What is the ASMR ad format?

# Ad summary The ad features a gold necklace with charms and text overlay with the brand name Monica Vinader above and "Shop pre-styled sets & skip the guesswork" below. The sound of shaking jewelry plays throughout the ad. # Brand positioning Monica Vinader is presented as a modern jewelry brand offering pre-styled sets to take the guesswork out of accessorizing. The brand caters to individuals who value convenience and style, positioning itself in the market as a provider of effortless elegance. This approach diverges from the norm of offering individual pieces that require curation by the customer, instead providing ready-to-wear sets. The positioning is functional, focusing on the simplicity and ease of achieving a complete and stylish look without the need for extensive personal styling expertise. # Product The advertised product is a pre-styled jewelry set, specifically a gold necklace with attached charms. It is designed for individuals who want to accessorize without spending time and effort coordinating individual pieces. The necklace features a gold chain with a ring connector that suspends a gold charm with a hammered texture, a pearl charm, and a gold letter 'M' charm with a small gem detail. The pre-styled aspect serves as a USP, addressing the barrier of decision fatigue and styling uncertainty by offering a ready-to-wear solution. The ad focuses on the ease and convenience of purchasing a complete, stylish set, highlighting the benefits of a curated look without the typical effort involved. # Visual style The ad has a polished aesthetic with a clean, minimalist style, using soft lighting and a neutral background to highlight the jewelry. The editing is simple, featuring static shots with gentle movement of the necklace to showcase the charms. The production quality is high-end, giving off a commercial feel suitable for a brand aiming for a sophisticated audience. The pacing is slow and deliberate, emphasizing the elegance of the jewelry. The sound of the jewelry gently shaking is timed to complement the visual movement, enhancing the overall sensory experience. # Hooks Text overlay: MONICA VINADER / Shop pre-styled sets / & skip the guesswork. Visual: 00:00–00:03: Close-up of a gold necklace featuring a gold chain and three charms: a hammered gold charm, a pearl, and a gold letter 'M' charm with a gemstone. The background is a soft white, providing a neutral backdrop. The brand name 'MONICA VINADER' is displayed in simple black text at the top of the frame. Below the necklace, the text 'Shop pre-styled sets & skip the guesswork.' is displayed in a serif font. Stationary camera. Soft, even lighting. # Funnel stage Consideration # Pain points The frustration of styling individual jewelry pieces and the uncertainty of whether they will coordinate well is implicitly addressed. This is implied by the offering of pre-styled sets, which removes the 'guesswork' from accessorizing. # Value propositions - Shop pre-styled sets & skip the guesswork. # Benefits - Skip the guesswork # Features - Pre-styled sets - Gold necklace with charms # Call to action None used. # Point of view - Brand 100% – The entire ad is presented from the brand's official perspective, showcasing the product and its features with a focus on the brand's aesthetic. # Storyline - 00:00–00:02 The ad opens with a close-up shot of a gold necklace with charms against a neutral background. - 00:02–00:04 The necklace is gently shaken and rotates slightly to display the different charms. - 00:04–00:06 The shaking intensifies as the necklace rotates. - 00:06–00:09 The shaking slows down, allowing a clearer view of each charm before the ad loops.

# Ad summary This ad demonstrates how to use Olive & June's gel nail polish system. The ad shows a woman applying the base coat, a color coat, and a top coat, curing each layer with the brand's LED lamp. # Brand positioning Olive & June is presented as a brand that empowers customers to achieve salon-quality gel manicures at home. The brand aligns with a lifestyle of self-care and convenience, offering a range of gel polish colors and tools designed for easy application and long-lasting results. The brand pushes against the need for frequent salon visits by providing a complete at-home system. The brand positioning is both functional (providing tools for effective application) and emotional (allowing for self-expression and confidence through polished nails). # Product The Olive & June gel nail polish system is an at-home manicure kit that includes gel polishes, a base coat, a top coat, and an LED lamp for curing the polish. The system is designed for anyone who wants to achieve a long-lasting, salon-quality manicure at home. The gel polishes come in a variety of colors. The base coat provides a smooth foundation for the polish, while the top coat seals the color and adds shine. The LED lamp cures each layer of polish, ensuring a chip-resistant finish. The system addresses the purchase barriers of time and cost associated with salon manicures by offering a convenient and affordable alternative. # Visual style The ad has a polished, clean aesthetic with a focus on bright, even lighting and soft textures. The production quality is high-end, giving it a commercial feel. The visual motif is the consistent use of a pink color palette, creating a cohesive and feminine look. The pacing is moderate, with smooth transitions between shots. The audio-visual sync is precise, with sound effects timed to match the visual actions. # Hooks Visual: 00:00–00:01 Close-up shot of a woman's hands holding a white bottle of Olive & June gel polish base coat. The background is a pink surface with several other bottles of nail polish in various colors and a pink LED lamp. The setting is a home manicure station. The woman is wearing a white sweater. The camera is stationary and close to the product, highlighting the branding and packaging. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the pain point of time and cost associated with salon manicures. This is signaled by the demonstration of an at-home system that offers a convenient and affordable alternative. # Value propositions - Salon-quality results at home (combines the benefit of professional-looking nails with the convenience of at-home application) - Convenient and affordable (highlights the value of saving time and money compared to salon visits) # Benefits - Achieve salon-quality gel manicures at home - Convenient and affordable alternative to salon manicures - Long-lasting, chip-resistant finish # Features - Gel polishes in a variety of colors - Base coat - Top coat - LED lamp for curing polish # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a customer demonstrating the product. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with a close-up of a woman holding a bottle of Olive & June gel polish base coat. She shakes the bottle. This is intended to introduce the product and prepare the viewer for the demonstration. The perspective is from the brand, showcasing the product's packaging and branding. The tone is informative and straightforward. - 00:01–00:07 00:01–00:07 The woman applies the base coat to her nails. This demonstrates the first step in the gel manicure process. The perspective is from the user, showing the ease of application. The tone is practical and instructional. - 00:07–00:10 00:07–00:10 The woman places her hand under the Olive & June LED lamp to cure the base coat. This shows the curing process, which is essential for a long-lasting gel manicure. The perspective is from the user, highlighting the convenience of the lamp. The tone is informative and reassuring. - 00:10–00:13 00:10–00:13 The woman holds and shakes a bottle of Olive & June gel polish in a purple shade. This introduces the color options available in the system. The perspective is from the brand, showcasing the product's packaging and branding. The tone is playful and inviting. - 00:13–00:20 00:13–00:20 The woman applies the purple gel polish to her nails. This demonstrates the application of the color coat. The perspective is from the user, showing the ease of application. The tone is practical and instructional. - 00:20–00:23 00:20–00:23 The woman places her hand under the LED lamp to cure the purple gel polish. This shows the curing process for the color coat. The perspective is from the user, highlighting the convenience of the lamp. The tone is informative and reassuring. - 00:23–00:25 00:23–00:25 The woman holds a bottle of Olive & June gel polish top coat. This introduces the final step in the gel manicure process. The perspective is from the brand, showcasing the product's packaging and branding. The tone is informative and straightforward. - 00:25–00:29 00:25–00:29 The woman applies the top coat to her nails. This demonstrates the final step in the gel manicure process. The perspective is from the user, showing the ease of application. The tone is practical and instructional. - 00:29–00:32 00:29–00:32 The woman places her hand under the LED lamp to cure the top coat. This shows the final curing process. The perspective is from the user, highlighting the convenience of the lamp. The tone is informative and reassuring. - 00:32–00:34 00:32–00:34 The ad concludes with a close-up of the woman's finished gel manicure. This showcases the final result and encourages the viewer to try the product. The perspective is from the brand, highlighting the quality of the manicure. The tone is celebratory and satisfying.

