How Smalls Advertises on Meta

# Ad summary This ad promotes Smalls cat food as a solution to common digestive issues in cats, such as vomiting, hairballs, and undigested food. It highlights that Smalls is made with real food and contains no fillers or preservatives, leading to fewer digestive problems for cats. # Brand positioning Smalls is presented as a premium cat food brand that prioritizes natural, high-quality ingredients to address common digestive issues in cats. The brand positions itself as a solution to problems caused by carb-heavy diets, fillers, and preservatives found in many commercial cat foods. Smalls aims to occupy the space of a health-conscious, transparent brand that cares about cats' well-being, offering real food with no artificial additives. This positioning is functional, focusing on the health benefits and digestive improvements that come from feeding cats a natural diet. # Product Smalls cat food is presented as a real food option for cats, designed to address digestive issues like vomiting, hairballs, and undigested food. The ad emphasizes that Smalls contains no fillers or preservatives, which are often found in commercial cat foods and can irritate a cat's gut. The product is highlighted as a solution for cats experiencing digestive problems due to carb-heavy diets and ultra-processed foods. The ad showcases Smalls' commitment to using natural ingredients, suggesting that this leads to better digestion and fewer surprise messes. The product is available in a pre-portioned, sealed package. # Visual style The ad has a clean, informative aesthetic with a mix of close-up shots and text overlays. The editing style is straightforward with static shots and clear transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:02 You see puke, we see a warning sign. Text overlay: 00:00–00:02 You see puke. We see a warning sign. Visual: 00:00–00:02: A close-up shot of a computer screen displaying a Notes app. The text reads, "You see puke. We see a warning sign." # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of dealing with cat vomit and digestive issues, highlighting that "You see puke, we see a warning sign." # Value propositions - Smalls is real food, no fillers, no preservatives, no surprise messes. # Benefits - Addresses digestive issues - Reduces vomiting - Reduces hairballs - Reduces undigested food - No surprise messes # Features - Real food - No fillers - No preservatives # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, presenting information and solutions related to cat health and digestion. # Storyline - 00:00–00:02 The ad opens with a statement about how cat owners perceive vomit versus how Smalls views it. - 00:02–00:20 The ad then lists the different types of vomit and the causes of each. - 00:20–00:25 The ad then introduces Smalls as a solution to the problem of cat vomit.

# Ad summary This ad uses a cat professor to explain why kibble is not the best option for cats and promotes Smalls as a high-protein, fresh food alternative. # Brand positioning Smalls is presented as a cat food brand that prioritizes the natural dietary needs and evolutionary history of cats. The brand positions itself as a provider of high-protein, fresh food designed to cater to what cats actually need, contrasting with the convenience-driven, shelf-stable nature of traditional kibble. Smalls aligns with a lifestyle that values the health and well-being of cats, promoting the idea that cats deserve more than just dry pebbles. The brand pushes against the norm of cheap, dry, and shelf-stable pet food, instead offering a premium, fresh alternative. # Product Smalls is a high-protein, fresh cat food designed to meet the natural dietary needs of cats. It is presented as an alternative to traditional kibble, which is described as cheap, dry, and shelf-stable. Smalls is for cat owners who want to provide their pets with a diet that aligns with their evolutionary history as desert-dwelling hunters, emphasizing the need for moisture and real meat. The ad addresses the purchase barrier of convenience by highlighting that Smalls is made by humans with brains and hearts, implying a focus on quality and cat health over mere convenience. The product is worth trying or buying because it allows cats to eat like the predators they were born to be, rather than like a couch potato who snacks on cornflakes. # Visual style The ad has a clean, minimalist aesthetic with bright, pastel colors and simple graphics. The editing style is quick and snappy, with frequent cuts and transitions to keep the viewer engaged. The production quality is a hybrid of polished commercial and UGC feel, which supports the intended tone of being informative and humorous. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:01–00:07 Hi, I'm Professor Paws. Tenured in meowology, minor in human food mistakes. Text overlay: 00:01–00:07 Hi, I'm Professor Paws. Tenured in meowology, minor in human food mistakes. Visual: 00:01–00:07: A light blue background with a cartoon image of a cat's head wearing a graduation cap. The text "Hi, I'm Professor Paws. Tenured in meowology, minor in human food mistakes." is displayed below the image. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is that traditional kibble is not ideal for cats because it is cheap, dry, and shelf-stable, which does not align with their natural dietary needs as desert-dwelling hunters. "Sure, it was convenient for humans. But for cats? Not ideal." # Value propositions - High-protein, fresh food designed for what cats actually need: This connects the product's features to the benefit of meeting cats' natural dietary needs. - Get 50% off Today! And FREE treats for life because your cat deserves more than just dry pebbles: This connects the offer to the value of providing cats with a better diet. # Benefits - Designed for what cats actually need - Eat like the predator they were born to be # Features - High-protein - Fresh food # Call to action Get 50% off Today! # Social proof - None used. # Point of view - Expert 100% – The entire ad is told from the perspective of Professor Paws, a cat expert, who provides information and opinions about cat food. # Storyline - 00:00–00:01 The ad opens with the title card, "Kibble explained by cats," setting the stage for a humorous and educational approach to discussing cat food. - 00:01–00:07 00:01–00:07: A cat wearing a graduation cap