How Emma Sleep Advertises on Meta

# Ad summary This ad showcases the Emma mattress, highlighting its ease of unboxing and comfort. A woman unboxes the mattress, and then she and a man lie on it to test it out. The ad then transitions to the mattress fully set up in a bedroom, where the woman relaxes on it. # Brand positioning Emma is presented as a modern and convenient mattress brand that prioritizes comfort and ease of setup. The brand is positioned as accessible and designed for contemporary lifestyles, emphasizing simplicity and comfort. The ad avoids direct competitor comparisons, focusing instead on the immediate satisfaction and comfort the mattress provides. The brand aligns with a lifestyle that values relaxation and quality sleep, suggesting a functional yet emotionally satisfying product. # Product The Emma mattress is a bed-in-a-box designed for easy unboxing and immediate comfort. It arrives compressed and rolled, making it easy to move and set up. The mattress is shown expanding quickly once unwrapped, ready for immediate use. The ad highlights the mattress's comfort, as demonstrated by the people lying on it and expressing satisfaction. The mattress is presented as a solution to the hassle of traditional mattress shopping, offering a convenient and comfortable alternative. # Visual style The ad has a bright and casual aesthetic, resembling user-generated content. The editing style includes quick cuts to maintain a fast pace, syncing with the upbeat music. The production quality is clean but not overly polished, giving it an authentic feel. The pacing is consistent, with cuts timed to the music beats, enhancing the overall energy of the ad. # Hooks Spoken: 00:11-00:13 Male 1: Oh! Visual: 00:11–00:12 The woman lies on the expanded mattress in a starfish position. The camera is positioned overhead, capturing the entire scene. / 00:12–00:14 A man with a shaved head, wearing a white t-shirt and black shorts, lies down next to the woman on the mattress. The camera is positioned overhead, capturing the entire scene. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of difficult mattress shopping and setup. The visual of the woman struggling to remove the plastic wrapping from the rolled mattress (00:05–00:07) implies the effort and hassle involved in setting up a new mattress. # Call to action None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer unboxing and enjoying the product. # Storyline - 00:00–00:07 00:00–00:07 A woman receives an Emma mattress box and begins to unbox it in her living room. - 00:07–00:11 00:07–00:11 The woman removes the plastic wrapping from the rolled mattress, allowing it to expand. - 00:11–00:15 00:11–00:15 The woman lies on the mattress, followed by a man who joins her. They both appear relaxed and comfortable. - 00:15–00:33 00:15–00:33 The scene transitions to a bedroom where the mattress is fully set up. The woman makes the bed and then relaxes on it, smiling.

# Ad summary This ad promotes Emma mattresses by highlighting how they help children sleep better. The ad features a mother explaining how her child used to have trouble sleeping, but now sleeps better thanks to a tidy room, calming scents, and an Emma mattress that promotes better airflow. The ad includes a discount code for 20% off. # Brand positioning Emma is presented as a brand focused on improving sleep quality, particularly for children. The brand aligns with values of comfort, health, and a peaceful home environment. It positions itself as a solution for parents struggling with their children's sleep issues, emphasizing the importance of a good mattress for temperature regulation and overall sleep quality. The brand's positioning is both functional (better airflow, temperature regulation) and emotional (peace of mind for parents, better sleep for children). # Product The Emma mattress is advertised as a solution for children who have trouble sleeping. It is designed to provide better airflow, which helps regulate the child's body temperature throughout the night. This feature prevents the child from waking up due to being too hot or too cold. The mattress is presented as part of a holistic approach to improving sleep, which includes maintaining a tidy room and using calming scents. The ad suggests that the Emma mattress is worth trying because it addresses the common problem of children waking up due to temperature fluctuations, ultimately leading to better sleep for both the child and the parents. # Visual style The ad has a bright and clean aesthetic, with natural lighting and a focus on showcasing a tidy and organized child's bedroom. The editing style is smooth, with static shots and slow pans to highlight different areas of the room. The production quality is polished, giving it a commercial feel. The pacing is consistent, with a calm and soothing rhythm that matches the message of promoting better sleep. The cuts and product actions are not specifically timed to the music or voiceover, but the overall visual style complements the audio. # Hooks Spoken: 00:00–00:01 When our Sam was a baby, he hardly slept. Text overlay: Here's how Emma, helps us sleep! Visual: 00:00–00:01 A neatly made bed with a white mattress and gray metal frame is centered in the frame. The room has light gray walls with a darker gray trim. A framed picture hangs above the bed. Text overlay reads, "Here's how Emma, helps us sleep!" A hand reaches into the frame and pulls the zipper on the mattress. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is children waking up frequently due to temperature fluctuations during the night, leading to poor sleep for both the child and the parents. "But that level of tiredness was unbearable." # Value propositions - Better airflow helps regulate temperature during the night, preventing waking up too hot or too cold. - Better sleep for kids leads to better sleep for parents. # Benefits - His little body can regulate temperature during the night instead of waking up too hot or too cold. - Now we sleep better because our kids sleep better too. # Features - Better air flow # Call to action Use my code for a further 20% off their current sale. # Social proof - "And now we sleep better because our kids sleep better too." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the perspective of a mother sharing her experience and tips for helping her child sleep better. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with a shot of a neatly made bed with a white mattress. Text overlay reads, "Here's how Emma, helps us sleep!" The intention is to introduce the product and hint at its benefits for sleep. - 00:01–00:09 00:01–00:09 A woman in a yellow dress is shown cleaning a child's bedroom. She dusts the ceiling fan, desk, and wall decorations. She holds up a small bottle of essential oil. The message is that a tidy and calming environment is important for good sleep. - 00:09–00:16 00:09–00:16 The woman is shown making the bed with fresh linens and arranging stuffed animals. The intention is to show the process of creating a comfortable sleep environment. - 00:16–00:27 00:16–00:27 The camera pans around the tidy bedroom, highlighting the organized bookshelves, desk, and displays of toys and sports equipment. The message is that a clutter-free space contributes to a clear mind and better sleep. - 00:27–00:30 00:27–00:30 The camera focuses on the bed with stuffed animals arranged on the pillow. The intention is to create a cozy and inviting image. - 00:30–00:33 00:30–00:33 The woman is shown reading a book in bed, followed by a shot of a child sleeping soundly in their bed. Text overlay reads, "Code kyree20 for a further 20% off the massive Emma sale." The message is that the Emma mattress contributes to better sleep for both parents and children, and a discount code is offered.

