How Proton Advertises on Meta

# Ad summary This ad promotes Proton VPN, a virtual private network (VPN) service. The ad features a man talking about how frustrating it is when your favorite show is not available in your country. Proton VPN can solve that problem. It is an easy-to-use service; download, register, and select a country to start streaming shows. # Brand positioning Proton VPN is presented as a solution to geo-restricted content, allowing users to access streaming services and content that may be unavailable in their current location. The brand aligns with the values of freedom, accessibility, and convenience, as it aims to provide a simple way to bypass content restrictions and enjoy favorite series from anywhere. The brand pushes against the norms of content limitations by offering an easy solution to circumvent them. Positioned functionally, Proton VPN emphasizes simplicity and performance, making it accessible to users who want to stream content without technical barriers. # Product Proton VPN is a service that allows users to bypass geographical restrictions and access streaming content that is not available in their region. The product works by enabling users to connect to servers in different countries, thereby unlocking content that would otherwise be blocked. Key features include the ability to access streaming content from anywhere, simple app operation (open app, select country), and support for up to 10 devices simultaneously (from SmartTV to smartphone). The product boasts encrypted and secure connections through over 15,000 servers in over 120 countries, addressing concerns about security and privacy while streaming. Proton VPN is for anyone who wants to watch their favorite streaming shows, no matter where they are. # Visual style The ad features a casual and direct aesthetic, blending a UGC feel with polished commercial elements. The editing style employs quick cuts to maintain a brisk pace, averaging approximately 20 CPM. The cuts are timed to align with the speaker's voiceover, creating a rhythmic audio-visual sync. The ad primarily uses static shots with occasional zooms to highlight key moments or product features. # Hooks Spoken: 00:00–00:02 Wie Friends ist hier nicht verfügbar? Text overlay: 00:00–00:01 Wie / 00:00–00:02 Friends / 00:01–00:02 ist hier nicht verfügbar? Visual: 00:00–00:02 A medium shot of a man with fair skin, a beard, and a maroon flannel shirt, sitting in a dark chair against a blue wall with horizontal stripes. He holds a remote control and looks directly at the camera with a questioning expression. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the frustration of not being able to access streaming content because it is not available in your region. The presenter states, "willst deine Lieblingsserie anschauen und dann ist in deinem Land nicht zur Verfügung!" # Value propositions - Access your favorite streaming content from anywhere in the world with encrypted and secure connections # Benefits - Bypass geographical restrictions - Access streaming content from anywhere - Access streaming content that is not available in your region # Features - Connect to servers in different countries - Easy to use - Support for up to 10 devices simultaneously - Encrypted and secure connections - Over 15,000 servers - Over 120 countries # Call to action Also probier doch einfach mal Proton VPN aus. App runterladen, registrieren, Land auswählen und los streamen. # Social proof - None used. # Point of view - Brand 100% – All content is delivered by the presenter, speaking directly to the camera and promoting the brand and its features. # Storyline - 00:00–00:09 00:00–00:09 The presenter addresses the viewer, pointing out the frustration of not having access to content in your current location. - 00:09–00:12 00:09–00:12 The presenter provides the solution to that problem. - 00:12–00:20 00:12–00:20 The presenter introduces Proton VPN as the solution to geo-restricted content viewing. - 00:20–00:23 00:20–00:23 The presenter highlights that ProtonVPN will give you access to streaming subscriptions that may actually be blocked in your region. - 00:23–00:30 00:23–00:30 The presenter highlights the product has servers in over 120 countries. - 00:30–00:35 00:30–00:35 The presenter emphasizes that you only need one account for up to ten devices, like SmartTVs. - 00:35–00:44 00:35–00:44 The presenter urges viewers to try Proton VPN by downloading the app, registering, and selecting a country to start streaming.

# Ad summary This ad promotes ProtonVPN, suggesting that it can give users access to TV shows from around the world. It features a person dressed as a doctor discussing how ProtonVPN can allow him to watch his favorite TV shows on streaming services no matter where he is. # Brand positioning This ad presents ProtonVPN as a solution to access geo-restricted content on streaming services. It positions the brand as reliable, with over 15,000 servers in around 120 countries, ensuring users can stream their favorite TV shows from anywhere. The brand is also presented as being technologically advanced and easy to use. # Product ProtonVPN is presented as a VPN service that allows users to access geographically restricted content. The service boasts over 15,000 servers in around 120 countries, allowing users to stream their favorite TV shows no matter where they are. The ad addresses the pain point of being unable to access specific content due to location and offers ProtonVPN as the solution to bypass these restrictions. The ad highlights its broad server network, making it easier to access content from around the world, whether users are at home or traveling. # Visual style The ad has a hybrid visual style, blending a UGC feel with polished commercial elements. The hospital setting and somewhat rough filming provide an authentic touch, while the graphic animations and screen overlays add a professional sheen. Quick cuts and transitions keep the pacing fast, aligning with social media video trends. The consistent bright lighting helps maintain clarity despite the varied visuals. The cuts are timed to sync with speech and action. # Hooks Spoken: 00:00–00:01 Mann, verdammt noch mal, warum geht das denn nicht? Text overlay: 00:00–00:01 NOCH MAL Visual: 00:00–00:02 The setting is a brightly lit hospital hallway. The foreground features a person with blond hair and a white doctor's coat over a blue scrub top. They hold a tablet and look frustrated, gesturing with their hands. Behind them, there are signs indicating rooms and directions, typical of a hospital environment, including a clock and medical equipment along the walls. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point in the ad is the inability to access preferred content on streaming services due to geographic restrictions. This is signaled when the character exclaims, "Prime, Netflix, Disney, nichts geht über den Server" (Prime, Netflix, Disney, nothing beats the server), indicating frustration over service unavailability. # Value propositions - Bypass geographic restrictions to watch your favorite shows while traveling. - With over 15,000 servers in 120 countries, ProtonVPN gives reliable access to global content. # Benefits - Access TV shows from all over the world - Stream from anywhere - Watch your Lieblingsserien (favorite series) # Features - Over 15,000 servers - Around 120 countries - Access to geographically restricted content # Call to action Geh einfach auf protonvpn.com, da findest du alle weiteren Informationen (Go to protonvpn.com, there you will find more information) # Point of view - Customer 100% – The entire ad is presented from the perspective of a person dressed as a doctor, acting as a customer. - Brand 0% – None used. - Expert 0% – None used. - External source 0% – None used. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a person dressed as a doctor, looking frustrated and tapping on a tablet. They complain about not having enough time, setting a tone of being overwhelmed and highlighting the challenge of managing time for entertainment. - 00:02–00:06 00:02–00:06 The person is then approached by a colleague who asks, "Was ist denn?" (What is it?). The doctor explains that Prime, Netflix, and Disney content is not working, emphasizing a dependence on streaming services for entertainment. - 00:06–00:08 00:06–00:08 The doctor emphasizes that "nichts geht über den server" (nothing beats the server). The first doctor introduces the solution to the other doctor, advising him to use ProtonVPN. - 00:08–00:13 00:08–00:13 The colleague is surprised and asks, "Moment mal, was?" (Wait, what?). The first doctor then introduces ProtonVPN as a way to access geographically restricted content. - 00:13–00:18 00:13–00:18 The person explains that with ProtonVPN, the other doctor can access TV shows from all over the world, whether at home or traveling, emphasizing the product’s versatility and global reach. - 00:18–00:22 00:18–00:22 The person adds that ProtonVPN has over 15,000 servers in about 120 countries, reinforcing its robust infrastructure and reliability. - 00:23–00:25 00:23–00:25 The colleague realizes the benefit, stating that they can now watch their favorite shows, demonstrating the product’s appeal for uninterrupted entertainment. - 00:25–00:29 00:25–00:29 The person concludes by directing viewers to protonvpn.com for more information, providing a clear call to action and facilitating the next step for interested customers.

