How REI Advertises on Meta

# Ad summary This ad features a content creator showcasing KEEN's newest hiking boot, the Targhee Apex, while hiking and exploring a town for a sweet treat. The main selling point is that the hiking boots are cute, comfortable, and capable enough for real trails. # Brand positioning KEEN is presented as a brand that prioritizes the perfect blend of fashion and functionality. They design shoes with sustainability in mind. In addition, KEEN aims to meet the demand for hiking boots that are capable, comfortable, and also stylish enough for everyday use. # Product The KEEN Targhee Apex is presented as a hiking boot that is cute, capable, comfortable, waterproof, and breathable. The boot is lightweight, so it makes climbing easier. It also has a roomy toe box, so toes don't feel cramped. In addition, the boot is stable, and the traction is solid. # Visual style The ad features a polished, authentic, and bright visual style. There are some quick cuts in the beginning, but there are many static shots in the middle and at the end of the ad. The ad is shot in a hybrid style and has the tone of a UGC. Most of the cuts are timed to the beats of the music. # Hooks Spoken: Could it really be possible for a hiking boot to not only be cute, but also capable enough for real trails and comfortable enough to wear all day? – Female 1 Text overlay: COULD IT / BE POSSIBLE / TO NOT ONLY / BUT ALSO / ENOUGH FOR REAL / AND COMFORTABLE Visual: 00:00–00:02 A pair of KEEN hiking boots are shown stepping onto a muddy trail in a forest. The boots are light green and tan with a burgundy accent on the heel. The content creator is wearing purple parachute pants. Trees are in the background. / 00:02–00:06 A pair of KEEN hiking boots are shown on the ground with green scenery painted in the background. The boots are light green and tan with a burgundy accent on the heel. The content creator is wearing purple parachute pants. # Funnel stage Consideration # Pain points Many hiking boots are not cute and stylish, so it can be difficult to find a boot that is both practical and stylish. # Value propositions - Comfortable enough to wear all day - Capable enough for real trails - Cute # Benefits - Climbing feels easier - Toes don't feel cramped # Features - Lightweight - Roomy toe box - Stable - Solid traction - Waterproof - Breathable # Call to action You can grab them at REI. # Social proof - "As I'm stepping onto the trail, the first thing I notice is that they are insanely lightweight, which definitely makes the climb feel easier." - "I also love the room in the toe box. My toes don't feel cramped at all." - "As the trails become more intense with loose rock and uneven terrain, I can really feel how stable these are." - "I'm also surprised by how the traction is so solid considering they're so light." - "As you can see, it's safe to say they are definitely very waterproof, but they're also extremely breathable." # Point of view - Customer 100% – This ad is told from the point of view of the content creator who is reviewing and showing the boots. # Storyline - 00:00–00:06 The ad opens with a question asking if a hiking boot can be cute and capable. - 00:07–00:11 The content creator mentions that she went to REI to pick up KEEN's newest hiking boot, the Targhee Apex. - 00:11–00:19 The content creator expresses her goal of going for a hike and then into town for a treat without having to change shoes. - 00:19–00:22 She states that the boots pass the fit check before transitioning to the hiking trail. - 00:22–00:30 She shares the first thing she notices about the boot, which is that it is lightweight. - 00:30–00:39 She shares other things she loves about the boot, such as the roomy toe box and how stable the boots are on uneven terrain. - 00:39–00:48 She is surprised by how solid the traction is considering the boot is so light and that the boots are waterproof and breathable. - 00:48–00:52 The content creator is impressed and acknowledges that KEEN designs all of their shoes with sustainability in mind. - 00:52–00:58 She shares that now that she has moved her body, it's time to reward herself with a treat without having to change shoes. - 00:58–01:06 The ad concludes with the content creator sharing that the Targhee Apex can really do it all and recommends the boot for those wanting a boot that can handle real trails and real life. - 01:06–01:11 She shares that viewers can grab the shoes at REI, where they always carry the best gear, and that she can rely on KEEN every time.

# Ad summary A female hikes through the snowy mountains of Utah wearing KEEN Targhee Apex hiking boots. She puts the boots to the test during her hike, emphasizing their waterproof protection, trail stability, agility, lightweight cushion, and technical tread. After the hike, she stops at a cafe and sits outside with a warm cup of coffee, showcasing the shoe's ability to transition seamlessly from outdoor adventures to everyday wear. She highlights the shoe's sustainability with the tagline, "walking with less impact every step." # Brand positioning KEEN is presented as an outdoor brand that prioritizes the creation of reliable and durable footwear. It pushes against the idea that hiking boots are just for the trail, and instead creates shoes that can transition seamlessly from adventures to everyday wear. The brand aligns itself with sustainability by promoting sustainable practices with its tagline, "walking with less impact every step." KEEN aims to occupy a space in the consumer's mind as a versatile and ethical brand. # Product The KEEN Targhee Apex hiking boot is a lighter and more athletic take on the brand's iconic boot. It is exclusively sold at REI. The boot is designed to be out-of-the-box ready, eliminating the need for a break-in period. It features P-fast free waterproof protection to ensure feet stay dry. It also offers great trail stability and agility with a roomy toe box, lightweight cushion, and technical tread. The shoe is versatile enough to transition seamlessly from outdoor adventures to everyday wear, making it a comfortable option even after a long day on the trail. Made with sustainability in mind with the tagline, "walking with less impact every step." # Visual style The ad uses a natural aesthetic with soft lighting and natural scenery. The production quality has a UGC feel. The editing rhythm is slow, creating a relaxed pace. The cuts are timed to the music and voiceover. # Hooks Spoken: 00:00–00:07: Everyone knows that having a durable and reliable hiking shoe truly makes or breaks your hiking experience and I think I found my favorite pair yet. Text overlay: 00:00–00:05: looking for waterproof hiking boots for the snow❄️🥾 (Text Overlay) Visual: 00:00–00:02: A young woman stands in a snowy area with evergreen trees behind her. She is wearing a white jacket, beige pants, a black beanie and black gloves. / 00:02–00:06: Close-up shots of a pair of light gray and dark gray sneakers with brown soles standing in the snow. The sneakers are covered in snow and being touched by a gloved hand. # Funnel stage Middle of funnel (Consideration) # Pain points The need for durable and reliable hiking shoes. # Value propositions - P-fast free waterproof protection so I don't have to worry about my feet getting wet - Great trail stability and agility with a roomy toe box, lightweight cushion, and technical tread. - Comfortably hang out in even after the trail - Transitions seamlessly from outdoor adventures to everyday wear # Benefits - No break in necessary - Don't have to worry about my feet getting wet - Great trail stability and agility - Comfortably hang out in even after the trail - Transitions seamlessly from outdoor adventures to everyday wear - Made with sustainability in mind - Walking with less impact every step # Features - Lighter and more athletic feel - P-fast free waterproof protection - Roomy toe box - Lightweight cushion - Technical tread # Call to action None used. # Social proof - "Everyone knows that having a durable and reliable hiking shoe truly makes or breaks your hiking experience and I think I found my favorite pair yet." # Point of view - Customer 100% – The entire ad is from the perspective of a customer reviewing the product. # Storyline - 00:00–00:05 The ad starts with a woman standing in the snow as she expresses the importance of having durable and reliable hiking shoes. - 00:05–00:12 She introduces the KEEN Targhee Apex hiking boot, highlighting that it is a lighter and more athletic option from the brand. - 00:12–00:18 She mentions that she purchased the boot at REI, which is an exclusive retailer. She also highlights the boot being ready to wear. - 00:18–00:22 She heads out for a snowy hike in Utah. - 00:22–00:32 She emphasizes the waterproof protection of the boots and that she doesn't have to worry about her feet getting wet. - 00:32–00:40 She emphasizes the trail stability and agility with a roomy toe box, lightweight cushion, and technical tread. - 00:40–00:47 She mentions that the boot is comfortable enough to wear post-hike. - 00:47–00:53 She highlights that the boots can transition from outdoor adventures to everyday wear. - 00:53–00:59 She ends by highlighting that the boot is what she will be grabbing from here on out.

