How Carpe Advertises on Meta

# Ad summary This UGC-style ad promotes Carpe antiperspirant and highlights a special offer when shopping through their website. The ad warns against buying Carpe on Amazon, because their website is running a crazy deal that includes four underarm sticks, three free underarm wipes, free sweat absorbing face lotion, and a premium mystery gift, plus free shipping. The ad highlights that the offer won't last long and urges viewers to check it out before it's all gone. # Brand positioning Carpe is presented as a direct-to-consumer brand focused on providing effective solutions for sweat management, particularly for underarms and face. The brand positions itself as offering superior value and deals compared to larger retailers like Amazon. By highlighting the 'crazy deal' on their website, Carpe suggests a commitment to affordability and direct customer relationships. The tone is enthusiastic and slightly rebellious, contrasting with the perceived impersonal nature of mass-market retailers. # Product The advertised products are Carpe's underarm antiperspirant sticks, underarm wipes, and sweat-absorbing face lotion. The antiperspirant stick is available in multiple scents, including Eucalyptus and Birchwood Lavender. The ad emphasizes the effectiveness of the face lotion, noting that it went viral on TikTok, implying it is a popular and trusted solution for facial sweat. The products are marketed toward people looking for solutions to manage sweat. The unique selling proposition highlighted in the ad is the value of purchasing directly from the Carpe website, as it offers additional free items, a mystery gift, and free shipping that are not available through third-party retailers like Amazon. # Visual style The ad is shot in a UGC style, with a mixture of static shots and handheld footage. The editing is quick and snappy, with cuts timed to the voiceover. The production quality is a mix of high-end and lo-fi, supporting the tone that is casual yet informative. The pacing is fast, with around 10 cuts per minute, maintaining a sense of urgency. # Hooks Spoken: 00:01–00:03 Their website is running a crazy deal right now. Text overlay: 00:01–00:02 Their website is running / 00:02–00:03 a crazy deal right now. Visual: 00:01–00:03 A static, close-up shot of the Carpe website is displayed. Text reads "Their website is running a crazy deal right now.". A red arrow points to a 30% off banner. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the frustration of not being able to find great deals or added value when purchasing Carpe products from large online retailers like Amazon. # Value propositions - The deal offers value by including four underarm sticks, three free underarm wipes, free sweat absorbing face lotion, and a premium mystery gift, plus free shipping. These are available through the Carpe website, while Amazon could never. # Benefits - Get four underarm sticks - Three free underarm wipes - Free sweat absorbing face lotion - Premium mystery gift - Free shipping # Features - Underarm antiperspirant sticks - Underarm wipes - Sweat absorbing face lotion # Call to action Claim your offer below! # Point of view - Customer 100% – The ad is presented from the perspective of a customer who is excited about a deal and is shown applying and endorsing the product. # Storyline - 00:00–00:01 The ad opens by advising viewers not to buy Carpe from Amazon. - 00:01–00:03 Continuing the previous beat, it is conveyed that their website is running a special promotion. - 00:03–00:06 The ad showcases what is included in the deal: four underarm sticks, three free underarm wipes. - 00:06–00:09 The ad calls out a free sweat absorbing face lotion, the one that went viral on TikTok. - 00:09–00:12 Adding to the list of free products, it shows viewers that they will also receive a free mystery gift and free shipping. - 00:12–00:13 The ad shows a woman using the product and then confirms that Amazon can never provide deals like the one Carpe's website offers. - 00:14–00:15 Continuing from the previous point, it is implied that this is a limited-time deal that won't last long. - 00:16–00:17 The ad warns viewers that the deal is limited time and selling out fast, implying a sense of urgency. - 00:17–00:19 To conclude, the ad reiterates to check it out now before it's all gone.

# Ad summary This ad showcases Carpe brand deodorants, highlighting a limited-time offer of a free gift with purchase. The ad is designed to grab attention with a significant discount and incentivize immediate action. # Brand positioning Carpe is presented as a brand focused on providing practical solutions for everyday hygiene needs, specifically targeting body odor. The brand seems to value functionality and efficacy in its products, as evidenced by the emphasis on the deodorants. Carpe aims to position itself as a reliable and accessible solution for personal care, focusing on straightforward benefits rather than luxury or indulgence. It follows category norms by showcasing product varieties and offers, while pushing against competitor behavior by providing a free gift. # Product The ad features Carpe brand deodorants available in several scents. Each deodorant is packaged in an orange plastic container with a screw-off cap, featuring a label on the front that specifies the scent and size. The deodorants are solid stick deodorants and come in variations such as 'Citrus & Cedar', 'Mountain Breeze', 'Bourbon Pepper', 'Fresh Tide', 'Bergamot & Olive', and 'Spruce & Juniper'. The ad addresses purchase barriers by offering a free gift—Clean Skin Club XL Towels—with the deodorant purchase. The product aims to prevent body odor. # Visual style The ad features a product-focused, studio-shot visual style with a clean and straightforward design. The image treatment includes background removal and color grading to emphasize the product colors. The typography integration is large and bold, ensuring scannability. The style contrasts with platform-native content, aiming for a high-design look to capture attention in the feed. # Hooks Headline: UP TO 67% OFF # Funnel stage Bottom of funnel # Pain points The ad addresses the pain point of the customer not wanting to pay full price for deodorant. Offering a steep discount of "UP TO 67% OFF." # Value propositions - Up to 67% off provides substantial savings. - Free Clean Skin Club XL Towels adds value to the purchase. # Benefits - Reduced price on deodorant - Free gift with purchase # Features - Deodorant stick in multiple scents - Free Clean Skin Club XL Towels # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand: The entire image is designed from the brand's perspective to promote its products and offer, using direct messaging and visual placement to guide the viewer towards making a purchase. # Storyline - The ad starts with a large, attention-grabbing headline stating 'UP TO 67% OFF', immediately communicating a significant savings opportunity from the brand's perspective. This is intended to draw the viewer in with the promise of a deal. - Next, the ad presents a row of Carpe deodorants, each in a different scent, to showcase the variety of options available to the customer from the brand’s perspective. This highlights the breadth of the product line. - The ad introduces a 'LIMITED TIME FREE GIFT' of 'CLEAN SKIN CLUB XL TOWELS', incentivizing the customer to make a purchase now from the brand's perspective. This promotes a sense of urgency and added value. - Finally, the ad concludes with a 'SHOP NOW' button, providing a clear call to action for the customer to complete the purchase from the brand's perspective. This encourages immediate conversion.

# Ad summary A content creator is playing a first-person shooter video game and meets other players who recognize the Carpe deodorant. The content creator tells them that he is the founder of the company and that Carpe is available at Target and is 56% off. The other players are surprised to learn this and decide to play the game together. As they go to another location in the game, the creator mentions that he is creating a code for the viewers to use. # Brand positioning Carpe is presented as a clinically-tested sweat and odor control brand available at Target. The brand aims to occupy a space in the consumer's mind as a friendly and accessible solution for body odor and excessive sweat. It focuses on functional positioning by highlighting its effectiveness and availability, while also promoting a sense of community and relatability through the creator's casual interaction with the audience and other gamers. The brand pushes against the norm of overly formal advertising by embracing a gaming environment to create a fun, humorous approach to showcasing the benefits of Carpe deodorant. # Product Carpe deodorant is presented as a clinically tested solution for sweat and odor control. It is available in an orange package with lavender citrus scent, as well as other options. The product is available in both the men's and women's aisles at Target, and it is available for 56% off on the website. The main USP is that it provides 100 hours of sweat and odor control. The ad aims to address any potential purchase barriers by highlighting the product's availability at Target and the discount offered on the website, while also emphasizing the long-lasting sweat and odor protection. # Visual style The ad combines a split-screen format with UGC-style and gameplay video to create an authentic and engaging experience. It uses a mix of quick cuts and static shots, with smooth transitions between the gaming and the creator's view. The overall production quality leans toward a UGC feel, enhancing the relatability and authenticity. The pacing is moderate, with cuts timed to align with the voiceover lines, maintaining a consistent rhythm throughout the ad. # Hooks Spoken: Male 1: Have you guys heard of Carpe deodorant? It's like orange. It's it's like an orange deodorant. Text overlay: HAVE YOU GUYS HEARD / Finding customers in ARC / IT'S LIKE ORANGE. / ORANGE DEODORANT. Visual: 00:00–00:02 The top half of the frame shows a fair-skinned man in his 30s with short brown hair, wearing glasses and a dark maroon t-shirt. He's wearing a gaming headset and looking down and speaking into the microphone. The bottom half of the frame shows a third-person perspective from a video game. The background is an open, desert-like area. In the foreground, there is a video game character. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration or problem being addressed is body odor and excessive sweat. The ad aims to solve this problem by offering a long-lasting solution for sweat and odor control, as well as availability at Target and a 56% discount. The speaker says, "Dude, it's 100 hours of sweat and odor control." # Value propositions - Clinically tested 100-hour sweat and odor control: The combination of clinical testing and long-lasting protection highlights reliability and effectiveness. - Availability at Target and online with a 56% discount: Making the product both easily accessible and affordable. # Benefits - long-lasting sweat and odor protection - accessible for both men and women - affordable due to the discount # Features - clinically tested - 100 hours of sweat and odor control - available in lavender citrus scent - available in the men's and women's aisles at Target - 56% off on the website # Call to action None used. # Social proof - "I saw it on YouTube and it always popped up in my for you page. I just wanted to see if it was better and it actually was" – Male 3 (Customer) - "It actually lasts me the whole day." – Male 3 (Customer) # Point of view - Brand 85% – The brand founder is speaking about his company. - Customer 15% – A customer of the brand endorses the deodorant and states his positive experience with it. # Storyline - 00:00–00:02 The video begins with the speaker asking if the viewer has heard of Carpe deodorant and mentions that one of their deodorants is orange. - 00:02–00:04 The speaker is playing a video game and runs into other players who recognize the Carpe deodorant. - 00:04–00:12 The speaker tells the other players that he started the company 12 years ago. The other players are surprised to hear this. - 00:12–00:16 The speaker asks if the players want to go to A6 and then mentions Carpe is available at Target. - 00:16–00:22 The speaker mentions that the deodorant is in both the men's and women's aisles, and the product is 56% off on the website. - 00:22–00:32 One of the other players mentions that he saw Carpe on YouTube and he always sees the ad pop up on his for you page. He just wanted to see if the product was better and mentions that it actually was. - 00:32–00:47 The speaker mentions the product offers 100 hours of sweat and odor control. He is happy the player likes the product and that they're a fan of Carpe. - 00:47–00:48 The speaker says 'pleasure to meet you.' - 00:48–00:51 The other players lock him out.

