How Chewy Advertises on Meta

# Ad summary This ad promotes the iCrate dog crate by MidWest Homes for Pets, available at Chewy. The ad highlights the crate's safety, comfort, secure slide-bolt latches with Paw Block, and large entry for easy passage. # Brand positioning MidWest Homes for Pets positions itself as a provider of safe, comfortable, and secure homes for pets, specifically dogs, through its iCrate product line. The brand aims to provide pet owners with a reliable solution for containing their pets. The brand is functional, focusing on safety and comfort. By offering a secure crate with features like Paw Block latches, the brand addresses pet owners' concerns about their pet's safety and well-being, while also promoting ease of use with a large entry for easy passage. # Product The iCrate by MidWest Homes for Pets is a wire dog crate designed to provide a safe, comfortable, and secure space for dogs. It features a large entry for easy passage and secure slide-bolt latches with Paw Block technology. The crate is shown with a soft, plush bed inside to enhance comfort for the dog. The crate's design addresses potential purchase barriers by emphasizing security, ease of use, and comfort, making it appealing to dog owners seeking a reliable and pet-friendly crating solution. The ad tells the viewer that this product is worth trying because of its safety features, comfort, and ease of use. # Visual style The ad has a clean and polished aesthetic with bright, natural lighting. The editing style uses mostly static shots with occasional close-ups to highlight product features. The production quality is high, giving it a commercial feel. The pacing is consistent, with each shot held long enough to convey its message. There are no special effects or unusual camera movements. # Hooks Text overlay: 00:00–00:02: Looking for a dog crate? Visual: 00:00–00:02: A black and white dog lies comfortably inside a large, black wire dog crate with a gray, plush bed inside. The crate is in a home setting, with a living room and kitchen visible in the background. The dog appears relaxed, with its tongue slightly out. The camera is stationary, providing a clear view of the dog and the crate. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of needing a secure and comfortable space for a dog. "Looking for a dog crate?" # Value propositions - Safe, Comfortable, and Secure: Emphasizes the overall value of the crate in ensuring the dog's well-being and security. - Large entry for easy passage: Highlights the convenience of the crate for both the dog and the owner. # Benefits - Safe - Comfortable - Secure # Features - Large entry for easy passage - Secure slide-bolt latches with Paw Block.™ # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is delivered from the official brand perspective, highlighting product features and benefits. # Storyline - 00:00–00:04 The ad opens with a dog lying comfortably in a crate, showcasing its comfort and security. This sets the stage for the product's benefits. - 00:04–00:08 The ad continues, showcasing the large entry of the crate and how the dog comfortably fits in the crate, assuring a space where the dog will not feel trapped. - 00:08–00:12 The ad shows a hand securing the slide-bolt latches with Paw Block, emphasizing the security feature of the crate, which assures owners that their dog will not be able to open the crate. - 00:12–00:17 The ad concludes by showing the product name and brand, then where the product is sold. The intention is to reinforce the brand and prompt the viewer to purchase the product.

# Ad summary A Meta ad for Blue Buffalo dog food, featuring the brand's dry food and canned stew products arranged on a blue surface, alongside an eager-looking golden retriever. # Brand positioning Blue Buffalo positions itself as a provider of healthy and holistic dog food options, as evidenced by the phrases 'Healthy' and 'Holistic' appearing on their packaging. The brand's products are formulated with a 'Life Protection Formula' and 'LifeSource Bits,' which suggests an emphasis on nutritional value and overall well-being for pets. There is a clear commitment to quality ingredients. This brand aims to occupy a space in the consumer's mind as a trusted provider of nutritious and delicious meals for dogs. It promotes a lifestyle of pet health and happiness. # Product The ad features a selection of Blue Buffalo dog food products, including dry kibble and canned stew options. The kibble varieties include 'ADULT Chicken and Brown Rice Recipe' and 'ADULT Salmon Recipe'. These are packaged in bags. The canned stew product is 'Blue's Stew Hearty Beef Stew'. The canned stew is presented as a flavorful meal option for dogs, with the label highlighting 'Hearty Beef Stew'. The ad addresses the purchase barrier of taste and palatability by highlighting 'Shop Healthy Meals They Can't Resist,' suggesting that these products are both nutritious and appealing to dogs. The dry kibble is for adult dogs. # Visual style The ad features a clean, studio-shot aesthetic with a focus on product presentation. The high production quality and strategic lighting enhance the appeal of the dog food packaging and the dog, creating a polished and inviting image. The ad makes use of clear typography for readability and impact, likely aimed at capturing attention in a busy social media feed. The platform-native style is in-feed. # Hooks Headline: Shop Healthy Meals They Can't Resist # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concern that healthy food may not be appealing to pets, focusing on picky eaters. # Value propositions - Healthy Meals They Can't Resist: This highlights the combined value of nutrition and palatability, appealing to both the pet owner's desire for a healthy pet and the pet's desire for tasty food. # Benefits - Healthy - Holistic - Meals They Can't Resist # Features - Life Protection Formula - with LifeSource Bits - ADULT Chicken and Brown Rice Recipe - ADULT Salmon - Blue's Stew Hearty Beef Stew # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand logo appears in the top left of the image, establishing brand ownership and visual identity. - Customer: The happy golden retriever at the center of the image suggests the product's appeal from the dog's perspective. - Brand: The headline 'Shop Healthy Meals They Can't Resist' directly speaks about the brand's benefits and offerings. # Storyline - The ad opens by showcasing the Blue Buffalo brand logo, immediately establishing the brand presence and providing a visual anchor for the product being promoted. The brand is telling the audience that this ad is from them. - Next, the ad highlights the phrase, 'Shop Healthy Meals They Can't Resist,' which quickly positions the product as nutritious and appealing to dogs. The brand wants to emphasize that their food is both healthy and delicious for pets. - The ad displays a variety of Blue Buffalo products, including dry kibble and canned stew, to emphasize the brand's range of options and appeal to different dietary preferences. The brand is highlighting their wide selection of dog food options. - The ad concludes with a golden retriever eagerly anticipating mealtime, which is used to evoke a sense of emotional connection and to reinforce the idea that dogs will love Blue Buffalo food. The ad conveys the feeling of a happy customer (dog)."

# Ad summary This image ad promotes Greenies Dental Treats for cats, emphasizing their effectiveness in reducing tartar accumulation. The ad features a woman happily feeding the treats to her cat, supported by product shots and a claim about tartar reduction. # Brand positioning Greenies is presented as a vet-recommended brand focused on dental health for cats, positioning itself as a trustworthy and effective solution for pet owners concerned about their cat's oral hygiene. The brand aims to occupy the space of providing treats that are not only enjoyable for cats but also beneficial for their health, specifically targeting dental care. By emphasizing the 'Vet Recommended' aspect, Greenies aligns with a responsible and caring approach to pet ownership, differentiating itself from brands that might prioritize taste over health benefits. The brand's positioning is both functional, offering tangible dental benefits, and emotional, appealing to pet owners' desire to care for their pets' well-being. # Product Greenies Dental Treats for cats are dental treats designed to reduce tartar accumulation. They come in a catnip flavor, packaged in a green bag and a clear plastic container with a green lid, both featuring the Greenies logo. The treats are intended for cats and are given to them by their owners. The packaging emphasizes the 'Vet Recommended' aspect and claims a '36% less tartar accumulation after 28 days'. The ad addresses the potential purchase barrier of skepticism about treat effectiveness by highlighting the dental benefits and vet recommendation. The treat is worth buying because it supports dental health while being a treat cats enjoy, as implied by the cat eating it from the owner's hand. # Visual style The ad uses a bright and clean aesthetic, suggesting a focus on health and well-being. The shot features natural lighting and a relatable scene of a pet owner interacting with their cat. The overall feel is polished but approachable, using direct product shots and clear messaging. # Hooks Headline: 36% less tartar accumulation after 28 days* # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cat owners being concerned about their cat's dental health, particularly tartar buildup. # Value propositions - Dental treats: promote oral hygiene for cats. - Catnip flavor: makes dental treats more appealing to cats. # Benefits - 36% less tartar accumulation after 28 days # Features - Dental treats - Catnip Flavor - Vet Recommended # Call to action None used. # Social proof - Vet Recommended # Point of view - Brand: The brand is displayed in the upper left corner of the image, showcasing the logo and product name, "Feline Greenies DENTAL TREATS." # Storyline - The ad opens by showcasing the Greenies brand and product, signaling the focus is on dental treats for cats. The brand is telling the viewer what they are selling. - The ad features a woman smiling and hand-feeding Greenies treats to her cat, which is eating the treat. This demonstrates a positive interaction and shows the product being used, coming from the customer's perspective. - The ad highlights the claim that the product leads to '36% less tartar accumulation after 28 days', offering a tangible benefit and providing a reason to purchase the treat, which comes from the brand's perspective.

