How Helly Hansen Advertises on Meta

# Ad summary This ad is a teaser for 'ALL IN', featuring two young professional sailors. The ad shows the sailors with a sailboat and uses the text 'ALL IN' and 'TEASER' to create intrigue. # Brand positioning The brand is not explicitly mentioned in the ad. However, the ad promotes a documentary or series featuring two young professional sailors, implying the brand supports these athletes or is involved in the sailing industry. The brand positions itself as adventurous, daring, and supportive of young talent, promoting values of determination and pushing boundaries. The ad seems to ignore category norms and competitor behaviors by focusing on a unique story rather than directly comparing products or services. # Product The ad promotes a teaser for 'ALL IN,' which appears to be a documentary or series about two young professional sailors. The ad showcases their journey and challenges, aiming to captivate the audience with their story. The product is designed for viewers interested in sailing, adventure, and inspirational stories. The ad addresses the potential purchase barrier of not knowing the sailors or the story by presenting a compelling preview to pique interest. # Visual style The ad has a cinematic and adventurous visual style. The production quality appears high, with professional photography and image editing. The use of overlaid images, blue tones, and large typography is designed to capture attention and create a sense of excitement. The visual style attempts to disrupt platform norms by employing a movie-poster look, likely to stand out in a crowded feed. # Hooks Headline: ALL IN # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Inspirational story of young sailors achieving greatness # Benefits - Making the impossible possible # Features - Young professional sailors # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is that of the brand, which is highlighting the sailors and their story to generate interest in the series or documentary. # Storyline - The ad opens with a title, “WIE ZWEI JUNGE PROFISEGLER DAS UNMÖGLICHE MÖGLICH MACHEN”, which translates to, “HOW TWO YOUNG PROFESSIONAL SAILORS MAKE THE IMPOSSIBLE POSSIBLE”. This text introduces the focus of the ad: highlighting the achievements of two young sailors. The Brand is telling the story. - The visual then shifts to show an overlay of two sailors along with a sailboat. This visual reinforces the narrative, showcasing the subjects of the teaser. The Brand is telling the story. - The ad concludes with the words “ALL IN” and “TEASER” which emphasizes the anticipation for a fuller release. The Brand is telling the story.

# Ad summary This image ad by Helly Hansen displays a woman in an outdoor setting modeling their new spring edition trench coat. The ad uses minimal text and a neutral color palette to highlight the coat and promote a sophisticated aesthetic. # Brand positioning Helly Hansen is presented as a purveyor of sophisticated, functional outdoor wear. The brand is positioned as a blend of fashion and utility, offering stylish apparel that can withstand the elements. The clean design of the ad and the contemporary look of the trench coat suggest a modern, minimalist aesthetic. Helly Hansen distinguishes itself by not just focusing on performance gear, but on creating versatile pieces that fit into an urban lifestyle. This is a departure from purely technical outdoor brands and aligns with a consumer who values both form and function. # Product The advertised product is a trench coat from Helly Hansen's spring edition. The coat is a light beige color and appears to be made from a water-resistant material. The design includes a belted waist, a high collar with a hood, and a long, flowing silhouette. The coat is presented as a stylish and practical outerwear option, suitable for spring weather. The woman in the ad is also wearing dark gray pants and off-white sneakers. The ad doesn't explicitly mention features or materials, but it highlights the coat's versatility and modern design. The product is shown in a real-world context, implying it is suitable for everyday wear. # Visual style The ad has a minimalist and sophisticated visual style. It features a clean, studio-shot image with a neutral color palette. The production quality is high, suggesting a polished and professional aesthetic. The image treatment includes subtle color grading to enhance the muted tones, and the layout is simple and uncluttered. The typography is clean and legible, contributing to the overall modern and understated feel. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - NEW ARRIVALS - SPRING EDITION # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad showcases the brand's latest product and reinforces its brand identity through visuals and minimal text. # Storyline - The ad opens with a full shot of a woman wearing a light beige trench coat, centered against a muted background, with architecture visible on the top left of the frame. This establishes the focus on the product and its stylish presentation from the brand’s perspective. - The text "NEW ARRIVALS SPRING EDITION" appears on either side of the woman. This informs the audience about the newness of the product and the seasonal relevance of the collection from the brand’s perspective. - The Helly Hansen logo is displayed in a red box at the bottom center. This reinforces brand recognition and identity from the brand’s perspective.

# Ad summary This ad showcases Helly Hansen's new spring arrivals through a series of quick shots featuring people in various outdoor settings, wearing Helly Hansen apparel. The ad emphasizes the brand's focus on style and outdoor-oriented fashion for all types of people. # Brand positioning Helly Hansen is presented as a brand that merges high-performance outdoor gear with modern, everyday style. The brand emphasizes its "new arrivals" for the "spring edition", showing a variety of garments suited for different outdoor activities, such as sailing, hiking, and urban exploration. It positions itself as a provider of versatile, fashionable, and functional clothing suitable for active individuals who value both performance and appearance. The brand does not overtly compete with specific competitor behaviors but rather focuses on showcasing its unique blend of form and function, aligning with a lifestyle that balances outdoor pursuits with everyday life. # Product The ad showcases Helly Hansen's spring collection, featuring various clothing items, including jackets, sweaters, and tops. The jackets are highlighted for their weather-resistant properties, suitable for activities like sailing and hiking, and are available in multiple colors and styles. The sweaters and tops are shown as versatile pieces that can be worn in both outdoor and casual settings. The collection appears designed for layering, allowing customers to adapt to changing weather conditions. The ad implies the products are stylish and suitable for a range of outdoor activities and everyday wear. The collection is designed for fashion and function, suggesting that the products are worth trying or buying for their blend of style, comfort, and utility. # Visual style The ad's visual style is clean, modern, and polished, with a focus on showcasing the clothing in various outdoor and urban settings. The editing style uses quick cuts to transition between different scenes and models, creating a dynamic and engaging pace. The production quality is high-end commercial, suggesting a brand with attention to detail and a focus on quality. There are no recurring visual motifs besides the constant presence of Helly Hansen products and logo. The pacing is fast, with cuts approximately every 1-2 seconds, keeping the viewer engaged. The visuals are timed to the music beats, enhancing the overall rhythm and flow of the ad. # Hooks Text overlay: 00:00–00:02 / 00:00–00:02 NEW ARRIVALS / 00:00–00:02 SPRING EDITION Visual: 00:00–00:02 A young woman stands in front of a lush green wall covered in ivy. She is wearing a light blue, sporty Helly Hansen jacket and black athletic leggings. Her hair is pulled back in a ponytail. The camera is stationary, capturing a medium shot of her. The lighting is natural. To the left, the text "NEW ARRIVALS" is visible, while "SPRING EDITION" is on the right. The Helly Hansen logo is centered at the bottom. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Fashion and function - Versatile pieces that can be worn in both outdoor and casual settings - Designed for layering, allowing customers to adapt to changing weather conditions # Benefits - Weather-resistant - Stylish - Versatile # Features - Helly Tech Performance - Jackets - Sweaters - Tops # Call to action SHOP NEW ARRIVALS # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing their new spring collection through stylized shots and promotional text. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a woman standing against a green wall, wearing a light blue Helly Hansen jacket and black leggings. The text "NEW ARRIVALS SPRING EDITION" is overlaid on the screen, alongside the Helly Hansen logo. This sets the stage for the brand's latest collection and indicates the seasonal focus. The perspective is from a third-person observer, aiming to introduce the brand's new spring line. - 00:02–00:03 00:02–00:03 A man looks upwards, wearing a beige hooded Helly Hansen jacket. This continues the introduction of the new collection. The perspective is from below, creating an upward angle. - 00:03–00:04 00:03–00:04 A man is steering a sailboat, wearing a gray Helly Hansen jacket. Another person is partially visible on the boat. This shows the brand's apparel in an active, outdoor setting, emphasizing functionality. The perspective is from a close observer on the boat, highlighting the active lifestyle associated with the brand. - 00:04–00:05 00:04–00:05 A woman looks up at the sky, wearing a beige Helly Hansen jacket over a black hoodie. She is standing in a natural environment with green trees. This further expands the range of settings and styles of the collection. The perspective is from a low angle, adding a sense of aspiration. - 00:05–00:06 00:05–00:06 A woman walks through a grassy area near a harbor, wearing a pink hooded Helly Hansen jacket. The harbor with sailboats is visible in the background. This highlights the collection's versatility, showing it can be worn in various environments. The perspective is from the side, capturing a sense of movement and exploration. - 00:06–00:07 00:06–00:07 A man stands on stairs, wearing a black Helly Hansen jacket over a gray hoodie. The jacket features the Helly Tech Performance label. This showcases the brand's technical features and urban applicability. The perspective is from slightly below, emphasizing the urban setting. - 00:07–00:08 00:07–00:08 A close-up shot of a person wearing a navy and white striped sweater, with the Helly Hansen logo visible. This emphasizes the details and style of the collection. The perspective is from a close observer, focusing on the garment. - 00:08–00:09 00:08–00:09 A woman sits on a wooden railing near the sea, wearing a navy and white striped sweater and shorts. Sailboats and the coast are visible in the background. The text "SHOP NEW ARRIVALS" is overlaid on a red rectangle. This provides a final aspirational image and a clear call to action, encouraging viewers to explore the new collection.

