How On Advertises on Meta

# Ad summary This ad showcases the On 'The Roger Wildcard' tennis sneakers on a diverse group of athletes. The ad emphasizes that the shoe is outside of what is conventional. # Brand positioning On is presented as a modern brand that inspires movement. The brand's identity is closely linked with innovation in athletic wear, particularly shoes that combine performance with a clean, contemporary design. The brand aims to occupy the space of premium athletic wear that is both functional and fashionable. On appeals to those who value an active lifestyle and performance gear that does not sacrifice aesthetic appeal. The tone of the brand is energetic and forward-thinking, suggesting a lifestyle of constant motion and progress. On ignores category norms by presenting athletic gear in more casual, fashion-forward contexts, and the brand's products combine functional performance and modern style. # Product The ad promotes On's 'The Roger Wildcard' tennis sneakers. The ad features a diverse cast of athletes wearing and interacting with the sneakers in various settings. The sneakers are predominantly white with visible On branding. They are highlighted for their design, comfort, and versatility, making them suitable for both athletic performance and everyday wear. The sneakers offer advanced technology, promising comfort and performance. The product is positioned for anyone who values comfort, style, and performance. # Visual style The ad has a modern and stylized aesthetic with a mix of close-ups and wide shots, emphasizing the sneakers and the athletes wearing them. The editing style includes quick cuts to match the upbeat music, creating a dynamic and energetic feel. The production quality is high, with professional lighting and camera work, resulting in a polished commercial look. The visuals incorporate desaturated colors and natural lighting to create a natural feel. # Hooks Spoken: 00:11–00:14 [Upbeat] Out a lo convencional Text overlay: 00:11–00:14 Out a lo convencional / 00:12–00:14 on.com Visual: 00:11–00:14 Wide shot of two people walking under a streetlight at night. The people are wearing white clothing. The text on the screen reads, "Out a lo convencional on.com" as the On logo is displayed. # Funnel stage Top of funnel (Awareness) # Pain points The ad touches on the frustration of feeling uncomfortable in typical tennis shoes, as the person in the ad sitting in the dark appears to be in discomfort. # Value propositions - The 'Roger Wildcard' tennis sneakers are a good combination of comfort, style, and performance. # Benefits - Comfort - Performance - Versatility # Features - Stylish design - White color - On branding # Call to action None used. # Social proof - None used. # Point of view - Customer 90% – The ad focuses on athletes preparing for and participating in tennis activities, creating a feeling of authenticity through their interactions with the product. - Brand 10% – The brand is showcased through product visuals, logos, and a final screen promoting the website. # Storyline - 00:00–00:01 00:00–00:01 A close-up of a person's face transitions into a shot of their feet wearing On 'The Roger Wildcard' tennis sneakers. - 00:01–00:02 00:01–00:02 A woman stretches her leg against a brick wall while wearing the sneakers. Another person stands nearby. - 00:02–00:03 00:02–00:03 The camera focuses on the second person's chest where a small "On" logo is visible on their shirt. - 00:03–00:06 00:03–00:06 Cut to the three people standing on a green tennis court. - 00:06–00:07 00:06–00:07 Extreme close-up of a sneaker against a light blue background. - 00:07–00:08 00:07–00:08 A person sits in the dark, in clear discomfort. - 00:08–00:11 00:08–00:11 The same person is now laying down in an active setting, tying the laces on their On sneakers. The on-screen text reads, "THE ROGER Wildcard". - 00:11–00:14 00:11–00:14 Two people stand next to a streetlight at night. The text on the screen reads, "Out a lo convencional on.com" as the On logo is displayed.

# Ad summary An image promoting On Cloudmonster 3 running shoes, highlighting the shoe's energy-returning properties and intended for a Spanish-speaking audience. # Brand positioning On (stylized as "On") positions itself as an innovative athletic footwear and apparel company, designing for performance and comfort. The brand is associated with cutting-edge technology and distinctive design, as seen with its unique CloudTec® cushioning system. On appeals to athletes and active individuals who seek high-quality gear that enhances their performance while providing a comfortable experience. The brand aims to disrupt traditional athletic shoe norms by pushing the boundaries of design and engineering, emphasizing innovation and a distinct aesthetic. # Product The Cloudmonster 3 is a running shoe designed for maximum energy return and cushioning. The shoe features a gray upper with a black "On" logo and light blue accents. It has a thick, off-white sole with large, hollowed-out sections, designed for impact absorption and energy rebound. It is intended for runners seeking high performance and comfort. The shoe is presented as a modern, technologically advanced running shoe, addressing the purchase barrier of insufficient energy return in traditional running shoes. # Visual style The ad has a sporty and dynamic visual aesthetic. The production quality appears to be professional. The image treatment includes natural lighting. The typography integration is modern and bold, ensuring scannability. The image aims to capture the energy and movement associated with running, aligning with in-feed content by showcasing real-world use. # Hooks Headline: Los Cloudmonster 3 # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The Cloudmonster 3 is being presented as shoes that provide energy. # Benefits - Energia de la que te propulsa # Features - Cloudmonster 3 # Call to action None used. # Social proof - None used. # Point of view - Brand — The brand is communicating key product features and performance capabilities through visual and textual elements. # Storyline - The ad focuses on the Cloudmonster 3 shoe, shown being worn by a runner who is presumably in action. The intent is to showcase the product in a real-world context, implying high performance and energy. The audience is experiencing it from the brand's perspective, highlighting the runner in action as a visual representation of the shoe's performance benefits. - The ad also includes text overlay in Spanish, highlighting the shoe's name and the energy it provides. The intent is to communicate key features and benefits. The audience is experiencing this from the brand's perspective, as it is a direct communication highlighting key features and benefits.

