How Gusto Advertises on Meta

# Ad summary This ad is for Gusto, a payroll and HR software. The ad states payroll with Gusto doesn't feel like a full-time job, and encourages viewers to get started for free. # Brand positioning Gusto is positioned as a modern and efficient solution for businesses seeking to streamline their payroll and HR processes. The brand aims to occupy a space in the consumer's mind as a tool to simplify complex HR tasks, appealing to small and medium-sized businesses that may not have dedicated HR departments. Gusto emphasizes simplicity and ease of use, offering solutions that are both functional and accessible for business owners, freeing them from tedious tasks. The brand promotes a lifestyle of efficiency and empowerment for entrepreneurs and business owners. # Product Gusto is a payroll and HR software designed to simplify business operations. It allows users to run payroll in minutes, offering a quick and efficient solution to a typically time-consuming task. The software is for businesses of all sizes looking to streamline their HR and payroll processes. Gusto addresses the common pain point of payroll management being a time-consuming task by providing a user-friendly platform that simplifies the process. It provides a solution that is accessible for business owners, freeing them from tedious tasks. The ad highlights that users can get started for free, removing a potential barrier to entry and encouraging businesses to try the software. # Visual style The ad has a clean and minimalist aesthetic with soft, natural lighting. The editing style is simple with static shots and smooth transitions. The production quality is polished, giving it a professional and trustworthy feel. The pacing is slow and consistent, with a calming tone conveyed through visuals and music. # Hooks Text overlay: 00:00–00:03 With Gusto, running payroll doesn't feel like a full-time job. Visual: 00:00–00:03 A desk in a cafe is shown. On the desk is a laptop, a water bottle, a book, and a cup of coffee. Above the desk are two dark-framed paintings, and the wall behind the desk is wooden. # Funnel stage Top of funnel (Awareness) # Pain points Payroll can feel like a full-time job. The ad highlights this time commitment as a problem for the user. # Value propositions - With Gusto, running payroll doesn't feel like a full-time job: Conveys the value of time-saving and ease of use. - Run payroll in minutes: Communicates the efficiency and speed of the software. - Get started for free: Offers a low-risk way to explore the software's capabilities. # Benefits - With Gusto, running payroll doesn't feel like a full-time job. - Get started for free. # Features - Run payroll in minutes. # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the perspective of the brand, showing the brand logo, website, and messaging. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a static shot of a laptop, water bottle, coffee cup, and book on a table in a cafe setting. The message is conveyed that Gusto makes payroll simple. The perspective is from the brand, presenting a common office scene and implying that Gusto can be used anywhere. The tone is relaxed and casual. - 00:03–00:08 00:03–00:08 The ad transitions to shots of desks in different office settings, with a laptop on each. The message is that running payroll is quick. The perspective is from the brand, as it visually shows Gusto being used in different office settings. The tone is peaceful. - 00:08–00:14 00:08–00:14 The ad ends with a screen that says "Get started for free" and then transitions to the Gusto logo. The message is to try Gusto for free. The perspective is from the brand, offering a free trial. The tone is encouraging.

# Ad summary This ad promotes Gusto, a platform for managing payroll and employee benefits. It showcases how businesses can save time and focus on what matters most by using Gusto's services. The ad features real-life scenarios where individuals are preparing matcha and eating pizza while emphasizing the efficiency of Gusto in running payroll. # Brand positioning Gusto is presented as a modern and efficient solution for businesses aiming to streamline their payroll and employee benefits management. The brand emphasizes time-saving and ease of use, allowing business owners to focus on core activities. Gusto aligns with a lifestyle that values efficiency and balance, pushing against the norms of cumbersome administrative tasks. The brand positioning is both functional, offering performance and simplicity, and emotional, promoting the empowerment of business owners to spend time on what truly matters. # Product Gusto is a comprehensive platform designed to simplify payroll management and employee benefits administration for businesses. The platform enables users to run payroll in minutes, freeing up valuable time for other essential tasks. The product is intended for business owners and managers who want to streamline their administrative processes and focus on core business activities. Gusto offers a user-friendly interface and efficient tools that address the common pain point of time-consuming payroll tasks. The ad highlights the value of Gusto in allowing users to spend time where it matters most, emphasizing its role in enhancing productivity and work-life balance. # Visual style The ad features a polished and clean aesthetic with natural lighting and smooth transitions. The editing style combines static shots with clear, centered text overlays. The production quality is high, with a focus on showcasing real-life scenarios in a visually appealing manner. The pacing is consistent, maintaining a steady rhythm throughout the ad. The cuts and text are timed to align with the music, enhancing the overall impact of the message. # Hooks Spoken: 00:00–00:04 [Music playing] Text overlay: 00:00–00:04 Get hours back every week with Gusto. Visual: 00:00–00:04: Close-up shot of hands whisking matcha in a clear bowl. The setting appears to be a modern kitchen or café with light, neutral tones. Two white ceramic containers with bamboo whisks are visible. The person is wearing a beige apron and a light-colored shirt. The camera is stationary, providing a detailed view of the matcha preparation process. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of spending too much time on payroll and administrative tasks, which takes away from focusing on more important business activities. # Value propositions - Time-saving payroll management - Allows you to focus on essential tasks - Offers a free trial # Benefits - Get hours back every week - Spend time where it matters # Features - Run payroll in minutes # Call to action Get started for free. # Social proof - None used. # Point of view - Brand 100% – The ad conveys the brand's message through product claims and value propositions, positioning Gusto as a time-saving solution for businesses. # Storyline - 00:00–00:04 The ad opens with a shot of someone preparing matcha, emphasizing the time-consuming nature of traditional tasks. The message aims to highlight the contrast between manual work and the efficiency Gusto offers, conveying a sense of routine and preparation. - 00:04–00:09 The scene shifts to people enjoying pizza at an outdoor table, illustrating a relaxed and enjoyable moment. The message focuses on the benefit of using Gusto, which frees up time to spend on meaningful activities, shifting the perspective to one of leisure and enjoyment of life. - 00:09–00:15 The ad concludes with a call to action, inviting viewers to get started for free, reinforcing the accessibility and value proposition of Gusto. The shift to a solid color screen with text provides a clear and direct message, emphasizing the ease of getting started with the platform.

# Ad summary The ad promotes Gusto as a solution for small business owners to save time on payroll and HR tasks. It uses visuals of people enjoying their free time interspersed with shots of hands working on business-related activities, highlighting the value of Gusto in freeing up time for other pursuits. The tone is upbeat and casual. # Brand positioning Gusto is presented as a tool for small business owners that simplifies HR and payroll processes, allowing them to reclaim valuable time. The brand positions itself as a partner in enabling work-life balance. The tone is casual and friendly. It is meant to be a tool to free time in a simple way for small business owners. # Product Gusto is a platform designed to streamline payroll and HR tasks for small business owners. It automates processes to save time, allowing business owners to focus on other important areas. It advertises that users can "run payroll in minutes", and free up their time for what matters. The ad highlights the accessibility and ease of use, suggesting the platform removes the headache from these tedious tasks. The call to action is to "Get started for free." # Visual style The ad features a clean and simple aesthetic, utilizing natural lighting and a soft color palette. The editing is straightforward with smooth transitions between scenes, creating a relaxed and inviting feel. The visuals are designed to be relatable and aspirational, suggesting a balanced lifestyle. The editing rhythm is slow, with a new cut roughly every 4 seconds. # Hooks Text overlay: 00:00–00:04: Get hours back every week with Gusto. Visual: 00:00–00:04: Close-up shot of hands whisking a bright green liquid in a glass bowl with a bamboo whisk. The setting appears to be a cafe or restaurant workspace with natural lighting. In the background, there are various tools and containers. The person is wearing a beige apron. # Funnel stage Consideration # Pain points The ad addresses the time-consuming nature of payroll and HR tasks, which can take away from other important activities in a business owner's life. "Get hours back every week with Gusto." # Value propositions - Get hours back every week with Gusto. - Run payroll in minutes. Spend time where it matters. - Get started for free. # Benefits - Get hours back every week with Gusto. - Spend time where it matters. # Features - Run payroll in minutes. # Call to action Get started for free. # Social proof - None used. # Point of view - Brand 100% – The entire ad uses overlaid text and visuals that highlights value propositions that the brand wants to showcase. # Storyline - 00:00–00:04 The opening visual shows a person whisking a green liquid, accompanied by the text overlay "Get hours back every week with Gusto." - 00:04–00:08 The scene transitions to people enjoying pizza at an outdoor table, while the text overlay states, "Run payroll in minutes. Spend time where it matters." - 00:09–00:14 The ad concludes with a text overlay stating, "Get started for free," followed by the Gusto logo.