# Ad summary This image ad for Emma Luxe Mattress highlights the features of the mattress and offers a discount to encourage purchase. # Brand positioning Emma Luxe is presented as a brand focused on improving sleep quality through innovative mattress design. The brand positions itself as a provider of premium sleep solutions, emphasizing the functional benefits of its products. The brand aims to occupy the space of a sleep innovator, offering mattresses designed with advanced technology and materials to enhance the sleep experience. The brand aligns with a lifestyle of comfort and well-being, promoting the value of restful sleep for overall health. Emma Luxe differentiates itself by focusing on the technical aspects of mattress construction and their impact on sleep quality, rather than solely relying on emotional appeals. # Product The Emma Luxe Mattress is presented as a sleep solution designed to upgrade the user's sleep experience. The product is showcased through an exploded view, revealing multiple layers of construction. The mattress is for anyone seeking improved sleep quality through advanced mattress technology. The ad highlights the mattress's layered design, suggesting a combination of comfort and support. The mattress is shown in a neutral color palette, with a dark gray base and lighter layers above. The ad addresses the purchase barrier of price by showing a discounted price of $899, crossed out from the original price of $1509. The ad emphasizes the value of the mattress by showcasing its design and construction, implying that it is worth the investment for better sleep. # Visual style The ad has a clean and modern visual style, with a focus on product demonstration. The production quality is high, with a studio-shot image of the mattress. The visual motif is a layered design, emphasizing the construction of the mattress. The image treatment includes background removal and subtle color grading. The typography is large and bold, making it easy to read. The style is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: Designed to upgrade your sleep. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the viewer is experiencing poor sleep quality, as it promises "BETTER NIGHTS AHEAD." The ad is designed to address the frustration of not getting restful sleep. # Value propositions - The layered design of the Emma Luxe Mattress is presented as a key feature that contributes to better sleep quality. # Benefits - BETTER NIGHTS AHEAD - upgrade your sleep # Features - layered design # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's point of view is present throughout the ad, as it promotes the features and benefits of the Emma Luxe Mattress. # Storyline - The ad opens with the message "BETTER NIGHTS AHEAD," setting the stage for a promise of improved sleep. The brand is telling the audience that better sleep is attainable. - The ad continues with the headline "Designed to upgrade your sleep," introducing the product's purpose. The brand is telling the audience that the mattress is specifically engineered to enhance their sleep quality. - The ad showcases an exploded view of the Emma Luxe Mattress, revealing its layered construction. The brand is showing the audience the internal components of the mattress, highlighting its design and technology. - The ad presents the product name "EMMA LUXE MATTRESS" and a discounted price of "$899," crossed out from the original price of "$1509." The brand is telling the audience the name of the product and the price. - The ad concludes with repeated "EMMA LUXE" branding at the bottom, reinforcing brand recognition. The brand is telling the audience the name of the brand.

# Ad summary This image ad for Emma Comfort Mattress features a close-up of a hand pressing into the mattress, highlighting its comfort and ability to upgrade sleep. # Brand positioning Emma Comfort Mattress positions itself as a provider of sleep upgrades. The brand emphasizes comfort and quality, aiming to occupy a space in the consumer's mind as a solution for better sleep. The brand aligns with a lifestyle of relaxation and well-being, suggesting that a good mattress is essential for a good life. The brand does not explicitly push against category norms or competitor behaviors, but it implies a focus on comfort and quality over other potential mattress features. # Product The Emma Comfort Mattress is presented as a product designed to upgrade sleep. The ad features a close-up of the mattress, emphasizing its comfort. The product is for anyone seeking a better night's sleep. The ad highlights the mattress's ability to improve sleep quality. The ad addresses the purchase barrier of uncertainty by visually demonstrating the mattress's comfort. # Visual style The ad has a clean and minimalist visual style. The production quality is high, with soft lighting and a focus on texture. The image treatment includes subtle color grading to create a warm and inviting feel. The typography is integrated seamlessly, with a balance between legibility and visual appeal. The style aims to be calming and sophisticated, enhancing the perception of comfort and quality. # Hooks Headline: Designed to upgrade your sleep. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the viewer is not getting quality sleep. # Value propositions - Emma Comfort Mattress: Designed to upgrade your sleep. # Benefits - Upgrade your sleep # Features - Comfort mattress # Call to action None used. # Social proof - None used. # Point of view - Customer: The close-up shot of the hand pressing into the mattress is from the customer's perspective, allowing them to imagine the feel of the mattress. - Brand: The text "EMMA COMFORT MATTRESS Designed to upgrade your sleep." is from the brand's perspective, promoting the product and its benefits. # Storyline - The ad opens with a close-up shot of a hand gently pressing into the Emma Comfort Mattress. This is intended to convey the mattress's comfort and quality from the customer's perspective. - The text "EMMA COMFORT MATTRESS Designed to upgrade your sleep." appears below the visual. This is intended to reinforce the brand and product name while highlighting the key benefit of improved sleep from the brand's perspective.

# Ad summary This image ad for Emma Sleep features a woman sleeping on an Emma Comfort Mattress. The ad highlights the award-winning comfort of the mattress. # Brand positioning Emma Sleep is presented as a brand focused on providing award-winning comfort through its mattresses. The brand positions itself as a provider of high-quality sleep solutions, emphasizing comfort as a key benefit. The brand aims to occupy a space in the consumer's mind as a reliable and comfortable sleep solution. The brand's positioning is functional, focusing on the performance and comfort of its mattresses. # Product The Emma Comfort Mattress is presented as an award-winning product designed to provide exceptional comfort. The mattress is shown being used by a woman sleeping peacefully. The ad emphasizes the comfort aspect of the mattress, suggesting it is a key selling point. The product is for anyone looking for a comfortable and restful sleep experience. The ad addresses the purchase barrier of uncertainty by highlighting the mattress's award-winning status, implying quality and customer satisfaction. # Visual style The ad has a clean and minimalist visual style, with a focus on soft lighting and neutral colors. The production quality is high, suggesting a professional studio shoot. The image treatment includes background blurring and subtle color grading to create a calming and inviting atmosphere. The typography is simple and legible, with a mix of sans-serif and serif fonts. The overall style is designed to convey a sense of comfort and quality. # Hooks Headline: Award-winning comfort. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Award-winning comfort # Benefits - Comfort # Features - Award-winning # Call to action None used. # Social proof - Award-winning # Point of view - Customer: The woman sleeping on the mattress represents the customer's perspective, experiencing the comfort of the product. - Brand: The text highlighting the award-winning comfort of the mattress represents the brand's perspective, promoting the product's key benefit. # Storyline - The ad opens with a woman sleeping peacefully on the Emma Comfort Mattress, conveying a sense of comfort and relaxation. This is from the perspective of the viewer, who is being shown the end result of using the product. - The ad then highlights the award-winning comfort of the mattress, reinforcing the product's value proposition. This is from the brand's perspective, emphasizing the quality and recognition of their product.

