How Finisterre Advertises on Meta

# Ad summary This image ad features a woman wearing the Finisterre Women's Firecrest Jacket. A customer review appears next to the brand logo and above a product description. # Brand positioning Finisterre is presented as a brand that values functionality, sustainability, and style. The inclusion of the brand's logo and a product review in a simple and clean layout, alongside the model wearing the jacket, emphasizes a balance between practicality and aesthetic appeal. The brand positions itself to appeal to consumers who appreciate quality outdoor wear that is both stylish and environmentally conscious. # Product The product is the Finisterre Women's Firecrest Jacket, which is presented as a stylish and practical outerwear option. The jacket appears to be a quilted design, suggesting warmth and comfort, with a modern, fitted cut that enhances its stylish appeal. The ad highlights its versatility by showcasing it being worn in a casual, everyday setting, indicating it is suitable for various activities. The customer review, “Smart, Stylish & Practical,” directly addresses common purchase barriers by assuring potential buyers of its multiple benefits. # Visual style The ad has a clean and modern visual style with a focus on natural lighting and muted tones. The image features a straightforward presentation of the product with the model as the focal point, set against a simple background to avoid distractions. The overall aesthetic is minimalist, emphasizing the brand's message of practical style and quality. The layout is designed for easy scannability, using clear typography and a simple color palette to ensure the key elements—the product, the review, and the branding—are immediately noticeable. # Hooks Headline: “Smart, Stylish & Practical” # Funnel stage Consideration # Pain points The ad addresses the pain point of finding outerwear that is both fashionable and functional. The customer may be struggling to find a jacket that not only looks good but also meets their practical needs for warmth and versatility. # Value propositions - Five-star rating paired with “Smart, Stylish & Practical”: Conveys the jacket is highly rated and provides excellent value by offering a blend of style and practicality. # Benefits - Provides a versatile outerwear option suitable for various activities - Offers a balance between functionality and aesthetic appeal # Features - Smart - Stylish - Practical # Call to action None used. # Social proof - “Smart, Stylish & Practical” – AJT # Point of view - Customer: The five star rating and testimonial, “Smart, Stylish & Practical” - AJT, highlights customer satisfaction and builds trust. # Storyline - The ad starts with a customer's perspective, as conveyed through a five-star review and quote emphasizing the jacket's key attributes: “Smart, Stylish & Practical”. This positive endorsement serves to immediately capture attention and build trust by highlighting the product's proven appeal. - The storyline shifts to showcase the product visually through a photograph of a model wearing the jacket. This visual representation allows the brand to demonstrate the jacket’s aesthetic qualities and fit, reinforcing the customer's statement about its stylishness. - The brand concludes the story by providing the name of the product, the Women's Firecrest Jacket, giving the customer information about the specific model being advertised.

# Ad summary This ad showcases Finisterre's outdoor apparel and gear, emphasizing its durability, sustainability, and suitability for life by the sea. The ad features people hiking, surfing, and enjoying coastal activities while wearing Finisterre products. The brand is positioned as a provider of high-quality, responsibly made gear for those who love the ocean and outdoor adventures. # Brand positioning Finisterre is presented as a brand deeply connected to the sea and the rugged coastal environment. The brand aims to occupy the space of sustainable and durable outdoor apparel, particularly for those who engage in water-based activities like surfing and hiking. It aligns with values of environmental responsibility, adventure, and resilience, promoting a lifestyle that embraces the challenges and beauty of nature. Finisterre pushes against the norm of fast fashion and disposable outdoor gear, emphasizing longevity and ethical production. The brand positioning is both functional (providing durable, weather-resistant gear) and emotional (connecting with the spirit of adventure and environmental stewardship). # Product Finisterre offers a range of outdoor apparel and gear designed for coastal environments. The products include waterproof jackets, wetsuits, backpacks, and other clothing items suitable for hiking, surfing, and general outdoor use. The jackets are highlighted for their durability and weather resistance, designed to withstand harsh conditions. The wetsuits are shown being used for surfing, implying they are flexible and provide thermal protection. The backpacks appear to be waterproof and suitable for carrying gear in wet environments. The brand emphasizes that its products are "fit for purpose, responsibly made, and built to last," addressing concerns about the environmental impact and longevity of outdoor gear. The ad showcases the products in real-world use, highlighting their functionality and suitability for active lifestyles. # Visual style The ad has a natural and rugged aesthetic, with a focus on outdoor environments and activities. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging feel. The production quality is high, with polished visuals that showcase the beauty of the coastal landscape. The pacing is consistent, with a moderate tempo that matches the rhythm of the music and voiceover. The visuals are well-synced with the audio, enhancing the overall impact of the ad. # Hooks Spoken: Finisterre, the place where land ends. Text overlay: finisterre Visual: 00:00–00:01: Wide shot of the ocean with two people swimming. The sky is cloudy, and the water is a deep blue. A black rectangle with the word "finisterre" in white sans-serif font is centered in the frame. / 00:01–00:03: Medium shot of a man and woman hiking on a grassy hill overlooking the ocean. The man is wearing a green puffer jacket, a red scarf, and a black beanie, carrying a large backpack. The woman is wearing a blue jacket and a gray beanie. The camera is slightly shaky, giving a handheld feel. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of needing durable and sustainable outdoor gear that can withstand harsh coastal conditions. The ad implies that typical outdoor gear is not built to last and may not be environmentally responsible. # Value propositions - Gear that is fit for purpose - Responsibly made products - Built to last # Benefits - Protection from the elements - Comfort and flexibility for outdoor activities - Long-lasting gear - Environmentally friendly products # Features - Waterproof jackets - Wetsuits - Backpacks - Durable materials - Responsibly made # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is told from the brand's perspective, showcasing its values, products, and connection to the sea. # Storyline - 00:00–00:01 The ad opens with a shot of people swimming in the ocean, accompanied by the text "finisterre" and a voiceover introducing the brand. - 00:01–00:03 00:01–00:03: A man and woman are hiking along a coastal trail. The man states, "Finisterre, the place where land ends," setting the scene and introducing the brand's connection to the ocean. - 00:03–00:04 00:03–00:04: The scene transitions to a couple standing on a rocky outcrop by the sea. The voiceover continues, "Here, we're made by the sea," emphasizing the brand's origin and inspiration. - 00:04–00:06 00:04–00:06: A person zips up a jacket, followed by a surfer riding a large wave. The voiceover states, "So we make for the sea," highlighting the brand's purpose in creating gear for ocean activities. - 00:06–00:09 00:06–00:09: A woman hikes in a Finisterre jacket, followed by a close-up of a sewing machine stitching fabric. Text overlays appear: "FIT FOR PURPOSE," "RESPONSIBLY MADE," emphasizing the brand's values. - 00:09–00:10 00:09–00:10: A man in a Finisterre jacket looks out at the landscape in the rain. The text overlay reads, "BUILT TO LAST," reinforcing the durability of the products. - 00:10–00:12 00:10–00:12: People are shown jumping into the water and swimming. This visual reinforces the active lifestyle associated with the brand. - 00:12–00:16 00:12–00:16: A man climbs a ladder out of the water, followed by people hiking with surfboards. These scenes continue to showcase the brand's connection to surfing and coastal activities. - 00:16–00:19 00:16–00:19: A surfer paddles out into the ocean, followed by a shot of a surfer riding a wave under a rainbow. The text overlay reads, "MADE FOR LIFE WHERE LAND ENDS," summarizing the brand's ethos. - 00:19–00:21 00:19–00:21: The ad concludes with a group of people sitting around a campfire on the beach, accompanied by the brand name "finisterre."

