How Flakes Advertises on Meta

# Ad summary A woman discusses how her boyfriend's scalp has dandruff and flakey skin. She explains that this is actually fungus and that she got him Flakes shampoo and conditioner. She then shows the results after two weeks. # Brand positioning Flakes positions itself as a solution for treating dandruff caused by fungus, going beyond typical remedies that merely cover up the problem. With the claim of having twice the active ingredient to directly target and eliminate fungus, the brand differentiates itself by prioritizing effective treatment over superficial solutions. Furthermore, the inclusion of MCT oil in their conditioner underscores a commitment to scalp health by soothing rather than exacerbating the condition, as implied with competitor products. The brand is functional by providing effective anti-dandruff treatment and emotional by providing confidence. # Product Flakes offers a moisturizing conditioner and anti-dandruff shampoo designed to combat scalp fungus and dandruff. The anti-dandruff shampoo is formulated with twice the active ingredient compared to standard products, directly targeting and eliminating fungus rather than simply masking the issue. This shampoo provides an effective remedy for individuals struggling with persistent dandruff caused by fungal infections. The conditioner contains MCT oil, known for its soothing properties, effectively calming the scalp while preventing further fungal growth. Ideal for those seeking a solution to dandruff and fungal-related scalp issues, Flakes products address the discomfort and embarrassment associated with flaky scalps. # Visual style The ad uses a polished UGC style. It cuts between shots, and the pacing is consistent. The overall aesthetic has a casual tone. # Hooks Spoken: If your boyfriend's scalp looks like this, then you need to intervene immediately. Text overlay: If your boyfriend's scalp / looks like this / then you need to Visual: 00:00–00:01 The camera is at chest level, looking up slightly at a woman with long, dark hair, fair skin, and red nail polish. She's wearing a gray sweater and directly addresses the camera. Behind her is a man with fair skin, wearing a white sweatshirt. They are sitting on a brown couch in front of a window with white blinds. / 00:01–00:02 The camera looks down and gets a close-up shot of the man's head from behind. The background is out of focus. He has short brown hair that is covered in white flakes. / 00:02–00:03 The woman from the opening shot reappears with the man behind her. She continues speaking to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The woman is tired of looking "like I was caught in a blizzard every time I hugged this man." # Value propositions - 2x active ingredient that actually kills the fungus instead of just covering it up - Conditioner has MCT oil, which actually soothes the scalp instead of feeding the fungus like his old products were doing. # Benefits - kills the fungus instead of just covering it up - soothes the scalp # Features - 2x active ingredient - MCT oil # Call to action Click on the link and get yourself some FLAKES. # Social proof - None used. # Point of view - Customer 100% – This is communicated by the woman addressing the camera, describing the problem, and explaining what she did to fix it. # Storyline - 00:00–00:03 A woman directly addresses the camera while her boyfriend sits behind her. She asks the viewer if their boyfriend's scalp looks a certain way, suggesting that there is a problem that needs immediate attention. This serves to hook the viewer into the rest of the video. - 00:04–00:07 The woman then says that she was tired of looking like she was caught in a blizzard every time she hugged the man, conveying her frustration and embarrassment at dealing with dandruff. - 00:07–00:11 She touches her boyfriend's head, which is covered in dandruff, and says that she has to brush him off like a chalkboard every date night. This conveys the degree to which the dandruff is affecting them and her continued frustration with the issue. - 00:11–00:15 The woman says that it is really embarrassing, but her boyfriend disagrees. This dynamic helps create an environment of humor and provides a relatable moment that an audience can connect with. - 00:15–00:24 She dismisses his comment and says that they are going to address the issue and calls the flakes "fungus" that is "living on your head, eating your scalp oils." This works to shock the viewer. - 00:24–00:30 She explains that the "fungus eats head oils, it makes waste, and then bam! You have dandruff. And I was cuddling with fungus byproducts!" This serves to again shock the viewer about dandruff while also conveying her disgust. - 00:31–00:34 She says that she got him Flakes because she "refused to live like that anymore." She then holds a product in her hand, which is Flakes Anti-Dandruff Shampoo. This transitions to showing the product. - 00:34–00:45 She says that the product has "2x active ingredient that actually kills the fungus instead of just covering it up." She then says that "the conditioner has MCT oil, which actually soothes the scalp instead of feeding the fungus like his old products were doing." This builds trust and establishes the product's differentiators. - 00:45–00:48 The boyfriend says, "Yeah, cause no one told me" and she responds with, "Maybe you should listen." This builds on their dynamic and provides a moment of levity. - 00:48–00:55 The woman states that "two weeks later, he has a clean scalp, no flakes, and I can finally wear black around him again." She demonstrates a visual result by moving his head with her hand and showing the scalp to the camera. - 00:56–01:02 The woman says, "If you're tired of your man looking like he works from a flour mill then go ahead and click on the link and get yourself some FLAKES." This finishes with a CTA.

# Ad summary This ad promotes Flakes anti-dandruff shampoo and conditioner by demonstrating the product's effectiveness in reducing dandruff and making it possible to wear black clothing again. The ad features a woman who is tired of having to brush dandruff off of her boyfriend. She highlights that he has fungus on his head and that he has dandruff, then she introduces Flakes shampoo and conditioner and explains the benefits. She ends the ad by showing a before-and-after of her boyfriend with no dandruff, so that she can wear black clothing around him again. # Brand positioning Flakes is positioned as a solution for dandruff that is more effective than typical dandruff treatments. Unlike other brands that merely cover up dandruff, Flakes targets the root cause by killing the fungus. Their products are designed to allow customers to reclaim certain aspects of their lifestyle, such as wearing black clothing without embarrassment. # Product Flakes anti-dandruff shampoo and conditioner is designed to eliminate dandruff by targeting the fungus that causes it, rather than just covering it up. The shampoo contains twice the active ingredient to kill the fungus, while the conditioner contains MCT oil to soothe the scalp instead of feeding the fungus. The product is for anyone who suffers from dandruff and is embarrassed by it or finds that it interferes with their lifestyle. # Visual style The ad has a casual, UGC-style aesthetic, with natural lighting and a selfie-style camera angle. The editing is simple, with straightforward cuts between shots. The overall production quality suggests a homemade video, which aligns with the creator-style format and makes the ad feel more authentic. # Hooks Spoken: 00:00–00:02 If your boyfriend sheds more than your dog, listen up. Text overlay: 00:00–00:03 If your boyfriend sheds more than your dog Visual: 00:00–00:02 A woman's hand runs through a man's short brown hair as he sits on a brown couch in front of a window with blinds. Flakes of dandruff fall from his hair as she touches it. The camera is positioned closely, focusing on the man’s head. There is bright natural light. # Funnel stage Middle of funnel (Consideration) # Pain points The primary pain point is the embarrassment and inconvenience caused by dandruff, which is explicitly described as “really embarrassing.” The ad visually demonstrates the problem by showing dandruff flakes falling from the man’s hair and the woman brushing him off like a “chalkboard. # Value propositions - Double the active ingredient to eliminate fungus # Benefits - Kills the fungus instead of just covering it up - Soothes the scalp instead of feeding the fungus # Features - 2x active ingredient - Conditioner has MCT oil # Call to action Click on the link and get yourself some FLAKES. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the point of view of a customer of the product, a woman who is frustrated by her boyfriend's dandruff. # Storyline - 00:00–00:02 00:00–00:02 The ad opens on a close-up of a man's head as a woman's hand runs through his hair, causing white flakes to fall out. This is intended to capture attention by illustrating the problem of dandruff. - 00:02–00:06 00:02–00:06 The woman explains that she was tired of looking like she was caught in a blizzard every time she hugged her boyfriend. This describes her frustration with his dandruff problem. - 00:06–00:10 00:06–00:10 A close-up of the man's head shows the dandruff in his hair, while the woman states that she is constantly brushing him off like he is a chalkboard. This reinforces the extent of the problem. - 00:10–00:11 00:10–00:11 She then states that it was really embarrassing. This conveys the emotional impact of the problem. - 00:11–00:14 00:11–00:14 The man tries to reassure her, but she insists that they are addressing the problem. This conveys the tension in their relationship around the dandruff issue. - 00:14–00:19 00:14–00:19 The woman explains that the worst part is that her boyfriend doesn't just have dry skin, he has fungus. This reveals a surprising and slightly shocking cause of the dandruff, making the viewer curious. - 00:19–00:26 00:19–00:26 She emphasizes the fact that he has fungus living on his head, eating his scalp oils, and creating dandruff. This educates the viewer about the underlying cause of dandruff. - 00:26–00:30 00:26–00:30 She describes how she was cuddling with fungus byproducts, which she describes as disgusting. This emphasizes the grossness of the situation. - 00:30–00:33 00:30–00:33 She states that she got him Flakes because she refused to live like that anymore. This indicates that Flakes is the solution to her problem. - 00:33–00:43 00:33–00:43 The woman shows the products and explains that Flakes has double the active ingredient that kills the fungus and that the conditioner has MCT oil, which actually soothes the scalp instead of feeding the fungus. This details the benefits of using Flakes to treat dandruff. - 00:43–00:46 00:43–00:46 The man confirms that he never knew about the fungus. The woman then tells him that maybe he should listen to her. This demonstrates the value of using the product to stop being “disgusting”. - 00:46–00:55 00:46–00:55 Two weeks later, the woman shows her boyfriend’s clean scalp, stating that there are no flakes and that she can wear black again. This shows the positive outcome of using the product. - 00:55–01:01 00:55–01:01 The woman asks if you are tired of your man looking like he works from a flour mill, and then prompts the viewer to click the link and get some Flakes. This serves as the call to action, and reinforces the product benefit.

# Ad summary The ad features a woman who is tired of her boyfriend having dandruff, which she believes is fungus. She claims that she is constantly brushing him off, and she hates having to wear other colors besides black. The boyfriend doesn't think his dandruff is that bad but she purchased Flakes anti-dandruff shampoo for him and says that it has double the active ingredient to kill the fungus. # Brand positioning Flakes presents itself as a solution for dandruff caused by fungus, emphasizing its functionality by highlighting its active ingredients and scalp-soothing properties. The brand positions itself against competitors who only cover up the problem, while Flakes 'actually kills the fungus.' The ad promotes a functional approach that targets the root cause of dandruff and caters to users who prioritize an effective solution. # Product Flakes is an anti-dandruff shampoo and moisturizing conditioner designed to address dandruff caused by fungus. The shampoo contains double the active ingredient that 'actually kills the fungus' rather than just covering it up. The conditioner is formulated with MCT oil to soothe the scalp, unlike other products that may feed the fungus. Together, the products alleviate dandruff and promote a clean scalp. The products are for anyone that wants to get rid of flakes that are caused by a fungal infection. # Visual style The ad has a UGC feel with indoor shots in what looks to be the couple's home. The lighting is natural. The editing is fairly consistent with jump cuts between the woman and the man to add emphasis to their reactions and comments. The BPM is slower, around 30 CPM. # Hooks Spoken: 00:00–00:03: Fellas, your girl is embarrassed to go out with you and this is why. Text overlay: 00:00–00:03: Fellas, your girl is embarrassed / 00:02–00:03: and this is why Visual: 00:00–00:02: A woman, appears to be in her 30s, light skin tone, with long dark hair, wearing a maroon tank top, is indoors in front of a large window with white blinds. She is looking into the camera and pointing. Behind her is a tan-colored couch. The camera pans to the head of a man sitting on the couch, with brown hair, wearing a gray t-shirt, whose head is covered in white dandruff flakes. / 00:02–00:03: Overhead shot of the man's head covered in dandruff flakes. The couch is visible in the background. # Funnel stage Middle of funnel (Consideration) # Pain points The single most central frustration is the embarrassment and annoyance of dealing with a partner's dandruff. 'Fellas, your girl is embarrassed to go out with you, and this is why.' The visuals clearly show a man's head covered with white flakes. # Value propositions - Flakes shampoo contains '2x active ingredients' to kill fungus, the root cause of dandruff, delivering a clear improvement over competitors who only cover the problem. - Flakes conditioner contains MCT oil which will soothe the scalp unlike other products that may be feeding the fungus. # Benefits - Clean scalp - Wear black again - Stop feeding the fungus # Features - 2x active ingredient that actually kills the fungus - MCT oil that soothes the scalp # Call to action Click on the link and get yourself some FLAKES. # Social proof - Two weeks later, he has a clean scalp, no flakes, and I can finally wear black around him again. Man 1: And I can wear black shirts again. - He has a clean scalp, no flakes. # Point of view - Customer 100% – The ad is told from the perspective of a woman explaining her boyfriend's dandruff issues and how the product fixed it. # Storyline - 00:00–00:03 A woman states, 'Fellas, your girl is embarrassed to go out with you, and this is why' as she displays a man’s head covered in dandruff. - 00:03–00:11 00:03–00:11: The woman says she was tired of looking like she was caught in a blizzard every time she hugged the man. She explains that she is always brushing him off, which is embarrassing. - 00:11–00:14 00:11–00:14: The man says, 'Alright, babe come on it's not that bad,' but the woman argues. - 00:15–00:26 00:15–00:26: The woman says that the worst part is that it is not just dry skin, it is fungus, which is living on the man's head and eating his scalp oils. She explains that the fungus makes waste, which causes dandruff. - 00:26–00:34 00:26–00:34: The woman complains that she has been cuddling with fungus byproducts, which she says is disgusting. Because of this, she got him Flakes because she refuses to live like that anymore. - 00:34–00:44 00:34–00:44: The woman shows the Flakes product and explains that it has double the active ingredient to kill the fungus. She adds that the conditioner has MCT oil which soothes the scalp instead of feeding the fungus, as his old products were doing. - 00:44–00:47 00:44–00:47: The man says that no one told him that the dandruff was fungus. The woman tells him that maybe he should listen. - 00:48–00:56 00:48–00:56: The woman says that two weeks later, the man has a clean scalp with no flakes, so she can finally wear black around him again. The man adds that he can wear black shirts again. - 00:56–01:02 00:56–01:02: The woman states that if you're tired of your man looking like he works from a flour mill, go ahead and click on the link to get some Flakes.