# Ad summary This ad highlights the importance of email privacy with the use of ProtonMail. The ad features an image of a young woman holding a laptop, with a message emphasizing that only the user should read their emails. # Brand positioning ProtonMail is presented as a privacy-focused email service that prioritizes user security and data protection. The brand positions itself as a champion of digital privacy, suggesting that users should have complete control over who can access their emails. This positioning aims to appeal to individuals who are concerned about surveillance and data breaches and who value confidentiality in their online communications. ProtonMail pushes against the norm of mainstream email providers that often scan emails for advertising purposes, offering a more secure alternative for those who want to keep their personal information private. # Product ProtonMail is an email service that emphasizes privacy and security. The ad suggests that it is designed for individuals who want to ensure that only they can read their emails. The service offers end-to-end encryption, which means that emails are encrypted on the sender's device and can only be decrypted by the recipient, preventing third parties from intercepting and reading the contents. ProtonMail addresses the purchase barrier of privacy concerns by providing a secure platform for email communication, assuring users that their personal information and messages remain confidential. # Visual style The ad has a casual, lifestyle-focused visual style, with natural lighting. The color grading is muted, giving the image a soft, relaxed feel. The typography is clean and modern, overlaid to stand out against the background. The overall style aims to blend into a social media feed while still communicating a clear message. # Hooks Headline: ONLY YOU SHOULD READ YOUR EMAILS. # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the user's concern about who else might be reading their emails. "ONLY YOU SHOULD READ YOUR EMAILS." directly addresses this frustration and signals the user's loss of control over their private communication. # Value propositions - "ONLY YOU SHOULD READ YOUR EMAILS." # Benefits - Privacy - Security # Features - Email service # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is from the perspective of ProtonMail, emphasizing its focus on email security and user privacy, positioning itself as the solution to privacy concerns. # Storyline - The ad presents the message "ONLY YOU SHOULD READ YOUR EMAILS," emphasizing the importance of privacy and security in email communication. This is conveyed from the brand's perspective, highlighting the core value proposition of ProtonMail and immediately addressing the user's concern about who has access to their emails. - The brand, ProtonMail, is then introduced with its logo and tagline "BORN PRIVATE," reinforcing its commitment to privacy. This further drives home the message that ProtonMail is designed to protect users' personal information. - The ad subtly demonstrates a moment of use of the product showing a person typing on a laptop which conveys a sense of privacy.

