How Herschel Supply Co. Advertises on Meta

# Ad summary This ad showcases Herschel Supply luggage in a promotional travel video shot in Tokyo, Japan. The video follows a solo traveler as he explores the city with his camera and Herschel luggage. # Brand positioning Herschel Supply Co. is presented as a brand that equips and enables travel for creative individuals. The brand emphasizes exploration and adventure, positioning itself within the broader travel and lifestyle market. The brand promotes a lifestyle of intentional travel and creative pursuit. The ad ignores the fast-paced trends of the travel influencer market, instead focusing on a more cinematic aesthetic. # Product The ad features Herschel Supply luggage, including a dark gray rolling suitcase and a light green backpack. The suitcase is a standard size for carry-on or checked baggage, featuring a telescoping handle and wheels for easy transport. The backpack is a smaller, lightweight bag designed for carrying essential items while exploring. The ad highlights the luggage's role in facilitating travel and creative endeavors. # Visual style The ad has a polished, cinematic aesthetic with natural lighting and smooth transitions. The editing style is slow and deliberate, with static shots and minimal camera movement. The production quality is high-end, resembling a professional travel film. The pacing is slow and consistent, creating a calm and contemplative mood. There are no visual motifs. # Hooks Text overlay: 00:00–00:23: PHOTOGRAPHY IN / 00:00–00:23: TOKYO / 00:00–00:23: WITH HERSCHEL SUPPLY Visual: 00:00–00:23: The camera is at eye level and static, capturing a medium shot of a man standing at a train crossing. The man has his back to the camera and faces the train tracks. He is wearing a green jacket, navy pants, and a backpack, and he is holding a gray Herschel rolling suitcase. The train crossing has flashing red lights and yellow crossbuck signs. In the background are residential buildings and a clear blue sky. Text overlay: "PHOTOGRAPHY IN TOKYO WITH HERSCHEL SUPPLY". # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Herschel luggage enables travel and creative endeavors - Facilitates exploration and adventure # Benefits - Portable luggage for travel - Storage capacity for travel mementos # Features - Herschel rolling suitcase - Herschel backpack # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing the product in a travel setting. # Storyline - 00:00–00:23 00:00–00:23: A man stands at a train crossing in Tokyo with a Herschel suitcase and backpack as a train passes behind him. This opening shot establishes the setting and introduces the man as a traveler. - 00:23–00:27 00:023–00:27: The man is seen walking through a train station, blending into the crowd. This shows the luggage being used in a real-life travel scenario, highlighting its portability and convenience. - 00:27–00:31 00:27–00:31: The man walks down a bustling street, showcasing the luggage's ability to navigate crowded urban environments. - 00:31–00:35 00:31–00:35: The man checks into a hotel, further emphasizing the travel aspect and the luggage's functionality in different stages of a trip. - 00:35–00:44 00:35–00:44: The man takes photos of various scenes in Tokyo, highlighting the purpose of his travel and the role of the backpack in carrying his camera equipment. This connects the luggage to creative pursuits. - 00:44–00:50 00:44–00:50: The man is seen using a film camera. This reinforces the theme of photography and creative expression. - 00:50–00:54 00:50–00:54: The man develops his photos, highlighting the creative process and the tangible results of his photography. - 00:54–01:05 00:54–01:05: The man places his developed photos into his Herschel luggage, illustrating its capacity and utility for storing travel mementos. - 01:05–01:10 01:05–01:10: The man is back at the train crossing, ready to leave Tokyo. The repetition of the opening scene provides closure to his trip. - 01:10–01:13 01:10–01:13: The luggage is highlighted as the man walks away from the camera, showing the full Herschel line, reinforcing the brand.

# Ad summary A woman describes why she loves traveling to NYC, showing off two sandwiches. # Brand positioning The brand appears to be a restaurant or deli in New York City, emphasizing the appeal of visiting the city for its food. The brand presents itself as a destination for people who love to travel and explore new culinary experiences. By showcasing the delicious sandwiches, it aims to entice customers with the unique and satisfying food experience that NYC has to offer. The brand positioning leans towards being emotional by showcasing the woman's love for traveling to NYC because of the food. # Product The product being advertised is a sandwich. One sandwich is a bagel that features cream cheese, slices of cucumber, and dill. The second sandwich, presumably on the same type of bagel, includes cream cheese and sliced tomatoes. The ad aims to highlight the unique, high-quality ingredients and delicious flavor combinations that make these sandwiches a must-try when visiting New York City. The ad showcases the sandwiches being hand-held and eaten, suggesting they are perfect for on-the-go enjoyment while exploring the city. # Visual style The ad features a simple, UGC-style aesthetic. The editing is minimal with static shots and smooth transitions. The production quality is basic, resembling a casual smartphone recording. The visual motifs include close-ups of the sandwiches and the woman's reactions. The pacing is slow and steady, with cuts timed to the voiceover. # Hooks Spoken: 00:03–00:07: Female 1: [Mouth sounds] Mmm. Text overlay: 00:03–00:07: why I love traveling to nyc Visual: 00:03–00:07: A woman with long dark hair, tan skin, and a black leather jacket takes a bite of the tomato sandwich and chews happily. She is sitting at the table across from the camera. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - A must-try when visiting New York City # Benefits - A unique and satisfying food experience # Features - Bagel with cream cheese, cucumber, and dill - Bagel with cream cheese and sliced tomatoes # Call to action None used. # Social proof - This is the reason I love traveling to New York City – Female 1 (Customer) # Point of view - Customer 100% – The entire video is shot as a first-person testimonial from a customer sharing their experience with the product. # Storyline - 00:00–00:03 The video opens by showing the two sandwiches in the woman's hands and in a white to-go container. - 00:03–00:07 00:03–00:07: The woman takes a bite of the tomato sandwich and chews happily. The perspective is from someone sitting across from her who is recording her reaction. - 00:07–00:10 00:07–00:10: The woman reiterates that this is the reason she loves traveling to New York City.

# Ad summary A medium shot of a suitcase with its contents neatly organized using packing cubes and other travel organizers. The brand logo appears in the center. # Brand positioning Herschel is presented as a brand focused on providing high-quality, functional travel goods. The tagline, "The Finest Quality Supply Co. Brand," underscores the brand's commitment to quality. The Herschel logo, prominently featured, reinforces the brand's identity and reliability. The visual style of the ad suggests that Herschel caters to travelers who value both style and organization. # Product The ad showcases a range of travel organizers, including packing cubes. These products are designed to neatly organize the contents of a suitcase, which is presented as a practical solution for travelers. The packing cubes appear to be made from a lightweight, semi-transparent material, allowing for easy visibility of the contents. Each cube is designed to maximize space and keep items separate. The products aim to solve the common travel frustration of disorganized luggage. # Visual style The visual style is clean and organized, emphasizing the practicality and aesthetic appeal of the travel organizers. The use of soft, natural lighting creates a warm and inviting atmosphere. The overhead shot provides a clear view of the suitcase's contents, highlighting the organization and space-saving benefits of the products. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of disorganized luggage, which can make travel more stressful and less efficient. # Value propositions - Packing cubes for neatly organized contents. # Benefits - Neatly organized contents - Maximize space - Keeps items separate # Features - Packing cubes # Call to action None used. # Social proof - None used. # Point of view - Brand: The Herschel logo at the bottom center of the frame conveys the brand's identity. - Customer: The hands placing the packing cube into the suitcase represent the user experience. # Storyline - The ad begins with an overhead shot of an open suitcase, showing various travel organizers neatly packed inside. This sets the scene and highlights the product's primary use, from the brand's perspective. - A person's hands are shown placing a packing cube into the suitcase, demonstrating the ease of use and functionality of the product, from a customer perspective. - The Herschel logo is prominently displayed in the center of the suitcase, reinforcing the brand's identity and quality, from the brand's perspective.

