How Drunk Elephant Skin Care Advertises on Meta

# Ad summary The ad features a woman humorously discussing the need to make responsible decisions, and highlighting the Drunk Elephant Vitamin-C serum as a responsible purchase. # Brand positioning Drunk Elephant is presented as a skincare brand that aligns with making responsible decisions. The brand is positioned for individuals who appreciate a touch of luxury in their everyday routines, and its products are presented as a means of self-care and good choices. The ad conveys an emotional tone of self-care and confidence. # Product The featured product is the Vitamin-C Drunk Elephant C-Firma Fresh Day Serum. It is presented as a skincare product that contributes to bright, firm skin. The serum is implicitly for people who prioritize skincare and want to make responsible decisions for their skin's health. Its key selling points are the promise of bright and firm skin, and that it is a responsible purchase. The ad emphasizes that using the serum is a good decision. # Visual style The ad has a UGC feel with a mix of polished and scrappy shots. The editing style uses quick cuts to create a fast-paced, humorous tone, around 15 CPM. The cuts are loosely synced with the voiceover. The overall aesthetic is bright and well-lit. # Hooks Spoken: 00:00–00:02: [Conversational] I believe in living a very responsible lifestyle Text overlay: 00:00–00:02: I believe in living a very responsible lifestyle Visual: 00:00–00:02: A medium shot of a woman with fair skin, around 40–50 years old, wearing glasses and a colorful velvet robe with a white headband, stands in front of a white door with a framed black and white photo on the wall. She holds a Drunk Elephant product and speaks directly to the camera. The camera is stationary, selfie-style. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point is the struggle to make responsible decisions amidst a chaotic lifestyle. # Value propositions - Using the product is a good (responsible) decision # Benefits - Bright skin - Firm skin # Features - Vitamin-C Drunk Elephant C-Firma Fresh Day Serum # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told entirely from the perspective of a relatable customer sharing her experiences and opinions. # Storyline - 00:00–00:02 00:00–00:02: A woman in a colorful robe addresses the camera, holding a Drunk Elephant product and saying she believes in living a very responsible lifestyle. This introduces the ad's theme of responsible decision-making. - 00:03–00:09 00:03–00:09: Quick cuts show the same woman in various comical and exaggerated situations, such as being frustrated on a phone call, struggling with Pilates, attempting to blend something in a food processor, and struggling to find an outfit in her closet. These scenes humorously illustrate the less-than-responsible choices in her life. - 00:10–00:18 00:10–00:18: The woman applies the Drunk Elephant serum, emphasizing it as her responsible decision for the day. The tone shifts to a more sincere and focused product endorsement. - 00:18–00:20 00:18–00:20: She puts on sunglasses and bracelets after applying the serum, saying all bets are off after making her responsible decision. This reinforces the humorously contrasting themes of responsibility and spontaneity. - 00:21–00:25 00:21–00:25: The woman applies the Drunk Elephant serum again, emphasizing that she tries to make one responsible decision a day, calling the serum ‘it’. This reiterates the serum's role in her responsible routine. - 00:26–00:28 00:26–00:28: The woman poses in an outfit, calling everything else fashion choices. This delivers the final punchline by reiterating that everything besides using the serum is a fashion choice, thus not a responsible decision.

# Ad summary An ad for Drunk Elephant's C-Firma Fresh Day Serum, this video features a woman showing the product alongside her orange ricotta pancakes. She first shares that she uses the product as part of her daily skincare routine. She then prepares breakfast with oranges, before returning to describe how the serum helps brighten, firm, and protect her skin, and encourages the viewer to try it as well. # Brand positioning Drunk Elephant is presented as a brand focused on incorporating skincare into everyday routines and healthy lifestyles. The ad implies that the brand offers products with beneficial ingredients, in this case Vitamin C. By integrating the serum into a morning breakfast routine, Drunk Elephant aims to normalize skincare as a part of a healthy lifestyle. The pairing with food could suggest that the brand prioritizes ingredients that are good for your body, not just your skin. The brand occupies a premium space in the beauty and personal care market, positioning itself as more than just a functional product but a component of an aspirational, self-caring daily ritual. # Product The Drunk Elephant C-Firma Fresh Day Serum is presented as a product that firms, brightens, and protects the skin. The user applies drops of the serum to her face in the morning. It is described as a daily dose of Vitamin C and implies that the product will help the user to start their day in a healthy way. The packaging is white with a bright orange cap and printed with product details. # Visual style The ad has a bright, clean aesthetic with natural lighting and a focus on simplicity and elegance. The shots are well-composed and the transitions are smooth. It uses a hybrid editing style with a UGC feel while remaining polished. The pacing is consistent and moderate, with cuts timed to the voiceover. # Hooks Spoken: Female 1: Just like every morning, the very first thing I do, before starting my day, is my skincare. Visual: 00:00–00:02: A high-angle shot shows a plate of pancakes with syrup and a pat of butter, along with orange slices and the Drunk Elephant C-Firma Fresh Day Serum. The plate sits on a beige tablecloth. The lighting is bright and warm. / 00:02–00:04: A medium close-up shot shows a woman in a white bathrobe holding the Drunk Elephant C-Firma Fresh Day Serum in front of her face. She pumps the serum onto her hand. The background is blurred. / 00:04–00:06: A close-up shot shows the woman applying the serum to her face. The camera zooms in slightly as she rubs the serum onto her cheek and neck. # Funnel stage Consideration # Pain points None used. # Value propositions - Your daily dose of Vitamin C - The Drunk Elephant C-Firma Fresh Day Serum is the first step of your day # Benefits - The Drunk Elephant C-Firma Fresh Day Serum is the first step of your day - Brightens skin - Firms skin - Protects skin # Features - Vitamin C - Firms - Brightens - Protects # Call to action And you need it too. # Social proof - “And lately, I've been using the Drunk Elephant C-Firma Fresh Day Serum.” – Female 1 (Customer) - “It's my daily dose of Vitamin C, or maybe I should say one of them, because just like I put it on my skin, I also like to eat it too.” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the point of view of a woman incorporating the product into her morning routine. # Storyline - 00:00–00:01 The ad opens with a plate of pancakes and the Drunk Elephant C-Firma Fresh Day Serum on a plate. The intention is to imply that the product is another daily essential. - 00:01–00:06 00:01–00:06: The woman shares that skincare is the first thing she does every morning. The intention is to establish that the product is part of her daily routine. - 00:06–00:10 00:06–00:10: She adds that she has been using the Drunk Elephant C-Firma Fresh Day Serum lately. The intention is to introduce the specific product. - 00:10–00:26 00:10–00:26: She calls the serum her "daily dose of Vitamin C", before cutting to her preparing orange ricotta pancakes. The intention is to imply that both the serum and the pancakes are part of a healthy lifestyle. - 00:26–00:29 00:26–00:29: Returning to the serum, the woman shares that the serum helps brighten, firm, and protect her skin. The intention is to convey the product's specific benefits. - 00:29–00:30 00:29–00:30: Finally, she encourages the viewer to try it as well. The intention is to make a final call to action.

# Ad summary This ad features a woman, who is also a mom, reviewing Drunk Elephant's C-Firma Fresh Day Serum and Umbra Tinte Physical sunscreen. She uses the products as part of her daily routine and highlights how simple and effective they are. # Brand positioning Drunk Elephant is presented as a brand that aligns with the values of simplicity and effectiveness. The ad highlights the use of Vitamin C skincare to achieve brighter and firmer skin. The brand aims to occupy a space in the consumer's mind that promotes skincare as a simple and effective part of their daily routine. The brand is seen as something that fits in with a modern, active lifestyle. The ad also pushes against the norm of complicated skincare routines, opting for a 'less is more' approach. # Product The ad features the Drunk Elephant C-Firma Fresh Day Serum, which is described as a daily dose of vitamin C for brighter and firmer skin. It's presented as a simple and effective solution for skincare, allowing users to focus on other aspects of their lives. The ad also features Drunk Elephant's Umbra Tinte Physical sunscreen, which can be applied after the serum. Both are for people who want to streamline their skincare and incorporate it into their daily routine. # Visual style The ad has a natural, lifestyle-focused aesthetic, combining a mix of selfie-style shots in her bedroom. The editing style is fast-paced, and the overall tone is casual and approachable. # Hooks Spoken: Female 1: My mom always used to say less is more and now that I'm a mom, I'm starting to understand that. Visual: 00:00–00:02: A woman with long, dark hair pulled back, is holding a baby wearing a white patterned onesie. She's standing in a bedroom with a large bed in the background and beige-colored walls. She's wearing a light-colored dress. # Funnel stage Consideration # Pain points The ad highlights the desire for a simple and effective skincare routine, indicating that complicated skincare routines can be frustrating for the target audience. # Value propositions - Simple and effective means less time I'm thinking about my skin - More of the things I'm going to say yes to # Benefits - Brighter and firmer skin - Simple and effective # Features - C-Firma Fresh Day Serum: A daily dose of vitamin C - Umbra Tinte Physical sunscreen # Call to action Don't forget to apply your sunscreen on top # Social proof - "Which is why I've been loving the C-Firma Fresh Day Serum from Drunk Elephant" - Female 1 (Influencer) # Point of view - Customer 100% – The speaker presents as a relatable customer sharing her personal experience and routine using the product. # Storyline - 00:00–00:02 The ad opens with the speaker holding a baby. - 00:00–00:02 She recalls her mom saying that 'less is more,' which she now understands as a mom. - 00:02–00:03 The ad cuts to an aerial shot of the C-Firma Fresh Day Serum product. - 00:03–00:06 She says that's why she loves the C-Firma Fresh Day Serum from Drunk Elephant, while she pumps the product onto her hand. - 00:06–00:08 While applying it to her face, she says that it's a daily dose of vitamin C. - 00:08–00:12 After applying the product to her face, she puts it on her neck and says it's super potent to give brighter and firmer skin. - 00:12–00:14 She says that simple and effective means less time she is thinking about her skin. - 00:14–00:15 She says that it leaves her more time to say yes to things she loves. - 00:15–00:21 The ad cuts to her doing different activities like moving her body, going to a party, going on dates with her husband, and going outside with her baby. - 00:21–00:23 The ad cuts back to her applying sunscreen and saying don't forget to apply your sunscreen on top. - 00:23–00:24 She says that they brighten responsibly. - 00:24–00:25 She ends the ad by saying to enjoy your glow.

