How Helix Sleep Advertises on Meta

# Ad summary This ad features two images of the Helix Midnight mattress in different bedroom settings. The ad highlights the mattress's award-winning status and availability in stores. # Brand positioning Helix Sleep is presented as a provider of award-winning mattresses, emphasizing quality and recognition. The brand aims to occupy a space in the consumer's mind as a reliable and reputable choice for sleep solutions. By highlighting the availability of their mattresses in physical stores, Helix Sleep bridges the gap between online reputation and the traditional mattress-buying experience, catering to customers who value both convenience and the ability to test products in person. The brand positioning is both functional (award-winning quality) and emotional (trust and reliability). # Product The featured product is the Helix Midnight mattress, designed for comfort and support. The ad showcases the mattress in two different bedroom settings, emphasizing its suitability for various interior styles. The mattress has a white top with a patterned design and a dark blue border. The ad addresses the purchase barrier of online mattress shopping by highlighting that the mattresses are "Available to try & buy in stores near you!" # Visual style The ad has a clean and polished visual style, with well-lit product shots and neutral color palettes. The production quality is high, suggesting a professional studio shoot. The visual motifs include a split-screen layout with two different bedroom settings, emphasizing the mattress's versatility. The image treatment includes subtle color grading to create a warm and inviting atmosphere. The typography is clean and legible, with a focus on clear messaging. # Hooks Headline: Award-Winning Mattresses # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of uncertainty when purchasing a mattress online, as customers cannot physically test the product before buying. # Value propositions - Award-Winning Mattresses Available to try & buy in stores near you! # Benefits - Available to try & buy in stores near you! # Features - Award-Winning # Call to action None used. # Social proof - Award-Winning Mattresses # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its availability. # Storyline - The ad opens with a visually appealing image of the Helix Midnight mattress in a bedroom setting. This is intended to capture the viewer's attention and showcase the product in a lifestyle context. The brand is telling the story from a product-focused perspective, highlighting its aesthetic appeal and integration into a comfortable living space. - The ad then transitions to the brand logos of Helix and The Sleep Loft, accompanied by the text "Award-Winning Mattresses" and "Available to try & buy in stores near you!". This beat aims to build credibility and address a key purchase barrier by informing the viewer that they can experience the mattress in person. The brand is telling the story from a promotional perspective, emphasizing its accolades and accessibility. - The ad concludes with another image of the Helix Midnight mattress in a different bedroom setting. This reinforces the product's versatility and visual appeal, further enticing the viewer. The brand is telling the story from a product-focused perspective, reinforcing its aesthetic appeal and integration into a comfortable living space.

# Ad summary This ad showcases a woman visiting a Rooms To Go store to test out Helix mattresses in person. She highlights the benefits of trying mattresses in a real bedroom setting, the helpfulness of the store employees, and the availability of Helix mattresses for kids. She emphasizes the importance of making the right mattress choice and recommends visiting Rooms To Go to find the perfect Helix mattress. # Brand positioning Helix Sleep is presented as a modern mattress brand that values both online convenience and in-person testing. The brand is positioned as a provider of high-quality mattresses available at Rooms To Go, emphasizing the importance of personalized comfort and informed decision-making. By allowing in-store testing, Helix Sleep addresses a common barrier to entry for online mattress brands, positioning itself as a customer-centric brand that prioritizes the sleep experience. # Product The advertised product is Helix Sleep mattresses, specifically available at Rooms To Go stores. The ad showcases two models: the Midnight Luxe and Midnight Elite, as well as a children's model, but focuses mainly on the Midnight Elite. These mattresses are designed to provide temperature regulation, pressure relief, and plenty of support. The ad highlights the benefit of testing these mattresses in a real bedroom setting at Rooms To Go, where helpful employees can answer questions. By offering a physical testing environment, Helix Sleep aims to make the mattress selection process easier and more informed. # Visual style The ad has a bright, clean aesthetic typical of UGC-style content, combined with the staged look of a furniture showroom. The editing is quick, with frequent cuts between shots of the woman interacting with the mattresses and talking to the camera. The production quality is a hybrid between polished commercial and casual, vlog-style footage. The pacing is consistent, with cuts timed to the beat of the background music. # Hooks Spoken: 00:00–00:02 Trying out mattresses in person [casual] just hits different. Text overlay: 00:00–00:02 Trying out mattresses in person / 00:02–00:02 just hits different. Visual: 00:00–00:02 A woman with long brown hair, wearing a green quarter zip and light jeans, walks towards a Rooms To Go store. The camera, held selfie style, shows the bright blue sky and the store's entrance. Inside, she lays on a black Helix mattress with a white geometric pattern, arms spread, smiling. # Funnel stage Consideration # Pain points Selecting a mattress can be a daunting decision, as people want to make sure they get it right. # Value propositions - In person testing gives a real bedroom feel - Helpful employees make the decision easier - Kids mattresses meet the needs of the whole family - Extensive testing leads to confidence in your purchase - The Midnight Elite mattress provides the temperature regulation, pressure relief, and support you are looking for # Benefits - Totally worth it! - Real bedroom feel - Helpful employees - Extensive in store testing # Features - Midnight Luxe - Midnight Elite - Helix mattresses for kids - Temperature regulation - Pressure relief - Plenty of support # Call to action Head to your nearest Rooms To Go and find your perfect Helix mattress today. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer sharing her experience of testing Helix mattresses at Rooms To Go. # Storyline - 00:00–00:02 00:00–00:02 Trying out mattresses in person hits different and shows the Rooms to Go store front, then the woman spreads out on a Helix Mattress. - 00:02–00:06 00:02–00:06 The woman is excited that Helix is now at Rooms to Go, so she can check them out for herself. This comes across as a customer experience in a video format, shown by the woman in selfie style speaking directly to the camera, before walking to the store front. - 00:06–00:12 00:06–00:12 The woman shows herself thoroughly testing the Midnight Luxe and Midnight Elite mattresses. This emphasizes the brand's commitment to in-person evaluation and the quality of both options. - 00:12–00:16 00:12–00:16 Selecting a mattress is no small decision. The woman wants to make sure she gets it right, addressing the hesitation in making the wrong mattress purchase and the weight put behind the decision. - 00:16–00:20 00:16–00:20 The woman emphasizes that going to Rooms To Go to test the Helix mattresses was totally worth it. It is delivered in a selfie style, speaking directly to the camera. - 00:21–00:25 00:21–00:25 The woman loves that everything is set up in a real bedroom so you can get a feel for what it's like in a space. Visually, this comes off as staged bedrooms in a Rooms to Go showroom to try out. - 00:26–00:29 00:26–00:29 The Rooms to Go employees were really helpful, as they answered all of her questions. The camera pans around to show a sign about helix and the different features of a bed. - 00:29–00:32 00:29–00:32 The woman mentions they have Helix mattresses for kids too. This broadens the appeal and target market for the brand. - 00:32–00:35 00:32–00:35 After extensive testing, she finally made her pick. It progresses to showing how fun it is to test the mattresses, visually and tonally. - 00:35–00:41 00:35–00:41 The woman shows that the Midnight Elite had everything that she was looking for. Visually, there are different features listed on the side of the mattress. - 00:41–00:46 00:41–00:46 She says, who knew buying a mattress could be this fun? Head to your nearest Rooms To Go and find your perfect Helix mattress today. She gives a thumbs up and smile.

# Ad summary A cleanly shot ad displays two Helix mattresses to promote award-winning quality. Each mattress sits on a stylish bed frame inside a bedroom setting. # Brand positioning Helix Sleep is presented as a purveyor of award-winning mattresses that are available to try and buy in stores. The visual emphasis on modern bedroom settings and stylish bed frames suggests an alignment with consumers who value both comfort and design. The brand seems to position itself against generic or purely functional mattress brands by emphasizing both quality and aesthetic appeal. # Product The ad showcases Helix Sleep mattresses, which appear to be hybrid mattresses featuring a combination of foam and coil construction. The mattresses are shown on modern bed frames in staged bedroom settings, highlighting their design and fit within contemporary interiors. The visible 'Helix Midnight' label suggests a specific model known for balanced comfort, likely targeting a wide range of sleepers. The ad seems to address the common purchase barrier of uncertainty by inviting customers to try and buy the mattresses in nearby stores. # Visual style The ad has a clean and modern visual style with a focus on showcasing the mattresses in aesthetically pleasing bedroom settings. The production quality is high, with professional staging, lighting, and color grading that gives it a polished look. The use of neutral colors and soft lighting contributes to a calm and inviting atmosphere. The ad is designed to be easily scannable in-feed. # Hooks Headline: Award-Winning Mattresses # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Award-winning mattresses, available in stores # Benefits - Available to try & buy in stores near you! # Features - Award-Winning # Call to action None used. # Social proof - Award-Winning # Point of view - Brand: Throughout the ad, the brand presents its mattresses in visually appealing bedroom settings and highlights their award-winning status and availability in stores. # Storyline - The ad opens by displaying a Helix Midnight mattress in a staged bedroom setting, which immediately introduces the product and demonstrates its integration into a stylish, modern home. This is from the brand's POV to set the scene. - The ad then transitions to a middle section with both the Helix and Mattress Firm logos with the headline 'Award-Winning Mattresses' and the line, 'Available to try & buy in stores near you!' This highlights the key benefit of the product and how/where a consumer can purchase it. This is from the brand's POV. - The ad concludes by showing another Helix mattress (or the same one) in a staged bedroom setting with a cream colored bed frame, reinforcing the aesthetic appeal of the product and its fit within a modern home. This is from the brand's POV.

