulation. This is signaled by the phrase "PARENTS WHO WANT TO RESPOND INSTEAD OF REACT OFTEN GREW UP IN HOMES WHERE NO ONE SHOWED THEM HOW." # Value propositions - Helps your nervous system build the capacity to pause - Allows responding instead of reacting. # Benefits - May help your nervous system build the capacity to pause - So responding instead of reacting starts becoming something you can actually access. # Features - Bilateral Stimulation for Burnout on Calm # Call to action TAP THE SCREEN TO TRY # Social proof - None used. # Point of view - Customer: The statements "You promise yourself every day: 'Today I'll pause before I react'." and "But another hard moment comes—and the reaction arrives before your intention can catch up." are in first person, describing a struggle that the customer is familiar with. - Brand: The statement "Bilateral Stimulation for Burnout on Calm may help your nervous system build the capacity to pause—so responding instead of reacting starts becoming something you can actually access." describes what the brand offers. # Storyline - The ad begins by addressing parents who want to respond instead of reacting, acknowledging that these parents often grew up in homes where no one showed them how. This intends to create an immediate connection with the target audience and to validate their experiences. The audience is experiencing it from a customer POV. - The ad acknowledges the common struggle of promising oneself to pause before reacting, only to have the reaction arrive before the intention can catch up. This intends to show empathy and understanding of the daily challenges faced by parents. The audience is experiencing it from a customer POV. - The ad reframes reacting in ways parents don't want to as a nervous system response rather than a personal flaw, explaining that it's a nervous system doing what it learned to keep you safe. This intends to remove shame and self-blame and to provide a more compassionate perspective. The audience is experiencing it from the brand POV. - The ad emphasizes that parents struggling with reacting are not failing but simply lack the necessary tools. This intends to instill hope and encouragement, and to position the brand as a provider of these tools. The audience is experiencing it from the brand POV. - The ad introduces Bilateral Stimulation for Burnout on Calm as a tool to help the nervous system build the capacity to pause, allowing for more responsive parenting. This intends to present a practical solution to the identified problem. The audience is experiencing it from the brand POV. - The ad prompts the viewer to tap the screen to try Bilateral Stimulation for Burnout on Calm. This intends to drive immediate engagement and to encourage the viewer to explore the offered solution. The audience is experiencing it from the brand POV.

# Ad summary This ad features text on a static image using teddy bears as a border. The ad is targeted towards moms who are experiencing stress and overwhelm and promotes a product that can help them reset their nervous system, ultimately creating a safer environment for their kids. # Brand positioning The brand is positioned as a solution for stressed-out moms who feel overwhelmed by parenting. It emphasizes the importance of mothers regulating their nervous systems, not just for their own well-being, but also for their children's sense of security and well-being. The brand aims to occupy a space in the consumer's mind as a supportive tool that promotes calm and regulation, countering the norm of parental stress. It promotes values of self-care, and emotional well-being, positioning itself as a resource to help mothers create a more stable and secure environment for their families. The brand's positioning is both functional, offering tools for nervous system regulation, and emotional, promising a reduction in stress and a safer home environment. # Product The product advertised is an EMDR-inspired bilateral audio track designed to help mothers reset their nervous systems. It addresses the issue of parental stress spilling over onto children, and causing emotional dysregulation. The audio is meant to help mothers regulate their nervous systems, which in turn allows children to learn regulation from them. The product addresses the purchase barrier of parental overwhelm by offering a simple, accessible solution that can be used to improve both the mother's and the children's well-being. The ad conveys that this product is worth trying because it provides a functional tool for managing stress and improving the emotional climate of the home. # Visual style The ad has a clean and simple aesthetic with a text-focused layout. The use of teddy bears gives it a soft, comforting feel, which is in line with the ad's message about emotional well-being. The image is static with no movement, which keeps the focus on the text and the message being conveyed. # Hooks Spoken: 00:00-00:03 Female: Okay, moms who are losing themselves in parenting, I'm begging you to reset your nervous system for your kids' well-being, Text overlay: 00:00-00:03 OK, MOMS / 00:00-00:03 WHO ARE LOSING THEMSELVES IN PARENTING / 00:00-00:03 I'm begging you to reset your nervous system for your kids' well-being Visual: 00:00-00:03 The ad features a static image with a white background and a border made of teddy bears. The teddy bears vary in size and are arranged around the edges of the frame. In the center, black text provides information about the product and its benefits. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the feeling of moms losing themselves in parenting, combined with their stress negatively impacting their children. "Especially if you feel like your stress is spilling over onto them." # Value propositions - Reset your nervous system for your kids' well-being. - EMDR-inspired bilateral audio helps regulate your nervous system, allowing kids to learn regulation from you, leading to a safer and calmer home environment. # Benefits - Helps your nervous system regulate - Your kids can learn regulation from you - Your calm affects the whole house - Your kids feel safer around you - You're giving them what you didn't have # Features - EMDR-inspired bilateral audio # Call to action START TONIGHT # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, conveying a message of support, expertise, and a call to action for stressed moms. # Storyline - 00:00–00:01 The ad opens with a text overlay that immediately addresses moms, acknowledging that they may be losing themselves in parenting. The message is designed to grab the viewer's attention by speaking directly to a common experience of parental overwhelm. The perspective is from the brand, offering support and understanding to stressed mothers, with a serious and empathetic tone. - 00:01–00:08 The text continues to explain how parental stress can affect a child's well-being. The narrative progresses by highlighting the negative impact of a mother's dysregulation, which provides a justification for needing the advertised product. The perspective continues to be the brand's, framed as a compassionate expert explaining the science of parental influence, with a sympathetic tone. - 00:08–00:14 The ad presents a potential solution: using EMDR-inspired bilateral audio to help regulate the mother's nervous system and by extension the child's. The narrative progresses by introducing the product as an effective solution, promising tangible benefits for both the mother and the child. The perspective remains the brand's, now as a provider of a practical solution, with a helpful and reassuring tone. - 00:14–00:18 The ad concludes with a sense of urgency, encouraging mothers to "START TONIGHT" to feel safer for their kids. The narrative ends with a direct call to action, urging immediate action to address the problem of parental stress and its impact on children. The perspective is from the brand, acting as a motivator, with an encouraging and urgent tone.