# Ad summary This image ad from On Running showcases On's popular running apparel while in motion. The shot is taken outdoors on a sunny day to reflect the active lifestyle of the brand. # Brand positioning On Running is presented as a premium athletic wear brand, focusing on high-performance gear designed for running and active lifestyles. The minimalist design aesthetic, seen in both the apparel and the logo, aligns with a modern, functional approach. The brand aims to occupy the space of a performance-driven brand, catering to serious runners while maintaining a sleek, stylish image. The brand's apparel is presented as a key element in achieving peak performance, suggesting that On Running values innovation, quality, and a commitment to the running community. By featuring apparel in motion, the brand emphasizes functionality and real-world performance, ignoring fleeting trends in favor of durable and effective athletic wear. # Product The ad features running apparel, specifically leggings and a top. The leggings are light purple and fitted, designed for running. They have a minimalist aesthetic with a subtle logo. The top is dark blue with light blue accents. The apparel is displayed in an action shot, emphasizing its suitability for running. The focus is on demonstrating the apparel's comfort and functionality during physical activity, positioning the apparel as a popular choice for runners. # Visual style The ad features a bright, outdoor shot of runners in action, giving it a natural and dynamic feel. The production quality is high, with clear focus and balanced lighting. The image treatment includes subtle color grading to enhance the vibrancy of the apparel and the natural tones of the environment. The typography is clean and modern, integrated seamlessly into the image without overpowering the visual elements. The overall style is designed to be eye-catching and easily scannable in a fast-moving feed, using movement and clear product presentation to grab attention. # Hooks Headline: Best Sellers, # Funnel stage Consideration # Pain points None used. # Value propositions - Best selling apparel # Benefits - Suitable for running # Features - Fitted design running apparel # Call to action None used. # Social proof - Best Sellers, # Point of view - Brand: This POV is conveyed through the presentation of the running apparel in action, demonstrating its suitability for athletic performance. # Storyline - The ad opens with a dynamic shot of runners in motion, highlighting the light purple leggings and top. This instantly conveys that the apparel is designed for running and active use. The perspective is that of the brand, showcasing its apparel in action and emphasizing its suitability for athletic performance. - The ad shows the best-selling status of the leggings. This aims to build trust and credibility by showcasing the item’s popularity among other runners. The perspective is that of the brand, sharing product popularity as a sales point.

# Ad summary This ad features a close up shot of On brand's Cloud 6 Geo shoe while worn on a city street. # Brand positioning On is a footwear brand that aims to provide high-performance running and athletic shoes with innovative technology. The brand positions itself as a premium brand that is design-focused, utilizing materials like the Missiongrip™ rubber sole that is featured in their Cloud 6 Geo shoe. On aims to appeal to consumers who value both performance and style in their athletic footwear. # Product The Cloud 6 Geo is a running shoe by On, designed with technical precision and premium materials. Its primary feature is the Missiongrip™ rubber sole which offers superior grip and traction for versatile terrain. The shoe has a low profile with a lace-up closure and features a layered upper design. The shoe is suited for urban environments and outdoor activities. The design emphasizes comfort and style with a blend of performance features. # Visual style The ad features a contemporary urban aesthetic with a muted color palette. The product is well-lit to highlight its details, and the background is slightly blurred to keep the focus on the shoe. The overall style is clean and polished. # Hooks Headline: Cloud 6 Geo # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The Missiongrip™ feature offers superior grip and traction. # Benefits - superior grip and traction # Features - Missiongrip™ # Call to action None used. # Social proof - None used. # Point of view - Brand: The perspective is from the brand presenting the shoe in a real-world environment, emphasizing its stylish design and high-performance features. - Customer: The angle allows the customer to view the shoe from a perspective of wearing them out on a city street. # Storyline - The ad opens with a medium shot of the Cloud 6 Geo shoe being worn, to showcase the design and key features of the shoe such as the layered upper and the Missiongrip™ rubber sole. This draws the viewer's attention to the product and highlights its aesthetic qualities. The perspective is from the brand.

# Ad summary This ad showcases the On Cloudmonster Void running shoe in an all-white colorway. It features a hand adjusting a sock, also featuring the On logo. The tagline encourages viewers to embrace their unique style. # Brand positioning On Running is a brand known for its innovative approach to athletic footwear and apparel. It offers premium running shoes designed for both performance and comfort. On aims to occupy the space in consumers' minds as a high-performance brand that does not sacrifice aesthetic appeal. The brand aligns with a lifestyle that values innovation, design, and active living. On differentiates itself from category norms by focusing on a unique cushioning system, promoting a distinctive running experience that emphasizes both comfort and efficiency. The brand's positioning is both functional (offering performance-enhancing features) and emotional (aligning with a sense of innovation and personal expression). # Product The On Cloudmonster Void running shoe is presented in an all-white colorway. The design features a uniquely sculpted sole with hollow, pod-like openings that provide cushioning and responsiveness. The Cloudmonster is designed for road running, targeting athletes who want a blend of high performance and comfort. The visible design elements such as the pod-like sole provide a unique and responsive running experience. The product aims to address the barrier of uncomfortable running shoes by promising a cushioned, yet dynamic feel. The ad emphasizes personal style. The all-white colorway offers a fresh and modern aesthetic, making it appealing to those who prioritize fashion and function. # Visual style The ad features a clean and modern visual aesthetic. The production quality appears high, with a focus on showcasing the product's design details. The image treatment includes soft lighting and a shallow depth of field to draw attention to the shoe and sock. The visual motifs include a minimalist color palette, primarily using white against a dark background. The typography is integrated with a clean sans-serif font. The style contrasts with typical athletic shoe ads by using a more subdued and sophisticated look, potentially enhancing scannability and stop power in the feed. # Hooks Headline: Tu estilo, tus reglas. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Cloudmonster Void # Call to action None used. # Social proof - None used. # Point of view - Customer: Shown through the intimate perspective of adjusting the sock, creating a personal connection. - Brand: Shown through the product showcase and tagline, promoting the shoe's design and message of self-expression. # Storyline - The ad begins with a close-up shot of a hand adjusting a white sock, which features the On logo. This serves to draw the viewer's attention to the footwear and subtly highlight the brand. The perspective is from a customer. - Next, the ad displays the On Cloudmonster Void shoe. This showcases the product's design and features, emphasizing its aesthetic appeal. The perspective here is from the brand. - Finally, the ad includes the tagline, "Cloudmonster Void. Tu estilo, tus reglas." This reinforces the message of personal style and freedom, inviting viewers to embrace their individuality through the brand's product. The perspective shifts to the brand, promoting a sense of empowerment.