# Ad summary This ad for Drunk Elephant is promoting a limited-time birthday sale on Lazada, an online retailer. The ad features a product shot of Drunk Elephant skincare products stacked on top of each other, as well as text describing an offer of 15-20% off depending on how much you buy, as well as a 50% off offer on selected items. Additional incentives are listed at the bottom, including free gifts. # Brand positioning Drunk Elephant is presented as a high-end skincare brand, emphasizing simplicity and effective ingredients. The brand's packaging is minimalist and modern, reflecting its commitment to clean beauty. The brand differentiates itself by excluding what it deems as the "Suspicious 6" ingredients (essential oils, drying alcohols, silicones, chemical screens, fragrance/dyes, and SLS), indicating its commitment to non-toxic and biocompatible skincare. Drunk Elephant positions itself as a premium brand, appealing to consumers who seek high-quality, ingredient-conscious skincare products. The brand leans into functional benefits, offering a straightforward approach to skincare that promises visible results. # Product The ad showcases a range of Drunk Elephant skincare products. These products include the Virgin Marula Luxury Facial Oil, Protini Polypeptide Cream, and C-Firma Fresh Day Serum. The Protini Polypeptide Cream is featured prominently with the text (on-package label text) "Protini™ Polypeptide Cream Crème aux polypeptides STRENGTHEN + MOISTURIZE." The ad highlights the products' formulations and benefits, appealing to consumers seeking effective and high-quality skincare solutions. These products are designed for individuals looking to improve their skin's overall health and appearance. The USPs of these products are their unique ingredients and formulations, designed to deliver visible results. The ad caters to those interested in a simplified skincare routine with clinically effective ingredients. # Visual style The ad utilizes a clean and modern visual style, with a focus on product presentation and promotional messaging. The stacked product arrangement and white background create a sleek and organized aesthetic. The ad has bright, even lighting. The integration of graphic elements such as percentage off and bonus items creates a clear and enticing presentation of the offer. # Hooks Headline: 6 ชั่วโมง แรกเท่านั้น # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Additional incentives with purchases, including free sample sizes, gift sets, and even an Umbra Umbrella # Benefits - STRENGTHEN + MOISTURIZE # Features - Protini™ Polypeptide Cream Crème aux polypeptides - Virgin Marula Luxury Facial Oil Huile faciale de luxe - C-Firma™ Fresh Day Serum de jour # Call to action SHOP NOW > # Social proof - None used. # Point of view - Brand: The entire ad promotes Drunk Elephant products and sales offers, positioning the brand and its values to the audience. # Storyline - The ad opens with a product shot of Drunk Elephant skincare products stacked on top of each other, immediately grabbing the viewer's attention. The brand is showing off its product line by displaying the products in a visually appealing arrangement. - Next, the ad promotes Drunk Elephant's birthday sale by offering a tiered discount on items purchased: Buy 1, Get 15% Off; Buy 2, Get 20% Off; and 50% Off Selected Items. The brand is providing viewers with the offer, which serves as an incentive to purchase the products and positions the ad to convert potential customers. - The ad concludes by listing additional incentives when purchasing Drunk Elephant products, including free sample sizes, gift sets, and even an Umbra Umbrella when purchasing a certain amount of products. The brand is further incentivizing purchases by showing consumers that they get more value for their money.

# Ad summary This ad for Drunk Elephant's Protini Polypeptide Cream features a woman applying the product to her face in a clean, bright setting. The ad focuses on the cream's potency and its ability to reduce signs of aging. # Brand positioning Drunk Elephant is presented as a skincare brand that embraces a playful yet responsible approach to beauty. The brand pushes against typical skincare norms with its unique name and playful branding, while also emphasizing the potency and effectiveness of its products. Its tone is fun and engaging, promoting a lifestyle that values both self-care and responsible enjoyment. The brand aims to occupy a space in the consumer's mind as a reliable and effective skincare solution. The brand clearly demonstrates a strong stance of product awareness and responsible consumption. # Product The Protini Polypeptide Cream is a moisturizer designed to strengthen and hydrate the skin. It features nine signal peptides and Pygmy Waterlily extract to reduce signs of aging. The cream is presented as a potent solution for maintaining youthful skin. The ad aims to convince viewers that this product is worth trying to maintain a healthy and youthful appearance, highlighting its key ingredients. # Visual style The ad features a clean and polished aesthetic with bright, even lighting. The editing style includes quick cuts and close-up shots to focus on the product and the model’s skin. The production quality is high, giving it a commercial feel. The pacing is moderate, with cuts timed to the music. The visual motifs include frequent close-ups of the product and the model's face. # Hooks Spoken: 00:00–00:07: [Singing] sending signals waves of basin shall unfold you Text overlay: *WARNING: MAY REDUCE SIGNS OF AGING Visual: 00:00–00:02: Close-up shot of dark-skinned hands holding a jar of Drunk Elephant Protini Polypeptide Cream. The jar is white with a teal lid and black text. The background is bright white. The hands rotate the jar, showing the product label. / 00:01–00:02: Close-up shot of a dark-skinned, bald woman smiling at the camera. She has clear skin and minimal makeup. The background is white. Text overlay reads "PLEASE RESPONSIBLY" in white font. / 00:02–00:03: The dark-skinned hands are shown again, rotating the jar of cream in a clean setting. / 00:03–00:04: Visual of white cream-like substance on a white background. Text overlay reads "PROTINI POLYPETIDE CREAM" in grey font with a teal flower symbol. / 00:04–00:05: The dark-skinned hands are shown again, rotating the jar of cream in a clean setting. / 00:05–00:07: Extreme close-up of a dark-skinned woman applying white cream to her face. She is looking directly into the camera and smiling subtly. The background is white. # Funnel stage Top of funnel (Awareness) # Pain points The ad aims to address concerns about aging skin and the desire to maintain a youthful appearance. "WARNING: MAY REDUCE SIGNS OF AGING" implies the customer may feel insecure about aging and want to improve their appearance. # Value propositions - The cream contains signal peptides and Pygmy Waterlily extract, which highlights its key ingredients. # Benefits - May reduce signs of aging # Features - Nine signal peptides - Pygmy Waterlily extract # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's official perspective. # Storyline - 00:00–00:02 The camera focuses on a jar of Protini Polypeptide Cream held in a pair of hands. - 00:01–00:02 The ad then cuts to a woman looking directly at the camera, followed by a screen with the text "PLEASE RESPONSIBLY". This communicates the brand’s values and promotes responsible product usage. - 00:02–00:03 The hands are shown again, rotating the jar of cream in a clean setting. The message is that the product should be enjoyed with care and awareness. - 00:03–00:04 A shot of a white cream-like substance appears with the text overlay, "PROTINI POLYPEPTIDE CREAM". The intention is to highlight the core product and its name. - 00:04–00:05 The jar of Protini Polypeptide Cream is shown again in a hand, reinforcing product recognition. - 00:05–00:07 The camera zooms in on a woman as she applies the cream to her face. This offers a close-up perspective of product usage and its immediate effect. - 00:07–00:08 Text overlay "PYGMY WATERLILY" appears on screen with an extreme close-up of the woman’s face. This provides information about one of the key ingredients in the cream. - 00:08–00:11 The woman smiles and looks directly into the camera, showcasing the positive emotional response and satisfaction with the product. - 00:11–00:12 Text overlay "THE PROOF IS IN THE POTENCY" appears on screen with an extreme close-up of the woman’s face. This reinforces the product's effectiveness. - 00:12–00:15 The Drunk Elephant logo is displayed, along with the tagline "PLEASE RESPONSIBLY". This emphasizes the brand's identity and responsible usage message.

