How MCM Advertises on Meta

# Ad summary This MCM ad promotes the new Spring/Summer collection, featuring a male model carrying luggage and wearing a matching outfit from the collection. The luggage and the model's outfit are covered in a repeating graphic of a rabbit character. # Brand positioning MCM is presented as a luxury brand, as evidenced by the display of its logo prominently. The bags shown have a repeated character pattern. The presentation of the brand is high-end, focused on quality materials and distinctive designs. # Product The ad features luggage, including what appears to be a duffel bag and a backpack. These items seem to be made from a durable, coated canvas material with leather trim and handles, featuring a rabbit character print. The rabbit character is repeated across the product. The collection is being promoted for the Spring/Summer season. # Visual style The ad has a clean, high-fashion aesthetic with a focus on product display. The shot is studio-style. The color palette is dominated by the tan and brown tones of the products, offset by the light background and white text. # Hooks Headline: FOREVER YOURS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Durable construction (inferred from the leather trim) - Fashionable (inferred from the matching outfit and logo) - Part of the new Spring/Summer collection # Benefits - Not applicable # Features - Luggage set includes a duffel bag and backpack # Call to action None used. # Social proof - None used. # Point of view - Brand: The image is presented from the brand's perspective, showcasing the new collection and associating it with high fashion and a specific lifestyle. # Storyline - The ad shows a model carrying luggage and wearing a matching outfit. This is intended to present the new product collection and connect the MCM brand with a high-fashion lifestyle, from the brand's perspective.

# Ad summary An image shows a person with a number of bags on their head, shoulder and in their arms to highlight the variety of bags that are sold by the MCM brand. # Brand positioning MCM is presented as a luxury brand offering a diverse range of handbags and luggage, recognizable by its signature logo print and a playful sensibility demonstrated through bright colors and cartoonish figures. The brand seems to push against category norms by not featuring any serious, somber, or elegant poses. The ad instead embraces a maximalist aesthetic, showcasing its wide product range. The brand aims to appeal to consumers who value variety, playful fashion, and unique luxury accessories. # Product MCM offers a range of handbags, luggage, and accessories. The luggage pieces include a large duffel bag and a wheeled carry-on suitcase, both featuring the MCM logo print with colorful cartoon figures. The handbags come in various sizes, from small clutches and cosmetic bags to larger shoulder bags and totes, in brown or pink leather, with the MCM logo print. The products offer functionality and versatility and cater to diverse needs, from travel to everyday use. The playful designs and bold colors position MCM products as fashion-forward accessories. # Visual style The ad features a studio-shot image with a clean, white background, emphasizing the products through a playful maximalist composition. The styling is high-fashion, with bright, even lighting and minimal retouching, allowing the bold colors and unique character of each piece to stand out. The approach contrasts with platform norms through its maximalism, potentially disrupting the feed to catch the eye. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - A wide range of MCM products to suit diverse needs and occasions - High-fashion accessories to complete your look # Benefits - Functional - Versatile - Fashion-forward # Features - Handbags - Luggage - Accessories # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image showcases the MCM product line, with the brand presenting itself as playful, high-fashion, and diverse. # Storyline - The image opens with a person nearly entirely covered in a diverse collection of MCM bags. The intent is to show how the product offerings can cover an array of different situations, according to the brand.

# Ad summary Two women are shown outside on a sunny day with snow on the ground. The first woman shows off her new MCM pink purse that is two bags in one and gives it to the second woman to wear for the day. # Brand positioning The MCM brand is presented as a luxury brand that is fashionable and cutting edge. It is also presented as a gift-giving brand, with the presenter excited to give the product to her sister. The brand aims to occupy the consumer's mind as a designer and luxury brand that sells trendy, fashionable products, as shown with the pink purse. # Product The MCM product being advertised is a pink purse. The ad shows that the purse is two bags in one. There is a smaller pink purse with the MCM logo design all over the outside that can be worn as a crossbody. The other purse is solid pink with a chain. Both purses can be worn together or separately. The product is implied to be for fashionable people who are looking for a trendy, designer item. The presenter is telling the viewer that the product is worth buying because it is two bags in one. # Visual style The ad's overall aesthetic is high-end and luxurious, with a sunny, bright filter. The editing style is quick cuts with smooth transitions. The production quality is a hybrid feel. The pacing has around 15-20 cuts per minute. # Hooks Spoken: 00:00–00:04 Female 1: Stuffy? Are you kidding me? What happened to dressing casual? Visual: 00:00–00:04 A woman with long blonde hair is wearing a black fur hat, a black fur-lined jacket, black pants, and black heels. She has a pink purse on. She is standing outside on a paved road. There is snow on either side of the road. In the background are houses and mountains. She points to the sky and speaks to the camera. The camera is stable. The lighting is bright. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point being advertised is that people may not be able to afford multiple bags. This is signaled when the first woman mentions that with MCM, you get two bags for the price of one. # Value propositions - Two bags for the price of one # Benefits - So it's two bags for the price of one # Features - It's literally two bags in one # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of two women, showcasing the product and the interaction between friends/sisters. # Storyline - 00:00–00:04 00:00–00:04 The first woman shows her outfit and asks, "What happened to dressing casual?" - 00:04–00:07 00:04–00:07 The first woman responds by saying that she is literally wearing all black and that this is extremely low effort for her. This continues the conversation from the previous moment. - 00:07–00:12 00:07–00:12 The second woman says, "And you're wearing what? Two purses?" This questions the first woman's statement from the previous moments. - 00:12–00:17 00:12–00:17 The first woman says, "Yes, okay, but I just got this MCM and I had to show you. It's literally two bags in one. It's so cool." This introduces the MCM purse that is the focus of the ad. - 00:17–00:27 00:17–00:27 The first woman then shows that you can take the outer purse off and wear the smaller purse as a shoulder bag or crossbody. She mentions that it is two bags for the price of one. This continues the previous moment by showing how the bag functions. - 00:27–00:34 00:27–00:34 The first woman decides to give the purse to the second woman for the day and says that she thinks it will complete her outfit. The second woman thanks her. This showcases the relationship between the two women and the value of the product. - 00:35–00:39 00:35–00:39 The women are seen with the purses and are happy. They hug. This shows that the product is fun and enjoyable.