# Ad summary This ad showcases Herschel luggage with a product demo. The ad highlights the functional benefits of the product, and uses text overlays to draw attention to key product features. # Brand positioning Herschel, presented in this ad, aims to occupy the space of a reliable travel companion known for its functional and stylish luggage solutions. The brand aligns with a lifestyle of exploration and adventure. The ad's focus on the luggage's practicality suggests a functional brand positioning. # Product The featured product is Herschel luggage, specifically a compact carry-on suitcase. The product is presented for travelers who value convenience and organization. Key features highlighted include a zippered mesh storage sleeve for organization, smooth rolling wheels for easy transport, and a retractable handle. The ad emphasizes durability and ease of use. The suitcase is shown in various settings, implying its suitability for different travel scenarios. The ad addresses purchase barriers by highlighting the luggage's compact size and organizational features, making it ideal for avoiding checked baggage fees and keeping belongings secure. # Visual style The ad has a clean and polished aesthetic, with static product shots and smooth transitions. The production quality is high, resembling a professional commercial. The pacing is moderate, with cuts timed to showcase different aspects of the luggage. The lighting is even and bright, highlighting the product's features. # Hooks Text overlay: 00:00–00:05 UP TO 30% OFF LUGGAGE Visual: 00:00–00:05: A black Herschel carry-on suitcase, adorned with travel stickers, stands centered against a gray background. The suitcase is on wheels and has a retractable handle. Text overlay reads "UP TO 30% OFF LUGGAGE". The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of disorganized packing and difficult transportation, with the luggage solving this through its organized compartments. # Value propositions - Up to 30% off luggage (offer) - Zippered mesh storage sleeve (convenient organization) - Smooth rolling wheels (easy transport) # Benefits - Organization - Smooth rolling wheels - Retractable handle # Features - Zippered Mesh Storage Sleeve # Call to action HERSCHEL.COM # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:05 The ad opens with a static shot of the luggage, showcasing its design and key features with animated text overlays. - 00:05–00:08 The scene transitions to a shot of the luggage being wheeled smoothly across the floor, demonstrating its ease of movement. This shows the audience how easy it is to travel with the luggage. - 00:08–00:12 The suitcase is opened to reveal its interior compartments and organizational features. This helps the audience visualize how the suitcase can help them keep their belongings tidy while traveling. - 00:12–00:15 The ad concludes with a product shot, with a product URL for more information and purchase.

# Ad summary This ad showcases the Hinomoto wheels on Herschel luggage, emphasizing their smooth and silent rolling capabilities. # Brand positioning Herschel is presented as a brand that prioritizes both style and functionality in its luggage. The focus is on high-quality components, such as the Hinomoto wheels, that enhance the travel experience. The brand aligns with a modern, design-conscious lifestyle, providing dependable travel gear that adds value for the customer. # Product The featured product is Herschel luggage equipped with Hinomoto wheels. These are described as silent-rolling, inset wheels that spin 360° for smooth journeys. The ad emphasizes the effortless and quiet rolling capabilities of the luggage, suggesting a premium travel experience. The functional USP highlighted is the combination of silent operation and smooth maneuverability, making it an ideal choice for travelers seeking convenience and discretion. # Visual style The ad has a polished and minimalist aesthetic, typical of commercial product showcases. The editing style is smooth with static shots that focus on the product's features. The production quality is high-end, emphasizing the premium nature of the Herschel luggage. The pacing is slow and deliberate, drawing attention to the rolling motion of the wheels. Audio-visual sync is present, with visual actions aligning with the text overlay. # Hooks Text overlay: 00:00–00:05 Silent-rolling inset Hinomoto wheels that spin 360° for smooth journeys. Visual: 00:00–00:02: A close-up shot of the black Hinomoto wheels on Herschel luggage. The wheels are rolling silently. The background is a dark, solid color, creating a sleek and modern look. The lighting is focused on the wheels to highlight their design and movement. / 00:02–00:05: The camera pulls back to reveal the full black Herschel luggage with the brand logo visible. The luggage is rolling smoothly across what appears to be a flat surface. The lighting remains consistent, focusing on the product to showcase its overall design and functionality. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Hinomoto wheels ensure a silent and smooth travel experience # Benefits - Smooth journeys # Features - Silent-rolling inset Hinomoto wheels - Wheels that spin 360° # Call to action None used. # Point of view - Brand 100% – The ad communicates directly from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:02 The ad opens with a close-up shot of the Hinomoto wheels on Herschel luggage, focusing on their silent-rolling feature. - 00:02–00:05 The camera pulls back to show the full luggage, highlighting the smooth journeys provided by the 360° spinning wheels.

# Ad summary This image ad showcases Herschel's nylon collection with a focus on a red backpack. The ad highlights the collection's classic silhouettes, reimagined in a bold '90s style, and its availability in Oceana, Barbados Cherry, and Black. # Brand positioning Herschel is presented as a brand that values classic designs with a modern twist. The brand seems to cater to individuals who appreciate both timeless style and contemporary fashion trends, specifically referencing the 90's. The brand positions itself as offering durable and stylish products that are suitable for everyday use, appealing to consumers who value quality and aesthetic appeal. # Product The featured product is a nylon backpack from Herschel's new nylon collection. It features a classic silhouette reimagined in a bold '90s style. The backpack is available in colors such as Oceana, Barbados Cherry, and Black. The bag includes black shoulder straps and a top handle, as well as a white drawstring that is threaded throughout the center of the bag. The bag has a square white label in the bottom right corner. # Visual style The ad has a casual, lifestyle-focused aesthetic. The production quality appears to be somewhere between UGC and studio-shot, with a raw, authentic feel. The image treatment includes a slight desaturation or vintage filter, giving it a retro vibe that aligns with the '90s theme. Typography is integrated simply, with a focus on legibility. The style aims to be in-feed friendly. # Hooks Headline: INTRODUCING THE NYLON COLLECTION # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Classic silhouettes, including our new largest hip pack, reimagined in bold '90s style. - Available in Oceana, Barbados Cherry, and Black. # Benefits - Reimagined in bold '90s style. # Features - Classic silhouettes - largest hip pack - Available in Oceana, Barbados Cherry, and Black. # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the brand aims to showcase a backpack from their latest nylon collection, emphasizing its '90s-inspired style. # Storyline - The ad opens by introducing the Herschel nylon collection, highlighting its classic silhouettes and '90s-inspired design. This sets the stage for a product that blends nostalgia with modern functionality, as told from the brand's POV. - The ad focuses on a specific nylon backpack as it is worn by a person, visually showcasing the product in a real-life context. This helps potential customers envision themselves using the backpack, as told from the brand's POV. - The ad concludes by noting the bag's availability in multiple colors. This communicates the brand's commitment to variety and personal expression, as told from the brand's POV.