# Ad summary This ad promotes the Helix Dual Comfort Topper as a solution for couples who have different preferences for mattress firmness. The ad features a couple expressing their individual needs for soft and firm support, and how the Helix topper allows them to customize each side of the bed to their liking, resulting in better sleep and no more compromises. # Brand positioning Helix Sleep positions itself as a brand that understands individual sleep preferences and offers customizable sleep solutions. The brand focuses on resolving the common issue of couples having differing needs for mattress firmness by offering a Dual Comfort Topper that addresses this specific problem. The brand promotes a functional and practical approach to sleep, with an emphasis on providing comfort and support tailored to each person's needs. Helix pushes against the norm of one-size-fits-all mattresses, providing a personalized sleep experience that minimizes compromises and enhances overall sleep quality. # Product The Helix Dual Comfort Topper is a mattress topper designed to provide customized comfort for couples with different mattress firmness preferences. The topper features two distinct sides, one soft and one firm, allowing each individual to tailor their side of the bed to their liking. The topper also features a GlacioTex cover for a cooling effect. By using this product, partners can sleep through the night without tossing, turning, or compromising on their preferred firmness levels. The topper resolves issues such as constant sleep fights and the need to agree on a single mattress firmness. It caters to couples seeking personalized comfort without needing to purchase an entirely new mattress. # Visual style The ad has a polished UGC aesthetic, blending authentic user-generated content with clear, commercial-style product shots. The lighting is natural and the camera work is stable, which contributes to a casual yet professional feel. Editing is quick, maintaining a fast pace with frequent cuts. The visual motifs include consistent shots of the product and the couple interacting with it. The pacing is upbeat, with cuts timed to coincide with music. # Hooks Spoken: Male 1: You're not alone! Text overlay: If you and your partner can’t agree on how your be should feel… / you’re not alone! Visual: 00:00–00:01 A person’s hand presses down on a white mattress topper, showcasing the texture. The mattress is on a bed with a gray bed skirt. The text “If you and your partner can’t agree on how your be should feel…” is overlaid on the shot. / 00:01–00:03 A medium shot of a man with dark hair and a beard, wearing a black t-shirt and blue and gray plaid pajama pants sitting on a bed with white sheets. He looks directly at the camera and says, “you’re not alone!” # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the struggle couples face when they have different preferences for mattress firmness, leading to sleep disturbances and compromises. “It was a constant sleep fight!” # Value propositions - Customized comfort for couples with different preferences for mattress firmness. - Each person can tailor their side of the bed to their liking. - It’s cooling thanks to its GlacioTex cover. # Benefits - No more tossing - No more compromising - Finally sleep through the night # Features - Dual comfort: One side soft, the other side firm - GlacioTex cover: Cooling # Call to action Get Helix’s Dual Comfort Topper Today! # Social proof - “We finally sleep through the night. No more tossing, no more compromising. It’s been a game changer!” – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of customers sharing their experience and preferences, giving a personal and relatable account. # Storyline - 00:00–00:01 The ad begins by posing a relatable question to viewers in a text overlay: “If you and your partner can’t agree on how your bed should feel…” - 00:01–00:02 The narrator validates the problem: “you’re not alone!” This sets a tone of empathy and understanding, framing the ad from the perspective of someone who acknowledges a common couple's struggle. - 00:03–00:05 A woman states her preference: “I love my side super soft.” This introduces one side of the comfort dilemma, emphasizing the personal need for a specific level of softness. - 00:05–00:08 The scene switches to a shot of the couple laying in bed, followed by the woman climbing on top of the man. She exclaims that he “needs firm support.” She then tackles him. - 00:07–00:09 The woman then declares: “It was a constant sleep fight!” - 00:09–00:11 A hand is seen holding the product and the brand name: “We found the dual comfort topper from Helix.” This signals the introduction of a solution, shifting the focus from the problem to the advertised product. - 00:12–00:17 The man lists the features of the product, stating “One side soft, the other side firm—and it’s cooling thanks to its GlacioTex cover.” - 00:17–00:22 The woman states that “We finally sleep through the night. No more tossing, no more compromising. It’s been a game changer!”, reinforcing the product's effectiveness. - 00:22–00:25 The man states “If you and your partner can’t agree on a mattress, start here!”, urging viewers to consider the product as a viable solution.

# Ad summary This ad for Helix mattress advertises their largest selection in the Triangle area and announces that the award-winning mattresses seen online are now available to shop in-store. # Brand positioning Helix Sleep is presented as a high-quality, award-winning mattress brand. By mentioning their largest selection in the Triangle, the ad subtly suggests that Helix is a popular and trusted choice in that geographic area. The brand is functional by providing high-quality mattresses that are available online and in-store. # Product The product being advertised is a Helix mattress. It appears to be a hybrid mattress with a white top layer and a navy blue trim around the sides. The label on the mattress identifies it as a "HELIX MIDNIGHT" mattress. # Visual style The ad uses a clean, well-lit studio shot to present a polished and inviting image of the Helix mattress. The visual motif is a blend of lifestyle and product focus, showcasing the mattress in a realistic bedroom setting. The image treatment includes soft lighting and natural color grading, which contribute to a calming and trustworthy aesthetic. The typography is integrated in a simple and legible manner, ensuring clear communication of the key messages. The overall visual style is designed to feel approachable and informative, fitting well within a typical in-feed ad environment. # Hooks Headline: The Triangle's Largest Helix Selection # Funnel stage Consideration # Pain points Customers may be hesitant to purchase a mattress online without first trying it out. The phrase, "The award-winning mattresses you saw online—now available to shop in-store!" alleviates this concern by making Helix mattresses available in brick and mortar locations, allowing customers to experience the product before buying. # Value propositions - Shop award-winning mattresses that you are familiar with in-store. # Benefits - Mattresses you saw online now available to shop in-store # Features - Award-winning mattresses # Call to action None used. # Social proof - Award-winning mattresses # Point of view - Brand: The brand voice is used throughout the ad to highlight its selection, awards, and availability. # Storyline - The ad opens by declaring “The Triangle’s Largest Helix Selection,” immediately informing potential customers that Helix has a significant presence in their region. This positions Helix as a trusted and widely available brand, as told from the brand's perspective. - The brand follows up by mentioning, “The award-winning mattresses you saw online—now available to shop in-store!” This narrative beat bridges the convenience of online shopping with the tangible experience of shopping in-store. This addresses a common customer desire to test a mattress before buying, while still acknowledging the appeal of online browsing from the brand's perspective.

# Ad summary An advertisement for Helix mattresses. The ad features a neatly made bed with an award-winning Helix mattress. The ad invites customers to try and buy Helix mattresses at local stores. # Brand positioning Helix Sleep is presented as a premium mattress brand, emphasizing quality and recognition through the claim of 'Award-Winning Mattresses.' The brand aligns itself with comfort and the idea of a restful sleep experience. By partnering with Boise Mattress, it suggests that Helix products are available at local retail stores, enhancing accessibility. The brand aims to occupy the space of a trusted, high-quality mattress provider, appealing to customers who value both comfort and convenience. # Product The advertised product is a Helix mattress, specifically the Helix Midnight Luxe. The mattress features a quilted top layer, offering enhanced comfort, and a dark blue border. It is designed for sleepers seeking a balance of comfort and support. The ad highlights that the mattresses are available for customers to try and buy in stores near them, which addresses the purchase barrier of not being able to test the product before buying. The product is presented as an award-winning option, suggesting superior quality and design. # Visual style The ad has a polished, studio-shot production quality with a focus on showcasing the mattress in a real-world setting (a bedroom). The color palette is soft and muted, with neutral tones and diffused lighting, creating a calm and inviting atmosphere. The typography is clean and legible, integrated seamlessly into the overall design. The style is platform-native and scannable, designed to capture attention quickly in-feed with a focus on aspirational lifestyle cues. # Hooks Headline: Award-Winning Mattresses # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the customer's need to try out a mattress before purchasing, which is usually a major purchase barrier. The copy, 'Available to try & buy in stores near you!' directly addresses this concern. # Value propositions - Award-winning quality available for convenient in-store purchase # Benefits - Available to try & buy in stores near you! # Features - Award-Winning Mattresses # Call to action None used. # Social proof - Award-Winning Mattresses # Point of view - Brand: The brand logo, product presentation, and claims of quality and availability come from the brand's perspective to promote and sell the product. - Customer: The invitation to try and buy the mattress in nearby stores provides a customer-centric message focused on ease of access and purchase. # Storyline - The ad presents the Helix brand and Boise Mattress as partners to immediately convey availability to consumers, which builds trust and recognition. This is from the brands' point of view. - The advertisement declares that Helix mattresses are award-winning, establishing credibility and quality. This is from the brand's perspective. - The advertisement declares that Helix mattresses are available to try & buy in stores near you, indicating convenience and accessibility for the customer. This is from the brand's perspective.