# Ad summary This ad showcases the journey of two scientists as they travel across Antartica to the geographic South Pole to collect data. The ad uses a variety of selfie-style shots and scenic landscape visuals to capture the scale of the journey and the conditions that the scientists are travelling in. # Brand positioning The brand Helly Hansen is presented as a provider of durable, high-quality gear suitable for even the most extreme and demanding environments. The brand aligns with a lifestyle of adventure, exploration, and scientific discovery. By showcasing its products in use during a challenging Antarctic expedition, Helly Hansen emphasizes its commitment to performance and reliability. The brand positions itself as a choice for professionals and adventurers who need gear they can trust in harsh conditions. It pushes against the norm of everyday apparel, aiming for the high-performance segment of the market. # Product Helly Hansen provides high-performance outdoor gear designed for extreme conditions. The ad features the brand's apparel, including insulated jackets and base layers, which are used by scientists in Antarctica. These products offer protection against the cold, wind, and snow, ensuring comfort and safety during extended expeditions. Key features include durable construction, weather-resistant materials, and functional design elements that allow for freedom of movement while performing scientific tasks. The gear is positioned for those who require reliable protection in challenging environments, addressing concerns about exposure and discomfort in extreme weather. # Visual style The ad has a UGC feel, with many shots taken selfie-style or from a first-person perspective. The production quality is high, as it is professionally shot, but the ad maintains a raw and authentic feel, reflecting the real conditions of the expedition. The editing is fairly quick, but the pacing slows during scenic shots to allow for a more immersive experience. The cuts are generally timed to match the rhythm of the music. # Hooks Spoken: My gosh, it feels, intimidating, I feel to be here. Text overlay: 00:00–00:05 / My gosh, it feels, intimidating, I feel to be here. Visual: 00:00–00:02: A selfie-style, close-up shot of a young, light-skinned woman in her late 20s with fair hair and blue eyes. She is wearing full winter gear, including a bright orange Helly Hansen jacket, ski goggles pushed up on her forehead, and a thick scarf. Her cheeks are rosy from the cold, and she appears to be speaking to the camera against a clear blue sky. Snow is visibly coating her gear. The background is a blurry expanse of white snow. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the challenging conditions in Antarctica, where scientists face extreme cold, vast distances, and physical exhaustion. The last 20km were horrible and there was no wind. # Value propositions - Helly Hansen gear is trusted by professionals for expeditions in Antarctica. # Benefits - They made it to the geographic South Pole - They have collected a lot of data # Features - The expedition team has kited and walked a distance of 4000km - Expedition is from eastern Antarctica to western Antarctica. - 80 days in the field # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of the scientist experiencing and documenting her journey. # Storyline - 00:00–00:05 The speaker states that it feels intimidating to be at the South Pole of inaccessibility. - 00:00–00:05 This gives context to the scale of the journey being captured, and adds a sense of awe. - 00:06–00:16 The speaker then introduces herself at the geographic south pole. - 00:06–00:16 This builds on the journey narrative and introduces the destination. - 00:17–00:23 The speaker states they made it to the south pole after 60 days of kiting. - 00:17–00:23 This creates a narrative hook around how difficult the trip was to achieve. - 00:23–00:27 The speaker says she is grateful to be able to do science. - 00:23–00:27 This reinforces the purpose behind the trip. - 00:27–00:50 The video shows the speaker and her colleague preparing camp, doing field work, and collecting data, before showcasing a beautiful halo effect in the sky. - 00:27–00:50 This emphasizes both the science and the setting for dramatic effect. - 00:58–01:01 The speaker states they are now 80km away from Hercules Inlet. - 00:58–01:01 This emphasizes their continued journey and the challenges they face. - 01:01–01:06 The video then shows footage of the group at the coastline. - 01:01–01:06 This emphasizes a feeling of satisfaction after a long journey. - 01:06–01:26 The speaker reveals that the group have had to walk the last 20km because of the lack of wind, but that they are happy to have made it to the coastline. - 01:06–01:26 This creates a sense of triumph despite adversity, and adds authenticity to the story. - 01:31–01:38 The video then includes a map showing their 4000km journey. - 01:31–01:38 The map builds the scale of the story. - 01:38–01:40 The video then closes on the two scientists. - 01:38–01:40 This reinforces the message that their journey is now complete.

