How Leaf Shave Advertises on Meta

# Ad summary This ad showcases the Leaf brand's shaving products, emphasizing their eco-friendly and skin-friendly features. The ad begins with a display of the shaving tools, then demonstrates how to create a lather with the bowl, brush, and shave soap. It highlights the shave oil for hydration and the Leaf razor, noting its plastic-free design and suitability for body and head shaving. The ad concludes with the application of calming serum to soothe irritation and asks if the viewer wants to see a shaving demonstration. # Brand positioning Leaf is presented as an eco-conscious and skin-friendly brand in the shaving and personal care market. The brand emphasizes sustainability by offering plastic-free alternatives to traditional shaving products. Leaf aligns with a lifestyle that values environmental responsibility and gentle skincare. The brand pushes against the norm of disposable plastic razors and promotes a more sustainable and reusable approach to shaving. The brand positioning is both functional, highlighting the performance and design of its products, and emotional, appealing to consumers who value sustainability and self-care. # Product The ad features a range of Leaf shaving products designed for a complete shaving routine. The shave soap, used with a bowl and brush, creates a lather to protect the skin and lift the hair for a closer shave. The shave oil provides additional hydration and prepares the skin for shaving. The Leaf razor is highlighted as a plastic-free safety razor suitable for both body and head shaving, featuring individually guarded blades and a pivoting head to adjust to the body's curves. The calming serum is used post-shave to soothe any irritation. The ad emphasizes the products' ability to provide a smooth, comfortable, and environmentally friendly shaving experience. # Visual style The ad has a polished, clean aesthetic with bright lighting and a focus on product presentation. The editing style is smooth with static shots and occasional zooms to highlight product details. The production quality is high, giving the ad a professional commercial feel. The visual motif includes the consistent use of the Leaf brand's green color and the rainbow-colored razor. The pacing is moderate, with cuts timed to voiceover lines. # Hooks Spoken: 00:00–00:02 Shaving tool speed run from start to finish. Visual: 00:00–00:01 A static shot shows a collection of Leaf shaving products arranged on a white countertop against a pink tiled wall. The products include a rainbow-colored razor on a stand, a shaving soap in a green bowl, a shaving brush, a bottle of shave oil, and a bottle of calming serum. A hand reaches in and picks up the green bowl. / 00:01–00:02 The hand holds the green bowl, displaying the product and its branding. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of skin irritation and discomfort associated with shaving, as well as the environmental impact of disposable plastic razors. The calming serum is presented as a solution to soothe any irritation, and the Leaf razor is highlighted as a plastic-free alternative. # Value propositions - Complete shaving routine - Eco-friendly shaving solution - Gentle and effective skincare # Benefits - Protects skin - Lifts hair - Easier to shave - Locks in hydration - Preps skin - Suits body and head shavers - Adjusts to all curves - Soothes irritation # Features - Shave soap - Shave oil - Leaf razor: plastic-free safety razor - Individually guarded blades - Pivoting head - Calming serum # Call to action Should I shave next? # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer demonstrating and explaining the benefits of the Leaf shaving products. # Storyline - 00:00–00:02 The ad begins by showcasing the Leaf shaving tools, including the bowl, brush, shave soap, shave oil, razor, and calming serum. - 00:00–00:02 The narrator introduces the concept of a shaving tool speedrun, setting a playful and efficient tone. - 00:02–00:06 The narrator begins with the pre-shave routine, starting with the bowl and brush to create a lather using shave soap. - 00:06–00:08 The narrator explains that the lather will protect the skin and lift the hair, making it easier to shave, emphasizing the product's benefits. - 00:08–00:12 The narrator introduces the shave oil to lock in even more hydration and prep the skin, highlighting its importance in the shaving routine. - 00:12–00:17 The narrator transitions to discussing the Leaf razor, emphasizing that it is the first safety razor made with body and head shavers in mind. - 00:17–00:23 The narrator points out that each blade is individually guarded and the razor has a pivoting head to adjust to all curves, highlighting the razor's safety and adaptability. - 00:23–00:27 The narrator moves on to the post-shave routine, recommending the calming serum to soothe any irritation. - 00:27–00:29 The narrator concludes by asking if the viewer wants to see a shaving demonstration, inviting engagement and further content.

# Ad summary This ad demonstrates how to use a shave brush with a solid shave bar to create a lather for use with a safety razor. The ad emphasizes that a shave brush is not necessary for using a safety razor, but it is the best way to create a lather from a solid shave bar that is free of sulfates, parabens, stabilizers, and aerosols. # Brand positioning This ad presents a brand that offers high-quality shaving products that are free of sulfates, parabens, stabilizers, and aerosols. The brand positions itself as a provider of products that are not strictly necessary but enhance the shaving experience. The brand aligns with a lifestyle that values quality and attention to detail in personal care routines. The brand pushes against the norm of using shaving products with potentially harmful ingredients, emphasizing the importance of using products that are free of sulfates, parabens, stabilizers, and aerosols. The brand positioning is both functional, highlighting the absence of harmful ingredients, and emotional, suggesting a superior shaving experience. # Product The featured product is a solid shave bar designed to create a rich lather when used with a shave brush. The ad highlights that the shave bar is free of sulfates, parabens, stabilizers, and aerosols. The product is for individuals who use safety razors and want the best lather for their shave. The ad addresses the purchase barrier of needing a shave brush by stating that it is not necessary for using a safety razor, but it is the best way to create a lather from a solid shave bar. The ad tells the viewer that this product is worth trying because it provides a superior lather without harmful ingredients. # Visual style The ad has a clean and bright aesthetic with a focus on product demonstration. The editing style is simple with static shots and smooth transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent, with a moderate number of cuts per minute. The audio-visual sync is well-coordinated, with voiceover lines timed to product actions. # Hooks Spoken: 00:00–00:02: Do you need a shave brush when using a safety razor? No, you do not need to use a shave brush when you're using a safety razor. Text overlay: 00:00–00:02: Do you need a shave brush when using a safety razor? / 00:00–00:01: Noooooooo Visual: 00:00–00:01: A close-up shot of a hand squeezing a white, foamy substance against a green tiled background. The hand is light-skinned. The camera is stationary and close to the subject, focusing on the texture and consistency of the foam. The lighting is bright and even, highlighting the details of the foam and the tiled background. / 00:01–00:02: A shot of a person's hands holding a round, maroon-colored solid shave bar and a silver container. The background is a green tiled wall. The camera is stationary and close to the subject, focusing on the product. The lighting is bright and even, highlighting the details of the product and the tiled background. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of using shaving products with potentially harmful ingredients, such as sulfates, parabens, stabilizers, and aerosols. The ad highlights that the shave bar is free of these ingredients, appealing to consumers who are conscious of their health and the ingredients in their personal care products. # Value propositions - The solid shave bar is free of sulfates, parabens, stabilizers, and aerosols, making it a healthier option for your skin. - Using a shave brush is the best way to coax a beautiful lather out of a solid shave bar, enhancing your shaving experience. # Benefits - Absolute best lather for your shave - Beautiful lather # Features - Free of sulfates - Free of parabens - Free of stabilizers - Free of aerosols - Solid shave bar # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is told from the brand's perspective, promoting the benefits of using a shave brush with a solid shave bar. # Storyline - 00:00–00:01 00:00–00:01: The ad starts with a close-up of a hand squeezing a white, foamy substance. The message conveyed is to question the necessity of a shave brush when using a safety razor. The perspective is from the brand, challenging the conventional shaving routine. The tone is inquisitive and slightly provocative, aiming to grab attention. - 00:01–00:02 00:01–00:02: The speaker states that you do not need to use a shave brush when using a safety razor. The message is to debunk a common misconception. The perspective is from the brand, providing a direct answer to the initial question. The tone is informative and reassuring. - 00:02–00:06 00:02–00:06: The ad shows a shave brush being used to create a lather in a bowl. The message is that if you want the absolute best lather for your shave, a shave brush is recommended. The perspective is from the brand, promoting the benefits of using a shave brush. The tone is persuasive and encouraging. - 00:06–00:11 00:06–00:11: The speaker highlights that the shave bar is free of sulfates, parabens, stabilizers, and aerosols. The message is to emphasize the product's health benefits and appeal to consumers who are conscious of ingredients. The perspective is from the brand, highlighting the product's unique selling points. The tone is informative and health-conscious. - 00:11–00:13 00:11–00:13: The speaker asks, "Why wouldn't you?" The message is to reinforce the idea that there is no reason not to use the product. The perspective is from the brand, challenging the viewer to consider the benefits. The tone is rhetorical and persuasive. - 00:13–00:17 00:13–00:17: The speaker states that a shave brush is the best way to coax a beautiful lather out of a solid shave bar. The message is to reiterate the product's effectiveness and appeal to consumers who value a luxurious shaving experience. The perspective is from the brand, reinforcing the product's value proposition. The tone is confident and persuasive.