# Ad summary This ad showcases the Cloud 6 shoe by On, highlighting its comfort for all-day wear. The ad features two models wearing On apparel and shoes, emphasizing the brand's aesthetic and lifestyle appeal. # Brand positioning On positions itself as a premium athletic and lifestyle brand, offering innovative footwear and apparel designed for both performance and everyday wear. The brand emphasizes a blend of functionality and style, appealing to consumers who value both comfort and aesthetics. On aims to occupy a space in the consumer's mind as a provider of high-quality, Swiss-engineered products that enhance both athletic performance and daily life. The brand aligns with a lifestyle that values activity, comfort, and modern design, pushing against the norms of purely performance-focused athletic brands by integrating fashion and everyday usability. The brand positioning is both functional, with its focus on performance and comfort, and emotional, with its emphasis on style and lifestyle integration. # Product The featured product is the Cloud 6 shoe by On, designed for all-day comfort. The ad highlights the shoe's suitability for everyday wear, emphasizing its comfort-focused design. The Cloud 6 is presented as a versatile shoe that can be worn in various settings, as implied by the models' casual yet stylish attire and the urban backdrop. The ad addresses the purchase barrier of comfort by explicitly stating "Confort todo el día" (Comfort all day), suggesting that the shoe is engineered for extended wear without sacrificing style. The shoe is shown in a light color, complementing the overall aesthetic of the ad. # Visual style The ad features a clean and modern visual style with a focus on natural lighting and muted colors. The production quality appears to be high, with a studio-shot feel. The visual motifs include a focus on the product and the models wearing the apparel and shoes. The image treatment includes subtle color grading to enhance the overall aesthetic. The typography is clean and legible, complementing the modern design. The style is native to social media platforms, designed to be scannable and eye-catching in-feed. # Hooks Headline: Cloud 6 # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of discomfort associated with wearing shoes for extended periods, as signaled by the phrase "Confort todo el día." # Value propositions - Cloud 6: Designed for all-day comfort. # Benefits - All-day comfort # Features - Cloud 6 - Confort todo el día # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting its products and highlighting their features and benefits. - Customer: The models are showcasing how the products look and feel in a real-life setting. # Storyline - The ad opens with two models standing in an urban setting, showcasing On apparel and shoes. This is intended to establish the brand's aesthetic and lifestyle appeal from the brand's perspective. - The focus shifts to the Cloud 6 shoe, with the text "Cloud 6 Confort todo el día" highlighting its key benefit. This is intended to emphasize the shoe's comfort and suitability for all-day wear from the brand's perspective. - The models' relaxed poses and stylish attire reinforce the message of comfort and versatility, suggesting that the shoes can be worn in various everyday settings. This is intended to show the product in real-life use from the customer's perspective.

# Ad summary This ad showcases the Cloud 6 running shoe by On, emphasizing its comfort for all-day wear. The visual focuses on the shoe in an outdoor setting, highlighting its design and functionality. # Brand positioning On is presented as a premium athletic brand focused on innovation and comfort. The brand aims to occupy the space of high-performance footwear that doesn't compromise on style or everyday wearability. The brand aligns with an active lifestyle, promoting values of movement and exploration. On differentiates itself by combining Swiss engineering with a sleek, modern design, appealing to consumers who seek both functionality and aesthetic appeal. The brand positioning is both functional, emphasizing performance and comfort, and emotional, aligning with a lifestyle of activity and well-being. # Product The featured product is the Cloud 6 running shoe by On, designed for all-day comfort. It is presented as a versatile shoe suitable for various activities, from running to everyday wear. The shoe features a sleek design with a unique sole construction, emphasizing cushioning and support. The ad highlights the shoe's ability to provide comfort throughout the day, addressing the common pain point of discomfort associated with prolonged wear of athletic shoes. The Cloud 6 is shown in a natural outdoor setting, suggesting its suitability for both urban and outdoor environments. The ad aims to convey that this product is worth trying for its superior comfort and stylish design. # Visual style The ad has a clean and modern visual style with a focus on natural lighting and a neutral color palette. The production quality appears to be high, with a well-composed shot and attention to detail. The visual motifs include a close-up product shot and a focus on the shoe being worn in a real-world setting. The image treatment includes subtle color grading to enhance the natural tones. The typography is clean and legible, complementing the overall aesthetic. The style is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: Cloud 6 Confort todo el día # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of discomfort associated with wearing athletic shoes for extended periods. # Value propositions - Cloud 6: Designed for all-day comfort # Benefits - All-day comfort # Features - Cloud 6 - Confort todo el día # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its key benefits. # Storyline - The ad opens with a close-up shot of the Cloud 6 shoe being worn in an outdoor setting. This is intended to immediately showcase the product's design and its suitability for real-world use, from the brand's perspective. - The focus then shifts to highlighting the shoe's comfort, with the text "Cloud 6 Confort todo el día" appearing near the shoe. This reinforces the key benefit of the product, emphasizing its all-day wearability, from the brand's perspective.