# Ad summary This ad features a UGC-style video from a content creator sharing her experience of traveling from New York City to visit her family upstate. She discusses the importance of making time for loved ones and encourages viewers to do the same. # Brand positioning The ad does not explicitly promote any brand. The focus is on the creator's personal experience and the value of spending time with family. However, the ad subtly aligns with brands that prioritize emotional connection and well-being, positioning itself as a source of genuine and relatable content rather than a sales pitch. The content creator shares a lifestyle that includes a balance between city life and family time, suggesting a brand ethos that values both personal growth and close relationships. This approach differentiates the brand from competitors by focusing on authenticity and shared experience, rather than overt promotion. # Product There is no specific product that is being advertised in the video. However, the Herschel brand is present on the luggage used, suggesting that the brand may have a partnership with the content creator. The ad promotes the idea of travel, quality time with family, and slowing down in a fast-paced world. # Visual style The ad has a casual and authentic visual style, resembling user-generated content. The lighting appears natural, and the shots are not overly polished. The editing rhythm is moderate, with cuts that generally follow the flow of the voiceover. The production quality is a hybrid between UGC and a polished commercial, lending a sense of authenticity while still maintaining a clean and visually appealing aesthetic. The visual motifs include scenes of the content creator packing, traveling, and spending time with her family in both urban and rural environments. The pacing is consistent throughout the ad, with cuts timed to coincide with the voiceover lines. # Hooks Spoken: 00:00–00:08: I'm really born and raised in Queens, New York, and I've lived in New York City my entire life, but sometimes, ever since my parents moved up state, I really, really miss them and feel the need to slow down. Visual: 00:00–00:03: The camera is positioned above and looking down at a content creator, sitting on the floor in front of a black Herschel suitcase with wheels. To her right is an open Herschel duffel bag in a camo print, and in front of that is a small Herschel pouch that is also in a camo print. She is wearing a white t-shirt, light grey sweatpants, and brown shoes. Her curly brown hair is in her face, and sunglasses are sitting on top of her head. She is unzipping the duffel bag. / 00:03–00:05: The shot is angled to the left, and now she is packing the suitcase. She is kneeling on the floor, surrounded by the same luggage as before. She is packing clothing into the suitcase. / 00:05–00:07: The content creator is standing in a bathroom, at the bathroom vanity. It is stocked with many skincare products. She is putting items into her camo print Herschel pouch. / 00:07–00:08: This is the same shot as 00:03-00:05, but this time she is zipping up the suitcase and putting her arms over the suitcase looking at the camera. # Funnel stage Top of funnel (Awareness) # Pain points The pain point highlighted in the ad is the feeling of being overwhelmed and unable to slow down in a fast-paced urban environment like New York City. This is expressed when the content creator says, "And I feel like in New York City, sometimes it feels impossible to do that here." # Value propositions - Herschel luggage and bags allow for convenient travel. - Travel allows for a connection with loved ones. # Benefits - Spending time with family - Slowing down # Features - The ad shows Herschel luggage # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a content creator who is also a customer of the brand, sharing her personal experience and feelings. # Storyline - 00:00–00:05 The creator is packing her luggage to go see her family. - 00:00–00:08 She explains that she is originally from Queens, New York and has lived in NYC her entire life, but since her parents moved upstate, she really misses them and feels the need to slow down. - 00:08–00:14 She states that in New York City, sometimes it feels impossible to slow down. - 00:14–00:17 The creator says that she takes trips to go see her family, and shows footage of her on the train and looking at her phone. - 00:17–00:23 She states that she may be biased, but her family are the coolest group of people ever. - 00:23–00:32 She says that coming up and seeing them helps her decelerate the mindset that is so stuck in the city. She says it helps her be present. - 00:32–00:43 She shows footage of her spending time with her family doing things like working, playing guitar, and walking outside. - 00:43–00:53 She states that she really wanted to give the viewers a taste into her personal life and see what her family is like, but also to remind the viewers to go make time for what's important and to spend time with people who matter to them. She ends by encouraging the audience to go give their family a hug.

# Ad summary This image ad promotes luggage, offering a discount of up to 30% off. The ad features a black carry-on suitcase covered in travel-themed stickers. A red banner with "30% OFF" is prominently displayed. # Brand positioning The brand is presented as a travel-oriented outfitter, offering luggage solutions that emphasize personal style and adventure. The stickers allude to well-traveled and worldly individuals. By associating with travel destinations and a well-used aesthetic, the brand aligns with a lifestyle of exploration and memory-making. It subtly pushes against the norm of pristine, unused luggage, instead highlighting the idea that a suitcase tells a story. The brand positioning is primarily emotional, tapping into the desire for adventure and personalization. # Product The product is a black, hard-shell carry-on suitcase with telescoping handle. It is shown covered in various travel-themed stickers, suggesting it has been used on many trips. The stickers vary in theme, including references to specific destinations like Vancouver, Yosemite, and Orange County, as well as generic travel slogans like "Time to Fly." The suitcase has a telescoping handle and four wheels, and is small enough to be a carry-on item. The primary USP is the ability to personalize the luggage with stickers and show off travel experiences. The ad addresses the barrier of price by offering a discount, making it more accessible for potential buyers to purchase. # Visual style The ad utilizes a product-focused studio shot with a clean, simple background to highlight the luggage. The visual motif of travel stickers creates a sense of personalization and adventure. The image treatment is neutral with even lighting and no filters. The typography is simple and legible. The overall style is clean and direct, aimed at quickly communicating the product and the offer, and the stickers add personality that may catch the customer's eye. # Hooks Headline: 30% OFF # Funnel stage Bottom of funnel (Conversion) # Pain points The ad does not explicitly state a pain point. # Value propositions - Save up to 30% on luggage purchases. # Benefits - Up to 30% Off # Features - Luggage # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is from the brand's perspective, highlighting the product and offer. # Storyline - The ad presents the suitcase, covered in travel stickers, as a visual representation of past adventures. The message is that the product has a rich and traveled history, and the customer is experiencing it through the brand's perspective. - A red banner boldly displays "30% OFF", signaling a promotional offer. The message is one of potential savings and affordability for the customer, as told through the brand's perspective. - The ad concludes with text stating "UP TO 30% OFF LUGGAGE," emphasizing the discount available. This is to encourage purchase from the brand's perspective.