# Ad summary This ad is for NaturVet allergy supplements for dogs. It opens with a dog scratching and the text overlay, "You thought it'd pass. But it didn't." The ad then shows the product packaging and encourages viewers to start supporting their dog today. # Brand positioning NaturVet presents itself as a brand focused on providing natural supplements for pets. The company emphasizes providing support for pets' health issues, such as allergies, with products formulated with natural ingredients. The brand positions itself as a caring and reliable choice for pet owners seeking alternatives to conventional medications, implying a commitment to pet wellness through natural solutions. # Product The product is NaturVet ALLER-911 Allergy Aid Plus with White Willow Bark. It's a supplement designed to support dogs suffering from allergies. It aims to alleviate allergy symptoms and provide calming relief. The product is formulated with natural ingredients, including white willow bark, known for its anti-inflammatory properties. The supplement comes in tablet form, packaged in a blue bottle with the brand's logo prominently displayed. It is positioned as a solution for pet owners seeking a natural way to manage their dog's allergies and improve their quality of life. # Visual style The ad has a natural, UGC-style aesthetic. The editing is simple, with static shots and direct cuts. The production quality is moderate, giving it an authentic feel. The pacing is slow and consistent, with no music to distract from the message. # Hooks Spoken: 00:00–00:04: You thought it'd pass. But it didn't. Text overlay: 00:00–00:04: You thought it'd pass. / 00:00–00:04: But it didn't. Visual: 00:00–00:04: A Shiba Inu is lying on a wooden deck, scratching its underside with its hind leg. The dog is light brown and white, and its skin appears red and irritated. The camera is close-up, focusing on the dog's scratching motion. The lighting is natural, and the background is blurred. The NaturVet logo is displayed in the upper left corner. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is a pet owner's helplessness when their dog suffers from persistent allergy symptoms. Quote: "You thought it'd pass. But it didn't." # Value propositions - Natural allergy support for your dog. # Benefits - Start supporting them today. # Features - ALLER-911 Calming Aid Plus with White Willow Bark # Call to action None used. # Social proof - None used. # Point of view - Customer 50% – The ad opens by showing a dog scratching, suggesting the perspective of a pet owner dealing with their dog's discomfort. - Brand 50% – The brand is communicated by showing the product itself, with a call to action. # Storyline - 00:00–00:04 00:00–00:04: A Shiba Inu is shown scratching its underside with its hind leg. The dog's skin appears irritated and inflamed, and this is meant to convey that the dog is struggling with allergies. The scene is from the dog's perspective, showing how uncomfortable it is. - 00:04–00:07 00:04–00:07: A hand holds a blue bottle of NaturVet ALLER-911 Allergy Aid Plus against a backdrop of green grass. This serves as a solution to the problem presented, encouraging viewers to consider this product to support their pets.

# Ad summary The Blue Buffalo ad highlights the brand's commitment to high-quality ingredients for happier dogs. It emphasizes the importance of choosing dog food that contributes to overall well-being. The ad showcases various Blue Buffalo products, including dry and wet food options, creating a visually appealing display. # Brand positioning Blue Buffalo positions itself as a provider of high-quality dog food, emphasizing that the brand contains superior ingredients that lead to happier and healthier dogs. The brand seems to advocate for a holistic approach to pet nutrition, suggesting that what dogs eat directly impacts their well-being and happiness. By focusing on the emotional benefit of a 'happier dog', Blue Buffalo aims to differentiate itself in a market where many brands focus solely on functional aspects. # Product The ad showcases Blue Buffalo's range of dog food products, including both dry kibble and wet food varieties. The dry kibble is presented in large bags labeled 'Life Protection Formula', available in different adult recipes. The wet food comes in smaller cans, with flavors like 'Hearty Beef Stew' being explicitly mentioned. The wet food is advertised as a way to enhance dry food. The primary message about the products is that they are made with 'higher quality ingredients' designed to promote happier dogs. There is no specific USP mentioned aside from the general messaging of 'higher quality ingredients'. # Visual style The ad has a polished, commercial aesthetic with a focus on clear product presentation and a cheerful mood. The static shots and bright lighting contribute to a clean and appealing visual style. The pacing is slow and consistent. # Hooks Text overlay: 00:00–00:05 Higher Quality Ingredients, Happier Dogs Visual: 00:00–00:05: A static shot features a smiling golden labrador retriever in the background with a blurred, green outdoor backdrop. In the foreground, from left to right, are a can of Blue Buffalo dog food, a bag of Blue Buffalo Life Protection Formula dry dog food for adult dogs, another bag of Life Protection Formula dry dog food, and a can of Blue Buffalo Hearty Beef Stew wet dog food. The lighting is bright and natural. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies a concern about the quality of ingredients in other dog foods and their impact on a dog's happiness and health. The frustration is the desire to provide pets with the best possible nutrition to ensure their well-being. # Value propositions - Higher quality ingredients contribute to happier dogs, implying a direct link between the food's quality and the pet's well-being. - The 'Life Protection Formula' suggests that the food not only nourishes but also actively protects the dog's health. # Benefits - Higher Quality Ingredients - Happier Dogs # Features - Life Protection Formula - Adult Recipes # Call to action None used. # Point of view - Brand 100% – The ad is presented from the official voice of the Blue Buffalo brand, highlighting its products and benefits. # Storyline - 00:00–00:05 A static shot of Blue Buffalo products and a smiling dog are shown.