# Ad summary A product ad showcasing an MCM tote bag filled with various items. # Brand positioning MCM is presented as a luxury fashion brand that emphasizes functionality and organization. The products featured in the ad are unified by the brand's classic logo print and durable materials. MCM's designs reflect a bold, modern aesthetic that combines luxury with practicality for everyday use, catering to a customer who appreciates quality and style. # Product The MCM tote bag is a spacious and stylish accessory, designed to carry a variety of essential items while maintaining a chic appearance. The tote bag is constructed of durable material and features the brand's iconic logo print throughout. It features sturdy top handles, a roomy interior, and functional organization to accommodate items. The ad also features smaller matching accessories like a pouch, headphones, and a dog keychain. These items are also made with the same logo-printed material and complement the tote bag. # Visual style The ad has a clean and polished aesthetic, suitable for a luxury brand. The editing style consists of static shots with smooth transitions to provide a clear, focused view of the products. The production quality is high-end commercial, with a bright white background. The pacing is moderate. # Hooks Text overlay: 00:00–00:03 None used Visual: 00:00–00:05 A person stands behind a white table, in front of a white background. On the table are MCM products, including a tote bag, a small pouch, and accessories. The person is wearing a black long-sleeve shirt and khaki pants. The person opens the pouch, revealing its interior. # Funnel stage Consideration # Pain points None used. # Value propositions - Durable construction and Iconic logo print for style and convenience. - Spacious interior and Functional organization for storage. # Benefits - Stylish appearance - Chic appearance - Convenient carrying - Practical organization # Features - Durable construction - Iconic logo print - Spacious interior - Functional organization # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its products and their features. # Storyline - 00:00–00:05 00:00–00:05 A person stands behind a table showcasing various MCM products, including a tote bag, a small pouch, and accessories. They open the pouch. - 00:05–00:15 00:05–00:15 The person places the opened pouch into the MCM tote bag, followed by other items such as a water bottle, clothes, a speaker, and a phone case. The items are placed inside the bag, demonstrating its capacity. - 00:15–00:18 00:15–00:18 The person grabs the handles of the MCM tote bag, accessorized with headphones and a dog keychain, and walks toward the right of the screen. - 00:18–00:20 00:18–00:20 The MCM logo appears on screen against a white background.

# Ad summary This ad showcases brown leather sneakers and a matching soccer ball, both patterned with the MCM logo. The ad promotes the new MCM spring/summer collection. # Brand positioning MCM is presented as a luxury brand, positioning itself in the high-end fashion market. The visual emphasis on branded products, especially the repetition of the MCM logo on both the sneakers and soccer ball, clearly aligns with a premium aesthetic. The brand values exclusivity and fashionable design, appealing to consumers who seek status and recognize the brand's association with fashion and lifestyle. # Product The ad features a pair of MCM brand leather sneakers and a matching MCM brand leather soccer ball. The sneakers are low-profile with a brown leather upper, patterned with the MCM logo. The sole is white with a brown outsole. The soccer ball is constructed from brown leather panels featuring black pentagons, each also patterned with the MCM logo. Both products are displayed as luxury items. # Visual style The visual style is clean and high-end, with studio lighting and a focus on product presentation. The image features a minimalist background to draw attention to the products, creating a polished and luxurious feel. The visual motif is logo-centric, with the MCM logo repeated across both the sneakers and the soccer ball. # Hooks Headline: FOREVER YOURS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The ad positions the products as luxurious and desirable due to the recognizable MCM branding and high-quality materials. This provides both a functional and fashionable value, especially for those seeking status and style. # Benefits - Timeless style - New spring/summer collection # Features - Leather sneakers - Leather soccer ball # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is from the brand's point of view, showcasing their product line and encouraging purchase. # Storyline - The image presents a pair of MCM sneakers and a soccer ball, both featuring the brand's logo. This is intended to showcase the new Spring/Summer collection. The brand is telling this part of the story to highlight new products and seasonal availability. - Overlaying the products is a white graphic element, along with the phrases, 'FOREVER YOURS' and 'JETZT SPRING/SUMMER COLLECTION ENTDECKEN'. The brand is using this text to promote the idea of timeless style, as well as provide a call-to-action for consumers to explore the new collection.