introduces himself as Professor Paws, tenured in meowology, minor in human food mistakes. This establishes a playful, expert persona to discuss the topic of kibble. - 00:08–00:10 00:08–00:10: Professor Paws states, "Let's talk about kibble," transitioning to a discussion about the history and purpose of kibble. - 00:10–00:21 00:10–00:21: The ad explains that kibble was invented around World War II when humans needed to make pet food that was cheap, dry, and could sit in a shelter for months, so it had to be shelf-stable. This provides historical context and highlights the human-centric motivations behind kibble's creation. - 00:22–00:28 00:22–00:28: Professor Paws states, "Sure, it was convenient for humans. But for cats? Not ideal." This acknowledges the convenience of kibble for humans but questions its suitability for cats. - 00:29–00:33 00:29–00:33: The ad explains, "Meanwhile, cats evolved as tiny, desert-dwelling hunters," emphasizing the natural dietary needs of cats. - 00:34–00:38 00:34–00:38: Professor Paws states, "We need moisture. Real meat. Not...this," contrasting the natural needs of cats with the dry, processed nature of kibble. - 00:39–00:45 00:39–00:45: The ad introduces Smalls, stating, "That's why humans with brains (and hearts) made Smalls—high-protein, fresh food designed for what cats actually need." This positions Smalls as a solution to the problem of kibble's unsuitability for cats. - 00:46–00:54 00:46–00:54: Professor Paws concludes, "So your cat can finally eat like the predator they were born to be. Not like...a couch potato who snacks on cornflakes," reinforcing the idea that Smalls allows cats to fulfill their natural dietary needs. - 00:55–01:01 00:55–01:01: The ad presents an offer: "Get 50% off Today! And FREE treats for life because your cat deserves more than just dry pebbles," providing an incentive to try Smalls.

# Ad summary This ad promotes Smalls cat food, highlighting the benefits of switching from dry, high-carb food to their gently cooked, moisture-packed food with over 80% real meat protein. The ad features a customer testimonial, emphasizing improvements in her cat's coat, energy levels, and overall health. It also includes a limited-time offer of 50% off plus free treats for life. # Brand positioning Smalls positions itself as a premium cat food brand that prioritizes the unique biological needs of cats. The brand emphasizes the use of real meat protein and the avoidance of fillers, promoting a diet that supports longevity and prevents chronic disease. Smalls aims to be seen as a healthy and optimal choice for cat owners who want to provide the best nutrition for their pets, pushing against the norm of dry, high-carb cat food. # Product Smalls is a gently cooked, moisture-packed cat food made with over 80% real meat protein and no fillers. It is designed to support the unique biological needs of cats, promoting longevity and preventing chronic disease. The product comes in various recipes, including chicken and turkey, and is available in both smooth and pate textures. Smalls also offers fish broth and treats. The ad highlights that switching to Smalls can result in a softer coat, increased activity levels, and overall improved health for cats. It addresses the pain point of dry, high-carb cat food causing kidney stress and low energy in aging cats. # Visual style The ad has a bright and clean aesthetic, with natural lighting and a focus on showcasing the product and cats in a positive light. The editing style includes quick cuts to maintain a fast pace and keep viewers engaged. The production quality is a hybrid of UGC and polished commercial, giving it a relatable yet professional feel. The pacing is consistent throughout the ad, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:03: If your cat only drinks from the bowl, their kidneys are working overtime. Text overlay: 00:00–00:03: If your cat only drinks from the bowl, / 00:01–00:03: their kidneys are working overtime. Visual: 00:00–00:03: Close-up shot of an orange tabby cat drinking water from a bowl. The background is blurred, focusing on the cat's face and the water. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights that dry, high-carb cat food can cause kidney stress and low energy as cats age. "That dry, high carb stuff is the main reason for kidney stress and low energy as they age." # Value propositions - Optimal diet to support longevity and prevent chronic disease - 80% real meat protein, no fillers # Benefits - Supports unique biological needs - Supports longevity - Prevents chronic disease - Softer coat - More active # Features - Gently cooked - Moisture packed food - Over 80% real meat protein - No fillers # Call to action Try SMALLS # Social proof - "My cat's coat is softer, she's more active, and I'm confident in her future." – Female 1 (Customer) - Join the 88% of customers reporting health changes. # Point of view - Customer 40% – The ad features a customer sharing her positive experience with the product. - Brand 60% – The ad presents product information and benefits directly from the brand's perspective. # Storyline - 00:00–00:03 The ad opens with a close-up of a cat drinking from a bowl, immediately posing a question to the viewer. - 00:03–00:08 The ad transitions to a shot of dry cat food in a bowl, then shows the food being scattered on the floor, emphasizing the negative effects of high-carb cat food. - 00:08–00:11 The ad introduces the Smalls product as a solution, showing a person holding a package of Smalls cat food while a cat interacts with it. - 00:11–00:14 The ad highlights the benefits of Smalls, showing the food being prepared and served to cats, emphasizing its nutritional value and support for unique biological needs. - 00:14–00:18 The ad provides more details about Smalls, showing the packaging and highlighting its ingredients and health benefits. - 00:18–00:23 The ad shows the Smalls food being prepared and served to cats, emphasizing its nutritional value and support for unique biological needs. - 00:23–00:27 The ad features a customer testimonial, emphasizing the positive changes in her cat's health after switching to Smalls. - 00:27–00:30 The ad presents social proof by stating that 88% of customers report health changes after switching to Smalls. - 00:30–00:34 The ad concludes with a call to action and a limited-time offer, encouraging viewers to try Smalls.

