How Elvie Advertises on Meta

# Ad summary A female user discusses how the Elvie breast pump has allowed her to get back to the things she loves, such as walking, spending time with friends, and generally being out and about. She also shares that Elvie has given her more milk, less stress, and allowed her to feel like herself again. # Brand positioning Elvie is positioned as a brand that understands the challenges and compromises new mothers face, especially when it comes to breastfeeding. The brand aims to occupy the space of a modern, empowering solution for moms who want to balance motherhood with their personal lives. By offering innovative products like the Elvie breast pump, the brand aligns with values of convenience, discretion, and maintaining a sense of self. The brand pushes against the norm of traditional, cumbersome breast pumps that restrict a mother's mobility and time. Elvie offers a functional, performance-based solution that is designed to be discreet, quiet, and technologically advanced, allowing mothers to pump hands-free while tracking milk production through an app. Elvie seeks to empower mothers by giving them the freedom to continue their daily routines and maintain their personal identity. # Product The Elvie breast pump is a wireless, hands-free, in-bra breast pump designed for discreet and convenient milk expression. It connects to an app that allows the user to track their milk production. The product is for mothers who want to continue their daily routines while pumping, offering a solution that is both functional and discreet. The Elvie breast pump is slim and whisper-quiet, which allows mothers to pump without drawing attention. It allows the user to pump hands-free, track milk, and move through the day. # Visual style The ad has a polished commercial aesthetic with a UGC feel. The editing style includes quick cuts and smooth transitions. The pacing is consistent throughout the ad. Many cuts are synced with the voiceover. # Hooks Spoken: Female 1: I thought I'd have to choose between breastfeeding my baby and feeling like myself again, but Elvie proved me wrong. Visual: 00:00–00:04: A medium shot shows a woman in a kitchen. She has long brown hair, is wearing a black tank top, and patterned shorts. She holds the Elvie breast pump and places it into her tank top, looking directly at the camera and speaking. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the challenges new mothers face when trying to balance breastfeeding with their personal lives, specifically mentioning how difficult it is to find time to pump, the awkwardness and loudness of traditional pumps, and the feeling of having no time for oneself. "I felt like my entire day revolved around finding time to pump. It was loud, awkward, and I couldn't do anything else while hooked up." # Value propositions - Get back to the things I love - More milk, less stress, and a little piece of me again. # Benefits - Pump hands-free - Track my milk - Actually move through my day # Features - Slim - Whisper-quiet - Connects to an app # Call to action None used. # Social proof - “I thought I'd have to choose between breastfeeding my baby and feeling like myself again, but Elvie proved me wrong” – Female 1 (Customer) - “After having my baby, I felt like my entire day revolved around finding time to pump…It felt like I had no time for me… That changed when I switched to Elvie” – Female 1 (Customer) - “I finally felt like I was able to get back to the things I love” – Female 1 (Customer) - “For the first time I felt like I had my rhythm back” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a real user sharing her personal experience with the product. # Storyline - 00:00–00:04 The woman states she thought she would have to choose between breastfeeding and feeling like herself again. - 00:05–00:12 The woman shares she felt like her entire day revolved around finding time to pump. She continues stating it was loud, awkward, and she couldn't do anything else while hooked up. - 00:12–00:16 The woman recalls trying to juggle dinner, emails, and her newborn, and it felt like she had no time for herself. - 00:16–00:24 She shares things changed when she switched to Elvie, elaborating that it's slim, whisper quiet, and connects to an app so she can pump hands-free, track her milk, and move through her day. This acts as a direct response to her prior feelings. - 00:24–00:29 The woman relays she was finally able to get back to the things she loves, like walking, having lunch with friends, and spending the day out and about. - 00:29–00:31 She shares that for the first time, she felt like she had her rhythm back. - 00:32–00:35 The woman concludes that Elvie has allowed her to have more milk, less stress, and a little piece of herself again.

# Ad summary This ad promotes the Elvie breast pump by highlighting four signs that a new breast pump is needed. The ad features a woman demonstrating the use of the Elvie pump in various everyday scenarios, emphasizing its convenience and discreetness. # Brand positioning Elvie is presented as a brand that prioritizes the modern mother's need for convenience, discretion, and freedom in their breastfeeding journey. The brand positions itself as a solution to the common frustrations associated with traditional breast pumps, such as being tethered to a wall, dealing with noisy equipment, and feeling restricted in daily activities. Elvie aligns with a lifestyle that values independence and the ability to maintain a sense of self while meeting the demands of motherhood. The brand pushes against the norms of bulky, inconvenient breast pumps by offering a discreet, wearable alternative that allows mothers to pump on the go. # Product The Elvie breast pump is a wearable, wireless, and discreet breast pump designed for modern mothers. It fits directly into a bra, allowing for hands-free pumping without the need for cords or outlets. The pump is designed to be quiet, making it suitable for use in professional settings like Zoom meetings. Its discreet design allows mothers to pump while out and about, without drawing attention. The Elvie pump aims to address the common purchase barriers associated with traditional breast pumps by offering a convenient, comfortable, and discreet solution that integrates seamlessly into a mother's daily life. The ad emphasizes that the Elvie pump helps mothers feel like themselves again by allowing them to live life unplugged and maintain their routines while pumping. # Visual style The ad has a UGC feel, with natural lighting and simple editing. The production quality is decent, giving it a polished yet relatable look. The editing style includes static shots and smooth transitions. The pacing is consistent, with a moderate tempo that matches the background music. The visuals are synced with the text overlays, highlighting key points. # Hooks Text overlay: 00:00–00:05 4 signs you need a new breast pump Visual: 00:00–00:05: A woman with long brown hair, wearing a black top, stands in a kitchen with white cabinets and stainless steel appliances. She is inserting a white breast pump into her bra. The camera is stationary and focuses on her upper body. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the inconvenience and limitations of traditional breast pumps, which tether mothers to a wall, are noisy, and restrict their ability to go about their daily lives. "You want to take a stroll and not be plugged to a wall." # Value propositions - The Elvie pump allows you to maintain your lifestyle while pumping. - The Elvie pump is discreet enough to use during Zoom meetings. - The Elvie pump is wireless, allowing you to move freely. # Benefits - Take a stroll and not be plugged to a wall - Your current pump is noisy and doesn't fit in your bra (hello zoom meetings) - You enjoy being out and about and forgetting you're pumping - You want to live life unplugged and get back to feeling like YOU # Features - Wearable - Wireless - Discreet # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of a customer, showcasing her daily life and how the product integrates into it. # Storyline - 00:00–00:05 The ad opens with a woman inserting a breast pump into her bra, setting the stage for the topic. - 00:05–00:08 The ad presents the first sign that a new breast pump is needed: wanting to take a stroll without being plugged into a wall. This highlights the inconvenience of traditional pumps and introduces the need for a wireless solution. - 00:08–00:11 The ad presents the second sign: a current pump is noisy and doesn't fit in your bra, especially during Zoom meetings. This emphasizes the need for a discreet and comfortable pump for professional use. - 00:11–00:15 The ad presents the third sign: enjoying being out and about and forgetting you're pumping. This showcases the convenience and seamless integration of the Elvie pump into daily activities. - 00:15–00:18 The ad presents the fourth sign: wanting to live life unplugged and get back to feeling like you. This emphasizes the emotional benefit of regaining a sense of self and freedom while pumping. - 00:18–00:23 The ad concludes by stating that the Elvie Pump is THE pump for you, positioning it as the ultimate solution to the problems presented.