# Ad summary A man humorously discusses dandruff, framing it as a fungus that can deter women. He recommends Flakes shampoo and conditioner as a solution to fight dandruff and make hair softer and fuller. # Brand positioning The brand "Flakes" offers dandruff and scalp care products, specifically shampoo and conditioner, that are presented as a solution for fighting the fungus that causes dandruff and making hair softer, fuller, and more appealing. The brand aims to differentiate itself by offering a higher concentration of active ingredients than typical store-bought dandruff shampoos, while also addressing the root cause of the problem. The positioning seems to be both functional and emotional, focusing on hair health and social confidence. # Product Flakes anti-dandruff shampoo and moisturizing conditioner are presented as a solution to dandruff and flaky skin, caused by a fungus called Malassezia. The shampoo is described as having two times the active ingredients compared to regular store-bought dandruff shampoos, along with MCT oil to help eliminate the cause of the flakes. The product's function is to eliminate dandruff and promote softer, fuller hair. The product addresses the purchase barrier of other shampoos not working by explaining that those products only target dry skin, and not the fungus, that causes dandruff. # Visual style The ad has a UGC feel, with some shots being slightly shaky or out of focus. The lighting appears to be natural lighting in the home. There are quick cuts between the man speaking, the stock footage of dandruff, and the product shots, creating a fast-paced rhythm. The editing is timed with the voiceover. # Hooks Spoken: If your hair looks like this, or your beard looks like this, Text overlay: HAIR LOOKS / LIKE THIS / BEARD LOOKS / LIKE THIS Visual: 00:00–00:02: A top and bottom split screen. At the top is a close up of a black comb going through black hair with heavy dandruff, from a third person perspective with overhead lighting. At the bottom, a man with long brown hair is smiling at the camera. The man is wearing a blue tie dye t-shirt and a silver chain. / 00:02–00:03: The video zooms in on the man at the bottom. He is in front of a white wall and a clock is slightly visible in the background. The camera is stationary and has a third person perspective. # Funnel stage Consideration # Pain points The frustration of experiencing dandruff, and that it is caused by a fungus called Malassezia # Value propositions - Two times the active ingredients of regular store-bought dandruff shampoos means more effective treatment - MCT oil helps get rid of the cause of dandruff - Soft, full, and amazing hair after using - Effective solution to not only remove dandruff, but improve hair appearance and health # Benefits - Helps get rid of the cause of dandruff - Make your hair softer, fuller, and just feel amazing # Features - Two times the active ingredients of regular store-bought dandruff shampoos - MCT oil # Call to action So get flakes and fight the root cause of dandruff. # Point of view - Brand 100% – The entire ad is told from the brand's perspective, presented by a man. # Storyline - 00:00–00:05 00:00–00:05: A man addresses the viewer, opening with a top and bottom split screen, where the top half is of someone with a flaky scalp being combed. He states that if the viewers hair or beard looks like that, it is not dandruff, but “male birth control”. The moment opens with a shocking statement, and frames the problem of a flaky scalp as a social deterrant. - 00:05–00:10 00:05–00:10: The man scratches his head as flakes fall from his hair. He is implying the same condition while a woman looks at the viewer with a look of discussed. The moment builds on the opening by illustrating what it looks like, and further illustrates the impact a flaky scalp can have. - 00:10–00:14 00:10–00:14: The man states, “don’t blame them because it’s caused by actual fungus on your face.” The line is designed to relieve the viewer of responsibility for their situation while highlighting the true underlying cause of dandruff. - 00:14–00:18 00:14–00:18: The man states, “That's probably why you've tried everything and it hasn't worked.” As the man speaks, there is a blurry shot of other products in the shower. This acknowledges the viewer’s frustration and establishes the product as a distinct, effective solution. - 00:18–00:23 00:18–00:23: He goes on to say, “it’s not just dry skin, it’s actually a fungus called Malassezia which causes dandruff and flakiness.” The moment introduces the scientific reason why common treatments might fail, positioning the product as an informed and effective treatment. - 00:23–00:24 00:23–00:24: The man states, “And the best way to do this is with Flakes”. This introduces the brand as the solution to the problem presented. - 00:24–00:37 00:24–00:37: The man continues to show the product, holding the bottle and dispensing the shampoo. “And it’s not just because they have two times the active ingredients of regular store-bought dandruff shampoos. It also has MCT oil in there, which definitely helps to get rid of the cause, but it’s main purpose is to make your hair softer, fuller, and feel amazing.” This reinforces the product’s advantages and emphasizes the added benefits beyond just treating the dandruff. - 00:37–00:47 00:37–00:47: The man closes with “Girls don’t want a guy covered in fungus, they want a fun guy with great hair that they are not afraid to run their hands through. So get Flakes and fight the root cause of dandruff. The world’s most common male birth control”. This summary brings the humor back to the moment to solidify its impact.

# Ad summary This ad for Flakes anti-dandruff shampoo starts by posing a question about perfect hair, then contrasts it with the common problem of dandruff and itching. It introduces Flakes as a science-backed solution, highlighting its key ingredient (Pyrithione Zinc) and its higher concentration compared to leading brands. The ad criticizes competitor products for using harsh fillers and sulfates. It showcases the product in use, emphasizing its dermatologist-tested formula, pleasant scent, and benefits like soothing irritation, eliminating flakes, and restoring healthy hair. The ad concludes with a call to action, a discount, and a money-back guarantee. # Brand positioning Flakes positions itself as a premium, science-backed solution in the men's hair care market, specifically targeting dandruff and scalp health. It aims to occupy the consumer's mind as the definitive answer for achieving 'perfect hair' by addressing the root cause of dandruff with superior ingredients. The brand pushes against the category norm of 'grocery store goo' and shampoos loaded with 'sulfates and harsh fillers,' instead promoting a formula that is 'dermatologist tested' and 'smells like confidence, not toxic chemicals.' Its positioning is primarily functional, emphasizing the scientific efficacy of its active ingredient, but also incorporates emotional elements by promising 'confidence' and relief from the discomfort of dandruff. # Product Flakes is an anti-dandruff shampoo designed for men seeking to eliminate flakes, soothe irritation, and restore healthy, hydrated hair. The ad explicitly states that the product contains '2% Pyrithione zinc,' which is 'twice as much as leading brands,' making it highly effective at getting 'to the root of dandruff and stop it at the source.' It is 'dermatologist tested' and formulated without 'sulfates and harsh fillers' that can 'dry out your scalp and damage your hair.' The shampoo is presented as a superior alternative to conventional products, promising a pleasant experience as it 'smells like confidence, not toxic chemicals.' It is recommended for use 'just three times a week' to achieve its benefits, which include soothing irritation and itch, eliminating flakes, and restoring the 'flow and texture of healthy, hydrated hair.' # Visual style The ad employs a hybrid visual style, blending polished, well-lit shots of the product and the main actor with more raw, UGC-like moments to illustrate the problem. The editing is fast-paced with quick cuts, especially during the problem/solution setup and the listing of benefits, maintaining a high BPM. Visual motifs include close-ups of hair and scalp, product interactions, and graphic overlays for scientific information and text. The production quality feels high-end for the main product shots and actor, but deliberately shifts to a more 'real' or 'scrappy' feel for the problem demonstration (e.g., the man with messy hair). Cuts, text overlays, and product actions are tightly synced with the voiceover, creating a dynamic and engaging rhythm. # Hooks Spoken: 00:00–00:01: Have you ever wondered why some guys have that perfect hair? Text overlay: Have you ever wondered why some guys have that perfect hair? 🤔😳 Visual: 00:00–00:01: A medium shot of a shirtless man (Male 1, light skin tone, dark hair, 20s-30s) in a shower, facing right, with his head tilted back and mouth open as if singing. He has white shampoo lather on his head and is holding a teal Flakes shampoo bottle to his mouth like a microphone. Water streams down from the showerhead behind him. The background is a light-colored tiled shower wall. Camera is stationary, third-person POV. / 00:01–00:03: A close-up shot of Male 1's head, seen from the side, as he runs his hands through his dark, styled hair. His hair appears clean and well-maintained. The background is blurred, suggesting an indoor setting with soft, warm lighting. Camera is handheld, third-person POV. # Funnel stage Consideration # Pain points The central pain point is the persistent and uncomfortable problem of dandruff and an itchy scalp, which is not effectively solved by generic shampoos. This is signaled by: "while you're brushing snow off your shoulders and itching like crazy" and visuals of a man scratching his head and flakes on his shoulders. # Value propositions - 2% Pyrithione zinc, that's twice as much as leading brands - developed with one of the top dermatologists in the country - smells like confidence, not toxic chemicals - 30 DAY MONEY BACK GUARANTEE # Benefits - perfect hair - lush, thick, flake-free hair - no snow off your shoulders - no itching like crazy - healthy, hydrated hair - smells like confidence # Features - 2% Pyrithione zinc - dermatologist tested - sulfate-free - no harsh fillers - soothes irritation and itch - eliminates flakes - helps restore the flow and texture of healthy, hydrated hair - use it just three times a week # Call to action Click below to # Social proof - developed with one of the top dermatologists in the country - loved by thousands of dandruff free men # Point of view - Customer 40% – The ad starts with a question directly addressing the customer's desire for perfect hair and later shows a customer experiencing dandruff and then using the product with satisfaction. - Brand 60% – The majority of the ad features a voiceover explaining product features, scientific backing, comparisons to competitors, and brand claims, often accompanied by product shots or illustrative animations. # Storyline - 00:00–00:01 00:00–00:01: A man in a shower, with shampoo on his head, sings into a Flakes shampoo bottle, asking the audience if they've ever wondered why some guys have perfect hair. This sets up a relatable problem and introduces the aspirational outcome. - 00:01–00:03 00:01–00:03: The same man runs his hands through his hair, which appears 'lush, thick, flake-free.' This visually reinforces the 'perfect hair' concept and the desired outcome the product aims to deliver, creating a contrast with the upcoming problem. - 00:03–00:06 00:03–00:06: A different man with long, messy hair is shown brushing 'snow' (dandruff) off his shoulders and scratching his head, looking uncomfortable. This vividly illustrates the pain point of dandruff and itching, creating empathy and highlighting the problem Flakes solves. - 00:06–00:08 00:06–00:08: The first man is back in the shower, washing his hair, as the voiceover states that perfect hair 'is not genetics, it's not magic. It's science.' This shifts the narrative from a mysterious problem to a solvable one, introducing the scientific basis of the solution. - 00:08–00:09 00:08–00:09: A visual of the chemical structure of Pyrithione Zinc appears, followed by the voiceover identifying it. This provides scientific evidence and introduces the key active ingredient of the product. - 00:09–00:11 00:09–00:11: A hand squeezes Flakes shampoo into a palm, with the voiceover explaining that Pyrithione Zinc is 'the ingredient you need to be looking for.' This directly connects the scientific solution to the product and instructs the viewer on what to seek. - 00:11–00:17 00:11–00:17: Blurred competitor shampoo bottles are shown, then swept away by a hand, as the voiceover criticizes 'most brands' for not including enough active ingredient and loading formulas with 'sulfates and harsh fillers.' This establishes Flakes as a superior alternative by highlighting the shortcomings of competitors. - 00:17–00:19 00:17–00:19: A close-up shot of a hand scratching a scalp is shown, illustrating the negative effects of harsh chemicals on the scalp and hair. This visual reinforces the pain points caused by competitor products and the need for a gentler solution. - 00:19–00:21 00:19–00:21: The Flakes shampoo bottle is prominently displayed, with text stating 'FLAKES DOES THINGS DIFFERENTLY.' This reintroduces the brand as the solution, emphasizing its unique and superior approach. - 00:21–00:24 00:21–00:24: A hand squeezes shampoo in the shower, followed by the man washing his hair, as the voiceover mentions Flakes was 'developed with one of the top dermatologists in the country.' This builds credibility and trust through expert endorsement. - 00:24–00:26 00:24–00:26: A microscopic view of cells appears with '2% Pyrithione zinc' text. This provides further scientific proof of the product's potent active ingredient. - 00:26–00:28 00:26–00:28: A hand uses a dropper in a lab setting, with the voiceover stating Flakes has 'twice as much as leading brands.' This reinforces the product's superior formulation and scientific backing. - 00:28–00:30 00:28–00:30: An animation shows hair follicles with green particles (representing dandruff) being eliminated. This visually explains how the product works to 'get to the root of dandruff and stop it at the source.' - 00:30–00:31 00:30–00:31: The Flakes shampoo bottle is shown again. This serves as a brief visual anchor for the brand. - 00:31–00:34 00:31–00:34: The man in the shower kisses the Flakes bottle, smiling, as the voiceover states it's 'dermatologist tested and loved by thousands of dandruff free men.' This adds an emotional and social proof element, showing user satisfaction. - 00:34–00:36 00:34–00:36: A close-up of a hand squeezing Flakes shampoo into a palm, with the voiceover highlighting that it 'smells like confidence, not toxic chemicals.' This addresses a common concern about anti-dandruff shampoos and reinforces the positive user experience. - 00:36–00:44 00:36–00:44: The man is shown vigorously washing his hair, with close-ups of the lather. The voiceover details the product's benefits: 'it soothes irritation and itch, eliminates flakes and helps restore the flow and texture of healthy, hydrated hair.' This demonstrates the product in action and lists its comprehensive benefits. - 00:44–00:47 00:44–00:47: The man rinses his hair, then is shown looking at various blurred shampoo bottles on a shelf, as the voiceover states, 'the guys with the best hair, they're not using grocery store goo.' This reinforces the idea that Flakes is a premium, effective choice, contrasting it with inferior alternatives. - 00:47–00:48 00:47–00:48: The man picks up a Flakes bottle from the shelf. This visually confirms the choice of Flakes as the superior product. - 00:48–00:49 00:48–00:49: Two Flakes bottles are shown behind frosted glass, with the voiceover humorously stating, 'so effective, we almost feel bad for dandruff.' This adds a lighthearted, confident tone to the brand's efficacy claim. - 00:49–00:50 00:49–00:50: Text 'we almost feel bad' appears on a black background with white particles. This visually emphasizes the humorous claim of effectiveness. - 00:50–00:51 00:50–00:51: The two Flakes bottles are shown again, with text 'Click below to SAVE 20%'. This presents a clear call to action and an incentive. - 00:51–00:52 00:51–00:52: A red scalp massager covered in foam is shown, with text '30 DAY MONEY BACK GUARANTEE'. This adds a risk-reversal element to encourage purchase. - 00:52–00:54 00:52–00:54: The two Flakes bottles are on a wooden surface, with text 'If it doesn't work, Get your money back.' This reiterates the money-back guarantee, reinforcing confidence in the product.