# Ad summary The ad depicts a Google Meet call where a manager, Adam, tries to present a "new razor" to his team. He gets overly excited, shows blurry photos of the razor, and then attempts to explain its complex engineering on a whiteboard, all while being on mute. His team members are confused and amused, eventually realizing he's on mute. He then announces a "secret page" for information before accidentally leaving the meeting. The ad ends with the team's reaction to his abrupt departure, leaving the audience curious about the product and the "secret page." # Brand positioning The brand, though unnamed, is presented as one that generates significant excitement and anticipation for its new product launches. It implies a company with a passionate, if somewhat eccentric, leader (Adam) who is deeply invested in the product's innovation. The brand seems to position itself as innovative and perhaps a bit mysterious, building hype around a "secret page" rather than directly revealing product details. The positioning is emotional, focusing on the excitement and the "reveal" rather than functional aspects of the razor itself. # Product The product is a "new razor." The ad does not explicitly state how it works, who it's for, or any specific features, ingredients, or design details. The USPs are implied to be its "newness" and the complex engineering behind it, as suggested by Adam's whiteboard presentation. No use occasions or purchase barriers are addressed. The ad focuses on building anticipation for the product rather than detailing the product itself. # Visual style The ad has a scrappy, lo-fi, and authentic feel, mimicking a screen recording of a casual video call. The editing style uses quick cuts and zooms between the full Google Meet grid and individual participant panels, creating a dynamic but slightly chaotic rhythm. The production quality is intentionally low-budget, resembling user-generated content (UGC) or a casual social media post, which supports a humorous and relatable tone. There are no obvious visual motifs beyond the Google Meet interface. The pacing is relatively fast, with frequent cuts to emphasize reactions and dialogue. Audio-visual sync is crucial for the comedic timing, especially when Adam is on mute and the team reacts. # Hooks Spoken: Male 1: before we begin we've had some trouble with leaks Text overlay: before we begin / we've had some trouble with leaks Visual: A laptop screen displays a Google Meet call with six participants in a grid layout. The laptop is black, with a glowing pink/purple background on the wall behind it. The Google Meet interface shows the meeting title "Meet - Emergency All Hands Meeting." The participants include: a man with a palm tree background (Ben McCandless), a blank blue screen (Sara Medina), a dog sleeping on a bed (Gus), a man with glasses and a beard (Billy Beyer), a man with glasses and a black hoodie (Adam Simone), and a woman with long dark hair (Jess Hong). The camera is stationary, angled slightly from the right, showing the keyboard in the foreground. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of *lack of information or transparency* regarding a new product launch. This is signaled by Adam's initial statement about "leaks" (00:01-00:02) and Jess Hong's question "can we finally see this thing?" (00:18-00:19), indicating a desire for product details that are being withheld or are difficult to access. # Call to action None used. # Point of view - Customer 100% – The video is filmed from the perspective of someone observing a laptop screen, mimicking a user's experience of a video call, and the reactions of the participants are relatable to a customer. # Storyline - 00:00–00:02 A manager, Adam, starts a Google Meet call by addressing a concern about "leaks" and asking if anyone is recording. This sets a tone of secrecy and importance around the meeting's topic, creating initial intrigue. The perspective is from an observer of the laptop screen. - 00:02–00:06 Adam reiterates that no one internally should be recording the meeting. The team members appear slightly confused or passive, with one woman (Jess Hong) responding. This reinforces the idea that the meeting's content is sensitive and important, building anticipation for the reveal. The perspective shifts between the full screen and close-ups of individual participants. - 00:06–00:09 Jess Hong confirms that no one is recording, suggesting they are ready to proceed. This acts as a cue for Adam to continue, moving the narrative forward. The perspective is a close-up of Jess Hong. - 00:09–00:17 Adam explains he called the meeting because the team has questions about the "new razor" they are launching, inviting them to ask away with "full transparency." This reveals the core topic of the meeting and the product being discussed, while the "full transparency" statement ironically foreshadows a lack of clarity. The perspective is from an observer of the laptop screen. - 00:17–00:19 Jess Hong eagerly asks if they can "finally see this thing." This expresses the team's (and likely the audience's) anticipation, pushing Adam to reveal the product. The perspective is a close-up of Jess Hong. - 00:19–00:26 Adam enthusiastically shows blurry photos of the "razor" on his phone, repeating "there's the razor" multiple times. This is a comedic beat, as the product is not clearly visible, creating a sense of frustration and humor. The perspective is from an observer of the laptop screen, with a close-up on Adam's screen. - 00:26–00:30 Jess Hong comments that it "looks great" but asks "what's so special about it," while another male participant (Ben McCandless) looks confused. This highlights the lack of actual information provided by Adam and the team's need for more details, driving the narrative towards an explanation. The perspective shifts between the full screen and close-ups of participants. - 00:30–00:33 Adam exclaims, "Oh my gosh, where do I even start, let me show you!" He then leans out of frame. This builds up the expectation for a detailed explanation, but his sudden disappearance creates a moment of confusion. The perspective is a close-up of Adam. - 00:33–00:36 Adam is seen in his video feed holding up a whiteboard with complex diagrams, but he is on mute. Jess Hong asks, "Can anyone hear him?" This introduces the central comedic conflict: Adam is enthusiastically presenting but cannot be heard, creating a shared moment of realization and humor for the team and audience. The perspective shifts between the full screen and close-ups of participants. - 00:36–00:40 Another male participant (Billy Beyer) asks "What is he doing?" and Jess Hong states, "Adam, I think you're on mute." This confirms the problem and the team's growing awareness, escalating the comedic tension. The perspective shifts between the full screen and close-ups of participants. - 00:40–00:42 Jess Hong calls out "Adam!" as he continues to present silently. This emphasizes Adam's obliviousness and the team's increasing attempts to get his attention. The perspective is a close-up of Jess Hong. - 00:42–00:45 Adam, still on mute, points to his whiteboard and asks, "Can you guys, can you guys hear him?" This is a moment of dramatic irony, as he asks if he can be heard while being unable to hear their responses. The perspective is a close-up of Adam. - 00:45–00:47 Billy Beyer and Jess Hong confirm that they cannot hear him. This solidifies the comedic situation and Adam's predicament. - 00:47–00:50 Jess Hong, with a slight smile, says, "He's just so excited, let's just let him keep going." This shifts the tone to one of affectionate amusement, acknowledging Adam's passion despite his technical mishap. The perspective is a close-up of Jess Hong. - 00:50–00:56 Adam, still on mute, concludes his silent presentation by saying, "And so that is basically the answer to how this razor came into existence." This is the punchline of his silent presentation, highlighting the absurdity of the situation. The perspective is from an observer of the laptop screen, with a close-up on Adam's screen. - 00:56–00:58 Adam asks, "You got it?" This further emphasizes his unawareness and the team's inability to respond. The perspective is a close-up of Adam. - 00:58–01:04 Billy Beyer sarcastically praises Adam's presentation, saying it was "all awesome" and that he "can't wait," also complimenting his "tuxedo." This is a moment of dry humor, playing on the absurdity of the situation and Adam's silent enthusiasm. The perspective is a close-up of Billy Beyer. - 01:04–01:08 Adam thanks Billy, stating, "that is the kind of feedback I like to hear." This shows his continued obliviousness and reinforces the comedic element. The perspective is a close-up of Adam. - 01:08–01:12 Jess Hong asks where they can find all the information. This brings the narrative back to the practical need for product details, setting up the next reveal. The perspective is a close-up of Jess Hong. - 01:12–01:18 Adam excitedly announces he's building a "secret page" on the website where they can find the info, but then he accidentally leaves the meeting before revealing the URL. This is the final comedic twist, leaving the team (and audience) hanging. The perspective is from an observer of the laptop screen. - 01:18–01:23 The team reacts with confusion and amusement as Adam leaves the meeting. Jess Hong covers her mouth in a laugh, and Billy Beyer says "Oh no." This provides a final comedic payoff and leaves the audience with a sense of shared experience with the team.

