How Liven: Improving Wellbeing Advertises on Meta

# Ad summary This ad for Liven features an older man speaking about his personal journey. He states that growing up without a father led him to seek approval from others his entire life. A friend recommended Liven, and after taking the Liven burnout quiz he better understands his burnout type and can now build with clarity. # Brand positioning Liven is presented as a self-help app that assists men in better understanding their burnout type. The ad positions Liven as a tool for men who struggle with burnout as it helps them to stop running on empty, prove they are enough, and start building with clarity. # Product The Liven app is a self-help app that helps men discover their burnout type. The man in the ad states that, after using the app, he was able to stop running on empty and trying to prove himself, and was able to start building with clarity. The Liven burnout quiz helps men understand their burnout type, where it started, and why they can't stop. # Visual style The ad has a low-end production quality due to the basic camera and shot angles, as well as the generic setting and basic text overlays. The video features static shots and quick cuts between angles of the same person. The pacing of the video is slow, with cuts occurring approximately every 5–8 seconds. The shots are synced to the speaker's voiceover. # Hooks Spoken: 00:00–00:07 As a billionaire, I can tell you, men who grew up without fathers don't become nice guys by choice. Text overlay: 00:00–00:07 As a billionaire, I can tell you: men who grew up without fathers don't become "Nice Guys" by choice. Visual: 00:00–00:07 The camera shows a man sitting in a chair on a stage, speaking into a microphone. He is wearing a light blue collared shirt, dark blue pants, and black shoes. To his right and slightly behind him are two other men in chairs and a blurry white screen behind them. On the bottom-left of the screen is the word "liven" in a cursive font. # Funnel stage Middle of funnel (Consideration) # Pain points Growing up without a father results in never feeling good enough. # Value propositions - For the first time, I actually understood my burnout type # Benefits - Understand my burnout type - Where it started - Why I couldn't stop - Stopped running on empty trying to prove I was enough - Started building with clarity # Features - Liven app - Burnout quiz # Call to action Take the quiz. # Social proof - "But a friend recommended the Liven app, and I figured—what's one minute?" – Male 1 (Expert) - "I took their quiz. For the first time, I actually understood my burnout type" – Male 1 (Expert) # Point of view - Expert 100% – The entire video is communicated from the perspective of the speaker, who is sharing his personal experiences in a tone that positions him as an expert. # Storyline - 00:00–00:07 The man starts by establishing his credibility by stating that, as a billionaire, he can tell you men who grew up without fathers don't become "Nice Guys" by choice, but instead to survive and burn out. - 00:07–00:19 He continues to state that men who grew up without fathers have one thing in common—they become "Nice Guys" because they learn early that love has to be earned. - 00:19–00:25 The man states that growing up without a father results in not having a dad to tell them they were enough, and no man to show them what confidence looks like. - 00:26–00:38 The man states that these men then figure it out themselves to be helpful, useful, and someone everyone can count on, and to say yes to everything, never complain, and never ask for help because asking for help means you are a burden. - 00:38–00:43 He says burdens get left behind, and he knows because he's lived it. - 00:43–00:50 The man states that he built a company and made more money than his mother ever dreamed of, and that he was still trying to prove he was worth keeping around. - 00:50–00:57 He continues that he would say yes to every client and employee, and that he thought that's what made him valuable. - 00:58–01:07 The man states that it made him burned out, snapping at his wife over nothing, unable to sleep, and unable to enjoy anything he'd built. - 01:07–01:21 He goes on to say that he still felt like it wasn't enough because nothing ever was, and that's the thing about growing up without a father. You spend your whole life chasing approval from people who aren't him, and you burn out long before you realize he's not coming. - 01:21–01:30 The man states that he is not a self-help guy and never believed in that stuff, but a friend recommended the Liven app and he figured it was just one minute. - 01:30–01:40 The man states that he took their quiz, and for the first time, he actually understood his burnout type, where it started, and why he couldn't stop. That's when everything shifted. - 01:41–01:44 The man says he stopped running on empty trying to prove he was enough, and started building with clarity. - 01:44–01:51 He states that men over 40 who grew up without a father and became the nice guy everyone relies on—that pattern is burning you out. - 01:52–01:55 The man ends by saying to fix the burnout first, and to take the quiz.

# Ad summary This ad uses a UGC-style testimonial to promote Liven, an app that claims to help people restore their energy and get rid of stress in just one month. The ad follows a problem/solution framework, showing a woman struggling with fatigue, procrastination, and emotional detachment before revealing that she was able to overcome these issues by taking a test and using Liven for 15 minutes a day. # Brand positioning Liven is presented as a wellness solution for high-achieving women experiencing burnout. The brand aims to occupy a space that acknowledges the silent struggles of those who push themselves relentlessly, offering a path to restore energy and well-being without compromising their ambition. The brand positions itself as a simple yet effective tool, contrasting the complexity and time commitment of traditional self-care methods. Its positioning is functional, promising a tangible improvement in energy levels and stress management. # Product Liven is presented as an app designed to help users restore their energy and get rid of stress. The ad implies that it is for women who are experiencing burnout, fatigue, procrastination, and emotional detachment. The app requires the user to take a test and then use the app for 15 minutes a day. The USP is that it allows users to come back as a fully rebranded version of themselves. The purchase barrier addressed is that the solution can be obtained in just one month. # Visual style The ad features a UGC-style aesthetic, with simple editing and natural lighting. The production quality gives off a raw and authentic feel. The ad has a consistent pace with a cut roughly every 2 seconds. # Hooks Spoken: 00:00–00:02 [Narrator] "The Silent Overachiever" is my wife's archetype. Text overlay: "The Silent Overachiever" is my wife's archetype. Visual: 00:00–00:02 The camera angle is at eye level, facing a mirror in a brightly lit bathroom. A woman with blonde hair and wearing a black tank top is looking at her reflection and touching her face. Her hair is pulled back on one side, revealing that her shoulder has a sunburn. In the background, the sink is white with a silver faucet. There are two toothbrushes in a toothbrush holder. Text overlay: "The Silent Overachiever" is my wife's archetype. The brand name "liven" is in script at the bottom left. # Funnel stage Consideration # Pain points The ad portrays the pain point of high-achieving women who experience burnout, fatigue, and emotional detachment due to constant pressure and self-criticism. "She beat herself up for not doing 'enough.'" # Value propositions - Restore energy and get rid of stress in just one month - Become a fully rebranded version of yourself by using the app for only 15 minutes a day # Benefits - Restore her energy - Get rid of stress - Come back as a fully rebranded version of herself # Features - App - Test - 15 minutes a day # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a hypothetical customer. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a woman in front of a bathroom mirror. The text overlay says, 'The Silent Overachiever' is my wife's archetype.' This sets the stage by identifying a specific type of person and suggesting that the ad will explore her experiences. - 00:02–00:03 00:02–00:03 The scene shifts to the same woman lying on a couch looking stressed. The text overlay says, 'She beat herself up for procrastinating.' This beat establishes the internal struggles of the 'Silent Overachiever' and her tendencies. - 00:04–00:06 00:04–00:06 The scene shows the same woman working at a laptop, appearing stressed. Text overlay: 'She pushed harder. Still fell further behind.' This beat continues to build on the problem by showing that the woman is struggling with her workload. - 00:06–00:07 00:06–00:07 The scene transitions to the woman looking directly at the camera, running her hands through her hair looking distressed. Text overlay: 'This is her before:' The ad introduces a 'before' state, implying that a transformation is coming. - 00:08–00:10 00:08–00:10 The woman is shown sitting at her desk again, looking stressed and yawning. Text overlay: 'She wasn't getting pleasure from work she once enjoyed.' This highlights the emotional toll of her struggles. - 00:10–00:13 00:10–00:13 The woman is shown laying on a couch under a blanket while looking at her phone. Text overlay: 'She struggled to find the energy for her tasks and constantly procrastinated.' This shows how her problems are impacting her daily life. - 00:14–00:16 00:14–00:16 The woman is shown laying on a couch with her hand on her head, looking stressed. Text overlay: 'She experienced constant fatigue and reduced focus.' This beat directly states her physical and mental state. - 00:16–00:18 00:16–00:18 The scene shows her back at her desk, working on her laptop. Text overlay: 'She beat herself up for not doing "enough."' This emphasizes the internal pressure she is under. - 00:19–00:21 00:19–00:21 The woman is shown brushing her teeth while looking tired. Text overlay: 'She woke up tired and drained.' This illustrates her chronic fatigue. - 00:21–00:23 00:21–00:23 The woman is shown sitting on the couch eating chips while looking numb. Text overlay: 'She felt emotionally numb and detached from relationships.' This adds another layer to her struggles. - 00:23–00:26 00:23–00:26 The woman is shown laying on a couch looking exhausted. Text overlay: 'She was constantly stressed and exhausted, physically and emotionally drained.' This continues to emphasize her state of exhaustion and stress. - 00:26–00:29 00:26–00:29 The woman is shown tossing and turning on a couch. Text overlay: 'No matter how much rest she got, she still felt depleted.' This highlights how her fatigue is persistent. - 00:29–00:34 00:29–00:34 The scene shows the woman on a yoga mat stretching. Text overlay: 'She tried the anti-burnout plan for beginners, never thinking she could restore her energy and get rid of stress.' This beat emphasizes that the woman had little hope that she could improve. - 00:34–00:36 00:34–00:36 The woman is shown drinking a glass of water. Text overlay: '— all in just one month.' This implies that she tried the anti-burnout plan for a month with no success. - 00:36–00:38 00:36–00:38 The woman is shown writing in a journal at her desk. Text overlay: 'All she had to do was take a test.' This introduces the solution by implying the woman took a test and started using Liven. - 00:39–00:42 00:39–00:42 The woman is shown in the kitchen using her phone and eating out of a bowl. Text overlay: 'use Liven for 15 minutes a day, and come back as a fully rebranded version of herself.' This highlights the product and its benefits. - 00:45–00:48 00:45–00:48 The ad shows the Liven app logo on a green background with a button labeled, 'Take a test.' This provides a clear call to action.