# Ad summary This image ad promotes Sheba cat food. It features a gray cat resting on someone's shoulder and a plate of Sheba Grilled Bites cat food with the statistic that 9 out of 10 cats want Sheba. # Brand positioning Sheba is positioned as a desirable cat food brand that cats prefer. The ad uses the claim "9 out of 10 cats want Sheba," suggesting that the brand is highly palatable and preferred by most cats. The use of the word "want" implies that Sheba offers a taste and texture that appeals to feline preferences. The brand aligns with a focus on providing enjoyable and flavorful meals for cats, emphasizing taste and quality. # Product The product being advertised is Sheba Grilled Bites in Savory Sauce, specifically the Marinated Chicken Entree in Gravy flavor. It is presented as a high-quality cat food, packaged in a tray with a peel-off lid. The product consists of small, grilled pieces of chicken in a savory gravy. It comes in perfect portions, suggesting that it’s designed for convenience and controlled feeding. The ad emphasizes the marinated chicken flavor, which aims to appeal to cats with a preference for poultry and savory tastes. # Visual style The ad has a clean and professional look. The lighting is focused on the product and the cat, highlighting their features. The background is dark, which makes the product and the cat stand out. The overall aesthetic is designed to convey quality and appeal. # Hooks Headline: 9 OUT OF 10 CATS WANT SHEBA® # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of finding a cat food that cats genuinely enjoy. This is implied by the statistic, "9 OUT OF 10 CATS WANT SHEBA®", which suggests that many cat owners struggle to find food that their cats find palatable. # Value propositions - 9 out of 10 cats want Sheba (High palatability and preference) - Grilled Bites in Savory Sauce, Marinated Chicken Entree in Gravy (High-quality ingredients and flavors) - Perfect portions (Convenient and easy to serve) # Benefits - Appeals to cats - Provides a high-quality, savory meal - Convenient and controlled feeding # Features - Grilled Bites - In Savory Sauce - Marinated Chicken Entree in Gravy - Perfect portions # Call to action None used. # Point of view - Brand: The brand claims that "9 OUT OF 10 CATS WANT SHEBA®" implying a high level of desirability and product quality. - Customer: The image of a cat resting contentedly on a person's shoulder conveys a sense of trust and comfort, suggesting that choosing Sheba aligns with providing the best for their pet. # Storyline - The ad opens with the headline “9 OUT OF 10 CATS WANT SHEBA®", which immediately positions the brand as highly desirable among cats. This initial claim serves to grab the viewer's attention and establishes Sheba as a preferred choice for cat owners. The source of this claim is the Brand, making a direct assertion about their product's popularity. - Next, the image shows a gray cat with bright green eyes resting comfortably on a person’s shoulder. This visual association suggests a sense of comfort and trust between the cat and its owner, subtly implying that choosing Sheba aligns with providing the best for the cat. This portion of the story is told from the Customer’s (cat owner's) point of view. - Finally, the ad showcases a serving of Sheba Grilled Bites on a small plate, alongside the product packaging. This demonstrates the product's appearance and form, reinforcing the idea of a high-quality, savory meal. The placement of the packaging further highlights the brand and specific flavor of the cat food, ensuring the viewer is aware of what is being advertised. This perspective is provided by the Brand.

# Ad summary This ad shows a dog owner using HiCC PET finger wipes to clean their dog's teeth. They initially express nervousness that the dog will hate the process, but are surprised to find it is easy. The ad emphasizes that the wipes are vet recommended. # Brand positioning HiCC PET offers pet care products such as finger wipes that cater to pet owners seeking effective and vet-approved solutions for their pets' hygiene. The brand positions itself as a provider of user-friendly products, making pet care routines like dental cleaning easier for owners and more comfortable for pets. The brand promotes a lifestyle of proactive pet care, aligning with owners who prioritize their pets' health and wellness. By highlighting ease of use and vet recommendations, HiCC PET distinguishes itself from brands that offer more complicated or less trustworthy pet care solutions. The brand is positioning themselves as functional through simplicity and vet credibility. # Product The HiCC PET product featured in the ad is a finger wipe designed for cleaning dogs' teeth. The product is presented as an easy and vet-recommended solution for pet dental hygiene, appealing to pet owners who may find traditional toothbrushing difficult. It is applied by slipping the wipe over a finger and gently cleaning the dog's teeth. The USP is its ease of use, making dental care less stressful for both the owner and the pet. The ad also addresses the purchase barrier of potential difficulty or resistance from the dog by demonstrating how simple and non-intrusive the process can be. # Visual style The ad has a natural and casual aesthetic, resembling user-generated content. The editing style includes quick cuts and zooms to focus on the product in use. The production quality appears to be a hybrid, combining a polished product shot with a raw, unfiltered feel to convey authenticity. The pacing is moderate, with cuts timed loosely to the music. The overall effect is an accessible and relatable product demonstration. # Hooks Spoken: Male 1: [nervous] nervous he's going to hate it Text overlay: *nervous he's going to hate it* Visual: 00:01–00:03: A close-up shot shows a person's hands putting a white finger wipe on their finger. The Italian Greyhound is in the background lying on the couch, looking at the hands. The person is wearing a blue Apple Watch on their left wrist. # Funnel stage Middle of funnel (Consideration) # Pain points Some pet owners struggle with brushing their pets’ teeth, making it a stressful experience for both the owner and the pet. The speaker's initial comment, "nervous he's going to hate it," reflects this concern and the expectation that the dog will resist the process. # Value propositions - Easy to use finger wipes - Vet recommended product # Benefits - Easy to use # Features - Vet recommended # Call to action shop HiCC PET on chewy # Social proof - And they're vet recommended! – Male 1 # Point of view - Customer 100% – The ad is shot from the perspective of a pet owner using the product. # Storyline - 00:00–00:01 A dog is laying on a couch. - 00:01–00:03 A hand is shown putting a finger wipe on their finger, implying the dog may not like it. - 00:03–00:06 The hand starts cleaning the dog's teeth and expressing how easy it is. - 00:06–00:11 The person continues to clean the dog's teeth and reveals that the wipes are vet recommended. - 00:11–00:13 The dog is shown looking into the camera.

# Ad summary This ad promotes Brutus & Barnaby's pig ear dog treats. The ad features a happy golden retriever and emphasizes the treats are natural and safe for dogs. # Brand positioning Brutus & Barnaby is presented as a brand that offers natural treats for dogs. The brand emphasizes the quality and safety of its products, highlighting that they are made with pure ingredients and without chemicals or preservatives. This positions the brand as a provider of healthy and trustworthy treats for pet owners who prioritize their dog's well-being. # Product The product being advertised is Brutus & Barnaby's Pig Ears for dogs. These are natural dog treats made from pure pig ears, with no chemicals or preservatives. The packaging highlights that the treats are 100% natural. The product is intended for dogs and is presented as a safe and healthy option for pet owners looking to provide their dogs with a natural chewing treat. # Visual style The ad has a clean and inviting visual style. It uses bright colors and clear product presentation to appeal to pet owners. The image is well-lit and professionally shot, giving it a polished look. The overall aesthetic is designed to convey trust and quality. # Hooks Headline: Made for DOGS who live life to the fullest # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the concern of pet owners about the safety and quality of dog treats, highlighting that many commercial treats contain chemicals and preservatives. # Value propositions - Pure Pig Ear: A natural and healthy treat option for dogs. - No Chemicals, No Preservatives, 100% Natural: Ensures the treats are safe and free from harmful additives. # Benefits - Natural dog treats - Safe for dogs # Features - Pure Pig Ear - No Chemicals - No Preservatives - 100% Natural # Call to action None used. # Point of view - Brand: The brand is communicating the product's features and benefits, emphasizing its natural and safe qualities. # Storyline - The ad opens with a headline stating the product is 'Made for DOGS who live life to the fullest,' setting the stage for a treat that complements an active and happy dog's lifestyle. The brand is speaking to the consumer. - The ad then lists key features of the product, such as 'Pure Pig Ear,' 'No Chemicals,' 'No Preservatives,' and '100% Natural,' emphasizing the health benefits and safety of the treats. The brand is speaking to the consumer. - The ad features a happy golden retriever, visually reinforcing the idea that the treats are enjoyable for dogs. The customer is experiencing the joy of the dog. - The ad displays the product packaging, reinforcing the brand name and product type. The brand is speaking to the consumer.