# Ad summary This ad demonstrates the use of a shave brush with a solid shave bar. The ad claims that a shave brush is the best way to coax a beautiful lather out of a solid shave bar that is free of sulfates, parabens, stabilizers, and aerosols. # Brand positioning The brand is presented as a provider of high-quality shaving products that prioritize natural ingredients and avoid harsh chemicals. The brand aligns with a lifestyle that values a traditional shaving experience but with modern sensibilities, pushing against the norm of using aerosol-based shaving creams. The brand positioning is both functional, emphasizing the performance of the shave bar, and emotional, appealing to consumers who care about the ingredients in their grooming products. # Product The featured product is a solid shave bar, designed to create a rich lather when used with a shave brush. The shave bar is explicitly stated to be free of sulfates, parabens, stabilizers, and aerosols, appealing to consumers seeking natural and gentle grooming products. The ad highlights that using a shave brush is the best way to coax a beautiful lather out of the solid shave bar, suggesting that the product is worth trying for those who want the best lather for their shave. The product is for anyone who wants a high-quality, natural shaving experience. # Visual style The ad has a clean, bright aesthetic with a focus on product demonstration. The editing style is simple with static shots and smooth transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent, with a moderate rhythm that allows viewers to follow the demonstration easily. # Hooks Spoken: 00:00–00:03: No, you do not need to use a shave brush when you're using a safety razor. Visual: 00:00–00:01: A close-up shot of a hand squeezing a mass of white shaving cream against a background of green square tiles. The lighting is bright and even, highlighting the texture of the cream. / 00:01–00:02: A pair of hands holds a silver shaving bowl with a ridged interior and a round, maroon-colored solid shave bar. The background remains the same green square tiles. / 00:02–00:03: A hand pours water into a black shaving bowl with a silver interior. The background is the same green square tiles. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that conventional shaving creams may contain undesirable ingredients like sulfates, parabens, stabilizers, and aerosols. The speaker asks, "which let's be honest, why wouldn't you?" want a product free of those ingredients, suggesting that consumers are concerned about these chemicals. # Value propositions - The best lather for your shave, without harsh chemicals. # Benefits - Absolute best lather for your shave - Free of sulfates, parabens, stabilizers, and aerosols # Features - Solid shave bar - Free of sulfates - Free of parabens - Free of stabilizers - Free of aerosols # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is delivered from the brand's perspective, showcasing the product and its benefits. # Storyline - 00:00–00:01 The ad opens with a hand squeezing a mass of shaving cream, implying that this is the conventional way to create a lather. - 00:01–00:03 The speaker directly addresses the audience, stating that they do not need to use a shave brush when using a safety razor, which is a common misconception. - 00:03–00:06 The speaker pivots to say that if you want the absolute best lather for your shave, you should use a shave brush. - 00:06–00:10 The speaker highlights that the product is free of sulfates, parabens, stabilizers, and aerosols, which is presented as a desirable quality. - 00:10–00:11 The speaker asks rhetorically why wouldn't you want a product free of those ingredients, reinforcing the benefit. - 00:12–00:17 The speaker concludes by stating that a shave brush is the best way to coax a beautiful lather out of a solid shave bar, reiterating the product's value proposition.

# Ad summary This ad is for Leaf Two Razor. The ad features the founder of Leaf Shave in a tuxedo announcing the launch of the Leaf Two Razor. He says that the Leaf Razor is stepping down after a long and distinguished career of serving shaves all over the globe. He says that the Leaf Two Razor is the culmination of four years of research and development. He says that it is re-thought, re-built, re-imagined, re-exalted, and re-enjoyified. He says that it is an unnecessarily dramatic way of saying that they designed a brand new razor. He says that it represents everything that Adam and he had hoped for when they kickstarted Leaf Shave in 2016. He says that this is the new platform, and it represents the very best and the very brightest. He says that it is the future of clean, eco-friendly shaving. He tells viewers to mark their calendars for January 21st because if they are seeing this, they are part of an inner circle, and he is trusting them with the secret. # Brand positioning Leaf Shave is presented as a brand that is committed to clean, eco-friendly shaving. The brand is positioned as being innovative and always striving to improve its products. The brand aligns with values of sustainability and environmental responsibility. The brand pushes against the norms of disposable razors and plastic packaging. The brand positioning is both functional and emotional, as it provides a high-quality shaving experience while also promoting a sense of environmental consciousness. # Product The Leaf Two Razor is presented as a brand new razor that is the culmination of four years of research and development. It is described as being re-thought, re-built, re-imagined, re-exalted, and re-enjoyified. It is said to represent everything that the founders had hoped for when they kickstarted Leaf Shave in 2016. It is positioned as the new platform and the future of clean, eco-friendly shaving. The ad addresses the purchase barrier of traditional razors being wasteful and environmentally unfriendly. # Visual style The ad has a polished and professional aesthetic. The editing style is smooth, with static shots and smooth transitions. The production quality is high-end, giving the ad a commercial feel. The pacing is consistent throughout the ad. The cuts and text are timed to the music beats and voiceover lines. # Hooks Spoken: 00:05–00:09 On January twenty-first, the Leaf Razor is stepping down. Text overlay: On January twenty-first / the Leaf Razor is / stepping down. Visual: 00:05–00:09 A medium shot of a bald man with glasses and a black tuxedo standing in front of a plain white wall. He is holding a small, black razor in his right hand. The camera is stationary, and the lighting is bright. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that traditional razors are wasteful and environmentally unfriendly. The man in the tuxedo says that the Leaf Two Razor is the future of clean, eco-friendly shaving, which suggests that traditional razors are not clean or eco-friendly. # Value propositions - The Leaf Two Razor is the culmination of four years of research and development. - The Leaf Two Razor represents the very best and the brightest. - The Leaf Two Razor is the future of clean, eco-friendly shaving. # Benefits - The future of clean, eco-friendly shaving # Features - Clean - Eco-friendly # Call to action Mark your calendars for January 21st. # Point of view - Brand 100% – The ad is told entirely from the brand's perspective, with the founder speaking directly to the camera and sharing the brand's message. # Storyline - 00:00–00:04 00:00–00:04 The video opens with a clapperboard being clapped. The clapperboard reads "PROD: BIG SECRET ANNOUNCEMENT!", "ROLL: C200", "SCENE: 02", "TAKE: 002", "DIRECTOR: ADAM SWANE", "CAMERA: LEAF SHAVE ASSISTANT #2", and "DATE: 11/09/2020". The message is to set the stage for a big announcement from Leaf Shave. The perspective is from the production crew, and the tone is playful and anticipatory. This moment progresses the overall narrative by setting the stage for the announcement. - 00:05–00:16 00:05–00:16 A man in a tuxedo appears in front of a white wall. He says, "On January twenty-first, the Leaf Razor is stepping down. After a long and distinguished career of serving shaves all over the globe." The message is to announce that the Leaf Razor is being retired. The perspective is from the brand, and the tone is formal and respectful. This moment progresses the overall narrative by announcing the retirement of the Leaf Razor. - 00:16–00:20 00:16–00:20 The man in the tuxedo says, "And in its place, we are launching the Leaf Two Razor." The message is to announce the launch of the Leaf Two Razor. The perspective is from the brand, and the tone is excited and anticipatory. This moment progresses the overall narrative by announcing the launch of the Leaf Two Razor. - 00:20–00:33 00:20–00:33 The man in the tuxedo says, "The culmination of four years of research and development. Re-thought, re-built, re-imagined, re-exalted, re-enjoyified. Which is an unnecessarily dramatic way of saying that we designed a brand new razor." The message is to highlight the amount of work that went into the Leaf Two Razor. The perspective is from the brand, and the tone is playful and self-aware. This moment progresses the overall narrative by highlighting the amount of work that went into the Leaf Two Razor. - 00:33–00:41 00:33–00:41 The video shows archival footage of the original Leaf Razor being designed and manufactured. The man in the tuxedo says, "It represents everything that Adam and I had hoped for when we kickstarted Leaf Shave in 2016. This is the new platform, and it represents the very best." The message is to show the history of the Leaf Razor and how the Leaf Two Razor is the next step in the brand's evolution. The perspective is from the brand, and the tone is proud and nostalgic. This moment progresses the overall narrative by showing the history of the Leaf Razor and how the Leaf Two Razor is the next step in the brand's evolution. - 00:41–00:48 00:41–00:48 The man in the tuxedo says, "And it represents the very best and the brightest. And the future of clean, eco-friendly shaving." The message is to position the Leaf Two Razor as the future of shaving. The perspective is from the brand, and the tone is confident and optimistic. This moment progresses the overall narrative by positioning the Leaf Two Razor as the future of shaving. - 00:48–00:57 00:48–00:57 The man in the tuxedo says, "So mark your calendars for January 21st. Because if you're seeing this, you're part of an inner circle, and I'm trusting you with the secret." The message is to create a sense of exclusivity and urgency. The perspective is from the brand, and the tone is personal and trustworthy. This moment progresses the overall narrative by creating a sense of exclusivity and urgency. - 00:57–01:05 00:57–01:05 The video ends with the text "LEAF TWO RAZOR COMING SOON" and the Leaf Shave logo. The message is to tease the upcoming launch of the Leaf Two Razor. The perspective is from the brand, and the tone is anticipatory. This moment progresses the overall narrative by teasing the upcoming launch of the Leaf Two Razor.