# Ad summary This ad displays a 3-layer jacket system from REI. Each layer is displayed and then disappears until the full jacket is assembled. # Brand positioning REI Co-op is positioned as a provider of outdoor gear designed for versatility and adaptability in various conditions. The brand emphasizes functionality by showcasing a 3-layer system that can be adjusted for infinite conditions. By focusing on layering, the brand suggests that its products are suitable for a wide range of outdoor activities and weather scenarios, promoting reliability and preparedness. # Product The featured product is a 3-layer jacket system designed to provide adaptable protection in various weather conditions. The system includes three main components: the REI Co-op XeroCloud 3L Rain Jacket, an outer layer for rain protection; the REI Co-op Microtrek Insulated Hoodie, a mid-layer for insulation; and the REI Co-op Flash Shade Hoodie, a base layer for sun protection. The ad highlights the modularity of the system, demonstrating how each layer can be added or removed to suit different environmental needs. This 3-layer system is the core value proposition of the ad. # Visual style The ad has a clean, minimalist aesthetic with a focus on product clarity. The background is simple and uncluttered, drawing attention to the jackets. The editing style is straightforward, with simple transitions between the appearances and disappearances of the jacket layers. The production quality is polished, with a commercial feel. The pacing is moderate, with cuts timed to emphasize the layering process. # Hooks Text overlay: 3 layers. / Infinite conditions. Visual: 00:00–00:01: The REI logo is at the top center of the frame above the text "3 layers. Infinite conditions." Below, three jackets are combined, with a gray jacket in the center, a white jacket around the gray one, and a red rain jacket on the outside. At the bottom are the names of each jacket: "REI CO-OP XEROCLOUD 3L RAIN JACKET," "REI CO-OP MICROTREK INSULATED HOODIE," and "REI CO-OP FLASH SHADE HOODIE." The background is a plain, light beige. The camera is static. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the need for adaptable clothing that can handle changing weather conditions and different outdoor activities. This is addressed by showing how the three layers can be combined or separated to suit various needs. # Value propositions - The 3-layer system provides versatility and adaptability, allowing users to customize their clothing based on weather conditions. # Benefits - Versatility through a 3-layer system - Adaptability to infinite conditions # Features - REI Co-op XeroCloud 3L Rain Jacket - REI Co-op Microtrek Insulated Hoodie - REI Co-op Flash Shade Hoodie # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective. # Storyline - 00:00–00:01 The REI logo appears at the top of the screen, followed by the text "3 layers. Infinite conditions." This sets the stage for showcasing a versatile jacket system designed for various weather conditions, capturing immediate interest. - 00:01–00:02 The REI Flash Shade Hoodie appears, followed by the Microtrek Insulated Hoodie. Each hoodie is added to visually represent the system layering while also showing each piece individually. - 00:02–00:03 The XeroCloud 3L Rain Jacket appears on the outside of the other two hoodies to complete the three-layer system. This visually shows the final, complete layering. - 00:03–00:04 The components of the three-layer system are removed in the reverse order they were presented. This reinforces the layering system. - 00:04–00:05 The completed three-layer system reappears, confirming the concept and visual of the system.

# Ad summary A creator shares her experience with the KEEN Targhee Apex hiking shoe from REI. She highlights the shoe's comfort, stability, breathability, and design while hiking on a steep and wet trail. Later, she meets a friend for drinks and highlights how the shoes are stylish enough to wear without needing to change. # Brand positioning KEEN is presented as a brand that is committed to taking action for the planet and trying to make the world a better place. The brand appears to be functional and focused on making sustainable gear. # Product The KEEN Targhee Apex hiking shoe is described as a shoe that just launched. According to the creator, it is lightweight, waterproof, and breathable. The shoe is also made with all-terrain rubber that wraps around the midsole for protection and stability. The shoe is comfortable, and looks cute enough to wear into town for drinks with friends. # Visual style The ad has a casual, UGC feel. The editing has quick cuts and transitions, and is timed with the music. The production quality feels authentic and supports the friendly tone of the ad. The pacing has a fast BPM. Many shots are close up and focus on specific things that the creator is trying to highlight. # Hooks Spoken: 00:00–00:01 Female 1: Hey guys, let's get dressed together. Visual: 00:00–00:01 The shot features a light grey wall and carpeted stairs with a brown railing. A person with long blonde hair stands in the middle of the frame holding a pair of blue pants. She is wearing a grey tank top. # Funnel stage Consideration # Pain points The most prominent pain point shown in the ad is needing to switch shoes when going from a hike to town. # Value propositions - Lightweight, waterproof, and breathable shoes allow you to feel like you're walking on air - Shoes are comfortable and look cute with your outfit # Benefits - Comfortable - Game changing - Looks cute with my outfit - Constant commitment to taking action for the planet and trying to make the world a better place # Features - Lightweight - Waterproof - Breathable - Made with all terrain rubber that wraps around the midsole for protection and stability # Call to action Check out KEEN's Targhee Apex at REI # Social proof - "These are a shoe I love and you will too" – Female 1 (Creator) # Point of view - Customer 100% – The ad is told from the perspective of a customer sharing her experience using the product. # Storyline - 00:00–00:06 00:00–00:06 The creator starts by saying that she's going to get dressed for the day, as she's going on a hike to her favorite hot springs and meeting a friend for matcha. This sets the stage for the viewer that they will be going on an adventure with her for the day. The creator’s tone is very friendly and casual. The camera shows her putting on pants and tying her shoes. - 00:06–00:15 00:06–00:15 The creator highlights that she is at REI once a week because they have the best gear that is both cute and functional. She mentions that she came across the new KEEN Targhee Apex hiking shoe. She expresses that she is excited to style them and put them to the test. The creator’s tone is very friendly and casual, just as before. The camera shows her adding a sweater and vest to her outfit, before she excitedly hypes the shoes and her excitement for them. - 00:15–00:25 00:15–00:25 The creator is now hiking on a trail, as she expresses that the shoes are lightweight. She says that she feels like she's walking on air. She adds that they are waterproof, but still breathable, and made with all terrain rubber. The creator’s tone remains very friendly and casual. She appears to be speaking from the perspective of having actually used the product. The camera shows her on the trail, stepping on a rock. - 00:25–00:31 00:25–00:31 The creator expresses that this hike was wet and steep in some parts. She says that having shoes she can trust is game changing. The creator’s tone remains very friendly and casual. The camera shows her taking off her sweater and getting in the hot springs. - 00:31–00:47 00:31–00:47 The creator shares that the shoes are so comfortable and look cute with her outfit, so she doesn't even need to change when heading into town to meet a friend for matcha. She also shares that KEEN is constantly committed to taking action for the planet and trying to make the world a better place. The creator’s tone is very friendly and casual. The camera shows her at a restaurant with her friend. They are drinking matcha. - 00:47–00:51 00:47–00:51 The creator encourages the viewer to check out KEEN's Targhee Apex at REI. She says they are a shoe that she loves and the viewer will too. The creator is very friendly. The camera shows her posing and drinking her matcha.