# Ad summary This ad features a woman in an orange hooded jacket carrying a surfboard on her head while walking on a beach. The ad highlights the brand's commitment to sustainability and its products' suitability for life where land ends. # Brand positioning Finisterre is presented as a brand deeply connected to the ocean and the outdoors, specifically catering to individuals who embrace a lifestyle where land meets sea. The brand emphasizes sustainability, as indicated by the 'Certified B Corporation' logo, suggesting a commitment to environmental and social responsibility. Finisterre aims to occupy a space in the consumer's mind as a provider of high-quality, durable clothing designed for rugged coastal environments, appealing to those who value both performance and ethical production. # Product The featured product is an orange hooded jacket, designed for outdoor use in coastal environments. The jacket appears to be waterproof and windproof, suitable for protection against the elements. It is worn by a woman carrying a surfboard, implying its suitability for surfing and other outdoor activities. The jacket has a hood, a front zipper, and visible branding on the left sleeve. The ad emphasizes the jacket's durability and suitability for 'life where land ends,' suggesting it is built to withstand harsh conditions and cater to an active, outdoor lifestyle. # Visual style The ad has a natural and authentic visual style, with a focus on showcasing the product in its intended environment. The production quality appears to be high, with professional photography and natural lighting. The image treatment is minimal, with subtle color grading to enhance the warmth of the scene. The typography is clean and legible, integrated seamlessly into the image. # Hooks Headline: MADE FOR LIFE WHERE LAND ENDS # Funnel stage Top of funnel # Pain points None used. # Value propositions - Durability and suitability for coastal environments # Benefits - Suitable for life where land ends # Features - Hooded jacket # Call to action None used. # Point of view - Customer: The woman carrying the surfboard represents the target customer, showcasing the product in use and embodying the brand's lifestyle. - Brand: The text overlay 'MADE FOR LIFE WHERE LAND ENDS' communicates the brand's core message and value proposition. - External source: The 'Certified B Corporation' logo provides third-party validation of the brand's sustainability efforts. # Storyline - The ad opens with a woman carrying a surfboard on her head, walking on a beach. This establishes the setting and introduces the active lifestyle the brand supports. The audience experiences this from the perspective of an observer, seeing the product in its intended environment. - The text overlay 'MADE FOR LIFE WHERE LAND ENDS' reinforces the brand's positioning and the product's suitability for coastal environments. This message is delivered from the brand's perspective, highlighting its commitment to durability and outdoor performance. - The 'Certified B Corporation' logo is displayed, emphasizing the brand's commitment to sustainability and ethical practices. This is presented from an external source, adding credibility to the brand's claims and appealing to environmentally conscious consumers.

# Ad summary This ad showcases the Upwing jacket from Finisterre, highlighting its stylish design, recycled insulation, and water-repellent recycled fabric. The ad features a woman wearing the jacket in various outdoor settings, emphasizing its versatility and readiness for any day. # Brand positioning Finisterre is presented as a brand that merges style with substance, offering functional and fashionable outerwear. The brand aligns with an active, outdoor lifestyle, emphasizing sustainability through the use of recycled materials. Finisterre positions itself as a provider of versatile clothing suitable for unpredictable weather conditions, appealing to consumers who value both environmental responsibility and practical design. # Product The Upwing jacket is a quilted jacket designed for versatile wear. It features a stylish design with a focus on functionality. The jacket is made with 100% recycled insulation and water-repellent recycled fabric, making it suitable for various weather conditions. It is presented as a practical and environmentally conscious choice for everyday wear, ready for whatever the day holds. The jacket is shown in multiple colors, including a dusty rose and an olive green. # Visual style The ad has a natural, slightly desaturated aesthetic, with outdoor settings and natural light. The editing style is smooth with quick cuts to highlight different features of the jacket. The production quality is high, giving it a polished commercial feel. The pacing is moderate, with cuts timed to the music. # Hooks Spoken: 00:00–00:02: [Singing] [Inaudible] Text overlay: 00:00–00:02 Where Style Meets Substance / 00:00–00:02 THE UPWING Visual: 00:00–00:02: A woman with blonde hair wearing a maroon beanie, black hoodie, and tan pants stands on a rocky beach with the ocean in the background. She puts on a dusty rose quilted jacket. The camera is stationary and at eye level. Text overlay: "Where Style Meets Substance\nTHE UPWING" # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the need for versatile outerwear that can handle unpredictable weather while also being stylish and environmentally responsible. The visual of the woman in a potentially windy and wet environment highlights the need for a jacket that can provide protection and comfort. # Value propositions - The Upwing jacket combines style and substance, offering a fashionable yet functional outerwear option. - Made with recycled materials, the jacket provides an environmentally friendly choice for consumers. - The water-repellent fabric and recycled insulation ensure the jacket is ready for any weather condition. # Benefits - Versatile wear - Environmentally conscious - Ready for whatever your day holds # Features - Stylish design - 100% recycled insulation - Water repellent recycled fabric # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer showcasing and interacting with the product in a natural outdoor setting. # Storyline - 00:00–00:02 A woman stands on a rocky beach, facing the ocean, and puts on a jacket. - 00:00–00:02 The text overlay introduces the jacket as a blend of style and substance. - 00:02–00:04 The woman walks confidently across the rocky terrain. - 00:04–00:07 Close-up shots highlight the jacket's design and features, with text overlays emphasizing its stylish design and recycled insulation. - 00:07–00:09 The woman buttons up the jacket, showcasing its water-repellent recycled fabric. - 00:09–00:14 She takes off the jacket and packs it into a backpack, demonstrating its packability and readiness for any situation. - 00:15–00:18 The ad concludes with the brand name, Finisterre, displayed on screen.

# Ad summary This ad showcases the Stormbird waterproof jacket by Finisterre, emphasizing its ability to withstand harsh weather conditions. The ad features a woman wearing the jacket in a rainy outdoor setting, highlighting its functionality and durability. # Brand positioning Finisterre is presented as a brand focused on providing high-quality, durable outdoor apparel designed to withstand challenging weather conditions. The brand aligns with values of resilience, preparedness, and environmental consciousness, as suggested by the rugged outdoor setting and emphasis on weather protection. Finisterre positions itself as a provider of reliable gear for individuals who embrace outdoor activities, regardless of the weather. The brand's positioning is both functional, focusing on performance and protection, and emotional, appealing to a sense of adventure and resilience. # Product The featured product is the Stormbird Waterproof Jacket by Finisterre, designed to protect the wearer from the worst weather conditions. It is a hooded jacket made from waterproof material, suitable for outdoor activities in rainy environments. The jacket is shown being worn by a woman in a natural, rocky setting during rainfall, demonstrating its use case. The jacket's key selling point is its ability to provide reliable protection against harsh weather, making it a practical choice for outdoor enthusiasts. The ad addresses the purchase barrier of weather uncertainty by showcasing the jacket's effectiveness in real-world conditions. # Visual style The ad features a realistic, high-quality outdoor shot. The image is slightly desaturated to emphasize the wet, rugged environment. The typography is clean and modern, integrated seamlessly into the visual. The overall style is functional and authentic, aligning with the brand's focus on durable outdoor gear. # Hooks Headline: For the Worst the Weather Can Throw at You # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of being unprepared for unpredictable and harsh weather conditions. The phrase "For the Worst the Weather Can Throw at You" directly signals this concern. # Value propositions - The Stormbird Waterproof Jacket is designed to protect you from the worst weather. # Benefits - For the Worst the Weather Can Throw at You # Features - WATERPROOF JACKET # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product's features and benefits in a visually appealing and informative manner. # Storyline - The ad opens with a visual of a woman wearing the Stormbird waterproof jacket in a rainy outdoor setting. This is intended to immediately showcase the product in its intended environment, highlighting its relevance and utility. The audience experiences this from the brand's perspective, aiming to establish the jacket's suitability for challenging weather conditions. - The text overlay emphasizes the jacket's ability to handle the worst weather, reinforcing its primary benefit. This message is conveyed from the brand's perspective, aiming to instill confidence in the product's performance. This progresses the narrative by directly addressing the core value proposition of the jacket. - The product name, "THE STORMBIRD WATERPROOF JACKET," is displayed prominently, clearly identifying the product being advertised. This is presented from the brand's perspective, ensuring the audience knows exactly what is being featured. This step solidifies the product's identity and reinforces its waterproof functionality.