# Ad summary This ad showcases the Emma Comfort Mattress and its ability to upgrade your sleep. # Brand positioning Emma Comfort Mattress positions itself as a provider of sleep upgrades. The brand aims to occupy the space in the consumer's mind as a solution for better sleep through its mattress. The brand aligns with values of comfort and quality sleep, promoting a lifestyle of rest and rejuvenation. The brand positioning is functional, focusing on the performance and benefits of the mattress. # Product The Emma Comfort Mattress is designed to upgrade your sleep. The product is for anyone looking to improve their sleep quality. The ad highlights the mattress's ability to provide a more comfortable and restful sleep experience. The mattress is presented as a solution to upgrade sleep. The ad aims to convince viewers that the Emma Comfort Mattress is worth trying or buying for a better night's sleep. # Visual style The ad has a clean and minimalist visual aesthetic. The production quality is high, with a focus on showcasing the product in a comfortable and inviting setting. The image treatment includes soft lighting and a shallow depth of field to draw attention to the mattress and the woman's interaction with it. The typography is simple and legible, with a focus on conveying the message clearly. # Hooks Headline: Designed to upgrade your sleep. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Designed to upgrade your sleep. # Benefits - upgrade your sleep # Features - Comfort Mattress # Call to action None used. # Social proof - None used. # Point of view - Customer: The woman lying on the mattress and pressing her hand into it is experiencing the comfort of the mattress. - Brand: The text "Designed to upgrade your sleep" is the brand communicating the mattress's benefits. # Storyline - The ad opens with a woman lying on the Emma Comfort Mattress, with her hand pressing into the mattress. This is intended to demonstrate the comfort and support provided by the mattress, from the customer's perspective. - The ad then transitions to text that reads "Designed to upgrade your sleep." This is intended to highlight the mattress's ability to improve sleep quality, from the brand's perspective.

# Ad summary This ad features a woman sleeping on an Emma Comfort Mattress. The ad highlights the award-winning comfort of the mattress. # Brand positioning Emma Comfort Mattress is presented as an award-winning brand focused on providing comfort. The brand positions itself as a provider of high-quality sleep solutions, emphasizing the comfort aspect of their mattress. The brand aims to occupy the space of providing superior comfort and quality in the mattress market, appealing to customers who prioritize a comfortable and restful sleep experience. The brand's tone is calm and inviting, aligning with a lifestyle of relaxation and well-being. The brand seems to follow category norms by focusing on comfort and quality, but differentiates itself through its award-winning status. The brand positioning is primarily functional, emphasizing the comfort provided by the mattress. # Product The Emma Comfort Mattress is presented as an award-winning mattress designed for optimal comfort. The mattress is shown in a bedroom setting, implying it is for anyone seeking a comfortable sleep experience. The ad highlights the mattress's comfort as its primary selling point. The mattress appears to have a white top layer and a dark blue or black base with vertical indentations. The ad addresses the purchase barrier of comfort by emphasizing the award-winning nature of the mattress, suggesting it has been recognized for its superior comfort. The ad aims to convince viewers that this mattress is worth trying or buying due to its exceptional comfort and quality. # Visual style The ad has a clean and inviting visual aesthetic. The production quality appears to be high, with a well-lit and staged bedroom setting. The visual motifs include a focus on comfort and relaxation, with soft lighting and a calming color palette. The image treatment includes subtle color grading to enhance the warmth and coziness of the scene. The typography is integrated seamlessly, with a mix of clean sans-serif and elegant script fonts. The overall style is designed to be visually appealing and easily scannable in a social media feed. # Hooks Headline: Award-winning comfort. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Award-winning comfort # Benefits - Comfort # Features - Award-winning # Call to action None used. # Social proof - Award-winning # Point of view - Customer: The woman sleeping on the mattress represents the customer's perspective, experiencing the comfort of the product. - Brand: The text "EMMA COMFORT MATTRESS" and "Award-winning comfort." represent the brand's perspective, promoting the product's features and benefits. # Storyline - The ad opens with a woman sleeping peacefully on the Emma Comfort Mattress. This is intended to showcase the comfort and relaxation the mattress provides, from the customer's perspective. - The camera focuses on the mattress, highlighting its design and construction. This is intended to emphasize the quality and features of the mattress, from the brand's perspective. - The text "Award-winning comfort." appears on the screen. This is intended to reinforce the mattress's reputation and build trust, from the brand's perspective.

# Ad summary This ad for Emma Luxe Mattress features a woman sleeping comfortably on the mattress. The ad highlights the mattress's ability to keep you cool and comfortable, even on the warmest nights. # Brand positioning Emma Luxe Mattress is presented as a brand focused on providing a cool and comfortable sleep experience. The brand aims to occupy a space in the consumer's mind as a provider of mattresses that ensure a restful night's sleep, even in warm conditions. The brand aligns with values of comfort and quality, suggesting a lifestyle of relaxation and well-being. The brand positioning is functional, emphasizing the performance of the mattress in maintaining a cool and comfortable sleep environment. # Product The Emma Luxe Mattress is advertised as a solution for comfortable sleep, even on warm nights. The product is for anyone who struggles with staying cool and comfortable while sleeping. The ad highlights the mattress's ability to provide a cool and comfy sleep experience, even on the warmest nights. The ad addresses the purchase barrier of overheating during sleep by emphasizing the mattress's cooling properties. The ad tells the viewer that this product is worth trying or buying because it ensures a comfortable and cool night's sleep, regardless of the temperature. # Visual style The ad has a clean and minimalist visual aesthetic, with a focus on creating a sense of calm and relaxation. The production quality is high, with a studio-shot image that is well-lit and professionally styled. The image treatment includes subtle color grading and background blurring to enhance the overall mood. The typography is simple and legible, with a combination of sans-serif and serif fonts. The visual style is designed to be scannable and appealing in a social media feed. # Hooks Headline: Cool and comfy even on the warmest nights. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of overheating during sleep, as signaled by the phrase "even on the warmest nights." # Value propositions - Cool and comfy even on the warmest nights. # Benefits - Cool and comfy even on the warmest nights. # Features - Cool and comfy # Call to action None used. # Social proof - None used. # Point of view - Customer: The image of the woman sleeping peacefully on the mattress conveys the comfort and relaxation experienced by a customer using the product. - Brand: The text "EMMA LUXE MATTRESS Cool and comfy even on the warmest nights." is from the brand's perspective, highlighting the product's key features and benefits. # Storyline - The ad opens with a woman sleeping peacefully on the Emma Luxe Mattress. This is included to visually demonstrate the comfort and relaxation the mattress provides, and the audience experiences it from the perspective of a potential customer. - The ad then highlights the key message that the Emma Luxe Mattress keeps you cool and comfortable, even on the warmest nights. This is included to emphasize the product's unique selling proposition and address the common problem of overheating during sleep, and the audience experiences it from the perspective of the brand.