# Ad summary This ad promotes AG1 nutritional powder as a convenient addition to one's daily routine. It highlights the ease of mixing the powder with water, shaking, and pouring it over ice for a refreshing drink. # Brand positioning AG1 aims to occupy the space of a premium and convenient nutritional supplement brand that caters to health-conscious individuals. The brand is presented as modern, sleek, and efficient, emphasizing ease of use and integration into daily routines. AG1 promotes a lifestyle of proactive health management and future-focused wellness, positioning itself as a forward-thinking brand that defies norms that involve multiple vitamins and pills. The brand aesthetic is clean and minimalist, reinforcing the functional benefits of simplicity and ease of use. # Product AG1 is a nutritional powder designed to be a comprehensive daily supplement. It is marketed as an all-in-one solution that replaces multiple vitamins and pills. The powder is easily mixed with water, shaken, and consumed. The ad highlights the convenience and simplicity of incorporating AG1 into a daily routine, suggesting it is suitable for anyone looking to streamline their supplement intake. The product's unique selling point is its ability to consolidate multiple health benefits into a single, easy-to-use powder, eliminating the need for numerous individual supplements. # Visual style The ad has a clean and modern aesthetic with bright lighting and a focus on product visibility. The editing is smooth with static shots, emphasizing the simplicity and ease of use. The overall production quality is polished, giving it a commercial feel. The pacing is consistent and moderate, allowing viewers to clearly see each step of the process. # Hooks Text overlay: 00:00–00:12: Your 2026 routine is HERE Visual: 00:00–00:01: Overhead shot of a clear glass filled with ice. A hand pours a green liquid from a clear bottle into the glass. A black bag with "AG1" in large white letters is visible in the background. The surface is a light-colored marble. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the frustration of managing multiple individual vitamins and supplements, positioning AG1 as a solution to streamline and simplify the process. The tagline "Your 2026 routine is HERE" implies people have complex supplement routines. # Value propositions - All-in-one: Consolidates multiple health benefits into a single, easy-to-use powder. - Convenience: Easy to mix and drink as part of a daily routine. # Benefits - Convenient daily supplement - Replaces multiple vitamins and pills - Simplifies supplement intake # Features - Nutritional powder - Easy to mix with water - All-in-one solution # Call to action Try AG1 Today # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a user demonstrating how to use the product, creating a relatable and authentic feel. # Storyline - 00:00–00:01 00:00–00:01: The video begins by showing AG1 being poured over ice in a glass. - 00:01–00:03 00:01–00:03: Next, a hand scoops a spoonful of AG1 powder into a clear bottle filled with water. - 00:03–00:06 00:03–00:06: The bottle is sealed and shaken vigorously to mix the powder with the water. - 00:06–00:12 00:06–00:12: The mixed AG1 drink is then poured over ice in a glass, showcasing the final product ready for consumption.

# Ad summary This ad for Deep Rest presents the brand as a solution for people who are tired of the cycle of reacting, regretting, apologizing, and promising to do better. The ad suggests that this cycle is not a sign of failure but an indication of an overactive nervous system. Deep Rest's EMDR-inspired bilateral audio is presented as a means to regulate triggers and break the cycle. # Brand positioning Deep Rest is presented as a brand that offers a solution for individuals stuck in a cycle of negative reactions, regrets, and apologies, not as a failure but as a result of an overactive nervous system. The brand offers a functional, EMDR-inspired bilateral audio on Calm to regulate triggers and break the apology cycle. This places Deep Rest in the wellness and mental health space, offering a therapeutic approach to emotional regulation. The brand does not directly compete with other mental health apps or meditation services, but instead pushes against ineffective coping mechanisms (e.g. guilt) and leans into science-backed modalities. # Product Deep Rest offers EMDR-inspired Bilateral Audio on Calm, designed to help regulate what triggers reactions so users can break the cycle of apologizing. The product is aimed at individuals who are tired of reacting, regretting, apologizing, and promising to do better, only to repeat the cycle. The audio is designed to regulate triggers, addressing the underlying cause of the reactive behavior rather than simply addressing the guilt that follows. It is presented as a way to intervene in the cycle, offering a therapeutic solution for those whose nervous systems override their intentions. # Visual style The ad features a lo-fi, hand-drawn aesthetic with a white background and simple black text. The static image and gentle rain sound create a calming atmosphere, while the direct text addresses the viewer in a straightforward manner. The single, static shot contributes to a simple and direct presentation of the brand's message. # Hooks Text overlay: 00:00–00:10 KEEP IT QUIET UNTIL THE GUILT STOPS FOLLOWING THE REACTION Visual: 00:00–00:10 A static, full-screen image with a white background. Scattered throughout the frame are rough, hand-drawn illustrations of cats in various poses: standing, sitting, sleeping. Centered on the screen is text written in sans-serif font. In the background, a gentle rain sound effect plays. # Funnel stage Top of funnel (Awareness) # Pain points The ad targets individuals who are "tired of the cycle: react, regret, apologize, promise to do better, then react again." This highlights the frustration of being stuck in a loop of negative behavior and subsequent guilt. # Value propositions - EMDR-Inspired Bilateral Audio on Calm can help you regulate triggers, leading to a break in the reactive cycle. # Benefits - Regulate what keeps triggering the reaction - Break the loop instead of apologizing for it again # Features - EMDR-Inspired Bilateral Audio on Calm # Call to action TRY DEEP REST # Social proof - None used. # Point of view - Brand 100% – The brand's perspective is conveyed through text on screen. # Storyline - 00:00–00:10 The ad starts with a full-screen overlay featuring hand-drawn cats and text, creating a calming, almost whimsical atmosphere. - 00:00–00:10 The text speaks directly to the viewer, identifying them as someone who is tired of the cycle of reacting, regretting, and apologizing. This creates an immediate connection with the target audience, addressing their specific frustrations and positioning the brand as understanding. - 00:00–00:10 The ad reinforces the idea that this cycle is not a personal failing but a result of the nervous system overriding intentions. This reframes the problem, shifting the focus from self-blame to a more objective understanding of the issue. - 00:00–00:10 The ad introduces Deep Rest's solution, EMDR-inspired bilateral audio on Calm, as a way to regulate triggers and break the apology cycle. This presents the brand as a practical and effective solution, linking it to the established Calm platform. - 00:00–00:10 The ad ends by prompting the viewer to 'TRY DEEP REST', providing a clear call to action to explore the product.

# Ad summary This ad for Dossier features a hand removing the cap from a bottle of perfume, spraying it, and then reapplying the cap. # Brand positioning Dossier is presented as a modern fragrance brand offering an affordable perfume product line. The brand positions itself as offering perfumes that won't 'leave this sale to your FYP' implying it wants to provide value and avoid a fear of missing out. # Product The product is a perfume in a clear glass bottle with a silver cap and spray nozzle. It features a white label with black text. The perfume's scent is not stated. However, the ad features an up to 45% off plus free perfume offer. # Visual style The ad has a clean and modern aesthetic with a focus on product presentation. The editing is straightforward, with static shots that highlight the perfume bottle and user interaction. The production quality is polished, giving a commercial feel aimed at capturing the audience's attention. # Hooks Text overlay: dossier / UP TO / 45% / OFF / + FREE PERFUME / AS LOW AS €15.95 Visual: 00:00–00:03: A close-up shot shows a hand with long, red nails holding a clear perfume bottle with a silver cap. The bottle sits on a speckled beige tray against a white surface. In the top left corner is the 'dossier' logo, and on the right is the text 'UP TO 45% OFF + FREE PERFUME'. At the bottom left, 'AS LOW AS €15.95' is displayed, followed by 'Don't leave this sale to your FYP.' # Funnel stage Bottom of funnel (Conversion) # Pain points Fear of missing out on sales or trends. # Value propositions - High discount - Low price # Benefits - Up to 45% off - Free perfume - As low as €15.95 # Call to action None used. # Point of view - Customer 100% – The ad showcases the product from a first-person perspective. # Storyline - 00:00–00:06 A hand removes the cap from a perfume bottle and sprays the perfume.