# Ad summary This ad promotes Proton Mail by highlighting the clutter of an inbox and asserting that users deserve a clutter-free inbox. # Brand positioning The Proton Mail brand is presented as a privacy-focused email service that protects users from ads, spam, and tracking. It emphasizes a clutter-free inbox experience. The brand aims to occupy a space in the consumer's mind as a provider of secure and private email communications, differentiating itself from competitors who may not prioritize these features. It aligns with the values of privacy, security, and user empowerment, potentially pushing against the norm of data collection and targeted advertising. # Product Proton Mail is advertised as a secure and private email service that offers a clutter-free inbox. It emphasizes the absence of ads, spam, and tracking, offering users a streamlined and secure email experience. The product is designed for individuals who value their privacy and seek to avoid intrusive advertising and data collection. Proton Mail stands out through its core unique selling points: no ads, no spam, and no tracking. The advertisement addresses the purchase barriers related to privacy concerns, suggesting that Proton Mail offers a solution for those wary of data exploitation. # Visual style The ad has a modern, clean aesthetic with a mix of real-life visuals and graphic text overlays. The editing style includes quick cuts and static shots. The production quality appears polished, leaning towards a commercial feel. The pacing is steady, maintaining a consistent rhythm. Text and product actions are timed to the music. # Hooks Text overlay: 00:00–00:04: YOU DESERVE A / 00:00–00:04: CLUTTER-FREE / 00:00–00:04: INBOX. Visual: 00:00–00:02: A close-up shot shows a hand scrolling through an iPhone inbox filled with thousands of unread emails. The screen displays numerous notifications, promotional emails, and other messages. The background is dark, focusing attention on the screen. The lighting is bright on the screen, highlighting the overwhelming number of emails. The camera is steady, mimicking the action of scrolling. / 00:02–00:04: The screen transitions to a dark blue and purple background with the text overlay "YOU DESERVE A CLUTTER-FREE INBOX." The text is bold and white, with "CLUTTER-FREE" highlighted in a bright blue rectangle. The camera is static, focusing on the message. # Funnel stage Top of funnel (Awareness) # Pain points The primary pain point is the overwhelming clutter and intrusive nature of modern email inboxes, which are filled with ads, spam, and tracking emails. As shown by the iPhone inbox in the first shot. # Value propositions - A clutter-free inbox offers a more streamlined and efficient email experience, free from distractions and privacy concerns. - Privacy and security: the service is "BORN PRIVATE". # Benefits - Clutter-free inbox - Privacy - Security # Features - No ads - No spam - No tracking # Call to action None used. # Social proof - None used. # Point of view - Customer 35% – The ad begins with a first-person view of someone scrolling through a cluttered inbox, creating a sense of shared frustration. - Brand 65% – The ad is direct about the product's features and benefits, asserting the brand's message of privacy and security. # Storyline - 00:00–00:02 The ad begins with a visual of an iPhone inbox cluttered with thousands of unread emails. - 00:00–00:02 This illustrates the problem of overwhelming email inboxes. - 00:00–00:02 The perspective is from someone scrolling through their inbox, highlighting the frustration of dealing with clutter. - 00:02–00:04 This is followed by text stating, "YOU DESERVE A CLUTTER-FREE INBOX," - 00:02–00:04 It provides a direct solution to the problem presented. - 00:02–00:04 The perspective shifts to a more direct message about user needs. - 00:04–00:08 A woman is shown on her phone with overlaid text: "NO ADS. NO SPAM. NO TRACKING." - 00:04–00:08 These are the product's key features and benefits. - 00:04–00:08 The perspective is a combination of a user's experience and a brand's assertion of its value. - 00:04–00:08 The ad concludes with the Proton Mail logo and the tagline "BORN PRIVATE." - 00:04–00:08 This reinforces the brand's core message of privacy. - 00:04–00:08 The perspective is entirely from the brand, emphasizing its mission and positioning.

# Ad summary This ad for Proton Mail features a male model sitting on a couch looking at his phone, questioning if the email he has received is legitimate. The ad shows how Proton Mail protects you from scams. # Brand positioning Proton Mail aims to occupy the space in the consumer's mind as a secure and private email provider, emphasizing data protection and control over personal information. The brand aligns with values of privacy, security, and user empowerment. In a market where many email services prioritize convenience and data collection, Proton Mail pushes against those norms by focusing on encryption and anonymity. The brand positioning is both functional, offering security features, and emotional, providing peace of mind and control over personal data. The ad positions Proton Mail as 'Born private' emphasizing its core value proposition. # Product Proton Mail is an email service that prioritizes user privacy and security. It is for anyone who wants to protect their personal information from scams. The ad highlights that Proton Mail provides a safer inbox. Proton Mail uses end-to-end encryption to ensure that emails are only accessible to the sender and recipient. It addresses the purchase barrier of email security concerns by providing a solution that protects users from phishing attempts and scams. # Visual style The ad has a polished commercial aesthetic with a focus on clear visuals and simple graphics. The editing style is static shots with smooth transitions. The production quality is high-end. The pacing is slow and consistent throughout the ad. # Hooks Spoken: 00:00–00:01 Is that a legit email...? Text overlay: 00:00–00:01 “Is that a legit email...?” Visual: 00:00–00:01 A medium shot shows a person sitting on a grey couch in a room with purple walls, looking down at a phone with a light-green case. The person has dark curly hair, a beard, and is wearing a light-blue button-down shirt over a white t-shirt. A framed picture hangs on the wall behind the couch. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the uncertainty and worry associated with potentially fraudulent or phishing emails, which can lead to scams and security breaches. The ad directly addresses this by asking, “Is that a legit email...?” # Value propositions - Safer inbox to protect yourself from scams. # Benefits - Protects yourself from scams # Features - A safer inbox # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is from the perspective of a customer using the product and highlighting its benefits. # Storyline - 00:00–00:01 A person is sitting on a couch looking at their phone and questioning if the email they received is a legit email. - 00:02–00:07 The ad shows how Proton Mail blocks phishing attempts and that the inbox is safe. This is meant to be reassuring to the audience because they are viewing from the perspective of someone concerned about email security.