# Ad summary This ad showcases the Emma Comfort Mattress and its ability to upgrade your sleep. # Brand positioning Emma Comfort Mattress positions itself as a provider of sleep upgrades. The brand aims to occupy the space in the consumer's mind as a solution for better sleep quality. The brand promotes a lifestyle of comfort and relaxation, aligning with the value of improved well-being through better sleep. The brand positioning is functional, focusing on the performance aspect of upgrading sleep. # Product The Emma Comfort Mattress is designed to upgrade your sleep. The mattress is shown on a bed frame in a bedroom setting. The mattress has a white top layer with a quilted pattern and a dark blue or gray base with vertical stitched lines. The mattress is designed to provide comfort and support for a better night's sleep. The ad addresses the purchase barrier of poor sleep quality by offering a solution to upgrade it. # Visual style The ad has a clean and inviting visual style. The production quality is high, with a well-lit and staged bedroom setting. The image treatment includes soft lighting and a focus on natural colors. The typography is clean and legible, with a focus on the product name and key message. The visual style aims to convey a sense of comfort, relaxation, and quality. # Hooks Headline: Designed to upgrade your sleep. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of poor sleep quality, as signaled by the phrase "Designed to upgrade your sleep." # Value propositions - The Emma Comfort Mattress is designed to upgrade your sleep. # Benefits - Upgrade your sleep # Features - Designed to upgrade your sleep # Call to action None used. # Social proof - None used. # Point of view - Customer: The woman sleeping on the mattress represents the customer's perspective, showing the comfort and relaxation they can experience. - Brand: The text "EMMA COMFORT MATTRESS Designed to upgrade your sleep" represents the brand's perspective, highlighting the product and its intended benefit. # Storyline - The ad opens with a woman sleeping peacefully on the Emma Comfort Mattress, conveying the message that the mattress provides a comfortable and restful sleep experience. The audience experiences this from the perspective of a potential customer, seeing the desired outcome of using the product. - The ad then highlights the Emma Comfort Mattress, emphasizing its design and purpose to upgrade your sleep. This part of the story is told from the brand's perspective, showcasing the product and its intended benefit.

# Ad summary This ad showcases the Emma Comfort Mattress, emphasizing its award-winning comfort through a visual demonstration of its responsiveness to pressure and a serene bedroom setting. # Brand positioning Emma is presented as a brand synonymous with award-winning comfort in the mattress industry. The brand aims to occupy the space of providing high-quality sleep solutions, emphasizing the comfort and support their mattresses offer. The brand aligns with a lifestyle of relaxation and well-being, suggesting that their products are designed to enhance the sleep experience. The brand positioning is emotional, focusing on the feeling of comfort and the promise of a restful night's sleep. # Product The Emma Comfort Mattress is advertised as an award-winning sleep solution designed for optimal comfort. The ad visually demonstrates the mattress's responsiveness to pressure, indicating its ability to conform to the body and provide support. The product is presented as a means to achieve a comfortable and restful sleep experience. The ad addresses the purchase barrier of uncertainty about comfort by highlighting its award-winning status and visually showcasing its pressure-relieving properties. The mattress is shown in a serene bedroom setting, suggesting its suitability for everyday use in a home environment. # Visual style The ad features a clean and minimalist visual style, with a focus on showcasing the product's key features and benefits. The production quality is high, with professional lighting and composition. The image treatment includes soft lighting and a shallow depth of field, creating a sense of calm and relaxation. The typography is simple and legible, with a focus on conveying the message clearly and concisely. # Hooks Headline: Award-winning comfort. # Funnel stage Middle of funnel # Pain points The ad addresses the pain point of uncertainty about mattress comfort and quality. # Value propositions - Award-winning comfort # Benefits - Comfort # Features - Responsiveness to pressure # Call to action None used. # Social proof - Award-winning # Point of view - Customer: The woman lying on the mattress provides a customer's perspective, showing the comfort and relaxation experienced while using the product. - Brand: The text "Award-winning comfort" and the visual demonstration of the mattress's responsiveness represent the brand's perspective, highlighting the product's key features and benefits. # Storyline - The ad opens with a woman lying on the Emma Comfort Mattress, creating a sense of relaxation and comfort. This is included to immediately draw the viewer into the experience of using the product, from the customer's perspective. - The ad then transitions to a close-up of a hand pressing into the mattress, with concentric circles visually representing the mattress's responsiveness. This is included to demonstrate the product's key feature and unique selling proposition, from the brand's perspective. - The ad concludes with the text "Award-winning comfort," reinforcing the product's quality and value. This is included to leave a lasting impression on the viewer and encourage them to consider purchasing the mattress, from the brand's perspective.

# Ad summary This ad for Emma Comfort Mattress features a woman sleeping peacefully on the mattress. The ad highlights the mattress's ability to upgrade sleep. # Brand positioning Emma Comfort Mattress is presented as a brand focused on improving sleep quality through innovative mattress design. The brand positions itself as a provider of sleep solutions, emphasizing comfort and technological advancement to enhance the sleep experience. The brand aims to occupy the space of a sleep innovator, offering products that are designed to upgrade and improve the user's sleep. The brand aligns with a lifestyle of wellness and self-care, promoting the idea that better sleep leads to a better life. The brand seems to push against the norm of basic, unspecialized mattresses, focusing instead on design and technology to provide a superior sleep experience. The brand positioning is both functional, highlighting the design and technology of the mattress, and emotional, emphasizing the comfort and improved sleep quality it provides. # Product The Emma Comfort Mattress is a mattress designed to upgrade sleep. The mattress is shown being used by a woman sleeping on it. The ad highlights the mattress's ability to improve sleep quality. The mattress appears to be a standard size and shape, with a white cover. The ad addresses the purchase barrier of uncertainty about mattress comfort by visually demonstrating a peaceful sleeping experience. # Visual style The ad has a clean and minimalist visual style. The color palette is primarily white and light gray, creating a sense of calm and relaxation. The image is well-lit and has a soft focus, which contributes to the overall feeling of comfort. The typography is simple and elegant, and the text is easy to read. The ad has a high production quality, with a focus on showcasing the product in a visually appealing way. # Hooks Headline: Designed to upgrade your sleep. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the viewer may be experiencing poor sleep quality, which is a common frustration. # Value propositions - Emma Comfort Mattress: Designed to upgrade your sleep. # Benefits - Upgrade your sleep # Features - Designed to upgrade your sleep # Call to action None used. # Social proof - None used. # Point of view - Customer: The woman sleeping on the mattress represents the customer's perspective, experiencing the comfort and quality of sleep that the mattress provides. - Brand: The text "EMMA COMFORT MATTRESS Designed to upgrade your sleep" represents the brand's perspective, highlighting the mattress's key benefit and reinforcing the brand's message. # Storyline - The ad opens with a woman sleeping peacefully on the Emma Comfort Mattress. This is intended to convey the comfort and quality of sleep that the mattress provides, from the customer's perspective. - The ad then transitions to text that reads "EMMA COMFORT MATTRESS Designed to upgrade your sleep." This is intended to reinforce the brand's message and highlight the mattress's key benefit, from the brand's perspective.