# Ad summary This ad showcases Flamingo Estate soaps. It features a variety of colorful soaps, demonstrating their use and highlighting their unique appearance. The ad aims to capture attention with visually appealing shots of the soaps in different settings. # Brand positioning Flamingo Estate positions itself as a luxury brand offering artisan soaps. The soaps are presented as visually unique and high-quality products, suggesting the brand values aesthetics and craftsmanship. The brand's presentation ignores category norms of mass-produced soaps by focusing on the unique cube design and natural ingredients. With the product displayed next to fruit, the brand is highlighting an organic, farm-to-table ethos. # Product The ad features cube-shaped soaps by Flamingo Estate. The soaps come in various colors and appear to be made with natural ingredients. The Flamingo Estate logo is embossed on each soap cube. The soaps are shown being used for handwashing and displayed in decorative settings. The different colors and textures suggest a variety of options and formulations, each designed for different scent profiles or skin types. The unique cube shape and artisanal presentation aims to overcome consumer hesitations about using mass-produced soap. # Visual style The ad has a polished, commercial aesthetic with a focus on clean visuals and smooth transitions. The production quality is high-end, with crisp, well-lit shots emphasizing the product's unique features. The pacing is consistent, with static shots and smooth transitions to emphasize the luxurious nature of the product. The edits and product actions are timed with subtle background music, enhancing the visual appeal. # Hooks Visual: 00:00–00:01: The shot features four Flamingo Estate soaps displayed in a silver bowl on a windowsill with an open window behind it, where greenery is visible. The soaps are cube-shaped and come in various colors, including dark gray, brown, and light gray. The windowsill is made of colorful marble. Lighting is natural. The camera is static, providing a clear view of the soaps and their setting. / 00:01–00:02: The shot focuses on a single yellow Flamingo Estate soap placed on a marble surface. The soap is cube-shaped with the brand name embossed on its surface. The marble surface has a swirling pattern of white, pink, and gray. Lighting is bright and diffused. The camera is static, providing a clear, top-down view of the soap. / 00:02–00:03: The shot features a red Flamingo Estate soap on a marble surface. The soap is cube-shaped with the brand name embossed on its surface. The marble surface has a swirling pattern of white, pink, and gray. Lighting is bright and diffused. The camera is static, providing a clear, top-down view of the soap. # Funnel stage Top of funnel (Awareness) # Pain points The ad solves the problem of using ordinary, mass-produced soaps that lack aesthetic appeal. The Flamingo Estate soaps offer a visually pleasing and unique alternative. # Value propositions - Unique cube-shaped soaps: Stand out from ordinary soaps. - Various colors and natural ingredients: Provide a premium and aesthetically pleasing cleansing experience. # Benefits - Cleansing - Aesthetic appeal - Unique design - High-quality - Artisan feel # Features - Cube-shaped soaps - Various colors - Embossed brand name - Natural ingredients # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing their product and brand aesthetic. # Storyline - 00:00–00:02 The ad begins with visually appealing shots of colorful cube soaps placed in an aesthetic setting near a window with greenery outside, immediately capturing the viewer's attention. - 00:02–00:03 The ad transitions to a close-up of the soap's texture and logo, providing a clear view of the brand and product details. - 00:03–00:04 The ad displays a hand washing with the Flamingo Estate soap, demonstrating the soap's function and its rich lather. - 00:04–00:06 The ad presents a tray full of neatly arranged cube soaps, reinforcing the theme of uniqueness and quality. - 00:06–00:07 The ad shows another hand washing scene, highlighting the soap's cleansing ability and skin-feel. - 00:07–00:08 The ad shows the soap in another decorative shot, reinforcing its aesthetic appeal. - 00:08–00:10 The ad shows the soap displayed alongside fresh fruit, indicating the organic or natural ingredients used to make it. - 00:10–00:11 The ad shows another hand washing scene, reinforcing the soap's functionality. - 00:11–00:13 The ad returns to decorative shots of the soap collection, highlighting the colorful variety available.

# Ad summary This ad for Honeylove features a close-up shot of several bras in different colors. A hand touches the bras, and text overlays appear on the screen advertising a discount. # Brand positioning Honeylove is presented as a brand that offers comfortable and stylish bras. The ad focuses on refreshing one's bra drawer, suggesting the brand aims to be a staple in everyday wear. The variety of colors and the smooth texture of the bras imply a focus on both aesthetics and comfort. The brand positions itself as a provider of essential undergarments that combine functionality with a touch of luxury. # Product The ad features Honeylove bras, highlighting their smooth, seamless design and comfortable fit. The bras come in various colors, including burgundy, navy, white, pink, green, and black. The design includes a supportive structure with wide straps and a breathable mesh. The ad emphasizes the opportunity to refresh one's bra drawer, suggesting the product is ideal for everyday wear and provides a comfortable, stylish alternative to traditional bras. The focus is on the aesthetic appeal and the functional comfort of the bras, making them a worthwhile purchase. # Visual style The ad has a polished, commercial aesthetic with soft lighting and smooth transitions. The production quality is high-end, emphasizing the texture and colors of the bras. The pacing is slow and deliberate, allowing viewers to focus on the product details. The visual motifs include close-up shots and a clean, uncluttered background. # Hooks Text overlay: 00:00–00:07 Refresh Your Bra Drawer / 00:00–00:07 BUY 3 BRAS, GET 20% OFF / 00:00–00:07 HONEYLOVE Visual: 00:00–00:02: Close-up shot of several Honeylove bras in different colors (burgundy, navy, white, pink, green, black) arranged on a soft, white surface. The bras are neatly stacked, showcasing their smooth texture and design. The background is a blurred white, possibly a bed or soft fabric. Text overlay: "Refresh Your Bra Drawer BUY 3 BRAS, GET 20% OFF" and "HONEYLOVE" at the bottom. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of having an outdated or uncomfortable bra collection, suggesting viewers may need to refresh their bra drawer. # Value propositions - Refresh Your Bra Drawer: Implies an upgrade to one's undergarment collection with stylish and comfortable options. - BUY 3 BRAS, GET 20% OFF: Encourages bulk purchase by offering a discount, making it more appealing to stock up on multiple colors and styles. # Benefits - Opportunity to refresh your bra drawer - Stylish alternative to traditional bras - Breathable mesh # Features - Smooth, seamless design - Comfortable fit - Various colors # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:02 The ad opens with a close-up shot of several Honeylove bras in different colors arranged on a soft, white surface. - 00:02–00:04 A hand gently touches the bras, emphasizing their smooth texture and quality. - 00:04–00:07 The camera focuses on the different colors and designs of the bras, showcasing the variety available.

# Ad summary This ad showcases Huel's protein powder and how it can be used to easily hit your protein goal. # Brand positioning Huel is positioned as a convenient, nutritious meal replacement option that aligns with a modern, health-conscious lifestyle. The brand appears to be targeting people who value efficiency and ease in their nutrition, pushing against the norms of time-consuming meal preparation. Huel offers a functional solution for busy individuals seeking a balanced diet. The brand promotes a lifestyle that embraces convenience without sacrificing nutritional value. # Product Huel is a nutritionally complete powdered food designed to provide a balanced meal in a quick and convenient format. The ad highlights Huel's high protein content, boasting 40g of protein per serving, and its formulation with 26 vitamins and minerals. It is targeted toward individuals looking for a fast meal replacement that aligns with a 'lazy era' of convenience. Huel addresses the barrier of meal prep by offering a ready-in-60-seconds solution that costs under £2 per meal with a subscription. The ad emphasizes the product's ease of use, suggesting it as an alternative to traditional meal prepping, positioning it as a simple way to achieve nutritional goals without extensive effort. # Visual style The ad has a casual UGC feel with quick cuts and static shots, which is suitable for platforms like TikTok and Instagram. The production quality is simple but clear, supporting the tone of a user-generated review or demonstration. The background is black, and all the shots are well lit and centered. There are around 70 cuts per minute, and the pacing is relatively consistent. There are no clear audio-visual syncs. # Hooks Text overlay: 00:00–00:02 / POV: Being lazy and hitting your protein goal anyway Visual: 00:00–00:02: A close-up shot shows tattooed hands holding a glass filled with a brown liquid. A clear straw is in the glass. The hands stir the liquid using the straw. The background is solid black. Text overlay: "POV: Being lazy and hitting your protein goal anyway." # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the difficulty of maintaining a healthy diet while balancing a busy schedule. The ad visually shows that some people might find it hard to find the time or energy to meal prep. This is reinforced with the text overlay: “POV: Being lazy and hitting your protein goal anyway”. # Value propositions - POV: Being lazy and hitting your protein goal anyway – Addresses the tension of wanting to achieve health goals without sacrificing ease. - Ready in 60 seconds – Delivers convenience in a modern-day format. - Under £2 per meal *with a subscription – Makes nutrition accessible and affordable. # Benefits - Hitting your protein goal anyway - Nutritious - Convenient - Fast - Affordable # Features - 40g of protein - 26 vitamins & Minerals - Ready in 60 seconds - under £2 per meal *with a subscription # Call to action Try now # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer using the product in a casual, relatable way. # Storyline - 00:00–00:02 The ad opens with a person holding a glass of a brown liquid, with text overlay "POV: Being lazy and hitting your protein goal anyway." - 00:00–00:02 This introduces the ad's core concept, which is to meet protein goals with minimal effort, framing the product as a solution for people who identify with laziness and are looking for a quick fix. - 00:02–00:03 Next, the person presents a Huel delivery box, shaking it to imply there is something inside. Text appears saying, "40g of protein 💪". - 00:02–00:03 This scene emphasizes the high protein content of the product. - 00:04–00:05 The person opens the box, revealing a Huel shaker bottle. Text appears stating, "Ready in 60 seconds ⏳". - 00:04–00:05 This highlights the speed and convenience of preparing Huel, which is important for people looking to save time. - 00:06–00:07 The person then opens a black bag of Huel powder. The text states, "With 26 vitamins & Minerals ✅". - 00:06–00:07 The visual emphasizes that Huel is not just a source of protein but also contains essential vitamins and minerals, positioning it as a complete meal replacement. - 00:07–00:09 The person adds the Huel powder to the blender cup. The text states, "and under £2 per meal 🤑 *with a subscription". - 00:07–00:09 This scene focuses on the product’s affordability, making it accessible for those on a budget. The text also mentions that the price is only valid with a subscription. - 00:09–00:11 The person places the blender cup onto a NutriBullet blender and blends the drink. - 00:09–00:11 This shows the preparation process. - 00:11–00:13 The person pours the blended Huel drink into a glass. The text states, "you could meal prep..." - 00:11–00:13 This text begins the transition to the concept of convenience, suggesting an alternative option to traditional meal prep. - 00:13–00:15 The person adds a straw to the drink and stirs it. The text states, "or you could just embrace your lazy era 👌". - 00:13–00:15 This highlights the convenience of the drink, making it perfect for those who embrace a "lazy era." - 00:15–00:18 The ad closes with the Huel logo and a CTA "Try now." - 00:15–00:18 This encourages viewers to take action and try the product.

