How Duolingo Advertises on Meta

# Ad summary This ad promotes Duolingo, a language learning app, to Bengali speakers. The ad showcases the app's interface, various language options, and the ability to learn at one's own pace. It emphasizes the fun and free nature of the app, encouraging viewers to download it. # Brand positioning Duolingo is presented as a fun, accessible, and free language learning platform. The brand aims to occupy the space of a user-friendly and engaging educational tool, making language learning less intimidating and more enjoyable. It aligns with a lifestyle of continuous learning and personal growth, pushing against the norms of traditional, often expensive, language courses. The brand positioning is both functional (providing language skills) and emotional (making learning fun and rewarding). # Product Duolingo is a language learning app that offers a variety of courses, including languages like English, Japanese, German, Spanish, and Korean, as well as subjects like math and music. The app is designed for anyone interested in learning a new language or subject at their own pace. It features interactive lessons, progress tracking, and a gamified learning experience with rewards and achievements. The app addresses the barriers of cost and time commitment by being free and allowing users to learn anywhere, anytime. The ad highlights the app's user-friendly interface and the ability to make progress every day. # Visual style The ad has a bright and colorful aesthetic, with a polished commercial feel. The editing style consists of quick cuts to showcase different app features and animated scenes. The pacing is fast, with cuts timed to the upbeat music, creating an energetic and engaging viewing experience. # Hooks Spoken: 00:00–00:03 [Voiceover in Bengali] আপনি কী শিখতে চান? Text overlay: 00:00–00:03 আপনি কী শিখতে চান? / 00:00–00:03 বাংলাভাষীদের জন্য Visual: 00:00–00:03 A white screen displays the Duolingo app interface on a smartphone. The foreground shows the Duolingo owl character in a speech bubble with text in Bengali. Below, there's a list of language options with flags, including English (US flag). A finger taps the English option. The camera is stationary, providing a clear view of the app interface. The lighting is bright and even, highlighting the app's design. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of language learning being difficult, expensive, and time-consuming. The ad shows the app is free and can be used anywhere, anytime. # Value propositions - Learn completely free - Learn anywhere, anytime - User-friendly interface - Progress tracking and daily streaks # Benefits - Learn at your own pace - Make progress every day - Achieve real-life goals - Fun and engaging learning experience # Features - Variety of courses (languages, math, music) - Interactive lessons - Progress tracking - Gamified learning experience # Call to action ডাউনলোড করুন # Point of view - Customer 90% – The ad primarily shows the app interface and user interactions, creating a sense of experiencing the app from a user's perspective. - Brand 10% – The ad concludes with the Duolingo logo and a call to download, representing the brand's official voice. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with the Duolingo app interface, showing a prompt asking what the user wants to learn. This is intended to immediately engage the viewer by presenting the app's core function and inviting interaction. The perspective is from a potential user exploring the app for the first time, conveyed through the app's interface and the prompt. The tone is inviting and curious. - 00:03–00:08 00:03–00:08 The ad transitions to a screen displaying various learning categories, including speaking, listening, reading, and writing. This showcases the breadth of the app's offerings and its comprehensive approach to language learning. The perspective remains from the user's point of view, exploring the app's features. The tone is informative and encouraging. - 00:08–00:11 00:08–00:11 The ad shows animated characters celebrating, implying the app helps users achieve real-life goals. This is intended to create an emotional connection by suggesting the app's practical benefits. The perspective shifts to a broader view of the app's impact, conveyed through the celebratory animation. The tone is joyful and aspirational. - 00:11–00:17 00:11–00:17 The ad displays the app's interface with interactive lessons and immediate feedback, emphasizing the fun and engaging learning experience. This is intended to address potential user concerns about the difficulty or boredom of language learning. The perspective is from a user actively using the app, conveyed through the interactive interface. The tone is playful and encouraging. - 00:17–00:22 00:17–00:22 The ad highlights progress tracking and daily streaks, reinforcing the idea of consistent learning and achievement. This is intended to motivate users by showing tangible progress and encouraging daily engagement. The perspective is from a user monitoring their learning journey, conveyed through the app's progress indicators. The tone is motivational and rewarding. - 00:22–00:27 00:22–00:27 The ad showcases a variety of language options and animated characters, emphasizing the app's diversity and accessibility. This is intended to appeal to a broad audience and highlight the app's global reach. The perspective shifts to a broader view of the app's offerings, conveyed through the diverse language flags and characters. The tone is inclusive and welcoming. - 00:27–00:29 00:27–00:29 The ad concludes with the Duolingo logo and a call to download the app, reinforcing the brand and encouraging immediate action. This is intended to drive conversions by providing a clear next step for interested viewers. The perspective is from the brand, directly addressing the viewer with a call to action. The tone is direct and encouraging.

# Ad summary This ad demonstrates the Duolingo app. The ad shows a screen recording of the app being used to learn Spanish. The user is asked to select the correct image for the Spanish word that is spoken. The user selects the correct image and is rewarded with a positive sound effect and a visual of the Duolingo owl. # Brand positioning Duolingo is presented as a fun and effective way to learn a new language. The app uses a game-like format to make learning engaging and rewarding. The brand's tone is playful and encouraging, aligning with a lifestyle of continuous learning and personal growth. Duolingo stands out by making language education accessible and enjoyable, contrasting with traditional, often tedious, learning methods. The brand positioning is both functional, offering a structured learning path, and emotional, providing a sense of accomplishment and fun. # Product Duolingo is a language learning app that teaches users new languages through interactive lessons. The app is designed for anyone interested in learning a new language, regardless of age or skill level. The app features include vocabulary lessons where users select the correct image for the word that is spoken. The app provides immediate feedback, rewards, and tracks progress to keep users motivated. The app addresses the purchase barrier of cost by offering a free version, making language learning accessible to everyone. The ad highlights the app's user-friendly interface and gamified approach, making it worth trying for those who want to learn a new language in an engaging way. # Visual style The ad has a clean and simple aesthetic, mirroring the app's user interface. The editing style consists of quick cuts to maintain a fast pace and keep viewers engaged. The production quality is polished, reflecting the professional design of the Duolingo app. The visual motifs include the consistent use of the Duolingo color palette and the appearance of the Duolingo owl mascot. The pacing is consistent throughout the ad, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:01 El agua Text overlay: 00:00–00:01 Select the correct image / 00:00–00:01 el agua / 00:00–00:01 the milk / 00:00–00:01 the bread / 00:00–00:01 the water / 00:00–00:01 the cat Visual: 00:00–00:02 The screen shows the Duolingo app interface. The text "Select the correct image" is at the top. Below, there are four images: milk, bread, water, and a cat. Each image has the corresponding word in English. A yellow hand with a pointing index finger taps the water image. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of traditional language learning being tedious and difficult to stay motivated. The ad shows how Duolingo makes learning fun and engaging through its gamified approach. # Value propositions - Learn a new language for free - Gamified learning makes language acquisition fun and engaging - Interactive lessons provide immediate feedback and track progress # Benefits - Learn a new language - Engaging and rewarding learning experience - Easy to use interface - Fun and playful learning environment # Features - Interactive lessons - Vocabulary lessons - Immediate feedback - Progress tracking - Gamified learning # Call to action LEARN A LANGUAGE FOR FREE # Social proof - None used. # Point of view - Customer 80% – The ad is primarily told from the perspective of a user interacting with the Duolingo app. - Brand 20% – The brand's perspective is shown through the Duolingo owl and the call to action at the end. # Storyline - 00:00–00:02 00:00–00:02 The ad shows a screen recording of the Duolingo app being used. The user is asked to select the correct image for the Spanish word "el agua." This is intended to show how the app works and how easy it is to use. The perspective is from the user's point of view, showing their interaction with the app. The tone is instructional and engaging. - 00:02–00:03 00:02–00:03 The user selects the correct image, and the app provides positive feedback with a sound effect and a visual of the Duolingo owl. This is intended to show the rewarding aspect of using the app. The perspective is from the user's point of view, experiencing the positive reinforcement. The tone is encouraging and celebratory. - 00:03–00:05 00:03–00:05 The Duolingo owl is shown with sunglasses and a drink, reinforcing the fun and playful nature of the app. This is intended to create a positive association with the brand. The perspective is from the brand, showcasing its mascot in a fun way. The tone is lighthearted and entertaining. - 00:05–00:08 00:05–00:08 The ad shows another screen recording of the Duolingo app being used. The user is asked to select the correct image for the Spanish word "el pan." This continues to demonstrate how the app works and its ease of use. The perspective is from the user's point of view, showing their interaction with the app. The tone is instructional and engaging. - 00:08–00:09 00:08–00:09 The user selects the correct image, and the app provides positive feedback with a sound effect. This reinforces the rewarding aspect of using the app. The perspective is from the user's point of view, experiencing the positive reinforcement. The tone is encouraging and celebratory. - 00:09–00:11 00:09–00:11 The user is rewarded with a treasure chest and a 2x bonus. This is intended to show the gamified aspect of the app and how it keeps users motivated. The perspective is from the user's point of view, experiencing the reward. The tone is exciting and motivating. - 00:11–00:15 00:11–00:15 The ad shows another screen recording of the Duolingo app being used. The user is asked to select the correct image for the Spanish word "la leche." This continues to demonstrate how the app works and its ease of use. The perspective is from the user's point of view, showing their interaction with the app. The tone is instructional and engaging. - 00:15–00:17 00:15–00:17 The user is shown their 15-day streak. This is intended to show the progress tracking feature of the app and how it encourages users to keep learning. The perspective is from the user's point of view, seeing their achievement. The tone is proud and motivating. - 00:17–00:23 00:17–00:23 The ad shows the user's ranking in the Gold League. This is intended to show the competitive aspect of the app and how it motivates users to improve. The perspective is from the user's point of view, seeing their ranking. The tone is competitive and motivating. - 00:23–00:28 00:23–00:28 The ad shows the Duolingo logo and a call to action to learn a language for free. This is intended to encourage viewers to download the app. The perspective is from the brand, promoting its product. The tone is inviting and encouraging.

