How KAYAK Advertises on Meta

# Ad summary In a lighthearted ad, an influencer describes how he overcomes the winter blues by bringing tropical vibes to New York City with a Hawaiian shirt and by using KAYAK to find last minute deals. # Brand positioning This ad positions KAYAK as a travel search engine that helps users find last-minute travel deals so that they can quickly plan trips. The brand is presented as a convenient and reliable platform that enables users to explore travel options from various sites, making travel planning easier and more accessible. # Product KAYAK is presented as a travel search engine that enables users to find travel deals and compare flight options across numerous travel websites. The product is designed to help users find great deals, even at the last minute. The core benefit highlighted is its ability to find last-minute trips, turning a disappointing day in the city into a tropical getaway. # Visual style The ad uses a UGC-style aesthetic, with selfie-style framing and casual, on-the-go shots. The editing includes quick cuts to maintain a brisk pace. The production quality is relatively polished, giving it a modern and relatable feel. The pacing is quick, with frequent scene changes, which fits the tone of the ad and keeps viewers engaged. The use of sound effects and music is timed to match the visuals and voiceover, enhancing the comedic elements. # Hooks Spoken: 00:00–00:02 This winter, I'm bringing tropical vibes to New York City. Visual: 00:00–00:06 Close-up, selfie-style shot of a fair-skinned male with short brown hair and blue eyes. He wears a light green T-shirt and smiles directly at the camera. The background shows a blurred apartment interior with a window providing natural light. # Funnel stage Awareness # Pain points The pain point is experiencing the winter blues in a cold and windy city like New York: "Oh my gosh, it's so cold. It's so windy." # Value propositions - KAYAK helps you find last minute trips. # Benefits - Find a last minute trip - Find last minute deals # Features - Compare flight deals from 100s of sites. # Call to action None used. # Point of view - Customer 100% – The ad is told from the creator’s point of view as he shares his experience overcoming the winter blues with tropical vibes and KAYAK's travel deals. # Storyline - 00:00–00:06 00:00–00:06 The creator, in a well-lit room, speaks directly to the camera. He states that he is bringing tropical vibes to New York City, because the cold cannot stop him. This establishes his positive attitude and sets the stage for showcasing how he combats the winter blues. - 00:06–00:08 00:06–00:08 A quick cut shows the creator now wearing a Hawaiian shirt and sunglasses, dancing to upbeat music. He asks, "No shirt, no shoes?" and implies it's no problem for him, because he's bringing the tropics to New York. - 00:08–00:11 00:08–00:11 The creator’s tone is confident and playful, aligning with the tropical theme. The transition from casual wear to full tropical attire reinforces his commitment to escaping the cold. - 00:11–00:23 00:11–00:23 The creator stands with a decorative parrot on his shoulder and poses in front of a TV screen showing a tropical beach scene. He notes, “I got my toes in the water, bum in the sand.” This reinforces the escapist fantasy he’s building. - 00:23–00:25 00:23–00:25 The creator is shown inside of an elevator and indicates that he is ready to take on the day with his new look. - 00:25–00:35 00:25–00:35 He walks outside, the environment shifts to an urban New York City street. He grimaces and complains about how cold and windy it is, stating "This was a huge mistake. Get me to Puerto Vallarta!" This highlights the stark contrast between his tropical mindset and the reality of a cold city. - 00:36–00:40 00:36–00:40 He uses KAYAK on his laptop, stating, "Luckily, I was able to find a last minute trip using KAYAK!" His tone is hopeful and relieved, as he reveals the solution to his problem: finding a quick escape through KAYAK. - 00:41–00:44 00:41–00:44 The creator states, "Thanks Kayak!" and a caption appears on screen that states "This photo is from this year, not 3 years ago when I was younger and hotter, I swear!" This reinforces the idea that KAYAK allows for immediate travel and offers the creator validation that they can take a photo on the beach.

# Ad summary In a skit similar to a movie scene, two friends are planning a holiday. The price of the holiday is too high, so one friend uses KAYAK to hack the mainframe and save them $2,000. # Brand positioning KAYAK is presented as a travel search engine that finds the best deals for flights, hotels, and rental cars. The ad positions KAYAK as a go-to resource for travelers seeking to save money and find affordable options, implying that KAYAK is the tool to use before planning a trip. The ad is functional, showing how KAYAK helps users overcome the barrier of high travel costs. # Product KAYAK is advertised as a travel search engine to find the best deals for flights, hotels, and rental cars. The ad suggests using KAYAK before booking a trip. The unique selling proposition is that KAYAK saves users money by finding cheaper travel options. # Visual style The ad has a UGC feel with a handheld camera and natural lighting. It is a hybrid of polished commercial and user-generated content. The editing style involves quick cuts and smooth transitions with a pace of about 20 cuts per minute. The audio and video are in sync with cuts and actions timed to match the speech. # Hooks Spoken: 00:01–00:03 Female 2: We need a holiday. Text overlay: 00:00–01:00 Every movie scene where the character hacks into the mainframe: (text over video) Visual: 00:00–00:02 A woman with curly brown hair, fair skin, wearing a cream-colored sweater and tan pants sits at a white table with a white coffee cup and a closed silver laptop. She is holding a tissue up to her eyes and sobbing. Behind her is a silver refrigerator, a houseplant, and a grey wall. / 00:02–00:03 A woman with long blonde hair, fair skin, wearing a straw hat, white sunglasses, a floral crop top, and jean shorts enters the frame carrying a tote bag. Behind her is a grey couch with pillows, a houseplant, a lamp, and an abstract art painting. # Funnel stage Middle of funnel (Consideration) # Pain points The high cost of holiday trips, as signaled by the woman crying while looking at a closed laptop. # Value propositions - Find destinations in Canary Islands under $668 - I just saved you 2000 bucks # Benefits - Save money - Find cheaper travel options # Features - Travel search engine - Flights - Hotels - Rental cars # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of two friends planning a vacation. # Storyline - 00:00–00:10 The ad begins with a woman crying because she needs a holiday but they are too expensive. - 00:10–00:12 The other woman says that they need new jobs, prompting the first woman to say 'or...' at 00:11 which implies that there is another solution. - 00:14–00:23 At 00:14 she uses her computer to hack into the mainframe in order to get past the firewall and decode the encryption key. - 00:23–00:43 The first woman doesn't understand, but the second woman says that there is one way through if she can just get in. - 00:46–00:50 The second woman exclaims that she saved them $2,000 and shows the KAYAK site open on her computer. - 00:53–00:56 The first woman asks, 'KAYAK? You couldn't have said KAYAK??' - 00:57–00:59 The second woman says that KAYAK is the resource to use before booking a trip.

# Ad summary This ad displays a text message conversation where someone canceled a date late, highlighting the pain of waiting around for someone who may not show up. # Brand positioning This ad does not explicitly showcase a brand. The ad focuses on the emotional experience of being stood up or canceled on last minute, with the intention of creating a relatable moment for the viewer. # Product There is no product being directly advertised in this image. The focus is purely on a common experience, suggesting a problem or situation that a product could potentially solve or relate to. # Visual style The ad has a minimalist, platform-native style. The use of a screenshot of a text message creates a sense of authenticity. The visual execution is clean and direct, focusing attention on the text itself without any additional embellishments. This mimics the simplicity of native content. # Hooks Headline: He cancelled at 7:45... our date was at 5:30. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration shown is being stood up or having a date canceled at the last minute. This is signaled by the direct quote: "He cancelled at 7:45... our date was at 5:30." # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Customer: The text message illustrates an experience a customer might have, with the implication of the brand or product helping to solve the problem. # Storyline - The text message "He cancelled at 7:45... our date was at 5:30" is shown. The viewer is experiencing the moment from the point of view of the person who was supposed to go on the date, as they are the ones who received the message and are most likely feeling stood up or disappointed.