# Ad summary This ad promotes Flakes shampoo and conditioner as a solution for scalp fungus, which can cause flaking, itching, and hair loss. The ad uses a first-person perspective to show the positive results of using the product, including a clean beard, the ability to wear black again, and thicker hair growth. # Brand positioning Flakes is presented as a solution for scalp issues that go beyond just dry skin, specifically targeting fungus as the root cause of problems like flaking, itching, and hair loss. The brand positions itself as a provider of effective treatment, allowing customers to wear black clothing without worrying about flakes, maintain a clean beard, and promote thicker hair growth. This positions the brand as a functional solution to a specific problem, focusing on tangible results and addressing a potentially embarrassing condition. # Product Flakes offers a shampoo and conditioner designed to treat scalp fungus, which the ad suggests is often mistaken for just dry skin. The products aim to eliminate flaking and itching, promote a clean beard, allow users to wear black clothing without embarrassment, and encourage thicker hair growth. The ad highlights that the product addresses the underlying fungal issue, rather than just treating surface symptoms. The products are presented as a solution for those who may have been misdiagnosed with dry skin or are experiencing hair thinning due to a fungal scalp condition. # Visual style The ad has a simple, UGC-style aesthetic with a focus on clear visuals and direct messaging. The editing is minimal, with static shots and basic transitions. The production quality is low-end, giving it an authentic feel. The pacing is slow and deliberate, allowing viewers to read the text overlay and absorb the message. # Hooks Text overlay: 00:00–00:23 POV: you start using Flakes 3x a week...and suddenly your scalp isn't flaking anymore. You're not itching like crazy. Your beard looks clean. You can finally wear black again. And your hair? It's actually starting to grow back thicker and not falling out. Turns out it was never just dry skin...and you weren't balding — It was fungus the whole time. And now it's finally handled. Visual: 00:00–00:02 The shot is a close-up, first-person view of two product bottles being held in a person's hands. The bottles are a dark blue and a light blue color. The background is blurred and out of focus. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the frustration and embarrassment of dealing with a flaking, itchy scalp that may be caused by fungus rather than just dry skin. This is signaled by the line: "Turns out it was never just dry skin...and you weren't balding — It was fungus the whole time." # Value propositions - Addresses the underlying fungal issue, rather than just treating surface symptoms - Allows users to wear black clothing without embarrassment - Encourages thicker hair growth # Benefits - Scalp isn't flaking anymore - You're not itching like crazy - Your beard looks clean - You can finally wear black again - Your hair? It's actually starting to grow back thicker and not falling out - Now it's finally handled # Features - Flakes # Call to action None used. # Point of view - Customer 100% – The ad is presented from the customer's point of view, describing the benefits they experienced after using the product. # Storyline - 00:00–00:23 00:00–00:23 The ad presents a first-person perspective of someone who starts using Flakes products three times a week. The text overlay describes the positive changes experienced, such as the scalp no longer flaking or itching, a cleaner beard, the ability to wear black again, and thicker hair growth. The narrative reveals that the underlying issue was fungus, not just dry skin, and that Flakes has effectively addressed it. This is conveyed through a testimonial-style text overlay, creating a sense of personal experience and relief.

# Ad summary This video ad addresses the common problem of chronic dandruff and flaking, reframing it as a fungal issue rather than just dry skin. A male creator shares his personal experience with flaky hair, beard, and face, highlighting the discomfort and social implications. He then introduces 'Flakes' anti-dandruff shampoo, emphasizing its dermatologist-formulated composition and higher antifungal ingredient concentration compared to competitors. The ad visually demonstrates the product's application and promises relief from flakes, itchiness, and even potential hair regrowth, concluding with a call to action to purchase the product, noting its high demand. # Brand positioning The brand, 'Flakes,' positions itself as a specialized, effective solution for chronic dandruff and related skin issues, differentiating itself from generic 'drugstore shampoos' and other treatments like oils and serums. It aims to occupy the space of a scientifically-backed, dermatologist-formulated product that directly targets the root cause (fungus) rather than just masking symptoms. The brand aligns with values of efficacy, scientific understanding, and providing genuine relief for a persistent problem. It pushes against the norm of treating dandruff as mere dryness, instead offering a more advanced, targeted approach. The brand positioning is primarily functional, focusing on performance and a clear, effective solution to a specific dermatological issue. # Product The product advertised is 'Flakes' Anti-Dandruff Shampoo, presented in a teal-colored bottle with a matching cap, and also shown in a black bottle. It is described as a dermatologist-formulated shampoo specifically designed to combat fungus, which the ad identifies as the underlying cause of chronic dandruff, flaking, itchy skin, redness, and even thinning hair. Its key unique selling proposition (USP) is that it contains 'twice the antifungal ingredient' compared to 'big name brands,' directly killing the fungus rather than just covering up the symptoms. The product is for individuals experiencing chronic dandruff, beard dandruff, facial flaking (eyebrows, nose), itchiness, and inflammation. The ad implies it can also help with hair regrowth by addressing the fungal issue. It is used by applying it to the hair and scalp, as demonstrated by the creator. The ad addresses the purchase barrier of ineffective past treatments by stating that other products 'are not killing the problem, they're feeding it.' # Visual style The ad employs a hybrid visual style, blending scrappy, authentic UGC-like footage with more polished product shots. The editing rhythm is quick, with frequent cuts, especially during the problem identification phase, creating a sense of urgency and discomfort. Production quality leans towards a polished commercial feel, despite the creator's casual presentation, indicated by clear audio, good lighting, and intentional camera work. Visual motifs include extreme close-ups of skin conditions to emphasize the problem, and direct address to the camera by the creator to build rapport. Pacing is generally fast, with cuts occurring every 1-3 seconds, maintaining a dynamic flow. Audio-visual sync is strong, with text overlays appearing precisely with spoken lines and visual actions (e.g., dropping shampoo, applying product) aligning with the narrative. # Hooks Spoken: So if your hair looks or your beard looks like this, you don't have dry scalp. Text overlay: So if your HAIR looks / or your BEARD looks like this, / YOU DON'T have DRY scalp. Visual: A male with long, light brown hair, wearing a dark blue collared shirt, looks down at the camera with a distressed expression, vigorously ruffling his visibly flaky hair with both hands. The background is a plain, light-colored wall, possibly a bathroom. The camera is handheld, slightly shaky, and positioned low, looking up at the man, creating a selfie-style, intimate feel. / Extreme close-up of a man's lower face and beard, covered in white flakes. His right hand gently touches his beard. The skin around his mouth and chin appears red and irritated. The background is out of focus, suggesting a bathroom setting. The camera is stationary, focusing tightly on the flaky skin. # Funnel stage Conversion # Pain points The central pain point is chronic dandruff and associated flaking, redness, and itchiness, which is misdiagnosed as dry scalp but is actually caused by 'fungus on your face.' This leads to social embarrassment ('avoiding wearing black') and persistent discomfort ('scratching your scalp all day, even after washing your hair'). # Value propositions - Flakes kills the fungus. Not just covers it up. - It's actually one of the easiest ways to get clear skin, thick hair, and feel better overall. # Benefits - kills the fungus - no more flakes - no more beard dandruff - no more itchiness or inflammation - hair can actually start growing back - get clear skin - thick hair - feel better overall # Features - dermatologist formulated - twice the antifungal ingredient # Call to action Just tap below. # Social proof - So if your hair looks or your beard looks like this, you don't have dry scalp. You just have fungus on your face. And having fungus on your face can lead to constant flakes, itchy skin, redness, and even thinning hair. That's probably why nothing you've tried has worked. Not the oils, not the serums, not the drugstore shampoos. They're not killing the problem, they're feeding it. On top of that, this stuff spreads to your beard, your eyebrows, even the sides of your nose. We do not want that. And it's also probably why you're avoiding wearing black or scratching your scalp all day, even after washing your hair. That being said, fungus overgrowth is one of the top causes of chronic dandruff, and fixing it, it's actually one of the easiest ways to get clear skin, thick hair, and feel better overall. So to fix it, you need to start using Flakes. This is Flakes and it's the only shampoo I found that's actually dermatologist formulated and has twice the antifungal ingredient compared to the big name brands. In English? Flakes kills the fungus. Not just covers it up. And when you kill the fungus, no more flakes, no more beard dandruff, no more itchiness or inflammation. And yes, your hair can actually start growing back. So if you're tired of the flakes, the shedding, the random red patches on your face, get Flakes today. Only problem? They keep selling out. It took me two weeks to get mine because they were always gone. But they're back in stock right now. Just tap below. # Point of view - Customer 90% – The ad is primarily told from the perspective of a male creator sharing his personal struggle with dandruff and flaking, demonstrating the problem and solution in a relatable, authentic style. - Brand 10% – Product claims about formulation and ingredient concentration are presented as factual information from the brand, though delivered by the customer persona. # Storyline - 00:00–00:01 The creator, a male with long hair, appears distressed, vigorously ruffling his hair, which is visibly flaky. He directly addresses the viewer, setting up a relatable problem. - 00:01–00:02 The ad cuts to a close-up of a man's beard and lower face, covered in white flakes, as he touches it. This visually expands the problem beyond just hair. - 00:03–00:05 A very close-up shot of a person's eye and cheek shows severe redness and flaking. This intensifies the visual representation of the problem, suggesting a more severe condition. - 00:06–00:08 The creator is shown from behind, ruffling his hair, which has visible flakes falling onto his black shirt. This reinforces the problem of flakes and introduces the idea of avoiding dark clothing. - 00:08–00:10 A close-up of a scalp with severe redness and white flakes is shown. This provides a detailed, almost clinical view of the problem, emphasizing its severity. - 00:10–00:13 The creator, looking concerned, directly addresses the camera, explaining why previous solutions haven't worked. This shifts the narrative from problem identification to problem explanation and validation of the viewer's frustration. - 00:13–00:15 The creator is seen in a bathroom mirror, looking at his hair and shaking his head, implying dissatisfaction with past products. This visually supports the spoken claim that other products haven't worked. - 00:16–00:19 The creator holds up a generic white shampoo bottle, then dismissively drops it into a toilet. This symbolizes the ineffectiveness and rejection of conventional 'drugstore shampoos'. - 00:19–00:21 A close-up of a yellow, viscous liquid with bubbles is shown, representing the 'fungus' that spreads. This abstract visual reinforces the idea of the problem's insidious nature. - 00:21–00:25 The ad returns to the close-up of the flaky beard, then the flaky eyebrow, and finally the flaky side of the nose. This reiterates the widespread nature of the fungal problem on the face. - 00:25–00:29 The creator, still looking concerned, explains the social implications of the problem, like avoiding black clothes. This deepens the emotional connection by addressing practical daily struggles. - 00:29–00:32 A close-up of hands scratching a red, flaky scalp is shown. This visually emphasizes the discomfort and persistent nature of the itchiness, even after washing. - 00:33–00:37 The ad shows another close-up of a severely flaky and red scalp. This reinforces the severity of the 'chronic dandruff' caused by fungus. - 00:37–00:40 The creator, now looking more hopeful, runs his hands through his hair, which appears less flaky. This transitions to the solution, showing the desired outcome of clear skin and thick hair. - 00:40–00:43 A hand holds up the teal 'Flakes' shampoo bottle. This is the direct introduction of the product as the solution. - 00:43–00:48 Two 'Flakes' bottles (teal and black) are shown on a bathroom counter. This highlights the product range and reinforces its presence. - 00:48–00:51 The creator, shirtless, squeezes the 'Flakes' shampoo into his hand. This demonstrates the product's texture and ease of use, and reinforces the personal endorsement. - 00:51–00:54 The creator, now wearing a black shirt, looks directly at the camera, giving a thumbs-up. This signifies confidence and satisfaction with the product, reinforcing the 'kills the fungus' message. - 00:55–01:00 The creator, in a patterned shirt, runs his hands through his hair, which now appears clean and healthy. He then touches his beard and face, indicating relief from flaking and itchiness. - 01:00–01:04 The creator runs his hands through his hair again, looking satisfied. This reinforces the benefit of hair regrowth and overall improvement. - 01:04–01:08 The ad quickly cycles through the problem visuals again (flaky hair, eyebrow, nose). This serves as a reminder of the pain points the product solves. - 01:08–01:10 A hand holds both the teal and black 'Flakes' bottles. This final product shot reinforces the brand and prepares for the call to action. - 01:10–01:16 The two 'Flakes' bottles are shown on a counter, then a close-up of the teal bottle. This emphasizes product availability and urgency.

# Ad summary The ad features the founder of Flakes, a hair product designed to treat dandruff and seborrheic dermatitis. He shares his personal experience with these conditions and how he partnered with a dermatologist to create a product that is more effective and gentle. The ad emphasizes the product's benefits, including its pleasant scent and high success rate, and offers a money-back guarantee to encourage viewers to try it. # Brand positioning Flakes is presented as a solution for individuals struggling with dandruff and seborrheic dermatitis. The brand emphasizes its commitment to creating effective and gentle hair products, developed in partnership with dermatologists. Flakes positions itself as a premium brand, using Le Labo as a benchmark for its scent. The brand aims to occupy a space in the market that values both efficacy and a pleasant user experience, pushing against the norm of medicated hair products that often have unpleasant smells or harsh ingredients. The brand positioning is both functional (effective treatment) and emotional (confidence, pleasant experience). # Product Flakes is a hair product designed to treat dandruff and seborrheic dermatitis. It was created by the founder in partnership with Dr. Bobby Buka of The Dermatology Specialists. The product is described as more effective than market-leading brands, containing twice the active ingredient and no long-chain fatty acids. It is also formulated without sulfates, phthalates, or parabens. The product is presented as having a pleasant scent, benchmarked against Le Labo fragrances. The ad addresses the purchase barrier of uncertainty by offering a money-back guarantee if the product does not work for the customer. The ad features two products: Anti-Dandruff Shampoo and Moisturizing Conditioner. # Visual style The ad has a casual, UGC-style aesthetic. The editing is simple, with static shots and minimal transitions. The production quality is decent, with good lighting and clear audio. The pacing is moderate, with the focus on the speaker's message. The audio-visual sync is consistent, with the visuals supporting the spoken content. # Hooks Spoken: 00:00–00:02 Yeah, so dandruff and seborrheic dermatitis was ruining my life... Text overlay: 00:00–00:02 Dandruff and Seborrheic Dermatitis was ruining my life... Visual: 00:00–00:02 The shot is split screen. The top half shows a close-up of a petri dish containing mold. The bottom half shows a man, presumably the founder, sitting on a white couch in a well-lit living room. He is wearing a dark green t-shirt and khaki pants. He is gesturing with his hands as he speaks. In the background, there is a large window, a monstera plant, and a bicycle. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of dealing with dandruff and seborrheic dermatitis, which can be both uncomfortable and embarrassing. The founder states, "Dandruff and Seborrheic Dermatitis was ruining my life..." # Value propositions - More effective: Addresses the need for a solution that actually works. - No Sulfates, Phthalates or Parabens: Appeals to health-conscious consumers who avoid these ingredients. - Smells better: Differentiates the product from other medicated hair products that often have unpleasant smells. # Benefits - It just works better - My hair is thicker than ever # Features - More effective - No long chain fatty acids - Twice the active ingredient as the market-leading brands - No Sulfates, Phthalates or Parabens - Smells better # Call to action Give us a try. # Social proof - "We sold over a 100,000 bottles in our first year. And it's worked for most of the people that have used it. 90%." - "It worked for me" – Male 1 (Founder) # Point of view - Customer 80% – The ad is primarily told from the founder's perspective, sharing his personal experience with the product. - Brand 20% – The brand's official voice is used to highlight product features, benefits, and success metrics. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a close-up of a petri dish containing mold, followed by the founder stating that "Dandruff and Seborrheic Dermatitis was ruining my life..." This sets the stage by highlighting the problem the product aims to solve, creating an immediate connection with viewers who may share the same condition. The perspective is from the founder, sharing his personal struggle, which adds authenticity and empathy. - 00:02–00:06 00:02–00:06 The founder continues by explaining that his friends were experiencing male pattern baldness, and he thought he was too. This expands the scope of the problem to include hair loss concerns, potentially broadening the audience. The perspective remains with the founder, sharing his personal experience and concerns. - 00:06–00:13 00:06–00:13 He then reveals that he was diagnosed with seborrheic dermatitis and dandruff, which were causing his hair loss. This clarifies the specific issue and sets up the need for a solution. The perspective is still from the founder, providing context for his product development. - 00:13–00:22 00:13–00:22 The founder explains that he left the dermatologist with no solution and decided to create his own product, teaming up with Dr. Bobby Buka of The Dermatology Specialists in New York City. This introduces the solution and establishes credibility through the partnership with a dermatologist. The perspective shifts to the founder as a problem-solver and innovator. - 00:22–00:34 00:22–00:34 He details the product's features, including its effectiveness, lack of long-chain fatty acids, twice the active ingredient compared to market-leading brands, and absence of sulfates, phthalates, and parabens. He also mentions that it smells better, using Le Labo as a benchmark. This provides concrete reasons why the product is superior. The perspective is from the brand, highlighting the product's unique selling points. - 00:34–00:38 00:34–00:38 The founder makes a reference to the scent of Le Labo being the only smell you will smell if you walk around Soho in New York. This reinforces the brand's commitment to a premium scent experience. - 00:38–00:45 00:38–00:45 The founder shares that they sold over 100,000 bottles in their first year and that it has worked for 90% of the people who have used it. This provides social proof and builds confidence in the product's effectiveness. The perspective is from the brand, showcasing its success and customer satisfaction. - 00:45–00:49 00:45–00:49 He shares that it worked for him, and he no longer has dandruff or seborrheic dermatitis, and his hair is thicker than ever. This reinforces the product's effectiveness and provides a personal testimonial. The perspective shifts back to the founder, sharing his personal success story. - 00:49–01:08 00:49–01:08 The founder acknowledges that the product may not work for everyone due to allergen profiles, but they are working to improve it. He offers a money-back guarantee and encourages viewers to try it. This addresses potential concerns and provides reassurance. The perspective is from the brand, demonstrating transparency and customer focus. - 01:08–01:11 01:08–01:11 The ad concludes with a visual of the product bottles and a call to action to shop now. This reinforces the brand and encourages immediate purchase.

