How Fellow Advertises on Meta

# Ad summary The ad features a sleek black Fellow Espresso Series 1 machine. The ad emphasizes the enjoyment derived from the process of making espresso, highlighting the care and artistry involved in crafting the perfect cup. # Brand positioning Fellow is presented as a brand that values the process and artistry behind coffee making, not just the end result. The focus on 'the making' suggests a brand that caters to coffee enthusiasts who appreciate quality, craftsmanship, and the ritual of brewing. This brand positioning aims to occupy the space of a premium, experience-focused coffee equipment provider, differentiating itself from brands that prioritize speed or convenience. # Product The Fellow Espresso Series 1 is a home espresso machine designed for crafting high-quality espresso. Its sleek, matte black design suggests a focus on both aesthetics and functionality. The machine features a silver brew lever, a silver water dispensing spout, and a black knob on the front. The ad doesn't explicitly state its features, but the product's appearance implies that it is intended for users who appreciate design and the process of making espresso. The ad conveys that the machine provides a high-quality experience. # Visual style The ad employs a studio shot with high production quality. The visual motifs are clean and minimalist. The image has soft lighting and subtle color grading, with a focus on warm, neutral tones. The overall aesthetic is high-end and sophisticated, designed to create a sense of aspirational luxury and highlight the craftsmanship of the product. # Hooks Headline: The pleasure is in the making # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The pleasure is in the making: Implies the machine provides an enjoyable espresso-making experience and is worth the investment. # Benefits - The pleasure is in the making # Features - Espresso Series 1 # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad presents a high-quality product and a brand perspective that emphasizes the value and enjoyment of the coffee-making process. # Storyline - The ad opens with the headline, 'The pleasure is in the making,' setting the tone for an emphasis on process rather than solely on the final product. This is told from the brand's POV, inviting the viewer to value the craftsmanship and ritual of coffee preparation. - The product, the Fellow Espresso Series 1 machine, is showcased in a neutral, softly lit setting. This is from the brand's POV and highlights the machine's aesthetic design and its role as a centerpiece of the espresso-making experience. - A glass of espresso is placed in front of the machine to highlight the end result. The brand is showing the tangible outcome of the pleasure that can be derived from making the espresso.

# Ad summary This ad showcases the Fellow Stagg EKG Pro Electric Kettle, emphasizing its design, features, and the ritualistic experience of coffee making. The ad aims to position the kettle as a premium product that enhances the coffee brewing process. # Brand positioning Fellow is presented as a premium brand that elevates everyday rituals into curated experiences, specifically targeting the coffee and tea preparation process. The brand seems to occupy a space in the consumer's mind that values both functional design and aesthetic pleasure, positioning its products as tools for individuals who appreciate the finer details of their daily routines. Fellow aligns itself with a lifestyle that embraces intentionality, quality, and craftsmanship, contrasting with more utilitarian or mass-produced kitchenware brands. This brand positioning is primarily emotional, focusing on the satisfaction and enrichment derived from the user's daily rituals. # Product The Fellow Stagg EKG Pro Electric Kettle is a premium electric kettle designed for coffee and tea enthusiasts. It features a sleek, modern design with a precision pour spout for optimal control. The kettle is shown sitting on its power base. Key features explicitly mentioned are its role in enhancing the brewing ritual. The product is intended for individuals who appreciate a refined coffee or tea-making process and seek high-quality, aesthetically pleasing tools. The ad addresses potential purchase barriers by highlighting the elevated experience and design of the kettle, suggesting it's worth the investment for those who value the ritual. # Visual style The ad features a polished, high-end aesthetic. The editing style is static, with smooth transitions, and the production quality appears to be a professional commercial. The visual motifs include clean lines, muted colors, and a focus on natural light. The pacing is slow, with static shots held for several seconds to allow viewers to appreciate the product's design and presentation. # Hooks Spoken: 00:00–00:02 Your ritual starts now. Text overlay: 00:00–00:02 Your ritual starts now. / 00:00–00:02 Stagg EKG Pro Electric Kettle / 00:00–00:02 FELLOW Visual: 00:00–00:02 A static, medium shot of the Fellow Stagg EKG Pro Electric Kettle in a muted green color. The kettle sits on its corresponding charging base on a wooden surface. The background is blurred, showing a window with natural light filtering through. The shot is well-lit, highlighting the kettle's textures and design. The camera is stationary, and the framing emphasizes the product's clean lines and minimalist aesthetic. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Stagg EKG Pro Electric Kettle transforms coffee making into a ritual, enhancing the overall experience. # Benefits - Elevates the brewing ritual - Enhanced coffee experience # Features - Precision pour spout - Electric kettle - Stagg EKG Pro Electric Kettle # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's perspective, showcasing the product's features and aesthetic. # Storyline - 00:00–00:02 The kettle is introduced, accompanied by a message that the viewer's ritual starts now. - 00:02–00:06 The message aims to create a sense of anticipation and personal connection, framing the kettle not just as an appliance but as a tool for a meaningful routine. This segment is from the brand's perspective, inviting the audience to associate the product with a rewarding experience.