# Ad summary This ad features a male creator in a Target store conducting a challenge where he offers $100 to the first person he finds buying Carpe products. He first engages a Target employee who recognizes the brand and expresses a need for sweat control. He then finds a male customer, confirms he uses Carpe, asks to smell his armpit to verify dryness, and rewards him with $100. The customer provides a brief testimonial about how Carpe solved his rash issues. The creator also highlights various Carpe scents and reiterates the product's 100-hour sweat and odor control, emphasizing its availability at Target and an online discount. # Brand positioning Carpe is presented as a functional, highly effective solution for excessive sweating, positioning itself as a leader or 'hack' in sweat and odor control. The brand aligns with values of practicality, clinical efficacy, and accessibility, making a strong claim for its product's performance over extended periods. It pushes against the norm of traditional deodorants by offering '100Hr Clinically Tested Sweat & Odor Control' and tackling specific problems like rashes caused by sweating, suggesting a superior, problem-solving approach rather than just masking odor. The brand's tone is confident and direct, appealing to consumers looking for reliable performance in managing sweat. # Product The product featured is Carpe, an antiperspirant in a stick format designed for '100Hr Clinically Tested Sweat & Odor Control'. It's for individuals who experience significant sweating and seek a long-lasting, effective solution to remain dry and odor-free, specifically addressing the pain point of skin irritations like rashes caused by sweat. The ad explicitly shows various scents, including 'Fresh Powder', 'Birchwood & Lavender', 'Ocean Storm', 'Mountain Breeze', and 'Clean Sport', implying a range of choices for different preferences. The ad highlights that the product keeps users 'perfectly dry' and that using Carpe can make rashes 'disappear'. It's available conveniently at Target, removing a potential purchase barrier by being easily accessible in a major retail store. The ad implies it's a 'hack' for stopping sweat, suggesting its superior efficacy over conventional products. # Visual style The ad features a scrappy, authentic, and high-energy visual style typical of social media content. The editing rhythm is quick and dynamic, with frequent cuts that maintain a fast pace, keeping the viewer engaged. The production quality leans towards a UGC (User-Generated Content) feel due to the handheld camera work, natural lighting within the Target store, and candid interactions, which supports an intended tone of realism and relatability. There are no obvious visual motifs, but the camera work consistently frames the main speaker (Male 1) and his interactions closely, emphasizing personal connection. The pacing is consistently fast throughout the ad, punctuated by quick transitions between interview segments and product reveals. Audio-visual sync is evident as text overlays, product graphics, and the $100 prize animation appear precisely when mentioned or revealed by the speaker, enhancing the impact of key messages. # Hooks Spoken: I see your ads, / I sweat like crazy / I'm interested. Text overlay: The hack to stopping sweat is now in Target / Available at 🎯 Visual: 00:00–00:01 Medium shot of Male 1 (creator) in a burgundy t-shirt and jeans, holding a black microphone with a small white emblem, facing a male Target employee (Male 3) in a red vest and khaki pants. Male 3 has his back to the camera, partially obscured by a blurred face. They are in the deodorant aisle of a Target store, with shelves of various antiperspirant/deodorant products visible in the background. Male 3 holds a phone in his left hand, and his right hand is raised near his chest. The camera is handheld and slightly shaky, framing them from Male 1's perspective, slightly over Male 3's shoulder. / 00:01–00:01 Medium shot, slightly closer, of Male 1 (creator) in the same setting, facing the camera. He holds the microphone close to his mouth. The Target aisle, including a 'new at Target' display for 'Carpe' products (orange packaging) and an 'Available at Target' graphic, is visible behind him. His expression is engaged and slightly conspiratorial. / 00:01–00:02 The shot remains the same, but Male 1 raises his left hand, pointing at the 'new at Target' display for Carpe behind him. / 00:02–00:03 The shot remains the same. Male 1 brings his left hand back down and looks back at the camera, a slight smile on his face. The Carpe display is clearly visible on a red shelf unit. # Funnel stage Bottom of funnel (Conversion) # Pain points The central pain point the product is solving is excessive sweating and its associated issues. This is signaled by the Target employee stating, 'I sweat like crazy', and the customer's testimonial, 'I used to get like rashes and stuff, started using Carpe and that disappeared.' # Value propositions - The hack to stopping sweat is now in Target (convenience + effective solution) - 100Hr Clinically Tested Sweat & Odor Control (long-lasting efficacy) - Rashes disappear (problem solved) # Benefits - Stops sweat - Eliminates odor - Keeps you perfectly dry - Rashes disappear # Features - 100Hr Clinically Tested Sweat & Odor Control - Fresh Powder (scent) - Birchwood & Lavender (scent) - Ocean Storm (scent) - Mountain Breeze (scent) - Clean Sport (scent) - Stick format # Call to action Or click below for 56% OFF free shipping # Social proof - "I see your ads, I sweat like crazy, I'm interested." – Male 3 (Target Employee) - "I used to get like rashes and stuff, started using Carpe and that disappeared." – Male 2 (Customer) - "I see these videos all the time." – Male 2 (Customer) # Point of view - Brand 60% – The host acts as a representative, conducting the challenge, promoting the product, and explaining its features. - Customer 40% – The Target employee and the Carpe user provide direct feedback and testimonials about their experience with sweating and using Carpe. # Storyline - 00:00–00:01 00:00–00:01 The creator, holding a microphone, approaches a Target employee and asks if he's seen 'the ads'. The employee recognizes the brand and says he sweats 'like crazy', expressing interest. This sets up the premise of the brand being known and addresses a core pain point directly from a 'customer'. - 00:01–00:04 00:01–00:04 The creator then directly addresses the camera, introducing a challenge: the first person he sees buying Carpe at Target gets $100. This engages the audience with an incentive, shifting the narrative to an active search for a customer and demonstrating brand presence in retail. - 00:04–00:05 00:04–00:05 The creator spots a customer and asks if he's wearing Carpe 'right now'. This moves the story forward by identifying a potential user in a spontaneous, 'man-on-the-street' interaction. - 00:05–00:07 00:05–00:07 The creator asks to smell the customer's armpit, which the customer allows, saying 'Of course you can.' The creator then confirms it's 'perfectly dry'. This provides immediate, tangible 'proof' of the product's effectiveness from a customer's real-world experience, adding a touch of humor and directness. - 00:07–00:09 00:07–00:09 The creator exclaims that he 'saw these videos all the time', and the customer gestures to his armpit, saying 'That's Fresh Powder.' This moment reinforces the idea of brand awareness and user satisfaction, with the customer validating the product's scent and effectiveness. - 00:09–00:10 00:09–00:10 The customer asks 'Can I feel it?' and the creator responds 'Yeah,' letting him touch his armpit, affirming it's 'perfectly dry.' This further emphasizes the product's dryness claim through direct physical interaction. - 00:10–00:13 00:10–00:13 The customer shares his personal testimonial: 'I used to get like rashes and stuff, started using Carpe and that disappeared.' This is a powerful social proof moment, offering a clear before-and-after benefit from a user's perspective, addressing a specific pain point. - 00:13–00:16 00:13–00:16 The creator playfully recounts seeing the customer earlier and wanting to try his deodorant. This builds rapport and establishes the creator's role as both an interviewer and a curious potential user, adding authenticity. - 00:16–00:19 00:16–00:19 The creator, still talking to the customer, asks if he has any Carpe for him, and then jokingly suggests it's 'literally in Target right now.' This playful exchange highlights the product's new retail availability and the creator's lighthearted persona, building on the initial challenge. - 00:19–00:26 00:19–00:26 The creator hands the employee a Carpe stick, asking him to 'give them a whip' to smell, and mentions various scents popular with 'guys'. This showcases product variety and scent options, engaging the employee again to reinforce product appeal. - 00:26–00:28 00:26–00:28 The creator turns back to the customer, declaring he's giving him $100 because he's 'already wearing Carpe'. This is the payoff of the initial challenge, creating a positive emotional reward and reinforcing the brand's presence in users' lives. - 00:28–00:30 00:28–00:30 The creator asks the customer what scent he prefers, offers him 'Birchwood & Lavender', and the customer expresses his preference for applying it 'at night'. This offers product advice and shows the customer's familiarity with the product's usage instructions. - 00:30–00:34 00:30–00:34 The creator praises the customer, saying 'He understands the instructions,' linking proper use to achieving '100 hours of sweat & odor control'. This reinforces key product benefits and proper application, validating the customer's knowledge. - 00:34–00:37 00:34–00:37 The creator hands the customer a receipt, stating it's 'so they know you didn't shoplift it.' This adds a humorous touch to the $100 giveaway, reinforcing the legitimacy of the product acquisition. - 00:37–00:40 00:37–00:40 The creator asks the customer his name, shakes his hand, and bids him a 'wonderful day'. This personalizes the interaction, ending the challenge on a friendly, positive note and reinforcing the creator's approachable persona.

