What is the Social Proof Mashup ad format?

# Ad summary The ad features multiple content creators, each presenting their experience with Magic Spoon Protein Treats. They highlight the variety of flavors, protein content, absence of added sugar, and high fiber content as the reasons they now prefer these treats over other snacks. The ad is designed as a collection of user-generated content, aiming to showcase the product's appeal and benefits through authentic, relatable experiences. # Brand positioning Magic Spoon is positioned as a healthy and delicious alternative to traditional sugary snacks. The brand aims to occupy the space of guilt-free indulgence, offering protein-rich, low-sugar options that don't sacrifice taste. They are targeting health-conscious consumers who are looking to satisfy their sweet cravings without derailing their dietary goals. The brand emphasizes nutritional benefits (high protein, no added sugar, high fiber) while also highlighting the variety of flavors available, pushing against the norm of healthy snacks being bland or unappealing. The positioning is both functional (nutritional value) and emotional (satisfying cravings). # Product Magic Spoon Protein Treats are high-protein cereal bars designed as a healthier alternative to traditional snacks. The product is for health-conscious individuals seeking guilt-free, tasty snack options. They feature 11-12 grams of protein, no added sugar, and 7 grams of fiber per bar. The USPs highlighted are the combination of delicious flavors (e.g., Double Chocolate, Marshmallow, Salted Caramel, Chocolate Peanut Butter, S'mores) with strong nutritional benefits, making them a desirable alternative to traditional snacks that often taste like 'cardboard.' The ad addresses the purchase barrier of healthy snacks being unappealing by emphasizing the wide variety of flavors available. # Visual style The ad has a UGC feel, with each person filming selfie-style in their home setting. The lighting appears natural, and the production quality is simple but clean. Editing includes quick cuts between different speakers and product shots. Pacing is moderate, matching the conversational tone. Audio and visual elements are synced to emphasize key product features and benefits. # Hooks Spoken: Female 1: Okay, so normally when I say new year, new me, it always ends with me just like buying a bunch of snacks that taste like cardboard. Text overlay: 00:00-00:06: I don't miss my old snacks anymore 💪✨ Visual: 00:00–00:02: A woman with tan skin in her 30s with glossy lips, wearing a white towel headband and a pink robe, stands centered in the frame in front of a beige wall with a window. She gestures with her hands as she speaks. / 00:02–00:06: Same as 00:00–00:02. # Funnel stage Consideration # Pain points The central frustration is the difficulty of finding healthy snacks that actually taste good. Snacks that taste like "cardboard" make it difficult to maintain health-related goals. # Value propositions - Tasty and guilt-free snacking: Combines delicious flavors with strong nutritional benefits (high protein, no added sugar, high fiber). - Supports dietary goals: Gluten-free and keto-friendly, catering to specific dietary needs. # Benefits - Healthy snack alternative - Satisfies sweet cravings - Helps you achieve your goals - Variety of flavors # Features - 11 grams of protein - No added sugar - 7 grams of fiber - Gluten-free - Keto friendly # Call to action Try it at MagicSpoon.com # Social proof - "I grabbed these Magic Spoon Treats because the flavors online looked way too good not to try." – Female 2 (Customer) - "There's so many flavors I don't even miss my old snacks" – Female 3 (Customer) - "Magic Spoon is where it's at. Like they make it so easy." – Female 1 (Customer) # Point of view - Customer 100% – The ad is presented entirely from the perspective of customers sharing their experiences. # Storyline - 00:00–00:02 A woman in a robe starts by stating she doesn't miss her old snacks anymore. - 00:02–00:06 00:02–00:06: The same woman says that her resolution to have a "new me" always ends with buying snacks that taste like cardboard. This message introduces the viewer to the common problem of failing to maintain "new year, new me" resolutions, setting up a relatable pain point. - 00:06–00:09 00:06–00:09: A woman shares that she grabbed Magic Spoon Protein Treats because the flavors online looked too good to pass up. She is positioning the product as an exciting alternative to less appealing snacks. The viewer is experiencing the story from a customer's perspective, conveyed through a testimonial format and casual, enthusiastic tone. - 00:10–00:14 00:10–00:14: Another woman highlights that it has 11 grams of protein, no added sugar, and 7 grams of fiber. The viewer is experiencing the story from a customer's perspective, conveyed through a testimonial format and casual, enthusiastic tone. - 00:15–00:17 00:15–00:17: The same woman says there are so many flavors that she doesn't even miss her old snacks, then puts the boxes on a pantry shelf. This continues from the previous moment by elaborating on a key reason to choose the product, presented from a customer's POV. The tone is enthusiastic and positive, emphasizing satisfaction. - 00:17–00:19 00:17–00:19: The woman says that it's also gluten-free and keto-friendly. The viewer is experiencing the story from a customer's perspective, conveyed through a testimonial format and casual, enthusiastic tone. - 00:20–00:25 00:20–00:25: The first woman appears again and encourages the viewer to try MagicSpoon.com if they want to hit their goals this year, making it easy to do so. The viewer is experiencing the story from a customer's perspective, conveyed through a testimonial format and casual, enthusiastic tone.

# Ad summary This ad promotes the Merit brand's signature makeup bag, given for free with every first order. The ad showcases the makeup bag and mentions that the bag is shakeable, lightweight, and perfect for travel. # Brand positioning Merit is presented as a modern, minimalist brand that offers a curated selection of essential makeup items. It aims to simplify beauty routines with products that are easy to use and perfect for on-the-go lifestyles. The brand aligns with values of simplicity, functionality, and effortless style, positioning itself against the norm of complicated, maximalist beauty trends. Merit offers an understated yet put-together aesthetic. # Product The featured product is Merit's signature makeup bag. It's a lightweight, corduroy bag that comes free with every first order. The bag is presented as a travel-friendly solution for keeping makeup organized, lightweight, and accessible. # Visual style The ad features a polished UGC style with clean, well-lit environments. The editing is simple with direct cuts. The color palette is warm with neutral backgrounds. Pacing is moderate, with a new shot every 3-5 seconds. # Hooks Spoken: 00:00–00:04 Your first order with Merit comes with this free makeup bag. Text overlay: 00:00–00:04 FREE SIGNATURE makeup BAG / 00:00–00:04 with every first order Visual: 00:00–00:04 A fair-skinned woman with blonde hair stands indoors in front of a white paneled door. She is wearing a beige sweater and gold necklaces, and red lipstick. She holds a mustard colored corduroy bag in both hands, twisted to close. She looks directly at the camera as she speaks. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The makeup bag is free with every first order - Convenient for travel # Benefits - free with every first order - shake - lightweight - perfect for travel - good for keeping your makeup in # Features - signature makeup bag # Call to action None used. # Social proof - "This is one of my favorite makeup bags. I bring it everywhere every time I go on vacation." – Female 2 (Customer) # Point of view - Customer 100% – The entire video features customers sharing their experience with the makeup bag. # Storyline - 00:00–00:04 00:00–00:04 A woman holds up a mustard colored corduroy makeup bag and tells the viewer that it comes free with their first Merit order. - 00:04–00:07 00:04–00:07 A close up shot of the bag on a counter shows hands crumpling the bag while a text overlay reads off the bag's qualities. - 00:07–00:13 00:07–00:13 A woman holds up the bag and tells the viewer that it is so good for keeping your makeup in. - 00:13–00:16 00:13–00:16 The camera shows hands placing several makeup items in the bag, then twisting the bag and securing the cosmetics inside. - 00:16–00:20 00:16–00:20 A woman holds up the secured bag and displays it to the camera.

# Ad summary The ad is for Hollow Alpaca Compression Socks. It begins with a warning to viewers about neuropathy, as on-screen text lists a number of its consequences. The text on screen states, "The scary part? Diabetic neuropathy increases your risk of foot ulcers by 15 to 46 times compared to those without nerve damage, and 85% of lower limb amputations in people with diabetes are preceded by foot ulcers." The ad then promotes the compression socks, stating they help keep feet warm and reduce neuropathy symptoms. Customer testimonials are displayed at the end of the ad. # Brand positioning Hollow sits in the healthcare and comfort market. The brand offers compression socks made from baby alpaca fiber designed to relieve neuropathy pain and keep feet warm for people over 50. The brand positions itself as a provider of natural, comfortable compression that actually helps manage symptoms without prescriptions. The brand aims to occupy a space in the consumer's mind as a reliable and effective solution for neuropathy, offering relief and warmth in a comfortable, doctor-recommended product. # Product Hollow Alpaca Compression Socks are doctor-recommended socks designed to provide natural relief from neuropathy pain and keep feet warm. The socks feature a 15-20 mmHg graduated compression that helps reduce neuropathy pain, keeps numb feet warm all day, and provides relief from diabetic neuropathy symptoms. They are made with baby alpaca fiber, which is 3x warmer than wool, and designed specifically for people over 50 with diabetic neuropathy, chemo-induced neuropathy, or peripheral neuropathy pain. The socks can be worn comfortably for 14+ hours, with symptoms improving enough to get through your day. The ad highlights that Hollow socks don't just compress your legs but also relieve neuropathy symptoms, significantly reducing foot pain and keeping numb feet feeling better and staying warm. # Visual style The ad uses a basic, informational visual style with a focus on text overlays. The production quality has a UGC feel. The video features static shots with no camera movement and minimal transitions. The pacing is slow and deliberate. The audio-visual sync is not particularly emphasized, with the cuts and text appearing independently of the music. # Hooks Spoken: 00:00–00:07 WARNING: Neuropathy might be destroying the nerves in your feet RIGHT now 😨 Text overlay: 00:00–00:07 WARNING: Neuropathy might be destroying the nerves in your feet RIGHT now 😨 / 00:07–00:17 After 50, nerve damage doesn't just cause pain—it's stealing your ability to feel, walk, and live without constant discomfort. / 00:07–00:17 You see, neuropathy isn't just "numbness and tingling." It's progressive nerve destruction. / 00:07–00:17 First, the burning pain that keeps you awake at night. Then, the numbness that makes walking feel unsafe. These are tell-tale signs of peripheral neuropathy. / 00:08–00:17 The scary part? Diabetic neuropathy increases your risk of foot ulcers by 15 to 46 times compared to those without nerve damage, and 85% of lower limb amputations in people with diabetes are preceded by foot ulcers. Visual: 00:00–00:04 The shot features a close-up of an individual's bare legs and feet, lying on a light gray tiled floor. The legs exhibit signs of discoloration, including redness, bruising, and visible veins. The feet are positioned in a relaxed stance, with toes slightly curled. The camera is stationary, providing a clear and detailed view of the skin's texture and condition. The lighting is bright and even, allowing for clear visibility of the skin's surface. No products are visible in this shot. # Funnel stage Middle of funnel (Consideration): The ad educates, compares, and shows how the product works — persuading with logic and validation. # Pain points The ad clearly implies neuropathy pain, describing it as burning foot pain that won't let you sleep, numbness that makes you feel unsteady, and cold feet that never warm up no matter what you do. This frustration is signaled visually by the close-up of discolored feet and through text: "Neuropathy might be destroying the nerves in your feet RIGHT now 😨" # Value propositions - Natural relief from neuropathy pain and keeps feet warm. - Comfortable compression that actually helps manage symptoms without prescriptions. # Benefits - Helps reduce neuropathy pain - Keeps numb feet warm all day - Provides relief from diabetic neuropathy symptoms - Foot pain reduces significantly - Numb feet feel better and stay warm - Can wear them comfortably for 14+ hours - Symptoms improve enough to get through your day # Features - Doctor-recommended 15-20 mmHg graduated compression - Made with baby alpaca fiber that's 3x warmer than wool - Designed specifically for people over 50 with diabetic neuropathy, chemo-induced neuropathy, or peripheral neuropathy pain. # Call to action It's time to get your hands on Hollow Alpaca Compression Socks. # Social proof - "I suffer with diabetic neuropathy and these compression socks seem to relieve a lot of the symptoms. These are so soft, warm and comfortable that I don't even know I have them on." – Sarah K., 58, USA - "I have neuropathy in my feet and these socks keep my feet and legs warm. Very comfortable and I've worn them 14 hours today. They make numb feet feel better. Thank you!" – Margaret D., 61, USA # Point of view - Customer 15% – Quotes from customers shown on-screen reinforce the product's benefits. - Brand 85% – Official voice of the brand through on-screen text explains the product and its value. # Storyline - 00:00–00:17 00:00–00:17 The ad opens with a close-up shot of a person's bare legs and feet, lying on a tiled surface. The focus is on the skin's condition, which shows signs of discoloration and potential nerve damage. Large text overlays appear on the screen, warning about the dangers of neuropathy. This is presented to raise awareness and concern among viewers who may be experiencing similar symptoms, from the perspective of a concerned party aiming to educate the viewer about neuropathy and its potential consequences. - 00:18–00:34 00:18–00:34 Continuing from the previous section, the ad introduces Hollow Alpaca Compression Socks as a solution to the problems presented. The text on the screen states, "Thankfully, there's hope. Introducing Hollow Alpaca Compression Socks: The Natural Way to Relieve Neuropathy Pain And Keep Feet Warm." This is to shift the tone from alarming to hopeful, offering a product as a viable remedy, presented from the brand's perspective as it transitions from problem to solution. - 00:35–00:51 00:35–00:51 The ad provides more details about the socks, highlighting that they are designed specifically for people over 50 with various types of neuropathy. The on-screen text also details product features, such as doctor-recommended compression levels and the use of baby alpaca fiber. This is intended to build trust and showcase the product's unique attributes from a brand perspective, reinforcing the product's benefits and suitability for a specific audience. - 00:51–01:17 00:51–01:17 The ad presents customer testimonials as social proof. Quotes from users named Sarah K. and Margaret D. appear on the screen, praising the socks for their comfort and effectiveness in relieving symptoms. The camera zooms in slightly on the bare feet. This is intended to establish credibility and reassure potential buyers by showing real people vouching for the product, conveyed from the perspective of satisfied customers sharing their positive experiences. - 01:18–01:34 01:18–01:34 The ad returns to a warning about neuropathy medications and their side effects. Text on the screen contrasts this with the natural and comfortable compression offered by Hollow socks. This is to emphasize the benefits of the product over traditional treatments, further reinforcing its unique value proposition. It is presented from the brand's perspective as a means of differentiating itself from medical treatments. - 01:35–01:47 01:35–01:47 The ad shares details about the brand, stating that the socks are made in the USA from baby alpaca fiber and have sold over 3,000,000+ pairs. The on-screen text also promotes its 21K+ 5-Star Review and a 99-Day, 100% Money Back Guarantee. This is to build trust and credibility by highlighting the brand's success, positive reviews, and customer satisfaction, presented from the brand's perspective as a way of showcasing its reliability and commitment to quality. - 01:47–02:12 01:47–02:12 The video ends with one last lingering shot of the feet and legs, highlighting that the socks can help make a real difference. This is a final attempt to create an emotional connection with the viewer, and to reinforce the message that Hollow socks can improve the quality of life for people with neuropathy. The ending reinforces the product's ability to alleviate suffering and the opportunity to improve one's quality of life from the brand's perspective, aiming to encourage immediate action.