# Ad summary This ad showcases the Elvie breast pump as a hands-free, stress-free solution for modern moms. It highlights the pump's quiet operation and convenience, allowing moms to pump discreetly and efficiently while multitasking. # Brand positioning Elvie is presented as a brand that understands the needs of modern mothers, offering innovative solutions to make breastfeeding and pumping more convenient and discreet. The brand aims to occupy a space in the consumer's mind as a provider of high-tech, user-friendly products that empower women to balance motherhood with their other responsibilities. Elvie aligns with values of convenience, discretion, and efficiency, pushing against the traditional norms of bulky and noisy breast pumps. The brand positioning is both functional (hands-free, quiet operation) and emotional (stress-free, empowering). # Product The Elvie breast pump is a hands-free, wireless, and discreet breast pump designed for modern mothers. It is portrayed as a quiet device that can be worn inside a bra, allowing mothers to pump while performing other activities. The pump is described as "hands-free" and "stress-free," emphasizing its convenience and ease of use. The ad highlights the pump's discreetness, suggesting it can be used without drawing attention. The Elvie pump is for mothers who want to pump breast milk without disrupting their daily routines, whether they are at work, running errands, or spending time with family. The ad addresses the purchase barriers of traditional breast pumps, which are often bulky, noisy, and require the use of hands. # Visual style The ad has a polished UGC feel, with bright and natural lighting. The editing style includes quick cuts to showcase different scenarios and product features. The production quality is high, suggesting a professional commercial with a relatable touch. The pacing is consistent, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:03: So quiet you won't even know it's there [whispering] Text overlay: 00:00–00:03: So quiet you won't even know it's there 🤫 Visual: 00:00–00:03: A woman with long brown hair, wearing sunglasses and a black tank top, walks on a grassy field near a body of water. She is smiling and looking at the camera, which is positioned in a selfie-style angle. The background includes green grass, a body of water, and some trees. The lighting is bright and natural. The Elvie pump is visible under her tank top. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the inconvenience and stress associated with traditional breast pumps, which are often bulky, noisy, and require the use of hands. "So quiet you won't even know it's there 🤫" # Value propositions - Hands-free: Allows you to multitask while pumping. - Quiet: Can be used discreetly without drawing attention. - Stress-free: Simplifies the pumping process, reducing stress for busy moms. # Benefits - Stress-free - Discreet # Features - Hands-free - Quiet # Call to action None used. # Social proof - None used. # Point of view - Customer 50% – The ad shows a woman using the product in various settings, conveying the user's experience and perspective. - Brand 50% – The ad explicitly states that "Elvie is pumping for the modern mom," positioning the product and its target audience. # Storyline - 00:00–00:03 The ad opens with a woman walking outside, showcasing the Elvie pump discreetly worn under her clothing. - 00:00–00:03 The message is that the pump is so quiet, you won't even know it's there. This is conveyed from the perspective of the user, highlighting the discreetness and convenience of the product. The tone is casual and relatable. - 00:04–00:08 The ad transitions to a woman in a kitchen, demonstrating the hands-free nature of the pump. - 00:04–00:08 The message is that the pump is hands-free and stress-free, emphasizing the ease of use and convenience. This is conveyed from the perspective of the user, showcasing the product's benefits in a practical setting. The tone is informative and reassuring. - 00:09–00:11 The ad shows the woman working on a laptop while wearing the Elvie pump. - 00:09–00:11 The message is that Elvie is pumping for the modern mom, highlighting the product's suitability for busy, multitasking mothers. This is conveyed from the brand's perspective, positioning the product as a solution for modern lifestyles. The tone is aspirational and empowering. - 00:12–00:16 The ad provides a close-up view of the Elvie pump. - 00:12–00:16 The message is that Elvie is pumping for the modern mom, reinforcing the product's target audience and value proposition. This is conveyed from the brand's perspective, emphasizing the product's relevance and benefits. The tone is informative and reassuring.

# Ad summary This ad promotes an in-bra, wearable breast pump. The ad features a woman demonstrating the product in various settings, highlighting its convenience and discreetness. The ad emphasizes the product's features, such as being ultra-quiet and app-controlled, and positions it as a solution for busy moms. # Brand positioning This brand positions itself as innovative and in tune with the needs of modern mothers. The brand aims to occupy the space of convenience and discretion in the breast pump market. It aligns with a lifestyle of busy, active moms who value efficiency and the ability to multitask. The brand pushes against the norms of traditional, bulky, and noisy breast pumps, offering a functional solution that integrates seamlessly into a woman's daily life. The brand's positioning is both functional (ultra-quiet, app-controlled) and emotional (built for real mom life). # Product The product is an in-bra, wearable breast pump designed for convenience and discretion. It is intended for mothers who want to pump breast milk while multitasking or on the go. The product is described as "in-bra, wearable, ready to take on life with you," highlighting its hands-free design and portability. It is also described as "ultra-quiet" and "app-controlled," emphasizing its advanced features and ease of use. The product is presented as being "built for real mom life," suggesting it addresses the challenges and demands of motherhood. The ad shows the product being used in various settings, such as at home, while walking outdoors, and in a store, demonstrating its versatility and convenience. # Visual style The ad has a UGC feel, with natural lighting and simple editing. The production quality is decent, but not overly polished, giving it an authentic and relatable vibe. The editing style consists of static shots with smooth transitions. The pacing is moderate, with cuts occurring every few seconds. The audio-visual sync is not particularly emphasized, but the text overlays are timed to coincide with the visuals. # Hooks Spoken: 00:00–00:05: Breast pumps have evolved... and this is what the future looks like. Text overlay: 00:00–00:05: Breast pumps have evolved... and this is what the future looks like. Visual: 00:00–00:05: A woman with long brown hair, wearing a black shirt, stands in a kitchen. She is inserting a white breast pump into her bra. The kitchen has white cabinets, a stainless steel refrigerator, and colorful artwork on the wall. The camera is stationary and at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional breast pumps are inconvenient, bulky, and noisy, making it difficult for moms to pump while on the go or in public. The ad addresses the frustration of being tethered to a pump and unable to perform other tasks. # Value propositions - The in-bra, wearable design allows moms to pump discreetly and hands-free, enabling them to multitask and maintain their daily routines. - The ultra-quiet operation ensures that pumping doesn't disrupt the mom's activities or draw unwanted attention. - The app-controlled feature provides convenience and customization, allowing moms to adjust settings and track their pumping sessions. # Benefits - Ready to take on life with you - Built for real mom life # Features - In-bra - Wearable - Ultra-quiet - App-controlled # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer demonstrating the product in her daily life. # Storyline - 00:00–00:05 The ad begins with a woman inserting the breast pump into her bra. - 00:05–00:08 The ad then shows the woman working on a laptop while wearing the breast pump. - 00:08–00:11 The ad shows the woman walking outside while wearing the breast pump. - 00:11–00:18 The ad shows the woman in a store, inserting the breast pump into her bra.