# Ad summary This ad showcases a woman working out in On apparel. The ad emphasizes the feeling of being present in your body and feeling everything. # Brand positioning On is presented as a high-performance athletic apparel brand that emphasizes the importance of feeling present in your body. The brand aligns with an active lifestyle and promotes the values of mindfulness and physical well-being. On pushes against the norm of solely focusing on physical performance by highlighting the emotional and sensory experience of movement. The brand positioning is both functional, offering high-quality athletic wear, and emotional, promoting a deeper connection with one's body and surroundings. # Product The ad features On athletic apparel, including leggings, sports bras, and tops designed for high performance. The apparel is shown being worn during various workout activities, highlighting its flexibility and support. The clothing is designed for individuals who value both physical activity and mindfulness, offering comfort and functionality for intense workouts. The ad emphasizes the apparel's ability to enhance the wearer's sensory experience, allowing them to fully feel every movement and sensation. The ad addresses the potential purchase barrier of discomfort or distraction during workouts by showcasing apparel that promotes a seamless and immersive experience. # Visual style The ad has a polished, commercial aesthetic with a focus on natural lighting and outdoor settings. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The production quality is high-end, supporting the brand's image of performance and quality. The pacing is consistent, maintaining a steady rhythm throughout the ad. The cuts and product actions are timed to the music beats, enhancing the overall impact. # Hooks Spoken: 00:10–00:13: No sentir nada. Para sentirlo todo. Text overlay: 00:10–00:13: No sentir nada. / 00:12–00:13: Para sentirlo todo. Visual: 00:10–00:11: The woman is doing yoga outside. She is wearing a dark green On sports bra and leggings. / 00:11–00:13: Close up of the woman's chest. She is wearing a black On sports bra. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the potential purchase barrier of discomfort or distraction during workouts. # Value propositions - Enhances the wearer's sensory experience - Promotes a seamless and immersive experience # Benefits - Flexibility - Support - Comfort - Functionality # Features - Athletic apparel - Leggings - Sports bras - Tops # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of a customer experiencing the workout. # Storyline - 00:00–00:02 A woman is running outside, breathing heavily. - 00:02–00:06 The woman is shown lying on the ground, breathing heavily. - 00:06–00:07 The woman is shown running in a crosswalk. - 00:07–00:08 The woman is shown doing squats with weights. - 00:08–00:11 The woman is shown doing yoga outside. - 00:11–00:13 The ad shows a close up of the woman's chest. - 00:13–00:14 The On logo appears.

# Ad summary This image ad for On promotes athletic wear for peak performance. The ad features two runners wearing On apparel, with a focus on a man in a navy blue shirt and black shorts. The headline emphasizes the products as favorites for peak performance. # Brand positioning On is presented as a brand focused on high performance athletic wear. The brand aims to occupy the space of providing gear that enables athletes to achieve their best, emphasizing functionality and performance. The brand aligns with a lifestyle of fitness and athletic achievement, pushing against the norm of purely aesthetic athletic wear by focusing on practical benefits. The brand positioning is functional, highlighting performance and quality. # Product The ad features athletic wear designed for high performance. The primary product is a navy blue short-sleeved athletic shirt worn by the male runner in the foreground. It features a subtle 'OC' logo on the upper left chest. The shirt appears to be made of a lightweight, breathable material. The man is also wearing black athletic shorts. Another runner is wearing a black tank top with the On logo on the upper left chest. The products are presented as essential for achieving peak performance, suggesting they enhance the wearer's athletic capabilities. The ad addresses the need for comfortable and functional athletic wear that supports high-intensity activities. # Visual style The ad has a high production quality with a focus on capturing motion and athleticism. The visual motif is action-oriented, showing the runners in the midst of their activity. The image treatment includes color grading that enhances the natural tones and creates a sense of energy. The typography is clean and legible, integrated seamlessly into the visual. The style is designed to be eye-catching and engaging, fitting well within a social media feed. # Hooks Headline: Your favorites for peak performance. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Athletic wear designed to help you achieve peak performance. # Benefits - Peak performance # Features - Athletic wear # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the message that their athletic wear is essential for achieving peak performance, as seen in the headline and visual focus on the apparel. # Storyline - The ad opens with a close-up of two runners in motion, highlighting their athletic apparel. This is intended to immediately capture the viewer's attention and set the scene for a high-performance athletic context, from the brand's perspective. - The text overlay, 'Your favorites for peak performance,' reinforces the message that the featured products are essential for achieving top athletic results. This is from the brand's perspective, directly addressing the viewer and positioning the apparel as a key component of their athletic success.

# Ad summary This ad showcases the Performance-T shirt from On, highlighting its design for unrestricted movement and comfort during runs. # Brand positioning On is presented as a premium athletic brand focused on performance apparel and footwear. The brand emphasizes innovation and high-quality materials to enhance athletic performance. The brand aims to occupy the space of a high-performance athletic brand that is both functional and stylish, appealing to athletes who demand the best in both form and function. The brand aligns with a lifestyle of fitness, dedication, and pushing personal limits. On positions itself against generic athletic wear by focusing on specialized design and technology. # Product The featured product is the Performance-T, a running shirt designed for optimal comfort and performance. It is presented as a top that allows unrestricted movement, making it ideal for running and other high-intensity activities. The shirt is shown in black and appears to be made from a lightweight, breathable material. The ad highlights the shirt's ability to keep athletes comfortable and focused on their performance, eliminating distractions caused by uncomfortable clothing. The Performance-T is designed for athletes who want to push their limits without being held back by their gear. # Visual style The ad features a dynamic, action-oriented visual style with a focus on the runner in motion. The production quality is high, with professional photography and clear lighting. The image treatment includes subtle color grading to enhance the natural tones and create a sense of energy. The typography is clean and modern, integrated seamlessly into the image. The overall style is designed to be visually engaging and convey a sense of performance and athleticism. # Hooks Headline: Your new don't-stop top. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Performance-T: Your new don't-stop top. # Benefits - don't-stop top # Features - Performance-T # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting the product and its benefits through the text overlay and visual presentation of the runner in action. - Customer: The runner's perspective is implied through the dynamic shot, suggesting the feeling of unrestricted movement and performance. # Storyline - The ad opens with a dynamic shot of a runner in motion, showcasing the Performance-T shirt. This is intended to immediately capture the viewer's attention and convey the shirt's suitability for active use. The brand is telling the story from the perspective of an active user. - The text overlay introduces the Performance-T as "Your new don't-stop top," emphasizing its ability to support continuous movement and performance. This reinforces the product's key benefit and positions it as an essential item for athletes. The brand is telling the story from the perspective of a product benefit.