# Ad summary The ad is designed to address common sleep-related issues by presenting Bilateral Stimulation audio as a calming solution. # Brand positioning The brand is presented as an empathetic solution provider for those struggling with sleep and relaxation. It positions itself as a resource that understands the common frustrations associated with sleeplessness, such as difficulty falling asleep, waking up in the middle of the night, feeling tired despite sleeping, and an inability to quiet the mind. By offering 'Bilateral Stimulation audio,' the brand aligns with a holistic approach to wellness, suggesting that it focuses on calming the nervous system to improve both mental and physical rest. The brand’s positioning is emotional, focusing on the relief and well-being of the customer. # Product The product being advertised is 'Bilateral Stimulation audio,' which is designed to help calm the user's nervous system, allowing the mind and body to rest. It is presented as a solution for individuals who struggle with sleep-related issues such as difficulty falling asleep, waking up at 3 am, feeling tired after sleeping, and an overactive mind at night. The ad highlights that users may notice small moments of calm early on, experience tension becoming more manageable over time, and eventually feel more like themselves again. This product addresses the purchase barrier of skepticism by outlining a gradual and noticeable improvement in well-being. # Visual style The visual style is soft and calming, resembling a night scene. The production quality looks simple and intentionally low-fidelity, mimicking a phone screen. The image treatment includes gentle lighting effects to enhance the feeling of calm. The typography integration is clean and legible, and the design contrasts against typical, highly polished ad styles. # Hooks Headline: I'm begging you, stop asking # Funnel stage Top of funnel (Awareness) # Pain points The ad directly addresses common sleep-related frustrations experienced by many individuals. The questions "Why can't I fall asleep?", "Why do I wake up at 3am?", "Why do I feel tired even after sleeping?", and "Why won't my mind slow down at night?" highlight these specific struggles. # Value propositions - Bilateral Stimulation audio designed to help your nervous system slow down so your mind and body can rest: Calming the nervous system to improve both mental and physical rest. - Small moments of calm you didn't expect, tension starts to feel more manageable, you begin to feel more like yourself again: Outlines a gradual and noticeable improvement in well-being. # Benefits - help your nervous system slow down so your mind and body can rest - You notice small moments of calm you didn't expect - The tension starts to feel more manageable - You begin to feel more like yourself again # Features - Bilateral Stimulation audio # Call to action TAP THE SCREEN TO GET STARTED. # Social proof - None used. # Point of view - Brand: Used in the core messaging and call to action, expressing the product's functionality and encouraging interaction. - Customer: Used to convey the effects and improvements a user may experience over time. # Storyline - The ad starts with a relatable appeal, expressing that the brand is responding to common sleep-related frustrations, conveyed from the brand's POV, intending to hook the audience with empathy and understanding of their sleep issues. - Next, the ad explains that 'Bilateral Stimulation audio' helps to calm the nervous system for relaxation, conveying the core value proposition of the product, told from the brand's POV to establish the functional benefits. - The ad shows the effects of using the audio over a timeline, describing the results 'Early on,' 'Over time,' and 'Eventually', from the customer's POV, conveying a clear, step-by-step improvement in well-being. - The ad concludes with a direct call to action, 'TAP THE SCREEN TO GET STARTED,' viewed from the brand's POV, encouraging immediate engagement and conversion.

# Ad summary The ad speaks to parents who grew up in homes where they always had to be alert and now worry constantly. It assures them that their worry isn't a character flaw but a nervous system response. It suggests that bilateral stimulation for burnout can help calm their nervous system so worry starts to feel less constant. # Brand positioning This ad does not promote a specific brand. Rather, it addresses a specific type of person (parents who worry constantly) and suggests that it can help with this worry. # Product The ad mentions 'Bilateral Stimulation for Burnout on Calm' as a potential solution for parents who worry constantly. The ad mentions that it may help the nervous system settle so that the worry starts to feel less constant. # Visual style The ad has a light and calming visual style with its pastel colors and floral border. The ad uses a simple layout with text in the center. # Hooks Headline: PARENTS WHO WORRY CONSTANTLY # Funnel stage Middle of funnel (Consideration) # Pain points Parents who worry constantly often grew up in homes where staying alert felt like staying safe. They try to tell themselves they won't catastrophize, but still worry about their kids, whether they're enough, and about everything that could go wrong. # Value propositions - The product helps worrying parents calm their nervous system without forcing themselves to just relax. # Benefits - May help your nervous system settle so the worry starts to feel less constant - Without forcing yourself to just relax # Features - Bilateral Stimulation for Burnout on Calm # Call to action TRY TONIGHT # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, as the ad attempts to understand and emphasize with worrying parents. # Storyline - The ad starts by acknowledging that there are parents who worry constantly and that they often grew up in homes where staying alert felt like staying safe. The ad is speaking from the perspective of the brand, attempting to emphasize that it understands the root of the parent's anxiety. - The ad continues by stating that the parent likely promises themselves every day, "Today I won't catastrophize." However, the parent's worry continues about their kids, about whether they are enough, and about everything that could go wrong. The ad is speaking from the brand's perspective, illustrating that it is aware of the thought process and resulting anxiety a parent goes through every day. - Next, the ad reassures the parents that constant worry isn't a character flaw and that it is a nervous system stuck on threat detection. Parents who grew up without emotional safety often carry a hypervigilance they never chose and now can't seem to put down. The brand attempts to normalize that parent's anxiety by saying they aren't worriers by nature and their nervous system just never learned another way. - Finally, the ad introduces "Bilateral Stimulation for Burnout on Calm" which may help the parent's nervous system settle so the worry starts to feel less constant--without forcing the parent to just relax. The ad is meant to give parents a possible option for reducing the anxiety that they carry.

# Ad summary This ad for Calm is designed for people whose minds jump to worst-case scenarios and who feel exhausted from thinking. It suggests that this isn't just a thinking problem but rather a nervous system stuck on threat detection, which logic alone can't reach. It promotes their 432 hz audio track to help regulate what's underneath the spiral, so the viewer's mind can finally slow down, encouraging them to try it tonight. # Brand positioning The brand Calm is explicitly named in the ad, and implied to be an accessible and effective solution for individuals struggling with chronic overthinking and anxiety. The brand does not position itself as a mere relaxation tool, but rather as a support for nervous system regulation when logic is insufficient. It acknowledges that overthinking can be more than just a mental habit, but a deeper neurological pattern. # Product The featured product is Calm's "432 hz audio," a specific audio track available within the Calm app or platform. The ad suggests this audio track may help regulate what's underneath the spiral, so your mind can finally slow down. It aims to help people whose minds jump straight to worst-case scenarios, who can't relax even when nothing's wrong, who feel exhausted from thinking. The ad addresses the purchase barrier by suggesting this audio track works even when logic alone can't reach your overthinking. # Visual style The ad has a cute, cartoonish style with illustrations of pelicans. The background is a light purple color, and the illustrations are simple and playful. # Hooks Headline: IF YOU KNOW THIS ISN'T NORMAL BUT CAN'T TURN SPIRAL OFF # Funnel stage Middle of funnel (Consideration) # Pain points The ad directly addresses the issue of overthinking, stating that your mind jumps straight to worst-case, who can't relax even when nothing's wrong, who feel exhausted from thinking. # Value propositions - The 432 hz audio may help regulate what's underneath the spiral, so your mind can finally slow down, even when logic alone can't reach it. # Benefits - may help regulate what's underneath the spiral - so your mind can finally slow down # Features - 432 hz audio # Call to action TRY TONIGHT # Social proof - None used. # Point of view - Customer: The entire ad is told from the perspective of someone who understands the struggles of an overthinker, and offers a solution to people who identify with this struggle. # Storyline - The ad starts by directly addressing the viewer, asking if they recognize a specific experience: 'IF YOU KNOW THIS ISN'T NORMAL BUT CAN'T TURN SPIRAL OFF'. This is intended to create an immediate connection with the audience by acknowledging a common struggle. - It then broadens the scope, stating, 'WE'RE LOOKING FOR PEOPLE whose mind jumps straight to worst-case, who can't relax even when nothing's wrong, who feel exhausted from thinking.' This reinforces the sense of community and shared experience, suggesting that the viewer is not alone in their struggles. - The ad transitions into problem definition, stating, 'Because this isn't just a thinking problem. It's your nervous system stuck on threat detection – and logic alone can't reach it.' This reframes the issue as a neurological one, rather than a purely mental one. - The ad offers a solution, introducing '432 hz audio on Calm may help regulate what's underneath the spiral, so your mind can finally slow down.' The brand presents its specific product as a potential remedy for the described issue. - The ad concludes with a direct call to action, 'TRY TONIGHT'. This prompts the viewer to take immediate action and try the proposed solution.