# Ad summary This ad promotes the Elvie breast pump. A mom talks about how, after having her baby, pumping took over her whole day. She then explains how switching to Elvie helped her get time for herself again. # Brand positioning Elvie is presented as a brand that empowers new moms to reclaim their time and freedom while breastfeeding. It positions itself as a solution to the common pain points of traditional breast pumps, which are often perceived as loud, awkward, and inconvenient. The brand promotes a lifestyle where moms can seamlessly integrate pumping into their daily routines without sacrificing their personal or professional lives. Elvie emphasizes convenience, discretion, and technology-driven functionality, aiming to occupy a space in the consumer's mind as a modern, innovative solution that prioritizes the needs and well-being of breastfeeding mothers. # Product The Elvie breast pump is a slim, whisper-quiet, hands-free breast pump that connects to an app for easy tracking of milk production. The product is designed for busy moms who want to pump discreetly and efficiently while multitasking. It is meant to eliminate the awkwardness and inconvenience associated with traditional breast pumps, allowing moms to move freely and get back to the things they love, such as walking, having lunch with friends, and spending the day out and about. The Elvie aims to provide a solution for moms who feel they have no time for themselves, offering more milk, less stress, and a little piece of themselves again. # Visual style The ad has a UGC feel, resembling a casual video shared by a user on social media. The production quality is moderate, with natural lighting and handheld camera work. Editing includes quick cuts to maintain a brisk pace and keep viewers engaged. The overall aesthetic is relatable, aiming to resonate with the target audience of new mothers. # Hooks Spoken: Female 1: With how busy I always am, I was worried that pumping was gonna be too much for me to deal with. Text overlay: With how busy I always am, / I was worried that pumping was / gonna be too much for me to deal with. Visual: 00:00–00:04: The woman stands outside in front of a pond with green grass. She is light-skinned, with long blonde hair, a black top, and sunglasses. She is wearing a necklace, and there is a white oval visible beneath her shirt. The camera is selfie-style, and moves as she walks forward, talking. # Funnel stage Middle of funnel (Consideration) # Pain points The ad directly addresses the challenges of pumping as a new mom. The woman in the ad states, "After having my baby I felt like my entire day revolved around finding time to pump. It was loud, awkward, and I couldn't do anything else while hooked up. I remember trying to juggle dinner, emails, and my newborn. It felt like I had no time for me." # Value propositions - The Elvie pump allows busy moms to pump hands-free while doing other things. Its slim, whisper-quiet design allows moms to be discrete. # Benefits - Pump hands-free - Track my milk - Actually move through my day - Get back to the things I love - More milk, less stress, and a little piece of me again # Features - Slim - Whisper-quiet - Connects to an app - Hands-free # Call to action None used. # Social proof - "With how busy I always am, I was worried that pumping was gonna be too much for me to deal with. But this has changed everything." – Female 1 (Customer) - "That changed when I switched to Elvie. It's slim, whisper-quiet, and connects to an app so I can pump hands-free, track my milk, and actually move through my day." – Female 1 (Customer) - "I finally felt like I was able to get back to the things I love. Like walking, having lunch with friends, and spending the day out and about. For the first time I felt like I had my rhythm back. More milk, less stress, and a little piece of me again." – Female 1 (Customer) # Point of view - Customer 100% – The ad is told entirely from the perspective of a customer reviewing the product and describing their experience. # Storyline - 00:00–00:04 A woman is walking outside, and says that she was worried that pumping would be too much for her to deal with. She indicates the advertised pump, visible under her shirt, changed everything. This is designed to capture the viewer's attention with a testimonial. The perspective is from the woman, as she is talking to the camera, giving the impression that she is recording a casual video. - 00:05–00:08 The woman is inside, standing in her kitchen, and says she felt like her entire day revolved around finding time to pump. The intention is to show the viewer the problem that the product solves. The perspective is from the woman, giving the viewer an inside look at her life. - 00:09–00:12 The woman says that pumping was loud, awkward, and she couldn't do anything else while hooked up. The intention is to highlight the inconvenience of traditional pumping. The perspective is from the woman, creating a sense of shared experience with the viewer. - 00:12–00:17 The woman types at a laptop and then sits on the floor with a baby. She says she remembers trying to juggle dinner, emails, and her newborn, and that she felt like she had no time for herself. The intention is to further illustrate the challenges of balancing motherhood and pumping. The perspective is from the woman, conveying a sense of frustration and overwhelm. - 00:17–00:21 The woman is walking outside, and says that all of that changed when she switched to Elvie. She adds that the Elvie pump is slim, whisper-quiet, and connects to an app. The intention is to show that the product is the solution. The perspective is from the woman, as she speaks to the camera in a testimonial style. - 00:21–00:24 The woman is in the kitchen, cooking. She says that because the Elvie pump is slim, whisper-quiet, and connects to an app, she can pump hands-free, track her milk, and actually move through my day. The intention is to emphasize the convenience and freedom that the Elvie pump provides. The perspective is from the woman, conveying a sense of empowerment and control. - 00:24–00:26 The woman sits in a car and says that because of the Elvie pump, she finally felt like she was able to get back to the things she loves. The intention is to show the positive impact of the product on the woman's life. The perspective is from the woman, creating a sense of relief and happiness. - 00:26–00:30 The woman walks along the water, and says, by using the Elvie pump she is able to enjoy walking, having lunch with friends, and spending the day out and about. The intention is to show the viewer that they, too, can return to a normal lifestyle. The perspective is from the woman, conveying a sense of joy. - 00:30–00:32 The woman puts the Elvie pump away in a store. She says that, for the first time, she felt like she had her rhythm back. The intention is to give the viewer a sense of hope. The perspective is from the woman, creating a sense of empowerment. - 00:32–00:35 The woman is in her kitchen, preparing breast milk to freeze. She says that, with the Elvie pump, she is able to enjoy more milk, less stress, and a little piece of her again. The intention is to end the ad with the final benefit of the pump. The perspective is from the woman, giving the viewer a sense of hope.

# Ad summary A mom uses the Elvie breast pump to demonstrate pumping while holding a baby. # Brand positioning Elvie is presented as a brand that understands the realities of motherhood, particularly the challenges of pumping breast milk. The ad highlights how Elvie aims to make breastfeeding easier and more manageable for mothers. The brand positions itself as a supportive solution for busy moms who need to multitask, emphasizing convenience and efficiency in the pumping process. # Product The Elvie breast pump is a wireless, hands-free device designed for convenient breast milk pumping. It allows mothers to pump on the go or while multitasking. The ad showcases the pump's easy-to-use design and its ability to be used one-handed. The Elvie breast milk storage bags are also featured as a compatible accessory for storing pumped milk easily. # Visual style The ad has a UGC feel with natural lighting and a simple kitchen setting. The editing style is straightforward, consisting of static shots. The pacing is steady. The overall production quality suggests a hybrid approach, combining elements of a casual home video with some polished commercial aspects. # Hooks Text overlay: 00:00–00:03 Expectation: a peaceful pump & pour ✨ Visual: 00:00–00:03 Close up shot in a kitchen showing a woman in a polka dot pajama set and white robe assembling the Elvie breast pump. A second Elvie pump sits on the counter. The camera is stationary. Text overlay reads "Expectation: a peaceful pump & pour ✨" # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the difficulty of pumping breast milk while also caring for a baby. Reality: motherhood is just doing everything one handed 🤪 # Value propositions - Easy-to-use design facilitates convenient breast milk pumping - Hands-free capability facilitates multitasking # Benefits - Convenient breast milk pumping - Ability to pump on the go - Allows multitasking # Features - Wireless - Hands-free # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is from the perspective of a mom using the product. # Storyline - 00:00–00:03 00:00–00:03 The ad starts by showing a woman assembling the Elvie breast pump. Text overlay reads, "Expectation: a peaceful pump & pour ✨" The moment is intended to set up a contrast between the ideal and the reality of pumping. - 00:03–00:07 00:03–00:07 A discordant sound effect plays as the woman looks unhappily at the pump. The crying face emoji appears on the screen. This shows a negative reaction to the pumping experience, implying a struggle or difficulty. - 00:07–00:11 00:07–00:11 The woman holds a baby in one arm while trying to manage the breast milk bag with her other hand. Text overlay reads, "Reality: motherhood is just doing everything one handed 🤪" This highlights the multitasking nature of motherhood and the difficulty of managing pumping while caring for a baby, which is a response to the expectation set in the beginning.

# Ad summary This ad for the Elvie Stride breast pump features a woman wearing the product underneath her clothes, along with a callout for a flash sale. # Brand positioning Elvie is positioned as a discreet and modern brand offering innovative solutions for women's health and wellness. As seen in the ad, their products are designed to integrate seamlessly into the user's lifestyle. The brand promotes a lifestyle of empowerment and convenience, enabling women to confidently manage their health and motherhood journeys without compromising their daily routines. They seem to push against traditional norms by focusing on discretion, style, and tech-forward functionality. # Product The Elvie Stride is a breast pump designed for discreet and hands-free use under clothing. The device features two individual breast cups connected by clear tubing to a small, rounded white hub with the (on-package label text) 'Elvie' logo. This hub can be clipped onto the user's waistband or clothing. It is advertised as a solution for mothers seeking convenience and discretion while pumping, fitting into their on-the-go lifestyles. # Visual style The ad has a polished, studio-shot aesthetic with a clean layout. It uses a combination of product shots and lifestyle imagery. The image treatment includes color grading to create a cohesive visual tone, with a shallow depth of field to focus on the subject and product. The typography is clean and legible, and the overall design is visually appealing and easy to scan in-feed. # Hooks Headline: $149.99 # Funnel stage Bottom of funnel (Conversion) # Pain points The central pain point is the lack of convenience and discretion associated with traditional breast pumps. This is implied through the ad's focus on a hands-free, discreet breast pump that can be worn under clothing, suggesting that the target audience values convenience and discretion in their pumping experience. # Value propositions - Flash sale - Discounted price of $149.99, down from $199.99 # Benefits - Shop now # Features - Elvie Stride # Call to action Shop now > # Social proof - None used. # Point of view - Customer: A woman is wearing the breast pump under her clothing. - Brand: The ad features special pricing and a call to action to 'Shop now'. - Brand: The Elvie logo is prominently featured at the bottom of the ad. # Storyline - The ad opens with a shot of a woman confidently wearing the Elvie Stride breast pump under her clothing. This is included to show the product in use, highlighting its discreet design and how it integrates seamlessly into the wearer's daily life. The audience experiences this from the customer's perspective, seeing how the product looks when worn in a real-world scenario. - Next, the ad draws attention to the special pricing offer and the 'Shop now' CTA button, enticing viewers to take immediate action and purchase the product at a discounted rate. This is from the brand's POV to drive conversions. - Lastly, the Elvie brand logo is prominently featured, reinforcing brand recognition and trust, further encouraging viewers to explore and purchase from a trusted brand. The POV is from the brand to build recognition.