# Ad summary This ad promotes Flakes anti-dandruff shampoo. It highlights the ineffectiveness of other dandruff shampoos, and positions Flakes as a powerful alternative with double the active ingredient and peppermint oil to soothe the scalp and promote healthy hair growth. The ad includes a money-back guarantee and a 20% off offer. # Brand positioning Flakes is presented as a powerful anti-dandruff shampoo that stands out from other brands by using twice the active ingredient, pyrithione zinc, to wipe out the root cause of dandruff. It also includes peppermint oil to naturally soothe scalp irritation and stimulate blood flow for healthy hair growth. The brand positions itself as a superior alternative to inferior store-bought products, emphasizing its effectiveness and the pleasant smell, unlike toxic chemicals found in other shampoos. Flakes aims to occupy the space of a reliable, effective, and natural solution for dandruff, promoting confidence and healthy hair. # Product Flakes is an anti-dandruff shampoo designed to combat dandruff and promote healthy hair growth. It contains twice the pyrithione zinc compared to leading brands, targeting the root cause of dandruff. The shampoo also includes peppermint oil to naturally soothe scalp irritation and stimulate blood flow. It is presented as a solution for those who suffer from dandruff, itchy scalp, and hair loss, and who are dissatisfied with ineffective store-bought shampoos. Flakes is guaranteed, offering a money-back guarantee if it doesn't work. The product is positioned as a better alternative to other shampoos that cut corners by not including enough active ingredients or adding unnecessary chemicals. It also smells great, unlike toxic chemicals. # Visual style The ad has a hybrid visual style, combining UGC-style footage with polished product shots. The editing style includes quick cuts and transitions to maintain a fast pace. The production quality is a mix of casual, everyday settings and more professional-looking product displays. The pacing is relatively consistent, with cuts timed to the music and voiceover lines. The overall aesthetic is designed to feel relatable and informative, while also showcasing the product in a positive light. # Hooks Spoken: 00:00–00:01: Stop living your life with dandruff. Text overlay: 00:00–00:01: STOP LIVING Visual: 00:00–00:01: Close-up shot of a person's scalp with severe dandruff. A hand holding a black electric razor is seen shaving the hair. The background is blurred. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of dealing with dandruff, itchy scalp, and hair loss, as well as the ineffectiveness of many store-bought dandruff shampoos. "It's not just flakes and itchy scalp, it destroys confidence and can even contribute to hair loss." # Value propositions - Powerful anti-dandruff shampoo that works - Guaranteed or your money back - Better brand that's guaranteed to stop dandruff at the root - Smells great, so you smell great, not like toxic chemicals # Benefits - Wipes out the root cause of dandruff - Naturally soothes scalp irritation - Stimulates blood flow - Promotes healthy hair growth - Smells great # Features - 2x the pyrithione zinc of leading brands - Peppermint oil # Call to action Tap below to get your first order for 20% off today # Point of view - Brand 100% – The entire ad is told from the brand's perspective, highlighting the product's features, benefits, and superiority over competitors. # Storyline - 00:00–00:01 00:00–00:01: The ad opens with a close-up of a scalp covered in severe dandruff, accompanied by the text overlay "STOP LIVING." This is intended to immediately grab the viewer's attention by highlighting the problem the product aims to solve. - 00:01–00:05 00:01–00:05: The narrator states, "Stop living your life with dandruff." The ad shows a person scratching their head and neck, emphasizing the discomfort and frustration associated with dandruff and itchy scalp. The narrator continues, "It's not just flakes and itchy scalp, it destroys confidence and can even contribute to hair loss," highlighting the broader impact of dandruff on a person's life and self-esteem. - 00:05–00:09 00:05–00:09: The ad shows shelves stocked with various dandruff shampoos, followed by a close-up of a person washing their hair with shampoo. The narrator says, "And most dandruff shampoos don't really help because they cut corners," suggesting that many available products are ineffective. - 00:09–00:17 00:09–00:17: The narrator continues, "Never putting enough of the active ingredient to fight dandruff. Even worse, they add other ingredients that do nothing for your dandruff, and some that can even make it worse." The ad shows a hand pointing to the ingredients on a shampoo bottle, followed by close-ups of scalps with dandruff. This reinforces the idea that many shampoos are not only ineffective but can also exacerbate the problem. - 00:17–00:21 00:17–00:21: The ad introduces Flakes anti-dandruff shampoo. The narrator states, "That's why we developed Flakes, a powerful anti-dandruff shampoo that works," positioning Flakes as the solution to the problems highlighted earlier. - 00:21–00:24 00:21–00:24: The ad shows a hand holding the Flakes shampoo bottle, accompanied by the text overlay "GUARANTEED OR MONEY BACK." The narrator states, "Guaranteed or your money back," emphasizing the brand's confidence in its product and offering a risk-free trial. - 00:24–00:33 00:24–00:33: The narrator explains the key ingredients and benefits of Flakes, stating, "We use 2x the pyrithione zinc of leading brands to wipe out the root cause of dandruff, plus we add peppermint oil to naturally soothe scalp irritation and stimulate blood flow that can promote healthy hair growth." The ad shows the product being poured into a hand and a person running their fingers through their hair, showcasing the product's texture and the potential results. - 00:33–00:36 00:33–00:36: The narrator states, "And it smells great, so you smell great, not like toxic chemicals," reinforcing the product's appeal and differentiating it from other shampoos with unpleasant odors. The ad shows a person smelling the shampoo and reacting positively. - 00:36–00:45 00:36–00:45: The narrator concludes, "Stop wasting money on inferior store-bought products. Go with the better brand that's guaranteed to stop dandruff at the root. Tap below to get your first order for 20% off today," urging viewers to purchase Flakes and take advantage of the discount. The ad shows shelves of store-bought shampoos and a hand holding the Flakes bottle in a shower, reinforcing the message of superiority and effectiveness.