# Ad summary This animated ad for Duolingo features a cartoon character on a motorcycle, accompanied by other bikers, to convey the message that learning a new language with Duolingo is easy and accessible to everyone, regardless of their background or perceived limitations. The ad uses simple animation and text overlays in Bengali to highlight the app's features, such as short lessons, real progress, and free access, encouraging viewers to download the app and start learning. # Brand positioning Duolingo is presented as a language-learning platform that challenges the notion that learning a new language is difficult or exclusive. The brand positions itself as accessible to everyone, regardless of their background or perceived limitations. It promotes a sense of empowerment and inclusivity, suggesting that language learning is within reach for all. The brand pushes against the norm of language learning being seen as a daunting task, instead offering a simple and free solution. The brand positioning is both functional, highlighting the app's features, and emotional, promoting a sense of empowerment and inclusivity. # Product Duolingo is a language-learning app that offers short lessons, real progress, and is completely free. The app is designed for anyone who wants to learn a new language, regardless of their background or perceived limitations. The ad highlights the app's features, such as short lessons, real progress, and free access. The USP is that it makes language learning easy and accessible to everyone. The ad addresses the purchase barrier of language learning being seen as a daunting task by offering a simple and free solution. The ad tells the viewer that Duolingo is worth trying because it makes language learning easy, accessible, and free. # Visual style The ad has a simple, cartoonish aesthetic with flat vector graphics and a limited color palette. The editing style is static, with no camera movement or transitions. The production quality is polished, with clean lines and smooth animation. The pacing is slow and consistent, with text overlays appearing in sync with the voiceover. # Hooks Spoken: 00:00–00:03: সবাই বলে, নতুন ভাষা শেখা খুব কঠিন কাজ। Text overlay: 00:00–00:03: সবাই বলে, নতুন ভাষা শেখা খুব কঠিন কাজ। Visual: 00:00–00:03: A cartoon character with graying hair and a red jacket rides a red motorcycle on a road towards a setting sun. Behind him are two other bikers. The background is a gradient of orange and yellow, with hills in the distance. The Duolingo logo is at the top. Text in Bengali is overlaid on the image. # Funnel stage Middle of funnel (Consideration): The ad educates viewers about the app's features and benefits, persuading them with logic and validation. # Pain points The ad addresses the pain point of language learning being seen as a difficult and exclusive task. "সবাই বলে, নতুন ভাষা শেখা খুব কঠিন কাজ।" (Everyone says learning a new language is a difficult task.) # Value propositions - Short lessons: Makes language learning easy and manageable. - Real progress: Provides a sense of accomplishment and motivation. - Completely free: Removes financial barriers to language learning. # Benefits - Makes language learning easy - Accessible to everyone - No permission needed to start # Features - Short lessons - Real progress - Completely free # Call to action ডুয়োলিংগো ডাউনলোড করুন এবং আজই প্র্যাকটিস শুরু করুন। (Download Duolingo and start practicing today.) # Social proof - None used. # Point of view - Brand 90% – The brand's official voice is used to promote the product and its features. - Customer 10% – The ad starts with a general viewpoint, highlighting a common perception. # Storyline - 00:00–00:04 00:00–00:04: The ad starts with the statement that everyone says learning a new language is a difficult task. This is conveyed through text overlay and voiceover in Bengali. The perspective is from a general viewpoint, highlighting a common perception. - 00:04–00:08 00:04–00:08: The ad continues by stating that it is out of reach for people like us. This is conveyed through text overlay and voiceover in Bengali. The perspective is from a general viewpoint, highlighting a common perception. - 00:08–00:11 00:08–00:11: The ad challenges this notion by stating that the speaker does not believe in limitations. This is conveyed through text overlay and voiceover in Bengali. The perspective shifts to a more personal one, challenging the previous statement. - 00:12–00:14 00:12–00:14: The ad introduces Duolingo as a simple solution. This is conveyed through text overlay and voiceover in Bengali. The perspective shifts to the brand's viewpoint, introducing the product as a solution. - 00:15–00:20 00:15–00:20: The ad highlights the app's features, such as short lessons, real progress, and free access. This is conveyed through text overlay and voiceover in Bengali. The perspective is from the brand's viewpoint, highlighting the product's features. - 00:20–00:23 00:20–00:23: The ad states that no permission is needed to start. This is conveyed through text overlay and voiceover in Bengali. The perspective is from the brand's viewpoint, encouraging viewers to start learning. - 00:24–00:29 00:24–00:29: The ad invites those who feel excluded to join. This is conveyed through text overlay and voiceover in Bengali. The perspective is from the brand's viewpoint, inviting viewers to join the community. - 00:30–00:34 00:30–00:34: The ad ends with a call to action to download Duolingo and start practicing today. This is conveyed through text overlay and voiceover in Bengali. The perspective is from the brand's viewpoint, encouraging viewers to take action.

# Ad summary This ad for Duolingo shows a screen recording of someone using the app to learn a new language. The user is learning Bengali and is prompted to select the correct image for the word 'tea'. The user selects the wrong image and is prompted to try again. The user is then prompted to match the words in Bengali to the English translation. The user makes a few mistakes and is prompted to try again. The ad ends with the Duolingo logo and a call to action to download the app. # Brand positioning Duolingo is presented as a fun and accessible language learning app. The brand uses a playful tone with its cartoon owl mascot, Duo, who provides encouragement and gentle reminders. The app offers a gamified approach to learning, making it feel less like studying and more like playing. Duolingo aims to make language learning approachable for everyone, regardless of their background or learning style. The brand positions itself as a user-friendly alternative to traditional language courses, emphasizing convenience and flexibility. # Product Duolingo is a language learning app that offers courses in a variety of languages. The app uses a gamified approach to learning, with lessons structured as short, interactive exercises. Users earn points and unlock new levels as they progress. The app covers vocabulary, grammar, and pronunciation, with a focus on practical language skills. It is designed for users of all levels, from beginners to advanced learners. The app adapts to the user's learning pace, providing personalized feedback and practice. The ad shows the user being prompted to select the correct image for the word 'tea' and match the words in Bengali to the English translation. The app provides immediate feedback on the user's answers, and the user is prompted to try again if they make a mistake. # Visual style The ad has a clean and simple visual style. The colors are bright and cheerful. The animation is smooth and fluid. The ad has a UGC feel, with a screen recording of someone using the app. The editing is quick and snappy, with cuts timed to the music beats. # Hooks Spoken: 00:03–00:04 Tea Text overlay: 00:03–00:08 সঠিক ছবিটি বাছাই করুন / 00:03–00:08 tea / 00:03–00:08 কফি / 00:03–00:08 চা / 00:03–00:08 জল / 00:03–00:08 দুধ Visual: 00:03–00:08 The user is prompted to select the correct image for the word 'tea'. The options are coffee, tea, water, and milk. A cartoon hand with a brown skin tone and blue sleeve taps the water option. A red error message appears. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that learning a new language can be difficult and boring. # Value propositions - Learn a new language in a fun and engaging way - Personalized learning experience - Improve your language skills # Benefits - Fun and engaging way to learn a new language - Learn at your own pace - Improve your vocabulary, grammar, and pronunciation # Features - Gamified lessons - Personalized feedback - Interactive exercises # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is shown from the perspective of a user interacting with the app. # Storyline - 00:00–00:00 The ad opens with the Duolingo logo. - 00:00–00:03 00:00–00:03 The ad shows a screen recording of someone using the Duolingo app. The user is prompted to select the language they want to learn. The user selects English for Bengali speakers. - 00:03–00:08 00:03–00:08 The user is prompted to select the correct image for the word 'tea'. The user selects the wrong image and is prompted to try again. - 00:08–00:10 00:08–00:10 The Duolingo owl mascot, Duo, appears and tells the user not to give up. - 00:10–00:27 00:10–00:27 The user is then prompted to match the words in Bengali to the English translation. The user makes a few mistakes and is prompted to try again. Duo appears again, looking disappointed. - 00:27–00:29 00:27–00:29 The ad ends with the Duolingo logo and a call to action to download the app.