# Ad summary This image ad promotes Helix mattresses in partnership with Midwest Mattress, highlighting the mattresses as award-winning and available for purchase in stores. # Brand positioning Helix Sleep positions itself as a modern, accessible mattress brand, emphasizing award-winning quality and availability in physical retail locations. The brand seeks to occupy a space in the consumer's mind as a trustworthy and accessible option, aligning with the values of quality and convenience. By partnering with Midwest Mattress, they promote retail availability, moving against the norm of online-only mattress brands. # Product The featured product is the Helix mattress, specifically the Midnight model. It is presented as an award-winning mattress available for purchase in stores. The ad focuses on the mattress's availability for testing and buying in physical retail locations, addressing the purchase barrier of not being able to try a mattress before buying. The visual showcases the mattress design, with its white top layer and navy blue border. # Visual style The ad features a clean and bright studio shot with a focus on showcasing the product in a lifestyle setting. The image treatment includes soft lighting and neutral color grading to create a calming and inviting atmosphere. The typography is simple and legible, integrated into the design without being overly disruptive. The overall visual style is modern and polished, aiming for a high-end feel that enhances the product's appeal. # Hooks Headline: Award-Winning Mattresses # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the customer's pain point of wanting to test a mattress before purchasing, which is a common concern when buying online. # Value propositions - Award-Winning Mattresses - Available to try & buy in stores near you! # Benefits - Available to try & buy in stores near you! # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing the mattress and its retail availability. # Storyline - The ad starts by showcasing the Helix mattress in a bedroom setting. This establishes a visual context for the product's use and appeal, seen from the brand's perspective. - The ad highlights the partnership between Helix and Midwest Mattress, emphasizing availability at local stores. This expands the narrative by adding an external endorsement and accessibility to the product, showing the brand's perspective. - The ad states that the mattresses are award-winning and available to try and buy in stores near the customer. This directly communicates the product's value and purchase options, from the brand's perspective.

# Ad summary This ad showcases the Helix Kids mattress, highlighting how it helps children sleep through the night. The ad features a family setting up the mattress and their child sleeping comfortably on it. # Brand positioning Helix aims to be a brand that provides quality sleep solutions for the entire family, positioning itself as a provider of comfort and rest. It aligns with values of family well-being and restfulness, stepping away from simply selling mattresses and instead selling a full night's sleep for both kids and their parents. The brand focuses on the functional benefit of comfort, particularly for children, addressing a key emotional need for parents: ensuring their child sleeps soundly. # Product The Helix Kids mattress is designed to provide a comfortable sleep experience for children, helping them to sleep through the night. The mattress addresses the issue of disrupted sleep for parents by ensuring their child sleeps soundly. The key selling point is comfort, which is conveyed through visuals of the child sleeping peacefully and the text overlay that mentions the mattress being "so comfortable she's asleep all night!" # Visual style The ad has a UGC feel, with simple cuts and static shots. The production quality suggests a casual home environment, which supports the tone of a real customer sharing their experience. The pacing is slow. # Hooks Text overlay: POV: You're finally getting regular, quality sleep because your kid isn't waking you up every night. Her new Helix kid's mattress is so comfortable she's asleep all night! Visual: 00:00–00:01: A woman and a man are shown putting a mattress into a white four-poster bed in a child's room. The child's room has light tan colored walls, a light beige carpet, and white furniture. There is a window covered with a white curtain. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points Parents are being woken up every night by their child. # Value propositions - The Helix Kids mattress is a solution for parents seeking regular, quality sleep by preventing their child from waking them up at night. # Benefits - Getting regular, quality sleep - Your kid isn't waking you up every night - So comfortable she's asleep all night! # Features - New Helix kid's mattress - Comfortable # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of a customer sharing their positive experience with the product, creating a sense of authenticity and relatability. # Storyline - 00:00–00:14 The ad begins with a text overlay stating, "POV: You're finally getting regular, quality sleep because your kid isn't waking you up every night. Her new Helix kid's mattress is so comfortable she's asleep all night!" - 00:00–00:09 The scene shows a mother and father putting the new Helix mattress in their child's bedroom, preparing the bed. - 00:09–00:14 The child jumps on the bed and is later seen sound asleep.

# Ad summary In this UGC-style ad, Philadelphia Eagles kicker Reed Blankenship and his wife discuss their experience taking the Helix Sleep Quiz, and how it led them to finding the perfect mattress fit for both of them, despite their differing sleep styles. # Brand positioning Helix Sleep is positioned as a modern, accessible solution for customized sleep. The brand takes a functional approach to finding the perfect mattress for customers, emphasizing ease and personalization over traditional shopping experiences. Helix acknowledges that every sleeper is unique, and aims to simplify the mattress selection process through their sleep quiz and customized mattress offerings. This brand aligns with a customer's desire for convenience, quality sleep, and a personalized approach to meeting their individual needs. # Product The Helix mattress is a customizable mattress designed to cater to individual sleep preferences and needs. The Helix Sleep Quiz helps customers determine their ideal mattress type by asking about sleep style and preferences. The key USP is customization, with Helix mattresses designed to accommodate varying comfort and support needs within the same bed. The ad features the Helix Midnight Luxe mattress. The Helix mattress is positioned to eliminate the need for compromise in shared beds. Helix promises to solve the problem of mismatched sleep preferences between partners and improve sleep quality by optimizing for individual comfort. # Visual style The ad has a clean, bright, and casual aesthetic. The setting is a well-lit home, suggesting a comfortable and relatable environment. The editing is smooth with quick cuts to maintain a consistent flow. The production quality is polished, without feeling overly commercial, which supports the intended tone of authenticity and approachability. The pacing is moderate, with cuts timed to natural speech patterns, enhancing the ad's conversational feel. # Hooks Spoken: If you're married, here's something that nobody tells you. Text overlay: Reed Blankenship (comment bubble) / Philadelphia Eagles (comment bubble) / of the National Football League (comment bubble) / If you're married, here's something that nobody tells you. Visual: 00:00–00:03 A man with fair skin, brown hair, wearing a gray hooded sweatshirt and matching sweatpants stands in a white hallway with a white door on either side. He is centered in the frame and looking directly at the camera, gesturing with his hands as he speaks. Text on screen displays his name and occupation: "Reed Blankenship, Philadelphia Eagles of the National Football League". The lighting is bright and even. # Funnel stage Middle of funnel (Consideration) # Pain points The struggle of finding the right mattress fit for you and your partner. # Value propositions - Personalized mattress fit for both parties # Benefits - Fall asleep way faster - Wake up feeling like actual humans - It's made mornings way easier # Features - Helix Sleep Quiz - Customizable mattress # Call to action Shop Now # Social proof - We were trying to figure out which mattress to get and realized we had no idea what we were doing. So we took the Helix sleep quiz; basically asked us how we sleep – Female 1 (Customer) - Since getting our Helix, we fall asleep way faster and wake up feeling like actual humans – Female 1 (Customer) - And we don't sleep the same at all, so that really impressed me – Female 1 (Customer) - I was prepared to compromise and be uncomfortable forever, but I didn't have to – Reed Blankenship (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a real couple, sharing their personal experience with the product. # Storyline - 00:00–00:07 Reed Blankenship stands in a hallway, casually introducing a topic of interest for married couples: the importance of sleep. The opening sets up a relatable pain point for the audience — the struggle to prioritize sleep in a marriage. The tone is conversational and friendly, making the ad feel approachable and authentic. - 00:07–00:12 Reed's wife joins him on their bed, and they discuss their challenges in finding the right mattress. This moment is told from the couple's shared perspective, adding authenticity as they convey their initial confusion and decision to find a mattress. - 00:12–00:17 Reed then states that they took the Helix sleep quiz, which asked them how they sleep and what they like, transitioning into the solution the brand offers. The perspective remains with the couple, as they highlight the quiz's relevance to their unique needs. The tone is informative and reassuring, demonstrating how the brand addresses consumer confusion about buying a mattress. - 00:17–00:20 The woman states that their mattress matches them both. The perspective remains with the couple, as they highlight a key feature, demonstrating the personalized approach they took using Helix. - 00:20–00:22 Reed states that it felt like a small miracle, referencing the ease and satisfaction of finding a perfect match. He transitions into a static shot of the Helix mattress and highlights the product's immediate impact. The tone is playful and relatable. - 00:22–00:26 The woman states that since getting their Helix, they fall asleep faster and wake up feeling like actual humans. The perspective shifts to a close-up of the mattress texture, linking product features to tangible benefits. The tone is genuine and positive. - 00:26–00:28 They both state that mornings are way easier with their Helix mattress. The perspective stays with the couple as they relay the ongoing improvement, emphasizing the ease and benefit of Helix. - 00:28–00:32 The woman mentions that they don't sleep the same, and that it impressed her that Helix could match them. This is from the woman's perspective, reinforcing the value of Helix's customization to couples with different needs. The tone is genuine and impressed, highlighting the brand's capability to solve a common problem. - 00:32–00:36 Reed shares he was prepared to compromise on a mattress and be uncomfortable, then highlights how he didn't have to. Reed's perspective is shared, highlighting the mattress eliminating the need to compromise. The tone is relieved and satisfied, showcasing the brand's solution to relationship challenges. - 00:36–00:39 Reed signs off the video. The tone is casual and friendly, ending the ad on a personal note. - 00:39–00:44 The Helix logo and an offer is shown. The offer is clearly communicated to drive conversion. The tone is direct and promotional, providing a clear incentive to purchase.