# Ad summary This ad is a visual depiction of a Google search result page for the Fellow brand, specifically showcasing images related to their precision espresso machines. It is intended to highlight the brand's focus on quality and control in espresso making. # Brand positioning Fellow is presented as a brand focused on precision and quality in the context of espresso making. The brand occupies a space for consumers who appreciate high-end, meticulously designed coffee equipment. The emphasis on "full precision control" suggests they cater to coffee enthusiasts who want a high degree of control over their brewing process. The brand leans towards functional positioning, emphasizing performance and control, while also appealing to an aesthetic that values sleek, modern design. # Product The featured product is Fellow's espresso machine, emphasizing its precision and control. The machine is designed for coffee enthusiasts who want to have precise control over their espresso brewing. Visuals highlight the machine's sleek design, the use of high-quality materials like metal and wood, and the compact footprint suitable for modern kitchens. The ad subtly addresses the purchase barrier of complexity by visually demonstrating the machines in professional-looking kitchen setups, indicating ease of integration into a coffee-making routine. # Visual style The ad uses a clean, modern visual style that mimics a Google search interface. The production quality is high, with studio-style lighting and professional photography showcasing the espresso machine in aesthetically pleasing environments. The color palette is muted, with a focus on neutral tones, which enhances the product's premium feel. The layout is simple and grid-based, resembling a typical search results page, making it instantly recognizable and scannable. # Hooks Headline: full precision control espresso # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the desire for precise control when making espresso. The ad directly addresses the need for users to have full command over their espresso brewing process. This is signaled by the search query "full precision control espresso," # Value propositions - None used # Benefits - None used # Features - full precision control espresso # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad uses the brand name, Fellow, and showcases the product in ways that highlight its features and aesthetic, directly communicating its value and positioning. - Customer: The ad mimics a Google search results page, positioning the brand as a solution to a user's query for 'full precision control espresso'. # Storyline - The ad opens with a view of a Google search bar populated with the search query "full precision control espresso." This sets the stage by framing the ad as a response to a user-initiated search, implying the brand is a relevant and top-of-mind solution. The audience experiences this moment from the Brand's perspective. - The search results page is displayed, showcasing various images of the Fellow espresso machine. The viewer sees the brand's espresso machines in different settings and angles. This serves to highlight the machine's design and functional features. The audience experiences this moment from the Customer's perspective. - The images highlight the machine's features and aesthetic integration within a home setting, reinforcing the message of control and quality that the brand seeks to convey. The audience experiences this moment from the Brand's perspective.

# Ad summary This ad features the Fellow Espresso Series 1 coffee maker, emphasizing the pleasurable experience of making espresso with the product. The ad uses elegant visuals and minimal text to promote the brand's attention to craftsmanship. # Brand positioning Fellow is presented as a high-end brand focused on the craftsmanship and aesthetic pleasure of coffee making. The brand aims to occupy a space in the consumer's mind that values design and the ritual of creating the perfect cup of coffee. The brand values are aligned with a lifestyle that appreciates the finer details and sensory experience, with functional differences across their product lines related to specific coffee-making preferences. The brand leans heavily into the emotional appeal of enjoying a crafted cup of espresso. # Product The Fellow Espresso Series 1 is a coffee maker designed for home use. It's a compact machine that emphasizes the user experience of making espresso at home. The machine features a stainless steel steam wand, a matte black finish, and a minimalist design. It is for those who appreciate the ritual of coffee making. The ad highlights the pleasure derived from the coffee-making process itself, suggesting that the machine is worth trying for its contribution to an enjoyable experience. # Visual style The ad has a polished, high-end production quality, with a focus on aesthetic visuals. The editing style consists of static shots to give a sense of elegant restraint. The pacing is slow and deliberate, with a low cuts per minute to enhance the feeling of luxurious calm. The visual style aims for sophisticated beauty. # Hooks Text overlay: The pleasure / is in the making / Espresso Series 1 Visual: 00:00–00:03: The camera is stationary, showing the Fellow Espresso Series 1 in a dimly lit, aesthetically arranged setting. The background is a blurred tan color. In the foreground, there is a matte black espresso machine with stainless steel elements. To the bottom right is a filled espresso glass, and some black accessories. There are shadows and reflections visible on the surface. Text overlays appear on the upper-left side of the screen. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The ad implies that the pleasure derived from making espresso is a value proposition, linking the product to a sensory experience. # Benefits - The pleasure is in the making # Features - Espresso Series 1 # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad uses a polished, product-focused presentation to promote the brand's equipment. # Storyline - 00:00–00:06 The ad opens by showcasing the Fellow Espresso Series 1 in a visually appealing setting.

# Ad summary This ad features the Fellow Espresso Series 1 coffee machine. The ad shows the product in a studio shot and describes it as a higher standard. # Brand positioning Fellow is presented as a premium brand focused on elevating everyday experiences through thoughtful design. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, aesthetically pleasing, and functionally superior products. The ad's emphasis on "A higher standard" implies that Fellow sets itself apart from the competition by striving for excellence and attention to detail. The values associated with the brand include sophistication, quality, and a passion for craftsmanship. It seeks to appeal to those who appreciate the finer things in life and are willing to invest in products that enhance their daily rituals. # Product The featured product is the Fellow Espresso Series 1, an espresso machine designed for home use. The machine is shown as a sleek, black appliance with stainless steel components. The ad highlights the machine's promise of setting "A higher standard" for espresso preparation. It is implied that the machine is for individuals who appreciate high-quality coffee and seek to replicate a café experience in their own homes. The ad also implicitly addresses purchase barriers by showcasing the product's premium design and suggesting that it offers superior performance compared to other espresso machines on the market. # Visual style The ad features a highly polished, studio-shot image with a focus on clean lines and minimalist aesthetics. The visual motif is a product showcase set against a neutral background, creating a sophisticated and premium feel. The image treatment includes soft lighting and subtle color grading to enhance the product's appearance. The typography is integrated in a clean, legible font that complements the overall design. The style is high-design, aiming to capture attention through elegance and simplicity. # Hooks Headline: A higher standard. # Funnel stage Top of funnel (Awareness) # Pain points The ad implicitly addresses the desire for a higher-quality espresso experience at home, as opposed to settling for inferior options. # Value propositions - "A higher standard" implies that the machine surpasses typical espresso machines in quality and performance. # Call to action None used. # Social proof - None used. # Point of view - Brand: The headline and product display communicate the brand's message and values. # Storyline - The ad opens by proclaiming that the product sets 'A higher standard'. The brand is telling the audience that it distinguishes itself by its attention to detail, excellence, and overall superior quality of espresso machines. - The Fellow Espresso Series 1 is shown in a studio shot. The brand uses this visual to show off the product.