# Ad summary This ad shows a chess game being played on the Duolingo app. The player is losing to the Duolingo owl and is prompted to play again. # Brand positioning Duolingo is presented as the world's #1 learning app. The brand aims to occupy the space of accessible and engaging education. The brand aligns with a fun and gamified approach to learning, pushing against the norms of traditional, often tedious, educational methods. The brand positioning is both functional, offering language and other educational courses, and emotional, promoting a sense of achievement and enjoyment in learning. # Product The ad features the chess game available on the Duolingo app. The game is presented as a fun and engaging way to learn and improve chess skills. The ad highlights the interactive nature of the game, showing the player making moves and receiving feedback. The game is for anyone interested in learning or improving their chess skills, regardless of their current skill level. The ad addresses the purchase barrier of perceived difficulty by presenting chess as a fun and accessible game. # Visual style The ad has a clean, bright, and cartoonish aesthetic. The editing style is simple, with static shots and smooth transitions. The production quality is polished, giving it a professional feel. The pacing is consistent, with cuts timed to the audio cues. # Hooks Spoken: If you win, I'll eat my mustache. Text overlay: 00:00–00:02 / If you win, I'll eat my mustache. (speech bubble) Visual: 00:00–00:02: The screen shows a chess game in progress on the Duolingo app. The chessboard is displayed with various pieces in play. At the top of the screen, there are indicators for points and time. A cartoon avatar with a mustache appears with a speech bubble containing text. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that learning chess can be difficult and intimidating. # Value propositions - Learn chess in a fun and engaging way with the Duolingo app - Play chess for free # Benefits - Fun and engaging way to learn chess - Improve chess skills - Competitive gameplay # Features - Chess game on the Duolingo app - Interactive gameplay - Cartoon avatar opponent # Call to action PLAY FOR FREE # Social proof - None used. # Point of view - Customer 100% – The entire video is shown from the perspective of a user playing the Duolingo chess game. # Storyline - 00:00–00:02 The ad opens with a chess game in progress on the Duolingo app. The player is in a losing position, and the opponent, represented by a cartoon avatar, makes a boastful comment. This sets up a lighthearted and competitive tone. - 00:02–00:09 The player makes a series of moves, but the opponent continues to gain an advantage, making further taunting remarks. This builds tension and highlights the challenge of the game. - 00:09–00:11 The player is checkmated by the opponent, who then sends a message of victory. This emphasizes the competitive aspect of the game and the player's defeat. - 00:11–00:15 The player is prompted to play again, with the Duolingo owl character appearing with a challenging expression. This encourages the player to continue playing and improve their skills. - 00:15–00:20 The ad transitions to a screen displaying the Duolingo logo and a call to action to play for free. This reinforces the brand and encourages viewers to download the app and try the chess game.

# Ad summary This ad promotes Duolingo's new chess course. The ad features a user who is excited to try the new chess course. The ad highlights that the course is for beginners and advanced players. The ad also highlights that Oscar, Duolingo's resident grandmaster, will analyze your skills and place you into the perfect level. The ad also highlights that you can play against other people in a PvP match. The ad ends with the user saying that they are officially obsessed with the new chess course and that if you think you can beat them or Oscar, you know where to find them. # Brand positioning Duolingo is presented as a fun and accessible platform for learning new skills, primarily languages, but now also chess. The brand aims to occupy a space in the consumer's mind as a gamified educational tool that makes learning enjoyable and less intimidating. The brand aligns with a lifestyle of continuous self-improvement and intellectual curiosity, promoting the idea that learning can be integrated into daily life in a playful way. Duolingo pushes against the norms of traditional, often dry, educational methods by using a mobile-first approach with game-like elements. The brand positioning is both functional, offering structured courses and skill analysis, and emotional, creating a sense of fun and achievement. The brand is presented as a platform that is accessible to everyone, regardless of their skill level. # Product The featured product is Duolingo's new chess course, designed for both beginners and advanced players. The course is presented as a fun and accessible way to learn and improve chess skills. The ad highlights that Oscar, Duolingo's resident grandmaster, will analyze your skills and place you into the perfect level. The course offers PvP matches, allowing users to compete against others. The ad also mentions that the user can switch between learning chess and other languages, such as Spanish, on the Duolingo platform. The ad addresses the purchase barrier of intimidation by presenting chess as a fun and accessible game for everyone, regardless of their skill level. The ad tells the viewer that this product is worth trying because it is a fun and accessible way to learn and improve chess skills. # Visual style The ad has a clean and minimalist aesthetic with a light blue background and bright, cartoonish graphics. The editing style is quick cuts, with each shot lasting only a few seconds. The production quality is polished, with a focus on clear and simple visuals. The pacing is fast, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:03 Okay so... I found out Duolingo has chess now. Text overlay: 00:00–00:03 Okay so... I found out Duolingo has chess now. Visual: 00:00–00:03 The screen shows a mobile phone interface displaying the Duolingo app. The app shows a list of courses, including Math, Music, and Chess. The Chess course is highlighted with a green background and a "NEW" label. The Duolingo owl mascot is visible, holding a chess piece. The background is a light blue color. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of intimidation by presenting chess as a fun and accessible game for everyone, regardless of their skill level. "It's for beginners and advanced players." # Value propositions - Fun and accessible way to learn and improve chess skills - Personalized learning experience - Competitive and rewarding - Versatile platform # Benefits - Fun and accessible way to learn and improve chess skills - Personalized learning experience - Competitive and rewarding - Versatile platform # Features - Chess course - For beginners and advanced players - Oscar, Duolingo's resident grandmaster - Analyzes your skills - Places you into the perfect level - PvP match # Call to action You know where to find us. # Point of view - Customer 60% – The ad is primarily told from the perspective of a user who is sharing their experience with the Duolingo chess course. - Brand 40% – The brand's perspective is communicated through the introduction of Oscar and the explanation of the course's features and benefits. # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a user expressing excitement about discovering that Duolingo now offers a chess course. This is intended to grab the viewer's attention by introducing a new and unexpected offering from a familiar brand. The perspective is from a user who is casually sharing their discovery, creating a relatable and authentic tone. The tone is enthusiastic and curious, setting a positive and engaging mood. - 00:03–00:06 00:03–00:06 The user highlights that the chess course is suitable for both beginners and advanced players. This is intended to broaden the appeal of the course to a wider audience. The perspective is from a user who is providing information about the course, creating an informative and helpful tone. The tone is neutral and factual, providing reassurance that the course is accessible to everyone. - 00:06–00:10 00:06–00:10 The ad introduces Oscar, Duolingo's resident grandmaster, who welcomes users to the chess course. This is intended to add credibility and personality to the course. The perspective is from the brand, highlighting the expertise and unique character associated with the course. The tone is playful and inviting, creating a sense of fun and excitement. - 00:10–00:17 00:10–00:17 The ad explains that Oscar analyzes your skills and places you into the perfect level. This is intended to address the concern that the course might be too difficult or too easy. The perspective is from the brand, explaining the personalized learning experience offered by the course. The tone is reassuring and informative, highlighting the adaptive nature of the course. - 00:17–00:23 00:17–00:23 The ad shows that the course starts off gentle but soon the roasts begin. This is intended to add humor and highlight the challenging but fun nature of the course. The perspective is from the brand, showcasing the playful and engaging aspects of the course. The tone is humorous and lighthearted, creating a sense of fun and excitement. - 00:23–00:28 00:23–00:28 The user reveals that they are a Scorpio and thrive in chaos. This is intended to add personality and create a connection with viewers who share similar traits. The perspective is from a user who is sharing their personal characteristics, creating a relatable and authentic tone. The tone is playful and confident, adding a sense of fun and excitement. - 00:28–00:35 00:28–00:35 The ad highlights that match by match, your ELO rating will rise, and when you're ready, he'll find you your perfect rival for a PvP match. This is intended to showcase the competitive and rewarding aspects of the course. The perspective is from the brand, highlighting the progress and challenges offered by the course. The tone is encouraging and motivating, creating a sense of achievement and excitement. - 00:35–00:47 00:35–00:47 The user mentions that on days when they need a break from destroying their opponents, they hop over to learning Spanish because if they're gonna talk trash, might as well do it multilingually. This is intended to showcase the versatility of the Duolingo platform and add humor. The perspective is from a user who is sharing their personal habits, creating a relatable and authentic tone. The tone is humorous and lighthearted, adding a sense of fun and excitement. - 00:47–00:55 00:47–00:55 The user concludes by saying that they are officially obsessed and that if you think you can beat them or Oscar, you know where to find them. This is intended to create a sense of urgency and encourage viewers to try the course. The perspective is from a user who is expressing their enthusiasm, creating a relatable and authentic tone. The tone is confident and challenging, adding a sense of fun and excitement.