# Ad summary This video is a testimonial ad from the founder of a small business on how Gusto payroll benefits has helped her small business compliance in one place without the headache. # Brand positioning Gusto is presented as a comprehensive solution to the multifaceted administrative challenges faced by small business owners, emphasizing its ability to handle payroll, benefits, and compliance in one place. The brand aligns itself with a tone of practical efficiency, positioning itself as a business partner that alleviates mental load by automating and streamlining essential tasks. This positioning contrasts with the often perceived complexity and stress associated with managing payroll and benefits, especially in small companies. Gusto seeks to occupy the space of a trusted, reliable resource, enabling founders to focus on core business functions while ensuring that administrative details are handled seamlessly. # Product Gusto payroll benefits is a comprehensive platform designed to simplify and automate payroll, benefits, and compliance tasks for small businesses. It offers an all-in-one solution, allowing users to track numbers, share reports with their team and investors, manage payroll, provide benefits, and handle expense reports. Gusto automates payroll, manages employee benefits, and tracks expenses. These features enable business owners to easily build out their teams, onboard new hires, and provide employee benefits without the stress of manual tracking. The presenter considers Gusto a "business partner" because it removes the mental load associated with payroll, compliance, and benefits. The ad highlights that Gusto solves the problems of managing payroll in time, ensuring adequate funds in the bank, and facilitating easy team expansion. It addresses the purchase barriers of the stress, time consumption, and complexity typically associated with these tasks, conveying that Gusto is worth trying or buying because it makes the user's life easier. # Visual style The ad's visual style is a mix of polished and UGC feel, giving it a relatable yet professional look. The editing style combines quick cuts with static shots, helping maintain a consistent pace. The pacing is moderate, with the editing rhythm aligning with the spoken content to emphasize key points. The ad uses natural lighting, enhancing its authentic feel. # Hooks Spoken: People think being a CEO or a founder means all strategy and vision Text overlay: people think being a ceo or a founder means all strategy and vision Visual: 00:00–00:05 A medium shot of a woman, in her 20s, with long dark hair sitting at a round wooden table in front of a laptop, keyboard, and mouse. She is wearing a gray blazer over a white shirt and a pink hair scrunchie on her wrist. The background is a neutral-colored wall with floor-to-ceiling curtains. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point that being a CEO or founder is more than strategy and vision: "as a founder your brain is pulled in a million different directions and most of it is not even the work you signed up for." # Value propositions - Running payroll on autopilot removes mental load. - Customer support saves business owners time. - Automated payroll, benefits, and compliance simplify business operations. # Benefits - Automate payroll - Benefits are handled - Expenses get tracked - Doesn’t have to think about it anymore - Easily build out our team - Protect my energy for the stuff that only I can do - The real job - Avoids the headache # Features - Payroll - Benefits - Expense Reports - Customer Support - Onboard new hires - Give employees benefits - Compliance all in one place without the headache. # Call to action get started with the first month free the link is in my bio # Social proof - "I genuinely consider it a business partner in my eyes, because payroll does not take any mental load anymore" – Female 1 (Founder) # Point of view - Customer 100% – The ad is communicated from the founder's perspective sharing her business experiences using the product. # Storyline - 00:00–00:04 The video begins with the creator sitting at her desk and noting that people think being a CEO or founder means all strategy and vision. - 00:04–00:14 The creator is speaking from the perspective of a business owner. She is addressing how she handles the day to day and what her team does for the business to get things done. - 00:06–00:16 The video progresses, revealing that every month, the creator tracks her company's numbers in a spreadsheet, noting that while they have an accountant, she still needs to be aware of where they stand. She then shares a report with her team and investors, detailing payroll, benefits, and expense reports. - 00:16–00:20 Transitioning to a problem/solution narrative, she explains that these tasks used to consume hours of her week until they switched to Gusto. - 00:20–00:32 Responding to the previous statement, she continues on stating that the platform now runs on autopilot. Payroll goes out, benefits are handled, and expenses get tracked, all without her needing to think about it. - 00:32–00:47 She conveys that this used to be stressful for her. She then highlights all the issues that caused her stress. She then frames Gusto as the solution. - 00:47–00:52 The creator then transitions into her testimonial for the product saying that she considers Gusto a business partner in her eyes, because payroll does not take any mental load anymore. - 00:52–00:59 She speaks about customer support, and how she does still handle the support tickets. She states she wants to take it off her plate. This conveys an element of humor. - 00:59–01:02 She concludes by talking about legal work, which she notes can get expensive, implying Gusto helps to mitigate these costs. - 01:03–01:10 She states that as a founder, your brain is pulled in a million different directions, and most of it is not even the work you signed up for; it's just the things that keep the lights on. - 01:10–01:16 As a response, she says that she automates what she can, delegate what she can, and protect her energy for the stuff that only she can do. That is the real job. - 01:16–01:21 The founder ends the video stating that she uses Gusto for payroll, benefits, and compliance all in one place without the headache. - 01:21–01:24 The video concludes by promoting the deal of getting started with the first month free, and stating the link is in the bio.

# Ad summary This ad is presented in the form of a woman recording a video on her phone. The woman talks about starting a yogurt company with her best friend, and how difficult it can be to deal with things like healthcare. That's why she's happy she discovered Gusto, and can focus on inventory management instead of insurance tabs. # Brand positioning Gusto positions itself as a business service platform that simplifies complex administrative tasks for small businesses and startups, allowing founders to concentrate on core activities. The brand aims to occupy the space of a reliable, all-in-one HR and benefits solution, particularly appealing to young entrepreneurs and startups that value efficiency and ease of use. By providing services like healthcare, payroll, and tax compliance, Gusto aims to alleviate common administrative pain points, enabling business owners to focus on their products and sales. The brand projects a functional and supportive tone, highlighting how its services can reduce chaos and stress for small business owners. # Product Gusto is presented as a comprehensive platform designed to streamline payroll, compliance, and employee benefits for small businesses. Beyond basic payroll functions and tax compliance, Gusto offers crucial benefits like healthcare, which is especially valuable for business owners who have left traditional employment and no longer have employer-provided coverage. This integrated approach allows founders to offload administrative burdens, such as managing complex insurance tabs, so they can focus on core business activities like inventory management, sales, and marketing. Gusto is portrayed as the one thing in the founder's life that is not chaotic, providing peace of mind and support for building their dream business. # Visual style The ad has a UGC feel, with natural lighting and a casual, unfiltered look. The editing style includes quick cuts between the woman speaking to the camera and b-roll footage of her business activities. The production quality is simple and unpolished, lending a sense of authenticity to the ad. The pacing is moderate, with cuts timed to support the spoken narrative. The overall aesthetic is approachable and relatable, fitting for a small business owner sharing her experience. # Hooks Spoken: 00:00–00:02 I quit my job in private equity to start a yogurt company with my best friend, Text overlay: 00:00–00:03 I QUIT MY JOB TO START A YOGURT COMPANY, HERE'S WHAT I LEARNED Visual: 00:00–00:02 A young woman with fair skin, long dark hair, and natural makeup is centered in the frame, speaking directly to the camera. She wears a light blue top and a necklace. She holds a small black microphone near her mouth. The background is a plain, light green wall. The camera is stationary and in selfie style. # Funnel stage Middle of funnel (Consideration) # Pain points The hardest part about quitting was not what you think. It's the benefits. # Value propositions - Gusto: the one thing in my life that is not chaotic - Support to help build your dream business # Benefits - Makes our lives so much easier - Can go back to being stressed about normal founder things - Can use our energy where we're most suited like inventory management # Features - Offers benefits like healthcare - Payroll - Compliance - Taxes # Call to action Head to the link in my bio to get started with Gusto # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a customer sharing her experience with the brand. # Storyline - 00:00–00:05 00:00–00:05 The video begins with a woman directly addressing the camera, revealing that she left her job in private equity to start a yogurt company with her best friend. The message conveys her experience as an entrepreneur, aiming to connect with viewers who may be in a similar position. The perspective is from the woman's personal experience, framing the narrative as a story. The tone is casual. - 00:05–00:15 00:05–00:15 The woman describes the hardest part about quitting her job, which was losing benefits like healthcare that were once "built in." This message focuses on a common frustration for entrepreneurs, helping to establish relatability and trust with viewers. The perspective remains from the woman's personal experience. The tone is conversational and slightly humorous. - 00:15–00:20 00:15–00:20 She transitions to discuss her hectic schedule and how much time she spends creating content and running the business, implying a lack of time for other responsibilities. The message aims to show the demanding nature of entrepreneurship. The perspective is still from the woman's personal view. The tone is a bit overwhelmed. - 00:20–00:24 00:20–00:24 The woman states she still needs health insurance and this is where Gusto enters the story. The message creates a need for a solution to her healthcare problem, leading to the product reveal. The perspective is personal. The tone shifts to solution-oriented. - 00:24–00:30 00:24–00:30 She shares that beyond payroll and compliance, Gusto offers healthcare benefits, and this makes life easier. This message directly introduces the product's key feature. The perspective is personal, with a focus on highlighting convenience. The tone is positive and appreciative. - 00:30–00:35 00:30–00:35 The woman states that using Gusto has helped her stress less about normal founder things. This conveys a sense of relief, while further highlighting the benefit of freeing up time and energy. The perspective remains personal. The tone is grateful and enthusiastic. - 00:35–00:40 00:35–00:40 She shares b-roll footage of inventory management, going to the warehouse, sales, and marketing, further highlighting how she can focus on building her yogurt empire instead of looking at insurance tabs. The message emphasizes real-world application. The perspective is documentary style. The tone is aspirational. - 00:40–00:52 00:40–00:52 The video concludes with the woman stating that Gusto is the one thing in her life that's not chaotic. She provides a call to action to head to the link in her bio to get started with Gusto. The message provides reassurance about the platform. The perspective is personal. The tone is encouraging and persuasive.