# Ad summary This ad showcases the Magic Spoon protein cereal with marshmallows. Various creators display the cereal box, pour the cereal into a bowl, and eat the cereal. They share the taste and the benefits of consuming the cereal. # Brand positioning Magic Spoon is presented as a brand that offers delicious and healthy cereal options for adults who are mindful of their diet but still want to enjoy the nostalgic flavors of childhood cereals. They are positioned as a solution for health-conscious individuals seeking a guilt-free indulgence. They offer high-protein and low-sugar cereal that still provides a satisfying and enjoyable eating experience. The brand pushes against the norms of traditional cereals that are often high in sugar and low in nutritional value, aligning with values of health and well-being while promoting a lifestyle that balances indulgence with responsible eating. # Product Magic Spoon Protein Cereal with Marshmallows is a cereal designed for adults who want a healthier option without sacrificing taste. It is available in classic marshmallow and s'mores flavors. It is described as high protein and low sugar. The cereal is presented as a pantry staple that can help with weight loss. It offers a crunchy, nostalgic, and indulgent experience, according to the creators. It is shown being poured into a bowl and eaten, highlighting its use as a quick and easy meal or snack. # Visual style The ad uses a UGC-style aesthetic with a casual and approachable tone. The editing style includes quick cuts and transitions between different scenes and speakers. The production quality is a mix of natural lighting and simple backgrounds, creating a relatable feel. The pacing is consistent throughout the ad, with cuts timed to the rhythm of the voiceover, helping to maintain viewer engagement. # Hooks Spoken: 00:00–00:04 Female 1: Don't judge me, I'm a busy mom of three and Magic Spoon just came out with marshmallows. Text overlay: 00:00–00:04 Marshmallow cravings satisfied 🥣✨ Visual: 00:00–00:04 A blonde-haired woman with fair skin, wearing a long-sleeved white shirt and red lipstick, holds two boxes of Magic Spoon cereal and speaks to the camera. She is indoors with a gray wall and white door in the background. # Funnel stage Consideration # Pain points The ad addresses the difficulty of finding healthy and satisfying cereal options that cater to cravings without compromising dietary goals. # Value propositions - High protein and low sugar but still feels indulgent. - Marshmallow cravings satisfied # Benefits - Satisfies marshmallow cravings - Helps with weight loss (lost 25 pounds plus postpartum eating cereal) - Feels indulgent # Features - High protein - Low sugar - Marshmallow flavored # Call to action Try it at MagicSpoon.com # Social proof - "I was able to lose 25 pounds plus postpartum eating cereal and I have Magic Spoon to thank for that." – Female 1 (Customer) - "Love these are high protein and low sugar but it still feels indulgent." – Female 2 (Customer) - "Bottom line, this has definitely become a pantry staple around here." – Female 3 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of the customer, communicated through UGC. # Storyline - 00:00–00:04 00:00–00:04 A blonde-haired woman holds two boxes of Magic Spoon cereal and states not to judge her, as she is a busy mom of three. She says Magic Spoon just came out with marshmallows. - 00:04–00:07 00:04–00:07 A bag of cereal is poured into a bowl and then water is poured into it. - 00:07–00:10 00:07–00:10 A brunette-haired woman with glasses samples the product, saying she was not expecting it to taste this good. - 00:11–00:16 00:11–00:16 A blonde-haired woman holds an orange box of Magic Spoon cereal, stating she lost 25 pounds plus postpartum eating cereal, and she has Magic Spoon to thank for that. - 00:16–00:20 00:16–00:20 A brunette-haired woman with glasses displays the cereal, saying that these are high protein and low sugar but it still feels indulgent. - 00:20–00:24 00:20–00:24 A woman holds a box of Magic Spoon cereal and recommends trying it at MagicSpoon.com. She states that it has definitely become a pantry staple.

# Ad summary A female creator unboxes a new Man City shirt, highlighting that Revolut is the new official shirt sponsor for the team. The creator emphasizes opportunities for unique benefits and experiences for Revolut customers and Man City fans. # Brand positioning Revolut is presented as a modern, tech-forward financial platform that aligns with the energy and excitement of Manchester City Football Club. The brand aims to occupy a space in the consumer's mind as an innovative and customer-focused company, offering unique experiences and benefits related to their partnership with the football club. The brand's association with Man City promotes a lifestyle of passion and loyalty, leveraging the emotional connection fans have with their team. By sponsoring the team's shirts, Revolut follows category norms of sports sponsorships, using this visibility to enhance brand awareness and credibility. # Product The advertised product is a co-branded virtual card in the Revolut app, featuring the Manchester City Football Club logo. This virtual card allows users to make purchases, potentially earning them unique benefits and experiences related to the partnership between Revolut and Man City. The Revolut app itself is highlighted as a platform where users can choose from multiple card designs, reinforcing the app's customizability and user-centric design. By using the virtual card, customers can purchase Manchester City merchandise, such as retro kits, further integrating the financial tool with lifestyle and fandom interests. The ad addresses the purchase barrier of needing a payment method to buy merchandise, positioning the Revolut virtual card as a convenient and beneficial solution for Man City fans. # Visual style The ad has a polished UGC feel with a clean, well-lit setting. The editing style includes quick cuts to maintain a steady pace and highlight different products and app features. The production quality suggests a hybrid approach, combining elements of a polished commercial with the authenticity of user-generated content. The pacing is consistent, with cuts timed to match the audio and maintain viewer engagement. # Hooks Spoken: 00:00–00:04 Female 1: Welcome to my ASMR unboxing. Today I'm gonna be unboxing my new Man City shirt. Text overlay: 00:00–00:04 / ASMR shirt unboxing ⚽️ Visual: 00:00–00:02: A woman with long auburn hair, wearing a black blazer and silver chain, stands in front of a white door with purple lighting behind it and introduces an ASMR shirt unboxing. A text overlay reads: "ASMR shirt unboxing ⚽️". / 00:02–00:04: The woman holds up a large, light blue Revolut box covered in bubble wrap. # Funnel stage Middle of funnel (Consideration) # Pain points The ad does not explicitly state a pain point but implies that needing a convenient payment method to buy Man City merchandise can be frustrating. The Revolut virtual card provides a solution to this implied frustration. # Value propositions - The co-branded virtual card provides a unique way for Man City fans to engage with their team through the Revolut app, offering exclusive benefits and experiences. - The convenience of using a virtual card for purchases, particularly for Man City merchandise, enhances the overall fan experience. - Customizable card designs allow users to personalize their Revolut experience, fostering a sense of ownership and loyalty. # Benefits - Unique benefits and experiences - Convenient payment method - Customizable card designs # Features - Co-branded virtual card with Man City logo - Revolut app integration - Multiple card designs # Call to action Sign up now # Social proof - None used. # Point of view - Customer 100% – The entire video is communicated from the perspective of a customer/creator enthusiastically sharing their experience. # Storyline - 00:00–00:04 The video begins with an introduction to an ASMR unboxing of a new Man City shirt. - 00:04–00:15 The presenter unpacks a Revolut-branded box containing the Man City shirt, emphasizing that Revolut is now the official shirt sponsor for Man City. - 00:15–00:21 The creator shows a bag of candy and displays the new Man City shirt with her name printed on the back. - 00:21–00:28 The presenter shows the co-branded virtual card in the Revolut app and states that there are four to pick from. - 00:28–00:36 She highlights the ability to make purchases using the new virtual card, showcasing the Man City store online. - 00:36–00:42 The presenter restates the key message: Man City fans and Revolut customers will have unique benefits and experiences. - 00:42–00:44 The video ends with a call to action to sign up now.