# Ad summary This Finisterre image ad emphasizes the high-performance of their Stormbird rain jacket, with callouts to its waterproof capabilities and breathability. # Brand positioning Finisterre positions itself as a provider of high-performance outdoor apparel with a focus on sustainability. The brand aligns with a lifestyle of adventure and respect for the environment, promoting ethical practices and eco-friendly materials. They push against the norm of disposable fashion by offering durable, long-lasting products designed to withstand harsh conditions. Their positioning is functional, emphasizing product performance and environmental responsibility to resonate with consumers who value both. # Product The Stormbird is presented as a high-performance rain jacket designed for outdoor enthusiasts. The product features 20,000mm waterproofing, ensuring protection from heavy rain, and 15,000/m² breathability, allowing for moisture release during physical activity. It's made from 100% recycled PFAS-free fabric, highlighting its eco-friendly construction. The ad positions the Stormbird as "The Best Rain Jacket We've Ever Made", conveying a USP of superior quality and innovation. Its use occasions include outdoor adventures in wet weather, addressing the purchase barrier of needing reliable rain protection during outdoor activities. # Visual style The ad has a rugged, outdoorsy aesthetic with a focus on natural elements and muted colors. The production quality appears to be high, with a well-composed shot that emphasizes the product's durability and functionality in a natural environment. The image treatment includes color grading to enhance the moody atmosphere and create a sense of adventure. The typography is clean and legible, integrated seamlessly into the design. This contrasts the clean typography with the ruggedness of the image which may help it stand out in a user's feed. # Hooks Headline: The Stormbird The Best Rain Jacket We've Ever Made # Funnel stage Middle of funnel (Consideration) # Pain points The ad appears to be solving the problem of inadequate rain protection when participating in outdoor activities. The fact that the jacket is "The Best Rain Jacket We've Ever Made" implies others don't stack up to the same level of protection. # Value propositions - High-performance rain protection with eco-friendly materials. - Sustainability combined with technical outerwear. # Benefits - Waterproof - Breathable - Recycled Fabric # Features - 20,000mm Waterproofing - 15,000/m² Breathability - 100% Recycled PFAS Free Fabric # Call to action None used. # Social proof - None used. # Point of view - Customer: The expression of joy suggests a positive personal experience while wearing the product. - Brand: The text details the jacket’s features, materials, and overall quality. # Storyline - The image opens with a man, presumably in nature and caught in the rain, grinning broadly, conveying a sense of joy and satisfaction despite the weather. The viewer is experiencing this beat from the customer's point of view. This introduction sets a positive tone and suggests that the product enhances outdoor experiences. - The ad then highlights specific features of the Stormbird rain jacket, such as its 20,000mm waterproofing, 15,000/m² breathability, and 100% recycled PFAS-free fabric, from the brand's perspective. These details are designed to build confidence in the product's functionality and eco-friendliness. - The advertisement ends by reinforcing the superior quality of the jacket by asserting that it is "The Best Rain Jacket We've Ever Made", which is stated from the brand's point of view. This final claim aims to leave a lasting impression of excellence and reliability.

# Ad summary This ad promotes the Stormbird jacket by Finisterre, highlighting its eco-friendly materials and high performance. The ad emphasizes the brand's commitment to sustainability by ditching toxic chemicals and using recycled materials. It showcases the jacket's development process, its waterproof capabilities, and its suitability for various outdoor activities. # Brand positioning Finisterre is presented as an environmentally conscious brand that prioritizes sustainability and high performance in its outdoor apparel. The brand positions itself against the industry norm of using plastic fabrics and harsh chemicals in waterproof gear, emphasizing its commitment to reducing environmental impact. Finisterre aligns with values of environmental responsibility and outdoor adventure, appealing to consumers who seek functional and eco-friendly products. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, sustainable outdoor gear that doesn't compromise on performance. # Product The Stormbird jacket is a three-layer waterproof jacket designed for high performance in various weather conditions. It is made with recycled materials and without nasty fluorocarbons, emphasizing its eco-friendly construction. The jacket is presented as the best waterproof the brand has ever made, suitable for whatever the weather throws at you. It is the result of five years of development, multiple awards, and feedback from thousands of happy customers. The jacket is designed for outdoor enthusiasts who need reliable protection from the elements while minimizing their environmental footprint. # Visual style The ad has a polished, commercial aesthetic with a blend of studio-lit shots and natural outdoor footage. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The production quality is high-end, supporting the brand's image of quality and performance. The pacing is consistent throughout the ad, maintaining a steady rhythm that keeps the viewer's attention. # Hooks Spoken: 00:00–00:05 Most waterproofs rely on plastic fabrics and harsh chemicals, which can have a huge impact on the environment. Text overlay: 00:00–00:01 Most waterproofs / 00:01–00:02 plastic fabrics / 00:02–00:03 harsh chemicals / 00:03–00:05 a huge impact on the environment. Visual: 00:00–00:01 Close-up shot of water droplets on a dark, textured fabric. The lighting is dim, creating a somber mood. Text overlay: "Most waterproofs". / 00:01–00:02 Extreme close-up of white bubbles rapidly moving and colliding against a black background. Text overlay: "plastic fabrics". / 00:02–00:03 Close-up of a machine with needle-like objects pressing down on a dark surface. The lighting is stark, highlighting the mechanical process. Text overlay: "harsh chemicals". / 00:03–00:05 Silhouette of two people standing on a rocky cliff overlooking a turbulent ocean. The sky is overcast, and the waves are crashing against the rocks. Text overlay: "a huge impact on the environment." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the environmental impact of traditional waterproof materials, which rely on plastic fabrics and harsh chemicals. # Value propositions - The Stormbird jacket delivers high performance while minimizing environmental impact through its use of recycled materials and avoidance of harmful chemicals. # Benefits - Highest performance - Environmentally friendly - Suitable for all weather conditions # Features - Three-layer waterproof - Recycled materials - No nasty fluorocarbons # Call to action None used. # Social proof - "Five years, multiple awards and thousands of happy customers later..." # Point of view - Brand 100% – The entire ad is told from the brand's perspective, highlighting their values, development process, and product features. # Storyline - 00:00–00:01 The ad opens with a close-up of water droplets on a dark fabric, setting a somber tone and introducing the problem of conventional waterproof materials. - 00:01–00:05 The ad highlights that most waterproofs rely on plastic fabrics and harsh chemicals, which have a huge impact on the environment. This is conveyed through visuals of chemical processes and industrial pollution, emphasizing the negative consequences. - 00:05–00:07 The brand states that they knew there had to be a better way, signaling a shift towards a solution-oriented approach. The visual shows two people standing on a cliff overlooking the ocean, suggesting a connection to nature and a desire for change. - 00:07–00:10 The ad transitions to the brand's origin story, stating that in 2018, they ditched toxic PFAS chemicals for good. This is shown through images of the brand's team working and contrasting images of industrial pollution, reinforcing their commitment to sustainability. - 00:10–00:17 The ad shows the brand experimenting with fabrics, fits, and finishes, waiting for the technology to catch up to what they wanted to achieve. This is conveyed through visuals of hands working with fabric, sketching designs, and taking notes, highlighting the development process. - 00:17–00:25 The ad introduces the result: the Stormbird jacket, a three-layer waterproof that delivers the brand's highest performance with recycled materials and no nasty fluorocarbons. This is shown through a technical drawing of the jacket, followed by a shot of the actual product in various colors. - 00:25–00:34 The ad showcases the jacket in action, with people wearing it in various outdoor settings and weather conditions. This is conveyed through visuals of people hiking, climbing, and enjoying nature, emphasizing the jacket's versatility and durability.