# Ad summary The ad features a creator who runs her own business and travels. She explains that she needs to be organized to keep peace of mind and be able to build a sustainable business. She relies on Gusto to manage payroll and HR so that she can focus on other things. # Brand positioning Gusto positions itself as the ideal partner for small business owners, particularly creators who are seeking to grow a sustainable and organized business. The brand message is about freeing business owners from day-to-day administrative tasks and HR responsibilities so that they can focus on business growth and personal fulfillment. Gusto aims to occupy the space in the consumer's mind as an invaluable partner that protects their work, ensuring systems work even when they are offline. # Product Gusto is payroll and HR software for small businesses. The ad highlights that Gusto helps business owners get paid on time, stay organized, and avoid stress related to payroll and HR. Gusto is positioned as a tool for sustainability, and it is stated that they provide systems that work even when you're offline. The ad promotes a CTA to comment “Gusto” for one month free. # Visual style The ad features a UGC feel with bright lighting. The editing style includes a mix of quick cuts and static shots. The pacing is fast, with multiple cuts per second. Many of the cuts are timed with the music beats or the voiceover lines. The ad includes shots of travel, cityscapes, and indoor working shots. # Hooks Spoken: 00:00–00:04 Female 1: Everybody wants a soft life, but nobody wants to talk about how to strategize for it. Text overlay: 00:00–00:01 EVERYBODY / 00:01–00:02 BUT / 00:02–00:03 NOBODY WANTS TO TALK / 00:03–00:04 ABOUT HOW TO STRATEGIZE Visual: 00:00–00:01 Two women stand on a sidewalk in front of a building, each holding a drink with a straw. The women wear sunglasses and carry purses, and are looking toward the left side of the frame. / 00:01–00:04 A woman stands in a park. She wears a green shirt, blue jeans, and a tan coat. The Sagrada Familia is in the background. # Funnel stage Consideration # Pain points The struggle to balance creative work with the administrative tasks necessary to run a business: “If I want to travel, if I want to build, if I want peace, I can't be mentally stuck in admin.” # Value propositions - You can focus on building a sustainable business - Systems that work even when you're offline # Benefits - Get paid on time - Everything stays organized - Don't carry that stress # Features - Payroll - HR - Systems that work even when you're offline # Call to action Comment Gusto for one month free # Social proof - "That's why Gusto is my partner to handle payroll and HR for my business" – Female 1 (Creator) # Point of view - Customer 100% – The creator shares her experience using Gusto to manage payroll and HR for her business. # Storyline - 00:00–00:03 00:00–00:03 The ad starts by showing women enjoying a soft life in various cities, drinking refreshing drinks. The narrator states that everybody wants a soft life, but nobody wants to strategize for it, communicating the idea that a soft life doesn't come without structure and strategy, and also introduces the general concept of the ad. - 00:03–00:09 00:03–00:09 The creator is shown working on an iPad while traveling, communicating the realities of her life as a content creator and small business owner. She states that there is admin work, brand deliverables, and making sure she's getting paid on time, communicating the many aspects to running a business. - 00:09–00:18 00:09–00:18 The creator states that at first, it felt overwhelming. She then communicates that she realized that if she wants to travel, build, and find peace, she can't be mentally stuck in admin, framing the core pain point the product resolves. - 00:18–00:22 00:18–00:22 The creator shares that Gusto is her partner to handle payroll and HR for her business, transitioning into the product recommendation phase of the ad. - 00:22–00:27 00:22–00:27 The creator states that she gets paid on time, everything stays organized, and she doesn't carry that stress when she is on the go, and shows visuals that depict a less stressful life. The creator conveys the benefits of Gusto as a payroll and HR partner. - 00:27–00:34 00:27–00:34 The creator shares that the soft life isn't accidental but intentional. She communicates that invaluable partners are what protect it, and that if you're building something of your own, Gusto is the partner to have. - 00:34–00:44 00:34–00:44 The creator shares that sustainability isn't just about revenue, it's about systems that work even when you're offline, and that lets her build something that lasts, circling back to the initial idea of strategy for a soft life. The creator concludes the ad by asking the viewer to comment “Gusto” for one month free, providing the CTA.

# Ad summary This ad for Gusto features Scott Riewald, CEO at USA Luge, who talks about the importance of being able to focus on performance, not payroll. The ad features USA Luge athletes sliding at 90mph, as Riewald states that Gusto helps them focus on performance, not paperwork. # Brand positioning Gusto is presented as a cloud-based payroll and HR software designed to simplify business operations for small to medium-sized businesses. The brand aims to occupy the space of a reliable, efficient, and user-friendly payroll solution that frees up business owners and employees to focus on their core activities. The values it promotes include efficiency, focus, and relieving administrative burdens, which are emphasized by showing its partnership with USA Luge. Gusto ignores the norm of traditional, complex payroll systems by offering an automated and easy-to-use solution. Its positioning is functional, emphasizing simplicity and performance. # Product Gusto is a cloud-based payroll and HR software designed for small to medium-sized businesses. The software automates payroll, allowing business owners to focus on other aspects of their operations. The ad explicitly states that Gusto offers automated payroll via its AutoPilot feature, which is presented as easy to set up and use. The product is for businesses that need to streamline their payroll process, allowing teams to focus on their main performance goals. A key USP is that using Gusto will help them to stay focused on performance, not paperwork. Gusto addresses the purchase barrier of complex, time-consuming payroll processes by offering an efficient, automated solution. # Visual style The ad has a polished, professional aesthetic with a blend of action shots and testimonial footage. The editing style combines quick cuts during the racing scenes with static shots for the testimonial. The production quality is high, resembling a commercial, but with elements of a hybrid approach. The visual motifs include the consistent use of the USA Luge setting and athletes, reinforced by the presence of the CEO. The pacing is moderate, with cuts timed to emphasize key moments and voiceover lines. # Hooks Spoken: In luge, races can be decided by thousands of a second. Visual: 00:00–00:02: Close-up shot of a person in a red and black racing suit gripping handles in a luge starting position. The background is blurred. The camera is slightly angled to show the tension and preparation before the race. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the distraction and burden of managing payroll, which takes focus away from core performance activities. "The last thing we need to be thinking about in those moments is payroll." # Value propositions - Automated payroll saves time and reduces administrative burden - Partnership with USA Luge enhances brand credibility - Free trial allows businesses to experience the benefits risk-free # Benefits - Helps stay focused on performance - Reduces paperwork # Features - Cloud-based payroll and HR software - Automated payroll via AutoPilot - Easy setup and use # Call to action Get started for free at gusto.com # Social proof - "Thankfully, we have Gusto." # Point of view - Brand 65% – The official voice of the brand is communicated through the CEO's scripted lines and the product claims made. - Expert 35% – The CEO of USA Luge is presented as a credible authority figure who endorses Gusto based on his professional experience. # Storyline - 00:00–00:02 The ad opens with an action shot of a luger preparing for a race, emphasizing the high stakes and precision required. - 00:02–00:07 The CEO of USA Luge introduces the problem: the need to focus on performance without the distraction of payroll concerns. - 00:07–00:09 Gusto is introduced as the solution, illustrated with a brief screen recording of the software's interface and the CEO working at his desk. - 00:09–00:13 The ad returns to visuals of lugers racing at high speeds, reinforcing the message that Gusto helps them stay focused on performance. - 00:13–00:15 The ad closes with the Gusto logo and a call to action to get started for free, emphasizing the brand's partnership with USA Luge.

# Ad summary This ad features a man, claiming to have once been in significant debt, who now has a net worth of one million dollars at 32 years old. He explains how he was able to accomplish this by partnering with Gusto, which allowed him to re-engineer his role in HR and focus on things that matter. Gusto automates payroll, benefits, and compliance allowing more time for strategic planning. The ad ends with a call to action to visit the link in his bio for a one-month free trial. # Brand positioning Gusto positions itself as a solution for business owners that will save time for the business owners in HR to focus on strategic planning by taking care of payroll, tax filings and compliance needs. This functional positioning aims to appeal to business owners that wish to save time and money, and ultimately move up within their business structure. # Product Gusto is presented as a platform for business owners to automate payroll, compliance, and tax filings. The product is presented as a way for business owners to focus on strategic planning and move up within their business. The USPs are tax filings, compliance, and payroll all automated. Gusto addresses the purchase barrier that HR business owners struggle with manual tasks, by automating the process and ultimately saving time. # Visual style The ad has a polished and corporate aesthetic. The editing style includes quick cuts and smooth transitions. The ad combines a UGC feel with polished commercial aesthetics. The pacing maintains consistency with each scene. Audio is synced with the cuts. # Hooks Spoken: Less than 10 years ago, I went from drowning in student loan debt to a seven-figure net worth by learning how to play the corporate game. Text overlay: How I went from $38k in debt to $1M networth at 32 / Net worth / $1,102,642.86 / Last month +42,876 Visual: 00:00–00:04 A man sitting at a light wooden table is centered in the frame, facing the camera. He is wearing a white button-down shirt. Behind him is a gray wall with white trim and a black and white abstract painting. In front of him is a silver Dell laptop. # Funnel stage Consideration # Pain points The ad is geared toward a business owner or someone in HR doing "three jobs in one." The pain point they are trying to solve is the time spent on manual tasks such as taxes, compliance, and payroll. They explicitly state, "In HR, your time is currency. So if you're spending it on manual tasks, you're behind." # Value propositions - Work smarter, not harder with Gusto # Benefits - Removes the risk of costly errors - Automated functions - Time to be more strategic # Features - Automated payroll - Automated compliance - Automated tax filings # Call to action Use the link in my bio for one month for free! # Point of view - Customer 100% – This is communicated through the man telling the story of his career in HR. # Storyline - 00:00–00:04 The ad begins with a man sitting at a table in front of his laptop, speaking to the camera about his success story. - 00:04–00:07 Next, a wide shot of hay bales on a large lawn with the text overlay “I grew up in a small town with no playbook.” - 00:07–00:09 The man is then shown scanning his work badge to enter a building. - 00:09–00:12 The man is shown walking to his work. - 00:12–00:15 The man is shown stressed, working at his computer with multiple monitors. This emphasizes the stressfulness of his job before Gusto. - 00:15–00:19 The man is then shown back at his desk explaining the turning point in his HR career. - 00:19–00:24 The man is then shown in an example of how he was juggling multiple tasks before partnering with Gusto. - 00:24–00:27 A shot of the man’s work laptop with the text overlay "Before I was doing three jobs in one." - 00:27–00:31 The man is then shown back at his desk with a suit jacket on, explaining how Gusto helped his career. - 00:31–00:36 The man is shown drinking a cocktail at a table outside. This shows his new found time, thanks to Gusto. - 00:36–00:40 The man is then shown walking and running outdoors to highlight the freedom he has now that he has the free time. - 00:40–00:45 The man is back at his desk and emphasizes how his HR role is a strategic asset now because of Gusto. - 00:45–00:49 The man is shown walking to his work, explaining that time is currency. Therefore, he cannot be spending time on manual tasks. - 00:49–00:55 The man is back at his desk giving the call to action for viewers to work smarter, not harder with Gusto.