# Ad summary This ad promotes Noom Weight, a weight loss program that focuses on making small diet changes for sustainable results. The ad highlights how Noom differs from traditional diets by not restricting food and providing personalized tools and coaching. It features testimonials from various individuals who have successfully lost weight using Noom, emphasizing that it only requires 10 minutes a day and helps users keep the weight off. # Brand positioning Noom Weight is presented as a modern, accessible, and sustainable weight loss solution that breaks away from the restrictive norms of traditional dieting. The brand positions itself as a supportive partner in the user's weight loss journey, offering personalized tools and coaching to help individuals make informed decisions and achieve long-term results. Noom aligns with a lifestyle that values balance and flexibility, emphasizing that no food is forbidden and that small, consistent changes can lead to significant outcomes. The brand aims to occupy a space in the consumer's mind as a realistic and effective alternative to crash diets and unsustainable weight loss methods, focusing on empowerment and long-term well-being. # Product Noom Weight is a weight loss program designed to help users make sustainable diet changes and achieve long-term weight loss. It differentiates itself from traditional diets by not restricting food and instead focusing on personalized tools and coaching. The program requires just 10 minutes a day and aims to help users make the right decisions. Noom provides personalized tools and coaching to support users in their weight loss journey. The program addresses the pain points of traditional diets, which are often seen as impossible to stick to, not realistic for one's life, leading to crashes, and resulting in long-term weight gain. Noom aims to help people lose weight for good by providing a sustainable and flexible approach to dieting. # Visual style The ad has a hybrid visual style, blending UGC-style testimonials with polished app demos. The editing style is quick cuts, especially during the initial montage of restrictive diets, creating a sense of urgency and contrast. The production quality varies, with the testimonials having a raw, authentic feel and the app demos being more polished and professional. The pacing is fast, with numerous cuts per minute, maintaining a consistent rhythm throughout the ad. The audio-visual sync is noticeable, with text overlays and product actions timed to the music beats and voiceover lines. # Hooks Spoken: 00:25–00:28 My name is Adham and with Noom I've lost 33 kilograms. Text overlay: 00:25–00:29 My name is Adham with Noom Weight I've lost 75 lbs Visual: 00:25–00:28 A man with a shaved head and glasses stands in front of a gray wall, wearing a blue shirt and gray pants. He is smiling and looking at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration with traditional diets, stating that they are "Impossible to stick to," "Not realistic for your life," "Lead to crashes," and result in "long-term weight gain." # Value propositions - Small diet changes lead to sustainable results - Personalized tools and coaching help you make the right decisions - Lose weight for good with just 10 minutes a day and no food restrictions # Benefits - Sustainable results - Lose weight for good - Keep the weight off # Features - Personalized tools and coaching - Just 10 minutes a day - No food is forbidden # Call to action Take the free quiz to see your custom plan. # Social proof - "My name is Adham and with Noom I've lost 33 kilograms." – Adham (Customer) - "I've lost 48.5 pounds with Noom." – Female 1 (Customer) - "Since I started Noom, I've lost 70 pounds." – Male 1 (Customer) - "I'm Heidi and I've lost over 70 pounds on Noom." – Heidi (Customer) - "I've lost 85 pounds using Noom." – Female 2 (Customer) - "I've lost 40 pounds with Noom Weight." – Female 3 (Customer) # Point of view - Customer 50% – The ad features numerous customer testimonials sharing their weight loss experiences with Noom. - Brand 50% – The brand voice is communicated through text overlays and visuals that highlight the features and benefits of the Noom program. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a top-down shot of two plates, one with apple slices and peanut butter, and the other with carrot sticks and guacamole. This visual introduces the concept of making small diet changes. - 00:02–00:09 00:02–00:09 The ad transitions to a series of quick shots showing examples of restrictive diets, such as dipping fried food in sauce, dipping fries in ketchup, cutting a watermelon, cracking an egg, eating pancakes and eggs, squeezing a lemon, and eating salmon with a poached egg. Each shot is accompanied by text overlays that criticize these diets for being impossible to stick to, not realistic, leading to crashes, and causing long-term weight gain. This section highlights the problems with traditional dieting methods. - 00:09–00:14 00:09–00:14 The ad shifts to a grid of video testimonials from various individuals, followed by a shot of a woman using a tablet. The text overlay states that Noom Weight helps people make the right decisions. This section introduces Noom as a solution to the problems presented earlier. - 00:14–00:18 00:14–00:18 The ad shows a woman eating from a bowl and another woman doing sit-ups by a pool, with a text overlay stating that Noom provides personalized tools and coaching. This reinforces the idea that Noom offers support and guidance. - 00:18–00:25 00:18–00:25 The ad features a woman in a black dress, followed by shots of people eating and taking selfies, with text overlays emphasizing that Noom helps people lose weight for good, requires just 10 minutes a day, and allows for no food to be forbidden. This section highlights the benefits and flexibility of the Noom program. - 00:25–00:41 00:25–00:41 The ad presents a series of testimonials from individuals who have lost significant amounts of weight using Noom, with text overlays stating their names and weight loss achievements. This section provides social proof and credibility for the program. - 00:41–00:47 00:41–00:47 The ad displays a screen recording of the Noom app, showing how users can set weight loss goals and track their progress, with a text overlay encouraging viewers to take the free quiz to see their custom plan. This section provides a call to action and demonstrates the app's functionality. - 00:47–00:52 00:47–00:52 The ad concludes with the Noom logo and tagline, reinforcing the brand's message of sustainable weight loss. This provides a final branding moment and call to action.

# Ad summary This ad features UGC-style reviews of Dedcool Mineral Milk perfume. Three women with different complexions are shown holding and smelling the bottle while sharing why they like it and who should wear it. # Brand positioning Dedcool is presented as a creator-loved fragrance brand specializing in scents that are fresh, clean, and subtle. The brand aims to occupy a space in the consumer's mind that is sophisticated and youthful, where the products are for people who want to smell unique without being overpowering. The brand's tone promotes an easy-going, casual lifestyle. Dedcool pushes against norms by focusing on minimalist presentation and unconventional scent profiles that prioritize subtlety over traditional perfumery. The brand's positioning is functional and emotional, offering a scent experience that is both refreshing and confidence-boosting. # Product Dedcool Mineral Milk is presented as a unique and refreshing fragrance designed for those who prefer a subtle, clean scent over traditional perfumes. It is positioned as ideal for spring and summer evenings, providing a fresh and clean feeling without being overpowering. The fragrance features a sea salt accord with top notes of golden nectar and passionfruit, mid notes of lavender, ocean air, and marine salt, and base notes of amber milk, cedar, and sandalwood. The USPs include its ability to evoke the feeling of driving oceanside with the top down at sunset and its suitability for those who want to smell clean and nice without an intense fragrance. The ad addresses the purchase barrier of strong, overpowering scents by offering a subtle and refreshing alternative. # Visual style The ad has a polished UGC aesthetic. The editing style features quick cuts and smooth transitions, maintaining a consistent pace. The production quality is high, reflecting a blend of authentic user-generated content with commercial polish. Shots are brightly lit and well-framed. The cuts sync with voiceover lines. # Hooks Spoken: Female 1: If you want to smell like the coolest girl in the room, she's probably wearing this perfume. Text overlay: AVAILABLE AT / SEPHORA Visual: 00:00–00:01 A fair-skinned hand with painted fingernails holds a Dedcool Mineral Milk perfume bottle over a marble countertop. In the background, there are neatly folded dark brown towels. / 00:01–00:02 A fair-skinned woman with her hair pulled back into a bun stands in a modern bathroom with a glass-enclosed shower and gold hardware. She wears a white button-down cardigan and a bracelet. She holds the Dedcool Mineral Milk perfume bottle in one hand. / 00:02–00:03 The fair-skinned woman sprays the Dedcool Mineral Milk perfume in her hair and on her neck. # Funnel stage Consideration # Pain points Some people don't want to wear an intense fragrance and want to smell clean and nice. # Value propositions - If you want to smell like the coolest girl in the room, she's probably wearing this perfume. - You literally smell like the beach. - If you don't want to smell like you are wearing an intense fragrance and you want to just smell clean and nice in the evenings in spring and summer, you're going to love this. - Smells like I'm driving oceanside with the top down at sunset. # Benefits - Smell like the coolest girl in the room - Smell like the beach - Smell fresh and clean - Smell clean and nice in the evenings in spring and summer # Features - Newest fragrance called Mineral Milk - Sea salt accord - Ocean air and marine notes - Top notes of golden nectar and passionfruit - Mid notes of lavender, ocean air, and marine salt - Base notes of amber milk, cedar, and sandalwood # Call to action None used. # Social proof - "There hasn't been a thing from Dedcool that I don't absolutely love" – Female 2 (Customer) # Point of view - Customer 100% – All testimonials in the ad are from the customer POV. # Storyline - 00:00–00:01 A hand holds a bottle of Dedcool Mineral Milk perfume over a marble countertop with dark brown towels in the background. - 00:00–00:05 00:00–00:05 A young woman in a white button-down cardigan demonstrates using the Dedcool Mineral Milk perfume. She sprays it on her neck and hair. She holds the bottle up to the camera to show the label and product. - 00:05–00:12 00:05–00:12 A young woman with long, wavy blond hair holds up the Dedcool Mineral Milk perfume, sniffs it, and expresses that she loves Dedcool products and that this fragrance is good and different from anything else the brand has done. This beat builds on the first woman's introduction of the product by bringing in another user who expresses her love for the brand. - 00:12–00:17 00:12–00:17 A woman with long dark hair holds up the Dedcool Mineral Milk perfume bottle and lists the scent notes, including sea salt accord, ocean air, and marine notes. This continues the information about the perfume by providing details about the ingredients. - 00:17–00:21 00:17–00:21 The first woman reappears, holding the Dedcool Mineral Milk perfume bottle. She poses and gestures, saying it smells like driving oceanside with the top down at sunset. She also says that it smells fresh and clean. - 00:21–00:29 00:21–00:29 The woman with long dark hair holds up the Dedcool Mineral Milk perfume bottle, suggesting that people who don't want to smell like they are wearing an intense fragrance but still want to smell clean and nice in the evenings during the spring and summer will love this fragrance.