# Ad summary This ad for Carpe antiperspirant features a series of interviews with young adults who claim that their moms buy Carpe for them. The ad also features the cofounder of Carpe, who shares the product's benefits and offers a discount. # Brand positioning Carpe is presented as a solution for excessive sweating, offering a range of antiperspirant products designed to keep users dry and comfortable. The brand is positioned as a reliable and effective choice, backed by positive testimonials and endorsements. The ad highlights the brand's appeal to a younger demographic, with the recurring theme of 'moms' purchasing the product for their children, suggesting a trusted and family-friendly image. Carpe emphasizes functional benefits such as dermatologist testing, cruelty-free production, and a money-back guarantee, reinforcing its commitment to quality and customer satisfaction. # Product Carpe is an antiperspirant product designed to combat excessive sweating. The ad features Carpe's deodorant, which comes in a white bottle with green and black labeling. The product is marketed towards individuals who experience discomfort or inconvenience due to sweating. The ad highlights the product's effectiveness, with users claiming they haven't sweated even in hot weather. The cofounder of Carpe mentions that the products are dermatologist tested, cruelty-free, gentle on the skin, and come with a 100% money-back guarantee. The ad also mentions that Carpe has over 45,000 5-star reviews, further emphasizing its popularity and customer satisfaction. # Visual style The ad has a UGC feel, with handheld camera work and natural lighting. The editing style is quick cuts, with each interview segment lasting only a few seconds. The production quality is decent, but not overly polished, which supports the intended tone of authenticity and relatability. The pacing is fast, with cuts happening every 1-2 seconds. The cuts, text, and product actions are timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:02 It's 95 degrees outside, I haven't sweated once. Text overlay: 00:00–00:02 LEAKED: The secret to stop sweating Visual: 00:00–00:01 A young man with blond hair and a pink polo shirt is being interviewed outside on a sunny day. He is standing on a grassy area with trees in the background. The interviewer is holding a microphone and three bottles of Carpe deodorant. The camera is handheld and slightly shaky. # Funnel stage Consideration # Pain points The central pain point is the discomfort and inconvenience caused by excessive sweating. This is signaled by the opening line, 'LEAKED: The secret to stop sweating,' which implies that sweating is a problem that people want to solve. # Value propositions - 56% off with free shipping - 45,000+ 5-star reviews # Benefits - Stop sweating - Feel better # Features - Dermatologist tested - Cruelty free - Gentle on skin - 100% money-back guarantee # Call to action Click the link below # Social proof - Hot moms love Carpe - My mom orders it for me – Male 1 (Customer) - Carpe has changed my life. I've never sweated less in my life, ever – Male 1 (Customer) - Carpe has over 45,000 5-star reviews # Point of view - Customer 75% – The majority of the video features testimonials from young adults who claim to use and love the product. - Brand 25% – The cofounder of Carpe appears at the end of the video to share the product's benefits and offer a discount. # Storyline - 00:00–00:01 00:00–00:01 A young man is being interviewed outside. He states that it is 95 degrees outside and he hasn't sweated once. This is intended to convey the product's effectiveness in hot weather. The perspective is from the interviewer, who is holding a microphone and Carpe products. - 00:01–00:03 00:01–00:03 A woman is being interviewed outside. She states that hot moms love Carpe. This is intended to convey that the product is popular among a specific demographic. The perspective is from the interviewer, who is holding a microphone and Carpe products. - 00:03–00:06 00:03–00:06 Several young adults are interviewed, each stating that their mom orders Carpe for them. This is intended to convey that the product is trusted and recommended by mothers. The perspective is from the interviewer, who is holding a microphone and Carpe products. - 00:06–00:09 00:06–00:09 More young adults are interviewed, each stating that their mom orders Carpe for them. This is intended to convey that the product is trusted and recommended by mothers. The perspective is from the interviewer, who is holding a microphone and Carpe products. - 00:09–00:13 00:09–00:13 The interviewer is surrounded by women who state that hot moms love Carpe. This is intended to convey that the product is popular among a specific demographic. The perspective is from the interviewer, who is holding a microphone and Carpe products. - 00:13–00:17 00:13–00:17 A young man is being interviewed outside. He states that Carpe has changed his life and he has never sweated less. This is intended to convey the product's effectiveness. The perspective is from the interviewer, who is holding a microphone and Carpe products. - 00:17–00:22 00:17–00:22 The young man lifts his arm and invites the interviewer to touch his armpit to prove that he is not sweating. This is intended to provide visual proof of the product's effectiveness. The perspective shifts to a close-up of the armpit. The interviewer touches the armpit and confirms that there is no sweat. - 00:22–00:25 00:22–00:25 The young man raises his fist in the air and shouts 'Carpe for the win!' This is intended to create excitement and enthusiasm for the product. The perspective is from the interviewer, who is holding a microphone and Carpe products. - 00:25–00:28 00:25–00:28 The young man states that Carpe will always make you feel better. This is intended to convey the product's overall benefit. The perspective is from the interviewer, who is holding a microphone and Carpe products. - 00:28–00:43 00:28–00:43 Kasper, the cofounder of Carpe, is shown standing on a city street at night. He states that if you haven't tried Carpe, you can get it for 56% off with free shipping. He also mentions that Carpe has over 45,000 5-star reviews, is dermatologist tested, cruelty-free, gentle on skin, and comes with a 100% money-back guarantee. This is intended to provide social proof and address any purchase barriers. The perspective is from a stationary camera.

# Ad summary This ad promotes Carpe underarm deodorant as a solution for sweat and odor. A man humorously addresses viewers struggling with these issues, highlighting product features and an exclusive discount offer. He emphasizes its clean ingredients, clear application, and effectiveness, contrasting it with more expensive options found on Amazon. # Brand positioning Carpe is positioned as a premium underarm solution focused on efficacy and natural ingredients. It caters to individuals facing persistent sweat and odor concerns, promising a product that addresses these issues without relying on harsh chemicals. The brand seems to push against the norm of traditional antiperspirants by emphasizing the use of clean and smooth ingredients that hydrate and go on clear. By offering a more natural and effective alternative, Carpe aims to occupy a space in the consumer's mind as a solution that is not only functional but also gentle on the skin. # Product Carpe Underarm Antiperspirant Deodorant is an underarm lotion designed to stop sweat. The product is for people who struggle with smelling bad even after showering, those who have rashes, whose clothes have sweat stains, who wake up feeling sticky and gross, and who have zero self-confidence. The man in the ad claims that Carpe is made with super, super clean and smooth, gentle ingredients that hydrate the skin, that it goes on clear, and that it stopped his sweat. The product is available in multiple scents. # Visual style The ad has a UGC feel, with natural lighting and a casual setting. The editing style is consistent, with static shots focused on the speaker. The cuts are timed to coincide with changes in the speaker's focus or product highlights, maintaining a steady rhythm. # Hooks Spoken: Male 1: [Teasing] You're a loser if you don't use Carpe. Text overlay: YOU'RE A LOSER / IF YOU DON'T USE THIS Visual: 00:00–00:02 The camera, positioned at eye level, captures a man from the chest up, set against the backdrop of a restaurant. A white countertop acts as the foreground, where three orange Carpe deodorant containers are neatly arranged, interspersed with the scattered peels of a sliced banana. The man, sporting a gray and black baseball cap, glasses, and a short beard, makes an 'L' gesture with his hand and expressive mouth movements. The lighting appears natural. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is excessive underarm sweat and its associated problems, including odor, rashes, clothing stains, stickiness, and low self-confidence. "If you still smell like crap even after taking a shower, your armpits have rashes, your clothes have sweat stains, you wake up feeling sticky and gross, and you have zero self-confidence..." # Value propositions - Clean ingredients to hydrate the skin - Multiple scents to choose from # Benefits - Stops sweat - Hydrates the skin # Features - Underarm lotion - Multiple scents (9) - Clean and smooth, gentle ingredients that hydrate the skin - Goes on clear # Call to action Leave a link down below but just check and make sure it's still in stock before you purchase. # Social proof - "This is the same thing that got rid of my armpit sweat I had for three years and it's the only thing that worked" – Male 1 (Customer). # Point of view - Customer 100% – The entire ad is delivered from the perspective of a satisfied user speaking directly to the camera. # Storyline - 00:00–00:02 The ad starts with a man gesturing a 'loser' sign towards the camera, implying that viewers who don't use Carpe underarm lotion are at a disadvantage. This opening is designed to grab attention with a playful, challenging tone that directly addresses a specific audience. - 00:02–00:12 The man continues, addressing a question from a comment, outlining the problems faced by the target audience (smelling bad, armpit rashes, sweat stains, stickiness) and framing them as reasons for low self-confidence. This aims to build relatability and empathy by showing understanding of customer pain points. - 00:12–00:13 He shares his own experience with these issues, further solidifying trust by positioning himself as a relatable figure who has overcome the same struggles. This shifts the perspective to a personal testimonial, adding authenticity to the message. - 00:13–00:17 He claims that Carpe is the 'one thing' that resolved his problems, emphasizing its effectiveness as a solution. He adds it got rid of his armpit sweat he had for three years and that it is the only thing that worked, implying that Carpe is a reliable solution compared to other options. - 00:17–00:19 He clarifies that Carpe is not a 'stupid natural solution,' distinguishing it from ineffective natural remedies and suggesting a more scientific approach. This contrast aims to build confidence in Carpe's reliability. - 00:19–00:26 He introduces Carpe as a magic underarm lotion available in nine scents. This transition highlights the product's convenience, variety, and effectiveness, making it more appealing to potential customers. - 00:26–00:32 The man continues, noting that Carpe is made with super clean and smooth ingredients that hydrate the skin, and that it goes on clear. This reassures viewers about the product's quality and gentleness, alleviating potential concerns about irritation or visible residue. - 00:32–00:35 The man warns against overpaying by purchasing it on Amazon. He claims to have paid $20 for one of the sticks on Amazon. This is designed to guide viewers toward a better deal through the brand's site. - 00:35–00:48 The ad concludes by presenting an exclusive offer of 56% off with free gifts, designed to create urgency and incentivize immediate purchase, and a recommendation to check that it is still in stock before purchasing. This call to action encourages viewers to take advantage of the limited-time offer, increasing the likelihood of conversion.