# Ad summary The ad uses a first-person testimonial to show how Calm's EMDR-inspired audio helped the speaker feel like themself again. # Brand positioning Calm is positioned as a solution for people who are struggling with stress and feeling disconnected from themselves. The brand offers EMDR-inspired audio as a tool to help regain a sense of calm and well-being. Calm meets users where they are in their journey, acknowledging feelings of being tired, heavy, and going through the motions. # Product The product being promoted is Calm's EMDR-inspired audio, which is presented as a way to regain a sense of calm and feel like oneself again. This audio is introduced as a friend's recommendation, implying an ease of use and accessibility, overcoming the purchase barrier of skepticism by referencing a relatable, personal experience. The ad emphasizes that the audio brought a sense of stillness to the speaker's mind after months of feeling unlike themselves, highlighting its effectiveness. # Visual style The ad has a natural and calming visual aesthetic, using a close-up of a leaf as the backdrop. The production quality appears to be high, with clean text overlaid on the image. The visual style is simple and serene, likely intended to be easily scannable in-feed and to convey a sense of peace. # Hooks Headline: THIS IS HOW I GOT MYSELF BACK # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of feeling disconnected from oneself due to stress, described as, "Now I'm just... tired. Heavy. Going through motions. The person I was just disappeared under all the stress." # Value propositions - Finding relief from stress and feeling like yourself again with Calm's EMDR-inspired audio # Benefits - Mind felt still - Started feeling like myself again # Features - Calm's EMDR-inspired audio # Call to action None used. # Social proof - "A friend told me about Calm's EMDR-inspired audio." # Point of view - Customer: The point of view throughout the ad is consistently from the customer, as the text is presented as a personal testimonial. # Storyline - The ad opens by stating, "THIS IS HOW I GOT MYSELF BACK," immediately establishing the central theme of self-rediscovery. The audience is experiencing this message from the customer's point of view, setting the stage for a personal testimonial. - The narrative transitions to a description of the speaker's past state: "I used to be fun. Spontaneous. Light." Here, the customer is conveying a sense of loss, highlighting their previous positive qualities to contrast with their current state. - The speaker continues to describe their current struggles: "Now I'm just... tired. Heavy. Going through motions. The person I was just disappeared under all the stress." The customer is sharing their feelings of being overwhelmed and disconnected, emphasizing the depth of their struggle to set up the solution. - A turning point is introduced: "A friend told me about Calm's EMDR-inspired audio. A sound???" The customer introduces a recommendation from a friend, presenting the product as an accessible solution to their problem. - The story concludes with a positive resolution: "I didn't expect much. But something shifted. For the first time in months, my mind felt still. And I started feeling like myself again." The customer is sharing their surprise and relief at finding a solution that worked, offering hope and encouragement to the audience.

# Ad summary This ad promotes bilateral audio tracks as a way for parents to respond, rather than react, when faced with triggers. It emphasizes rebuilding patience through the audio track by 'downshifting' the nervous system. # Brand positioning This brand is presented as a practical, science-backed solution for improving emotional regulation in parents. The brand positions itself as a source of calm and control, offering a method to consciously respond to situations rather than impulsively react. By using EMDR-inspired bilateral audio, the brand offers a functional approach to addressing stress and frustration. It aims to occupy a space of trust and reliability for parents seeking tangible tools for emotional well-being. # Product The product advertised is an EMDR-inspired bilateral audio track designed to help parents regulate their nervous system and improve their ability to respond calmly in stressful situations. The ad presents the audio as a tool to 'downshift' the nervous system, which helps users pause before reacting impulsively. It is intended for parents who find themselves yelling over small things, feeling guilty about their reactions, and struggling to stay calm despite their desire to do so. The audio offers a way to rebuild patience over time, ultimately helping users become the kind of parent they aspire to be. The ad addresses the purchase barrier of feeling helpless in the face of emotional triggers by providing a tangible, actionable solution. # Visual style The ad uses a calming, almost dreamlike aesthetic with a night sky backdrop and aurora borealis. The editing style is simple, with static shots and text overlays that appear sequentially. The production quality is polished, aiming for a serene and trustworthy tone. # Hooks Spoken: Female 1: Every parent who wants to respond instead of react should try this. Text overlay: EVERY PARENT WHO WANTS TO RESPOND / INSTEAD OF REACT / SHOULD TRY THIS. Visual: 00:00–00:06: A vertical shot features an animated background of a dark, rippling body of water under a starry night sky with a green aurora borealis overhead. White text overlay reads, “EVERY PARENT WHO WANTS TO RESPOND INSTEAD OF REACT SHOULD TRY THIS.” # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the struggle parents face when they find themselves yelling over small things and feeling guilty but being unable to stop reacting impulsively. The ad uses the phrases: "who yell over small things that don’t matter," and "who feel guilty but can’t stop reacting" # Value propositions - EMDR-inspired audio provides a tangible method for parents to regain control in stressful situations. The product addresses the root cause of reactive behavior (nervous system overload). The audio helps the user pause before reacting and rebuild patience over time. # Benefits - Helps your nervous system downshift - So you can respond instead of react - You pause before snapping - Your patience rebuilds - You’re the parent you want to be # Features - EMDR-Inspired bilateral audio # Call to action TAP THE SCREEN TO GET STARTED # Social proof - None used # Point of view - Brand 100% – The ad is delivered with a calming, guiding tone that positions the brand as an expert in emotional regulation. # Storyline - 00:00–00:06 The ad opens with a guiding question to capture the attention of parents who want to respond instead of react. - 00:07–00:17 It identifies the audience by describing common struggles like yelling over small things and feeling guilty for reacting impulsively. - 00:17–00:27 The ad introduces EMDR-inspired bilateral audio as a solution to help downshift the nervous system, enabling users to respond instead of react. - 00:27–00:35 The ad explains the process, noting that early on, the user will pause before snapping and that over time, their patience will rebuild. - 00:35–00:38 The ad concludes by emphasizing the desired outcome of becoming the parent you want to be. - 00:39–00:41 The ad includes a call to action to 'tap the screen to get started.'