# Ad summary This ad features multiple individuals discussing the benefits of using DRMTLGY Luminous Eye Corrector, claiming that it is better than using concealer because it does not crease. The product is demonstrated throughout the ad. # Brand positioning DRMTLGY is presented as a medical-grade skincare brand that prioritizes both the cosmetic and health-related benefits of their products. The brand offers effective skincare solutions that replace steps in the user's beauty routine. They position themselves as the solution to the frustration of using concealer, which is considered to be a category norm by those seeking to diminish under-eye circles. DRMTLGY emphasizes a functional, practical approach by offering products that are simple, safe, and effective. # Product DRMTLGY's Luminous Eye Corrector with SPF 41 is presented as a multifunctional product designed to correct, brighten, and protect the under-eye area. Marketed as an alternative to traditional concealer, it comes in a pen-like applicator with a dispensing tip and is available in multiple shades. It promises lightweight coverage that blends like skincare, avoiding the caking and creasing associated with concealers. Key features include peachy tones to counteract dark circles and a formula packed with ingredients such as peptides, ceramides, and snow mushroom. It serves as a corrector, brightener, and sunscreen all in one, providing a natural glow and the appearance of well-rested, hydrated skin. # Visual style The ad is a mixture of polished and UGC styles. It appears to be shot with natural lighting with simple backgrounds and mostly static shots. There are many quick cuts, particularly when there are multiple women speaking. The ad feels authentic as the women all appear to be actual users of the product. The pace is quick, averaging roughly 15-20 cuts per minute. The text and product actions are timed to the voiceover lines, but not to a significant degree. # Hooks Spoken: Female 1: What's one thing I can do to make my eyes look younger? Text overlay: What's one thing I can do to make my eyes look younger? Visual: 00:00–00:03: Close up, eye-level shot of a light-skinned woman with brown hair looking directly into the camera. She wears neutral makeup and gold bracelets. She has her hand up to the side of her face to emphasize the area around her eye. The background is slightly out of focus, showing the wall of a house. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the problem of using concealer, which creases and makes skin look much older. “I used to layer on concealer every morning, but within a few hours it would crease so badly and make my skin look so much older.” # Value propositions - The product is a corrector, brightener, and sunscreen all in one. - The product delivers hydration in a tube. - The product blends in like skincare. - The product lasts forever because a little goes a very long way. - It has no brushes, no layering, and no fuss. # Benefits - Instantly wakes up your eyes - Smooths the look of fine lines - Gives a natural glow that looks like sleep and hydration - Lightweight coverage that blends in like skincare - No caking and no creasing - A little goes a very long way # Features - Contains SPF 41 - Contains peptides, ceramides, and snow mushroom - Comes in multiple shades - Peachy tones to counteract dark circles # Call to action Grab yours now before it sells out again. # Social proof - "I haven't touched concealer since April and my eyes have never looked better." – Female 2 (Customer) - "I used to layer on concealer every morning, but within a few hours it would crease so badly and make my skin look so much older." – Female 3 (Customer) - "If you're tired of tired looking eyes, trust me, this is the fix." – Female 7 (Customer) # Point of view - Customer 90% – Multiple customers share their experiences and demonstrate product usage in a testimonial format. - Brand 10% – The brand is mentioned through the visual of their product and website. # Storyline - 00:00–00:03 A woman directly addresses the camera, leaning in to ask a question about how to make her eyes look younger. - 00:03–00:04 She answers her own question, leaning in closer and whispering emphatically that the viewer should ditch their concealer. - 00:04–00:07 The woman applies an unnamed concealer and states that she hasn't touched concealer since April and her eyes have never looked better, to build on the claim that the viewer should ditch their concealer. - 00:07–00:13 Another woman applies concealer, stating that she used to layer it on every morning, but it would crease and make her skin look much older. This provides a more detailed explanation as to why one should not use concealer. - 00:13–00:18 A woman holds the featured DRMTLGY product in front of a gray background, stating that instead of using concealer, she uses DRMTLGY's Luminous Eye Corrector with SPF 41, thereby introducing the product. - 00:18–00:26 Multiple women apply the DRMTLGY product to their under-eye area and smooth it in with their fingers, emphasizing that the featured product is a corrector, brightener, and sunscreen all in one. - 00:26–00:32 A woman demonstrates the texture of the product on her wrist and explains that it's a corrector that uses peachy tones to counteract the blue hues that cause dark circles. This illustrates the different functionality of the product compared to concealer. - 00:32–00:35 Another woman applies the product, stating that, unlike concealer, there's no caking and no creasing, providing a direct comparison against concealer. - 00:35–00:37 The first woman featured applies the product and comments that it blends in like skincare, providing further description of the product's benefits. - 00:38–00:42 Another woman applies the product, emphasizing that it's packed with ingredients her skin actually loves, such as peptides, ceramides, and snow mushroom. This highlights the skincare qualities of the product. - 00:42–00:47 Another woman applies the product, stating that she just dabs it on and goes. The next woman echoes this sentiment, saying there's no brushes, no layering, no fuss, and that a little goes a long way. These statements highlight the simplicity of the product. - 00:47–00:51 One of the earlier women reappears on screen and states that if you're tired of tired looking eyes, this is the fix. - 00:51–00:57 A final woman states that there is a 60-day money back guarantee, so there's no risk in trying the product, and encourages the viewer to grab theirs now before it sells out again. She also includes the brand's website.

# Ad summary This ad promotes Weight Watchers (WW) weight loss program. The ad begins with a black and white screen. Various women of different ages and body types are presented on the screen. They are happy and smiling, and their hair is blowing in the wind. The voiceover asks viewers to discover a new chapter of their lives with WW, because it works. # Brand positioning Weight Watchers is presented as a weight loss program that has helped millions of members by changing their lives. The brand occupies a functional position in the weight loss market, providing a proven method with broad appeal. WW attempts to buck the stigma or shame associated with weight loss by celebrating people of diverse ages, races, and body types. The message is that with WW, the consumer can discover their potential through a weight loss program that works. # Product Weight Watchers, now known as WW, is a weight loss program designed to help individuals achieve their weight loss goals. The program emphasizes a personalized approach, working for everyone in a way that changes the user's life. The service provides the support and tools needed to discover what users are capable of achieving through weight loss. # Visual style The ad is a hybrid of high-end and UGC-style production. The editing rhythm is fast-paced. The cuts are timed to the upbeat music. The shots transition between black and white and color. There is a consistent visual motif of people of all ages, genders, and races smiling at the camera to emphasize the effectiveness of the product. # Hooks Spoken: Wij zijn Weight Watchers. / We hebben al miljoenen leden geholpen op een manier die werkt voor hen. Text overlay: JOJO / KIM / -15 KG / CHERIA / -34 KG Visual: 00:00–00:01 The shot is a white background with the text “WEIGHT WATCHERS” shown in blue, capital, bold sans-serif font. / 00:01–00:02 The shot is a black and white image of a fair-skinned woman with long brown hair. Her head is slightly tilted and she is looking down and to the right. The text "JOJO" is presented in blue, capital, bold sans-serif font. / 00:02–00:03 The shot is a black and white image of a light brown-skinned woman with curly black hair, wearing a black shirt. The text "KIM -15 KG" is presented in blue, capital, bold sans-serif font. / 00:03–00:04 The shot is a black and white image of a brown-skinned woman with long blonde hair. She is wearing a black dress with a v-neckline. The text "CHERIA -34 KG" is presented in blue, capital, bold sans-serif font. # Funnel stage Middle of funnel (Consideration) # Pain points Feeling unhappy or unhealthy with your current weight. # Value propositions - Weight Watchers helps you change your life. - The weight loss program works # Benefits - It works for you - Change your life # Features - The program has helped millions of members # Call to action Word nu lid # Social proof - JOJO - KIM -15 KG - CHERIA -34 KG # Point of view - Brand 30% – The brand voice is heard at the beginning and end of the ad, making claims about their product. - Customer 70% – Customers are visually present, smiling, as they look directly at the camera. # Storyline - 00:00–00:01 The ad displays the Weight Watchers logo. - 00:01–00:04 00:01–00:04 The voiceover announces the brand name and shares that Weight Watchers has helped millions of members. This positions WW as an established and effective weight loss solution, delivered from the brand's perspective. - 00:04–00:06 00:04–00:06 The ad encourages the viewer to believe that it is their turn to benefit from the brand's solution, creating an emotional connection and desire. - 00:06–00:09 00:06–00:09 The ad transitions to a series of diverse individuals smiling at the camera, set to an upbeat musical track, conveying an emotional and optimistic tone. - 00:09–00:12 00:09–00:12 The voiceover invites viewers to discover a new chapter and what they are capable of, using aspirational messaging that connects back to the brand. - 00:12–00:14 00:12–00:14 The ad concludes by emphasizing the effectiveness of the Weight Watchers program, stating “Want het werkt” (Because it works), which reinforces the core value proposition from the brand's perspective.