# Ad summary This ad for Guadeloupe Islands uses a female voiceover to encourage viewers to visit the islands. The ad uses a variety of shots of the islands, including beaches, forests, and historical sites, to showcase the beauty and diversity of the islands. The ad also uses text overlays to highlight key phrases such as "Dare!", "Lose yourself in the endless blue", "Hear the deep heartbeat of the islands", "Feel the warm breeze", "Slow down and venture deeper", "And let yourself be amazed", and "Truly free". # Brand positioning The Guadeloupe Islands are presented as a destination for travelers seeking adventure, relaxation, and cultural immersion. The brand aims to occupy a space in the consumer's mind as a place where they can "dare" to explore, "lose yourself in the endless blue", "hear the deep heartbeat of the islands", "feel the warm breeze", "slow down and venture deeper", "be amazed", and feel "truly free". The brand aligns with values of exploration, freedom, and cultural appreciation. The brand positioning is emotional, focusing on the feelings and experiences that travelers can have on the islands. # Product The product being advertised is a vacation to the Guadeloupe Islands. The ad showcases the islands' natural beauty, including beaches, forests, and historical sites. The ad also highlights the islands' culture, with shots of people dancing, playing soccer, and interacting with locals. The ad is for anyone who is looking for a vacation that is both adventurous and relaxing. The ad addresses the purchase barrier of not knowing what to expect on the islands by showing a variety of activities and experiences that travelers can have. # Visual style The ad has a polished, commercial aesthetic. The editing style is quick cuts, with smooth transitions. The production quality is high-end. The pacing is fast, with many cuts per minute. The audio-visual sync is good, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: Female 1: Dare! Text overlay: DARE! Visual: 00:01–00:02: A wide shot of three people standing on a cliff overlooking the ocean. The people are silhouetted against the bright sky. The text overlay "DARE!" appears in the center of the frame. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - A vacation that is both adventurous and relaxing - A chance to experience a new culture - A chance to see beautiful scenery # Benefits - Adventure - Relaxation - Cultural immersion # Features - Beaches - Forests - Historical sites - Culture # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's point of view, showcasing the beauty and diversity of the islands. # Storyline - 00:00–00:01 The ad opens with a shot of the ocean, followed by a shot of a drum being played. - 00:01–00:02 The ad then shows a group of people standing on a cliff overlooking the ocean, with the text overlay "DARE!" - 00:02–00:21 The ad then shows a variety of shots of the islands, including beaches, forests, and historical sites, with the text overlays "LOSE YOURSELF IN THE ENDLESS BLUE", "HEAR THE DEEP HEARTBEAT OF THE ISLANDS", "FEEL THE WARM BREEZE", "SLOW DOWN AND VENTURE DEEPER", "AND LET YOURSELF BE AMAZED", and "FREE". - 00:21–00:29 The ad ends with a shot of the Guadeloupe Islands logo, with the text overlay "GUADELOUPE ISLANDS French Caribbean".

# Ad summary This ad showcases the Guadeloupe Islands as a destination for relaxation and adventure. It uses a combination of scenic visuals, cultural sounds, and evocative language to create a sense of freedom and escape. # Brand positioning The Guadeloupe Islands are presented as a French Caribbean destination that offers a unique blend of natural beauty, cultural richness, and a sense of freedom. The brand aims to occupy a space in the consumer's mind as a place to escape the ordinary, connect with nature, and experience a vibrant culture. The brand aligns with values of exploration, relaxation, and cultural immersion. It pushes against the norms of typical tourist destinations by emphasizing the deep heartbeat of the islands and the opportunity to venture deeper. The brand positioning is both functional (offering beautiful beaches and activities) and emotional (evoking feelings of freedom and connection). # Product The advertised product is a vacation experience in the Guadeloupe Islands. The ad highlights the islands' natural beauty, including endless blue waters, lush landscapes, and vibrant beaches. It is for individuals seeking relaxation, adventure, and cultural immersion. The ad emphasizes the opportunity to "lose yourself in the endless blue," "hear the deep heartbeat of the islands," and "slow down and venture deeper." The unique selling points include the islands' French Caribbean culture, diverse landscapes, and the feeling of freedom they offer. The ad showcases moments of use such as swimming in the ocean, exploring the landscape, and enjoying the local culture. The ad addresses the purchase barrier of feeling trapped or uninspired by offering an escape to a place of natural beauty and cultural richness. # Visual style The ad has a polished and professional aesthetic, with vibrant colors and smooth transitions. The production quality is high-end, giving the ad a commercial feel. The pacing is moderate, with cuts occurring every few seconds. The audio-visual sync is well-coordinated, with the music and sound effects complementing the visuals. # Hooks Spoken: Female 1: There. Visual: 00:00–00:01: A wide shot of ocean water with gentle waves. The Guadeloupe Islands logo is superimposed in the center of the frame. The logo features a stylized bird in flight with a sun in the background. The text "GUADELOUPE ISLANDS" is displayed above "French Caribbean" in a smaller font. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies a pain point of feeling trapped or uninspired by everyday life. The ad offers an escape to a place of natural beauty and cultural richness. # Value propositions - Escape to a place of natural beauty and cultural richness - Experience a feeling of liberation and happiness - Connect with nature and embrace a slower pace of life # Benefits - Lose yourself in the endless blue - Hear the deep heartbeat of the islands - Slow down and venture deeper - Free - Truly free # Call to action None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing the beauty and cultural richness of the Guadeloupe Islands. # Storyline - 00:00–00:01 The ad opens with a shot of ocean water and the Guadeloupe Islands logo. - 00:01–00:02 00:01–00:02: The scene transitions to a close-up of a drum being played, representing the cultural heartbeat of the islands. This is from the perspective of someone experiencing the culture. - 00:02–00:03 00:02–00:03: A group of people is seen standing at the edge of a rocky cliff, looking out at the ocean. The text overlay reads, "LOSE YOURSELF IN THE ENDLESS BLUE," inviting the viewer to imagine themselves in this serene setting. The perspective is from an observer, showcasing the beauty of the location. - 00:03–00:04 00:03–00:04: An aerial shot of a white sand beach and turquoise water reinforces the message of escape and relaxation. This continues the invitation to imagine oneself in this serene setting. - 00:04–00:05 00:04–00:05: A woman's hands are shown playing a musical instrument made of bamboo, further emphasizing the cultural richness of the islands. This is from the perspective of someone experiencing the culture. - 00:05–00:06 00:05–00:06: A woman in a hat walks through tall grass, with the text overlay reading, "HEAR THE DEEP HEARTBEAT OF THE ISLANDS," inviting the viewer to connect with the natural environment. The perspective is from an observer, showcasing the beauty of the location. - 00:06–00:07 00:06–00:07: An aerial shot of a woman standing on a cliff overlooking the ocean reinforces the message of adventure and exploration. The perspective is from an observer, showcasing the beauty of the location. - 00:07–00:08 00:07–00:08: A man is shown playing soccer on a beach at night, with the text overlay reading, "SLOW DOWN AND VENTURE DEEPER," encouraging the viewer to embrace a slower pace of life and explore the islands more fully. The perspective is from an observer, showcasing the beauty of the location. - 00:08–00:09 00:08–00:09: A woman is shown splashing in the ocean, with the text overlay reading, "FREE," emphasizing the feeling of liberation that the islands offer. The perspective is from an observer, showcasing the beauty of the location. - 00:09–00:11 00:09–00:11: A woman is shown laughing and smiling, with the text overlay reading, "TRULY FREE," reinforcing the message of liberation and happiness. The perspective is from an observer, showcasing the beauty of the location. - 00:11–00:12 00:11–00:12: A shot of people's feet dangling in the water reinforces the message of relaxation and connection with nature. The perspective is from an observer, showcasing the beauty of the location. - 00:12–00:14 00:12–00:14: The ad concludes with the Guadeloupe Islands logo and a scenic shot of the ocean at sunset, leaving the viewer with a lasting impression of the islands' beauty and tranquility.