# Ad summary A creator showcases Herschel Supply's Tech Division collection, featuring the Kaslo Tech tote and the Denmans sleeve. He highlights features like spaciousness, water bottle storage, a fleece-lined laptop compartment, and a luggage sleeve, emphasizing the collection's functionality, style, and suitability for travel. The creator highlights the products are perfect for people on the move. # Brand positioning Herschel Supply is presented as a brand that designs functional and stylish bags, specifically with its new Tech Division collection. The brand positions itself as catering to individuals who are always on the move and need to carry their tech essentials safely and efficiently. Herschel Supply seems to follow category norms by offering practical solutions, while also pushing against the idea that functional bags can't be stylish, aiming to blend utility with a clean and modern aesthetic. # Product The ad showcases two products from Herschel Supply's Tech Division collection: the Kaslo Tech tote and the Denmans sleeve. The Kaslo Tech tote is highlighted for its spacious wide opening, an easy-to-access fleece-lined laptop compartment, water bottle storage, multiple storage sections for batteries and other gear, and a special pocket for a Bluetooth tracker. The Denmans sleeve is presented as a protective sleeve that perfectly fits a 14-inch MacBook Pro and an iPad Mini. The tote also features a sleeve at the back to slip onto a suitcase. Both products aim to provide functional solutions for carrying tech essentials while traveling, emphasizing protection, organization, and ease of access. The ad conveys that these products are worth buying for their combination of practicality and style, making them ideal for people on the move. # Visual style The ad features a mix of casual, UGC-style footage and slightly more polished product shots. The editing style includes quick cuts and transitions to maintain a brisk pace, with an estimated 30 cuts per minute. The production quality leans towards a hybrid approach, blending authentic, everyday visuals with clear product demonstrations. The visuals are timed to match the voiceover. The ad aims for a clean and modern aesthetic, emphasizing the functionality and style of the Herschel Supply Tech Division collection. # Hooks Spoken: 00:00–00:05: I'm leaving Toronto for about a month and I'm bringing all my essentials in tech with me in these bags from Herschel Supply. Text overlay: 00:00–00:05: I'm leaving Toronto for about a month and I'm bringing all my essentials in tech with me in these bags from Herschel Supply Visual: 00:00–00:04: The shot is a medium close-up of a fair-skinned person with blonde hair, wearing a black shirt with white stars, standing in front of a white wall in a room. They are holding a black device and speaking directly to the camera, with neutral expression. The background includes a white shelving unit with a black soundbar on top, along with framed art and books. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the difficulty and inconvenience of carrying and organizing tech essentials while traveling, as signaled in the ad: "I'm leaving Toronto for about a month and I'm bringing all my essentials in tech with me in these bags from Herschel Supply." # Value propositions - The Tech Division Collection is both functional and stylish - Perfect for traveling and looking good while doing it # Benefits - Fits all of my tech essentials while travelling - Keeping my most important devices protected # Features - Spacious wide opening - Easy to access fleece lined laptop compartment - Water bottle storage - Many storage sections for batteries and other gear - Special pocket for a Bluetooth tracker - Sleeve at the back where you can slip this onto a suitcase - Denmans sleeve fits my 14 inch MacBook Pro perfectly and my iPad Mini as well # Call to action So check it out. # Social proof - This is a must-have feature that I need on any bag that I travel with. # Point of view - Customer 100% – The entire ad is presented from the perspective of a creator showcasing and reviewing the products. # Storyline - 00:00–00:05 The creator introduces the Herschel Supply Tech Division collection, mentioning he's leaving Toronto for a month and is bringing his essentials in these bags. - 00:06–00:11 He states the bags are part of the brand's new tech division collection and these are perfect for everyday use and in his case, for travelling. - 00:11–00:14 He specifically introduces the Kaslo Tech tote, highlighting its spacious wide opening. - 00:15–00:20 He mentions the fleece-lined laptop compartment for easy access at security and shows a Macbook being placed into the tote. - 00:21–00:27 He continues showing the many storage sections inside the bag. - 00:28–00:32 The creator highlights that the bag fits all of his tech essentials while travelling, along with some other items and then presents a passport and a picture of a cat as he is placing it inside the bag. - 00:32–00:38 He points out the bag's sleeve on the back, which allows it to slip onto a suitcase, calling it a must-have feature for any bag. - 00:38–00:42 The creator states that the bag looks clean and was designed for people on the move. - 00:43–00:50 The creator showcases the Denmans sleeve, noting that it fits his 14-inch MacBook Pro and iPad Mini, keeping his most important devices protected. - 00:50–00:58 The creator says that the collection is functional and stylish, and says it is perfect for travelling and looking good while doing it. The creator encourages viewers to check it out.

# Ad summary A person is packing for a trip and shows everything they bring in the Herschel Supply bag. # Brand positioning Herschel Supply is presented as a brand that is making intuitive bags that are designed for work, travel, and everyday life. The bag is designed to make seamless transitions between work, home, and travel, making the product not only functional but a must-have for someone who is on the go. # Product The Kaslo Tech Tote from Herschel Supply is designed to be intuitive, featuring storage pockets exactly where you would expect them to be. The bag is calibrated to your life with easy access and seamless transitions between work, home, and travel. With this bag, there's no gate scrambling when you travel because the bag is second nature. # Visual style The overall aesthetic is a polished commercial with a UGC feel. The editing style consists of quick cuts and smooth transitions. The pace is relatively consistent at around 25-30 BPM. # Hooks Spoken: Male 1: Here's everything I'm packing for a trip out of the country. Text overlay: 00:00–00:01 / EVERYTHING / 00:01–00:02 / COUNTRY Visual: 00:00–00:02: The shot is taken from above of a man in a striped shirt, black baseball cap, and shorts holding a black tote bag in front of a green sofa, a side table, and a window with a white curtain. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point that this product is solving is airport travel being hectic. He mentions that when you get to the gate, there is 'no scrambling.' # Value propositions - The bag is designed to be intuitive, featuring storage pockets exactly where you would expect them to be - Bag is specifically calibrated to your life with easy access # Benefits - No gate scrambling - Feels like second nature # Features - Designed to be intuitive - Storage pockets exactly where you would expect them to be - Easy access - Seamless transitions between work, home, and travel # Call to action I'll leave a link in my bio if you want to check it out. # Social proof - “Here's everything I'm packing for a trip out of the country” – Male 1 (Customer) - “So I'll leave a link in my bio if you want to check it out” – Male 1 (Customer) # Point of view - Customer 100% – The entire video is shot from the perspective of a customer showing his packing process and demonstrating the product. # Storyline - 00:00–00:02 The creator is packing for a trip out of the country. - 00:02–00:14 00:02–00:14: The creator shows a number of items including a laptop, hand balm, glasses, gaming console, reading material, airpods, passport, toiletries, extra belt, water bottle, tiger balm, smartphone chargers, power bank, before stating that the most important item is a place to put everything. - 00:14–00:21 00:14–00:21: Luckily, the Kaslo Tech Tote from Herschel Supply is designed to be intuitive, featuring storage pockets exactly where you would expect them to be. - 00:21–00:28 00:21–00:28: It's like this bag was specifically calibrated to your life with easy access and seamless transitions between work, home, and travel. - 00:28–00:36 00:28–00:36: When you get to the gate, there's no scrambling. It just feels like second nature. - 00:36–00:39 00:36–00:39: The creator says that he will leave a link in the bio if you want to check it out.