# Ad summary This ad for Gusto features three women explaining the problems business owners face with HR, payroll, and benefits. They resolve these issues by using Gusto. # Brand positioning Gusto positions itself as a user-friendly solution that simplifies complex HR processes such as PTO approvals, benefits management, and tax forms. It is designed for businesses looking to streamline their HR functions and reduce the administrative burden. The brand aims to empower business owners by freeing up their time, enabling them to focus on core business activities rather than getting bogged down by HR-related tasks. By automating and simplifying these processes, Gusto allows business owners to feel more in control and less overwhelmed, positioning itself as a reliable partner for growing businesses. # Product Gusto is a platform that automates and streamlines HR tasks for small to medium-sized businesses. It helps with PTO approvals, benefits, and tax forms, freeing up business owners' time. Gusto addresses pain points like the complexity and time consumption involved in managing HR functions, compliance, onboarding, payroll, and benefits. The product's USPs include providing tools specifically built for growing teams, simplifying payroll taxes, and integrating various HR systems into one platform. Gusto aims to make HR management more accessible and less daunting, allowing business owners to focus on leading their companies. # Visual style The ad has a bright, clean aesthetic, suggesting a well-organized and professional environment. Editing is fast-paced with jump cuts. Production quality appears to be high, blending elements of a polished commercial with a UGC feel. # Hooks Spoken: 00:00–00:05 I want to hire, but I don't really know where to start. It seems expensive, overwhelming, and complicated. I really need help. Text overlay: 00:00–00:42 Hiring / 00:00–00:42 Expert CEO / 00:00–00:42 Growing Founder / 00:00–00:42 Beginner / 00:00–00:00 I WANT TO / 00:01–00:02 I DON'T REALLY / 00:02–00:02 IT SEEMS / 00:03–00:03 EXPENSIVE / 00:03–00:04 OVERWHELMING, AND COMPLICATED Visual: 00:00–00:05 The shot is an eye-level, medium shot, focusing on three women standing side-by-side in what appears to be a stock room or fulfillment center with light gray floors and white walls. Boxes are stacked on shelves in the background. On the left, Female 1 wears an olive green cardigan, a white shirt, and white pants. She is smiling and has shoulder-length brown hair. In the middle, Female 2 is seated on a tall stool; she wears a white shirt, a light blue sweater, and dark blue jeans. She also smiles and has shoulder-length brown hair. On the right, Female 3 is wearing a pink athletic jacket and black leggings. She smiles with shoulder-length brown hair. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the complexity and time-consuming nature of HR tasks, which can be expensive, overwhelming, and complicated for business owners. “It seems expensive, overwhelming, and complicated. I really need help.” # Value propositions - Get hours back every single week on PTO approvals, benefits, and tax forms. - Mind feels clear and ready to lead with automated HR solutions. # Benefits - Frees up time - Provides clarity - Reduces overwhelm - Helps with compliance - Streamlines HR tasks # Features - Simplifies HR - Handles PTO approvals - Manages benefits - Automates tax forms - Built for growing teams # Call to action Try one month free in my link in bio! # Social proof - I've onboarded a team of amazing people using Gusto – Female 1 # Point of view - Customer 100% – The entire ad is communicated from the perspective of business owners describing the challenges of HR and how Gusto helps them. # Storyline - 00:00–00:05 00:00–00:05 A woman states that she wants to hire, but it seems expensive, overwhelming, and complicated, needing help. - 00:05–00:08 00:05–00:08 Another woman states that she just got her first employee, but she needs better systems. - 00:08–00:11 00:08–00:11 A third woman says that HR is not her thing and it is time-consuming. - 00:11–00:20 00:11–00:20 The first woman then says that she has onboarded a team of amazing people using Gusto. She gets hours back every single week on PTO approvals, benefits, and tax forms. Her mind feels clear and she’s ready to lead. This is positioned as a direct resolution to the previously stated problems, implying that Gusto is the solution. - 00:20–00:26 00:20–00:26 The woman in pink questions what forms are even needed and how payroll taxes work. It feels discouraging. - 00:26–00:31 00:26–00:31 The woman in the middle says she can’t keep track of benefits, onboarding, payroll, and compliance with five different systems. This continues the issue that needs to be resolved. - 00:31–00:34 00:31–00:34 The woman in the middle states that it is going to be so hard to grow if she doesn’t put the systems in place now. - 00:35–00:39 00:35–00:39 The woman in the green says she does not guess anymore and is a Gusto partner. She uses tools built for growing teams, showcasing the product again as the solution. - 00:39–00:42 00:39–00:42 The woman in green encourages viewers to try one month free in her link in bio.

# Ad summary This ad for Gusto uses peaceful nature imagery and music to communicate how its payroll software can offer business owners peace of mind. It suggests that Gusto can make work feel more like a tranquil experience. # Brand positioning Gusto is presented as a payroll and HR solutions provider for small businesses that values ease and tranquility. The brand differentiates itself from competitors by associating itself with a feeling of calm and reduced stress, rather than focusing solely on functional benefits. The ad aims to position Gusto as a tool that not only simplifies payroll processes but also promotes a more enjoyable and relaxed work experience. This emotional approach suggests a brand that understands the pressures faced by business owners and seeks to alleviate them through its services. # Product Gusto is presented as a payroll and HR solution designed to streamline and simplify the process of managing employee compensation and related tasks. The ad explicitly states that Gusto allows users to "roll payroll in minutes," highlighting its efficiency and time-saving capabilities. The product is implicitly for business owners or managers who are responsible for payroll and human resources, and who are looking for a more straightforward and less stressful way to handle these responsibilities. A key selling point is that users can "get started for free", lowering the barrier to entry and allowing potential customers to experience the product's benefits without immediate financial commitment. The ad aims to position Gusto as a hassle-free solution that can make the often tedious task of payroll management feel easy and even enjoyable. # Visual style The ad has a simple, clean aesthetic. The opening visuals are calming and peaceful, featuring soft, natural light and gentle movement. The editing is static and unobtrusive, with clean transitions and static shots that support the ad's tranquil tone. The production quality appears polished, lending a sense of reliability to the brand. The overall visual style creates a relaxing mood and aligns with the brand's messaging of ease and stress reduction. # Hooks Text overlay: 00:00–00:05: Work didn't always feel like this... Visual: 00:00–00:05: A high-angle close-up shot of sunlight reflecting and shimmering on rippling water. The water is a muted blue-green, and the sun's reflections create bright, scattered highlights across the surface. The camera is static, providing a calm, meditative view of the water's movement. # Funnel stage Top of funnel (Awareness) # Pain points The pain point being addressed is the stress and difficulty of managing payroll and HR tasks, implying that it can be a source of frustration. # Value propositions - The value proposition is to have peace of mind that you can easily roll payroll in minutes, which you can get started with for free. # Benefits - Get started for free. # Features - Roll payroll in minutes # Call to action Get started for free. # Social proof - None used. # Point of view - Brand 100% – The brand voice provides an offer and promotes their product. # Storyline - 00:00–00:04 The ad opens with shimmering water and the text overlay, "Work didn't always feel like this..." This implies that work has not always been a pleasant or stress-free experience, setting the stage for a transformation. - 00:04–00:07 Continuing from the previous scene, the ad resolves the opening with the text overlay, "But it does now, thanks to Gusto." This introduces Gusto as the solution that has changed the work experience for the better, positioning it as a source of positive change. - 00:07–00:10 The ad provides a detail on Gusto with the text overlay, "Roll payroll in minutes." This highlights a key benefit of Gusto, showcasing its efficiency and speed in handling payroll tasks. - 00:10–00:13 The ad transitions to the final offer with the text overlay, "Get started for free." This provides a call to action and incentive for viewers to try Gusto, emphasizing the accessibility and risk-free nature of the product. - 00:13–00:14 The ad concludes with the Gusto logo. This reinforces brand recognition and solidifies the connection between Gusto and the positive transformation described in the ad.