# Ad summary This image ad from Kayak uses a humorous image of a skier in a bunny suit to highlight the potential cost savings of flights over lift tickets, appealing to budget-conscious travelers. # Brand positioning Kayak is presented as a travel search engine that prioritizes affordability and value for its users. The brand uses humor and relatable situations to connect with travelers, suggesting that it understands the common pain points of travel planning, such as the high cost of lift tickets. Kayak positions itself as a practical solution for finding cheaper flights, contrasting the often-expensive nature of travel with the potential for savings through their platform. The brand's tone is lighthearted and approachable, aiming to make travel planning less stressful and more accessible. # Product Kayak is advertising its travel search engine, which helps users find affordable flights. The ad targets travelers who are looking for cost-effective travel options, particularly those interested in skiing or winter sports. The unique selling proposition (USP) is the potential for flights to be cheaper than lift tickets, highlighting the value and savings that Kayak can provide. The ad implies that Kayak can help users save money on travel expenses, making it a worthwhile tool for budget-conscious travelers. The use occasion is planning a ski trip, and the ad addresses the purchase barrier of high travel costs by suggesting that Kayak can find cheaper alternatives. # Visual style The ad has a playful and humorous visual style, combining a real-life outdoor shot with a whimsical costume. The production quality is high, with clear and bright lighting. The image treatment includes natural color grading, enhancing the blue sky and snowy landscape. The typography is clean and legible, complementing the overall aesthetic. The ad contrasts the platform-native style by using a unique and eye-catching image, designed to stand out in the feed. # Hooks Headline: when the flight's cheaper than the lift tickets # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the high cost of lift tickets, a common frustration for skiers and winter sports enthusiasts. # Value propositions - Flights can be cheaper than lift tickets # Call to action None used. # Point of view - Brand: The top caption establishes the brand's voice and presents the core message about flight affordability. - External source: The image of the skier in a bunny suit provides a visual representation of the ad's message, offering an external perspective on the cost comparison. # Storyline - The ad opens with the Kayak logo and username, establishing the brand's presence and credibility. The brand is telling the audience who is posting the ad. - The text overlay presents a relatable scenario: "when the flight's cheaper than the lift tickets." This is from the brand's perspective, highlighting a common travel expense comparison and setting the stage for Kayak's value proposition. - The image of a skier in a bunny suit mid-air visually reinforces the message, adding humor and memorability. The audience is experiencing the image from an external perspective, seeing the skier's exaggerated pose and costume as a representation of the surprising cost comparison.

# Ad summary This ad demonstrates the ability to filter search results on the Booking.com app. The ad showcases the ability to filter by amenities, sustainability, and property type. # Brand positioning The ad positions Booking.com as a user-friendly platform that puts the traveler in control. The brand emphasizes flexibility, choice, and convenience, ensuring customers can "stay somewhere you're sure about." By showcasing filter options, Booking.com implies that it caters to individual needs and preferences, positioning itself as a reliable and customizable travel booking solution. # Product This ad promotes Booking.com, a travel booking platform, highlighting its robust filtering options. The focus is on the app's ability to let users customize their search for accommodations based on specific needs and preferences. The ad showcases the app's filters for amenities like 'Pet friendly,' 'Free breakfast,' and 'Free cancellation,' as well as sustainability features like 'Travel Sustainable properties' and 'Sustainability badges.' It also demonstrates filtering by property type, such as 'Apartments,' 'Hotels,' and 'Resorts.' The clear USPs are customization, control, and ease of use, addressing the common purchase barrier of uncertainty when booking travel accommodations. The ad communicates that Booking.com empowers users to find the perfect stay tailored to their exact requirements. # Visual style The ad has a clean and minimalist aesthetic with a focus on functionality and ease of use. It uses a bright, white background and simple animations to guide the viewer through the app's features. The editing style is straightforward with smooth transitions between each section. The overall production quality is polished, supporting a tone of reliability and convenience. Pacing is consistent and moderate. # Hooks Spoken: 00:00–00:09: Stay somewhere you're sure about. Filters to get exactly what you want. Text overlay: Stay somewhere you're sure about. / Filters to get exactly what you want. / Pet friendly (checkbox) / Free breakfast (checkbox) / Free cancellation (checkbox) Visual: 00:00–00:01: The screen shows a white background with a checklist of options including "Pet friendly", "Free breakfast", and "Free cancellation". The boxes are unchecked. / 00:01–00:03: The boxes for "Pet friendly" and "Free breakfast" are checked in green. Text at the bottom reads, "Stay somewhere you're sure about. Filters to get exactly what you want." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the uncertainty and lack of control travelers often feel when booking accommodations online. The frustration of not knowing exactly what you're getting until you arrive at your destination. # Value propositions - Stay somewhere you're sure about. Filters to get exactly what you want. - Customizable search filters allow users to tailor their accommodations to their exact needs and preferences. - Wide variety of property types and amenities ensures a perfect fit for any traveler. # Benefits - Customization - Control - Flexibility - Wide range of choices # Features - Pet friendly - Free breakfast - Free cancellation - Travel Sustainable properties - Sustainability badges - Apartments - Hotels - Resorts # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official perspective of Booking.com, demonstrating the features and benefits of their platform. # Storyline - 00:00–00:03 The ad presents a checklist-style interface with various filter options for travel accommodations, simulating user interaction. - 00:00–00:03 The screen navigates to the 'Amenities' filter, showing options such as 'Pet friendly,' 'Free breakfast,' and 'Free cancellation.' The first two are selected, demonstrating the customization available to the user. - 00:03–00:05 The screen transitions to a 'Sustainability' filter, showcasing 'Travel Sustainable properties' and 'Sustainability badges.' This emphasizes the platform's commitment to eco-friendly travel options. - 00:05–00:07 The focus shifts to 'Property type,' where options like 'Apartments,' 'Hotels,' and 'Resorts' are displayed, further highlighting the diverse range of choices available on Booking.com. - 00:07–00:09 The ad concludes by showing a selection of properties, reinforcing the idea that Booking.com offers a wide array of accommodation choices tailored to individual preferences.