# Ad summary This ad showcases the features of the Cloudrunner 3 running shoes. The visuals focus on the technical design elements and how they translate into performance benefits. # Brand positioning On Running (stylized as "On") positions itself as an innovative athletic footwear and apparel brand. The brand is focused on delivering high-performance running gear through advanced technologies and unique design aesthetics, as shown by the focus on the distinct sole of the shoe. On's commitment to performance and innovation appeals to athletes seeking an edge, while its sleek design and aesthetic cater to those who value style and design. The brand seems to push against traditional athletic wear, instead emphasizing a unique design. # Product The Cloudrunner 3 is a running shoe designed for stability and comfort. The ad highlights several key features, including a heel clip that locks the foot in place, providing added stability for runners. The overall construction of the shoe is geared towards ensuring a secure and stable running experience, allowing runners to focus on their performance. # Visual style The ad has a polished, commercial feel with clean shots and bright lighting. The editing style includes quick cuts to keep the pacing upbeat, timed to the music. The visuals are crisp and modern, emphasizing the product's design and performance. # Hooks Spoken: 00:01-00:01: The Cloudrunner / 00:01-00:03: The Cloudrunner 3 heel Text overlay: 00:01–00:01: The Cloudrunner / 00:01–00:03: The Cloudrunner 3 / 00:02–00:03: Heel / 00:02–00:03: Heel clip locks the foot. Visual: 00:00–00:01: A runner's legs and feet are shown in motion as they run on a paved road with a gray concrete wall in the background. The runner wears black shorts, a navy blue compression sock, and a light green running shoe. The camera is low, focusing on the feet and shoes. The brand logo is placed in the center right of the frame. / 00:01–00:03: A close-up shot of the runner's feet from behind. The shoes are light green, and the socks are navy blue. The runner moves along a paved surface in bright sunlight, casting a shadow. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Stability to keep you running due to the heel clip locking the foot. # Benefits - Stability that keeps you running. # Features - Heel clip locks the foot. # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand voice is presented through visuals and text overlays detailing the product's features and benefits. # Storyline - 00:00–00:01 The ad begins by focusing on the lower body of a runner, specifically highlighting the shoes. This is intended to draw attention to the product from the very beginning, setting the stage for showcasing its features. - 00:01–00:03 The focus shifts to the heel of the shoe as the runner moves forward. This is to emphasize the shoe's design and structure. - 00:03–00:05 A shot of the full body running shows the shoe's performance. The overlay text highlights the shoe's stability.

# Ad summary This ad showcases two pairs of On Cloud 6 running shoes in different colors, highlighting their versatility for all-day wear. # Brand positioning On is presented as a brand that prioritizes both performance and style in its footwear. The brand aims to occupy a space in the consumer's mind as a provider of comfortable and versatile shoes suitable for all-day wear. The ad promotes a lifestyle of activity and movement, suggesting that On shoes are designed to keep up with the demands of a dynamic daily routine. The brand seems to ignore the trend of overly technical or athletic-focused running shoes, instead focusing on everyday comfort and style. # Product The ad features the On Cloud 6 running shoe, a versatile shoe designed for all-day wear. The shoe is presented in two different colorways: a light gray and a light blue. The Cloud 6 is designed with a unique sole featuring cloud-like cushioning elements for comfort and impact absorption. The shoe is for anyone who values comfort and style in their everyday footwear. The ad emphasizes the shoe's ability to provide comfort and support throughout the day, making it suitable for a variety of activities and lifestyles. The ad addresses the purchase barrier of uncomfortable or impractical footwear by highlighting the Cloud 6's comfort and versatility. # Visual style The ad has a clean and modern visual style with a focus on product presentation. The lighting is soft and diffused, creating a warm and inviting atmosphere. The composition is simple and balanced, with the shoes as the main focal point. The overall aesthetic is lifestyle-oriented, suggesting that the shoes are suitable for everyday wear. # Hooks Headline: The Cloud 6. All day. No doubt. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of uncomfortable footwear that is not suitable for all-day wear. The phrase "All day. No doubt." implies that the shoes are designed to provide comfort and support throughout the day, eliminating the discomfort associated with other types of footwear. # Value propositions - The Cloud 6 provides all day comfort. # Benefits - All day comfort # Features - CloudTec® cushioning # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad showcases the product and its features from the brand's perspective, highlighting its benefits and versatility. # Storyline - The ad opens with a shot of two pairs of On Cloud 6 shoes, one gray and one blue, positioned on a wooden surface. This is intended to showcase the product in an appealing and lifestyle-oriented setting, from the brand's perspective. - The text overlay "The Cloud 6. All day. No doubt." appears next to the shoes. This is intended to highlight the shoe's key features and benefits, from the brand's perspective.