# Ad summary The image ad displays a woman at the gym pumping breast milk with the Elvie Stride. The ad features a flash sale for 25% off and a CTA to shop now. # Brand positioning Elvie is presented as a modern and innovative brand focused on creating products that support women's health and wellbeing. The brand aims to occupy a space in the consumer's mind as a provider of discreet and efficient solutions for motherhood. It promotes a lifestyle of convenience and empowerment, allowing mothers to maintain their routines and activities while using their products. Elvie seemingly pushes against traditional, cumbersome breast pumping methods by offering a sleek and hands-free alternative. The brand positioning is both functional, emphasizing efficiency and discretion, and emotional, focusing on empowerment and convenience. # Product The featured product is the Elvie Stride, a hands-free, electric breast pump designed for discreet and convenient use. It consists of two breast shields connected to a central hub, all designed to be worn inside a standard bra. The system uses tubes connecting to a small, portable pump that clips onto the user's waistband. The pump is shown in use by an active woman, suggesting it can be used during activities like working out. The ad addresses potential purchase barriers by highlighting the product's portability and hands-free design. # Visual style The ad features a mix of real-life user-generated content (UGC) and polished product photography. The UGC aspect comes from the woman taking a selfie while using the product, and the high-quality photography of the Elvie Stride itself showcases its modern design. The image treatment appears to be natural, with no obvious filters or color grading applied to the main image. The typography is clean and modern, with a focus on legibility and clear messaging. The visual style balances authenticity with a professional aesthetic. # Hooks Headline: 25% off # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies that traditional breast pumping methods are inconvenient and restrictive, preventing women from performing daily tasks. # Value propositions - Elvie Stride allows you to pump breast milk while continuing your daily activities, thanks to its hands-free and portable design. # Benefits - Discreet use during activities like working out - Convenience for everyday life # Features - Hands-free design - Portable - Electric # Call to action Shop now > # Social proof - None used. # Point of view - Customer: The woman in the selfie demonstrates the product in a real-life scenario, highlighting its convenience and discretion during physical activity. - Brand: The brand is communicating directly via the bottom section, highlighting the flash sale and CTA button. # Storyline - The ad opens with an image of a woman at the gym taking a selfie while wearing the Elvie Stride, which conveys the message that this product can be used discreetly in everyday life. This is from the customer's POV. - Below the image, the ad displays "Flash sale" multiple times across the screen, which creates a sense of urgency and promotes a limited-time offer. This comes from the brand's POV. - Following the sale announcement is a product image and "25% off" which highlights a specific discount, incentivizing immediate purchase. This comes from the brand's POV. - The ad then includes the product name, "Elvie Stride", to reinforce brand and product recognition. This is from the brand's POV. - Finally, a "Shop now >" button at the bottom prompts the audience to take immediate action and purchase the product. This comes from the brand's POV.

# Ad summary This ad features a working mom who uses the Elvie Stride 2 breast pump to help her thrive in her job and with her kids. She highlights the pump's powerful suction and how it helps her multitask and get back to what she truly wants to be doing. # Brand positioning Elvie is presented as a brand that supports working mothers in balancing their professional and personal lives. The brand aligns with the values of empowerment, convenience, and multitasking, positioning itself as a solution for mothers who want to thrive in both their careers and motherhood. Elvie aims to occupy a space in the consumer's mind as a brand that understands and addresses the challenges faced by working moms, offering products that make their lives easier and more fulfilling. The brand pushes against the norm of mothers having to choose between their careers and their children, instead promoting the idea that they can excel in both. # Product The Elvie Stride 2 is a breast pump designed to help working mothers thrive in their jobs and with their kids. It is portrayed as a tool that allows mothers to multitask and get back to what they truly want to be doing. The pump is highlighted for its powerful suction, which makes pumping efficient and effective. It is intended for mothers who need to pump breast milk while juggling work and family responsibilities. The ad addresses the purchase barrier of needing to be prepared as a working mom by showcasing how the Elvie Stride 2 makes multitasking super easy. # Visual style The ad has a polished, commercial aesthetic with a UGC feel. The editing style is a mix of quick cuts and static shots, with smooth transitions. The production quality is high-end, supporting the intended tone of empowerment and convenience. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: I'm proud to be a full-time working mom and thrive in my job and with my kids. Text overlay: to be a full-time / working mom / in my job / and with my kids. Visual: 00:00–00:02: A woman with dark hair, wearing a gray blazer, white shirt, and black pants, walks into a modern office building with glass doors. She carries a brown tote bag over her shoulder. The camera follows her from behind as she enters the building. / 00:01–00:02: The woman is sitting at a desk in a brightly lit office. She is wearing the same outfit as before and is typing on a tablet. A white Elvie breast pump is visible on her chest. / 00:02–00:03: The woman is walking through a modern office building with large windows. She smiles at the camera as she walks. / 00:03–00:04: The woman is sitting on the floor in a living room with two young children. She is holding a baby in her arms and playing with a toddler. The room is decorated with neutral colors and has a cozy feel. # Funnel stage Consideration # Pain points The ad addresses the challenge of needing to be more prepared as a working mom, as highlighted by the line, "It does mean I need to be a little more prepared." # Value propositions - The Elvie Stride 2 helps working moms thrive in their job and with their kids. - The Elvie Stride 2 makes multitasking super easy. # Benefits - Helps multitasking be super easy - Helps me get back to what I truly want to be doing # Features - Powerful suction # Call to action None used. # Social proof - "I love how powerful the suction is" – Female 1 (Customer) - "It helps multitasking be super easy" – Female 1 (Customer) - "I love this thing because it helps me get back to what I truly want to be doing" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a working mom who uses the product. # Storyline - 00:00–00:02 The ad begins with a woman walking into an office building, establishing her as a working professional. - 00:00–00:04 The woman states that she is proud to be a full-time working mom and thrive in her job and with her kids, setting the tone for the ad's message of balancing work and motherhood. - 00:04–00:06 The woman acknowledges that being a working mom means needing to be more prepared, addressing a common challenge faced by working mothers. - 00:06–00:09 The woman introduces the Elvie Stride 2 as the solution that helps her manage her responsibilities, transitioning into the product demonstration. - 00:09–00:13 The woman is shown recording a podcast while pumping, showcasing the pump's ability to facilitate multitasking. - 00:13–00:16 The woman expresses her love for the pump's powerful suction, highlighting a key feature and benefit. - 00:15–00:17 The woman reiterates how the pump makes multitasking super easy, reinforcing the product's value proposition. - 00:17–00:19 The woman is shown holding her baby, emphasizing the importance of motherhood and the pump's role in enabling her to be present with her child. - 00:19–00:22 The woman concludes by stating that the pump helps her get back to what she truly wants to be doing, reinforcing the product's ability to support her passions and priorities. - 00:22–00:25 The ad ends with a product shot and tagline, summarizing the key benefits of the Elvie Stride 2.