# Ad summary This ad promotes Duolingo's advanced English lessons. It highlights the app's ability to improve English skills and help users get their dream jobs. The ad showcases various interactive exercises, emphasizing that the app is free, fun, and effective. # Brand positioning Duolingo is presented as the world's number one language learning app, aiming to occupy the space of accessible and effective language education. The brand aligns with a fun, modern, and gamified approach to learning, contrasting with traditional, potentially dry educational methods. Duolingo positions itself as a functional tool for improving language skills, particularly English, with the emotional benefit of helping users achieve their career aspirations. The brand pushes against the norms of expensive or inaccessible language courses by offering a free and engaging alternative. # Product Duolingo's advanced English lessons are designed to help users improve their English skills for career advancement. The product works through interactive exercises, including fill-in-the-blank questions, vocabulary learning, speaking practice, and reading comprehension. It is for individuals looking to enhance their English proficiency, particularly those aiming for better job opportunities. The ad highlights the app's features, such as essential vocabulary, speaking practice, and advanced lessons. The USPs include being free, fun, and effective. Use occasions include improving basic English to the next level and preparing for a better job. The ad addresses the purchase barrier of cost by emphasizing that the app is free. # Visual style The ad has a bright and colorful aesthetic, using flat design and simple animations. The editing style is quick cuts between different app interfaces and animated visuals. The production quality is polished, giving it a modern and engaging feel. The pacing is fast, with cuts timed to the music beats. The audio-visual sync is well-coordinated, with text and product actions timed to the voiceover lines. # Hooks Spoken: 00:00–00:02 Want to improve your English and get your dream job? Text overlay: 00:00–00:02 Want to improve your English and get your dream job? Visual: 00:00–00:02 The screen is white with the Duolingo owl mascot, Duo, on the top left. Duo is green and holding a globe. The text "Want to improve your English and get your dream job?" is at the bottom in green. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of struggling to improve English skills for career advancement. "Would you mind giving me some tips on how to give presentations? I mostly just wrote reports at my last job." # Value propositions - Improve English skills for career advancement - Free and accessible language learning - Fun and engaging learning experience - Effective language learning methods # Benefits - Improve your English - Get your dream job - Take your basic English to the next level - Free, fun, and effective # Features - Advanced English lessons - Essential vocabulary - Speaking practice - Interactive exercises # Call to action Download duolingo # Point of view - Brand 100% – The entire ad is presented from the official voice of Duolingo, showcasing its features and benefits. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with the Duolingo owl mascot next to a globe, asking, "Want to improve your English and get your dream job?" This serves as an attention-grabbing question, directly addressing the viewer's aspirations. The perspective is from the brand, using a direct question to engage the audience. The tone is optimistic and encouraging. - 00:03–00:06 00:03–00:06 The ad transitions to a screen recording of the Duolingo app, showing a fill-in-the-blank exercise. The text reads, "Try Duolingo's new advanced English lessons." This introduces the product and its specific feature. The perspective is from the brand, showcasing the app's functionality. The tone is informative and promotional. - 00:07–00:09 00:07–00:09 The ad displays animated visuals with the text, "Learn essential vocabulary and practice speaking." This highlights key benefits of the app. The perspective is from the brand, emphasizing the app's features through animated visuals. The tone is upbeat and encouraging. - 00:10–00:14 00:10–00:14 The ad shows another screen recording of the Duolingo app, this time featuring a speaking exercise. The text reads, "Take your basic English to the next level for a better job." This reinforces the app's ability to improve English skills for career advancement. The perspective is from the brand, demonstrating the app's functionality and benefits. The tone is motivational and aspirational. - 00:16–00:25 00:16–00:25 The ad displays another screen recording of the Duolingo app, showing a reading comprehension exercise. A voiceover says, "Would you mind giving me some tips on how to give presentations? I mostly just wrote reports at my last job." The text overlay reads, "It's free, fun, and effective." This highlights the app's features and benefits. The perspective is from the brand, showcasing the app's functionality and benefits. The tone is informative and promotional. - 00:26–00:29 00:26–00:29 The ad concludes with the Duolingo logo and the text, "Download Duolingo, the number one language learning app." This provides a clear call to action. The perspective is from the brand, directly promoting the app. The tone is direct and promotional.

# Ad summary This ad features a man who is shocked to learn that Duolingo now teaches chess. He then talks about its features, including that it is built for beginners, and is free. # Brand positioning Duolingo is portrayed as a quirky and innovative language-learning platform that is not afraid to venture into unexpected areas. The ad presents Duolingo as accessible and beginner-friendly, defying the conventional perception of complex and intimidating learning platforms. By introducing chess lessons, Duolingo aims to broaden its appeal and establish itself as a versatile and modern educational tool that goes beyond traditional language instruction. The brand promotes a fun and playful learning environment, aligning with its core values of accessibility and enjoyment. # Product The featured product is Duolingo's new chess lessons, integrated within its language-learning platform. These chess lessons are designed for beginners, offering a puzzle-based approach to strategy learning. The ad highlights that the chess lessons are bite-sized and accessible, making them easy for newcomers to grasp the game's fundamentals. Coach Oscar is introduced as a guide who helps everyone learn. A key selling point is that the chess lessons are completely free, removing a common barrier to entry for potential learners. The ad conveys that Duolingo's chess lessons are a fun and engaging way to learn the game, suitable for those who are new to chess or even those who pretend to be pros. # Visual style The ad is shot in a casual, UGC-style format. The kitchen scenes use natural lighting, while the couch scene is slightly warmer. The editing employs quick cuts to maintain a fast pace, typical of social media content. The production quality is a mix of clean and slightly raw, contributing to an authentic feel. The ad also overlays cartoon graphics. The pace is quick, with edits roughly every 2-3 seconds, keeping the energy high and engaging. # Hooks Spoken: 00:00–00:03 Male 1: Wanna know something wild? Visual: 00:00–00:03 A man with medium brown skin, dark curly hair, and glasses stands behind a white countertop with a white bowl of cereal and a light blue carton of milk. He is pouring the milk into the bowl of cereal. He is wearing a dark green t-shirt. In the background is a clean white kitchen with white cabinets and stainless steel appliances. To the right of the frame, there is a green cell phone laid down on the counter next to the cereal bowl. The camera is stationary and at chest level. # Funnel stage Top of funnel (Awareness) # Pain points The ad taps into the frustration of finding chess intimidating or difficult to learn for beginners. The animated Coach asks if the viewer's chess strategy is "a cry for help?" # Value propositions - Bite-sized strategy that sticks # Benefits - Strategy that sticks - Helps everyone the same - Learn chess # Features - Puzzle based - Bite-sized strategy - Built for beginners - Coach Oscar # Call to action Learn chess at Duolingo today for free. # Point of view - Customer 100% – The entire ad is presented from the perspective of someone who has recently used Duolingo's chess lessons. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a man pouring milk into a bowl of cereal while asking if the viewer wants to know something wild. This is intended to create an element of intrigue and set the tone for an unexpected revelation. The question is delivered with casual curiosity from the man's perspective, setting the stage for the ad's central premise. - 00:03–00:06 00:03–00:06 The man reveals that Duolingo teaches chess, showing a close-up view of the Duolingo app on a phone, highlighting a chess puzzle. This moment conveys the surprising new feature of the Duolingo app and directly addresses the question from the beginning. It is presented from the man’s perspective, sharing his reaction and drawing the viewer into the discovery process with an element of shock. - 00:06–00:10 00:06–00:10 The man notes that the chess lessons are puzzle-based and employ bite-sized strategies that stick. A montage displays more of the chess puzzles from the Duolingo app. The information shares more specific details about the format of Duolingo's chess lessons, emphasizing their accessibility and effectiveness. The information is presented from the perspective of the man in the video. - 00:10–00:14 00:10–00:14 The man mentions that the chess lessons are for beginners and those who pretend to be pros, while also featuring Coach Oscar, a cartoon coach in the Duolingo app. This continues to emphasize the accessibility and broad appeal of the lessons while also introducing a helpful persona. This is all presented from the man's perspective. - 00:14–00:19 00:14–00:19 The man says that the Coach Oscar helps humble him as he teaches, and that the lessons are 100% free, while sitting on a couch. He invites the viewer to learn chess with Duolingo for free. This closes the ad by reiterating the key selling points — the program is free and beginner-friendly. The conclusion delivers a clear CTA from the man's perspective.

# Ad summary This ad demonstrates the Duolingo app in Arabic. The ad shows a hand selecting language options and answering questions. The ad shows the user getting some answers wrong and being encouraged by the Duolingo owl to keep trying. # Brand positioning Duolingo is presented as a fun and accessible language learning app. The brand uses gamification to make learning engaging, with a focus on encouragement and persistence. The brand's tone is playful and supportive, as evidenced by the Duolingo owl's encouraging messages. The brand aims to occupy a space in the consumer's mind as a user-friendly and effective tool for language acquisition, promoting the value of continuous learning and improvement. # Product Duolingo is a language learning application that offers a variety of languages to learn. The app uses a gamified approach, incorporating elements such as hearts, progress bars, and encouraging messages to motivate users. The app presents questions in various formats, including selecting the correct image for a word and matching words in different languages. The app provides immediate feedback on answers, indicating whether they are correct or incorrect, and offers encouragement to keep trying. The app addresses the purchase barrier of difficulty by making language learning fun and accessible. # Visual style The ad has a clean and simple aesthetic, with bright colors and flat design. The editing style is straightforward, with static shots and minimal transitions. The production quality is polished, giving the ad a professional feel. The pacing is consistent, with cuts timed to the music beats. # Hooks Spoken: 00:04–00:04 tea Text overlay: 00:03–00:08 اختر الصورة الصحيحة / 00:03–00:08 tea / 00:03–00:08 قهوة / 00:03–00:08 شاي / 00:03–00:08 ماء / 00:03–00:08 حليب / 00:03–00:08 تحقق Visual: 00:03–00:07 The shot shows a screen in Arabic asking the user to select the correct image for the word "tea." The screen shows four images: coffee, tea, water, and milk. A hand with a brown skin tone and a blue sleeve taps the water option. The app indicates that the answer is incorrect. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that language learning can be difficult and frustrating, as shown by the user getting multiple answers wrong. # Value propositions - Gamified approach makes learning fun - Immediate feedback helps users learn from mistakes - Encouragement motivates users to keep trying # Benefits - Fun and engaging way to learn a new language - Accessible language learning - Encouragement to keep trying # Features - Gamified language learning - Multiple languages available - Immediate feedback on answers # Call to action قم بتنزيل تطبيق تعلم اللغات رقم 1 في العالم. # Social proof - None used. # Point of view - Customer 100% – The ad is shown from the perspective of a user interacting with the app. # Storyline - 00:00–00:01 The ad opens with the Duolingo owl on a green background. - 00:01–00:03 00:01–00:03 The ad shows a screen in Arabic asking what language the user wants to learn. A hand taps the English option. - 00:03–00:07 00:03–00:07 The ad shows a screen in Arabic asking the user to select the correct image for the word "tea." The hand taps the wrong answer, and the app indicates that the answer is incorrect. - 00:08–00:10 00:08–00:10 The Duolingo owl appears in a speech bubble, encouraging the user not to give up. - 00:10–00:14 00:10–00:14 The ad shows a screen in Arabic asking the user to match the pairs of words. The hand taps the wrong answer, and the app indicates that the answer is incorrect. - 00:15–00:19 00:15–00:19 The ad shows a screen in Arabic asking the user to match the pairs of words. The hand taps the wrong answer, and the app indicates that the answer is incorrect. - 00:20–00:23 00:20–00:23 The ad shows a screen in Arabic asking the user to match the pairs of words. The hand taps the wrong answer, and the app indicates that the answer is incorrect. - 00:24–00:27 00:24–00:27 The Duolingo owl appears with a disappointed expression, asking if the user can do better. - 00:27–00:29 00:27–00:29 The ad shows the Duolingo logo and encourages the user to download the app.