# Ad summary This video ad features a male creator who uses personal anecdotes and graphic visuals to highlight the common problem of chronic dandruff and flaking, explaining it's caused by fungus, not just dry scalp. He discredits common remedies like oils and drugstore shampoos as ineffective, claiming they "feed the fungus." The creator shares his own experience with the social embarrassment and discomfort caused by flakes, then introduces "Flakes" shampoo as the dermatologist-formulated solution with "twice the antifungal punch." He showcases the product's ability to kill fungus, leading to clearer skin, thicker hair, and restored confidence, urging viewers to purchase immediately due to popular demand and a special promotional offer. # Brand positioning The brand "Flakes" is positioned as a direct, no-nonsense solution to a specific and embarrassing problem: fungal scalp issues causing dandruff and skin damage. It aims to occupy a space in the consumer's mind as the ultimate, medically-backed solution, contrasting itself with ineffective generic treatments. The brand aligns with values of efficacy, scientific formulation (dermatologist-formulated, antifungal punch), and providing a definitive end to a persistent problem. It pushes against the norm of other shampoos and oils that merely "cover up" the problem or "feed the fungus," instead offering a cure. The brand positioning is highly functional, focusing on performance and problem-solving, but also touches on emotional aspects like confidence and relief from social embarrassment. # Product The product is "Flakes" shampoo, specifically designed to eliminate fungus on the scalp and face (beard, eyebrows, nose) that causes chronic dandruff, flaking, itchiness, redness, inflammation, and even thinning hair. It works by "killing fungus" rather than just covering up symptoms, directly addressing the root cause of the problem. The shampoo is described as "dermatologist formulated" and contains "twice the antifungal punch" compared to big brands. It is for anyone experiencing persistent dandruff, beardruff, or related fungal skin issues that haven't been resolved by conventional products like oils, serums, or drugstore shampoos. The ad emphasizes that these other products often "feed the fungus." Key USPs are its dermatologist-formulated nature, superior antifungal strength, and its ability to not just treat symptoms but eliminate the cause, leading to clearer skin, thicker hair, and overall improved well-being. Use occasions include regular showering for hair and potentially facial washing for beard and facial flaking. The ad addresses the purchase barrier of previous failed solutions by stating that "nothing you've tried has worked" because those products feed the fungus, positioning Flakes as the effective alternative. # Visual style The ad has a hybrid production quality, blending raw, relatable UGC-like footage (barbershop scene, graphic close-ups of scalp/beard issues, creator's self-demonstration of scratching) with a more polished, direct-to-camera creator address. The editing rhythm is fast-paced, using frequent cuts and split-screens to maintain engagement and quickly transition between problem, explanation, and solution. The lighting varies from the bright, somewhat harsh barbershop lights to natural indoor lighting for the creator's segments and bright, clean lighting for product shots. There's a clear audio-visual sync where the creator's spoken lines correspond directly to the visuals shown, especially with the problem-demonstration shots. The pacing is consistently quick throughout the ad, reflecting the energetic delivery of the creator. # Hooks Spoken: If your scalp looks like this, / or your beard look like this, Text overlay: SCALP LOOKS / LIKE THIS / BEARD LOOK Visual: Close-up shot from the perspective of someone looking at a person getting a haircut. A male barber with a beard, wearing a black apron and white gloves, is styling the hair of a young male client sitting in a barber's chair. The barber has a surprised/worried expression as he looks at the camera. Dandruff flakes are visible on the client's black barber cape and the back of his dark, curly hair. The background is a barbershop with black walls, mirrors, and ring lights. Camera is handheld, slightly shaky, third-person POV. / Split-screen. Top half: A male creator with long, wavy brown hair, wearing a dark jacket over a peach t-shirt and a silver key pendant, is looking up at the sky with buildings and clouds in the background. His expression is slightly concerned. Bottom half: A graphic, close-up shot of a man's scalp covered in severe flakes, redness, and what appears to be scabs or inflammation. The hair is dark brown. Camera is tripod/stationary, direct address to the camera in the top half, macro close-up in the bottom. / Split-screen. Top half: The same male creator, now indoors against a beige wall with a clock, talking directly to the camera. Bottom half: A graphic, close-up shot of a man's beard, also covered in severe dandruff, flakes, and redness around the mouth and chin area. Camera is tripod/stationary. # Funnel stage Middle of funnel # Pain points The central pain point is chronic, visible dandruff and flaking on the scalp and beard, caused by fungal overgrowth, leading to social embarrassment, constant itching, redness, inflammation, thinning hair, and a persistent feeling of uncleanliness. Visual description: The opening shot of a barber looking disgusted at a client's flaky hair (00:00-00:09) and the graphic close-ups of severely flaking scalp and beard (00:09-00:13, 00:18-00:21, 00:21-00:24, 00:24-00:27, 00:53-00:57). Direct quote: "The barber is NOT okay rn 😭" (00:00-00:09, text overlay), "itchy skin, redness, and even thinning hair" (00:24-00:27), "Flakes on your shoulder when you wear black" (00:46-00:48), "Scratching non-stop in public" (00:48-00:51), "Never really feeling clean even after taking a shower" (00:51-00:53), "permanent skin damage waiting to happen" (00:57-01:00). # Value propositions - It's not dry scalp. That's a yeast problem on your head. - Every flake you see is proof that it's alive, growing, and throwing a party on your head. - nothing you've tried has worked. Not the oils, not the serums, not the drugstore shampoos. They're literally feeding the fungus. It's like pouring water on a weed. - fixing it is one of the easiest ways to get clearer skin, thicker hair, and just to feel better overall. - only shampoo I found that's actually dermatologist formulated with twice the antifungal punch compared to big brands. - Flakes kills fungus, not just cover it up. - if you don't stop it, it spreads... That's not just gross, that's permanent skin damage waiting to happen. # Benefits - no more flakes - no more beard dandruff - no more itchiness or inflammation - hair can actually start growing back - clearer skin - thicker hair - feel better overall - putting on a black shirt without thinking twice - running your hand through your hair without a snowstorm - going on a date without the added insecurity of dandruff # Features - dermatologist formulated - twice the antifungal punch compared to big brands - kills fungus, not just cover it up # Call to action get Flakes today, don't wait, tap below # Social proof - dermatologist formulated – Male 4 (Dermatologist) shown holding the product. - twice the antifungal punch compared to big brands. That dermatologists quietly admit don't work. – Male 1 (Creator) implicitly refers to expert opinion. - it's the only shampoo I found that's actually dermatologist formulated – Male 1 (Creator) uses an "I" statement indicating personal discovery and endorsement. - I was waiting for weeks last time I needed to buy some – Male 1 (Creator) implies high demand and product popularity. # Point of view - Customer 85% – The creator shares his personal experience and addresses the viewer directly, describing problems and solutions from a user's perspective, using "I" statements, and demonstrating product use and results on himself. - Expert 10% – A brief visual of a dermatologist and mention of "dermatologist formulated" and "dermatologists quietly admit" gives a sense of medical authority. - Brand 5% – The product packaging and logo are clearly shown, and the creator acts as an enthusiastic advocate for the brand, embodying its solution. # Storyline - 00:00–00:09 The video opens in a barbershop with a barber grooming a young client. The barber looks directly at the camera with a worried, almost disgusted expression as flakes are visible on the client's cape and shoulders. This sets up a relatable, embarrassing social problem (dandruff at the barber) and conveys the barber's perspective of mild alarm or concern for his client, implying that this is a common and unpleasant issue that professionals encounter. - 00:09–00:11 The scene shifts to a male creator presenting a split screen. The top half shows his face looking up at the sky, while the bottom half displays a close-up, graphic image of a man's scalp covered in severe flakes, redness, and inflammation. The creator states, "If your scalp looks like this," directly addressing the viewer and presenting a visual representation of the problem, aiming to trigger recognition and concern. - 00:11–00:13 The split-screen continues with the creator against a plain background. The bottom half transitions to a similarly graphic close-up of a man's beard covered in flakes and redness. He adds, "or your beard looks like this," expanding the problem to another common area and making it relevant to more potential customers. - 00:13–00:18 The creator explains that "It's not dry scalp. That's a yeast problem on your head. And it's feeding on your scalp like a buffet." This shifts the narrative from symptom (dry scalp) to the actual, often misunderstood, cause (yeast/fungus), educating the viewer and framing the problem more seriously. His tone is informative and slightly alarming, establishing his authority. - 00:18–00:21 The split-screen returns with the graphic flaky scalp image. The creator explains, "Every flake you see is proof that it's alive, growing, and throwing a party on your head." This emphasizes the active, biological nature of the problem, making it feel more urgent and unpleasant. - 00:21–00:24 A close-up shot shows a hand wearing a white glove holding a magnifying glass over a man's beard, revealing flakes and irritation. The creator continues, "Having fungus on your face can lead to constant flakes." This further illustrates the problem and its visual impact, using a quasi-expert visual to add credibility to the severity of the issue. - 00:24–00:27 Another graphic close-up shows flakes on a man's scalp, with fingers moving through the hair to highlight the issue. The creator lists additional symptoms: "Itchy skin, redness, and even thinning hair." This reinforces the severity and wide-ranging negative effects of the fungal problem. - 00:27–00:35 The creator returns to the plain background, explaining why previous solutions haven't worked: "That's probably why nothing you've tried has worked. Not the oils, not the serums, not the drugstore shampoos. They're literally feeding the fungus. It's like pouring water on a weed." This directly addresses viewer frustration with past failures, positions existing products as counterproductive, and creates a clear differentiation for the advertised solution. - 00:35–00:37 The creator adopts a more relatable, empathetic tone: "And let's be honest, someone's noticed." This transitions to the social embarrassment aspect of the problem. - 00:37–00:40 A split screen shows two versions of the creator looking in a mirror. One version (left) is looking at his reflection with flakes on his shoulder, while the other (right) is scratching his head. The creator narrates, "Maybe it was your crush calling you out, or your friend just giving you a hard time." This highlights the social discomfort and negative attention caused by dandruff, making the problem personal and relatable. - 00:40–00:41 The creator returns to the plain background: "You played it cool, but inside it cut you deep." This further empathizes with the viewer's internal struggle and embarrassment. - 00:41–00:45 The creator is seen vigorously scratching his head and running his hands through his hair with a frustrated expression. He continues, "And I know you're still thinking about it." This visual and spoken confirmation of the ongoing impact reinforces the pain point. - 00:45–00:46 The creator returns to the plain background, stating, "And you already know the drill." This re-establishes a sense of shared understanding and familiarity with the problem. - 00:46–00:48 The creator, wearing a black shirt, looks down at his shoulder where flakes are visible. He says, "Flakes on your shoulder when you wear black." This highlights a specific, common, and embarrassing manifestation of the problem. - 00:48–00:51 The creator, with a pained expression, scratches his head frantically. He says, "Scratching non-stop in public." This emphasizes the social awkwardness and constant irritation. - 00:51–00:53 The creator looks up, smiling with relief, "Never really feeling clean even after taking a shower." This touches on the persistent, frustrating feeling of uncleanliness despite hygiene efforts. - 00:53–00:57 The creator returns to the plain background, warning, "And if you don't stop it, it spreads. To your beard, your eyebrows, and even the side of your nose." This raises the stakes, introducing the progression and worsening of the problem, increasing urgency. The split screen shows a graphic close-up of a man's nose with flaky, red skin. - 00:57–01:00 The creator states, "That's not just gross, that's permanent skin damage waiting to happen." This elevates the severity from cosmetic annoyance to potential long-term health issue. - 01:00–01:05 The creator returns to the plain background, explaining the underlying scientific connection: "And here's the thing, fungus overgrowth is one of the top causes of chronic dandruff." This reinforces the "yeast problem" explanation and grounds the issue in scientific understanding. - 01:05–01:09 The creator, outside in front of foliage, runs his hand through his hair, which appears healthier. He states, "And fixing it is one of the easiest ways to get clearer skin, thicker hair, and just to feel better overall." This offers hope and introduces the solution by showcasing positive outcomes. - 01:09–01:12 The creator returns to the plain background. He introduces the product, "So to fix it, you need to start using Flakes." A split screen shows two Flakes bottles under running water in a shower. "This is Flakes, it's the only shampoo I found that's actually dermatologist formulated." This directly presents the solution and highlights its key differentiator (dermatologist formulation). - 01:12–01:17 A doctor in a white coat, labeled "THE DERMATOLOGY SPECIALISTS," smells a Flakes bottle. The creator states, "With twice the antifungal punch compared to big brands." This provides expert validation and emphasizes superior efficacy through comparison. - 01:17–01:23 The creator continues, "that dermatologists quietly admit don't work. In English, Flakes kills fungus, not just cover it up." This directly discredits competitors by implying they are ineffective and reiterates the core mechanism of Flakes. The split screen briefly shows two bottles (one light green, one dark) and a duck-shaped soap dispenser, then two green/dark bottles. - 01:23–01:25 The creator returns to the plain background: "And when you kill the fungus," This sets up the benefits of solving the root problem. - 01:25–01:27 The creator, now with shorter, neater hair, is shown looking at his reflection in a mirror, confidently running his hands through his hair. He states, "No more flakes, no more beard dandruff, no more itchiness or inflammation." This directly addresses the pain points with tangible results. - 01:27–01:29 The creator is shown from the side, running his hand through his now seemingly healthier hair. He affirms, "And yes, your hair can actually start growing back." This addresses the "thinning hair" pain point with a positive, growth-oriented benefit. - 01:29–01:34 The creator returns to the plain background, listing lifestyle benefits: "Imagine putting on a black shirt without thinking twice. Running your hand through your hair without a snowstorm." This paints a picture of confidence and freedom. - 01:34–01:37 The creator, holding up a Flakes bottle, says, "Going on a date without the added insecurity of dandruff." This highlights the emotional and social benefits, connecting the product to improved confidence and social life. - 01:37–01:41 The creator returns to the plain background and addresses the viewer directly, summarizing the problem and solution: "So if you're tired of the flakes, the shedding, the random red patches on your face," then shows his face with a clean, clear complexion, "get Flakes today." This serves as a strong call to action after summarizing the problem and presenting the solution. - 01:41–01:43 The creator is shown squeezing the Flakes shampoo into his hand in a shower, then returns to the plain background, introducing urgency: "Only problem? They sell out constantly." - 01:43–01:45 The creator returns to the plain background, reinforcing scarcity: "I was waiting for weeks last time I needed to buy some." - 01:45–01:48 The creator holds up the two Flakes bottles. He states, "But they're back in stock right now, so don't wait." This creates immediate urgency and a sense of limited availability. - 01:48–01:52 The creator returns to the plain background, reiterating the core benefit and offer: "Kill the fungus and the flakes. I added a special promo if you tap below." - 01:52–01:57 The creator holds up two Flakes bottles again, and a hand brushes his scalp with a scalp brush. He lists the offer: "You'll get 20% off plus a premium grade scalp brush completely free." This concludes with a strong, multi-faceted offer to incentivize immediate purchase.

# Ad summary This ad features a male creator sharing his personal struggle with dandruff and how Flakes anti-dandruff shampoo and conditioner solved his problem. The video showcases the product's features, ingredients, and pleasant scent, contrasting it with harsh traditional anti-dandruff shampoos. It includes an unboxing segment, product demonstration in the shower, and a strong personal endorsement, concluding with a call to action and an offer. # Brand positioning Flakes positions itself as a premium, effective, and aesthetically pleasing solution for dandruff, specifically targeting men. It aims to occupy a space in the consumer's mind as a modern, gentle yet powerful alternative to traditional anti-dandruff shampoos that often contain harsh chemicals and unpleasant scents. The brand aligns with values of self-care, confidence, and natural ingredients, promoting a lifestyle free from the anxiety associated with dandruff. It pushes against the category norm of anti-dandruff products being harsh or having medicinal smells, instead offering a product developed with top dermatologists that is both effective and enjoyable to use. The brand's positioning is both functional, emphasizing its 'twice the anti-dandruff ingredient' and 'without harsh chemicals,' and emotional, promising to restore confidence and provide a pleasant user experience. # Product The ad features Flakes anti-dandruff shampoo and conditioner. The shampoo is presented in a teal bottle, and the conditioner in a dark blue bottle, both with 'Flakes' branding. The product is for men who suffer from dandruff and are looking for an effective yet gentle solution. Key product details highlighted are that it is 'tough on flakes but gentle on your scalp,' contains 'twice the anti-dandruff ingredient as the other brands,' and is 'without the harsh chemicals' like sulfates. It is also noted for its pleasant scent, described as smelling 'like a forest rather than a men's locker room,' due to using '100% natural fragrances.' The ad implies the product works by effectively treating dandruff without causing further irritation or dryness, and it is developed with New York City's top dermatologists. Use occasions include regular showering, and it is presented as a daily hair care solution. The ad addresses the purchase barrier of harsh ingredients and unpleasant smells often associated with anti-dandruff products, offering a superior alternative. # Visual style The ad features a scrappy, UGC-like visual style with a natural light aesthetic. The editing style is characterized by quick cuts and jump cuts, maintaining a fast pace throughout the video. The production quality leans towards a polished UGC feel, using handheld camera work and close-ups to create an intimate and authentic testimonial. There are no obvious visual motifs beyond the consistent use of close-ups on the product and the user's hair/scalp. The pacing is consistently fast, with cuts occurring every 1-3 seconds, creating a dynamic and engaging rhythm. The audio-visual sync is strong, with cuts and product actions often timed to the voiceover lines, enhancing the narrative flow. # Hooks Spoken: This new shampoo is tough on flakes but gentle on your scalp. Text overlay: THIS NEW / SHAMPOO IS / TOUGH / ON FLAKES BUT / GENTLE / ON YOUR SCALP. Visual: Close-up, over-the-shoulder shot of a person's back and head in a shower. The person, with short brown hair, is vigorously scrubbing their scalp with a red, spiky silicone scalp brush, creating white shampoo lather. The background is a light-colored shower wall, possibly tiled. The lighting is bright and even, suggesting a clean bathroom environment. / Medium shot of two 'Flakes' shampoo bottles (one teal, one dark blue) sitting on a metal shower caddy shelf against a light brown, possibly tiled, shower wall. Water droplets are visible on the bottles and shelf. The camera is stationary, eye-level with the bottles. The lighting is soft and diffused. # Funnel stage Consideration # Pain points The central pain point is the embarrassment and anxiety caused by visible dandruff, especially when wearing dark clothing, and the ineffectiveness or harshness of traditional anti-dandruff shampoos. The ad states: "My dandruff was getting so bad recently that I was legitimately anxious to wear black shirts in public." and "I realized that my anti-dandruff shampoo was actually making the problem worse with sulfates and other harsh ingredients." # Value propositions - tough on flakes but gentle on your scalp (combines efficacy with comfort) - twice the anti-dandruff ingredient as the other brands and without the harsh chemicals (superior efficacy without drawbacks) - developed with New York City's top dermatologists (expert-backed formulation) - most effective and best-smelling anti-dandruff products for men (superior experience) - smells like a forest rather than a men's locker room (pleasant, natural scent) - gives you your confidence back (emotional transformation) # Benefits - solves your dandruff problem - gives you your confidence back - smells like a forest rather than a men's locker room - looks nice in my bathroom # Features - tough on flakes - gentle on your scalp - twice the anti-dandruff ingredient - without the harsh chemicals - 100% natural fragrances # Call to action None used # Social proof - "My dandruff was getting so bad recently that I was legitimately anxious to wear black shirts in public." – Male 1 (Customer) - "I realized that my anti-dandruff shampoo was actually making the problem worse with sulfates and other harsh ingredients." – Male 1 (Customer) - "But then I found Flakes." – Male 1 (Customer) - "Flakes was developed with New York City's top dermatologists to create the most effective and best-smelling anti-dandruff products for men." – Male 1 (Customer) - "It has twice the anti-dandruff ingredient as the other brands and without the harsh chemicals, which has literally made my dandruff disappear." – Male 1 (Customer) - "Plus, it smells like a forest rather than a men's locker room, which is probably because they use 100% natural fragrances." – Male 1 (Customer) - "They even threw in a scalp brush with my order." – Male 1 (Customer) - "It's not an overstatement to say that Flakes has changed my life by giving me my confidence back." – Male 1 (Customer) - "Plus, it looks nice in my bathroom." – Male 1 (Customer) - "If you deal with dandruff too, I 100% recommend switching to Flakes." – Male 1 (Customer) # Point of view - Customer 95% – The ad is primarily told from the perspective of a male user sharing his personal experience, struggles, and positive outcomes with the product. - Brand 5% – The brand's voice is subtly present through product claims and the mention of dermatologist development, delivered by the customer. # Storyline - 00:00–00:03 The ad opens with a close-up of a man washing his hair in the shower, using a red scalp brush, immediately establishing the context of hair care and hinting at a problem. The voiceover introduces a 'new shampoo' that is 'tough on flakes but gentle on your scalp,' setting up the product's core benefit and positioning it as a superior solution. The perspective is from the brand, introducing its product through a user's experience, with a confident and informative tone. - 00:03–00:08 The narrative shifts to the user's personal struggle with dandruff, showing him scratching his scalp and then revealing flakes on a black jacket. The voiceover describes his past anxiety about wearing black shirts due to severe dandruff. This moment establishes the pain point from the customer's perspective, creating relatability and empathy, with a slightly distressed but reflective tone. - 00:08–00:14 The user then describes his realization that his old anti-dandruff shampoo was making the problem worse, showing blurred images of generic shampoo bottles and a close-up of an ingredients list with 'sulfates' highlighted. This segment identifies the root cause of the problem and positions traditional solutions as ineffective or harmful, reinforcing the need for a better alternative. The perspective is the customer's, sharing a negative past experience with a critical and informative tone. - 00:14–00:15 The ad transitions to the discovery of Flakes, with an unboxing scene. The voiceover states, 'But then I found Flakes.' This marks the turning point in the narrative, introducing the solution to the previously established problem. The perspective is the customer's, expressing relief and discovery, with an optimistic tone. - 00:15–00:22 The voiceover provides details about Flakes' development, mentioning it was 'developed with New York City's top dermatologists' to create 'the most effective and best-smelling anti-dandruff products for men.' This builds credibility and highlights key product attributes. The perspective is the brand's, delivered through the customer's voice, emphasizing expertise and quality with an authoritative yet approachable tone. - 00:22–00:28 The user elaborates on Flakes' superior formulation, stating it 'has twice the anti-dandruff ingredient as the other brands and without the harsh chemicals.' He then shows the product bottles. This directly addresses the previous pain point about harsh ingredients and reinforces the product's effectiveness. The perspective is the customer's, providing a direct comparison and endorsement, with a confident and satisfied tone. - 00:28–00:35 The user expresses the transformative impact of Flakes, saying it 'has literally made my dandruff disappear.' He then demonstrates the product's texture and scent, highlighting its pleasant 'forest' smell due to '100% natural fragrances.' This showcases the immediate and tangible benefits, appealing to both efficacy and sensory experience. The perspective is the customer's, sharing a positive outcome and sensory detail, with an enthusiastic and relieved tone. - 00:35–00:37 The user mentions an added bonus: 'They even threw in a scalp brush with my order.' This adds value and enhances the overall customer experience. The perspective is the customer's, sharing an unexpected positive detail, with a pleased tone. - 00:37–00:41 The user delivers a powerful testimonial, stating, 'It's not an overstatement to say that Flakes has changed my life by giving me my confidence back.' He then shows himself confidently running his fingers through his hair. This emphasizes the emotional benefit and desired outcome, directly linking the product to improved self-esteem. The perspective is the customer's, offering a strong personal endorsement, with a sincere and grateful tone. - 00:41–00:43 The user adds a practical and aesthetic benefit: 'Plus, it looks nice in my bathroom.' This addresses the product's design and how it fits into a modern lifestyle. The perspective is the customer's, adding a minor but appealing detail, with a casual tone. - 00:43–00:52 The ad concludes with a strong recommendation and a reiteration of the benefits, including an offer. The voiceover says, 'If you deal with dandruff too, I 100% recommend switching to Flakes. It'll solve your dandruff problem and just might give you your confidence back. They're doing a 20% off deal right now.' This serves as a direct call to action, summarizing the solution and providing an incentive. The perspective is the customer's, acting as an advocate, with a persuasive and encouraging tone.