# Ad summary This ad showcases the Fellow brand espresso machine through a Google search interface, highlighting its modern design and functionality. # Brand positioning Fellow is presented as a modern, sophisticated brand for coffee enthusiasts. The visuals emphasize clean lines, minimalist design, and high-quality materials, positioning Fellow as a premium brand for those who appreciate both form and function in their coffee-making experience. The focus on espresso suggests a brand that caters to both beginners and experts, appealing to a broad range of coffee lovers. # Product The product featured is a Fellow-branded espresso machine. It is shown in multiple shots, emphasizing its sleek, minimalist design. The machine is primarily black with metallic accents. It is designed for home use, allowing users to brew espresso with precision and style. The ad showcases different angles and components of the machine, highlighting the user interface and the brewing process. The machine works by using hot water and pressure to extract espresso from coffee grounds into a cup. The product is intended for coffee lovers who appreciate quality and design, and who want to make espresso at home. # Visual style The ad has a clean and minimalist visual style. The product is well-lit and photographed to highlight its design and build quality. The color palette is neutral, with blacks, grays, and browns dominating the scene. The overall aesthetic is modern and sophisticated, targeting an audience that appreciates high-quality design and functionality. # Hooks Headline: beginner to expert espresso # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing specialized knowledge or equipment to make high-quality espresso at home. The search query "beginner to expert espresso" signals the user's desire to find a solution that bridges the gap between novice and expert espresso making. # Value propositions - Espresso from beginner to expert # Benefits - Make Espresso - Sleek Aesthetics # Features - Espresso machine - Modern Design # Call to action None used. # Social proof - None used. # Point of view - Customer: The initial search query "beginner to expert espresso" is from the customer's perspective, indicating they are looking for information on making espresso at all levels. - Brand: The images of the Fellow espresso machine in the search results are from the brand's perspective, showcasing the product's design and features. # Storyline - The ad opens with a view of a Google search bar with the query "beginner to expert espresso." This is meant to show the brand is associated with espresso for all levels of users, as experienced from the perspective of a user searching for an espresso machine. - The ad then transitions to the "Images" tab of the search results, which showcase different images of the Fellow espresso machine from various angles and in different settings. This highlights the product's aesthetic and functionality as seen from the brand's perspective. - The images focus on the machine in action, pulling espresso, and highlighting the control panel. This emphasizes the machine's usability and design elements from a brand perspective.

# Ad summary This ad features a high-quality photo of a black espresso machine below a simulated iPhone alarm screen, which is set for 6:30 AM and labeled 'Espresso time'. The headline reads, 'How I became a morning person,' suggesting the espresso machine is the reason. # Brand positioning The brand is presented as a solution to the common dislike of mornings, positioning itself as a lifestyle upgrade. By aligning its product with a positive transformation (becoming a 'morning person'), it suggests the brand offers not just a functional appliance, but a means to a more enjoyable and productive start to the day. This positioning leans on emotional benefits, implying the brand understands and addresses a widespread reluctance towards mornings by turning them into an anticipated ritual. # Product The product featured is a sleek, modern espresso machine designed for home use. It is matte black with a stainless steel brewing component. The machine has a digital display, a portafilter, and a drip tray. The ad suggests that the machine is the reason someone has become a morning person, implying that it makes the morning routine more enjoyable and worthwhile. The ad appeals to consumers who are looking for a way to improve their mornings by highlighting the machine's role in creating a positive and anticipated start to the day. # Visual style The ad features a clean, modern aesthetic with a focus on minimalism. It uses a high-quality studio shot of the product, set against a stark white background, giving it a polished and professional feel. The color scheme is monochromatic, with the black espresso machine contrasting against the white backdrop. The simulated platform-native alarm interface is integrated to create visual interest. # Hooks Headline: How I became a morning person. # Funnel stage Top of funnel (Awareness) # Pain points The ad implicitly addresses the common frustration of disliking or struggling to wake up in the morning, framing it as a hurdle that many people face. The headline 'How I became a morning person' suggests this struggle and hints at a solution. # Value propositions - Implies that having the espresso machine helps the consumer become a morning person. # Benefits - How I became a morning person. # Features - Espresso time ☕ # Call to action None used. # Social proof - None used. # Point of view - Customer: The headline 'How I became a morning person' indicates a personal experience or transformation. - Customer: The iPhone alarm labeled 'Espresso time' implies that the coffee maker is an integral part of the daily routine and personalizes the relationship to the product. # Storyline - The ad opens with the headline, 'How I became a morning person,' setting the stage to explain how the viewer can relate and achieve the same outcome. The headline's intent is to spark curiosity and invite the viewer to learn how the product has facilitated this transformation. The story is being told from the implied perspective of a customer who has successfully become a morning person thanks to the featured product. - The image shows a phone alarm set for 6:30 AM labeled 'Espresso time' indicating that the viewer's routine revolves around making espresso. The intent is to highlight the coffee maker's central role in the new morning routine. The story is being told from the customer's perspective, providing a glimpse into their personal habits and preferences. - The final visual features the espresso machine, which resolves the central mystery and reveals the key tool for the viewer to make their morning routine more pleasant. The intent is to showcase the product as the solution to the question posed in the initial headline. The product is presented from the brand’s perspective, as the ultimate tool for turning the consumer into a morning person.

# Ad summary This ad shows the Fellow Espresso Series 1 espresso machine. The ad uses on-screen text and simple visuals to highlight the product and the brand. # Brand positioning Fellow is presented as a brand that sets a higher standard in the espresso experience. The brand's products are visually sleek and modern. The brand aligns with a lifestyle of enjoying high-quality espresso. The brand is positioned to appeal to those seeking premium coffee experiences. # Product The featured product is the Fellow Espresso Series 1 espresso machine. The machine is designed to elevate the espresso experience. The product features a sleek, modern design, emphasizing simplicity and elegance. The ad directly presents the machine as setting “A higher standard.” # Visual style The ad has a polished, high-end production quality that showcases the brand's emphasis on design and quality. The editing style uses smooth transitions and static shots, which helps to maintain a clean and sophisticated look. The pacing is consistent and slow. This ad is timed to the music beat, which keeps the ad engaging. The visual motifs include a focus on product design and a clean, modern aesthetic. # Hooks Text overlay: 00:00–00:03 A higher standard. / 00:00–00:03 FELLOW / 00:00–00:03 Espresso Visual: 00:00–00:03 The camera is in a medium shot with a slight zoom and pan. The foreground has the Fellow espresso machine and a glass with espresso. The background is a wall with soft lighting and shadows. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - High-quality design. # Benefits - “A higher standard” # Features - Fellow Espresso Series 1 # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad maintains a brand perspective by focusing on the features and overall aesthetic of the Fellow products. # Storyline - 00:00–00:03 The ad opens by showcasing the Fellow Espresso Series 1 espresso machine. - 00:00–00:03 This moment sets a tone of sophistication and quality, creating interest in the product being presented. - 00:00–00:03 The perspective is from a brand's point of view, highlighting its products. - 00:03–00:07 The narrative progresses into an extreme close-up shot that showcases the product. - 00:03–00:07 This shot emphasizes the detailed craftsmanship and elegant design of the product. - 00:03–00:07 The audience experiences this from the brand's view, focusing on the product's unique features. - 00:07–00:10 The shot moves back into a wider view of the product in front of a cup of espresso. - 00:07–00:10 The scene implies that the product makes high-quality espresso, continuing to build the brand's image. - 00:07–00:10 The brand's perspective is sustained.