# Ad summary The ad showcases the convenience and efficiency of a wearable breast pump, highlighting its ability to collect milk with ease and comfort. # Brand positioning This brand positions itself as a provider of innovative and user-friendly solutions for breastfeeding mothers, emphasizing comfort, convenience, and efficiency. The brand appears to cater to modern, active moms who value ease of use and want to maintain their lifestyle while meeting their baby's needs. The brand pushes against the traditional, cumbersome image of breastfeeding by offering a sleek, wearable device that fits seamlessly into a mom's daily routine, promoting a lifestyle that values both motherhood and personal freedom. Brand positioning is functional and emotional, offering practical benefits like efficient milk collection while evoking positive feelings like satisfaction and empowerment. # Product The advertised product is a wearable breast pump designed for hands-free, on-the-go use. It's portrayed as the ideal solution for mothers seeking a convenient and efficient way to collect breast milk. The product consists of a round, dome-shaped collection cup that fits inside the bra, connected by a thin tube to a small, portable pump device. The pump's key selling point is its ability to allow mothers to pump discreetly and comfortably while performing other tasks. The product addresses common purchase barriers by showcasing its ease of use, portability, and effectiveness in collecting milk. The ad emphasizes the product's role in making breastfeeding easier and more manageable for busy moms. # Visual style The ad has a natural, UGC-style aesthetic, with a slightly polished feel. Editing features static shots with smooth transitions. The production quality is clean, supporting a tone of genuine satisfaction. The pacing is moderate, with a few cuts timed to emphasize key moments. The audio-visual sync is well-coordinated, with the woman's actions aligning with her spoken words and expressions. # Hooks Spoken: 00:00–00:01 [Excitedly] Perfect! Text overlay: 00:00–00:01 POV: You finally found the right wearable pump Visual: 00:00–00:01 Medium shot of a woman with long, dark hair and glasses, wearing a yellow tank top and jeans, standing in front of a beige wall with a decorative cabinet in the background. She is inserting a white, rounded breast pump into her bra, adjusting it with a satisfied expression. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the frustration and inconvenience of traditional breast pumps, which can be cumbersome, time-consuming, and restrictive. The ad addresses this by showcasing a wearable pump that allows mothers to pump hands-free, discreetly, and comfortably. # Value propositions - Convenience: The wearable design allows mothers to pump discreetly while doing other activities. - Efficiency: The product effectively collects milk, making breastfeeding easier and more manageable. - Freedom: Moms can maintain their lifestyle while meeting their baby's needs. # Benefits - Hands-free use - Discreet pumping - Effective milk collection # Features - Wearable design - Portable # Call to action None used. # Social proof - I know, it's my dream – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a satisfied customer who demonstrates and raves about the product's effectiveness. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a woman placing the wearable breast pump inside her bra. She adjusts it for comfort and expresses immediate satisfaction with the fit. - 00:02–00:08 00:02–00:08 She is so excited about the product and states how it is the right pump for her. Another person compliments the product. - 00:08–00:12 00:08–00:12 The woman then pours the collected milk into a storage bag, highlighting the product's effectiveness and ease of use. She expresses her excitement, stating she has goosebumps.

# Ad summary This ad challenges the idea that breastfeeding is the only way to feed your baby. The ad celebrates mothers who chose to pump. It aims to normalize breast pumping and reassure mothers that pumping is breastfeeding, and that their choice is okay. # Brand positioning This ad doesn't directly highlight the brand itself but focuses on a message related to the process of breastfeeding vs. pumping, aiming to position the brand as understanding and supportive of mothers who choose to pump. The brand aims to occupy a space of inclusivity and validation for mothers, specifically challenging any norms that might suggest pumping is a lesser form of breastfeeding. The values of the brand align with empowerment, support, and understanding of diverse choices mothers make in feeding their babies. It avoids comparison to other competitor behaviors or focusing on particular benefits of their own product. The ad focuses more on emotional positioning by normalizing pumping through direct messaging and relatable visuals. # Product The ad features an electric breast pump, which the person in the video wears under her clothes. The pump is shown while it is in use and also full of milk after being used, and while the milk is being poured into a plastic milk bag. The person is also shown handling the pump, so it is easy to see the product. The electric pump is small and discreet enough to be worn under clothes, giving moms the freedom to pump anywhere. # Visual style The ad has a casual and relatable aesthetic, similar to user-generated content. The editing style is simple with static shots and no transitions, which gives it an authentic and straightforward feel. The production quality is similar to what someone might create on their phone, and there is no music or sound, giving it a UGC feel. The visual elements and text are timed with each other, giving the ad a seamless, organic vibe. # Hooks Spoken: 00:05–00:12 Pumping is breastfeeding. Don't let anyone tell you otherwise. Text overlay: 00:05–00:12 PUMPING IS BREASTFEEDING / 00:08–00:12 Don't let anyone tell you otherwise ✨ Visual: 00:05–00:08: The person, in the same outfit, stands in front of the same wall and holds up the pump with breastmilk in it. The pump is white and has clear receptacles with breastmilk in them. The lighting is natural, and the person is smiling. / 00:08–00:12: The person, in the same outfit, is now in the kitchen, standing in front of gray cabinets. The person is pouring breastmilk from the clear containers into a clear plastic bag. The lighting is natural, and the person is smiling. # Funnel stage Top of funnel (Awareness) # Pain points Mothers may experience guilt or feel unsupported if they choose to pump instead of breastfeeding directly. It is clearly stated in the ad when the person says, "Don't let anyone tell you otherwise." # Value propositions - Electric pump that is discreet and small enough to allow you to pump anywhere. # Benefits - The discreet, small pump allows you to pump anywhere. # Features - Electric breast pump # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is delivered entirely from the perspective of a person who is using the product, sharing their views on breast pumping. # Storyline - 00:00–00:05 A person standing in front of a camera tucks an electric breast pump into her shirt, suggesting preparation for pumping, setting a tone of casualness and direct address, from the perspective of a brand advocate or user who is sharing a personal experience. The intention is to introduce the product and the scenario in a relatable way. - 00:05–00:08 The person holds up the pump, now full of breast milk. This conveys the message that pumping is breastfeeding and challenges any assumptions to the contrary. The message is clear and empowering, aimed at supporting mothers who pump. - 00:08–00:12 The person pours breast milk into a plastic bag, reinforcing that breast milk can be collected and stored using a pump, which helps in continuing to normalize pumping as a valid choice. This suggests solidarity with those who support pumping as an alternative or supplement to direct breastfeeding.

# Ad summary This ad showcases the Elvie Pump, emphasizing its discreet design and ease of use. It targets modern mothers seeking a convenient and quiet breast pumping solution. # Brand positioning Elvie is presented as a modern, innovative brand focused on discreet and convenient solutions for new mothers. The brand aims to occupy a space in the consumer's mind as a provider of high-tech, user-friendly products that seamlessly integrate into a busy lifestyle. Elvie pushes against the traditional, bulky, and noisy image of breast pumps by offering a sleek, quiet, and app-connected device. The brand positioning is both functional (easy to use, quiet, lightweight) and emotional (discreet, empowering women to pump on their own terms). # Product The Elvie Pump is a wireless, electric breast pump designed for discreet and convenient use. It is described as "Ultra-discreet," "Ultra-easy," "App-connected," "Ultra-quiet" (32dB), "Ultra-light" (0.53 lb), and "Ultra-slim" (2.72" depth). The pump is for mothers who want a hands-free, portable, and quiet pumping experience. The ad addresses the purchase barriers of traditional breast pumps by highlighting its discreetness and ease of use. The product is shown being worn under the woman's clothing, emphasizing its discreet design. # Visual style The ad has a clean and modern visual style. The production quality is high, with studio-shot lighting and a focus on showcasing the product's sleek design. The image treatment includes background removal and color grading to create a visually appealing aesthetic. The typography is large and bold, making it easy to read. The overall style is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: Ultra-discreet # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of traditional breast pumps being bulky, noisy, and inconvenient. The ad highlights the Elvie Pump's discreet design and ease of use as a solution to this problem. # Value propositions - Discreet pumping with a slim and lightweight design - Easy to use and app-connected for convenience - Quiet operation at 32dB # Benefits - Discreet pumping - Easy to use - App-connected - Quiet operation - Lightweight design - Slim profile # Features - Ultra-easy - App-connected - Ultra-quiet 32dB - Ultra-light 0.53 lb - Ultra-slim 2.72" depth # Call to action None used. # Point of view - Brand: The brand is highlighting the product's key features and benefits, such as its discreet design and ease of use. # Storyline - The ad opens by highlighting the Elvie Pump's key feature: its discreet design. This is intended to immediately grab the viewer's attention and set the tone for the rest of the ad. The brand is telling this part of the story. - The ad then lists several other features of the Elvie Pump, including its ease of use, app connectivity, quiet operation, lightweight design, and slim profile. This is intended to provide the viewer with a comprehensive overview of the product's benefits. The brand is telling this part of the story. - The ad concludes by showing the Elvie Pump being worn under the woman's clothing, emphasizing its discreet design. This is intended to reinforce the ad's key message and leave the viewer with a lasting impression. The brand is telling this part of the story.