# Ad summary This ad for MCM features a child emerging from an MCM-branded duffel bag wearing an MCM t-shirt. The ad highlights MCM's spring/summer collection. # Brand positioning MCM is presented as a luxury brand that caters to a youthful and playful audience, especially children. The brand is positioned as high-end, and the ad utilizes the imagery of a child wearing an MCM shirt and bag, suggesting the brand wants to establish itself as desirable and recognizable among the younger generation. The brand identity is reinforced through the display of its logo and monogram pattern. # Product The advertised products are a white t-shirt and a duffel bag, both bearing the MCM brand. The t-shirt features a graphic print of a cartoon-like robot with the words "PLANET MCM." The duffel bag is patterned with a monogram design featuring small cartoon figures and the MCM logo. Both items are meant for children, as indicated by the size and styling. The bag has a tan base with blue, red, and black characters on it. # Visual style The ad has a clean and polished look with a focus on the product and a bright, neutral background. The production quality appears high, with careful lighting and clear focus on the subject. The image treatment seems minimal, with a focus on accurate color representation. The typography is simple and modern, ensuring legibility. The style is in line with typical high-end fashion advertising, aiming for a sophisticated yet approachable feel. # Hooks Headline: FOREVER YOURS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Spring/Summer collection # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is the overall POV of the ad. - Customer: The child emerging from the bag is the customer POV, showcasing the clothes. # Storyline - The ad showcases the MCM logo at the top, immediately establishing the brand presence. The intention is for the audience to quickly recognize and associate the visuals with MCM. The brand is presenting this part of the story. - Next, the copy displays “FOREVER YOURS JETZT SPRING/SUMMER COLLECTION ENTDECKEN.” This indicates the product line being advertised and encourages exploration of the new collection. The brand is telling this part of the story. - Finally, a child is shown emerging from an MCM duffel bag wearing a branded t-shirt. This shows the product in use and highlights the brand's appeal to children. This part of the story is being told from the perspective of someone observing the products, emphasizing both the products and the child's engagement with them.

# Ad summary This ad showcases an MCM tote bag and various accessories. It highlights the bag's capacity by showing a variety of items being placed inside. The overall message is that the tote bag is stylish, spacious, and perfect for carrying everyday essentials. # Brand positioning MCM is presented as a luxury brand specializing in high-end leather goods and accessories. The brand is positioned as stylish and aspirational, aligning with a lifestyle of fashion and quality. The brand's products feature a distinctive logo pattern, which is prominently displayed. The brand's positioning appears emotional, emphasizing style and status. # Product The featured product is a brown MCM tote bag with the brand's signature logo pattern, along with a variety of accessories. The tote bag is spacious and designed to carry multiple items. The ad shows the bag's capacity by showcasing items like a makeup bag, water bottle, yoga mat, cosmetic items, phone case, fragrance, and headphones being placed inside. The tote bag has brown leather straps and gold hardware with MCM badging. The brand also has matching accessories that go with the bag, such as headphones, a dog-shaped keychain, and small pouches. # Visual style The ad has a clean, polished aesthetic. It uses static shots and smooth transitions. The production quality is high-end, supporting the luxury tone of the brand. The pacing is moderate with several cuts in the middle to show each item going into the bag. # Hooks Visual: 00:00–00:04 A person with long dark hair is wearing a black v-neck shirt and khaki pants. They are holding a brown MCM pouch in their hands over an assortment of MCM products including a tote bag, small pink and brown bags, headphones, and a dog keychain. The background is a plain white wall and table. # Funnel stage Consideration # Pain points The ad addresses the need for a spacious and stylish bag to carry everyday essentials. # Value propositions - The spacious interior allows you to carry all your daily essentials in one bag. - Stylish design allows you to express your fashionable style. # Benefits - Can carry multiple items - Stylish design - Fashionable # Features - Spacious interior - Branded leather exterior # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the official brand perspective, showcasing the product and its features. # Storyline - 00:00–00:04 00:00–00:04 A person holds up a small MCM pouch, then places it down. Other MCM products are displayed on a white table including a tote bag, headphones, a dog keychain, and other small pouches. - 00:04–00:14 00:04–00:14 The person places a makeup bag, water bottle, yoga mat, cosmetic items, phone case, and fragrance into the MCM tote bag, showcasing its spacious interior. The intention is to show the bag's functionality. - 00:15–00:18 00:15–00:18 The person puts on the MCM headphones, hangs the keychain from the tote bag, and carries the bag over their shoulder. This completes the demonstration of the bag's use. - 00:18–00:19 00:18–00:19 The MCM logo appears on a white background.

# Ad summary This ad features a model displaying the MCM bucket bag, demonstrating its features and versatility in a minimalist studio setting. # Brand positioning MCM is presented as a luxury fashion brand that offers sophisticated and functional accessories. The brand is positioned as a status symbol with its iconic logo pattern prominently displayed on the featured product. The brand aligns with a modern, high-end lifestyle, appealing to consumers who value both style and practicality. MCM seems to ignore the trend of minimalist branding, instead, embracing maximalism, with its all-over logo print. The brand positioning blends both functional aspects, like the bag's utility and storage capacity, with emotional appeals, such as a sense of exclusivity and style enhancement. # Product The featured product is the MCM bucket bag. It is a brown, leather bucket-style handbag covered in MCM logos, featuring a drawstring closure, a top handle, and a shoulder strap, allowing it to be worn in multiple ways. The bag is shown being used to carry everyday items like a phone, keys, and wallet. The USP of the product is its instantly recognizable brand and design, as well as its versatility as an everyday bag. The ad addresses the purchase barrier of functionality by showcasing its capacity and ease of use. The ad shows that the MCM bucket bag is a functional and fashionable accessory worth buying. # Visual style The ad has a polished, commercial aesthetic with a clean and minimalist studio setting. The editing style uses static shots, allowing viewers to focus on the product. The production quality is high-end, which supports the intended tone of luxury and sophistication. The pacing is slow and consistent. # Hooks Visual: 00:00–00:02 The shot is a medium shot of a white studio. In the foreground, a woman with long black hair in a high ponytail, wearing a tan leather jacket, black top, black leather shorts, and black boots walks to a silver clothing rack. Several leather jackets, a scarf, and a brown purse hang on the rack. # Funnel stage Consideration # Pain points None used. # Value propositions - The bucket-style handbag with a drawstring closure, top handle, and shoulder strap offers convenience and versatility for everyday use. - The leather material and MCM logo pattern adds a luxurious and iconic touch to any outfit. # Benefits - Versatile wearing options - Convenient storage - Iconic design # Features - Bucket-style handbag - Drawstring closure - Top handle - Shoulder strap - Leather material - MCM logo pattern # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad conveys the brand's message through a visually focused product demonstration in a studio setting, emphasizing luxury and style. # Storyline - 00:00–00:02 00:00–00:02 The model walks into the frame and stands next to a clothing rack. - 00:02–00:05 00:02–00:05 The model takes her phone and keys out, and places them inside the MCM bucket bag. - 00:06–00:10 00:06–00:10 The model closes the bag using the drawstring closure. - 00:10–00:17 00:10–00:17 The model puts the bag over her shoulder and walks around, demonstrating its versatility and style.