# Ad summary The ad shows a mother placing her newborn baby into a crib, suggesting that tech companies track us from the moment we are born, and that Proton Mail provides email privacy to avoid this intrusion. # Brand positioning Proton Mail is presented as a privacy-focused email service that protects users from being tracked by tech companies. The brand positions itself as a defender of privacy from birth, suggesting a commitment to user security and control over personal data. The ad implies that Proton Mail stands against the norm of data tracking by tech giants, appealing to consumers who value data protection and privacy. # Product Proton Mail is advertised as a private email service designed to keep tech companies from tracking users, starting from birth. The ad suggests that Proton Mail offers a solution to prevent the intrusion of tech companies into personal lives through email tracking. Its primary USP is privacy and security, positioning it as a secure alternative to standard email services. The ad appeals to users concerned about data privacy and the potential misuse of personal information by tech companies. # Visual style The ad has a dimly lit, intimate aesthetic, resembling a home video. The editing style is minimal, with static shots and smooth transitions. The production quality appears polished but with a slightly muted color palette to emphasize the serious tone. The pacing is slow, with the cuts timed to the soft, comforting lullaby. # Hooks Spoken: 00:00–00:04: [humming] Text overlay: 00:04–00:06 Tech companies track us from the moment we're born. Visual: 00:00–00:04: A dimly lit room with a cream-colored crib in the foreground. A woman with her hair in a messy bun, wearing a white robe and a floral pajama set, gently places a newborn baby (wrapped in a light blue swaddle) in the crib. The camera is stationary, showing a close-up of the woman and the baby. Lighting is soft and warm, creating a comforting mood. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration highlighted in the ad is the pervasive tracking by tech companies from the moment we are born. The ad visually presents this frustration by showing dark figures surrounding the baby's crib, symbolizing the intrusive nature of data tracking: "Tech companies track us from the moment we're born." # Value propositions - Protects users from the moment they are born # Benefits - Keeps tech companies from tracking users - Data protection # Features - Private email service - Born Private # Call to action None used. # Social proof - None used # Point of view - Brand 100% – The ad uses the brand's voice to highlight the issue of data tracking and present Proton Mail as the solution. # Storyline - 00:00–00:04 A woman gently places her newborn baby in a crib while humming a lullaby. - 00:04–00:06 Text appears on the screen, stating that tech companies track us from the moment we’re born. - 00:06–00:08 The camera zooms out to show a group of dark figures surrounding the baby's crib with their hands reaching toward the baby, symbolizing intrusion. - 00:08–00:12 Text appears stating that a private email keeps them out, suggesting Proton Mail as the solution to prevent this data tracking. - 00:12–00:14 The screen displays the Proton Mail logo with the tagline 'Born Private,' reinforcing the brand's commitment to privacy.

# Ad summary This ad promotes Proton Drive, a privacy-focused cloud storage software. The ad features a digital artist who shares her experience of losing 99% of her drawings due to not backing them up when switching iPads. She now uses Proton Drive to back up her art because it does not do any data mining, ensuring her files and photos remain private. # Brand positioning Proton Drive is presented as a privacy-focused cloud storage solution, emphasizing the importance of data security and control for its users. The brand positions itself as an alternative to mainstream cloud storage services that may engage in data mining or use user data for AI training. By highlighting its commitment to privacy and data protection, Proton Drive aims to appeal to individuals and artists who prioritize confidentiality and want to ensure their files and photos remain private and secure. # Product Proton Drive is a cloud storage software that prioritizes privacy and data security. It allows users to back up their files and photos without the risk of data mining or AI training. The software offers a secure way to store and manage digital assets, ensuring that user data remains private and protected from misuse. Proton Drive is designed for individuals and artists who value confidentiality and want to maintain control over their personal information. It provides a reliable and trustworthy solution for backing up and accessing files, with the assurance that their data will not be used for any unauthorized purposes. # Visual style The ad has a hybrid visual style, combining UGC elements with animated graphics and text overlays. The editing style includes quick cuts and transitions to maintain a fast pace. The production quality is a mix of casual, selfie-style shots and polished animations, creating a balance between authenticity and professionalism. The visual motifs include the use of bright colors, simple animations, and clear text overlays to convey the message effectively. # Hooks Spoken: 00:00–00:05: I lost 99% of my drawings because I did not back up my drawings when switching iPads. Text overlay: 00:00–00:00: I LOST / 00:01–00:01: 99 / 00:01–00:02: gone :( / 00:02–00:02: of my drawings / 00:02–00:03: BACK UP / 00:03–00:05: when switching / 00:05–00:05: iPads Visual: 00:00–00:02: A close-up shot of an iPad lying on a white bedsheet. The screen displays the Procreate app interface with several drawing thumbnails. A hand swipes across the screen, revealing the text "gone :(" at the bottom. / 00:02–00:05: An animated graphic shows two blue folder icons labeled "drawings" and "BACKUP" on a light pink background. A cursor drags the "drawings" folder into the "BACKUP" folder. # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the frustration and potential loss of valuable digital assets due to not backing up files when switching devices. "I lost 99% of my drawings because I did not back up my drawings when switching iPads." # Value propositions - Proton Drive offers a privacy-focused cloud storage solution, ensuring that your files and photos remain private and protected from misuse. - With Proton Drive, your data is not used for AI training, giving you peace of mind and control over your personal information. - Proton Drive is artist-approved, providing a reliable and trustworthy solution for backing up and accessing your digital assets. # Benefits - Secure files and photos - Data protection - Privacy # Features - Privacy-focused cloud storage - Does not do any data mining - Data is NOT used to train AI - Artist approved # Call to action Take back control # Social proof - "artist approved" – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is told from the perspective of a digital artist who is a customer of Proton Drive, sharing her personal experience and highlighting the benefits of the software. # Storyline - 00:00–00:05 The ad begins with the creator sharing her experience of losing 99% of her drawings due to not backing them up when switching iPads, highlighting the importance of data backup. - 00:05–00:12 The creator emphasizes that the most important but easily overlooked task for every digital artist is to back up their files, underscoring the need for data protection. - 00:12–00:25 The creator introduces Proton Drive as the solution she now uses to back up her art, emphasizing its privacy-focused approach and the fact that it does not engage in data mining. - 00:25–00:27 The creator highlights that Proton Drive ensures files and photos remain private, data is not used to train AI, and it is artist-approved, reinforcing the brand's commitment to privacy and data security. - 00:27–00:32 The ad concludes with a call to action to take back control and secure files from misuse, reinforcing the message of data protection and privacy.