# Ad summary This ad for the Elvie Stride 2 breast pump highlights the product's features and benefits, focusing on comfort and efficiency. It targets new mothers seeking a better pumping experience. # Brand positioning Elvie is presented as a brand focused on innovative solutions for women's health and motherhood. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, technologically advanced products that improve the lives of new mothers. The brand aligns with values of convenience, comfort, and empowerment, pushing against the norms of traditional, bulky, and uncomfortable breast pumps. Elvie's positioning is both functional, offering performance and efficiency, and emotional, providing a sense of ease and confidence to mothers. # Product The Elvie Stride 2 is a hands-free, electric breast pump designed for discreet and comfortable use. It is intended for mothers who need to pump breast milk regularly, whether at home or on the go. The product features a compact, wearable design that fits inside a bra, allowing for movement and multitasking while pumping. The ad highlights the product's improved fit, feel, and flow compared to previous models, addressing potential purchase barriers related to comfort and efficiency. The Elvie Stride 2 aims to provide a better pumping experience, making it worth trying or buying for mothers seeking a convenient and effective solution. # Visual style The ad has a clean and modern visual style with a focus on product visibility and user experience. The production quality is high, with studio-shot images and a minimalist background. The image treatment includes background removal and subtle color grading. The typography is large and bold, enhancing scannability in the feed. # Hooks Headline: Better fit Better feel Better flow # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of discomfort and inefficiency associated with traditional breast pumps, as implied by the focus on "Better fit, Better feel, Better flow." # Value propositions - The Elvie Stride 2 offers a better pumping experience through improved fit, feel, and flow. # Benefits - Improved comfort - Improved experience - Improved efficiency # Features - Better fit - Better feel - Better flow # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing the product and its benefits. # Storyline - The ad opens by introducing the new Elvie Stride 2, immediately conveying that this is an updated version of an existing product. The brand is telling the audience that this new version has improvements. - The ad highlights the key benefits of the Elvie Stride 2: "Better fit, Better feel, Better flow." The brand is telling the audience that the product is more comfortable and efficient than previous models. - The ad visually showcases the product's design and how it is worn, demonstrating its discreet and hands-free nature. The ad is showing the audience how the product works and its convenience. - The ad includes the text "1. Vs. Elvie Stride," implying a comparison to the previous model. The brand is telling the audience that the new version is superior.

# Ad summary This ad promotes the Elvie breast pump, highlighting its quiet operation, slim design, and smart features. It targets modern mothers seeking a discreet and efficient breast pumping solution. # Brand positioning Elvie is presented as a modern, innovative brand focused on women's health and technology. The brand aims to occupy the space of discreet and smart solutions for motherhood, emphasizing convenience and integration with modern lifestyles. Elvie aligns with values of empowerment and technological advancement, pushing against the norms of traditional, bulky, and noisy breast pumps. The brand positioning is both functional, offering performance and simplicity, and emotional, providing confidence and discretion. # Product The Elvie breast pump is a slimline, wearable breast pump designed for discreet and convenient use. It is controlled via an in-app interface, eliminating the need for external tubes or cords. The pump tracks milk output automatically and boosts milk production with Smart Rhythms™. Its key USPs are its quiet operation, slim design, and app-controlled functionality. The ad addresses the purchase barriers of noise and inconvenience associated with traditional breast pumps, highlighting its discreet and efficient design. # Visual style The ad features a clean, modern aesthetic with a focus on product features and benefits. The production quality is highly polished, with studio-style lighting and a minimalist background. The visual motifs include icons to represent product features and a decibel meter to emphasize the pump's quietness. The image treatment includes background removal and color grading to create a cohesive and professional look. The typography is large and bold, enhancing scannability in the feed. # Hooks Headline: Quietest slimline breast pump # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of noisy and bulky breast pumps, which can be inconvenient and draw unwanted attention. The ad highlights the Elvie pump's quiet operation and slim design, offering a discreet and comfortable pumping experience. # Value propositions - Quietest slimline breast pump: Emphasizes the product's superior noise level and slim design compared to competitors. - Controlled in-app, not in-bra: Highlights the convenience and discreetness of app control and the freedom from traditional bra-based pumps. # Benefits - Quiet operation - Convenient use - Discreet - Smart features # Features - Slimline design - Controlled in-app - Boosts milk with Smart Rhythms™ - Tracks milk output automatically - Not in-bra # Call to action None used. # Social proof - The 'QUIET MARK' logo provides social proof by indicating that the product has been certified for its quiet operation. # Point of view - Brand: The brand's POV is present in the headline, feature callouts, and logo placement, aiming to promote the product's benefits and brand identity. - External source: The decibel meter reading provides an external validation of the pump's quietness, adding credibility to the brand's claim. # Storyline - The ad opens by declaring the Elvie breast pump as the 'Quietest slimline breast pump,' immediately establishing its key differentiators. This is told from the brand's perspective, aiming to capture attention with a bold claim. - The ad highlights key features such as 'Boosts milk with Smart Rhythms™,' 'Tracks milk output automatically,' and 'Controlled in-app, not in-bra.' This is told from the brand's perspective, showcasing the product's functionality and convenience. - The ad visually demonstrates the pump's quiet operation by showing a decibel meter reading '32 db' next to the pump. This is told from an external source perspective, providing objective validation of the pump's quietness. - The ad concludes by displaying the 'elvie pump' logo and a disclaimer stating 'Vs claimed noise level for top 10 US wearable breast pumps (2025 Stackdine data).' This is told from the brand's perspective, reinforcing brand identity and providing a data-backed claim.

# Ad summary This ad showcases the Elvie breast pump, highlighting its features such as its slimline design, tube-free operation, quietness, and app integration. The ad uses a clean, minimalist aesthetic to emphasize the product's modern design and functionality. # Brand positioning Elvie is presented as a modern, innovative brand focused on women's health and technology. The brand aims to occupy the space of discreet and convenient solutions for new mothers, emphasizing ease of use and integration with modern lifestyles. Elvie aligns with values of empowerment and simplicity, pushing against the norms of traditional, bulky, and noisy breast pumps. The brand positioning is both functional (providing efficient and discreet pumping) and emotional (offering freedom and confidence to mothers). # Product The Elvie breast pump is an ultra-quiet, wearable electric breast pump designed for discreet and convenient use. It features a slimline, tube-free design with only 5 parts to clean, making it easy to maintain. The pump has a 150 ml capacity per cup and offers advanced app features for tracking and control. Its key USPs include its quiet operation, discreet design, and ease of cleaning. The ad addresses the purchase barriers of traditional breast pumps by highlighting its modern design and functionality. # Visual style The ad has a polished, minimalist aesthetic with a clean and modern feel. The editing style is static, with no cuts or transitions. The production quality is high-end, supporting the intended tone of sophistication and innovation. The pacing is slow and deliberate, allowing viewers to focus on the product's features. # Hooks Text overlay: 00:00–00:03: Slimline, discreet design / 00:01–00:03: Tube-free / 00:00–00:03: elvie pump / 00:00–00:03: Ultra-quiet, wearable electric breast pump Visual: 00:00–00:03: A static shot of the Elvie breast pump centered against a solid gray-purple background. The pump is white with a clear collection cup at the bottom. The lighting is soft and even, highlighting the product's smooth textures. Text overlays appear around the product, pointing out features with thin black lines. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of traditional breast pumps being bulky, noisy, and difficult to clean. The ad implies that traditional breast pumps are inconvenient and disrupt a mother's daily life. # Value propositions - The Elvie pump offers a discreet and convenient pumping experience with its slimline, tube-free design. - Easy maintenance with only 5 parts to clean. - Advanced app features provide added convenience and control. # Benefits - Discreet pumping experience - Easy to clean - Convenient app integration - Quiet operation # Features - Slimline, discreet design - Tube-free - 5 parts to clean - 150 ml capacity per cup - Advanced app features - Ultra-quiet # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing product features and benefits. # Storyline - 00:00–00:01 The ad opens with a static shot of the Elvie breast pump against a solid background. - 00:01–00:03 Text overlays appear to highlight the product's features, such as its slimline design and tube-free operation. - 00:03–00:08 Additional features are shown, including the number of parts to clean and the capacity per cup.