# Ad summary This ad for Duolingo features the brand's mascot, Duo, and promotes learning a language with confidence through quick and free lessons. # Brand positioning Duolingo is presented as a fun and accessible language learning platform. The brand aims to occupy a space in the consumer's mind as a user-friendly and effective tool for language acquisition. The brand aligns with values of accessibility and convenience, offering quick and free lessons. It pushes against the norms of traditional, often expensive, language learning methods by providing a gamified and easily accessible alternative. The brand positioning is both functional, emphasizing the speed and free access of the lessons, and emotional, promoting confidence in language learning. # Product The product being advertised is Duolingo's language learning platform, which offers quick and free lessons. The ad implies that the platform is for anyone looking to learn a new language with confidence. The ad highlights the platform's key features: quick lessons and free access. The unique selling proposition (USP) is the combination of speed, accessibility, and cost-free learning. The ad addresses the purchase barrier of expensive language courses by emphasizing the free nature of Duolingo's lessons. The ad conveys that Duolingo is a worthwhile option for those seeking to learn a language efficiently and without financial commitment. # Visual style The ad has a clean and minimalist visual style. The production quality is highly polished, with bright colors and simple shapes. The visual motif is a flat design with a focus on the brand's mascot. The image treatment includes background removal and solid color fills. The typography is large and bold, making it easy to read. The style is platform-native, resembling a typical mobile app ad, which enhances scannability and stop power in the feed. # Hooks Headline: ابدأ التحدث بثقة أكبر مع دروس سريعة ومجانية. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - ابدأ التحدث بثقة أكبر مع دروس سريعة ومجانية. # Benefits - ابدأ التحدث بثقة أكبر # Features - دروس سريعة - ومجانية # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, with the brand presenting its logo, value proposition, and key features to the audience. # Storyline - The ad starts by presenting the Duolingo logo, immediately establishing the brand identity and setting the context for the product being advertised. This is from the brand's perspective, aiming to create instant recognition and association with language learning. - The ad then transitions to the core message, emphasizing the benefit of learning with confidence. This is from the brand's perspective, highlighting the positive outcome users can expect from using Duolingo. - The ad concludes by highlighting the key features of Duolingo: quick and free lessons. This is from the brand's perspective, reinforcing the value proposition and addressing potential barriers to entry by emphasizing the accessibility and cost-free nature of the platform.

# Ad summary This animated ad for Duolingo features a cartoon character riding a motorcycle, challenging the notion that learning a new language is impossible. It highlights the app's short, effective, and free lessons, encouraging viewers to download Duolingo and start learning today. # Brand positioning Duolingo is presented as a language-learning platform that challenges the perception that learning a new language is difficult. The brand positions itself as a simple, effective, and accessible solution for anyone looking to learn a new language. It promotes the idea that language learning doesn't require permission or extensive effort, making it an empowering and achievable goal for everyone. The brand pushes against the norm of traditional, often expensive, language courses by offering a free and user-friendly alternative. # Product Duolingo is a language-learning app that makes learning a new language simple, effective, and accessible. The app offers short lessons that provide real progress and are completely free. It is designed for anyone who wants to learn a new language without needing permission or facing traditional barriers. The ad emphasizes that Duolingo makes language learning easy and achievable, regardless of prior experience or perceived difficulty. # Visual style The ad has a simple, cartoonish aesthetic with flat, vector-style graphics. The color palette is warm, with oranges and browns dominating the scene. The editing is static, with no transitions or camera movements. The production quality is polished, giving it a clean and professional feel. The pacing is slow and consistent, with no sudden shifts. # Hooks Spoken: 00:00–00:04 يقولون أن تعلم لغة جديدة أمر مستحيل. Text overlay: 00:00–00:04 يقولون أن تعلم لغة جديدة أمر مستحيل. Visual: 00:00–00:04 The scene shows a cartoon character riding a red motorcycle on a road towards the viewer, with two other characters on motorcycles behind them. The background features an orange sky with clouds and a setting sun. The Duolingo logo is at the top of the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common perception that learning a new language is impossible. "يقولون أن تعلم لغة جديدة أمر مستحيل." # Value propositions - Short lessons and real progress make learning simple and effective. - Completely free removes financial barriers to learning. - No permission needed makes learning accessible to everyone. # Benefits - Makes learning simple - Don't need permission to start learning # Features - Short lessons - Real progress - Completely free # Call to action قم بتنزيل دوولينجو وابدأ اليوم. # Social proof - None used. # Point of view - Brand 100% – The entire ad is told from the official voice of the Duolingo brand, presenting product claims and benefits. # Storyline - 00:00–00:11 00:00–00:11 The ad starts with the statement that learning a new language is impossible. The message is to convey the common perception of language learning as a difficult task. - 00:11–00:14 00:11–00:14 The ad transitions to say that Duolingo makes it simple. This is to counter the initial perception and introduce Duolingo as a solution. - 00:14–00:20 00:14–00:20 The ad highlights that Duolingo offers short lessons, real progress, and is completely free. This is to emphasize the benefits and value proposition of the app. - 00:20–00:24 00:20–00:24 The ad states that you don't need permission to start learning. This is to encourage immediate action and remove any perceived barriers. - 00:24–00:28 00:24–00:28 The ad addresses those who have been told they can't learn a new language. This is to challenge negative beliefs and encourage them to try Duolingo. - 00:28–00:35 00:28–00:35 The ad ends with a call to action to download Duolingo and start today. This is to prompt immediate engagement and conversion.

# Ad summary This ad demonstrates the Duolingo app in Bengali. The ad shows a hand selecting language options and answering translation questions. # Brand positioning Duolingo is presented as a fun and accessible language learning app. The ad uses a playful cartoon owl mascot and gamified lessons to make language learning feel less intimidating. The brand aims to occupy a space in the consumer's mind as a convenient and effective way to learn new languages. The brand aligns with values of accessibility, fun, and self-improvement. The brand pushes against the norm of traditional language learning methods by offering a free and gamified experience. The brand positioning is both functional (effective language learning) and emotional (fun and engaging). # Product Duolingo is a language learning app that offers a gamified approach to learning new languages. The app is for anyone who wants to learn a new language in a fun and accessible way. The app offers a variety of languages to choose from, including English, Spanish, Korean, and Italian. The app uses a gamified approach to learning, with points, rewards, and progress tracking. The app addresses the purchase barrier of cost by offering a free version. The ad shows the user selecting language options, answering translation questions, and receiving feedback on their progress. The ad tells the viewer that Duolingo is a fun and effective way to learn a new language. # Visual style The ad has a clean and simple aesthetic with bright colors and cartoon graphics. The editing style is quick cuts, with each shot lasting only a few seconds. The production quality is polished, with a focus on clear visuals and easy-to-understand gameplay. The pacing is fast, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:01 [Bengali] আপনি কী শিখতে চান? Text overlay: 00:00–00:01 আপনি কী শিখতে চান? (speech bubble) Visual: 00:00–00:01 The screen displays the Duolingo owl logo on a green background. The logo animates to reveal the Duolingo app interface in Bengali, asking "What do you want to learn?" The interface lists various languages and subjects with their respective flags or icons. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that learning a new language can be difficult and intimidating. # Value propositions - Learn a new language for free! # Benefits - Learn a new language in a fun and accessible way - Learn a new language for free! # Features - Gamified lessons - Multiple languages to choose from - Progress tracking # Call to action Get it now! # Social proof - None used. # Point of view - Customer 100% – The ad is shown from the perspective of a user interacting with the app. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with the Duolingo app interface in Bengali, asking "What do you want to learn?" A hand selects English from a list of languages. - 00:02–00:03 00:02–00:03 The hand taps the "Continue" button, indicating the user's choice of English. - 00:03–00:05 00:03–00:05 The screen shows a celebratory animation with coins, stars, and the Duolingo owl, reinforcing the gamified learning experience. - 00:05–00:10 00:05–00:10 The user is presented with a translation question: "How are you, sir?" The hand selects the correct words to complete the sentence. - 00:10–00:16 00:10–00:16 The user is presented with another translation question: "Caroline, are you tired?" The hand selects the incorrect words to complete the sentence. - 00:16–00:18 00:16–00:18 The Duolingo owl appears with the text "Keep trying!" - 00:18–00:24 00:18–00:24 The user is presented with another translation question: "Yes, I speak English." The hand selects the incorrect words to complete the sentence. - 00:24–00:26 00:24–00:26 The Duolingo owl appears with sunglasses and a drink, with the text "Do a little better?" - 00:26–00:29 00:26–00:29 The ad ends with the Duolingo logo and the text "Learn a new language for free! Get it now!"