# Ad summary This ad showcases the Emma Comfort mattress and highlights a discount of up to 35% off. The ad aims to attract customers by emphasizing the award-winning comfort of the mattress and providing a direct call to action to shop now. # Brand positioning Emma Comfort is presented as a brand synonymous with award-winning comfort. The brand positions itself as a provider of high-quality mattresses, emphasizing the comfort aspect as a key differentiator. The brand aims to occupy the space in the consumer's mind as a reliable and comfortable sleep solution. The brand's tone is sophisticated and inviting, aligning with a lifestyle of relaxation and quality sleep. The brand seems to follow category norms by highlighting product features and benefits, while also pushing against the norm by emphasizing comfort and awards. # Product The featured product is the Emma Comfort mattress, designed to provide award-winning comfort. The mattress appears to be a hybrid model with a combination of foam and spring layers, as seen in the cutaway view. The mattress is for anyone seeking a comfortable and supportive sleep experience. The ad highlights a discount of up to 35% off, addressing the purchase barrier of cost. The cutaway view showcases the internal structure, implying quality and advanced design. The ad aims to convince viewers that this mattress is worth trying or buying due to its comfort and value. # Visual style The ad features a clean and minimalist visual style with a focus on product presentation and clear messaging. The production quality is highly polished, with studio-shot lighting and a neutral color palette. The visual motifs include a subtle repeating pattern in the background and a clear hierarchy of text elements. The image treatment includes background removal and color grading to create a cohesive and inviting aesthetic. The typography is large and bold, ensuring scannability in the feed. # Hooks Headline: Award-winning comfort. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of uncomfortable sleep by offering a mattress designed for 'Award-winning comfort.' # Value propositions - Up to 35% Off: This offer provides a clear value by reducing the cost of the mattress, making it more accessible to potential buyers. # Benefits - Comfort # Features - Award-winning comfort # Call to action SHOP NOW # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product's features, benefits, and promotional offer to attract customers and drive sales. # Storyline - The ad opens by highlighting the 'Award-winning comfort' of the mattress, immediately establishing a reputation for quality and excellence. This is told from the brand's perspective to build trust and credibility. - Next, the ad reveals a discount of 'up to 35% Off', creating a sense of urgency and incentivizing immediate purchase. This is told from the brand's perspective to attract potential customers with a compelling offer. - The ad concludes with a 'SHOP NOW' call to action, guiding the viewer to take the next step and make a purchase. This is told from the brand's perspective to drive conversions and sales.

# Ad summary This ad showcases the Emma Luxe Mattress, emphasizing its comfort and cooling properties for a good night's sleep, even on warm nights. # Brand positioning Emma is presented as a brand focused on providing comfortable and cool sleep solutions. The brand aims to occupy a space in the consumer's mind as a provider of high-quality mattresses that ensure a restful night's sleep, even in warm conditions. The brand aligns with a lifestyle of comfort and relaxation, pushing against the norm of uncomfortable, hot sleep experiences. The brand positioning is both functional, highlighting the cooling and comfort features, and emotional, promising a better sleep experience. # Product The Emma Luxe Mattress is advertised as a solution for comfortable and cool sleep. It is designed for anyone who struggles with overheating during the night and seeks a restful sleep experience. The mattress is presented as being 'cool and comfy even on the warmest nights,' suggesting it has cooling properties that differentiate it from standard mattresses. The ad addresses the purchase barrier of discomfort due to heat during sleep, positioning the Emma Luxe Mattress as a worthwhile investment for improved sleep quality. # Visual style The ad has a polished, studio-shot production quality with a focus on creating a serene and comfortable atmosphere. The image treatment includes soft lighting and color grading to enhance the feeling of relaxation. The typography is large and bold, making it easily scannable. The visual style aims to be inviting and calming, encouraging viewers to associate the product with a good night's sleep. # Hooks Headline: Cool and comfy even on the warmest nights. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of discomfort and poor sleep quality due to overheating during the night. The phrase 'warmest nights' directly implies the frustration of being too hot to sleep comfortably. # Value propositions - The Emma Luxe Mattress offers a cool and comfortable sleep experience, even on warm nights, addressing the common issue of overheating during sleep. # Benefits - Cool and comfy even on the warmest nights # Features - Cooling properties - Comfort # Call to action None used. # Social proof - None used. # Point of view - Brand: The text 'EMMA LUXE MATTRESS' and 'Cool and comfy even on the warmest nights' is the brand communicating the product name and its key benefit. # Storyline - The ad opens with a serene image of a woman sleeping peacefully on the Emma Luxe Mattress. This is intended to convey the message that the mattress provides a comfortable and restful sleep experience. The audience experiences this from the perspective of a potential customer envisioning themselves enjoying the same peaceful sleep. - The ad highlights the mattress's ability to keep sleepers cool and comfortable, even on warm nights. This is intended to emphasize the product's unique selling proposition and address the common problem of overheating during sleep. The brand is telling this part of the story, focusing on the benefits of their product.

# Ad summary This ad for Emma Comfort Mattress highlights the mattress's award-winning comfort and reduced price. # Brand positioning Emma Comfort is presented as an award-winning brand focused on providing comfortable mattresses. The ad highlights the brand's recognition from ProductReview AU, emphasizing its commitment to quality and customer satisfaction. By showcasing the mattress and its components, the brand aims to position itself as a provider of premium sleep solutions. # Product The Emma Comfort Mattress is presented as an award-winning mattress designed for optimal comfort. The ad showcases a cross-section of the mattress, revealing its internal components, including springs and foam layers. The mattress is promoted with a significant price reduction, from $1,029.00 to $659.00, suggesting a limited-time offer. The ad emphasizes the mattress's quality by highlighting its recognition as a ProductReview AU award winner for multiple years (2023, 2024, and 2026). # Visual style The ad features a clean and minimalist visual style with a focus on product presentation. The production quality appears to be high, with a studio-shot image that clearly showcases the mattress's construction. The color palette is neutral, with beige, white, and gray tones dominating the scene. The typography is simple and legible, with a clear hierarchy that emphasizes the price reduction and award recognition. The overall style is designed to convey trust and quality, with a focus on functionality and value. # Hooks Headline: AWARD-WINNING COMFORT. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Award-winning comfort at a reduced price # Benefits - Price reduction from $1,029.00 to $659.00 # Features - Award-winning comfort # Call to action None used. # Social proof - ProductReview AU awards winner of 2023, 2024, and 2026 # Point of view - Brand: The brand's POV is present in the initial statement about award-winning comfort, aiming to establish credibility and attract attention. - External source: The external source's POV is present in the ProductReview AU awards mention, providing unbiased validation of the product's quality. - Brand: The brand's POV is present in the visual of the mattress and the price reduction, directly promoting the product and its value. # Storyline - The ad begins by highlighting the Emma Comfort Mattress's award-winning comfort, establishing its credibility and quality. This is told from the brand's perspective to immediately capture the viewer's attention with a strong endorsement. - The ad then showcases the ProductReview AU awards, reinforcing the mattress's reputation and building trust with potential customers. This is told from an external source's perspective to provide unbiased validation of the product's quality. - The ad presents a visual of the Emma Comfort Mattress, along with a price reduction, enticing viewers with a tangible benefit and encouraging them to consider purchasing the product. This is told from the brand's perspective to directly promote the product and its value.