# Ad summary The ad features a woman in her 40s in a bathroom setting, wearing a robe and showcasing the Drunk Elephant Protini Polypeptide Cream. She emphasizes the importance of moisturizing, especially as she prioritizes self-care and highlights the product's compatibility with skin in her phase of life, developed by a woman in her 40s with kids. # Brand positioning Drunk Elephant is presented as a brand developed by a woman in her 40s who understands the needs of mature skin. It is positioned as a brand that focuses on products for evolving skin rather than just fixing it. The brand aligns with a lifestyle of self-care and putting oneself first, with an emphasis on using products that are biocompatible and protein-rich. It aims to occupy a space in the consumer's mind as a brand that provides products that work with the skin's natural processes and needs at different life stages, rather than against them. # Product The Drunk Elephant Protini Polypeptide Cream is a protein-rich moisturizer designed for skin that's evolving. The cream is applied to the face to nourish and hydrate the skin. The ad highlights that it takes just one pump of the cream to moisturize the face effectively. The cream is biocompatible, meaning it sinks up together with the skin. It emphasizes that putting protein directly on your face is beneficial, similar to eating protein, and that it provides a natural glow. It is designed for skin that is evolving and being fixed. # Visual style The ad has a UGC feel, with a natural, unfiltered aesthetic. It takes place in a home bathroom, with natural lighting and a slightly shaky camera. The editing is minimal, with static shots and smooth transitions. The pacing is consistent, creating a conversational tone. # Hooks Spoken: Female 1: Hey you guys heard that this is the year of the horse. Visual: 00:00–00:03 The shot features a woman in a bathroom. She has her hair in a messy bun and is wearing a gray robe. The bathroom is white with tan marble countertops. She's talking directly to the camera. # Funnel stage Consideration # Pain points The central pain point is the feeling of being overwhelmed by the demands of life, especially as a woman in her 40s with kids and a job. # Value propositions - The Protini Cream is protein-rich moisturizer for a natural glow. # Benefits - Putting protein literally directly on your face - natural glow # Features - Protini Cream - Protein rich - Just takes one pump - Biocompatible # Call to action None used. # Social proof - Drunk Elephant was developed by a woman in her 40s with kids. # Point of view - Customer 100% – The entire ad is presented from the perspective of a woman in her 40s doing a skincare routine and offering advice and relatable commentary. # Storyline - 00:00–00:04 The woman begins by addressing the audience, mentioning the year of the horse and her decision to prioritize herself this year. - 00:04–00:10 She acknowledges the demands of her life as a woman in her 40s, highlighting the responsibilities of kids and a job. - 00:10–00:17 The woman states that she is going to do a skincare routine, mainly moisturizing responsibly. - 00:17–00:25 The woman introduces the Protini Cream by Drunk Elephant, mentioning that the brand was developed by a woman in her 40s with kids. - 00:25–00:29 The woman applies one pump of the cream to her face, while saying less is more. - 00:29–00:37 The woman shares that Drunk Elephant products are biocompatible and that it is also protein rich. - 00:37–01:08 She reflects on the importance of putting protein on the skin, and the value of focusing on wellness, and products for this phase of her life. - 01:08–01:13 The woman expresses how this routine creates a natural glow without makeup.

# Ad summary This ad promotes Drunk Elephant's Protini Polypeptide Cream by highlighting its benefits and key ingredients. The ad showcases the cream's texture and application, emphasizing its potential to reduce signs of aging. # Brand positioning Drunk Elephant is presented as a modern and effective skincare brand focused on potent ingredients and visible results. The brand emphasizes functional benefits, such as strengthening and moisturizing skin, while positioning itself as a skincare solution that may reduce signs of aging. It presents a clean and simple aesthetic, with the phrase "Please Enjoy Responsibly" included, hinting at a lifestyle of balance and mindful indulgence within the skincare realm. This positions Drunk Elephant as a brand that is effective and aligned with the consumer. # Product The Protini Polypeptide Cream is a skincare product designed to strengthen and moisturize the skin. It features 9 signal peptides and pygmy waterlily as key ingredients. The ad highlights its potency and potential to reduce signs of aging. The cream is presented as a solution for achieving healthy and youthful-looking skin, appealing to those seeking visible results from their skincare routine. The ad focuses on the product's core benefits and key components, without direct comparison to competitors, emphasizing its unique formulation and potential. # Visual style The ad features a clean and polished aesthetic with a focus on showcasing the product and its key ingredients. The editing style includes quick cuts and smooth transitions, keeping a brisk pace. The close-up shots of the woman with clear skin and a glossy lip add to the high-end feel. The color palette is mostly white and gray, with accents of light green. The production quality is high, indicating a professionally made commercial intended to appeal to skincare enthusiasts. # Hooks Spoken: 00:04–00:07: [Singing] Sending signals, waves of aging, shall [inaudible]. Text overlay: 00:05–00:06: 9 SIGNAL PEPTIDES / 00:06–00:07: *WARNING: MAY REDUCE SIGNS OF AGING Visual: 00:04–00:05: A close-up of tan hands holding the Drunk Elephant Protini Polypeptide Cream jar against a white background. The label is clear, showing "Protini™ Polypeptide Cream", "STRENGTHEN + MOISTURIZE", and other text. An asterisk and text at the bottom states "*WARNING: MAY REDUCE SIGNS OF AGING." / 00:05–00:06: A close-up of a black woman’s face as she applies a white cream under her eye with her finger. Her skin is clear and dewy. Text overlay reads "9 SIGNAL PEPTIDES." An asterisk and text at the bottom states "*WARNING: MAY REDUCE SIGNS OF AGING." / 00:06–00:07: A close-up of a black woman’s face applying white cream to her cheek with her fingers. Her skin is dewy, and her lips have a glossy finish. An asterisk and text at the bottom states "*WARNING: MAY REDUCE SIGNS OF AGING." # Funnel stage Middle of funnel (Consideration) # Pain points The ad aims to address the pain point of skin aging. This is signaled by the phrase, "Waves of Aging", which the product aims to help. # Value propositions - 9 signal peptides: emphasizes a key ingredient in skincare - Pygmy waterlily: emphasizes a key ingredient in skincare - Strengthen + moisturize: emphasizes the cream's skin improvements # Benefits - Strengthen + moisturize - May reduce signs of aging # Features - 9 signal peptides - Pygmy waterlily # Call to action None used. # Social proof - None used. # Point of view - Customer 40% – The ad uses close-ups of a model applying the product and smiling, implying the user's experience. - Brand 60% – The brand POV is communicated through product shots, text overlays, and messaging about ingredients and benefits. # Storyline - 00:00–00:01 The ad opens by showcasing the Drunk Elephant Protini Polypeptide Cream jar held in a person’s hands, with the logo visible, immediately introducing the featured product. - 00:01–00:02 The scene quickly cuts to a person looking directly into the camera, maintaining eye contact and a slight smile, creating a personal connection with the viewer. The Drunk Elephant logo is present in the lower half of the screen. - 00:02–00:03 The product is again in view being held, emphasizing its packaging and physical presence. - 00:03–00:04 The screen briefly transitions to a graphic displaying the brand and product name against a soft, blurred background, reinforcing brand recognition. - 00:04–00:05 The product is held again, highlighting its details. - 00:05–00:06 Close-up shot of a woman applying the cream under her eye, emphasizing the "9 Signal Peptides" with text overlay, showcasing a key ingredient. - 00:06–00:07 The woman is applying the cream to her face, highlighting the texture and application process. The ad uses quick cuts to maintain viewer engagement and showcase the product in action. - 00:07–00:08 The ad uses a zooming effect to emphasize the "Pygmy Waterlily" ingredient with text overlay, highlighting another key component of the cream. - 00:08–00:11 Close-up of a woman smiling, showcasing her face, suggesting a positive result from using the product. This builds emotional connection and visual appeal. - 00:11–00:12 Text overlay appears stating, "THE PROOF IS IN the POTENCY," reiterating the product's efficacy. This directly states the product benefit. - 00:12–00:14 The ad ends with the Drunk Elephant logo and the phrase "PLEASE ENJOY RESPONSIBLY," solidifying brand identity and reinforcing the mindful indulgence concept. - 00:15–00:16 The ad states that the product is available at Sephora. - 00:16–00:18 The Drunk Elephant logo is presented to end the ad.