# Ad summary The ad promotes Helix mattresses, emphasizing the importance of sleep for people in their 40s. It features a woman sharing her positive experience after switching to a medium-feel Helix mattress, noting improved sleep quality and giving the product her 'seal of approval.' The ad includes a call to action to comment 'mattress' for more details. # Brand positioning Helix is presented as a brand that understands the importance of sleep, especially as people age. The brand is positioning itself as a provider of mattresses that cater to comfort and improved sleep quality. The ad suggests that Helix aligns with a lifestyle that values well-being and self-care. The brand challenges the norm of sticking with firm mattresses, suggesting that a medium-feel mattress can be a better option for improved sleep. The brand is positioning itself on the more functional side, focusing on performance and improved sleep scores. # Product The advertised product is a medium-feel Helix mattress, designed to improve sleep quality. It is explicitly mentioned that the woman in the ad switched from a firm to a medium-feel mattress and saw improvements in her sleep. The product is implied to be for people in their 40s, who are realizing the importance of sleep. The USP is that this medium-feel mattress can improve sleep scores and is comfortable enough to earn a seal of approval. The use occasion shown is sleeping, with the woman interacting with the mattress in her bedroom. The ad addresses the purchase barrier of sticking with a firm mattress, suggesting a change to a medium-feel mattress can result in better sleep. # Visual style The ad has a polished UGC feel, with bright, natural lighting. The editing includes quick cuts. The production quality is clean. The visuals are timed to the voiceover lines. # Hooks Spoken: 00:00–00:03 It's the little things in your 40s like realizing sleep is everything. Text overlay: 00:00–00:03 HELIX / 00:00–00:03 MATTRESS / 00:00–00:03 It's the little things / 00:01–00:03 in your 40s / 00:02–00:03 like realizing sleep is / 00:03–00:03 everything Visual: 00:00–00:03: A close-up of a mattress with a diamond pattern. # Funnel stage Consideration # Pain points The ad implies that a common frustration, especially for people in their 40s, is not getting enough sleep. "It's the little things in your 40s like realizing sleep is everything." # Value propositions - Switching to a medium-feel mattress can improve sleep quality. - Helix mattress provides a comfortable sleep experience. # Benefits - Improved sleep - Better sleep score # Features - Medium-feel mattress # Call to action Comment mattress for all the details # Social proof - "We've been sleeping on this mattress for six months and it officially has my seal of approval." – Female 1 (Customer) - "Our sleep score actually improved after we made the change" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the point of view of a customer sharing her experience with the mattress. # Storyline - 00:00–00:03 The ad begins with a close up of the Helix mattress and text overlay that reads, 'It's the little things in your 40s like realizing sleep is everything.' - 00:03–00:07 A woman gets on the bed and straightens the sheets, while also stating, 'We switched from a firm to a medium feel mattress and didn't know how much we needed it.' - 00:07–00:09 The woman gets on the bed and puts her legs up and down while the text overlay reads, 'Our sleep score actually improved after we made the change.' - 00:09–00:12 The woman straightens the sheets on the bed while stating, 'We've been sleeping on this mattress for six months and it officially has my seal of approval.' - 00:13–00:15 The ad concludes with the woman on the bed stating, 'Comment mattress for all the details'.

# Ad summary A married couple promotes Helix mattresses. They discuss how important sleep is and how they were able to find a mattress that fits both of their needs by taking the Helix sleep quiz. They promote a discount offer. # Brand positioning Helix Sleep is presented as a brand that understands the importance of sleep for married couples. The brand aims to occupy the space of providing personalized sleep solutions through its sleep quiz, ensuring both partners' needs are met. It aligns with the values of comfort, convenience, and improved quality of life. The brand pushes against the norm of compromising on mattress comfort in a relationship, offering a functional solution that caters to individual sleep preferences. The brand positioning is both functional (personalized sleep) and emotional (relationship harmony). # Product The Helix Sleep mattress is a personalized sleep solution designed to cater to individual sleep preferences within a couple. It works by using a sleep quiz to determine what each person likes and dislikes in a mattress, then matching them with a mattress that fits both of their needs. The mattress is for couples who have different sleep preferences and want to improve their sleep quality without compromising. The ad highlights the USP of providing a mattress that caters to both partners' needs, addressing the purchase barrier of couples having to compromise on comfort. The ad conveys that the Helix Sleep mattress is worth trying because it can improve sleep quality, reduce morning tiredness, and make mornings easier for couples. # Visual style The ad has a polished, commercial aesthetic with a UGC feel. The editing style includes quick cuts and static shots, with smooth transitions. The production quality is high-end, supporting the intended tone of a relatable yet aspirational lifestyle. The pacing is consistent, with a moderate BPM. The cuts and text are timed to the music beats and voiceover lines. # Hooks Spoken: 00:01–00:07 Male 1: If you're married, here's something that nobody tells you. Sleep matters a lot, way more than you think, like a crazy amount. Text overlay: 00:01–00:02 IF / 00:02–00:02 YOU'RE / 00:02–00:02 MARRIED / 00:02–00:03 THAT / 00:03–00:03 NOBODY / 00:03–00:04 SLEEP / 00:04–00:04 MATTERS. / 00:05–00:05 THAN / 00:06–00:06 LIKE... / 00:07–00:07 AMOUNT Visual: 00:00–00:01 A man and woman are on a bed having a pillow fight. The bed has white sheets and several pillows. The background is a white wall with a black headboard. / 00:01–00:07 The man is standing in a doorway in front of a bedroom. He is wearing a gray hoodie and gray sweatpants. The bedroom has a white bed with several pillows and a white wall. # Funnel stage Consideration # Pain points The central frustration is the difficulty married couples face in finding a mattress that suits both of their individual sleep preferences, often leading to compromise and discomfort. "We were trying to figure out which mattress to get and realized we have no idea what we were doing." # Value propositions - Personalized sleep solution that fits both partners' needs, eliminating the need to compromise on comfort. - Improved sleep quality and easier mornings, leading to a better overall quality of life. - 27% off plus a free bedding bundle with any lux or elite mattress, providing a cost-effective way to upgrade your sleep. # Benefits - Fits both partners' needs - Falling asleep faster - Waking up feeling like actual humans - Mornings way easier - Less tired in the morning # Features - Helix Sleep Quiz - Personalized sleep solution - Lux and elite mattress options # Call to action Head to the link in our bios for your discounted offer. # Social proof - "So we took the Helix sleep quiz, and it basically asked us what we like, what we don't like, what fits us. And somehow it matches with this mattress that fits both of us. It's been like a small miracle." – Male 1 (Customer) - "We don't sleep the same at all, so that really impressed me." – Female 1 (Customer) - "Since getting our Helix, we're falling asleep faster and waking up feeling like actual humans. It's made our mornings way easier." – Female 1 (Customer) - "I'm definitely less tired in the morning." – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a married couple who are customers of the brand, sharing their personal experience and satisfaction with the product. # Storyline - 00:00–00:01 The ad opens with a couple having a pillow fight on their bed. - 00:01–00:07 00:01–00:07 The man addresses the audience, stating that sleep matters a lot in a marriage, more than people realize. This is conveyed from the man's perspective, with a casual and friendly tone, setting the stage for the product. - 00:07–00:11 00:07–00:11 The woman explains that they were trying to figure out which mattress to get and realized they had no idea what they were doing. This is conveyed from the woman's perspective, with a relatable and slightly humorous tone, highlighting the problem the product solves. - 00:11–00:18 00:11–00:18 The man introduces the Helix Sleep Quiz, explaining that it asks what they like and don't like, and somehow matches them with a mattress that fits both of them. This is conveyed from the man's perspective, with a tone of surprise and satisfaction, presenting the product as a solution. - 00:19–00:21 00:19–00:21 The woman adds that they don't sleep the same at all, which impressed her. This is conveyed from the woman's perspective, with a tone of genuine surprise and satisfaction, reinforcing the product's effectiveness. - 00:21–00:25 00:21–00:25 The man says he was prepared to compromise and be uncomfortable forever, but he didn't have to. This is conveyed from the man's perspective, with a tone of relief and gratitude, emphasizing the product's value. - 00:25–00:33 00:25–00:33 The woman states that since getting their Helix, they're falling asleep faster and waking up feeling like actual humans, and it's made their mornings way easier. The man adds that he's definitely less tired in the morning. This is conveyed from both perspectives, with a tone of enthusiasm and satisfaction, highlighting the benefits of the product. - 00:33–00:44 00:33–00:44 The woman says that's a win for everyone. The man promotes that Helix is doing 27% off plus a free bedding bundle with any lux or elite mattress. The woman tells viewers to head to the link in their bios for a discounted offer. This is conveyed from both perspectives, with a tone of excitement and urgency, providing a call to action. - 00:44–00:45 00:44–00:45 The man says goodbye to the audience.