# Ad summary This ad for Gusto uses a beautiful landscape as an attention-grabbing visual to introduce their payroll management service, followed by a call to action. # Brand positioning Gusto is presented as a modern and user-friendly solution for payroll management. The ad implies that using Gusto can provide peace of mind, almost resembling the tranquility of a serene landscape. The brand's positioning is functional, focusing on the ease and convenience of managing payroll, but also taps into the emotional benefit of feeling secure and in control of one's business finances. The brand pushes against the norm of traditional, complex payroll systems by offering a simpler, more visually appealing alternative. # Product Gusto is a payroll management service designed to simplify the often complicated process of paying employees and handling related administrative tasks. The ad does not explicitly detail the product's features, but it suggests that the service is user-friendly and provides a sense of calm and control to its users. By associating the service with a beautiful, stress-free visual, the ad aims to address the common pain point of payroll management being a headache for business owners. The primary USP is implied to be the ease and peace of mind that Gusto offers, making it worth trying for those who find payroll tasks daunting. # Visual style The ad has a polished, clean aesthetic. The editing style is simple with static shots and smooth transitions. The production quality is high-end commercial, which contrasts with the unexpected message about payroll management, enhancing the intrigue. The pacing is slow and deliberate, with one cut at 00:08 and another at 00:11 which supports the calm, reassuring tone. There's no direct audio-visual sync, but the music complements the visuals. # Hooks Text overlay: 00:01–00:04: Hard to believe this is an ad for payroll management. Visual: 00:00–00:04: A scenic view of mountains and a serene turquoise lake under a partly cloudy sky. The mountains are rugged and rocky, with some snow-capped peaks catching the sunlight. The forest line is a dark green color. The camera is static, providing a wide, establishing shot. The lighting is natural, with a warm glow on the mountain peaks. There are reflections of the mountains and sky on the lake's surface. No products are visible. # Funnel stage Top of funnel (Awareness) # Pain points The ad directly addresses the perception that payroll management is complicated and stressful, showing how Gusto can change it. # Value propositions - Getting started is free. # Benefits - Peace of mind # Features - None used # Call to action Get started for free. # Social proof - None used. # Point of view - Brand 100% – The ad uses on-screen text and visuals to convey the brand's message. # Storyline - 00:00–00:04 The ad begins with a serene landscape view, which sets a calming tone. - 00:01–00:04 Text overlay appears stating, 'Hard to believe this is an ad for payroll management.' This is unexpected since the visual does not match the service. The intention is to pique the viewer's curiosity. This comes from the brand's perspective to surprise and engage the audience. - 00:04–00:07 The text overlay changes to, 'Find out why our users feel like this.' which makes the landscape visual symbolic of users feelings. The message is intended to intrigue the audience further, positioning the brand as a source of such positive experiences. It's delivered from the brand's perspective, promising a solution to a common pain point. - 00:08–00:10 The ad concludes with a simple, direct call to action: 'Get started for free.' The intention is to encourage immediate engagement with the service. The perspective is from the brand, offering an accessible entry point. - 00:11–00:13 The brand logo appears, reinforcing brand recognition and recall.

# Ad summary This ad for Gusto uses a montage of business owners at work and at play, interspersed with text overlays that tout the time-saving benefits of the payroll and HR platform. The ad emphasizes a lifestyle-based value proposition—Gusto gives owners more time to spend on what truly matters to them, whether that's innovating their business or enjoying personal moments. # Brand positioning Gusto presents itself as a payroll and HR platform for small businesses and startups, positioning itself as a way for business owners to reclaim their time. The brand aligns with the values of efficiency and work-life balance, suggesting that business owners should be able to focus on the core aspects of their business and personal lives rather than getting bogged down in administrative tasks. Gusto pushes against the norm of tedious HR processes, offering a simplified, user-friendly alternative, and focuses on an emotional positioning by highlighting the freedom and time gained, rather than just functional features. The ad positions Gusto as a catalyst for a balanced lifestyle. # Product Gusto is presented as a payroll and HR platform designed to streamline administrative tasks for business owners. The ad emphasizes its ability to automate payroll, allowing users to run payroll in minutes and reduce the time spent on HR processes. The product is designed for business owners seeking to optimize their time and focus on core business activities and personal lives. The ad addresses the pain point of time-consuming administrative tasks, offering a solution that allows users to reallocate their resources to more meaningful activities. A USP of Gusto is being able to "get hours back every week." # Visual style The ad has a polished, modern aesthetic with a focus on clean visuals and soft color palettes. The editing style combines slow, deliberate shots of the product in use (matcha preparation) with lifestyle moments (pizza at a restaurant). The production quality appears to be a hybrid of UGC and polished commercial, lending a sense of authenticity while maintaining a clean, professional look. The pacing is relatively slow, with static shots and smooth transitions, allowing viewers to absorb the information presented. The use of natural lighting and muted tones contributes to a relaxed and approachable vibe. # Hooks Text overlay: 00:00–00:04: Get hours back every week with Gusto. Visual: 00:00–00:04: Close-up shot of a person in a light-colored apron whisking a light green liquid in a clear glass bowl with a bamboo whisk. Several other bamboo whisks are visible in cups surrounding the bowl. The background is blurred, but appears to be a kitchen setting. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the time-consuming nature of administrative tasks for small business owners. Quote: "Get hours back every week with Gusto." # Value propositions - Automate HR tasks so that you can spend time where it matters: on your business or personal life. - Automating payroll saves you time, allowing you to focus on building your business. # Benefits - Get hours back every week with Gusto. - Spend time where it matters. # Features - Run payroll in minutes. # Call to action Get started for free. # Social proof - None used. # Point of view - Customer 15% – The customer POV is conveyed through the visuals of the business owner, suggesting the ad is showing the view of an owner making matcha. - Brand 85% – The brand POV is conveyed through the text overlays touting benefits and the final logo reveal. # Storyline - 00:00–00:04 The ad opens with close-up shots of hands preparing a beverage, implying a small business setting. - 00:00–00:04 This moment sets the stage by highlighting the detailed, time-intensive work that small business owners often undertake, creating an opportunity to present Gusto as a time-saving solution. - 00:00–00:04 The perspective is from an objective observer, focusing on the product creation process, with a neutral tone that transitions to showcasing a diverse group of people eating pizza, emphasizing personal time and enjoyment. - 00:04–00:09 Building on the depiction of the work-life balance opportunity, the ad emphasizes the value of time with the words "Run payroll in minutes. Spend time where it matters." - 00:04–00:09 This moment is a direct response to the initial depiction of time-consuming work, offering Gusto as the means to free up valuable time for other pursuits; the perspective shifts to that of the business owner, who benefits from this added time. - 00:09–00:14 The ad concludes with a clear and direct offer, "Get started for free," which reinforces the ease of adoption and risk-free opportunity, as well as the Gusto logo in coral lettering over a soft peach background. - 00:09–00:14 This final message provides a compelling incentive to try the platform, framed from Gusto's perspective, reinforcing their value proposition.

# Ad summary This ad promotes Gusto, a payroll and benefits platform for small businesses. The ad features a business owner in a woodshop who is using Gusto on her laptop. Another woman approaches her and tells her to start using Gusto because it's the payroll everyone is talking about. The ad ends with the Gusto logo and a call to action to get started for free at gusto.com. # Brand positioning Gusto is presented as a modern, user-friendly payroll and benefits platform designed for small businesses. The brand aims to occupy the space of a helpful, efficient solution that simplifies complex HR tasks like payroll, benefits, taxes, and compliance. Gusto aligns with values of ease, affordability, and empowering small business owners to manage their teams effectively. The brand pushes against the norm of complicated, expensive HR solutions by offering an accessible and integrated platform. The brand positioning is both functional (simplifying HR tasks) and emotional (empowering business owners). # Product Gusto is a payroll and benefits platform designed for small businesses. It helps business owners manage payroll, benefits, taxes, and compliance in one integrated platform. The product is for small business owners who need an affordable and easy-to-use HR solution. Gusto offers features like affordable health insurance and benefits for any budget. The ad addresses the purchase barrier of complex HR tasks by presenting Gusto as a simple and efficient solution. The ad tells the viewer that Gusto is worth trying because it simplifies payroll and benefits management, saving time and money. # Visual style The ad has a polished, commercial aesthetic with natural lighting. The editing style is smooth with static shots and smooth transitions. The production quality is high-end, supporting the intended tone of professionalism and reliability. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:02 Female 1: Running payroll, adding benefits. Text overlay: 00:01–00:02 Benefits / Health benefits / 00:01–00:02 Affordable health insurance made easy Visual: 00:00–00:01: A woman with dark hair in a ponytail, wearing a brown jacket over a light blue shirt, sits at a wooden desk in a woodshop. She is typing on a laptop. The Gusto website is visible on the screen, showing the benefits/health benefits page with the text "Affordable health insurance made easy." / 00:01–00:02: Close-up of the laptop screen showing the Gusto website. The menu on the left includes options like "Home," "People," "Company," "Payroll," "Time tools," "Benefits," "Taxes & compliance," "Reports," "App directory," "Settings," "Refer & earn," "Upgrade," and "Help." # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that running payroll and adding benefits can be complex and time-consuming tasks for small business owners. "Running payroll, adding benefits" – Female 1 # Value propositions - Affordable health insurance made easy # Benefits - Made easy # Features - Payroll - Benefits - Affordable health insurance # Call to action Get started for free at gusto.com # Social proof - "It's the payroll everyone's talking about" – Female 2 # Point of view - Brand 100% – The entire ad is told from the brand's perspective, promoting its payroll and benefits platform. # Storyline - 00:00–00:02 A woman is working on a laptop in a woodshop, seemingly managing payroll and benefits. - 00:02–00:05 Another woman approaches her and tells her to start using Gusto. - 00:05–00:07 The second woman explains that Gusto is the payroll everyone is talking about. - 00:07–00:09 The ad ends with a call to action to choose a future with Gusto and get started for free at gusto.com.