# Ad summary This ad highlights a sleek espresso machine and a refreshing beverage, emphasizing the delightful morning ritual it facilitates. It uses an iPhone alarm as a means to connect with the brand. The ad speaks to those who cherish and prioritize their morning coffee. # Brand positioning The espresso machine brand is positioned as a premium, essential part of a refined daily routine. It caters to individuals who appreciate quality and see coffee as more than just a caffeine source; it's an experience. The sleek design and the focus on an aesthetically pleasing morning ritual suggest a brand that aligns with modern, minimalist values. # Product The product is a sleek, modern espresso machine designed for home use. It features a polished metal brew head and a black matte finish. The machine is compact, fitting easily on a kitchen counter, and designed to be both functional and aesthetically pleasing. An image of a coffee beverage with an orange slice garnishing the side is also displayed. # Visual style The ad has a clean, minimalist aesthetic. The lighting is soft and natural. The color palette is neutral and warm. The espresso machine is the focal point of the ad, with the other elements serving as supporting visuals. # Hooks Headline: The only reason I wake up in the morning. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the lack of motivation to wake up in the morning. # Value propositions - Offers the user a reason to set their alarm. # Benefits - Reason to wake up in the morning # Call to action None used. # Point of view - Customer: The copy, “The only reason I wake up in the morning,” is clearly from the customer perspective because it suggests the product is the only reason to wake up. - Customer: The iPhone alarm set for 6:30 AM with the label "Espresso time" suggests the daily routine of a brand advocate. # Storyline - The ad opens with the headline "The only reason I wake up in the morning." to introduce the testimonial, setting the stage for the brand to be the highlight of the viewers morning. - A black iPhone alarm set for 6:30 AM adds context that the brand is the reason the user sets an alarm in the morning. - The focus switches to the high-end espresso machine itself. This visual presentation positions the machine as the key solution to enhance the customer's daily ritual. - The final visual is of an espresso-based drink. This positions the brand as a solution for quality, in-home beverages.

# Ad summary This ad image features a close-up shot of coffee being poured, with the brand name 'Fellow' appearing above. It is designed to emphasize the quality and experience of using Fellow products. # Brand positioning Fellow is presented as a high-quality brand focused on the coffee experience. The brand seeks to occupy the space of premium coffee equipment, aligning with a lifestyle of connoisseurship and attention to detail. It emphasizes the aesthetic and sensory experience of making coffee. The brand positions itself as a provider of products that enhance the daily ritual of coffee making, making it more sophisticated and enjoyable. The brand positioning is both functional (high-quality equipment) and emotional (elevated experience). # Product The advertised product appears to be equipment used for coffee brewing, specifically in the process of pouring coffee. The ad showcases the action of pouring a stream of dark brown coffee, highlighting the product’s role in creating a visually appealing pour. The focus is on the texture and flow of the liquid, suggesting a smooth and controlled pouring experience. The ad does not explicitly state features or ingredients, instead emphasizing the moment of use and the visual pleasure it provides. The overall messaging is about the product's ability to enhance the user's coffee ritual. # Visual style The ad features a high-quality, studio-shot image with a focus on the texture and flow of the coffee. The visual motif centers on the close-up view of a liquid in motion. There are no obvious filters, but there's likely color grading to enhance the warmth and richness of the coffee color. The typography is clean and modern. The style contrasts with typical platform content by being highly polished and professional, intended to capture attention through its aesthetic appeal. # Hooks Headline: Pull. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV appears through the product showcase, brand name, and call to action that positions Fellow as a provider of high-quality coffee equipment. # Storyline - The ad begins with a close-up view of coffee being poured from a Fellow product. The intention is to immediately immerse the viewer in the aesthetic and sensory experience of the product in use, showcasing the smooth texture and rich color of the coffee. This moment is presented from the brand's POV, emphasizing the quality and visual appeal of the product. - The visual is paired with simple text elements - the brand name, and the word 'Pull' - which serve to reinforce the brand identity and further emphasize the smooth motion of the coffee, inviting the audience to imagine the experience. This is from the brand's POV.