# Ad summary This ad showcases the MCM Liz Shopper in black leather. A woman demonstrates the many items that can fit inside the bag, highlighting the interior pockets and zippers. # Brand positioning MCM is a luxury fashion brand that offers high-end leather goods, apparel, and footwear. The brand aims to occupy a space in the consumer's mind as a provider of sophisticated and stylish accessories with a focus on craftsmanship. MCM's products, like the Liz Shopper featured in the ad, are positioned as both functional and fashionable, appealing to those who value both practicality and style. The brand aligns with a lifestyle of luxury and sophistication. # Product The MCM Liz Shopper is a black leather tote bag designed for everyday use. It features a spacious interior, multiple pockets, and a zip compartment to organize belongings. The bag is made of high-quality leather and has a structured design with sturdy handles. It is for individuals who need to carry a variety of items while maintaining a stylish appearance. The Liz Shopper is presented as a versatile and practical accessory that addresses the pain point of needing to carry many items without sacrificing style. # Visual style The ad has a polished aesthetic with a clean, white background and studio lighting. The editing style is static, with smooth transitions between shots. The production quality is high-end. The pacing is slow and deliberate, allowing the viewer to focus on the product and its features. # Hooks Visual: 00:00–00:02: A young, light-skinned woman with long black hair sits on a black leather chair in front of a white background. She wears a tan turtleneck, jeans, black boots, and amber sunglasses. She holds a black MCM tote bag on her lap. # Funnel stage Middle of funnel (Consideration) # Pain points The need to carry many items without sacrificing style or organization. # Value propositions - The MCM Liz Shopper offers a blend of style and practicality, providing a luxurious accessory that caters to both fashion and functional needs. - Offers convenience and organization with a high-quality bag that's built to last. # Benefits - Organization - Style - Versatility # Features - High-quality leather - Spacious interior - Multiple pockets - Zip compartment # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad shows the brand logo and demonstrates the use of the bag by a model. # Storyline - 00:00–00:02 A woman sits on a black leather chair, holding a black MCM tote bag. - 00:02–00:03 The woman reaches inside the bag and removes a pink cylindrical item. - 00:03–00:04 Close-up of the inside of the bag as the pink item is removed. - 00:04–00:05 She removes a round, gold compact mirror. - 00:05–00:06 She removes an amber pair of glasses in a case. - 00:06–00:07 She removes a wallet. - 00:07–00:08 The woman removes a gold bottle with a bunny keychain. - 00:08–00:09 She zips open the internal zipper compartment. - 00:09–00:10 The woman removes a large, white tablet from the bag. - 00:10–00:11 Close-up of the woman removing the tablet. - 00:11–00:14 The woman holds the bag and the gold bunny keychain and sprays perfume. - 00:15–00:17 The woman places the perfume and keychain back into the bag. - 00:17–00:18 The woman stands up and walks to the right with the MCM bag. - 00:18–00:20 The MCM brand logo is displayed next to the chair.

# Ad summary This ad showcases a brown MCM handbag. The ad uses a visually striking background of a chessboard with chess pieces. The camera pans around the handbag to highlight its features and design. A pink version of the same bag is then shown. The ad concludes with the MCM logo. # Brand positioning MCM is presented as a luxury brand offering high-end fashion accessories. The brand is known for its iconic logo pattern and commitment to quality craftsmanship. The brand aims to occupy a space in the consumer's mind as a symbol of status and sophistication. MCM aligns with a lifestyle of elegance and exclusivity and does not conform to trends, but instead sets them. The brand's positioning is primarily emotional, appealing to customers who value luxury and exclusivity. # Product The featured product is a brown MCM handbag with a structured, boxy shape, and a top handle and shoulder strap. The bag has a zip closure and is covered in the brand's iconic logo pattern. The bag also features a detachable charm with the MCM logo. The ad showcases the bag's design and craftsmanship, highlighting it as a luxury item. A pink version of the same bag is also shown, suggesting the product is available in multiple colors. The ad communicates that the bag is worth buying because it is a high-end fashion accessory from a luxury brand. # Visual style The ad has a polished, high-end production quality with a surreal, dreamlike aesthetic. The editing style consists of smooth transitions and slow camera movements, creating a sense of elegance. The visual motifs include geometric shapes, a chessboard, and a cloudy sky. The pacing is slow and deliberate, with static shots that focus on the product. The cuts and product actions are timed to the music. # Hooks Visual: 00:00–00:01: Close-up of a brown MCM handbag against a dark background with a cloudy sky above. The bag is the central focus and the only object initially visible. Lighting is dim, creating a sense of mystery. / 00:01–00:02: The camera zooms out slightly to reveal that the bag is sitting on a red and white checkered surface, resembling a chessboard. The lighting brightens, highlighting the bag's details. The background is still a cloudy sky. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The MCM handbag offers a combination of luxurious design, high-quality craftsmanship, and iconic brand recognition, making it a valuable fashion accessory. - The versatile style allows it to be used for various occasions, providing value through its adaptability. # Benefits - Luxurious design - High-quality craftsmanship - Iconic brand recognition - Versatile style # Features - MCM logo pattern - Top handle - Shoulder strap - Zip closure - Detachable charm # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing the product and brand logo in a visually appealing way. # Storyline - 00:00–00:01 The ad opens with a close-up of the MCM handbag in low lighting. - 00:01–00:02 As the lighting increases, the bag is revealed in full view, centered on a red-and-white chessboard. - 00:02–00:06 The camera slowly zooms out to show the bag surrounded by chess pieces. - 00:06–00:12 The camera rotates around the bag as the background changes to stacked geometric shapes. - 00:12–00:14 A pink version of the bag appears next to the brown one, both displayed on platforms. - 00:14–00:16 The MCM logo is displayed over the bags. - 00:16–00:18 The ad ends with the MCM logo on a black background.