# Ad summary This ad showcases the Hoka Clifton 10 running shoes, highlighting its variety of colors and availability at REI. # Brand positioning Hoka is presented as a brand focused on providing high-quality running shoes. The ad showcases the sleek design and various color options of their Clifton 10 model. Hoka partners with retailers like REI, indicating accessibility and trustworthiness. The brand aims to occupy a space in the consumer's mind as a reliable choice for runners, emphasizing both style and functionality. The ad maintains a clean and modern aesthetic, aligning with a performance-driven yet stylish lifestyle. The Clifton 10's availability at REI promotes convenience and reinforces the brand's credibility, while the variety of colors suggests a focus on individual preferences and style. # Product The Hoka Clifton 10 is a running shoe designed for performance and style. The ad features the shoe in multiple color options, showcasing its versatility. The Clifton 10 is available at REI, making it easily accessible to consumers. The shoe is depicted as lightweight and comfortable, suitable for various running activities. The ad highlights the shoe's sleek design and modern aesthetic, emphasizing its appeal to fashion-conscious runners. The visuals and text imply that the Clifton 10 is designed to provide optimal support and cushioning, enhancing the running experience. The focus on color variety addresses the desire for personalized style, making the product more appealing to a wider audience. # Visual style The ad has a clean and modern aesthetic with a focus on showcasing the product's design and color options. The editing style consists of static shots and smooth transitions. The production quality is polished, suggesting a commercial feel aimed at appealing to a broad audience. The visual motif involves highlighting different color variations of the same shoe model. The pacing is slow and consistent, emphasizing visual clarity. The cuts are timed to align with changes in product color, enhancing the visual impact. # Hooks Text overlay: HOKA Clifton 10 Visual: 00:00–00:02: Two Hoka Clifton 10 shoes are displayed on a white background. The top shoe is light green with neon yellow accents, while the bottom shoe is light green with red accents. The Hoka logo is visible on each shoe. Below the shoes, text reads 'HOKA Clifton 10' and the REI logo is present. The background is a blurred image of trees and sky, creating a soft, natural setting. The camera is static and presents a product shot. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Hoka Clifton 10 offers a blend of style and performance, available in multiple colors and conveniently accessible at REI. # Benefits - Stylish design - Easy accessibility # Features - Variety of colors - Available at REI # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad presents the official voice of the brand, showcasing product features and retail availability. # Storyline - 00:00–00:02 The ad displays two Hoka Clifton 10 shoes in different color options. The shoes are presented on a white background, emphasizing their design and color. The Hoka and REI logos are visible, indicating the brand and retailer. - 00:02–00:05 The shoe colors change, showcasing the variety available. This aims to capture attention and highlight the options available to customers. The shift in colors keeps the visual content engaging.

# Ad summary Marco of REI reviews the Hoka Mafate hiking boot. He discusses the dual density EVA midsoles, the Matryx mesh, and the Vibram Megagrip outsole. He describes the boot as being durable and comfortable, and he recommends it for trails both local and further abroad. # Brand positioning REI is presented as a trusted retailer for outdoor gear and apparel. The brand is positioned as knowledgeable, with an employee featured in the ad highlighting the features and benefits of the Hoka Mafate hiking boot. The tone is friendly and helpful, aligning with a lifestyle of outdoor exploration and adventure. REI appears to follow industry norms by offering a curated selection of products from well-known brands, providing expert advice and customer service to enhance the shopping experience. # Product The Hoka Mafate is a hiking boot designed for comfort and durability on any terrain. According to the ad, the boot features dual-density EVA midsoles for cushioning and support, ensuring comfort all day long, which is great for the knees and joints. It has a durable Matryx mesh that makes the shoe breathable and water-resistant, and it features a one-piece Vibram Megagrip outsole. The outsole lets you handle any terrain, wet or dry, without hesitation. It is designed to provide comfort and style everywhere you go. # Visual style The ad has a polished commercial aesthetic, with clear and well-lit shots. The editing style includes static shots and smooth transitions between different angles of the product. The production quality is high-end, with crisp visuals and professional lighting. The pacing is consistent, with cuts timed to coincide with voiceover lines. # Hooks Spoken: As a big Hoka fan myself, / I'm not shy to let everyone know I'm hiking with maximum cushion / and maximum style. Text overlay: As a big HOKA fan myself / I'm hiking with maximum cushion / and maximum style / I'm Marco of REI Visual: 00:00–00:08: The shot is set inside an REI store. Marco, a young man with dark hair, a beard, and wearing a blue shirt and green vest, is facing the camera and speaking. There is a light blue hiking boot in the lower left corner. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional hiking boots can be uncomfortable and cause strain on the knees and joints. This is signaled by the line: 'and retain that comfort all day long, which is great for the knees and joints.' # Value propositions - Comfort and style everywhere you go - Lets you handle any terrain without hesitation, wet or dry - Great for the knees and joints # Benefits - Makes sure you can handle any hike - Retain that comfort all day long, which is great for the knees and joints - Makes the shoe breathable and water resistant - Lets you handle any terrain without hesitation, wet or dry - Comfort and style everywhere you go # Features - Dual-density EVA midsoles - Durable Matryx® mesh - 1-piece Vibram® Megagrip outsole # Call to action Visit your local store to learn more # Point of view - Brand 100% – The entire ad is presented by REI. # Storyline - 00:00–00:09 The REI employee introduces himself and the hiking boot he will be reviewing. - 00:09–00:29 The reviewer highlights some of the key features of the hiking boot: dual density EVA midsoles, durable Matryx mesh, and one-piece Vibram Megagrip outsole. - 00:30–00:38 He says the hiking boot is for exploring trails both local or further abroad, and it provides comfort and style everywhere you go.

# Ad summary This ad showcases the Mountain Hardwear backpack by REI. The ad uses a stop motion-style visual to show how the different items are packed into the bag. It also highlights the bag's weight capacity. # Brand positioning REI is presented as a brand dedicated to helping adventurers find more with less. The brand aligns itself with the values of exploration, preparedness, and quality gear. It aims to occupy a space in the consumer's mind as the go-to source for outdoor equipment, emphasizing the importance of lightweight and efficient packing for outdoor adventures. By focusing on reducing weight and maximizing utility, REI promotes a functional approach to enjoying nature, catering to those who seek performance and simplicity in their outdoor gear. # Product The product being advertised is a Mountain Hardwear backpack, specifically highlighted for its ability to carry a significant amount of gear while remaining lightweight. It is designed for individuals who are passionate about outdoor adventures, such as hiking and backpacking. The ad emphasizes the backpack's impressive total base weight capacity of 16 lbs, suggesting that it can hold a substantial amount of equipment without adding unnecessary bulk. The backpack is portrayed as a reliable and essential companion for outdoor enthusiasts, enabling them to carry everything they need for their adventures while maintaining agility and comfort. This product is worth trying or buying because it addresses the common challenge of packing efficiently for outdoor activities, offering a solution that combines capacity and lightweight design. # Visual style The ad has a clean and informative aesthetic. The editing style features static shots with a stop-motion element. The production quality is polished, creating a professional feel. The visual motif is a top-down view with a neutral background. The pacing is moderate, with cuts timed to emphasize the transformation of the backpack. # Hooks Text overlay: 00:00–00:05 / Find more with less Visual: 00:00–00:01 A top-down, stationary shot on a beige surface. A gray and black Mountain Hardwear backpack is laid out with a black and yellow strap and gray base weight. Next to the backpack are black and silver hiking poles and a partially visible red tent and olive green pouch. Above the backpack, the green REI logo is present with the text, "Find more with less." # Funnel stage Top of funnel (Awareness) # Pain points Packing efficiently for outdoor adventures can be challenging because it involves balancing the need to carry essential gear with the desire to remain agile and avoid unnecessary bulk. # Value propositions - The backpack allows you to carry everything you need while remaining lightweight. It enables you to find more while carrying less. # Benefits - Find more with less. # Features - The backpack is lightweight. - The backpack has a 16 lb capacity. # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the perspective of the brand, showcasing the product and its features through a curated visual demonstration. # Storyline - 00:00–00:01 00:00–00:01 The ad begins by showing the REI and Mountain Hardwear logos, the text "Find more with less," and various pieces of gear, including a backpack, hiking poles, a red tent, and a small olive green bag, all laid out on a neutral surface. This moment sets the stage by introducing the theme of maximizing resources for outdoor adventures, framed from the brand's perspective, communicated through a simple, informative visual style. - 00:01–00:02 00:01–00:02 The shot changes to the backpack standing upright, seemingly filling itself with the previously shown gear in a stop-motion style. This visual metaphor emphasizes the backpack's capacity and efficiency. The perspective is from an observer showcasing the backpack’s capabilities, highlighting its utility through dynamic visual storytelling. - 00:02–00:03 00:02–00:03 The backpack is now fully packed with the gear inside, returning to the initial layout with the text "TOTAL BASE WEIGHT" and "16lbs." displayed. This provides a clear demonstration of the backpack's capability, underscoring the message of lightweight efficiency. The brand is communicating the key feature of the product through a straightforward, informative approach. - 00:03–00:04 00:03–00:04 The ad replays the shot from 00:00-00:01 showing the REI and Mountain Hardwear logos, the text "Find more with less," and various pieces of gear, including a backpack, hiking poles, a red tent, and a small olive green bag, all laid out on a neutral surface. This moment sets the stage by re-introducing the theme of maximizing resources for outdoor adventures, framed from the brand's perspective, communicated through a simple, informative visual style. - 00:04–00:05 00:04–00:05 The ad replays the shot from 00:01-00:02 where the shot changes to the backpack standing upright, seemingly filling itself with the previously shown gear in a stop-motion style. This visual metaphor emphasizes the backpack's capacity and efficiency. The perspective is from an observer showcasing the backpack’s capabilities, highlighting its utility through dynamic visual storytelling.