# Ad summary This ad features a woman shaving her leg with a Leaf razor. The ad highlights the new razor. # Brand positioning Leaf is presented as a modern and innovative brand in the shaving industry. The brand is positioned as a provider of high-quality razors, emphasizing the newness of their product. The brand aligns with values of innovation and potentially sustainability, given the focus on a new razor design. Leaf seems to be pushing against the norms of traditional razor advertising by focusing on the product's newness and design, rather than typical beauty or grooming cliches. # Product The product being advertised is a new razor by Leaf. The razor is used to shave a woman's leg, which has shaving cream applied to it. The ad emphasizes the newness of the razor, suggesting it has innovative features or design. The product is for individuals who shave and are looking for a modern or updated shaving experience. The ad addresses the purchase barrier of sticking with traditional razors by highlighting the benefits of trying a new razor design from Leaf. # Visual style The ad has a clean and modern visual style. The production quality appears to be high, with a focus on clear lighting and a simple background. The pixelated razor adds a unique touch, creating curiosity around the product. The typography is clean and legible, contributing to the overall modern aesthetic. The style is designed to be eye-catching and informative, suitable for in-feed placement. # Hooks Headline: Loading... # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the current razors are outdated, and the audience needs a new razor. # Value propositions - None used. # Benefits - None used. # Features - NEW RAZOR # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting its new razor and demonstrating its use. # Storyline - The ad begins with a loading animation, suggesting the introduction of something new and innovative. The brand is telling the audience to anticipate a new product. - The focus shifts to a woman shaving her leg with the new Leaf razor. The brand is demonstrating the product in action, showcasing its use case and effectiveness. - The ad concludes with the brand name, reinforcing the product's origin and brand identity. The brand is solidifying its presence and associating the new razor with its brand.

# Ad summary The ad promotes the new Leaf Razor, highlighting its improved design and sustainability. It emphasizes the brand's commitment to reducing waste and creating thoughtful products. The ad uses a behind-the-scenes style, showing the product in a studio setting and featuring the founder. # Brand positioning Leaf Razor is presented as a brand committed to sustainability and thoughtful product design. The brand aims to set a new standard for less wasteful products, positioning itself as an eco-conscious alternative in the shaving industry. It values innovation and continuous improvement, as evidenced by the discontinuation of its original razor in favor of a better, all-new design. The brand's positioning is both functional (less waste) and emotional (thoughtful products). # Product The ad promotes the all-new Leaf Razor, an updated version of the original Leaf Razor. It is designed to be better in every way, though specific improvements are not detailed in the ad. The razor is for consumers who are environmentally conscious and looking for less wasteful shaving products. The ad highlights the brand's decision to discontinue the original Leaf Razor to release this new version, suggesting a commitment to continuous improvement and innovation. The ad addresses the purchase barrier of product obsolescence by framing it as a positive step towards a better product. # Visual style The ad has a clean, minimalist aesthetic with a behind-the-scenes feel. The production quality is simple, with a focus on clear visuals and text overlays. The editing is static, with no cuts or transitions. The pacing is slow and deliberate, allowing the text to be easily read. # Hooks Text overlay: 00:00–00:08: 8 years ago Adam launched the Leaf Razor and set a new standard for less wasteful / more thoughtful products. / 00:03–00:08: And in less than two weeks he's discontinuing it and releasing an all new Leaf razor. Better in every way. / 00:07–00:08: Don't miss it. 💚 Visual: 00:00–00:08: The shot is taken in a bright, white studio space. In the foreground, there is a partial view of a white backdrop or reflector. In the background, there is a black light umbrella on a stand, a small stool, a camera on a tripod, and a man walking in the background. The lighting is bright and even. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of wasteful shaving products by promoting a less wasteful alternative. # Value propositions - The all-new Leaf Razor is better in every way, offering an improved shaving experience. - The Leaf Razor sets a new standard for less wasteful and more thoughtful products, appealing to environmentally conscious consumers. # Benefits - Better in every way - New standard for less waste # Features - All new Leaf razor - Less wasteful products - More thoughtful products # Call to action Don't miss it. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, announcing a new product and highlighting its commitment to improvement. # Storyline - 00:00–00:03 The ad opens with a text overlay stating that Adam launched the Leaf Razor 8 years ago, setting a new standard for less wasteful products. - 00:03–00:07 The text overlay continues, announcing that in less than two weeks, Adam is discontinuing the original Leaf Razor to release an all-new Leaf Razor, described as better in every way. - 00:07–00:08 The ad concludes with the text overlay "Don't miss it" accompanied by a green heart emoji.

# Ad summary This ad is for Leaf razors and features a countdown to the release of a new razor. The ad features a woman's leg with shaving cream on it and the release date of the new razor. # Brand positioning Leaf is presented as a modern and innovative brand in the personal care space, specifically focused on shaving. The brand is positioned as forward-thinking, as evidenced by the 'loading' graphic and the countdown to a future product release. This approach suggests that Leaf is not just selling razors, but also building anticipation and excitement around their product development. The brand seems to be pushing against the norm of immediate product availability, opting instead for a strategic reveal that builds curiosity and engagement. # Product The ad promotes an upcoming new razor from Leaf, though the razor itself is not fully revealed. The focus is on generating anticipation for its release on January 21, 2026. The product is intended for anyone who shaves, as demonstrated by the image of a woman's leg prepared for shaving with white cream. The ad addresses the purchase barrier of delayed gratification by creating a sense of excitement and exclusivity around the future product. The pixelated effect on the razor hints at a design or feature that is being kept secret, further piquing interest. # Visual style The ad has a clean and modern visual style. The use of a loading symbol and pixelated image creates a sense of anticipation and intrigue. The color palette is muted, with a focus on neutral tones. The overall effect is sophisticated and minimalist. # Hooks Headline: New Razor Loading... # Funnel stage Top of funnel # Pain points None used. # Call to action None used. # Point of view - Brand: The entire image is presented from the brand's perspective, as it is promoting a new product and building anticipation for its release. # Storyline - The ad opens with a 'loading' graphic and the text 'New Razor Loading...' This is from the brand's perspective, creating anticipation and signaling that a new product is on its way. The message is intended to grab attention and set the stage for the product reveal. - Next, the ad reveals the release date '01.21.26' in large, bold text. This is from the brand's perspective, providing a specific date for the product launch and building anticipation. The message is intended to create a sense of urgency and encourage viewers to mark their calendars. - Finally, the ad shows a woman's leg with shaving cream applied, and a pixelated image of the razor. This is from the brand's perspective, visually demonstrating the product's intended use and hinting at its design. The message is intended to create a sense of intrigue and encourage viewers to learn more when the product is released.

# Ad summary This ad shows a man in a tuxedo holding a razor. The ad is shot behind the scenes, showing the camera equipment used to film the ad. The ad is promoting a new razor. # Brand positioning The brand is presented as high-end and sophisticated, as implied by the man in the tuxedo. The brand is also presented as innovative, as implied by the "loading" graphic. The brand is trying to occupy the space of a luxury grooming product. # Product The product is a razor. The razor has a unique design, with a triangular head. The razor is being presented as a new and innovative product. The ad is trying to convey that this razor is worth trying because it is new and different from other razors on the market. # Visual style The ad has a behind-the-scenes look. The ad is shot in a studio with professional lighting equipment. The ad is shot with a professional video camera and a smartphone. # Hooks Headline: NEW RAZOR # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - New razor # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting the ad from the perspective of a behind-the-scenes look at the making of the ad. # Storyline - The ad starts with the text "NEW RAZOR" and a loading graphic. This is intended to create anticipation for the new product. The brand is telling the audience that a new razor is coming. - The ad then shows a man in a tuxedo holding the razor. This is intended to convey that the razor is a high-end product. The brand is showing the audience the new razor. - The ad then shows the camera equipment used to film the ad. This is intended to give the audience a behind-the-scenes look at the making of the ad. The brand is showing the audience how the ad was made.