# Ad summary This ad showcases a variety of Drunk Elephant skincare products, emphasizing their use of powerful active ingredients and skin-smart formulas to achieve youthful skin. The ad presents close-up shots of the products being applied to different skin tones and textures, while text overlays highlight key benefits and a warning for youthful skin ahead. # Brand positioning Drunk Elephant is positioned as a results-driven skincare brand that focuses on using powerful, active ingredients and skin-smart formulas. The brand is presented as a provider of effective skincare solutions that cater to consumers seeking visible improvements in their skin's health and appearance, promising youthful results. The brand emphasizes a minimalist approach with a focus on what the skin needs, excluding unnecessary additives or fillers. The brand embraces a fun, quirky tone with a 'Warning: Youthful Skin Ahead' message, setting it apart from more traditional or serious skincare brands. # Product The ad features a variety of Drunk Elephant skincare products, each designed with skin-smart formulas and powerful active ingredients. Products shown include Protini Polypeptide Cream, which strengthens and moisturizes the skin with 9 Signal Peptides and Pygmy Waterlily; C-Firma Fresh Day Serum, which firms and brightens the skin with 15% L-Ascorbic Acid and Ferulic Acid; and B-Hydra Intensive Hydration Serum, which quenches and illuminates with Pineapple Ceramide and Pro-Vitamin B5. The products are designed to provide everything the skin needs and nothing it doesn't. The ad highlights their ability to deliver proven performance for youthful-looking skin. # Visual style The ad has a polished, clean aesthetic with bright, even lighting and a focus on close-up shots to highlight skin texture and product details. The editing style employs quick cuts to showcase various products and application methods, maintaining a fast pace. The production quality is high-end, resembling a professional commercial, which aims to build trust and convey the brand's commitment to quality. The visual motifs include extreme close-ups of faces and product textures, along with a consistent white background. The pacing is quick, with a high cut rate (approximately 20 cuts per minute), and many of the cuts are synced to the music's beat. # Hooks Spoken: [Singing] sending signals Text overlay: *WARNING: YOUTHFUL SKIN AHEAD Visual: 00:03–00:03: Close-up of a finger scooping white cream out of a jar with a light green lid. The jar label reads: 'Protini Polypeptide Cream Crème aux polypeptides STRENGTHEN + MOISTURIZE *WARNING: YOUTHFUL SKIN AHEAD'. The background is solid white. / 00:03–00:04: Close-up of hands opening a white bottle with a gold cap. The bottle has the Drunk Elephant logo on it, along with undecipherable text. The background is solid white. / 00:04–00:05: Extreme close-up of a woman's face with light brown skin. She has brown eyes and dark eyebrows. A drop of medium brown-toned product is on her cheek. She is using her finger to spread the product. Text overlay: '*WARNING: YOUTHFUL SKIN AHEAD'. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the pain point is the desire for youthful, healthy skin and the need for effective skincare solutions that deliver visible results. # Value propositions - Youthful skin ahead - Skin so good it should come with a warning - Crafted with powerful active ingredients - Skin-smart formulas - Proven performance - Everything your skin needs nothing it doesn't # Benefits - STRENGTHEN + MOISTURIZE - FIRM + BRIGHTEN - QUENCH + ILLUMINATE # Features - 9 Signal Peptides - Pygmy Waterlily - 15% L-Ascorbic Acid - Ferulic Acid - Pineapple Ceramide - Pro-Vitamin B5 # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing their products, messaging, and aesthetic. # Storyline - 00:00–00:02 The ad opens with close-up shots of different women's faces, showcasing their skin texture and tone, which is intended to capture attention and introduce the visual theme. - 00:02–00:04 The ad transitions to show hands opening jars and bottles of Drunk Elephant products, with text overlays like 'WARNING: YOUTHFUL SKIN AHEAD' and highlights individual ingredients which grabs attention and sets a playful tone. - 00:04–00:08 Close-up shots of the products being applied to skin are shown, emphasizing the textures and application process. The products are shown being applied to skin, demonstrating the skincare routine in action. - 00:08–00:14 Close up shots of the products highlighting individual ingredients are shown with text overlays such as 'CRAFTED WITH POWERFUL ACTIVE INGREDIENTS' which reinforces the brand's focus on quality and effectiveness. - 00:14–00:17 Again, close-up shots of the products being applied to skin are shown, emphasizing the textures and application process. The products are shown being applied to skin, demonstrating the skincare routine in action. - 00:17–00:23 Text overlays like 'PROVEN PERFORMANCE' and 'EVERYTHING YOUR SKIN NEEDS NOTHING IT DOESN'T' are displayed over close-ups of the faces to emphasize the benefits of using Drunk Elephant products. - 00:23–00:28 The ad concludes with product shots followed by the Drunk Elephant logo, reinforcing brand recognition and final message.

# Ad summary This ad features an Asian woman who introduces Drunk Elephant's Protini Polypeptide Firming Moisturizer. She likens it to 'protein for your face', emphasizing that it's proven to support skin firmness, hydration, and a strong skin barrier. She notes that since skin is made up of proteins, using proteins makes skin look juicier, plumper, and glowy, like a 'dewy dumpling'. # Brand positioning Drunk Elephant is positioned as a brand offering skincare solutions rooted in scientific evidence and visible results. The brand is presented in the ad as aligning with a lifestyle of wellness and informed self-care, focusing on the functional aspects of skincare by highlighting the benefits of peptides and proteins for improving skin firmness, hydration, and barrier strength. The brand pushes against the norm of simplified, ingredient-focused marketing by emphasizing the importance of a comprehensive approach to skincare, with multiple benefits rolled into one product. # Product Drunk Elephant's Protini Polypeptide Firming Moisturizer is presented as a protein-rich skincare product designed to provide firmness, hydration, and a stronger skin barrier. The product is formulated with peptides and protein, ingredients known to support skin health. This product is for anyone looking to enhance their skin's firmness and achieve a 'juicier, plumper, and glowy' complexion. The ad addresses the purchase barrier of skepticism towards skincare efficacy by referencing proven benefits supported by science. The moisturizer is presented as a skincare essential that enhances the skin's natural composition by supplementing proteins, implying that its use will lead to visibly improved skin texture and appearance. # Visual style The ad has a polished, commercial aesthetic with natural-looking lighting. The editing style includes quick cuts between shots of the woman eating, holding the product, and applying it to her face. The production quality appears to be a hybrid of UGC and a polished commercial. The pacing is moderate, with cuts approximately every 3–4 seconds, maintaining a consistent rhythm throughout the ad. There is some audio-visual sync, with text appearing to emphasize key product benefits. # Hooks Spoken: 00:00–00:05 I'm often asked about my diet, and at this age, it's about protein, protein, and more protein. Text overlay: 00:00–00:05 DEWY DIET / 00:02–00:04 PROTEIN / 00:02–00:04 PROTEIN / 00:02–00:06 PROTINI Visual: 00:00–00:05 Close-up shot of an Asian woman with dewy, highlighted skin eating food off a white plate. The food includes steak, avocado, blueberries, and a hard-boiled egg. She is wearing a grey sweater and gold earrings and rests her chin on her hand as she eats. The background is a blurred white wall. Text overlay: 'DEWY DIET'. # Funnel stage Consideration # Pain points Skin lacking firmness, hydration, and a strong barrier, leading to a less 'juicy, plump, and glowy' appearance. # Value propositions - Protein for your face # Benefits - Skin firmness - Hydration - Stronger skin barrier - Juicier skin - Plumper skin - Glowy skin # Features - Peptides - Protein # Call to action None used. # Social proof - "That's why I love the Drunk Elephant Protini Polypeptide cream" – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is told from the perspective of a woman using and reviewing the product. # Storyline - 00:00–00:05 00:00–00:05 The ad begins with a woman eating a plate of food that includes steak, avocado, blueberries, and a hard-boiled egg. She says that she is often asked about her diet and that at this age, it’s about 'protein, protein, and more protein.' This is intended to capture attention by introducing the concept of 'dewy diet' and associate it with protein intake. The message is from the creator's perspective as she addresses her followers' questions. The tone is casual and informative, aiming to establish credibility as someone who values a protein-rich diet. - 00:05–00:09 00:05–00:09 The woman transitions to holding a jar of Drunk Elephant Protini Polypeptide Firming Moisturizer, stating, 'But guess what? Your skin gets hungry too.' This is designed to connect the concept of dietary protein to skincare. The perspective shifts to a product-focused narrative while maintaining the creator’s voice. The tone is playful and suggestive, implying that skin needs protein as much as the body does. - 00:09–00:12 00:09–00:12 The woman states that this is why she loves the Drunk Elephant Protini Polypeptide Firming Moisturizer. This emphasizes her personal endorsement of the product. The perspective remains with the creator as she introduces the product she uses. The tone is enthusiastic and conveys personal preference. - 00:12–00:16 00:12–00:16 The woman begins applying the moisturizer to her face, describing it as 'protein for your face.' This aims to visually demonstrate the product's application while reinforcing its protein-rich concept. The perspective remains with the creator, offering a firsthand view of the product in use. The tone is confident and instructional. - 00:16–00:22 00:16–00:22 The woman continues to apply the moisturizer, stating, 'It is proven that peptides and protein help to support skin firmness, hydration, and a stronger skin barrier.' This is designed to provide scientific backing for the product's benefits. The perspective shifts slightly to incorporate a scientific view, adding credibility to the claims. The tone is factual and authoritative. - 00:22–00:29 00:22–00:29 The woman finishes applying the moisturizer, explaining, 'And since the skin is made up of proteins, using proteins makes it look juicier and plumper and glowy, like a dewy dumpling.' This is designed to connect the product to the desired visual outcome. The perspective remains with the creator, emphasizing the results achieved through product use. The tone is descriptive and aspirational, aiming to paint a vivid picture of the desired effect.