# Ad summary This ad promotes Proton Drive, a service that encrypts files before they leave a user's device, ensuring that no one, not even Proton, can access them. The ad features a woman explaining the privacy concerns associated with uploading data to the cloud, where big tech companies can scan and use it for various purposes, including training AI, ascertaining daily habits, surveillance, and advertising. She highlights that many people are uncomfortable sharing personal details just to save or back up files. Proton Drive offers a solution by encrypting files before they leave the device, giving users control and security over their data. # Brand positioning Proton Drive is presented as a privacy-focused alternative to mainstream cloud storage services. The brand positions itself as a champion of user data security, emphasizing that it cannot access user files due to encryption that occurs before data leaves the user's device. This approach directly counters the norm of big tech companies scanning and using user data, appealing to consumers who value privacy and control over their personal information. The brand's positioning is functional, focusing on the performance and security aspects of its service, while also tapping into the emotional desire for peace of mind and control over one's digital footprint. # Product Proton Drive is a cloud storage service that prioritizes user privacy and data security. It works by encrypting files on the user's device before they are uploaded to the cloud, ensuring that no one, including Proton itself, can access the contents. This end-to-end encryption is the product's key USP, addressing the concern that big tech companies scan and use data uploaded to the cloud for purposes like training AI, surveillance, and advertising. Proton Drive is for individuals who are concerned about their privacy and want to maintain control over their personal data. The ad addresses the purchase barrier of users being uncomfortable sharing personal details just to save or back up files, positioning Proton Drive as a solution that allows users to secure their files from misuse. # Visual style The ad has a hybrid aesthetic, blending a UGC feel with polished commercial elements. The editing style includes quick cuts between the woman speaking and relevant visuals, maintaining a consistent pace. The production quality is relatively high, with clear audio and well-lit shots. The visual motifs include the use of text overlays to emphasize key points and the Proton Drive logo to reinforce brand identity. The pacing is moderate, with cuts timed to the rhythm of the voiceover. # Hooks Spoken: 00:00–00:03 If you really care about your privacy and your data, Text overlay: 00:00–00:01 really care / 00:01–00:02 about your privacy / 00:02–00:03 and your data, Visual: 00:00–00:03 A medium close-up shot of a woman with fair skin, dark hair, and glasses, wearing a black top and choker necklace. She is sitting in a gaming chair in front of a dimly lit room with candles and decorative items in the background. The camera is stationary, and she is speaking directly to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the lack of privacy and control over personal data when using traditional cloud storage services. "Big tech companies can scan your data and use it for all sorts of things that you may not be aware of." # Value propositions - Take back control - Secure your files from misuse # Benefits - Nobody can access any files that you upload, not even Proton # Features - Encrypts files before they leave your device # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a woman who is concerned about data privacy and is presenting Proton Drive as a solution. # Storyline - 00:00–00:12 00:00–00:12 The ad begins with a woman addressing the audience directly, stating that if they care about their privacy and data, they should be aware that when they upload to the cloud, big tech companies can scan their data and use it for various purposes. This sets the stage by highlighting the privacy concerns associated with cloud storage. - 00:12–00:22 00:12–00:22 The woman continues, explaining that big tech companies can use uploaded data to train AI, ascertain daily habits, and for surveillance and advertising. This expands on the potential uses of scanned data, emphasizing the extent of the privacy issue. - 00:22–00:32 00:22–00:32 The woman states that this isn't optimal for a lot of people, as they don't necessarily want to share everything about themselves or lots of personal details just to save or back some files up. This acknowledges the user's perspective and desire for privacy. - 00:32–00:40 00:32–00:40 The woman introduces Proton Drive as a solution, highlighting that nobody can access any files that the user uploads, not even Proton, because it's encrypted before it even leaves the user's device. This presents Proton Drive as a secure alternative to traditional cloud storage. - 00:40–00:46 00:40–00:46 The ad concludes with text overlays promoting Proton Drive, emphasizing the ability to take back control and secure files from misuse. This reinforces the value proposition of the product.

# Ad summary This ad for Proton Drive presents the app as an alternative to ‘big tech’ cloud storage options. An alternative looking creator explains how storing photos on typical servers allows the companies to train algorithms for advertising without users’ knowledge, and that Proton Drive can help users reclaim their privacy. # Brand positioning Proton Drive is presented as a privacy-focused alternative to mainstream cloud storage. The brand aligns with values of data protection, transparency, and user empowerment. It directly pushes against the norm of big tech companies accessing and utilizing user data for purposes like training advertising algorithms, positioning itself as a champion of user control and confidentiality. The brand positioning is both functional (secure cloud storage) and emotional (reclaiming privacy). # Product Proton Drive is a cloud storage service that offers a secure and private way to store your files. The product is for anyone concerned about the privacy of their data stored in the cloud and is seeking an alternative to big tech solutions. A USP is that Proton Drive keeps your photos and stored stuff from being scanned and used to train algorithms for advertising without your knowledge. Proton Drive addresses the purchase barrier of privacy concerns, offering a solution to reclaim your privacy. # Visual style The ad has a UGC feel with a combination of a talking-head style influencer testimonial and basic text overlays. Editing is minimal and straightforward. The pacing is consistent, driven by the rhythm of speech. # Hooks Spoken: 00:00–00:07: So, just remember that like big tech companies can scan your photos and your stored stuff Text overlay: 00:01–00:07: So just remember that, like big tech / 00:02–00:07: companies can scan your photos / 00:05–00:07: and your stored stuff Visual: 00:00–00:01: The Proton Drive logo appears on a solid purple background. The icon is white with a white folder inside that has a purple gradient. Text reads ‘Proton Drive’ / 00:01–00:07: A young-adult-appearing white female with long black hair, goth makeup, and a studded choker addresses the camera, sitting in a black gaming chair. She is wearing a black top and has in-ear headphones. The background is a room with dark red/purple walls and gothic decor. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point that ‘big tech’ companies can scan your photos and your stored stuff without your knowledge. # Value propositions - Keeps your photos and stored stuff from being scanned and used to train algorithms for advertising without your knowledge # Benefits - Reclaim your privacy # Features - Secure and private way to store your files # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told entirely from the perspective of a young-adult female creator who is warning viewers about their data privacy. # Storyline - 00:00–00:01 The ad opens with the Proton Drive logo. - 00:01–00:07 00:01–00:07: A female creator appears and warns that big tech companies can scan your photos and stored stuff. - 00:07–00:14 00:07–00:14: The creator continues, elaborating that big tech companies can use that information to train algorithms for things like advertising, without your knowledge. - 00:15–00:21 00:15–00:21: Visuals then flash ‘your face, your photos, your rules, reclaim your privacy’ followed by the logo of Proton Drive.