# Ad summary This ad uses a screenshot of a text message to convey the pain point of not knowing what to cook for dinner. It is likely aimed at promoting a meal planning or recipe app. # Brand positioning There is no brand shown in the ad. # Product There is no product shown in the ad. However, it can be inferred that a product (likely a meal planning service) is being advertised to address the pain point of deciding what to cook for dinner. # Visual style The ad uses a minimalist, platform-native visual style by presenting an iMessage screenshot. The focus is entirely on the text message content, suggesting a relatable and straightforward tone. # Hooks Headline: Just crashed out over what to cook for dinner. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the problem of indecision and exhaustion related to planning and preparing dinner: "Just crashed out over what to cook for dinner." # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Customer: The text message bubble suggests the viewpoint of someone who is facing the daily problem of deciding what to cook. # Storyline - The ad shows an image of a text message bubble with the text "Just crashed out over what to cook for dinner." This sets the scene by showcasing a moment of frustration. The perspective is from someone experiencing the problem of dinner decision fatigue.

# Ad summary This ad contrasts how millennials and Gen Z employees deal with work pressure. The millennial, eager for a promotion, works late at the expense of their personal time. In contrast, the Gen Z employee prioritizes mental health, booking a vacation through KAYAK to avoid workplace stress. # Brand positioning The brand KAYAK is positioned as a tool to escape from the stressors of work. It is presented as a solution for maintaining mental health by facilitating spontaneous vacations. The ad implies that the brand understands and caters to younger generations' values of prioritizing well-being over traditional career goals. The tone is lighthearted and comedic, aligning with a younger, more digitally-native audience that values flexibility and mental wellness. It subtly pushes against the traditional corporate culture of overwork and presenteeism. # Product The KAYAK app is presented as a mobile platform for booking flights, stays, and cars for vacations. It allows users to quickly search for travel options and book a vacation, as shown in the ad. The app's functionality is illustrated through a brief interface demonstration showing flight search and date selection. It is implied that KAYAK directly addresses the modern worker’s need to de-stress, particularly for younger generations who prioritize mental health. The app’s ease of use and the speed of booking are presented as ways to address the pain of workplace stress, positioning KAYAK as a solution to book spontaneous breaks. # Visual style The ad has a clean and modern aesthetic, typical of office settings. The production quality is high, with well-lit scenes and clear audio. The editing rhythm is relatively fast-paced, with quick cuts between scenes to maintain viewer engagement. The visual motifs are based around common office environments and interactions between employees. The pacing is consistent, with each scene flowing smoothly into the next. The cuts, text, and product actions are generally timed to the music and voiceover lines, enhancing the overall cohesiveness of the ad. # Hooks Spoken: Sahil! I don't know how but complete this task by EOD. Text overlay: 00:00-00:13 / How millennials handle work pressure Visual: 00:00–00:06 Indoors in a brightly lit office hallway, an employee with a backpack is confronted by another employee with a laptop. The employee with the backpack is wearing a cream blazer, black shirt, and dark pants, along with a baseball cap and glasses. The other employee is out of focus. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is workplace stress and the pressure to overwork, especially when balancing work and personal well-being. "Sahil! I don't know how but complete this task by EOD." highlights the expectation to prioritize work over personal time. # Value propositions - Access to vacation bookings on the go. - The ability to quickly book travel options addresses the need for spontaneous breaks. # Benefits - Taking vacation for mental health # Features - App for flights - App for stays - App for cars - App for bookings # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad's narrative is told through a brand-created skit. # Storyline - 00:00–00:06 An employee is being asked to complete a task by EOD despite it being 9:30 PM. - 00:06–00:07 The employee states okay in order to attempt to get a promotion. - 00:07–00:13 The employee is working late into the night. - 00:13–00:16 An employee is being asked if they need a promotion. - 00:16–00:17 The employee reacts with shock to this question. - 00:17–00:20 The employee is being told they need to work hard to get recognition. - 00:20–00:20 The employee is confused by the question. - 00:20–00:24 The employee is being told they have not worked on anything this month. - 00:24–00:27 The employee complains about being stressed and having childhood trauma. - 00:27–00:30 The employee explains that they are checking KAYAK to book a vacation. - 00:31–00:33 The employee states that they are quitting.

# Ad summary This ad references a message sent about a neighbor playing drums late at night to emphasize the need for noise-canceling headphones. # Brand positioning This ad is promoting a brand that offers noise-canceling headphones. The brand is positioned as a solution to disruptive noises, particularly in shared living spaces or close-proximity neighborhoods. The brand presents itself as understanding the frustrations of dealing with unwanted noise and offers a product that restores peace and quiet. It's a functional positioning aimed at solving a common nuisance with technology. # Product The ad features noise-canceling headphones, designed to block out unwanted sounds. While the specific features of the headphones are not detailed, the core benefit is the ability to eliminate or greatly reduce external noise, as illustrated by the scenario of a neighbor playing drums late at night. This implies that the product is for anyone who values peace and quiet, especially in environments where noise is difficult to control. The ad indirectly addresses the purchase barrier of needing to block out noise, presenting the headphones as a practical solution. # Visual style The ad utilizes a simple, platform-native style mimicking an iMessage screenshot. The production quality is lo-fi, resembling user-generated content. This approach likely aims to increase scannability and capture attention by blending in with organic content. # Hooks Headline: The neighbor's practicing drums. At 10pm. Again. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is disruptive noise, specifically a neighbor playing drums late at night. "The neighbor's practicing drums. At 10pm. Again." demonstrates the frustration of recurring unwanted noise. # Call to action None used. # Social proof - None used. # Point of view - Customer: The text message suggests the experience of an annoyed customer dealing with disruptive noise, signaling firsthand frustration. # Storyline - The ad opens with a screenshot of a text message. The message reads, "The neighbor's practicing drums. At 10pm. Again." This is included to immediately set up the pain point of disruptive noise, setting up a relatable scenario for the audience. This is being conveyed from the perspective of a customer who is annoyed by a neighbor's late-night drumming, which progresses the narrative by establishing the problem that the advertised product will solve.