# Ad summary This ad promotes Flakes, a dermatologist-formulated shampoo that treats scalp and beard flakes. The ad features a barber who explains the benefits of using Flakes over buying separate serums, oils, and medicated shampoos. The ad also includes social proof by stating that girlfriends are buying it for their boyfriends and offers 20% off and a free scalp brush with a subscription. # Brand positioning Flakes is presented as a dermatologist-formulated shampoo that offers a simple, all-in-one solution for treating scalp and beard flakes. The brand positions itself as a convenient alternative to buying multiple products like serums, oils, and medicated shampoos. The brand promotes a functional approach, focusing on the effectiveness and simplicity of its product, and aims to occupy the space of a reliable and efficient solution for common scalp and beard issues. # Product Flakes is a dermatologist-formulated shampoo designed to treat scalp and beard flakes. It contains pyrithione zinc and MCT oil, and is sulfate-free. The shampoo is marketed as an all-in-one solution that kills fungus, protects the skin barrier, calms inflammation, and treats flakes on the face. It is presented as a convenient alternative to buying separate serums, oils, and medicated shampoos, addressing the purchase barrier of high costs and complicated routines. The ad emphasizes that girlfriends are buying it for their boyfriends, highlighting its effectiveness and broad appeal. # Visual style The ad has a hybrid aesthetic, blending polished commercial elements with a UGC feel. The editing style includes quick cuts and static shots, with smooth transitions. The production quality is a mix of professional barber shop scenes and casual bathroom shots, supporting the intended tone of expertise and relatability. The pacing is consistent, with cuts timed to voiceover lines. # Hooks Spoken: Male 1: If you use pyrithione zinc, it'll help kill your scalp fungus. Text overlay: 00:00–00:02: PYRITHIONE ZINC Visual: 00:00–00:02: A man with tattoos on his arms stands behind a barber station with various clippers, bottles, and tools. He points to a small brown bottle as he speaks. The background is a black wall with a TV and some decorative items. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the frustration of dealing with scalp and beard flakes, which can be uncomfortable and unsightly. The ad addresses this by offering a solution that kills the fungus, protects the skin, and calms inflammation. "If you use pyrithione zinc, it'll help kill your scalp fungus." # Value propositions - All-in-one solution: Combines multiple products into one simple shampoo - Cost-effective: Cheaper than buying separate serums, oils, and medicated shampoos - Dermatologist-formulated: Adds credibility and assurance of effectiveness # Benefits - Kills scalp fungus - Protects skin barrier - Reduces inflammation - Treats flakes on the face - Fixes scalp, beard, and skin all at once # Features - Pyrithione zinc - MCT oil - Sulfate-free - Beard-safe formula - Dermatologist-formulated # Call to action Click the link below to say goodbye to dandruff forever. # Social proof - "Girlfriends are buying it for their boyfriends left and right" – Male 1 (Brand Representative) # Point of view - Brand 90% – The ad is primarily told from the brand's perspective, with a barber presenting the product and its benefits. - Expert 5% – A dermatologist is briefly shown to add credibility to the product's formulation. - Customer 5% – The ad shows people using the product in the shower. # Storyline - 00:00–00:05 The barber introduces pyrithione zinc and MCT oil as ingredients that help kill scalp fungus and protect the skin barrier. - 00:06–00:11 The barber explains that using pyrithione zinc and MCT oil together helps kill fungus and protect the scalp. - 00:11–00:13 The barber states that avoiding sulfates helps reduce inflammation. - 00:14–00:21 The barber explains that using pyrithione zinc, MCT oil, and sulfate-free products will kill the fungus, protect the skin, and calm inflammation. - 00:21–00:24 The barber adds that a beard-safe formula will treat flakes on the face. - 00:25–00:33 The barber summarizes that using pyrithione zinc, MCT oil, sulfate-free products, and a beard formula will fix the scalp, beard, and skin all at once. - 00:34–00:40 The barber explains that buying all these products separately would mean mixing serums, oils, and medicated shampoos, totaling over $100. - 00:41–00:45 The barber introduces Flakes as a simple, dermatologist-formulated shampoo that does it all. - 00:46–00:51 The barber states that Flakes kills the fungus and smooths the skin, and girlfriends are buying it for their boyfriends because it actually works. - 00:52–00:57 The ad promotes an offer of 20% off and a free scalp brush with a subscription at byeflakes.com. - 00:57–00:59 The ad ends with a call to action to click the link below to say goodbye to dandruff forever.

# Ad summary This ad promotes Flakes anti-dandruff shampoo and conditioner for men. It features a man explaining how he got rid of his dandruff by using Flakes. The ad shows the product being used in the shower and highlights its key features, such as being dermatologist-designed, containing clinically-backed ingredients, and being free of harsh chemicals and sulfates. The ad ends with a call to action to check out the product at byeflakes.com. # Brand positioning Flakes is presented as a dermatologist-designed solution for men's dandruff, emphasizing clinically-backed ingredients and natural components. The brand positions itself as a provider of real care for scalp health, contrasting with products that contain harsh chemicals and sulfates. Flakes aims to occupy a space in the market that values effective, gentle, and scientifically supported dandruff treatment, aligning with a lifestyle that prioritizes natural and healthy solutions. # Product Flakes offers an anti-dandruff shampoo and conditioner designed for men. The shampoo contains 2% pyrithione zinc to target dandruff at the root cause. The product is dermatologist-designed with clinically-backed ingredients and is formulated without harsh chemicals or sulfates, using only natural ingredients. The ad highlights that Flakes is a solution to end dandruff forever, addressing the need for effective dandruff treatment without compromising on gentle and natural ingredients. # Visual style The ad has a UGC feel with quick cuts and a mix of close-up and medium shots. The production quality is decent, with clear visuals and good lighting. The editing rhythm is fast-paced, with cuts timed to the music and voiceover lines. The overall aesthetic is clean and modern, with a focus on showcasing the product and its benefits. # Hooks Spoken: Male 1: Here's how I finally got rid of my dandruff! Text overlay: 00:00–00:02: Here's how I finally got rid of my dandruff! Visual: 00:00–00:01: Close-up shot of dark hair and scalp covered in white dandruff flakes. A blue brush is seen brushing the hair. The background is a dark gray shirt. The camera is close and focuses on the dandruff. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration and discomfort of having dandruff, which is framed as the scalp's way of asking for help. # Value propositions - Dermatologist-designed with clinically-backed ingredients: Provides a scientifically supported and effective solution. - No harsh chemicals, no sulfates, only natural ingredients: Offers a gentle and safe treatment option. # Benefits - Targets dandruff at the root cause - Ends dandruff forever # Features - Dermatologist designed - Clinically backed ingredients - 2% pyrithione zinc - No harsh chemicals - No sulfates - Only natural ingredients # Call to action Check it out today # Point of view - Customer 40% – The ad features a man who has used the product and is sharing his experience. - Brand 60% – The ad presents the product's features and benefits from the official brand perspective. # Storyline - 00:00–00:01 The ad opens with close-up shots of hair and scalp covered in dandruff flakes, creating a sense of discomfort and highlighting the problem the product aims to solve. - 00:01–00:03 00:01–00:03: A man introduces the topic of dandruff and states that it starts with scalp health, setting the stage for the solution he is about to present. The message is conveyed from the perspective of someone who has experienced and overcome the issue. - 00:03–00:07 00:03–00:07: The ad emphasizes the discomfort and need for care associated with dandruff, framing it as the scalp's way of asking for help. This is told from the perspective of someone who understands the problem and is offering a solution. - 00:07–00:16 00:07–00:16: The ad introduces Flakes as the solution, highlighting its dermatologist-designed formulation and clinically-backed ingredients, including 2% pyrithione zinc. This is presented from the brand's perspective, aiming to establish credibility and effectiveness. - 00:16–00:21 00:16–00:21: The ad emphasizes the product's gentle formulation, stating that it contains no harsh chemicals or sulfates, only natural ingredients that work. This is conveyed from the brand's perspective, addressing potential concerns about harshness and promoting a natural approach. - 00:21–00:23 00:21–00:23: The ad concludes by promising to end dandruff forever with Flakes and provides a call to action to check it out today at byeflakes.com. This is presented from the brand's perspective, encouraging immediate action and purchase. - 00:23–00:31 00:23-00:31: The ad shows the product and lists the benefits of the product.

# Ad summary This ad features a man in the shower discussing the benefits of Flakes shampoo and conditioner and how they have helped him with his dandruff problem. He is talking directly into the camera and he emphasizes the importance of scalp health for overall hair health. # Brand positioning Flakes shampoo and conditioner is positioned as a dermatologist-designed hair care system specifically targeting dandruff and scalp health. It sets itself apart from legacy brands by offering a clean, effective formula with two times the active ingredient, Pyrithione Zinc, while excluding sulfates, parabens, and harsh chemicals. The brand focuses on functional benefits, promising to target dandruff at its source and soothe the scalp with ingredients like MCT oil. With over 300,000 bottles sold and thousands of five-star reviews, Flakes emphasizes its proven efficacy and gentle formulation for maintaining a healthy scalp and strong hair. # Product Flakes offers a two-step system consisting of an anti-dandruff shampoo and a moisturizing conditioner designed to promote scalp and hair health. The shampoo targets dandruff at its source, utilizing two times the active ingredient, Pyrithione Zinc, compared to legacy brands. It is free from sulfates, parabens, and harsh chemicals. The conditioner uses MCT oil to soothe the scalp and strengthen hair. The set's USPs include its dermatologist-designed formulation and focus on treating dandruff as a fungus rather than just dry scalp. The presenter highlights the products' cedar mint forest scent. # Visual style The ad has a UGC aesthetic, simulating a real-time, unfiltered shower routine. The production quality is moderate, with a focus on natural lighting. The cuts are simple, with no stylistic patterns. # Hooks Spoken: 00:00–00:01: Here's the truth most people don't know Text overlay: 00:00–00:05: The truth about your scalp. / 00:00–00:01: here's the truth most people don't know Visual: 00:00–00:01: A medium shot shows a shirtless man in a shower, looking directly at the camera with water running over his shoulders. The background features white tiled walls and a black shower head. Text overlay: “The truth about your scalp. here's the truth most people don't know” # Funnel stage Middle of funnel (Consideration) # Pain points Traditional drugstore dandruff treatments often don't work and may even worsen the condition. The ad highlights this frustration with the line: “I tried the drugstore stuff and nothing worked, and some of it actually made things worse.” # Value propositions - Clean and effective solution for dandruff - Two-step system for shampooing and conditioning - Health and confidence, extending to training, work, and family life # Benefits - Built for scalp health and hair health - Targets dandruff at the source - Soothes your scalp - Keeps your hair strong - Confidence shows up everywhere # Features - Two times the active ingredient: Pyrithione Zinc - No Sulfates - No Parabens - No harsh junk - MCT oil - Dermatologist designed # Call to action None used. # Social proof - "Over 300,000 bottles have been sold and there's thousands of five star reviews." # Point of view - Customer 100% – The entire ad is presented from the perspective of a satisfied customer who is speaking directly to the camera about his personal experience. # Storyline - 00:00–00:01 The ad opens with the presenter in a shower setting, establishing the context for a hair care product discussion. - 00:01–00:05 The presenter challenges the common misconception that dandruff is due to dry scalp. - 00:05–00:08 The presenter shares his frustration with ineffective drugstore remedies, setting up the need for a different solution. - 00:08–00:12 The presenter introduces Flakes shampoo and conditioner as his preferred solution, emphasizing its unique formulation designed for scalp and hair health. - 00:12–00:21 The presenter elaborates on the product's features, including its active ingredient, absence of harmful additives, and pleasant scent. - 00:21–00:29 The presenter highlights the product's dermatologist-designed formulation, emphasizing its proven success through sales and reviews. - 00:29–00:39 The presenter details the two-step process, distinguishing between the functions of the shampoo and conditioner. - 00:39–00:52 The presenter markets the product as a solution that is designed for active men and dads. - 00:52–01:03 The presenter extends a limited-time offer of 20% off plus a free scalp brush, with a 30-day money back guarantee, emphasizing the importance of scalp health. - 01:03–01:08 The ad concludes with a shot that shows the Flakes shampoo and conditioner and invites people to visit the Flakes website.