# Ad summary This ad promotes Proton Drive, highlighting its ability to protect users' photos and personal data from being scanned by big tech companies. The ad features a creator discussing concerns about cloud storage safety and positions Proton Drive as a solution for reclaiming privacy. # Brand positioning Proton Drive is presented as a privacy-focused alternative to mainstream cloud storage services. The brand positions itself against the norm of big tech companies scanning and using personal data for advertising purposes without user consent. Proton Drive aims to occupy a space in the consumer's mind as a secure, privacy-respecting option, aligning with values of data protection and control. The brand's tone is serious and cautionary, promoting a lifestyle where users are proactive about their digital privacy. # Product Proton Drive is a secure, private cloud storage solution that protects users' photos and personal data from being scanned by big tech companies. The product is for anyone concerned about the privacy implications of storing their data on traditional cloud services. Proton Drive emphasizes its commitment to reclaiming user privacy, giving users control over their data and preventing it from being used for advertising or other purposes without their knowledge. The ad directly addresses the concern that conventional cloud storage options may not be as safe and secure as people think, highlighting Proton Drive as a solution for those seeking greater control and protection of their personal information. # Visual style The ad has a mixed aesthetic, combining UGC-style footage of a woman speaking directly to the camera with clean, polished graphics. The editing style is fast-paced, with frequent cuts between the woman and the graphics. The visual motifs include a recurring purple background and white text overlays. The pacing is consistent throughout, supporting the clear messaging and tone. # Hooks Spoken: Female 1: If you are thinking about where you store your photos, um, and if you ever upload them to the cloud, that may not be particularly as safe and secure as people think. Text overlay: If you are thinking about Visual: 00:00–00:02: A static shot on a purple background shows the Proton Drive logo and the words, "If you are thinking about." / 00:02–00:07: A woman with long, dark hair in pigtails is seated and speaking directly to the camera. She has silver eye shadow, dark lipstick, and is wearing a black top with cutouts. She has a spiked choker around her neck and earrings. There is a dark curtain behind her. / 00:03–00:07: A mobile phone screen shows a grid of photos, including images of food, landscapes, and people. The word "Photos" is at the top of the screen. # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the lack of privacy and security when storing photos and personal data on traditional cloud services, where big tech companies can scan and use your data without your consent. This is signaled by the quote, "...big tech companies can scan your photos and your stored stuff, and they can use that to train algorithms for things like advertising without your knowledge." # Value propositions - Reclaim your privacy by using a cloud storage solution that prevents your data from being scanned and used without your knowledge. # Benefits - Reclaim your privacy - Control over your data - Prevents data from being used without your knowledge # Features - Private cloud storage - Protects users' photos and data from being scanned # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a woman speaking directly to the camera, sharing a cautionary message about data privacy. # Storyline - 00:00–00:06 A woman begins by asking viewers if they're thinking about where they store their photos and if they ever upload them to the cloud. - 00:06–00:10 The woman continues by suggesting that cloud storage may not be as safe and secure as people think. - 00:11–00:24 She warns viewers to remember that big tech companies can scan their photos and stored stuff, and that they can use the data to train algorithms for things like advertising. - 00:24–00:34 The ad concludes by stating that reclaiming your privacy is possible through Proton Drive.

# Ad summary This ad features a female creator who is promoting Proton Drive, a secure cloud storage solution, and letting viewers know that they can get 60% off. # Brand positioning Proton Drive is presented as a brand focused on privacy and security for its users' data in the cloud storage space. By emphasizing "Your Face," "Your Photos," and "Your Rules", the brand aligns with values of personal ownership and control over digital assets. The claim to "Reclaim your privacy" suggests the brand directly addresses consumer concerns about data breaches and surveillance, differentiating itself from competitors who might prioritize convenience or cost over security. Overall, Proton Drive aims to occupy the space of a trusted, secure, and user-centric alternative in the cloud storage market, appealing to those who prioritize digital privacy and control. # Product Proton Drive is presented as a secure cloud storage solution, which gives users the ability to reclaim their privacy. The ad does not go into explicit detail as to features, ingredients, or design details. It focuses on a limited time offer, which gets people 60% off from the link. # Visual style The ad combines UGC-style footage with graphic overlays, and branding. The opening uses a personal, direct-to-camera style, while the latter half transitions to a more polished brand presentation. The UGC feel is supported by a casual and informal setting, while the latter branding section uses static shots of text over a solid background. The pacing is slower in the official ad section. # Hooks Spoken: 00:00-00:04: If you want to download proton drive, you can put exclamation mark proton drive in chat. Text overlay: 00:00–00:04 If you want to download / 00:00–00:04 proton drive, / 00:01–00:04 you can put 'exclamation mark / 00:02–00:04 proton drive' in chat. Visual: 00:00–00:04: Close up shot of a woman with dark hair, dramatic eye makeup and dark lipstick. She is wearing a black top with mesh cutouts and a spiked choker. She is sitting in a black gaming chair, presumably in front of a computer. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies users are concerned about the privacy and security of their files in the cloud, suggesting they may be vulnerable or exposed. The ad highlights: "Reclaim your privacy with Proton Drive." # Value propositions - Reclaim your privacy # Call to action None used. # Point of view - Customer 50% – The ad begins with a creator speaking directly to the camera, conveying a casual and relatable POV. - Brand 50% – The final section of the ad transitions into official branding with the brand name and value propositions. # Storyline - 00:00–00:05 The video opens with a woman speaking directly to the camera in a close-up shot. - 00:00–00:05 She provides instructions on how to download Proton Drive through a prompt in chat. - 00:05–00:13 The creator informs viewers that there is a 60% discount available through the link. - 00:14–00:23 The tone shifts to an official advertisement for Proton Drive, emphasizing the idea of 'your' personal space.