# Ad summary This ad uses a testimonial from a guest on the Liven podcast discussing the challenges of being a parent and promoting a 3-minute quiz that shows people that their brains aren't thinking too much, but rather running a pattern. # Brand positioning Liven is presented as a resource that provides solutions for people's everyday issues and problems. The brand uses podcasts and quizzes to help people understand their brains and thinking patterns. Liven positions itself as an unconventional solution that moves away from traditional ideas and provides a different approach to thinking. # Product Liven offers a free three-minute quiz that will show people that their brains aren't thinking too much, but rather running a pattern. This quiz appears to be for parents who are struggling and second-guessing every decision that they make and are overthinking how their decisions will impact their child's life. # Visual style The ad has a simple visual style, with basic cuts and static shots. The production quality is high. The pacing is slow and remains consistent throughout the ad. # Hooks Spoken: 00:00–00:05 I thought caring about every decision made me a good parent. Now it just feels like I'm afraid to make one. Text overlay: 00:00–00:05 I thought caring about every decision made me a good parent. / 00:02–00:05 Now it just feels like I'm afraid to make one. / 00:00–00:05 liven Visual: 00:00–00:05 A man with glasses and a microphone is centered in the frame and speaking. The background is dark and blurred. # Funnel stage Consideration # Pain points Feeling afraid to make decisions, because every decision might be the one that breaks your child # Value propositions - The featured quiz will show you your brain wasn't thinking too much, but rather running a pattern # Benefits - Stop second-guessing every small choice - Actually being present with him # Features - Three-minute quiz # Call to action Take a test # Social proof - “I thought caring about every decision made me a good parent. Now it just feels like I'm afraid to make one. And once I saw it, I stopped second-guessing every small choice — and started actually being present with him.” – Male 1 (Expert) # Point of view - Expert 100% – The ad features an expert giving a presentation on the problems that parents have in today's world. # Storyline - 00:00–00:05 The ad starts with a man speaking in front of an audience, discussing his experience with being a parent. - 00:05–00:12 He discusses how his experience with parenting has changed over time and how he now feels afraid to make decisions. - 00:12–00:24 The man explains that whenever his son asks him something simple, his brain runs a full committee meeting. This implies that the man is overthinking things. - 00:24–00:35 The man reveals that he reads articles and listens to podcasts and compares himself to other parents. - 00:35–00:43 He adds that the more he knows, the less certain he feels. - 00:43–00:50 The man states that he thought he needed better answers, but he discovered that it wasn't about the answers. - 00:50–01:03 He reveals that he found a three-minute quiz that showed him his brain wasn't thinking too much but rather running a pattern. - 01:03–01:10 The speaker states that once he saw it, he stopped second-guessing every small choice and started actually being present with his child. - 01:10–01:13 The ad ends with the Liven logo and a button to take the test.

# Ad summary The image ad discusses burnout, and encourages the viewer to take a 3-minute test. # Brand positioning Liven is presented as a solution for individuals feeling exhausted, drained, and stuck in cycles of procrastination. The brand offers a way to calm the nervous system, break free from survival mode, and restore energy and motivation. Liven positions itself as a guide to help individuals regain control and feel present and focused. # Product Liven is a program designed to help individuals address burnout by calming their nervous system, breaking free from survival mode, and restoring energy and motivation. The program claims that in just 12 weeks, users will stop living on autopilot and finally feel present, focused, and in control again. The ad encourages viewers to take a 3-minute test to assess their current state and determine if Liven is right for them. # Visual style The ad features a vintage, hand-drawn aesthetic with a muted color palette. The illustrations of active individuals and natural elements like trees and mountains suggest a connection to outdoor activities and mental freedom. The typography complements the hand-drawn style, giving the ad a personable and approachable feel. The ad is made to look like a poster. # Hooks Headline: KEEP IT PRIVATE UNTIL IT'S DONE # Funnel stage Middle of funnel (Consideration) # Pain points The ad targets people who are feeling exhausted, drained, and stuck in a cycle of procrastination, indicating a problem of burnout and lack of motivation. # Value propositions - The ad offers to help calm your nervous system, break free from survival mode, and slowly restore your energy and motivation. - The ad promises that in just 12 weeks, you'll stop living on autopilot and finally feel present, focused, and in control again. # Benefits - Calm your nervous system - Break free from survival mode - Slowly restore your energy and motivation - Stop living on autopilot - Finally feel present, focused, and in control again # Call to action JUST TAKE 3-MINUTE TEST # Social proof - None used. # Point of view - Brand: This POV is present throughout the ad as the brand (Liven) explains the problem of burnout, its causes, and the solution they offer. They are informing the viewer about the value they offer and encouraging them to take action. # Storyline - The ad starts by stating the importance of keeping something private until it's done, establishing a sense of mystery and intrigue. The brand is speaking. - The ad then states that they are looking for 15 people who feel exhausted, drained, and stuck in a cycle of procrastination, indicating a specific audience they want to reach. The brand is speaking. - The ad explains that burnout doesn't just come from the workplace, but is fueled by hidden stress patterns, anxiety, and the constant pressure to keep pushing, providing a deeper understanding of the problem. The brand is speaking. - The ad then claims Liven will help you calm your nervous system, break free from survival mode, and slowly restore your energy and motivation, offering a solution to the problem. The brand is speaking. - The ad promises that in just 12 weeks, you'll stop living on autopilot and finally feel present, focused, and in control again, further emphasizing the benefits of the program. The brand is speaking. - Finally, the ad encourages the viewer to take a 3-minute test, providing a clear call to action. The brand is speaking.

# Ad summary The ad features a woman talking about how the Liven quiz helped her to realize that she was stuck in a pattern of not taking care of herself, and how Liven helped her to get her life back on track. # Brand positioning Liven is presented as a brand that helps people recognize and break free from negative patterns in their lives. The ad focuses on self-care and the importance of prioritizing one's own well-being. The brand positions itself as a solution for those who feel stuck or overwhelmed, offering a quiz and a "micro-cycle method" to help individuals regain balance and take care of themselves. # Product The advertised product is a three-minute quiz offered by Liven that helps people put words to what they have been living and identifies the patterns in their lives. Additionally, Liven provides a "Micro-Cycle Method" with five-minute-a-day cycles, designed to help people reclaim parts of their lives that have been neglected. The ad suggests the quiz and method can bring about improvements in sleep and self-awareness. It addresses the barrier of being stuck in a pattern and not being able to see a way out, offering Liven as a way to gain clarity and make positive changes. # Visual style The ad has a polished, professional aesthetic with studio lighting and a dark, simple background. The editing style features smooth transitions and static shots, with occasional zooms to emphasize certain points. The production quality gives a commercial feel, which supports the intended tone of a serious and reliable message. The ad maintains a consistent pacing throughout, with cuts timed to key voiceover lines. BPM: 60. # Hooks Spoken: 00:00–00:06 I didn't lose my job. I lost myself first. Text overlay: 00:00–00:06 I didn't lose my job. I lost myself first. The job just made it official. Visual: 00:00–00:06 The shot shows a medium shot of a blonde-haired woman, seemingly in her 50s, with fair skin and black-rimmed glasses. She's sitting in a wooden chair with arms, wearing a black blazer, a white top, and blue jeans with black heels. The background is dark, with a spotlight on a stand to the left of the frame. There is a small wooden table to the left with a green plant on it. The woman is gesturing with her hands as she speaks. # Funnel stage Middle of funnel (Consideration) # Pain points The single most central frustration or problem the product is solving is feeling stuck in a pattern you cannot see on your own. This is signaled by the following quote: "I was stuck in a pattern I couldn't see on my own." # Value propositions - Stuck can change. Three-minute quiz. # Benefits - Helps you put words to what you have been living. - Helps to break negative patterns. - You can start sleeping again. - You can notice when you are running on empty. - You can catch the pattern early. - Make sure to take care of yourself too. # Features - Three-minute quiz - Micro-Cycle Method # Call to action Three-minute quiz. # Social proof - "One night, scrolling, I stopped on a post from a woman my age. Four years living the same way. She mentioned Liven. I took their three-minute quiz. For the first time, someone put words to what I'd been living." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing their personal experience. # Storyline - 00:00–00:06 00:00–00:06 The speaker states that she lost herself before she lost her job, implying that the job loss was just a symptom of a deeper issue. - 00:06–00:12 00:06–00:12 She acknowledges that she burned herself out for her biggest fear, but did everything to avoid it conveying that there was a great deal of self-inflicted pressure, yet it ended up playing out exactly as she had feared. - 00:13–00:19 00:13–00:19 She explains that the joke was on her, not them, as what she was doing to herself was not noticeable, but self-destructive. This emphasizes a lack of awareness of self-care and personal boundaries. - 00:20–00:25 00:20–00:25 The speaker states that she forgot that somewhere along the way, she stopped showing up for herself. This statement conveys that she neglected her personal needs, creating a sense of empathy and self-reflection for the viewer. - 00:26–00:32 00:26–00:32 She reveals that no one asked her to sacrifice good sleep, exercise, or constantly think about work, creating a sense of personal responsibility and highlighting the unnecessary sacrifices that can lead to burnout. - 00:33–00:39 00:33–00:39 The speaker adds that nobody told her to put work above relationships or miss important moments, emphasizing that the decisions leading to burnout were self-imposed. - 00:40–00:44 00:40–00:44 The speaker tells the viewer, "I just did it. Automatically. Like it was the obvious thing to do." indicating that the destructive behaviors were habitual and unconscious. - 00:45–00:51 00:45–00:51 She expresses her anger at being fired after all she gave and asks how she did this to herself, prompting viewers to question their own similar situations. - 00:52–01:01 00:52–01:01 She reflects that she thought giving 110% every day would pay off, but realized she was giving 110% of emptiness, becoming someone she didn't even recognize, showing the negative consequences of overexertion and self-neglect. - 01:02–01:08 01:02–01:08 She concludes that it wasn't dedication but a pattern, too deep to see, underscoring the importance of recognizing harmful patterns and seeking external help. - 01:09–01:24 01:09–01:24 The speaker tells the viewer, One night, scrolling, I stopped on a post from a woman my age. Four years living the same way. She mentioned Liven. I took their three-minute quiz. For the first time, someone put words to what I'd been living.", leading to the introduction of Liven as a resource that provided clarity and recognition. - 01:25–01:36 01:25–01:36 The speaker states that she started Liven's Micro-Cycle Method, five minutes a day, and week by week, something came back, she started sleeping, noticing when she was running on empty, and catching the pattern early, showing how small changes can lead to significant improvements. - 01:37–01:44 01:37–01:44 She explains that she got a new job and did things differently, keeping her drive but making sure to take care of herself, indicating a balanced approach to work and self-care. - 01:45–01:52 01:45–01:52 She concludes that she wasn't broken but stuck in a pattern she couldn't see on her own, and that being stuck can change, leading to the final CTA for the three-minute quiz, reinforcing the message of hope and actionable change.