# Ad summary This ad uses ASMR and calming visuals to position Headspace as a method for unwinding from the day and reducing tension. # Brand positioning Headspace is presented as a brand that promotes mindfulness and relaxation, aiming to occupy a space in the consumer's mind as a tool for unwinding and reducing tension. The ad aligns with values of self-care and mental well-being. It seems to push against the norm of fast-paced, high-stress lifestyles by advocating for moments of peace and ease. The brand positioning is primarily emotional, focusing on providing a sense of calm and permission to relax. The product shown is a free trial subscription, intended to lower barriers to accessing mindfulness support. # Product The advertised product is Headspace, a guided meditation app designed to help users unwind from the day and reduce tension. The ad positions it as a tool for anyone seeking to give themselves full permission to be at ease. By offering a free trial (Try Headspace for $0), the ad addresses the potential purchase barrier of cost, making the app more accessible for those curious about mindfulness practices. The ad conveys that Headspace is worth trying because it provides a structured way to let go of the day's stress and find a sense of calm. # Visual style The ad has a polished aesthetic with a focus on creating a calming and inviting atmosphere through soft lighting and static shots. The production quality suggests a blend of UGC and commercial, supporting a tone of authenticity while maintaining a clean, visually appealing presentation. The editing style is static, with no transitions, which contributes to the overall feeling of stillness and relaxation. The pacing is slow, emphasizing the theme of unwinding and mental well-being. The audio-visual sync is subtle, with the voiceover complementing the visual elements to enhance the soothing effect. # Hooks Spoken: 00:01–00:04 This is a moment to unwind from the day, Text overlay: 00:00–00:04 What a good nights sleep sounds like 😴 Visual: 00:00–00:01 A dimly lit bedroom at night. A bedside table is visible, featuring a partially closed window with horizontal blinds, a clear glass vase holding a bouquet of tulips with dark red petals and green stems, and a round yellow lamp that emits a soft, warm glow. The walls are a neutral tan. The camera is stationary, capturing a medium shot of the bedside arrangement. The lighting is soft and creates a warm, inviting ambiance, with textures subtly visible on the blinds and walls. The focus is on creating a calming, nighttime atmosphere. / 00:01–00:04 A dimly lit bedroom at night. A hand reaches into frame to light a candle, illuminating the setting further. A bedside table is visible, featuring a partially closed window with horizontal blinds, a clear glass vase holding a bouquet of tulips with dark red petals and green stems, and a round yellow lamp that emits a soft, warm glow. The walls are a neutral tan. The camera is stationary, capturing a medium shot of the bedside arrangement. The lighting is soft and creates a warm, inviting ambiance, with textures subtly visible on the blinds and walls. The focus is on creating a calming, nighttime atmosphere. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the inability to unwind and release tension at the end of the day, with the ad's language directly addressing this: "Let go of any tension that may have followed you to bed." # Value propositions - Try Headspace for $0 # Benefits - Unwind from the day - Let go of any tension - Full permission to be at ease # Features - Guided meditation app # Call to action Try Headspace for $0 # Social proof - None used. # Point of view - Brand 100% – The ad is told from the official voice of the brand, using scripted lines to promote Headspace as a tool for relaxation. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a static shot of a bedside table at night, featuring a lamp, vase with flowers, and window blinds. The narrator introduces the scene. - 00:01–00:10 00:01–00:10 A hand reaches into frame and lights a candle. The narrator describes the moment as a chance to unwind and release tension. - 00:10–00:17 00:10–00:17 An offer to try Headspace for free appears as the narrator encourages viewers to give themselves permission to be at ease, connecting the product to the desired emotional state.

# Ad summary This ad features a man preparing and drinking a beverage made with Spacegoods mushroom and coffee powder. He starts with a cup of milk, then adds the powder, tops it with hot water, and mixes it with a frother. After tasting the drink, he expresses how much he loves it. # Brand positioning Spacegoods positions itself as a brand providing mushroom and coffee blends to enhance focus, productivity, and energy. The brand seems to target consumers looking for functional health drinks with natural ingredients. It promotes a modern, active, and health-conscious lifestyle. With a distinct packaging design and product names, Spacegoods pushes against the norms of traditional health supplement brands, opting for a vibrant and playful aesthetic that emphasizes ease of use and seamless integration into daily routines. # Product Spacegoods Mushrooms & Coffee is a powdered blend designed to enhance focus, productivity, and energy. As demonstrated in the ad, the product is prepared by adding the powder to a beverage of the user's choice (milk shown). The product is then combined with hot water and mixed with a frother to create a smooth consistency. The packaging highlights key benefits, including increased focus, enhanced productivity, and sustained energy. # Visual style The ad has a clean, bright aesthetic with a focus on product visibility and user experience. Editing is straightforward with smooth transitions, emphasizing the simplicity of preparation. The production quality appears to be a blend of UGC and polished commercial elements, supporting a relatable yet aspirational tone. The pacing is consistent, and product actions are timed to align with the voiceover. # Hooks Spoken: 00:16–00:18 Male 1: Lovely! Visual: 00:16–00:18 A bald man with a salt and pepper beard is in focus. He wears a black hoodie. He reacts positively and smiles, exclaiming "Lovely!" # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Combining mushrooms and coffee means more focus and productivity - Having a Spacegoods beverage is an easy and tasty way to increase focus, productivity, and energy # Benefits - Focus - Productivity - Energy - Super blend # Features - Mushroom & coffee flavour - Includes mushrooms & coffee # Call to action None used. # Social proof - "Lovely!" – Male 1 (Customer) # Point of view - Customer 100% – The ad showcases the product preparation and consumption through the eyes of a satisfied customer. # Storyline - 00:00–00:02 A hand places a Spacegoods package on a marble countertop near white subway tiles. The package is pink and purple. The hand sets down a silver cup with a black coating. The hand removes the top of the cup. - 00:02–00:03 00:02–00:03 The hand pours a liquid from a white bottle into the cup. This step builds on the initial setup, showing one of the drink's base ingredients. - 00:03–00:05 The hand opens the Spacegoods package and uses a purple spoon to scoop the powder. This adds to the narrative by showing the core ingredient. - 00:05–00:06 The spoon pours the Spacegoods powder into the cup. This shows the combination of ingredients. - 00:06–00:08 The hand pours hot water into the cup. This introduces heat, a key element in dissolving the powder and completing the beverage. - 00:08–00:13 The hand uses a pink frother to mix the drink. This step is about creating a smooth and appealing consistency. - 00:13–00:16 A bald man with a beard takes a sip of the drink. This shows the end result and implied enjoyment of the product. - 00:16–00:18 The man smiles and exclaims, "Lovely!" This delivers the final verdict, emphasizing satisfaction and positivity.