# Ad summary This ad promotes the Elvie Pump, an ultra-quiet, wearable electric breast pump that fits in your bra and your life. The ad highlights features such as being tube-free, discreet, quietest, having gentle suction, and advanced features with app control. # Brand positioning Elvie is presented as a brand focused on innovative and discreet solutions for modern motherhood. The brand aims to occupy the space of providing technologically advanced, convenient, and discreet products that seamlessly integrate into a mother's lifestyle. Elvie aligns with values of convenience, discretion, and technological advancement, pushing against the norms of traditional, bulky, and noisy breast pumps. The brand positioning is both functional, emphasizing performance and simplicity, and emotional, empowering mothers with discreet and convenient solutions. # Product The Elvie Pump is an ultra-quiet, wearable electric breast pump designed to fit discreetly inside a bra. It is intended for mothers who need to pump breast milk conveniently and discreetly. The pump is tube-free, discreet, and the quietest on the market, featuring gentle suction and advanced features controlled via an app. It holds 5 oz/150 ml. The ad addresses the purchase barriers of traditional breast pumps by highlighting its discreetness, quiet operation, and ease of use, making it a worthwhile investment for modern mothers. # Visual style The ad has a clean and polished aesthetic with a focus on showcasing the product's features through text overlays and a confident model. The editing style is static, with smooth transitions between feature highlights. The production quality is high-end, supporting the intended tone of innovation and convenience. The pacing is consistent, with each feature highlighted for a brief moment. # Hooks Text overlay: 00:00-00:07 Fits in your bra, and your life Visual: 00:00–00:07: A woman with curly red hair, wearing jeans and an unbuttoned white shirt over a maroon bra, stands against a gray background. The Elvie Pump is visible inside her bra. Text overlays appear, highlighting the pump's features with corresponding icons. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of traditional breast pumps being bulky, noisy, and inconvenient, disrupting a mother's daily life. # Value propositions - The Elvie Pump offers a discreet and convenient solution for modern mothers, allowing them to pump breast milk without disrupting their daily routines. # Benefits - Fits in your bra, and your life # Features - Tube-free - Discreet - Quietest - Gentle suction - Advanced features and app control - Ultra-quiet - Wearable electric breast pump (5 oz/150 ml) # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product's features and benefits. # Storyline - 00:00–00:01 The ad opens with a woman standing confidently, showcasing the Elvie Pump discreetly inside her bra. - 00:01–00:07 Text overlays highlight the pump's key features: tube-free, discreet, quietest, gentle suction, and advanced features with app control.

# Ad summary This ad showcases the Elvie breast pump and its Smart Rhythms technology, highlighting its efficiency and comfort. It emphasizes the pump's ability to boost milk flow and build a stash, while also providing gentle and leak-reducing options. # Brand positioning Elvie is presented as a modern, innovative brand focused on women's health and wellness, specifically in the realm of motherhood and breastfeeding. The brand aims to occupy a space in the consumer's mind as a provider of high-tech, comfortable, and efficient solutions for common breastfeeding challenges. The brand aligns with values of convenience, discretion, and empowerment, offering products that integrate seamlessly into a modern woman's lifestyle. Elvie pushes against the norms of traditional, bulky, and often uncomfortable breast pumps by offering a sleek, wearable, and technologically advanced alternative. The brand positioning is both functional, emphasizing efficiency and comfort, and emotional, promoting confidence and ease for new mothers. # Product The Elvie breast pump is a wearable, wireless electric breast pump designed for convenience and discretion. It features Smart Rhythms technology, which combines efficiency and comfort. The pump is designed for mothers who want to boost their milk flow and build a stash. It offers multiple switch options to optimize milk flow, a slow and gentle setting perfect for sensitive nipples, and an express and collect mode that reduces leaks from heavy letdown. The ad addresses the purchase barriers of discomfort, inconvenience, and potential leaks, positioning the Elvie pump as a solution that is both effective and easy to use. # Visual style The ad has a clean, modern, and minimalist visual style. The production quality is high, with a studio-shot aesthetic. The image treatment includes soft lighting and a gradient background, creating a polished look. The typography is clean and legible, with a focus on highlighting key features and benefits. The overall style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: Boost your milk flow in comfort # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of discomfort and inconvenience often associated with traditional breast pumps, as well as the potential for leaks. The phrase "Reduces leaks from heavy let down" directly signals the frustration of milk leakage. # Value propositions - Smart Rhythms™: Efficiency and comfort combined. - Multi-Switch: Boosts milk flow. Builds your stash. - Slow & Gentle: Perfect for sensitive nipples - Express & Collect: Reduces leaks from heavy let down # Benefits - Efficiency and comfort combined. - Boosts milk flow. - Builds your stash. - Perfect for sensitive nipples - Reduces leaks from heavy let down # Features - Smart Rhythms™ - Multi-Switch - Slow & Gentle - Express & Collect # 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 features and benefits of the Elvie pump and positioning it as a solution for breastfeeding mothers. # Storyline - The ad opens by highlighting the core benefit of the Elvie pump: to "Boost your milk flow in comfort." This is intended to immediately grab the attention of mothers seeking to improve their breastfeeding experience, told from the brand's perspective. - The ad introduces "Smart Rhythms™" as a key feature, emphasizing "Efficiency and comfort combined." This is meant to position the Elvie pump as a technologically advanced solution that doesn't compromise on user experience, told from the brand's perspective. - The ad showcases three distinct modes of the pump: "Multi-Switch," "Slow & Gentle," and "Express & Collect." Each mode is described with a specific benefit, such as boosting milk flow, being perfect for sensitive nipples, and reducing leaks. This is intended to demonstrate the pump's versatility and address various needs of breastfeeding mothers, told from the brand's perspective. - The ad concludes by displaying the "elvie pump" logo, reinforcing brand recognition and solidifying the product as a solution for breastfeeding challenges, told from the brand's perspective.