# Ad summary This ad features a female creator showcasing a 'realistic day' from morning to night, integrating the Drunk Elephant Protini Polypeptide Cream into her morning and evening routines. The video follows her through various activities like making coffee, dropping kids at school, working, shopping for groceries, cooking dinner, and putting kids to bed, emphasizing how the skincare product fits seamlessly into her busy life. She highlights the cream's benefits for skin strength and nourishment, presenting it as an essential part of her self-care ritual despite a demanding schedule. # Brand positioning Drunk Elephant is presented as a high-quality, effective skincare brand that integrates seamlessly into a busy, modern woman's lifestyle. The brand aims to occupy a space in the consumer's mind as a trusted solution for maintaining skin health and vitality, even amidst daily stressors. It aligns with values of self-care, efficiency, and efficacy, promoting a lifestyle where skincare is a non-negotiable part of a daily routine. The ad implies a focus on functional benefits like strengthening and nourishing the skin, but also touches upon emotional aspects by contributing to a feeling of 'no better feeling' and 'so much better' skin. The brand implicitly positions itself as a premium yet accessible choice for those seeking noticeable results and a moment of personal care. # Product The featured product is the Drunk Elephant Protini Polypeptide Cream, a skincare product designed to strengthen and nourish the skin. The ad describes it as a gel-like cream that is 'so nourishing' and helps to 'strengthen the skin' and 'bring bounce back' to the skin. It is for individuals, specifically busy women and mothers, who want to maintain their skin health and incorporate effective skincare into their daily routine, both morning and night. The product is shown being applied after a shower in the morning and again before bed. Its creamy texture allows for a 'facial massage' during application. The primary unique selling proposition highlighted is its ability to strengthen the skin and provide nourishment, leaving the skin feeling 'so much better' and bringing 'bounce back'. The ad implies it is a versatile product suitable for consistent use, alleviating the 'pain point' of neglecting skincare due to a busy schedule. # Visual style The ad features a polished, high-end UGC feel, blending the authenticity of a day-in-the-life vlog with visually appealing cinematography. The editing style uses quick cuts and smooth transitions to maintain a dynamic yet fluid pace, mimicking a sped-up daily routine. Pacing is generally consistent, with frequent cuts (estimated 1-2 seconds per shot), creating an engaging and fast-moving narrative. The production quality is high, utilizing good lighting (often natural or well-placed artificial lights like a ring light) and clear audio, which supports the intended tone of an aspirational yet relatable lifestyle. Visual motifs include first-person POV shots (e.g., walking down stairs, shopping), close-ups for product interaction, and wide shots to establish settings, all contributing to an immersive experience. Cuts are frequently timed to sound effects or music beats, enhancing the overall engagement and flow. # Hooks Spoken: Good morning. / Let's spend a realistic day together. Text overlay: spend a / realistic day with me Visual: A medium shot of a fair-skinned woman, 'Female 1,' with blonde hair, wearing light gray pajama top, facing slightly right and looking at the camera, with her left hand holding her chin. A chrome showerhead and glass shower door are visible in the blurry background of a bathroom. The camera is static. / A medium close-up shot from above of a young fair-skinned girl, 'Female 2,' with blonde hair, wearing a light pink pajama top, stretching in bed. She is covered by a gray duvet. The camera is handheld, moving slightly, focusing on her as she stretches. # Funnel stage Consideration # Pain points None used # Value propositions - Long, long time fan (implies product loyalty and consistent positive results) - It's creamy enough that I can still do a facial (suggests luxury and efficacy in one product) - Helps strengthen the skin (addresses a core skin health concern) - My skin's feeling so much better (immediate and noticeable improvement in skin comfort/appearance) # Benefits - strengthen the skin - so nourishing - bring bounce back to my skin - skin's feeling so much better # Features - Protini Polypeptide Cream - gel texture - creamy enough to do a facial # Call to action None used # Social proof - No better feeling than doing your skincare (Creator's personal enjoyment) - From Drunk Elephant, I'm using the Protini Polypeptide Cream (Creator uses the brand regularly) - Long, long time fan (Creator is a loyal, consistent user) - My skin's feeling so much better (Creator's personal experience of improvement) - Love a peptide (Creator's endorsement of the ingredient type) # Point of view - Customer 100% - The entire video is presented from the perspective of a female creator sharing her 'realistic day' and personal experience with the product, using 'I' statements and a casual, vlogging style. # Storyline - 00:00–00:01 The creator wakes up, acknowledges the morning, and proposes to spend a 'realistic day' together. - 00:02–00:03 She attempts to wake her daughter, referring to her as 'my human alarm clock,' transitioning to getting out of bed and putting on slippers. - 00:03–00:05 The creator prepares her morning coffee using a Nespresso machine. - 00:05–00:08 She moves from the kitchen to the bathroom for a 'quick refresh' at 6:50 AM, featuring a shower shot. - 00:08–00:10 In the bathroom, the creator praises the 'no better feeling' than doing her skincare, specifically applying the Drunk Elephant Protini Polypeptide Cream. - 00:10–00:19 She applies the cream to her face, highlighting that it's 'creamy enough' for a facial and 'still so nourishing,' and expressing that she is a 'long, long time fan'. - 00:20–00:21 The routine continues with 'school prep + more coffee' at 7 AM, showing her in the kitchen and her two daughters eating breakfast. - 00:22–00:23 She applies makeup in the bathroom, signaling 'my day begins' at 8:45 AM. - 00:24–00:29 The creator descends stairs and then sets up a ring light for content creation at home, mentioning 'shoot + clean up' at 9:15 AM, followed by a playful display of her 'filming projects' and 'general clear up'. - 00:30–00:32 She then carries a suitcase downstairs, implying travel or another content creation task, and settles down for 'emails + edit + meetings' at 12:45 PM. - 00:33–00:37 The creator gets dressed for going out, then embarks on 'lunch + research' at 3 PM, expressing that it's 'so cold' outside while walking with a coffee. - 00:38–00:44 She drives her car, parks, and heads to a 'quick food shop' at 4:30 PM, selecting vegetables like broccoli and garlic. - 00:45–00:48 At home, the creator prepares dinner at 5 PM, stating she's making her 'kids' favorite meal, garlic butter chicken', emphasizing it 'takes no time at all'. - 00:49–00:50 She puts the chicken in the oven and later removes the cooked chicken, showing the meal transition from prep to ready. - 00:51–00:52 The family sits down for 'dinner' at 6:30 PM, followed by her daughter doing 'more homework' at 7:30 PM. - 00:53–00:54 The creator tucks her daughters into bed, with 'bedtime' marked at 9 PM and 9:30 PM. - 00:55–00:56 The creator gets ready to 'unwind' at 10 PM, changing into pajamas. - 00:57–00:58 In the bathroom, she says she has 'a little bit more work to do' before performing her evening skincare routine. - 00:59–01:07 She applies the Drunk Elephant Protini Polypeptide Cream again, reiterating its hydrating properties ('hydrating once again') and positive effects ('bringing bounce back', 'skin is feeling so much better'), and expressing her appreciation for peptides ('love a peptide'). - 01:08–01:09 She brushes her teeth and then takes a mirror selfie. - 01:10–01:12 The creator is in bed at '10:30 PM still working', then turns off the light for 'night night' at 11:45 PM.