# Ad summary A creator showcases the Kayak app to show viewers how to save money on travel. The advertisement is formatted as a POV video where the creator is facetiming with a friend. # Brand positioning Kayak is an online travel agency and metasearch engine. In this ad, Kayak positions itself as a brand that helps users compare travel prices and find the best deals on flights and hotels, so they can save money. By saving money on travel, the brand implies that consumers will be able to spend their savings on items or experiences that they desire. # Product Kayak is a travel search engine and online travel agency that allows users to compare prices on flights, hotels, and rental cars from various providers. The advertisement highlights that Kayak helps users save money by finding the best deals. It also shows how, by saving money on travel expenses, customers can spend it on light-up hula hoops or other items of interest to them. The app addresses the pain point that booking travel can be expensive, and Kayak makes it easier for users to find affordable options. # Visual style The ad has a casual and UGC-like feel. It uses quick cuts, jumping from one frame to another without any transitions. The production quality is simple. The visuals are mostly static with the only movement being the woman, and the ad is center-framed. The pacing is moderate, with about 2-3 cuts per second. The cuts, text, and product actions are timed to the music. # Hooks Spoken: Female 1: Ugh. I just spent $500 on my flight to the Bahamas. Text overlay: POV: when you realize your friend is better at adulting than you. (caption) Visual: 00:00–00:04 The woman is in a living room, facing the camera as if facetiming a friend, holding a phone. She is wearing a brown and tan vertically striped sweater, with a cream-colored scarf around her hair and gold hoop earrings. Behind her, there is a white wall with a television, a mirror, and a plant on the floor. # Funnel stage Middle of funnel (Consideration) # Pain points Travel expenses can be costly: "I just spent $500 on my flight to the Bahamas." # Value propositions - Use savings to purchase a hula hoop. # Benefits - Save money on travel. # Features - Kayak is used to compare prices. - Kayak is used to find a deal. # Call to action Maybe next time you can get one if you save with Kayak. # Point of view - Customer 100% – The ad is presented from the point of view of someone sharing a purchase and the savings they were able to find. - Brand 0% – None used. - Expert 0% – None used. - External source 0% – None used. # Storyline - 00:00–00:04 A woman looks into the camera and states that she just spent $500 on her flight to the Bahamas. - 00:04–00:07 She switches to a second outfit as she mimics being told that someone spent $800 on their flight to the Bahamas. - 00:07–00:11 She changes to a third outfit and responds that she only spent $350 because she used Kayak to compare prices and find a deal. - 00:11–00:14 The woman reveals a light-up hula hoop that she bought with the money she saved. - 00:14–00:16 Switching back to the first outfit, she points at the camera and says that the person on the other end wants a hula hoop too. - 00:16–00:19 She switches back to the third outfit again and says that she can get one if she saves with Kayak. - 00:19–00:20 The woman switches to the second outfit and asks if she can try the hula hoop. - 00:20–00:22 She switches to the third outfit and states that she is in the zone while hula hooping. - 00:22–00:24 She switches back to the second outfit and makes fun of the other person. - 00:24–00:25 She switches to the third outfit as she continues to hula hoop.

# Ad summary This ad uses a UGC-style demo to highlight common frustrations with travel planning and position KAYAK as the solution. The creator lists several pain points, then reveals KAYAK as the way to avoid them. # Brand positioning KAYAK is presented as a comprehensive travel search engine that aggregates flight and hotel deals from hundreds of sites. The brand aims to occupy the space of a convenient, all-in-one solution for travel planning, saving users time and money by comparing various options in one place. The brand positions itself as a tool to avoid the common frustrations of travel planning, such as finding the best prices and comparing deals across multiple sites. The brand positioning is functional, emphasizing simplicity and efficiency. # Product KAYAK is a travel search engine that compares flight and hotel deals from hundreds of sites. It is designed for travelers who want to find the best prices and avoid the hassle of comparing deals across multiple websites. The ad highlights KAYAK's ability to help users avoid common travel planning frustrations, such as going to the airport at 3 AM to find a cheaper flight, dealing with different hotel prices on different sites, and comparing numerous travel deals in multiple tabs. The ad addresses the purchase barrier of time-consuming travel planning by presenting KAYAK as a convenient solution that saves time and money. The ad emphasizes that by using KAYAK, travelers can avoid these pain points and find the best deals easily. # Visual style The ad has a UGC feel, with a simple background and direct address to the camera. The editing style involves quick cuts between different images that illustrate the points being made. The production quality is basic, supporting a casual and relatable tone. The pacing is quick, with cuts timed to the rhythm of the spoken content. # Hooks Spoken: 00:00–00:03 Going to the airport at 3 AM because you couldn't find a cheaper flight. Text overlay: 00:00–00:03 Travel Plan Trigger Words / 00:00–00:03 in under 40 seconds / 00:00–00:03 Going to the airport at 3AM / 00:00–00:03 because you couldn't find a cheaper flight. Visual: 00:00–00:03 The creator, a young Asian man with short dark hair, stands in front of a white shelf with various items. He wears a blue t-shirt and a gold chain. He gestures with his hands as he speaks. A small image of an airport exterior at night is displayed between his hands. Text overlay: "Travel Plan Trigger Words in under 40 seconds" and "Going to the airport at 3AM because you couldn't find a cheaper flight." # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the time-consuming and often disappointing process of travel planning. This is signaled by the creator listing several common pain points, such as "Going to the airport at 3 AM because you couldn't find a cheaper flight" and "Having to compare a bunch of different travel deals in a bunch of different tabs." # Value propositions - KAYAK helps you avoid common travel planning frustrations by comparing deals from hundreds of sites, saving you time and money. # Benefits - Avoid going to the airport at 3 AM - Avoid hotels that are different prices on different sites - Avoid having to compare a bunch of different travel deals in a bunch of different tabs - Avoid buying a flight and then realizing that there was a better deal and time on another site you didn't even know existed - Avoid having to take the LAX-it bus # Features - Compares flight deals from 100s of sites # Call to action None used. # Point of view - Customer 90% – The majority of the video is told from the perspective of a traveler experiencing common frustrations. - Brand 10% – The brand's perspective is introduced when KAYAK is presented as the solution to these problems. # Storyline - 00:00–00:00 The creator introduces the topic of travel plan trigger words. - 00:00–00:03 00:00–00:03 The creator lists going to the airport at 3 AM because you couldn't find a cheaper flight. This is presented from the perspective of a traveler who is trying to save money but ends up with an inconvenient travel time. The tone is relatable and slightly humorous. - 00:03–00:06 00:03–00:06 The creator mentions hotels that are different prices on different sites. This highlights the frustration of price discrepancies and the need to compare multiple sources. The perspective is from a traveler trying to find the best hotel deal, and the tone is slightly exasperated. - 00:06–00:10 00:06–00:10 The creator talks about having to compare a bunch of different travel deals in a bunch of different tabs. This emphasizes the time-consuming nature of travel planning. The perspective is from a traveler overwhelmed by the number of options, and the tone is frustrated. - 00:10–00:16 00:10–00:16 The creator discusses buying a flight and then realizing that there was a better deal and time on another site you didn't even know existed. This highlights the risk of missing out on better deals. The perspective is from a traveler who feels regretful and uninformed, and the tone is disappointed. - 00:16–00:21 00:16–00:21 The creator mentions when you don't have a rental car, so you have to use a rideshare app, but you have to take the LAX-it bus. This points out the inconvenience of transportation logistics. The perspective is from a traveler dealing with complicated travel arrangements, and the tone is slightly annoyed. - 00:21–00:24 00:21–00:24 The creator says, "I'll let that one linger for a second," emphasizing the LAX-it bus experience. - 00:25–00:33 00:25–00:33 The creator introduces KAYAK as the solution, stating, "Not using KAYAK to compare travel deals across hundreds of sites, because every trigger word I just said, you can avoid by using KAYAK." This shifts the perspective to the brand, positioning KAYAK as a way to avoid the previously mentioned frustrations. The tone is confident and helpful. - 00:33–00:36 00:33–00:36 The creator adds, "Except for LAX-it, I can't help you with that," acknowledging a limitation with a humorous tone.