# Ad summary An ad featuring a person wearing a jacket with a hood up and sitting outdoors among rocks in the rain. Text highlights that the jacket has been rated "Best Buy" by The Independent, and lists the jacket's waterproofing and breathability specs. # Brand positioning The brand presents itself as a high-performance outdoor apparel company, emphasizing quality and sustainability. By highlighting the jacket's technical specifications (waterproofing, breathability) and the use of recycled materials, the brand appeals to consumers who value both functionality and environmental responsibility. The "Best Buy" endorsement from The Independent positions the brand as a reliable and trustworthy option in a competitive market, which assures customers of the product's quality and value. # Product The advertised product is "The Stormbird" jacket. It is designed for outdoor use and weather protection. The jacket boasts a 20,000mm waterproofing rating, indicating its ability to withstand heavy rain. The 15,000/m² breathability rating suggests the jacket allows moisture to escape, preventing overheating during activity. The jacket is made from 100% recycled PFAS Free Fabric, promoting environmental friendliness and eliminating potentially harmful chemicals. The ad focuses on the jacket's technical performance and eco-friendly construction, emphasizing its suitability for outdoor activities in wet conditions. # Visual style The ad has a natural, outdoorsy aesthetic with a focus on conveying a sense of ruggedness and weather resistance. The shot is professionally composed, with the model and product clearly in focus. The image has a slightly desaturated color grade that leans cool, emphasizing the damp and overcast conditions. The typography is clean and modern, integrated seamlessly with the visuals without being intrusive. # Hooks Headline: The Best Waterproof We've Ever Made # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of staying dry and comfortable in wet outdoor conditions, which many people face when hiking, camping, or simply being out in the rain. The ad highlights the discomfort and inconvenience caused by rain. # Value propositions - 20,000mm Waterproofing - 15,000/m² Breathability - 100% Recycled PFAS Free Fabric - Best Waterproof # Benefits - Waterproof - Breathability - 100% Recycled PFAS Free Fabric # Features - 20,000mm Waterproofing - 15,000/m² Breathability - 100% Recycled PFAS Free Fabric # Call to action None used. # Social proof - "BEST BUY INDY/BEST INDEPENDENT" # Point of view - External source: The "BEST BUY INDY/BEST INDEPENDENT" logo indicates an award or endorsement from an external publication, lending credibility to the product. # Storyline - The Independent is telling the viewer that the advertised jacket is the "BEST BUY". This is included to help the product gain trust and credibility with the viewer. - The brand is telling the viewer that they make 'The Best Waterproof We've Ever Made'. This is intended to capture the viewer's attention and build excitement for the product. - The brand then lists the waterproofing and breathability stats as well as the fact that the jacket is made from 100% Recycled PFAS Free Fabric. This is intended to provide proof points that showcase the product's features and benefits.

# Ad summary This ad promotes Finisterre's Kaia Yulex swimsuit. It features a group of people happily running into the ocean to swim in the cold water while wearing the brand's swimsuit. The ad highlights that the swimsuit is made with natural rubber and is warm, flexible, and comfortable for the user. # Brand positioning Finisterre is presented as a brand that promotes a love for the ocean, encouraging people to enjoy it all year round, regardless of the temperature. The brand aligns with values of sustainability by using natural rubber in their products. They aim to be functional by providing warm and comfortable gear that allows customers to pursue their ocean-based passions. # Product The advertised product is Finisterre's Kaia Yulex swimsuit. It is a wetsuit-style swimsuit made from YULEX natural rubber from hevea trees. The swimsuit is designed to be warm, flexible, and comfortable, allowing the wearer to enjoy the ocean all year round. It is for anyone who loves water activities and wants to stay comfortable in cold water. The material composition addresses the purchase barrier of traditional wetsuits not being sustainable. The ad presents the swimsuit as a practical solution for enjoying water activities in colder temperatures. # Visual style The ad has a natural and authentic aesthetic, resembling UGC. The editing style involves quick cuts between shots. The production quality is high, with clear visuals and natural lighting, creating a polished yet relatable feel. The pacing is fast, with several cuts per minute. The visuals of people swimming in cold water are timed to the upbeat music. # Hooks Spoken: 00:00-00:02 It's never too cold with the right kit. Text overlay: It's Never Too Cold / With The Right Kit / KAIA YULEX® SWIMSUIT Visual: 00:00–00:02 A woman with fair skin, short curly brown hair, wearing a two-toned wetsuit-style swimsuit with a front zipper stands barefoot on a sandy beach, with waves washing around her feet. She looks to her right. The sky is light blue, and the ocean is a darker blue. The camera is stationary at eye level. # Funnel stage Top of funnel (Awareness) # Pain points The pain point addressed is the limited ability to enjoy water activities in colder temperatures due to discomfort and cold. The ad aims to solve this by offering a swimsuit that keeps the wearer warm and comfortable. # Value propositions - The swimsuit's use of YULEX natural rubber allows you to enjoy the ocean all year round. - The natural rubber material means the swimsuit is warm, flexible, and comfortable. # Benefits - Enjoy the ocean all year round - Warm, flexible & comfortable # Features - YULEX natural rubber - Made with natural rubber from hevea trees # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of someone who enjoys water activities and is showcasing the comfort and functionality of the swimsuit. # Storyline - 00:00–00:02 A woman stands on the beach as waves roll in, establishing the setting and introducing the brand's apparel. - 00:02–00:05 00:02–00:05 A group of people run towards the ocean and into the water, creating a sense of fun and spontaneity. This shows that they feel comfortable swimming in the ocean. - 00:05–00:06 00:05–00:06 The woman who was previously on the beach walks towards the camera in the water, showcasing the swimsuit's design and fit. - 00:06–00:08 00:06–00:08 The group swims and splashes in the waves, emphasizing their comfort in the water. The ad conveys that they are enjoying themselves in the water. - 00:08–00:13 00:08–00:13 The woman, now wet, stands on the beach and looks out to the ocean, as product details are displayed on screen. This reinforces the brand's focus and care for the ocean and its customers. - 00:13–00:15 00:13–00:15 The woman smiles and holds up a blue and black towel, ending with the brand name on screen, and promoting the lifestyle it encourages.