# Ad summary A creator discusses the importance of incorporating protein into your diet and skincare routine for healthy skin. She features Drunk Elephant's Protini Polypeptide Cream, demonstrating its use and benefits. # Brand positioning Drunk Elephant is presented as a modern and science-backed skincare brand, emphasizing the importance of protein for skin health. The ad aligns the brand with a lifestyle that promotes wellness and self-care through both diet and skincare. The brand appears to push against the norm of only focusing on eating protein, by advocating for topical application of protein as well. Drunk Elephant positions itself as both functional and modern. # Product Drunk Elephant Protini Polypeptide Cream is a skincare product designed to provide protein to the skin. The cream is formulated with polypeptides to help rebuild and strengthen the skin's natural proteins, such as collagen, elastin, and keratin. The product is presented as a solution to combat the breakdown of these proteins caused by sun exposure, stress, and aging. It is for anyone looking to boost their skin's health by providing a protein boost that addresses a gap in the market by combining internal and external protein care. The ad addresses the purchase barrier of understanding the need for protein in skincare by explaining the science behind it. # Visual style The ad has a UGC feel with a polished commercial look. The editing style includes quick cuts and static shots, supporting the casual yet informative tone. The pacing is consistent throughout the ad, with cuts timed to match the voiceover. # Hooks Spoken: Female 1: There is such a huge protein craze going on right now, there's protein in literally everything. Text overlay: Drunk Elephant Protini Polypeptide Cream :)) Visual: 00:00–00:01 Indoors in a modern kitchen: A young woman with curly dark hair and tan skin sips a purple smoothie through a straw. She wears a dark green zip-up jacket and a silver chain. The camera is selfie-style. / 00:01–00:03 Indoors in a bathroom: The same woman holds up a white and light green jar of Drunk Elephant Protini Polypeptide Cream. The camera zooms in and out as she shows the product. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is that skin breaks down proteins faster than it can rebuild them due to sun exposure, stress, and aging: "And when we spend time in the sun, get stressed out, or just get older...our skin goes through inflammation and starts breaking down those proteins faster than they can rebuild." # Value propositions - The ad highlights the importance of applying protein to the skin, equating it to the well-understood need for protein in our diets, creating a clear value connection. # Benefits - Our skin is made from proteins like collagen, elastin, and keratin. - Protein to the skin. # Features - Protini Polypeptide Cream # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told entirely from the perspective of a creator sharing her discovery and knowledge of the product. # Storyline - 00:00–00:01 The video opens with the creator drinking a purple smoothie, implying a health-conscious lifestyle. - 00:01–00:03 00:01–00:03 The creator presents Drunk Elephant Protini Polypeptide Cream, highlighting the protein craze and implying that it's a well-known trend. - 00:03–00:07 00:03–00:07 The creator applies the cream to her face, questioning why no one told her about putting protein on her skin. - 00:07–00:12 00:07–00:12 The creator educates viewers about the proteins that make up the skin and how she did not know that they were proteins. - 00:12–00:17 00:12–00:17 The creator explains how sun, stress, and aging cause the skin to break down proteins, setting up the problem the product addresses. - 00:17–00:25 00:17–00:25 The creator sitting with a microphone and a computer suggests that eating protein alone is not enough, emphasizing the importance of applying protein to the skin directly, promoting the featured product.

# Ad summary This ad promotes Drunk Elephant's Protini Polypeptide Cream. The ad features a woman with fair skin applying the cream to her face while text overlays highlight the product's benefits, such as firmer, stronger, and younger-looking skin. The ad concludes with the brand's slogan, 'Please Moisturize Responsibly'. # Brand positioning Drunk Elephant is presented as a skincare brand that emphasizes responsible and effective skincare practices. The brand is positioned as modern, science-backed, and playful, as suggested by its slogan 'Please Moisturize Responsibly' and the cartoon elephant logo. The focus is on delivering results with ingredients that are effective without being harmful. The brand pushes against the norm of complicated skincare routines, advocating for a simplified, ingredient-conscious approach. # Product The advertised product is Drunk Elephant's Protini Polypeptide Cream. The product aims to strengthen and moisturize the skin, helping to reduce signs of aging. It is presented as a daily protein fix powered by 9 signal peptides. The cream promises firmer, stronger, and younger-looking skin. It is packaged in a white jar with a turquoise lid and is highlighted for its potential to improve skin's appearance. # Visual style The ad has a clean, minimalist aesthetic with a white background and soft, natural lighting. The editing style is simple and straightforward with a focus on clear product visuals and text overlays. The production quality is high, giving a polished commercial feel. The pacing is moderate, allowing viewers to absorb the information without feeling rushed. # Hooks Text overlay: 00:00–00:01 PLEASE BRIGHTEN RESPONSIBLY Visual: 00:00–00:01: A close-up of a woman's face with fair skin, blonde hair pulled back, and light pink lipstick. She looks directly at the camera with a neutral expression. The background is a solid white. Text overlay: 'PLEASE BRIGHTEN RESPONSIBLY'. The Drunk Elephant logo is at the bottom. # Funnel stage Consideration # Pain points The ad implies a concern about aging skin, which is signaled by the text overlay 'WARNING: MAY REDUCE SIGNS OF AGING'. # Value propositions - Daily protein fix for your skin - Powered by 9 signal peptides # Benefits - Firmer skin - Stronger skin - Younger-looking skin # Features - 9 signal peptides # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product's features and benefits. # Storyline - 00:00–00:01 The ad opens with a close-up of a woman with clear skin. - 00:00–00:01 The brand's slogan appears on screen. - 00:01–00:03 The product is shown being opened, revealing a white cream. - 00:03–00:07 A woman applies the cream to her face. - 00:03–00:07 The screen zooms in on the skin as the cream is applied. Text overlays highlight the ingredients and benefits. - 00:07–00:08 The text 'firmer' appears. - 00:08–00:09 The product jar is shown again. - 00:09–00:10 The text 'stronger' appears. - 00:10–00:11 The text 'younger-looking skin' appears. - 00:11–00:12 The product's name is displayed. - 00:12–00:13 The product jar is shown again. - 00:13–00:14 The brand's slogan appears again, ending the ad.

# Ad summary This ad for Drunk Elephant features a mix of close-up product shots, product applications, and models. The ad uses text overlay to highlight key selling points. # Brand positioning Drunk Elephant positions itself as a skincare brand that prioritizes effective, skin-compatible ingredients while avoiding what it considers "suspicious 6" ingredients that can cause irritation. The brand aims to occupy a space in the consumer's mind as a provider of clean, effective, and biocompatible skincare solutions, focusing on skin health without unnecessary additives. With its simple packaging and scientific approach, Drunk Elephant seems to push against overly complex or gimmicky skincare trends. The brand identity emphasizes functional benefits by offering products that directly address skin needs with clear, concise messaging. # Product The ad features several Drunk Elephant products. The Protini Polypeptide Cream is described as a moisturizer that strengthens skin. The C-Firma Fresh Day Serum contains 15% L-Ascorbic Acid, promising to firm and brighten the skin. Also highlighted is the B-Hydra Intensive Hydration Serum, designed to hydrate skin. The products are positioned as having "skin-smart formulas" crafted with "powerful active ingredients." The brand emphasizes delivering "everything your skin needs, nothing it doesn't." # Visual style The ad has a clean, minimalist aesthetic with a focus on product close-ups and clear demonstrations. It features bright, even lighting and a white background to emphasize the products' textures and formulations. Editing includes quick cuts between product applications and models, creating a fast-paced rhythm. The overall feel is polished and modern, intended to appeal to skincare enthusiasts seeking scientific and effective solutions. The pacing is relatively consistent at approximately 27 CPM. # Hooks Text overlay: PLEASE enjoy RESPONSIBLY Visual: 00:00–00:01 Close up of a model with medium skin tone, dark brown eyes, and dark curly hair. She is centered in the frame against a solid off-white background. She is wearing a light colored top. The Drunk Elephant logo is subtly watermarked at the bottom of the frame. / 00:01–00:02 Close up of a model with fair skin, blue eyes, and blonde hair pulled back. She is centered in the frame against a solid off-white background. She is wearing a light colored top. The Drunk Elephant logo is subtly watermarked at the bottom of the frame. / 00:02–00:03 Close up of a model with dark skin tone, dark brown eyes, and dark hair. She is centered in the frame against a solid off-white background. She is wearing a dark top. The Drunk Elephant logo is subtly watermarked at the bottom of the frame. # Funnel stage Consideration # Pain points The ad doesn't explicitly state a specific skincare pain point but implies general concerns about dull, tired, or aging skin. The tagline "EVERYTHING YOUR SKIN NEEDS NOTHING IT DOESN'T" suggests that many skincare products contain unnecessary or harmful ingredients. # Value propositions - The Protini Polypeptide Cream promises to strengthen the skin. - The C-Firma Fresh Day Serum claims to firm and brighten the skin. - B-Hydra Intensive Hydration Serum is presented as a solution for hydrating the skin. - The ad emphasizes "skin-smart formulas" and "powerful active ingredients", suggesting advanced skincare technology. - The brand communicates value by delivering "everything your skin needs, nothing it doesn't." # Benefits - Strengthen skin - Brighten skin - Hydrate skin - Proven performance - Everything your skin needs nothing it doesn't # Features - Protini Polypeptide Cream - C-Firma Fresh Day Serum with 15% L-Ascorbic Acid - B-Hydra Intensive Hydration Serum - Skin-smart formulas - Powerful active ingredients # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official brand perspective, showcasing products and claims without customer or expert input. # Storyline - 00:00–00:02 Close-up of two models, with the brand's messaging of "PLEASE enjoy RESPONSIBLY". - 00:02–00:26 Moving on to product shots and application of each Drunk Elephant product.