# Ad summary This ad uses a catchy original tune to position KAYAK as the ultimate platform for booking travel. A man sings about the frustrations of booking travel, then uses KAYAK to solve his problems so he can go home for the holidays. # Brand positioning Kayak is positioned as a one-stop-shop for all travel needs. The brand emphasizes simplicity and convenience, aggregating hundreds of travel sites into a single place. It directly addresses the pain points of complicated travel planning with language and visuals of confusion and overwhelm before presenting itself as the clear, easy solution for stress-free booking. # Product KAYAK is a travel platform that searches hundreds of travel sites at once to find the best deals on flights, hotels, and rental cars. Designed for anyone who wants to simplify the travel planning process, it eliminates the need to visit multiple websites to compare prices and options. The platform offers a comprehensive solution for booking all aspects of a trip, from flights and transportation to hotel reservations. KAYAK is presented as an all-in-one place that handles everything for the user, making travel planning easy and stress-free, especially during the busy holiday season. # Visual style The ad has a cozy, homemade feel. The editing style is simple with static shots. The video quality is fairly high, giving it a UGC style with some polish. The pacing is moderate, with cuts timed to the beat of the music. The warm lighting and Christmas decor contribute to the overall tone. # Hooks Spoken: 00:00–00:05 Mom and dad want you home, so you gotta book a flight, do it all on your own Text overlay: 00:00–00:04 MOM AND DAD / 00:01–00:04 GOTTA / 00:03–00:05 DO IT / 00:04–00:06 YOUR OWN Visual: 00:00–00:05 Close-up shot of a man with medium-length dark hair wearing a dark patterned sweater and talking on a cell phone. He is in front of a white wall decorated with a wooden tennis racket and two fleur-de-lis decals. To the right is a Christmas tree decorated with ornaments and lights. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad clearly implies that booking travel can be overwhelming, with too many options and fees. "But something doesn’t feel right, too many options, too many fees." # Value propositions - KAYAK will find deals so I can take more flights # Benefits - Helps you book travel easily - All in one place - No hesitations # Features - Flights - Transportation - Hotel reservations # Call to action None used. # Point of view - Customer 100% – The entire ad is from the perspective of a customer who is trying to book travel. # Storyline - 00:00–00:05 00:00–00:05 A man with a Christmas tree in the background is on the phone, singing about needing to book a flight home for the holidays. This sets the scene and introduces the need for travel. - 00:05–00:12 00:05–00:12 The same man sits in front of a laptop and looks overwhelmed by the flight booking process. Orange text overlays highlight common travel booking frustrations like too many options, fees, and other complications. This visualizes the pain point of difficult travel planning. - 00:12–00:17 00:12–00:17 The screen transitions to show the KAYAK app interface. The man searches for a flight home for the holidays, suggesting KAYAK as the solution to the problem. This introduces the product as the solution. - 00:18–00:33 00:18–00:33 The man is back in front of the Christmas tree with the KAYAK logo overlayed as he happily sings about KAYAK. Visuals include him peeking out from behind a door frame, sitting at his laptop, and packing his bag to show his excitement for traveling. This continues to build on the solution narrative. - 00:33–00:37 00:33–00:37 The man speaks directly to the camera, highlighting KAYAK's features, including flights, transportation, and hotel reservations. This provides additional details about the product's capabilities and reinforces its convenience. - 00:37–00:52 00:37–00:52 A split screen shows the man singing about how KAYAK eliminates his hesitations and makes it time for celebration, which reinforces the positive outcome of using the product. The brand name is visually highlighted as he sings.

# Ad summary This ad for KAYAK features a smartphone displaying the KAYAK app interface. The ad highlights the app's ability to track prices and quickly compare options, making trip planning fun and easy. # Brand positioning KAYAK is presented as a user-friendly travel planning tool that simplifies the process of finding and booking flights, stays, cars, and packages. The brand aims to occupy the space of a convenient and efficient travel companion, emphasizing ease of use and comprehensive comparison options. KAYAK aligns with a lifestyle of exploration and adventure, promoting the value of stress-free trip planning. The brand pushes against the complexity and time-consuming nature of traditional travel booking methods, offering a streamlined, all-in-one solution. The brand positioning is both functional, focusing on performance and simplicity, and emotional, aiming to evoke a sense of fun and excitement in travel planning. # Product The featured product is the KAYAK mobile app, designed to help users plan and book travel arrangements. The app allows users to search for flights, stays, cars, and packages, providing a comprehensive platform for all travel needs. It is designed for individuals who are planning trips and need a convenient way to compare options and track prices. The app features a user-friendly interface with icons for flights, stays, cars, and packages, as well as options for one-way and multi-city searches. USPs include the ability to "Track prices" and "Quick compare options," addressing the purchase barriers of high costs and time-consuming research. The ad highlights the ease and enjoyment of using the app, suggesting that planning a trip can be "Have fun doing it." # Visual style The ad has a clean and modern visual aesthetic with a focus on simplicity and ease of use. The production quality is highly polished, with a studio-shot feel. The visual motif is a clean layout with a smartphone displaying the app interface and orange callout bubbles highlighting key features. The image treatment includes background removal and color grading to ensure a consistent and appealing look. The typography is large and bold, making it easy to read and scan. The style contrasts with platform-native content, offering a high-design look that aims to capture attention in the feed. # Hooks Headline: Get back to planning your trip. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of complicated and time-consuming travel planning. "Get back to planning your trip" implies that the process has been difficult or neglected. # Value propositions - Track prices: Allows users to monitor price fluctuations and find the best deals. - Quick compare options: Enables users to efficiently evaluate different travel options and make informed decisions. - Have fun doing it: Positions travel planning as an enjoyable and stress-free experience. # Benefits - Have fun doing it # Features - Track prices - Quick compare options # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the KAYAK app and its features to encourage users to plan their trips using the platform. # Storyline - The ad starts by showing the KAYAK logo, immediately establishing the brand. This is included to ensure brand recognition and set the context for the rest of the ad. The brand is telling this part of the story. - Next, the ad presents the headline "Get back to planning your trip," which aims to re-engage users with the idea of travel planning. This is included to spark interest and remind users of the possibilities that KAYAK offers. The brand is telling this part of the story. - The ad then displays a smartphone screen showing the KAYAK app interface, highlighting its key features and ease of use. This is included to demonstrate the app's functionality and user-friendly design. The brand is telling this part of the story. - Finally, the ad uses orange callout bubbles to emphasize the benefits of using the app, such as "Track prices," "Quick compare options," and "Have fun doing it." This is included to persuade users to download and use the app by showcasing its value proposition. The brand is telling this part of the story.

# Ad summary The image showcases a hotel room. # Brand positioning The brand is presented as providing luxurious hotel stays. The presence of items such as wine, bathrobes, and room decor implies that customers can expect a high-end, relaxing experience. The brand targets consumers who value comfort, convenience, and indulgence during their travels, setting itself apart by offering a premium experience compared to budget accommodations. # Product The advertised product is a hotel room, featuring a comfortable bed with white linens and decorative pillows, ambient lighting from wall-mounted lamps, and amenities such as wine and bathrobes. The hotel room aims to provide guests with a relaxing and luxurious experience. The presence of these items suggests a comfortable and indulgent stay, which could attract travelers looking for a premium accommodation option. # Visual style The ad features a highly polished, studio-shot image with a focus on creating a luxurious and inviting atmosphere. The visual motif includes a clean and uncluttered aesthetic with soft lighting and a neutral color palette. The image treatment involves careful color grading to enhance the warmth and comfort of the room, with attention to detail in textures and materials. The image is designed to contrast with typical chaotic or busy travel imagery, aiming to provide a sense of calm and sophistication that could easily grab the attention of someone scrolling through a feed. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points The pain point that the hotel room solves is the stress and discomfort associated with travel. The image offers a visual solution to the common frustration of staying in impersonal or uncomfortable accommodations, promising a serene escape: "A comfortable, luxurious hotel room can help one relax after a long day of travel." # Value propositions - Comfortable bed and soft lighting for a relaxing stay - Wine and bathrobes for a luxurious experience # Benefits - Relaxation - Luxury - Convenience # Features - Comfortable bed with white linens - Decorative pillows - Ambient lighting - Wine - Bathrobes # Call to action None used. # Social proof - None used. # Point of view - Brand: The image presents the hotel room from the brand's perspective, showcasing its offerings and inviting potential guests to experience a luxurious and comfortable stay. - Customer: The image presents the room as inviting and luxurious which could entice the customer to book a room. # Storyline - The image captures a well-appointed hotel room, setting a scene of relaxation and comfort from the brand's perspective. This initial presentation is designed to capture attention and convey the essence of a luxurious travel experience. - The focus then shifts to the specific details of the room, such as the neatly arranged bed, soft lighting, and additional amenities like wine and bathrobes, continuing to emphasize the hotel's commitment to comfort and creating a desire for this experience for potential customers. - The overall narrative concludes by inviting viewers to imagine themselves in this serene setting, reinforcing the aspirational lifestyle associated with the hotel brand, and encouraging them to consider booking a stay.