# Ad summary This ad is for Leaf razors. It shows a man with shaving cream on his head and a loading symbol. The ad is meant to convey that a new razor is coming soon. # Brand positioning Leaf is presented as a brand that is innovative and modern. The brand is focused on providing a new and improved shaving experience. The brand is positioned as a forward-thinking company that is always looking for ways to improve its products. # Product The product being advertised is a new razor from Leaf. The ad does not show the razor itself, but it does show a man with shaving cream on his head, implying that the razor is used for shaving the head. The ad also includes a loading symbol, suggesting that the razor is new and not yet available for purchase. The ad is designed to create anticipation and excitement for the new product. # Visual style The ad has a clean and modern visual style. The use of a loading symbol and pixelation gives the ad a tech-forward feel. The color palette is muted and understated. # Hooks Headline: Loading... # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - New razor # 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, as it is promoting a new razor and creating anticipation for its release. # Storyline - The ad opens with a man who has shaving cream on his head. This is intended to show the viewer that the ad is about shaving. The audience is experiencing this from the brand's perspective. - A loading symbol appears on the screen. This is intended to create anticipation and excitement for the new product. The audience is experiencing this from the brand's perspective. - The text "NEW RAZOR" appears on the screen. This is intended to tell the viewer that the ad is about a new razor. The audience is experiencing this from the brand's perspective. - The brand name "LEAF" appears on the screen. This is intended to tell the viewer who makes the razor. The audience is experiencing this from the brand's perspective.

# Ad summary This ad shows a man in a tuxedo holding a Leaf razor while on a film set. The ad is shot from behind the camera, giving the viewer a behind-the-scenes look at the filming process. # Brand positioning Leaf Shave is presented as a brand that is modern and sophisticated. The brand is positioned as a premium alternative to traditional razors, with a focus on sustainability and quality. The brand's tone is confident and refined, aligning with a lifestyle that values both style and environmental consciousness. Leaf Shave challenges the norms of disposable razors by offering a reusable, eco-friendly option without sacrificing performance or aesthetic appeal. # Product The product featured is the Leaf Shave razor, a reusable metal razor designed for a close and comfortable shave. It is presented as an alternative to disposable razors, emphasizing its sustainability and premium quality. The razor is shown being held by a man in a tuxedo, suggesting a sophisticated and refined shaving experience. The ad addresses the purchase barrier of disposable razors by offering a long-lasting, eco-friendly alternative. The Leaf Shave razor is portrayed as a product worth trying for those who value both style and environmental responsibility. # Visual style The ad has a behind-the-scenes, studio-shot aesthetic. The visual motifs include a grid layout with the repeating "LEAF" pattern and a focus on the filming equipment. The image treatment includes subtle color grading to enhance the overall tone. The ad mimics a platform-native style by showing the scene being filmed through a smartphone, creating a sense of authenticity and relatability. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of disposable razors being wasteful and environmentally unfriendly. # Value propositions - Sustainable shaving solution # Benefits - Eco-friendly alternative to disposable razors - Premium quality # Features - Reusable metal razor # Call to action None used. # Social proof - None used. # Point of view - External source: The entire ad is presented from an external observer's perspective, showing a behind-the-scenes view of a film set. # Storyline - The ad opens with a behind-the-scenes view of a film set, with a man in a tuxedo holding a Leaf razor. This is intended to create a sense of exclusivity and sophistication, positioning the brand as high-end. The audience experiences this from an external source, observing the filming process. - The camera focuses on the man holding the razor, showcasing the product in a stylish and elegant setting. This is meant to highlight the razor's design and appeal to a discerning customer. The audience experiences this from an external source, observing the product in use. - The ad concludes with a view of the scene being filmed through the lens of a smartphone, emphasizing the modern and accessible nature of the brand. This is intended to create a sense of relatability and encourage viewers to try the product. The audience experiences this from an external source, observing the filming process.

# Ad summary This ad uses a 'do not open' folder on a computer to create intrigue around a new product launch. The ad features a man in a tuxedo announcing the retirement of the Leaf Razor and the introduction of a new product. # Brand positioning The brand is presented as a leader in the shaving industry, known for its long-standing presence and global reach. The brand aims to occupy a space of sophistication and innovation, aligning with values of tradition and progress. The brand pushes against the norm of disposable razors by offering sustainable shaving solutions. The brand positioning is both functional, providing effective shaving tools, and emotional, appealing to consumers who value quality and environmental responsibility. The brand is presented as a leader in the shaving industry, known for its long-standing presence and global reach. # Product The ad introduces a new product that is implied to be a replacement for the Leaf Razor, which is retiring. The product is not explicitly shown or described, but the ad creates anticipation and curiosity around its launch. The ad is for consumers who are interested in innovative shaving solutions and who appreciate a brand with a history of quality and sustainability. The ad addresses the purchase barrier of uncertainty by creating intrigue and excitement around the new product, encouraging viewers to stay tuned for the reveal. # Visual style The ad has a hybrid aesthetic, combining a UGC feel with a polished commercial segment. The editing style includes quick cuts and static shots. The pacing is consistent, with a shift in intensity during the glitch. The audio-visual sync is timed to create a sense of surprise and intrigue. # Hooks Spoken: 00:00–00:01 [Whispering] Do not open? Text overlay: 00:00–00:05 DO NOT OPEN Visual: 00:00–00:01: A computer desktop is shown with a background of a mountain range covered in fog. A folder labeled 'DO NOT OPEN' is visible on the desktop. # Funnel stage Top of funnel (Awareness) # Pain points The ad creates a sense of intrigue and mystery, implying that the current shaving solutions may be outdated or insufficient. The 'DO NOT OPEN' label on the folder suggests that there is a secret or hidden truth about the shaving industry that the viewer needs to discover. # Value propositions - The Leaf Razor is stepping down after a long and distinguished career serving shaves all over the globe. # Benefits - Serving shaves all over the globe # Features - Long and distinguished career # Call to action None used. # Social proof - None used. # Point of view - Customer 50% – The ad begins from the perspective of a customer opening a mysterious file on their computer. - Brand 50% – The brand takes over to make an announcement about the product. # Storyline - 00:00–00:01 The ad opens with a view of a computer desktop with a folder labeled 'DO NOT OPEN'. - 00:01–00:05 The user opens the folder, revealing a file named 'top secret .MOV'. - 00:05–00:13 The user opens the video file, which shows a man in a tuxedo announcing that the Leaf Razor is stepping down after a long and distinguished career. - 00:13–00:16 The video glitches and cuts to black.

# Ad summary This ad features a close-up of a man's face being shaved with a Leaf razor. The ad uses a loading animation to create anticipation for the reveal of the smooth skin after shaving. # Brand positioning Leaf Shave is presented as a modern and innovative brand in the shaving industry. The brand is positioned as a provider of high-quality razors that deliver a smooth and clean shave. The brand aims to occupy a space in the consumer's mind as a forward-thinking company that combines technology and grooming. The brand aligns with values of innovation, quality, and a modern lifestyle. Leaf Shave pushes against traditional shaving norms by introducing a new razor design. # Product The product being advertised is a razor designed for shaving. The ad showcases the razor in use, highlighting its ability to provide a smooth shave. The razor is used on a man's face, demonstrating its effectiveness in removing facial hair. The ad addresses the purchase barrier of uncertainty by visually demonstrating the razor's performance. The ad emphasizes the razor's ability to deliver a clean and smooth shave. # Visual style The ad has a modern and clean visual style. The production quality is high, with a focus on showcasing the product in a visually appealing way. The image treatment includes a pixelated effect to create a sense of anticipation and reveal. The typography is clean and legible, and the overall design is minimalist. # Hooks Headline: Loading... # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of not having a smooth shave. # Value propositions - None used. # Benefits - None used. # Features - NEW RAZOR # 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 product and its benefits. # Storyline - The ad begins with a close-up of a man's face covered in shaving cream, with a loading animation overlaid. This is intended to build anticipation and curiosity, told from the brand's perspective. - As the loading animation completes, the razor is used to shave a portion of the face, revealing smooth skin. This demonstrates the product's effectiveness and the desired outcome of a clean shave, told from the brand's perspective. - The ad concludes with a clear view of the shaved skin and the brand logo, reinforcing the brand's identity and the product's benefits, told from the brand's perspective.