# Ad summary This ad features a man in a crowded outdoor setting who is being interviewed about his cologne. He reveals he doesn't wear cologne, but instead uses Carpe deodorant, which he says gives him a pleasant smell without having to apply cologne. # Brand positioning Carpe aims to be the leading brand for sweat and odor management by providing solutions that integrate into everyday routines. The ad presents Carpe as a lifestyle choice for individuals who prioritize smelling fresh and clean without relying on traditional fragrances like cologne. The brand focuses on functional benefits—offering products that effectively prevent sweat and odor—while also promoting an emotional benefit of confidence and social appeal. # Product Carpe is an antiperspirant and deodorant product. Specifically, the ad showcases Carpe's sandalwood-scented deodorant, presented as a superior alternative to cologne. The product is designed for all-day use and is advertised for its unique ability to make users smell good without wearing cologne. The deodorant targets individuals seeking a simple and effective solution to odor management, allowing them to receive compliments on their scent and feel confident. # Visual style The ad has a casual, unpolished aesthetic, consistent with user-generated content. It features natural outdoor lighting and a handheld camera, which adds to the authentic feel. The editing is straightforward with minimal transitions, focusing on capturing the interviewee's testimonial in a candid manner. The pacing is dictated by the subject's speech. # Hooks Spoken: 00:00–00:02: I haven't sweat from my armpits in probably five months. Text overlay: 00:00–00:02 Up to 56% OFF / 00:00–00:02 free shipping! Visual: 00:00–00:02: A medium close-up shows a man with a mullet and baseball cap being interviewed. He wears a light blue polo shirt with an 'A' on the chest. To the right, a man holds a microphone and an orange bottle of Carpe. In the background, there's a crowd of people and a brick building. # Funnel stage Consideration # Pain points The pain point is the need to smell good and fresh without the use of cologne. # Value propositions - Long-lasting sweat and odor protection: "I haven't sweat from my armpits in probably five months." - Subtle fragrance alternative to cologne: "People think that I'm wearing uh cologne." - Sandalwood scent is associated with receiving compliments: "Every time I've worn sandalwood a girl says, holy, you smell really good." # Benefits - I haven't sweat from my armpits in probably five months. - People think that I'm wearing cologne. - You smell really good. # Features - Sandalwood scent - Antiperspirant deodorant # Call to action None used. # Social proof - "People think that I'm wearing uh cologne" – Male 1 (Customer) - "Every time I've worn sandalwood a girl says, holy, you smell really good." – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a satisfied customer who is enthusiastically sharing his positive experience with the product. # Storyline - 00:00–00:02 A man being interviewed on the street reveals that he hasn't sweated from his armpits in about five months. - 00:02–00:08 The man explains that people often mistake the Carpe deodorant he uses for cologne, and when he reveals that he doesn't wear cologne and uses Carpe instead, they ask him what he wears. - 00:08–00:12 He states that every time he wears the sandalwood scent, girls tell him he smells good.

# Ad summary An influencer created an ad for Carpe, an antiperspirant brand. He encourages users to shop on the brand's website to get 56% off, four free gifts, and nine premium fragrances. He also recommends viewers click the link below because Carpe products are known to sell out quickly when they run the deal. # Brand positioning Carpe is presented as a customized sweatcare brand that works. The ad promotes Carpe as an alternative to overpaying for similar products on Amazon, positioning it as a more affordable and value-driven option. The brand aligns with a lifestyle focused on personal care and confidence, pushing against the norm of overpriced products by offering discounts, gifts, and premium fragrances. Carpe aims to occupy a space in the consumer's mind as a reliable and accessible solution for sweat management, making it appealing to customers who prioritize both effectiveness and affordability. # Product Carpe offers a range of antiperspirant products that provide customized sweatcare solutions. The ad explicitly mentions that when purchasing directly from the brand's website, customers can receive a 56% discount, four free gifts, and access to nine premium fragrances. This highlights the product's value proposition as a cost-effective and personalized solution for sweat management. By addressing the potential barrier of overpaying for similar products on platforms like Amazon, Carpe positions itself as a more affordable and attractive option. The emphasis on limited-time deals and the tendency for products to sell out quickly adds a sense of urgency, encouraging viewers to take immediate action and purchase Carpe products. # Visual style The ad has a UGC feel due to the unpolished environment, handheld camera, and quick cuts. The editing rhythm is fast-paced, with cuts timed to match the voiceover. # Hooks Spoken: 00:00–00:01 So you actually don't have to overpay on Amazon. Text overlay: 00:00–00:01 HOW TO GET CARPE PRODUCTS FOR CHEAPER!!! / 00:01–00:01 ON AMAZON. Visual: 00:00–00:00 A hand wearing a black glove gestures over a brown surface. In the background are four white Carpe containers and a tablet. The tablet shows the Carpe website. / 00:00–00:01 The shot zooms in on the tablet as the hand wearing a black glove points to the screen. # Funnel stage Bottom of funnel (Conversion) # Pain points Overpaying on Amazon is the pain point. The ad suggests, "So you actually don't have to overpay on Amazon." # Value propositions - Save money by purchasing directly from the brand's website - The website offers free gifts and premium fragrances # Benefits - Avoid overpaying on Amazon # Features - 56% off - Four free gifts - Nine premium fragrances # Call to action Click below right now. # Social proof - None used. # Point of view - Customer 100% – The ad is delivered by an influencer who is assumed to be a satisfied customer. # Storyline - 00:00–00:01 The ad opens with a direct statement about not overpaying on Amazon. - 00:01–00:07 The ad continues by providing an alternative: purchasing directly from the Carpe website to secure 56% off, four free gifts, and access to nine premium fragrances. - 00:07–00:11 Building on the previous point, the ad incorporates a persuasive element of scarcity. - 00:11–00:12 In response to the ad's mention of the products often selling out, there is a call to action to click the link below.

# Ad summary A content creator surprises a stranger by offering to apply Carpe sweat-absorbing primer to her face in a public park. She lists the product benefits and features, and the end of the video shows the before and after of the woman's face after using the product. # Brand positioning Carpe is presented as a modern solution for sweat management, offering dermatologist-tested, gentle, and antioxidant-rich products. The brand presents itself as a go-to for confidence in personal care. Carpe aligns with a lifestyle of everyday empowerment and taking charge of personal comfort. Carpe pushes against norms of suffering in silence by addressing and managing sweat issues head-on. # Product Carpe's sweat-absorbing lasting matte SPF primer, featured in the ad, is a tinted mineral SPF primer that controls excess oil and shine all day. It's dermatologist-tested, gentle on the skin, and packed with antioxidants like sunflower, rosemary, and vitamin E. The primer comes in a small orange bottle with a pump. Additional products such as the Instant Matte Mist and Setting Mineral Powder can be chosen as a free gift when purchasing directly on the Carpe website. The ad directly addresses the frustration of a sweaty face by presenting an immediate solution for excess sweat, oil, and shine. # Visual style The ad has a UGC feel and is filmed in a public park. The video uses natural light and has short cuts between clips. The production quality indicates a hybrid of UGC with polished edits and text overlays to support the message. # Hooks Spoken: Excuse me, is your face sweating? Text overlay: Telling strangers that they're sweaty Visual: 00:00–00:01: A woman with shoulder-length brown hair wearing a gray t-shirt and gray pants stands in a public park as she is approached by another woman. # Funnel stage Consideration # Pain points Sweaty face, "Sweaty forehead, redness. My pores are ginormous" # Value propositions - Sweat absorbing properties keep skin sweat free all day - Antioxidant-rich ingredients nourish and protect skin - SPF protection prevents sun damage # Benefits - Controls excess oil and shine all day - Sweat free for the rest of the day # Features - Sweat absorbing - Tinted - Mineral SPF - Dermatologist tested - Gentle on skin - Packed w/ antioxidants like sunflower, rosemary, and vitamin E # Call to action Click the link below to get this right now with free shipping and a 100% money-back guarantee. # Social proof - "Feels super lightweight and really smooth." – Female 1 (Customer) - "I'm obsessed. It looks so good!" – Female 1 (Customer) # Point of view - Brand 90% – The voiceover is communicating product information and benefits as well as showing the product being applied to a customer. - Customer 10% – The product user gives their opinion and review of the product. # Storyline - 00:00–00:01 A content creator is in a park, presumably in a city, and approaches a woman walking with a suitcase. - 00:01–00:03 The creator asks if the woman’s face is sweating, and offers to fix it for her quickly, positioning herself as a helpful expert. - 00:03–00:05 The woman agrees, and the creator lays out the products that she brought in her suitcase. - 00:05–00:13 The creator begins applying Carpe's sweat-absorbing SPF primer, highlighting its properties and benefits, such as being sweat-absorbing, tinted, and a mineral SPF. - 00:13–00:16 The creator asks how the product feels, and the woman confirms that it feels lightweight and smooth. - 00:16–00:22 The creator continues listing product benefits: it's dermatologist-tested, gentle on the skin, and packed with antioxidants. - 00:22–00:24 The creator explains the end result: sweat-free skin for the rest of the day. - 00:24–00:31 The creator presents a side-by-side comparison of the woman's face before and after the primer application. - 00:29–00:31 The first woman states that the after looks good and she is obsessed. - 00:31–00:32 The woman asks where the Carpe product can be purchased. - 00:32–00:38 The creator says it can be purchased on the Carpe website, where the purchaser can choose a free gift of setting spray or setting powder, as well as free shipping. - 00:38–00:38 The first woman states that she is sold. - 00:39–00:42 The creator ends the ad by telling viewers to click the link below to get the product with free shipping and a 100% money-back guarantee.