# Ad summary This ad promotes KAYAK's Price Alerts feature, highlighting how it helps users track flight prices and get the best deals. The ad uses a simple demo format with screen recordings and text overlays. # Brand positioning KAYAK is presented as a user-friendly travel tool that simplifies the process of finding great deals on flights. The brand promotes convenience, affordability, and reliability by positioning itself as a platform that proactively informs users about price drops and ensures they never miss out on the best offers. KAYAK aligns with a practical, functional approach, focusing on empowering travelers to make informed decisions and save money. # Product The featured product is KAYAK's Price Alerts, a tool designed to track flight prices and notify users of deals. It works by allowing users to set up alerts for specific flights they're interested in. Once set, KAYAK monitors the prices and sends notifications when the price drops, ensuring users get the best possible deal. The product is intended for travelers who want to save money on flights and stay informed about price fluctuations. The key benefit is that users receive 'deals that come to you,' removing the need for constant manual checking. This feature addresses the potential purchase barrier of high flight costs by proactively seeking out and delivering affordable options. # Visual style The ad has a clean and straightforward visual style, using screen recordings and clear text overlays to demonstrate the app's functionality. The editing is simple with direct cuts between scenes. The production quality has a polished commercial feel, with a focus on clarity and ease of understanding. The pacing is consistent, with cuts timed to emphasize key features. # Hooks Text overlay: 00:00–00:03 Deals that come to you. / 00:00–00:03 Set KAYAK Price Alerts and know you’re getting a great deal. Visual: 00:00–00:03: The screen is white with black text that reads, “Deals that come to you. Set KAYAK Price Alerts and know you’re getting a great deal.” Above this text is a white button that reads “Track prices” alongside the KAYAK logo. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the need to constantly monitor flight prices manually to find the best deals, which can be time-consuming and lead to missing out on potential savings. This is signaled by the phrase "Deals that come to you," # Value propositions - Deals that come to you: By setting KAYAK Price Alerts, you benefit from the convenience of receiving notifications about flight price drops, saving you time and effort. - Track prices and get notified: With KAYAK Price Alerts, you ensure you're always informed about the best flight prices, giving you the confidence to book at the right time and save money. # Benefits - Deals that come to you - Know you're getting a great deal - Get notified # Features - Price Alerts - Track prices - Push notifications # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad presents the brand's official features and value proposition through app demonstrations and text overlays. # Storyline - 00:00–00:03 The ad opens with a screen displaying a button that reads “Track prices” along with the text “Deals that come to you. Set KAYAK Price Alerts and know you’re getting a great deal. - 00:03–00:08 The screen cuts to what looks like a screen recording of someone using the KAYAK app. They press the heart-shaped button on a flight to “Track price” and then the screen displays “Price Alert: ON”. - 00:08–00:10 The screen then cuts to a push notification that reads “Flight price drop. Hurry, prices are dropping fast!” - 00:10–00:13 The screen cuts back to the KAYAK app where the user views and selects the reduced price flight. - 00:13–00:16 The screen transitions to a user filling out their flight details. The text overlay reads “Track prices and get notified with KAYAK Price Alerts”.

# Ad summary This image ad features a cityscape with a large building. The ad does not include any product promotion, offer, or call to action. # Brand positioning There is no brand presented in this image ad. The image only features a city skyline and building. # Product There is no product presented in this image ad. The image only features a city skyline and building. # Visual style The ad features a polished, high-resolution image of a cityscape. The visual motif is an aerial perspective showcasing architectural grandeur within an urban setting. The image treatment includes soft lighting and natural color grading. The overall visual style is clean, professional, and aims to capture the beauty of the urban landscape. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - External source: The perspective is an aerial view, showcasing the building and cityscape from an observer's point of view. # Storyline - The image presents a cityscape with a large building in the foreground. The perspective is from an elevated position, showcasing the building's architecture and its place within the city. The intention is to capture the grandeur and beauty of the urban landscape, as seen from an external source.

# Ad summary A man in a video ad promotes the KAYAK app as a service that can help you get alerted to low prices and save money. He explains how the KAYAK app will inform you in real-time about the changes in the prices of tickets. # Brand positioning KAYAK is positioned as a user-friendly travel app that helps consumers find the best deals on flights and accommodations. The brand aims to occupy the space of a reliable travel companion, aligning with the values of convenience, savings, and stress-free planning. It simplifies the often overwhelming process of travel booking by centralizing search and comparison features, appealing to budget-conscious travelers who want to feel empowered and informed. # Product The KAYAK app is presented as a comprehensive travel booking tool for finding and comparing prices on flights, accommodations, and rental cars. It's designed for travelers who want to save money and time on travel planning. The app allows users to search for flights by specifying dates and destinations, and it provides a calendar view of flight prices, highlighting the cheapest dates to travel. A key USP is the 'price alert' feature, which notifies users in real-time about changes in ticket prices, ensuring they never miss a good deal. The app addresses the purchase barrier of high flight costs by offering a way to monitor and take advantage of price drops, making dream trips more accessible. The ad is telling the viewer that the app is worth trying to save money when booking travel arrangements. # Visual style The ad has a UGC feel with a mix of static and quick cut shots. The production quality appears to be good, using natural light, which contributes to the relatable tone. The ad cuts are fairly quick, at roughly 120 BPM. The visuals, text and product actions appear to be in sync with the spoken audio. # Hooks Spoken: 00:00–00:02 No hagas el viaje de tus sueños sin antes saber esto. Text overlay: 00:00–00:02 NO HAGAS / 00:00–00:02 EL VIAJE / 00:00–00:02 DE TUS SUEÑOS / 00:01–00:02 SIN ANTES / 00:01–00:02 SABER ESTO Visual: 00:00–00:02 The man is centered in the shot and is wearing a black t-shirt and a silver watch. He has a beard and is looking directly at the camera while holding a small black microphone. Yellow text is overlaid on the shot. # Funnel stage Middle of funnel (Consideration) # Pain points Flights are expensive. # Value propositions - The KAYAK app will inform you in real-time about the changes in the prices of tickets so that you don't pay more for your flights. # Benefits - Don't pay more for your flights. # Features - Compare prices of flights. - The KAYAK app informs you in real time of the changes in the prices of the tickets. # Call to action Descárgate la App de KAYAK # Social proof - The ad features a testimonial from a customer that states, "voy a contar el truco que estoy utilizando yo." # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing their experience and tips. # Storyline - 00:00–00:02 The man in the video warns viewers not to go on the trip of their dreams without knowing this information, immediately grabbing attention by setting up a potential problem. - 00:02–00:07 Transitioning from the warning, he gives context by sharing that he is planning a long-awaited trip to Indonesia, creating a personal connection. - 00:07–00:10 He acknowledges that flights can be expensive, introducing a common pain point and paving the way for his solution. - 00:10–00:12 The man promises to share a trick he's using himself, positioning him as relatable and trustworthy. - 00:12–00:16 He explains that the KAYAK app offers a feature that marks the difference, creating anticipation for the product reveal. - 00:16–00:20 The presenter reveals the solution, KAYAK's price alert feature, positioning it as a way to stick to a budget and addressing the fear of overspending. - 00:20–00:26 He walks viewers through the steps of setting up price alerts on the app, with a reminder that the app informs the user in real time of any changes to flight prices. - 00:26–00:32 He urges viewers planning a trip to download the KAYAK app so they don't pay more than they need to.