# Ad summary This ad features a man in a brewery who is interrupted by another version of himself to promote Gusto. The man explains that Gusto can help with payroll, benefits, and even 401k. # Brand positioning Gusto is presented as a modern and effortless solution for small business owners to manage payroll, benefits, and 401k. The brand aims to occupy the space of a user-friendly and efficient HR platform, aligning with values of simplicity and ease of use. Gusto positions itself against the norm of complicated and time-consuming HR processes, offering a functional solution that simplifies administrative tasks for business owners. # Product Gusto is an HR platform designed to simplify payroll, benefits, and 401k management for small business owners. The platform is presented as an effortless solution to what is typically a headache for business owners. Gusto offers a user-friendly interface and comprehensive features to streamline administrative tasks, making it easier for business owners to manage their employees' needs. The ad highlights Gusto's ability to handle payroll, benefits, and 401k, positioning it as a one-stop solution for HR management. The ad addresses the pain point of complicated HR processes by showcasing Gusto's simplicity and ease of use, emphasizing its value in saving time and reducing stress for business owners. # Visual style The ad has a casual and approachable aesthetic, with a mix of static shots and smooth transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent, with a moderate number of cuts per minute. The audio and visual elements are synced, with the text and product actions timed to the music and voiceover. # Hooks Spoken: 00:01–00:02 How can I help? Visual: 00:01–00:02 Close-up of the man's face as he looks up, looking confused. The background is blurred. # Funnel stage Middle of funnel (Consideration) # Pain points Payroll, benefits, and 401k management are often a headache for business owners. # Value propositions - Gusto simplifies payroll, benefits, and 401k management, making it effortless for business owners. # Benefits - Effortless HR management # Features - Payroll - Benefits - 401k # Call to action Get started for free at gusto.com # Social proof - None used. # Point of view - Customer 50% – The customer POV is communicated through the man working on his laptop, expressing the pain point of payroll being a headache. - Brand 50% – The brand POV is communicated through the second version of the man, who promotes Gusto and its features. # Storyline - 00:00–00:01 A man is working on his laptop at a brewery. - 00:01–00:02 00:01–00:02 The man looks up from his laptop, looking confused. - 00:02–00:07 00:02–00:07 Another version of the man appears, wearing sunglasses and a jacket, and tells the man to switch to Gusto for payroll, benefits, and even 401k. This is from the perspective of the brand, introducing the product and its features. - 00:07–00:09 00:07–00:09 The first man says that payroll is always such a headache, expressing the pain point that Gusto solves. - 00:10–00:12 00:10–00:12 The second man says that with Gusto, it's effortless, like looking cool in this jacket. This is from the brand's perspective, highlighting the ease of use and benefits of Gusto. - 00:12–00:14 00:12–00:14 The ad ends with the Gusto logo and the tagline "Choose a future with Gusto. Get started for free at gusto.com."

# Ad summary This ad promotes Gusto, a payroll and HR solution for small businesses. The ad features an optometrist who uses Gusto to manage payroll, compliance, benefits, and HR. The ad uses humor and a visual gag to highlight the benefits of Gusto, suggesting that it simplifies business management. # Brand positioning Gusto is presented as a comprehensive payroll and HR solution designed for small businesses. The brand aims to occupy the space of a reliable and efficient tool that simplifies complex administrative tasks such as payroll, compliance, benefits, and HR. Gusto aligns with values of simplicity and efficiency, positioning itself as a solution that allows business owners to focus on growth rather than administrative burdens. The brand pushes against the norm of complicated and time-consuming HR processes, offering a functional and straightforward solution. # Product Gusto is a payroll and HR platform designed for small businesses. It handles payroll processing, compliance, benefits administration, and HR management. The product is for small business owners who need an all-in-one solution to manage their employees and stay compliant with regulations. The ad highlights that Gusto makes payroll, compliance, benefits, and HR easy to manage. The ad addresses the pain point of complex administrative tasks by offering a streamlined, user-friendly platform. Gusto is presented as a tool that helps businesses grow by simplifying HR processes. # Visual style The ad has a bright and cheerful aesthetic with a mix of static shots and smooth transitions. The production quality is polished, giving it a commercial feel. The editing rhythm is moderate, with cuts timed to the voiceover. The visual motifs include the use of pastel colors and a clean, modern setting. # Hooks Spoken: 00:00–00:02 Payroll's running, team's growing. Visual: 00:00–00:02 Inside an optometrist's office, a woman with blonde hair and glasses, wearing a white lab coat over a light purple button-down shirt, sits at a wooden desk, typing on a pink laptop. The desk has a tray of glasses frames. In the background, there are shelves of glasses, teal tiled walls, and orange framed mirrors. The camera zooms in on the laptop screen, which displays the Gusto interface. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that managing payroll, compliance, benefits, and HR can be complex and time-consuming for small business owners. This is signaled by the need for a comprehensive solution that "works great." # Value propositions - Gusto simplifies payroll, compliance, benefits, and HR for small businesses. # Benefits - Works great # Features - Payroll - Compliance - Benefits - HR # Call to action Get started for free at gusto.com # Social proof - "Gusto payroll, compliance, benefits, HR, works great" – Female 1 (Business Owner) # Point of view - Customer 5% – The customer's POV is shown briefly when he enters the store and interacts with the optometrist. - Brand 40% – The brand's POV is communicated through text overlays and the final call to action. - Expert 55% – The optometrist acts as an expert, sharing her positive experience with Gusto. # Storyline - 00:00–00:02 00:00–00:02 The optometrist is sitting at her desk, working on a pink laptop. The Gusto interface is shown on the screen. The message is that the business owner is running payroll and the team is growing, implying that Gusto is helping her manage these tasks. The perspective is from the business owner, showing her daily tasks. - 00:02–00:07 00:02–00:07 The optometrist greets a customer. She then turns to the camera and says that Gusto payroll, compliance, benefits, and HR works great. The message is that Gusto is a comprehensive solution for managing HR tasks. The perspective is from the business owner, sharing her positive experience with Gusto. The tone is friendly and enthusiastic. - 00:07–00:11 00:07–00:11 A customer enters and asks if he is seeing double. The optometrist responds that he is just seeing her with more Gusto. The message is that Gusto simplifies HR so much that it feels like having extra help. The perspective is from the customer, experiencing the visual gag, and the business owner, explaining the joke. The tone is humorous and lighthearted. - 00:11–00:14 00:11–00:14 The optometrist and customer are standing at the counter. Text overlays appear promoting Gusto. The message is a call to action to choose a future with Gusto and get payroll built for small businesses. The perspective is from the brand, promoting its services. The tone is informative and encouraging.

# Ad summary This ad features an optometrist who uses Gusto to manage payroll and HR for her growing business. She highlights the benefits of using Gusto for payroll and encourages viewers to choose a future with Gusto. # Brand positioning Gusto is presented as a modern and efficient payroll and HR solution for small businesses. The brand aims to occupy the space of a reliable and user-friendly platform that simplifies complex administrative tasks, allowing business owners to focus on growth and team management. Gusto aligns with values of simplicity, efficiency, and future-oriented thinking, positioning itself as a tool that empowers businesses to thrive. The brand pushes against the norms of traditional, cumbersome payroll systems by offering a streamlined, tech-forward approach. The brand positioning is both functional (efficient payroll) and emotional (peace of mind, future growth). # Product Gusto is a payroll and HR platform designed for small businesses. It simplifies payroll processing, tax compliance, and team management. The platform is for business owners and HR professionals who need an efficient and user-friendly solution to handle administrative tasks. Gusto offers features such as automated payroll runs, tax calculations, and employee benefits management. A USP is its ability to streamline complex processes, saving time and reducing errors. The ad shows Gusto being used in an optometrist's office, implying it's suitable for various small business settings. Gusto addresses the purchase barrier of complicated payroll systems by offering a simple, all-in-one solution. The ad tells viewers that Gusto is worth trying because it allows them to focus on growing their business and managing their team effectively. # Visual style The ad has a polished and professional aesthetic with bright lighting and clean visuals. The editing style includes quick cuts and smooth transitions. The production quality is high, resembling a commercial. The pacing is consistent, maintaining a steady rhythm throughout the ad. The cuts and text are timed to the music and voiceover, creating a cohesive audio-visual experience. # Hooks Spoken: 00:02–00:03 Payroll's running, team's growing. Visual: 00:02–00:03 The optometrist looks up from her laptop and smiles. She is wearing glasses and a white lab coat over a lavender shirt. Behind her is an eye chart and teal tiled walls. A name tag on her lab coat reads "Hi, I'm You." # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that managing payroll and HR can be complex and time-consuming for small business owners. "Payroll's running, team's growing" suggests that Gusto simplifies these tasks, allowing owners to focus on growth. # Value propositions - Choose a future with Gusto # Benefits - Better payroll - Payroll's running, team's growing # Features - Payroll processing - Team management # Call to action Get started for free at gusto.com # Social proof - "Payroll's running, team's growing" – Female 1 (Optometrist) # Point of view - Customer 40% – The optometrist shares her positive experience using Gusto. - Brand 60% – The ad promotes Gusto's features and benefits directly to the audience. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with an optometrist working on a laptop in her office. The screen shows the Gusto interface. This sets the scene and introduces the product in a real-world context, from the perspective of a business owner using the software. The tone is professional and efficient. - 00:02–00:03 00:02–00:03 The optometrist looks up and smiles, saying, "Payroll's running, team's growing." This highlights the benefits of using Gusto, focusing on ease of payroll management and business growth. The perspective is from the business owner, sharing her positive experience. The tone is optimistic and encouraging. - 00:03–00:05 00:03–00:05 The optometrist greets a customer, then turns to the camera and says, "Hi, I'm you, with more Gusto." This creates a personal connection with the viewer, suggesting that Gusto can help them achieve more. The perspective shifts to the brand, speaking directly to the audience. The tone is friendly and relatable. - 00:05–00:07 00:05–00:07 The optometrist, wearing red glasses, smiles and says, "Set your sights on better payroll." This uses a visual pun related to her profession to emphasize the benefit of Gusto. The perspective is from the brand, reinforcing the product's value proposition. The tone is playful and confident. - 00:07–00:09 00:07–00:09 The optometrist is back at her desk, and text appears on screen: "Choose a future with Gusto." This reinforces the brand's message and encourages viewers to consider Gusto for their business. The perspective is from the brand, promoting its vision. The tone is aspirational and forward-looking. - 00:09–00:09 00:09–00:09 The Gusto logo appears with the tagline "Get started for free at gusto.com." This provides a clear call to action and encourages viewers to try the product. The perspective is from the brand, providing a direct offer. The tone is inviting and accessible.