# Ad summary This ad features affirmations and EMDR-inspired audio with the purpose of helping the viewer reset their nervous system. The ad states several affirmations as the audio and background visuals create a calming environment for the viewer. # Brand positioning The brand is presented as a supportive and reliable source for mental and emotional well-being. The brand aligns with values of self-care, positivity, and empowerment. The brand is focused on creating a safe, inclusive space for those seeking emotional support and tools for self-improvement. The brand positioning is emotional, aiming to provide comfort, reassurance, and a sense of inner peace. # Product The product is an audio experience designed to help reset the nervous system using affirmations and EMDR-inspired audio. The audio shares several affirmations meant to make the user feel safe, loved, and supported. The ad is for anyone looking to improve their mental and emotional well-being. The audio experience aims to help users feel good about themselves every day. The audio aims to address the purchase barrier of feeling overwhelmed or stressed, offering a simple and accessible tool for self-care. # Visual style The ad has a polished and dreamy aesthetic. The editing style is static with no cuts. The production quality is high-end, creating a sense of immersion and calm. The pacing is slow and consistent, and the audio-visual elements are synced to enhance the soothing experience. # Hooks Spoken: 00:00–00:01: Female 1: I am healthy. Text overlay: 00:00–00:29: Affirmations + EMDR-inspired audio can help reset your nervous system / 00:00–00:01: I am Healthy Visual: 00:00–00:01: The visual features a dynamic, abstract background resembling a tunnel through space or a vortex. It is filled with swirling blues, purples, and whites, creating a dreamy and calming effect. Bright light emanates from the center, drawing the eye forward. Throughout the shot, small particles of light or stars move around. The camera perspective is from a first-person point of view, as if the viewer is traveling through this space. There is no camera movement. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is feeling overwhelmed or stressed, leading to a dysregulated nervous system. # Value propositions - The product offers a combination of affirmations and EMDR-inspired audio that can help reset your nervous system. # Benefits - Can help reset your nervous system # Features - Affirmations - EMDR-inspired audio # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand's voice is communicated through the soft, reassuring tone of the voiceover and the presentation of affirmations. # Storyline - 00:00–00:14 00:00–00:14: A woman's voice gently states affirmations such as "I am healthy", "I am wealthy", "I am everything already", "I am safe", "I am loved", and "I am supported." This is meant to instill a sense of positivity and self-assurance. The audience is experiencing the perspective of someone receiving affirmations to improve their mindset. The tone is calming and reassuring, aiming to uplift and instill a sense of well-being. This begins the overall narrative by setting a positive and reassuring tone. - 00:15–00:24 00:15–00:24: The same gentle woman's voice continues to state affirmations saying, "I let go of what I cannot control", "I choose to feel good about myself every day", and "I'm okay." The message is to encourage acceptance, self-compassion, and resilience. The audience is experiencing the perspective of someone working towards emotional wellness. The tone is hopeful and comforting, aiming to encourage and validate the listener's feelings. This moment progresses the overall narrative by reinforcing the themes of self-acceptance and well-being.

# Ad summary This ad shows a testimonial from a mother of three on how Calm helped her get herself back and feel present again. # Brand positioning This ad promotes Calm as a mental wellness resource, particularly emphasizing its potential for self-care and emotional recovery. By focusing on EMDR-inspired audio and its positive impact on the user's sense of self and presence, the brand targets those feeling overwhelmed or disconnected. The ad suggests that Calm offers a unique approach to mental wellness by helping people rediscover themselves amidst the demands of daily life, directly addressing issues like parental burnout and emotional fatigue. # Product The ad promotes Calm's EMDR-inspired audio as a mental wellness resource. It is presented as a tool to help individuals regain a sense of self and feel more present. The target audience is parents struggling with the demands of daily life. The ad suggests that even though it is just sound, something shifted after trying it. The core message is that Calm can help users rediscover themselves amid daily life. # Visual style The ad has a soft, encouraging, and relatable visual style. The background resembles a watercolor painting, combined with rounded text blocks and cartoon imagery to make the ad more welcoming and approachable. This creates a more friendly, less clinical aesthetic. # Hooks Headline: THIS IS HOW I GOT MYSELF BACK as a mom of three # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is feeling like you have lost yourself and disappeared into everything you have to do. "But somewhere along the way, I disappeared into everything I had to do. I didn't even notice it." # Value propositions - Calm's EMDR-inspired audio helped to feel present and like myself again. # Benefits - Felt present - A little more like myself again # Features - EMDR-inspired audio # Call to action None used. # Social proof - "I used to feel like... me. Not just a mom. Not just someone needed all day. But somewhere along the way, I disappeared into everything I had to do. I didn't even notice it. Then I tried Calm's EMDR-inspired audio. A sound??? I didn't expect much. But something shifted. For the first time in months, I felt present. And a little more like myself again." # Point of view - Customer: The entire ad is presented from the customer's point of view, telling a story of how she regained herself through Calm. # Storyline - The story begins with a mother of three who reveals that she felt she had lost herself and become consumed by her daily responsibilities. This establishes a relatable starting point for the audience from the customer's perspective, highlighting the feeling of being overwhelmed and losing one's identity in the demands of parenthood. - The narrative progresses as the mother shares her initial skepticism towards Calm's EMDR-inspired audio, setting expectations low. This adds authenticity to the customer's perspective, demonstrating that the positive outcome was unexpected and genuine. - The storyline concludes with the mother's realization that she felt present and more like herself again, highlighting the positive outcome and benefit of using Calm from the customer's perspective. It emphasizes the emotional transformation and regained sense of self.

# Ad summary This ad features a minimalistic 2D animation promoting Calm's Bilateral Stimulation audio for stress and tension relief. The animation highlights the user's journey from experiencing stress to finding calm and happiness through the product. # Brand positioning The brand, Calm, is presented as a solution for individuals dealing with stress and tension. The ad positions Calm as a provider of accessible and effective tools for nervous system regulation. It aligns with a lifestyle focused on mental wellness and emotional balance, promoting relaxation and a sense of peace. The brand emphasizes functional benefits (nervous system regulation) over emotional appeals and aims to normalize the conversation around stress management through accessible tools like bilateral stimulation audio. # Product The featured product is Calm's Bilateral Stimulation audio, designed to help unwind the nervous system. The audio is intended for individuals experiencing stress and tension. The advertisement suggests the product can be used while engaging in everyday activities (e.g., playing with a child) or relaxing at home with a pet. The USP is its ability to aid in relaxation and stress reduction through audio stimulation. It addresses the purchase barrier of accessibility by highlighting its ease of use and integration into daily life. The ad implies that the product is a simple, non-invasive solution for managing stress, worth trying for its potential to improve overall well-being. # Visual style The ad has a minimalistic aesthetic with simple black-and-white line drawings against a clean white background, with a few pops of color. The editing style is static, with smooth transitions between shots. The production quality is simple, with a UGC feel, supporting an approachable tone. The visual motifs are consistent, with recurring stick figures and text overlays. The pacing is slow and steady. # Hooks Text overlay: 00:00–00:07: HOW I STOPPED CARRYING TENSION / 00:00–00:07: EVERYWHERE I WENT. Visual: 00:00–00:07: An overhead shot shows a white background with a black line drawing of a stick figure lying in a bed with a white pillow and tan blanket. The figure's face is visibly upset, with large blue teardrops falling from their eyes. The image creates a somber and vulnerable scene. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of carrying tension everywhere, indicating a state of constant stress and overwhelm that affects daily life. # Value propositions - Using Bilateral Stimulation audio to unwind the nervous system - Audio to help relieve tension - Audio for deep rest # Benefits - Help your nervous system unwind - Stopped carrying tension everywhere I went - Deep rest # Features - Bilateral Stimulation audio # Call to action TRY DEEP REST # Social proof - "Best thing I've tried in a while." # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing their personal experience and results. # Storyline - 00:00–00:07 00:00–00:07: The ad begins with a line drawing of a stick figure lying in bed, crying, and surrounded by blue tear droplets, indicating stress and tension. The message conveyed is the feeling of being overwhelmed and burdened by tension. The audience experiences the perspective of someone suffering from stress. - 00:07–00:15 00:07–00:15: The scene transitions to a drawing of the same figure now sitting on a couch wearing headphones and smiling while a child plays with blocks. The text overlay states they 'tried Bilateral Stimulation audio by Calm' two months ago and it's 'the best thing I've tried in a while.' This beat conveys a shift in perspective from overwhelmed to calm and content after using the product. - 00:15–00:23 00:15–00:23: The figure is now sitting in a chair with a dog at their feet, also wearing headphones with musical notes above their head. The text overlay states, 'It's designed to help your nervous system unwind,' reinforcing the product's intended benefit. This continues the narrative by explaining the product's functionality and illustrating a serene, relaxed environment. - 00:23–00:31 00:23–00:31: The ad concludes with the same figure now holding a red heart and smiling. The text overlay reads, 'TRY DEEP REST,' serving as a final call to action and positive affirmation. The narrative ends on a note of happiness and well-being achieved through the product.