# Ad summary This ad showcases the Typology sebum absorbing mattifier. The ad features a diverse group of people using the product on their face. The ad highlights the product's ability to absorb excess sebum and instantly mattify the skin. # Brand positioning Typology is presented as a modern, minimalist skincare brand that focuses on functionality and simplicity. The brand seems to push against the norms of overly complex or flashy skincare routines, instead offering a straightforward solution for oily skin. The brand aligns with a lifestyle that values efficiency and clear skin, positioning itself as a go-to for those who want to shine through their own personality rather than through shiny skin. # Product The featured product is the Typology sebum absorbing mattifier, designed to absorb excess sebum and instantly mattify the skin. It is presented as a compact, solid block that can be applied directly to the face. The product is for anyone who wants to control shine and maintain a matte complexion. The ad addresses the purchase barrier of oily skin by offering a quick and easy solution. # Visual style The ad has a clean and minimalist aesthetic, with a focus on showcasing the product in a straightforward manner. The editing style is simple, with static shots and smooth transitions. The production quality is polished, giving the ad a professional feel. The pacing is consistent, with a moderate number of cuts per minute. # Hooks Spoken: 00:00–00:01: NOUVEAU. Text overlay: 00:00–00:01: NOUVEAU. Visual: 00:00–00:02: A close-up shot of an older Asian man's face. A hand holding a white, rectangular product is seen dabbing the product on the man's forehead. The background is a plain white wall. The man is wearing a gray suit jacket and a white collared shirt. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of having oily skin and wanting to control shine. The ad shows people with shiny skin before using the product. # Value propositions - The product offers a quick and easy solution for oily skin, allowing users to maintain a matte complexion. # Benefits - Absorbs excess sebum - Instantly mattifies # Features - Absorbe l'excès de sébum - Matifie instantanément # Call to action Maintenant sur Typology.com # Point of view - Customer 80% – The ad primarily shows customers using the product, creating a sense of relatability and demonstrating its ease of use. - Brand 20% – The brand's official voice is present through text overlays and the final screen with the website, providing information and a call to action. # Storyline - 00:00–00:02 The ad opens with a close-up of a person's face as someone applies the Typology sebum absorbing mattifier to their forehead. - 00:02–00:04 The scene transitions to another person using the product on their face, demonstrating its application. - 00:04–00:07 The ad continues to show different people using the product on various parts of their face, emphasizing its versatility. - 00:07–00:12 The ad cuts to a man sitting at a table, solving a Rubik's Cube, while a text overlay appears, reinforcing the message that one should shine through their own personality rather than through shiny skin. - 00:12–00:15 The ad concludes with a screen displaying the Typology website, providing a clear call to action.

# Ad summary This short video ad introduces the partnership between Equinox and Le Labo. The ad showcases white bottles of Le Labo shampoo, shower gel, and conditioner under water as if they are floating in a pool or shower. On-screen text promotes the new amenities partner available at Equinox. # Brand positioning This ad presents Equinox as a luxury gym and wellness company that aims to provide high-end amenities and exclusive partnerships to its members. By partnering with Le Labo, Equinox aligns itself with a brand known for its premium fragrances and minimalist aesthetic, suggesting Equinox members value quality, sophistication, and an elevated experience. The brand positioning is both emotional and functional, providing luxury and high performance. # Product The ad features Le Labo shampoo, conditioner, and shower gel as the new amenities available at Equinox gyms. These products are presented in minimalist white bottles with black labels, emphasizing their simplicity and elegance. The products are for individuals who value high-end personal care items and desire a luxurious gym experience. The ad highlights the brand's aesthetic and the partnership with Equinox as the key selling points. These products are worth buying because they elevate the everyday gym routine to a spa-like experience, reinforcing the idea of luxury and exclusivity. # Visual style The ad has a polished and clean aesthetic with bright lighting and minimalist design. The editing style is simple with static shots to emphasize the product and partnership. The production quality is high-end, supporting the intended tone of luxury and exclusivity. The pacing is slow and deliberate, focusing on the visual appeal of the products and the text overlay. The audio and visual sync are well-coordinated to deliver a cohesive message. # Hooks Text overlay: 00:00–00:03 INTRODUCING / 00:00–00:03 Equinox x Le Labo / 00:00–00:03 The next era begins with our new amenities partner. Now available at Equinox. Visual: 00:00–00:03: The shot features white Le Labo shampoo, shower gel, and conditioner bottles underwater. Bubbles float around the bottles. The bottles are angled towards the camera and feature a black label with a white font. Text overlay reads 'INTRODUCING Equinox x Le Labo. The next era begins with our new amenities partner. Now available at Equinox.' The lighting is bright, creating a clean and luxurious feel. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies a desire for elevated gym experiences and premium amenities, addressing the frustration of standard gym offerings. # Value propositions - Exclusive partnership between Equinox and Le Labo - New high-end amenities available at Equinox gyms # Benefits - The next era begins # Features - New amenities partner: Le Labo - Available at Equinox # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the partnership and product benefits. # Storyline - 00:00–00:03 The ad opens with white bottles of Le Labo shampoo, shower gel, and conditioner shown underwater, creating a sense of purity and luxury. This is intended to capture attention and present the products in an appealing way. - 00:00–00:03 Text overlay introduces the partnership between Equinox and Le Labo, emphasizing the brand alignment and exclusivity. This is meant to inform viewers about the new amenities available at Equinox.

# Ad summary This ad showcases the Hexclad Hybrid Cookware, emphasizing its non-stick surface, even heat distribution, and easy cleanup. The ad features the process of making a smash burger, highlighting the cookware's ability to sear the burger perfectly and toast the bun evenly. It concludes by showing how easily the pan cleans with just soap and water. # Brand positioning Hexclad is presented as a high-quality cookware brand that enables restaurant-quality cooking at home. The brand emphasizes functional benefits such as non-stick surfaces, even heat distribution, and easy cleanup, positioning itself as a solution for both cooking performance and convenience. The brand aligns with a lifestyle of gourmet home cooking, suggesting that users can achieve professional results without the hassle of difficult cleanup. Hexclad pushes against the norms of cookware that sticks or is difficult to clean, focusing on simplicity and performance. # Product The Hexclad Hybrid Cookware is presented as a versatile cooking solution designed for home chefs. It features a non-stick surface that prevents food from sticking, allowing for perfect searing. The cookware also offers even heat distribution, ensuring consistent toasting. Its hybrid design combines stainless steel and non-stick properties, making it durable and easy to clean with just soap and water. The ad highlights the cookware's ability to deliver restaurant-quality results at home, making it ideal for cooking smash burgers and other dishes. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing the cooking process in a visually appealing way. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is high-end, with clear lighting and sharp focus on the food and cookware. The pacing is consistent, with cuts timed to the music beats and voiceover lines, creating a seamless audio-visual experience. # Hooks Text overlay: THE SECRET TO / RESTAURANT-QUALITY / SMASH BURGERS / AT HOME Visual: 00:00–00:02: Close-up shot of a hand placing a ball of ground beef on a black pan. The background is a blurred brick wall. The lighting is bright, highlighting the texture of the meat. Text overlay: "THE SECRET TO RESTAURANT-QUALITY SMASH BURGERS AT HOME". # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cookware that sticks and is difficult to clean, as signaled by the text overlay "NO STICKING, JUST PERFECT SEARING" and the demonstration of easy cleanup with just soap and water. # Value propositions - Restaurant-quality results at home (Benefit tied to features) - Easy cleanup with just soap and water (Benefit tied to feature) # Benefits - Restaurant-quality results at home - Perfect searing - Perfect toasting - Easy cleanup with just soap and water # Features - Non-stick surface - Even heat distribution - Hybrid cookware - Easy cleanup # Call to action Shop Now # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product's features and benefits. # Storyline - 00:00–00:02 00:00–00:02: A ball of ground beef is placed on a hot pan. This sets up the demonstration of how to make restaurant-quality smash burgers at home, introducing the core theme of the ad. The perspective is from an observer, focusing on the cooking process. The tone is informative and inviting. - 00:02–00:04 00:02–00:04: The ground beef is covered with parchment paper and smashed with another pan. This demonstrates the process of making a smash burger, highlighting the cookware's role in the process. The perspective is from an observer, focusing on the cooking process. The tone is informative and inviting. - 00:04–00:06 00:04–00:06: The smashed burger is seasoned with salt and pepper. This continues the demonstration of making a smash burger, adding to the cooking process. The perspective is from an observer, focusing on the cooking process. The tone is informative and inviting. - 00:06–00:07 00:06–00:07: The burger is flipped with a spatula. This shows the non-stick surface of the pan, emphasizing the ease of cooking. The perspective is from an observer, focusing on the cooking process. The tone is informative and inviting. - 00:07–00:09 00:07–00:09: Cheese slices are placed on the burger. This continues the demonstration of making a smash burger, adding to the cooking process. The perspective is from an observer, focusing on the cooking process. The tone is informative and inviting. - 00:09–00:11 00:09–00:11: The cheese is melted with a dome. This shows the cookware's ability to melt cheese evenly. The perspective is from an observer, focusing on the cooking process. The tone is informative and inviting. - 00:11–00:13 00:11–00:13: Butter is added to another pan. This sets up the toasting of the burger buns, demonstrating another use of the cookware. The perspective is from an observer, focusing on the cooking process. The tone is informative and inviting. - 00:13–00:17 00:13–00:17: Burger buns are toasted in the butter. This shows the even heat distribution of the pan, emphasizing the perfect toasting. The perspective is from an observer, focusing on the cooking process. The tone is informative and inviting. - 00:17–00:26 00:17–00:26: The burger is assembled with various toppings. This showcases the final product, emphasizing the restaurant-quality results. The perspective is from an observer, focusing on the cooking process. The tone is informative and inviting. - 00:26–00:31 00:26–00:31: The pan is cleaned with soap and water. This demonstrates the easy cleanup of the cookware, highlighting its convenience. The perspective is from an observer, focusing on the cleaning process. The tone is informative and inviting. - 00:31–00:35 00:31–00:35: The Hexclad logo is displayed with a call to action. This reinforces the brand and encourages viewers to shop. The perspective is from the brand, focusing on promotion. The tone is direct and persuasive.