# Ad summary This ad displays outdoor gear from REI, highlighting the brand's ethos of 'Find more with less.' The visuals emphasize lightweight products and outdoor activity. # Brand positioning REI (Recreational Equipment, Inc.) is positioned as a brand that encourages outdoor exploration while promoting a minimalist approach to gear and equipment. The brand aligns with values of sustainability, environmental consciousness, and community, positioning itself as more than just a retailer but as a cooperative. REI pushes against norms of overconsumption by highlighting products that allow individuals to "find more with less." # Product The ad prominently features a lightweight hiking backpack designed for outdoor adventures. It emphasizes its light total base weight of 16 lbs. The ad showcases the backpack alongside other essential gear such as trekking poles, a rain jacket, and a small storage bag. These products are intended for hikers and outdoor enthusiasts who value lightweight and efficient gear for activities like camping and backpacking. The ad does not directly address purchase barriers, but the focus on lightweight design implies ease of use and reduced physical strain during outdoor activities. # Visual style The ad features a clean, minimalist aesthetic with a focus on product clarity. The neutral background and consistent lighting create a polished commercial feel. The editing rhythm is slow and deliberate, focusing on showcasing the product. # Hooks Text overlay: 00:00-00:02 / Find more with less Visual: 00:00–00:02 A grey hiking backpack is centrally positioned on a cream-colored background, flanked by trekking poles on the right and a rolled-up red rain jacket and a small green bag on the upper and lower right, respectively. The REI logo is at the top left with the text "Find more with less" underneath. At the bottom is the text, "TOTAL BASE WEIGHT 16 lbs." # Funnel stage Top of funnel (Awareness) # Pain points The pain point is carrying heavy and cumbersome gear during outdoor activities. # Value propositions - Lightweight design enhances mobility and reduces strain, allowing for longer and more enjoyable outdoor adventures. # Benefits - Enables outdoor exploration with less burden # Features - Lightweight hiking backpack - Total base weight: 16 lbs # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing their product and ethos. # Storyline - 00:00–00:02 The screen displays a backpack, trekking poles, a rain jacket, and a bag laid out on a plain background with the REI logo and the phrase, "Find more with less." - 00:02–00:05 A backpack is shown being packed quickly with additional camping gear, with the text overlay stating the weight.

# Ad summary This ad for the REI Co-op Microtrek Hoodie showcases the jacket's lightweight and packable design, emphasizing its versatility for outdoor activities. Through a series of product shots and a simple tagline, the ad highlights the jacket's ability to provide coverage while remaining conveniently portable. # Brand positioning REI Co-op is presented as a brand focused on providing functional and high-quality outdoor gear. The ad highlights the brand's commitment to practicality and convenience, suggesting that their products are designed for individuals who enjoy outdoor activities but also value lightweight and portable equipment. The brand aligns with a lifestyle of adventure and exploration while positioning itself as a provider of reliable and versatile gear. The functional positioning emphasizes performance and simplicity, catering to customers who prioritize practicality and efficiency in their outdoor equipment. # Product The REI Co-op Microtrek Hoodie is a lightweight, packable jacket designed for outdoor activities. The product is explicitly described as being able to cover a mountain and fit in a pocket, highlighting its portability and versatility. The ad also states that the jacket weighs 16.1 oz. The visual presentation focuses on the jacket's ability to be compressed into a small, easily transportable size. The ad aims to showcase the convenience and functionality of the Microtrek Hoodie, making it an appealing choice for customers who want a reliable and easily portable jacket for outdoor adventures. The Microtrek Hoodie is presented as a solution for those who need coverage without the bulk or inconvenience of a traditional jacket. # Visual style The ad has a clean and minimalist aesthetic, with a plain white background and static shots. The production quality is polished, resembling a product commercial. The editing style consists of quick cuts between the jacket in its open and compressed states. The pacing is moderate, with cuts occurring approximately every second. # Hooks Text overlay: 00:00-00:05 Covers a mountain. / 00:00-00:05 Fits in a pocket. Visual: 00:00–00:01 A green REI Co-op Microtrek Hoodie is centered on a white background, appearing as if an invisible person is wearing it. The jacket is fully open with the hood up, and the bottom portion is stuffed into the jacket's own pocket, creating a pouch-like appearance. Text above the jacket reads, 'Covers a mountain. Fits in a pocket.' Below the jacket, text reads, 'REI CO-OP MICROTREK HOODIE' followed by a small leaf icon and '16.1 oz'. At the very bottom right is the REI co-op logo. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points The ad implicitly addresses the frustration of needing a jacket for outdoor activities but not wanting to carry a bulky or heavy item. # Value propositions - A jacket that offers significant coverage while remaining easily portable. # Benefits - Covers a mountain - Fits in a pocket # Features - Lightweight (16.1 oz) - Packable # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official brand perspective, highlighting product features and benefits without direct user interaction. # Storyline - 00:00–00:01 The jacket is shown fully open, suspended in the air, as if floating without a person inside. - 00:01–00:02 The jacket compresses into a small, gray bag. - 00:02–00:03 The jacket is shown fully open, suspended in the air, as if floating without a person inside. - 00:03–00:04 The jacket compresses into a small, gray bag. - 00:04–00:05 The jacket is shown fully open, suspended in the air, as if floating without a person inside.