# Ad summary This ad promotes a guided meditation and positive affirmations experience, using a first-person perspective of someone holding the hand of a woman walking a beautiful oceanside path. The audio features calming affirmations about trusting one's path and growth, suggesting the product can help users release tension and build a fulfilling life. # Brand positioning This brand is not explicitly named but positions itself in the wellness and mental health space, providing tools for emotional support. It promotes a lifestyle of self-love, personal growth, and trust in one's journey. The brand's tone is gentle, encouraging, and empathetic. It ignores the typical clinical or sterile approach often associated with mental health, instead focusing on accessible and positive reinforcement. # Product The product is an audio experience combining affirmations and EMDR-inspired audio techniques, designed to help users release tension and let go. It is intended for anyone who has been working hard on their personal growth and needs support in trusting their path, growth, and ability to build a life they love and deserve. The product addresses the barrier of feeling stuck or overwhelmed by offering a guided way to release emotional blockages and embrace a more positive outlook. The ad strongly emphasizes the user's deservingness and capabilities. # Visual style The ad has a polished, aspirational aesthetic, with a vibrant color palette and natural lighting. The editing style is simple and static, with smooth transitions. The production quality leans towards a professional commercial feel, aiming to evoke tranquility and aspiration. The pacing is slow and consistent. # Hooks Spoken: 00:01–00:02 Your future is bright. Text overlay: 00:00–00:29 Affirmations + EMDR-inspired audio can help your body finally let go / 00:01–00:02 Your future is bright. Visual: 00:00–00:02 The shot is a POV angle of a person’s arm and hand holding hands with a woman walking on a rocky path. The woman has blonde hair in a ponytail and is wearing a short blue and white dress and a straw hat on her back. In the background is turquoise blue ocean water and cliffs, and a blue sky with white clouds. # Funnel stage Top of funnel (Awareness) # Pain points Feeling overwhelmed and stuck, despite trying hard. # Value propositions - Combining affirmations with EMDR-inspired audio techniques to help your body release tension and let go, leading to a more positive and fulfilling life. # Benefits - Help your body finally let go # Features - Affirmations - EMDR-inspired audio # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented entirely from the POV of a companion, establishing a relatable and supportive perspective. # Storyline - 00:00–00:17 00:00–00:17 The ad opens with a POV shot of someone holding the hand of a woman walking a scenic path alongside the ocean. A voiceover delivers positive affirmations about a bright, abundant, and secure future. This sets a hopeful and aspirational tone, inviting the viewer to imagine a positive future state. The perspective is from someone supporting the woman, reinforcing a sense of companionship and guidance. The tone is calm and reassuring. - 00:17–00:24 00:17–00:24 The voiceover shifts to acknowledge the viewer's hard work and assure them that their body can start to let go. This moment acknowledges the viewer's struggles and offers reassurance, creating a sense of empathy and validation. The perspective remains supportive and understanding, reinforcing the product's role as a facilitator of release and healing. The tone is gentle and encouraging.

# Ad summary This ad promotes 10 EMDR-inspired bilateral audio tracks designed to ease your mind into deep relaxation. # Brand positioning This ad presents a functional solution for a specific need (sleep issues) with a scientific, technical spin. The brand positions itself as innovative by using bilateral audio tracks inspired by EMDR, a modern therapeutic method. The brand speaks to the consumer's needs by stating that the audio tracks are designed to help ease the user's mind into deep relaxation. # Product This ad is for 10 EMDR-inspired bilateral audio tracks designed to help ease your mind into deep relaxation. The ad implies that these audio tracks are for people who have trouble sleeping, more specifically those who lie awake at 3 am. The ad sells the idea that the tracks can help ease your mind into deep relaxation using sounds with EMDR-inspiration. # Visual style The ad has a UGC feel with static shots and simple text overlays. The production quality is basic, aligning with a casual, relatable tone. The pacing is slow, with a new text overlay every few seconds. The visual cuts are timed to the music beats. # Hooks Text overlay: 00:00–00:03 10 years of lying awake at 3am and Visual: 00:00–00:03 A vertical shot shows a dimly lit room with a person reclining on a dark gray couch. The person is wearing white sneakers and light gray socks, and their feet are angled toward the camera. The background includes a wall with dim lighting. Text is overlaid on the image. # Funnel stage Top of funnel (Awareness) # Pain points The ad targets the problem of 'lying awake at 3 am,' indicating trouble falling asleep or staying asleep. # Value propositions - The audio tracks are inspired by EMDR, a modern therapeutic method. # Benefits - Ease your mind into deep relaxation. # Features - 10 EMDR-inspired bilateral audio tracks # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told entirely through the official brand voice. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with text describing the problem of lying awake at 3 am. The message conveyed is relatable to anyone who struggles to sleep. This is from the perspective of the brand, using a conversational tone. - 00:03–00:19 00:03–00:19 The ad displays text describing the product which helps solve the sleep problem by easing your mind into deep relaxation. The message conveyed is that the product is the solution to the problem described. This is from the perspective of the brand, using a descriptive tone.