# Ad summary This ad for Greenies dog dental treats uses a visual format to call out the tartar and plaque reducing power of their dog treats, as well as a visual demonstration of a dog enjoying the product. # Brand positioning Greenies is presented as a brand focused on dog dental health, offering a convenient solution for cleaner teeth. The brand highlights its effectiveness with claims of less tartar and plaque accumulation, positioning itself as a trusted choice for pet owners who prioritize their dog's oral hygiene. # Product Greenies Dental Treats are dental chews for dogs designed to reduce tartar and plaque accumulation. The treats have a unique, ridged toothbrush shape that helps to clean teeth as the dog chews. The treats are vet recommended, and after 28 days of daily use, they result in 47% less tartar accumulation and 40% less plaque accumulation. The treats are made with natural ingredients. # Visual style The ad has a clean and informative aesthetic with a focus on product demonstration and statistical evidence. The editing style is simple with static shots and clear transitions. The production quality is polished, with bright lighting and clear graphics to support the intended tone of reliability and effectiveness. The pacing is steady and deliberate, emphasizing the key features and benefits of the Greenies dental treats. # Hooks Text overlay: 00:00–00:02 Cleaner teeth after 28 days* / 00:00–00:02 When fed daily. Data on file. Visual: 00:00–00:02 The shot is medium, eye-level, and static. In the foreground, a medium-sized dog with black, brown, and white fur sits on a tan floor. It wears a gray collar. The dog looks up and wags its tail, anticipating a treat. To the right, a person’s arm extends into the frame, holding a dark brown Greenies dental treat. The background is a light tan wall with white trim and a partially visible white door. The lighting is bright and natural. # Funnel stage Middle of funnel (Consideration) # Pain points The primary pain point is the build-up of tartar and plaque on dogs' teeth. The ad visually implies this frustration by offering a solution that results in 'Cleaner teeth after 28 days*'. # Value propositions - Cleaner teeth is valuable because dogs often have dental problems if not properly cared for. # Benefits - Cleaner teeth after 28 days - 47% less tartar accumulation* - 40% less plaque accumulation* # Features - Dental treats for dogs - Reduces tartar and plaque - Vet recommended - After 28 days # Call to action None used. # Social proof - Vet recommended dental treats # Point of view - Brand 100% – The ad is told from the perspective of the brand, using product information, statistics, and visuals that convey its features and benefits. # Storyline - 00:00–00:02 00:00–00:02 A dog sits and looks up, anticipating a treat. A hand presents a Greenies dental treat, which the dog eagerly takes. This conveys the dog's excitement and positive association with the product, setting a positive tone. - 00:02–00:03 00:02–00:03 The dog chews on the treat, visually demonstrating the product in use. This showcases the ease and enjoyment the dog experiences while consuming the treat, highlighting its palatability and usability. - 00:03–00:05 00:03–00:05 The ad transitions to a green screen with the Greenies logo, presenting statistics on tartar and plaque reduction. The shift in visual style signals a transition to factual information, lending credibility to the product's claims. - 00:05–00:07 00:05–00:07 A package of Greenies and an individual treat are shown floating on a green background, along with a seal that reads "Vet Recommended Dental Treats". The additional seal emphasizes that the product is veterinarian-approved, reinforcing its trustworthiness and dental benefits.

# Ad summary An image ad features a woman and a gray cat with the text, "Ignored to Adored in 12 Days" along with a package of Sheba Grilled Bites cat food. # Brand positioning Sheba positions itself as a premium cat food brand dedicated to creating gourmet experiences for cats. The brand emphasizes quality ingredients and delectable recipes designed to appeal to discerning feline palates and transform a cat's indifference into adoration. The ad does not reference other brands, but it does push against the perception of cats as picky or uninterested eaters, instead, presenting Sheba as a solution to win over even the most aloof cats. # Product Sheba Grilled Bites are individual servings of cat food in savory sauce. This product is shown in a twin-pack format. The packaging highlights marinated chicken entrees in gravy. Designed for adult cats, the wet food is presented as an option that ensures perfect portions. The main benefit of the product is that a cat will go from being ignored to adored in 12 days. This suggests that the food has a high palatability and can transform the relationship between a cat and its owner. # Visual style The ad has a clean, high-quality production style. The lighting is soft and warm, which creates an inviting and cozy atmosphere. The shot has a shallow depth of field, which puts the focus on the woman, the cat, and the product. The muted color palette gives the ad a sophisticated look, which could indicate a more premium price point. # Hooks Headline: IGNORED TO ADORED™ # Funnel stage Consideration # Pain points The ad addresses the frustration of cat owners who feel their pets ignore or show little affection toward them. The words "Ignored" suggests that the cat is aloof or disinterested in its owner. # Value propositions - The product is presented as a way to transform a cat's indifference into affection within a short period of time. - Portion control: The individual servings ensure the cat gets the right amount of food without overeating. # Benefits - Ignored to Adored in 12 Days # Features - Grilled Bites in Savory Sauce - Marinated Chicken Entree in Gravy - Perfect portions # Call to action None used. # Social proof - None used. # Point of view - Customer: The ad opens with a woman smiling gently and nuzzling her face against a gray cat, meant to establish a loving connection between the woman and her cat, suggesting the desirable outcome of using Sheba cat food. - Brand: The scene transitions to a clear view of Sheba Grilled Bites packaging, presented in the bottom right corner of the ad, which highlights the featured product and its key features. - Customer: The ad concludes with the text "Ignored to Adored in 12 Days" above the woman and the cat, summarizing the product's benefit and promises a transformation in the cat's behavior. # Storyline - The image opens with a woman smiling gently and nuzzling her face against a gray cat. This is meant to establish a loving connection between the woman and her cat, suggesting the desirable outcome of using Sheba cat food, and is presented from the customer's point of view. - The scene transitions to a clear view of Sheba Grilled Bites packaging, presented in the bottom right corner of the ad. This highlights the featured product and its key features, shifting to the brand's point of view. - The ad concludes with the text "Ignored to Adored in 12 Days" above the woman and the cat. This tagline summarizes the product's benefit and promises a transformation in the cat's behavior, shifting back to the customer's point of view.

# Ad summary This image ad shows a cat reaching for a bowl of Temptations cat treats. The ad emphasizes the tasty, flavorful, and irresistible nature of the treats. # Brand positioning Temptations is presented as a provider of irresistible and flavorful cat treats. The brand focuses on appealing to cats' desires and satisfying their cravings with tasty snacks. The brand leans into an emotional connection with pet owners, suggesting that by offering Temptations treats, they can bring joy and satisfaction to their feline companions. The visual and textual elements of the ad aim to evoke feelings of delight and indulgence, positioning the brand as a go-to choice for rewarding and pampering cats. # Product The product is Temptations cat treats, designed to be a tasty and flavorful snack for adult cats, offering complete nutrition. The treats are small, brown kibble-like pieces, presented in a yellow bowl. The packaging is a bright yellow box, featuring a cartoon cat licking its lips, reinforcing the irresistible taste of the product. The treats are portrayed as something cats crave and are eager to reach for, addressing the need for pet owners to provide enjoyable and nutritious snacks for their feline companions. The ad conveys that Temptations are more than just treats; they are a source of delight that cats find irresistible. # Visual style The ad features a highly polished, studio-shot style with bright, even lighting and a shallow depth of field that keeps all elements in focus. The visual motif includes a flatlay-style composition, positioning the cat, treats, and packaging on a wood-grain surface. The image treatment uses vibrant colors and cartoon-like graphics to enhance the product's appeal. The ad follows a platform-native style, making it easily scannable and eye-catching in a social media feed. # Hooks Headline: Tasty. Flavorful. Irresistible. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is that cat owners want to provide tasty and enjoyable treats for their cats, but need to ensure that the treats are also nutritious. The cat reaching its paw out indicates that it wants the product. # Value propositions - The treats are "Tasty. Flavorful. Irresistible." - The treats provide "ADULT COMPLETE NUTRITION". # Benefits - Tasty - Flavorful - Irresistible # Features - ADULT COMPLETE NUTRITION - TASTY CHICKEN FLAVOR # Call to action None used. # Point of view - Brand: The text emphasizes the product's qualities and the brand's positioning of providing tasty treats. - Customer: The visual elements, such as the cat reaching for the treat, imply the cat's enjoyment and desire for the product. - External source: The visual is an eye-level medium shot with standard lighting, intended to showcase the product in an approachable manner. # Storyline - The ad opens with an image of a hand holding a yellow bowl full of Temptations cat treats, positioned above a cat. This establishes the product as desirable and immediately available to the cat, from the brand's perspective. - The cat is shown reaching up with its paw towards the bowl, indicating its eagerness and desire for the treats. This illustrates the irresistible nature of the product from the cat's perspective. - The inclusion of cartoon heart graphics between the cat and the bowl symbolizes the cat's love for Temptations, reinforcing the emotional connection and positive association with the product, from the brand's perspective. - The words "Tasty. Flavorful. Irresistible." are prominently displayed at the bottom of the image, directly communicating the key attributes of the treats. This reinforces the brand's promise of a delightful and satisfying experience for cats, from the brand's perspective.