# Ad summary This ad for the Liven app features a man sharing his struggles with health anxiety and how the app's 3-minute quiz helped him understand his anxiety triggers and take back control of his life. The man is on stage in front of a panel of professionals. # Brand positioning Liven is an app that helps people identify their anxiety triggers and to take back control of their lives. The brand aims to be a self-discovery companion, offering a quick three-minute quiz to help users understand their anxiety and offering solutions to take control of it. # Product The Liven app is presented as a self-discovery companion designed to help users understand and manage their anxiety. The main feature highlighted in the ad is a 3-minute quiz that helps users identify their anxiety triggers, empowering them to regain control of their lives. No other features of the app are shown or mentioned. The ad implies that this app stands out from others due to its effectiveness in helping people manage their anxiety. # Visual style The ad has a professional and informative visual style, with polished commercial shots of a panel discussion. The production quality is high, with good lighting and clear audio. The editing is smooth, with static shots and occasional zooms to emphasize key points. The pacing is moderate, and the cuts are timed to the voiceover lines, creating a sense of audio-visual sync. # Hooks Spoken: 00:00–00:04 Male 1: Health anxiety stole 10 years of my career. Here's what no one tells you. Text overlay: 00:00–00:04 A ansiedade de saúde roubou 10 anos da minha carreira. Aqui está o que ninguém te conta. (On screen text) / 00:00–00:04 liven (On screen text) Visual: 00:00–00:04 Close up shot of an older, bald Caucasian man with wrinkles speaking into a microphone. He is wearing a black jacket and white shirt. The background is out of focus, showing other people and neutral walls. On-screen text in Portuguese translates to: "Health anxiety stole 10 years of my career. Here's what no one tells you." # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the overwhelming and debilitating impact of health anxiety on daily life and career, characterized by constant worry, physical symptoms, and ineffective coping mechanisms. # Value propositions - The Liven app offers a quick 3-minute quiz that helps users identify their anxiety triggers and take back control of their lives. The brief 3-minute quiz format conveys that the app offers fast, accessible, and actionable results. # Benefits - Helps you understand your anxiety triggers - Helps you take back control of your life # Features - 3-minute quiz # Call to action Comece com um teste # Social proof - "A friend told me about the Liven app" – Male 1 (Expert) - "I took Liven's 3-minute quiz, which helped me understand my anxiety triggers and take back control of my life." – Male 1 (Expert) # Point of view - Expert 100% – This ad is told from the perspective of a man talking about the Liven app. # Storyline - 00:00–00:04 00:00–00:04 A man is shown stating that health anxiety stole 10 years of his career. This is presented as a problem statement, emphasizing the significant impact of health anxiety on one's life and career. - 00:05–00:08 00:05–00:08 The man continues by saying that it feels like something bad is going to happen at any moment. This builds upon the initial problem statement, describing the pervasive anxiety and constant sense of impending doom. - 00:09–00:14 00:09–00:14 He expresses his struggles with constant body checks, chest tightness, and a racing heart. This reinforces the feelings of anxiety that the man experiences on a day to day basis. - 00:15–00:17 00:15–00:17 He further explains that he tries to distract himself, but the worry never really leaves. This highlights the ineffectiveness of typical coping mechanisms. - 00:18–00:21 00:18–00:21 The man says he reads about symptoms constantly and then his brain starts to feel what he read. This highlights the self-diagnosing nature of anxiety that so many people experience. - 00:22–00:24 00:22–00:24 He shares that it's exhausting living like this every day. This emphasizes the daily burden of anxiety. - 00:24–00:26 00:24–00:26 The man is told about the Liven app from a friend of his. This introduces Liven as a potential solution. - 00:27–00:29 00:27–00:29 He states that he was skeptical at first, but this app was different. This sets up Liven as a unique and effective solution. - 00:31–00:37 00:31–00:37 He explains that he took Liven's 3-minute quiz, which helped him understand his anxiety triggers and take back control of his life. This presents Liven as a practical and beneficial tool for managing anxiety. - 00:39–00:44 00:39–00:44 A screen appears, showing the logo of Liven along with the tagline 'Self-discovery companion'. This summarizes the app's purpose and positioning.

# Ad summary The ad is a screenshot of a testimonial speaking to how the brand has helped the testifier change her patterns of screaming and snapping at her children. The ad speaks to the brand's ability to help the testifier break a negative pattern and not allow it to extend for generations. # Brand positioning Liven is presented as a brand that helps mothers correct negative behavioral patterns that have existed for generations. The brand suggests that mothers, who are experiencing difficulty controlling their anger or frustration, can break these cycles, particularly those passed down from their own mothers, with Liven's assistance. The brand's positioning is emotional and functional, as it provides tangible benefits for the user and their child's well-being. The brand presents itself as empathetic and focused on helping mothers achieve peace and harmony in their parenting styles. By helping people "retrain their nervous system", the brand opposes the norm of cyclical generational trauma and/or old-fashioned parenting models. # Product The brand provides a method for individuals to retrain their nervous systems and break negative patterns related to anger and emotional regulation. It suggests that these patterns are not inherent anger issues, but rather a result of the nervous system being stuck in survival mode. The product is accessible through a 3-minute quiz, which diagnoses the root cause of the issue and then provides methods for retraining one's nervous system. The product is designed for individuals who experience full-body rage triggered by small messes, find themselves snapping at their children, and recognize patterns of behavior that have been passed down through generations. The ad addresses the purchase barrier of awareness, as it highlights that many people may not recognize their behavior as a nervous system issue rather than personal anger issues. # Visual style The ad uses a simple and intimate aesthetic. The production quality appears to be low, mimicking a casual screenshot, which helps to build trust and authenticity. The visual motif is dominated by handwritten-style text, which adds a personal touch. The image treatment includes a slightly warm color grading, enhancing the inviting feel. The typography is integrated as the main visual element, resembling a personal note or journal entry, which enhances the scannability and stop power in feed by creating an intriguing focal point. # Hooks Headline: I went from screaming at my 4-year-old over spilled juice to pausing before I react. # Funnel stage Middle of funnel (Consideration) # Pain points The central problem being addressed is the frustration of constantly yelling and snapping at children, often triggered by minor incidents like spilled juice. "I went from screaming at my 4-year-old over spilled juice to pausing before I react." # Value propositions - Understand why small messes triggered full-body rage with Liven. - Stop snapping and break negative behavioral patterns with Liven. - Retrain your nervous system with Liven's 3-minute quiz. # Benefits - pausing before I react - I understood why small messes triggered full-body rage - I stopped snapping - My daughter stopped tiptoeing - I broke a pattern my mother carried her whole life # Features - retrained my nervous system - a 3-minute quiz # Call to action None used. # Social proof - "I went from screaming at my 4-year-old over spilled juice to pausing before I react. I retrained my nervous system? In 3 days, I understood why small messes triggered full-body rage. In 2 weeks, I stopped snapping. My daughter stopped tiptoeing. In 6 weeks, I broke a pattern my mother carried her whole life. It wasn't anger. It was my nervous system stuck in survival mode. A 3-minute quiz showed me how to fix it. My mom never got this chance. I did." # Point of view - Customer: The entire ad is written in the first person, so the audience is reading from the perspective of a customer testifying to the results of the brand's product. # Storyline - The ad begins by noting the testifier has changed from screaming at her 4-year-old over spilled juice to pausing before reacting. This is from the customer's point of view and intends to set up a recognizable problem for mothers, signaling the before-and-after journey. - She notes she retrained her nervous system, presented as a question to increase curiosity. This is from the customer's point of view and begins to propose a solution to the initial problem. - The customer shares that in 3 days, she understood why small messes triggered full-body rage. In 2 weeks, she stopped snapping, and her daughter stopped tiptoeing. In 6 weeks, she broke a pattern her mother carried her whole life. This is from the customer's point of view and illustrates the ease and speed with which one can see the positive results of using the brand's product. - The customer reframes her issue as a nervous system stuck in survival mode, then shares that a 3-minute quiz showed her how to fix it. This is from the customer's point of view and serves as the climax of the story, showing how the brand and product solved her problem. The brand uses the customer's voice to highlight the brand's primary solution: to retrain the nervous system. - She concludes by stating that her mom never got this chance, but she did. This is from the customer's point of view and shows how transformative the brand can be, and how generational cycles can be broken thanks to the brand.