# Ad summary This ad for Flakes promotes their hair products, including anti-dandruff shampoo, moisturizing conditioner, and night shift scalp serum. The ad highlights that the products can help achieve thicker, fuller-looking hair without a prescription. It also mentions a Black Friday discount and a free gift with purchase. # Brand positioning Flakes is presented as a modern and accessible hair care brand that focuses on providing solutions for common hair concerns without the need for a prescription. The brand positions itself as a non-gatekeeping option, suggesting inclusivity and transparency in its approach to hair care. The brand's products are designed to be effective and easy to use, appealing to consumers who want to improve their hair health without complicated routines or prescriptions. The brand's visual style and language are clean and straightforward, emphasizing simplicity and effectiveness. # Product The ad features three Flakes hair care products: Anti-Dandruff Shampoo, Moisturizing Conditioner, and Night Shift. The Anti-Dandruff Shampoo is designed to combat dandruff and promote a healthy scalp. The Moisturizing Conditioner is formulated to hydrate and nourish the hair. The Night Shift is a scalp serum designed to be used overnight for scalp care. All three products are packaged in minimalist bottles with the Flakes logo prominently displayed. The ad highlights that these products can help achieve thicker, fuller-looking hair without a prescription, addressing a common barrier to entry for hair care solutions. A free gift is also included with purchase. # Visual style The ad has a clean and minimalist visual style with a focus on product presentation. The color palette is muted, with pops of turquoise and orange to draw attention. The lighting is soft and even, creating a professional and polished look. The overall aesthetic is modern and approachable, aligning with the brand's positioning. # Hooks Headline: Thicker, fuller-looking hair. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of wanting thicker, fuller-looking hair but not wanting to go through the process of getting a prescription. The phrase "No prescription" directly signals this frustration. # Value propositions - Achieve thicker, fuller-looking hair without the need for a prescription, making it accessible and convenient. # Benefits - Thicker, fuller-looking hair - No prescription # Features - Anti-Dandruff Shampoo - Moisturizing Conditioner - Night Shift # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's point of view is present throughout the ad, promoting its products and values. # Storyline - The ad starts by announcing a Black Friday promotion, creating a sense of urgency and opportunity for the viewer. This is told from the brand's perspective to grab the viewer's attention and incentivize them to consider the offer. - The ad then introduces the brand's philosophy of not gatekeeping, positioning itself as an accessible and inclusive option in the hair care market. This is told from the brand's perspective to build trust and rapport with the viewer. - The ad highlights the key benefit of using Flakes products: achieving thicker, fuller-looking hair without a prescription. This is told from the brand's perspective to address a common desire among consumers and differentiate the product from prescription-based solutions. - The ad showcases the Flakes product line, including the Anti-Dandruff Shampoo, Moisturizing Conditioner, and Night Shift, along with a free gift. This is told from the brand's perspective to demonstrate the range of products available and incentivize purchase with the added value of a free gift.

# Ad summary This ad promotes Flakes anti-dandruff shampoo and conditioner for men. It features the brand founder explaining how he teamed up with a dermatologist to create the product after struggling with dandruff himself. The ad includes testimonials from other men who have used the product and are now able to wear black shirts again. It highlights the product's use of double the active ingredient of leading brands without harsh chemicals and its premium fragrance. # Brand positioning Flakes is presented as a solution for men struggling with dandruff and seborrheic dermatitis. The brand emphasizes its collaboration with a top dermatologist in New York City, Dr. Bobby Buka, to create a product with double the active ingredient of leading brands but without harsh chemicals. Flakes aims to occupy the space of a premium, effective dandruff treatment that doesn't have the medicinal smell or harsh chemicals of traditional options. The brand aligns with a lifestyle of confidence and freedom from the limitations of dandruff, such as being able to wear black shirts. The brand positioning is both functional (effective dandruff treatment) and emotional (confidence, freedom). # Product Flakes is an anti-dandruff shampoo and conditioner for men, designed in collaboration with a dermatologist. It contains double the active ingredient of leading brands but without harsh chemicals that can worsen dandruff. The shampoo has a premium fragrance benchmarked against fragrances like Le Labo, avoiding the medicinal smell of typical dandruff shampoos. It aims to help men tackle their dandruff and seborrheic dermatitis, allowing them to wear black shirts again. The product is backed by a money-back guarantee, and the brand encourages feedback to improve its products. # Visual style The ad has a polished, modern aesthetic with a mix of studio-lit shots and UGC-style footage. The editing style is quick cuts, with product actions and text overlays timed to the music beats and voiceover lines. The production quality is a hybrid of polished commercial and UGC feel, which supports the intended tone of authenticity and expertise. The pacing is fast, with approximately 15 cuts per minute. # Hooks Spoken: I started losing my hair because of dandruff. Text overlay: DANDRUFF AND SEBORRHEIC DERMATITIS WAS RUINING MY LIFE Visual: 00:00–00:03 The ad opens with a close-up shot of dandruff and seborrheic dermatitis under a microscope. The shot is brightly lit and the camera is stationary. The background is a petri dish. The foreground is the dandruff and seborrheic dermatitis. Text overlay: "DANDRUFF AND SEBORRHEIC DERMATITIS WAS RUINING MY LIFE". The shot transitions to Male 1 sitting in a chair in front of a blue curtain. He is wearing a white shirt and has a beard. He is gesturing with his hands as he speaks. Male 2 is sitting next to him. # Funnel stage Middle of funnel (Consideration) # Pain points Dandruff and seborrheic dermatitis was ruining my life. # Value propositions - Double the active ingredient of leading brands but without harsh chemicals - Smells amazing, benchmarked against premium fragrances like Le Labo # Benefits - Tackle their dandruff - Finally able to wear black shirts again - Hair is thicker than ever # Features - Double the active ingredient of leading brands - Without any of the harsh chemicals that can actually make dandruff worse - Smells amazing - Benchmarked against premium fragrances like Le Labo - Dermatologist designed # Call to action Go check it out at byeflakes.com # Social proof - "Uh we've got guys who've struggled with dandruff for decades, finally able to wear black shirts again" - "It worked for me personally, my my my hair is thicker than ever" # Point of view - Brand 50% – The brand voice is communicated through the founder explaining the product and its benefits. - Customer 50% – The customer POV is communicated through testimonials from men who have used the product. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a close-up of dandruff under a microscope, followed by Male 1 explaining that he started losing his hair because of dandruff. This is intended to grab the viewer's attention by highlighting the problem that the product solves. - 00:03–00:10 00:03–00:10 Male 1 continues by explaining that he teamed up with a top dermatologist in New York City, Dr. Bobby Buka, to create a product. This is intended to build credibility by highlighting the expertise behind the product. - 00:10–00:15 00:10–00:15 Male 1 states that they created a product launched in March of 2023 and have helped over 100,000 guys tackle their dandruff. This is intended to show the product's success and popularity. - 00:15–00:20 00:15–00:20 The ad transitions to a shot of a man in the shower using the product, while Male 1 explains that the formula uses double the active ingredient of leading brands. This is intended to highlight the product's effectiveness. - 00:20–00:32 00:20–00:32 Male 1 continues by explaining that the product is without any of the harsh chemicals that can actually make dandruff worse and that it smells amazing, benchmarked against premium fragrances like Le Labo. This is intended to address potential concerns about the product's safety and scent. - 00:32–00:41 00:32–00:41 The ad transitions to testimonials from other men who have used the product, stating that they are finally able to wear black shirts again and that their hair is thicker than ever. This is intended to provide social proof and show the product's real-world benefits. - 00:41–00:44 00:41–00:44 Male 1 explains that while it won't work for everyone, they back it with a money-back guarantee. This is intended to reduce risk and encourage viewers to try the product. - 00:44–00:50 00:44–00:50 Male 1 states that they want to hear from you either way, it helps us keep making better products. He ends the ad by telling viewers to go check it out at byeflakes.com. This is intended to encourage viewers to purchase the product. - 00:50–00:58 00:50-00:58 The ad ends with a shot of the product and text overlays highlighting its benefits: stops dandruff, strengthens hair, and dermatologist designed and tested. This is intended to reinforce the product's key selling points.

# Ad summary This ad features a male creator sharing his personal struggle with 'face fungus' and severe dandruff, which he initially mistook for dry skin. He explains how traditional moisturizing and dandruff products failed because they didn't address the root cause (a specific fungus). He then introduces 'Flakes' shampoo, highlighting its dermatologist-developed formula with twice the Pyrethione Zinc, and its gentle, effective ingredients. The ad includes product demonstrations, a strong call to action, and a money-back guarantee, positioning 'Flakes' as the definitive solution for dandruff. # Brand positioning The brand 'Flakes' positions itself as a specialized, science-backed solution in the anti-dandruff market, directly addressing the underlying fungal cause of dandruff rather than just symptoms. It aims to occupy a space as a trustworthy, effective, and gentle alternative to conventional products that may exacerbate the problem. The brand promotes a functional positioning, emphasizing its superior formula and ingredients developed by top dermatologists, while also implying a sense of relief and confidence for users who have struggled with persistent dandruff. It pushes against the norm of generic dandruff treatments by educating consumers on the true cause and offering a targeted solution. # Product The product is 'Flakes' anti-dandruff shampoo, designed to combat dandruff and 'face fungus' by targeting the Malassezia fungus. It is for individuals, particularly men as implied by the creator, who experience persistent dandruff on their scalp and beard, and who have found traditional dandruff treatments ineffective. Key product details include its formula developed by top dermatologists, containing twice the Pyrethione Zinc (the key ingredient to fighting dandruff). It is also highlighted as having no harsh ingredients, no Sulfates, and no Parabens. The ad emphasizes that it 'just works better' and 'smells better too'. It works on both beard and hair. The ad addresses the purchase barrier of product effectiveness by explaining its scientific basis and offering a money-back guarantee. # Visual style The ad employs a hybrid visual style, blending raw, authentic UGC-like footage with more polished, brand-focused shots. The overall aesthetic is natural light, with a slightly desaturated color palette in the creator's speaking segments, giving it a grounded, relatable feel. The editing rhythm is moderately paced, with cuts timed to the speaker's narrative beats, creating a conversational flow. There are no overt visual motifs beyond the consistent use of the creator in a casual setting and close-ups during product interaction. The pacing is consistent throughout, supporting the informative yet personal storytelling. Audio-visual sync is strong, with text overlays appearing precisely with spoken lines and product demonstrations aligning with feature explanations. # Hooks Spoken: 00:00–00:01: I have had fungus on my face. Text overlay: My secret weapon against face fungus Visual: 00:00–00:01: A medium shot of a male with a beard and tattoos, wearing a dark baseball cap and a tan t-shirt, speaking into a black microphone. He is seated in a well-lit room with a white wall and a mirror reflecting a window in the background. The camera is stationary, tripod-mounted, and at eye level. Lighting is natural and bright. Text overlay 'My secret weapon against face fungus' is visible. / 00:01–00:01: A close-up shot of the same male, shirtless, with tattoos on his chest and arms, looking upwards and scratching his scalp with his right hand. His eyes are wide, conveying surprise or concern. The background is a plain light-colored wall, likely a bathroom. The camera is handheld, slightly shaky, and at eye level, creating an intimate, raw feel. Text overlay 'My secret weapon against face fungus' is still visible. # Funnel stage Conversion # Pain points The central pain point is persistent, misunderstood dandruff and 'face fungus' that traditional moisturizing and 'big brand' products fail to resolve, often making the condition worse. The ad highlights the frustration of trying multiple solutions without success, and the lack of understanding about the true cause. "I had fungus on my face. Growing in my hair. And a lot of guys have it too. No one is talking about this. It started with really bad dandruff. I would do this to my beard and Flakes would fall. So I thought like most people, it was a dry face, a dry scalp. But then my dandruff just kept getting worse. I tried all the big brands, none of them worked." # Value propositions - key ingredient to fighting dandruff - just works better - no harsh ingredients # Benefits - fights dandruff - smells better - works better # Features - developed by top Dermatologist - twice the Pyrithione Zinc - no harsh ingredients - no Sulfates - No Parabens - works on my beard - works on my hair # Call to action Go to byeflakes.com right now to check it out. # Social proof - I tell all my buddies about it. # Point of view - Customer 70% – The creator shares his personal struggle, experiences, and recommendations in a casual, direct-to-camera style. - Brand 30% – The creator delivers product features, benefits, and offers, acting as an informed spokesperson for the brand. # Storyline - 00:00–00:01 00:00–00:01: The creator, speaking directly to the camera, introduces the topic of 'face fungus' as his 'secret weapon'. This immediately grabs attention with a slightly provocative and intriguing statement, setting a personal, confessional tone from a customer's perspective. - 00:01–00:04 00:01–00:04: He reveals his personal struggle, stating he 'had fungus on my face' and 'growing in my hair', while visually scratching his head and beard. This establishes a relatable problem from a customer's POV, creating empathy and a sense of shared experience with the audience. The tone is candid and slightly frustrated. - 00:04–00:06 00:04–00:06: He generalizes the problem, saying 'a lot of guys have it too' and 'No one is talking about this.' This broadens the problem's scope, making it feel like an unspoken issue many face, further solidifying the customer's POV and hinting at a solution to an unaddressed need. The tone is empathetic and slightly conspiratorial. - 00:06–00:09 00:06–00:09: He describes the progression of his condition, starting with 'really bad dandruff' and showing himself scratching his beard. This details the pain point, making it more tangible and illustrating the severity of the problem from his personal experience. - 00:09–00:12 00:09–00:12: He demonstrates the physical manifestation of the problem, mimicking scratching his beard and stating 'Flakes would fall.' This visual and verbal description reinforces the unpleasant reality of dandruff, maintaining the customer's relatable struggle. - 00:12–00:17 00:12–00:17: He explains his initial misunderstanding, thinking it was 'dry face, a dry scalp,' and how his dandruff 'just kept getting worse.' This highlights a common misconception and the ineffectiveness of typical solutions, building towards the revelation of the true cause. The tone is reflective and slightly exasperated. - 00:17–00:21 00:17–00:21: He mentions trying 'all the big brands' and that 'none of them worked,' while showing blurred bottles of generic products. This establishes the failure of competitors and sets the stage for the unique solution. The tone is one of past frustration and disappointment. - 00:21–00:27 00:21–00:27: He reveals the scientific truth: dandruff is 'actually caused by a fungus' called 'Malassezia.' This shifts the narrative from problem to education, providing expert-level insight from the brand's perspective, explaining why previous solutions failed. - 00:27–00:35 00:27–00:35: He explains how moisturizing 'was actually adding fuel to the fire' because 'It feeds the fungus,' making it 'worse.' This further clarifies the problem and common mistakes, reinforcing the need for a specialized solution. The tone is informative and slightly cautionary. - 00:35–00:38 00:35–00:38: He transitions to the solution, stating 'That's where Flakes comes in,' with a visual reveal of the product bottles. This marks the turning point, introducing the brand as the answer to the previously established problem. The tone becomes hopeful and solution-oriented. - 00:38–00:40 00:38–00:40: He highlights the product's credibility: 'Their formula is developed by top Dermatologist.' This builds trust and authority, positioning the brand as expert-backed. The tone is authoritative and reassuring. - 00:40–00:46 00:40–00:46: He details the key ingredient, 'twice the Pyrithione Zinc,' which is 'the key ingredient to fighting dandruff,' while showing the product being dispensed and applied. This provides specific functional benefits and demonstrates product use, reinforcing its effectiveness. - 00:46–00:52 00:46–00:52: He lists what the product *doesn't* have: 'no harsh ingredients,' 'no Sulfates,' 'No Parabens,' and claims 'it just works better.' This addresses concerns about harsh chemicals and emphasizes superior performance. The tone is confident and reassuring. - 00:52–00:53 00:52–00:53: He adds a sensory benefit: 'It smells better too.' This appeals to a broader user experience beyond just efficacy. The tone is positive and appreciative. - 00:53–00:55 00:53–00:55: He demonstrates the product's versatility, showing it being applied to both beard and hair, stating 'It works on my beard. It works on my hair.' This highlights the product's multi-purpose use for men. The tone is practical and demonstrative. - 00:55–00:57 00:55–00:57: He provides social proof, saying 'I tell all my buddies about it.' This acts as a personal endorsement and recommendation, leveraging peer influence. The tone is enthusiastic and trustworthy. - 00:57–01:03 00:57–01:03: He gives a direct call to action and offer: 'Go to byeflakes.com right now to check it out. You get 20% off. Plus, a free scalp brush.' This drives immediate action with clear incentives. The tone is urgent and persuasive. - 01:03–01:07 01:03–01:07: He offers a '30 day money back guarantee' and reassures 'if it doesn't work? No worries.' This mitigates risk and builds confidence in the purchase. The tone is reassuring and confident. - 01:07–01:13 01:07–01:13: The ad concludes with a visual display of the product, website, and offer details. This provides a clear summary of the brand, product, and incentive, reinforcing the call to action.