# Ad summary This ad promotes PetLab Co.'s Probiotic Chews as a solution for dogs with itchy, yeasty ears. The ad features a veterinarian who explains that the root cause of these issues often lies in gut bacteria imbalance. She debunks common cleaning methods like wipes and Q-tips, and recommends PetLab Co.'s Probiotic Chews to balance the gut and support ear health from the inside out. The ad includes testimonials from pet owners who have seen improvements in their dogs' ear health after using the product. # Brand positioning PetLab Co. is presented as a brand focused on addressing the root causes of common pet health issues, particularly those related to gut health. The brand is positioned as offering science-backed solutions, as highlighted by the veterinarian's expertise and the mention of clinically studied formulas. PetLab Co. aims to occupy a space in the consumer's mind as a provider of effective, holistic pet care solutions that go beyond surface-level treatments. The brand aligns with values of informed pet ownership and proactive health management, pushing against the norm of simply treating symptoms without addressing underlying causes. The brand positioning is both functional, emphasizing the scientific basis of their products, and emotional, appealing to pet owners' desire to provide the best possible care for their animals. # Product PetLab Co.'s Probiotic Chews are presented as a dietary supplement designed to balance gut bacteria in dogs, addressing issues like itchy, yeasty ears, skin problems, and paw irritation. The chews are formulated with a clinically studied formula that supports a healthy gut and digestive function. The product is suitable for all dogs 12+ weeks and comes in a pork flavor. The chews are designed to be a convenient and palatable way to improve a dog's overall health by targeting the gut, which is presented as the root cause of many common ailments. The ad addresses the purchase barrier of ineffective cleaning methods by positioning the chews as a more comprehensive solution that works from the inside out. # 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 between scenes. The production quality is high, with clear lighting and professional-looking visuals. The pacing is consistent, with cuts timed to the music and voiceover lines. The visual motifs include close-up shots of the product and the veterinarian, as well as testimonials from pet owners. # Hooks Spoken: 00:00–00:03 This was in my dog's ears... This is what yeasty build up can look like inside of your dog's ears. Text overlay: 00:00–00:03 This was in my dog's ears... Visual: 00:00–00:03 A close-up shot shows a person's hands holding a cross-section model of a dog's ear. The person uses a white wipe to clean the inside of the ear model, which has brown and tan buildup. The background is blurred and dark. Text overlay: "This was in my dog's ears..." # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of pet owners who are tired of doing everything right to clean their dog's ears, but still see the same ear issues return. The ad visually demonstrates the problem with a cross-section model of a dog's ear filled with brown and tan buildup. The veterinarian states that "most owners I meet are cleaning that the wrong way without even realizing." # Value propositions - The product offers a gut-first approach to address the root cause of ear issues, providing a more comprehensive solution than traditional cleaning methods. - The product is formulated with a clinically studied formula, ensuring its effectiveness and safety. # Benefits - Helps balance the gut - Supports itchy, yeasty ears from the inside out - Supports healthy gut & digestive function # Features - Clinically studied formula - Pork flavor - Suitable for all dogs 12+ weeks - 30 soft chews # Call to action Click the link below to learn more # Social proof - "We have seen a great improvement in her ears." – Female 2 (Customer) - "His ears are so much better." – Female 3 (Customer) - "She just started getting so much better." – Female 4 (Customer) - "itching and the scratching have significantly been reduced." – Female 5 (Customer) # Point of view - Expert 50% – The ad features a veterinarian who provides information and recommendations about dog ear health. - Customer 30% – The ad includes testimonials from pet owners who share their positive experiences with the product. - Brand 20% – The brand voice is used to present the product and its benefits, as well as to provide a call to action. # Storyline - 00:00–00:03 00:00–00:03 This was in my dog's ears... This is what yeasty build up can look like inside of your dog's ears. - 00:03–00:07 00:03–00:07 But most owners I meet are cleaning that the wrong way without even realizing. - 00:07–00:11 00:07–00:11 Wipes and sprays never reach the deeper gunk, while Q-tips - 00:11–00:14 00:11–00:14 just pack it down further. - 00:14–00:20 00:14–00:20 That's why it can feel like no matter what you try, your dog just keeps shaking their head or scratching like crazy. - 00:20–00:24 00:20–00:24 Now the real driver behind yeasty ear buildup actually starts in the gut. - 00:24–00:31 00:24–00:31 See when the gut bacteria become imbalanced, it can show up in the ears, on the skin, even on their paws. - 00:31–00:34 00:31–00:34 Because the gut helps keep yeast activity in check. - 00:34–00:38 00:34–00:38 That's why I always recommend PetLabCo.'s Probiotic Chews. - 00:38–00:44 00:38–00:44 They help balance the gut with a clinically studied formula to support itchy, yeasty ears from the inside out. - 00:44–00:49 00:44–00:49 And with this gut first approach millions of pet parents are finally seeing a difference. - 00:49–00:51 00:49–00:51 We have seen a great improvement in her ears. - 00:52–00:54 00:52–00:54 His ears are so much better. - 00:54–00:56 00:54–00:56 She just started getting so much better. - 00:56–00:58 00:56–00:58 itching and the scratching have significantly been reduced. - 00:59–01:04 00:59–01:04 So if you're tired of doing everything right and still seeing the same ear issues return... - 01:04–01:07 01:04–01:07 it's time to give PetLabCo.'s Probiotic Chews a shot. - 01:07–01:09 01:07–01:09 Click the link below to learn more.

# Ad summary This ad features a woman sharing her personal journey of switching from traditional coffee to RYZE Mushroom Coffee. She starts by addressing common negative side effects of regular coffee like jitters and crashes. She then introduces RYZE, highlighting its adaptogenic mushroom ingredients (Cordyceps, Lion's Mane, Turkey Tail, Reishi) and their associated benefits for energy, mental clarity, gut health, and mood balance. The ad emphasizes that RYZE is organic, non-GMO, and has zero added sugar. It incorporates a montage of various people enjoying RYZE to provide social proof and concludes with a call to action to try RYZE risk-free for 30 days. # Brand positioning RYZE is positioned as a health-conscious, natural alternative to traditional coffee, aiming to occupy the mind space of consumers seeking a 'better for you' morning beverage. The brand aligns with values of holistic wellness, sustained energy, mental clarity, and digestive health, promoting a balanced and centered lifestyle. It pushes against the negative side effects commonly associated with conventional coffee, such as jitters, anxiety, and afternoon crashes, by offering a solution free from these issues. The brand's positioning is primarily functional, focusing on the performance benefits of its adaptogenic ingredients, but also has an emotional component, promising improved mood and a centered mind. # Product The product is RYZE Mushroom Coffee, a powdered beverage mix that serves as a coffee alternative. It works by combining organic coffee with a blend of six powerful adaptogenic mushrooms. It is for individuals who experience negative side effects from traditional coffee (jitters, anxiety, crashes) and are looking for a healthier, more balanced energy and focus solution. Explicitly stated product details include that it is organic, non-GMO, and has zero added sugar. Key USPs are its adaptogenic mushroom blend for sustained energy without jitters or crashes, improved mental clarity, gut health benefits (reduced bloating, improved regularity), and stress hormone balance for better mood. The ad shows it being prepared in a blender as a frothy beverage and consumed during breakfast and while working. A purchase barrier addressed is the concern about taste, as the presenter describes it as a 'smooth, delicious cup'. # Visual style The ad features a clean, bright, and natural visual style with a casual, polished UGC feel. The editing rhythm is dynamic with quick cuts (average 1-2 seconds per shot), maintaining a fast pace that holds viewer attention. The production quality balances a professional, well-lit aesthetic with the authenticity of a creator-led testimonial. There are no overt visual motifs other than consistently bright lighting and varied but clean home and outdoor settings. The pacing is consistently quick throughout the ad, shifting between direct address, B-roll, and product shots. Cuts are generally timed with the voiceover, enhancing the instructional and persuasive flow. # Hooks Spoken: How old were you when you realized that your morning coffee shouldn't leave you jittery, anxious, and completely crashed by noon? Text overlay: How old were you when you realized / that your morning coffee shouldn't leave you / jittery, / and completely crashed by noon? Visual: A medium shot of Female 1 standing in a bright kitchen with olive green cabinets. She has dark, curly hair and wears a white eyelet blouse. A blender is on the counter to her right, and she is pouring a dark liquid into it. To her left is a bag of RYZE Mushroom Coffee, a measuring cup with white powder, and wooden utensils on a cutting board. The camera is stationary and tripod-mounted, eye-level. Natural light fills the scene. There's a white refrigerator and microwave in the background. / A medium shot of Female 1 seated at a table with a red tablecloth, looking down and appearing tired or unwell. She wears a grey ribbed t-shirt and blue jeans. Her hair is down, and she has a watch on her left wrist. The background is a home setting with holiday-like garland. The camera is stationary and tripod-mounted, eye-level. / A medium shot of Female 1 in the kitchen, as before, now looking at the camera with a questioning expression. She points at the blender with her right hand. The RYZE bag and ingredients are still visible on the counter. The camera is stationary and tripod-mounted, eye-level. # Funnel stage Consideration # Pain points The central pain point is the negative side effects of traditional morning coffee, causing discomfort and reduced productivity. "How old were you when you realized that your morning coffee shouldn't leave you jittery, anxious, and completely crashed by noon?" # Value propositions - that your morning coffee shouldn't leave you jittery, anxious, and completely crashed by noon? - removed all of the bad parts, but kept only the benefits. - six powerful adaptogenic mushrooms. - Cordyceps which delivers all-day energy minus the crash or shakes. - Lion's Mane for better mental clarity and clearer focus. - Turkey Tail to nourish good gut bacteria, reduced bloating, and improve regularity. - Reishi which balances stress hormones for better mood and a centered mind. - smooth, delicious cup that keeps my energy steady, my focus sharp, and my gut is thriving. - It's organic, non-GMO, and has zero added sugar. # Benefits - all-day energy - no crash or shakes - better mental clarity - clearer focus - nourish good gut bacteria - reduced bloating - improve regularity - balances stress hormones - better mood - centered mind - energy steady - focus sharp - gut is thriving # Features - six powerful adaptogenic mushrooms - Cordyceps - Lion's Mane - Turkey Tail - Reishi - organic - non-GMO - zero added sugar # Call to action Tap below to try it risk-free # Social proof - More than 280,000 people kick off their day with a cup of RYZE. - 169,850 Reviews (on product page) # Point of view - Customer 75% – The ad is primarily told from the perspective of a user sharing their personal experience and transformation with the product. - Brand 25% – Product features, benefits, and call to action are presented directly by the brand's chosen representative, conveying official messaging. # Storyline - 00:00–00:04 The ad opens with the presenter in her kitchen, mixing ingredients in a blender. She poses a relatable question about realizing the negative effects of morning coffee, engaging the viewer with a common pain point. The perspective is direct address, from the creator to the audience, establishing a friendly, empathetic, and slightly rhetorical tone. - 00:04–00:05 A quick cut shows the presenter looking fatigued and uncomfortable, reinforcing the negative consequences of traditional coffee previously mentioned. This visual helps to concretize the 'jittery, anxious, and crashed by noon' feeling, enhancing relatability and problem identification. The tone is negative and empathetic, showing the 'before' state. - 00:05–00:09 Returning to the kitchen, the presenter continues her rhetorical question about coffee's negative effects. The back-and-forth between her and the implied viewer fosters a conversational, understanding tone, guiding the audience through problem recognition. Her expression is still questioning, setting up the solution. - 00:09–00:13 The presenter explains her past resignation to these negative coffee effects, pouring her blended drink into a glass. This builds on the previous beats by validating the audience's potential similar experiences, establishing trust and shared understanding. The tone is reflective and conversational, shifting towards a discovery narrative. - 00:13–00:15 She dramatically pours the prepared coffee down the sink, visually signaling a rejection of the 'old coffee experience.' This is a clear turning point, powerfully illustrating the transition from the problem to the solution. The visual is decisive, creating a sense of finality for the old habit. - 00:15–00:18 Back in the kitchen, she introduces RYZE Mushroom Coffee as the solution that shifted everything for her. She holds up the product packaging and the prepared drink, presenting it as a direct answer to the previously established problems. The tone becomes enthusiastic and recommendatory, offering hope and a clear solution. - 00:18–00:24 She leans into the camera, conspiratorially explaining that RYZE removes the 'bad parts' and keeps 'only the benefits' of morning brew. This reinforces the value proposition by clearly articulating the product's advantage. The tone is intimate and engaging, building anticipation for the benefits. - 00:24–00:27 Holding her glass of RYZE, she transitions to detailing the key ingredients, stating that each scoop is packed with adaptogenic mushrooms. This sets the stage for the scientific backing of the product's claims. The tone is informative and confident, promising powerful ingredients. - 00:27–00:29 A shot of various mushrooms, including the adaptogenic types, is shown. This visually supports the ingredient claims and adds a natural, earthy aesthetic. It serves as visual proof and education about the components. - 00:29–00:35 The presenter continues to list specific mushrooms, starting with Cordyceps, followed by a clip of her happily running outdoors. This directly links the ingredient to its benefit: 'all-day energy minus the crash or shakes.' The visual provides aspirational proof of the energy benefit. The tone is energetic and positive. - 00:35–00:40 She then introduces Lion's Mane, followed by a clip of her focused while working on a laptop. This again links the ingredient to its benefit: 'better mental clarity and clearer focus.' The visual demonstrates productivity and mental sharpness. The tone is empowering and informative. - 00:40–00:46 Next, she names Turkey Tail, followed by a shot of her holding a mug with 'gut health' written on it, then happily touching her stomach, and finally confidently walking out of a bathroom. These visuals connect Turkey Tail to 'nourish good gut bacteria, reduced bloating, and improve regularity,' addressing a common health concern. The tone is reassuring and positive, suggesting relief and comfort. - 00:46–00:52 Finally, she mentions Reishi, followed by a shot of her smiling at herself in a mirror and then relaxing outdoors reading a book. These visuals connect Reishi to 'balances stress hormones for better mood and a centered mind.' The visuals depict emotional well-being and tranquility. The tone is calming and aspirational. - 00:52–01:02 Returning to the kitchen, the presenter excitedly summarizes how quickly and easily she gets a 'smooth, delicious cup' that keeps her 'energy steady, focus sharp, and gut thriving.' This reiterates the ease of use and comprehensive benefits, driving home the product's overall positive impact. The tone is enthusiastic and conclusive, cementing the benefits. - 01:02–01:06 A split-screen montage showcases nine diverse individuals enjoying RYZE, accompanied by text stating 'More than 280,000 people kick off their day with a cup of RYZE.' This provides strong social proof and demonstrates widespread adoption and satisfaction. The montage fosters a sense of community and trustworthiness, reinforcing the product's popularity. - 01:06–01:12 The ad cuts to a close-up of a prepared RYZE drink, with a hand adding foam, followed by a shot of the powder in the bag. This visually showcases the product's appealing presentation and its raw form, while the voiceover highlights key product attributes: 'organic, non-GMO, and has zero added sugar.' The tone is informative and reassuring about product quality. - 01:12–01:17 The presenter is back in the kitchen, pouring coffee from a French press down the drain, visually rejecting traditional coffee. She encourages viewers whose 'old coffee habit is starting to feel like it's fighting against you' to give RYZE a shot. This final problem-solution framing acts as a direct challenge to the viewer's current routine. The tone is persuasive and direct, urging action. - 01:17–01:21 A screen capture of the RYZE product page is shown, displaying positive reviews, price, and a 30-day guarantee, with an overlay to 'Tap below to try it risk-free.' This provides concrete purchasing information and reduces risk, facilitating conversion. The visual is clear and action-oriented, offering an incentive. - 01:21–01:24 The ad concludes with the presenter in the kitchen, smiling and holding her RYZE drink, reassuring the viewer they'll 'see what you've been missing out on.' This leaves the viewer with a positive, personal endorsement and a sense of potential discovery. The tone is friendly and confident, solidifying the persuasive message.