# Ad summary This ad promotes the Helix Dual Comfort Topper, a mattress topper designed for couples who prefer different levels of firmness. The ad features a couple who previously struggled with sleep due to differing comfort preferences. They highlight the topper's dual-sided design, with one side being soft and the other firm, along with its cooling GlacioTex cover. The ad emphasizes the product's ability to eliminate the need for compromise and improve sleep quality. # Brand positioning Helix is presented as a solution for couples with differing mattress preferences, positioning itself as a brand that values personalized comfort and quality sleep. The brand aligns with a lifestyle focused on harmony and compromise within relationships, suggesting that a good night's sleep is essential for overall well-being. Helix pushes against the norm of one-size-fits-all mattresses by offering a customizable solution. The brand positioning is both functional, addressing the need for different firmness levels, and emotional, promising a better night's sleep and a more harmonious relationship. # Product The Helix Dual Comfort Topper is a mattress topper designed to provide customized comfort for couples with different firmness preferences. It features a dual-sided design, with one side offering a soft feel and the other providing firm support. The topper includes a GlacioTex cover, which provides a cooling effect for enhanced sleep quality. The product is for couples who struggle to agree on a single mattress firmness and seek a compromise solution. The topper addresses the purchase barrier of needing to buy two separate mattresses by offering a single product that caters to both preferences. The ad highlights that the topper eliminates the need for tossing, turning, and compromising, leading to better sleep. # Visual style The ad has a UGC feel, with natural lighting and simple editing. The production quality is decent, but it maintains a casual, relatable tone. The editing includes quick cuts between the couple and close-ups of the product. The pacing is moderate, with cuts timed to the voiceover. # Hooks Spoken: If you and your partner can't agree on how your bed should feel, you're not alone! Text overlay: If you and your partner can't agree on how your be should feel... / you're not alone! Visual: 00:00–00:01: A close-up shot of a hand pressing down on a white mattress topper with a textured, quilted pattern. The background is blurred, showing a bed frame and a window with natural light. / 00:01–00:02: A man with a beard, wearing a black t-shirt and plaid pajama pants, sits on a bed in front of a neutral-toned wall with a framed picture. He looks directly at the camera and speaks. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the conflict and sleep disruption caused by couples having differing mattress firmness preferences. "It was a constant sleep fight." # Value propositions - Customized comfort for couples with different firmness preferences - A single product that caters to both preferences, eliminating the need to buy two separate mattresses - Cooling technology for a more comfortable sleep experience # Benefits - Eliminates the need for compromise - Improves sleep quality - Cooling effect for enhanced comfort # Features - Dual-sided design (one side soft, one side firm) - GlacioTex cover (cooling) # Call to action Get Helix's Dual Comfort Topper Today! If you and your partner can't agree | on a mattress, start here! # Social proof - "I love my side super soft" – Female 1 (Customer) - "We finally sleep through the night. No more tossing, no more compromising. It's been a game changer!" – Female 1 (Customer) # Point of view - Customer 40% – The customer POV is communicated through testimonials and personal experiences shared by the couple. - Brand 60% – The brand POV is communicated through product descriptions, feature highlights, and calls to action delivered by the man. # Storyline - 00:00–00:01 A hand presses down on a mattress topper. - 00:01–00:02 00:01–00:02: A man addresses the camera, stating that if you and your partner can't agree on how your bed should feel, you're not alone. This is from the brand's perspective, acknowledging a common problem and offering reassurance. - 00:02–00:04 00:02–00:04: A woman speaks directly to the camera, saying, "I love my side super soft." This is from the customer's perspective, expressing a personal preference for a soft mattress. - 00:04–00:08 00:04–00:08: The woman and a man are shown on a bed. The woman says, "My partner needs firm support." They playfully fight on the bed, and the woman says, "It was a constant sleep fight." This is from the couple's perspective, illustrating the conflict caused by differing mattress preferences. - 00:08–00:12 00:08–00:12: A close-up of the Helix Dual Comfort Topper label is shown, followed by the man saying, "We found the dual comfort topper from Helix." This is from the brand's perspective, introducing the product as a solution. - 00:12–00:16 00:12–00:16: The man continues, "One side soft, the other side firm—and it's cooling, thanks to its GlacioTex cover." This is from the brand's perspective, highlighting the product's key features and benefits. - 00:16–00:22 00:16–00:22: The couple is shown lying comfortably on the bed. The woman says, "We finally sleep through the night. No more tossing, no more compromising. It's been a game changer!" This is from the customer's perspective, emphasizing the positive outcome of using the product. - 00:22–00:25 00:22–00:25: The man concludes, "If you and your partner can't agree on a mattress, start here!" This is from the brand's perspective, providing a call to action and reinforcing the product's value proposition.

# Ad summary This ad promotes the Helix ComfortAdjust Cooling Pillow as a solution for getting better sleep by adjusting the pillow to the user's preferred firmness. It shows the pillow arriving in a box and being set up for use before the user tries it out in bed. # Brand positioning The ad presents Helix Sleep as a brand that provides customizable sleep solutions. The emphasis on adjustability and cooling features suggests a brand that prioritizes both comfort and personalization. By showcasing a 'cooling pillow,' Helix positions itself as innovative and responsive to common sleep issues like overheating. The brand aligns with a lifestyle focused on quality sleep and self-care, pushing against the norm of generic, one-size-fits-all bedding products. The brand focuses on functional benefits (adjustability, cooling) to create a relaxing sleep environment. # Product The ad showcases the Helix ComfortAdjust Cooling Pillow, designed to provide a customizable sleep experience. It is an infinitely adjustable pillow for custom comfort. The pillow can be adjusted to be soft, medium, or firm based on preference by unzipping the zippers to adjust the firmness. It is designed for side, back, and stomach sleepers. It also features cooling to help regulate temperature during sleep. The ad shows the pillow being unboxed and set up with the included instructions. The pillow helps improve the user's overall sleep quality. # Visual style The ad has a UGC feel, with natural lighting and a casual, relatable tone. The editing is smooth with simple cuts. The production quality suggests a hybrid approach, balancing a polished aesthetic with a relatable, everyday feel. The ad has a slower pacing which remains consistent throughout. # Hooks Spoken: 00:04–00:07 so I got myself a pillow that knocks me out. Text overlay: 00:04–00:07 so i got myself a pillow that knocks me out 😴 Visual: 00:04–00:06 A medium shot looking down at a brown cardboard box that reads "Helix ComfortAdjust Cooling Pillow. Infinitely adjustable for custom comfort." / 00:06–00:07 A close up shot as a hand pulls a white, cylindrical pillow out of the box. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that viewers may struggle with getting good sleep. # Value propositions - Custom comfort: The infinitely adjustable feature allows users to tailor the pillow to their exact preferences. - Better Sleep: The pillow helps you get to sleep easier. # Benefits - A pillow that knocks me out # Features - Infinitely adjustable for custom comfort - Cooling # Call to action None used. # Social proof - "So I got myself a pillow that knocks me out" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the point of view of a customer sharing their experience with the product. # Storyline - 00:00–00:04 00:00–00:04 The ad begins with the user in bed, with the text overlay saying that "bed rotting" is bad. This establishes a context of poor sleep habits and potential discomfort. - 00:04–00:06 00:04–00:06 As a response to the discomfort, the user reveals that she bought a Helix ComfortAdjust Cooling Pillow that “knocks her out.” - 00:06–00:14 00:06–00:14 The ad then walks through the features and benefits of the pillow by showing the user unboxing it, reading the instructions, and adjusting the zipper. - 00:14–00:18 00:14–00:18 The ad ends by showing the pillow on a Helix Sleep mattress and the user in bed using her phone while laying on the new pillow.