# Ad summary This ad for Helly Hansen showcases the brand's new spring arrivals. It features a variety of models wearing spring jackets and clothing. The ad ends with a call to action to shop new arrivals. # Brand positioning Helly Hansen is presented as a premium sportswear brand. The ad showcases functional outdoor and sailing wear, emphasizing quality and style. The brand occupies a space in the consumer's mind as a high-end provider of outdoor apparel. The values conveyed are those of an active, outdoor lifestyle. Helly Hansen ignores fast-fashion trends, emphasizing instead enduring quality, craftsmanship, and functional design. The brand positioning leans towards functional performance, with subtle cues of classic style. # Product The ad features Helly Hansen's new spring collection, which appears to be focused on jackets, sweaters, and bags. The jackets are lightweight and weather-resistant. They come in a variety of colors, including pink, blue, black, beige, and red. The jackets are designed for outdoor activities, such as sailing and hiking. The sweaters are striped and lightweight. The bags are durable and stylish. The products are suitable for people who enjoy outdoor activities and want to look stylish while doing so. The ad aims to convey that Helly Hansen's new spring collection is worth trying or buying because it is functional, stylish, and durable. # Visual style The ad has a polished commercial aesthetic with bright, natural lighting. The editing style uses quick cuts and static shots. The pacing is moderate, with a consistent rhythm. The cuts are timed to the music beats. # Hooks Spoken: 00:02–00:05 [Singing] Let me tell you 'bout the birds and the bees and the flowers and the trees Text overlay: 00:02–00:05 NEW ARRIVALS / 00:02–00:05 SPRING EDITION Visual: 00:02–00:03 A light-skinned man in a blue Helly Hansen jacket turns a crank on a sailboat. The sky and water are visible in the background. Text overlay reads "NEW ARRIVALS SPRING EDITION" with the Helly Hansen logo below. The camera is stable. / 00:03–00:04 A light-skinned woman with long dark hair wears a black hoodie and a light beige Helly Hansen jacket and looks up. Green trees are in the background. Text overlay reads "NEW ARRIVALS SPRING EDITION" with the Helly Hansen logo below. The camera is positioned low, angled upwards. / 00:04–00:05 A light-skinned woman with long brown hair wears a red Helly Hansen hooded jacket. Boats are docked in the background. Text overlay reads "NEW ARRIVALS SPRING EDITION" with the Helly Hansen logo below. The camera is at eye level and stable. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Helly Hansen's spring collection is a combination of style, durability, and functionality. # Benefits - Stylish - Durable - Functional # Features - Spring collection - Jackets - Sweaters - Bags # Call to action SHOP NEW ARRIVALS # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official brand perspective, showcasing their products and encouraging viewers to shop new arrivals. # Storyline - 00:00–00:07 00:00–00:07 The ad shows a montage of different people wearing Helly Hansen jackets. The intention is to showcase the brand's new spring collection and the different styles available. The perspective is from the brand, showing their products in various settings. The tone is upbeat and energetic, with a focus on outdoor activities. - 00:07–00:08 00:07–00:08 The ad shows a woman sitting on a wooden fence, wearing a Helly Hansen sweater and shorts. The intention is to showcase the brand's casual wear. The perspective is from the brand. The tone is relaxed and summery. - 00:08–00:09 00:08–00:09 The ad shows a call to action to shop new arrivals. The intention is to encourage viewers to purchase the products featured in the ad. The perspective is from the brand. The tone is direct and promotional.

# Ad summary This ad showcases Helly Hansen apparel being worn by a skier on a mountain. Text overlay communicates an end-of-season sale. # Brand positioning Helly Hansen is presented as a premium brand specializing in apparel for outdoor activities. The brand caters to outdoor enthusiasts and professionals seeking high-quality gear for various weather conditions. The ad communicates a sense of adventure, performance, and durability, positioning Helly Hansen as a reliable choice for consumers who value both functionality and style in their outdoor clothing. # Product The featured product is Helly Hansen's outdoor apparel, specifically designed for skiing. The apparel includes a black and navy blue jacket with white accents, and red ski pants, providing both style and functionality for skiers. The ad also features the brand's base layer which allows for ease of movement while skiing, and the jacket that offers protection from the elements. The apparel is designed to enhance the skiing experience by providing warmth, flexibility, and protection. # Visual style The ad has a polished and professional aesthetic, showcasing high-quality visuals of a skier on a mountain. The editing is smooth with no jump cuts. The production quality appears high-end, aligning with the brand's image of premium outdoor apparel. The pacing is moderate, with cuts timed to the music. # Hooks Text overlay: 00:00–00:07 END OF SEASON SALE / 00:00–00:07 UP TO 50% OFF SELECT STYLES / 00:00–00:07 Once it's gone, it's gone for good Visual: 00:00–00:01 A close up shot of a skier's wrist wearing a gold bracelet, layered on top of the text overlay "END OF SEASON SALE UP TO 50% OFF SELECT STYLES Once it's gone, it's gone for good" and the Helly Hansen logo. The camera zooms out to show the skier in their jacket, helmet, and goggles, against a backdrop of snowy mountains. # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - 50% off sale for jackets and pants # Benefits - Provides warmth - Flexibility - Protection # Features - Jackets - Pants # Call to action SHOP SALE # Social proof - None used. # Point of view - Brand 100% – The brand POV is communicated through a focus on the product and scenery. # Storyline - 00:00–00:07 00:00–00:07 The ad features a person skiing down a snowy mountain wearing a Helly Hansen jacket and pants. The skier moves confidently and skillfully through the terrain. The intention is to showcase the apparel's performance and suitability for skiing in challenging conditions, emphasizing the brand's quality and functionality. - 00:07–00:08 00:07–00:08 The ad transitions to a scenic shot of the snow covered mountains, with a call to action to shop the sale.

# Ad summary This ad promotes Helly Hansen apparel during an end of season sale. It features a skier wearing the brand's jacket and skis and states the discount offer of up to 50% off on select styles. The brand leverages its historical presence in the industry and the urgency of the sale to persuade customers. # Brand positioning Helly Hansen presents itself as a provider of high-quality outerwear and gear for serious outdoor activities, specifically skiing. With the tagline "ALIVE SINCE/1877", the brand emphasizes a long-standing heritage and expertise in performance apparel. This establishes Helly Hansen as a reputable brand in the space, conveying reliability and trust to consumers seeking durable and high-performing clothing for challenging environments. # Product The ad prominently features a Helly Hansen ski jacket, a dark blue outerwear piece with a high collar, front zipper, and red-and-white accents. It's designed for skiing and other winter sports, providing warmth and protection against the elements. The jacket is worn by a skier in action, demonstrating its suitability for use in challenging environments. The brand is running an "END OF SEASON SALE" offering "UP TO 50% OFF SELECT STYLES", which makes the product more accessible while addressing potential purchase barriers related to cost. The ad highlights the limited-time nature of the offer with the phrase, "Once it's gone, it's gone for good." # Visual style The ad features a dynamic shot of a skier in action, set against a bright, snowy background, creating a sense of movement and adventure. The brand logo is prominently displayed at the bottom, reinforcing brand recognition, and the image is layered with text to convey the sale details. # Hooks Headline: END OF SEASON SALE # Funnel stage Bottom of funnel (Conversion) # Pain points The ad clearly presents the concern of missing out on a limited-time offer, signaled by the quote: "Once it's gone, it's gone for good." # Value propositions - Enjoy significant savings on Helly Hansen products during the End of Season Sale. This is an opportunity to acquire high-quality ski gear at a reduced price. # Benefits - UP TO 50% OFF SELECT STYLES - Once it's gone, it's gone for good # Call to action None used. # Point of view - Customer: The skier in action lets viewers imagine themselves using the gear in a real-world environment. # Storyline - The ad opens with a skier in action, wearing Helly Hansen gear, which immediately establishes the context and setting for the product. This invites the audience to imagine themselves using the apparel in a similar environment from the customer POV. - The message then shifts to a promotional offer—an "END OF SEASON SALE"—with a specific discount of "UP TO 50% OFF SELECT STYLES". This is intended to capture attention and generate interest, highlighting a clear incentive to consider the purchase from the brand's POV. - The ad closes with the line, "Once it's gone, it's gone for good." which emphasizes the limited-time nature of the promotion. This creates a sense of urgency and encourages immediate action, appealing to the viewer from the brand's POV.