# Ad summary This ad for IL MAKIAGE foundation features multiple women of different ages and skin tones applying the product and talking about its benefits. The ad highlights the foundation's coverage, natural finish, and skin-friendly ingredients, as well as the brand's PowerMatch Quiz for finding the perfect shade. # Brand positioning IL MAKIAGE is presented as a modern, innovative beauty brand focused on providing personalized makeup solutions. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, skin-friendly foundation that matches individual skin tones perfectly. The brand aligns with values of self-confidence and natural beauty, promoting a 'your skin but better' look. IL MAKIAGE pushes against the norm of generic foundation shades by offering a PowerMatch Quiz to find the perfect shade for each customer. The brand positioning is both functional (perfect color match, coverage) and emotional (confidence, natural look). # Product The advertised product is IL MAKIAGE's Woke Up Like This foundation. It is a foundation that provides coverage and a natural finish, making it look like the user is not wearing any makeup. The foundation is for anyone who wants to cover imperfections and achieve a 'your skin but better' look. The foundation contains Hyaluronic Acid and Vitamin E. A key USP is the brand's PowerMatch Quiz, which helps customers find their perfect shade. The ad addresses the purchase barrier of not being able to try the product before buying by offering a full-size bottle to try for two whole weeks. The ad emphasizes that this foundation is worth trying because it provides coverage, a natural finish, and is good for the skin. # Visual style The ad has a UGC feel, with natural lighting and casual settings. The editing style includes quick cuts between different women applying the product. The production quality is a hybrid of UGC and polished commercial, supporting the intended tone of authenticity and relatability. The pacing is consistent, with cuts timed to voiceover lines. # Hooks Spoken: Female 1: Come get ready with me for a date night with the hubs. Text overlay: Come get ready with me for / a date night with the hubs. Visual: 00:00–00:04: Close-up shot of Female 1's face. She is fair-skinned with short blonde hair, wearing a black top and a silver necklace. She is smiling and looking directly at the camera. The background is a white wall with a painting and a color wheel poster. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty of finding a foundation that matches skin tone perfectly and provides a natural finish. This is signaled by the emphasis on the PowerMatch Quiz and the testimonials about the product blending seamlessly into the skin. # Value propositions - The PowerMatch Quiz provides value by offering a personalized solution to finding the perfect foundation shade. - The full-size trial bottle provides value by allowing customers to try the product risk-free before committing to a purchase. - The inclusion of Hyaluronic Acid and Vitamin E provides value by offering skin-friendly ingredients that benefit the skin while providing coverage. # Benefits - Coverage - Natural finish - Looks like your skin, but better - Perfect color match # Features - Little tiny pump - Hyaluronic Acid - Vitamin E - PowerMatch Quiz # Call to action TAKE THE QUIZ TO FIND YOUR SHADE # Social proof - "It looks truly like my skin, but better" – Female 2 (Customer) - "It is the best combination for my 45 year old skin" – Female 3 (Customer) - "You guys can really see how perfectly this color match just blends into my skin" – Female 4 (Customer) - "And that's how I got this amazing color match" – Female 4 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of customers using and reviewing the product. # Storyline - 00:00–00:04 00:00–00:04: Female 1 introduces a 'get ready with me' segment for a date night, expressing excitement and confidence. The tone is casual and friendly, inviting viewers to join her routine. - 00:04–00:06 00:04–00:06: Female 1 introduces the IL MAKIAGE 'Woke Up Like This' foundation from its packaging. This moment introduces the product being promoted. - 00:06–00:09 00:06–00:09: Female 1 demonstrates the foundation application, noting it has a 'little tiny pump' and applying it to her skin. This shows the product in use and highlights its ease of application. - 00:09–00:15 00:09–00:15: Female 1 uses a brush to blend the foundation, expressing satisfaction with the result. This emphasizes the product's effectiveness and the user's positive experience. - 00:15–00:19 00:15–00:19: Female 1 continues blending, focusing on covering 'broken blood vessels.' This highlights the product's coverage capabilities. - 00:20–00:24 00:20–00:24: Female 1 shows the finished product in natural light, emphasizing that it doesn't look like she's wearing any makeup. This reinforces the product's natural finish. - 00:24–00:31 00:24–00:31: Female 2 applies the foundation with a brush, stating that 'the coverage and the finish alone... It looks truly like my skin, but better.' This provides a testimonial about the product's benefits. - 00:32–00:37 00:32–00:37: Female 2 highlights that the brand sends a 'full size bottle to try for two whole weeks,' emphasizing the risk-free trial. She concludes with 'You can't beat that,' reinforcing the value proposition. - 00:37–00:46 00:37–00:46: Female 3 applies the foundation, mentioning it contains 'Hyaluronic Acid' and 'Vitamin E,' and is the 'best combination for my 45 year old skin.' This highlights the product's skin-friendly ingredients and suitability for mature skin. - 00:46–00:52 00:46–00:52: Female 4 applies the foundation, noting 'how perfectly this color match just blends into my skin.' This emphasizes the product's perfect color matching ability. - 00:53–00:58 00:53–00:58: Female 4 mentions the 'PowerMatch Quiz' and how it helped her get the 'amazing color match.' This promotes the brand's unique color matching system. - 00:58–00:59 00:58–00:59: A screen displays the text 'TAKE THE QUIZ TO FIND YOUR SHADE'. This is a call to action.

# Ad summary This ad is for Ouai laundry detergent. The ad starts with a backdrop of water and bubbles. Then a bottle of Ouai detergent is shown with multiple customer reviews posted all around the product. At the end, the detergent bottle is shown again with the words "YOU LOVE IT LOADS. NOW IT'S BACK" written on the screen. # Brand positioning Ouai presents itself as a high-end brand, offering a touch of luxury in everyday routines. In this ad, the brand introduces a collaboration with DedCool, combining signature scents with laundry care. The brand embraces a lifestyle that values both quality and indulgence. The brand stands out by elevating mundane tasks, positioning itself as a premium choice that defies category norms. # Product The featured product is the OUAI x DedCool Laundry Detergent, specifically the Melrose Place scent. This detergent is described as providing a signature scent for your laundry and is gentle enough for intimates. It comes in a 32 fl oz bottle that is able to wash up to 64 loads of laundry. The product is promoted as a touch of laundry luxury, designed for anyone who wants a divine scent that makes them want to do laundry. The ad addresses the perception of laundry as a chore and elevates it into an enjoyable, sensory experience. # Visual style The ad has a clean and polished aesthetic, with a focus on showcasing the product and its positive reviews. The background of bubbles and water is reminiscent of a luxury bath product ad. The editing style is simple and the pace is moderate. # Hooks Text overlay: 00:00–00:04 YOU LOVE IT LOADS. NOW IT'S BACK Visual: 00:00–00:02 Background is a clear liquid with bubbles rising. In the background, we can see a silver bottle of laundry detergent with the words "OUAI" on it in a light pink and red font. The text overlay says "YOU LOVE IT LOADS. NOW IT'S BACK" # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is that laundry is often seen as a mundane and unpleasant chore. This is signaled by the emphasis on the "divine scent" that "makes me want to do laundry." # Value propositions - Transform laundry from a chore into a luxurious experience with a signature scent designed to make you enjoy the process. # Benefits - Divine scent makes me want to do laundry - A little bit of laundry luxury! # Features - Signature scent - Gentle enough for intimates - Melrose Place Fragrance - 32 fl. oz/ up to 64 washes # Call to action None used. # Social proof - "Smells soooo good!!!" - "Legit a must buy." - "Absolutely obsessed with this product!" - "This is the best detergent I have ever used." - "A little bit of laundry luxury!" - "Smells heavenly!" - "My whole house smells great!" - "I'm in love!" - "Divine scent. Makes me want to do laundry." - "10/10 scent!" - "It's a must buy" - "Best smelling laundry detergent ever!" # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, highlighting the product and its benefits using customer testimonials and product displays. # Storyline - 00:00–00:02 The ad begins with a backdrop of water and bubbles, creating a sense of freshness and cleanliness. - 00:02–00:04 A bottle of OUAI x DedCool laundry detergent appears. Customer reviews are posted all around the product, adding to a sense of hype. - 00:04–00:04 The detergent bottle is shown again, this time with the words "YOU LOVE IT LOADS. NOW IT'S BACK" on the screen, conveying a message of high demand and limited availability.