# Ad summary This ad promotes Greenies dental treats, emphasizing their effectiveness in cleaning dogs' teeth within 28 days through daily feeding. The ad features a dog looking eagerly at a Greenies treat being offered by a hand. Packaging of Greenies products are in the lower left. # Brand positioning Greenies is presented as a dental health-focused brand within the pet care market, explicitly for dogs. The brand emphasizes functional benefits—cleaner teeth and improved oral hygiene—delivered through convenient daily treats. It positions itself as a solution that integrates seamlessly into a dog's routine, addressing dental care without requiring extra effort from the owner. The positioning is functional, centered on the health benefits that improve with consistent use. # Product Greenies dental treats are presented as edible chews designed to improve dogs' dental health. The treats, pictured in their packaging, are available in different sizes (Teenie and Petite) to suit various dog breeds. The ad explicitly states that feeding dogs Greenies daily leads to "cleaner teeth after 28 days" and implies that they support oral hygiene in a palatable, easily administered form. The product addresses a pet owner's need to maintain their dog's dental health by offering a treat-based solution. # Visual style The ad has a bright, clean, and inviting visual style, using soft lighting to highlight the product and subject. The production quality appears high, with clear focus on the dog and treats, suggesting a studio shot. The image uses selective blurring to draw attention to the main elements, enhancing scannability in-feed. # Hooks Headline: Cleaner teeth after 28 days* # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common frustration among dog owners of maintaining their pet's dental hygiene, which can be challenging and time-consuming. The frustration is implied by offering a simple, treat-based solution rather than requiring active brushing or professional cleaning. # Value propositions - Easy, treat-based dental care - Guaranteed results with daily feeding # Benefits - Cleaner teeth - Supports oral hygiene # Features - Cleaner teeth after 28 days* - When fed daily. # Call to action None used. # Social proof - Data on file. This suggests evidence supporting the "cleaner teeth after 28 days" claim. # Point of view - Brand: Visible in the top caption that communicates the primary selling point, the visual of Greenies packaging at the bottom left, and the product claim, establishing the brand's promise and product offerings. # Storyline - The ad opens by promising 'Cleaner teeth after 28 days,' immediately setting the expectation that the product will deliver a visible dental health improvement within a specific timeframe. This statement is positioned from the brand's perspective, intending to draw in viewers interested in a quick and effective dental solution for their dogs. - The hand holding the Greenies treat is shown in the upper right near the dog's face. The hand presents the treat to the dog to eat. This shows the viewer what it would look like to provide their dog with the treat. - The Greenies packaging is shown stacked in the lower left and highlights the different sizes of treats available. This is from the brand's perspective, allowing viewers to know more information about the product.

# Ad summary This ad promotes VICTOR Hi-Pro Plus dog food. It emphasizes the product's quality ingredients and energy-boosting benefits, with a focus on active, healthy dogs. # Brand positioning VICTOR Super Premium Pet Food is presented as a high-quality dog food brand focused on providing optimal nutrition for active dogs. The brand aligns with a lifestyle of health and vitality for pets. It promotes the benefits of using regionally sourced ingredients, high-quality protein from real meat, probiotics, prebiotics, and digestive enzymes that boost immunity and digestion. The brand appears to ignore cost-cutting measures that competitor brands may implement in favor of a functional approach focused on performance and health. # Product VICTOR Hi-Pro Plus dog food is advertised as a super premium pet food designed for active dogs. It is formulated with high-quality protein from real meat to promote sustained energy. The food includes probiotics, prebiotics, and digestive enzymes to boost immunity and digestion. The ingredients are regionally sourced and made in the USA. The ad highlights that this product provides the necessary nutrition for dogs to maintain an active and healthy lifestyle. # Visual style The ad has a polished and clean aesthetic, with bright natural lighting. The editing is simple with static shots and minimal transitions. The production quality is high, suitable for a commercial. The pacing is moderate, with cuts timed to coincide with changes in the dog's activity and the introduction of text overlays. # Hooks Spoken: 00:00–00:00 It’s the VICTOR difference. Text overlay: 00:00–00:10 The VICTOR Difference / 00:01–00:10 HIGH QUALITY PROTEIN FROM REAL MEAT / 00:01–00:10 PROMOTES SUSTAINED ENERGY / 00:02–00:10 PROBIOTICS, PREBIOTICS, AND DIGESTIVE ENZYMES THAT BOOST IMMUNITY AND DIGESTION / 00:02–00:10 REGIONALLY SOURCED INGREDIENTS Visual: 00:00–00:03 A medium shot shows a medium-sized, short-haired dog with tan and white fur running towards the camera through a green grassy field. In the background are bare trees and a few green bushes. To the lower left is a bag of VICTOR Hi-Pro Plus dog food, which is teal with gold stripes. The camera is stationary and at ground level. The dog appears energetic and happy. # Funnel stage Awareness # Pain points None used. # Value propositions - VICTOR Hi-Pro Plus provides the nutritional support to keep dogs active and healthy with the ingredients. # Benefits - Promotes sustained energy - Boost immunity and digestion # Features - High quality protein from real meat - Probiotics, prebiotics, and digestive enzymes - Regionally sourced ingredients # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's official perspective, highlighting product features and benefits. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a dog running through a grassy field, tail wagging, conveying energy and happiness. The VICTOR Hi-Pro Plus dog food bag is displayed in the lower left, establishing the product being advertised. This creates a sense of the dog’s vitality and the brand. - 00:03–00:10 00:03–00:10 The dog briefly rolls around on the grass. The product bag and the brand name appear on the screen, along with the text "The VICTOR Difference" and icons representing the product's key benefits: high-quality protein, sustained energy, probiotics, and regionally sourced ingredients. The brand speaks directly about its differentiators, creating a sense of superiority and high standards.