# Ad summary An ad for Helly Hansen gear. An outdoor snowboarding enthusiast explains to the viewer that when you purchase Helly Hansen jackets or pants, you receive a free ski day. The presenter then prompts viewers to shop for ski gear at hellyhansen.com. # Brand positioning Helly Hansen is presented as a brand that caters to outdoor winter sports enthusiasts, particularly those who enjoy skiing and snowboarding. The brand aligns with a lifestyle of adventure, excitement, and exploration of winter landscapes. The brand promotes itself through offering a functional product, appealing to the customer's desire for value-added offers and promotions. # Product Helly Hansen jackets and pants are presented as qualifying winter sports apparel. Purchasing either a jacket or pants entitles the customer to a free ski day at one of 70 partner resorts. The product functions as a means to an experience, offering a value proposition for customers seeking both quality outerwear and recreational opportunities. The ad addresses the potential purchase barrier of cost by framing the apparel as an investment that unlocks additional benefits, encouraging customers to shop at hellyhansen.com. # Visual style The ad has a blend of a UGC feel with a polished commercial aesthetic. The editing style includes quick cuts and static shots. The production quality is a hybrid, aiming for a balance between authenticity and professionalism. The ad has a moderate pace. # Hooks Spoken: Female 1: This winter upgrade comes with a free ski day Text overlay: 00:00-00:02 / HH / ALIVE / SINCE / 1877 Visual: 00:00–00:02 A young, light-skinned woman stands in the snow next to fir trees covered in snow. She wears a light blue Helly Hansen coat and pants, and brown snow gloves. She also wears a white helmet and purple goggles and has a snowboard behind her. She smiles at the camera. The camera is stationary and at eye level. The lighting is natural and creates a bright and crisp feel. # Funnel stage Consideration # Pain points The central frustration is the cost of skiing. This is implied by using the phrase, "free ski day". # Value propositions - This winter upgrade comes with a free ski day # Benefits - You can ski for free # Features - Helly Hansen jackets - Helly Hansen pants # Call to action Shop Ski Gear # Social proof - None used. # Point of view - Customer 50% – The presenter is an outdoor snowboarding enthusiast giving the ad a more personal and relatable tone. - Brand 50% – The ad relays direct product information such as the ski day incentive. # Storyline - 00:00–00:02 A snowboarding enthusiast standing in the snow explains that this winter upgrade comes with a free ski day. This is intended to immediately grab the viewer's attention and entice them to continue watching. The perspective is from the enthusiast, creating a casual and relatable feel. The tone is upbeat and positive. - 00:02–00:08 A skier is going down the slope. This illustrates the free ski day the presenter mentioned. The perspective is from the brand's viewpoint as the voiceover explains the process of how to receive a free ski day. The tone is informative. - 00:08–00:11 The presenter returns, zipping up the Helly Hansen jacket. This visually connects the product with the benefit of a free ski day. The perspective is from the presenter, reinforcing the initial casual and enthusiastic tone. The message is informative and relatable. - 00:11–00:14 The presenter prompts viewers to shop at hellyhansen.com to receive a free ski day. This prompts the viewer to take action. The perspective is from the presenter, giving viewers a direct call to action. The tone is enthusiastic and persuasive.

# Ad summary This ad promotes Helly Hansen's promotion of a free ski pass when you purchase their gear and book a stay at participating resorts. # Brand positioning Helly Hansen is presented as an experienced brand for skiing gear. The company has been around since 1877 and they have a high profile logo on the gear. The brand is presented as an option for skiing gear. # Product The ad features a range of Helly Hansen ski gear, including jackets, pants, and full body ski suits. The gear is designed for skiing and snowboarding, and comes in a variety of colors and styles. The gear is shown in action on the slopes, highlighting its performance and durability. It is also emphasized that when you purchase their gear, you can get a free ski pass at participating resorts. # Visual style The ad has a modern aesthetic. The editing has quick cuts and smooth transitions. The production quality is high. # Hooks Text overlay: 00:00–00:03 SKI FREE / 00:00–00:03 with Visual: 00:00–00:01 A snowboarder jumps off a snowy cliff on a bright sunny day with a dark blue sky. / 00:01–00:03 POV shot of a person skiing downhill. There is a text overlay that goes over the shot. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Buy Helly Hansen gear and get a free ski pass - Helly Hansen has been around since 1877 # Benefits - Free ski pass - High performance ski gear - Durable ski gear # Features - Helly Hansen ski gear - Ski jackets - Ski pants - Full body ski suits # Call to action LEARN MORE HERE # Point of view - Customer 50% – The ad shows customers using the product. - Brand 50% – The ad shows the brand logo and product features. # Storyline - 00:00–00:01 The ad opens with a person snowboarding off of a cliff. - 00:01–00:03 00:01–00:03 The ad cuts to a text overlay explaining how to get a free ski pass. This is from the perspective of someone putting together the ad. - 00:03–00:05 00:03–00:05 The ad shows product features. This is from the perspective of the brand.

# Ad summary This ad promotes the end of season sale from Helly Hansen. The ad features a skier wearing the brand's clothing while skiing down a mountain. The ad closes with the prompt to shop the sale. # Brand positioning Helly Hansen is presented as a high-quality brand for outdoor apparel and gear. The ad showcases the brand's association with winter sports, particularly skiing. The brand emphasizes performance and style. The ad promotes the idea that customers should care because they can buy high-quality items during the end of season sale. # Product The product being advertised is Helly Hansen's ski apparel. It is implied that the products are warm, insulated, and waterproof. The garments feature the company's branded logo. It is for people who enjoy winter sports. The ad draws attention to an end of season sale event. # Visual style The visual style is polished. The editing style features quick cuts. The production quality is that of a commercial. The pacing is fast. The cuts are not timed to the music beats. # Hooks Text overlay: 00:00–00:02: END OF SEASON SALE / 00:00–00:02: UP TO 50% OFF SELECT STYLES / 00:00–00:02: Once it's gone, it's gone for good Visual: 00:00–00:02: A person wearing a navy blue long-sleeved shirt and red ski pants adjusts their sleeve. The shirt features the Helly Hansen logo in red and white. A thin gold bracelet adorns their wrist. In the background, there is a mountain range with white snow and green pine trees. On-screen text reads, "END OF SEASON SALE UP TO 50% OFF SELECT STYLES Once it's gone, it's gone for good" with the Helly Hansen logo beneath the text. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Customers should care because they can buy high-quality items during the end of season sale. # Benefits - Warm insulated waterproof apparel. # Features - Helly Hansen brand apparel # Call to action SHOP SALE # Social proof - None used. # Point of view - Brand 100% – The ad shows a skier using the product and displays the product's logo as well as on screen text. # Storyline - 00:00–00:02 A hand adjusts the sleeve of a jacket. The camera then pans up to reveal a skier in full gear. - 00:02–00:07 The skier walks to the edge of the mountain and then begins skiing down the hill. - 00:07–00:09 The ad closes by showing the view from the mountain top, alongside a red button that prompts viewers to shop the sale.