# Ad summary This ad for the Emma Luxe Mattress highlights its cooling and comfort features, emphasizing its suitability for warm nights. # Brand positioning Emma aims to occupy the space of a premium sleep solutions provider, focusing on comfort and quality. The brand aligns with a lifestyle of relaxation and well-being, positioning itself as a provider of luxurious sleep experiences. The brand emphasizes functional benefits like cooling technology, suggesting a focus on performance and tangible improvements to sleep quality. # Product The Emma Luxe Mattress is presented as a premium mattress designed for optimal comfort and cooling, especially on warm nights. The ad highlights its ability to keep sleepers cool and comfortable, addressing the common problem of overheating during sleep. The mattress is shown in a close-up view to emphasize its texture and construction, suggesting high-quality materials and craftsmanship. The ad focuses on the functional benefits of the mattress, such as temperature regulation, to enhance the sleep experience. # Visual style The ad features a highly polished, studio-shot image with soft lighting and a focus on texture. The visual motif includes a close-up product shot with clean typography. The image treatment involves background blurring and subtle color grading to create a calming and inviting atmosphere. The typography is large and legible, enhancing scannability in the feed. # Hooks Headline: Cool and comfy even on the warmest nights. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of overheating during sleep, which can disrupt rest and cause discomfort. # Value propositions - The Emma Luxe Mattress offers a cool and comfortable sleep experience, even on warm nights, thanks to its cooling technology. # Benefits - Cool and comfy even on the warmest nights. # Features - Cooling technology - Comfort # Call to action None used. # Social proof - None used. # Point of view - Customer: The hand pressing into the mattress suggests a customer's perspective, experiencing the comfort and feel of the product. - Brand: The text "Cool and comfy even on the warmest nights" represents the brand's perspective, promoting the mattress's key features and benefits. # Storyline - The ad opens with a close-up of a hand gently pressing into the surface of the Emma Luxe Mattress. This is from the perspective of someone testing the mattress's comfort and feel, conveying a sense of softness and quality. - The focus shifts to the mattress's cooling properties, with the text "Cool and comfy even on the warmest nights." This is from the brand's perspective, highlighting a key benefit of the product and addressing a common concern about sleeping hot.

# Ad summary This ad showcases an Emma mattress and promotes a discount of up to 35% off. # Brand positioning Emma Comfort is presented as a brand focused on improving sleep quality through innovative mattress design. The brand positions itself as a provider of upgraded sleep experiences, suggesting a premium offering within the mattress market. By focusing on design and improvement, Emma Comfort aims to appeal to consumers who value both comfort and technological advancement in their sleep products. The brand does not explicitly push against any category norms but implies a focus on quality and innovation. # Product The product featured is an Emma mattress, designed to upgrade sleep quality. The mattress is shown in a cutaway view, revealing its internal layers and construction. The mattress has a white top layer, a dark gray side, and a blue internal support structure. The ad highlights the design and construction of the mattress as key selling points, suggesting that its unique layering and support system contribute to an improved sleep experience. The ad addresses the purchase barrier of price by offering a discount of up to 35% off, making the premium mattress more accessible to potential customers. # Visual style The ad has a clean and modern visual style with a focus on product showcase. The production quality appears to be highly polished, with studio-shot lighting and a minimalist background. The image treatment includes subtle color grading to create a warm and inviting tone. The typography is large and bold, making it easily scannable. The overall style is designed to convey a sense of quality and sophistication. # Hooks Headline: Designed to upgrade your sleep. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Up to 35% Off # Benefits - upgrade your sleep # Features - Designed to upgrade your sleep # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand: The entire ad conveys the brand's perspective, highlighting the product's benefits and design while promoting a discount offer. # Storyline - The ad opens with the message "Designed to upgrade your sleep," which is told from the brand's perspective. This sets the stage by immediately highlighting the core benefit of the product: improved sleep quality. - Next, the ad presents a discount offer of "up to 35% Off," which is told from the brand's perspective. This incentivizes the viewer to consider purchasing the mattress by addressing the potential cost barrier. - Finally, the ad features a visual of the Emma mattress, showcasing its design and construction, which is told from the brand's perspective. This provides a tangible representation of the product and reinforces the message of upgraded sleep through innovative design.

# Ad summary This image ad showcases the Emma Diamond Hybrid Mattress, highlighting a clearance sale with a significant price reduction. The ad aims to attract customers with an award-winning mattress at a discounted price. # Brand positioning Emma is presented as an award-winning brand focused on quality and design, as evidenced by the "GOOD DESIGN AWARD" logo. The brand positions itself as a provider of premium sleep solutions, specifically highlighting its Diamond Hybrid Mattress. The brand aims to occupy a space in the consumer's mind as a reliable and innovative mattress provider. The brand's tone is professional and trustworthy, emphasizing the quality and design of its products. The brand follows category norms by highlighting product features and awards, but also pushes against the norm by offering a clearance sale, making its premium product more accessible. # Product The product featured is the Emma Diamond Hybrid Mattress, described as "OUR AWARD-WINNING DIAMOND HYBRID MATTRESS" (on-package label text). The mattress is shown in a cutaway view, revealing its internal layers and construction. The product is for anyone seeking a high-quality, comfortable sleep experience. The ad highlights the mattress's design and construction, suggesting superior comfort and support. The USPs include its award-winning status and hybrid design. The ad addresses the purchase barrier of price by showcasing a significant discount during the "CLEARANCE SALE". # Visual style The ad has a clean and modern visual style with a focus on product presentation. The production quality is high, with a studio-shot image of the mattress. The visual motifs include a split-color background and a cutaway view of the product. The image treatment includes background removal and color grading to enhance the product's appearance. The typography is clean and legible, with a focus on highlighting the price and sale. The style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: FROM $1,159 TO $695 # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of high mattress prices by offering a significant discount during the clearance sale. "FROM $1,159 TO $695" signals the frustration of expensive mattresses. # Value propositions - Award-winning Diamond Hybrid Mattress at a clearance price # Benefits - Award-winning design # Features - DIAMOND HYBRID MATTRESS # Call to action None used. # Social proof - GOOD DESIGN AWARD® WINNER # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its features while promoting a sale. # Storyline - The ad starts by grabbing attention with a significant price reduction, showing the original price "FROM $1,159 TO $695" (top). This is intended to create immediate interest and a sense of urgency from the brand's perspective. - Next, the ad emphasizes the "CLEARANCE SALE" (top), reinforcing the limited-time opportunity to purchase the mattress at a discounted price from the brand's perspective. - The ad then showcases the Emma Diamond Hybrid Mattress, highlighting its award-winning status and hybrid design from the brand's perspective. This is intended to build trust and credibility.