# Ad summary This ad showcases the Fellow Stagg EKG Pro Electric Kettle by showing its design and functionality, with an emphasis on its temperature control features and aesthetic. # Brand positioning Fellow is presented as a brand that focuses on elevating the coffee and tea brewing experience through beautifully designed and technologically advanced products. The brand aims to occupy a space in the consumer's mind that values both functionality and aesthetics. The brand values are clearly design-oriented, presenting a lifestyle that appreciates the ritual and elegance of making coffee or tea. Fellow pushes against the norm of purely functional kitchen appliances, aligning instead with an emotional connection to the brewing process. This positioning is achieved through the sophisticated design of the products and the ad's overall presentation. # Product The Fellow Stagg EKG Pro Electric Kettle is an electric kettle designed for precision and aesthetic appeal. It features a gooseneck spout for controlled pouring, precise temperature control, and a sleek design. It is intended for coffee and tea enthusiasts who value both the functionality and the visual appeal of their brewing equipment. The kettle has customizable temperature presets, allowing users to tailor the water temperature to their specific brewing needs. The 'Hold' setting maintains the water temperature for up to an hour, addressing the potential purchase barrier of needing to reheat water repeatedly. The product is shown in an elegant setting, highlighting its worth as a sophisticated kitchen appliance. # Visual style The ad has a polished and clean aesthetic. The production quality is high-end, resembling a commercial. The shots are static with smooth transitions. The pacing is slow and consistent, allowing viewers to focus on the product's design and features. The audio-visual elements are synced to enhance the viewing experience. # Hooks Text overlay: 00:00–00:06 Elevated. / 00:01–00:06 Stagg EKG Pro Electric Kettle / 00:00–00:06 FELLOW Visual: 00:00–00:06: A teal electric kettle with a wooden handle is displayed on a wooden counter with its matching teal base. The kettle sits in front of a window. Light shines on the kettle and base, creating reflections on the counter. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of needing to reheat water repeatedly. This is visually implied through the description of the 'Hold' setting, which maintains the water temperature for up to an hour. # Value propositions - The Stagg EKG Pro Electric Kettle elevates the user's coffee and tea brewing experience. This product is valuable because of its aesthetically pleasing design and technologically advanced features. # Benefits - Precise temperature control - Sleek design - Maintains the water temperature for an extended period # Features - Stagg EKG Pro Electric Kettle - Customizable temperature presets - ‘Hold’ setting maintains water temperature for up to an hour - Gooseneck spout for controlled pouring # 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 and its features. # Storyline - 00:00–00:06 The product is showcased on its base.

# Ad summary This ad features an image of an espresso machine paired with an alarm clock graphic set to 6:30 AM, under the headline 'How I became a morning person,' to highlight the product's role in establishing a positive morning routine. # Brand positioning This brand is positioned as a lifestyle upgrade for those who appreciate quality and efficiency in their daily routines. The brand elevates the mundane task of making coffee into a ritualistic experience, suggesting that its products not only deliver functional benefits (like a quick and easy espresso) but also contribute to a more enjoyable and productive morning. By associating its espresso machine with becoming a 'morning person,' the brand leans into an emotional benefit, tapping into the desire for a better, more energized start to the day. The brand focuses on functional performance with an emotional appeal, combining design and user experience. # Product The product being advertised is an espresso machine designed for home use. The machine features a modern, minimalist design with a matte black finish and stainless steel accents. It includes a water reservoir, a portafilter, and a dispensing spout. On the machine is a digital display showing a timer of 0:18. The machine is intended to be a part of a morning routine, as implied by the 'Espresso time' text below the time in the alarm clock interface shown in the ad. A key USP is its ability to transform someone into a 'morning person,' suggesting it offers a quick, easy, and enjoyable way to start the day. The machine provides a functional benefit (espresso) with an emotional value (enjoyment of mornings). # Visual style The ad has a clean and minimalist visual style with a focus on product presentation. The production quality appears to be high with professional studio-style lighting. The composition is simple, featuring the product against a white background. The design is modern and functional, aligning with the brand's focus on efficiency and user experience. # Hooks Headline: How I became a morning person. # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the struggle to become a morning person, as highlighted by the headline: 'How I became a morning person.' # Value propositions - Espresso machine helps people become morning people # Benefits - Become a morning person # Features - Espresso machine - Alarm clock # Call to action None used. # Social proof - None used. # Point of view - Customer: The headline 'How I became a morning person' is written from the customer's point of view, suggesting they will share their personal experience. - Brand: The visual of the espresso machine and the alarm clock UI set to 'Espresso time' comes from the brand, showcasing the product as a solution to the problem of not being a morning person. # Storyline - The ad opens with the text 'How I became a morning person,' sparking curiosity and promising a transformation through a product solution. This sets the stage for a personal narrative from the customer's perspective. - The focus shifts to a digital alarm clock interface displaying a set time of 6:30 AM, labeled as 'Espresso time'. This suggests that the alarm is set to coincide with the use of the advertised product, implying it as part of the morning routine from the brand's perspective. - The focus then shifts to an espresso machine to reinforce the brand's solution to becoming a morning person. This provides a visual representation of the product, demonstrating its role in making mornings more enjoyable, according to the brand's message.

# Ad summary This ad highlights the Fellow Espresso Series 1 machine, emphasizing its design and ability to elevate the user's coffee ritual. # Brand positioning Fellow is presented as a premium brand dedicated to enhancing the coffee and tea brewing experience. The focus is on the ritual and aesthetic pleasure of making coffee, suggesting a brand that values both functionality and design. Fellow aims to occupy a space in the consumer's mind that associates it with high-quality, thoughtfully designed coffee equipment that elevates the everyday coffee-making routine into a special ritual. It promotes a lifestyle centered around the enjoyment and appreciation of well-crafted beverages. The brand pushes against the norm of purely functional coffee machines, instead focusing on a design-centric and experience-driven approach, making it desirable for those who value both performance and aesthetics. The brand positioning is both functional and emotional, appealing to customers who appreciate quality and design. # Product The Fellow Espresso Series 1 is presented as a high-end espresso machine designed for home use, emphasizing its ability to elevate the user's coffee ritual. The machine is shown in a sleek, minimalist design with a matte black finish and clean lines. The product appears to be geared towards individuals who value design, quality, and the overall experience of making coffee. The product boasts an elevated design, which is portrayed visually through the machine's sleek aesthetic and the artful execution of the espresso pull. Its USP is its combination of functionality and design, making it a worthwhile addition to the coffee enthusiast's home. The use occasion is highlighted as an everyday ritual, which is emphasized by the ad. The ad seeks to address the barrier of perceived complexity by making the espresso-making process look elegant and straightforward. # Visual style The ad has a polished, high-end aesthetic with studio lighting and a clean, minimalist design. The editing is static, which focuses on the product, and the pacing is slow and deliberate. # Hooks Text overlay: 00:00–00:06 Made for your ritual. / 00:00–00:06 Espresso Series 1 / 00:00–00:06 FELLOW Visual: 00:00–00:06: The shot features the Fellow Espresso Series 1 machine, presented in a clean, well-lit studio setting. The background is a neutral beige. The machine is prominently displayed in the center of the frame with a small glass of espresso placed in the foreground. The camera is static, creating a sense of stability and focus on the product. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Fellow Espresso Series 1 offers a combination of functional espresso brewing with a design aesthetic that elevates the user's daily coffee ritual. # Benefits - Elevates the coffee-making ritual - Aesthetically pleasing design - High-quality espresso at home # Features - Espresso Series 1 machine - Sleek design - Espresso brewing sound # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing the product and highlighting its features and benefits. # Storyline - 00:00–00:06 The ad shows the Fellow Espresso Series 1 with the text overlay "Made for your ritual."