# Ad summary This ad for Helly Hansen features an image of a woman in ski gear in a snowy environment. The ad highlights the end-of-season sale with a discount of up to 50% off select styles. The Helly Hansen logo is also present. # Brand positioning Helly Hansen is presented as a heritage brand for high-performance outdoor and ski apparel, as emphasized by the tagline "ALIVE SINCE/1877". The brand positions itself as providing high-quality gear for outdoor enthusiasts who require durable and reliable clothing for extreme weather conditions. The visuals suggest a focus on functionality and quality, appealing to customers who prioritize performance in their outdoor activities. # Product The featured product is Helly Hansen's outdoor apparel, which includes a ski jacket and ski pants. The jacket is a light beige color with black zipper accents and the Helly Hansen logo on the left chest. The jacket appears to be insulated and designed for cold weather conditions. The ski pants are black. The product is clearly designed for winter sports and outdoor activities. The ad emphasizes the availability of select styles at a discounted price, potentially addressing the purchase barrier of high cost associated with premium outdoor apparel. The product is presented as ideal for use in snowy environments, indicating its suitability for skiing, snowboarding, and other winter sports. # Visual style The ad has a polished, professional look. The snowy backdrop enhances the association with winter sports and the brand's target market. The overall visual style emphasizes the quality and functionality of the apparel, fitting the outdoor sports category. The image appears to be studio-shot or professionally photographed, with good lighting and clear focus on the product and subject. The typography is clean and legible. The image style lends credibility and reinforces the brand's positioning. # Hooks Headline: END OF SEASON SALE # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of paying full price for Helly Hansen products by providing a limited-time offer for clearance styles. # Value propositions - Save up to 50% on select styles during the end of season sale # Benefits - Up to 50% off # Features - Select styles # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV throughout the image is that of the brand, Helly Hansen, presenting its product and promotional offer to attract customers. # Storyline - The ad starts by showcasing a skier in Helly Hansen apparel against a snowy backdrop, immediately establishing a context of outdoor activity and adventure. The intention is to capture the viewer's attention by depicting a lifestyle or activity that resonates with them, from the perspective of the brand. - The ad then introduces the "END OF SEASON SALE" and a discount of "UP TO 50% OFF SELECT STYLES," creating a sense of urgency and opportunity for potential customers. The intention is to prompt viewers to consider a purchase by offering a deal, which comes from the brand. - The ad includes the phrase "Once it's gone, it's gone for good", which is meant to reinforce the urgency and scarcity of the sale. This is meant to incentivize immediate action from the viewer. This is a message from the brand. - The Helly Hansen logo and tagline "ALIVE SINCE/1877" are displayed, reinforcing brand recognition and emphasizing the company's long-standing presence and reliability. This is from the brand.

# Ad summary This ad showcases Helly Hansen ski gear through a UGC-style demo. A young woman displays and layers various items, emphasizing waterproof, insulated, and flexible qualities. It targets consumers seeking high-quality ski gear for long mountain days, encouraging purchase through a direct CTA. # Brand positioning Helly Hansen is presented as a provider of high-quality ski gear designed for ultimate protection and performance on long mountain days. Aligning with a lifestyle of outdoor adventure, the brand's ski gear is explicitly highlighted as waterproof, insulated, and built for movement, emphasizing functional performance. Helly Hansen appears to push against the norm of less functional and trendy ski gear, prioritizing durability and protection in winter sports, while also offering sleek, stylish designs. # Product The featured product is Helly Hansen ski gear, explicitly described as waterproof, insulated, and built to move. The ad showcases a layered system, highlighting a merino wool base layer, a quarter zip mid-layer, and a seafoam green outer layer. Each layer is designed to work together for ultimate protection and performance. The gear is for individuals who partake in long days on the mountain, as stated in the ad. A key unique selling proposition is the gear's ability to provide ultimate protection and performance through layering. The ad addresses purchase barriers by emphasizing the gear's quality and performance benefits, making it worth the investment for serious skiers. The woman wears each piece individually and explains the order in which each piece should be worn. # Visual style The ad has a clean, UGC aesthetic with a neutral background and direct camera angles. The production quality is polished enough for social media, with clear shots and consistent lighting. The editing style consists of static shots and smooth transitions, allowing the viewer to focus on the clothing. The pacing is consistent at about 5 cuts per minute, which maintains a steady rhythm. # Hooks Spoken: 00:00–00:01 Female 1: Helly Hansen ski gear Text overlay: Helly Hansen ski gear Visual: 00:00–00:01: A woman stands in front of a neutral wall with two framed pictures. She holds a Helly Hansen package out to the camera. She has long dark hair, light skin, and is wearing the light blue base layer ski suit. # Funnel stage Consideration # Pain points Not having adequate protection and performance gear for long days on the mountain. # Value propositions - Helly Hansen ski gear is designed to provide ultimate protection and performance for long days on the mountain. - Layering system provides a comfortable and adaptable solution for skiing. # Benefits - Ultimate protection - Performance # Features - Waterproof - Insulated - Built to move - Merino wool base layer - Quarter zip mid-layer - Seafoam green outer layer # Call to action shop it now on hellyhansen.com # Social proof - "I can't wait to go on my next ski trip and put all this amazing quality gear to use" – Female 1 (Customer) # Point of view - Customer 100% – The ad is delivered by a woman showcasing the product in a relatable manner as if it was filmed for her own social media. # Storyline - 00:00–00:01 A woman holds a Helly Hansen LIFA Merino base layer in packaging and presents the brand. - 00:01–00:02 00:01–00:02: She models the light blue base layer to show its fit and form. - 00:02–00:05 00:02–00:05: She introduces a Helly Hansen quarter zip mid-layer, emphasizing its part in the layering system. - 00:05–00:09 00:05–00:09: She displays and then models a seafoam green outer layer ski suit. - 00:09–00:11 00:09–00:11: The woman showcases the full ski gear set, zipping up the seafoam green jacket. - 00:11–00:16 00:11–00:16: She encourages viewers to shop the Helly Hansen gear, highlighting its quality and the anticipation of using it on her next ski trip, then putting on the jacket hood.