# Ad summary This ad features a business owner in her workshop who uses Gusto to manage her business's HR and payroll needs. She introduces her new social media manager, hired and onboarded through Gusto, and emphasizes the ease and efficiency the platform provides. # Brand positioning Gusto is presented as a modern, user-friendly HR and payroll platform designed for small to medium-sized businesses. The brand aims to occupy the space of a comprehensive solution that simplifies complex administrative tasks, allowing business owners to focus on their core operations. Gusto aligns with values of efficiency, ease of use, and employee satisfaction, promoting a lifestyle where business management is streamlined and stress-free. The brand pushes against the norm of complicated, outdated HR systems by offering an intuitive, all-in-one platform. The brand positioning is both functional (simplifying HR tasks) and emotional (providing peace of mind and empowering business owners). # Product Gusto is an all-in-one HR and payroll platform designed for small to medium-sized businesses. It simplifies tasks such as hiring, onboarding, paying employees, and managing benefits. The platform is for business owners and HR managers who need an efficient and user-friendly solution to handle their administrative tasks. Key features include affordable health insurance made easy, benefits for any budget, and tools to save time and stay compliant. The ad highlights Gusto's ability to streamline the hiring and onboarding process, as well as manage payroll. By showing the business owner easily signing up for benefits and hiring a new social media manager, the ad addresses the purchase barriers of complexity and time consumption associated with traditional HR systems. The ad tells the viewer that Gusto is worth trying because it simplifies HR tasks, allowing them to focus on growing their business. # Visual style The ad has a polished commercial aesthetic with natural lighting and warm tones. The editing style is smooth with static shots and simple transitions. The production quality is high, giving it a professional feel. The pacing is consistent, with a moderate rhythm that keeps the viewer engaged. The visuals are synced with the voiceover, emphasizing key points. # Hooks Spoken: 00:01–00:02 All signed up! Text overlay: 00:01–00:02 Benefits / Health benefits / 00:01–00:02 Affordable health insurance made easy / 00:01–00:02 Explore new plans / 00:01–00:02 I already have a plan Visual: 00:00–00:01 A woman with dark skin and braided hair, wearing a brown button-down shirt over a light blue t-shirt, sits at a wooden desk in a workshop. She is typing on a white laptop. The background includes a wall with horizontal teal stripes and the words "NUTS + BOLTS" in red lettering. A red bottle and wooden blocks are on the desk. The camera is stationary, showing a medium shot of the woman. The lighting is warm and natural. The Gusto logo is in the bottom right corner. / 00:01–00:02 A close-up shot of the laptop screen shows the Gusto website. The screen displays the "Benefits / Health benefits" section with the headline "Affordable health insurance made easy." There are options to "Explore new plans" and "I already have a plan." The camera is stationary, focusing on the interface. The lighting is bright and clear. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the complexity and time consumption associated with managing HR and payroll tasks, especially for small to medium-sized businesses. This is signaled by the initial focus on signing up for benefits and the subsequent mention of hiring, onboarding, and paying employees. # Value propositions - Affordable health insurance made easy: Simplifies the complex process of finding and managing health insurance for employees. - Benefits for any budget: Provides flexible options to offer competitive benefits without breaking the bank. - Tools to save time and stay compliant: Reduces the administrative burden and ensures compliance with regulations. # Benefits - Easy to sign up for benefits - Streamlined HR tasks - Efficient employee management - Simplified administrative tasks # Features - Affordable health insurance - Benefits for any budget - Tools to save time and stay compliant - Hiring - Onboarding - Payroll # Call to action None used. # Social proof - "What is good, Nuts and Bolts fam?" – Female 2 (Social Media Manager). This implies that the business is active on social media and has a following. # Point of view - Customer 80% – The ad is primarily told from the perspective of a business owner who uses and benefits from Gusto. - Brand 20% – The brand's official voice is present through the business owner's testimonials and product claims. # Storyline - 00:00–00:01 00:00–00:01 The scene opens with a woman working on a laptop in a workshop. She is looking at the Gusto website, specifically the benefits section. The message conveyed is that she is managing her employee benefits through Gusto. The perspective is from the business owner, showing her ease of use with the platform. The tone is calm and efficient. - 00:01–00:02 00:01–00:02 The woman says, "All signed up!" This conveys her satisfaction with the ease of signing up for benefits. The perspective is from the business owner, expressing her positive experience. The tone is satisfied and relieved. - 00:03–00:05 00:03–00:05 The woman introduces herself as "you with more Gusto." This implies that using Gusto enhances her business capabilities. The perspective is from the brand, personified by the business owner, showcasing the benefits of using Gusto. The tone is confident and friendly. - 00:05–00:06 00:05–00:06 The woman is standing next to another woman who is recording a video on her phone. This conveys that the business is active on social media. The perspective shifts to the social media manager, highlighting the modern approach of the business. The tone is energetic and collaborative. - 00:07–00:09 00:07–00:09 The woman is back at her laptop, looking surprised. She asks, "Who's this?" This conveys her curiosity about the new social media manager. The perspective is from the business owner, showing her engagement with her team. The tone is inquisitive and slightly amused. - 00:09–00:11 00:09–00:11 The woman explains that she just hired, onboarded, and paid her new social media manager with Gusto. This highlights the platform's comprehensive HR capabilities. The perspective is from the brand, personified by the business owner, showcasing the ease of managing employees with Gusto. The tone is informative and proud. - 00:12–00:14 00:12–00:14 The woman says, "And spoiler, we're kind of famous." This adds a touch of humor and implies that using Gusto has contributed to the business's success. The perspective is from the brand, personified by the business owner, adding a playful element to the ad. The tone is lighthearted and confident.