# Ad summary The image ad promotes a 'Burnout Recovery Protocol' designed for high-achievers over 40. It highlights the program's ability to help users reclaim their energy, stop mental noise, regain focus, and master a sustainable rhythm of performance, all within a structured timeframe of 21 days and 10 minutes a day. The ad uses a vintage-inspired design with floral motifs and clear, concise messaging. # Brand positioning The brand, 'liven', is presented as a provider of burnout recovery solutions specifically designed for high-achievers over 40. The brand occupies a space for individuals seeking sustainable performance and mental well-being. It aligns with values of reclaiming energy, regaining focus, and mastering a sustainable rhythm, which suggests an emotionally driven approach to personal and professional optimization, setting it apart from more generic wellness or productivity solutions. # Product The 'Burnout Recovery Protocol' is a program specifically designed for high-achievers over 40, with the aim of reclaiming energy and preventing further burnout. It is structured around a 21-day plan, requiring only 10 minutes a day. The program promises to help users stop the mental noise within one week, regain focus in two weeks, and master a sustainable rhythm as a top performer in one month. The ad addresses the purchase barrier of time commitment by highlighting the program's short daily duration. # Visual style The ad has a vintage and botanical-inspired visual style, resembling Art Nouveau design. The production quality appears to be high, with clean lines and a consistent black-and-tan color palette. The overall effect is elegant and classic, which likely intends to create a sense of calm and credibility. The typography is integrated in a way that mimics vintage posters, enhancing scannability. # Hooks Headline: FINAL CALL # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of burnout among high-achievers over 40, as illustrated by the phrase, 'Or Watch Another Year Drain Away'. This language clearly signals the frustration of feeling energy and focus diminish over time due to burnout. # Value propositions - Designed for high-achievers: positions the product as premium and effective. - 21 days. 10 minutes a day: positions the product as time-efficient and easy to integrate. # Benefits - Reclaim Your Energy - In 1 week — you'll finally stop the mental noise. - In 2 weeks — you'll regain the focus you thought was gone forever. - In 1 month — master the sustainable rhythm of a top performer. # Features - Burnout Recovery Protocol specifically designed for high-achievers over 40. - 21 days. 10 minutes a day. # Call to action SEE THE FULL PROGRAM # Social proof - None used. # Point of view - Brand: The POV is consistent throughout, focusing on promoting the program and its benefits. # Storyline - The ad opens with a stark warning using the phrase 'FINAL CALL' to grab the viewer's attention, conveying a sense of urgency from the brand. This highlights the importance of addressing burnout immediately rather than letting it continue. - The ad states 'Reclaim Your Energy — Or Watch Another Year Drain Away' to position the brand as a solution to burnout, telling the audience to decide between taking action or suffering further decline. This is from the brand's POV. - The ad describes 'Burnout Recovery Protocol specifically designed for high-achievers over 40. 21 days. 10 minutes a day', from the brand's POV. This clarifies the target audience and outlines the program's efficiency, indicating ease of integration into a busy schedule. - The ad outlines the program's timeline: 'In 1 week — you'll finally stop the mental noise. In 2 weeks — you'll regain the focus you thought was gone forever. In 1 month — master the sustainable rhythm of a top performer', outlining the benefits in a weekly progress report, which is told from the brand's POV. - The ad includes a CTA, 'SEE THE FULL PROGRAM' as an invitation from the brand, telling the customer what to do next.

# Ad summary This ad features a woman speaking at a conference about her past experiences with anxiety and how a product called Liven was able to help her. She encourages people to take a test to see if the Liven product can help them. # Brand positioning Liven is presented as a solution for people who want to break the cycle of anxiety and regulate their nervous system. The ad emphasizes that Liven is not just about mental wellness but about addressing the body's physical response to stress. The brand promotes a lifestyle where individuals can enjoy their lives without being in a constant state of panic. Liven pushes against the norm of simply addressing anxiety through mental techniques, instead focusing on regulating the nervous system for holistic well-being. The brand positioning is functional, highlighting the performance of the Neurobalance plan. # Product Liven is advertised as a solution for people who experience anxiety and are stuck in a cycle of fight-or-flight. The product appears to be a plan for beginners. The ad addresses the purchase barrier of skepticism by presenting Liven as a test that can be taken to see if it is right for the viewer. Liven is to be used for 15 minutes a day. The purpose is to break the cycle of anxiety and help users feel rested and present. # Visual style The ad has a hybrid aesthetic, blending polished commercial elements with a UGC feel. The editing style includes both quick cuts and static shots, creating a balanced rhythm. The production quality is generally polished, lending credibility to the message. The pacing is consistent with approximately 15 cuts per minute, maintaining a steady flow throughout the ad. The visual of text syncs with the voiceover lines. # Hooks Spoken: 00:00–00:03 Anxiety isn't in your head, it's in your nervous system. Text overlay: 00:00–00:03 Anxiety isn't in your head, its in your nervous system Visual: 00:00–00:03 An outdoor shot of a slender woman with tan skin and long dark hair sits in a yoga pose on a rock, wearing a red dress with a beaded necklace. She smiles with her eyes closed as she is surrounded by foliage and a river. The shot is slightly low angle and well lit with natural light. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of feeling like something is deeply wrong, being unable to relax, experiencing every little thing as a crisis, and being stuck in a constant state of panic. "I used to think something was deeply wrong with me. Why couldn't I just relax like everyone else?" # Value propositions - Regulating your nervous system transforms you into someone who actually enjoys their life - Neurobalance Plan for beginners leads to finally feeling rested and present # Benefits - Finally feel rested and present - Transforms you into someone who actually enjoys their life - Break the cycle for good. # Features - Neurobalance Plan for beginners - Can be used for 15 minutes a day # Call to action Take a test # Social proof - "I tried the Neurobalance Plan for beginners, never thinking I could finally feel rested and present" – Female 1 (Expert) # Point of view - Customer 85% – The speaker shares her personal experiences and offers a testimonial about the product's benefits. - Brand 15% – The brand presents its logo and a call to action, solidifying its identity and desired audience action. # Storyline - 00:00–00:03 00:00–00:03 - 00:03–00:16 The ad opens with an image of a woman meditating by a river. The message is that anxiety isn't in the head, but in the nervous system, from the brand perspective. This information is delivered as a foundational fact the audience should consider as they watch the ad, in a serious, contemplative tone. It leads into the story. - 00:16–00:24 A woman speaking at a conference shares her personal experience, revealing that she used to think something was deeply wrong with her, and she couldn't relax like everyone else. It conveys the perspective of someone who has struggled with anxiety, in a tone of vulnerable honesty. It builds relatable empathy. - 00:24–00:30 The woman describes the physical symptoms of her anxiety, such as blood rushing to muscles, digestion shutting down, and brain fog taking over. It continues from the previous moment. Her perspective conveys the lived experience of anxiety, from a physical and emotional point of view, making her relatable. - 00:30–00:35 The speaker states that her body was preparing her to run from danger. This is delivered as her growing realization of her anxiety symptoms and their root causes, in a reflective tone. It helps build the case for a solution. - 00:35–00:45 The woman asserts that people are not meant to live in a constant state of panic. She shares an encouraging belief, from a place of empathy. This builds hope and frames the problem as solvable. - 00:45–00:58 The woman states that the nervous system doesn't know that yet, and she was stuck in a loop, exhausted, reactive, and disconnected. She shares her past experience, from a place of vulnerability. This sets up the transition to the solution. - 00:58–01:11 The woman says no matter what she did, she couldn't break the pattern. It reinforces the problem, in a tone of struggle. It frames the following solution as a welcome change. - 01:11–01:13 The woman shares that she tried the Neurobalance Plan for beginners and could finally feel rested and present, all in just one month. She delivers this from a place of enthusiastic gratitude and relief, building excitement for the product. - 01:13–01:16 The woman states that it's surprising how regulating your nervous system transforms you into someone who actually enjoys their life. It builds excitement, from the perspective of someone who has had success. It progresses to the call to action. - 01:16–01:18 The woman tells viewers to just take a test, use Liven for 15 minutes a day, and break the cycle for good. She transitions to a CTA. - 01:18–01:18 The ad ends with a Liven app screen showing the prompt to “take a test” from the brand. This visualizes the requested action.

# Ad summary The image ad is for Liven, a brand focused on post-burnout recovery for women over 35 who are outwardly successful but feel burnt out. The ad is promoting a program to help these women regain their energy and vitality. It features a tropical illustration style with leopards and floral elements, aiming to create a serene and inviting feel. # Brand positioning Liven is presented as a brand focused on holistic recovery and empowerment for women who are experiencing burnout despite external success. The brand aims to occupy a space of understanding and support, acknowledging the pressures faced by high-achieving women. It aligns with values of self-care, renewal, and reclaiming one's inner spark. By focusing on post-burnout recovery, Liven pushes against the norms of simply pushing through exhaustion and instead encourages its audience to focus on well-being and mental health. The brand positioning is both emotional (reclaiming vitality and joy) and functional (providing a structured program for recovery). # Product The ad promotes a "POST-BURNOUT RECOVERY" program designed for women who are tired of being "the strong one." This program is intended to help women who feel burnt out despite appearing successful. The program is structured in a way that supports recovering energy and vitality. The ad shares that "Week 1 - You'll feel the brain fog lift. Week 2 - You'll see your energy return. Week 4 - Everyone will notice the spark is back." The overall ad tells the viewer that this program will help women feel more "ALIVE" by the end of March if they stop running on empty today, conveying a sense of urgency and the promise of rejuvenation. # Visual style The ad uses a cartoon illustration style with a soft, tropical color palette. The overall aesthetic is gentle and inviting, using the natural imagery to create a feeling of calm and rejuvenation. The ad also uses vintage filter effect on the visuals, making the coloring seem old and worn in a nostalgic manner. This style appears to disrupt the typical platform feed, but also is gentle on the eyes. # Hooks Headline: WE'RE LOOKING FOR WOMEN 35+ Who Are "Successful" On Paper But Burning Out In Silence. # Funnel stage Middle of funnel (Consideration) # Pain points The ad is targeting women who are outwardly "Successful" but inwardly experiencing burnout. The ad acknowledges the frustration of feeling exhausted and depleted despite achieving external markers of success and implies that this state is not sustainable. # Value propositions - The ad clearly communicates value by telling the audience that if they stop running on empty today, they will feel "ALIVE" by the end of March, tying the emotional benefit of feeling revitalized to the practical step of ending their current habits. # Benefits - You'll feel the brain fog lift. - You'll see your energy return. - Everyone will notice the spark is back. # Call to action TAP TO JOIN # Point of view - Customer: The ad speaks directly to a specific type of woman and addresses a common pain point, thereby building a sense of empathy. # Storyline - The ad begins by directly addressing its target audience: "WE'RE LOOKING FOR WOMEN 35+ Who Are "Successful" On Paper But Burning Out In Silence." This serves as an immediate hook, grabbing the attention of women who fit this description and making them feel seen and understood from their perspective. - Next, the ad introduces the POST-BURNOUT RECOVERY program: "THIS MARCH, we're launching the POST-BURNOUT RECOVERY for the woman who's tired of being 'the strong one.'" This presents a solution to the problem identified in the first beat, offering a specific program designed to help women recover from burnout. The brand is telling the audience it is there for them and offers a way to feel better. - The ad then highlights the program's benefits over four weeks, such as lifting brain fog and seeing energy return. The ad is telling the audience the specific benefits they can expect from the program. - The ad concludes by encouraging the audience to imagine feeling "ALIVE" and by asking "Are you in?" The ad is attempting to inspire the audience to take action, emphasizing the positive outcome and prompting them to join the program. The brand is attempting to persuade the audience.