# Ad summary This image ad promotes Herschel luggage, offering "UP TO 30% OFF". The ad features a black Herschel suitcase adorned with travel stickers, with a bright red banner stating "30% OFF" placed diagonally across the front. # Brand positioning Herschel is presented as a brand catering to travelers, especially those who value style and design. The brand is associated with a lifestyle of exploration and adventure, hinted at by the luggage covered in travel stickers. Herschel seems to occupy a space in the market that balances functionality with a distinct aesthetic, appealing to consumers who want reliable travel gear that also makes a visual statement. This positioning allows Herschel to stand out by offering more than just utility; it provides a means of self-expression and association with a travel-oriented lifestyle. # Product The product featured is a hard-shell suitcase in black. It is shown with a telescoping handle and four wheels. The suitcase's exterior is decorated with numerous travel stickers, suggesting it has been around the world or is owned by someone who loves to travel. A large red banner is diagonally across the front of the suitcase that states “30% OFF”, emphasizing the current promotional offer. The ad presents the suitcase as a durable and stylish travel companion, ready for new adventures. # Visual style The ad features a clean, studio-shot image with a focus on the product. The visual motifs include a suitcase covered in stickers, creating a sense of travel and adventure. The bright red banner adds a pop of color, emphasizing the discount offer. The typography is simple and legible. The overall visual style is designed to be eye-catching and scannable, fitting for in-feed placement. # Hooks Headline: 30% OFF # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - "UP TO 30% OFF LUGGAGE" clearly communicates a value proposition by offering a significant discount, making the luggage more attractive to potential buyers. The discount is a direct incentive. # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image represents the brand's perspective, showcasing the suitcase and promoting its offer. The visuals and text are all carefully chosen to emphasize the value proposition and brand identity. # Storyline - The image immediately focuses on a Herschel suitcase covered in travel stickers. This is intended to attract the viewer's attention and establish the brand's connection to travel and adventure from the brand's perspective. - A bright red banner boldly advertises "30% OFF", strategically placed across the suitcase. The brand is highlighting a clear promotional offer to incentivize immediate interest and purchase. - The ad concludes with the text "UP TO 30% OFF LUGGAGE" at the bottom of the image. The brand is clarifying the offer and expanding it to a broader range of luggage products.

# Ad summary This ad for Herschel luggage features a series of quick shots showcasing their luggage in various travel scenarios and in various colors and styles. The on-screen text reads, "Wherever you go. BUILT FOR A LIFETIME OF TRAVEL." # Brand positioning Herschel is presented as a brand that offers durable luggage for travelers. The brand positions itself with the tagline "BUILT FOR A LIFETIME OF TRAVEL," suggesting a focus on longevity and reliability. The products are shown in a variety of real-world travel situations, implying that they are designed for versatility and everyday use. The ad emphasizes a functional approach, showcasing the luggage being packed, transported, and used in different environments, while also hinting at an emotional connection to travel and exploration. # Product The ad showcases a range of Herschel luggage options. Each piece is featured being packed, wheeled, and loaded into various vehicles. The luggage comes in a variety of colors and styles. The products are presented for general travel purposes, shown in locations like airports, train stations, city streets, and even nature scenes. The ad emphasizes the durability and versatility of the luggage, suggesting it is built to withstand the rigors of travel and can be used in any travel scenario. The main USPs are durability, versatility, and wide range of styles to suit any traveler. # Visual style The ad has a polished aesthetic with a mix of static shots and quick cuts. The production quality is high, resembling a commercial with professional lighting and clear visuals. There are no apparent visual motifs. The pacing is fast, with multiple cuts per second, creating a sense of energy and movement. The cuts and actions are not timed to any music beats or voiceover lines. # Hooks Text overlay: 00:00–00:14: Wherever you go. / 00:00–00:14: BUILT FOR A LIFETIME OF TRAVEL. Visual: 00:00–00:01: A black and white shot of a vintage manufacturing machine is shown. The camera is static. The shot is brightly lit. The foreground is the machine. / 00:01–00:02: A black piece of luggage is dropped onto a hard surface. The lighting is dim. The camera is static. The bag has a label on it. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the need for reliable luggage that can withstand the rigors of travel. This is signaled visually by showing the luggage being dropped, thrown, and transported in various environments. # Value propositions - Durability for long trips # Benefits - Built for a lifetime of travel # Features - Durable construction # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing the product's durability and versatility. # Storyline - 00:00–00:01 A black and white shot of a manufacturing machine is shown. - 00:01–00:02 00:01–00:02: A piece of Herschel luggage is dropped onto a hard surface. - 00:02–00:03 00:02–00:03: A piece of luggage is wheeled in front of a car. - 00:03–00:04 00:03–00:04: An open suitcase is shown as someone packs items inside. - 00:04–00:05 00:04–00:05: Someone puts items in an open backpack. - 00:05–00:06 00:05–00:06: A backpack goes by on a train. - 00:06–00:07 00:06–00:07: A blonde woman is riding a bike. - 00:07–00:08 00:07–00:08: The blonde woman is taking a photo. - 00:08–00:09 00:08–00:09: A shot from inside a vehicle looking out at the city buildings is shown. - 00:09–00:10 00:09–00:10: A piece of luggage is thrown onto a bed. - 00:10–00:11 00:10–00:11: Various travel souvenirs fall onto a black surface. - 00:11–00:12 00:11–00:12: A piece of luggage is placed on the floor in front of a fireplace. - 00:12–00:13 00:12–00:13: A shot of trees and sunlight is shown. - 00:13–00:14 00:13–00:14: A piece of luggage is wheeled across the street.