# Ad summary This ad promotes Flakes Night Shift, a dual-action product designed to treat dandruff and promote thicker, fuller-looking hair. The ad features Jason, the co-founder of Flakes, who discusses the importance of scalp health and introduces the product's key ingredients and benefits. The ad also highlights a limited-time Black Friday deal and a money-back guarantee. # Brand positioning Flakes is presented as a brand that prioritizes scalp health as the foundation for thicker, fuller-looking hair. The brand aims to be more than just an extension of typical hair care, positioning itself as a 'real hero product' that addresses key issues like dandruff and scalp irritation. Flakes emphasizes scientific research and development, aligning with a functional approach to hair care. The brand also promotes a customer-centric approach by offering a money-back guarantee if the product doesn't meet expectations. # Product Flakes Night Shift is a dual-action product designed to treat flakes, scalp irritation, and provide a proper scalp environment for thicker, fuller-looking hair. It is formulated with a powerhouse of ingredients, including Biotin, Biotin Polymers, Saw Palmetto, Pyrithione Zinc, Piroctone Olamine, Salicylic Acid, and Copper Peptides. The product is designed to work overtime while you sleep. It can be bundled with Flakes shampoo and conditioner or used as a standalone product. The ad addresses the purchase barrier by offering a money-back guarantee if the product doesn't work for the customer. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and a simple background. The editing style is straightforward with static shots and minimal transitions. The production quality is decent, giving it a polished yet approachable feel. The pacing is consistent, with a moderate number of cuts per minute. The audio-visual sync is well-maintained, with text overlays and product actions timed to the voiceover. # Hooks Spoken: 00:00–00:01 Are you dealing with hair loss? Text overlay: 00:00–00:04 Your scalp's daily defense against hair loss / 00:00–00:46 * LIMITED TIME * BLACK FRIDAY DEAL * Visual: 00:00–00:04 A man stands in front of an open door of a green and white SUV in what appears to be a garage. He is wearing a white t-shirt, a light blue button-up shirt, and blue jeans. He is gesturing with his hands as he speaks. The camera is stationary and at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of dealing with hair loss and the search for effective solutions to achieve thicker, fuller-looking hair. The ad opens with the question, 'Are you dealing with hair loss?' # Value propositions - Dual-action product to treat dandruff and also give you thicker and fuller-looking hair - Works overtime while you sleep # Benefits - Treat flakes - Treat scalp irritation - Provides a scalp environment and the proper environment for thicker and fuller looking hair # Features - Biotin - Biotin Polymers - Saw Palmetto - Pyrithione Zinc - Piroctone Olamine - Salicylic Acid - Copper Peptides # Call to action None used. # Point of view - Brand 100% – The entire ad is told from the brand's perspective, with the co-founder and product claims driving the narrative. # Storyline - 00:00–00:08 00:00–00:08 The co-founder of Flakes, Jason, introduces the topic of hair loss and the desire for thicker, fuller-looking hair. This is intended to grab the attention of viewers who are concerned about their hair and are looking for solutions. - 00:08–00:17 00:08–00:17 Jason shares his personal journey of discovering the connection between scalp health and hair health. This is intended to build trust and credibility by showing that the brand understands the underlying issues related to hair health. - 00:17–00:20 00:17–00:20 The ad shows a close-up of a person's scalp, emphasizing the importance of scalp health. This is intended to visually reinforce the message that scalp health is a key factor in hair health. - 00:20–00:31 00:20–00:31 Jason explains that Flakes created a product that is a 'real hero product' that addresses the key issue of scalp health. He mentions the two years of R&D and the involvement of their chief science officer. This is intended to highlight the brand's commitment to creating effective solutions. - 00:31–00:46 00:31–00:46 Jason introduces the product, Night Shift, and explains that it works overtime while you sleep to treat flakes, scalp irritation, and provide a proper scalp environment for thicker, fuller-looking hair. This is intended to showcase the product's benefits and unique selling points. - 00:46–01:04 00:46–01:04 Jason lists the key ingredients of the product and highlights that it is the first of its kind dual-action product to treat dandruff and give you thicker, and fuller-looking hair. This is intended to provide scientific backing and differentiate the product from competitors. - 01:04–01:15 01:04–01:15 Jason mentions that the product is launching and will be bundled with their shampoo and conditioner, but it can also be a standalone product. He offers a money-back guarantee if the product doesn't work. This is intended to encourage viewers to try the product with a low-risk offer. - 01:15–01:19 01:15–01:19 The ad shows the product bundle and a Black Friday deal. This is intended to provide a visual representation of the product and highlight the current promotion.

# Ad summary This video features the founder of Flakes, an anti-dandruff shampoo and conditioner brand, sharing his personal struggle with dandruff and seborrheic dermatitis. He explains how he teamed up with a top dermatologist to create a more effective product, highlighting its unique formulation (no long-chain fatty acids, twice the active ingredient of market leaders, no sulfates, phthalates, or parabens) and pleasant scent. The ad includes visual demonstrations of the product being used, social proof of its effectiveness, and an offer for a free scalp brush with purchase, aiming to convert viewers by addressing a common hair care problem with a scientifically backed solution. # Brand positioning Flakes positions itself as a premium, scientifically-backed solution in the anti-dandruff hair care market, moving beyond traditional offerings. The brand aims to occupy a space in the consumer's mind as a highly effective, dermatologist-developed product that not only solves dandruff and seborrheic dermatitis but also cares for hair health and offers a pleasant user experience. It aligns with values of efficacy, scientific rigor, and a modern, sophisticated lifestyle, evidenced by its benchmark against high-end fragrance brands like Le Labo. The brand pushes against category norms by emphasizing a formulation free of common irritants (sulfates, phthalates, parabens) and a focus on ingredients that don't feed the fungus causing dandruff, implying a superior, more thoughtful approach compared to market leaders. The positioning is primarily functional, centered on solving a specific problem (dandruff, hair loss) with superior ingredients and formulation, but also incorporates emotional elements through the founder's personal story of relief and improved hair health. # Product The product featured is Flakes Anti-Dandruff Shampoo and Moisturizing Conditioner, designed to combat dandruff and seborrheic dermatitis and prevent associated hair loss. It is for individuals experiencing these scalp conditions who are looking for a more effective, gentle, and pleasant-to-use solution than what is currently available on the market. Key product details include: it is 'more effective,' 'has no long chain fatty acids' (which feed the fungus Malassezia that causes dandruff), 'has twice the active ingredient as the market-leading brands,' and contains 'No Sulfates, Phthalates or Parabens.' The product 'smells better too,' with Le Labo fragrances used as a benchmark for its scent profile. The ad shows the shampoo being applied to wet hair in the shower, lathering, and being massaged into the scalp with a scalp brush. The conditioner is also shown, implying a two-step hair care routine. The ad addresses the purchase barrier of product effectiveness by offering a money-back guarantee if it doesn't work for the user, and the founder's personal success story reinforces its efficacy. The product is presented as a superior alternative that not only treats the problem but also enhances the overall hair care experience. # Visual style The ad employs a hybrid visual style, blending polished, modern aesthetics with a conversational, UGC-like presentation. The editing style features a mix of static shots for the founder's direct address and quick cuts to illustrative visuals (animations, product shots, user demonstrations). Production quality is high-end, with clear lighting and crisp visuals, but the picture-in-picture format and the founder's casual delivery give it an approachable, authentic feel, akin to a well-produced social media video. Visual motifs include the consistent presence of the founder in a picture-in-picture overlay, which maintains a direct connection with the audience. The pacing is moderately fast, with cuts often timed to emphasize key points in the voiceover, creating a dynamic and engaging rhythm. The audio-visual sync is strong, with visual changes and product interactions directly illustrating the spoken narrative. # Hooks Spoken: Yeah, so dandruff and seborrheic dermatitis was ruining my life. Text overlay: Dandruff can lead to hairloss? Visual: A vibrant, abstract animation of cellular structures, possibly representing skin cells or fungi, with a large central blue cell surrounded by orange tendrils. The founder, a male with dark hair and a beard, wearing a black t-shirt and dark pants, is seated on a light-colored couch in a picture-in-picture overlay in the bottom right, gesturing with his hands. The background of the main visual is a deep purple. # Funnel stage Bottom of funnel (Conversion) # Pain points The central pain point is the persistent and embarrassing problem of dandruff and seborrheic dermatitis, coupled with the fear of associated hair loss. The ad highlights this with the question "Dandruff can lead to hairloss?" (00:00-00:04) and the founder's statement "dandruff and seborrheic dermatitis was ruining my life" (00:00-00:02), and his concern about "male pattern baldness" (00:05-00:06). # Value propositions - more effective - has no long chain fatty acids - twice the active ingredient as the market-leading brands - No Sulfates, Phthalates or Parabens - It just works better - It smells better too - Results in 30 days or your $$$ back # Benefits - more effective - smells better - no longer have dandruff and seborrheic dermatitis - hair is thicker than ever # Features - no long chain fatty acids - twice the active ingredient as the market-leading brands - No Sulfates, Phthalates or Parabens # Call to action Give us a try # Social proof - We've sold over 100,000 bottles in our first year. # Point of view - Brand 70% – The founder directly addresses the audience, explaining the product's development, features, and benefits, and making claims on behalf of the brand. - Customer 20% – The founder shares his personal experience as a user of the product, detailing his past struggles and current satisfaction, and other users are shown applying the product. - Expert 10% – A dermatologist is introduced as a collaborator in the product's development, lending professional credibility to the brand's claims. # Storyline - 00:00–00:01 The ad opens with a bold question about the link between dandruff and hair loss, immediately establishing a problem and a potential consequence, while the founder appears in a picture-in-picture overlay, setting a personal, conversational tone. - 00:01–00:08 The founder shares his personal struggle with dandruff and seborrheic dermatitis, framing it as a significant life disruption and expressing concern about hair loss, creating relatability and empathy with the audience. - 00:08–00:13 He recounts visiting a dermatologist, revealing that his hair loss concerns were indeed linked to his scalp conditions, validating the initial problem statement and establishing the need for expert intervention. - 00:13–00:15 The founder expresses his frustration at the lack of effective solutions after his dermatologist visit, highlighting a gap in the market and setting the stage for his brand's creation. - 00:15–00:17 He announces his decision to create his own solution, emphasizing a proactive, problem-solving approach and positioning himself as a dedicated innovator. - 00:17–00:23 He introduces his collaboration with a 'top Dermatologist in New York City,' Dr. Bobby Buka of The Dermatology Specialists, lending significant credibility and expert endorsement to the product's development. - 00:23–00:32 The founder details the superior formulation of their product, contrasting it with market leaders by highlighting key features like the absence of long-chain fatty acids, higher active ingredient concentration, and exclusion of harmful chemicals, establishing clear product differentiation and benefits. - 00:32–00:38 He mentions the product's pleasant scent, benchmarked against luxury fragrances, adding an emotional and sensory appeal to the functional benefits. - 00:38–00:44 The founder provides social proof by stating that over 100,000 bottles were sold in the first year and that it has worked for 90% of users, building trust and demonstrating widespread acceptance. - 00:44–00:51 He reiterates his personal success with the product, confirming his own experience of no longer having dandruff or seborrheic dermatitis and having thicker hair, reinforcing the product's efficacy through a personal testimonial. - 00:51–01:04 The founder acknowledges that the product might not work for everyone but emphasizes their commitment to continuous improvement and customer satisfaction, offering a money-back guarantee and inviting feedback, which builds transparency and trust. - 01:04–01:08 He issues a direct call to action, encouraging viewers to try the product and share their thoughts, fostering engagement and inviting new customers. - 01:08–01:14 The ad concludes with a visual offer of a free scalp brush, adding an incentive for immediate purchase, followed by a final screen with a discount code and a money-back guarantee, reinforcing the value proposition and driving conversion.

# Ad summary The ad presents statistics about dandruff prevalence in men and offers a solution with Flakes shampoo, promising to fix the problem in as little as one wash. # Brand positioning The brand, Flakes, is positioned as a straightforward and effective solution for dandruff, specifically targeting men. The brand presents itself as a functional remedy, focusing on the practical benefit of eliminating dandruff quickly and efficiently. The brand cuts through the noise by directly addressing the problem and offering a simple, fast solution, ignoring any need for complex routines or additional products. # Product The product is a shampoo by Flakes, designed to address dandruff. It is presented as a quick and effective solution, promising to fix itchy, dry, and flaky scalps in as little as one wash. The shampoo is for men experiencing dandruff, as indicated by the statistics presented in the ad. The ad addresses the purchase barrier of time and effort by highlighting the product's fast-acting nature. # Visual style The ad has a clean and informative visual style, combining statistics with a relatable image of a man in the shower. The production quality appears to be studio-shot, with clear lighting and a focus on the product in use. The color palette is primarily blue and teal, creating a calming and trustworthy feel. The typography is large and bold, ensuring scannability in a fast-moving feed. # Hooks Headline: DID YOU KNOW? # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is an itchy, dry, and flaky scalp, as explicitly stated in the ad: "Itchy? Dry? Flaky?" # Value propositions - Quick relief: Fixes the problem in as little as one wash. - Addresses a common problem: Targets dandruff, which affects a significant portion of men. # Benefits - Let's fix it in as little as one wash. # Features - Fixes itchy, dry, flaky scalps # Call to action None used. # Point of view - Brand: The brand is presenting statistics and offering a solution to a common problem. - Customer: The customer is experiencing the discomfort of an itchy, dry, and flaky scalp, which the ad aims to alleviate. # Storyline - The ad begins by presenting statistics about the prevalence of dandruff in men, aiming to grab the viewer's attention and establish the relevance of the problem. This information is presented from the brand's perspective, positioning them as knowledgeable and trustworthy. - The ad transitions to addressing the symptoms of dandruff (itchy, dry, flaky), creating a relatable moment for those experiencing these issues. This is presented from the customer's perspective, highlighting their discomfort and need for a solution. - The ad offers a solution by stating that the product can fix the problem in as little as one wash, providing a clear and immediate benefit. This is presented from the brand's perspective, showcasing the product's effectiveness and value.