# Ad summary The ad promotes Proton Drive, highlighting a 60% discount available through a link. A female influencer encourages viewers to check it out if they're interested and prompts viewers to type '!proton drive' in chat. # Brand positioning Proton Drive is presented as a cloud storage solution focused on user privacy. The ad's minimalist aesthetic and emphasis on 'reclaiming your privacy' suggest that Proton Drive aims to occupy a space in the market that values data security and user control. This positioning counters the norms of mainstream cloud storage providers, which often prioritize convenience and accessibility over privacy. The brand aligns with a lifestyle of digital self-sovereignty and appeals to users who are cautious about their online footprint. # Product Proton Drive is a cloud storage service that emphasizes privacy and security. The ad promotes a special offer of 60% off via a link, which is emphasized as a 'huge' discount. The ad targets people who value having 'your face, your photos, your rules.' It emphasizes that with Proton Drive, customers can 'reclaim your privacy.' # Visual style The ad has a clean, minimalist aesthetic with a mix of UGC-style testimonial and polished graphic overlays. The purple background and white text create a consistent visual identity. The editing is simple and direct, with clear cuts between shots. The pacing is moderate, aligning with the influencer's speech, and the overlays are timed to the rhythm of the message. # Hooks Spoken: 00:01–00:04: [Casual] Uh, if you want to download Proton Drive, you can put 'exclamation mark proton drive' in chat. Text overlay: 00:00–00:01 If you want to download Proton drive, Visual: 00:00–00:01: A purple screen displays the Proton Drive logo in white. Below it, the text 'If you want to download Proton drive,' is in a white box. / 00:01–00:04: A medium shot shows a female influencer with fair skin, dark eye makeup, and dark lipstick. She is wearing a black top with a mesh insert, a studded choker, and dangling silver earrings. Her dark hair is styled in pigtails. She sits in a black chair against a background with indistinct decorations. She looks into the camera and speaks. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that users may feel a lack of control over their data and privacy with current cloud storage solutions. 'Reclaim your privacy' implies users are losing or have lost their privacy. # Value propositions - 60% off from the link # Benefits - Reclaim your privacy # Features - Proton Drive # Call to action You can put 'exclamation mark proton drive' in chat. # Social proof - The influencer is encouraging viewers to type in '!proton drive,' so they can download it. - There is actually 60% off... which is pretty huge – Female 1 (Influencer) # Point of view - Customer 95% – The ad is presented almost entirely from the perspective of a female influencer, giving the feel of a user review or casual endorsement. - Brand 5% – Brand POV is used to display the logo and product name at the beginning and end of the ad. # Storyline - 00:00–00:01 The ad opens with a purple screen displaying the Proton Drive logo and text overlay encouraging viewers to download Proton Drive. - 00:01–00:04 A female influencer speaks to the camera, encouraging viewers to type '!proton drive' in chat to access a download link. - 00:05–00:13 The influencer announces there is a 60% discount available through the link, calling it 'pretty huge,' and recommends checking it out. - 00:14–00:22 The ad returns to a purple screen with text overlays that build on each other: 'Your Face,' 'Your Photos,' 'Your Rules,' then, 'Reclaim your privacy with Proton Drive.'

# Ad summary An ad for ProtonMail for Business promotes privacy-first email, highlighting end-to-end encryption and a free trial. # Brand positioning ProtonMail for Business is positioned as a privacy-first email solution, prioritizing data security and confidentiality for business communications. The brand aims to occupy the space of a secure and reliable email provider, aligning with values of privacy, control, and professionalism. The ad language emphasizes the importance of email privacy, suggesting that ProtonMail pushes against industry norms where data security may be compromised, and instead offers business clients the opportunity to control their sensitive data. The brand positioning is both functional, focusing on security and encryption, and emotional, instilling trust and confidence in its users. # Product ProtonMail for Business is a privacy-focused email service designed for professional use. It features end-to-end encryption to ensure secure communication. The service targets businesses seeking to safeguard their sensitive data. The ad specifically addresses concerns about email security and privacy, offering ProtonMail as a solution. One unique selling point is the promise of encrypted communications. A key feature is the integration with file attachments, as indicated by the filename. The service is promoted as a user-friendly solution for those looking to transition to privacy-first email. The ad emphasizes the opportunity to claim a free trial, reducing the barrier to entry for potential customers. # Visual style The ad has a modern and professional visual style with a clean layout and flat design elements. Production quality is high, featuring sharp imagery and clear typography. A gradient background adds depth while maintaining a minimalist aesthetic. The overall image treatment includes subtle lighting effects and background removal to emphasize the key elements. This style helps the ad appear both trustworthy and easy to scan quickly. # Hooks Headline: Move to privacy-first email. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the lack of privacy and security in existing email solutions, leaving sensitive business communications vulnerable. # Value propositions - Move to privacy-first email. # Benefits - privacy-first email # Features - End-to-end encrypted # Call to action Claim your free trial # Social proof - None used. # Point of view - Brand: The ProtonMail for Business logo in the top left aims to establish brand recognition and identity early on. - Brand: The phrase "Move to privacy-first email" frames the value proposition of ProtonMail for Business and persuades potential customers to consider switching. - Customer: The email notification visualizes how ProtonMail appears on a device, demonstrating a real-world use case. - Brand: The padlock icon in the shared email thread highlights secure encryption. # Storyline - The ad starts with the ProtonMail for Business logo in the top left, immediately identifying the brand offering the service. This is from the brand's perspective to establish recognition and brand identity early on. - Next, the ad highlights the phrase "Move to privacy-first email." This message frames the value proposition of ProtonMail for Business from the brand's perspective. It aims to capture the attention of potential customers and encourage them to consider switching to a more secure email service. - The ad displays an image of a notification on a phone screen, showing a sender's name and partial message content. From a customer's perspective, this visualization provides an example of how ProtonMail appears on a device, demonstrating a real-world use case. It conveys an image of how ProtonMail appears on a phone screen, creating visual interest. - The ad presents a visual of a shared email thread with icons of the participants and a padlock to represent encrypted communications. This is from the brand's point of view and is intended to show how secure the application is. - The ad concludes with a call to action: "Claim your free trial", enticing the viewer to experience the service firsthand. This is an offering from the brand designed to prompt immediate action.