# Ad summary This ad features a young cricket player reviewing the Emma mattress. He unpacks the mattress, tests its softness and bounce, and then promotes a discount code. # Brand positioning Emma Sleep is presented as a brand focused on providing quality sleep for optimal recovery and performance. The ad targets active individuals, particularly athletes, emphasizing the functional benefits of their mattresses. The brand aligns with a lifestyle that values rest and physical well-being, positioning itself as a key component in achieving peak athletic performance. The brand uses a functional approach, highlighting the mattress's ability to improve sleep quality and recovery. # Product The Emma Luxe mattress is advertised as a product designed to provide better sleep, leading to better recovery and, ultimately, better performance. The ad features a young cricket player who unpacks and tests the mattress. The mattress is shown to be easily unboxed and set up. The ad highlights the mattress's softness and bounce, demonstrated through a "key test" and a "bouncer" test. The ad addresses the purchase barrier by offering a 20% discount using the code OLLIE20. # Visual style The ad has a casual, UGC feel with natural lighting and simple editing. The production quality is decent, giving it a hybrid feel between a polished commercial and user-generated content. The pacing is moderate, with cuts timed to match the speaker's dialogue and actions. # Hooks Spoken: 00:00–00:05 Now that the Aussies have retained the Ashes, focus is on recovery for the next match. Text overlay: 00:00–00:05 NOW / 00:00–00:05 RETAINED / 00:00–00:05 ASHES / 00:00–00:05 ON / 00:00–00:05 THE / 00:00–00:05 MATCH Visual: 00:00–00:05 A young person stands in a bedroom next to a large Emma mattress box. The room has tiled floors, a ceiling fan, and a bed frame without a mattress. The person is wearing a red, white, and blue cricket uniform and holding a small blue ball. They are smiling and looking directly at the camera. Text overlay: "NOW RETAINED ASHES ON THE MATCH" # Funnel stage Consideration # Pain points The ad implies that athletes need quality sleep for optimal recovery and performance, suggesting that inadequate sleep can hinder their abilities. # Value propositions - The Emma Luxe mattress provides better sleep, leading to better recovery and better performance. # Benefits - Better sleep - Better recovery - Better performance # Features - Emma Luxe mattress # Call to action Get an extra 20% off using my code Ollie20. # Point of view - Customer 100% – The entire ad is presented from the perspective of a young cricket player who is testing and reviewing the mattress. # Storyline - 00:00–00:05 00:00–00:05 The ad begins with the presenter standing next to a boxed Emma mattress, introducing the topic of recovery after the Ashes cricket series. This sets the stage by linking the product to athletic performance and recovery. - 00:05–00:11 00:05–00:11 The presenter unpacks the Emma mattress from its box and plastic wrapping. This visually demonstrates the ease of setup and introduces the product. - 00:11–00:17 00:11–00:17 The presenter sits on the mattress and explains that better sleep equals better recovery and better performance. This reinforces the core value proposition of the mattress. - 00:17–00:22 00:17–00:22 The presenter tests the mattress by diving onto it to catch a ball, emphasizing its comfort and support. This provides a playful demonstration of the mattress's features. - 00:22–00:26 00:22–00:26 The presenter performs a "key test" by pressing a key into the mattress, showing its softness and responsiveness. This offers a visual proof point of the mattress's quality. - 00:26–00:34 00:26–00:34 The presenter throws a cricket ball onto the mattress to test its bounce, comparing it to a cricket player. This continues the playful testing of the mattress's features. - 00:34–00:41 00:34–00:41 The presenter prepares for sleep on the mattress, highlighting the importance of rest for a big game. This reinforces the connection between sleep and performance. - 00:41–00:47 00:41–00:47 The presenter announces that Emma Sleep is on sale and offers a 20% discount using the code OLLIE20. This provides a direct call to action and incentive to purchase. - 00:47–00:50 00:47–00:50 The presenter is shown struggling to get comfortable in bed, humorously highlighting the need for a good mattress. This adds a relatable and humorous touch. - 00:50–01:06 00:50–01:06 The presenter is shown at a cricket field, hitting cricket balls against the Emma mattress box, ending the ad with a final test of the product. This reinforces the connection to cricket and athletic performance.

# Ad summary This ad features a woman promoting Emma Sleep mattresses. She highlights the importance of a good mattress, especially with the chaos of mom life. She chose Emma Sleep because it helps her recharge and provides real rest. The mattress is supportive and stable, giving her comfort whether she has five minutes with a coffee or a full night's sleep. Emma Sleep is currently on sale, with an extra 20% off using the code BROOK20. # Brand positioning Emma Sleep is presented as a brand that understands the needs of busy individuals, particularly mothers, who require quality rest and comfort. The brand positions itself as a solution for those seeking more than just a quick break, emphasizing the importance of real rest and recharge. Emma Sleep aligns with a lifestyle that values comfort, stability, and support, catering to individuals who prioritize self-care amidst a chaotic daily routine. The brand aims to occupy a space in the consumer's mind as a reliable and supportive choice for achieving restful sleep, pushing against the norm of settling for subpar mattresses that fail to provide adequate comfort and support. # Product The Emma Sleep mattress is advertised as a solution for individuals seeking real rest and comfort. It is designed to provide support and stability, catering to those who need to recharge amidst a busy lifestyle. The mattress is suitable for anyone looking to improve their sleep quality, whether they have only a few minutes to relax or a full night to rest. The ad highlights the mattress's ability to provide comfort in any situation, addressing the purchase barrier of uncertainty about its effectiveness. The Emma Sleep mattress is presented as a reliable choice for achieving restful sleep, emphasizing its supportive and stable features. # Visual style The ad has a polished, commercial aesthetic with a focus on natural light and clean visuals. The editing style includes quick cuts to maintain a fast pace, with smooth transitions between shots. The production quality is high-end, creating a sense of trust and reliability. The pacing is consistent throughout the ad, with cuts timed to the voiceover lines. The overall visual style supports the intended tone of comfort and quality. # Hooks Spoken: 00:00–00:02: A good mattress is everything, especially when mom life looks like this. Text overlay: 00:00–00:01: MESSAGES (in message bubble) / 00:00–00:01: How are you really sleeping? (in message bubble) / 00:01–00:02: a good mattress is everything Visual: 00:00–00:01: A close-up shot of a white mattress with a textured surface. An iPhone notification bubble appears with the text "How are you really sleeping?" A bedside table with a lamp and vase is visible in the background. / 00:01–00:02: A wide shot of the same mattress in a bedroom setting. A man and two young children are playing on the bed. The room is brightly lit with natural light coming through sheer curtains. # Funnel stage Consideration # Pain points The ad addresses the pain point of busy moms needing more than just a quick break, highlighting the need for real rest and recharge. "The chaos never stops." # Value propositions - Emma Sleep helps you recharge and provides real rest. - Emma Sleep is supportive and stable, giving you comfort no matter what. # Benefits - Helps recharge - Provides real rest - Gives comfort # Features - Supportive - Stable # Call to action None used. # Social proof - "That's why I chose Emma Sleep" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:01 The ad opens with a text message notification asking, "How are you really sleeping?" - 00:01–00:04 The narrator states, "A good mattress is everything, especially when mom life looks like this," showing a family playing on the bed. - 00:04–00:08 The narrator continues, "The chaos never stops. I need a mattress that helps me recharge. That's why I chose Emma Sleep." - 00:08–00:15 The narrator explains, "Because I need more than just a quick break. I need real rest. It's so supportive and stable, giving me comfort no matter what." - 00:15–00:27 The narrator concludes, "So whether it's five minutes with a coffee, a full night's sleep, I can finally unwind and reset. Emma Sleep's on sale right now, plus an extra 20% off with the code Brook20. Finally, the rest I need until tomorrow.."