# Ad summary This ad features a screenshot of the Duolingo app interface in Arabic. It highlights the app's ability to help users speak confidently through larger lessons that are both fast and free. # Brand positioning Duolingo is presented as a fun and accessible language learning platform. The brand uses its iconic green owl mascot, Duo, to create a friendly and approachable image. The ad emphasizes the ease and speed of learning, positioning Duolingo as a convenient and effective tool for language acquisition. The brand aims to occupy a space in the consumer's mind as a gamified, user-friendly alternative to traditional language learning methods, making it appealing to a broad audience seeking to learn a new language in a less intimidating way. The brand's positioning is both functional (offering quick and free lessons) and emotional (building confidence in speaking a new language). # Product The ad promotes the Duolingo language learning app, which is designed to help users learn a new language through interactive lessons. The app is presented as a tool to "speak confidently" with larger lessons that are both fast and free. The product is for anyone interested in learning a new language, as implied by the general language used and the app's accessibility. The ad addresses the purchase barrier of cost by highlighting that the lessons are free. The app is shown through a screenshot of the interface, emphasizing its user-friendly design and accessibility. # Visual style The ad has a clean and simple visual style, using bright colors and a minimalist design. The production quality is polished, resembling a studio-shot graphic. The visual motif is a flatlay style, presenting the app interface and mascot in a straightforward manner. The image treatment includes background removal and color grading to create a cohesive and visually appealing aesthetic. The typography is large and bold, enhancing scannability in the feed. The style contrasts with platform-native content, aiming to stand out and grab attention. # Hooks Headline: ابدأ التحدث بثقة أكبر مع دروس سريعة ومجانية. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of feeling unconfident when speaking a new language. The ad copy states "ابدأ التحدث بثقة أكبر مع دروس سريعة ومجانية.", which implies that the user currently lacks confidence in their language skills. # Value propositions - Speak confidently with larger lessons that are both fast and free. # Benefits - التحدث بثقة أكبر # Features - دروس سريعة ومجانية # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the Duolingo app and its benefits. # Storyline - The ad opens with a screenshot of the Duolingo app interface, immediately establishing the product being advertised. This is from the brand's perspective, aiming to showcase the app's user interface and design. - The ad highlights the key benefits of using Duolingo, which are to "speak confidently" with larger lessons that are both fast and free. This is from the brand's perspective, emphasizing the value proposition of the app. - The ad features the Duolingo mascot, Duo, peeking from the bottom of the screen, adding a playful and engaging element. This is from the brand's perspective, reinforcing the brand's friendly and approachable image.

# Ad summary This ad promotes Duolingo as a way to learn a new language in just a few minutes each day. The ad features a mobile phone displaying the Duolingo app, with a list of languages to choose from. # Brand positioning Duolingo is presented as a fun and accessible language learning platform. The brand's positioning is centered around making language education easy and convenient, fitting into busy lifestyles with just a few minutes of daily commitment. The brand uses a playful and friendly tone, as seen through its mascot and approachable interface, which aims to demystify language learning and make it less intimidating. Duolingo differentiates itself by offering a gamified learning experience, contrasting traditional, often rigid, educational methods. The brand's approach is both functional, focusing on effective learning techniques, and emotional, aiming to create a positive and engaging experience for users. # Product Duolingo is a language learning application designed to help users learn a new language in short, daily sessions. The app offers a variety of languages to choose from, catering to both English speakers and Arabic speakers. The app is designed for anyone interested in learning a new language, regardless of their current skill level. The app's USPs include its accessibility, convenience, and gamified approach to learning. The ad highlights the ease of learning a new language in just a few minutes each day, addressing the common purchase barrier of time commitment. The app is presented as a user-friendly and effective way to learn a new language, making it an appealing option for those looking to expand their linguistic skills. # Visual style The ad has a clean and modern visual aesthetic, with a focus on simplicity and user-friendliness. The production quality is highly polished, with a studio-shot feel. The visual motifs include a clean layout, bright colors, and a focus on the Duolingo app interface. The image treatment includes background removal and a consistent color palette. The typography is large and bold, making it easy to read. The ad's style is platform-native, fitting seamlessly into social media feeds. # Hooks Headline: تعلم لغة جديدة في بضع دقائق فقط يوميًا # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of time commitment, suggesting that learning a new language doesn't have to be a lengthy or overwhelming process. "تعلم لغة جديدة في بضع دقائق فقط يوميًا" # Value propositions - Learn a new language in just a few minutes each day # Benefits - Easy language learning - Convenient language learning # Features - Learn a new language - A few minutes each day # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, with the brand showcasing the Duolingo app and its features to potential users. # Storyline - The ad opens with a message in Arabic, inviting viewers to learn a new language in just a few minutes each day. This is intended to grab the viewer's attention and highlight the ease and convenience of using Duolingo, from the brand's perspective. - The ad then showcases the Duolingo app interface on a mobile phone, displaying a list of languages to choose from. This is intended to demonstrate the variety of language options available and the user-friendly design of the app, from the brand's perspective. - The Duolingo mascot peeks out from behind the phone, adding a playful and approachable element to the ad. This is intended to reinforce the brand's friendly and engaging tone, from the brand's perspective.

# Ad summary This ad promotes Duolingo, a language learning app. The ad shows the app interface and highlights its features, such as interactive lessons, personalized learning, and progress tracking. It emphasizes that learning with Duolingo is fun, effective, and can help users achieve their language learning goals. # Brand positioning Duolingo is presented as a fun and accessible language learning platform. The brand aims to occupy the space of a user-friendly and effective tool for language acquisition. It aligns with values of accessibility, progress, and enjoyment in learning. Duolingo pushes against the norms of traditional, often tedious, language education by offering gamified lessons and a playful brand identity. The brand positioning is both functional (offering structured lessons and progress tracking) and emotional (making learning fun and rewarding). # Product Duolingo is a language learning app that offers interactive lessons and personalized learning experiences. The app is designed for anyone interested in learning a new language, regardless of their current skill level. It features short, engaging lessons that cover reading, writing, listening, and speaking skills. The app provides immediate feedback and tracks progress to keep users motivated. USPs include its gamified approach, personalized learning paths, and accessibility on mobile devices. The ad shows users engaging with the app in various scenarios, highlighting its flexibility and convenience. Duolingo addresses the common purchase barriers of cost and time commitment by offering free access and short, manageable lessons. The ad emphasizes that Duolingo makes language learning fun, effective, and achievable for everyone. # Visual style The ad has a bright and colorful aesthetic with a playful and cartoonish style. The editing is quick and dynamic, with fast cuts between different scenes and exercises within the app. The production quality is polished, with clean graphics and smooth transitions. The pacing is fast, with cuts timed to the music beats. The audio-visual sync is well-coordinated, with text and product actions timed to the music and voiceover. # Hooks Spoken: 00:00–00:02 [Arabic] What do you want to learn? Text overlay: 00:00–00:02 ما الذي تود تعلمه؟ Visual: 00:00–00:02 The screen displays a chat interface on a white background. A speech bubble with Arabic text appears next to the Duolingo owl, which is green with large eyes and holding a book. The text translates to "What do you want to learn?" Below, there is a gray button with Arabic text. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of traditional language learning being tedious and inaccessible. The ad shows the app interface and highlights its features, such as interactive lessons, personalized learning, and progress tracking. # Value propositions - Achieve your real goals - Short, fun lessons - Learn anytime, anywhere - Make tangible progress every day - Start learning now for free # Benefits - Fun and engaging learning experience - Effective language acquisition - Tangible achievements - Personal growth - Accessibility - Convenience # Features - Interactive lessons - Personalized learning - Progress tracking - Wide range of language options # Call to action None used. # Social proof - None used. # Point of view - Customer 70% – The ad shows the app interface and user interactions, giving the impression of a user's experience. - Brand 30% – The ad features the Duolingo logo, brand colors, and a call to action to download the app. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a screen showing a chat interface with the Duolingo owl asking, "What do you want to learn?" This sets the stage for the user to select a language to learn, immediately engaging the viewer with a question and presenting the app as interactive. The perspective is from the user's point of view, as if they are opening the app for the first time. The tone is inviting and curious. - 00:02–00:03 00:02–00:03 A hand taps the English language option, initiating the language learning journey. This action demonstrates the ease of selecting a language and starting the learning process. The perspective remains from the user's point of view, emphasizing the simplicity of the app. The tone is straightforward and user-friendly. - 00:03–00:08 00:03–00:08 The screen transitions to a menu of different learning activities, such as speaking, listening, reading, and writing. This showcases the variety of learning methods available within the app. The perspective shifts to a broader view of the app's features, highlighting its comprehensive approach to language learning. The tone is informative and encouraging. - 00:08–00:11 00:08–00:11 The ad shows an animated celebration with the Duolingo owl and a character, accompanied by confetti and the text "Achieve your real goals." This reinforces the idea that using Duolingo leads to tangible achievements and personal growth. The perspective is from an external observer, celebrating the user's success. The tone is celebratory and motivational. - 00:11–00:14 00:11–00:14 The screen displays a translation exercise within the app, where the user is prompted to translate a sentence. This demonstrates the practical application of the app in learning vocabulary and grammar. The perspective is from the user's point of view, showing the interactive nature of the lessons. The tone is educational and engaging. - 00:14–00:17 00:14–00:17 The ad shows a fill-in-the-blank exercise, where the user selects the correct word to complete a sentence. This highlights the app's focus on grammar and sentence structure. The perspective remains from the user's point of view, emphasizing the interactive learning experience. The tone is educational and challenging. - 00:17–00:20 00:17–00:20 The screen displays a vocabulary exercise, where the user matches words with corresponding images. This showcases the app's visual learning approach and its focus on building vocabulary. The perspective is from the user's point of view, highlighting the app's user-friendly interface. The tone is educational and visually appealing. - 00:20–00:22 00:20–00:22 The ad shows a streak counter and animated characters celebrating, accompanied by confetti and the text "5-day streak!" This reinforces the idea of consistent progress and rewards the user for their dedication. The perspective is from an external observer, celebrating the user's achievement. The tone is celebratory and motivating. - 00:22–00:24 00:22–00:24 The screen displays a selection of language flags, inviting the user to choose a language to learn. This reinforces the app's wide range of language options. The perspective is from the user's point of view, emphasizing the app's versatility. The tone is inviting and diverse. - 00:24–00:27 00:24–00:27 The ad shows animated characters running alongside the Duolingo owl, accompanied by the text "Start learning now for free." This reinforces the app's accessibility and encourages immediate action. The perspective is from an external observer, highlighting the app's benefits. The tone is encouraging and urgent. - 00:27–00:29 00:27–00:29 The ad concludes with the Duolingo logo and a call to action to download the app from the App Store and Google Play. This provides the user with clear instructions on how to access the app. The perspective is from the brand, promoting its product. The tone is informative and direct.