# Ad summary This ad for ProtonMail highlights the email service's security features and freedom from trackers and spying. The ad focuses on how ProtonMail can be used for business and includes a call to action to claim a free trial. # Brand positioning ProtonMail positions itself as a secure and private email service, particularly geared towards businesses. The brand emphasizes the importance of data security and privacy in digital communication, appealing to those who value confidentiality and control over their information. By focusing on security and privacy, ProtonMail distinguishes itself from standard email providers, presenting itself as a premium solution for businesses with sensitive communication needs. This brand promotes values of trust, reliability, and cutting-edge security, aligning with professionals who prioritize data protection. # Product ProtonMail for Business is a secure email service that prioritizes privacy and data protection. It's designed for professional use, ensuring business communications remain confidential and free from trackers and spying. The service offers features like end-to-end encryption and security activation to protect sensitive information. It is for businesses that need to protect their data and want to avoid being tracked. The ad highlights ProtonMail's core benefit of providing a secure email environment where users can communicate confidently without concerns about surveillance or data breaches. It encourages users to claim a free trial to experience the service firsthand, making it easy for potential customers to test its security and privacy features. # Visual style The ad has a clean and professional visual style with a focus on security and privacy. The image is well-lit and features a modern, minimalist design. The color scheme is primarily white and purple, which are associated with trust and sophistication. The use of translucent overlays and subtle gradients adds depth and visual interest. The overall effect is polished and trustworthy, aligning with ProtonMail's brand values. # Hooks Headline: No trackers. No spying. Just mail. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the lack of privacy and security with typical email providers that use trackers and allow spying on users' data, which is implied through the copy: "No trackers. No spying." # Value propositions - Enjoy secure and private email communication with no trackers or spying, allowing you to focus solely on your mail. # Benefits - No trackers - No spying - Just mail # Features - Security activated # Call to action Claim your free trial # Point of view - Customer: The ad shows an email inbox with an email titled "St James Hospital" and an activated security notification, positioning the customer as someone who handles sensitive information and needs secure email communication. # Storyline - The ad begins with a man working on his laptop, showing an email interface with security features activated. This highlights the context of secure email usage and the brand's focus on user privacy from a user's perspective. - The ad introduces ProtonMail for Business, emphasizing the core benefits of no trackers, no spying, and just mail. This message is told from the brand's perspective. It clearly states the unique selling proposition of the email service, reassuring potential customers about its security and privacy features. - The ad ends with a call to action to claim a free trial. This encourages immediate engagement and is from the brand's perspective. It provides a direct incentive for users to explore ProtonMail for Business and experience its features firsthand.

# Ad summary The ad promotes Proton Mail for Business as an email service that does not use trackers or spying technology. The ad features a man in a suit holding a smartphone with an email displayed. The ad highlights security and provides a CTA to claim a free trial. # Brand positioning Proton Mail for Business positions itself as a secure and private email service provider, distinguishing itself from competitors by emphasizing the absence of trackers and spying technologies. The brand aims to occupy the space of reliable, private communication. By focusing on security and privacy, Proton Mail appeals to users who prioritize data protection and confidentiality, aligning with values of control, anonymity, and peace of mind. This positions them against standard email providers that might compromise user data. # Product Proton Mail for Business is an email service that prioritizes security and privacy by not using trackers or spying. The product is for professionals and businesses that require a high level of data protection. The service offers a secure way to send and receive emails, ensuring that sensitive information remains confidential. A key USP is its commitment to user privacy by actively avoiding data tracking and spying. The ad shows a business use case with the example of an email from St James Hospital and Doctor Smith, indicating its suitability for healthcare professionals and organizations. The offer of a free trial addresses the potential purchase barrier of uncertainty, allowing users to experience the service before committing. # Visual style The ad has a modern and professional visual style with a clean layout. The use of transparent elements and gradients creates a sleek, high-tech feel. The image quality is high, suggesting a studio-shot production. Typography is clean and legible, enhancing scannability in the feed. The overall design is intended to convey trust and security, aligning with the brand's positioning. # Hooks Headline: No trackers. No spying. Just mail. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of privacy concerns and data tracking associated with standard email services. # Value propositions - Secure email service # Benefits - Just mail # Features - No trackers - No spying # Call to action Claim your free trial # Point of view - Brand: The Proton Mail for Business logo appears at the top left of the image, indicating that the brand is introducing and promoting its email service. # Storyline - The ad starts by immediately highlighting the key differentiators of Proton Mail for Business: 'No trackers. No spying. Just mail.' This opening serves to quickly capture the viewer's attention by addressing primary concerns about data privacy. The brand uses a direct approach to position itself as a secure alternative to standard email services. - The ad includes an image of a smartphone displaying a Proton Mail email from 'St James Hospital Doctor Smith', along with a 'Security activated' notification. This visual reinforces the security benefits and implies it is suitable for the healthcare industry, building credibility and showcasing a real-world application of the service. - The ad concludes with a call to action: 'Claim your free trial,' encouraging immediate engagement. This offer reduces the barrier to entry and motivates potential users to try the service.