# Ad summary This ad showcases the Made In cookware set, highlighting its nesting feature for easy storage. The video demonstrates how the pans fit neatly inside each other, saving space in the kitchen. # Brand positioning Made In is presented as a premium cookware brand that focuses on quality and functionality. The brand aims to occupy a space in the consumer's mind as a provider of high-end, durable kitchenware that simplifies cooking and storage. The brand aligns with a lifestyle of efficient and organized cooking, pushing against the norm of cluttered kitchens and difficult-to-store cookware. The brand positioning is both functional, emphasizing space-saving design, and aspirational, suggesting a higher standard of kitchen organization. # Product The featured product is a set of nesting cookware from Made In. The set includes multiple pans of varying sizes that are designed to fit inside one another for compact storage. The pans have a light-colored interior cooking surface and a dark exterior, with brass-colored handles. The primary USP is the nesting design, which addresses the common problem of limited kitchen space and disorganized cookware storage. The ad shows the pans being stacked neatly, emphasizing the space-saving benefit and ease of organization. The product is for anyone who values kitchen organization and efficient use of space. # Visual style The ad has a clean and polished aesthetic, with a focus on showcasing the product's functionality. The editing style is simple, with static shots and smooth transitions. The production quality is high, giving a commercial feel. The pacing is consistent, with a focus on clear demonstration. # Hooks Text overlay: MADE IN Visual: 00:00–00:01: A light-colored pan with a brass handle is placed on a wooden butcher block surface. The camera is stationary and focuses on the pan. The lighting is bright, highlighting the texture of the wood and the pan's surface. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of limited kitchen space and disorganized cookware storage. # Value propositions - The nesting design allows for compact storage, maximizing kitchen space. - Multiple pan sizes provide versatility for various cooking needs. # Benefits - Space-saving storage - Easy organization # Features - Nesting design - Multiple pan sizes # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing the product's features and benefits. # Storyline - 00:00–00:01 The video begins by showing a light-colored pan on a wooden surface, setting the stage for a demonstration of cookware. - 00:01–00:04 A dark-colored pan is placed inside the light-colored pan, visually demonstrating the nesting feature. - 00:04–00:07 The light-colored pan is removed, and a larger dark-colored pan is introduced, continuing to build the nesting set. - 00:07–00:10 The light-colored pan is placed inside the medium dark-colored pan, further illustrating the nesting capability. - 00:10–00:13 The medium dark-colored pan is removed, and a large dark-colored pan is introduced, completing the set. - 00:13–00:14 The pans are lifted to show how they all nest together, emphasizing the space-saving design.

# Ad summary This ad promotes PetLab Co.'s ProBright Advanced dental powder for dogs. The ad highlights the cost-effectiveness of the product compared to expensive dental cleanings at the vet. It features a dog eating from a bowl with the product, emphasizing the ease of use and potential savings. # Brand positioning PetLab Co. is presented as a brand focused on providing affordable and convenient pet healthcare solutions. The brand positions itself as an alternative to expensive veterinary procedures, offering accessible products that pet owners can easily incorporate into their pet's daily routine. The brand aligns with a practical, cost-conscious approach to pet care, emphasizing simplicity and effectiveness. # Product PetLab Co. ProBright Advanced is a dental health supplement for dogs in powder form. It is designed to help clean dog teeth and freshen breath. The product is packaged in a blue container and is suitable for medium-sized dogs, lasting for 12 weeks with 30 scoops per container. The ad highlights that it costs only $0.50 a day, addressing the purchase barrier of expensive dental cleanings at the vet. The product is presented as an easy-to-use solution that can be added to the dog's food. # Visual style The ad has a UGC feel with natural lighting and a simple, straightforward presentation. The editing is minimal, with static shots. The production quality is basic, giving it an authentic and relatable feel. The pacing is slow and deliberate, allowing viewers to focus on the product and the message. # Hooks Spoken: 00:00–00:03 While you're spending $8,000 on an unexpected dental cleaning, I'm spending $0.50 a day on a powder for clean dog teeth Text overlay: 00:00–00:03 While you're spending $8,000 on an unexpected dental cleaning, I'm spending $0.50 a day on a powder for clean dog teeth Visual: 00:00–00:03: A blue PetLab Co. ProBright Advanced container sits on a light wood floor next to a white dog bowl with the PetLab Co. logo. A medium-sized dog with black and brown fur eats from the bowl. The camera is stationary and at a low angle, focusing on the product and the dog. The lighting is bright and natural. Text overlay appears on the screen. # Funnel stage Top of funnel (Awareness) # Pain points The high cost of unexpected dental cleanings for dogs is a significant financial burden for pet owners. # Value propositions - Spending $0.50 a day on a powder for clean dog teeth vs. spending $8,000 on an unexpected dental cleaning # Benefits - Clean dog teeth - Freshen breath - Cost-effective alternative to dental cleanings # Features - Dental health supplement for dogs - Powder form - Suitable for medium dogs - Lasts 12 weeks - 30 scoops per container # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a pet owner using the product. # Storyline - 00:00–00:03 The ad opens with a close-up of a blue PetLab Co. ProBright Advanced container next to a dog food bowl as a dog eats from it. - 00:00–00:03 The message is that the product is a cost-effective alternative to expensive dental cleanings. The perspective is from a pet owner who is making a smart financial choice for their dog's dental health. The tone is practical and value-driven.