# Ad summary This ad demonstrates the Duolingo app in Arabic. The ad shows a hand selecting language options and completing a matching game. # Brand positioning Duolingo is presented as a fun and accessible language learning app. The ad uses gamification elements like points, rewards, and a cartoon owl mascot to make learning engaging. The brand positions itself as a global leader in language education, emphasizing its widespread use and availability on both the App Store and Google Play. The brand's tone is playful and encouraging, aiming to make language learning feel less intimidating and more like a game. # Product Duolingo is a language learning application designed to make education accessible and enjoyable. The app offers a variety of languages to learn, catering to different user preferences and needs. It uses a gamified approach, incorporating elements like points, rewards, and a progress tracker to motivate users. The app is designed for anyone interested in learning a new language, regardless of their prior experience. The ad addresses potential purchase barriers by showcasing the app's user-friendly interface and engaging learning methods. The app is available for download on both the App Store and Google Play, making it easily accessible to a wide range of users. # Visual style The ad has a clean and bright aesthetic, using a minimalist design with a focus on the app's interface and the Duolingo mascot. The editing style is straightforward, with static shots and simple transitions. The production quality is polished, giving the ad a professional feel. The pacing is consistent, with each shot held long enough to convey its message clearly. # Hooks Spoken: 00:07–00:08: Woman Text overlay: 00:05–00:07: اختر الأزواج / 00:05–00:07: man / 00:05–00:07: thanks / 00:05–00:07: milk / 00:05–00:07: woman / 00:05–00:07: she / 00:05–00:07: امرأة / 00:05–00:07: لبن / 00:05–00:07: شكرا / 00:05–00:07: رجل / 00:05–00:07: هي / 00:05–00:07: تحقق Visual: 00:05–00:07: The Duolingo app interface displays a matching game with English words on the left and Arabic translations on the right. A cartoon hand with a brown skin tone and a light blue sleeve taps the word "woman" on the left and its corresponding Arabic translation on the right. The correct matches highlight in light green. The camera is static, showing a first-person perspective of the game. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of traditional language learning methods by offering a fun and engaging alternative. The ad visually demonstrates the app's interactive lessons and immediate feedback, contrasting with the often tedious and ineffective nature of conventional language education. # Value propositions - Gamified learning makes language acquisition enjoyable - Interactive lessons provide immediate feedback for effective learning - Multiple languages cater to diverse learning needs # Benefits - Fun and engaging language learning - Accessible education - Progress tracking - Rewarding experience # Features - Language learning app - Gamified learning experience - Multiple languages available - Interactive lessons - Immediate feedback # Call to action None used. # Social proof - None used. # Point of view - Customer 50% – The ad shows a hand interacting with the app, demonstrating the user experience. - Brand 50% – The ad features the Duolingo mascot and logo, promoting the brand and its features. # Storyline - 00:00–00:01 The ad opens with the Duolingo owl mascot on a green background, immediately establishing the brand identity. This serves as an introduction to the app and its recognizable character. - 00:01–00:03 00:01–00:03: The ad transitions to a screen within the Duolingo app, displaying a list of languages to learn, presented in Arabic. A hand taps the English language option, indicating the user's choice. This shows the app's interactive nature and the variety of languages available, from the customer's perspective. - 00:03–00:05 00:03–00:05: The screen shows celebratory animations of coins, stars, and treasure chests, indicating progress and rewards within the app. A hand taps a green star, reinforcing the gamified learning experience. This is from the brand's perspective, highlighting the positive reinforcement mechanisms. - 00:05–00:24 00:05–00:24: The ad displays a language matching game within the app, where the user pairs English words with their Arabic translations. The hand interacts with the screen, selecting different word pairs. Incorrect selections result in a loss of hearts, while correct answers are rewarded. This segment shows the app's interactive lessons and the immediate feedback provided, from the customer's perspective. - 00:24–00:27 00:24–00:27: The ad transitions to the Duolingo owl mascot wearing sunglasses and holding a drink, winking at the viewer. This adds a playful and lighthearted tone, reinforcing the fun aspect of language learning. This is from the brand's perspective, showcasing the mascot's personality. - 00:27–00:29 00:27–00:29: The ad concludes with the Duolingo logo and a call to action to download the app from the App Store or Google Play. This provides clear instructions on how to access the app, from the brand's perspective.

# Ad summary This ad promotes Duolingo's chess learning feature. It uses animation to show how Duolingo can teach users the basics of chess, present them with challenges, and allow them to play against others. # Brand positioning Duolingo is presented as a fun and accessible platform for learning new skills, specifically chess in this ad. The brand uses its recognizable owl mascot, Duo, to create a playful and engaging learning experience. Duolingo aims to make learning feel less intimidating and more like a game, encouraging users to challenge themselves and compete with others. The brand positions itself as a modern, user-friendly alternative to traditional learning methods, emphasizing convenience and enjoyment. # Product The ad promotes Duolingo's chess learning feature, which teaches users how to play chess through interactive lessons and challenges. The feature is designed for beginners and experienced players alike, offering a step-by-step guide to understanding the movements of each piece. Users can practice their skills through short, non-obvious challenges and eventually compete against others in real games. The ad highlights the feature's accessibility, allowing users to learn and play chess anytime, anywhere, directly from their mobile devices. The chess feature is presented as a fun and engaging way to improve strategic thinking and problem-solving skills. # Visual style The ad has a bright and colorful animated style, with simple character designs and clean backgrounds. The editing is quick and snappy, with cuts timed to the music. The overall feel is playful and engaging, designed to appeal to a wide audience. The production quality is high, with smooth animations and professional voiceover. # Hooks Spoken: 00:00–00:01: Quer aprender xadrez? Visual: 00:00–00:02: A spotlight shines on Duo, the green Duolingo owl mascot, who is sweating and holding a black chess king on a green and white checkered floor. The background is a solid green wall. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting to learn chess but not knowing where to start. The ad implies that learning chess can be intimidating or difficult, but Duolingo makes it easy and fun. # Value propositions - Learn chess in a fun and engaging way - Improve your skills with interactive lessons and challenges - Compete against others and test your knowledge - Learn anytime, anywhere with the Duolingo app # Benefits - Learn chess from scratch - Improve strategic thinking - Challenge yourself - Compete with others # Features - Interactive chess lessons - Short, non-obvious challenges - Ability to play against others - Customizable avatars # Call to action Hora do seu lance. (Time for your move.) # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of Duolingo, promoting its chess learning feature. # Storyline - 00:00–00:02 The ad opens with Duo, the Duolingo owl, looking stressed while holding a chess piece, setting a tone of challenge and intrigue. - 00:00–00:02 The narrator asks if the viewer wants to learn chess, positioning Duolingo as the solution. - 00:02–00:05 The ad transitions to a chess master character, implying that Duolingo offers expert-level instruction. - 00:05–00:08 The chess master is shown playing against Duo on a mobile device, highlighting the app's accessibility. - 00:06–00:08 The narrator explains that Duolingo will teach the movements of each piece, emphasizing the educational aspect. - 00:08–00:12 The ad shows examples of chess challenges within the app, suggesting a practical application of the lessons. - 00:12–00:13 The narrator asks if the viewer thinks they can handle the challenges, creating a sense of competition. - 00:12–00:17 The ad shows the chess master character on a phone screen, implying that users can customize their avatar. - 00:13–00:16 The narrator encourages the viewer to face him in a real game, reinforcing the competitive element. - 00:17–00:19 Duo is shown defeating the chess master, suggesting that users can quickly improve their skills with Duolingo. - 00:19–00:24 The ad concludes with a call to action, urging viewers to download the Duolingo app and start learning chess.