# Ad summary This ad features a man interviewing two women at an outdoor event about Carpe deodorant. The women share that they both use Carpe deodorant because it is the only deodorant that doesn't cause them to break out. The man then gives each of them $100. # Brand positioning Carpe is presented as a solution for people with sensitive skin who experience breakouts or rashes from other deodorants. The brand is positioned as a reliable choice for those seeking a fragrance-free option that is gentle and effective. The ad highlights the brand's ability to cater to individuals with specific skin concerns, suggesting a focus on providing specialized skincare solutions. # Product Carpe Fragrance-Free Underarm Deodorant is a deodorant designed for all-day odor protection. It is specifically formulated for people with sensitive skin. The deodorant is fragrance-free, catering to those who prefer to avoid scented products or have sensitivities to fragrances. The ad emphasizes that Carpe is a solution for individuals who experience breakouts, rashes, or hives from other deodorants, even those marketed as sensitive. The product is presented as a reliable option that provides effective odor protection without causing adverse skin reactions. # Visual style The ad has a casual, UGC-style aesthetic, with handheld camera work and natural lighting. The editing is simple with mostly static shots and smooth transitions. The production quality is decent, giving it a hybrid feel between UGC and a polished commercial. The pacing is moderate, with cuts timed to coincide with changes in speakers or topics. # Hooks Spoken: 00:00–00:02 Female 1: You actually wear Carpe? It's the only deodorant I can wear. Text overlay: 00:00–00:03 She spotted me in public 👀👀👀 Visual: 00:00–00:02 A man holds a microphone up to a woman with long blonde hair. She is wearing a black sweater and gold necklaces. She is holding a white drink in one hand and a can of alcohol in the other. The man is holding a Carpe deodorant stick in his other hand. They are standing outside at an event with white tents and people in the background. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of experiencing breakouts, rashes, or hives from deodorants, even those marketed as sensitive. "I was breaking out from like my [unclear phrase] like sensitive I was using, it was still breaking me out." # Value propositions - Carpe Fragrance-Free Underarm Deodorant is a reliable solution for individuals who experience breakouts, rashes, or hives from other deodorants, even those marketed as sensitive. - Carpe is the only deodorant I can wear. # Benefits - Doesn't cause breakouts - Suitable for sensitive skin - Provides all-day odor protection # Features - Fragrance-free # Call to action None used. # Social proof - "You actually wear Carpe? It's the only deodorant I can wear" – Female 1 (Customer) - "I've been wearing this for like three years. It's all I wear. Everything else breaks me out" – Female 2 (Customer) - "Yeah, it's been the best for sure" – Female 1 (Customer) - "'Cause I usually I'll break out into hives like with deodorants, but this Carpe has never made me break out" – Female 1 (Customer) # Point of view - Customer 60% – The ad features testimonials from two customers who share their positive experiences with the product. - Brand 40% – The brand's perspective is conveyed through the interviewer who asks questions and highlights the product's features and benefits. # Storyline - 00:00–00:02 The ad begins with a man approaching two women at an outdoor event. - 00:02–00:03 The man asks the women if they wear Carpe deodorant, and they both confirm that they do. - 00:03–00:06 The man expresses his surprise and asks which of them discovered Carpe. - 00:06–00:07 One of the women shows the man an order confirmation on her phone. - 00:07–00:11 The other woman states that she has been using Carpe for about three years and that it is the only deodorant she wears because everything else breaks her out. - 00:11–00:13 The man asks if he can smell how the deodorant is working, and he sniffs the first woman's underarm. - 00:13–00:16 The man states that he doesn't smell anything and asks why they chose the fragrance-free option. - 00:16–00:19 One of the women says that she doesn't like any smell and prefers to smell her perfume. - 00:19–00:24 The other woman explains that she was breaking out from other deodorants, even the sensitive ones. - 00:24–00:30 The first woman adds that she has always had eczema and sensitive skin, so Carpe has been the best option for her. - 00:30–00:35 The second woman says that she usually breaks out into hives with other deodorants, but Carpe has never made her break out. - 00:35–00:37 The first woman mentions that her oldest daughter also wears Carpe, and the man jokes that they have the whole family onto it. - 00:37–00:43 The man then surprises both women by giving them each $100.

# Ad summary This ad features a creator who throws competing products and money into a tank full of yellow liquid to highlight that Carpe is the solution for sweat and odor control. # Brand positioning Carpe is positioned as the ultimate solution to beat sweat and odor. Rather than buying multiple individual products to address sweat-related issues, Carpe offers an effective, all-in-one solution with a quick-drying lotion that goes on clear and stops odor and sweat. This emphasizes convenience and cost-effectiveness. # Product Carpe is a sweat and odor-controlling lotion. It's designed for those who want a simple, effective solution to sweating and odor, rather than buying multiple products. The product is described as a quick-drying lotion that goes on clear. It stops both odor and sweat. The featured product is a stick of Carpe Lavender Citrus Antiperspirant Underarm, which is presented as the first thing to work for many people. The product aims to address the problem of excessive spending on multiple individual solutions, offering a cost-effective alternative. # Visual style The ad has a UGC feel with its casual outdoor setting and use of natural light. The editing style includes quick cuts, especially when the man is dropping items in the aquarium. The production quality is a hybrid, balancing casual, user-generated content with some planned elements like the product demonstrations. The pacing is inconsistent, starting slow with a close-up of armpit shaving before accelerating with the aquarium shots. # Hooks Spoken: Male 1: Something insane happens in 10 seconds. Text overlay: Something insane happens in 10 seconds Visual: 00:02–00:03: Shot of a man standing outside in front of an aquarium. Behind the aquarium is a parking garage. The man is light skinned with short brown hair and glasses. He's wearing a maroon shirt, jeans, and a watch. He raises his right arm. / 00:03–00:04: Shot of a man standing outside in front of an aquarium. Behind the aquarium is a parking garage. The man is light skinned with short brown hair and glasses. He's wearing a maroon shirt, jeans, and a watch. He points at the camera. # Funnel stage Bottom of funnel (Conversion) # Pain points Many solutions for sweat and odor control are expensive to use because they require purchasing multiple individual products to address all the issues of armpit sweat and odor. # Value propositions - Carpe offers an all-in-one solution, saving you from spending hundreds of dollars on individual products. - The Carpe lotion is quick-drying and goes on clear, ensuring a comfortable and discreet experience. - You can get Carpe for 56% off when you click the link below, you're going to get to choose four premium fragrances. You'll get three free gifts. You'll get free shipping and all that with a money back guarantee # Benefits - Avoid smelly armpits - No sweat stains on clothes - Avoid dry and irritated armpits - Smell sexy # Features - quick-drying lotion - goes on clear - stops odor and sweat - Lavender Citrus Antiperspirant Underarm # Call to action Click the link below # Social proof - It's the first thing to work for so many people - If you've been seeing these videos, if you've been hearing the reviews... # Point of view - Customer 0% – Not applicable. - Brand 100% – The brand's perspective is shown through a creator providing a solution to armpit sweat and odor issues. - Expert 0% – Not applicable. - External source 0% – Not applicable. # Storyline - 00:00–00:02 The ad opens with a view of armpit hair being shaved. - 00:02–00:04 The creator states that something insane is going to happen in 10 seconds. - 00:04–00:14 The creator provides a list of solutions for armpit issues: Botox for sweat, deodorant for smell, vinegar for stains, and lotion for dry skin. This is displayed with the camera facing upwards through an aquarium as the speaker drops the products into the tank. - 00:14–00:19 The creator says buying all the above products will cost hundreds of dollars. - 00:19–00:25 The creator then throws the cash and products into the tank before pitching the Carpe product. - 00:25–00:33 The creator says that Carpe is a quick-drying lotion that goes on clear and stops odor and sweat. - 00:33–00:52 He adds that it's the first thing to work for so many people before promoting the current deal.

# Ad summary This ad promotes Carpe's underarm lotion bundle, which includes three surprise gifts, 56% off, and free shipping. The ad features a person spinning a wheel to determine the surprise gifts included in the bundle, such as sweat wipes, face lotion, and a premium mystery gift. # Brand positioning Carpe is presented as a brand that offers solutions for sweat and odor control. The brand aims to occupy a space in the consumer's mind as a reliable and effective solution for managing sweat-related issues. The brand aligns with a lifestyle that values confidence and comfort in everyday situations. Carpe pushes against the norm of simply masking odor by addressing the root cause of sweat and odor. The brand positioning is functional, focusing on performance and effectiveness in controlling sweat and odor. # Product Carpe's underarm lotion is designed to absorb sweat, fight odor-causing bacteria, and nourish the skin. It is presented as a solution for individuals seeking to manage sweat and odor in their underarm area. The product is available in stick form. The ad highlights the bundle offer, which includes 56% off, three surprise gifts, and free shipping. The ad addresses the purchase barrier of uncertainty by showcasing the surprise gifts included in the bundle, such as sweat wipes, face lotion, and a premium mystery gift. The ad encourages viewers to try or buy the product by emphasizing the benefits of sweat and odor control, as well as the added value of the bundle offer. # Visual style The ad has a polished commercial aesthetic with a clean and bright visual style. The editing style consists of quick cuts and static shots, creating a fast-paced rhythm. The production quality is high, with professional lighting and clear visuals. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: Male 1: Because she used our bundle link, she locked in 56% off, three surprise gifts, and free shipping. Text overlay: Please can you pack mine? (Comment bubble) / 56% OFF WITH FREE GIFTS Visual: 00:00–00:04 A person wearing black gloves holds a Carpe underarm lotion stick in front of a metal table with several other Carpe products. In the background, there is a shelf with various Carpe products and a neon light in the shape of the letter 'C'. Text overlay: '56% OFF WITH FREE GIFTS'. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of excessive sweating and body odor, which can cause discomfort and embarrassment. # Value propositions - Carpe's underarm lotion absorbs sweat, fights odor-causing bacteria, and nourishes skin. - Bundle offer includes 56% off, three surprise gifts, and free shipping. # Benefits - 56% off - Three surprise gifts - Free shipping # Features - Absorbs sweat - Fights odor causing bacteria - Nourishes skin # Call to action Grab the bundle while it's still live # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits. # Storyline - 00:00–00:01 The ad begins by addressing a comment asking to pack an order. - 00:01–00:04 The ad highlights the bundle offer, which includes 56% off, three surprise gifts, and free shipping. - 00:04–00:08 The ad introduces Carpe's underarm lotion, which absorbs sweat, fights odor-causing bacteria, and nourishes the skin. - 00:08–00:10 The ad transitions to spinning a wheel to determine the surprise gifts included in the bundle. - 00:11–00:13 The first surprise gift is revealed to be sweat wipes, which are described as awesome. - 00:13–00:16 The second surprise gift is revealed to be face lotion, which the presenter's wife loves. - 00:16–00:21 The final surprise gift is revealed to be a premium mystery gift, which the presenter cannot disclose but expresses jealousy over. - 00:21–00:26 The ad concludes with a call to action to grab the bundle while the sale is still live, emphasizing that the deal won't last.