# Ad summary This ad showcases the interior space of an MCM handbag by filling it with various everyday essential items. # Brand positioning MCM, as presented in this ad, is a luxury brand offering fashion accessories like handbags. The brand is positioned as a provider of stylish and functional items, as demonstrated by the bag's ability to hold various everyday essentials. # Product The product featured is an MCM handbag, which is shown in black with the MCM logo patterned throughout. The bag has a zippered closure and is demonstrated to have a spacious interior. Everyday essential items such as makeup, wallets, and an iPhone are placed inside to demonstrate its capacity. # Visual style The ad has a polished aesthetic, with smooth transitions and a focus on showcasing the product. The video is well-lit, with a clean and modern feel. The editing is precise, with cuts timed to emphasize the product's features. The production quality is high, giving off a commercial vibe. # Hooks Visual: 00:00–00:02 The camera shows a person walking toward the camera from the right. The person is holding a black handbag in their right hand and flowers in their left. They have long dark hair and are wearing a reddish-brown blazer. The background is solid black, and there is a white surface underneath the person and bag. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The bag combines stylish design with functional storage, making it a practical choice. # Benefits - Stylish design - Functional storage # Features - MCM logo pattern - Zippered closure - Spacious interior # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad shows the product, its use case, and features with the intention of highlighting its utility to a prospective buyer. # Storyline - 00:00–00:02 A person walks toward the camera carrying a black MCM bag and a bouquet of flowers. - 00:02–00:04 00:02–00:04 The flowers are placed to the side to give full focus to the bag, and the bag is laid down on its side with the zipper facing up. - 00:04–00:16 00:04–00:16 The bag is unzipped and then filled with a variety of everyday items such as a makeup compact, wallet, iPhone, and apple. The presenter is showing the audience how much the bag can hold. - 00:16–00:19 00:16–00:19 The person is seen from the chest up, facing the camera, with the bag and items arranged in front of them. This is done to end the video with the person and the bag shown together.

# Ad summary A woman packs luxury MCM travel items inside a MCM suitcase and tote bag. # Brand positioning MCM is a luxury fashion brand known for its high-end leather goods, apparel, and footwear. The brand is presented as occupying a premium space in the market, focusing on travel items for consumers who value luxury and style. The ad does not follow typical competitor behaviors. # Product The ad features an MCM rolling suitcase and a matching tote bag. The suitcase has a hard shell in a brown and black color scheme with the brand's logo pattern. It features a hinged opening and leather accents. The MCM tote bag has a pink color with the brand's logo pattern, is soft-sided and has two straps. The ad showcases the suitcase and tote bag being used to carry items such as clothing, cosmetics, and electronics, highlighting the functionality and style of the products. The ad demonstrates the convenience of the product. # Visual style The ad has a polished and clean aesthetic with static shots and smooth transitions. The production quality is high-end, with a consistent pacing throughout the ad. # Hooks Visual: 00:00–00:02 A woman sits on a black leather bench in a white studio. She is wearing black leather pants, black boots, and a white t-shirt. She is opening a brown suitcase with black logos on it. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is filmed from a third-person perspective, showcasing the brand. # Storyline - 00:00–00:03 A woman sitting on a leather bench opens a suitcase. - 00:03–00:11 00:03–00:11 A woman then takes out various items from the suitcase to place them in a pink tote bag. This demonstrates what the suitcase can be used for, and why. - 00:11–00:18 00:11–00:18 The woman places the tote bag on top of the suitcase and walks off-screen, showcasing the brand.