# Ad summary This ad showcases the Fellow brand's line of professional espresso machines designed for home use. The ad mimics a Google search results page to show how others might search for espresso machines for home. # Brand positioning Fellow is presented as a brand synonymous with professional-grade espresso equipment tailored for home use. The brand's positioning emphasizes quality, design, and the ability to replicate the café experience within the comfort of one's home. Fellow seems to follow category norms by offering high-quality coffee machines, but their sleek, modern aesthetic differentiates them in the market, suggesting they appeal to consumers who value both functionality and design. # Product The ad features Fellow's line of professional espresso machines, designed for home use. The products are depicted in multiple lifestyle contexts, emphasizing their compatibility with modern home aesthetics. The espresso machines are sleek, compact, and come in a matte black finish with minimalist controls. They appear to be designed for coffee enthusiasts seeking a high-quality brewing experience. The advertisement is telling the viewer that these products can help them bring the professional coffee experience into their own home. # Visual style The ad has a minimalist aesthetic with a dark color palette and clean lines. It mimics a Google search results page, incorporating actual images of the product in lifestyle settings. The image treatment appears to have subtle color grading to enhance the product's sleek design. # Hooks Headline: professional espresso at home # Funnel stage Top of funnel (Awareness) # Pain points The ad is implying that a pain point is the inability to get professional quality espresso at home. The google search bar shows "professional espresso at home" to suggest others are looking for that too. # Call to action None used. # Point of view - External source: The Google search bar and results page mock-up suggests that other people are searching for this product too. # Storyline - The ad opens by replicating a Google search results page, with 'professional espresso at home' in the search bar. This is intended to show the audience that others are also interested in high quality espresso machines for home use. The perspective is from a Google searcher. - The ad displays multiple images of Fellow's espresso machines, showcasing their sleek design and functionality. The intention is to present the product in visually appealing settings, highlighting its suitability for home use. The perspective is from the brand. - The machines are pictured in both full view and close-up shots. The intention is to highlight the design details and show how the machines would look in your home. The perspective is from the brand.

# Ad summary This image ad features a sleek, black espresso machine on a dark countertop, positioned as the primary reason someone would want to wake up in the morning. The ad incorporates a digital alarm clock interface displaying the time 6:30 AM with the label 'Espresso time' and a smiling face emoji, blending the digital and physical realms to emphasize the daily ritual and anticipation of enjoying a fresh espresso. # Brand positioning The brand is positioned as a purveyor of luxury and essential everyday moments, particularly emphasizing the ritual of morning coffee. It targets consumers who value quality and associate it with their daily routines, positioning itself as a provider of a premium, must-have espresso experience that elevates the start of the day. The brand aligns with a lifestyle of sophistication and daily self-care, implicitly suggesting that its products are integral to a desirable, intentional morning. # Product The product is a sleek, modern espresso machine designed for home use. It features a compact, all-black exterior with chrome accents, including an elevated espresso cup platform and dispensing spigot. A silver metal filter basket is partially visible in the stainless steel portafilter containing freshly ground espresso beans. Its primary function is to deliver a high-quality espresso experience, positioning itself as the ultimate morning ritual, making it worth waking up early. The ad emphasizes its role as not just a functional appliance but as a pivotal element in the user's daily routine. # Visual style The ad features a clean, minimalist aesthetic with a focus on product presentation. The shot is well-lit, studio-quality, and uses neutral tones to emphasize the sleek, modern design of the espresso machine. The digital alarm clock interface overlay adds a layer of platform-native style, mimicking a mobile phone screen. The visual motif is a blend of product photography with UI elements to mimic a digital interface. # Hooks Headline: The only reason I wake up in the morning. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of lacking motivation to wake up in the morning, suggesting that the espresso machine provides a compelling reason to overcome that reluctance. The ad copy explicitly states, “The only reason I wake up in the morning,” implying that without the prospect of enjoying the espresso, waking up would be less appealing. # Value propositions - The espresso machine is the only reason to wake up in the morning (clearly implying that the user loves the espresso from the machine and looks forward to waking up to it). - The product is positioned as the ultimate morning ritual by showcasing the timer being set for 'Espresso time' (showing it is not just functional but essential to the user's daily routine). # Benefits - Delivers a high-quality espresso experience - Provides a must-have morning ritual # Features - Sleek, modern espresso machine - Compact, all-black exterior - Chrome accents - Elevated espresso cup platform and dispensing spigot - Stainless steel portafilter # Call to action None used. # Social proof - None used. # Point of view - Customer: The top caption and the alarm clock interface are presented from the customer's point of view, showing a personal statement and a personalized reminder, implying firsthand experience and emotional connection to the product. # Storyline - The ad opens with the statement 'The only reason I wake up in the morning,' immediately establishing a strong, personal connection to the espresso machine. This message intends to convey the profound importance of the product in the user's daily routine, as shared from the customer's perspective, framing it as the primary motivator for starting the day, creating a humorous, relatable scenario with which to start the ad. - A phone alarm interface is overlaid on the product, set for 6:30 AM with the label 'Espresso time' accompanied by a smiling face emoji. This reinforces the idea of integrating the product into a structured morning routine. This is shared from a first person POV, underscoring the intentionality of planning for and anticipating that first espresso of the day, creating excitement and establishing a strong connection between the user's habits and the brand.