# Ad summary This ad highlights Victor's Hi-Pro Plus dog food for large breed puppies. It showcases the food's benefits, like supporting brain and vision development, nourishing skin and coat, and promoting healthy gut. # Brand positioning Victor Super Premium Pet Food positions itself as a high-quality dog food provider, emphasizing specialized nutrition for puppies. The brand focuses on functional benefits like strong bones, brain development, and healthy skin and coat, suggesting a commitment to pets' overall well-being. By highlighting real beef as the first ingredient, Victor implies a focus on natural and premium ingredients, aiming to appeal to pet owners who prioritize their dog's health. # Product The ad features Victor Hi-Pro Plus Puppy Chicken & Brown Rice Recipe dog food, tailored for large breed puppies. The product is designed to provide specialized nutrition with real beef as the first ingredient, minerals to build strong bones, DHA to promote brain and vision development, Omega-6 fatty acids to nourish skin and coat, and prebiotics and probiotics for a healthy gut. The ad clearly conveys that this food is worth trying or buying because it addresses specific needs of large breed puppies. # Visual style The ad has a bright and clean aesthetic, with a focus on showcasing the puppies in a natural setting. The editing style is smooth. The ad combines real-life footage with polished graphics to highlight the product benefits, aiming for a professional yet approachable feel. The pacing is moderate. # Hooks Text overlay: 00:00–00:11 SPECIALIZED NUTRITION FOR PUPPIES / 00:00–00:11 1ST INGREDIENT IS REAL BEEF Visual: 00:00–00:11: A wide, ground-level shot of a grassy backyard, with several light-coated puppies running directly towards the camera. In the background, a blurry figure sits on the grass, and a white fence surrounds the yard. The lighting is bright and natural. Text appears at the bottom of the screen, and below that, the Victor logo. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Victor Hi-Pro Plus provides specialized nutrition for puppies, which includes real beef as the first ingredient, minerals for strong bones, DHA for brain and vision development, Omega-6 fatty acids for skin and coat nourishment, and prebiotics and postbiotics for gut health. # Benefits - Specialized nutrition for puppies - Promotes brain & vision development - Nourishes skin & coat - Supports a healthy gut # Features - Real beef as the first ingredient - Minerals to help build strong bones - DHA promotes brain & vision development - Omega-6 fatty acids help nourish skin & coat - Prebiotics & postbiotics for a healthy gut # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad uses the brand's voice to present its product and its benefits for puppies. # Storyline - 00:00–00:11 A group of white puppies run on green grass. - 00:00–00:11 The message here is that the featured product promotes health and vitality in puppies, with a focus on real beef, strong bones, brain and vision development, healthy skin and coat, and a healthy gut. This section is told from the brand's perspective, aiming to persuade viewers of the product's quality. - 00:11–00:14 The ad transitions to display the product packaging of Victor Hi-Pro Plus for Large Breed Puppies - 00:11–00:14 This shift reinforces the product's identity and target audience.

# Ad summary This ad compares Ziwi dog food to other brands, highlighting the higher percentage of real meat, organs, and bones in Ziwi, while pointing out the corn, grains, potato starch, and rendered meats in other brands. # Brand positioning Ziwi is presented as a premium pet food brand focused on providing peak life and pure nutrition for pets. The brand emphasizes the use of real meat, organs, and bones in its food, positioning itself as a healthier alternative to other brands that use fillers and by-products. The brand aims to occupy the space of a high-quality, natural pet food provider that prioritizes the well-being of pets through its ingredient choices. # Product The ad features Ziwi dog food, which is highlighted for containing 96% real meat, organs, and bones. This composition is presented as a key differentiator from other dog food brands. The ad targets pet owners who are concerned about the quality of ingredients in their pet's food and are looking for a healthier, more natural option. The ad addresses the purchase barrier of skepticism about ingredient quality by explicitly stating the high percentage of real meat and organs in Ziwi dog food, while contrasting it with the lower quality ingredients found in competitor products. The ad shows a bowl split in half, with Ziwi on one side and competitor food on the other, visually emphasizing the difference in composition. # Visual style The ad has a clean and informative visual style. The production quality appears to be high, with clear photography and well-designed graphics. The ad uses a comparison motif, visually dividing the frame to highlight the differences between the featured product and its competitors. The image treatment includes background removal and color blocks to emphasize key information. The typography is large and bold, making it easy to read. The overall style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: What's hiding in their food? # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the concern that pet owners may have about the hidden ingredients in their pet's food, suggesting that many brands use low-quality fillers and by-products. The question "What's hiding in their food?" directly addresses this concern. # Value propositions - Ziwi dog food contains 96% real meat, organs, and bones, providing superior nutrition compared to other brands that use fillers and by-products. # Benefits - Peak Life. Pure Nutrition. # Features - 96% Real Meat, Organs & Bones - 30% Real Meat avg. with by-product & meals - Corn & Grains - Potato Starch - Rendered Meats # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's point of view is present throughout the ad, as it is promoting its product and highlighting its benefits compared to competitors. # Storyline - The ad opens with a question, "What's hiding in their food?" This is intended to create curiosity and concern in the viewer about the ingredients in their current pet food. The brand is asking the question to grab the viewer's attention and introduce the topic of ingredient quality. - The ad then states, "ZIWI feeders get it." This is intended to position Ziwi users as informed and discerning pet owners who understand the importance of high-quality ingredients. The brand is making this statement to align itself with knowledgeable consumers. - The ad presents a visual comparison between "Ours" (Ziwi) and "Theirs" (other brands). This is intended to highlight the superior quality of Ziwi dog food by contrasting its ingredients with those of competitors. The brand is presenting this comparison to persuade viewers to switch to Ziwi. - The ad lists the ingredients in Ziwi dog food as "96% Real Meat, Organs & Bones," while listing the ingredients in other brands as "30% Real Meat avg. with by-product & meals," "Corn & Grains," "Potato Starch," and "Rendered Meats." This is intended to reinforce the message that Ziwi is a healthier option with higher quality ingredients. The brand is providing this information to support its claim of superior quality.

# Ad summary A landscape shot shows a dog with a bag of Nutro Natural Choice dog food. The ad highlights a 35% discount on autoship orders, positioning the brand as a natural choice for health-conscious pet owners. # Brand positioning Nutro positions itself as a purveyor of natural, wholesome nutrition for pets, emphasizing real ingredients and a commitment to quality. The brand's image is one of health, vitality, and natural goodness, appealing to pet owners who prioritize their animal's well-being. The brand promotes the idea that their food is a 'natural choice'. # Product Nutro Natural Choice Lamb & Brown Rice Recipe is a dry dog food designed for adult dogs 18+ months of age, particularly those of large breeds. The food is formulated with high-quality ingredients, including lamb and brown rice, to provide a balanced and nutritious diet. The packaging highlights a 'My Pledge' guarantee, reinforcing the brand's commitment to quality and satisfaction. This product is presented as a healthy option for pet owners seeking natural and wholesome nutrition for their dogs. # Visual style The ad features a clean, natural visual style with a focus on clear product presentation. The production quality appears to be high, with professional photography and attention to detail. The visual motifs include natural elements (green field, blue sky) to reinforce the 'natural choice' positioning. The image treatment involves color correction to enhance vibrancy and clarity. This style is designed to be easily scannable in-feed, using a combination of natural imagery and clear, legible text. # Hooks Headline: Get 35%* off today with savings on every Autoship order # Funnel stage Middle of funnel (Consideration) # Pain points The pain point this ad is addressing is the desire of pet owners to provide high-quality, natural nutrition for their dogs. The ad's copy and imagery emphasize wholesome ingredients and healthy vitality. This implies that the audience may be looking for trustworthy, effective options. # Value propositions - 35% off today with savings on every Autoship order - My Pledge # Benefits - Wholesome Nutrition - Healthy Vitality # Features - Lamb & Brown Rice Recipe - Adult 18+ Months - Large Breed # Call to action None used. # Social proof - "My Pledge" displayed on the front of the dog food bag implies a guarantee to customers. # Point of view - Brand: The POV is consistent throughout, presenting the brand and product benefits in a positive light. # Storyline - The scene opens with a dog standing in a field alongside a bag of Nutro dog food, creating a natural, wholesome setting. The brand uses this image to convey that the product aligns with a natural and healthy lifestyle, promoting the idea that Nutro is a natural choice for pet owners. This is shown from the brand's perspective. - A callout highlights a 35% discount on autoship orders, incentivizing customers to choose convenience and savings. The brand uses this promotion to show the economic and practical benefits of using Nutro, seen from the brand's perspective. - The bag of dog food is prominently displayed, emphasizing key product details such as the lamb and brown rice recipe and the 'My Pledge' guarantee. The brand uses this display to assure customers of the product's quality and nutritional value, building confidence in their choice, which is shown from the brand's perspective.