# Ad summary This ad promotes Smalls cat food by listing five things you need to know to maintain your cat at a healthy weight. The ad features a voiceover and text overlays to highlight the key points, along with visuals of cats eating and playing. # Brand positioning Smalls is presented as a premium cat food brand focused on providing fresh, high-protein, and minimally processed meals for cats. The brand emphasizes the importance of a healthy diet for a cat's overall well-being, promoting a lifestyle of care and attention to pet health. Smalls positions itself against traditional kibble, highlighting the latter's high carbohydrate content and potential for weight gain. The brand offers pre-portioned packs to make portion control easy, aligning with a functional approach to pet care. # Product Smalls offers fresh food for cats, emphasizing high protein content and minimal fillers to maintain a healthy weight. The product comes in pre-measured packs for easy portion control, with one pack a day recommended for the average 10-pound cat. Smalls offers a variety of recipes, including Smooth Fish, Ground Cow, Smooth Pig, Ground Bird, and Turkey Other Bird, as well as Fish and Bird Broth. The brand addresses the purchase barrier of convenience by providing pre-portioned, ready-to-serve meals, and it highlights the benefit of wet food in supporting hydration, aiding digestion, and overall health. Smalls is presented as a better alternative to kibble, which is often higher in carbs and can lead to weight gain. # Visual style The ad has a bright and natural aesthetic, with a UGC feel. The editing style includes quick cuts and static shots. The production quality is a hybrid of UGC and polished commercial. The pacing is consistent, with cuts timed to voiceover lines. # Hooks Spoken: 00:00–00:04 Female 1: Keeping your cat at a healthy weight is one of the best ways to ensure a long, happy life. Text overlay: 00:00–00:09 5 things you need to know to maintain your cat at a healthy weight / 00:00–00:02 keeping your cat at a healthy weight / 00:02–00:05 happy life Visual: 00:00–00:01 A tabby cat is lying on a rug in a sunlit room with plants in the background. A hand pets the cat. The camera is stationary and at eye level. The lighting is natural and bright. / 00:01–00:03 A tabby cat walks on a wooden floor in front of a white door. The camera is stationary and at eye level. The lighting is natural and bright. / 00:03–00:04 A tabby cat lies on a windowsill in front of a window. The camera is stationary and at eye level. The lighting is natural and bright. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cat owners struggling to maintain their cat's healthy weight. It highlights that "kibble is convenient, it's often higher in carbs, which can lead to weight gain." # Value propositions - Pre-measured packs for easy portion control - High protein, minimal filler diet for healthy weight management - Wet food supports hydration and digestion # Benefits - Maintains a healthy weight - Supports hydration - Aids in digestion - Promotes overall health - Easy portion control # Features - High protein diet - Minimal fillers - Pre-measured packs - Variety of recipes (Smooth Fish, Ground Cow, Smooth Pig, Ground Bird, Turkey Other Bird) - Fish and Bird Broth # Call to action None used. # Point of view - Brand 100% – The entire video is told from the brand's perspective, providing information and promoting the benefits of Smalls cat food. # Storyline - 00:00–00:04 00:00–00:04 The ad opens with a hand petting a tabby cat, followed by shots of the cat walking and lying down. The message is that keeping your cat at a healthy weight is essential for a long, happy life, setting a positive and caring tone from the brand's perspective. - 00:04–00:08 00:04–00:08 The ad shows someone preparing Smalls cat food and feeding it to the cat. This demonstrates the product in use and highlights its appeal to cats, from the brand's perspective. - 00:08–00:10 00:08–00:10 The ad introduces the first point: diet matters. The ad shows a black cat looking at Smalls food packages, emphasizing the importance of a high-protein diet for cats, from the brand's perspective. - 00:10–00:14 00:10–00:14 The ad shows a hand holding a Smalls Smooth Fish package over a bowl. The message is that cats need a high-protein diet with minimal fillers to maintain a healthy weight, from the brand's perspective. - 00:14–00:19 00:14–00:19 The ad compares kibble to wet food, stating that kibble is often higher in carbs, which can lead to weight gain. This highlights the benefits of Smalls as a healthier alternative, from the brand's perspective. - 00:19–00:22 00:19–00:22 The ad shows a cat eating wet food, reinforcing the idea that wet or fresh food is a better option, from the brand's perspective. - 00:22–00:28 00:22–00:28 The ad introduces the second point: check their body condition. The ad shows a cat walking, emphasizing the importance of being able to feel your cat's ribs with light pressure and see a defined waist, from the brand's perspective. - 00:28–00:34 00:28–00:34 The ad introduces the third point: keep them active. The ad shows cats playing, emphasizing that regular play keeps your cat engaged and prevents weight gain, from the brand's perspective. - 00:34–00:40 00:34–00:40 The ad introduces the fourth point: hydration helps. The ad shows water being poured into a bowl and a cat eating wet food, emphasizing that wet food can support hydration, aiding in digestion and overall health, from the brand's perspective. - 00:40–00:47 00:40–00:47 The ad introduces the fifth point: portion control is key. The ad shows Smalls pre-measured packs, emphasizing that Smalls makes it easy with pre-measured packs, just one a day for the average 10-pound cat, from the brand's perspective. - 00:47–00:53 00:47–00:53 The ad concludes with a cat being petted, stating that a healthy weight means more play, more cuddles, and a longer, happier life for your cat, from the brand's perspective.