# Ad summary This ad shows different skincare products by Drunk Elephant, highlighting their textures and uses. # Brand positioning Drunk Elephant is presented as a high-quality skincare brand with a focus on effective ingredients and visible results. The brand seems to occupy a space in the market that is both scientifically backed and aesthetically pleasing, appealing to consumers who are knowledgeable about skincare and seeking premium products that are effective and enjoyable to use. Its clean, colorful packaging and emphasis on product textures and application convey a functional yet sensorial experience that targets a demographic that is informed, trend-conscious, and seeking to integrate effective and visually appealing products into their daily routine. # Product The ad features multiple Drunk Elephant skincare products. The Amino-Rain Glosswater Serum is highlighted as a serum that adds a glow to the skin. The Lala Retro Whipped Cream is presented as a moisturizer with a rich, creamy texture. The B-Goldi Bright Drops are introduced as a product that adds a bronzy tint to the skin. The TLC Framboos Glycolic Night Serum is featured as a night serum. The ad emphasizes the textures of the products, showing them being applied and blended into the skin. The products are presented as being effective and desirable, inviting viewers to try them to achieve healthy and radiant skin. The products are for anyone who wants to incorporate high-quality skincare into their routine. # Visual style The ad has a polished, clean aesthetic with bright lighting and pastel color gradients. The editing style uses quick cuts to showcase products and textures. The production quality appears high-end, supporting a premium tone. The ad maintains a consistent pace. # Hooks Visual: 00:00–00:03 A close-up shot shows two Drunk Elephant products, the Amino-Rain Glosswater Serum and the Lala Retro Whipped Cream, against a gradient pastel yellow, purple, and pink background. The Glosswater Serum is a white bottle with light purple accents, while the Whipped Cream is in a light purple container. The lighting is bright and even, highlighting the clean, minimalist design of the products. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - High-quality skincare products - Effective skincare # Benefits - Glowy skin - Hydrated Skin # Features - Amino-Rain Glosswater Serum - Lala Retro Whipped Cream - B-Goldi Bright Drops - TLC Framboos Glycolic Night Serum # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad presents products and actions from the brand's official perspective, using stylized visuals and close-up demonstrations. # Storyline - 00:00–00:03 00:00–00:03 Close ups of Drunk Elephant products, the Amino-Rain Glosswater Serum and the Lala Retro Whipped Cream, are shown. The intention is to introduce the Drunk Elephant brand and to showcase the packaging of the products. The brand's perspective is communicated through stylized product shots, designed to highlight the products' appeal and convey product information and benefits visually. The tone is bright and clean, presenting a premium, accessible aesthetic. - 00:03–00:06 00:03–00:06 Hands smooth cream on skin. This is to show how the skincare products look on skin. This is from the brand's point of view. The tone is sophisticated. - 00:06–00:07 00:06–00:07 Close up of hands blending a bronzy product on face. This demonstrates how to use the B-Goldi Bright Drops. This is from the brand's point of view. The tone is sophisticated. - 00:07–00:09 00:07–00:09 The TLC Framboos Glycolic Night Serum is showcased. The goal is to feature more Drunk Elephant products. The brand's perspective is conveyed through visual display and a focus on product packaging, reinforcing the products' sleek and inviting design. The tone is informative and visually appealing, aiming to capture viewers' attention and communicate the premium quality of the products.

# Ad summary This ad features a woman showcasing her skin and pointing out a dark spot on her face. This suggests that the advertised product will address that problem. # Brand positioning Based on this image, the brand positions itself as a provider of gentle skincare. The ad features a person with light makeup and no enhancements, which shows the brand's values for embracing one's natural skin. The brand avoids promoting unrealistic skin goals. This brand is for those who want to maintain healthy-looking skin. # Product The advertised product is implied to be a skincare product that reduces the appearance of dark spots. The ad features a woman pointing to a blemish on her cheekbone, which suggests that the product will help to reduce or eliminate the dark spot. The ad presents this skincare product as a solution for individuals who are self-conscious about their blemishes. # Visual style The ad has a soft and clean aesthetic, with natural lighting and minimal editing. The focus is on showcasing the woman's skin, so the image is well-lit and has a shallow depth of field. The overall look is simple and approachable, which makes the ad feel more authentic. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points The ad visually indicates that the customer is frustrated by a dark spot on their face, highlighted by the person in the ad pointing at the blemish on her skin. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Customer: The customer's point of view is shown by the woman in the ad pointing at a dark spot on her cheekbone. # Storyline - The story begins with a selfie-style image of a woman with natural skin. The intention is to show the audience the actual look of the skin before using any filter, according to the brand's perspective. - The woman points to a dark spot on her cheekbone, which implies that she is calling out a pain point, from the customer's point of view.

# Ad summary This image ad showcases the Drunk Elephant Amino Rain Glasswater Serum, highlighting its hydrating and illuminating properties. The ad uses a close-up shot of a woman's face to emphasize the product's effect on the skin. The copy on the image notes that it will hydrate, illuminate, and awaken skin. # Brand positioning Drunk Elephant is positioned as a skincare brand focused on clean and effective ingredients that deliver tangible results. The brand appeals to consumers seeking skincare solutions that are both gentle and powerful. The brand appears to value a minimalist, straightforward approach to skincare, avoiding harsh chemicals and unnecessary additives, and highlighting the natural benefits of its products. Drunk Elephant positions itself as a brand that prioritizes skin health and visible improvements by pushing against the industry norms of including potential irritants or fillers in their formulations. # Product The promoted product is Drunk Elephant's Amino Rain Glasswater Serum, a skincare product designed to hydrate, illuminate, and awaken the skin. The ad highlights that the serum's opalescent formulation will leave skin with a glass-like appearance. The serum is aimed at consumers looking to enhance their skin's radiance and hydration levels, providing a refreshed and revitalized complexion. It addresses the barriers of dullness and dehydration by promising to illuminate and awaken the skin. # Visual style The ad has a clean and minimalist visual style, emphasizing the natural beauty of the model's skin. The production quality is high, with professional lighting and a soft color palette. The image treatment includes subtle color grading to enhance the skin's radiance and a soft-focus effect to create a smooth texture. The typography is modern and legible, integrated seamlessly with the image. The style is designed to be scannable and eye-catching in a social media feed, with a focus on showcasing the product's benefits through the model's complexion. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of dull, dehydrated skin by promising hydration and illumination. # Value propositions - Amino Rain™ Glasswater Serum # Benefits - Hidratação - Ilumina + desperta # Features - opalescente # Call to action None used. # Social proof - None used. # Point of view - Customer: The close-up shot of the woman's face allows the viewer to imagine the results of using the serum, as if they were looking at their own skin's potential. - Brand: The copy and product placement underscore the brand's message that this serum will hydrate and illuminate. # Storyline - The ad opens with a close-up shot of a woman's face, emphasizing the hydration and illumination of her skin. This serves as visual proof of the product's efficacy from the customer's point of view. - The image then shifts focus to the product itself, with the brand showcasing the Drunk Elephant Amino Rain Glasswater Serum as the key to achieving this radiant look. This transition comes from the brand, inviting the audience to see the product as the solution. - The ad concludes by highlighting the illuminating and hydrating properties of the serum. This final message is delivered from the brand, reinforcing the core benefits and value proposition to the viewer.