# Ad summary This ad promotes the Barents jumper by Finisterre. The ad features a male model wearing and walking around in the Barents jumper in front of a coastal landscape. He states that the jumper is Finisterre's best-selling jumper of all time and is a true fisherman's knit that is not too chunky but still provides warmth. He concludes that the jumper is soft, warm, and built to last for years. # Brand positioning Finisterre presents itself as a brand focused on quality, durability, and timeless style, emphasizing that their products are built to last. The brand aligns with a lifestyle of outdoor adventures and exploration, suggesting their apparel is made for longevity and comfort. Rather than following the fast-fashion trend, Finisterre leans into classic design, resisting overly trendy styles. # Product The advertised product is the Barents jumper, a brown knit sweater by Finisterre. The ad identifies it as the brand's best-selling jumper of all time, highlighting its popularity and reliability. It's described as a true fisherman's knit, indicating a heritage design that is warm but not excessively bulky. The jumper is positioned as a comfortable and durable item suitable for everyday wear and outdoor adventures. # Visual style The ad has a UGC feel due to the outdoor setting and natural lighting. The cuts are quick, keeping a moderate pace throughout the ad. The production quality is polished, maintaining a clean and professional look. # Hooks Spoken: 00:00–00:04 They say buy well, buy once and the Barents jumper has proved that for me. Text overlay: 00:00 / buy once (Captions) / jumper has proved that for me. (Captions) Visual: 00:00–00:01 A man with dark hair, a beard, and a white t-shirt stands on a grassy hillside in front of a body of water. He is wearing a brown knit sweater and pulls it over his head. / 00:01–00:03 The man, now wearing the brown knit sweater, stands on a grassy hillside in front of a body of water and gestures with his hands as he speaks. / 00:03–00:04 The man wearing the brown knit sweater and dark pants, walks through a grassy field. The background is blurred. # Funnel stage Middle of funnel (Consideration) # Pain points The ad does not clearly show a customer pain point. # Value propositions - The Barents is Finisterre's bestselling jumper of all time # Benefits - Provides a ton of warmth - Keeps you comfortable on your adventures - A piece you'll find yourself reaching for again and again # Features - True fisherman's knit - Not too chunky - Soft - Warm - Built to last for years # Call to action None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer who is giving a product testimonial. # Storyline - 00:00–00:03 00:00–00:03 A man standing outdoors near a body of water removes a brown knit sweater that he is wearing and puts it back on while stating that buying well and buying once is a worthwhile practice. - 00:03–00:06 00:03–00:06 The man walks through a grassy field while speaking about the Barents jumper. This communicates the brand's perspective on the specific item being advertised. - 00:06–00:09 00:06–00:09 The camera zooms in on the chest of the sweater in order to highlight the Finisterre brand label. This is intended to showcase brand recognition and attention to detail. - 00:09–00:14 00:09–00:14 As the man walks along a jagged coastline, the voiceover describes the features and benefits of the Barents jumper. This communicates the product's value in the context of an outdoor lifestyle. - 00:14–00:17 00:14–00:17 The man sits on a rock near the water and smiles, reinforcing the idea that the Barents jumper is a reliable and comfortable choice for various outdoor activities.

# Ad summary This ad showcases the features of a Finisterre jacket, highlighting its recycled materials, waterproof rating, and lack of PFAS chemicals. # Brand positioning Finisterre is presented as a brand committed to sustainability and performance. The ad emphasizes the use of recycled materials and the absence of harmful chemicals, positioning the brand as environmentally conscious. The brand also highlights the high waterproof rating of its products, suggesting a focus on quality and functionality for outdoor activities. This positions Finisterre as a brand that appeals to consumers who value both environmental responsibility and high-performance outdoor gear. # Product The featured product is a Finisterre waterproof jacket, designed for outdoor performance. The jacket is made from 100% recycled materials and is PFAS-free, ensuring waterproofing without the use of harmful chemicals. It boasts a 20k HH waterproof rating, indicating a high level of water resistance. The jacket is shown layered over a black quilted vest and an orange long-sleeved shirt, suggesting versatility for different weather conditions. The ad highlights the jacket's eco-friendly construction and high waterproof performance, appealing to consumers seeking sustainable and reliable outdoor apparel. # Visual style The ad features a clean, product-focused visual style with a flatlay arrangement. The lighting is soft and natural, highlighting the textures and colors of the jacket and its components. The use of simple text overlays and a neutral background creates a straightforward and informative presentation, emphasizing the jacket's features and benefits. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concern of using harmful chemicals in waterproofing, as highlighted by the "PFAS Free" claim, which promises "Waterproofing without forever chemicals." # Value propositions - 100% Recycled: Eco-friendly materials for sustainable performance. - PFAS Free: Safe waterproofing without harmful chemicals. - 20k HH: High waterproof rating for reliable protection in wet conditions. # Benefits - Responsibly made performance fabrics. - Waterproofing without forever chemicals. - Our highest waterproof rating, # Features - 100% Recycled - PFAS Free - 20k HH (Our highest waterproof rating) # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, with the brand showcasing the features and benefits of its jacket. # Storyline - The ad opens with a full shot of the Finisterre jacket, layered over a vest and shirt, to showcase the product's design and versatility. The brand is telling the audience that the jacket is suitable for various weather conditions and layering options. - Next, the ad highlights the jacket's key features with text overlays, such as "100% Recycled," "PFAS Free," and "20k HH," to emphasize its eco-friendly materials and high waterproof rating. The brand is telling the audience that the jacket is both sustainable and high-performing. - The ad concludes with a focus on the jacket's waterproof capabilities and ethical construction, reinforcing the brand's commitment to sustainability and quality. The brand is telling the audience that they can trust the jacket to perform well while also supporting environmentally responsible practices.

# Ad summary This ad showcases the Basset Flannel Lined Jacket from Finisterre, highlighting its key features such as a hidden back pocket, warm flannel lining, and hard-wearing design. The ad targets consumers looking for durable and functional outerwear. # Brand positioning Finisterre is presented as a brand focused on durable, functional outerwear designed for outdoor activities. The brand emphasizes quality and practicality, with features like hidden pockets and warm linings suggesting a focus on utility and preparedness for various weather conditions. The brand positions itself as a provider of reliable and long-lasting apparel for individuals who value performance and resilience in their clothing choices. # Product The advertised product is the Basset Flannel Lined Jacket from Finisterre. It is a navy blue jacket featuring a flannel lining for warmth and a hard-wearing design for durability. The jacket includes a hidden back pocket, adding a functional element for storage. The flannel lining is visible along the jacket's opening and collar, indicating its presence throughout the interior. The jacket is presented as a practical and robust outerwear option, suitable for individuals seeking a reliable and long-lasting garment. # Visual style The ad features a clean and straightforward visual style with a focus on product details. The production quality appears to be studio-shot with neutral lighting and a simple background. The layout is divided into sections to highlight different features of the jacket. The typography is clean and legible, and the overall aesthetic is functional and practical. # Hooks Headline: THE BASSET FLANNEL LINED JACKET # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the need for durable and functional outerwear that can withstand various conditions and provide practical features for everyday use. The lack of secure storage and insufficient warmth in typical jackets are implied frustrations. # Value propositions - The hidden back pocket offers secure and discreet storage. - The warm flannel lining provides added comfort and insulation. - The hard-wearing design ensures the jacket can withstand regular use and last longer. # Benefits - Convenient storage - Warmth and comfort - Durability and longevity # Features - HIDDEN BACK POCKET - WARM FLANNEL LINING - HARD-WEARING DESIGN # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product's features and benefits to potential customers. # Storyline - The ad begins by showcasing a man wearing the Basset Flannel Lined Jacket, presenting the overall look and fit of the garment. This is intended to give the audience a sense of the jacket's style and how it appears when worn, from the brand's perspective. - The ad then transitions to close-up shots highlighting specific features of the jacket: a hidden back pocket, warm flannel lining, and hard-wearing design. This is intended to inform the audience about the jacket's functional benefits and unique selling points, from the brand's perspective. - The ad concludes by reinforcing the jacket's name and key attributes, solidifying its identity and value proposition in the viewer's mind. This is intended to leave a lasting impression and encourage consideration or purchase, from the brand's perspective.