# Ad summary This ad features a speaker at a conference giving a speech about burnout. He explains that people who have had a stressful job or lifestyle and then try to switch things up might still feel exhausted. He says this is because their nervous system is still running in emergency protocols from what happened in the past. Livven has developed a 28-day burnout reset plan to help people heal the burnout that is following them. # Brand positioning Livven is presented as a brand offering solutions for burnout. The brand aims to occupy a space in the consumer's mind as a reliable resource for addressing burnout through their 28-Day Burnout Reset Plan. The brand aligns with values of healing and addressing issues with mental health and well-being. Livven sets itself apart by going against just the typical advice of rest and more sleep and dives into retraining a nervous system. # Product The Livven 28-Day Burnout Reset Plan is a program designed to retrain the body’s nervous system to recognize rest as safe, addressing burnout that persists even after lifestyle changes. It involves a 15-minute daily commitment. The program is presented as a solution for individuals who have made lifestyle adjustments such as quitting a stressful job, increasing sleep, and reducing alcohol and caffeine intake, yet still experience exhaustion. This program addresses the underlying issue of the nervous system still running in emergency protocols by helping the individual heal the burnout that followed them. # Visual style The ad has a polished, professional feel with the majority of shots taking place on a stage or in a lecture room. The editing style uses quick cuts, mostly to show the man on the panel vs the man who is sharing his experience. The pacing is medium and consistent across the ad, as most of the ad is just a conference speaker talking. # Hooks Spoken: Male 1: What would you tell someone who quit the stressful job, got more sleep, cut the alcohol and is still exhausted every single day? Text overlay: What would you tell someone who quit the stressful job, got more sleep, cut the alcohol and is still exhausted every single day? Visual: 00:00–00:06 The shot shows a man standing in front of an audience wearing a blue button-down shirt and jeans. The camera is stationary, and the focus is on the man. In the background, there are other people sitting and listening. # Funnel stage Middle of funnel (Consideration) # Pain points The biggest pain point the ad is addressing is the frustration of still feeling exhausted even after making positive lifestyle changes. This is signaled in the ad when Male 1 says, “I did everything. Quit the toxic job. Found something calmer. Set boundaries. Started running. Cut caffeine. Sleep eight hours, and I’m still exhausted by noon.” # Value propositions - Heal the burnout that followed you. The Livven 28-Day Burnout Reset Plan is the solution to heal your burnout. # Benefits - Your body will start to recognize rest as safe - the 2 AM dread will lose its grip - you'll actually feel the calm you've been pretending to have - heal the burnout that followed you. # Features - Livven 28-Day Burnout Reset Plan - 15 minutes a day # Call to action Take Livven's free 3-minute quiz. # Social proof - None used. # Point of view - Brand 60% – The majority of the ad is an expert associated with the brand explaining the science behind the problem and offering a solution in the form of a service provided by Livven. - Customer 40% – The customer is the man who shares that he did everything right and still feels exhausted. His perspective is intended to be relatable and generate interest in the service offered. # Storyline - 00:00–00:06 00:00–00:06 The man at the conference asks the audience a question. What would you tell someone who quit the stressful job, got more sleep, cut the alcohol, and is still exhausted every single day? This is intended to create curiosity and make the audience wonder what the answer to this question might be. - 00:07–00:17 00:07–00:17 A man in a panel tells the audience that this isn’t lingering stress but that it is a nervous system that forgot how to turn off. He continues by saying the war ended, but the body didn’t get the memo and that they are starting to retrain it. - 00:17–00:36 00:17–00:36 The man from the beginning is speaking again, and he says he did everything. Quit the toxic job, found something calmer, set boundaries, started running, cut caffeine, slept eight hours, and that he is still exhausted by noon. He continues by saying he still dreads Mondays and is lying awake at 2 AM with his heart pounding. He asks what the hell is wrong with him. The intention is to share the customer's perspective, to illustrate the feelings and experience of someone struggling with chronic stress and burnout despite lifestyle changes. - 00:37–01:39 00:37–01:39 The man on the panel tells him that nothing is wrong with him, but that his nervous system is still fighting a war that ended years ago. He then explains that when you spend years in chronic stress, your body adapts. It builds survival programs that don’t automatically reset when the environment changes. You left the job, but your nervous system brought the patterns with it. These patterns include hypervigilance, cortisol spikes, and the inability to actually rest, even when you’re resting. He adds that you’re not tired because you’re doing too much. You’re tired because your body is still running emergency protocols—burning fuel at a crisis rate even when there’s no crisis. The intention here is to give you insight into what is happening in your brain and body so that the listener understands why they still feel that way even after making lifestyle changes. - 01:39–02:04 01:39–02:04 The man on the panel tells the audience, “That's why Livven created the 28-Day Burnout Reset Plan. 15 minutes a day. By week one, your body will start to recognize rest as safe. By week two, the 2 AM dread will lose its grip. By week four, you'll actually feel the calm you've been pretending to have. Take Livven's free 3-minute quiz. You changed your life. Now heal the burnout that followed you.” The intention here is to offer a solution to the audience's pain point. - 02:05–02:10 02:05–02:10 The screen turns to a phone displaying the Livven logo and the words “take a test” below it. The intention is to give the audience the last call to action before the ad is over.

# Ad summary Ad for Liven, a program to restore the nervous system of mothers who lose their temper with their kids, and help them break the cycle and become the mom they want to be. # Brand positioning The brand, Liven, presents itself as a solution for mothers struggling with anger and emotional regulation, specifically in the context of parenting. It positions itself as a supportive resource, acknowledging the challenges these mothers face, and offering a path towards restoration and self-improvement. The brand emphasizes understanding and empathy, suggesting that anger is not a personal weakness but a result of depleted resources. By providing a structured program, Liven aims to empower mothers to break negative cycles and become the parents they aspire to be, without resorting to forced changes. # Product Liven is presented as a 12-week journey designed to restore the nervous system of mothers who struggle with anger issues, particularly those who lose their temper with their kids. The program aims to help these mothers break negative cycles and transform into the type of parent they aspire to be, all without resorting to forced or artificial changes. It is implied that the program addresses underlying issues of emotional depletion and lack of support, offering a comprehensive approach to self-improvement and emotional regulation. The product addresses the purchase barrier of feeling like a bad mom. By acknowledging the challenges and offering a structured solution, Liven aims to provide a supportive and empowering experience for mothers seeking to improve their parenting skills and overall well-being. # Visual style The ad uses a simple, flat graphic style with a limited color palette. The production quality is basic, resembling a social media graphic. The background pattern and border give it a playful, approachable feel, while the text is straightforward and easy to read. # Hooks Headline: Moms Who Lose Their Temper With Their Kids # Funnel stage Middle of funnel (Consideration) # Pain points The ad references seeing the fear in your child's eyes and hating yourself for it. The ad is suggesting that moms feel shame when they get angry with their children. # Value propositions - Restore your nervous system, break the cycle, and become the mom you want to be with a 12-week journey # Benefits - Break the cycle - Become the mom you want to be - without forcing yourself # Features - 12-week journey to restore your nervous system # Call to action Just take the 3-minute test # Point of view - Brand: The POV is consistent throughout, with the ad speaking directly to mothers struggling with anger. The brand is positioned as understanding and supportive. # Storyline - The ad starts by addressing the issue of mothers who lose their temper with their kids, establishing a sense of shared experience. The brand tells the audience that many of these mothers grew up in homes where they were yelled at too, suggesting a potential root cause of their struggles. - The ad acknowledges the internal struggle of these mothers, as they often promise themselves to be calmer, but then fall into another outburst. The brand expresses that they see the fear in their child's eyes and hate themselves for it. This empathetic tone is used to make the target audience feel understood and validated. - The ad reframes anger as a symptom of a depleted nervous system rather than a personal failing. By using a scientific view, it seeks to alleviate feelings of guilt and self-blame. - The brand builds on this by noting that moms who grew up without emotional support often don't have the inner resources to give their own children, which serves as a rationale for seeking help. - The ad shifts to reassurance, telling the audience, "You're not a bad mom. You're just empty." The brand pivots to a proposed solution, introducing Liven as a 12-week journey to restore the nervous system, break the cycle, and become the mom they want to be without forcing it. - Finally, the ad ends with a direct call to action: "Just take the 3-minute test." The brand prompts the user to engage with the product and assess their own needs.

# Ad summary This ad uses a before-and-after format to highlight a man’s past struggle with emotional disconnection from an activity that should have been enjoyable. Juxtaposing an old photo from his childhood with a current one, the ad expresses the man's inability to feel joy during a beach visit, suggesting an underlying issue with feeling present and engaged in the moment. The ad hints at a potential solution to address emotional disconnection. # Brand positioning The ad does not explicitly focus on a brand or product. Instead, it emphasizes a universal human experience of emotional disconnection and lack of presence. The brand would likely align with values of self-awareness, emotional well-being, and finding joy in everyday experiences. By addressing the common struggle of feeling detached from life, the brand positions itself as an empathetic and understanding companion. It does not push against norms but aims to resonate with individuals seeking deeper emotional connections, opting for an emotional connection rather than functional or competitive positioning. # Product There is no product shown in the ad. It focuses more on a feeling of emotional disconnect. The ad highlights the feeling of being present but not actually emotionally engaged in an activity. The visual and text create an opportunity to present a solution to this emotional struggle. # Visual style The ad employs a before-and-after visual style, contrasting a childhood photograph with a current image to emphasize a change or lack thereof. The production quality appears somewhat casual, giving the ad a relatable and authentic feel. The images feature minimal editing and natural lighting, which adds to the sincerity of the ad's message. The typography is clean and simple, laid over the images in white to ensure readability. # Hooks Headline: Did we see the ocean? # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is feeling emotionally disconnected from experiences. The ad uses the line, "I felt nothing. Like watching someone else's vacation through a screen," to illustrate the frustration of being physically present but unable to engage emotionally with the moment. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Customer: The ad shifts between the man as a child and a man in adulthood, focusing on a first person experience. The emotional struggles connect the audience to the story. # Storyline - The ad begins with a nostalgic image of the man as a child, seemingly on a pleasant outing. The overlaid question, “Did we see the ocean?” conveys the curiosity of whether the child was actually present in the moment, or if the experience was missed in some way. This section is from the perspective of the man reflecting on his childhood and sets a tone of longing or introspection. - The narrative then shifts to a more recent image of the same man standing on a beach. However, the tone changes dramatically. He is sharing, from a first person perspective, how he felt detached and disconnected from the experience of being at the beach, even while others were enjoying themselves. He describes the feeling as “Like watching someone else's vacation through a screen.” The intention is to highlight a contrast between the expectation of joy and the reality of emotional detachment, emphasizing the need for a solution or change.