# Ad summary A couple on a bed discusses how they couldn't agree on a mattress so they took the Helix sleep quiz, which gave them a customized mattress that works for both of them. They say they are sleeping better and less tired in the mornings since getting their Helix mattress. # Brand positioning Helix Sleep is a direct-to-consumer mattress brand that focuses on providing personalized sleep solutions through its online sleep quiz. The brand is positioned as a solution for couples who have different sleep preferences and struggle to find a mattress that suits both of them. Helix Sleep presents itself as a brand that pushes against the norm of generic mattresses by offering a tailored experience that ensures both partners can sleep comfortably without compromise. The brand aims to occupy a space in the consumer's mind as a provider of customized comfort, aligning with values of convenience, personalization, and improved sleep quality. # Product The Helix Sleep mattress is a customizable mattress designed to accommodate the individual sleep preferences of couples. Customers can take an online sleep quiz that asks questions about their sleeping positions, preferred mattress feel (soft, medium, or firm), and other factors. Based on the quiz results, Helix Sleep recommends a mattress that is tailored to meet the specific needs of both partners. The advertised USPs include personalized comfort, improved sleep quality, and convenience of online shopping. The mattress is shown in a home bedroom setting, implying it is for everyday use in a master or guest bedroom. The ad addresses the common purchase barrier of couples having conflicting mattress preferences and highlights that Helix Sleep provides a solution that eliminates the need to compromise. # Visual style The ad has a polished, UGC feel, combining casual home footage with clear on-screen text and graphics. The editing style is quick, with cuts timed to the music and voiceover. The production quality is high, with soft natural lighting and a clean aesthetic, which supports the intended tone of approachability and relatability. The pacing is consistent, with cuts every few seconds to maintain engagement. The audio-visual sync is well-executed, with text and product actions timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:04 Female 1: We were trying to figure out which mattress to get and realized we had no idea what we were doing. Text overlay: We were trying to figure out (Caption) / which mattress to get and realized we had no idea what we were doing. (Caption) Visual: 00:00–00:03 A shot of a young couple sitting on a bed and facing the camera. The man is wearing a grey hoodie and the woman is wearing a light pink sweatsuit. The bed is white with dark brown pillows and a headboard. There is a plant to the right of the bed. The woman is talking and gesturing with her hands. The framing is medium, capturing both people from the waist up. The camera is stationary. The lighting is soft and natural. There is text overlay at the bottom of the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is not knowing which mattress to get when you and your partner have different sleep preferences. # Value propositions - Customized mattress: Solves the problem of couples with different sleep preferences and offers a tailored experience that ensures both partners can sleep comfortably without compromise. - Helix Sleep quiz: Matches you with the perfect mattress and gives you a more restful sleep. # Benefits - Falling asleep faster - Waking up feeling like actual humans - Mornings way easier - Less tired in the mornings - Mattress fits both of you # Features - Helix sleep quiz - Customized mattress # Call to action Shop Now # Social proof - "It felt like a small miracle" – Male 1 (Customer) - "Since getting our Helix, we're falling asleep faster and waking up feeling like actual humans" – Female 1 (Customer) - "I'm definitely less tired in the mornings" – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a couple who are customers of the brand, sharing their experience with the product. # Storyline - 00:00–00:03 The ad begins with a couple sitting on their bed, introducing their problem of not knowing which mattress to get. They are speaking directly to the camera in a casual tone. The message is to establish a relatable scenario for viewers who may have similar mattress-buying challenges. The perspective is from the couple's point of view, setting up a problem they will later solve with Helix Sleep. - 00:03–00:12 The ad transitions to a screen recording of the Helix Sleep quiz, showcasing the types of questions asked, such as preferred mattress size and sleeping position. The male speaker explains how the quiz basically asked them how they sleep and what they like. The message is to demonstrate the personalization process and how Helix Sleep tailors its mattresses to individual preferences. The perspective shifts to that of a product demonstration, highlighting the features and benefits of the online quiz. - 00:10–00:14 The male speaker says that the quiz matched them with a mattress that fits both of them, which felt like a small miracle. The female speaker is nodding in agreement. This communicates the unique value proposition of the brand, and speaks to how challenging it can be to find the right mattress for two people. It also indicates that it solves the issue that the first clip established. - 00:14–00:17 The couple is back on the bed, with the male speaker saying he was prepared to compromise and be uncomfortable forever, but didn't have to. The female speaker is smiling in agreement, which makes the point clear that the compromise many couples go through can be avoided with this product. - 00:17–00:22 The ad shows a quick shot of the couple jumping onto the bed. The female speaker says that since getting their Helix, they are falling asleep faster and waking up feeling like actual humans. The male speaker is reading and the female speaker is on her phone. This demonstrates a direct positive outcome of using the Helix Sleep mattress. - 00:22–00:24 The male speaker says it has made their mornings way easier, with the female speaker jumping to agree. There is another shot of them jumping onto the bed with pillows, which indicates the comfort of the mattress. The message is to reinforce the ease and comfort provided by the mattress. The perspective remains from the couple's point of view, emphasizing the positive impact on their daily lives. - 00:24–00:27 The male speaker says he is definitely less tired in the mornings, and that's a win for everyone. The couple is back sitting on the bed and smiling at the camera. This highlights the overall benefit of using the Helix Sleep mattress. The perspective is from the couple's point of view, reinforcing the positive outcome for the viewers. - 00:27–00:32 The ad concludes with a screen displaying the Helix Sleep logo and an offer for 20% off sitewide. The visual is a clear call to action, encouraging viewers to take advantage of the offer and shop now. The perspective shifts to the brand, providing a direct incentive for viewers to purchase the product.