# Ad summary This is a branded ad for Hill's Science Diet Large Breed dog food which shows a healthy dog enjoying the product and is advertised as being 'formulated for long, healthy lives plus joint support.' The ad highlights the brand’s commitment to science and encourages viewers to shop now at Chewy. # Brand positioning Hill's Science Diet positions itself as a brand that prioritizes the health and well-being of pets, particularly dogs. The brand emphasizes its scientific approach to pet nutrition, aiming to provide food that supports long and healthy lives. This positioning suggests that Hill's Science Diet stands apart from other brands by grounding its products in scientific research. The brand caters to pet owners who view their pets as family members and are willing to invest in premium nutrition to ensure their pets' vitality and longevity. # Product The product featured is Hill's Science Diet Large Breed dog food, designed for adult dogs aged 1-5. It is formulated to provide comprehensive nutrition that supports long, healthy lives with the added benefit of joint support. This dog food is specifically tailored for large breed dogs, addressing their unique nutritional needs. The ad highlights that the food is developed using scientific research to ensure optimal health benefits. The key selling point of this product is its dual focus on overall health and joint care, making it an attractive option for owners of large breed dogs who want to proactively manage their pet's well-being. # Visual style The ad has a polished and clean aesthetic, with clear, well-lit shots. The editing is straightforward, with static shots and simple transitions. The production quality suggests a commercial feel, aiming to build trust through a scientific and professional presentation. The pacing is steady, with each shot held long enough to convey its message clearly. # Hooks Spoken: 00:00–00:03 Formulated for long, healthy lives, plus joint support. Text overlay: 00:00–00:03 Formulated for long, healthy lives / 00:02–00:03 + joint support.* / 00:02–00:03 *Our Large Breed lifestage foods are formulated with nutrients to support joint health. Visual: 00:00–00:02: A close-up shot shows a medium-sized, long-haired golden dog eating from a blue bowl on a tiled floor. The bowl has the Hill's Science Diet logo on it. A person wearing jeans and olive sneakers is kneeling to the right of the dog, holding the bowl steady. The background is softly blurred, showing a neutral-toned wall and baseboard. On-screen text reads: 'Formulated for long, healthy lives'. / 00:02–00:03: The camera angle widens to show the same dog walking away from the camera through a hallway with white walls and dark red and white striped wallpaper on the left. A brown woven pet carrier is visible on the floor to the left. The dog is moving towards a bright doorway leading to an outdoor space. On-screen text updates to read: 'Formulated for long, healthy lives + joint support'. The Hill's Science Diet logo is present in the bottom left corner. # Funnel stage Consideration # Pain points None used. # Value propositions - Large Breed food that supports joint health # Benefits - Nutrients to support joint health # Features - Formulated for long, healthy lives - Joint support - Large Breed lifestage foods # Call to action Shop now at chewy # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, highlighting product features and benefits. # Storyline - 00:00–00:02 The ad opens with a dog eating from a blue bowl with the Hill's Science Diet logo clearly visible. - 00:02–00:03 The scene transitions to the same dog walking through a home hallway towards the door. - 00:03–00:05 The scene changes to a single shot of the full product packaging bag - 00:05–00:06 The ad concludes with a final message to shop now at Chewy.

# Ad summary A woman shares her experience integrating 3 adult cats and the tension it created in her home. After using Zesty Paws Calming Diffuser, she shares that there is a much more peaceful vibe in her home, and her cats are sharing rooms and lounging closer together. She calls it a must-have for any multi-cat home. # Brand positioning Zesty Paws is presented as a brand offering solutions for pet wellness, specifically focusing on calming solutions for cats. The brand positions itself as a provider of veterinarian-formulated products designed to promote calmness and relaxation in pets, addressing common issues such as scratching, spraying, and tension between multiple cats in a household. The brand aligns with a functional approach, providing practical solutions for pet owners seeking to improve their pets' well-being and create a more peaceful home environment. # Product The Zesty Paws Calming Diffuser is a veterinarian-formulated product designed to promote calmness and relaxation in cats of all ages. It works by mimicking cats' pheromones, which helps reduce scratching and spraying, and promotes a more peaceful environment. The diffuser covers up to 1000 square feet. The product addresses the pain point of tension and conflict between multiple cats in a household, offering a solution to create a calmer and more harmonious living space for both cats and their owners. It is presented as a must-have for any multi-cat home. # Visual style The ad has a UGC feel, with natural lighting and simple editing. The production quality is decent but not overly polished, aligning with a casual, relatable tone. The pacing is moderate, with cuts timed to match the voiceover. Visuals show cats in their home environment. # Hooks Spoken: 00:00–00:05: We've been integrating three adult cats and there was definitely a lot of tension, lots of hiding, attacking and hissing. Text overlay: 00:00–00:05: We've been integrating / 00:01–00:05: three adult cats / 00:02–00:05: and there was definitely / 00:03–00:05: a lot of tension, / 00:04–00:05: lots of hiding, / 00:04–00:05: attacking and hissing. Visual: 00:00–00:02: Two cats sit near a sliding glass door in a home. One cat is in the foreground looking down, while the other is behind it looking to the left. / 00:02–00:03: Close-up shot of a hand petting a cat on a cat tree. / 00:03–00:05: A cat runs behind the cat tree. / 00:05–00:05: A cat is lying on a bed on top of a green blanket. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the pain point of tension and conflict between multiple cats in a household. "We've been integrating three adult cats and there was definitely a lot of tension, lots of hiding, attacking and hissing." # Value propositions - The Zesty Paws Calming Diffuser offers a veterinarian-formulated solution to reduce scratching and spraying in cats, mimicking their natural pheromones to promote calmness and relaxation in up to 1000ft² of space. # Benefits - Calmness & relaxation - Helps reduce scratching & spraying - Optimal pheromone delivery # Features - Veterinarian Formulated - Mimics cats pheromones - Covers up to 1000ft² # Call to action None used. # Social proof - "Once we added the Zesty Paws Calming Diffuser to our home, we noticed a much more peaceful vibe" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is narrated by a cat owner sharing her personal experience with the product. # Storyline - 00:00–00:05 The ad starts with an introduction of the problem. - 00:00–00:05 The narrator, a woman, discusses how she's been integrating three adult cats, but there was a lot of tension, hiding, attacking, and hissing. This sets up the central problem the ad aims to solve. - 00:05–00:08 The ad transitions to showcasing the solution: Zesty Paws Calming Diffuser. - 00:06–00:08 The woman says, "Once we added the Zesty Paws Calming Diffuser to our home..." - 00:08–00:15 The woman then transitions to showcasing the results. - 00:08–00:15 The narrator shares that they noticed a much more peaceful vibe, sharing rooms, lounging closer together, and a calmer house overall. This highlights the positive outcome after using the product. - 00:15–00:21 The ad continues by explaining how the diffuser works and its coverage area. - 00:15–00:21 The narrator shares that the diffuser works by mimicking cat's pheromones, and it covers up to 1000 square feet, which is perfect for their space. - 00:21–00:24 The ad concludes with a final endorsement. - 00:21–00:24 The narrator recommends the diffuser as a must-have for any multi-cat home, reinforcing the value proposition.