# Ad summary This image ad showcases two MCM handbags by displaying them with chess pieces in the sky. # Brand positioning MCM is presented as a luxury brand offering high-end fashion accessories. The brand aesthetic blends classic designs with a modern flair, appealing to customers who value both heritage and contemporary style. The brand's positioning is further reinforced through the use of high-quality materials and detailed craftsmanship, emphasizing exclusivity and sophistication. # Product The image ad showcases two distinct MCM handbags. The first bag is a pink tote-style handbag with a structured silhouette, featuring the MCM logo pattern across the exterior. It has two top handles and a front pocket with a gold MCM logo. The second bag is a brown, rectangular handbag with the same MCM logo pattern. It features black, curved handles and a hanging luggage tag. Both bags represent MCM’s blend of functionality and luxury. # Visual style The ad features a surreal, dreamlike aesthetic with MCM handbags and chess pieces floating against a blue sky. The production quality is highly polished, creating a luxury feel. The image treatment includes a soft, diffused lighting effect, enhancing the colors and textures. The visual motifs blend high fashion with a playful twist, using a collage-style composition to create a memorable and intriguing scene. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - MCM handbags represent a blend of functionality and luxury. # Benefits - The handbags provide luxury and sophistication - The handbags are functional and fashionable # Features - Handbags with MCM logo pattern - Pink tote-style handbag with structured silhouette - Brown, rectangular handbag - Gold MCM logo # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand POV is consistent throughout the image, highlighting the luxury handbags against a surreal backdrop to emphasize their design and craftsmanship. # Storyline - The ad opens with a wide view of the blue sky, with chess pieces and MCM handbags floating in the air. This establishes a surreal, dreamlike atmosphere, capturing the viewer’s attention with its unexpected juxtaposition. - The perspective then shifts to focus on the two MCM handbags suspended in the sky, emphasizing their luxurious design and craftsmanship. The brand highlights the detail and quality of its product by showing two different handbags, one tote and one rectangular. - The ad culminates in a visual tableau of chess pieces and handbags. The floating chess pieces reinforce the visual metaphor while providing a playful and intriguing backdrop.

# Ad summary This ad features a split-screen with three models showcasing items from the MCM Spring/Summer collection. # Brand positioning MCM, as presented in this ad, positions itself as a luxury brand offering a range of fashion items. The ad highlights MCM's Spring/Summer collection, indicating the brand is trend-conscious and seasonally relevant. The brand's consistent logo placement and the repetitive use of the brand's signature pattern on various products (clothing, bags, accessories) reinforces brand recognition and creates a cohesive visual identity. MCM seems to ignore typical fast-fashion trends, focusing instead on creating high-end pieces with consistent branding. Its positioning leans towards emotional appeal through luxury and high-end style, while also delivering functional fashion items. # Product The ad showcases a range of fashion items from the MCM Spring/Summer collection, including clothing, bags, and accessories. The clothing includes jackets, shirts, pants, and a denim jacket. These appear in different colors and materials (denim, leather). The bags featured come in multiple sizes, materials, and colors including a transparent pink bag with interior designs, a brown purse, and satchel. The accessories shown are belts and hats. Each product features MCM branding via repeating logo patterns and prominent logo placements. The ad does not explicitly state USPs, but implies luxury and high-end style through visuals and product design. The use occasions include general fashion and style. # Visual style The ad has a clean and polished aesthetic with a high-end production quality. The white background and clear lighting contribute to a minimalist feel, focusing attention on the products. The editing style consists of static shots with smooth transitions and each model is centered in the frame. # Hooks Text overlay: FOREVER YOURS / DISCOVER THE SPRING/SUMMER COLLECTION Visual: 00:00–00:03: A split-screen shows three models against a white background. In the top section, a young, light-skinned woman with long blonde hair and a white crop top holds up a blue denim jacket with brown trim. She wears blue jeans with a light blue star design. In the middle section, a person with medium skin tone and short dark hair, wearing a brown hat and matching short-sleeved shirt and skirt set, presents a transparent pink handbag with pink embellishments inside. In the bottom section, a dark-skinned man with dreadlocks, wearing a tan jacket, tan pants, and a white t-shirt, presents a brown bag. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - A seasonal collection # Benefits - High-end style - Seasonal fashion - Luxury # Features - Jackets - Shirts - Pants - Bags - Accessories # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its new collection through a stylized presentation. # Storyline - 00:00–00:07 Three models are shown on a split screen wearing and displaying various items of clothing and bags. The models move their bodies and hands, seemingly presenting the products. - 00:07–00:10 The MCM logo appears in the middle section of the screen, along with the words, "FOREVER YOURS DISCOVER THE SPRING/SUMMER COLLECTION".

# Ad summary This ad features a fair-skinned woman holding up three MCM handbags: a black tote, a pink shoulder bag, and a pink bucket bag. The woman wears a translucent blue top that gradients to brown towards the bottom. Text overlaid on the image reads “FOREVER YOURS DISCOVER THE SPRING/SUMMER COLLECTION”. # Brand positioning MCM is positioned as a luxury brand, offering high-end fashion accessories like handbags. The brand emphasizes timeless elegance and craftsmanship, appealing to consumers who appreciate quality and sophistication. The brand aligns with a modern, upscale lifestyle, promoting a sense of exclusivity and refined taste. MCM ignores fleeting trends, opting instead for enduring style that transcends seasons. The brand positioning is both functional and emotional, promising both aesthetic appeal and a sense of belonging to a select group of discerning individuals. # Product The ad features three MCM handbags, each designed to complement the brand's luxury aesthetic. The first is a black tote bag, crafted from fine-grain leather, featuring sturdy handles and an embossed MCM logo pattern. Next is a pink shoulder bag, presenting a structured silhouette with elegant top handles, a detachable charm, and subtle branding. Lastly, there is a pink bucket bag, cinched at the top with a drawstring closure and adorned with gold chain accents. These bags offer a range of styles and sizes, emphasizing versatility for various occasions, be it daily errands or upscale events. The ad presents these bags as worthwhile investments, spotlighting their craftsmanship, attention to detail, and the status they impart to the owner. # Visual style The ad features a highly polished, studio-shot aesthetic with soft, diffused lighting that highlights the luxury handbags. The visual motifs include clean lines and a minimalist approach, focusing on the products and the model. Image treatment includes subtle color grading to enhance the pink and black hues, along with background removal to ensure a clean composition. The typography is integrated seamlessly, with elegant fonts that complement the high-end brand image. The visual style aims for a high-design look that enhances the product's appeal and increases scannability in the feed. # Hooks Headline: FOREVER YOURS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Handbags are presented as worthwhile investments, spotlighting their craftsmanship, attention to detail, and the status they impart to the owner. # Benefits - Versatile range of styles and sizes - Complements various occasions # Features - Fine-grain leather (black tote bag) - Sturdy handles (black tote bag) - Embossed MCM logo pattern (black tote bag) - Structured silhouette (pink shoulder bag) - Elegant top handles (pink shoulder bag) - Detachable charm (pink shoulder bag) - Gold chain accents (pink bucket bag) - Drawstring closure (pink bucket bag) # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is highlighting their new spring/summer collection by using text and images that create a feeling of luxury. # Storyline - The ad presents a fair-skinned woman holding three handbags, with the intention of showcasing the new collection. The viewer is experiencing it from the brand's POV. - The text “FOREVER YOURS DISCOVER THE SPRING/SUMMER COLLECTION” is overlaid on the image, sharing information about the collection. The viewer is experiencing it from the brand's POV.