# Ad summary This ad showcases On's innovative apparel technology through a series of visually striking scenes. Each scene highlights a different fabric technology (GuardTec™, DryTec™, ThermaTec™) and its corresponding benefit (waterproof, quick-drying, insulated). The ad emphasizes the brand's commitment to rigorous testing and high-performance gear. # Brand positioning On is presented as a high-performance athletic apparel brand focused on innovative fabric technologies. The brand emphasizes functional benefits like waterproofing, quick-drying, and insulation, positioning itself as a provider of gear that can withstand diverse weather conditions. The brand aligns with an active lifestyle, suggesting its products are designed for individuals who prioritize performance and durability. On pushes against the norm of basic athletic wear by highlighting its advanced technologies and rigorous testing, aiming to occupy a space in the consumer's mind as a provider of seriously tested, high-performance apparel. The brand positioning is primarily functional, focusing on the tangible benefits of its fabric technologies. # Product The ad features a range of On apparel, each designed with specific fabric technologies to enhance performance. GuardTec™ apparel is highlighted for its waterproof capabilities, ensuring wearers stay dry in wet conditions. DryTec™ apparel is showcased for its quick-drying properties, designed to keep wearers comfortable during intense activity. ThermaTec™ apparel is presented as seriously insulated, providing warmth in cold environments. Each product is designed to withstand extreme conditions, as demonstrated through the ad's visuals. The ad addresses the purchase barriers of discomfort and lack of protection from the elements by showcasing the functional benefits of each fabric technology. The products are presented as essential gear for individuals who demand high performance and reliability from their athletic apparel. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing the product's features in visually striking environments. The editing style consists of quick cuts between scenes, creating a dynamic and engaging viewing experience. The production quality is high-end, with attention to detail in lighting, textures, and composition. The pacing is relatively fast, with cuts occurring every 1-2 seconds, maintaining a consistent rhythm throughout the ad. The cuts are timed to coincide with changes in the music track, creating a cohesive audio-visual experience. # Hooks Text overlay: 00:00–00:03: On GuardTec™ / 00:00–00:03: Seriously waterproof. Visual: 00:00–00:01: A woman stands centered in a park with lush green trees and a black metal fence in the background. Sprinklers spray water on her. She wears a light gray jacket, black pants, and a bucket hat. The camera is stationary, capturing a wide shot of the scene. The lighting is bright, with sunlight filtering through the trees. The On logo is visible on the jacket. / 00:01–00:02: A close-up shot of water beading on a gray jacket. The On logo is visible in the upper right corner. The camera is stationary, focusing on the water's interaction with the fabric. The lighting is bright, highlighting the water droplets. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of discomfort and lack of protection from the elements during outdoor activities. "On GuardTec™ Seriously waterproof." # Value propositions - High-performance apparel for diverse weather conditions - Advanced fabric technologies for enhanced comfort and protection - Seriously tested gear for reliable performance # Benefits - Stay dry in wet conditions - Stay comfortable during intense activity - Stay warm in cold environments # Features - GuardTec™: Waterproof - DryTec™: Quick-drying - ThermaTec™: Insulated # 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 - 00:00–00:01 00:00–00:01: A woman stands in a park as sprinklers spray water on her jacket. The message is that the jacket is waterproof. - 00:01–00:02 00:01–00:02: A close-up shot of water beading on the jacket fabric reinforces the waterproof claim. The perspective is from the viewer, observing the water's interaction with the material. - 00:02–00:03 00:02–00:03: A man stands under a bridge as a train passes overhead, creating a dusty environment. He is wearing quick-drying apparel, implying its suitability for active conditions. - 00:03–00:04 00:03–00:04: A woman stands in a snowy environment, wearing insulated apparel. The setting suggests the apparel's ability to provide warmth in cold conditions. - 00:04–00:06 00:04–00:06: A close-up shot of the insulated jacket reinforces the insulation claim. The perspective is from the viewer, observing the jacket's material and design. - 00:06–00:07 00:06–00:07: Text on a black screen reads "Seriously tested," emphasizing the brand's commitment to quality and performance. - 00:07–00:09 00:07–00:09: The On logo appears on a black screen, followed by the brand's website, reinforcing brand recognition and directing viewers to learn more.

# Ad summary This ad showcases On's Cloudrunner 3 running shoe through a fast-paced, visually driven narrative that emphasizes its comfort and stability. The ad relies on dynamic shots of the shoe in motion and close-ups that highlight the shoe's design, accompanied by high-energy music. # Brand positioning On presents itself as a brand that prioritizes innovation and high performance in athletic footwear, specifically targeting runners and active individuals. The brand ethos seems to blend functionality and design, evidenced by the modern aesthetic of the Cloudrunner 3, which features a unique cloud-like sole design. On aims to create high-quality, technologically advanced running shoes that enhance performance, comfort, and overall running experience. This is reflected by the focus on fit and stability, functional attributes that are critical for runners. # Product The featured product is the Cloudrunner 3 running shoe by On, presented as a performance-focused athletic shoe designed for runners seeking comfort and stability. The ad highlights the shoe's key features, including its snug fit, comfortable upper, and stability to keep runners going. It is depicted in motion, with a close-up showcasing its unique cloud-like sole structure. The ad emphasizes that the Cloudrunner 3 enhances the running experience by ensuring a secure and stable stride. # Visual style The ad features a dynamic, fast-paced editing style with quick cuts and close-up shots that emphasize the product's design. The production quality is polished, resembling a professional commercial, which aligns with the brand's intention to present a high-quality, technologically advanced running shoe. There are no recurring visual motifs other than a consistent focus on the product. The pacing is fast, with a high cut per minute count. The cuts and visual actions are timed to the music beats, enhancing the ad's overall rhythm and engagement. # Hooks Text overlay: Cloudrunner 3 Visual: 00:00–00:01: Close-up of the Cloudrunner 3 shoe in motion. The runner is wearing black shorts and light purple socks. The background features a textured gray wall. / 00:01–00:02: A series of close-up shots of the Cloudrunner 3, highlighting the shoe's design. The background is black. / 00:02–00:03: The runner's feet and the Cloudrunner 3 shoes are shown from a low angle as they move along a paved surface. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Cloudrunner 3 provides a comfortable and stable running experience through its snug fit, comfortable upper, and overall stability. - The Cloudrunner 3 is a high-performance shoe designed to enhance running through its key features, ensuring a secure and stable stride for runners. # Benefits - High-performance - Enhanced running experience - Secure stride # Features - Snug fit - Comfortable upper - Stability # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad showcases the product from the perspective of a runner using the shoe, highlighting its key features and benefits. # Storyline - 00:00–00:01 The ad begins with a close-up shot of the Cloudrunner 3 in motion, emphasizing its design and functionality. - 00:01–00:02 The camera focuses on the shoe's unique sole and construction, highlighting its key features and stability. - 00:02–00:03 The shot transitions to a fast-paced sequence, showcasing the shoe's overall appearance and running capability. - 00:03–00:05 The sequence continues with diverse shots of the shoe in different environments, underlining its versatility and appeal.