# Ad summary This ad teases the launch of a new razor from Leaf on January 21, 2026. The ad features a close-up of a person with shaving cream on their head, with their face pixelated. A loading animation and the Leaf logo are also present. # Brand positioning Leaf Shave is presented as a modern and innovative brand in the shaving industry. The brand is positioned as forward-thinking, as evidenced by the futuristic date of the new razor launch. The brand seems to be pushing against the norms of traditional shaving products by teasing a new razor with a futuristic launch date, suggesting a focus on innovation and technology. The brand's positioning is functional, focusing on the innovation of its products. # Product The ad teases a new razor from Leaf, set to launch on January 21, 2026. The product is for individuals who shave, as implied by the presence of shaving cream on the person's head. The ad does not explicitly state any product details or features, but the futuristic launch date suggests innovation and advanced technology. The USP is the anticipation and excitement for a new razor with a futuristic launch date. The ad addresses the purchase barrier of waiting for the product to be released by creating anticipation and excitement. # Visual style The ad has a modern and minimalist visual style. The production quality appears to be high, with clean lines and a focus on simplicity. The image treatment includes pixelation to obscure the person's face, creating a sense of mystery. The typography is large and bold, drawing attention to the launch date. The style is disruptive, breaking from typical norms in the shaving industry by teasing a product with a futuristic launch date. # Hooks Headline: 01.21.26 # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - New razor loading # Benefits - Loading... # Features - New razor # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is from the brand's perspective, as they are teasing a new product launch and promoting their brand. # Storyline - The ad opens with a close-up of a person with shaving cream on their head, but their face is pixelated. This is included to create intrigue and mystery around the person and the product being teased. The audience is experiencing this from the brand's perspective, as they are teasing a new product. - The date "01.21.26" is prominently displayed, indicating the launch date of the new razor. This is included to create anticipation and mark the date in the audience's mind. The audience is experiencing this from the brand's perspective, as they are announcing the launch date. - A loading animation and the text "New Razor Loading..." are shown, further building anticipation for the product launch. This is included to create excitement and suggest that something new and innovative is coming. The audience is experiencing this from the brand's perspective, as they are teasing the new product. - The Leaf logo is displayed, reinforcing the brand identity and associating it with the upcoming product launch. This is included to ensure brand recognition and association with the new product. The audience is experiencing this from the brand's perspective, as they are promoting their brand.

# Ad summary The ad features Adam, who has been making videos about the Leaf Razor for the last eight years. He announces that the Leaf Razor is retiring on January 22nd, the same day their new razor is dropping after four years of engineering, design, and development. He encourages viewers to head to their site now, sign up, and get early access to the new razor. He also mentions that now is the last chance to get the OG Leaf Razor at a really good price. # Brand positioning Leaf Shave is presented as a brand that challenges the norms of the shaving industry by offering a sustainable alternative to plastic razors. The brand positions itself as environmentally conscious, aiming to reduce plastic waste through its metal razor design. By highlighting the upcoming release of a new razor after four years of development, Leaf Shave emphasizes innovation and commitment to improving the shaving experience. The brand aligns with values of sustainability, quality, and innovation, appealing to consumers who seek eco-friendly and high-performance grooming products. # Product The Leaf Razor is a metal razor designed as a sustainable alternative to plastic razors. It is presented as a product that has been on the market for eight years and has helped transition over half a million users away from plastic razors. The razor is suitable for shaving all areas of the body, from head to toe. The ad also mentions a new razor that is launching after four years of engineering, design, and development, suggesting an upgraded version or a new model with enhanced features. The ad addresses the purchase barrier of uncertainty by encouraging viewers to check out the Leaf Razor and consider it as a superior alternative to their current shave. # Visual style The ad has a casual, UGC feel with a static camera and minimal editing. The production quality is decent, with clear visuals and audio. The pacing is consistent, with a conversational tone. The visuals primarily focus on Adam speaking directly to the camera, holding the product, and gesturing to emphasize his points. # Hooks Spoken: 00:00–00:05: This is the last time you will ever be able to buy this Leaf Razor. It's retiring. Text overlay: 00:00–00:05: The LEAF RAZOR is retiring 😱 Visual: 00:00–00:05: Adam, a bald man with glasses, is centered in the frame, holding a black Leaf Razor in his left hand and a blade cartridge in his right. He is wearing a green sweater. Behind him is a desk with a computer monitor displaying an ad for the new razor. The background includes a window with natural light and office decor. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the pain point is the environmental impact of disposable plastic razors and the desire for a more sustainable shaving solution. # Value propositions - Sustainable alternative to plastic razors - Last chance to get the OG Leaf Razor at a really good price # Benefits - Helps transition away from plastic razors - Suitable for shaving all areas of the body # Features - Metal razor - Sustainable alternative to plastic razors # Call to action Head to our site now, sign up for it and get early access. # Social proof - "I've helped usher more than half a million users away from plastic razors to a Leaf shave razor" – Adam (Brand Representative) # Point of view - Brand 100% – The entire video is told from the brand's perspective, with Adam, who is presumably an employee or founder, speaking directly to the audience about the product and brand news. # Storyline - 00:00–00:05 The video opens with Adam holding up the Leaf Razor and a blade cartridge, announcing that the Leaf Razor is retiring. - 00:05–00:09 Adam introduces himself and mentions he has been making videos about the Leaf Razor for the last eight years, emphasizing his experience and familiarity with the product. - 00:09–00:15 Adam states that he has shaved everywhere with the razor and answered tens of thousands of questions, highlighting the razor's versatility and his expertise. - 00:15–00:21 Adam mentions that he has helped usher more than half a million users away from plastic razors to the Leaf Shave razor, emphasizing the brand's impact and environmental benefits. - 00:21–00:25 Adam announces that the Leaf Razor is retiring on January 22nd, creating a sense of urgency and scarcity. - 00:25–00:31 Adam reveals that on the same day, their new razor is dropping after four years of engineering, design, and development, building anticipation for the new product. - 00:31–00:38 Adam says this is a farewell to the Leaf Razor and encourages viewers to grab the new one by heading to their site now and signing up for early access. - 00:38–00:45 Adam states that if viewers have ever wanted an OG Leaf Razor, now is the last chance to get it, reinforcing the scarcity and urgency. - 00:45–00:50 Adam mentions that there is really, really good pricing, encouraging viewers to check it out right now if they have been wanting one. - 00:50–00:58 Adam says that if viewers have seen him in their feed before, he appreciates them, creating a personal connection. - 00:58–01:07 Adam concludes by saying that if there is even a little inkling of doubt that their current shave is the best shave they could be getting, he hopes they check Leaf out. - 01:07–01:10 Adam holds the razor to his head and says thank you.

# Ad summary This ad shows a woman shaving her armpit with a Leaf razor. The ad uses a loading animation to create anticipation for the reveal of the smooth skin after shaving. # Brand positioning Leaf is presented as a modern and innovative brand in the shaving industry. The brand is focused on providing a new razor that is different from traditional razors. The brand is positioned as a solution for those seeking a new and improved shaving experience. # Product The product being advertised is a razor. The ad shows the razor being used to shave an armpit. The razor is used with shaving cream. The ad highlights the smooth skin after shaving. The ad is designed to showcase the effectiveness and benefits of the razor. # Visual style The ad has a clean and modern visual style. The use of a loading animation and pixelated image creates a sense of anticipation and excitement. The focus on the woman's smooth skin after shaving highlights the effectiveness of the product. The overall aesthetic is designed to appeal to a contemporary audience. # Hooks Headline: NEW RAZOR # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of using old razors that do not provide a smooth shave. The pixelated razor suggests that the current razor is not effective. # Call to action None used. # Social proof - None used. # Point of view - Brand: The loading animation and the reveal of the smooth skin showcase the brand's innovation and the desired results of using the product. - Customer: The woman shaving her armpit demonstrates the product in action and its ease of use from the customer's perspective. # Storyline - The ad begins with a loading animation, creating anticipation for the reveal of the product and its results. The loading animation is presented from the brand's perspective, building excitement for the new razor. - The ad then transitions to a woman shaving her armpit with the Leaf razor. This is shown from the customer's perspective, demonstrating the product in action and its ease of use. - The ad concludes with a reveal of the smooth skin after shaving, highlighting the effectiveness of the Leaf razor. This is presented from the brand's perspective, showcasing the desired outcome and the benefits of using the product.