# Ad summary A man and woman demonstrate the need for the Carpe brand of deodorant. The man holds various items and implies the costs associated with all these products. The woman holds items, with stained sweat marks under her arms. # Brand positioning Carpe presents itself as a practical and effective solution to sweat and odor issues, positioning itself as a provider of premium fragrances and superior performance compared to generic brands. The brand emphasizes the convenience and value of its deodorant sticks, offering a single product that addresses multiple concerns and uses high-quality ingredients like Italian bergamot, California lemon, and Brazilian rosewood. Carpe aims to occupy a space in the consumer's mind as a trusted and reliable choice for odor control. # Product The featured product is Carpe deodorant, which comes in a stick format. Carpe is designed for individuals seeking effective sweat and odor protection, offering a practical solution to avoid sweat stains, body odor, and bacteria growth. The product uses ingredients that stop sweat, prevent odor, and reduce bacteria growth. Carpe deodorant comes in premium fragrances, including ingredients like Italian bergamot, California lemon, and Brazilian rosewood. The brand addresses concerns about effectiveness and fragrance quality, positioning itself as superior to cheaper alternatives. Carpe offers a value proposition by consolidating multiple benefits into one stick and providing a cost-effective solution compared to purchasing individual products. # Visual style The ad has a UGC feel due to the shaky camera and outdoor setting. The quick cuts and static shots maintain a consistent pace, while the straightforward editing style aims for clarity and directness in presenting the product and its benefits. # Hooks Spoken: 00:01–00:03 If your shirts have sweat stains, wear dark clothing. Text overlay: 00:01–00:03 have sweat stains, / 00:01–00:03 wear dark clothing Visual: 00:01–00:10 A man and woman stand in a field in front of trees. The man is wearing a maroon shirt, jeans, and glasses. The woman is wearing a white shirt and jeans. The woman holds her arm up with stained sweat marks under her arms. The man holds various items throughout, including deodorant, a black shirt, a white shirt, a spray bottle, vinegar, lotion, and flowers. The camera is stationary and shot at eye-level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration and cost associated with purchasing multiple individual products to address sweat and odor. It visually presents an array of items (deodorant, vinegar, lotion, perfume) and mentions the high cost of buying each item separately, highlighting the consumer's struggle with an expensive and complicated personal care routine: "If you try to buy each one of these individually, you're spending hundreds of dollars, and who wants all this stuff?" # Value propositions - You can literally get all the same benefits in one stick of Carpe - Premium fragrances - And you actually do not have to overpay on Amazon. # Benefits - Effective sweat and odor protection - Consolidates multiple benefits into one stick - Premium fragrances with ingredients like Italian bergamot, California lemon, and Brazilian rosewood # Features - Stops sweat - Prevent odor - Reduces bacteria growth - Premium fragrances - Ingredients like Italian bergamot, California lemon, and Brazilian rosewood # Call to action Click the link below # Point of view - Brand 100% – The voiceover explains the benefits of the product. # Storyline - 00:01–00:02 The ad starts with a man and woman standing outside in a field, implying they are about to address a personal care issue. - 00:01–00:09 00:01–00:09 A man explains that if shirts have sweat stains to wear dark clothing, if they are smelly to put on deodorant, if they're staining to soak them in vinegar, if they are dry and irritated to use lotion, and if you want them to smell sexy to use perfume. The tone is informative. - 00:09–00:14 00:09–00:14 The man states that the problem is buying all those products individually costs hundreds of dollars. A subtotal amount of $353.55 is seen. The tone is informative. - 00:14–00:19 00:14–00:19 The man says to get rid of all the products because you can get all the benefits in one stick of Carpe. The man presents a stick of Carpe. The tone is informative. - 00:19–00:23 00:19–00:23 The man states that Carpe uses ingredients proven to stop sweat, prevent odor, and reduce bacteria. The tone is informative. - 00:23–00:28 00:23–00:28 The man states to look at the difference in bacteria growth between an armpit wearing Carpe and generic deodorant. The man holds a petri dish comparing Carpe and other brands. - 00:28–00:35 00:28–00:35 The man explains that unlike some other brands that smell cheap, Carpe uses premium fragrances, with ingredients like Italian bergamot, California lemon, and Brazilian rosewood. The man shows Carpe sticks. - 00:35–00:44 00:35–00:44 The man states that you do not have to overpay on Amazon, and can go to the website to get it for 56% off, and choose four free premium fragrances, with four free gifts. The man shows Carpe sticks and points to text overlays.

# Ad summary This ad showcases Carpe's current deal where customers can get four underarm sticks, face towels, sweat-absorbing face lotion, a premium mystery gift, and free shipping for a limited time. # Brand positioning Carpe is presented as a brand focused on providing solutions for sweat management with products like deodorant and face lotion. The brand promotes convenience and value, offering bundled deals and additional free products to incentivize purchases. Carpe aims to offer a comprehensive solution for sweat-related concerns, whether it's through their underarm deodorant, face wipes, or lotions. The brand aligns with a practical, problem-solving approach. # Product The ad features Carpe's underarm sticks, designed to control sweat and odor. Also highlighted are Clean Skin Club face towels, positioned as a quick and hygienic solution for cleansing on the go. The ad also promotes a free sweat-absorbing face lotion, designed to manage facial sweat and keep skin fresh. Additionally, the ad includes a premium mystery gift, adding an element of surprise and perceived value. The ad addresses purchase barriers by emphasizing limited-time deals and free shipping, incentivizing immediate action. Together, these products offer a comprehensive solution for sweat management, emphasizing convenience, hygiene, and value. # Visual style The ad has a polished aesthetic, utilizing quick cuts and smooth transitions to keep the pace fast and engaging. The production quality feels like a hybrid between UGC and commercial, lending authenticity while maintaining a clean look. The ad features a mix of indoor and outdoor settings, using natural lighting. The editing rhythm is consistent, with cuts timed to the voiceover to emphasize key points. The pacing is quick, with approximately 20 cuts per minute, ensuring that the viewer remains engaged throughout. # Hooks Spoken: 00:00–00:12 You can get four underarm sticks, the viral Clean Skin Club face towels, a free sweat absorbing face lotion, plus a premium mystery gift, and FREE shipping. Text overlay: 00:00–00:12 This deal is too good to be true / 00:00–00:01 get four / 00:01–00:02 Underarm Sticks, / 00:02–00:03 Skin Club / 00:03–00:04 Face Towels, / 00:04–00:05 Absorbing / 00:05–00:06 Plus, / 00:06–00:07 Mystery Gift / 00:07–00:08 and FREE shipping. Visual: 00:00–00:01 A woman with manicured nails places two white Carpe underarm sticks on a gray patterned surface. / 00:01–00:02 The woman adds two more Carpe underarm sticks to the gray patterned surface. The sticks are white with green, red, and purple labels. / 00:02–00:03 A woman’s hands hold a white box of Clean Skin Club face towels. The background shows a large green bush. / 00:03–00:05 Two women are standing outside holding orange tubes of Carpe face lotion. Both are smiling. One is wearing a black top with a brown hat, and the other is wearing a black tank top. / 00:05–00:07 The camera zooms into a cardboard box that has white and orange Carpe products. There is a blue and green light graphic over the box. / 00:07–00:08 A woman wearing a blue long sleeve shirt with white leggings and sneakers bends down to pick up an orange package from a white porch. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad suggests the pain point of excessive sweat, which can be embarrassing and uncomfortable. The text and visuals highlight solutions for both underarm and facial sweat, addressing a common frustration for many people. The quote 'This deal is too good to be true' sets up the relief that can be had for a good price. # Value propositions - Get a complete sweat management solution - Try out the viral Clean Skin Club face towels - Added excitement of a free premium gift # Benefits - Controls sweat and odor - Cleanses skin on the go - Manages facial sweat and keeps skin fresh - Adds excitement and value - Saves money on shipping costs # Features - Underarm sticks - Clean Skin Club face towels - Sweat absorbing face lotion - Premium mystery gift - Free shipping # Call to action Claim your offer below! # Point of view - Brand 40% – The brand's POV is communicated through showcasing the product lineup, highlighting free products and free shipping. - Customer 60% – The customer's POV is communicated through the visuals and speaking, which feels authentic and unfiltered, like a peer sharing a great deal. # Storyline - 00:00–00:01 The ad opens with a focus on the unbeatable deal, with the narrator setting the stage by holding two underarm sticks. - 00:01–00:02 00:01–00:02 The deal expands to include four underarm sticks, highlighting the quantity and value being offered. The perspective is from someone showcasing the contents of an offered deal. - 00:02–00:03 00:02–00:03 The scene transitions to Clean Skin Club face towels, emphasizing the variety of products included in the deal. The perspective is from someone highlighting the contents of an offered deal. - 00:03–00:05 00:03–00:05 Two women are shown holding the sweat-absorbing face lotion, emphasizing the additional free product included in the deal. The perspective is from the brand showing happy customers and products. - 00:05–00:07 00:05–00:07 The deal is revealed to include a premium mystery gift, adding an element of surprise and excitement. The perspective is from someone showcasing the contents of an offered deal. - 00:07–00:08 00:07–00:08 The narrator emphasizes that this includes free shipping, highlighting the added value and convenience. The perspective shifts to a person receiving the deal. - 00:08–00:12 00:08–00:12 The ad issues a warning that the deal is limited time and moving fast, urging viewers to act quickly before it’s gone, with emphasis on grabbing the deal before it runs out. The perspective shifts to the brand to add urgency and inform users.