# Ad summary This ad showcases the Ekster Parliament Wallet, a slim and stylish wallet designed to hold cards and cash. The ad features a close-up of the wallet being opened and closed, highlighting its compact design and functionality. # Brand positioning Ekster is presented as a brand that values sleek design and practicality. The brand aims to occupy the space of modern, minimalist accessories that cater to individuals who appreciate both style and functionality. The brand aligns with a lifestyle of efficiency and sophistication, pushing against the norm of bulky, traditional wallets. The brand positioning is functional, emphasizing the performance and simplicity of its products. # Product The Ekster Parliament Wallet is a slim wallet designed to hold cards and cash. It features a cardholder that fans out cards with the click of a button for easy access. The wallet is made from premium materials and has a sleek, minimalist design. It is designed for anyone looking to streamline their everyday carry and reduce bulk. The wallet is compact and lightweight, making it easy to carry in a pocket or bag. The ad highlights the wallet's ability to hold multiple cards and cash while remaining slim and stylish. # Visual style The ad has a clean and minimalist aesthetic. The editing style consists of static shots with smooth transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent, with a moderate tempo. The cuts are timed to coincide with the opening and closing of the wallet. # Hooks Visual: 00:00–00:01: A hand holds a closed Ekster Parliament Wallet. The wallet is gray with a blue interior. The background is a dark, neutral surface. / 00:01–00:02: The hand opens the wallet to reveal its interior. The wallet has card slots with credit cards and a cash compartment with folded bills. The interior is tan. The background remains the same dark, neutral surface. / 00:02–00:03: The hand closes the wallet, returning it to its closed position. The background remains the same dark, neutral surface. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of bulky, traditional wallets that are inconvenient to carry and make it difficult to access cards and cash. # Value propositions - The Ekster Parliament Wallet offers a sleek and practical solution for carrying cards and cash in a slim and stylish design. # Benefits - Streamlines everyday carry - Reduces bulk - Easy access to cards - Stylish and sophisticated # Features - Slim design - Cardholder that fans out cards with the click of a button - Premium materials - Compact and lightweight # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing the product's features and design. # Storyline - 00:00–00:01 The ad begins with a close-up of a hand holding a closed Ekster Parliament Wallet. - 00:01–00:02 The hand opens the wallet to reveal its interior, showcasing the card slots and cash compartment. - 00:02–00:03 The hand closes the wallet, emphasizing its slim profile. - 00:04–00:17 The sequence repeats, highlighting the opening and closing mechanism of the wallet.

# Ad summary A woman is trying Osea's new lip treatment for the first time and provides an update on how her lips feel after having worn it overnight. # Brand positioning OSEA is presented as a brand focused on skin and body care. The brand has a reputation for launching its first lip treatment, positioning itself as a forward-thinking innovator in the beauty industry. OSEA aligns with a lifestyle of self-care and wellness by promoting products that can be incorporated into a nightly routine. The brand positions itself as offering non-sticky alternatives to other lip masks and treatments. # Product The product is OSEA's Dream Lip Mask, described as a lip treatment with a light gel texture. The product is for people who want to smooth and hydrate their lips overnight. It is made with seaweed and bio retinol. It addresses the issue of thick and sticky lip masks by providing a light alternative. This mask feels incredibly soothing and instantly comfortable. # Visual style The aesthetic of the ad is clean and casual, with a focus on natural lighting and a simple background. The editing style is mostly static shots with a few zooms and close-ups to highlight the product and the woman's reactions. The production quality has a UGC feel, which helps to establish trust and authenticity. The pacing is moderate, and the cuts are timed to match the rhythm of the voiceover. # Hooks Spoken: 00:00–00:05 My favorite skin and body care brand just launched their first lip treatment and I’m trying it for the first time right now. Text overlay: 00:00–00:05 my favorite skin and body care brand just launched their first lip treatment and I’m trying it for the first time right now Visual: 00:00–00:01 A young woman with long brown hair is sitting in front of a plain white wall in her home, wearing a striped pajama shirt and a bracelet on her left wrist. She is holding a small, black microphone on her left and gesturing with her right hand as she speaks. / 00:01–00:04 She holds up the OSEA Dream Lip Mask in front of her face. The container is a small, cylindrical jar with a frosted purple hue and a white lid. The camera zooms in to show the product label, and then back to the woman’s face. / 00:04–00:05 The camera zooms in on the container as she opens it and shows the product inside. The product is a translucent purple color. The woman holds the product up close to the camera to show its texture and consistency. # Funnel stage Middle of funnel (Consideration) # Pain points The problem is dry lips, particularly in the winter, addressed by using lip masks. The speaker says, "Especially in the winter I have been waking up with such dry lips lately." # Value propositions - Overnight hydration: Designed to hydrate while you sleep - Light gel texture: Light texture alternative to thick, sticky lip masks # Benefits - Super soothing - Instantly comfortable on my lips - Lips feel so soft and hydrated # Features - Light gel texture - Made with seaweed and bio retinol - Smooth and hydrate while you sleep # Call to action None used. # Social proof - “And my lips feel so soft and hydrated, like they are literally so soft right now. This is officially staying on my nightstand.” – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a user who is testing the product and giving their honest opinion, which creates a sense of authenticity. # Storyline - 00:00–00:05 00:00–00:05 The video opens with a woman holding a container of the product and announcing that her favorite skin and body care brand just launched their first lip treatment, which she will be trying for the first time. This is intended to introduce the product and brand while implying that the speaker is a credible source. The tone is casual and enthusiastic, as if she were speaking to a friend. - 00:05–00:11 00:05–00:11 She mentions that she has tried many lip masks and treatments, and she dislikes the thickness and stickiness of other products. The intention here is to address the audience's potential frustrations with existing lip care products, and contrast that with the featured product. The tone is conversational and matter-of-fact. - 00:11–00:18 00:11–00:18 The woman applies the product and describes it as having a light gel texture that feels super soothing and instantly comfortable. The intention is to highlight the product's unique qualities and immediate benefits. The tone is enthusiastic and positive, conveying her satisfaction. Her POV is conveyed through her tone, facial expression, and interactions with the product. - 00:18–00:29 00:18–00:29 She explains that the lip mask is made with seaweed and bio retinol, which smooth and hydrate while you sleep. She adds that she has been waking up with dry lips lately, so she will sleep with it overnight and return with an update. The intention is to inform the audience of the product's ingredients and overnight benefits, and set up a product demonstration. The tone is informative and builds anticipation. - 00:30–00:33 00:30–00:33 She shares that it's the next day, and she just woke up. The intention is to let the viewers know that she will be giving an update. - 00:33–00:39 00:33–00:39 She says that her lips feel soft and hydrated, and this product is officially staying on her nightstand. This is meant to be an enthusiastic conclusion that highlights the product's effectiveness and her satisfaction. The tone is excited and genuine.

# Ad summary A creator shares their favorite Salt & Stone products. # Brand positioning Salt & Stone is presented as a luxurious brand, providing clean and effective personal care products with a focus on natural ingredients and sustainability. The brand positions itself within the premium market, offering customers products that not only smell good, but are also high-quality. The brand focuses on elevated self-care and wellness rituals. # Product The ad features Salt & Stone products, including a body wash, body mist, and deodorant, all within the Santal & Vetiver scent profile. The body wash is presented as a high-quality cleanser, while the body mist is highlighted for its instantly pleasing scent. The deodorant is presented as an unexpected luxurious product. All Salt & Stone products are made from natural ingredients. # Visual style The ad has a UGC feel and is filmed in a bathroom with natural lighting. It features quick cuts and smooth transitions. The overall tone is casual and friendly. # Hooks Spoken: 00:00–00:03 I'm afraid of smelling bad, so here's how I smell perfect. Text overlay: 00:00–00:03 I'm afraid of smelling bad, so here's how I smell perfect / 00:01–00:03 silent review edition Visual: 00:00–00:01 A young woman stands in a brightly lit bathroom in front of a marble countertop and backsplash. She has her hair pulled back and is wearing a gray long-sleeved shirt and jeans. She holds a Salt & Stone body wash in one hand and a Salt & Stone body mist in the other. The camera is still. / 00:01–00:02 The woman puts the products down on the counter, and a bottle of Salt & Stone deodorant is visible. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The fear of smelling bad. # Value propositions - Smelling perfect using Salt & Stone products. # Benefits - smelling perfect - top tier # Features - body wash - body mist - deodorant # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of a creator using the product. # Storyline - 00:00–00:02 00:00–00:02 A creator displays Salt & Stone products in their bathroom. - 00:02–00:04 00:02–00:04 The creator holds the products close to the camera, giving a thumbs up to imply she approves. - 00:04–00:07 00:04–00:07 The creator shows the Salt & Stone body wash and gives a thumbs up to imply it smells good. - 00:07–00:13 00:07–00:13 The creator holds up the Salt & Stone deodorant to the camera, and poses a question about the fact that deodorant can be luxurious. She mimes shock and excitement and ultimately approves with a thumbs up. - 00:14–00:20 00:14–00:20 The creator squeezes the body wash bottle and mimes the act of smelling it and tasting it. She smiles, approves, and again gives a thumbs up. - 00:21–00:28 00:21–00:28 The creator sprays the body mist into the air and expresses that she likes it. - 00:29–00:31 00:29–00:31 The creator presents all three Salt & Stone products and states that the lineup is top tier.