# Ad summary This ad is for the Leaf Two Razor. The ad features a man in a tuxedo announcing the launch of the new razor. He explains that the razor is the culmination of four years of research and development. The ad also includes archival footage of the Leaf Shave founders and the original Leaf Shave razor. # Brand positioning Leaf Shave is presented as a brand that is committed to clean, eco-friendly shaving. The brand is positioned as being innovative and forward-thinking, as well as being committed to sustainability. The brand aims to occupy the space in the consumer's mind as the future of shaving. The brand aligns with values of environmental consciousness and innovation. The brand pushes against the norms of disposable razors and plastic packaging. The brand positioning is both functional (eco-friendly) and emotional (trusting you with the secret). # Product The Leaf Two Razor is presented as a brand new razor that is the culmination of four years of research and development. The razor is for anyone who wants a clean, eco-friendly shave. The razor is described as being rethought, rebuilt, reimagined, reexalted, and re-enjoyified. The razor is the new platform and it represents the very best and the very brightest and the future of clean, eco-friendly shaving. The ad addresses the purchase barrier of traditional razors being bad for the environment. # Visual style The ad has a polished, commercial aesthetic. The editing style is a mix of static shots and quick cuts. The production quality is high-end. The pacing is consistent throughout the ad. The cuts and text are timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:04 Big secret announcement for Leaf Shave take two action Text overlay: Big secret announcement for Leaf Shave take two action Visual: 00:00–00:04 A person with fair skin and a bracelet on their left wrist holds a film slate in front of a white wall. The slate reads "PROD. BIG SECRET ANNOUNCEMENT!", "ROLL C200", "SCENE 02", "TAKE 002", "DIRECTOR: ADAM SWINE", "CAMERA: LEAF SHAVE ASSISTANT #2", "DATE: 01/09/2023". The person claps the slate shut. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that traditional razors are bad for the environment. # Value propositions - The Leaf Two Razor is the culmination of four years of research and development - The Leaf Two Razor is the future of clean, eco-friendly shaving # Benefits - The very best - The very brightest - The future of clean, eco-friendly shaving # Features - Rethought - Rebuilt - Reimagined - Reexalted - Re-enjoyified - Clean - Eco-friendly # Call to action None used. # Point of view - Brand 100% – The ad is told entirely from the brand's official voice, with a scripted announcement and product claims. # Storyline - 00:00–00:04 00:00–00:04 A woman holds a film slate that reads "PROD. BIG SECRET ANNOUNCEMENT!" and claps it shut. This is happening to set the stage for a big announcement. The audience is experiencing it from the perspective of the film crew. The tone is playful and lighthearted. - 00:05–00:16 00:05–00:16 A man in a tuxedo stands in front of a white wall and announces that the Leaf Razor is stepping down after a long and distinguished career. This is happening to introduce the new Leaf Two Razor. The audience is experiencing it from the perspective of the brand. The tone is formal and celebratory. - 00:16–00:33 00:16–00:33 The man announces that the company is launching the Leaf Two Razor, which is the culmination of four years of research and development. This is happening to introduce the new product and highlight its development. The audience is experiencing it from the perspective of the brand. The tone is formal and informative. - 00:33–00:41 00:33–00:41 Archival footage shows the design process and the original Leaf Shave razor. This is happening to show the history of the brand and the development of the new product. The audience is experiencing it from the perspective of the brand. The tone is informative and nostalgic. - 00:41–00:57 00:41–00:57 The man in the tuxedo returns and says that the new razor represents the very best and the very brightest and the future of clean, eco-friendly shaving. This is happening to highlight the benefits of the new product. The audience is experiencing it from the perspective of the brand. The tone is formal and aspirational. - 00:57–01:06 00:57–01:06 The man walks off screen and text appears that reads "LEAF TWO RAZOR COMING SOON". This is happening to create anticipation for the new product. The audience is experiencing it from the perspective of the brand. The tone is exciting and anticipatory.

# Ad summary This ad uses a bait-and-switch tactic to promote the Weef Trimmer. The ad begins with a woman opening a file on her computer labeled "Do Not Open." The file contains a video of a man in a tuxedo announcing that the Weef Razor is stepping down. Suddenly, the video is interrupted by a close-up of the Weef Trimmer being used. # Brand positioning The Weef brand is presented as a modern solution to personal grooming. The brand is positioned as a replacement for traditional razors, offering a more convenient and effective alternative. The brand aligns with a lifestyle that values efficiency and innovation in personal care. # Product The Weef Trimmer is a personal grooming device designed to replace traditional razors. The ad shows the product in use, highlighting its ability to quickly and effectively trim hair. The trimmer is presented as a convenient and modern solution for personal grooming needs. # Visual style The ad has a hybrid aesthetic, blending a UGC feel with polished commercial elements. The editing style includes quick cuts and static shots. The pacing is consistent throughout the ad. The audio and visual elements are synced to create a sense of surprise and excitement. # Hooks Spoken: 00:00–00:01: Do not open? Text overlay: 00:00–00:05: DO NOT OPEN (Folder) Visual: 00:00–00:01: A woman is sitting at her computer. The computer screen shows a desktop background with a mountain landscape. There is a folder labeled "DO NOT OPEN" on the desktop. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that traditional razors are outdated and inconvenient, suggesting a need for a more modern solution. # Value propositions - Modern solution for personal grooming needs # Benefits - Convenient - Effective # Features - Personal grooming device - Replaces traditional razors # Call to action None used. # Social proof - None used. # Point of view - Customer 50% – The ad begins from the perspective of a customer opening a file on her computer. - Brand 50% – The ad transitions to the brand's perspective with a video announcement about the Weef Razor. # Storyline - 00:00–00:01 A woman is sitting at her computer. - 00:01–00:05 The woman opens a file on her computer labeled "DO NOT OPEN." - 00:05–00:14 The file contains a video of a man in a tuxedo announcing that the Weef Razor is stepping down. - 00:14–00:16 Suddenly, the video is interrupted by a close-up of the Weef Trimmer being used.