# Ad summary The image promotes Carpe antiperspirant products with a limited-time offer, presenting several deodorant sticks and highlighting a discount and a free gift of Clean Skin Club XL Towels. # Brand positioning Carpe is presented as a solution-oriented personal care brand focused on antiperspirant and sweat management. The multiple deodorant scents on display suggest a personalized approach to underarm care, and the association with 'Clean Skin Club XL Towels' as a free gift implies a focus on cleanliness and hygiene. This brand aims to occupy a space in the consumer's mind as a reliable and effective solution for managing sweat and maintaining freshness. The brand's positioning is functional, highlighting the effectiveness and personalization of its products. # Product The primary product featured is Carpe antiperspirant deodorant. The deodorant sticks are packaged in bright orange containers, with a circular logo near the top. The product aims to provide underarm sweat and odor protection. The ad features multiple variations of the product, each with a unique scent or formulation, including 'Citrus & Cedarwood,' 'Mountain Breeze,' 'Bourbon Peppercorn,' 'Coastline,' 'Bergamot & Gold,' and 'Redwood & Lavendar' each identified via a black rectangle. The limited-time offer of 'Clean Skin Club XL Towels' as a free gift is designed to incentivize immediate purchase. # Visual style The ad features a clean and product-focused visual style. The bright, contrasting colors (orange, white, and blue) create a visually appealing image that draws attention to the products and offers. The products are neatly arranged, and the lighting is bright, highlighting the details and packaging. The composition is simple and straightforward, emphasizing the key elements of the offer and the product range. # Hooks Headline: UP TO 67% OFF # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Up to 67% off, plus a free gift offer value by bundling discounts with free items. # Benefits - Free gift of Clean Skin Club XL Towels with purchase. # Features - Multiple scents available # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand: The discount, free gift, and product display are presented from the brand's point of view, showcasing the value proposition and product range. - Product: The lineup of various Carpe antiperspirant deodorant sticks showcases a variety of product choices, giving the product a clear POV. # Storyline - The image begins by highlighting a substantial discount of up to 67% off, immediately grabbing the viewer's attention with a strong savings opportunity. This is presented from the brand's perspective, aiming to create excitement and urgency around the offer. - Next, the ad reveals a limited-time free gift of 'Clean Skin Club XL Towels,' further sweetening the deal and adding another layer of incentive. This is positioned from the brand's POV, showcasing added value and encouraging a quick purchase decision due to the limited-time nature of the offer. - Finally, the ad presents a lineup of various Carpe antiperspirant deodorant sticks, each with different scents, reinforcing the product's variety and personalization options. From a product perspective, this beat emphasizes the range of choices available, enticing the viewer to explore and find their perfect scent.

# Ad summary This ad features a man sitting at a table with banana peels on it, promoting Carpe deodorant. He claims that the product is cheaper to buy directly from the website than on Amazon, and encourages viewers to check the link in the description. # Brand positioning Carpe is presented as a solution for individuals dealing with sweat and odor issues. The brand positions itself as an alternative to purchasing from major online retailers like Amazon, offering better deals and exclusive offers directly through its website. The brand aims to occupy a space in the consumer's mind as a cost-effective and reliable option for sweat and odor protection, promoting a functional approach to personal care. # Product Carpe is an underarm antiperspirant deodorant designed to provide advanced sweat and odor protection. The product comes in a solid stick form with a new look but the same great formula. It is intended for anyone dealing with sweat and odor issues. The ad highlights that purchasing directly from the Carpe website offers a better deal, including the possibility of getting four sticks plus gifts and free shipping, compared to buying a single stick on Amazon. The ad addresses the purchase barrier of cost by emphasizing the exclusive deal and potential savings. # Visual style The ad has a casual, UGC feel with simple editing and natural lighting. The production quality is basic, resembling a typical social media video. The pacing is consistent, with static shots and minimal transitions. # Hooks Spoken: 00:00–00:02 Don't be dumb like I was and pay 20 bucks for one of these sticks on Amazon when you can get Text overlay: 00:00–00:00 BE DUMB / 00:01–00:01 20 BUCKS / 00:02–00:02 ON AMAZON Visual: 00:00–00:02 The shot features a man with glasses and a black baseball cap sitting at a table. In front of him are two orange Carpe deodorant sticks and a plate of banana peels. He holds up two of the deodorant sticks while an image of the product on Amazon appears in the upper right corner. # Funnel stage Consideration # Pain points The ad addresses the frustration of overpaying for a single deodorant stick on Amazon when a better deal is available directly from the brand's website. "Don't be dumb like I was and pay 20 bucks for one of these sticks on Amazon..." # Value propositions - Exclusive deal for 56% off - Four sticks plus gifts and free shipping - Better value than purchasing from Amazon # Benefits - Advanced sweat and odor protection - Better deal compared to Amazon - Potential for free gifts and free shipping # Features - Underarm antiperspirant deodorant - New look, same great formula # Call to action I'll leave a link down below # Social proof - "Don't be dumb like I was..." – Male 1 (Customer): This implies that the speaker has firsthand experience with the product and regrets overpaying for it on Amazon, suggesting that others can learn from his mistake. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer sharing his experience and recommendation. # Storyline - 00:00–00:02 The creator begins by advising viewers not to make the mistake he did by overpaying for the product on Amazon. - 00:02–00:08 He then points out that the brand's website offers a much better deal. - 00:08–00:10 The creator emphasizes that the deal is a good value compared to purchasing from Amazon. - 00:10–00:13 He recommends the product to anyone dealing with sweat and odor issues. - 00:13–00:16 The creator encourages viewers to check the link in the description and ensure the product is still in stock before purchasing.

# Ad summary A blonde female user expresses how many compliments she receives while wearing Carpe deodorant and states that it has notes of lavender citrus. She mentions that it includes eucalyptus oil which hydrates your skin and concludes that this deodorant will help you have your pheromones out of this world. # Brand positioning Carpe is presented as a brand that offers more than just deodorant; it's a confidence booster that gets you noticed. The brand positions itself as elevating the user's presence to that of a luxury experience. Carpe products are designed for people who want to make a memorable impression and stand out in a crowd with a hint of sexiness. Its eucalyptus oil formulation sets it apart, providing skin hydration in addition to fragrance and odor protection. # Product Carpe deodorant is formulated to keep you smelling great all day, and features notes of lavender citrus. Unlike some deodorants, Carpe does not wear off. The best part is that the product hydrates your skin, as it has eucalyptus oil in it. Using the deodorant will allow you to have your pheromones out of this world. # Visual style The ad has a polished UGC aesthetic with a focus on the presenter. It is lit naturally and the editing is minimal, consisting of static shots. The pacing is relaxed and conversational, supporting the friendly tone of the ad. # Hooks Spoken: 00:00–00:02 Female 1: What the heck did they put in this deodorant? Text overlay: 00:00–00:03 What is in this deodorant?!😳 Visual: 00:00–00:02: The shot is a close-up, selfie-style framing of a young, blonde-haired woman with blue eyes. She is wearing a blue sweatshirt and gold jewelry and is standing in what appears to be her bedroom, which has a ceiling fan. She is holding a white deodorant stick with purple lettering, and speaks directly to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points Other deodorants wear off throughout the day, losing their effectiveness and scent. # Value propositions - The deodorant is more than just a deodorant as it has eucalyptus oil which hydrates your skin. - The scent of the deodorant will make you smell so great that it has people complimenting you. - The scent will elevate your presence to that of a luxurious five-star hotel experience. # Benefits - Smell like you just walked into a five-star hotel - Hydrates your skin - Pheromones out of this world # Features - Notes of lavender citrus - Eucalyptus oil # Call to action None used. # Social proof - "The amount of people that have been complimenting me when I wear this scent of deodorant is actually insane" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a satisfied customer sharing their experience with the product. # Storyline - 00:00–00:02 The creator begins by exclaiming, "What the heck did they put in this deodorant?" - 00:02–00:07 She states that she has been getting more compliments than usual when wearing this Carpe deodorant. - 00:07–00:15 She shares a hypothetical in public interaction, stating "Oh my gosh, you smell so good. I'm sorry I have to interrupt you like what is that." - 00:15–00:18 She continues, saying that this never happens to her because her other deodorants wear off, but this one doesn't. - 00:18–00:25 She mentions that it has notes of lavender citrus, so when you put it on, you smell like you just walked into a five-star hotel. The tone here is that of a luxurious experience. - 00:25–00:27 She states, "I am the Ritz Carlton, but with a little bit of sexy." - 00:27–00:31 She says the best part is that it's not just a deodorant, but it has eucalyptus oil in it, so it hydrates your skin. - 00:31–00:36 She concludes that if you want people to start coming up to you in public and have your pheromones out of this world, then this deodorant is for you.