# Ad summary This ad promotes Smalls cat food as a healthy alternative to dry kibble. The ad features a cat owner who switched to Smalls after learning that cats get 80% of their water from food. She claims that dry, high-carb kibble can cause kidney stress and low energy in cats as they age. She says that Smalls is made to support all of their unique biological needs. The ad also includes a testimonial from another cat owner who says that her cat's coat is softer, she's more active, and she's confident in her future. The ad ends with a call to action to try Smalls and get 50% off plus free treats for life. # Brand positioning Smalls is presented as a premium cat food brand that prioritizes the health and well-being of cats. The brand positions itself as a solution to the problems associated with traditional dry kibble, such as kidney stress and low energy. Smalls emphasizes the use of real meat protein and the absence of fillers, aligning with a health-conscious and natural approach to pet nutrition. The brand aims to occupy the space of a high-quality, optimal diet for cats, promoting longevity and preventing chronic disease. The brand aligns with values of informed pet ownership and proactive health management, pushing against the norm of feeding cats processed dry food. # Product Smalls is a gently cooked, moisture-packed cat food made with over 80% real meat protein and no fillers. It is designed to support the unique biological needs of cats, promoting longevity and preventing chronic disease. The product comes in various recipes, including Smooth Bird (chicken) and Ground Other Bird (turkey), and is available in both fresh and freeze-dried forms. Smalls also offers fish broth and treats. The ad addresses the purchase barrier of traditional dry kibble being unhealthy and low in moisture, positioning Smalls as a superior alternative that supports kidney health, energy levels, and overall well-being. The ad highlights that 88% of customers report health changes after switching to Smalls. # Visual style The ad has a UGC feel, with natural lighting and simple editing. The production quality is decent, but not overly polished, which supports the tone of a casual recommendation from a cat owner. The editing style includes quick cuts to maintain a fast pace. The cuts, text, and product actions are timed to the voiceover lines. # Hooks Spoken: 00:00–00:04 When I realized cats get 80% of their water from food, I immediately tossed her kibble. Text overlay: 00:00–00:04 When I realized cats get 80% of their water from food, I immediately tossed her kibble. Visual: 00:00–00:04 A light gray cat with dark gray points lies on its back on a red patterned rug, paws in the air. Text overlay: "When I realized cats get 80% of their water from food, I immediately tossed her kibble." # Funnel stage Consideration # Pain points The ad highlights that dry, high-carb kibble is the main reason for kidney stress and low energy as cats age. "That dry, high carb stuff is the main reason for kidney stress and low energy as they age." # Value propositions - Optimal diet to support longevity and prevent chronic disease - 80% real meat protein, no fillers # Benefits - Supports unique biological needs - Supports longevity - Prevents chronic disease - Softer coat - More active # Features - Gently cooked - Moisture packed - Over 80% real meat protein - No fillers # Call to action Try Smalls # Social proof - "My cat's coat is softer, she's more active, and I'm confident in her future." – Female 1 (Customer) - "Join the 88% of customers reporting health changes." # Point of view - Customer 80% – The ad is primarily told from the perspective of cat owners who have switched to Smalls and are sharing their experiences and observations. - Brand 20% – The brand's perspective is communicated through product claims and descriptions of the benefits of Smalls cat food. # Storyline - 00:00–00:04 00:00–00:04 When I realized cats get 80% of their water from food, I immediately tossed her kibble. - 00:04–00:09 00:04–00:09 That dry, high carb stuff is the main reason for kidney stress and low energy as they age. - 00:09–00:12 00:09–00:12 I was making the same mistake until my vet said switch to Smalls. - 00:12–00:15 00:12–00:15 It's made to support all of their unique biological needs. - 00:15–00:24 00:15–00:24 Smalls is gently cooked, moisture packed food with over 80% real meat protein, no fillers. It's the optimal diet to support longevity and prevent chronic disease. - 00:24–00:29 00:24–00:29 My cat's coat is softer, she's more active, and I'm confident in her future. Join the 88% of customers reporting health changes. - 00:32–00:34 00:32–00:34 Try Smalls, 50% off, plus free treats for life.