# Ad summary This ad features a hockey player who endorses the Helix Midnight Luxe mattress. He says that since moving from London to San Jose his sleep has become an integral part of his performance. He says he used to get sleep but not quality sleep and would wake up not fully rested. Since using the Helix mattress his sleep has completely changed, he falls asleep faster, sleeps longer and feels more rested in the mornings. He continues to say that carries onto the ice as his legs feel fresher, his reaction time is faster and he has more energy later into the games. He ends by saying that recovery is everything and better recovery leads to better results. # Brand positioning The ad presents Helix as a performance-enhancing product, emphasizing its contribution to sleep quality, recovery, and overall athletic performance. The brand seems to occupy a space in the consumer's mind as a provider of high-quality sleep solutions with a focus on improving physical performance. Helix aligns with a lifestyle that prioritizes recovery, energy, and athletic achievement. It is positioned against the norm of simply getting sleep, advocating for quality sleep instead. This positioning is functional, focusing on performance and recovery. # Product The ad features the Helix Midnight Luxe mattress as a sleep solution. According to the ad, the mattress is designed to improve sleep quality, allowing users to fall asleep faster, sleep longer, and wake up feeling more rested. It is targeted towards individuals who prioritize recovery, particularly athletes, as it aids in muscle recovery and physical performance. The unique selling proposition (USP) of the mattress is its ability to enhance sleep quality and improve physical performance. The mattress can be used nightly, with the aim of providing quality sleep for the user to feel more rested in the mornings. The ad directly addresses a potential purchase barrier of not getting quality sleep, offering the mattress as a solution to improve sleep quality and performance. # Visual style The ad has a blended visual style, combining polished commercial elements with UGC. It uses smooth transitions and static shots for the testimonial parts, but quick cuts and energetic footage for the athletic portions. The overall production quality is in between UGC and a polished commercial, which lends an authentic and relatable tone to the ad. The pacing is relatively consistent, with a shift to quicker cuts during the athletic portions to convey energy. The audio-visual sync is evident in the athletic footage, where the cuts are timed to the music beats, creating a sense of rhythm and excitement. # Hooks Spoken: 00:01–00:03 Since moving from London to San Jose, sleep has been a big part of my game. Text overlay: 00:02–00:03 SLEEP Visual: 00:00–00:01 An indoor hockey rink with a man wearing hockey gear skating on the ice while carrying a hockey stick. Other players can be seen in the background. The camera is positioned at eye level to the man and moves with him as he skates. The tone is energetic, with the sounds of a hockey rink playing in the background. / 00:01–00:02 A medium shot of a man in his late teens/early 20s with fair skin, wearing a gray hoodie. He is standing in a modern-looking room with neutral walls and framed black and white art in the background. He is speaking directly to the camera with a neutral expression. The camera is stationary. There is soft natural lighting. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of not getting quality sleep, leading to fatigue and decreased athletic performance. # Value propositions - Quality sleep - Improved athletic performance - Enhanced recovery # Benefits - Fall asleep faster - Sleep longer - Feel more rested waking up in the mornings - Legs feel fresher - Reaction time is faster - More energy later into the games - Better recovery leads to better results # Features - Helix Midnight Luxe mattress # Call to action None used. # Social proof - "Since moving from London to San Jose, sleep has been a big part of my game." – Male 1 (Customer) - "Since switching to the Helix Midnight Luxe, my sleep has changed completely." – Male 1 (Customer) - "I fall asleep faster, sleep longer, and feel more rested waking up in the mornings." – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a customer, who is also an athlete, sharing their personal experience with the product. # Storyline - 00:00–00:04 00:00–00:04 The ad opens with a shot of a hockey player skating on the ice and transitions to the man speaking directly to the camera, who is likely the same hockey player, introducing a problem: his sleep was negatively affected after moving from London to San Jose. This is conveyed from his personal perspective, setting a relatable and authentic tone. - 00:04–00:09 00:04–00:09 He emphasizes that sleep has been a big part of his game, noting that he was not getting quality sleep and would wake up feeling tired and not fully rested. This portion of the story is told from his personal perspective and aims to highlight the importance of sleep for athletes. - 00:10–00:14 00:10–00:14 He says since switching to the Helix Midnight Luxe mattress, his sleep has completely changed. This introduces a solution to his sleep problem and is communicated from the man's perspective. A shift to a more positive and solution-oriented tone is conveyed here. - 00:14–00:18 00:14–00:18 He states that he falls asleep faster, sleeps longer, and feels more rested when he wakes up in the mornings. The perspective is still from the man, detailing the benefits of the product and building trust through relatable testimonials. - 00:18–00:22 00:18–00:22 He explains that the better sleep carries onto the ice, helping his legs feel fresher and his reaction time is faster. This section, told from the man's perspective, ties the product benefits directly to his performance as an athlete. - 00:22–00:25 00:22–00:25 Expanding on the benefits, he says that the mattress gives him energy later into the games. The perspective remains consistent, further reinforcing the idea that Helix is a tool for athletic improvement. - 00:26–00:29 00:26–00:29 Concluding, he emphasizes that recovery is everything in hockey and better recovery leads to better results. This is told from his perspective as a hockey player. This is a logical conclusion that reinforces that this mattress will help lead to better athletic performance.

# Ad summary A woman reviews Helix Sleep mattress with her toddler son. # Brand positioning Helix Sleep positions itself as the premier mattress company for busy people looking to get the best rest and body recovery. # Product The Helix Sleep mattress comes in a few different options. The featured mattress in this ad is the Midnight Luxe, which has a medium feel, handles on the side for easy moving, a cooling cover, and an Ergo Line layer that makes it cool and soft. The mattress is perfect for side sleepers and has enhanced lumbar support. # Visual style The ad has a casual style. It's shot in a home with natural lighting. # Hooks Spoken: Female 1: We just recently got our new mattress from Helix Sleep and we are in love with it and have never slept better. Visual: 00:00–00:02: A woman and a man are shown in a bedroom making a bed with a new mattress. / 00:02–00:05: The son jumps on the bed with his mom. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of not being able to get good sleep and body recovery due to busy schedules, as stated: "We wanted a new one to help us get the best rest possible with our busy schedules and body recovery." # Value propositions - The handles on the side make it easier to move when needed - Ergo line layer that makes it super cool and soft while sleeping # Benefits - Best rest possible - Body recovery - Cool and soft - Perfect for side sleepers # Features - Medium feel - Handles on the side for easy moving - Cooling cover - Ergo line layer - Enhanced lumbar support # Call to action None used. # Social proof - "We just recently got our new mattress from Helix Sleep and we are in love with it and have never slept better." – Female 1 (Customer) - "Helix Sleep is by far the best way to go. We absolutely love it." – Female 1 (Customer) # Point of view - Customer 100% – The customer is speaking about their experience using the product. # Storyline - 00:00–00:05 The woman and a man make the bed with the new mattress before the son jumps on it. - 00:00–00:10 The woman speaks about how her family loves their new Helix Sleep mattress and how it gives them the best rest possible given their busy schedules and need for body recovery. - 00:10–00:24 The woman lists the mattress features, including medium feel, handles, cooling cover, and ergo line layer. - 00:25–00:29 The woman states the mattress is perfect for side sleepers and has enhanced lumbar support. - 00:30–00:37 The woman and her son continue to play on the bed while she talks about how Helix Sleep mattresses are the best.

# Ad summary This image ad showcases the Helix brand of mattresses. The ad displays an image of a Helix Midnight mattress on a wooden frame. The ad then presents the Helix and Mattress Man logos, touts the products as "Award Winning Mattresses," and highlights the availability to try in-person at Mattress Man showrooms. A button encourages viewers to "See Showrooms Near You." # Brand positioning Helix mattresses are presented as award-winning and custom-fit to individual sleeping preferences and styles. The brand appears to value a balance of quality and personalization, aiming to provide a tailored sleep experience. By partnering with Mattress Man, they imply accessibility and a brick-and-mortar presence where customers can try the mattresses. The brand's positioning is both functional, emphasizing customization, and emotional, suggesting a focus on personal comfort and style. They appear to follow category norms by focusing on mattress features and comfort, but differentiate themselves through the customization aspect. # Product The advertised product is the Helix Midnight mattress, designed to provide a custom fit to individual sleeping preferences and styles. The ad emphasizes that it is now available in stores to try in person. The Helix Midnight mattress appears to be a hybrid mattress featuring a white fabric top with a geometric quilted pattern and a dark gray fabric around the sides. The mattress is showcased on a simple wooden bed frame. A unique selling proposition (USP) is the custom fit tailored to the sleeper's preferences and style. Purchase barriers are addressed by highlighting the availability of trying the mattress in person at stores. # Visual style The ad has a clean, polished, and inviting visual style. The production quality appears high, with a well-lit studio shot of the mattress in a staged bedroom setting. The visual motifs include a simple color palette of white, wood tones, and blue accents, which creates a sense of calm and comfort. The image treatment includes subtle color grading to enhance the overall appeal. The typography is clean and legible. The style feels native to a social media feed, with a focus on clear product presentation and a straightforward message. # Hooks Headline: Award Winning Mattresses # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Custom fit to your sleeping preferences & style! - Now available in stores to try in person # Benefits - Custom fit to your sleeping preferences & style! - Now available in stores to try in person # Features - Custom fit to your sleeping preferences & style! # Call to action See Showrooms Near You # Point of view - Brand: The entire ad communicates from the brand's perspective, promoting its product, emphasizing its features, and encouraging customers to visit showrooms. # Storyline - The ad shows a Helix Midnight mattress in a bedroom setting. The intention is to introduce the product and showcase its appearance in a lifestyle context. The perspective is from the brand, aiming to present the mattress as comfortable and stylish. - The ad presents the Helix and Mattress Man logos alongside the text "Award Winning Mattresses". The intention is to build credibility and trust by highlighting the brand's achievements and retail partnership. The perspective is from the brand, emphasizing its recognition and availability through Mattress Man stores. - The ad includes the text, "Custom fit to your sleeping preferences & style! Now available in stores to try in person." The intention is to communicate the mattress's personalized features and address potential purchase barriers by highlighting in-store availability. The perspective is from the brand, explaining product benefits and offering a solution for those hesitant to buy online. - The ad ends with a call to action button, "See Showrooms Near You." The intention is to drive traffic to physical stores and encourage potential customers to experience the mattress firsthand. The perspective is from the brand, guiding the audience toward a purchase decision.