# Ad summary This image ad features a dog near a bottle of Fera Pets Probiotics on a blanket and promotes a discount. # Brand positioning Fera Pets is positioned as a premium provider of health products for pets, especially dogs. They are dedicated to providing high-quality probiotics that can address specific health issues, such as loose stool, and promote overall digestive health. The brand emphasizes the natural ingredients and the potential benefits for pet owners who prioritize the well-being and comfort of their animals. Fera Pets appears to push against a lack of comprehensive digestive support products for pets, highlighting an autoship order to further promote ongoing pet wellness. # Product Fera Pets Probiotics are designed to improve a dog's digestive health by addressing issues like loose stool. The product consists of chewable tablets, as seen in the bottle's lid. The probiotics are promoted as a natural solution for maintaining a healthy gut and are explicitly for dogs. The ad aims to overcome the barrier of digestive issues by offering a convenient and effective solution, emphasizing a tangible health benefit for dogs. It promotes a 50% discount on the first autoship order, making it more accessible for pet owners to try the product and maintain a continuous supply for their dog's health. # Visual style The ad uses a high-quality, studio-shot image with a natural and inviting aesthetic. The visual motifs include a flatlay arrangement of the product with props that evoke an outdoor setting, lending a sense of freshness and authenticity. The image treatment involves subtle color grading to enhance the vibrancy of the natural elements, while drop shadows add depth to the product placement. The typography is integrated cleanly and legibly to ensure clear messaging and ease of reading, and the overall style breaks from overly polished looks often associated with pet health products, opting for a more relatable and approachable feel. This design may impact scannability positively by drawing the viewer's eye to the product and key messaging quickly. # Hooks Headline: Say goodbye to loose stool # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common issue of loose stool in dogs, a problem that can cause discomfort and concern for pet owners. "Say goodbye to loose stool" directly highlights this frustration. # Value propositions - Provides total gut health support with USA made probiotics to combat loose stool. # Benefits - goodbye to loose stool # Features - Probiotics - TOTAL GUT HEALTH SUPPORT - a daily supplement for dogs - NET WT 2.65 oz (75 g) - Made in the USA with Global Ingredients # Call to action None used. # Social proof - None used. # Point of view - Brand: This is evident in the promotional messaging, which is centered on the product's benefits and the purchase incentive. The brand is promoting its products and offers. - Customer: The dog shown in the image implies the perspective of the pet owner looking for a solution for their dog's loose stool, making the customer feel that the ad understands their needs. # Storyline - The ad opens with a high-angle shot of a dog lying on a blanket in a grassy outdoor space. The dog is looking toward the camera with its tongue slightly out. This visually introduces the target animal for this product to create a friendly and relatable image to draw the viewer in and establish a clear connection to the brand. The viewer sees this image from an external, observational point of view. - The focal point shifts to the probiotics bottle on a wooden board next to the dog. The bottle is partially open with several tablets visible on the cap. This section highlights the product itself, demonstrating its packaging and form (chewable tablets), giving potential customers a clear view of what they are purchasing from the brand's perspective. - The ad concludes with a promotional offer of "50% Off Your first Autoship order." This is the final action driver that encourages viewers to commit to a purchase and try out the product, appealing to them with savings and added convenience from the brand's perspective.

# Ad summary This ad promotes Chewy's pharmacy service using a user-generated content style testimonial. A dog owner shares how Chewy Pharmacy helps her to easily get Bruce's monthly preventative heartworm medication. # Brand positioning Chewy presents itself as a customer-centric online pet supply and pharmacy service. It is positioned as a convenient and reliable source for pet owners' needs, emphasizing the ease of obtaining prescription medications through its pharmacy service. The brand aims to occupy a space in the consumer's mind as a stress-free, time-saving solution for pet care, by allowing them to spend more quality time with their pets. Chewy's tone is casual, relatable, and empathetic, promoting a lifestyle centered around pet companionship. Chewy pushes against the norm of traditional vet visits for prescription refills and positions itself as a functional alternative that prioritizes convenience and the emotional well-being of both pets and their owners. # Product Chewy Pharmacy is an online service that provides prescription medications for pets, delivered directly to the customer's doorstep. The product is for pet owners who seek a convenient way to obtain their pet's medications without the need for frequent visits to the vet. Chewy Pharmacy addresses the pain point of time-consuming vet visits by offering a service that saves pet owners time and stress. The service is presented as a hassle-free alternative to traditional methods of obtaining prescription medications, allowing pet owners to spend more quality time with their pets. The ad emphasizes the ease and convenience of using Chewy Pharmacy, highlighting its ability to deliver vet-prescribed medication directly to the customer's home, ultimately simplifying pet care and enhancing the bond between pets and their owners. # Visual style The ad has a natural and casual aesthetic, with a UGC feel. The editing style includes static shots with some jump cuts. The production quality appears to be a hybrid, combining elements of a polished commercial with a user-generated content approach. The pacing is moderate. # Hooks Spoken: 00:00–00:05 When we adopted Bruce in October of 2024, he was heartworm positive after being rescued from a puppy mill. Visual: 00:00–00:05 A medium shot shows a woman, around 20-30 years old, with long brown hair, fair skin, wearing glasses and a dark blue sweatshirt, sitting on a couch with a Golden Retriever. She is petting and scratching the dog's neck. The background includes a dark blue wall with a landscape painting featuring a yellow sun or moon. Pillows with orange and blue patterns are on the couch. The shot is brightly lit, with some lens flare, and the camera is stationary. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The pain point is the stress and time-consuming nature of going to the vet to pick up Bruce’s prescription medication, explicitly stated with, "Our vet is an hour round trip from our home. So that's an hour away from Bruce that I could be spending with him." # Value propositions - Vet prescribed medication delivered right to my door # Benefits - Chewy Pharmacy takes all that stress away. - I can be home with Bruce on the weekends - No long drive - No lonely Bruce - No Stress - Enjoy all that extra time for cuddles # Features - Vet prescribed medication - Delivered right to my door # Call to action Check out Chewy Pharmacy # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a pet owner, communicating her direct experiences and satisfaction with the product. # Storyline - 00:00–00:05 00:00–00:05 When we adopted Bruce in October of 2024, he was heartworm positive after being rescued from a puppy mill. This opening sets the stage by introducing Bruce's backstory as a rescued dog who had heartworms, thereby establishing a shared experience and relatable story for the audience. The perspective is from the dog owner, and the tone is empathetic. - 00:05–00:08 00:05–00:08 Treatment was long, hard, and a little bit scary. Continuing the narrative, the ad expresses the difficulty of Bruce's heartworm treatment. This reinforces the challenges faced by pet owners and highlights the emotional investment in their pets' well-being. The tone is sincere, reflecting the owner's experience and struggle. - 00:09–00:13 00:09–00:13 But in February of 2025, Bruce officially tested negative for heartworms. The story progresses to a positive turning point, as Bruce tests negative for heartworms. This creates a sense of relief and celebration, and positions the product as a hero that makes life easier. The tone is optimistic, and there is excitement and positive anticipation. - 00:13–00:19 00:13–00:19 Even though treatment is over, Bruce still needs to take a prescription monthly preventative, so he doesn't get reinfected. Even after the treatment, a prescription monthly preventative is necessary, which keeps the product relevant and necessary. The perspective continues from the dog owner, and the tone is informative. - 00:20–00:27 00:20–00:27 Our vet is an hour round trip from our home. So that's an hour away from Bruce that I could be spending with him. This builds upon the previous setup by introducing a problem—the time-consuming vet visits required to get Bruce's prescription. This creates a relatable frustration point that can be resolved. The perspective is from the dog owner, and the tone is sincere and mildly inconvenienced. - 00:28–00:30 00:28–00:30 Chewy pharmacy takes all that stress away. This addresses the problem directly by introducing Chewy Pharmacy as the solution that eliminates the stress and time associated with vet visits. The perspective shifts towards the benefits Chewy Pharmacy offers, and the tone is confident and reassuring. - 00:31–00:36 00:31–00:36 I can be home with Bruce on the weekends while his vet prescribed medication gets delivered right to my door. The benefit is conveyed from the dog owner's perspective to show the value and convenience of the product, with an excited and satisfied tone. - 00:36–00:47 00:36–00:47 No long drive, no lonely Bruce, no stress. If you're like us and would rather spend your free time with your fur babies, check out Chewy Pharmacy and enjoy all that extra time for cuddles. I know we sure are. The ad concludes by emphasizing the key benefits and highlighting the increased quality time with pets as a value proposition for choosing Chewy Pharmacy. The perspective remains focused on the dog owner's viewpoint, and the tone is sincere and appreciative.