# Ad summary The ad features Adam, one of the founders of Leaf Shave, who passionately advocates for ending plastic waste in shaving. He introduces Leaf Shave's range of sustainable razors and a dermaplaner, highlighting their environmental impact by stating that users have offset over 20 million plastic razors. The video transitions to a screen recording of the Leaf Shave website, showcasing various products and Black Friday deals. Adam then returns to encourage viewers to shop the holiday deals and expresses gratitude for existing customers' support, ending with a direct call to action to visit leafshave.com for Black Friday deals and to engage in the comments section. # Brand positioning Leaf Shave positions itself as a pioneering brand in sustainable shaving, directly challenging the environmental impact of traditional plastic razors. The brand aims to occupy the space of an eco-conscious, high-quality alternative in the consumer's mind, aligning with values of environmental responsibility and effective personal care. It pushes against the norm of disposable plastic products by offering durable, reusable razors and accessories. The brand's positioning is both functional, providing effective shaving and exfoliation tools, and emotional, appealing to consumers who care about reducing plastic waste and making a positive environmental impact. The brand emphasizes its mission to 'end plastic waste in shaving' and highlights the collective impact of its users. # Product The ad features a range of shaving and exfoliation products designed to reduce plastic waste. The primary products showcased are the Leaf Razor, a multi-blade razor suitable for head shaving and body shaving, and the Twig Razor, a single-edge razor specifically for face shaving. Both razors are presented as durable, high-quality alternatives to plastic disposable razors. Additionally, the ad introduces the Dermaplaner, described as a 'quietly awesome' tool for facial exfoliation and skincare. The unique selling proposition for all products is their contribution to ending plastic waste in shaving, offering a sustainable solution for personal grooming. The ad implies these products are for anyone who shaves or exfoliates and is concerned about their environmental footprint, addressing the purchase barrier of environmental impact by offering a reusable solution. # Visual style The ad features a clean, bright, and professional aesthetic with a touch of scrappiness in its handheld camera movements and direct address style, giving it a UGC-like authenticity. The editing rhythm is moderately paced with clear cuts between different segments (founder speaking, website demo, product close-ups). Production quality is a hybrid: the studio setting and clear lighting suggest a polished commercial, but the founder's direct, unscripted-feeling delivery and handheld shots lean towards a more authentic, creator-driven content style. There are no strong visual motifs beyond the consistent bright, minimalist background. Pacing is consistent, driven by the speaker's delivery. Audio-visual sync is present, with product showcases and website scrolling timed to the speaker's descriptions. # Hooks Spoken: Stop buying plastic razors for people you love. Text overlay: Stop buying plastic / razors for people you / love. Visual: A bald, bearded man with glasses, wearing a dark green sweater, stands in a brightly lit, minimalist studio space. He holds a rainbow-colored Leaf Razor in his right hand, presenting it towards the camera. The background features white walls, exposed ceiling pipes, and studio lighting equipment (a softbox and a light stand). A white shelving unit with various colorful razors and small plants is visible to the right. The camera is static, framed from the chest up, with a direct address POV. # Funnel stage Bottom of funnel (Conversion) # Pain points The central pain point is the environmental impact of plastic waste from disposable razors, explicitly stated as: "Stop buying plastic razors for people you love." and "I'm on a mission to end plastic waste in shaving." # Value propositions - Stop buying plastic razors for people you love (implies a better, non-plastic alternative) - offset more than twenty million razors since we started this business eight years ago (demonstrates significant environmental impact and brand longevity) - gifting at this holiday season (suggests products are high-quality and desirable gifts) # Benefits - offset dozens of plastic razors over the course of their shaving life - end plastic waste in shaving - welcome the most people that we ever welcome to the brand # Features - Leaf Razor for head shaving bodies - single edged twigger thorn razor for face shaving - dermaplaner for facial exfoliation and skin care # Call to action Follow this link for our Black Friday deals. Follow the link, check out the deals that are running. Shop Black Friday Deals at: leafshave.com. hit me up. I'm happy to help. # Social proof - Our users have offset more than twenty million razors since we started this business eight years ago. # Point of view - Brand 100% – The founder of the brand speaks directly to the audience, presenting the products, mission, and offers from the company's perspective. # Storyline - 00:00–00:02 The founder, Adam, holds up a Leaf Razor and directly addresses the viewer, urging them to stop buying plastic razors for loved ones, immediately establishing a problem and introducing the brand's solution. - 00:02–00:06 Adam introduces himself as a founder of Leaf Shave and promises to show the viewer a better alternative, setting the stage for the product and brand's mission. - 00:06–00:16 The scene transitions to a screen recording of the Leaf Shave website, where Adam encourages viewers to follow a link for Black Friday deals, showcasing various product bundles, razors, accessories, and gift sets, directly promoting a sales event and product range. - 00:16–00:26 Adam returns to the screen, reiterating his personal mission to end plastic waste in shaving and connecting this mission to the holiday season, emphasizing the collective impact of new customers. - 00:26–00:37 Adam showcases the Leaf Razor, Twig Razor, and Dermaplaner, explaining their specific uses (head/body shaving, face shaving, facial exfoliation), demonstrating the versatility and range of the brand's offerings. - 00:37–00:43 Adam highlights the brand's significant environmental impact, stating that users have offset over 20 million plastic razors, providing social proof and reinforcing the brand's core value. - 00:43–00:51 Adam expresses excitement for the holiday season, anticipating a large influx of new customers, which further contributes to their mission, creating a sense of community and shared purpose. - 00:51–00:59 Adam directly addresses potential new customers and those considering gifting Leaf products, urging them to follow the link and check out the deals, reinforcing the call to action. - 00:59–01:10 Adam thanks existing customers for their support and invites engagement in the comments section, fostering community and offering further assistance.

# Ad summary The ad promotes Leaf Shave razors as a sustainable and cost-effective alternative to plastic razors. It highlights the Black Friday deals and encourages viewers to switch to Leaf Shave for a better shaving experience. # Brand positioning Leaf Shave is presented as a sustainable and eco-conscious brand that offers a plastic-free alternative to traditional razors. The brand positions itself as a solution to the environmental concerns associated with disposable plastic razors, emphasizing long-term savings and a superior shaving experience. Leaf Shave aligns with values of environmental responsibility and financial prudence, appealing to consumers who seek sustainable and cost-effective personal care products. The brand challenges the norm of disposable plastic razors by offering a reusable metal razor with replaceable blades, promoting a shave today, save forever mentality. # Product The featured product is Leaf Shave's metal razor, a reusable alternative to disposable plastic razors. The razor is designed for a sustainable shaving experience, eliminating the need for constant plastic replacements. The ad highlights the cost-effectiveness of Leaf Shave, noting that refills cost only $0.19+ compared to $2.25+ for traditional plastic razors. The razor is presented as a solution for those looking to reduce plastic consumption and save money in the long run. The ad also addresses potential concerns about safety razors, suggesting that Leaf Shave's design hugs curves better than traditional safety razors, making it a more user-friendly option. # Visual style The ad has a simple, hand-drawn aesthetic with a top-down perspective. The editing style consists of quick cuts between different pages of text and product placements. The production quality is basic, giving it a UGC feel. The pacing is fast, with cuts occurring every few seconds, keeping the viewer engaged. The audio and visual elements are synced to emphasize key points and transitions. # Hooks Text overlay: 00:00–00:03 / BLACK FRIDAY! Visual: 00:00–00:03: A top-down shot on a wooden table with a white sheet of paper. A hand writes "BLACK FRIDAY!" with a black marker, with arrows pointing to three Leaf Shave razors: a rainbow-colored razor with a wide head, a black razor with a T-shaped head, and a rainbow-colored razor with a thin head. The lighting is bright and even. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of constantly buying and disposing of plastic razors, which contributes to environmental pollution. The ad visually shows a pile of plastic razors to emphasize the problem. # Value propositions - Sustainable shaving solution: Reusable metal razor reduces plastic waste. - Cost savings: Refills are significantly cheaper than traditional plastic razors. - Improved shaving experience: Designed to hug curves for a better shave. # Benefits - Stop buying plastic - Save forever - Cost-effective refills ($0.19+) - Better shaving experience # Features - Reusable metal razor - Replaceable blades - Plastic-free alternative - Hugs your curves # Call to action LEAFSHAVE.COM # Social proof - None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing their products, values, and promotional offers. # Storyline - 00:00–00:03 The ad starts by writing "Black Friday!" on a piece of paper, with arrows pointing to three different Leaf Shave razors. - 00:00–00:03 This is to grab attention and signal the availability of special deals. - 00:00–00:03 The perspective is from the brand, showcasing their products and promotional event. - 00:00–00:03 The tone is enthusiastic and inviting. - 00:03–00:06 The ad transitions to the question, "Ready to... Stop buying plastic?" with an arrow pointing to a pile of plastic razors. - 00:03–00:06 This highlights the environmental concern and positions Leaf Shave as a solution. - 00:03–00:06 The perspective is from the brand, addressing a common consumer concern. - 00:03–00:06 The tone is concerned and solution-oriented. - 00:06–00:08 The ad then shows "Shave today, Save forever," emphasizing the long-term benefits of using Leaf Shave. - 00:06–00:08 This reinforces the value proposition of sustainability and cost savings. - 00:06–00:08 The perspective is from the brand, promoting their product's benefits. - 00:06–00:08 The tone is optimistic and forward-looking. - 00:08–00:13 The ad compares the refill costs: $0.19+ for Leaf Shave versus $2.25+ for plastic razors. - 00:08–00:13 This provides a concrete financial incentive to switch to Leaf Shave. - 00:08–00:13 The perspective is from the brand, presenting a cost comparison. - 00:08–00:13 The tone is informative and persuasive. - 00:13–00:17 The ad asks, "Have you already tried a safety razor? Was this you?" and draws a sad face next to a traditional safety razor. - 00:13–00:17 This addresses potential negative experiences with traditional safety razors. - 00:13–00:17 The perspective is from the brand, acknowledging potential customer concerns. - 00:13–00:17 The tone is empathetic and understanding. - 00:17–00:24 The ad contrasts traditional safety razors that "doesn't hug your curves" with Leaf Shave that "DOES(!) hug your curves." - 00:17–00:24 This highlights Leaf Shave's superior design for a better shaving experience. - 00:17–00:24 The perspective is from the brand, showcasing their product's unique feature. - 00:17–00:24 The tone is confident and assertive. - 00:24–00:32 The ad concludes with "We can't wait for you to join us a Leaf SHAVE" and directs viewers to LEAFSHAVE.COM, noting that "Black Friday Deals are live!" - 00:24–00:32 This provides a clear call to action and emphasizes the limited-time offer. - 00:24–00:32 The perspective is from the brand, inviting viewers to become customers. - 00:24–00:32 The tone is enthusiastic and urgent.