# Ad summary This ad promotes Magic Mind, a mental performance shot, through a series of testimonials from various individuals. The ad highlights the product's benefits, such as sharper mind, less stress, and calm energy, and features a limited-time offer of 50% off. # Brand positioning Magic Mind is presented as a mental performance shot designed to enhance focus, reduce stress, and provide calm energy. The brand positions itself as a solution for individuals struggling with concentration and seeking a boost to their daily productivity. It aligns with a lifestyle of high performance and self-optimization, pushing against the norm of relying on traditional energy drinks or coping mechanisms for stress. The brand positioning is both functional, offering tangible benefits like improved focus and reduced stress, and emotional, promising a sense of calm and control. # Product Magic Mind is a mental performance shot designed to sharpen the mind, reduce stress, and provide calm energy. It is presented as a small, green liquid in a bottle with a label highlighting its benefits. The product is for anyone who needs a boost in focus and energy, as demonstrated by the diverse group of people shown using it. The ad addresses the purchase barrier of needing a quick and effective solution to combat brain fog and stress. The product is portrayed as a convenient and easy-to-consume shot that can be taken anywhere, anytime, to enhance mental performance and overall well-being. # Visual style The ad has a UGC feel with a mix of polished commercial shots and casual, selfie-style videos. The editing style includes quick cuts and smooth transitions, with a consistent pacing throughout the ad. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of authenticity and relatability. The ad uses a visual motif of showing people drinking the Magic Mind shot in various settings. # Hooks Spoken: 00:01–00:05 You're getting a funk and you just can't focus or concentrate and you just need something to hype you up. Text overlay: 00:01–00:05 You're getting a funk and you just can't focus or concentrate Visual: 00:01–00:02 A young woman with long blonde hair, wearing a white tank top and a brown bucket hat, is sitting at a black table with a laptop in a brightly lit room. She is resting her head on her hand and looking bored. The background includes a window with natural light, a black chair, and a white candle on the table. / 00:02–00:04 A woman with long brown hair, wearing a pink helmet and a white tank top, is wakeboarding in a lake. She is riding on a ramp with the word "WAKE" on it. The background includes trees and a blue sky. / 00:04–00:05 A young woman with long blonde hair, wearing a white tank top and a brown bucket hat, is sitting at a black table with a laptop in a brightly lit room. She is resting her head on her hand and looking bored. The background includes a window with natural light, a black chair, and a white candle on the table. # Funnel stage Consideration # Pain points The central frustration is the feeling of being in a funk and unable to concentrate, as signaled by the woman looking bored and tired at her laptop. "You're getting a funk and you just can't focus or concentrate." # Value propositions - Magic Mind helps you get out of a funk and concentrate. - Magic Mind helps you stay calm and focused in stressful situations. - Magic Mind helps you get more done by multiplying your time. - Magic Mind gives you an extra boost of motivation. # Benefits - Boosted energy - Less likelihood of making mistakes - Stay calm and focused in stressful situations - Energy and focus is there - Multiplies my time so I get more done - Focus on what really matters - Extra boost of motivation # Features - Sharper Mind - Less Stress - Calm Energy # Call to action Get 50% OFF Today # Social proof - "Magic Mind has helped me stay calm and focused in stressful situations" – Female 4 (Charge Nurse) - "I just feel like my energy and focus is there" – Female 5 (Customer) - "I was so focused after drinking this, it was crazy! It somehow multiplies my time so I get more done" – Female 2 (Customer) - "And it lasts all day and can put my focus on what really matters" – Female 6 (Customer) - "I find the shots give me that extra boost of motivation, which we all know can be very hard to find" – Female 7 (Customer) # Point of view - Customer 80% – The majority of the video features testimonials from various customers sharing their experiences with the product. - Brand 20% – The brand's official voice is present through product claims and the final screen with the offer. # Storyline - 00:00–00:01 00:00–00:01 A woman is laughing while holding a phone on a tripod. - 00:01–00:05 00:01–00:05 A woman is sitting at a table with a laptop, looking unfocused and tired. This is meant to convey the feeling of being in a funk and unable to concentrate. - 00:05–00:11 00:05–00:11 A woman is speaking directly to the camera, explaining that when your energy is boosted, you have a less likelihood of making mistakes. This is meant to introduce the problem and set up the solution. - 00:11–00:12 00:11–00:12 A hand takes a Magic Mind shot out of the refrigerator. This is meant to introduce the product as the solution. - 00:12–00:15 00:12–00:15 Various people are shown drinking Magic Mind shots. This is meant to show the product in use and its convenience. - 00:15–00:19 00:15–00:19 A woman is speaking directly to the camera, saying, "Okay, Magic Mind, please fix my life, immediately!" This is meant to convey the expectation of immediate results. - 00:19–00:21 00:19–00:21 A woman is shown cleaning the kitchen and doing laundry, with a to-do list overlayed on the screen. This is meant to show the product's ability to help with everyday tasks. - 00:21–00:27 00:21–00:27 A woman is speaking directly to the camera, explaining that Magic Mind has helped her stay calm and focused in stressful situations. This is meant to provide a testimonial from a professional. - 00:27–00:32 00:27–00:32 A woman is speaking directly to the camera, explaining that she feels like her energy and focus is there. This is meant to provide another testimonial. - 00:32–00:37 00:32–00:37 A woman is wakeboarding, and says she was so focused after drinking Magic Mind, it was crazy, and that it somehow multiplies her time so she gets more done. This is meant to show the product's ability to enhance performance in recreational activities. - 00:37–00:42 00:37–00:42 A woman is speaking directly to the camera, explaining that it lasts all day and can put her focus on what really matters. This is meant to provide another testimonial. - 00:42–00:48 00:42–00:48 A woman is speaking directly to the camera, explaining that the shots give her that extra boost of motivation, which we all know can be very hard to find. This is meant to provide another testimonial. - 00:48–00:55 00:48–00:55 The Magic Mind product is shown with text overlaying the screen, highlighting the benefits and a call to action to get 50% off today. This is meant to summarize the product's benefits and encourage purchase.

# Ad summary This ad promotes the PHLUR Vanilla Skin and Heavy Cream Duo body mist set. It uses a creator review format, with one creator amplifying and supporting another creator's positive review. The ad emphasizes the appeal of the scents, their non-overpowering nature, and longevity, and a limited-time discount on the set. # Brand positioning PHLUR positions itself as a brand specializing in unique and high-quality fragrances, specifically body mists, that stand out from traditional perfumes. Their body mists are presented as long-lasting, non-overpowering, and layerable, catering to those seeking a refreshing, everyday scent. By focusing on quality ingredients and unique scent combinations, PHLUR aims to occupy the space for those who appreciate indulgent and award-winning vanilla scents. # Product The featured product is the Vanilla and Cream Duo Body Mist set from PHLUR. It includes two distinct body mists: Vanilla Skin and Heavy Cream. The body mists are designed to be layered, offering a unique and customizable scent experience. They come in large bottles. Unlike perfumes, the body mists are not overpowering, making them suitable for spraying on clothes and hair for all-day wear. The set is available at a limited-time discount of $10 off, which is intended to encourage customers to purchase the set while the offer is available. # Visual style The ad has a polished UGC aesthetic, featuring a hybrid approach with a blend of casual, first-person recommendations and more structured product claims. The editing style consists of quick cuts and static shots. The pacing is consistent throughout the ad. The visuals are timed with voiceover lines. # Hooks Spoken: Female 1: Both of these sold out on their own, so now they're selling them in a set and the limited deal is insane. Text overlay: Both of these sold out on their own / so now they're selling them in a set / and the limited deal is insane. Visual: 00:00–00:04: A light-skinned young woman with long brown hair is centered in the frame against a neutral wall. She is wearing a long sleeve navy shirt. She is holding a white serving tray with two PHLUR body mists on it, one light in color, and one amber. The camera is stationary and eye-level. The video is well-lit with natural light. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies that traditional perfumes can be overpowering. Quote: "I repeat, these are not perfumes, they are body mists so you can spray them on your clothes, your hair, it is not overpowering." # Value propositions - Limited-time deal - $10 off for the set # Benefits - Unique and customizable scent experience - Not overpowering - Freshening up throughout the day has never felt better. - Last a lot longer than you think. - They will be your new addiction - You're gonna get compliments. # Features - Vanilla and Cream Duo Body Mist set - Includes two distinct body mists: Vanilla Skin and Heavy Cream. - Body mists are designed to be layered - Unlike perfumes, the body mists are not overpowering - Suitable for spraying on clothes and hair for all-day wear. - Long lasting # Call to action Just click the link # Social proof - "Both of these sold out on their own, so now they're selling them in a set and the limited deal is insane." – Female 1 (Creator) - "No, she is absolutely right, they couldn't stop selling out of their best sellers so they made them a set and it's $10 off." – Female 2 (Creator) # Point of view - Customer 50% – POV is communicated through a casual, first-person recommendation from a customer. - Brand 50% – POV is communicated through a brand-affiliated creator. - Expert 0% – Expert POV is not present in the ad. - External source 0% – External source POV is not present in the ad. # Storyline - 00:00–00:02 A creator presents two PHLUR products, the Vanilla Skin and Heavy Cream body mists. - 00:00–00:03 The creator highlights that the products sold out individually, so the company is selling them as a set. - 00:02–00:04 The creator emphasizes that the limited deal is "insane,". - 00:04–00:06 Another creator confirms the previous information. - 00:06–00:09 The creator states the products are best sellers and being offered as a set at $10 off. - 00:09–00:12 The creator confirms the products are the Vanilla and Cream Duo Body Mist set from PHLUR. - 00:13–00:16 The creator states the scents work well together and are "meant to be layered." - 00:17–00:19 The creator repeats the product is not a perfume, but a body mist. - 00:20–00:23 The creator states that the product can be sprayed on clothes and hair because it is not overpowering. - 00:24–00:26 The creator states that because the mists are made by PHLUR, they last longer. - 00:27–00:32 The creator recommends the body mists for those who like indulgent and decadent scents. - 00:32–00:33 The creator claims the mists will be the customer's "new addiction". - 00:34–00:36 The creator states the customer will get compliments while wearing the mists, even if they are not looking for them. - 00:36–00:40 The creator states that the body mists come in huge bottles that are 100% necessary. - 00:41–00:42 The creator states that "freshening up throughout the day has never felt better." - 00:43–00:45 The creator restates the deal of $10 off for the set and prompts the customer to click the link.

# Ad summary This ad features a man in charge of finance who uses Brex to automatically control spend for his team so they can focus on closing deals and he can focus on growing the company. # Brand positioning Brex is presented as a financial solution for businesses, specifically focusing on spend management. The brand aims to occupy the space of a modern, efficient, and empowering financial tool that allows businesses to focus on growth and closing deals. Brex aligns with values of efficiency, control, and growth, promoting a lifestyle where financial management is streamlined and automated. The brand pushes against the norms of traditional, manual financial management processes, offering a tech-driven solution. The brand positioning is both functional (automatic spend control) and emotional (empowering growth and focus). # Product Brex is a financial tool designed to automatically control spend for teams, allowing them to focus on closing deals while enabling finance managers to concentrate on company growth. The product works by providing a system that automates expense reports and controls spending according to set policies, such as requiring receipts, setting per diem limits ($500 per diem), and managing attendees. The USP is its ability to automatically control spend, freeing up time and resources for both team members and finance managers. The ad addresses the purchase barrier of time-consuming expense management by offering an automated solution. The Brex card is shown as a physical representation of this financial tool. # Visual style The ad has a polished, corporate aesthetic with a mix of direct address and product demos. The editing style includes smooth transitions and static shots, creating a professional and trustworthy feel. The production quality is high-end, resembling a polished commercial. The pacing is consistent, with a moderate BPM that aligns with the voiceover. The cuts and product actions are timed to the voiceover lines, creating a cohesive audio-visual experience. # Hooks Spoken: 00:00–00:02: I'm in charge of finance, but I can't be everywhere at once. Text overlay: 00:00–00:02: I'm in charge of finance, / 00:00–00:02: but I can't be everywhere at once. Visual: 00:00–00:02: A man with graying hair and a beard, wearing a gray suit jacket over a black shirt, sits in a brown leather chair in a dimly lit office. Behind him is a dark gray wall with a plant on a shelf. The camera is stationary and focused on his face as he speaks directly to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the challenge of managing finances across a team, as stated by the man: "I'm in charge of finance, but I can't be everywhere at once." # Value propositions - Automatic spend control frees up time and resources for both team members and finance managers. - Policy settings ensure compliance and prevent overspending. - Automated expense reports streamline financial management. # Benefits - Team can focus on closing deals - Finance manager can focus on growing the company - Spend smarter - Move faster # Features - Automatically controls spend - Automating expense report - Policy settings (Receipt required, $500 per diem, Attendees required) # Call to action None used. # Social proof - "That's why we use Brex" – Female 1 # Point of view - Brand 40% – The brand's POV is communicated through product demos and showcasing features. - Customer 60% – The customer's POV is communicated through testimonials and use case scenarios. # Storyline - 00:00–00:02 A man in a suit is sitting in a chair and speaking to the camera. - 00:00–00:02 The man states that he is in charge of finance but cannot be everywhere at once, conveying the challenge of managing finances across a team. The perspective is from the man's point of view, as he is speaking directly to the audience, and the tone is professional and straightforward. - 00:02–00:05 A woman in a green blazer is shown, followed by a close-up of a Brex card. - 00:02–00:05 The woman states that they use Brex, implying that Brex is the solution to the problem mentioned in the previous scene. The perspective shifts to a user of Brex, and the tone is confident and assured. - 00:05–00:07 A graphic of a policy setting is shown, highlighting features such as receipt requirements, per diem limits, and attendee requirements. - 00:05–00:07 The graphic shows how Brex automatically controls spend for the team, providing a visual representation of the product's functionality. The perspective is from the brand's point of view, showcasing the product's features. - 00:07–00:09 A woman is shown at a table with others, followed by a shot of hands shaking over the table. - 00:07–00:09 The woman states that her team can focus on closing deals, emphasizing the benefit of using Brex. The perspective is from a team member who can now focus on their primary task, and the tone is positive and productive. - 00:09–00:11 The man from the beginning is shown again, speaking to the camera. - 00:09–00:11 The man states that he can focus on growing the company, reinforcing the overall benefit of using Brex. The perspective returns to the finance manager, and the tone is confident and forward-looking. - 00:11–00:14 The Brex logo and tagline are displayed on a black background. - 00:11–00:14 The Brex logo and tagline reinforce the brand message of spending smarter and moving faster. The perspective is from the brand, summarizing the key benefits of using Brex.