# Ad summary This ad features a testimonial from a user research participant who loves the Elvie Stride 2 breast pump. The ad shows the product and highlights the user's positive experience with it. # Brand positioning Elvie is presented as a brand focused on innovative and user-friendly solutions for women's health and motherhood. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, technologically advanced products that make the lives of mothers easier and more comfortable. The brand aligns with values of convenience, efficiency, and empowerment, promoting a lifestyle where mothers can balance their responsibilities without sacrificing their well-being. Elvie pushes against the norms of traditional, bulky, and inconvenient breast pumps by offering a discreet, wearable, and app-connected alternative. The brand positioning is both functional (providing efficient milk expression) and emotional (offering freedom and flexibility to mothers). # Product The Elvie Stride 2 is a wearable, hands-free electric breast pump designed for discreet and convenient milk expression. It consists of two breast shields connected to a central control unit via thin tubes, allowing mothers to pump milk while going about their daily activities. The product is intended for breastfeeding mothers who want a more flexible and less cumbersome pumping experience. The ad highlights the product's ability to allow mothers to see how much milk they are producing and to produce more milk compared to traditional pumps. The Elvie Stride 2 addresses the purchase barriers of traditional breast pumps by offering a discreet, comfortable, and efficient alternative that can be controlled via a smartphone app. # Visual style The ad has a clean and modern visual aesthetic with a focus on showcasing the product and its user. The production quality appears to be high, with professional lighting and clear product shots. The visual motif is a combination of product display and user testimonial. The image treatment includes background removal and color grading to create a cohesive look. The typography is large and bold, making it easy to read. The overall style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: "I cannot recommend the Elvie Stride 2 more. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional breast pumps are less effective and do not allow mothers to easily monitor their milk production. The user states that she produced more milk with the Elvie Stride 2 than with her "original Evie Stride." # Value propositions - The ability to see how much milk you are producing and produce more milk than with a traditional pump. # Benefits - Produced more milk than I do with my original Evie Stride # Features - See how much milk you are producing # Call to action None used. # Social proof - "I cannot recommend the Elvie Stride 2 more. I love the fact you can see how much milk you are producing and I felt I produced more milk than I do with my original Evie Stride. It's a must have." – User Research participant # Point of view - Customer: The testimonial at the top of the image conveys the customer's positive experience and satisfaction with the product. - Brand: The product display and branding at the bottom of the image showcase the product and its features. # Storyline - The ad opens with a quote from a user research participant who states, "I cannot recommend the Elvie Stride 2 more." This is included to immediately capture the viewer's attention with a strong endorsement of the product. The audience is experiencing this from the customer's point of view. - The user research participant continues by saying, "I love the fact you can see how much milk you are producing and I felt I produced more milk than I do with my original Evie Stride. It's a must have." This is included to highlight the key benefits of the product, such as the ability to monitor milk production and increase milk output. The audience is experiencing this from the customer's point of view. - The ad concludes with a visual of the Elvie Stride 2 product, along with the brand name and a disclaimer stating, "*Received free product or compensation." This is included to reinforce the product's branding and provide transparency about the user's relationship with the brand. The audience is experiencing this from the brand's point of view.

# Ad summary This ad promotes the Elvie breast pump by highlighting its key features: small size, quiet operation, and smart technology. It targets modern mothers seeking a discreet and personalized pumping experience. # Brand positioning Elvie is presented as a modern, innovative brand focused on discreet and personalized solutions for new mothers. The brand aims to occupy the space of a tech-forward, lifestyle-oriented provider, offering products that seamlessly integrate into a woman's daily life. Elvie aligns with values of convenience, personalization, and discretion, pushing against the traditional, bulky, and noisy norms of breast pumps. The brand positioning is both functional (personalized suction, quiet operation) and emotional (empowerment, discretion). # Product The Elvie breast pump is a wearable, electric breast pump designed for personalized suction and discreet use. It is intended for mothers seeking a convenient and quiet pumping experience. The ad highlights the product's key features: it is the 'Smallest,' 'Quietest,' and 'Smartest' breast pump. The 'SmartRhythm' pumping feature allows for personalized suction. The ad addresses the purchase barriers of traditional breast pumps by emphasizing its discreet design and quiet operation, making it suitable for use in various settings. # Visual style The ad has a clean and modern visual style with a focus on simplicity and product visibility. The production quality appears to be studio-shot with soft lighting and a neutral color palette. The typography is clean and legible, and the overall design is uncluttered. The image treatment includes background removal and subtle color grading. The style aims to convey a sense of sophistication and trustworthiness, enhancing the product's appeal to a discerning audience. The ad is designed to be easily scannable in-feed, with clear messaging and a visually appealing product display. # Hooks Headline: Smallest. Quietest. Smartest. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of traditional breast pumps being bulky, noisy, and impersonal. The ad aims to solve the problem of needing to pump discreetly and comfortably. # Value propositions - New SmartRhythm™ pumping for personalized suction # Benefits - Smallest - Quietest - Smartest # Features - SmartRhythm™ pumping - personalized suction # Call to action None used. # Social proof - Product depth, ²Acoustic testing and ³Number of app features vs. the top 5 best-selling electric breast pumps in the US, UK, Germany and France (Sales data from Q2 2021 to Q2 2022). # Point of view - Brand: The brand is presenting the product and its features in a positive light, highlighting its benefits and unique selling points. This is conveyed through the text and visual elements throughout the ad. # Storyline - The ad opens by highlighting the key features of the Elvie pump: 'Smallest. Quietest. Smartest.' This is intended to immediately grab the viewer's attention and position the product as superior to traditional breast pumps. The brand is telling the audience why their product is worth considering. - The ad introduces the 'New SmartRhythm™ pumping for personalized suction.' This builds on the initial claims by explaining the technology behind the product's smart features and benefits. The brand is telling the audience about the unique technology of their product. - The ad visually showcases a woman wearing the Elvie pump discreetly under her clothing. This reinforces the product's discreet design and ease of use. The audience is experiencing the product from the customer's perspective, seeing how it integrates into daily life. - The ad concludes with the 'elvie pump' logo and a disclaimer providing context for the claims made. The brand is providing additional information and substantiating its claims.

# Ad summary This ad showcases the Elvie Stride 2 breast pump, highlighting its improved fit, feel, and flow compared to the original Elvie Stride. # Brand positioning Elvie is presented as a brand focused on innovation and improvement in the realm of personal care products, specifically for mothers. The brand aims to occupy a space in the consumer's mind as a provider of advanced, user-friendly solutions that enhance comfort and efficiency. By emphasizing 'Better fit. Better feel. Better flow,' Elvie aligns with values of convenience, comfort, and improved performance, suggesting a lifestyle where motherhood is made easier through thoughtful design. The brand pushes against the norms of traditional, less comfortable breast pumps by offering a modern, streamlined alternative. The brand positioning is both functional, focusing on performance and fit, and emotional, aiming to provide a better experience for mothers. # Product The Elvie Stride 2 is a breast pump designed to provide a better fit, feel, and flow compared to the original Elvie Stride. It is intended for mothers who need to pump breast milk. The product consists of two breast shields connected to a central control unit via clear tubing. The breast shields are made of clear plastic with a white interior and a light blue accent on top. The control unit is white with the brand name 'elvie' printed on it. The USPs are highlighted through the tagline 'Better fit. Better feel. Better flow,' suggesting improvements in comfort and efficiency. The ad addresses potential purchase barriers by emphasizing these improvements, indicating a more user-friendly and comfortable experience. # Visual style The ad has a clean and modern visual aesthetic with a focus on product clarity. The production quality appears highly polished, with studio-shot lighting and a simple background. The visual motif is a product-focused display, emphasizing the design and features of the Elvie Stride 2. The image treatment includes background removal and soft lighting to highlight the product. The typography is clean and legible, integrated seamlessly into the design. The style is native to in-feed ads, designed to be easily scannable and visually appealing. # Hooks Headline: Better fit. Better feel. Better flow. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of discomfort and inefficiency often associated with traditional breast pumps, as implied by the tagline 'Better fit. Better feel. Better flow.' # Value propositions - The Elvie Stride 2 offers a better fit, feel, and flow compared to the original Elvie Stride, providing a more comfortable and efficient breast pumping experience. # Benefits - Improved comfort - Enhanced efficiency # Features - Better fit - Better feel - Better flow # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is present throughout the ad, highlighting the product's features and benefits with the intention of persuading the viewer to consider the Elvie Stride 2. - External source: The disclaimer '1. Vs. Elvie Stride' at the bottom provides context for the claims made, clarifying that the improvements are in comparison to the previous model. # Storyline - The ad opens with the claim 'Better fit. Better feel. Better flow.' This message is intended to immediately convey the product's key improvements and benefits, told from the brand's perspective. This sets the stage for showcasing the enhanced features of the Elvie Stride 2. - The ad then visually presents the Elvie Stride 2 breast pump, showcasing its design and components. This is from the brand's perspective, aiming to provide a clear view of the product and its features, allowing potential customers to see what they are buying. - The ad concludes by displaying the product name 'elvie stride 2' along with a teal bar. This reinforces the brand and product identity, told from the brand's perspective, ensuring the viewer remembers the product being advertised. - The ad includes a disclaimer '1. Vs. Elvie Stride' at the bottom. This provides context for the claims made, clarifying that the improvements are in comparison to the previous model, told from an external source.