# Ad summary This ad promotes Helly Hansen's LIFA Merino base layers, with a focus on their ability to keep you warm and dry in challenging conditions. The ad highlights the two-layer bottoms and balaclava base layer, emphasizing their role in creating a comfortable foundation for outdoor activities. It concludes with a call to action to purchase the product on Helly Hansen's website. # Brand positioning Helly Hansen is presented as a heritage brand focused on providing high-performance base layers designed to keep users warm and dry in challenging conditions. With the explicit messaging of "ALIVE Since 1877", Helly Hansen emphasizes its long-standing history of functional products in a way that pushes against trend-based fashion brands. # Product The LIFA Merino base layers by Helly Hansen are presented as essential for staying warm and dry in challenging conditions. The ad specifically highlights two-layer bottoms and a balaclava base layer. The two-layer construction is not explicitly detailed, but implied to provide superior warmth and moisture-wicking capabilities. The use occasion is during outdoor activities in cold or challenging conditions. The product solves for being comfortable all day long in the cold. The key selling points are its ability to ensure warmth and dryness even in tough environments. # Visual style The ad has a casual, UGC-style feel with a mix of static shots and action footage. The production quality is decent, striking a balance between authentic and polished. Editing includes quick cuts and smooth transitions to maintain a brisk pace. The visuals are generally well-lit, with natural lighting during the outdoor scenes and consistent lighting in the indoor segments. The editing rhythm and cuts per minute are paced evenly. # Hooks Spoken: Male 1: LIFA Merino wool base layers by Helly Hansen is the only way to ensure that I stay warm and dry even in the most challenging conditions. Text overlay: LIFA MERINO / IS THE ONLY / AND DRY, / THE MOST / CONDITIONS. Visual: 00:00–00:01 Close-up shot of the Helly Hansen LIFA Merino packaging. The colors are primarily red, white, and black. The camera is static. / 00:01–00:04 The man, who appears to be in his late 20s to early 30s, stands in front of a white door. He is light-skinned and is wearing a long-sleeved white shirt with a colorful pattern of mountains, snowflakes, and various other symbols, as well as teal leggings, and a camouflage baseball cap. He speaks directly to the camera. The camera is static. / 00:04–00:06 Close-up on the man's base layer top. The camera is static. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The ad implies that staying warm and dry in challenging conditions can be difficult, setting up the product as the solution to this problem. # Value propositions - LIFA Merino ensures warmth and dryness in challenging conditions. # Benefits - Ensure that I stay warm and dry even in the most challenging conditions - Creates the foundation for being comfortable all day long # Features - LIFA Merino wool base layers # Call to action Get yours today at www.hellyhansen.com! # Social proof - "LIFA Merino wool base layers by Helly Hansen is the only way to ensure that I stay warm and dry even in the most challenging conditions" – Male 1 # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is enthusiastic about the product. # Storyline - 00:00–00:01 The ad opens with a close-up of the packaging and brand name, introducing the product. - 00:01–00:06 00:01–00:06 A man pulls up the sleeves of a base layer top, showing the pattern. He speaks directly to the camera, stating that Helly Hansen is the only way to ensure staying warm and dry, even in the most challenging conditions. The tone is conversational and informative, positioning the speaker as a product advocate. - 00:06–00:08 00:06–00:08 The man puts on a balaclava and talks about how it creates the foundation for being comfortable. - 00:08–00:11 00:08–00:11 The narrative shifts to show the man exiting a vehicle prepared for a snowy environment. This transitions to footage of him skiing down a mountain. - 00:11–00:15 00:11–00:15 The ad concludes with him continuing to ski, with a call to action to purchase the product from the company website. The tone is urgent and action-oriented, encouraging immediate purchase.

# Ad summary This ad showcases a woman dressed in Helly Hansen outerwear against a snowy mountain backdrop. The ad's tagline encourages viewers to 'Get Set for the Slopes', highlighting the brand's focus on providing high-quality apparel for winter sports enthusiasts. # Brand positioning Helly Hansen is presented as a heritage brand specializing in high-performance outerwear, particularly for winter sports. The brand, established in 1877, aligns with a lifestyle centered around outdoor adventure and preparedness for harsh weather conditions. Helly Hansen is positioning itself as a functional brand that delivers durable and reliable products, appealing to customers who value performance and quality in their outdoor gear. The ad emphasizes its long-standing presence in the market, suggesting trust and expertise in the field. # Product The featured product is a Helly Hansen hooded jacket, designed for cold-weather activities such as skiing or snowboarding. The jacket is made from a durable, weather-resistant material and features a functional design with a hood, secure closures, and a comfortable fit that allows for movement. It is specifically designed for individuals who engage in outdoor winter sports. The jacket aims to overcome barriers such as discomfort in extreme weather and lack of mobility, ensuring warmth, protection, and flexibility for the wearer. # Visual style The ad features a high-quality, studio-shot image with a focus on showcasing the product in an outdoor setting. The visual motifs include a clear, bright color palette and a focus on the natural beauty of the mountain landscape. The image treatment includes color grading to enhance the vibrancy of the blue jacket and the clarity of the sky. The typography is large and bold, ensuring readability and quick scannability. The visual style is designed to be both appealing and informative, capturing attention while clearly communicating the product's intended use and the brand's association with outdoor adventure. # Hooks Headline: GET SET FOR THE SLOPES # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Helly Hansen jacket provides protection and comfort for winter sports. - Prepare for winter sports activities with the hooded Helly Hansen jacket. # Benefits - Protection from cold weather - Comfortable fit # Features - Helly Hansen jacket - Hooded jacket - Durable material # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV appears through the brand's logo placement. The brand uses this visual to reinforce brand recognition and credibility. # Storyline - The ad opens with a person wearing Helly Hansen gear on the slopes, setting the scene and implying the product's intended use. The audience experiences this from the perspective of someone who is ready for an outdoor adventure, signaling the brand's commitment to equipping consumers for such activities. - The tagline 'Get Set for the Slopes' appears, directly addressing the viewer and encouraging them to prepare for winter sports. The message intends to inspire action, inviting the audience to associate the brand with readiness and excitement for outdoor activities. The brand is telling this part of the story, positioning itself as a facilitator of winter adventures. - The Helly Hansen logo is prominently displayed, reinforcing brand recognition and trust. This reinforces the brand's presence and heritage, highlighting its long-standing expertise in outdoor apparel. The brand is reminding the audience of its credibility and history.