# Ad summary This ad is for Helix mattresses and promotes that the award-winning mattress is available to try and buy in stores. # Brand positioning Helix Sleep is presented as a brand that offers award-winning mattresses. The partnership with Cost Plus World Market implies that Helix mattresses are available in physical retail locations, making the purchase more accessible. By showing the mattresses in a domestic setting, the brand aligns itself with a comfortable and luxurious lifestyle. # Product The ad showcases Helix mattresses, particularly the Helix Midnight. While the ad mentions mattresses generally, both featured mattresses are the same style. The mattress features a white top section with a quilted-like texture and a navy blue trim around the sides. The sides of the mattress are black and the mattress is placed on a bed frame with pillows and bedside tables, creating a bedroom setting. # Visual style The ad has a clean, well-lit studio shot appearance with a focus on showcasing the mattress in a realistic bedroom setting. The neutral color palette and soft lighting create a calming and inviting feel. The layout is simple, with the product as the main focus, complemented by minimal text and branding. # Hooks Headline: Award-Winning Mattresses # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Award-Winning Mattresses - Available to try & buy in stores near you! # Benefits - Available to try & buy in stores near you! # Features - Award-Winning # Call to action None used. # Social proof - Award-Winning Mattresses # Point of view - Brand: Throughout the image ad, the brand is the only POV, presenting their products in staged bedroom settings and highlighting their award-winning status and availability in stores. # Storyline - The ad opens with an image of a Helix mattress in a staged bedroom, which is from the brand's perspective, inviting viewers to envision the mattress in a home setting. - The ad highlights the brand's recognition by stating "Award-Winning Mattresses" and reinforces the mattress quality. The brand is communicating their proven success. - The brand communicates the availability of their mattresses through a partnership with Cost Plus World Market as well as their availability to try and buy in stores. - A second mattress is shown in a staged bedroom, which is from the brand's perspective, reinforcing the initial message and showcasing the product again.

# Ad summary A woman explains her toxic trait of upgrading her home when her children plan on moving out so that she can give them her old things when they leave. She advertises Helix mattresses, stating that she will give her daughter and soon-to-be son in law her current Helix mattress as a wedding gift because it is only eight months old. # Brand positioning Helix Sleep is positioned as a high-quality mattress that is meant to be given as a gift to a young couple when it is only eight months old. The brand values function by highlighting the mattress. It can be implied that Helix is a high-end mattress due to the fact that the woman in the advertisement states that her current Helix mattress will be given as a wedding gift to her daughter and soon-to-be son in law because it is still in excellent condition, implying that Helix is a luxurious brand. # Product The Helix Midnight Luxe is a mattress that is meant to be gifted to a newly married couple. The woman in the advertisement states that she will gift this mattress to her daughter and son in law because it is only eight months old, implying that the product is high quality and valuable. The Helix Sleep logo is shown on the bottom of the mattress. # Visual style The aesthetic of the ad appears to be a UGC-style video, but it is well-lit and polished. There are quick cuts. The cuts per minute is approximately 20. The visuals and audio sync. # Hooks Spoken: 00:00–00:05 Female 1: My toxic trait as a mom, the second my kids start house hunting, I start upgrading my house. Text overlay: 00:00–00:05 My Toxic trait / 00:01–00:05 As a mom 🥺 Visual: 00:00–00:05 The shot takes place inside of a bedroom with a light gray colored wall and white trim. In the background, there is a bed with gray and white bedding and a tapestry hanging on the wall behind the bed. There is a white nightstand next to the bed. In the foreground, a woman with brown, shoulder-length hair is standing in the center of the frame while wearing a beige shirt and blue jeans. She is looking at the camera and talking while moving her hands. The camera is still. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The ad highlights the high cost of furnishing a home, especially as a young couple. # Value propositions - The ad suggests that the mattress provides great quality by being good enough to give to family as a wedding gift and still be in great condition. # Benefits - Excellent quality # Features - Mattress # Call to action None used. # Point of view - Customer 100% – The ad is entirely from the POV of a customer talking to the camera. # Storyline - 00:00–00:05 00:00–00:05 A woman with brown, shoulder-length hair and wearing a beige shirt and blue jeans is facing the camera. She moves her hands around as she speaks about her toxic trait. This is told from the perspective of a woman who is admitting something about herself and why. - 00:05–00:06 00:05–00:06 A woman is standing on a Helix mattress, moving around while wearing pajamas and an eye mask. This is from the perspective of a user of the mattress showing that it is a good mattress. This communicates that the woman is happy to be on the mattress. - 00:06–00:07 00:06–00:07 A woman is lying on a Helix mattress with a dog and kissing the dog while wearing pajamas and an eye mask. This is from the perspective of the owner, implying they are happy with their purchase. - 00:07–00:10 00:07–00:10 A woman walks over to a bed and adjusts the pillows and sheets before quickly walking away from the camera. This is the perspective of the user showing the bed as a place to relax. This shows that the woman is fixing the bed in preparation for the use of the bed. - 00:10–00:14 00:10–00:14 Two people wearing casual clothing remove a Helix mattress from plastic packaging and put it on a bed frame. The perspective of the user shows that setting up the mattress is easy to do. This continues the story by setting up the new mattress. - 00:14–00:16 00:14–00:16 The camera zooms in on the packaging of the mattress which has the Helix logo on it. This is from the brand perspective, which highlights the mattress brand. This continues to show the setup of the new mattress. - 00:16–00:30 00:16–00:30 A woman walks over to the bed and adjusts the pillows and blankets. This is from the perspective of the user who is excited to give the bed to her daughter and son in law as a wedding gift. This shows that she is excited to share it with them. - 00:30–00:38 00:30–00:38 The camera shows a bed with a plaid pattern on the sheets. This is from the user's perspective who appreciates their mother's handouts. This implies that the items have great quality. - 00:38–00:41 00:38–00:41 The camera shows the woman's plaid bed. This is from the user's perspective who wants to know if other mothers do the same thing as her. This brings the video to a conclusion.

# Ad summary This ad features a man lying on a Helix cooling mattress topper. He says it's so nice that he figured he'd just lay down for a sec. # Brand positioning Helix is presented as a provider of cooling mattress toppers designed to enhance sleep comfort, particularly in hot weather. The brand is positioned as a solution for those seeking relief from overheating during sleep, offering a product that feels 'so nice' it encourages relaxation. This positions Helix as a brand focused on functional benefits (cooling) with an emotional appeal (comfort and relaxation), ignoring the norm of simply providing a standard mattress topper and instead focusing on a specific need. # Product The advertised product is a cooling mattress topper from Helix, designed to provide a comfortable and cooling sleep surface. The product is presented as a solution to hot weather, with the ad copy stating, 'IT'S 100° OUTSIDE but my new cooling mattress topper from Helix felt so nice.' The topper is intended for anyone who experiences discomfort due to overheating while sleeping. The ad addresses the purchase barrier of discomfort caused by heat, suggesting the topper offers a tangible improvement in sleep quality. The product's USP is its cooling properties, which make it feel 'so nice' that the user is compelled to lie down and relax. # Visual style The ad has a user-generated content (UGC) style, appearing to be shot on a smartphone with natural lighting. The visual motif is a simple, direct presentation of the product in a real-life setting. There is no obvious image treatment or color grading. The typography is integrated as a caption overlay. The style mimics a casual, in-feed post, aiming for scannability and stop power through authenticity. # Hooks Headline: IT'S 100° OUTSIDE but my new cooling mattress topper from Helix felt so nice, I figured I'd just lay down for a sec 😴 # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is discomfort due to hot weather, as highlighted by the statement, "IT'S 100° OUTSIDE." # Value propositions - The cooling mattress topper provides comfort in hot weather. # Benefits - felt so nice # Features - cooling mattress topper # Call to action None used. # Social proof - None used. # Point of view - Customer: The entire ad is told from the perspective of a customer who is sharing their positive experience with the Helix cooling mattress topper, making the message feel authentic and relatable. # Storyline - The ad begins with the customer stating that it's 100 degrees outside, setting the context of hot weather and establishing a problem of discomfort due to heat. This is included to immediately grab the viewer's attention by highlighting a common issue, especially during summer months. - The customer then shares that their new cooling mattress topper from Helix felt so nice, introducing the product as a solution to the problem of overheating. This is included to position the product as a source of relief and comfort, directly addressing the initial problem. - The customer concludes by saying they figured they'd just lay down for a sec, implying the product's comfort is so compelling that it encourages relaxation and rest. This is included to reinforce the product's appeal and suggest a positive user experience, making the viewer want to try it themselves.