# Ad summary This ad showcases the On brand's Studio Leggings with On SenseTec™ and highlights their design. # Brand positioning On is presented as a premium athletic wear brand, with the ad focusing on the technical aspects of its apparel. The brand emphasizes innovation and performance through the use of advanced fabric technology. It positions itself for active individuals who prioritize both functionality and style in their workout gear, suggesting a blend of high-performance design and contemporary aesthetics. The brand aims to appeal to consumers who are willing to invest in quality athletic wear that enhances their studio workouts. # Product The product being advertised is the Studio Leggings with On SenseTec™. These leggings are designed for studio workouts, indicating they are suitable for activities like yoga, Pilates, or barre. The leggings are made with On SenseTec™ fabric, which implies a focus on sensory technology to enhance comfort and performance. The leggings appear to be a dark blue, high-waisted design, featuring a subtle side pocket. The ad aims to persuade viewers that these leggings are a worthwhile investment for their studio workouts by highlighting the advanced fabric technology and functional design. # Visual style The ad has a clean and athletic visual style, with a focus on showcasing the product in motion. The shot is well-lit and uses natural outdoor elements as a backdrop. # Hooks Headline: Studio Leggings with On SenseTec™ # Funnel stage Awareness # Pain points None used. # Value propositions - Studio Leggings with On SenseTec™ combines the comfort and technology. # Benefits - None used. # Features - On SenseTec™ fabric # Call to action None used. # Social proof - None used. # Point of view - Brand: The overall ad is from the brand's perspective, showcasing their Studio Leggings with On SenseTec™ and highlighting their design and features. # Storyline - The ad opens with a dynamic shot of a woman wearing the Studio Leggings with On SenseTec™. This aims to immediately capture attention and showcase the product in motion from the brand's point of view. - The shot focuses on the leggings and the woman's pose, emphasizing the fit and flexibility of the athletic wear. This intends to highlight the garment's design and technical aspects as a product benefit from the brand's perspective.

# Ad summary This ad showcases the Club Collective 1/4 Zip jacket from the brand, featuring a model wearing the jacket on a city street. # Brand positioning The brand appears to be targeting a demographic interested in contemporary urban fashion, with a focus on minimalist design and muted color palettes. The brand positions itself as a lifestyle choice, aligning with the aesthetics of city life. The brand is following trends and creating simple yet eye-catching designs. # Product The advertised product is the Club Collective 1/4 Zip jacket. It is a dark navy colored jacket with a 1/4 zip closure and a mock neck. The jacket appears to be made from a smooth, synthetic material, and features a subtle logo on the chest. It is designed for both style and comfort. # Visual style The ad uses a clean and contemporary visual style. The production quality is high, suggesting a professional photoshoot. The color palette is muted with the subject wearing mauve and dark navy clothing. The composition is balanced, with the product clearly in focus. The setting enhances the product's appeal by placing it in an urban context. # Hooks Headline: Club Collective 1/4 Zip # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Not clearly signaled. # Benefits - Not clearly signaled. # Features - 1/4 Zip closure - Mock neck # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting the jacket as a stylish wardrobe staple. # Storyline - The ad opens by presenting the product in a lifestyle setting. This aims to show the audience how the jacket looks when worn in an everyday urban environment, from the brand's perspective.

# Ad summary This ad promotes the On LightSpray™ Tour event in Los Angeles. The ad features a white sneaker with a lime green sole on a white background. The event details, including the location and dates, are prominently displayed in the upper left. # Brand positioning On Running is presented as a performance-oriented athletic brand specializing in innovative footwear designed to enhance the running experience. It aligns with an active lifestyle and promotes pushing athletic boundaries. The brand is positioned as forward-thinking by way of its LightSpray™ Tour, a concept intended to associate the brand with artistic creativity. The brand offers high-performance running products, emphasizing technological innovation and a modern design aesthetic. # Product The product being advertised is a running shoe, featuring a white upper material with a distinctive black “On” logo on the side. The sole is lime green and appears to be constructed with a segmented design to provide cushioning and responsiveness. The shoe is for runners looking for performance footwear with a modern design. The ad highlights the brand's LightSpray™ Tour, suggesting innovation and a unique experience associated with the shoe. # Visual style The ad features a clean, minimalist aesthetic with a focus on the product. The visual style is modern and polished. The image has a studio-shot appearance. # Hooks Headline: On LightSpray™ Tour # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Running shoe # Call to action None used. # Social proof - None used. # Point of view - Brand: All aspects of the ad are presented from the brand's point of view, promoting an event and showcasing a product. # Storyline - The ad opens with the announcement of the 'On LightSpray™ Tour', setting the stage for an event, with the brand as the storyteller. - The narrative progresses by specifying that Los Angeles is the next location where 'the next chapter of running is sprayed', emphasizing the brand's involvement in creating and showcasing running-related experiences from the brand's perspective. - Finally, the ad provides the specific dates and address, giving essential information for those who are interested in attending the event, as told from an informational brand perspective.