# Ad summary This ad showcases a grid of Herschel carry-on luggage in what appears to be polaroid photos. The luggage comes in various colors and patterns and each image shows the luggage at different angles. The ad is styled to look like a series of instant photographs. # Brand positioning Herschel is presented as a brand that is focused on producing high-quality, durable, and stylish luggage. The variety of colors and patterns available suggests the brand wants to appeal to a wide range of consumers with different personal styles. The brand is presented as classic and timeless, with designs that are both functional and fashionable. The use of the Polaroids gives the brand a vintage, nostalgic feel that implies their products are reliable and long-lasting. # Product The product featured in the ad is Herschel carry-on luggage. Each piece of luggage is a hard-sided suitcase with a retractable handle and four wheels. The luggage comes in various colors including black, gray, pink, and camouflage. The hard-sided design is durable, protecting the contents inside, and the retractable handle and four wheels make it easy to transport. The different colors and patterns offer customers a range of options to fit their personal style. Each suitcase features the Herschel logo, reinforcing brand recognition. # Visual style The ad has a clean, minimalist visual style with a focus on the product. The use of Polaroid-style images gives the ad a vintage, nostalgic feel. The white background and simple composition make the luggage stand out. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The hard-sided design protects the contents inside. - The retractable handle and four wheels make it easy to transport. - The different colors and patterns allow customers to express their personal style. # Benefits - Durable - Easy to transport - Stylish # Features - Hard-sided luggage - Retractable handle - Four wheels - Various colors and patterns # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing its luggage and its features. # Storyline - The ad opens with a grid of Polaroid-style images, each featuring Herschel carry-on luggage. This draws the viewer's eye to the different colors and patterns of the luggage and highlights the variety and style of the product. This is from the brand's perspective. - The different images show the luggage from various angles and in different settings. This highlights the versatility of the product and shows the viewer how it can be used in different situations. This is from the brand's perspective. - One image shows a woman driving a car with a Herschel carry-on suitcase in the passenger seat. This implies that the luggage is perfect for travel and can be easily taken on the go. This allows the consumer to imagine integrating the product into their lifestyle. - Another image shows luggage stacked on a luggage cart, implying the product is durable enough to withstand travel and can be easily transported. This further showcases a consumer lifestyle that can be achieved by using this luggage. - Overall, the ad tells the story of a stylish and functional travel companion that can be used in a variety of settings. It conveys that the luggage is versatile and can fit into the lifestyle of a variety of consumers. This is from the brand's perspective but allows the consumer to envision themselves using the product.

# Ad summary This ad showcases a suitcase with a variety of stickers on it. # Brand positioning Herschel Supply Co. is subtly positioned as a brand synonymous with travel and adventure. The brand does not make any explicit statements about who they are, what they stand for, or what values they promote. Instead, the ad relies on visual cues, such as the suitcase covered in travel stickers, to imply that the brand is for people who love to explore the world. The positioning is more emotional than functional. # Product The product being advertised is a black, hard-shell suitcase. It features a telescoping handle and four wheels. The suitcase is covered in a variety of travel stickers from different locations around the world. A baggage tag is attached to the side of the suitcase. The product is designed for travelers looking for a reliable and stylish way to transport their belongings. # Visual style The ad has a clean, minimalist aesthetic. The focus is on the product and the message it conveys. The lighting is soft and diffused, which gives the ad a warm and inviting feel. # Hooks Headline: BUILT FOR A LIFETIME OF TRAVEL. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the need for a durable and stylish suitcase that can withstand the rigors of travel. This is demonstrated by the phrase "BUILT FOR A LIFETIME OF TRAVEL." # Value propositions - The suitcase is built to last, making it a worthwhile investment for frequent travelers. - The suitcase's design evokes a sense of wanderlust, making it a desirable accessory for those who love to explore the world. # Benefits - Durable - Easy to maneuver - Stylish # Features - Hard-shell suitcase - Telescoping handle - Four wheels # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad. The brand is showcasing its product and highlighting its features. # Storyline - The ad opens with a shot of a Herschel Supply Co. suitcase standing upright. This is intended to grab the viewer's attention and introduce the product being advertised. The audience is experiencing it from the brand's perspective. - The camera slowly zooms in on the suitcase, revealing the many stickers that adorn it. This is intended to highlight the suitcase's unique design and evoke a sense of wanderlust in the viewer. The audience is experiencing it from the brand's perspective. - The ad concludes with a shot of the Herschel Supply Co. logo on the suitcase. This is intended to reinforce the brand's message and encourage the viewer to learn more about the product. The audience is experiencing it from the brand's perspective.

# Ad summary This ad showcases the Hinomoto wheels on the Herschel suitcase, emphasizing their silent rolling and 360-degree spinning capabilities for smooth journeys. # Brand positioning Herschel is presented as a brand focused on quality and functionality, catering to travelers who value smooth and quiet journeys. The suitcase features a classic logo with the text "THE FINEST QUALITY THE Herschel SUPPLY CO. BRAND TRADE MARK", reinforcing its commitment to providing high-quality travel products. The brand aims to occupy a space in the consumer's mind as a reliable provider of travel gear. This positioning promotes a lifestyle of ease and sophistication for travelers. # Product The product is a suitcase with silent-rolling inset Hinomoto wheels that spin 360° for smooth journeys. These wheels are a key feature, designed to enhance the travel experience by ensuring quiet and easy maneuverability. The suitcase's construction includes hard-shell protection and an inset wheel design. The silent-rolling aspect reduces noise pollution, while the 360° spin capability enhances navigation in busy environments. The design focuses on providing a seamless travel experience, addressing the purchase barrier of clunky and noisy luggage. # Visual style The ad has a clean and minimalist aesthetic, emphasizing the product's features through a close-up shot. The production quality is high, with professional lighting and sharp focus on the suitcase and its components. The image treatment includes subtle color grading to enhance the dark gray tones and create a sophisticated feel. The typography is clean and legible, integrated seamlessly into the visual. This style aims to present the brand as modern and reliable, ensuring scannability and stop power in the feed. # Hooks Headline: Silent-rolling inset Hinomoto wheels that spin 360° for smooth journeys. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of noisy and difficult-to-maneuver luggage, as implied by the focus on "Silent-rolling inset Hinomoto wheels" and the promise of "smooth journeys." # Value propositions - Silent-rolling inset Hinomoto wheels that spin 360° for smooth journeys # Benefits - Smooth journeys # Features - Silent-rolling inset Hinomoto wheels - Wheels that spin 360° # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image conveys the brand's point of view by focusing on the product's features and benefits, highlighting the Hinomoto wheels and their smooth functionality, with an on-package label text displaying "THE FINEST QUALITY THE Herschel SUPPLY CO. BRAND TRADE MARK". # Storyline - The ad opens by showcasing the silent-rolling inset Hinomoto wheels, emphasizing their ability to spin 360° for smooth journeys. This message intends to highlight the product's key feature and value proposition, told from the brand's perspective. The focus is on the functionality and benefit of the wheels in enhancing the travel experience.