# Ad summary A man tells the story of how he grew up with very little, and how he was motivated to work harder and harder to feel safe. He explains that he has learned that you can't outrun your childhood, and to fix the burnout, you must first take the quiz from Liven. # Brand positioning Liven is presented as a platform that helps people break the cycle of overworking due to childhood trauma or scarcity mindset. The brand positions itself as an alternative to standard self-help apps and "quick fixes", offering a more in-depth quiz that can help people to understand why they are stuck in survival mode, no matter how much they make. The brand aligns with values of self-awareness and healing, pushing against the norm of simply working harder without addressing underlying issues. # Product Liven is presented as a quiz that offers insight into why someone is stuck in survival mode, no matter how much money they make. The quiz promises to help people understand how their childhood experiences impact their need to work harder and harder to finally feel safe. By taking the quiz, Liven claims to help someone move toward a life where they can stop burning out and chasing "enough." # Visual style The video is shot in a studio-like setting, with a muted color palette and diffused lighting. The focus is entirely on the man speaking, with minimal camera movement or transitions. The editing is straightforward, cutting between slightly different angles of the same shot to maintain visual interest while keeping the focus on his message. The overall aesthetic is polished but not overly produced, aiming for a tone of credibility and directness. The cuts are timed to the man's speech. # Hooks Spoken: 00:00–00:07 As a billionaire who grew up poor, I can tell you: I didn't build my empire until I stopped running from where I came from. Text overlay: 00:00–00:07 As a billionaire who grew up poor, I can tell you: I didn't build my empire until I stopped running from where I came from / 00:00–01:35 liven Visual: 00:00–00:07 The shot is medium-close framing of a man with gray hair and a beard wearing glasses and a suit. He is sitting in front of a gray wall with a window slightly behind him. There is a glass with a straw to the left of him. The lighting is dim. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is feeling exhausted, anxious, and stuck in a cycle of working harder and harder without ever feeling financially secure, regardless of income. This is signaled by the lines, "That feeling of not enough wasn't about the money. It was in my nervous system. And that belief keeps you hustling past your breaking point. Exhausted, anxious, and stuck, no matter how much you earn." # Value propositions - Addresses the feeling of "not enough" as not just a financial issue but one rooted in your nervous system - The quiz addresses the root of the issue so that it can shift and allow you to stop overworking # Benefits - Gain insight into why you are stuck in survival mode no matter how much you make - Helps you to stop burning out chasing "enough" # Features - A quiz to discover why you're stuck in survival mode # Call to action Take the quiz. # Social proof - "But a friend told me about Liven, and I thought — fine, one minute. Took their quiz. First time I actually understood why I was stuck in survival mode no matter how much I made" – Male 1 (Billionaire) # Point of view - Expert 100% – The ad is told entirely from the perspective of an older man who claims to be a billionaire. # Storyline - 00:00–00:06 00:00–00:06 A man in a suit and glasses sits at a table, looking directly into the camera, explaining, "As a billionaire who grew up poor, I can tell you: I didn't build my empire until I stopped running from where I came from." - 00:06–00:12 00:06–00:12 He continues, "I grew up believing money could vanish at any moment. Never enough for anything." - 00:13–00:16 00:13–00:16 He explains how he let that fear drive him. - 00:17–00:20 00:17–00:20 He says he thought working harder would help him get further from that life. - 00:21–00:26 00:21–00:26 The man states, "I was making more money than I ever dreamed of. But I was still that broke kid inside." - 00:27–00:34 00:27–00:34 He explains that he was still terrified that he would lose it all and still hustled like his survival depended on it. - 00:35–00:41 00:35–00:41 He says he worked harder and harder, thinking that if he made a little more, he'd finally feel safe. - 00:42–00:48 00:42–00:48 The man states, "But here's what nobody tells you: you can't outrun your childhood. You just burn out trying." - 00:49–00:56 00:49–00:56 He explains that his feelings of not being enough weren't about the money but were in his nervous system. - 00:57–01:04 00:57–01:04 He says that belief keeps you hustling past your breaking point, leaving you exhausted, anxious, and stuck, no matter how much you earn. - 01:05–01:11 01:05–01:11 He says that he's not into apps or quick fixes, but a friend told him about Liven. - 01:12–01:18 01:12–01:18 The man explains that after he took the quiz, he actually understood why he was stuck in survival mode, no matter how much he made. - 01:19–01:20 01:19–01:20 He states, "That's when things started to shift." - 01:21–01:30 01:21–01:30 The man concludes, "If you grew up with nothing and you're still burning out chasing "enough" - stop. Fix the burnout first. Take the quiz." - 01:31–01:35 01:31–01:35 The screen transitions to a bright green screen displaying the Liven logo and a "Take a test" button.

# Ad summary This ad, presented in a meme format, shares a heartfelt message about understanding and support within a relationship, brought about by using the featured quiz. # Brand positioning The brand "liven" is positioned as a resource for people seeking deeper understanding and connection in their relationships. By offering a quiz, the brand promotes itself as a tool for facilitating empathy and improving communication. The brand's approach is functional, focusing on providing tangible value through its services, while also addressing the emotional needs of users seeking reassurance and validation in their relationships. It steps outside typical relationship advice by addressing more complex needs like ADHD. # Product The product advertised is a quiz designed to improve understanding and communication within relationships. The quiz helps one better understand their partner in order to alleviate the need for constant reassurance and create a sense of safety and understanding. It seems to be for people who have difficulty understanding each other, and where one partner feels like they need to constantly check in to understand how the other is feeling. # Visual style The ad has a playful and retro visual style. The grid background, rainbow arch, and flower illustrations create a lighthearted and nostalgic feel. The image is clean and simple, with a focus on the text content. The design emulates a meme format, making it eye-catching and easy to digest in a social media feed. # Hooks Headline: I KNOW YOU LOVE ME. I'm Just Not Always Sure I'm Safe With You # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenges of seeking constant reassurance in a relationship, especially when one partner has ADHD. The customer says, "Every morning I used to check your face before I said good morning. Just to see which version of today it was going to be." # Value propositions - You did this quiz thing, and now I don't have to check as much. - You do love me. I always knew that. Now it just feels like you get me too. # Benefits - Now I don't have to check as much. - Now it just feels like you get me too. # Call to action TAKE A QUIZ # Point of view - Customer: The entire ad uses the customer's point of view, sharing personal feelings and experiences, creating a sense of authenticity and relatability. # Storyline - The story begins with a confession of love, followed by an expression of insecurity, told from the customer's POV. This sets the stage for a narrative centered around the need for reassurance and safety within a relationship. - The narrative continues with a customer expressing their past anxieties and the challenges of living with ADHD from the customer's POV. This emphasizes the daily struggle of managing emotions and the impact it has on their partner. - The story progresses to highlight the positive impact of the quiz, from the customer's POV. This underscores the quiz's effectiveness in fostering understanding and alleviating anxieties within the relationship, positioning the quiz as a helpful tool.