# Ad summary This ad features a woman transforming her eldest daughter's room into a room for her two youngest daughters. She removes the old mattress and replaces it with two Emma mattresses. She highlights the comfort, support, and easy setup of the Emma mattresses. She also mentions that the Emma Luxe mattress has a removable top cover that is easy to clean and that the cutting-edge foam regulates temperature. # Brand positioning Emma mattresses are presented as a high-quality, convenient, and family-friendly choice for parents looking to provide their children with a comfortable and safe sleeping environment. The brand is positioned as a solution for busy parents who value comfort, hygiene, and temperature regulation for their children's sleep. The brand aligns with values of convenience, quality, and family well-being. The brand pushes against the norm of difficult mattress setups by highlighting the easy setup of their mattresses. The brand positioning is both functional (comfort, support, easy setup, removable cover, temperature regulation) and emotional (sweet dreams, comfort, magic). # Product The Emma Luxe mattress is a mattress designed for comfort, support, and easy setup. It is delivered straight to your door and ready for sweet dreams. It is perfect for when grandparents come to stay or for when parents want to crash out and have a sleepover with their daughter. The Emma Luxe mattress has a removable top cover that is super easy to clean, which is a must when you have kids. The cutting-edge foam regulates temperature as well, which is perfect for those hot and humid Queensland nights. # Visual style The ad has a UGC feel with a polished commercial look. The editing style is quick cuts with smooth transitions. The production quality is high-end. The pacing is consistent throughout the ad. The cuts, text, and product actions are timed to the voiceover lines. # Hooks Spoken: Female 1: Come with me as I transform / Female 1: my eldest girl's room into a new little girl's room for two bursting with pinks and playful charm. Text overlay: Come with me as I transform / my eldest girl's room into a / new little girl's room for / two bursting with pinks and / playful charm. Visual: 00:00–00:01 The camera follows a woman from behind as she opens a white door and enters a child's bedroom. The room has white walls and a white ceiling fan. There are colorful star stickers on the ceiling. A pink basket with toys is visible in the foreground. The woman is wearing a white t-shirt and beige pants. The camera is handheld and shaky. / 00:01–00:07 The camera shows the woman from the waist up as she removes items from the bed. The room has white walls and a white ceiling fan. There are colorful star stickers on the ceiling. A pink bed with a rainbow headboard is visible in the background. There is a desk with a pink chair and a moon-shaped mirror. The woman is wearing a white t-shirt and beige pants. The camera is handheld and shaky. # Funnel stage Consideration # Pain points The ad implies that parents struggle with finding a mattress that is comfortable, supportive, easy to set up, easy to clean, and regulates temperature. "I love that the Emma Luxe mattress has a removable top cover that's super easy to clean which is a must when you have kids." # Value propositions - Comfort, support, and easy setup - Delivered straight to our door and ready for sweet dreams - Removable top cover that's super easy to clean which is a must when you have kids - Cutting edge foam regulates temperature as well which is perfect for those hot and humid Queensland nights # Benefits - Sweet dreams - Perfect for when grandparents come to stay - Perfect for when myself or my husband want to crash out and have a sleepover with our daughter - Perfect for those hot and humid Queensland nights # Features - Comfort - Support - Easy setup - Removable top cover that's super easy to clean - Cutting edge foam regulates temperature # Call to action None used. # Social proof - "I love that the Emma Luxe mattress has a removable top cover that's super easy to clean which is a must when you have kids." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is using and reviewing the product. # Storyline - 00:00–00:01 The creator opens the door to her eldest daughter's room. - 00:01–00:07 00:01–00:07 The creator begins to remove the old mattress from the bed. The message is that the creator is transforming her eldest daughter's room into a new little girl's room for two bursting with pinks and playful charm. The audience is experiencing it from the creator's perspective, and this is conveyed through the speaker identity, tone, and visual style. The tone is light and airy. The moment progresses the overall narrative by showing the beginning of the room transformation. - 00:07–00:12 00:07–00:12 The creator brings in two Emma mattresses. The message is that the creator opted for the Emma mattresses because they are perfect for comfort, support, and easy setup. The audience is experiencing it from the creator's perspective, and this is conveyed through the speaker identity, tone, and visual style. The tone is informative. The moment progresses the overall narrative by showing the new mattresses being brought into the room. - 00:12–00:17 00:12–00:17 The creator brings in the Emma mattresses. The message is that the Emma mattresses are delivered straight to your door and ready for sweet dreams. The audience is experiencing it from the creator's perspective, and this is conveyed through the speaker identity, tone, and visual style. The tone is informative. The moment progresses the overall narrative by showing the mattresses being delivered. - 00:17–00:23 00:17–00:23 The creator removes the plastic from the Emma mattress. The message is that until the youngest daughter is ready to use her big girl bed, it's perfect for when grandparents come to stay. The audience is experiencing it from the creator's perspective, and this is conveyed through the speaker identity, tone, and visual style. The tone is informative. The moment progresses the overall narrative by showing the mattress being prepared for use. - 00:23–00:31 00:23–00:31 The creator brings in the Emma mattress. The message is that it's perfect for when myself or my husband want to crash out and have a sleepover with our daughter. The audience is experiencing it from the creator's perspective, and this is conveyed through the speaker identity, tone, and visual style. The tone is informative. The moment progresses the overall narrative by showing the mattress being used for sleepovers. - 00:31–00:37 00:31–00:37 The creator removes the plastic from the Emma mattress. The message is that the Emma Luxe mattress has a removable top cover that's super easy to clean, which is a must when you have kids. The audience is experiencing it from the creator's perspective, and this is conveyed through the speaker identity, tone, and visual style. The tone is informative. The moment progresses the overall narrative by highlighting the easy-to-clean feature of the mattress. - 00:37–00:43 00:37–00:43 The creator puts the sheets on the Emma mattress. The message is that the cutting-edge foam regulates temperature as well, which is perfect for those hot and humid Queensland nights. The audience is experiencing it from the creator's perspective, and this is conveyed through the speaker identity, tone, and visual style. The tone is informative. The moment progresses the overall narrative by highlighting the temperature regulation feature of the mattress. - 00:43–01:01 00:43–01:01 The creator finishes off the room with girly magic, soft pinks, bows, and rainbows. The message is to make sure that it's a place where they can imagine, grow, and have that little bit of magic whilst having the comfort of sleeping in a comfy mattress all night long. The audience is experiencing it from the creator's perspective, and this is conveyed through the speaker identity, tone, and visual style. The tone is light and airy. The moment progresses the overall narrative by showing the finished room.