# Ad summary This ad showcases the Herschel suitcase. The ad consists of 4 different angles: full view, the lock, wheel, and handle. # Brand positioning Herschel is presented as a brand that focuses on manufacturing luggage. They showcase a functional design, with an all-black color scheme and high-end features, like a combination lock, as well as the brand's name printed on the handle. # Product The ad features a black suitcase with a retractable handle and four wheels. The product includes a combination lock on the side. The brand name is printed vertically on the handle: "HERSCHEL SUPPLY COMPANY". The suitcase also has a small white tag with the brand's logo on the front. # Visual style The ad has a clean and simple visual style, with a focus on showcasing the features of the product. The image has a minimalist color palette and a grid layout. The lighting is bright and even, which creates a high-quality, studio-shot appearance. The product is the main focus of the ad. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Point of view - Brand: The POV is the brand's throughout the entire image ad, focusing on the design and functionality of the product. # Storyline - The ad begins with a full shot of the suitcase to showcase the overall design. The brand is showcasing the entire product and the overall look, so the consumer can see the full product from a distance. The POV is the brand's. - The ad then cuts to a close-up shot of the suitcase's lock. The brand is showing off the security element of their suitcase. The POV is the brand's. - Next, the ad moves to a close-up of the suitcase's wheels. The brand wants to highlight the smooth and convenient mobility. The POV is the brand's. - Lastly, the ad cuts to a close-up of the suitcase's handle, showing the brand name printed on it. The brand wants to show that the product is affiliated with them. The POV is the brand's.

# Ad summary This image ad features Herschel bags in a light vapor diamond color combo that draws inspiration from sea mist on foggy days and are available in classic silhouettes. # Brand positioning Herschel is presented as a brand that focuses on producing classic silhouettes of bags in modern and unique color combinations. The brand is positioned as being inspired by nature, specifically "sea mist on foggy days," which is reflected in the vapor diamond color combo. This suggests that Herschel values both classic design and contemporary inspiration, appealing to customers who appreciate timeless style with a modern twist. It does not explicitly push against category norms, but implies a design focus on subtle, nature-inspired palettes. The positioning is both functional, through the bags' classic silhouettes, and emotional, through its evocation of soothing natural elements. # Product The ad showcases a collection of Herschel bags in the vapor diamond colorway, described as a light color combo that draws inspiration from sea mist on foggy days. The bags are available now in classic silhouettes. Three different bag styles are displayed: a standard backpack featuring a front pocket and the brand's signature diamond-shaped label; a duffel bag with black handles and a front pocket; and a messenger-style backpack with two buckle closures on the front and a top handle. The ad highlights the vapor diamond colorway as a unique selling point, emphasizing its light and subtle color palette. It addresses the desire for stylish and functional bags in classic designs. # Visual style The ad has a clean and minimalist visual style. The production quality appears to be high, with studio-shot lighting and a focus on product presentation. The use of a monochromatic color scheme (shades of gray) creates a calm and sophisticated aesthetic. The products are presented in a visually appealing way, with attention to detail and composition, against a neutral backdrop to allow the product features to stand out. This visual style aims to create a high-end, modern, and visually appealing ad that emphasizes the design and color of the featured bags, and is likely designed to be easily scannable in-feed. # Hooks Headline: INTRODUCING VAPOR DIAMOND # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - A light color combo that draws inspiration from sea mist on foggy days. # Benefits - draws inspiration from sea mist on foggy days # Features - light color combo - classic silhouettes # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is designed to present the brand and its product line in an appealing and informative way, highlighting the product's unique colorway and classic design. # Storyline - The ad opens by introducing the Herschel brand and its newest product offering: bags in the new Vapor Diamond color. This draws the viewer in with a soothing aesthetic. The intention is to showcase the unique colorway and its availability across a range of classic bag silhouettes. This is from the brand's POV. - The ad narrative continues by describing the source of the color palette which is sea mist on foggy days. This helps give context to the product and paint an image in the viewer's head of the product aesthetic. This is from the brand's POV. - The ad concludes by reminding the viewer that the product is available now and encouraging them to learn more or purchase. The intention is to drive immediate action and conversion based on the visual appeal and unique color offering. This is from the brand's POV.

# Ad summary This image ad for Herschel's Tech Division features a model walking while carrying a Tech Division tote bag. The ad emphasizes the bag's compatibility with the user's lifestyle and its suitability for various destinations. # Brand positioning Herschel, as presented in this ad, positions itself as a lifestyle brand that caters to individuals who value both style and functionality, particularly in the context of technology. The brand places itself in a position where the items it offers are not just tools for function, but are built for your daily lifestyle and journeys. The brand aligns with values of integration, usability, and compatibility, suggesting a seamless fit into the consumer's life, and offers the consumer not only convenience, but also style. # Product The featured product is a tote bag from Herschel's Tech Division. The bag, olive green in color, is designed for individuals who integrate technology into their daily lives and need a stylish, functional way to carry their essentials. The bag is described as being "calibrated to your lifestyle, straight out of the box." This suggests that it is ready to use and seamlessly integrates into the user's daily routine, no assembly required. The Tech Division tote bag is made for "wherever you're heading next", implying versatility and suitability for various destinations and use cases. The ad highlights the bag's compatibility, indicating that it is designed to work well with the user's existing lifestyle and tech-related needs. # Visual style The ad has a clean and modern visual style with a focus on product display and lifestyle integration. The production quality is high, with studio-style lighting and a minimalist background. The image treatment includes color grading to enhance the cool blue tones, creating a sense of modernity and sophistication. The typography is clean and legible, with a geometric sans-serif font used for the main text. The overall effect is polished and professional, designed to catch the eye and convey a sense of quality and style. # Hooks Headline: COMPLETE COMPATIBILITY. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Complete Compatibility: this offers a feeling of seamless integration. - Calibrated to your lifestyle, straight out of the box: offers ease of use. # Benefits - Made for wherever you're heading next. # Features - Calibrated to your lifestyle - Straight out of the box - Tech Division # Call to action None used. # Social proof - None used. # Point of view - Brand: The point of view is consistently from the brand, highlighting the features, benefits, and overall value proposition of the Herschel Tech Division tote bag throughout the ad. # Storyline - The ad begins by showing a model carrying the Herschel Tech Division tote bag. This is included to immediately showcase the product in a real-world context, implying the bag is suitable for everyday use and seamlessly integrates into an active lifestyle. The audience experiences this from the brand's perspective, highlighting the product's style and functionality. - The ad features the text "COMPLETE COMPATIBILITY," followed by the phrase: "CALIBRATED TO YOUR LIFESTYLE, STRAIGHT OUT OF THE BOX. OUR TECH DIVISION IS MADE FOR WHEREVER YOU'RE HEADING NEXT." This section is included to highlight the key benefits of the product. The audience experiences this from the brand's perspective. - The Herschel logo is placed prominently at the bottom of the ad, reinforcing brand recognition and trustworthiness. This is included to build credibility and associate the product with the brand's reputation for quality and style. The audience experiences this from the brand's perspective, which seeks to reinforce its credibility.