# Ad summary An expert speaker recounts how exhaustion negatively impacted her husband, which nearly led to a divorce. Fortunately, he discovered the Liven app, which helped him understand his burnout type and regain control of his life. # Brand positioning Liven is presented as an app that helps people understand their burnout types so that they can take back control of their lives. The ad positions the brand as a resource for individuals struggling with burnout, helping them understand the root causes and providing tools for recovery. By offering a one-minute quiz, Liven is presented as an accessible and effective solution for those seeking to address exhaustion and improve their overall well-being. The brand adopts a functional and emotional approach, combining practical tools with an understanding of the emotional toll burnout can take on individuals and relationships. It is also positioned as an alternative to dealing with irritability, stress, and emotional distance. # Product Liven is introduced as an app designed to help individuals understand their burnout types and regain control of their lives. It is a tool to understand the difference between narcissism and burnout. The ad explicitly mentions the "one-minute quiz" that the app offers, which helps users identify their specific burnout type. The app is for people who are constantly stressed and exhausted physically and emotionally drained. The unique selling proposition (USP) is its ability to provide personalized insights into burnout, enabling users to take targeted action to address their specific needs. The use occasion highlighted in the ad is when exhaustion leads to irritability, emotional distance, and potential relationship strain. Liven addresses the purchase barrier of skepticism by emphasizing that, while the husband was initially skeptical, the app felt different and provided tangible benefits. # Visual style The ad has a polished, professional aesthetic with static shots and smooth transitions. The production quality is high, resembling a commercial or interview segment. The pacing is moderate and consistent, with the editing rhythm emphasizing key points in the speaker's narrative. The ad's visual style enhances the credibility of the speaker and the Liven app by conveying a sense of trustworthiness and professionalism. # Hooks Spoken: 00:00–00:02 My husband was not a narcissist. He was burned out. Text overlay: 00:00–00:02 My husband was not a narcissist. (Text overlay) / 00:00–00:02 He was burned out. (Text overlay) / 00:00–00:02 liven (Text overlay) Visual: 00:00–00:02 A woman with short, light gray hair and glasses sits in a dark gray chair and speaks into a microphone, gesturing with her hands. The background is a solid dark gray color. Text overlay: "My husband was not a narcissist. He was burned out. liven". # Funnel stage Middle of funnel (Consideration) # Pain points The single most central frustration or problem is the emotional toll of burnout on relationships. The speaker describes how her husband’s exhaustion led to irritability, emotional distance, and a sense of disconnection, bringing her relationship to the brink of divorce. "I watched the man I married slowly turn into someone I did not recognize." # Value propositions - The one-minute quiz can help you quickly identify your burnout type, offering a fast and accessible way to gain insights into your exhaustion. # Benefits - Helps him understand his burnout type - Take back control of his life # Features - One-minute quiz # Call to action Take a test # Social proof - "Then a friend told him about the Liven app" – Female 1 (Customer) # Point of view - Customer 100% – The ad is told entirely from the perspective of a woman describing her personal experience with her husband's burnout and how it affected their relationship. # Storyline - 00:00–00:02 00:00–00:02 The speaker states that her husband was not a narcissist, but burned out. - 00:02–00:06 00:02–00:06 She explains that it took her years and almost a divorce to understand the difference, conveying the difficulty and high stakes of misinterpreting burnout as something more malicious. - 00:06–00:12 00:06–00:12 She describes how her husband was constantly irritable and snapped over the smallest things, showing the audience what burnout looks like in everyday behavior. - 00:13–00:16 00:13–00:16 The speaker admits that although she knew her husband wasn’t trying to hurt her, his behavior did not make things easier, adding a layer of emotional complexity and relatability for viewers in similar situations. - 00:17–00:23 00:17–00:23 She elaborates on how her husband couldn’t control how depleted he felt and how his own comfort became the priority over her needs, illustrating the self-centered behavior that can arise from severe burnout. - 00:23–00:30 00:23–00:30 She clarifies that it wasn’t that he stopped loving her, but that exhaustion took away his capacity to show it, shifting the blame from intentional neglect to the debilitating effects of burnout. - 00:31–00:37 00:31–00:37 The speaker provides specific examples of his behavior, such as avoiding difficult conversations and zoning out, painting a vivid picture of his withdrawal and disengagement. - 00:38–00:42 00:38–00:42 She shares that she would talk and he would nod, but she could tell he was not really there, capturing the sense of emotional disconnection and the feeling of being unheard. - 00:43–00:48 00:43–00:48 She emphasizes that he was constantly stressed and exhausted, both physically and emotionally drained, reinforcing the severity of his burnout and its impact on his overall well-being. - 00:49–00:55 00:49–00:55 The speaker highlights that no matter how much rest he got, he still felt depleted, and that she watched the man she married slowly turn into someone she did not recognize, conveying the hopelessness of their situation and the profound changes caused by burnout. - 00:56–01:03 00:56–01:03 She admits that she started thinking he just did not care anymore and almost gave up on them, underscoring the emotional toll on her and the near-breaking point of their relationship. - 01:04–01:06 01:04–01:06 The narrative turns to a solution as a friend told him about the Liven app. - 01:07–01:09 01:07–01:09 She shares that he was skeptical at first, but this app felt different, suggesting the unique approach and effectiveness of the Liven app. - 01:10–01:17 01:10–01:17 She reveals that he took Liven’s one-minute quiz, which actually helped him understand his burnout type and take back control of his life, highlighting the app’s ability to provide actionable insights and empower users to make positive changes. - 01:18–01:23 01:18–01:23 The ad transitions to Liven app visuals and a call to "Take a test."

# Ad summary This ad features a clip from a live event with Dr. Henry Cloud of Liven. He discusses how being a fixer parent can lead to children pushing parents away, as the inner-self is never allowed to develop for themselves. He then recommends Liven, a program meant to show how to help parents see what they have been carrying so that they can finally put it down. # Brand positioning Liven positions itself as a resource to help parents overcome harmful patterns in their parenting. It aims to help parents understand what they took from their children without ever knowing they were doing it. Liven offers a Micro-Cycle Method that involves taking a 3-minute quiz to start. # Product Liven is a program designed to help parents discover what they are unintentionally taking from their children and how to stop this pattern. The program involves the Micro-Cycle Method, which includes taking a 3-minute quiz. Liven's method is positioned as a way to shift negative patterns in parenting, help parents stop "fixing" their children, and show up in a way that makes the children feel safe enough to let them in. # Visual style The ad has a polished visual style. The production quality is high, as the video is taken from a live educational seminar. The shots are generally stable. There is no clear visual motif or audio-visual sync. # Hooks Spoken: 00:00–00:04 Female: I was there every single day of my teenage son's life. Why did he still stop talking to me? Text overlay: 00:00–00:04 I was there every single day of my teenage son's life. Why did he still stop talking to me? / 00:04–00:04 liven Visual: 00:00–00:04 The shot is centered on an older man with a bald head, glasses, and a short white beard wearing a black suit over a black crewneck. He is holding a black microphone and looking into the crowd. He looks thoughtful. Behind him is a blue curtain. # Funnel stage Middle of funnel (Consideration) # Pain points The ad speaks to a concern of many parents of teenagers: "Why did he still stop talking to me?" # Value propositions - The Micro-Cycle Method only requires five minutes a day, making it easily achievable. # Benefits - Stop fixing - Start showing up in a way your child finally feels safe enough to let you in. - The connection that follows—it feels different. # Features - Micro-Cycle Method - Three-minute quiz # Call to action Tap the screen. # Social proof - None used. # Point of view - Expert 100% – The ad is told entirely from the perspective of Dr. Henry Cloud as he explains the topic of the clip. # Storyline - 00:00–00:04 00:00–00:04 A woman’s voice wonders why her teenage son stopped talking to her. This begins with a relatable opening question that will pique the interest of parents with teenage children. - 00:05–00:08 00:05–00:08 Dr. Henry Cloud directly answers that question by explaining that the fixer archetype feels like a project to a child, not like love. This explains to the audience why teenagers might stop talking to their parents. - 00:08–00:13 00:08–00:13 He explains that the fixer archetype has a shadow side nobody talks about. This is meant to imply that it is a secret problem that Liven can help resolve. - 00:14–00:20 00:14–00:20 Dr. Cloud describes how control dressed as care is still control. This furthers the argument that the fixer parent archetype may not be helpful. - 00:21–00:27 00:21–00:27 He describes that being a fixer parent means every decision is made for the child, every failure is intercepted, and every emotion is redirected into a solution. This list creates a picture of what a fixer parent does. - 00:28–00:34 00:28–00:34 He explains that the child never gets to be lost, figure things out, or feel something without the parent trying to make it go away. This builds on the reasons that the kid may stop talking to the parent. This section directly responds to the woman's question at the beginning. - 00:34–00:37 00:34–00:37 He explains that being a fixer parent isn’t protection, it’s erasure. This negative framing implies a high-stakes situation. - 00:37–00:45 00:37–00:45 Dr. Cloud says that the fixer mother didn’t raise a son; she raised someone who learned that his inner world was a problem to be managed. This is intended to evoke sympathy in the viewer. - 00:46–00:47 00:46–00:47 Dr. Cloud says that the only way to escape the pattern is to leave. - 00:48–00:57 00:48–00:57 He says that the pattern doesn’t break through regret, but through finally understanding what you took from him without ever knowing you were doing it. This explains that only through Liven can this pattern be resolved. - 00:58–01:03 00:58–01:03 The scene switches back to the live discussion and Dr. Cloud explains that this is what Liven was built for. This acts as a transition into selling the program. - 01:03–01:04 01:03–01:04 He states the purpose of Liven is to help people see what they’ve been carrying and finally put it down. This is the explicit result of using the program. - 01:05–01:07 01:05–01:07 Dr. Cloud introduces the micro-cycle method of five minutes a day. This makes the process feel easy and achievable. - 01:07–01:16 01:07–01:16 He says this doesn’t sound like much, but week by week something shifts, that the parent stops fixing and starts showing up in a way the child feels safe enough to let you in. This builds on the results of the program and again speaks to safety. - 01:17–01:19 01:17–01:19 He adds that the connection that follows feels different. This sells that the reward will be better than parents can imagine. - 01:20–01:26 01:20–01:26 He says the first step is seeing your pattern clearly, which starts with a three-minute quiz. This transitions into a direct call to action. - 01:26–01:27 01:26–01:27 He tells the audience to tap the screen. This is a direct call to action.

# Ad summary This ad for Liven is targeted towards people who have left toxic jobs but still feel burned out. It tells the user that Liven is the place they can start changing that and invites them to take a 3-minute test. # Brand positioning Liven positions itself as a resource for those recovering from burnout, particularly after leaving a toxic job environment. The brand offers a '3-Week Recovery Program' designed to calm stress patterns and help individuals break free from survival mode. This is conveyed through the advertisement, emphasizing a return to energy, motivation, and a sense of control. Liven directly addresses the issue of feeling exhausted, drained, and stuck on autopilot, positioning itself as the solution for starting the recovery process. The brand's approach appears to be both emotional, offering relief and recovery, and functional, providing a structured program to achieve these outcomes. # Product The advertised product is Liven's '3-Week Recovery Program,' designed for individuals who have left toxic jobs but still experience burnout. This program aims to calm stress patterns trapped in the nervous system and help users break free from survival mode. The ad explains that in the first week, users will notice tension leaving their body, even if nothing around them has changed. By week two, users will stop running on autopilot and start feeling present and focused. In three months, the program promises a return of energy, motivation, and a sense of control. The ad addresses the purchase barrier of skepticism by outlining the tangible benefits within specific time frames. The product is presented as a structured and effective method for burnout recovery, offering a clear timeline of expected improvements. # Visual style The ad has a highly polished, studio-shot production quality. The stained-glass background gives the ad a spiritual or calming visual motif. The typography is large and bold, enhancing scannability in the feed. The ad mimics a native, in-feed style with a focus on direct messaging. # Hooks Headline: IF YOU LEFT A TOXIC JOB BUT STILL FEEL BURNED OUT, READ THIS # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is feeling exhausted, drained, and stuck on autopilot even after leaving a toxic job. This is signaled by the opening line: "IF YOU LEFT A TOXIC JOB BUT STILL FEEL BURNED OUT, READ THIS." # Value propositions - 3-Week Recovery Program to calm stress and break free from survival mode - Tension release in the first week, improved focus by week two, and a return to energy and motivation within three months # Benefits - Calm the stress patterns trapped in your nervous system - Finally break free from survival mode - Notice tension leaving your body - Stop running on autopilot - Start feeling present and focused again - Have your energy, motivation, and sense of control back # Features - 3-Week Recovery Program # Call to action JUST TAKE A 3-MINUTE TEST # Social proof - None used. # Point of view - Brand: This perspective is prevalent throughout the ad copy as it promotes the Liven 3-Week Recovery Program and its benefits. # Storyline - The ad begins by identifying a specific audience: those who have left a toxic job but still feel burned out. This is intended to immediately capture the attention of the target demographic. The brand is speaking directly to those who are experiencing this feeling. - The ad suggests that Liven can help those struggling with lingering burnout symptoms even after leaving a toxic job. This serves as an assurance that the advertised program is tailored for their specific needs. This is a message from the brand. - The ad outlines the benefits of Liven's '3-Week Recovery Program,' explaining the expected outcomes in the first week, second week, and after three months. This is intended to provide a clear understanding of the program's value and effectiveness. This is a message from the brand, designed to show how the program addresses burnout at various stages. - The ad concludes with a call to action to 'JUST TAKE A 3-MINUTE TEST,' encouraging immediate engagement and providing a low-barrier entry point. This is meant to convert interest into action. This is from the brand.