# Ad summary This ad showcases hiking shoes and boots available at REI. The ad quickly displays a variety of shoes while emphasizing their weight in both women's and men's sizes. It includes a voiceover highlighting REI's competitive pricing on hiking footwear. # Brand positioning REI is presented as a retailer that sells a variety of outdoor gear and apparel. The ad focuses specifically on their selection of hiking shoes and boots, suggesting a broad inventory to cater to different preferences. REI emphasizes competitive pricing to attract customers seeking value. The brand aligns with an active, outdoor lifestyle and positions itself as a go-to source for quality hiking footwear at affordable prices. The brand's positioning is functional, focusing on cost-effectiveness and product variety. # Product The ad showcases a range of hiking shoes and boots available at REI. Each product is presented with its name and a weight specification for both women's and men's sizes, creating an impression of lightweight, performance-oriented design. The products include the Hoka Mafate Hike, a hiking boot, and the Altra Lone Peak 9, a waterproof low hiking shoe. The ad highlights the variety of styles and the waterproof feature for the Altra Lone Peak 9. The products are suitable for outdoor activities like hiking and are designed to be lightweight, addressing the need for comfort and performance on the trail. The clear naming and weight specifications aim to reduce purchase barriers by providing specific information about each product. # Visual style The ad has a clean and informative aesthetic with quick cuts and static shots of the products. The production quality is polished, presenting a professional commercial feel. The pacing is fast, with cuts timed to emphasize different shoe options and highlight their features. The color scheme is natural, reflecting the outdoor setting and emphasizing the functionality of the products. # Hooks Spoken: 00:05–00:08: REI has competitive prices on hiking footwear. Visual: 00:05–00:06: A hiker is shown from the ankles down, wearing red hiking boots, walking on a rocky trail surrounded by green grass and shrubs. The lighting is natural daylight. The camera follows the hiker's movement, maintaining a low angle. / 00:06–00:07: A hiker with darker skin and curly brown hair wearing gray hiking boots is walking on a dirt trail in a sunny forest. The camera angle is from the ankles down, following the hiker's movement. / 00:07–00:08: A hiker wearing a dark-colored hiking boot walks on a trail with fallen leaves. The camera angle is from the ankles down, following the hiker's movement. The lighting is slightly muted, suggesting an overcast day. # Funnel stage Consideration # Pain points The ad implies that finding affordable, high-quality hiking footwear can be a challenge, which is addressed by REI’s competitive pricing on hiking footwear. # Value propositions - Competitive prices on hiking footwear. - Lightweight, waterproof hiking footwear for comfortable outdoor activities. # Benefits - Comfort while hiking - High performance - Affordable hiking footwear # Features - Waterproof (Altra Lone Peak 9) - Lightweight design - Variety of styles # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is delivered from the brand's perspective, promoting their product offerings and pricing. # Storyline - 00:00–00:02 The ad begins by displaying the Hoka Mafate Hike boot in two color options, highlighting the REI logo and product information, including the weight of the shoe for both women and men. - 00:02–00:05 The ad then switches to the Altra Lone Peak 9 waterproof low hiking shoe, again showing product information and weight specifications. - 00:05–00:08 The voiceover begins, emphasizing REI’s competitive pricing on hiking footwear while different hiking boots are shown.

# Ad summary This ad announces the grand opening of an REI store in Prosper, Texas. It offers a 23% discount on a full-price REI Co-op brand item or shop service and urges customers to visit the store between March 27-28. # Brand positioning REI is presented as a purveyor of outdoor gear, clothing, classes, and advice. The brand positions itself as a resource for outdoor enthusiasts, equipping them for adventures and providing related services. The brand promotes a lifestyle of exploration, learning, and community through its classes and advice, suggesting a deeper relationship with its customers than just retail. REI likely aims to be the go-to outfitter for those who value quality, experience, and expertise in their outdoor pursuits. # Product This ad focuses on announcing the grand opening of an REI store, so it does not specifically highlight a product but instead is an announcement for the new store. The ad promotes a 23% discount applicable to either one full-price REI Co-op brand item or one REI Co-op Shop Service. This suggests that REI not only sells outdoor equipment and apparel but also offers services such as gear repair, maintenance, or customization. This offer is intended to attract customers to the new store location and encourage them to explore REI's offerings, both in terms of products and services. # Visual style The ad uses a promotional visual style with a blurred outdoor background to evoke the REI brand. It features a clean, legible font for text and is layered on top of a background photo. The overall aesthetic is intended to be informative and inviting, emphasizing the grand opening event and discount offer. This is meant to catch the viewer's eye while providing essential details. # Hooks Headline: Enjoy 23% OFF # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - One full-price REI Co-op brand item or one REI Co-op Shop Service at 23% OFF. # Benefits - Grand opening of new REI location. # Features - 23% discount # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad conveys the brand's point of view, as it promotes the store opening, discount, and grand opening event. # Storyline - The ad opens by announcing the grand opening of an REI Co-op store in Prosper, Texas, with the brand name displayed prominently. This is intended to generate excitement and awareness among local customers. The message is being conveyed from the brand's perspective. - The ad highlights a 23% discount on select items or services, with the details and validity period. This is intended to incentivize immediate action and drive traffic to the new store. The brand is communicating the promotional deal from their perspective. - The ad concludes with specific dates for the grand opening and references the brand's different categories. This informs the audience when and where they can take advantage of the offer, promoting engagement. The brand is reinforcing the call to action, viewed from its perspective.

# Ad summary This REI Co-op ad showcases the versatility of their layering system for outdoor activities. It features three main products: the XeroCloud 3L Rain Jacket, the MicroTrek Insulated Hoodie, and the Flash Shade Hoodie, demonstrating how they can be combined to adapt to varying weather conditions. The ad uses simple visuals, on-screen text, and short video clips of people outdoors to emphasize the adaptability and utility of the brand's layering system. The REI brand is presented as a reliable source for outdoor gear designed to help consumers enjoy outdoor activities regardless of the weather. # Brand positioning REI Co-op is presented as a provider of versatile and reliable outdoor apparel. The brand aims to occupy a space in the consumer's mind as a go-to source for adaptable clothing solutions designed for various weather conditions. Their tone is practical and informative. The brand’s products offer functional layering solutions, enabling customers to enjoy outdoor activities without being limited by weather. REI Co-op differentiates itself by offering a comprehensive layering system that ensures comfort and protection in diverse environments. # Product The REI Co-op layering system features three main products: the XeroCloud 3L Rain Jacket, the MicroTrek Insulated Hoodie, and the Flash Shade Hoodie. The XeroCloud 3L Rain Jacket is designed to provide waterproof protection during wet conditions. The MicroTrek Insulated Hoodie offers lightweight insulation for warmth. The Flash Shade Hoodie is designed to protect from the sun. Together, these products allow users to adapt to changing weather conditions while staying comfortable during outdoor activities. The key selling point is the adaptability and versatility of the system, ensuring users are prepared for any environment. # Visual style The ad features a clean and simple aesthetic, focusing on product visibility and utility. The editing style includes static shots to showcase the jackets and quick cuts to highlight outdoor activities. The production quality is polished, giving a commercial feel. The pacing is consistent and moderate, with cuts timed to highlight key features and activities. The lighting is bright and natural. # Hooks Text overlay: 3 layers. / Infinite conditions. Visual: 00:00–00:05: Three REI Co-op jackets are laid out on a light beige surface. The top layer is a bright red rain jacket with a hood, an REI logo on the upper left chest, and black zippers. The middle layer is a grey puffer jacket with horizontal stitching and an REI logo. The bottom layer appears to be a light beige sun hoodie. Above the jackets is the REI Co-op logo in green. Text above the jackets reads, “3 layers. Infinite conditions.” Beneath the jackets are the words “REI CO-OP XEROCLOUD 3L RAIN JACKET,” “REI CO-OP MICROTREK INSULATED HOODIE,” and “REI CO-OP FLASH SHADE HOODIE”. The shot is brightly lit and stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of unpredictable weather conditions that can hinder outdoor activities. The weather can change, making it difficult to dress appropriately for the entire duration of the activity. # Value propositions - The layering system allows you to adapt to "infinite conditions" - Multiple jackets available to adjust to changing weather. # Benefits - Adaptability to various weather conditions - Versatile layering system # Features - XeroCloud 3L Rain Jacket - MicroTrek Insulated Hoodie - Flash Shade Hoodie # Call to action Shop REI Co-op Layers # Social proof - None used. # Point of view - Brand 100% – The ad presents a product demonstration from the official brand perspective to highlight the functionality and adaptability of its apparel. # Storyline - 00:00–00:05 The ad begins by showing an REI Co-op layering system consisting of an outer rain jacket, an insulated hoodie, and a sun hoodie laid out on a neutral surface. - 00:00–00:05 A graphic appears that states “3 layers. Infinite conditions.” - 00:05–00:07 The rain jacket is shown being unzipped to reveal the additional layers. - 00:07–00:09 The camera zooms in on the zippers of the jackets. - 00:09–00:11 The camera zooms in on the zippers being attached to each other. - 00:11–00:14 A woman is shown outside hiking with the jackets. The visual is meant to convey the versatility of the jackets. - 00:14–00:18 Another layering system is displayed with different colors. - 00:14–00:18 A graphic states “Shop REI Co-op Layers”. - 00:18–00:21 A man is shown outside running with the jackets. The visual is meant to convey the versatility of the jackets.