# Ad summary This ad showcases Finisterre's collection of women's trousers. The ad features a variety of styles and colors, highlighting the versatility and style of the trousers. The ad uses a slideshow format with text overlays to identify each style. # Brand positioning Finisterre is presented as a brand that offers stylish and versatile women's trousers. The brand aligns with a lifestyle that appreciates both fashion and functionality. The brand's positioning is functional, focusing on the design and style of the trousers, while also promoting a sense of effortless style and adaptability. # Product The ad features a collection of women's trousers from Finisterre. The trousers come in various styles, including the Croft Barrel-Leg Trousers and Yarrel High-Waisted Trousers. The Croft Barrel-Leg Trousers are shown in different colors and worn in casual settings. The Yarrel High-Waisted Trousers are presented as a stylish option that can be dressed up or down. The ad emphasizes the versatility and style of the trousers, suggesting they are suitable for various occasions and personal styles. The ad aims to convince viewers that these trousers are worth trying or buying due to their fashionable design and adaptability. # Visual style The ad has a natural and casual aesthetic, with a mix of polished shots and user-generated content (UGC) feel. The editing style includes quick cuts and static shots, creating a dynamic yet simple presentation. The production quality is a hybrid of polished commercial and UGC, supporting a tone that is both aspirational and relatable. The pacing is moderate, with consistent cuts that keep the viewer engaged. # Hooks Text overlay: 00:00–00:01: finisterre / 00:00–00:01: Meet our Bestselling Women's Trousers Visual: 00:00–00:01: A woman in a denim jacket and dark blue jeans leans against a vintage motorcycle. The background is a textured wall. The text "finisterre" appears in a black box, followed by "Meet our Bestselling Women's Trousers" in white text. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Bestselling women's trousers - High-waisted design for a flattering fit # Benefits - Stylish design - Versatile for various occasions # Features - Croft Barrel-Leg Trousers - Yarrel High-Waisted Trousers # Call to action Discover the Collection # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing its products and encouraging viewers to explore the collection. # Storyline - 00:00–00:01 The ad opens with a close-up shot of a woman wearing Finisterre trousers while leaning against a motorcycle. - 00:00–00:01 The message is to introduce the brand and the product in a stylish and edgy way. The perspective is from the brand, showcasing the product in a visually appealing context. The tone is cool and fashionable. - 00:01–00:10 The ad transitions to a series of quick shots featuring different styles of Finisterre trousers being worn in various outdoor settings. - 00:01–00:10 The message is to showcase the versatility and style of the trousers. The perspective is from the brand, highlighting the product in different use cases. The tone is casual and aspirational. - 00:10–00:14 The ad concludes with a call to action to discover the collection. - 00:10–00:14 The message is to encourage viewers to explore the brand's full range of trousers. The perspective is from the brand, directly addressing the audience. The tone is inviting and promotional.

# Ad summary This ad showcases the Lapwing Jacket from Finisterre, highlighting its smart insulation and stylish design. The ad features a man wearing the jacket in an outdoor setting, emphasizing the brand's connection to nature and sustainable practices. # Brand positioning Finisterre is presented as a brand deeply rooted in sustainability and connection with nature. The brand aims to occupy the space of high-quality, ethically produced outdoor apparel. The values promoted are environmental responsibility, durability, and timeless style. Finisterre pushes against the fast-fashion norms by focusing on creating long-lasting products with minimal environmental impact. The brand positioning is both functional, emphasizing the performance of their products, and emotional, aligning with a lifestyle of outdoor exploration and environmental consciousness. # Product The featured product is the Lapwing Jacket, designed with smart insulation for optimal warmth and comfort. The jacket is presented as a versatile outerwear piece suitable for outdoor activities and everyday wear. It features a quilted design, button closures, and a bomber jacket style. The jacket is shown being worn in a natural, rugged environment, suggesting its durability and suitability for outdoor use. The ad addresses the purchase barrier of needing a reliable and stylish jacket for varying weather conditions. # Visual style The ad has a natural and rugged visual aesthetic, with a focus on showcasing the product in an outdoor setting. The production quality appears to be high, with professional photography and attention to detail. The image treatment includes muted colors and soft lighting, creating a sense of authenticity and connection to nature. The typography is clean and legible, complementing the overall design. The style contrasts with overly polished or artificial aesthetics, emphasizing the brand's commitment to sustainability and real-world performance. # Hooks Headline: Smart Insulation # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Smart Insulation # Benefits - Smart Insulation # Features - Smart Insulation # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its features in a visually appealing way. # Storyline - The ad opens with a man wearing the Lapwing Jacket in a natural outdoor setting. This is intended to showcase the jacket's style and suitability for outdoor activities from the brand's perspective. - The text "Smart Insulation" appears next to the jacket. This highlights a key feature of the jacket from the brand's perspective. - The text "THE LAPWING JACKET" is displayed near the bottom of the image. This identifies the specific product being advertised from the brand's perspective.

# Ad summary This ad showcases Finisterre's bestselling Barents Jumper, highlighting its popularity through a star rating and a direct call to action to shop. # Brand positioning Finisterre is presented as a brand deeply connected to the sea and outdoor adventures, catering to individuals who value sustainability and quality in their clothing. The brand positions itself as a provider of functional and durable apparel designed for outdoor activities, particularly surfing and coastal exploration. The brand's alignment with nature and adventure suggests a target audience that appreciates ethical and environmentally conscious products. The brand seems to ignore fast fashion trends, focusing instead on timeless designs and durable materials. # Product The Barents Jumper is a bestselling knit sweater designed for outdoor wear. The ad highlights its popularity and implies its suitability for active lifestyles. The jumper appears to be made from a thick, textured knit, suggesting warmth and durability. The ad does not explicitly state the materials or features of the jumper, but the visual presentation emphasizes its quality and versatility for outdoor activities. The ad addresses the purchase barrier of uncertainty by highlighting the product's popularity and positive reception. # Visual style The ad has a natural and authentic visual style, with a focus on showcasing the product in an outdoor setting. The production quality appears to be high, with clear and well-lit imagery. The image treatment includes subtle color grading to enhance the natural tones and create a cohesive look. The typography is clean and legible, with a focus on readability. The overall style is designed to be scannable and engaging in a social media feed. # Hooks Headline: OUR BESTSELLING BARENTS JUMPER # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Bestselling jumper # Call to action None used. # Social proof - The ad highlights the Barents Jumper as the brand's bestselling item, using a star rating to reinforce its popularity and positive reception. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and encouraging viewers to make a purchase. # Storyline - The ad opens with a man wearing the Barents Jumper in an outdoor setting, possibly near the coast. This establishes the product's connection to nature and adventure, setting the scene for its intended use. The perspective is from the brand, showcasing the product in its element. - The ad highlights the Barents Jumper as the brand's bestselling item, using a star rating to reinforce its popularity and positive reception. This builds trust and credibility, encouraging viewers to consider the product. The perspective is from the brand, promoting the product's success. - The ad includes a call to action to shop the product, prompting viewers to take the next step and make a purchase. This drives conversion and encourages immediate action. The perspective is from the brand, guiding the viewer towards a purchase.

# Ad summary This ad for the Firecrest Jacket by Finisterre showcases the product through a series of flat lay shots. The camera pans over a jacket, along with props that are applicable to different situations where the jacket could be worn. Text on-screen calls out each of these. # Brand positioning Finisterre is presented as a brand that creates versatile, outdoor-ready apparel, suitable for a range of activities from trail days to city nights to wild adventures. The brand emphasizes adaptability, suggesting its products are designed to seamlessly transition between different environments and lifestyles. Finisterre aligns with values of exploration and preparedness, positioning itself as a provider of reliable gear that supports customers in pursuing diverse experiences, while possibly ignoring trends with core focus on utility and durability. The brand positioning seems to be functional, focusing on the jacket's ability to perform in varied conditions. # Product The Firecrest Jacket is a versatile outerwear piece from Finisterre, designed for various activities and environments. It is showcased through a series of flat lay shots, highlighting its adaptability to different settings. The jacket appears to be lightweight and quilted. No specific details are given about the materials or features, but it is implied that it is suitable for both outdoor adventures and urban settings. The jacket is presented as a solution for those seeking a single outerwear option that can handle diverse activities, making it a practical choice for individuals with varied lifestyles. # Visual style The ad has a clean, minimalist aesthetic with a focus on showcasing the product in a straightforward manner. The editing style is simple, with slow panning shots and smooth transitions. The production quality appears polished, with attention to detail in the product presentation. The pacing is slow and steady. # Hooks Text overlay: 00:00–00:02: Built for Trail Days / 00:00–00:06: THE FIRECREST JACKET Visual: 00:00–00:02: Overhead shot of a light green quilted jacket laid flat on a concrete surface. A small black and brown bag is attached to the jacket with a carabiner. The jacket is slightly unzipped to reveal a light pink inner lining. The Finisterre logo is in the upper right corner. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Firecrest Jacket is versatile enough to use for any occasion # Benefits - Suitable for trail days - Suitable for city nights - Suitable for wild adventures # Features - Versatile jacket - Lightweight - Quilted # 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 their product. # Storyline - 00:00–00:02 The ad opens with a flat lay shot of the Firecrest Jacket laid on a concrete surface with a small bag attached to it with a carabiner. - 00:02–00:04 The view pans over to a baseball hat and water bottle next to the jacket. - 00:04–00:06 The view pans again to a water bottle and baseball cap of different colors next to the jacket.