# Ad summary The ad shows an orange cat eating wet food from a bowl. The ad suggests that kibble is toxic and that wet food is a healthier alternative for cats. # Brand positioning The brand is presented as a provider of healthy, digestible food for cats, contrasting with the implication that traditional kibble is harmful. The brand positions itself as caring and informed, aligning with pet owners who prioritize their cat's health and well-being. The brand pushes against the norm of feeding cats dry kibble, suggesting it's an outdated and harmful practice. The brand positioning is both functional (digestibility) and emotional (caring for your pet's health). # Product The product is presented as a wet cat food, an alternative to traditional dry kibble. It is implied to be more digestible and healthier for cats. The ad does not explicitly state ingredients or features, but focuses on the benefit of avoiding 'toxic kibble.' The product is for cat owners who are concerned about the health and digestibility of their cat's food. The ad addresses the purchase barrier of believing that kibble is an adequate or healthy food source for cats, suggesting it is not. # Visual style The ad has a UGC feel, with natural lighting and a simple, direct presentation. The editing is minimal, with static shots. The production quality is basic, resembling a typical social media post. The pacing is slow and steady. # Hooks Text overlay: 00:00–00:13: When you realize you were feeding your best friend toxic kibble her little body wasn't meant to digest💔 Visual: 00:00–00:06: A close-up shot of an orange cat eating wet food from a light blue bowl. The bowl is on a light wood floor. The background is a white wall. The camera is stationary and at a low angle, focusing on the cat's face and the bowl. The lighting is bright and natural. A hand is visible holding the bowl. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that feeding cats kibble is harmful and that many cat owners are unknowingly feeding their pets a diet that is not meant for them: 'When you realize you were feeding your best friend toxic kibble her little body wasn't meant to digest💔' # Value propositions - Provides a healthier alternative to toxic kibble # Benefits - More digestible for cats - Healthier for cats # Features - Wet cat food # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a cat owner who has realized the potential harm of kibble and switched to a healthier alternative. # Storyline - 00:00–00:06 The video opens with a close-up of an orange cat eating wet food from a bowl. - 00:00–00:13 The text overlay states, 'When you realize you were feeding your best friend toxic kibble her little body wasn't meant to digest💔' - 00:06–00:13 The video continues to show the cat eating the wet food.

# Ad summary This ad promotes Smalls fresh cat food as a way to keep boy cats healthy and prevent urinary tract infections. It highlights the importance of moisture in a cat's diet and positions Smalls as a solution to ensure cats get the necessary hydration. # Brand positioning Smalls is presented as a premium cat food brand focused on providing fresh, moisture-rich food for cats. The brand positions itself as a proactive solution for cat owners, particularly those with male cats, who are concerned about urinary tract health. Smalls emphasizes the importance of moisture in a cat's diet, suggesting that traditional dry food lacks this essential element. The brand aligns with a health-conscious and caring lifestyle, promoting the idea that cat owners should prioritize their pet's well-being by providing high-quality, fresh food. Smalls aims to occupy the space of a trusted and informed choice for cat owners who want to ensure their pets receive optimal nutrition and hydration. # Product Smalls offers fresh cat food packed with moisture to support urinary tract health in cats, particularly male cats who are more prone to urinary tract infections. The food is designed to provide the necessary hydration that dry food lacks, helping to flush out toxins and maintain healthy organ function. The ad showcases various recipes, including "Pulled Bird" and "Ground Bird," indicating a variety of protein options. Smalls addresses the pain point of potential health issues caused by dry food and positions its fresh food as a proactive solution to keep cats healthy and prevent problems before they arise. The product is presented as a convenient and nutritious option for cat owners who want to prioritize their pet's well-being. # Visual style The ad has a UGC-style aesthetic, with casual, handheld camera work and natural lighting. The editing is quick, with frequent cuts between different cats and product shots. The overall tone is lighthearted and relatable, aiming to appeal to cat owners who are concerned about their pet's health. The production quality is simple and straightforward, focusing on showcasing the product and its benefits in an accessible way. The pacing is fast, with cuts timed to the voiceover to maintain viewer engagement. # Hooks Spoken: 00:00–00:02: This is one of the best health tips for boy cat parents. Text overlay: 00:00–00:02: This is one of the best health tips / 00:01–00:03: for boy cat parents Visual: 00:00–00:02: A black cat lies on its back on a person's lap, playing with a blue toy fish. The person is wearing plaid pants. The camera is positioned directly above the cat, providing a close-up view. The lighting is bright, and the focus is on the cat's playful interaction with the toy. # Funnel stage Middle of funnel (Consideration) # Pain points Dry cat food lacks moisture, which can put extra stress on a cat's organs and lead to health problems like urinary tract infections. # Value propositions - Fresh food packed with moisture helps flush out toxins and keep cats healthy - Proactive solution to prevent urinary tract infections in male cats # Benefits - Flushes out toxins - Helps stay healthy # Features - Fresh cat food - Packed with moisture # Call to action Switch to SMALLS today # Social proof - None used. # Point of view - Customer 50% – The ad uses a casual, UGC-style presentation with a focus on relatable cat owners and their pets. - Brand 50% – The ad includes direct statements about the product's benefits and features, delivered in a clear and informative tone. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a black cat playing with a toy, accompanied by the statement that this is one of the best health tips for boy cat parents. This sets the stage for the ad's focus on male cat health and introduces the idea of a simple solution. - 00:02–00:08 00:02–00:08: The ad transitions to various cats, highlighting the increased likelihood of male cats getting urinary tract infections and the potential dangers of inflammation. This builds concern and emphasizes the importance of addressing this health issue. - 00:08–00:11 00:08–00:11: The ad shows dry cat food and explains that if their food lacks moisture, it can put extra stress on their organs. This identifies a key problem with traditional dry cat food. - 00:11–00:17 00:11–00:17: The ad introduces Smalls fresh food, emphasizing that it is packed with the moisture that their body needs to flush out toxins and stay healthy. This presents Smalls as the solution to the problem of dry food lacking moisture. - 00:17–00:21 00:17–00:21: The ad concludes with a call to action, urging viewers not to wait until something goes wrong and to switch to Smalls today to keep their boy cat healthy. This reinforces the proactive approach and encourages immediate action.

# Ad summary This ad promotes Smalls cat food, highlighting its high moisture content to prevent chronic diseases in cats. It emphasizes the convenience of home delivery and offers a 100% money-back guarantee, along with a special offer of 50% off the first box and free treats for life. # Brand positioning Smalls is presented as a premium cat food brand focused on promoting cat health through high-moisture recipes. The brand positions itself as a convenient solution for cat owners, delivering food directly to their doorstep. Smalls emphasizes the functional benefits of its food, such as preventing chronic diseases like urinary tract infections, kidney disease, and obesity, by ensuring cats are fully hydrated. The brand offers a 100% money-back guarantee, indicating confidence in its product's effectiveness and customer satisfaction. # Product Smalls cat food is a high-moisture cat food designed to ensure cats get enough water intake from their food. It is available in various recipes and forms, including wet food, dry food, and lickable treats. The food is delivered directly to the customer's doorstep, making it convenient for cat owners. Smalls aims to prevent chronic diseases such as urinary tract infections, kidney disease, obesity, dehydration, and dental disease by ensuring cats are fully hydrated after every meal. The brand offers a 100% money-back guarantee, and the ad promotes a special offer of 50% off the first box and free treats for life. # Visual style The ad has a bright and clean aesthetic with a UGC feel. The editing style includes quick cuts to showcase different cats and products. The production quality is a hybrid of polished commercial and user-generated content, which supports the intended tone of authenticity and relatability. The pacing is consistent, with cuts timed to voiceover lines. # Hooks Spoken: Female 1: This is the easiest thing you can do to help prevent chronic disease in your cat. Text overlay: 00:00–00:04: This is the EASIEST thing you can do to help prevent chronic disease in your cat Visual: 00:00–00:04: A medium shot of an orange tabby cat sitting on a staircase, looking directly at the camera. The cat is wearing a pink collar. The background is a white wall with a black-framed picture on the left. The camera is stationary, and the lighting is bright. # Funnel stage Consideration # Pain points Cat owners are concerned about their pets' health and want to prevent chronic diseases. Ensuring cats get enough water intake can be challenging. # Value propositions - High-moisture recipes ensure cats get enough water intake, preventing chronic diseases. - Convenient delivery makes it easy to provide healthy food for your cat. # Benefits - Helps prevent chronic diseases in cats - Ensures cats are fully hydrated after every meal # Features - High-moisture recipes - Delivered right to your doorstep # Call to action Click the link now to get 50% off your first box and free treats for life! # Point of view - Customer 50% – The ad shows cats eating and interacting with the product, implying a user experience. - Brand 50% – The ad provides information about the product's benefits and features, representing the official voice of the brand. # Storyline - 00:00–00:04 The ad opens with a cat looking directly at the camera, introducing the idea that there's an easy way to prevent chronic disease in cats. The perspective is from the cat owner, who is about to learn a simple health tip. - 00:04–00:09 The ad transitions to showing a cat eating, emphasizing that the best thing for a cat's health is ensuring they get enough water intake from their food. The perspective shifts to the cat's owner, who is concerned about their pet's health. - 00:09–00:13 The ad introduces Smalls as a beneficial option for cat health, showing a person preparing Smalls food for their cat. The perspective is from the brand, highlighting the product's benefits. - 00:13–00:18 The ad highlights that every Smalls recipe is packed with moisture, ensuring cats are fully hydrated after every meal. The perspective is from the brand, emphasizing the functional benefit of the product. - 00:18–00:26 The ad lists several health issues that proper hydration can help prevent, such as urinary tract infections, kidney disease, and obesity. The perspective is from a health-conscious cat owner, concerned about their cat's well-being. - 00:26–00:29 The ad emphasizes that Smalls makes it easy to ensure cats get enough moisture, delivering the food right to the doorstep. The perspective is from the brand, highlighting the convenience of the product. - 00:29–00:32 The ad highlights a 100% money-back guarantee, building trust and reducing purchase risk. The perspective is from the brand, assuring customer satisfaction. - 00:32–00:37 The ad concludes with a call to action, offering 50% off the first box and free treats for life. The perspective is from the brand, encouraging immediate purchase.