# Ad summary This MCM image ad showcases an array of bags from their Spring/Summer collection, highlighting their design and style. # Brand positioning MCM is presented as a luxury fashion brand, known for its modern and trend-setting designs. The brand is positioned as a provider of high-end fashion accessories and apparel. The brand's products, particularly its bags, are not only functional items but also fashion statements. The overall tone suggests a bold, playful, and youthful aesthetic, highlighted by the vibrant colors and patterns of the products. MCM pushes against typical category norms by blending high fashion with playful, cartoonish prints, making the brand stand out. It promotes a lifestyle of luxury, fashion-forwardness, and individuality. # Product The ad features multiple bags from the MCM Spring/Summer collection. An orange leather bag with top handles and a detachable logo tag is displayed, suggesting a compact, everyday luxury item. The bag is constructed from leather and features gold hardware. Additionally, a light blue tote bag is displayed. The tote appears to be made of a flexible plastic material with a lattice-like construction. These products are for those looking to make a bold statement with their accessories. The ad appeals to those who want to express their individuality through luxury fashion items, suitable for spring and summer styling. # Visual style The ad has a polished, studio-shot production quality. The visual motifs include a focus on the product (bags) as the primary subject, using bright colors and patterns. The image treatment includes background removal and color grading to enhance the vibrancy of the products. The typography is integrated cleanly at the bottom, and the style is a blend of modern high-design and playful elements. # Hooks Headline: FOREVER YOURS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Brand: Displayed throughout the image through the product placement, model styling, and on-screen text, the brand is directly communicating its seasonal collection and brand aesthetic. # Storyline - The ad features a model holding and presenting two bags, one orange and one light blue, as if offering them to the viewer. The intention is to highlight the bags as the main focus and to showcase their unique designs and colors. This is from the brand's perspective, aiming to draw attention to the product. - The model is styled in MCM apparel, specifically a shirt and shorts set patterned with cartoon rabbits, paired with a matching neck scarf. The intention is to showcase the brand's broader aesthetic and to integrate the bags within a complete MCM look. This is also from the brand's perspective, illustrating how the products fit into a broader lifestyle or fashion narrative. - At the bottom, the MCM logo is displayed along with the tagline "FOREVER YOURS" and "DISCOVER THE SPRING/SUMMER COLLECTION". The intention is to reinforce brand recognition and invite the viewer to explore the new collection. This part is from the brand’s perspective, clearly a direct message to encourage shopping and collection discovery.

# Ad summary This ad showcases a person wearing a jacket and displaying a MCM bag. The call to action is to discover the spring/summer collection. # Brand positioning MCM is a luxury fashion brand that aims to stand at the intersection of heritage and modernity. The brand's aesthetic is bold and confident, pushing against more minimalist norms with eye-catching designs. MCM products act as status symbols that add a sense of exclusivity and high fashion to the consumer's lifestyle. The brand seems to target a younger, trend-conscious demographic. # Product The primary product is a black leather crossbody bag with silver studded detailing. The bag has a zippered top closure and a thick black strap. It can be worn over the shoulder or across the body. It appears to be a compact but functional size, suitable for carrying essentials. The bag is positioned as a stylish accessory that is part of MCM's spring/summer collection, something that will appeal to fashionable customers. # Visual style The ad has a modern, high-fashion aesthetic with clean lines, neutral colors, and a focus on the product. The image is studio-shot with soft, diffused lighting that highlights the textures and details of the clothing and bag. The gradient effect on the jacket and the simple background create a clean, high-end look. The font is clean and legible, the composition is balanced, and the overall style is sleek and polished. # Hooks Headline: FOREVER YOURS DISCOVER THE SPRING/SUMMER COLLECTION # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Spring/Summer collection # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad promotes MCM's spring/summer collection. The call to action is to discover the spring/summer collection. # Storyline - The ad opens with a person wearing a jacket holding the product in a pose. This establishes the look and feel of the brand in the ad. - The ad shows the MCM brand logo and the line "FOREVER YOURS DISCOVER THE SPRING/SUMMER COLLECTION" This delivers the brand's call to action.