# Ad summary This ad for Duolingo highlights the app's free and short lessons, designed to help users speak with more confidence. The ad features the Duolingo owl mascot. # Brand positioning Duolingo is presented as a fun and accessible language learning platform. The brand emphasizes ease of use and confidence-building, positioning itself as a friendly and effective tool for language acquisition. The brand uses a playful tone and a cartoon mascot to appeal to a broad audience, suggesting that language learning can be enjoyable and stress-free. Duolingo aims to break away from traditional, intimidating language learning methods by offering bite-sized, free lessons. # Product The ad promotes Duolingo's language learning app, which offers free and short lessons designed to help users speak with more confidence. The app is implied to be user-friendly and accessible, making language learning less intimidating. The key selling points are the free access and the brevity of the lessons, catering to individuals with busy schedules or short attention spans. The ad focuses on the outcome of increased confidence in speaking, suggesting that the app is effective in building practical language skills. # Visual style The ad features a clean and simple design with bright, cartoonish visuals. The use of a gradient background and rounded-corner shapes gives the ad a modern and friendly feel. The overall style is playful and approachable, aligning with the brand's identity as a fun and accessible language learning platform. # Hooks Headline: Lições grátis e curtinhas pra você falar com mais confiança! # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of lacking confidence in speaking a new language. The phrase "pra você falar com mais confiança!" directly targets this frustration. # Value propositions - Free and short lessons to help you speak with more confidence. # Benefits - pra você falar com mais confiança! # Features - Lições grátis - Curtinhas # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting the features and benefits of the Duolingo app. # Storyline - The ad opens with a message highlighting Duolingo's free and short lessons, aiming to immediately capture the viewer's attention by emphasizing the accessibility and convenience of the app. This is told from the brand's perspective. - The ad then states that the lessons are designed to help users speak with more confidence, reinforcing the value proposition of the app and appealing to the viewer's desire for improved language skills. This is told from the brand's perspective. - The Duolingo owl mascot is featured prominently, creating a friendly and approachable image that reinforces the brand's playful and accessible identity. This is told from the brand's perspective.

# Ad summary This ad demonstrates the Duolingo app. The ad shows a hand selecting language options and then playing a matching game. The game is played incorrectly, and the ad ends with the Duolingo mascot wearing sunglasses and holding a drink. # Brand positioning Duolingo is presented as a fun and accessible language learning app. The brand aims to occupy the space of a user-friendly and gamified educational tool, making language learning less intimidating and more engaging. The brand aligns with a playful and encouraging tone, promoting the idea that learning can be enjoyable and integrated into daily life. Duolingo pushes against the norms of traditional, rigid language education by offering a more flexible and interactive approach. The brand positioning is both functional, providing language skills, and emotional, fostering a sense of accomplishment and fun. # Product Duolingo is a mobile application designed to help users learn new languages and other subjects like math and music through interactive lessons. The app is for anyone interested in learning a new language or subject, regardless of age or skill level. The app features a gamified approach with elements like points, rewards, and a life system, which adds an element of fun and motivation. Users can select from a variety of languages to learn, including English, Spanish, French, Japanese, Korean, Italian, and German. The app addresses the purchase barrier of cost by being free to use, making language learning accessible to a wide audience. The ad highlights the app's interactive nature and the immediate feedback provided during lessons, making it clear why the product is worth trying for those seeking a convenient and engaging way to learn. # Visual style The ad has a bright and clean aesthetic, with a focus on the app's interface and gamified elements. The editing style is quick and snappy, with cuts timed to match the actions within the app. The production quality is polished, giving the ad a professional feel. The pacing is fast, with frequent cuts to maintain viewer engagement. The audio-visual sync is precise, with sound effects and transitions timed to match the visual actions. # Hooks Spoken: 00:07–00:07 Woman Text overlay: 00:00–00:07 Selecione os pares: / 00:06–00:07 mulher / 00:06–00:07 man / 00:06–00:07 homem / 00:06–00:07 thanks / 00:06–00:07 leite / 00:06–00:07 milk / 00:06–00:07 obrigado / 00:06–00:07 woman / 00:06–00:07 ela / 00:06–00:07 she / 00:06–00:07 VERIFICAR Visual: 00:05–00:07 The screen displays a matching game within the Duolingo app. The game is titled "Selecione os pares:" (Select the pairs:). There are ten buttons with words in Portuguese and English: mulher (woman), man, homem (man), thanks, leite (milk), milk, obrigado (thank you), woman, ela (she), and she. A green progress bar is at the top of the screen, and there are four red hearts indicating lives remaining. / 00:06–00:07 The cartoon hand taps the "mulher" (woman) button, which turns light blue. The hand then taps the "woman" button, and both buttons turn light green with confetti. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional language learning methods can be boring or difficult. This is signaled by the ad's focus on making language learning fun and interactive. # Value propositions - Learn languages in a fun and interactive way - Gamified learning makes it easy to stay motivated - Accessible language learning for everyone # Benefits - Fun way to learn languages - Easy to use - Accessible language learning # Features - Interactive lessons - Gamified learning - Multiple languages available - Matching game # Call to action Baixe já o aplicativo N°1 do mundo para aprender idiomas. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the app's features and benefits. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with the Duolingo mascot on a green background. The screen transitions to the app interface, where a hand selects "Inglês" (English) from a list of language options. - 00:02–00:03 00:02–00:03 The hand then taps the "Continuar" (Continue) button, indicating the user's choice to proceed with learning English. This action conveys the ease of selecting a language and starting the learning process. - 00:03–00:06 00:03–00:06 The screen shows an animated sequence of rewards and progress indicators, such as coins, a treasure chest, and a star. A hand taps the star, symbolizing the user earning rewards and progressing through the lessons. This reinforces the gamified aspect of the app and the sense of achievement. - 00:06–00:24 00:06–00:24 The ad transitions to a matching game within the app, where the user is prompted to select pairs of words in Portuguese and English. The hand makes several incorrect matches, resulting in error messages and a loss of lives. This demonstrates the interactive learning process and the consequences of mistakes, adding a challenge to the game. - 00:24–00:26 00:24–00:26 The game ends with the user running out of lives, and a message appears: "Você ficou sem vidas!" (You ran out of lives!). The Duolingo mascot appears wearing sunglasses and holding a drink, with the text "consegue fazer melhor?" (can you do better?). This adds a playful and challenging tone, encouraging the user to try again and improve. - 00:26–00:29 00:26–00:29 The ad concludes with the Duolingo logo and a call to action to download the app from the App Store or Google Play. This provides a clear next step for viewers interested in trying the app.

# Ad summary This ad for Duolingo promotes confidence in speaking with short and free lessons. # Brand positioning Duolingo is presented as a fun and accessible language learning platform. The brand aims to occupy the space of a friendly and effective educational tool, promoting values of accessibility and enjoyment in learning. It pushes against the norms of traditional, rigid language education by offering bite-sized, gamified lessons. The brand positioning is both functional, providing effective language education, and emotional, fostering confidence and enjoyment in the learning process. # Product The ad features Duolingo's language learning app, which provides short and free lessons designed to build confidence in speaking. The product is for anyone looking to learn a new language or improve their speaking skills. The ad highlights the app's focus on oral proficiency through concise, accessible lessons. A key selling point is the combination of effectiveness and ease of use, addressing the common purchase barrier of language learning being time-consuming or intimidating. The ad emphasizes that the lessons are both short and free, making language learning accessible to a broad audience. # Visual style The ad has a clean and simple visual aesthetic, with bright colors and a cartoon mascot. The production quality is highly polished, with a focus on clear messaging and visual appeal. The image treatment includes background removal and flat design elements. The typography is large and bold, enhancing scannability in the feed. # Hooks Headline: Prends confiance à l'oral avec des leçons courtes et gratuites. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of lacking confidence in speaking a new language. The ad copy "Prends confiance à l'oral" directly targets this frustration. # Value propositions - Gain confidence in speaking with short and free lessons # Benefits - Prends confiance à l'oral # Features - des leçons courtes et gratuites # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad conveys the brand's message about the benefits and accessibility of its language learning platform. # Storyline - The ad opens with a message about gaining confidence in speaking through Duolingo's lessons. This is intended to immediately capture the viewer's attention by promising a tangible benefit. The brand is telling the story from the perspective of a helpful educator. - The ad highlights that the lessons are short and free, reinforcing the accessibility and convenience of the platform. This is intended to address potential barriers to entry, such as time commitment or cost. The brand is telling the story from the perspective of a helpful educator.