# Ad summary This ad promotes Smalls cat food, highlighting the benefits of its high-moisture, high-protein content compared to dry, high-carb food. It features a customer testimonial about improved health and energy in their cats after switching to Smalls, and includes a limited-time offer. # Brand positioning Smalls is presented as a premium cat food brand that prioritizes the unique biological needs of cats. The brand positions itself as a solution to the health problems associated with traditional dry cat food, such as kidney stress and low energy. Smalls emphasizes high-quality ingredients, specifically real meat protein and moisture content, to support longevity and prevent chronic disease. The brand aligns with a health-conscious and caring pet owner lifestyle, pushing against the norm of dry, filler-heavy cat food. # Product Smalls is a gently cooked, moisture-packed cat food made with over 80% real meat protein and no fillers. It is designed to support the unique biological needs of cats, promoting longevity and preventing chronic disease. The product comes in various recipes, including Smooth Bird (chicken) and Ground Other Bird (turkey), and is available in pre-portioned packages. Smalls also offers fish broth as a supplement. The ad highlights that Smalls can improve a cat's coat, increase activity levels, and provide overall health benefits, addressing concerns about kidney stress, low energy, and dehydration associated with dry, high-carb cat food. # Visual style The ad has a natural, UGC-style aesthetic with bright lighting and simple editing. The production quality is a mix of casual home footage and slightly more polished product shots. The editing rhythm is quick, with cuts timed to the voiceover. The overall feel is authentic and relatable, aiming to build trust with potential customers. # Hooks Spoken: 00:00–00:04 If your cat's food has low moisture levels, they may be in a chronic state of dehydration. Text overlay: If your cat's food has low moisture levels, / they may be in a chronic state of dehydration. Visual: 00:00–00:02 Top-down shot of a light gray cat with darker gray points lying on its back on a red rug with a complex geometric pattern. The cat is playfully batting its paws in the air. / 00:02–00:04 Top-down shot of the same cat lying on its side on the same red rug, sleeping in a sunlit room. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cat owners who are concerned about the health risks associated with dry, high-carb cat food. "That dry, high carb stuff is the main reason for kidney stress and low energy as they age." # Value propositions - Optimal diet to support longevity and prevent chronic disease - High moisture content addresses dehydration concerns - High protein content supports overall health and energy # Benefits - Supports unique biological needs - Supports longevity - Prevents chronic disease - Softer coat - More active # Features - Gently cooked - Moisture-packed - Over 80% real meat protein - No fillers # Call to action Try SMALLS # Social proof - "Join the 88% of customers reporting health changes." # Point of view - Customer 100% – The entire ad is told from the perspective of a cat owner sharing their experience with the product. # Storyline - 00:00–00:02 The ad opens with a cat lying on its back on a red rug. - 00:00–00:04 The narrator states that if a cat's food has low moisture levels, they may be in a chronic state of dehydration, setting up the problem that the product will solve. - 00:04–00:08 The ad transitions to a bowl of dry cat food and then shows the food being swept up off the floor. - 00:04–00:08 The narrator states that dry, high-carb food is the main reason for kidney stress and low energy as cats age, further emphasizing the problem. - 00:08–00:12 The ad shows a person holding a package of Smalls cat food while a cat interacts with it. - 00:08–00:12 The narrator states that they were making the same mistake until their vet said to switch to Smalls, introducing the product as a solution. - 00:12–00:15 The ad shows Smalls cat food being prepared and served to a cat. - 00:12–00:15 The narrator states that Smalls is made to support all of a cat's unique biological needs, highlighting the product's benefits. - 00:15–00:19 The ad shows a package of Smalls cat food being held up to the camera. - 00:15–00:19 The narrator states that Smalls is gently cooked, moisture-packed food with over 80% real meat protein and no fillers, emphasizing the product's quality. - 00:19–00:24 The ad shows Smalls cat food being prepared and served to a cat. - 00:19–00:24 The narrator states that it's the optimal diet to support longevity and prevent chronic disease, reinforcing the product's benefits. - 00:24–00:28 The ad shows various cats eating Smalls cat food and treats. - 00:24–00:28 The narrator states that their cat's coat is softer, she's more active, and they're confident in her future, providing a customer testimonial. - 00:28–00:31 The ad shows a cat next to a box. - 00:28–00:31 The narrator states to join the 88% of customers reporting health changes, providing social proof. - 00:31–00:34 The ad shows packages of Smalls cat food. - 00:31–00:34 The narrator states to try Smalls, offering 50% off plus free treats for life, providing a call to action and an offer.