# Ad summary This ad promotes Carpe deodorant. The ad is filmed at an outdoor concert venue. The ad's host asks concertgoers what brand of deodorant they use and tests Carpe deodorant by smelling the armpits of people that claim to wear it. The ad concludes by promoting their current offer of up to 56% off plus free shipping and a call to action to click the link below to stay dry. # Brand positioning Carpe is positioned as a premium deodorant brand offering a solution to sweat and odor issues. In contrast to generic deodorants that smell cheap, Carpe prides itself on offering deodorants in premium fragrances. The brand sets itself apart by offering scents that smell clean and can still work well even after a day of sleep. # Product Carpe deodorant comes in stick form and in premium fragrances such as coconut vanilla. In comparison to generic deodorants, Carpe comes in a variety of premium fragrances that leaves no hint of body odor. The deodorant dries quickly, leaving no trace, and can be worn for long periods of time. # Visual style The ad has a UGC style aesthetic with quick cuts that sync with the speech of the speakers. The production quality feels natural and captures the candid responses from various people interviewed at the concert venue. The pacing is fast paced, and aligns with the energetic atmosphere of the concert. # Hooks Spoken: As an Asian, we don't really sweat and it doesn't really stink. Text overlay: He really said that 🤣😂 Visual: 00:00–00:02: Shot of an Asian man with short black hair being interviewed in front of a crowd of people at an outdoor venue on a sunny day. He is wearing a black tank top and red plaid pants. He has stickers of flames on his neck and right shoulder. The camera is positioned at eye level with slight movement. # Funnel stage Consideration # Pain points The pain point is the desire to stay sweat and odor free, especially during active moments at concerts and raves. Many generic deodorants are not up to par. # Value propositions - Premium fragrances keeps you smelling clean - Stays sweat and odor free, keeping you confident. # Benefits - Unlike some deodorants that smell cheap - Stays sweat and odor free # Features - Premium fragrances # Call to action Click that link below # Social proof - "Smells clean as f**k" – Woman 3 (Customer) - "I could go to sleep with Carpe on, wake up the next day and it'll still smell good and I still won't be sweating" – Man 4 (Customer) - "I thought it was total bullsh*t marketing, but like that sh*t low-key works" – Man 1 (Customer) # Point of view - Customer 70% – The testimonials from various concertgoers provides the customer's perspective. - Brand 30% – The host provides the brand's official messaging and product claims. # Storyline - 00:00–00:02 The ad starts with an Asian man explaining that he doesn't sweat or stink. - 00:02–00:05 The ad host explains that the first person he finds wearing Carpe gets $100. - 00:05–00:08 The host asks a concertgoer what deodorant she is wearing. She responds with a censored answer and admits the current deodorant she is wearing sucks. - 00:08–00:10 The host asks another concertgoer what deodorant he wears. He responds with a censored answer and explains that it is mid. - 00:11–00:12 The host asks another concertgoer about her deodorant and she tells the host that she has the Asian gene so she doesn't sweat. - 00:12–00:17 The host compares his armpit wearing generic deodorant with his armpit wearing Carpe. The generic armpit is sweating while the Carpe armpit is bone dry. - 00:17–00:19 The host displays Carpe deodorant and explains that it comes in premium fragrances. - 00:19–00:25 The host asks another concertgoer about Carpe deodorant. She explains that it smells clean as f**k and she wears it right now. After the host confirms she wears it, he offers to smell it. - 00:26–00:28 The host displays a tube of Carpe Sandalwood, and the concertgoer explains that she wears it for raves. - 00:28–00:30 The host rewards her $100, which she exclaims over. - 00:31–00:34 The host interviews another concertgoer who explains that he orders Carpe a month ago and it smells like coconut vanilla. The host highlights that there is no hint of body odor. - 00:34–00:42 The concertgoer assures the host that he isn't trying to glaze or anything. He explains that he could go to sleep with Carpe on and wake up the next day and still smell good while not sweating. He then gets rewarded $100. - 00:42–00:45 The host asks another concertgoer about Carpe deodorant and explains that it dries and you don't even know you are wearing it. - 00:45–00:53 The concertgoer goes on to say that he thought it was total bullsh*t marketing, but it low-key works and gets rewarded $100. - 00:53–00:56 The host calls out the current deal of up to 56% off plus free shipping and encourages the viewer to click the link below.

# Ad summary This image ad for Carpe promotes an early Black Friday deal on their line of deodorant sticks. The ad features a row of deodorant sticks in various scents against a black and white background, with a headline announcing the sale and a call to action to shop now. # Brand positioning Carpe is presented as a solution for excessive sweating, offering a range of antiperspirant products. The brand emphasizes efficacy and variety, with different scents and formulations to suit individual preferences. Carpe positions itself as a modern, accessible brand that addresses a common problem with a straightforward and effective solution. The brand's tone is functional and direct, focusing on the practical benefits of its products. # Product The product featured is Carpe Antiperspirant Deodorant Stick, available in multiple scents. Each stick comes in an orange plastic container with a solid twist-up applicator. The product is designed to prevent sweating and odor. The ad showcases a variety of scents, including Citrus & Cedarwood, Mountain Air, Bourbon Pepper, Fresh Ocean, Bergamot & Clove, and Sandalwood & Lavender. The primary benefit is sweat and odor protection, addressing the discomfort and inconvenience of excessive sweating. The variety of scents suggests a personalized approach to odor control. # Visual style The ad has a clean and modern visual style with a high-contrast color scheme of black, white, and orange. The product is well-lit and prominently displayed, with a focus on clear typography and simple graphics. The overall aesthetic is polished and professional, designed to convey trust and credibility. # Hooks Headline: EARLY BLACK FRIDAY # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of excessive sweating and body odor, which can cause discomfort and embarrassment. # Value propositions - Early Black Friday deal - Our best deal of the year # Benefits - Sweat and odor protection # Features - Antiperspirant deodorant - Available in multiple scents: Citrus & Cedarwood, Mountain Air, Bourbon Pepper, Fresh Ocean, Bergamot & Clove, and Sandalwood & Lavender # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting the product, its benefits, and the current promotion. # Storyline - The ad opens with a headline announcing an "EARLY BLACK FRIDAY" sale, immediately grabbing the viewer's attention with a limited-time offer. This is told from the brand's perspective to create a sense of urgency and excitement around the deal. - Next, the ad showcases a row of Carpe Antiperspirant Deodorant Sticks in various scents. This is presented from the brand's perspective to highlight the product's availability in multiple options and to visually reinforce the brand's core offering. - The ad includes a blue starburst badge that reads "OUR BEST DEAL OF THE YEAR", emphasizing the value of the current promotion. This is told from the brand's perspective to further incentivize the viewer to take advantage of the offer. - Finally, the ad concludes with a "SHOP NOW" button, providing a clear call to action for the viewer to purchase the product. This is told from the brand's perspective to drive immediate sales and capitalize on the viewer's interest.

# Ad summary The ad is a UGC-style commercial for Carpe Underarm Antiperspirant Deodorant. The presenter speaks directly to the camera to describe how Carpe got rid of his armpit sweat after taking a shower, armpit rashes, sweat-stained clothes, and waking up feeling sticky and gross. He then shows 3 containers of Carpe, describes some of its key features and ingredients, and touts an exclusive deal on the company's website. # Brand positioning Carpe positions itself as a solution for people who struggle with excessive sweating and body odor, even after showering. The brand stands against the trend of natural solutions, promoting a product that effectively addresses sweat and odor issues. Carpe's branding focuses on offering a reliable and effective solution, not just a temporary fix, aiming to provide confidence and comfort to individuals dealing with these concerns. # Product Carpe Underarm Antiperspirant Deodorant is presented as a solution for individuals struggling with underarm sweat, rashes, stained clothing, and odor even after showering. It is an underarm lotion that eliminates sweat, has 9 scents to choose from, and is made with clean and smooth, gentle ingredients that hydrate the skin. The product goes on clear. The product is intended for people who have zero self-confidence because they deal with excessive sweating, rashes, stained clothing, and odor even after showering. The ad addresses the purchase barrier of price by highlighting a deal on the Carpe website where customers can get four of them plus gifts, plus free shipping for 56% off, which the presenter says is a much better deal than paying $20 for one on Amazon. # Visual style The ad has a UGC feel. The editing style uses quick cuts. The production quality is medium, likely filmed using a smartphone. The aesthetic is casual. The pacing is consistent at around 30 CPM. The edits often sync with the spoken language. # Hooks Spoken: If you still smell like crap even after taking a shower, Text overlay: SMELL LIKE / AFTER TAKING Visual: 00:02–00:05: The creator sits at a white countertop cutting a banana. There is a silver mini microphone pinned to his green t-shirt. He wears black framed glasses and a baseball cap. The creator is light-skinned, 25-35 years old, and male presenting. The background includes part of a yellow ceiling, a stainless steel fridge, and what appears to be the interior of a restaurant. The camera framing is close up and steady. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration or problem is struggling with underarm sweat, rashes, stained clothing, and odor even after showering: "If you still smell like crap even after taking a shower, your armpits have rashes, your clothes have sweat stains, you wake up feeling sticky and gross, and you have zero self-confidence." # Value propositions - Effective underarm antiperspirant deodorant that gets rid of armpit sweat. - Multiple scent options. - Clean and gentle ingredients. - Goes on clear. # Benefits - Stops sweat - Hydrates skin # Features - Underarm lotion - 9 scents to choose from - Made with super clean and smooth, gentle ingredients that hydrate skin - Goes on clear # Call to action Check and make sure it's still in stock before you purchase. # Social proof - "I can’t blame you because I used to deal with every single one of those things" – Creator 1 (Customer) - "It's the same thing that got rid of my armpit sweat I had for three years and is the only thing that worked" – Creator 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a former Carpe customer who is now an advocate of the brand. # Storyline - 00:00–00:02 A wooden device with metal rods is scraped across an armpit with dark hair. The scraping sound is audible. A text overlay states that someone is trying to beat a billion dollar industry with their invention. This is likely intended to set up that traditional deodorants don't work and also establish the POV of a small business founder. - 00:03–00:12 00:03–00:12: The creator sits in front of the camera as he slices a banana. There is text on the screen replying to a comment about being scared to lift their arms in public. He says, "If you still smell like crap even after taking a shower, your armpits have rashes, your clothes have sweat stains, you wake up feeling sticky and gross, and you have zero self-confidence, and I can’t blame you because I used to deal with every single one of those things." This is intended to convey that the creator and viewers are aligned, using a casual tone to relate to the viewer's past pain points. - 00:12–00:27 00:12–00:27: The creator says, "That is until I found this one thing. It's the same thing that got rid of my armpit sweat I had for three years and is the only thing that worked. And no, it wasn't some sort of stupid natural solution. All I do now is use this." The video then shows the product. The creator says, "This underarm lotion is seriously magic! I think there are somewhere around like 9 scents to choose from and it actually stops my sweat." This conveys the transition from suffering to finding a solution and the excitement of the solution finally working. He then states more features and benefits, while showing the product. - 00:27–00:48 00:27–00:48: The creator continues to describe the product and then states that, "It's also made with super, super clean and smooth, gentle ingredients that hydrate my skin. It also goes on clear, look at that. Just don't be dumb like I was and pay 20 bucks for one of these sticks on Amazon when you can get four of them plus gifts, plus free shipping on this like exclusive deal right now for 56% off. It's kind of a really good deal compared to Amazon. So if you deal with any of those issues, I definitely recommend it. And I'll leave the link down below, but just check and make sure it's still in stock before you purchase." He conveys the financial benefits and also directs the customer to purchase. The viewer sees the product from the creator's POV, which makes the call to action sound genuine.