# Ad summary This ad showcases MCM's spring/summer collection through a stack of two MCM totes. # Brand positioning MCM is presented as a luxury brand, as evidenced by the elegant styling and the repetition of the brand's logo and name on its products. The emphasis on the spring/summer collection suggests that MCM is a fashion-forward brand that keeps up with the latest trends. # Product The advertisement features two MCM tote bags stacked on top of each other. The bottom bag is a traditional shopper tote in tan with a black repeating MCM logo. Above it sits a smaller pink tote bag also with the MCM logo. Both bags have tan straps and gold metal hardware. # Visual style The ad has a clean and elegant aesthetic with a focus on product presentation. The neutral background and soft lighting create a high-quality feel. The product's logo is displayed prominently and frequently. Overall the aesthetic is modern and high-end. # Hooks Headline: FOREVER YOURS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - None used. # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image conveys the brand's aesthetic and promotional message, showcasing its products and inviting customers to explore the new collection. # Storyline - The ad showcases two MCM tote bags, introducing the spring/summer collection from the brand. The intention is to grab the attention of potential customers and highlight the brand's latest offerings from the brand's perspective. - The tagline 'Forever Yours' and 'Discover the Spring/Summer Collection' aim to evoke a sense of connection with the brand and encourage exploration of the new collection. This is communicated from the brand's point of view.

# Ad summary This ad is a product showcase of bags and accessories from MCM. The ad features a vertically stacked collage of people wearing clothes and accessories from the brand, and then the brand logo and a text overlay for their Spring/Summer collection. # Brand positioning MCM, or Modern Creation München, is positioned as a luxury fashion brand specializing in leather goods, apparel, and footwear. The brand appears to follow category norms by offering a wide range of products. With its emphasis on bold patterns and unique designs, MCM fosters a lifestyle of sophistication and trendsetting style. This brand seems to aim for an emotional connection with the consumer, fostering a sense of belonging and status with the products. # Product The advertisement showcases MCM's various luxury bags and accessories. These include handbags, crossbody bags, tote bags, duffel bags, and wallets, all featuring signature MCM patterns and designs. The bags are shown being worn and carried by different people. The accessories range in style and material to accommodate different preferences. The visuals imply that the brand is worth buying because the bags are stylish and a status symbol that anyone can wear from a toddler to an adult. # Visual style The ad has a polished aesthetic with a clean white background. The editing style is quick cuts between different people and bags, with static shots and smooth transitions. The production quality is high-end commercial. The pacing is fast, with cuts happening every few seconds. There is no audio-visual sync. # Hooks Text overlay: FOREVER YOURS / DISCOVER THE SPRING/SUMMER COLLECTION Visual: 00:00–00:03: A vertically stacked collage features two people on a plain white background. The bottom half shows a person with brown pants, a brown jacket, and black shoes, carrying a brown MCM tote bag and a black tote bag. The top half is a person with a denim top and blue pants wearing an orange jacket. They are wearing a brown MCM crossbody, a black crossbody, and a belt bag. The camera is stationary and there are no transitions. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Luxury brand with high-quality materials. - Stylish and fashionable designs that elevate your look. - A status symbol that anyone can wear. # Benefits - Stylish and fashionable - High-quality materials - Versatile for different occasions - Status symbol # Features - Luxury bags and accessories - Signature MCM patterns and designs # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing their products and aesthetic. # Storyline - 00:00–00:03 The ad opens with a collage of two people stacked on top of each other wearing clothes and bags. This is intended to immediately grab the viewer's attention and showcase the diversity of MCM's product line. The perspective is from a third-person point of view. The tone is fashionable. - 00:03–00:06 The collage changes and adds a toddler. This is intended to show how anyone can wear MCM. The perspective is from a third-person point of view. The tone is fashionable. - 00:06–00:09 The collage returns to only the toddler and the first person shown. This is intended to act as a bookend and show the brand logo. The perspective is from a third-person point of view. The tone is fashionable.

# Ad summary A promotional video for the MCM Fragrance Collection that displays the fragrance bottle rotating on a white surface with a spotlight effect. # Brand positioning MCM, known for luxury travel goods and accessories, extends its brand into the fragrance market with a focus on collectible, eye-catching design and a playful, luxury lifestyle. The golden bunny motif suggests a youthful, fun, and whimsical tone, appealing to consumers who value unique and expressive aesthetics. The brand leans into eye-catching design, transforming their fragrance bottles into a collectible item with strong shelf appeal. MCM positions itself as an accessible luxury brand, blending aspirational aesthetics with a playful personality. # Product The featured product is a fragrance from the MCM Fragrance Collection, packaged in a distinctive cylindrical bottle made of glass with a rose gold hue, topped with a shiny gold bunny figure. The bunny is adorned with the MCM logo pattern and acts as a collectible design element. The bottle features the MCM logo and a symbol of laurel leaves tied with a ribbon. The product is positioned as a premium fragrance with a focus on design and collectibility, appealing to customers looking for a luxury experience and eye-catching shelf appeal. # Visual style The ad has a polished, high-end production quality, creating a luxurious feel. The video features smooth transitions and static shots. The pacing is slow and deliberate. The product rotates to music. # Hooks Text overlay: MCM (logo) Visual: 00:00–00:03: A cylindrical rose-gold colored fragrance bottle sits on a white surface. A spotlight shines on the bottle from above, casting a shadow behind it. The bottle has gold accents at the top and bottom and a gold MCM logo on the front. A gold rabbit figurine, covered in the MCM logo pattern, sits on the bottle’s lid. The camera slowly rotates around the bottle. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The MCM Fragrance Collection offers a luxury fragrance experience with a unique, collectible bottle design. # Benefits - Unique and eye-catching design - Luxury fragrance experience # Features - Collectible bunny design on the cap - Cylindrical rose-gold colored bottle with gold accents # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – This ad showcases the product in a studio setting and focuses on presenting the product and brand imagery with a luxury feel. # Storyline - 00:00–00:06 The video opens with a close-up shot of the MCM fragrance bottle, rotating slowly to showcase its design. - 00:06–00:08 The shot zooms out slightly to reveal the full bottle and the MCM logo appears above with the text "MCM FRAGRANCE COLLECTION" beneath it.