# Ad summary This ad showcases how to use the 'Show Wi-Fi Flights Only' filter on Google Flights. The ad begins by showing filters on a plane ticket search engine, highlighting how Google Flights allows you to filter flights based on your needs. The ad then shows a man on a plane who uses this filter, who is then revealed to be doing his job while on the flight. Finally, the ad shows the 'find your flight' call to action. # Brand positioning Google Flights is presented as a search tool that helps users find flights that meet their specific needs. The brand positions itself as a user-friendly platform that offers a range of filter options, catering to travelers who value convenience and productivity. By highlighting the 'Show Wi-Fi Flights Only' feature, Google Flights aims to appeal to professionals and individuals who want to stay connected and productive while traveling. The brand's tone is practical and helpful, focusing on functional benefits rather than emotional appeals. # Product The advertised product is the 'Show Wi-Fi Flights Only' filter within Google Flights, a feature that allows users to specifically search for flights that offer Wi-Fi connectivity. This filter is designed for individuals who need to stay connected for work or personal reasons while traveling. The ad highlights the convenience of finding flights with Wi-Fi, enabling passengers to remain productive or entertained during their journey. Google Flights aims to address the barrier of uncertainty regarding in-flight Wi-Fi availability by providing a straightforward way to identify suitable flights. # Visual style The ad has a clean and simple aesthetic, blending polished commercial elements with a touch of UGC feel. The editing style is straightforward, with quick cuts between scenes to maintain a brisk pace. The production quality is high, with clear lighting and professional-looking graphics, conveying a sense of reliability and user-friendliness. The pacing is moderate, with cuts timed to coincide with key points in the voiceover, creating a cohesive audio-visual experience. # Hooks Text overlay: 00:00–00:02: Nonstop / 00:00–00:02: Business / 00:00–00:02: Show Wi-Fi flights only / 00:00–00:02: Filters that get you. / 00:00–00:02: Find flights that get you there, your way. Visual: 00:00–00:02: A light gray screen displays a simplified view of the Google Flights interface. Three white checkboxes are listed vertically: 'Nonstop', 'Business', and 'Show Wi-Fi flights only'. The 'Nonstop' and 'Business' boxes are checked and highlighted in green. Below the checkboxes, black text reads, 'Filters that get you. Find flights that get you there, your way.' # Funnel stage Middle of funnel (Consideration) # Pain points The ad solves the need to stay connected and productive while flying. # Value propositions - The 'Show Wi-Fi flights only' filter is valuable because it allows people to stay connected and productive during their travels. # Benefits - Find flights that get you there, your way # Features - Show Wi-Fi flights only # Call to action Find your flight # Point of view - Customer 60% – A real user of the product is shown using it and benefitting from it. - Brand 40% – The ad uses the official Google Flights website and branding. # Storyline - 00:00–00:02 The ad starts with a view of the filters on a plane ticket search engine, showing the 'Nonstop', 'Business', and 'Show Wi-Fi flights only' options. - 00:00–00:02 This sets the stage for what Google Flights offers and conveys the message of customization. - 00:03–00:04 The camera zooms in on the "Show Wi-Fi flights only" option. - 00:03–00:04 The perspective is from the Google Flights user, showcasing the ease of use for the feature. - 00:05–00:07 The scene shifts to a man on a plane using the Wi-Fi filter who is on a Google Meets call. - 00:05–00:07 This visually demonstrates a use case of the filter and highlights the benefit of being able to work on a flight. - 00:08–00:10 The man is revealed to be giving instructions to someone, which shows the user being productive while on the plane. - 00:08–00:10 The perspective is from the man's point of view. - 00:12–00:14 The ad closes with the Google Flights search engine, which reinforces the brand and gives a 'find your flight' call to action. - 00:12–00:14 This encourages the viewer to engage with the tool immediately.

# Ad summary This image ad for Saudi Arabia tourism features a woman walking toward a large, sand-colored building under a starry sky. The ad invites viewers to visit Riyadh and experience the call of the land. # Brand positioning The Saudi Arabia tourism brand is presented as a destination that offers a unique blend of historical significance and modern appeal. The brand aims to occupy a space in the consumer's mind as a place of wonder, cultural richness, and natural beauty. The brand aligns with values of exploration, discovery, and connection to the land. The brand pushes against the perception of Saudi Arabia as solely a desert landscape, instead highlighting its architectural marvels and inviting atmosphere. The brand positioning is emotional, evoking a sense of adventure and belonging. # Product The product being advertised is a tourism experience in Riyadh, Saudi Arabia. The ad showcases the destination as a place of historical and cultural significance, featuring a large, sand-colored building that appears to be an ancient palace or fortress. The product is for individuals seeking unique travel experiences, cultural immersion, and a connection to the land. The ad highlights the beauty of the destination under a starry night sky, creating a sense of wonder and invitation. The ad addresses the potential purchase barrier of unfamiliarity by presenting Riyadh as an accessible and welcoming destination. # Visual style The ad has a highly polished, studio-shot production quality. The visual motif is a wide shot of a landscape with a person in the foreground. The image treatment includes color grading to enhance the warm tones of the building and the deep blue of the sky. The typography is clean and legible, with a mix of script and sans-serif fonts. The style is designed to be visually appealing and inviting, creating a sense of wonder and adventure. # Hooks Headline: This land is calling. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - External source: The wide shot of the woman walking toward the building provides an external perspective, allowing the viewer to observe the scene as a whole. - Brand: The location pin and text "Riyadh" and "This land is calling." represent the brand's perspective, as it is providing information and extending an invitation to visit. # Storyline - The ad opens with a wide shot of a woman walking toward a large, sand-colored building under a starry sky. This is intended to capture the viewer's attention and create a sense of wonder and intrigue. The audience experiences this from an external perspective, observing the scene as a whole. - The location pin and text "Riyadh" are displayed, identifying the destination being promoted. This is intended to inform the viewer of the specific location being advertised. The audience experiences this from the brand's perspective, as it is providing information about the destination. - The text "This land is calling." is displayed, inviting the viewer to experience the destination. This is intended to create a sense of connection and belonging. The audience experiences this from the brand's perspective, as it is extending an invitation to visit.