# Ad summary This ad promotes Wuffes Probiotic Chews to pet owners who have dogs with sensitive digestive systems. It features a woman giving three tips for improving canine digestive health, including feeding dogs high quality food at consistent times, using Wuffes Probiotic Chews, and watching out for outdoor triggers. # Brand positioning Wuffes is presented as a brand offering digestive support products for dogs with sensitive systems. The ad positions the brand as a helpful resource for dog owners struggling with digestive issues, offering a solution to problems like flatulence, licking paws, and eating grass. The brand aligns with values of pet care and health, promising to improve the comfort and well-being of dogs. The brand aims to provide functional solutions for pet health issues. # Product Wuffes Probiotic Chews are advertised as a daily supplement to settle flare ups, stop cheesy smells, and support the gut-brain connection in dogs. They are meant for dogs with sensitive systems who may lick their paws after walks, eat grass constantly, or experience leaky bathroom accidents. The chews contain the right potency of probiotics to support a dog's gut health. # Visual style The ad has a polished, UGC-style aesthetic with a mix of static shots and quick cuts, which create a casual and informative tone. The editing rhythm is fast-paced, with cuts timed to music beats and voiceover lines, enhancing the overall engagement. The production quality gives a UGC feel. # Hooks Spoken: Female 1: GMI, but if your dog has a sensitive system, you know the struggle. Text overlay: 00:00–00:07 Visual: 00:00–00:01 A close-up, low-angle shot of a light brown dog's hindquarters. The dog is standing against a white background. Green animated gas is coming from the dog's rear. / 00:01–00:02 A tan poodle is sitting on a brown floor. Animated bacteria are shown around the dog's stomach. / 00:02–00:03 A tan poodle is sitting on a brown floor. Animated bacteria are shown around the dog's stomach. A red arrow is pointing at the dog's stomach. # Funnel stage Middle of funnel (Consideration) # Pain points The ad directly addresses the frustration of owning a dog with a sensitive digestive system. "If your dog has a sensitive system, you know the struggle." # Value propositions - The right potency of probiotics to actually settle a flare up and stop that cheesy smell before it starts. - Gives your dog digestive support. # Benefits - Settles flare ups - Stops cheesy smells - Supports gut-brain connection # Features - Probiotics - Right potency - Liver flavor # Call to action Hit below to find out how to help your fur baby next # Social proof - "Difference Made. Bevo my 65lb. RedHealer has enjoyed the treatment. He's shown improvement in motivation and strength. Thanks for the trial. I do recommend this product for new and old dogs." - "My Dog Is Like A Puppy Again! Since I've started giving Vinny this product, his energy is up, no more limping and his excessive shedding has literally stopped." - "Good Product. My German Shepherd has been playing & active since I've given her these." - "VERY IMPRESSIVE RESULTS!! So my almost 10 year old corgi mix is getting up and around so much better! Truth to tell you, we are IMPRESSED! Tell you she has allergies, so this is just wonderful! Thank you!" # Point of view - Customer 100% – The entire ad is narrated from the first-person perspective of a dog owner who uses the product to address her own dog's digestive issues. # Storyline - 00:00–00:03 The ad opens with text introducing the topic of sensitive digestive systems in dogs. - 00:03–00:07 The female narrator states that she has a solution for dogs with sensitive systems. - 00:07–00:14 The narrator begins sharing three tips for fixing dogs' digestive issues, the first of which is to stick to a consistent routine and feeding schedule. - 00:14–00:24 The second tip is to give dogs Wuffes Probiotic Chews every morning. - 00:24–00:34 The narrator's third tip is to watch out for outdoor triggers. - 00:34–00:39 The narrator says that sticking to this routine changed everything for her dog. - 00:39–00:42 The ad ends with on-screen customer reviews and a call to action.

# Ad summary This ad for Hinge features a woman recounting how she met her partner through the app. She shares the story of how her brother vetted her partner by asking if he liked andouillette, a type of French sausage. The ad is part of Hinge's 'Souvenirs d'Amour' campaign. # Brand positioning Hinge is presented as a dating app that focuses on creating meaningful connections, as opposed to superficial or fleeting encounters. The brand aligns with values of authenticity, humor, and a lighthearted approach to finding love. It pushes against the norms of overly curated or performative dating app experiences, instead highlighting genuine and sometimes quirky interactions that lead to real relationships. The brand positioning is emotional, emphasizing the joy and humor found in the journey of finding a partner. # Product Hinge is a dating app designed to help people find meaningful relationships. The ad highlights the app's ability to facilitate connections based on shared interests and values, as demonstrated by the brother's andouillette question. The app is for individuals seeking genuine, long-term relationships and is presented as a platform where authentic interactions can lead to love. The ad addresses the purchase barrier of skepticism towards dating apps by showcasing a real-life success story, suggesting that Hinge can lead to finding a compatible partner. The ad tells the viewer that Hinge is worth trying because it focuses on creating real connections and memorable moments. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and simple editing. The production quality is polished but maintains a relatable feel, supporting the intended tone of authenticity and humor. The editing style includes quick cuts between the interview and supporting visuals. The pacing is moderate, with cuts timed to the rhythm of the storytelling. # Hooks Spoken: 00:00–00:02: Son frère, la première chose qu'il m'a dit : t'aimes l'andouillette? Text overlay: 00:02–00:03: LOU & FREDO, ont matché en septembre 2024. / 00:02–00:03: -T'aimes l'andouillette? / 00:02–00:03: -Oui. Visual: 00:00–00:02: A woman with long brown hair and bangs, wearing a denim jacket, sits next to a man in a similar jacket. They are in front of a light pink curtain. The camera is stationary and focuses on the woman as she speaks. / 00:02–00:03: A photo of the woman and her partner when they were younger is shown. Text overlay states 'LOU & FREDO, ont matché en septembre 2024. -T'aimes l'andouillette? -Oui.' # Funnel stage Middle of funnel (Consideration) # Pain points Skepticism towards dating apps and the difficulty of finding genuine connections. # Value propositions - Hinge helps you find a compatible partner by focusing on creating real connections and memorable moments. # Benefits - Find meaningful relationships - Authentic interactions can lead to love # Features - App that facilitates connections - Real-life success story # Call to action None used. # Social proof - "Son frère, la première chose qu'il m'a dit : t'aimes l'andouillette?" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience with the app. # Storyline - 00:00–00:02 The woman begins by stating that her brother's first question to her partner was, 'Do you like andouillette?' - 00:02–00:03 A photo of the woman and her partner is shown, with text overlay stating they matched in September 2024. The text also includes the question, 'T'aimes l'andouillette?' and the answer, 'Oui.' - 00:03–00:04 The woman's partner is shown walking into a room, and the woman says, 'Ok super.' - 00:04–00:06 The woman's brother says, 'Ok, bah rentre dans la famille,' welcoming the partner into the family. - 00:06–00:06 The brother says, 'Bienvenue, welcome!' - 00:07–00:10 The woman says, 'J'ai eu l'andouillette le midi, le 'je t'aime' le soir,' indicating a quick progression in the relationship. - 00:10–00:12 The woman and her partner laugh together. - 00:12–00:15 Text overlay appears, stating 'Hinge présente: Souvenirs d'Amour,' introducing the campaign.

# Ad summary This ad features various individuals endorsing Heights supplements, specifically highlighting the Sleep & Energy Bundle. The ad emphasizes improvements in energy levels after taking Heights products and promotes a limited-time offer. # Brand positioning Heights is presented as a brand focused on enhancing cognitive function, sleep quality, and energy levels through their range of supplements. The brand aligns with a health-conscious lifestyle, targeting individuals seeking to optimize their mental and physical performance. The brand is positioned as a solution to common issues like brain fog and low energy, offering a functional approach to wellness with scientifically-backed ingredients. # Product The advertised product is the "Sleep & Energy Bundle" from Heights, designed to improve both sleep quality and energy levels. The bundle includes two main supplements: Vitality and Magnesium, plus a free Sleep Mask. Vitality costs £50, Magnesium costs £30, and the Sleep Mask costs £60. The benefits are targeted at people looking to enhance their energy levels, reduce brain fog, and improve overall cognitive function. The ad shows the bundle offer addresses the purchase barriers by providing added value, in the form of two different supplements along with a free sleep mask. # Visual style The ad has a testimonial format, with a mix of home studio and casual settings, suggesting a UGC feel. The editing is fairly simple, with cuts between speakers and minimal transitions. The production quality appears to be a hybrid of professional and casual, giving it a relatable yet polished feel. The color palette is primarily natural, with the bright blue product graphic providing a visual anchor. The pacing is moderate, focusing on clear communication rather than rapid-fire edits. # Hooks Spoken: Male 1: The biggest change I've seen since I've been taking Heights, it's got to be... Text overlay: Sleep & Energy Bundle / Was £110, now £50! / £50.00 / Vitality / £30.00 / FREE Magnesium* / £60.00 / FREE Sleep* Mask / 4.8/5 | 120,000+ Happy customers Visual: 00:00–00:04: The scene features a medium shot of a man sitting in a chair in a living room setting. He has short, light-brown hair and wears a black t-shirt. The background includes a window with natural light and blurred greenery outside. The bottom half of the frame displays the "Sleep & Energy Bundle" graphic with product images and pricing details. # Funnel stage Bottom of funnel (Conversion): # Pain points The ad addresses the common frustration of low energy levels that affect daily life and cognitive function. # Value propositions - Sleep & Energy Bundle: Was £110, now £50! - FREE Magnesium* - FREE Sleep* Mask - 4.8/5 | 120,000+ Happy customers # Benefits - Improved energy levels # Features - Sleep & Energy Bundle - Vitality - Magnesium - Sleep Mask # Call to action TAP TO SHOP # Social proof - "The biggest change I've seen since I've been taking Heights, it's got to be..." – Male 1 (Customer) - "My energy." – Female 1 (Customer) - "Energy." – Male 2 (Customer) - 4.8/5 | 120,000+ Happy customers # Point of view - Customer 100% – The ad relies entirely on customer testimonials to promote the product. # Storyline - 00:00–00:04 A man is sitting in a chair in a well-lit room talking about his experience with Heights. - 00:04–00:05 A woman speaks into a microphone in her home about her experience with Heights. - 00:05–00:07 A man with a microphone speaks about energy levels, suggesting a link to Heights products. - 00:07–00:08 The first man is again shown discussing the product benefits.

# Ad summary This ad for Article features customer testimonials and ratings for their sofas. The ad showcases different sofa styles and colors in a clean, modern setting. # Brand positioning Article is presented as a modern furniture brand focused on stylish and comfortable living spaces. The brand emphasizes quality and customer satisfaction, as highlighted by the positive reviews and high ratings featured in the ad. Article aims to occupy a space in the consumer's mind as a provider of simple yet luxurious furniture, aligning with a lifestyle that values both aesthetics and comfort. The brand appears to ignore the trend of overly complex or flashy furniture designs, instead focusing on clean lines and functional elegance. The brand positioning is both functional (comfortable, sturdy) and emotional (stylish, luxurious). # Product The ad features a variety of sofas from Article, each distinguished by its unique style, color, and design. The sofas are presented as comfortable, sturdy, and stylish, catering to individuals seeking both aesthetic appeal and functional comfort in their living spaces. The ad highlights customer testimonials that praise the sofas for their comfort, durability, and overall value. The sofas are shown in various settings, suggesting they are suitable for different home decor styles and preferences. The ad addresses potential purchase barriers by showcasing positive customer experiences and high ratings, reassuring potential buyers of the product's quality and value. The ad emphasizes that Article sofas are an excellent purchase, offering a combination of style, comfort, and durability. # Visual style The ad has a polished and clean aesthetic, with bright lighting and neutral color palettes. The editing style is simple, with static shots and smooth transitions between scenes. The production quality is high, giving the ad a commercial feel. The pacing is consistent, with each shot held long enough to showcase the sofa and customer quote. # Hooks Spoken: 00:00–00:03 [Voiceover] I’ve had this couch for 3 years, and love it just as much as the day it was purchased! Text overlay: 00:00–00:03 ARTICLE. / 00:00–00:03 “I’ve had this couch for 3 years, and love it just as much as the day it was purchased!” / 00:00–00:03 Sara B. (Ottawa, ON) / 00:00–00:03 ⭐⭐⭐⭐⭐ Visual: 00:00–00:03 A tan leather sofa is displayed in a bright living room setting. The sofa is placed on a striped rug with a wooden coffee table nearby. The background is a light gray wall with a framed picture and a potted plant. The camera is stationary, providing a full shot of the sofa and its surroundings. Text overlays the brand name "ARTICLE" and a customer quote. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of uncertainty when purchasing furniture online by showcasing positive customer reviews and high ratings, reassuring potential buyers of the product's quality and value. # Value propositions - Combines style, comfort, and durability - Offers a luxurious feel without being overly complex # Benefits - Excellent purchase - High customer satisfaction # Features - Comfortable - Sturdy - Stylish - Simple - Luxurious # Call to action None used. # Social proof - “I’ve had this couch for 3 years, and love it just as much as the day it was purchased!” – Sara B. (Customer) - “It’s comfortable, sturdy, and stylish. For the price, it was an excellent purchase.” – Sonya S. (Customer) - “It’s simple, yet luxurious. I couldn’t be more happy.” – Elizabeth B. (Customer) # Point of view - Customer 60% – The ad heavily relies on customer testimonials and ratings to build trust and credibility. - Brand 40% – The brand voice is present through the display of the brand name and tagline, reinforcing its identity and positioning. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a shot of a tan leather sofa in a well-lit living room setting. Text overlay displays the brand name "ARTICLE" and a customer quote praising the couch. The intention is to immediately establish the brand and highlight positive customer feedback. - 00:03–00:06 00:03–00:06 The scene transitions to a white sofa in a similar setting, accompanied by another customer quote and a five-star rating. This continues to build social proof and showcase the product's appeal. - 00:06–00:09 00:06–00:09 The ad shows a green sofa with a different design, again featuring a customer quote and high rating. This demonstrates the variety of styles available from Article and reinforces the brand's commitment to quality. - 00:09–00:09 00:09–00:09 The ad concludes with the brand name "ARTICLE" and the tagline "Where life meets style." This reinforces the brand's positioning and leaves the viewer with a memorable message.