# Ad summary The ad conveys a personal journey of stress and recovery using Calm's EMDR-inspired audio through a heartfelt testimonial against a backdrop of scenic beauty. # Brand positioning Calm is presented as a source of relief and recovery from stress, offering EMDR-inspired audio as a means to regain mental clarity and a sense of self. The brand positions itself as a provider of relaxation techniques and mental health support, standing apart from conventional stress relief methods by offering innovative audio experiences. # Product The ad highlights Calm's EMDR-inspired audio as a solution for individuals experiencing stress and emotional fatigue. It's designed to help listeners regain mental stillness and a sense of self. The product is presented as a non-traditional approach to mental wellness, offering a unique audio experience to those seeking relief from the pressures of daily life. The ad addresses potential skepticism by acknowledging that the user initially didn't expect much, yet experienced a significant shift. # Visual style The ad uses a landscape background to create a sense of serenity and escape, while the overlaid text delivers a personal and emotional narrative. The image has a natural, slightly desaturated color palette, contributing to a calming and reflective mood. The overall aesthetic is simple and direct, relying on the scenic backdrop and testimonial-style text to convey its message. # Hooks Headline: THIS IS HOW I GOT MYSELF BACK # Funnel stage Middle of funnel (Consideration) # Pain points The ad speaks to the feeling of being overwhelmed by stress, leading to a loss of one's former self. The ad's language, such as "tired. Heavy. Going through motions. The person I was just disappeared under all the stress," vividly depicts this frustration. # Value propositions - Relief from stress through EMDR-inspired audio leading to mental clarity and a return to feeling like oneself. # Benefits - mind felt still - started feeling like myself again # Features - Calm's EMDR-inspired audio # Call to action None used. # Social proof - "A friend told me about Calm's EMDR-inspired audio." # Point of view - Customer: The entire image presents a customer's testimonial about their personal journey to overcoming stress using Calm's EMDR-inspired audio. # Storyline - The narrative begins with a declaration of self-rediscovery, as the text states, "THIS IS HOW I GOT MYSELF BACK," setting the stage for a personal transformation story from the perspective of a customer. - The story transitions to a reflective state where the individual describes a past self as "fun" and "spontaneous", then contrasts it with the current state of being "tired," "heavy," and merely "going through motions", painting a picture of a once-vibrant person diminished by stress. The customer is reflecting on a former state of being. - A turning point is introduced when a friend recommends "Calm's EMDR-inspired audio," presenting the product as a potential solution to the narrator's struggles, a sound??? The perspective is shifting as an external recommendation has been offered. - The narrative culminates in a moment of unexpected relief, as the narrator admits to not expecting much but experiencing a profound shift, leading to a still mind and a return to feeling like themself again. The customer's new state is being described.

# Ad summary This ad promotes EMDR-inspired bilateral audio as a method to help parents regulate their nervous systems in order to be the best parent they want to be for their children. # Brand positioning The brand is presented as supportive and understanding of the struggles parents face in regulating their emotions and behaviors. It positions itself as a resource to help parents be calm, avoid reacting poorly to small things, and improve their overall wellbeing and ability to positively influence their children. The brand aligns with the values of mindful parenting and emotional regulation. It addresses the emotional pain points and challenges parents face, offering a practical tool (EMDR-inspired bilateral audio) to foster a healthier family environment. The brand's positioning is a mix of functional (offering a tool for nervous system regulation) and emotional (focusing on the desired outcome of being the parent one wants to be). # Product The product being advertised is EMDR-inspired bilateral audio, designed to help regulate the nervous system. It is for individuals who experience reactive emotions, feelings of guilt, and a desire to be calm but struggle to control their body's responses. The key feature is its ability to aid in nervous system regulation through bilateral audio stimulation. The USP is its potential to help users pause before reacting negatively and, over time, rebuild patience, leading to becoming the parent they aspire to be. The ad addresses the purchase barrier of skepticism or uncertainty about the method by emphasizing its EMDR inspiration. The product's worth is conveyed through its promise of improved emotional regulation, which positively impacts parenting and family dynamics. # Visual style The ad has a calming, abstract aesthetic with a hypnotic, tunnel-like visual motif. The editing style consists of static shots of the evolving abstract pattern, with smooth transitions between text overlays. The production quality is polished and clean. The pacing is slow and deliberate, emphasizing the meditative nature of the product. Audio-visual sync is present, as the text overlays often align with key voiceover lines, reinforcing the message. # Hooks Spoken: 00:00–00:05 Female 1: [Calmly] I'm begging you, reset your nervous system for your kids' wellbeing. Text overlay: 00:00–00:05 I'M BEGGING YOU, RESET YOUR NERVOUS SYSTEM FOR YOUR KIDS' WELLBEING. Visual: 00:00–00:05 The video opens with an abstract pattern, which is reminiscent of a flower or fractal. The colors are primarily dark blues and grays, with brighter white accents radiating from the center. The shapes shift and morph, creating a hypnotic, almost tunnel-like effect. The lighting is soft but dynamic, with the brighter areas pulsing gently. The background remains a consistent dark color, allowing the central pattern to stand out. The text overlay reads: "I'M BEGGING YOU, RESET YOUR NERVOUS SYSTEM FOR YOUR KIDS' WELLBEING." # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the struggle parents face in regulating their emotions and behaviors, leading to negative reactions and feelings of guilt. "We're looking for people who yell over small things that don't matter, who feel guilty but can't stop reacting." # Value propositions - EMDR-inspired bilateral audio helps you regulate your nervous system, leading to being the kind of calm and patient parent you aspire to be. # Benefits - Can help your nervous system regulate - Your kids can learn regulation from you. - You pause before snapping. - Your patience rebuilds. - You're the parent you want to be. # Features - EMDR-inspired bilateral audio # Call to action TAP THE SCREEN TO GET STARTED # Social proof - None used. # Point of view - Brand 100% – The ad uses the official voice of the brand to speak directly to the viewer, present information, and offer a solution. # Storyline - 00:00–00:05 00:00–00:05 The ad begins with a direct plea, "I'm begging you, reset your nervous system for your kid's wellbeing." This opening is designed to grab the viewer's attention and highlight the importance of self-regulation for effective parenting. The tone is urgent and compassionate, coming from someone who understands the struggles of parenting. - 00:05–00:16 00:05–00:16 The ad continues to describe the target audience, stating, "We're looking for people who yell over small things that don't matter, who feel guilty but can't stop reacting, who want to be calm but their body won't let them." This is meant to connect with parents who struggle with emotional regulation and feel trapped in negative reaction patterns. The tone is empathetic, acknowledging the internal conflict and challenges faced by these parents. - 00:16–00:25 00:16–00:25 The ad introduces the product, saying, "EMDR-inspired bilateral audio can help your nervous system regulate, so your kids can learn regulation from you." This section highlights the product's key benefit: nervous system regulation that also positively influences children's emotional development. The perspective shifts to a hopeful and solution-oriented tone, offering a tangible tool to address the identified problems. - 00:25–00:36 00:25–00:36 The ad describes the outcomes of using the product: "Early on: You pause before snapping. Over time: Your patience rebuilds. Eventually: You're the parent you want to be." This demonstrates a progression of positive changes, from initial improvements to long-term transformation, emphasizing the product's lasting impact. The tone is encouraging and aspirational, promising a fulfilling outcome for dedicated users. - 00:36–00:39 00:36–00:39 The ad ends with a direct call to action: "Tap the screen to get started." This prompt encourages immediate engagement and adoption of the solution. The tone is straightforward and action-oriented, urging the viewer to take the first step toward change.