# Ad summary This ad showcases the Lapwing Insulated Jacket from Finisterre, emphasizing its blend of style and substance. The ad features a woman wearing the jacket in an outdoor setting, highlighting its design and functionality through various close-up shots. # Brand positioning Finisterre is presented as a brand that values both style and substance, catering to individuals who appreciate functional and fashionable outerwear. The brand aligns with a lifestyle that embraces outdoor adventures while maintaining a sense of contemporary style. Finisterre positions itself as a provider of high-quality, insulated jackets that meet the demands of both urban and natural environments, appealing to consumers who seek versatile and reliable clothing. # Product The Lapwing Insulated Jacket is a stylish and functional outerwear piece designed for individuals who value both fashion and practicality. The jacket features a quilted design, button-up front, and a collared neckline. It is made from a durable, insulated material that provides warmth and protection from the elements. The jacket is suitable for various occasions, from casual outings to outdoor adventures. The ad emphasizes the jacket's ability to blend seamlessly into different environments, making it a versatile addition to any wardrobe. The Lapwing Insulated Jacket is presented as a reliable and stylish choice for those seeking a balance between fashion and function. # Visual style The ad features a clean and minimalist visual style, with a focus on natural lighting and muted colors. The overall aesthetic is modern and sophisticated, reflecting the brand's commitment to quality and style. The use of close-up shots and blurred backgrounds helps to draw attention to the product and create a sense of depth and dimension. # Hooks Headline: STYLE MEETS SUBSTANCE # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Lapwing Insulated Jacket offers a blend of style and substance, providing both aesthetic appeal and practical functionality. # Benefits - Stylish - Functional - Warm - Durable # Features - Insulated jacket - Quilted design - Button-up front - Collared neckline # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the Lapwing Insulated Jacket and emphasizing its blend of style and substance. # Storyline - The ad opens with a close-up of a woman wearing the Lapwing Insulated Jacket in an outdoor setting, immediately establishing the product's connection to nature and adventure. This is from the brand's perspective, showcasing the jacket in its intended environment. - The ad then transitions to a series of close-up shots that highlight the jacket's design details, such as the quilted pattern, button-up front, and collared neckline. This is from the brand's perspective, emphasizing the jacket's aesthetic appeal and functional features. - The ad concludes with a tagline that reinforces the jacket's blend of style and substance, solidifying the brand's message and value proposition. This is from the brand's perspective, summarizing the key benefits of the product.

# Ad summary This ad showcases Finisterre's range of waterproof jackets, highlighting the Rainbird, Skybird, and Stormbird models. The ad emphasizes the jackets' features, such as being lightweight, packable, sturdy, and advanced, catering to various weather conditions and activities. It encourages viewers to shop the range now. # Brand positioning Finisterre is presented as a brand that offers high-quality, durable, and technically advanced waterproof jackets designed for outdoor enthusiasts and everyday wear. The brand emphasizes functionality and reliability, positioning itself as a provider of solutions for various weather conditions. Finisterre aligns with a lifestyle of exploration and adventure, promoting values of preparedness and protection from the elements. The brand ignores fast fashion trends, focusing instead on creating long-lasting, dependable products. The brand positioning is both functional (performance, protection) and emotional (confidence, preparedness). # Product The ad features three waterproof jackets: the Rainbird, Skybird, and Stormbird. The Rainbird is described as the lightest and most packable waterproof jacket, ideal for on-the-go adventures and light rain or short showers. The Skybird is a midweight waterproof jacket offering sturdy, reliable protection in steady rain and sudden downpours, with a slightly longer body for increased coverage. The Stormbird is the most advanced technical waterproof shell, designed to keep you dry in the worst weather conditions. All three jackets are presented as solutions for staying dry and comfortable in various outdoor activities and weather scenarios. The ad highlights the jackets' ability to provide protection and coverage, addressing the purchase barrier of uncertainty about weather conditions. # Visual style The ad has a polished, commercial aesthetic with natural lighting and outdoor settings. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The production quality is high, supporting the intended tone of reliability and adventure. The pacing is consistent, maintaining a steady rhythm throughout the ad. The cuts and product actions are timed to the voiceover lines, enhancing the audio-visual sync. # Hooks Spoken: 00:00–00:04 Want to find the perfect waterproof jacket? With so many options, it can be hard to know which way to go. Text overlay: 00:00–00:02 Want to find the perfect / 00:00–00:04 finisterre / 00:01–00:02 waterproof jacket? / 00:02–00:03 With so many options, / 00:03–00:04 it can be hard to know which way to go. Visual: 00:00–00:01 A man with curly brown hair and a beanie adjusts the hood of a light blue waterproof jacket. The background is blurred, suggesting an outdoor setting. The camera is at eye level, with a slight zoom. Text overlay: "Want to find the perfect" and the brand name "finisterre" in a black box. / 00:01–00:02 Close-up of the same man's face as water splashes against it. He is wearing a black waterproof jacket. The background is a blurred, light sky. Text overlay: "waterproof jacket?" and the brand name "finisterre" in a black box. / 00:02–00:03 The man is now wearing a tan waterproof jacket and zips it up. The background is a rocky, coastal landscape. Text overlay: "With so many options," and the brand name "finisterre" in a black box. / 00:03–00:04 The man is wearing a blue waterproof jacket and zips it up. The background is a grassy hill with a cloudy sky. Text overlay: "it can be hard to know which way to go." and the brand name "finisterre" in a black box. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of having too many options when trying to find the perfect waterproof jacket, making it difficult to know which way to go. "With so many options, it can be hard to know which way to go." # Value propositions - The Rainbird is ideal for on-the-go adventures due to its lightweight and packable design. - The Skybird offers sturdy, reliable protection in steady rain and sudden downpours, making it suitable for various weather conditions. - The Stormbird is the most advanced technical waterproof shell, ensuring you stay dry in the worst weather. # Benefits - Keeps you dry in light rain and short showers (Rainbird) - Provides sturdy, reliable protection in steady rain and sudden downpours (Skybird) - Offers increased coverage (Skybird) - Keeps you dry in the worst weather can throw at you (Stormbird) # Features - Lightest and most packable waterproof jacket (Rainbird) - Sturdy, reliable protection in steady rain and sudden downpours (Skybird) - Slightly longer body for increased coverage (Skybird) - Most advanced technical waterproof shell (Stormbird) # Call to action Shop the range now. # Point of view - Brand 100% – The entire video is told from the official voice of the brand, showcasing product features and benefits. # Storyline - 00:00–00:04 00:00–00:04 The ad opens with a question about finding the perfect waterproof jacket, acknowledging the overwhelming number of options available. The intention is to grab the viewer's attention by addressing a common problem and setting up the brand as a solution provider. The perspective is from the brand, speaking directly to the audience in a conversational tone. - 00:04–00:07 00:04–00:07 The narrator introduces a breakdown of Finisterre's bestselling waterproofs, aiming to help viewers make the right choice. This moment is a direct response to the initial question, positioning the brand as an expert and guide. The perspective remains from the brand, offering a solution-oriented approach. - 00:07–00:15 00:07–00:15 The ad introduces the Rainbird jacket as the lightest and most packable option, ideal for on-the-go adventures and light rain. The intention is to showcase the jacket's key features and benefits, highlighting its convenience and practicality. The perspective is from the brand, providing specific product details and use cases. - 00:15–00:23 00:15–00:23 The ad presents the Skybird jacket as a midweight option offering sturdy, reliable protection in steady rain and sudden downpours. The intention is to showcase the jacket's durability and coverage, appealing to those seeking more robust protection. The perspective is from the brand, emphasizing the jacket's performance in challenging conditions. - 00:23–00:30 00:23–00:30 The ad introduces the Stormbird jacket as the most advanced technical waterproof shell, designed for the worst weather conditions. The intention is to highlight the jacket's superior technology and ability to withstand extreme weather. The perspective is from the brand, positioning the jacket as a top-tier option for serious adventurers. - 00:30–00:34 00:30–00:34 The ad concludes by stating that the Stormbird has you covered for both exploring the wild and everyday wear, encouraging viewers to shop the range now. This moment summarizes the brand's offerings and provides a clear call to action. The perspective is from the brand, reinforcing its value proposition and driving sales.