# Ad summary The ad promotes a skincare offer, advertising that a limited-edition hat is given as a gift with the purchase of Drunk Elephant's Amino Rain and Lala Retro products. # Brand positioning Drunk Elephant is presented as a modern, high-end skincare brand with a youthful and playful tone, offering clean and effective skincare solutions. The brand is positioned as a trendsetter by including a limited edition hat with a fun, youthful phrase, 'Throw Shade'. The brand uses minimalist packaging design that caters to a customer that wants luxury skincare with a friendly approach. # Product The ad features two primary Drunk Elephant skincare products: Amino Rain Glasswater Serum and Lala Retro Whipped Cream. Amino Rain Glasswater Serum is a serum designed to awaken and luminize skin, containing 1% Fermented Poly Amino Acid, Hiya Super Hydration Water Complex and packaged in a tall, cylindrical pump bottle. Lala Retro Whipped Cream is a moisturizer designed to rescue and recover skin. It is a Triple-Ceramide Blend with 5 African Oils, and packaged in a short, round jar. The ad promotes these products as a gift with purchase, including a limited edition Drunk Elephant hat. # Visual style The ad has a clean, modern, and playful visual style. The production quality is high with studio-shot product photography. The visual motifs include a soft gradient background, clean product presentation, and the use of a limited edition 'Throw Shade' hat to add a youthful and trendy touch. The image treatment has soft lighting and color grading, which gives the ad a polished look. The typography is clean and legible. The overall style is designed to be eye-catching in-feed, with soft colors and a promotion that is meant to stand out. # Hooks Headline: HIDRATAÇÃO EM DOBRO # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Receive a limited-edition Drunk Elephant hat with the purchase of Amino Rain™ + Lala Retro™ # Benefits - Rescue - Recover - Awaken - Luminize # Features - Triple-Ceramide Blend - 5 African Oils - 1% Fermented Poly Amino Acid - Hiya Super Hydration Water Complex # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV throughout the image is that of the brand, as the products and limited edition hat are prominently displayed to build brand recognition and promote the offer. # Storyline - The ad begins by highlighting a special offer of 'Hidratação em Dobro,' or double hydration, instantly informing the viewer of the core benefit being promoted. This sets the stage by capturing attention with an immediate value proposition, told from the brand's perspective. - The ad specifies that with the purchase of the new Amino Rain™ + Lala Retro™ products, the customer will receive an exclusive Drunk Elephant hat, clarifying the details of the offer. This provides a clear incentive for purchasing the featured products, as told from the brand's perspective. - The Drunk Elephant brand is highlighted through the display of the products and a hat, both prominently branded. The brand is visually emphasized to reinforce brand recognition, as seen from the brand's perspective.

# Ad summary A close-up image of a person holding Drunk Elephant's Plump-C™ Tripeptide Lippe Mask is displayed. The text highlights the product's name, brand, and benefits. # Brand positioning Drunk Elephant is presented as a clean beauty brand, emphasizing its commitment to biocompatibility and the avoidance of 'Suspicious 6' ingredients. The brand promotes a back-to-basics approach to skincare, encouraging consumers to reset their skin. This positioning implies a focus on effective, non-toxic skincare solutions that appeal to those seeking a simplified yet results-oriented beauty regimen. # Product The Drunk Elephant Plump-C™ Tripeptide Lippe Mask is a moisturizing lip treatment designed to plump and hydrate the lips. The product is packaged in a container with a white base and a yellow lid. The packaging features the brand's logo and product name. The product is intended to improve lip texture and appearance. # Visual style The visual style is clean and focuses on product showcase with a bright, soft color palette, and minimal distractions. The close-up shot creates intimacy, while the focus on texture and color enhances scannability by drawing the viewer's eye. The highly polished look reinforces the brand's high-end positioning. # Hooks Headline: NOVO # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Plump-C™ - Tripeptide - Lippe Mask # Call to action None used. # Social proof - None used. # Point of view - Brand: Product and brand name centered. # Storyline - The ad presents the new product in a close-up view, ensuring the audience sees the packaging and implied texture. This is intended to highlight the quality and aesthetic of the product from the brand's perspective. - The person holding the product draws the eye to the product's size and shape in the hand. This reinforces the brand's message from the point of view of someone using the product. - The model's lips, seemingly plump and glossy, showcase the potential results of using the product. This allows the consumer to experience what the product promises from their own perspective.

# Ad summary This image ad promotes Drunk Elephant's Plump-C Tripeptide Lippe Mask. The ad features a close-up of the product against a split yellow and light blue background, highlighting the brand's clean and playful aesthetic. The focus is on the product's innovative formula and its benefits for lip care. # Brand positioning Drunk Elephant is presented as a clean, effective skincare brand with a playful edge. The brand is positioned as one that steers clear of common skincare additives, focusing instead on biocompatible ingredients that the skin can easily recognize and use. The overall tone is lighthearted yet serious about skincare science, appealing to consumers who want results without compromising on ingredient purity. # Product The advertised product is Drunk Elephant's Plump-C™ Tripeptide Lippe Mask, a lip treatment designed to plump and hydrate lips. It is packaged in a white tub with a yellow lid, creating a visually appealing contrast. The mask is intended for anyone looking to improve the appearance and feel of their lips, targeting concerns such as dryness and lack of plumpness. The product's unique selling proposition is its tripeptide formula, suggesting a technologically advanced approach to lip care. The packaging also includes French text, translating the product name as 'Masque pour les lèvres,' indicating a global appeal. The ad aims to convey that this product is a must-try for achieving fuller, more hydrated lips. # Visual style The ad uses a clean, minimalist aesthetic with bright, contrasting colors to draw attention to the product. The product is well-lit, highlighting its packaging. The split background adds a dynamic feel, and the overall composition is designed to be visually appealing and modern. # Hooks Headline: NOVO Plump-C™ Tripeptide Lippe Mask # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Plump-C™ Tripeptide # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad serves from the brand's perspective to communicate the value and appeal of the Lippe Mask. # Storyline - The ad begins by showcasing the brand's new Plump-C™ Tripeptide Lippe Mask, catching the viewer's attention with the product name and its unique formulation. This introduces the product and its main selling point from the brand's perspective. - The image then focuses on the actual packaging of the Lippe Mask, allowing the audience to see the product in a real-world context and highlighting the brand's aesthetic. This provides a tangible representation of the product and builds trust from the brand's perspective. - Finally, the overall composition, with its bright colors and minimalistic design, reinforces the brand's clean and modern identity. This leaves the viewer with a positive impression of the brand from the brand's perspective.

# Ad summary An influencer mixes and applies Drunk Elephant's Protini Polypeptide Cream and C-Firma Fresh Day Serum to her face. She is seen at the end with the product. # Brand positioning Drunk Elephant is presented as a brand that offers skincare products to help improve the look, texture, and firmness of the skin. The brand has a minimalist, modern aesthetic and appears to focus on producing straightforward, highly effective products. # Product The ad features two Drunk Elephant products: Protini Polypeptide Cream and C-Firma Fresh Day Serum. Protini is described as a peptide-packed moisturizer that improves the look of tone, texture, and firmness. C-Firma is described as a potent vitamin C serum that brightens and firms. It is shown that the products should be mixed together and then applied to the face. # Visual style The ad has a clean, minimalist aesthetic with a focus on bright, natural lighting and product close-ups. The editing is smooth and efficient. The production quality is polished, giving the ad a professional feel. # Hooks Text overlay: 00:00–00:02 BRIGHTER, FIRMER, MOISTURIZED skin in just two steps Visual: 00:00–00:02 The shot is a medium, static shot of a white surface with a Drunk Elephant Protini Polypeptide Cream jar in the foreground. The jar has a white base and a bright green lid. Behind it, there is a Drunk Elephant C-Firma Fresh Day Serum bottle, which is white with a bright orange top. The background is a solid gray wall. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - BRIGHTER, FIRMER, MOISTURIZED skin in just two steps – Value is delivered via ease of use. # Benefits - Improves the look of tone, texture, and firmness - Brightens and firms # Features - Peptide-packed moisturizer - Potent vitamin C serum # Call to action SHOP NOW AT SEPHORA # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the point of view of a customer demonstrating the product. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a static shot of the Protini Polypeptide Cream and C-Firma Fresh Day Serum. This is meant to establish the products that will be used in the video. - 00:02–00:03 00:02–00:03 A close up shot of the Protini Polypeptide Cream is shown with text specifying that it is a Peptide-packed moisturizer that improves the look of tone, texture, and firmness. This is meant to highlight the product's key features and benefits. - 00:03–00:05 00:03–00:05 A woman is seen applying the Protini Polypeptide Cream. Next, the woman dispenses the C-Firma Fresh Day Serum into her hand to highlight the product. - 00:05–00:07 00:05–00:07 The camera zooms in on a close-up shot of the C-Firma Fresh Day Serum. The text overlay states that it is a potent vitamin C serum that brightens and firms, emphasizing its key benefits. - 00:07–00:08 00:07–00:08 The woman is seen again dispensing the C-Firma Fresh Day Serum into her hand. This is meant to highlight the product. - 00:08–00:13 00:08–00:13 The woman mixes the two products in her hand and applies them to her face, showing how the products are intended to be used and demonstrating their benefits. - 00:13–00:15 00:13–00:15 The woman holds up the products and the text overlay prompts the user to shop at Sephora. This is meant to be the ad's call to action to encourage the user to purchase the products.