# Ad summary This image ad features a person wearing a ski jacket and pants in the mountains. The ad intends to showcase the Helly Hansen brand and its apparel for skiing or snowboarding. # Brand positioning Helly Hansen is presented as a performance-driven, high-quality brand for outdoor enthusiasts, particularly those involved in winter sports like skiing and snowboarding. The brand aligns with a lifestyle of adventure, resilience, and preparedness for harsh weather conditions. Positioned as a heritage brand, it emphasizes its long-standing presence with the tagline "ALIVE SINCE 1877", suggesting expertise and reliability developed over time. The brand avoids direct competitor comparisons, instead focusing on its own legacy and association with challenging environments. # Product The featured products are a ski jacket and ski pants, both designed for winter sports. The jacket is a vibrant turquoise color, equipped with features such as a high collar and multiple zippered pockets. The pants are the same turquoise color and appear to be insulated and weather-resistant. The overall impression is that these garments are designed to provide warmth, protection, and mobility for activities in cold, snowy environments. The ad emphasizes that these products are suitable for skiing, as indicated by the headline "PRÊT POUR LES PISTES." # Visual style The visual style is bright and polished, using natural lighting and clear photography to showcase the product in action. The overall aesthetic is clean and professional, designed to convey a sense of quality and reliability. The image is well-composed, with the person and product as the clear focal point against the mountain backdrop. The photograph is crisp and has high production value. # Hooks Headline: PRÊT POUR LES PISTES # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - The tagline "ALIVE SINCE 1877" serves as social proof by implying the brand's long-standing presence and expertise in producing reliable apparel. # Point of view - Customer: The entire image shows the customer wearing Helly Hansen gear while skiing, presenting the brand through the lens of an active user enjoying the product in its intended environment. - Brand: The Helly Hansen logo and tagline "ALIVE SINCE 1877" appear on the bottom, reinforcing brand recognition and longevity. # Storyline - The ad opens with a medium shot of a person in full ski gear on the slopes, conveying a sense of readiness and adventure. The intention is to immediately immerse the viewer in the skiing experience from the customer's point of view. - The visual is paired with the headline "PRÊT POUR LES PISTES", setting the scene and context, while inviting the viewer to associate the brand with excitement and preparedness. The brand is establishing a feeling that you can trust their product to take you out on the slopes. - The ad concludes with the Helly Hansen logo and tagline "ALIVE SINCE 1877", reinforcing the brand's heritage and establishing credibility from the brand's point of view.

# Ad summary This image ad for Helly Hansen features a skier wearing the brand's jacket and gloves. The ad is in French and promotes the brand's ski season apparel. # Brand positioning Helly Hansen is presented as a brand deeply rooted in outdoor adventure, specifically skiing, with a heritage dating back to 1877. The brand positions itself as a provider of high-quality apparel suitable for challenging environments, emphasizing functionality and durability. The brand's logo is prominently displayed, reinforcing its identity and long-standing presence in the market. The brand aligns with a lifestyle of outdoor activity and preparedness for harsh weather conditions, appealing to consumers who value performance and reliability in their gear. # Product The featured product is a Helly Hansen ski jacket and gloves, designed for use in cold weather conditions. The jacket is a deep red color and appears to be made from a durable, weather-resistant material. It includes functional elements such as a sleeve pocket with the Helly Hansen logo. The gloves are white and appear to be insulated, providing warmth and protection for the hands. The ad highlights the brand's commitment to providing high-quality apparel suitable for skiing and other outdoor activities. The products are presented as essential gear for anyone looking to enjoy the ski season comfortably and safely. # Visual style The ad features a close-up shot with a shallow depth of field, focusing on the Helly Hansen apparel and the skier's face. The color palette is dominated by red, white, and blue, creating a visually appealing and cohesive look. The lighting is natural, highlighting the textures and details of the products. The overall style is clean and professional, conveying a sense of quality and reliability. # Hooks Headline: PRÊT POUR LA SAISON DE SKI # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - High-quality apparel for skiing - Essential gear for the ski season # Benefits - Suitable for cold weather conditions - Durable - Weather-resistant # Features - Ski jacket - Gloves # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing their products and reinforcing their identity as a provider of high-quality ski apparel. # Storyline - The ad opens with a close-up shot of a skier wearing Helly Hansen gear, immediately immersing the audience in the skiing experience. This is intended to capture the viewer's attention and establish the context of the ad from the brand's perspective. - The focus then shifts to the Helly Hansen jacket and gloves, highlighting the brand's products as essential for the ski season. This is from the brand's perspective, showcasing the quality and functionality of their apparel. - The ad concludes with the Helly Hansen logo and tagline, reinforcing the brand's identity and heritage. This is the brand's way of leaving a lasting impression on the viewer and solidifying their position as a trusted provider of ski apparel.

# Ad summary The ad highlights Helly Hansen's professional-grade gear for skiing. It features a skier in action, with the text emphasizing equipping oneself like a professional. The ad positions Helly Hansen as a provider of high-quality equipment that enhances performance. # Brand positioning Helly Hansen is presented as a brand providing professional-grade equipment for outdoor activities, particularly skiing. The brand emphasizes its heritage (since 1877) and positions itself as the go-to choice for those who want to equip themselves like professionals. This suggests a focus on quality, performance, and durability, aligning with a lifestyle of serious outdoor pursuits. # Product The product featured is Helly Hansen's ski gear, including a jacket, pants, helmet, goggles, and a backpack. The gear is shown being worn by a skier in action, emphasizing its functionality and suitability for professional use. The visual presentation suggests the gear is designed for performance, comfort, and protection in challenging outdoor conditions. The ad highlights the gear's ability to equip the user like a professional. # Visual style The ad uses a dynamic action shot to create a sense of excitement and adventure. The color grading is cool, emphasizing the snowy environment. The typography is clean and modern, layered over the image. The layout is simple and direct, with a focus on the skier in action and the brand logo. # Hooks Headline: ÉQUIPEZ-VOUS COMME UN PROFESSIONNEL # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the desire to have high-quality gear that will help the viewer perform at a professional level. The ad addresses this by showcasing Helly Hansen's professional-grade ski gear, implying that their products can help the viewer achieve this level of performance. "ÉQUIPEZ-VOUS COMME UN PROFESSIONNEL" # Value propositions - Helly Hansen's ski gear allows you to equip yourself like a professional, suggesting high-quality equipment enhances performance. # Benefits - Equipping oneself like a professional # Features - Professional-grade ski gear # Call to action None used. # Social proof - None used. # Point of view - Customer: The customer POV is conveyed by the skier in action, emphasizing the aspirational quality of performing like a professional. - Brand: The brand's POV is expressed through the text "ÉQUIPEZ-VOUS COMME UN PROFESSIONNEL" and the logo placement, highlighting the brand's promise of providing professional-grade equipment. # Storyline - The ad begins with a shot of a skier in action on a snowy slope, conveying the intensity and dynamism of the sport. This visual is intended to capture the viewer's attention and establish the context of the ad from the skier's point of view. - The text "ÉQUIPEZ-VOUS COMME UN PROFESSIONNEL" (Equip yourself like a professional) appears over the skier, signaling the ad's central message that Helly Hansen gear provides the means to perform at a professional level from the brand's point of view. - The Helly Hansen logo and brand tagline "ALIVE SINCE / 1877" is presented at the bottom of the image, reinforcing brand recognition and emphasizing the company's long-standing heritage and expertise from the brand's point of view.