# Ad summary This ad features a man wearing the Barents Jumper from Finisterre. The ad highlights the product's popularity with a 'Our Bestselling' label and a five-star rating. # Brand positioning Finisterre is presented as a brand focused on providing high-quality, popular outdoor apparel. The brand is positioned as a provider of reliable and well-loved clothing, as indicated by the 'Our Bestselling' label and the five-star rating, suggesting customer satisfaction and trust. The brand aligns with a lifestyle of outdoor activities and adventure, appealing to consumers who value durable and comfortable clothing for their outdoor pursuits. The brand's positioning is both functional, offering a high-quality product, and emotional, fostering a sense of trust and reliability. # Product The Barents Jumper is a long-sleeved knit sweater. The sweater is shown being worn by a man sitting outdoors, suggesting it is suitable for outdoor activities. The ad highlights the product's popularity by labeling it as 'Our Bestselling' and giving it a five-star rating, indicating high customer satisfaction. The jumper appears to be made of a textured, natural-colored material, suggesting warmth and comfort. The ad addresses the purchase barrier of uncertainty by showcasing the product's proven popularity and high rating, encouraging potential buyers to trust its quality and value. # Visual style The ad has a natural, outdoor aesthetic with a focus on showcasing the product in a real-life setting. The production quality appears to be high, with clear and well-lit imagery. The image treatment includes subtle color grading to enhance the natural tones. The typography is clean and legible, integrated seamlessly into the design. The overall style is designed to be scannable and appealing in-feed, with a focus on authenticity and relatability. # Hooks Headline: OUR BESTSELLING BARENTS JUMPER # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The Barents Jumper is a popular and well-regarded product, as indicated by the 'Our Bestselling' label and five-star rating. # Benefits - Bestselling # Features - Barents Jumper # Call to action None used. # Social proof - Five-star rating # Point of view - Brand: The brand is presenting the product as their best-selling item, emphasizing its popularity and quality. - Customer: The five-star rating suggests a customer perspective, indicating high satisfaction with the product. # Storyline - The ad opens by showcasing a man wearing the Barents Jumper in an outdoor setting. This is intended to immediately capture the viewer's attention and establish the context of the product's use. The perspective is from the brand, highlighting the product in a natural environment. - The ad highlights the product's popularity by stating 'Our Bestselling Barents Jumper' and displaying a five-star rating. This is intended to build trust and credibility by showing that other customers have had positive experiences with the product. The perspective is from the brand, emphasizing the product's proven success. - The ad includes a button with the brand name 'finisterre'. This is intended to drive the viewer to take action and learn more about the product or make a purchase. The perspective is from the brand, guiding the viewer towards conversion.

# Ad summary A Finisterre ambassador reviews the Lapwing jacket, highlighting its packability and suitability for outdoor activities in British weather. # Brand positioning Finisterre is presented as a brand that caters to outdoor enthusiasts, particularly those who enjoy activities like surfing, hiking, and van life. The brand aligns with a lifestyle of adventure and exploration, emphasizing practicality and adaptability to unpredictable weather conditions. Finisterre positions itself as a reliable choice for individuals who prioritize functionality and durability in their clothing, making it suitable for everyday use, whether at home or on the go. The brand's association with ambassadors and product testing suggests a commitment to quality and performance. # Product The Finisterre Lapwing jacket is a versatile outerwear piece designed for outdoor use in variable weather conditions. It is presented as a go-to jacket for everyday activities, particularly in the typically British weather of North-East England. The jacket is lightweight and easily packable, making it convenient for travel and storage in small spaces like a van. Its design and materials are suitable for a range of activities, from coastal walks to surf sessions and skateboarding. The jacket is highlighted for its practicality and adaptability, making it an ideal choice for individuals who spend a lot of time outdoors and need a reliable layer that can be easily packed away when the weather brightens. # Visual style The ad has a natural, UGC-style aesthetic with handheld camera work and outdoor settings. The editing features quick cuts to showcase various activities and locations. The production quality is a hybrid of casual and polished, supporting the tone of authenticity and everyday use. The pacing is moderate, with cuts timed to match the rhythm of the voiceover. # Hooks Spoken: 00:00–00:03 I find myself reaching for this jacket almost every day. Text overlay: 00:00–00:02 I find myself reaching for this jacket / 00:02–00:04 almost every day. Visual: 00:00–00:01 A woman with long blonde hair, wearing a beige shirt and red pants, stands inside a van with the back doors open. She is putting on a navy blue puffer jacket. A surfboard is visible to the left. The background shows a grassy field, the ocean, and a clear blue sky. / 00:01–00:02 The woman, now wearing a light green t-shirt and black pants, stands outside the van on a grassy field. She takes the navy blue puffer jacket out of the van. The background shows a cloudy sky and a body of water. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of needing a reliable jacket for unpredictable weather conditions, as highlighted by the phrase "typically British weather." # Value propositions - Versatile jacket suitable for various outdoor activities and weather conditions - Packable design makes it convenient for travel and storage # Benefits - Perfect for when the weather brightens - Ideal for typically British weather # Features - Lightweight - Easily packs away # Call to action None used. # Social proof - "As a Finisterre Ambassador, I've been lucky enough to test several of their jackets and the Lapwing is probably my favourite." – Female 1 (Finisterre Ambassador) # Point of view - Customer 100% – The entire video is told from the perspective of a Finisterre ambassador, sharing her personal experiences and use cases for the Lapwing jacket. # Storyline - 00:00–00:02 00:00–00:02 The video opens with a woman inside a van, reaching for a jacket. This sets the stage for a personal testimonial about the featured product. - 00:02–00:07 00:02–00:07 The woman, identified as a Finisterre ambassador, walks along a rocky beach, stating that the Lapwing jacket is her favorite after testing several of their jackets. This establishes her credibility and introduces the product. - 00:07–00:12 00:07–00:12 The woman and a child are shown exploring tide pools, followed by them eating a meal outdoors. This illustrates the jacket's suitability for family outdoor activities in typical British weather. - 00:12–00:17 00:12–00:17 The video transitions to scenes of the woman and child traveling in a van, walking along the coast, and skateboarding. This showcases the jacket's versatility for various activities. - 00:17–00:22 00:17–00:22 The woman is shown surfing and sitting on a stone wall, emphasizing the jacket's use in early morning surf sessions and coffee breaks. This reinforces its practicality for outdoor lifestyles. - 00:22–00:25 00:22–00:25 The woman packs the jacket into a backpack and is later seen reading a magazine in the van. This highlights the jacket's packability and convenience for travel. - 00:25–00:28 00:25–00:28 The video concludes with a scenic shot of the coast, reinforcing the message that the jacket is always with her, whether at home or away. This emphasizes its reliability and versatility.