# Ad summary This REI ad showcases the Hoka Mafate Hike walking shoe. The ad highlights the lightweight design of the shoe and its durable materials. # Brand positioning Hoka is presented as a brand focused on creating high-performance footwear. The ad emphasizes the brand's commitment to innovation, combining lightweight design with durable materials for outdoor activities. The brand seeks to occupy a space in the consumer's mind as a provider of high-quality, reliable hiking shoes that do not compromise on comfort or performance. The brand positions itself as functional and performance-oriented. # Product The Hoka Mafate Hike is a lightweight hiking shoe designed for outdoor activities. The ad emphasizes that the shoe weighs only 1 lb. 6.68 oz, making it easy to wear for extended periods. The shoe features durable, breathable Matryx mesh uppers and a light running-inspired style, indicating it's suitable for varied terrains and conditions. The ad does not explicitly state a target demographic, but implies it is for outdoor enthusiasts who value lightweight, durable footwear. # Visual style The ad has a clean and minimalist aesthetic with bright lighting and a focus on the product. The editing style is smooth with slow camera movements to highlight the product features. The production quality is polished, giving a commercial feel. Pacing is slow and steady, highlighting the product's details. # Hooks Spoken: 00:00–00:02: Longer routes, lighter weight. Text overlay: 00:00–00:02 Longer routes. Lighter weight. Visual: 00:00–00:02: A pair of white Hoka Mafate Hike walking shoes are displayed on a light background. The shoes are arranged to show both the side and sole, with a focus on the brand logo. The REI co-op logo is visible in the lower right. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Longer routes. Lighter weight. This suggests that you can hike longer with these lighter shoes. # Benefits - Durable - Breathable - Light running-inspired style # Features - Matryx® mesh uppers - 1 lb. 6.68 oz # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of the brand, showcasing the product and its features. # Storyline - 00:00–00:02 The ad opens by displaying the Hoka Mafate Hike walking shoes. The message is intended to attract attention and showcase the product at the beginning of the ad. - 00:02–00:07 The ad then zooms in on one of the shoes, highlighting its features. The message is intended to highlight the shoe's lightweight design and durable materials.

# Ad summary This REI ad showcases their ultralight backpacking gear, highlighting the concept of 'finding more with less.' The ad features an individual relaxing in a scenic mountain setting while reading a book and enjoying a beverage by their tent. The scene emphasizes relaxation and enjoyment of nature without the burden of heavy gear. # Brand positioning REI is presented as a brand that aligns with the values of outdoor adventure, simplicity, and sustainability. It aims to occupy the space in the consumer's mind as a provider of high-quality gear that enhances the outdoor experience without unnecessary bulk or complexity. The brand promotes a lifestyle of exploration and mindful enjoyment of nature, suggesting that less can lead to more profound experiences. It potentially pushes against the norm of excessive consumerism within the outdoor gear market by emphasizing a more minimalist approach. # Product The advertised product is REI's Ultralight Backpacking Gear. This gear is designed for individuals who want to minimize weight and maximize their experience while backpacking. The ad implies that the gear allows users to enjoy the outdoors comfortably without the burden of heavy equipment. While no specific features are mentioned, the focus is on the overall benefit of a lighter load, suggesting ease of use and enhanced mobility. The ad implies the product is for backpackers seeking efficiency and comfort. The gear enables use occasions focused on longer treks and a more simplified outdoor living. # Visual style The ad has a natural and slightly desaturated aesthetic to match the rugged outdoor environment. The production quality appears to be a blend of commercial and lifestyle content, aiming to feel authentic while still polished. Pacing is static, with the single long shot. Audio-visual sync is not applicable as the visual is a still image. # Hooks Text overlay: 00:00–00:09: REI CO-OP / 00:00–00:09: Find more with less / 00:00–00:09: ULTRALIGHT BACKPACKING GEAR Visual: 00:00–00:09: A person is sitting on a rocky slope near a pitched tent with a backdrop of mountainous terrain. The individual is reading a book with a pink cover and holding a beverage container, possibly enjoying a moment of relaxation. There is backpacking gear nearby. The camera is stationary and captures the scene from a medium distance. The lighting is natural, with muted colors that emphasize the outdoor environment. Text overlays display the brand's logo and messaging. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies a potential pain point of heavy and cumbersome backpacking gear hindering the enjoyment of outdoor experiences. # Value propositions - The value proposition is that REI's ultralight backpacking gear allows users to 'find more with less,' suggesting an enhanced outdoor experience with less physical burden. # Benefits - Find more with less # Features - Ultralight backpacking gear # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad presents a scene that promotes a specific product category and the brand's overall messaging. # Storyline - 00:00–00:09 The scene shows a person relaxing and reading a book near their tent in a mountain environment.

# Ad summary string # Brand positioning REI Co-op is presented as a purveyor of outdoor gear and equipment that enables exploration and adventure while emphasizing sustainability and community. The brand positions itself as a provider of essential items for outdoor enthusiasts who prioritize lightweight, efficient gear without sacrificing comfort or enjoyment. REI Co-op promotes a lifestyle of mindful minimalism in nature, encouraging customers to 'find more with less' and enjoy experiences like reading '12 ounces of plot twists' atop a mountain. The brand aligns with values of environmental consciousness and the pursuit of enriching outdoor experiences, setting itself apart by focusing on quality and thoughtful curation rather than excessive consumerism. # Product The ad features a curated collection of ultralight backpacking gear, designed to minimize weight without compromising functionality. The collection includes items such as a lightweight pack (2 lbs 10.2 oz), a Big Agnes sleeping bag (19.3 oz), and a small water filter (2.6 oz), showcasing the brand's commitment to reducing pack weight. The products are intended for backpackers and hikers who prioritize mobility and efficiency on the trail. Key features highlighted are their lightweight nature, allowing users to carry essential items while leaving room for personal luxuries like a book ('12 ounces of plot twists'). The ad conveys the value of these products by demonstrating how they enable a more enjoyable and less burdensome outdoor experience. By addressing the purchase barrier of heavy gear, the ad suggests that REI Co-op's ultralight gear makes backpacking more accessible and enjoyable. # Visual style The ad features a clean and informative aesthetic, blending outdoor adventure visuals with product-focused flat lays. The editing style incorporates quick cuts to showcase different gear and scenic views, maintaining a steady pace of about 15 cuts per minute. The production quality is polished, with clear product shots and a natural color palette that aligns with the brand's outdoorsy identity. Visual motifs include overhead shots of gear and scenic mountain vistas. The audio-visual sync is tight, with text overlays timed to emphasize key product details and voiceover lines. # Hooks Spoken: 00:02–00:04: The essentials, weigh next to nothing. Text overlay: 00:02–00:03: 19.3 oz / 00:03–00:04: 2.6 oz Visual: 00:02–00:03: A close-up shot from above shows a green, rolled-up sleeping bag on a light gray carpet. The text overlay reads '19.3 oz', highlighting the item's weight. Bright light creates strong shadows. / 00:03–00:04: Overhead, close-up shot of a miniature water filter on a light gray carpet. The accompanying text states '2.6 oz'. The scene is brightly lit with strong shadows. # Funnel stage Middle of funnel (Consideration) # Pain points The frustration of carrying heavy gear on outdoor adventures. “The essentials, weigh next to nothing” directly addresses the common issue of heavy, cumbersome backpacking equipment. # Value propositions - Ultralight gear makes outdoor adventures more enjoyable and less burdensome - Lightweight design allows room for personal luxuries like a book # Benefits - Essentials weigh next to nothing - Leaving room for 12 ounces of plot twists # Features - Lightweight pack: 2 lbs 10.2 oz - Big Agnes sleeping bag: 19.3 oz - Small water filter: 2.6 oz # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing its products and values with curated visuals and messaging. # Storyline - 00:00–00:01 A group is hiking up a rocky mountain trail with fully loaded packs. - 00:01–00:04 The perspective then shifts to a display of backpacking equipment, including a pack, sleeping bag and water filter, accompanied by text indicating their weights. - 00:04–00:05 The frame switches to a flat lay showcasing all the equipment being discussed in the ad. - 00:05–00:07 The narrative continues by showing a book being held up against a mountain backdrop. - 00:07–00:09 The final shot shows a woman reading that same book atop a mountain.