# Ad summary This ad features a close up shot of a man with outdoor winter gear. The ad encourages consumers to ‘equip yourself like a professional’ with HH gear. # Brand positioning Helly Hansen (HH) is presented as a high-quality outdoor and professional-grade gear brand. Their gear enables consumers to ‘equip’ themselves ‘like a professional.’ The brand's logo, “HH ALIVE SINCE/1877,” is prominently displayed, suggesting a long history and expertise in providing gear for outdoor activities. The brand is focused on providing high quality, performance-based outdoor gear that makes one feel like a professional. # Product The ad showcases a range of winter outdoor gear, featuring a helmet with a visor, a balaclava or neck gaiter, a jacket, and a backpack or vest. The helmet appears to be a standard protective helmet designed for winter sports, possibly skiing or snowboarding, and includes a functional visor. The balaclava or neck gaiter covers the lower part of the face, providing insulation and protection from the cold. The jacket is a high-performance outdoor jacket designed to withstand harsh weather conditions, including water resistance and insulation. The backpack or vest appears to be designed for carrying essential equipment for outdoor activities. These products work together to protect you from the cold and snow. # Visual style The visual style of the ad is highly polished and professional, with a focus on showcasing the quality and functionality of the outdoor gear. The image features natural lighting and a clear focus on the main subject, which is the man wearing the Helly Hansen gear, against a natural outdoor backdrop. # Hooks Headline: ÉQUIPEZ-VOUS COMME UN PROFESSIONNEL # Funnel stage Awareness # Pain points None used. # Value propositions - Equip yourself like a professional: implies that the consumer will feel like a professional by purchasing Helly Hansen's gear. # Benefits - Protection from Cold - Professional-Grade Gear - Durability in Harsh Weather # Features - Helmet with Visor - Balaclava/Neck Gaiter - High-Performance Outdoor Jacket - Backpack/Vest # Call to action None used. # Social proof - Helly Hansen (HH) has been ALIVE SINCE/1877 which builds trust and credibility. # Point of view - Brand: This POV is present in the tagline and the brand logo, emphasizing that the ad is about promoting and associating the brand with high-quality outdoor gear. # Storyline - The ad opens with a close-up shot of a person equipped with full winter gear, including a helmet, goggles, and a jacket. This is intended to immediately draw the viewer into the scene, immersing them in the world of winter sports. The audience is experiencing it from the perspective of someone observing an outdoorsman dressed in gear. - The ad then features the phrase “ÉQUIPEZ-VOUS COMME UN PROFESSIONNEL” overlaid on the image. This encourages the viewer to purchase Helly Hansen’s products so they can feel like they are a professional. The audience is experiencing this from the brand's perspective. - Finally, the Helly Hansen logo is displayed in the bottom center of the image. This ensures brand recognition and reinforces the message of high-quality, professional-grade gear. This is experienced from the brand’s perspective.

# Ad summary This ad features a woman wearing Helly Hansen ski apparel on a snowy mountain. It aims to resonate with people interested in outdoor winter activities, specifically skiing. The ad promotes the quality and style of Helly Hansen's gear. # Brand positioning Helly Hansen is presented as a heritage brand for high-performance outdoor apparel, specifically for skiing. The brand has been "ALIVE SINCE/1877," suggesting a long history of innovation. By featuring a stylish woman on the slopes, the brand communicates its commitment to both functionality and aesthetics, targeting consumers who value both in their outdoor gear. The brand aims to occupy the space in the consumer's mind of a high-quality outdoor apparel that combines tradition and modern style. # Product The featured product is Helly Hansen ski apparel, specifically a teal-colored jacket and matching pants. The jacket is a hooded design with visible zipper pockets and the Helly Hansen logo on the chest. The apparel is presented in a real-world context, worn by a woman on a snowy mountain, highlighting its suitability for skiing and other winter activities. The apparel is designed to keep the wearer warm and protected in challenging weather conditions while maintaining a stylish appearance. The language and visuals showcase the product's ability to keep the wearer comfortable and stylish during winter sports. # Visual style The ad features a clean, bright, and realistic aesthetic with a focus on natural lighting. The production quality appears high, suggesting a professional photo shoot. The color palette is dominated by teal, white, and blue, creating a cool, crisp atmosphere that aligns with winter sports. The typography is simple and modern, overlaying the image without distracting from the scene. The overall style conveys a sense of adventure, competence, and style, aiming to capture attention and communicate the product's value in a visually appealing way. # Hooks Headline: PRÊT POUR LES PISTES # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - ALIVE SINCE/1877 (on-package label text) # Point of view - Customer: The entire ad is presented from the customer's POV, showing the use of the product in a natural environment. # Storyline - The ad opens with a shot of a woman in Helly Hansen ski apparel on a mountain, immediately setting the scene and showcasing the product in its intended environment. This establishes the context and provides a visual reference for the product's use, giving the impression of being ready to take on the slopes, from the customer's point of view. - The phrase "PRÊT POUR LES PISTES" is overlaid on the image, which translates to "Ready for the Slopes." This reinforces the theme of winter sports and emphasizes the product's readiness for skiing, being told from the brand's point of view. - The Helly Hansen logo is displayed, reinforcing brand recognition and associating the product with the company's identity and values, from the brand's point of view.

# Ad summary This image ad for Helly Hansen features two skiers/snowboarders and highlights the brand's clean styles and relaxed fits. # Brand positioning Helly Hansen is presented as a high-quality brand that designs apparel for skiing and snowboarding. The use of mountain terrain and a clear blue sky in the background, paired with the tagline, “Clean styles, relaxed fits,” suggests the brand is modern and sophisticated, yet prioritizes a comfortable fit for athletic performance. The brand's logo is prominently displayed, reinforcing its identity as a long-standing, established brand, “Since 1877”. The brand appears to blend functional performance with a modern aesthetic. # Product The Helly Hansen advertisement features outerwear apparel and accessories for skiing and snowboarding. This includes a jacket and pants set worn by one of the snowboarders in a shade of brown or tan, designed for mountain environments. This specific set appears to offer a relaxed fit, per the ad's tagline. The clothing is likely designed to be durable and weather-resistant for comfort and protection on the slopes. The ad also visually showcases the helmet, goggles, and gloves the snowboarders are wearing. # Visual style The ad features a high-quality, outdoor action shot. The image treatment appears natural with bright lighting and clear focus, emphasizing the real-life use of the product. The typography is clean and modern, complementing the brand's logo and tagline. The composition leverages the natural beauty of the snowy mountainscape to enhance the brand's association with adventure and high-performance gear. The image style is designed to quickly capture attention while conveying an aspirational lifestyle. # Hooks Headline: FIND YOUR LINE # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The tagline, "CLEAN STYLES, RELAXED FITS" highlights the comfort and aesthetic of the apparel. # Benefits - Comfortable outerwear # Features - CLEAN STYLES - RELAXED FITS # Call to action None used. # Social proof - None used. # Point of view - Brand: The overall image and text are used to showcase the Helly Hansen brand and its product line. - Customer: The tagline, "Find Your Line" speaks directly to the consumer, inspiring them to wear this apparel on their own adventures. # Storyline - The ad opens with a shot of two snowboarders at the top of a mountain, suggesting that the brand’s apparel is intended for high-performance use. This helps create a sense of adventure and aligns the brand with outdoor activities, appealing to customers who enjoy winter sports. This is from the brand's perspective. - The text overlay, “Find Your Line,” inspires viewers to seek out their own adventures while wearing the advertised product. This motivates the customer to see themselves in the snowboarder’s position. This is told from the brand's perspective. - The tagline, “Clean Styles, Relaxed Fits” highlights the comfort and aesthetic of the apparel, differentiating it from more technical, less stylish brands. This helps alleviate the possible customer concern that quality outdoor gear won't be stylish or comfortable. This is told from the brand's perspective.