# Ad summary This ad for Herschel's Tech Division Kaslo Tote highlights the bag's design and utility for tech-savvy individuals. The video uses a modern, minimalist aesthetic with quick cuts and close-up shots to showcase the bag's features and how it integrates into an active lifestyle. The ad emphasizes the bag's blend of style and purpose. # Brand positioning Herschel's Tech Division is presented as a brand that blends style with purpose, offering products designed for tech-savvy individuals who value both aesthetics and functionality. The brand aims to occupy a space in the consumer's mind as an innovative and forward-thinking provider of tech-integrated accessories. It aligns with a modern, minimalist lifestyle, pushing against the norm of purely utilitarian tech bags by emphasizing stylish design and intuitive organization. The brand positioning is both functional, highlighting the bag's utility and system, and emotional, appealing to the user's desire for effortless style. # Product The Herschel Tech Division Kaslo Tote 23L is a stylish and functional bag designed to carry tech essentials and other items in an organized manner. The ad features a variety of materials and colorways. The bag has multiple compartments and pockets for secure storage of laptops, tablets, and other accessories. It includes both interior and exterior pockets, sturdy handles, and a minimalist design. The USP is its blend of style and functionality, making it suitable for daily use, travel, and professional settings. The ad showcases use occasions such as commuting, traveling, and attending meetings. The Kaslo Tote addresses purchase barriers by demonstrating its utility, stylish design, and suitability for various lifestyles, reassuring potential buyers that it is a worthwhile investment. # Visual style The ad has a modern and minimalist aesthetic with a focus on clean lines and clear product visuals. The editing style consists of quick cuts and static shots, creating a fast-paced rhythm. The production quality is polished, giving the ad a commercial feel. The visual motif includes consistent use of pixelated typography and a light blue and black color palette. The pacing is fast, with approximately 150 BPM or cuts per minute, creating a sense of urgency and excitement. The cuts are timed to the music beats, enhancing the ad's visual impact. # Hooks Spoken: 00:00–00:01: Our Tech Division delivers an effortless, intuitive blend of style and system. Text overlay: 00:00–00:10: OUR TECH DIVISION DELIVERS AN EFFORTLESS, INTUITIVE BLEND OF STYLE AND SYSTEM. / 00:00–00:10: KASLO TOTE 23L / 00:00–00:10: TECH DIVISION 2026 Visual: 00:00–00:01: A white-colored Kaslo tote bag floats against a black background. Inside the clear tote, various tech accessories are visible, including a camera, headphones, and a notebook. The background is solid black. The bag is centrally framed and well-lit, creating a clean, modern aesthetic. The camera is stationary, capturing a product shot. Text on the sides reads, “TECH DIVISION” and “STYLE WITH PURPOSE” in a pixelated font. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of disorganized tech accessories, implying that traditional bags lack the necessary compartments and style to efficiently carry and protect tech devices. # Value propositions - The Tech Division Kaslo Tote offers an effortless, intuitive blend of style and system, making it perfect for those who want to stay organized and look good while doing it. # Benefits - Seamless organization - Stylish design - Versatile use # Features - Effortless style - Intuitive system - 23L capacity # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a series of quick shots featuring the Kaslo Tote in different colors and materials, interspersed with shots of individuals wearing and using the bag. The message conveyed is that the bag is stylish and functional. The perspective is from the brand, showcasing the bag's aesthetic appeal and practical use. The tone is modern and sleek, highlighting the bag's design. - 00:02–00:04 00:02–00:04: The ad transitions to show details of the bag's compartments and how they can be used to organize tech accessories. The message conveyed is the bag's organizational capabilities and suitability for carrying tech items. The perspective is from the brand, demonstrating the bag's utility. The tone is informative and practical. - 00:04–00:07 00:04–00:07: More quick shots show people using the bag in different environments, such as placing it on top of luggage and carrying it in urban settings. The message conveyed is the bag's versatility and adaptability to different lifestyles. The perspective is from the brand, highlighting the bag's integration into daily routines. The tone is dynamic and aspirational. - 00:07–00:10 00:07–00:10: The ad returns to studio shots of the bag, emphasizing its design and aesthetic. The message conveyed is that the bag is a stylish accessory. The perspective is from the brand, reinforcing the bag's visual appeal. The tone is sleek and modern. - 00:10–00:15 00:10–00:15: The ad concludes with branding elements, reinforcing the Herschel brand and the Tech Division line. The message conveyed is brand recognition and association with stylish, functional tech accessories. The perspective is from the brand, solidifying brand identity. The tone is confident and authoritative.

# Ad summary This ad showcases the Herschel Tech Division Kaslo Backpack 30L with a luggage set and a male model. # Brand positioning Herschel, as presented in this ad, aims to occupy a space in the consumer's mind that values an effortless and intuitive blend of style and system. The brand aligns with values of functionality and aesthetic appeal, targeting customers who appreciate products that are both practical and stylish. Herschel products are optimized for both form and function, pushing against the notion that functional items cannot be fashionable. The brand positioning is both functional, focusing on the utility and efficiency of its products, and emotional, appealing to customers who seek a sense of style and sophistication in their everyday carry solutions. # Product The featured products are the Kaslo Backpack 30L and a wheeled luggage set, both from Herschel's Tech Division. The Kaslo Backpack is designed to be a stylish and functional carrier for tech and everyday essentials. The luggage appears to be a carry-on suitcase with wheels and a telescoping handle, and is designed to be durable and easy to maneuver. The products are intended for individuals who need a reliable and stylish way to transport their belongings, whether for work, travel, or everyday use. The ad highlights the optimized form and function of the Tech Division, indicating that these products are designed to meet the demands of modern life. Both items are black. The luggage case and back pack may be purchased as a set or individually. The products address the need for a seamless blend of style and system. # Visual style The ad features a highly polished, studio-shot image with a clean and modern aesthetic. The visual motif is a minimalist layout with a focus on the product and model. The image treatment includes cool-toned color grading and soft lighting. The typography is clean and legible. The overall style is sleek and sophisticated, aiming to capture attention with its high-design look. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points Pain point: The ad implies a frustration with products that force users to choose between style and functionality. Quote: "Our TECH DIVISION delivers an effortless, intuitive blend of style and system" suggests the brand is solving the issue of sacrificing one for the other. # Value propositions - Effortless, intuitive blend of style and system: Communicates value by combining both aesthetic appeal and practical organization. - Optimized form and function: Value is provided by highlighting the product's design, which is tailored for both aesthetic and functional benefits. # Benefits - EFFORTLESS, INTUITIVE BLEND OF STYLE AND SYSTEM - OPTIMIZED FORM AND FUNCTION # Features - TECH DIVISION - Kaslo Backpack 30L # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout, presenting the brand's message and aesthetic through visuals and text. # Storyline - The image showcases a man posing with the Herschel Kaslo Backpack 30L atop a piece of Herschel luggage. This is included to introduce the product line and its intended user, presenting a cohesive aesthetic. The audience experiences this from the brand's perspective, aiming to position its products as stylish and functional for the modern individual. - The ad includes a tagline, "Our TECH DIVISION delivers an effortless, intuitive blend of style and system" and "Optimized form and function." This is included to communicate the core value proposition of the brand, highlighting the effortless integration of style and system. The audience experiences this from the brand's perspective, aiming to position its products as stylish and functional for the modern individual.