# Ad summary This REI Co-op ad features a group of hikers setting up camp in a mountainous region. The ad showcases the lightweight nature of REI Co-op's products, emphasizing the convenience and portability of the brand's tent and sleeping pad. # Brand positioning REI Co-op is presented as a brand that values adventure and practicality. The brand aligns itself with an active, outdoor lifestyle, providing equipment that supports lightweight travel and comfortable camping experiences. By showcasing its products in a rugged, mountainous environment, REI Co-op is positioned as a provider of reliable gear for serious adventurers. The brand positions itself functionally by providing lightweight and easy-to-carry camping equipment. # Product The ad features the REI Co-op tent and sleeping pad, emphasizing their lightweight design. The tent is designed for easy setup and portability, making it ideal for backpacking and camping in remote locations. The sleeping pad is presented as an ultralight and compact solution for comfortable sleep in the outdoors, weighing only 9.6 ounces. The ad addresses the purchase barrier of heavy, cumbersome camping gear by highlighting the ease of carrying REI Co-op products. # Visual style The ad has a UGC feel, with natural lighting and handheld camera work. The editing is simple with static shots. The production quality is somewhat polished, balancing between an authentic outdoor experience and brand presentation. Pacing is slow and consistent. # Hooks Spoken: 00:07–00:08 [lighthearted] Seriously ultralight Text overlay: 00:07–00:08 Seriously ultralight Visual: 00:06–00:09 Three people in a rocky mountainous setting. The REI Co-op logo is displayed. A woman in a red jacket sits on a rock, while a person in a white jacket gestures toward the light green REI Co-op tent. Another person approaches, carrying the yellow sleeping pad. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that traditional camping gear can be heavy and cumbersome, making it difficult to carry on backpacking trips. # Value propositions - The ultralight design of REI Co-op's tent and sleeping pad makes camping more convenient and portable. - REI Co-op is so ultralight it blows away! # Benefits - Easy to carry - Portable - Convenient # Features - Ultralight tent - Ultralight sleeping pad (9.6 oz) # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is told from the brand's perspective, focusing on the product features and benefits. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a wide shot of a mountainous landscape where three people are setting up REI Co-op tents. This establishes the setting and introduces the activity of camping with the brand's gear, conveying an adventurous and practical tone. - 00:02–00:03 00:02–00:03 A man holds up a yellow REI Co-op sleeping pad, revealing that it weighs 9.6 ounces. This moment highlights the ultralight nature of the product. It is told from the brand's perspective, emphasizing a functional benefit. - 00:03–00:06 00:03–00:06 The man throws the pad and it is quickly carried away by the wind. This demonstrates the extreme light weight of the product, emphasizing the brand's claim. - 00:06–00:09 00:06–00:09 A wide shot showing people relaxing near the tents, while one individual gestures towards the tent. This reinforces the idea of convenience and portability, aligning with the brand’s positioning.

# Ad summary This REI ad highlights its ultralight backpacking gear and the feeling of freedom and accomplishment that comes with exploring nature. The ad features stunning visuals of mountain landscapes and hikers, with text overlays emphasizing the benefits of lightweight gear. # Brand positioning REI is presented as an outdoor gear and apparel company that equips adventurers to explore the world with quality, reliable, and innovative products. The brand embodies a spirit of exploration, freedom, and environmental stewardship. The ad suggests REI is not just selling gear, but providing the tools for transformative experiences in nature. REI aligns with values of minimalism and efficiency, enabling customers to push boundaries and discover more with less, while the visuals underscore the brand's association with high-quality gear suitable for demanding outdoor pursuits. # Product The ad showcases REI’s ultralight backpacking gear, emphasizing its design for outdoor enthusiasts seeking to minimize weight and maximize mobility during backpacking adventures. The gear enables users to ‘find more with less’ and fully immerse themselves in nature without being weighed down. Although specific product types are not identified, the ad highlights the overall concept of lightweight, efficient equipment designed for backpacking. The focus is on the freedom and enhanced experience that comes from using lighter gear, suggesting a unique selling proposition of improved agility and enjoyment for backpackers. # Visual style The ad uses a polished aesthetic with a focus on natural landscapes. The editing is smooth, with static shots. The production quality is high, emphasizing the grandeur of the outdoor setting. The pacing is slow and steady. The audio-visual sync is subtle, allowing the visuals to dominate the message. # Hooks Text overlay: 00:00–00:10 Find more. / 00:00–00:10 With less. / 00:00–00:10 ULTRALIGHT BACKPACKING GEAR Visual: 00:00–00:10: A wide shot of a rocky mountain landscape with sparse vegetation under a partly cloudy sky. In the midground, three hikers wearing backpacks are navigating a rocky ridge, seen from a slightly elevated angle. The REI logo and tagline "Find more. With less." are superimposed in the upper center of the frame. Below the tagline is the text "ULTRALIGHT BACKPACKING GEAR" alongside a stylized leaf icon. The lighting is natural, creating shadows on the rocks and highlighting the textures of the landscape. The camera is mostly static, offering a stable view of the scene as the hikers move slowly across the terrain. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of being weighed down by heavy gear while backpacking, which limits the ability to fully enjoy and explore the outdoors. # Value propositions - The gear's ultralight design allows users to experience more of nature without the burden of heavy equipment. # Benefits - Find more with less. # Features - ULTRALIGHT BACKPACKING GEAR # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad presents the brand's perspective on the ultralight backpacking gear and its benefits. # Storyline - 00:00–00:10 The ad opens with a wide shot of a mountainous landscape with hikers making their way across a rocky ridge.