# Ad summary This image ad showcases a dark-colored On running shoe and includes the text "Best Sellers, Los más vendidos del año." # Brand positioning On is positioned as a maker of high-performance athletic wear, as shown by their logo on the shoe and sock, and their choice of shoe in a gym setting. The dark color palette, combined with the weights in the background, gives the brand a serious, athletic feel, appealing to customers who value performance and style in their athletic wear. # Product This image features a dark running shoe from On. The shoe has a mesh upper, dark laces, and the brand's logo on the side. It also has a distinctive sole with hollow, rounded rectangular shapes, known as "clouds." The shoe is being worn with a pair of white athletic socks that feature the On logo in black lettering. The image highlights the shoe’s design and suggests it is a top-selling item. # Visual style The ad utilizes a minimalist visual style with a focus on the product. The color palette is predominantly dark, with the shoe and background weights in shades of black and dark green, creating a sleek and athletic aesthetic. The product is showcased in a close-up shot, highlighting its features and design details. The lighting is soft, emphasizing the textures and contours of the shoe. The overall production quality appears to be professional, with attention to detail in the product presentation. # Hooks Headline: Best Sellers, Los más vendidos del año. # Funnel stage Consideration # Pain points None used. # Value propositions - The text "Best Sellers, Los más vendidos del año." connects to the high-performance features of the product to communicate the value that it is a popular choice among customers. # Call to action None used. # Social proof - The text "Best Sellers, Los más vendidos del año" builds trust by showing that the product is a top seller. # Point of view - Brand: Throughout the image, the brand showcases its product and highlights its popularity. # Storyline - The ad starts with a close-up shot of an On running shoe being worn with an On-branded sock. This focuses the viewer's attention on the design and style of the featured product. The point of view is from the brand. - The product is placed on top of a stack of weights, suggesting an active and athletic lifestyle. The product is being showcased in a lifestyle context. This point of view is from the brand. - Finally, text appears to highlight the product's popularity. This is intended to build trust and credibility. This point of view is from the brand.

# Ad summary This ad for On promotes their training apparel and shoes. The ad features athletes training in various sports, from weightlifting to skiing, and highlights the brand's commitment to helping athletes achieve their goals, from small wins to big victories. # Brand positioning On is presented as a high-performance athletic brand that caters to dedicated athletes striving for excellence in various sports. The brand aligns with values of perseverance, dedication, and the pursuit of both small and significant achievements. On positions itself as a brand that supports athletes through every stage of their training and competition, emphasizing the journey from initial effort to ultimate victory. The brand positioning is functional, focusing on performance and enabling athletes to push their limits. # Product The ad showcases On's range of athletic apparel and shoes designed to support athletes in various training activities. The products are presented as essential gear for achieving both small wins and big victories. The ad features On running shoes, highlighting their design and functionality during intense workouts. The apparel is shown being worn during weightlifting, running, and skiing, emphasizing its versatility and suitability for different sports. The ad conveys that On products are worth trying or buying because they are designed to enhance athletic performance and support athletes in their pursuit of excellence. # Visual style The ad has a polished, high-end commercial aesthetic with quick cuts and dynamic shots that create a sense of energy and intensity. The production quality is high, with clear lighting and sharp focus. The editing rhythm is fast-paced, with cuts timed to the music beats, enhancing the overall impact of the ad. # Hooks Spoken: 00:06–00:08: From small wins Text overlay: 00:06–00:08: From small wins Visual: 00:06–00:07: Close-up of a person's hands performing push-ups on a padded surface. The background is blurred. / 00:07–00:08: A person in a white long-sleeved shirt is shown from a low angle as they perform push-ups. Resistance bands are visible in the background. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of athletes needing reliable and high-performance gear to support their rigorous training and help them achieve their goals. The visual of athletes pushing their limits in various sports signals the challenges they face. # Value propositions - On products support athletes through every stage of their training and competition. - On products are designed to enhance athletic performance and support athletes in their pursuit of excellence. # Benefits - Support for athletes in various training activities - Enhancement of athletic performance - Support in pursuit of excellence # Features - Athletic apparel - Running shoes # 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 its products and values through a montage of athletes in training. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a series of quick cuts showing athletes engaged in intense training activities such as weightlifting and using a leg press. This establishes the theme of rigorous preparation and physical exertion. - 00:02–00:06 00:02–00:06: The montage continues with shots of athletes performing various exercises, including deadlifts, sprints, and carrying heavy bags. This emphasizes the diverse range of training activities that the brand supports. - 00:06–00:11 00:06–00:11: The ad transitions to showcasing athletes achieving significant milestones, such as a skier performing a jump. This highlights the brand's association with success and accomplishment. - 00:11–00:14 00:11–00:14: The ad concludes with a shot of an athlete lying down, catching their breath, followed by the On logo and website address. This reinforces the idea that On supports athletes through both the challenges and triumphs of their training journey.

# Ad summary The ad showcases the Cloudrunner 3 shoes by On, highlighting their comfort and stability for running. Close-up shots of the shoes in action are paired with text overlays that emphasize key features. # Brand positioning On is presented as an innovative athletic brand focused on creating high-performance running shoes. The brand is positioned as a provider of advanced technology for runners. The brand promotes values of comfort, stability, and continuous running. They emphasize functional design that enhances the running experience, focusing on the tangible benefits of their shoe technology rather than emotional appeals or lifestyle associations. # Product The Cloudrunner 3 is a running shoe designed for comfort and stability. The ad explicitly highlights features such as a snug upper that locks in comfort and the overall stability of the shoe. These are presented as key selling points, suggesting the shoe is worth buying for its enhanced comfort and ability to keep you running. The shoe is shown in motion on pavement to demonstrate the product. # Visual style The ad has a polished, commercial aesthetic with a focus on product close-ups. Editing includes smooth transitions. The pacing is consistent with the music, creating a synchronized audio-visual experience. # Hooks Text overlay: 00:01–00:05 The Cloudrunner 3 / 00:01–00:03 Snug upper locks in comfort. Visual: 00:00–00:01: Close-up shot of a person running. The focus is on their legs and feet, highlighting the Cloudrunner 3 shoes in a light beige color with blue socks. The background is a gray stone wall. # Funnel stage Consideration # Pain points None used. # Value propositions - Snug upper locks in comfort. - Stability that keeps you running. # Benefits - Locks in comfort - Keeps you running # Features - Snug upper - Stability # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the product and its features. # Storyline - 00:00–00:01 The ad opens with a close-up of the Cloudrunner 3 shoes in motion during a run. - 00:01–00:05 Text overlay appears to introduce the product and its features.