# Ad summary This ad uses cartoon-style animation to describe how EMDR-inspired audio available on the Calm app can help parents who are struggling to find a connection with their kids. The ad uses a story format to describe the struggles of parenthood and the benefits of the Calm app. # Brand positioning Calm is presented as a resource for individuals, especially parents, who are struggling with feeling present and connected in their lives. The brand is positioning itself as a helpful tool for managing the stressors of modern life and rediscovering one's sense of self amidst the demands of parenting. The brand adopts a tone of empathy and understanding towards the challenges parents face, steering away from any sense of pressure or judgment. Instead, it offers a supportive solution aimed at enhancing overall well-being and mental health. By focusing on the emotional needs of parents, Calm distinguishes itself from competitors, aiming to create a deeper, more meaningful connection with its audience. # Product The Calm app is presented as a solution for individuals, specifically parents, who are struggling with feeling present and connected in their lives. The ad highlights EMDR-inspired bilateral audio as a key feature of the app, suggesting it can help users reconnect with parts of themselves they feel they've lost. This product offers a unique way to address deep-seated emotional needs, as indicated by the line 'Something in my nervous system started settling in a way nothing else had managed.' The app aims to provide relief and a sense of calm, even amidst the chaos of daily life and the demands of parenting. The ad addresses potential purchase barriers by acknowledging skepticism about audio's ability to deeply impact one's emotional state, but then contrasting it by saying 'but this was different,' suggesting the product offers a unique and effective approach. # Visual style The ad features a minimalist, cartoon-style animation with simple black outlines and minimal color. The production quality has a clean and polished feel, creating a professional commercial aesthetic. The editing style is characterized by static shots that transition smoothly. The pacing is slow and deliberate. # Hooks Spoken: 00:00–00:02 Female: This is how I started actually being there for my kids. Text overlay: 00:00–00:02 THIS IS HOW I STARTED ACTUALLY BEING THERE FOR MY KIDS Visual: 00:00–00:02 The shot features a simple, cartoon-style illustration against a plain white background. In the foreground, a minimalist figure representing a parent sits on a couch wearing blue headphones, with a serene expression. Next to them, a smaller figure, presumably a child, plays with colorful building blocks. A floor lamp stands beside the couch. The setting is implied to be a living room, suggested by the presence of the couch and lamp. # Funnel stage Middle of funnel (Consideration) # Pain points The most central frustration highlighted is the emotional disconnect that parents often experience, where they feel physically present but mentally and emotionally absent. The ad quotes, 'The parent I wanted to be had quietly disappeared under the weight of it all,' which encapsulates the feeling of losing one's desired identity and connection with their children due to the pressures of daily life. # Value propositions - EMDR-Inspired Bilateral Audio on Calm can help you reconnect with yourself and your kids, especially when you feel emotionally distant or overwhelmed. # Benefits - Helps you start actually being there for your kids. - Helps something in your nervous system start settling in a way nothing else had managed. # Features - EMDR-Inspired Bilateral Audio # Call to action Try it tonight # Social proof - A friend told me about EMDR-Inspired Bilateral Audio on Calm – Female 1 (Narrator) - Something in my nervous system started settling in a way nothing else had managed. – Female 1 (Narrator) # Point of view - Customer 100% – The ad is presented entirely from the perspective of a parent who has struggled with emotional disconnection and found a solution through the Calm app. # Storyline - 00:00–00:02 00:00–00:02 A cartoon illustration depicts a parent wearing headphones sitting next to a child playing with building blocks. The illustration is simple, with black outlines and minimal color. The title card says: 'THIS IS HOW I STARTED ACTUALLY BEING THERE FOR MY KIDS.' - 00:02–00:04 00:02–00:04 The text changes to say: 'I used to want to be present. Connected. There.' - 00:04–00:05 00:04–00:05 The scene transitions to an illustration of the parent figure standing under a shower head with water falling on them and crying. The text reads: 'Now I was just... somewhere else. Distant.' This moment portrays a sense of emotional disconnect and isolation, suggesting a past struggle to be fully present in the moment. - 00:06–00:07 00:06–00:07 The text changes to say: 'Going through the motions.' This continues to emphasize the emotional disconnect. - 00:08–00:11 00:08–00:11 The visual shifts to a top-down view of the parent figure lying in bed, still crying. The text states: 'The parent I wanted to be had quietly disappeared under the weight of it all.' This line illustrates the loss of one's desired identity as a parent, overwhelmed by the pressures and responsibilities. - 00:11–00:16 00:11–00:16 The illustration transforms into a multi-armed figure juggling various responsibilities (cooking, working, cleaning, caring for a baby) beneath a stormy cloud with lightning bolts. The text says: 'I looked like I was handling everything, but I'd lost the parts of myself that made me feel like me.' This moment represents the feeling of being stretched too thin and losing one's sense of self amidst the chaos of daily life. - 00:16–00:19 00:16–00:19 The scene transitions to the parent figure driving a car while wearing headphones, with a sad expression. The text reads: 'A friend told me about EMDR-Inspired Bilateral Audio on Calm.' This introduces the Calm app as a potential solution. - 00:19–00:23 00:19–00:23 The illustration shows the parent figure washing dishes in front of a large pile of dirty dishes, still with a sad expression. The text states: 'I didn't believe audio could reach something that felt that deep, but this was different.' This addresses the potential skepticism towards the product and suggests that it offers a unique and effective approach. - 00:23–00:27 00:23–00:27 The visual shifts to the parent figure smiling and hugging a red heart. The text reads: 'Something in my nervous system started settling in a way nothing else had managed.' This moment conveys the positive impact and relief the product provides. - 00:27–00:30 00:27–00:30 The text changes to say: 'Try it tonight.' This is a direct call to action encouraging viewers to try the product.

# Ad summary This ad for Deep Rest presents the brand as a solution for people who are tired of the cycle of reacting, regretting, apologizing, and promising to do better. The ad suggests that this cycle is not a sign of failure but an indication of an overactive nervous system. Deep Rest's EMDR-inspired bilateral audio is presented as a means to regulate triggers and break the cycle. # Brand positioning Deep Rest is presented as a brand that offers a solution for individuals stuck in a cycle of negative reactions, regrets, and apologies, not as a failure but as a result of an overactive nervous system. The brand offers a functional, EMDR-inspired bilateral audio on Calm to regulate triggers and break the apology cycle. This places Deep Rest in the wellness and mental health space, offering a therapeutic approach to emotional regulation. The brand does not directly compete with other mental health apps or meditation services, but instead pushes against ineffective coping mechanisms (e.g. guilt) and leans into science-backed modalities. # Product Deep Rest offers EMDR-inspired Bilateral Audio on Calm, designed to help regulate what triggers reactions so users can break the cycle of apologizing. The product is aimed at individuals who are tired of reacting, regretting, apologizing, and promising to do better, only to repeat the cycle. The audio is designed to regulate triggers, addressing the underlying cause of the reactive behavior rather than simply addressing the guilt that follows. It is presented as a way to intervene in the cycle, offering a therapeutic solution for those whose nervous systems override their intentions. # Visual style The ad features a lo-fi, hand-drawn aesthetic with a white background and simple black text. The static image and gentle rain sound create a calming atmosphere, while the direct text addresses the viewer in a straightforward manner. The single, static shot contributes to a simple and direct presentation of the brand's message. # Hooks Text overlay: 00:00–00:10 KEEP IT QUIET UNTIL THE GUILT STOPS FOLLOWING THE REACTION Visual: 00:00–00:10 A static, full-screen image with a white background. Scattered throughout the frame are rough, hand-drawn illustrations of cats in various poses: standing, sitting, sleeping. Centered on the screen is text written in sans-serif font. In the background, a gentle rain sound effect plays. # Funnel stage Top of funnel (Awareness) # Pain points The ad targets individuals who are "tired of the cycle: react, regret, apologize, promise to do better, then react again." This highlights the frustration of being stuck in a loop of negative behavior and subsequent guilt. # Value propositions - EMDR-Inspired Bilateral Audio on Calm can help you regulate triggers, leading to a break in the reactive cycle. # Benefits - Regulate what keeps triggering the reaction - Break the loop instead of apologizing for it again # Features - EMDR-Inspired Bilateral Audio on Calm # Call to action TRY DEEP REST # Social proof - None used. # Point of view - Brand 100% – The brand's perspective is conveyed through text on screen. # Storyline - 00:00–00:10 The ad starts with a full-screen overlay featuring hand-drawn cats and text, creating a calming, almost whimsical atmosphere. - 00:00–00:10 The text speaks directly to the viewer, identifying them as someone who is tired of the cycle of reacting, regretting, and apologizing. This creates an immediate connection with the target audience, addressing their specific frustrations and positioning the brand as understanding. - 00:00–00:10 The ad reinforces the idea that this cycle is not a personal failing but a result of the nervous system overriding intentions. This reframes the problem, shifting the focus from self-blame to a more objective understanding of the issue. - 00:00–00:10 The ad introduces Deep Rest's solution, EMDR-inspired bilateral audio on Calm, as a way to regulate triggers and break the apology cycle. This presents the brand as a practical and effective solution, linking it to the established Calm platform. - 00:00–00:10 The ad ends by prompting the viewer to 'TRY DEEP REST', providing a clear call to action to explore the product.