# Ad summary The ad showcases the Fellow Espresso Series 1 espresso machine. It features a modern design and emphasizes its ability to create a high-quality espresso experience at home. # Brand positioning Fellow is positioned as a brand that offers high-end, aesthetically pleasing, and functionally superior coffee brewing equipment. It aligns with a lifestyle that values both the art and science of coffee making, appealing to consumers who appreciate design and the experience of crafting the perfect cup of coffee. The brand stands apart by focusing on both functional performance and minimalist design, catering to those who seek a premium, visually appealing coffee experience. # Product The featured product is the Fellow Espresso Series 1, an espresso machine designed for home use. The machine is distinguished by its minimalist design, featuring a sleek, angular silhouette in matte black with stainless steel accents. It is for coffee enthusiasts who value both aesthetics and quality in their brewing process. The product aims to simplify the process of making quality espresso at home, allowing users to create cafe-quality beverages in their own kitchen. The USP highlighted is the fusion of design and functionality, making it a visually appealing appliance. # Visual style The ad features a minimalist aesthetic with a focus on clean lines, neutral tones, and soft lighting. The editing style consists of static shots with smooth transitions, creating a polished and high-end feel. The production quality is high, resembling a commercial, and supports the tone of sophistication. The ad pacing is consistent and moderate. # Hooks Text overlay: 00:00–00:06 This is espresso, evolved / 00:01-00:06 Espresso Series 1 / 00:00–00:06 FELLOW Visual: 00:00–00:06: The shot features the Fellow Espresso Series 1 machine on a neutral surface with blurred shapes and a glass of espresso next to it. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is a design that makes coffee equipment stand out without being bulky. # Value propositions - The value proposition is a design that brings a high-end espresso machine to the home barista. # Benefits - Espresso, evolved # Features - Espresso Series 1 # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad presents the brand's official perspective, showcasing the product and its features through a polished, promotional lens. # Storyline - 00:00–00:06 The ad opens with the product on display.

# Ad summary This ad showcases the Fellow Opus Conical Burr Grinder as a do-it-all grinder perfect for any home, using a split-screen design to highlight both whole beans and ground coffee. # Brand positioning Fellow is presented as a premium brand in the coffee and brewing equipment space, positioning itself as a provider of high-quality tools for coffee enthusiasts who take their brewing seriously. The focus on a conical burr grinder, known for its precision and consistency, suggests a commitment to superior coffee quality and appeals to users who seek a professional-grade experience in their own homes. The brand aims to occupy the space of quality and precision in the at-home coffee brewing market, differentiating itself through specialized equipment designed for coffee aficionados. # Product The product being advertised is the Opus Conical Burr Grinder by Fellow. This grinder is presented as a do-it-all solution for any home, designed to handle various coffee brewing methods with ease. The term "conical burr grinder" itself emphasizes precision and consistency in grinding, appealing to users who want a professional-grade grind at home. The ad suggests that this product eliminates the need for multiple grinders, making it a convenient and versatile option for different coffee brewing needs. There are no explicit purchase barriers addressed. # Visual style The ad utilizes a high-quality, studio-shot aesthetic, emphasizing the premium nature of the Fellow brand. The split-screen design, with coffee beans on one side and ground coffee on the other, serves as a clear visual metaphor for the grinder's function. The minimalist approach, with a focus on textures and simple shapes, lends a modern and sophisticated feel. The ad is designed to be easily scannable in-feed due to its strong contrast and clear messaging. # Hooks Headline: Do-it-all grinder for brew-it-all homes. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of needing multiple grinders for different brewing methods by presenting the Opus Conical Burr Grinder as a "do-it-all grinder." # Value propositions - A grinder that is a "do-it-all grinder for brew-it-all homes." # Benefits - do-it-all grinder # Features - Conical Burr Grinder # Call to action None used. # Social proof - None used. # Point of view - Brand: This point of view is consistent throughout the image ad, focusing on showcasing its product and its capabilities. # Storyline - The image is divided into two distinct halves, one featuring whole coffee beans and the other featuring ground coffee, immediately highlighting the purpose and end result of the product. The perspective is that of the brand, showcasing the transformation the grinder facilitates and its ability to handle both raw and processed coffee states. - A white, grinder-shaped block is placed in the center of the image, acting as a visual container for the ad's text and drawing attention to the grinder without fully revealing its design. This creates intrigue and emphasizes the grinder's central role in transforming whole beans into ground coffee. The brand is inviting the consumer to imagine the product while emphasizing its function. - Text is layered onto the white grinder block, communicating the grinder's key features, such as being a "do-it-all grinder." The brand is presenting this from its own point of view and clearly stating the product’s primary benefit: versatility for different brewing methods. - The brand logo and the product name, "Opus Conical Burr Grinder," are shown on the whole bean side, identifying the product and its maker. The brand provides more context by clearly labeling the product by name to make it easier for the consumer to understand what the ad is about.

# Ad summary This ad features the Fellow Espresso Series 1 in an aesthetically pleasing shot that highlights its design and promotes a sense of ritual and elevated experience. # Brand positioning Fellow is presented as a premium brand focused on elevating the coffee-making experience into a ritual. The brand emphasizes design and quality, positioning itself for consumers who appreciate both aesthetics and functionality in their coffee equipment. Fellow is not just selling a product but a lifestyle centered around the enjoyment and appreciation of coffee, distinguishing itself from more utilitarian or mass-market competitors. The brand prioritizes a high-end, design-conscious approach to coffee preparation. # Product The Fellow Espresso Series 1 is presented as a high-end coffee machine designed to elevate the home espresso-making experience. The machine features a sleek, minimalist design with a black matte finish. The product is for coffee enthusiasts who appreciate both the art and science of espresso, seeking a high-quality, aesthetically pleasing machine. The main USPs include its focus on design, precision, and the ritualistic aspect of making coffee. The ad subtly addresses the purchase barrier of cost by emphasizing the value of the experience and the quality of the product, positioning it as an investment for serious coffee lovers. # Visual style The ad features a highly polished, studio-shot image. The visual motifs are clean and minimalist, with a focus on product design. The image treatment includes soft lighting and color grading to create a sophisticated and elevated feel. The typography is integrated cleanly, using a sans-serif font that complements the minimalist design. The style contrasts with the typical chaotic feed environment by presenting a calm, high-design aesthetic, aiming to capture attention through its elegance and simplicity. # Hooks Headline: Made for your ritual. # Funnel stage Top of funnel (Awareness) # Pain points The implied pain point is the mundane or unsatisfying nature of typical coffee preparation. The ad is attempting to address a lack of ritual by offering a sophisticated, aesthetically pleasing product that elevates the experience of making coffee. # Value propositions - Designed to elevate the coffee-making experience into a ritual # Benefits - Made for your ritual # Features - Espresso Series 1 # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is positioned to speak to customers interested in elevating their home espresso experience. - Customer: The finished glass of espresso speaks to the customer's experience. # Storyline - The ad opens with a visually striking image of the Fellow Espresso Series 1 machine. The intention is to immediately capture attention and convey the brand's emphasis on design and quality. The story is being told from the brand's perspective. - The text overlay, "Made for your ritual. Espresso Series 1," reinforces the brand's positioning around elevating the coffee-making experience into a ritual. It’s a message from the brand promising a refined and mindful coffee preparation process. The audience is experiencing this moment from the brand’s perspective. - The visual placement of a clear glass with espresso and a black ice cube tray implies a lifestyle of enjoying high-quality, thoughtfully prepared coffee. The audience is shown the desired outcome through a subtle, visual signal of success from the customer's perspective.