# Ad summary This is a split image ad with a photo from the subject's childhood on top and a recent picture of her on the bottom. The ad is meant to be relatable to those who are watching life go by through a screen. # Brand positioning This ad does not promote a brand. The brand is not explicitly present in this ad. # Product This ad is not promoting a specific product. It is a general interest piece, which likely opens the funnel for a brand with similar brand values to position themselves as a solution to the problem presented in the ad. # Visual style The ad has a split screen effect, with the top half of the ad showing a childhood memory and the bottom half of the ad showing the subject as an adult. The images are low quality, giving it a nostalgic feel. # Hooks Headline: Did we see the ocean? # Funnel stage Top of funnel (Awareness) # Pain points The pain point is feeling emotionally disconnected from life, feeling like you are watching from the outside, and missing out on the experience of fully participating in life. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used # Point of view - Customer: The ad is told from the subject's point of view, as she is explaining an experience from her life. # Storyline - The ad opens with a photo of the subject as a young child, implicitly conveying a memory from the narrator's past. The purpose is to present a reference point of the narrator's life so that when the audience sees the next photo, they understand how much time has passed in the narrator's life. - The ad follows with a photo of the narrator as an adult. The purpose is to show the contrast of where the narrator has arrived in her life as an adult. The audience is experiencing the ad through the narrator's point of view. - The ad concludes with a narrative description from the narrator, describing her experience of watching everyone else enjoy life, while she feels like she is watching it through a screen. The purpose is to convey the emotional disconnect the narrator is experiencing.

# Ad summary A woman shares how the brand Liven helped her after suffering from burnout. # Brand positioning Liven is presented as a tool for self-discovery and burnout recovery. The brand aligns with a lifestyle that values personal well-being and aims to empower individuals to regain energy and reduce stress. It contrasts with the norm of pushing through exhaustion and promotes taking proactive steps towards mental and emotional health. The brand positioning is both functional, by providing tools and resources, and emotional, by fostering a sense of empowerment and renewal. # Product Liven is presented as a self-discovery tool designed to combat burnout and restore energy. The ad emphasizes that using Liven for just 15 minutes daily can lead to a renewed and strengthened version of oneself. The product works by allowing users to take a short test, implying personalized recommendations or insights. The USP is its efficiency and the promise of significant positive change in a short amount of time. The ad targets individuals experiencing exhaustion, lack of motivation, and disconnection, addressing the barriers of time and skepticism by highlighting the minimal time commitment and the potential for transformative results. # Visual style The ad has a UGC feel. The video is shot using natural light and has static shots with smooth transitions. The production quality is typical for a social media ad. The pacing is moderate with around 8 cuts per minute. The text is timed to the music. # Hooks Spoken: 00:00–00:02 Male: Meine Frau ist 42, und so sah ihr Burnout hinter verschlossenen Türen wirklich aus Text overlay: 00:00–00:02 Meine Frau ist 42, und so sah ihr Burnout hinter verschlossenen Türen wirklich aus Visual: 00:00–00:02 Two women walk on a leaf covered lawn between bare trees on a cloudy day. A young woman with long brown hair, wearing a purple t-shirt and white sneakers, walks next to a woman with blonde hair in a bun, wearing a maroon t-shirt, black pants, and black sneakers. The camera follows them at eye level. There is text overlayed on the screen. The brand logo appears at the bottom of the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is burnout. The ad illustrates this pain point through the woman's constant exhaustion, lack of motivation, and emotional disconnection, conveyed through statements like, "Sie litt unter ständiger Erschöpfung und nachlassender Konzentration" (She suffered from constant exhaustion and declining concentration). # Value propositions - The short test helps tailor Liven to the individual for optimal results. - The short 15 minute daily use shows that Liven is convenient and manageable. # Benefits - Regain energy - Reduce stress - Renewed - Strengthened # Features - Short test - 15 minute daily use # Call to action None used. # Point of view - Customer 20% – This POV is communicated through a renewed version of the customer sharing her results with the product. - Brand 10% – This POV is communicated through the brand logo and value proposition. - External source 70% – This POV is communicated through a husband's perspective speaking about his wife's burnout experience. # Storyline - 00:00–00:02 00:00–00:02 A woman walks outside with her daughter. The narrator states that this is how burnout looked behind closed doors for his 42 year old wife. The message is that burnout is hidden, but real. The tone is serious, from a husband's perspective, trying to explain the impact burnout had on his wife. - 00:02–00:04 00:02–00:04 A woman is looking at her phone while lying in bed. The narrator states, "So war sie davor." which translates to "That's how she was before." The message is that the woman was in a negative state. The tone is solemn as we observe the negative state from an outside perspective. - 00:04–00:06 00:04–00:06 A woman is sitting at a desk with her laptop. The narrator states, "Sie hatte keine Freude mehr an der Arbeit, die sie früher geliebt hatte." which translates to, "She no longer enjoyed the work she used to love." The message is that she lost passion for her work. The tone is somber from an outside perspective looking in. - 00:06–00:08 00:06–00:08 A woman is sitting at a desk with her laptop. The narrator states, "Sie fand kaum noch Energie für ihre Aufgaben und schob alles ständig auf." which translates to, "She found almost no energy for her tasks and constantly put everything off." The message is that she was unmotivated and procrastinating. The tone is disheartening as we observe the woman not having the energy to do her tasks from an outside perspective. - 00:08–00:10 00:08–00:10 A woman is resting her head on a countertop in the kitchen. The narrator states, "Sie litt unter ständiger Erschöpfung und nachlassender Konzentration." which translates to, "She suffered from constant exhaustion and declining concentration." The message is that she was tired and unable to focus. The tone is dejected from an outside perspective looking in. - 00:10–00:12 00:10–00:12 A woman is looking at herself in the mirror and covering her face with her hand. The narrator states, "Sie machte sich Vorwürfe, weil sie vermeintlich zu wenig schaffte." which translates to, "She blamed herself for supposedly not achieving enough." The message is that she was blaming herself for not accomplishing more. The tone is self-critical from an outside perspective looking in. - 00:13–00:15 00:13–00:15 A woman is waking up in bed stretching her arms. The narrator states, "Jeden Morgen wachte sie müde und ausgelaugt auf." which translates to, "Every morning she woke up tired and exhausted." The message is that she was waking up tired. The tone is dreary as we see the woman's struggle from an outside perspective. - 00:15–00:17 00:15–00:17 A woman is driving in her car. Her husband is in the passenger seat and the woman is facing him and talking. The narrator states, "Emotional fühlte sie sich taub und von Beziehungen abgekoppelt." which translates to, "Emotionally she felt numb and disconnected from relationships." The message is that she was numb and disconnected. The tone is despondent as we observe the disconnected woman from an outside perspective. - 00:19–00:22 00:19–00:22 A woman is standing in front of a window and stretching. The narrator states, "Sie war dauerhaft gestresst und erschöpft, körperlich wie auch seelisch ausgelaugt." which translates to, "She was permanently stressed and exhausted, physically as well as mentally exhausted." The message is that she was constantly stressed and exhausted. The tone is forlorn as we observe the woman suffering from an outside perspective. - 00:22–00:25 00:22–00:25 A woman is lying on the couch. The narrator states, "Egal wie viel sie sich ausruhte, sie fühlte sich trotzdem leer." which translates to, "No matter how much she rested, she still felt empty." The message is that she felt empty even after resting. The tone is hopeless as we observe the woman's struggle from an outside perspective. - 00:25–00:27 00:25–00:27 A woman is standing at a desk and writing in a notebook. The narrator states, "Sie probierte den Einsteiger-Plan gegen Burnout aus." which translates to, "She tried the beginner's plan against burnout." The message is that she was trying something to help her with burnout. The tone is proactive as we see the woman attempting to better herself from an outside perspective. - 00:27–00:30 00:27–00:30 The woman is holding a pot of flowers and smiling. The narrator states, "ohne zu glauben, dass sie ihre Energie zurückgewinnen und den Stress abbauen könnte - und das alles in nur einem Monat." which translates to, "without believing that she could regain her energy and reduce the stress - and all in just one month." The message is that she was skeptical, but it only took a month to start recovering her energy. The tone is hopeful from an outside perspective looking in. - 00:30–00:33 00:30–00:33 The woman is using her laptop. The narrator states, "Sie musste nur einen kurzen Test machen, Liven täglich 15 Minuten nutzen..." which translates to, "She only had to take a short test, use Liven daily for 15 minutes..." The message is that all she had to do was take a test and use the program for 15 minutes. The tone is optimistic as we see the woman taking steps to improve her situation from an outside perspective. - 00:33–00:36 00:33–00:36 The woman is outside smiling at the camera. The narrator states, "und kam als erneuerte, gestärkte Version ihrer selbst zurück." which translates to, "and came back as a renewed, strengthened version of herself." The message is that she was renewed and stronger. The tone is positive from her own perspective. - 00:36–00:39 00:36–00:39 A gradient green screen appears with the brand logo and slogan. The message is to purchase Liven for self-discovery and burnout recovery. The tone is motivational from the brand's perspective.