# Ad summary This ad showcases ultralight trekking poles and tents from REI. The ad presents hikers using the poles on rocky terrain and setting up the tent in a wooded area. A voiceover emphasizes that the tent can be constructed using the trekking poles, and the overlay text reinforces the low weight of the items. # Brand positioning REI Co-op is presented as a provider of outdoor gear, specifically catering to hikers and campers seeking to minimize weight and maximize functionality. The brand is positioned as promoting a lifestyle of adventure and exploration, encouraging users to "find more with less". The brand emphasizes practical, functional gear designed for the outdoors, aligning with values of simplicity and efficiency. REI does not push against any specific category norms. # Product The ad features ultralight trekking poles and an ultralight tent, both from REI Co-op. The trekking poles are shown being used by hikers on rocky mountain trails, with an on-screen graphic stating they weigh 14.6 ounces. The tent is described as being constructable using the trekking poles, eliminating the need for separate tent poles. The ad visually demonstrates a hiker setting up the tent in a wooded area, and an on-screen graphic states that it weighs 19.0 ounces. The USPs are their ultralight weight and the tent's compatibility with trekking poles. # Visual style The ad has a natural, outdoorsy aesthetic with slightly muted colors. The editing style includes quick cuts between scenes of hiking and tent setup, maintaining a medium pace. The production quality appears to be a mix of professional shots and user-generated content, aiming for an authentic feel. # Hooks Spoken: 00:02–00:03 Trekking pole. Text overlay: 00:02–00:05 14.6 oz / 00:02–00:03 Trekking pole Visual: 00:02–00:05 Extreme close up of a black trekking pole hitting the rocky ground, with the hiker’s blue boots and rocky terrain in the background. The camera is low to the ground, providing a ground-level perspective. A white line points to the trekking pole, accompanied by the text "14.6 oz". # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of carrying heavy and bulky gear while hiking and camping, as evidenced by the tagline "Find more with less." # Value propositions - Find more with less: maximizing adventure while minimizing gear weight, enabled by ultralight trekking poles and tent - The tent’s compatibility with trekking poles eliminates the need for separate tent poles, reducing weight and bulk # Benefits - Ultralight gear for hiking and camping - Tent can be constructed with trekking poles # Features - Trekking pole - 14.6 oz (weight of the trekking pole) - Tent pole - 19.0 oz (weight of the tent) # Call to action None used. # Social proof - None used. # Point of view - Customer 60% – This is communicated through the use of visuals showing hikers using the products in real-world scenarios. - Brand 40% – This is communicated through the on-screen text overlays providing product details and the final tagline reinforcing the brand's positioning. # Storyline - 00:00–00:01 The ad begins with a close up of the REI logo on hiking gear, immediately signaling the brand and product category. - 00:01–00:05 00:01–00:05 The scene cuts to a group of hikers ascending a rocky mountain trail using trekking poles, showcasing the product in its intended environment. This conveys the active lifestyle the product supports. An on-screen text overlay states the weight of the trekking pole is 14.6 ounces. - 00:05–00:10 00:05–00:10 A hiker is shown setting up an ultralight tent using trekking poles, illustrating the tent's key feature and functionality. An on-screen text overlay states that the tent weighs 19.0 ounces, reinforcing its lightweight nature. - 00:10–00:12 00:10–00:12 The ad concludes with an aerial view of a campsite featuring the erected tents, accompanied by the tagline "Find more with less". This promotes the value proposition of maximizing adventure while minimizing gear weight.

# Ad summary This ad for REI Co-op showcases the String Ridge VST 1.5 tent while promoting the idea of lightweight backpacking and camping. The ad follows a couple who takes the tent on an adventure, calling out the weight of items inside. # Brand positioning REI Co-op is presented as a brand that caters to outdoor enthusiasts seeking high-quality camping and hiking gear. The brand promotes a lifestyle of adventure and exploration, emphasizing the importance of reliable, lightweight equipment that enables a more enjoyable experience in nature. REI Co-op aligns with values of sustainability and community. The brand focuses on functional performance, providing products that enhance the outdoor experience while being mindful of the environment and user needs. # Product The Big Agnes String Ridge VST 1.5 tent is featured in this ad. It is a lightweight tent designed for backpackers and campers who want to minimize their pack weight without sacrificing comfort or protection. The ad highlights the tent's spacious interior and mentions weights of additional items being placed inside, ranging from 10 oz to 19.3 oz. The tent's design is simple and efficient, with a single-pole structure for easy setup. The tent is designed for one person and their gear, making it suitable for solo backpacking trips or minimalist camping setups. The tent's value is in its portability and ease of use. # Visual style The ad has a natural, outdoor aesthetic with handheld camera movements, giving it a UGC feel. The editing includes simple transitions and weight overlays, with a moderate pace that keeps the viewer engaged. The visuals highlight the natural beauty of the camping location and the practical aspects of the tent. # Hooks Text overlay: 'In-tents' moments with REI Co-op Visual: 00:00–00:01: An eye-level shot shows a mountain range with a valley in the background. The foreground is a rocky area with green bushes. Two people sit on a boulder near the top of the frame. Below them are two tents pitched on the rocky landscape. A man wearing a red jacket sits next to a woman in a black jacket. Text overlay at the center reads, 'In-tents moments' with REI Co-op. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration implied in the ad is the burden of carrying heavy camping gear while backpacking. This is highlighted visually by the emphasis on the tent's lightweight design, which contrasts with the potential discomfort and strain of carrying heavier equipment. # Value propositions - Enjoy outdoor adventures with less burden thanks to the tent's lightweight design. # Benefits - Minimizes pack weight - Easy setup - More enjoyable experience in nature # Features - Lightweight tent - Spacious interior - Single-pole structure # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is from the perspective of a customer sharing their personal experience with the tent. # Storyline - 00:00–00:01 The ad opens with an overview shot of the mountains and two people sitting on a rock, then transitions to a shot of two tents. - 00:01–00:05 00:01–00:05: A woman is seen inside the tent reading a book and blowing up a pillow. - 00:05–00:07 00:05-00:07: A man and a woman are both inside the tent as weights appear showing how lightweight the tent is. - 00:07–00:09 00:07–00:09: The ad concludes with the REI logo and the line 'Find more with less'.

# Ad summary This ad for REI Co-op promotes ultralight backpacking gear. It features a scenic mountain backdrop and text overlay: "Find more. With less. ULTRALIGHT BACKPACKING GEAR". # Brand positioning REI Co-op is presented as a brand that champions outdoor adventures and exploration. The brand aligns itself with values of minimalism and efficiency, encouraging customers to "Find more. With less." This suggests a positioning that prioritizes experiences and freedom over material excess, appealing to those who value nature and seek to minimize burdens while exploring it. The focus on 'Ultralight Backpacking Gear' indicates a functional approach, emphasizing performance and simplicity for outdoor enthusiasts. # Product The ad promotes ultralight backpacking gear designed to enable adventurers to "Find more. With less." This gear appears to be aimed at hikers and outdoor enthusiasts who prioritize efficiency and minimizing their load during excursions. The gear is not explicitly detailed, but the ad's focus on ultralight suggests features that reduce weight and bulk, enabling users to travel farther and more comfortably. By focusing on the benefit of finding more with less, the ad emphasizes a value proposition that resonates with those who seek to optimize their outdoor experiences. # Visual style The ad has a natural, somewhat muted color palette with an emphasis on the scenic outdoor environment. The production quality seems polished, with stable camera work and clear text overlays. The pacing is slow and deliberate, allowing the viewer to take in the landscape and messaging. # Hooks Text overlay: 00:00–00:09 Find more. / 00:00–00:09 With less. / 00:00–00:09 ULTRALIGHT BACKPACKING GEAR Visual: 00:00–00:09: A wide shot displays a mountain landscape with a group of hikers making their way along a grassy trail. The sky is overcast, and the mountains are rocky and steep. The hikers, appearing as small figures in the landscape, are equipped with backpacks and hiking gear. The REI Co-op logo appears at the top center of the frame, along with the text "Find more. With less." and "ULTRALIGHT BACKPACKING GEAR". # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the burden and limitations of carrying heavy, cumbersome gear while backpacking or hiking, which can restrict the ability to fully enjoy and explore the outdoors. The ad aims to alleviate this by offering ultralight gear. # Value propositions - The gear is ultralight and allows you to "Find more with less." # Benefits - Find more. - With less. # Features - ULTRALIGHT BACKPACKING GEAR # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad presents the brand's official voice and messaging through visuals and text overlays. # Storyline - 00:00–00:09 The ad opens with a sweeping landscape view of mountains. Hikers are seen walking along a trail.