# Ad summary This ad features multiple women discussing the benefits of Mary Ruth's Liquid Morning Multivitamin + Hair Growth. They discuss how it has helped them look and feel better, and that it is made from the highest quality clean ingredients. # Brand positioning Mary Ruth's is presented as a health and wellness brand focused on providing high-quality, clean, and effective supplements. The brand aims to occupy a space in the consumer's mind as a provider of natural health solutions that deliver visible results. The brand aligns with values of health, beauty, and self-care, promoting a lifestyle where individuals can look and feel their best. Mary Ruth's pushes against the norm of relying solely on topical products for beauty enhancements, instead offering a liquid multivitamin that works from within. The brand positioning is both functional, highlighting the product's clinically shown ability to improve hair growth, and emotional, emphasizing the confidence and satisfaction that comes with looking better than ever. # Product Mary Ruth's Liquid Morning Multivitamin + Hair Growth is a liquid supplement designed to improve hair growth and overall well-being. The product is for women who want to enhance their hair's thickness and fullness, as well as improve their skin health. It contains Lustriva, a clinically shown ingredient to improve hair growth, reduce wrinkles and fine lines, and support healthy skin. The USP is that it is not a facial product or fancy cream, but a vitamin that works from within to deliver visible results. The ad shows the product being taken directly or mixed into a drink, suggesting it can be easily incorporated into a daily routine. The ad addresses the purchase barrier of skepticism by acknowledging that the results may seem too good to be true, but assures viewers that the product is made from the highest quality clean ingredients. # Visual style The ad has a UGC feel with a mix of polished commercial shots. The editing style includes quick cuts and smooth transitions. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of authenticity and relatability. The pacing is consistent throughout the ad. # Hooks Spoken: 00:02–00:05 Female 1: I saw this video all over my For You page this year and my friends would not stop talking about it, so I went ahead and tried it. Text overlay: LIMITED TIME OFFER SAVE $74 - BUY 2 GET 1 FREE / this year and my friends would not / stop talking about it / so I went ahead and tried it. / People featured in this video have been compensated with free product, discount or payment in exchange for their testimonial. Visual: 00:02–00:05 A woman with brown curly hair and light skin is sitting in front of a window and unboxing a package. She is wearing a gray shirt and has a gold bracelet on her wrist. The background is a beige wall with a window and a white curtain. A red banner at the top of the screen says "LIMITED TIME OFFER SAVE $74 - BUY 2 GET 1 FREE". A disclaimer at the bottom of the screen says "People featured in this video have been compensated with free product, discount or payment in exchange for their testimonial". # Funnel stage Consideration # Pain points The ad addresses the frustration of using various hair products without achieving desired results. The woman states, "You can slap all kinds of products onto your hair, but you're not gonna get the results like you get with this product right here." # Value propositions - Not a facial product or a fancy cream, a vitamin - Highest quality clean ingredients # Benefits - Help grow thicker and fuller hair - Improve wrinkles & fine lines - Support healthy skin # Features - Contains Lustriva - Clinically shown ingredient # Call to action Shop now at # Social proof - "I saw this video all over my For You page this year and my friends would not stop talking about it, so I went ahead and tried it." – Female 1 (Customer) - "I am 35 and I look better than I did when I was 18." – Female 2 (Customer) # Point of view - Customer 70% – The ad features multiple customers sharing their experiences and opinions about the product. - Brand 30% – The brand voice is present through product claims and demonstrations. # Storyline - 00:00–00:02 00:00–00:02 A hand opens a refrigerator door to reveal Mary Ruth's Liquid Morning Multivitamin + Hair Growth. The camera zooms in as a hand grabs the bottle. - 00:02–00:05 00:02–00:05 A woman is unboxing the product and says that she saw the product all over her For You page and her friends would not stop talking about it, so she went ahead and tried it. This is intended to convey the product's popularity and the woman's curiosity. - 00:05–00:08 00:05–00:08 A woman says that she is 35 and looks better than she did when she was 18. This is intended to convey the product's effectiveness in improving appearance. - 00:08–00:13 00:08–00:13 A bottle of Mary Ruth's Liquid Morning Multivitamin + Hair Growth is shown with a glass of the liquid and a comb. A voiceover says that this vitamin is not a facial product or a fancy cream, but a vitamin. This is intended to clarify the product's nature and differentiate it from topical treatments. - 00:13–00:18 00:13–00:18 A woman says that you can slap all kinds of products onto your hair, but you're not going to get the results like you get with this product right here. This is intended to convey the product's superiority over other hair care products. - 00:18–00:21 00:18–00:21 A woman pours the liquid into a glass and says that the ingredient is clinically shown to help grow thicker and fuller hair. This is intended to highlight the product's scientific backing and benefits. - 00:21–00:27 00:21–00:27 A woman says that she knows it sounds too good to be true, and that she thought there had to be some crazy chemicals in here to get these results. Before and after photos of hair are shown. This is intended to address skepticism and show the product's effectiveness. - 00:27–00:30 00:27–00:30 A woman pours the liquid onto a spoon and says that these products are made from the highest quality clean ingredients. This is intended to reassure viewers about the product's safety and quality. - 00:30–00:36 00:30–00:36 The Amazon and Whole Foods Market logos are shown, followed by the Mary Ruth's logo and website. This is intended to show where the product can be purchased.

# Ad summary This ad promotes Prose, a brand offering customized haircare products tailored to individual hair needs. The ad contrasts the potential shortcomings of generic, mass-produced shampoos with the personalized approach of Prose. It emphasizes the brand's commitment to quality ingredients, customization, and positive results, showcasing diverse hair types and outcomes. # Brand positioning Prose is presented as a premium haircare brand offering a personalized approach to haircare, directly countering the one-size-fits-all approach of mass-produced shampoos. The brand aligns with a consumer-centric, customized solution where quality and individual needs are prioritized over cost-cutting measures. By emphasizing the use of safe ingredients and tailored formulations, Prose occupies a space in the market focused on providing unique solutions for specific hair types and concerns. The brand pushes against the norms of harsh chemicals and synthetic ingredients, promoting an emotional connection of confidence and satisfaction in achieving healthier hair. # Product Prose offers custom haircare products that are formulated based on individual hair types, textures, and lengths. The brand provides a range of products, including pre-shampoo hair masks, shampoos, conditioners, and hair oils, each tailored to specific customer needs. These products are "free from over 30 common harmful ingredients," ensuring a focus on high-quality, safe ingredients. Prose addresses the common issue of generic shampoos leading to dry, dull, weak hair and oily, itchy, flaky, or even smelly scalps. The core USP is the provision of customized solutions, with a promise to soften hair, combat breakage, and restore shine. The brand encourages potential customers to start with a "free consultation" to determine the specific formulation that suits their hair needs, aiming to resolve the purchase barrier of uncertainty with personalized guidance. # Visual style The ad features a mix of UGC-style footage and more polished product shots. The editing rhythm combines quick cuts for fast-paced information delivery with static shots to highlight product details and results. The production quality is hybrid, blending authentic, relatable user-generated content with professional commercial elements. The pacing is fairly quick, enhancing the energy and conveying a sense of urgency. Audio-visual sync is present, with text overlays and product actions timed to match the music beats and voiceover lines. # Hooks Spoken: Myth, it doesn't matter what shampoo you use! Text overlay: MYTH: It doesn’t matter what shampoo you use! / BEFORE / AFTER / Before and after illustration taken by Victoria W. after applying Prose Pre-Shampoo Hair Mask, Shampoo, Conditioner, and Hair Oil - results may vary. Visual: 00:00–00:02 A split screen shot. On the left is an image of the back of a woman with extremely frizzy, dry, graying hair. On the right is an image of her hair after using Prose; her hair is now darker, smoother and more defined. The text overlay, “MYTH: It doesn’t matter what shampoo you use!” is centered between the “before” and “after” images. The woman is wearing a blue camisole. There are plants and a painting in the background. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the frustration and disappointment that consumers experience when using generic, one-size-fits-all shampoos that result in dry, dull, weak hair and a scalp that is oily, itchy, flaky, and even smelly. This struggle is conveyed by the voiceover and text overlay stating that, “This can leave you with hair that is dry, dull, and weak, and a scalp that is oily, itchy, flaky, and even smelly! # Value propositions - Personalized haircare based on hair type, texture, and length for tailored results - Harmful ingredient-free formula for healthier and safer haircare - Solutions for dryness, damage, and discomfort through custom formulas # Benefits - Soften hair - Combat breakage - Restore shine - Get hair that's stronger, healthier, and more hydrated! # Features - Custom haircare products made for your specific hair type - Free from over 30 common harmful ingredients # Call to action Take the FREE consultation # Social proof - "I came in super skeptical and I was wrong. This is the holy grail of shampoo." – SAVANNAH K. - "I wasn’t sure how it was going to work but after ONE WASH I was sold." – CARRIE J. - "As I keep saying... there’s absolutely no reason why you shouldn’t try Prose!" – TAYLOR B. # Point of view - Brand 60% – The brand’s perspective is conveyed through direct claims about product features, benefits, and ingredients, as well as visual demonstrations of the product. - Customer 40% – Customer POV is conveyed by showing people using the products with visible happiness as well as the reviews. # Storyline - 00:00–00:02 The ad opens by challenging the myth that all shampoos are the same. - 00:02–00:08 It reveals that big brands perpetuate this myth to keep consumers wasting money on ineffective, low-quality products. - 00:08–00:17 It highlights that these products often use harsh chemicals, synthetic ingredients, and a generic, one-size-fits-all approach. - 00:17–00:26 It explains how this leads to hair that is dry, dull, weak, with a scalp that is oily, itchy, flaky, and even smelly. - 00:26–00:29 The ad then introduces Prose as the solution, suggesting viewers ditch their old shampoo and start fresh with Prose. - 00:29–00:34 It presents Prose as custom haircare products made for specific hair types, textures, and lengths. - 00:34–00:41 The brand’s value proposition is reinforced by stating that its products are free from harmful ingredients and are proven to soften hair, combat breakage, and restore shine. - 00:41–00:44 The ad showcases diverse individuals saying goodbye to dryness, damage, and discomfort, implying these issues are resolved by using Prose products. - 00:44–00:48 A CTA is given, prompting viewers to take the free consultation to get hair that’s stronger, healthier, and more hydrated. - 00:48–00:58 It includes social proof in the form of 5-star reviews and testimonials from users who initially doubted the brand but were won over by the results. - 00:58–01:07 Finally, the ad urges viewers to join countless others who have switched to Prose, ending with a shot of the brand name and a call to action to take the consultation to get a custom formula.