# Ad summary This ad for Calm features a testimonial from a user about how the app's EMDR-inspired audio helped them get back to feeling like themselves again. # Brand positioning This ad presents Calm as a mental wellness resource that offers a variety of tools to help people manage stress and reclaim their sense of self. The brand positions itself as a supportive ally that understands the challenges of feeling overwhelmed and disconnected. Calm distances itself from the expectation that mental wellness is a constant state of happiness and instead focuses on helping users navigate difficult emotions and find moments of peace. # Product The ad highlights Calm's EMDR-inspired audio. It presents the audio as a potential solution for those feeling tired, heavy, and disconnected from themselves due to stress. The product's USP is its ability to help users shift their mindset and feel like themselves again, even when they didn't expect much. The audio is intended for those seeking mental clarity and a sense of emotional stability after experiencing a period of emotional distress. # Visual style The ad has a platform-native style, mimicking the appearance of a note on a smartphone. This simple design approach may increase scannability by closely resembling a piece of content shared between users. # Hooks Headline: THIS IS HOW I GOT MYSELF BACK # Funnel stage Middle of funnel (Consideration) # Pain points Feeling tired, heavy, and disconnected from oneself due to stress. “Now I'm just... tired. Heavy. Going through motions. The person I was just disappeared under all the stress.” # Value propositions - Calm's EMDR-inspired audio helps shift your mindset and feel like yourself again # Benefits - Mind felt still - Feeling like myself again # Features - Calm's EMDR-inspired audio # Call to action None used. # Social proof - “A friend told me about Calm's EMDR-inspired audio.” - “I didn't expect much. But something shifted. For the first time in months, my mind felt still. And I started feeling like myself again.” # Point of view - Customer: The entire image shows the ad from the perspective of a customer sharing their experience with Calm's EMDR-inspired audio. # Storyline - The ad opens with the user sharing that they used to be fun and spontaneous, but now feel tired and heavy, like the person they were has disappeared under stress. This aims to set the stage by highlighting a relatable feeling of lost identity due to stress from the customer's perspective. - The user then mentions that a friend told them about Calm's EMDR-inspired audio, and they were initially skeptical. This aims to introduce the product as a potential solution through a trusted source from the customer's perspective. - The user concludes by stating that they didn't expect much, but something shifted, and for the first time in months, their mind felt still, and they started feeling like themselves again. This serves to emphasize the product's effectiveness by showing the user's positive experience from the customer's perspective.

# Ad summary This image ad for the Burnout on Calm app targets parents of toddlers, acknowledging their constant worry and offering solutions to help them settle their nervous systems. # Brand positioning This ad positions the brand as a tool to help parents of toddlers overcome the anxiety that can come with that stage of life. The brand aims to occupy a space in the consumer's mind as something that provides Bilateral Stimulation for Burnout, and it promotes values of calm and well-being through its product. Rather than focusing on quick fixes or superficial solutions, the brand targets the deeper emotional and mental health challenges faced by parents, which puts the brand in a space to address challenges surrounding burnout. # Product The product advertised is the Burnout on Calm app, which aims to provide solutions for parents experiencing burnout, particularly those with toddlers. The ad highlights the product's ability to provide Bilateral Stimulation, which helps settle the nervous system when worry starts building. The target audience is parents of toddlers whose worry never fully switches off, and addresses the barrier of being constantly anxious by providing a tool that can help them to settle their nervous system. The ad is telling the viewer that this app can help them stop letting the anxiety run on loop, and encourages them to try bilateral stimulation. # Visual style The ad uses a hand-drawn illustration style with soft, pastel colors and a grainy texture. The illustrations are stylized and cartoon-like, with simple shapes and thick outlines. The overall look is gentle and comforting, using a limited color palette and avoids harsh lines or sharp contrasts, giving the ad a calming and approachable feel. # Hooks Headline: To every parent of a toddler whose worry never fully switches off. # Funnel stage Top of funnel (Awareness) # Pain points The single most central frustration the product is solving is the constant worry and anxiety experienced by parents of toddlers, as illustrated by the line "To every parent of a toddler whose worry never fully switches off." # Value propositions - Try Bilateral Stimulation for Burnout on Calm # Benefits - Settling your nervous system # Features - Bilateral Stimulation # Call to action None used. # Social proof - None used. # Point of view - Customer: This POV is visible in the top caption, addressing all parents of toddlers and establishing a relatable connection by stating "To every parent of a toddler whose worry never fully switches off." # Storyline - The ad opens by addressing all parents of toddlers whose worry never fully switches off, establishing a connection with the target audience and highlighting a common pain point. The ad creator is establishing a sense of community. - The perspective shifts to the parent who leads by love, reinforcing the ad's empathy and acknowledging the challenges that come with love and caregiving. The ad creator is conveying the ad's values by saying they also value love and care. - The ad lists four actionable steps that parents can take, starting with stopping the anxiety from running on loop. The ad is now speaking from the perspective of someone who understands burnout. - The second step is to try Bilateral Stimulation for Burnout on Calm, subtly introducing the advertised product as a solution. The brand is now promoting their product by highlighting its benefits. - The third step is to listen for a few minutes when the worry starts building, promoting the product as a tool for specific moments of anxiety. The brand is further reinforcing their product as something that can help solve burnout. - The fourth step is to start giving the nervous system something to settle into, re-emphasizing the product's ability to calm the user. The brand is continuing to promote their product and highlight its benefits.