# Ad summary This ad showcases a sleek, modern coffee maker, positioning it as the highlight of one's morning through a close-up shot and overlaid iPhone alarm screen. # Brand positioning This brand is presented as an integral part of the daily routine, emphasizing a seamless blend of technology and lifestyle. The brand aims to occupy a space in the consumer's mind as the highlight of the morning, associating it with a positive start to the day. By visually presenting a high-end coffee maker and an overlaid iPhone alarm screen, the brand aligns with a modern, tech-savvy lifestyle. This positions it away from traditional, old-fashioned coffee brands. The brand positioning leans towards emotional appeal, suggesting that their product is not just a functional appliance but a source of daily joy and motivation. # Product The product is a modern, light beige coffee maker with a sleek, minimalist design. It features a square shape with rounded edges and a matte finish. The coffee maker includes a single button on the front, a dark display screen, and a large mug positioned beneath the dispenser. The overall design emphasizes simplicity and integration into a contemporary lifestyle. The coffee maker is presented as a motivation for waking up in the morning, suggesting it enhances the daily routine and provides a positive start to the day. The ad aims to address the reluctance to wake up early by presenting the coffee maker as a desirable reason to do so. # Visual style The ad features a highly polished, studio-shot aesthetic with a focus on minimalist design and clean lighting. The visual motif includes an overlaid iPhone screen, integrating technology with a lifestyle product. The image treatment uses soft, warm color grading and subtle background blurring. The visual style aims to create a sense of calm and sophistication, enhancing the product's appeal. # Hooks Headline: The only reason I wake up in the morning. # Funnel stage Top of funnel (Awareness) # Pain points The primary pain point is the reluctance to wake up early in the morning. The ad addresses this by positioning the coffee maker as "The only reason I wake up in the morning." # Value propositions - The sleek design and modern features offer a stylish addition to the kitchen. - The easy operation provides a seamless start to the day. - The mug size allows for a generous serving of coffee. # Benefits - Provides motivation to wake up in the morning - Enhances the daily routine - Offers a positive start to the day # Features - Sleek and modern design - Simple button operation - Compatibility with a large mug # Call to action None used. # Point of view - Customer: The top caption features the quote “The only reason I wake up in the morning.” This expresses a personal sentiment, reflecting a customer’s positive experience and dependency on the product. - Brand: The display of the product itself, with its minimalist design and modern features, comes from the brand’s perspective, highlighting its core offerings and aesthetic. # Storyline - The ad opens with a statement: "The only reason I wake up in the morning." This message intends to convey the coffee maker's pivotal role in starting the day positively. The audience experiences this from the perspective of a satisfied customer, highlighting the product's personal value. - An image of an iPhone alarm set for 6:30 AM appears overlaid over the coffee maker, visually reinforcing the product's association with early morning wake-up routines. This provides a visual cue to the time of day and connects the coffee maker to the beginning of the customer's day. This part of the story is told by the brand, subtly integrating the product into a tech-forward lifestyle. - The ad concludes with a close-up view of the sleek coffee maker, with a mug ready to brew. This provides a clear visual of the product and emphasizes its design and functionality. This moment is shown from the brand’s perspective, showcasing the coffee maker as a centerpiece of the daily routine.

# Ad summary This ad showcases the Fellow Espresso Series 1 espresso machine. The ad focuses on the product and features a simple background, with text highlighting the product's evolved design. The ad targets espresso enthusiasts looking for a high-end, modern espresso machine. # Brand positioning Fellow is presented as a brand focused on the design and innovation of coffee and tea products. It is positioned as a high-end brand that elevates the daily brewing experience through thoughtful design and high-quality materials. The brand aims to occupy the space of a design-focused, premium lifestyle brand that caters to coffee enthusiasts who appreciate both form and function. Fellow is pushing against the norms of mass-produced, generic coffee equipment by offering aesthetically pleasing and functionally superior products. # Product The product featured is the Fellow Espresso Series 1, a modern espresso machine. The machine is for home baristas who appreciate a sleek, minimalist design and want a high-quality espresso experience. The espresso machine features a matte black finish and a stainless steel brew head and lever. The product appears durable and precise. The ad focuses on the evolved design of the machine, implying that it is an innovative and superior product worth investing in. # Visual style The visual style is modern and minimalist. The image features a clean studio shot with neutral colors and soft lighting to enhance the product's sleek design. The composition is simple, focusing on the product and creating a high-end feel. # Hooks Headline: This is espresso, evolved # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Fellow Espresso Series 1 is the latest iteration of espresso machines, suggesting a superior design and improved functionality. # Benefits - evolved # Features - Espresso Series 1 # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is communicated through the headline "This is espresso, evolved", which introduces the product and the claim that is is the latest offering from the brand. # Storyline - The ad opens with the headline “This is espresso, evolved” to introduce the product as a superior espresso machine. The brand is telling the audience that this is a new and improved espresso experience. - The camera is zoomed out to show the product in its entirety, letting the brand present the design and build quality of the machine. The brand hopes this conveys a sense of quality and innovation. - The composition includes a small glass of espresso and a puck of used coffee grounds in order to create a scene of use, from the customer's perspective. The brand wishes to evoke the image of the user enjoying their new espresso machine.