# Ad summary This ad features a female business owner who runs an eye glass store. She is using Gusto to help with payroll, HR, and compliance. She is sitting at her desk working on her laptop when a male customer walks up to her desk. She tells him that Gusto is great and that it helps with payroll, compliance, and everything is synced. The male customer puts on a pair of glasses and says, "Magic." The ad ends with the male customer dancing and the Gusto logo appearing on the screen. # Brand positioning Gusto is presented as a comprehensive solution for small business owners, particularly those with growing teams. The brand aims to occupy the space of a reliable and efficient partner that simplifies complex HR and payroll tasks. Gusto aligns with values of ease, integration, and compliance, promoting a stress-free business management experience. The brand pushes against the norm of complicated and disjointed HR solutions by offering an all-in-one, synced platform. The brand positioning is both functional (simplifying payroll and compliance) and emotional (providing peace of mind and enabling business growth). # Product Gusto is presented as an all-in-one HR, payroll, and compliance platform designed for small business owners. It simplifies complex tasks such as payroll processing, tax compliance, and HR management by syncing all these functions into a single, easy-to-use system. The product is for business owners who need a comprehensive solution to manage their employees and ensure compliance with regulations. The ad highlights that Gusto helps with payroll, compliance, and keeps everything synced, addressing the pain point of disjointed and complicated HR processes. Gusto is worth trying because it offers a seamless and efficient way to manage HR and payroll, allowing business owners to focus on growing their business. # Visual style The ad has a polished, commercial aesthetic with bright lighting and a clean, modern design. The editing style includes static shots and smooth transitions. The production quality is high, giving the ad a professional feel. The pacing is consistent, with a moderate tempo that keeps the viewer engaged. # Hooks Spoken: 00:00–00:02 Payroll's running, team's growing. Visual: 00:00–00:02 A medium shot of a woman with blonde hair wearing glasses and a white lab coat, sitting at a desk in an eye glass store. She is typing on a pink laptop. The Gusto website is displayed on the laptop screen. The background includes shelves of eyeglasses and colorful wall decor. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that managing payroll and compliance can be challenging for small business owners, especially as their teams grow. This is signaled by the opening line, "Payroll's running, team's growing." # Value propositions - All synced: Implies seamless integration and ease of use. - Get the best of small business payroll: Suggests superior service and value for small businesses. # Benefits - Gusto is great - Get the best of small business payroll # Features - Payroll - Compliance - All synced # Call to action Get started for free at gusto.com # Social proof - "Gusto is great. Payroll, compliance, everything. All synced." – Female 1 (Business Owner) - "Couldn't have said it better myself." – Female 1 (Business Owner) # Point of view - Customer 50% – The ad features a business owner and a customer who both express positive opinions about Gusto, conveying their experiences and perspectives. - Brand 50% – The brand's voice is present through the on-screen text and the overall message promoting Gusto's features and benefits. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a shot of a laptop screen displaying the Gusto interface, showing tax information and settings. The voiceover states, "Payroll's running, team's growing." This sets the stage by highlighting the challenges of managing payroll and growth, from the perspective of a business owner. - 00:02–00:03 00:02–00:03 A female business owner is sitting at her desk in an eye glass store. She looks up and says, "Hi there." This introduces the business owner as the main character and sets a friendly, approachable tone. - 00:03–00:07 00:03–00:07 The business owner is standing in her store and says, "Gusto is great. Payroll, compliance, everything." This is a testimonial from the business owner, emphasizing the benefits of using Gusto. The tone is enthusiastic and positive. - 00:07–00:09 00:07–00:09 The business owner is sitting at her desk and says, "All synced." This reinforces the idea that Gusto integrates all HR functions seamlessly. The tone is reassuring and confident. - 00:09–00:10 00:09–00:10 The business owner is sitting at her desk and says, "Couldn't have said it better myself." This adds a touch of humor and self-awareness, making the testimonial feel more genuine. - 00:10–00:12 00:10–00:12 A male customer tries on a pair of glasses and says, "Magic." This is a reaction to the ease and efficiency of Gusto, as if it magically solves HR problems. The tone is lighthearted and whimsical. - 00:12–00:14 00:12–00:14 The male customer is standing in the store and says, "Get the best of small business payroll. Choose a future with Gusto." This is a direct call to action, encouraging viewers to choose Gusto for their payroll needs. The tone is confident and persuasive.

# Ad summary This ad features a woman with blue and purple hair who is the studio manager at State. She talks about how Gusto has helped her team unlock their creativity and how payroll and HR used to be a blur until they started using Gusto. She says that working through Gusto's UI and illustrations was easy and that it felt like a platform built for people like them. She concludes by saying that switching to Gusto was one of their best ideas yet and that they always smile when they get their payday email. # Brand positioning State is presented as a creative studio that values innovation and collaboration. The brand aims to occupy a space in the consumer's mind as a modern and forward-thinking company that prioritizes its employees' well-being and creativity. The brand aligns with values of ease, efficiency, and a people-first approach, suggesting a culture that is both professional and personable. State pushes against the norm of HR and payroll being a tedious and complicated process, instead promoting a seamless and enjoyable experience. The brand positioning is both functional, in terms of simplifying HR tasks, and emotional, in terms of fostering a positive and creative work environment. # Product Gusto is presented as an HR and payroll platform designed to simplify and streamline administrative tasks for businesses. The product is for teams and companies looking to unlock their creativity by removing the complexities of payroll and HR. The ad highlights the platform's user-friendly interface (UI) and engaging illustrations, suggesting it is easy to navigate and visually appealing. A key USP is that Gusto makes payroll and HR processes feel less like a chore and more like a seamless part of the workflow. The ad addresses the purchase barrier of HR and payroll being perceived as complicated and time-consuming, positioning Gusto as a solution that makes these tasks easy and even enjoyable. The ad tells the viewer that Gusto is worth trying because it is a platform built for people, making HR and payroll a breeze and fostering a positive work environment. # Visual style The ad has a polished, commercial aesthetic with a blend of studio-lit shots and natural lighting. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The production quality is high, giving the ad a professional and trustworthy feel. The pacing is consistent, maintaining a steady rhythm throughout the video. The audio-visual sync is well-executed, with cuts and product actions timed to the music beats and voiceover lines. # Hooks Spoken: 00:01–00:02 Great ideas don't just happen. Text overlay: 00:02–00:04 Tais Marcelo Visual: 00:00–00:01 The camera focuses on the exterior signage of "State" with the address "2332 P" visible below. The sign is gray against a light beige building facade, under a clear blue sky. The camera zooms in slightly, bringing the sign into sharper focus. / 00:01–00:02 A woman with short, blue and purple hair, fair skin, and light makeup is centered in the frame, speaking directly to the camera. She wears a white top and stands in front of a brick wall with a modern art piece hanging on it. The lighting is soft and natural. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is that payroll and HR can be a complex and tedious process that hinders team creativity. The ad addresses this by stating, "Payroll and HR were always a blur." # Value propositions - Switching to Gusto was one of our best ideas yet - We always smile when we get that payday email # Benefits - Unlock my team creativity - Payroll and HR were always a blur # Features - UI - Illustrations # Call to action Get started for free at gusto.com # Social proof - "It felt like a platform built for people like us" – Female 1 (Studio Manager) - "Switching to Gusto was one of our best ideas yet" – Female 1 (Studio Manager) # Point of view - Customer 100% – The entire ad is told from the perspective of a studio manager at State, who is a customer of Gusto, sharing her positive experience with the platform. # Storyline - 00:00–00:02 00:00–00:02 The studio manager at State introduces the idea that great ideas don't just happen, but require the right people in the right environment. This sets the stage for how Gusto helps create that environment. - 00:02–00:05 00:02–00:05 The studio manager explains that she is constantly looking for ways to unlock her team's creativity. This highlights the brand's commitment to innovation and employee empowerment. - 00:05–00:06 00:05–00:06 The ad shows a team of people working on laptops at a table. This visual reinforces the idea of collaboration and teamwork. - 00:06–00:10 00:06–00:10 The studio manager states that payroll and HR were always a blur until they started a project with Gusto. This introduces the problem that Gusto solves. - 00:10–00:16 00:10–00:16 The ad shows the team working on a laptop with the Gusto interface displayed. This provides a visual demonstration of the product in use. - 00:16–00:19 00:16–00:19 The studio manager explains that working through Gusto's UI and illustrations was easy. This emphasizes the product's user-friendliness. - 00:19–00:22 00:19–00:22 The studio manager states that it felt like a platform built for people like them. This reinforces the idea that Gusto is designed with the user in mind. - 00:22–00:26 00:22–00:26 The studio manager concludes by saying that switching to Gusto was one of their best ideas yet. This serves as a strong endorsement of the product. - 00:26–00:29 00:26–00:29 The studio manager states that they always smile when they get their payday email. This highlights the positive emotional impact of using Gusto.

# Ad summary This ad for Gusto uses a simple visual of a hand pressing a button to communicate how easy it is to run payroll with their software. # Brand positioning Gusto is presented as a modern and efficient solution for businesses looking to simplify their payroll processes. The brand aims to occupy the space of a user-friendly, almost effortless service, as suggested by the phrase "Blink and payroll's done." The brand aligns with values of simplicity and ease of use, pushing against the norm of complicated and time-consuming payroll management. The brand positioning is functional, emphasizing the simplicity and speed of the service. # Product Gusto is a payroll service designed to make running payroll quick and easy. The ad suggests that with Gusto, payroll can be completed almost instantly. The product is for business owners or managers who need to process payroll. The ad addresses the common pain point of payroll being a time-consuming task by presenting Gusto as a solution that simplifies the process. # Visual style The ad has a clean and minimalist visual style with flat colors and simple cartoon-style illustrations. The production quality appears to be digitally created, with a focus on clarity and ease of understanding. The visual motifs include a clear button and a hand, emphasizing the ease of use. The image treatment is minimal, with no filters or complex effects. The typography is large and bold, making it easy to read. The style is designed to be scannable and attention-grabbing in a feed. # Hooks Headline: Blink and payroll's done. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of payroll being a time-consuming and complicated task. The phrase "Blink and payroll's done" directly counters this frustration by suggesting that Gusto makes payroll processing incredibly fast and easy. # Value propositions - Blink and payroll's done. # Benefits - payroll's done # Features - Run payroll # Call to action None used. # Social proof - None used. # Point of view - Brand: The top caption states "Blink and payroll's done. That's Gusto," which is a direct claim about the brand's service. - Customer: The visual of a hand pressing the "Run payroll" button shows the action from the user's perspective, emphasizing the ease of use. # Storyline - The ad opens with the statement "Blink and payroll's done," immediately conveying the message that Gusto makes payroll processing incredibly fast and easy. This is told from the brand's perspective, highlighting the core benefit of their service. - The phrase "That's Gusto" reinforces the brand's name and connects it directly to the promise of effortless payroll. This is also told from the brand's perspective, solidifying the brand's association with simplicity and efficiency. - A visual of a hand pressing a button labeled "Run payroll" illustrates the simplicity of the process. This is shown from the customer's perspective, demonstrating the ease of use and direct action required to complete payroll with Gusto.