# Ad summary The ad is a hack on how to get picky cats to eat by warming up their food for 5-10 seconds. # Brand positioning There is no specific brand mentioned in the ad. The ad promotes itself as a useful tip for cat owners. The ad is meant to resonate with cat owners and doesn't align with a specific brand but more so the lifestyle of caring for a cat and especially those who may be considered 'picky'. # Product The product in the ad is a cat food bowl on a green stand, containing wet cat food. The ad suggests that if a cat is picky, warming up the cat food in the microwave for 5-10 seconds will make it more appealing. This is presented as a simple and effective hack for cat owners dealing with picky eaters. # Visual style The ad has a clean, bright aesthetic. The lighting is natural and soft, contributing to a welcoming and casual feel. The image appears to be taken with a smartphone, lending to a more personal and less staged look. The visual motif includes a straightforward composition with the cat and food bowl as the focal point. The typography is simple and clear, placed in a banner style. # Hooks Headline: 🐈Cat mom hack🐈 # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is having a picky cat that doesn't readily eat their food. "Picky cat?" suggests the frustration and concern of cat owners dealing with fussy eating habits in their pets. # Value propositions - Pop their meal in the microwave for 5-10 secs. - Cats prefer warm food # Benefits - Cats prefer warm food # Call to action None used. # Point of view - Brand: Top caption featuring the cat emoji, the phrase "Cat mom hack" indicates a tip or trick. - Customer: The bottom text asking "Picky cat?" directly addresses someone who owns a cat who is considered picky or has trouble eating their food. - Brand: The bottom text stating "Cats prefer warm food" offers an explanation or rationale behind the hack, providing a reason why warming the food might work. # Storyline - The ad opens with a question directed at cat owners experiencing a common problem: "Picky cat?". This intends to immediately grab the attention of viewers who have picky cats, drawing them in with a relatable problem. The story is being told from the point of view of a fellow cat owner or pet expert. - The ad then presents a straightforward solution: "Pop their meal in the microwave for 5-10 secs." This beat offers a quick and easy fix to the problem. This is being told from the point of view of someone sharing a helpful tip. - Finally, the ad states: "Cats prefer warm food" with a sun emoji. This reinforces the solution with a reason that the cat may enjoy the warm food. This reinforces the tip as a cat owner sharing helpful information.

# Ad summary This ad promotes Smalls cat food as a solution for cats that are acting out due to poor nutrition. It highlights that many processed cat foods contain cheap fillers and carbs that can lead to digestive issues, low energy, and dehydration, which can cause discomfort and behavioral problems. Smalls is presented as a moisture-packed, high-protein food designed to meet cats' biological needs, helping them act and feel their best. # Brand positioning Smalls is presented as a premium cat food brand focused on providing high-quality, biologically appropriate nutrition for cats. The brand positions itself against the norm of processed cat foods filled with cheap fillers and carbs, which can lead to health and behavioral issues. Smalls aligns with a lifestyle of attentive pet ownership, emphasizing the importance of meeting a cat's biological needs for optimal health and well-being. The brand's positioning is both functional, highlighting the nutritional benefits, and emotional, appealing to pet owners who want the best for their cats. # Product Smalls is a moisture-packed, high-protein food for cats designed to meet their biological needs. The product comes in various forms, including smooth pate and bird broth, and is packaged in individual servings. The ad addresses the purchase barriers of cat owners who may be unaware of the poor nutritional content of many processed cat foods. Smalls is presented as a solution to digestive issues, low energy, and dehydration in cats, which can lead to behavioral problems. The ad emphasizes that Smalls helps cats act and feel their best by providing the nutrition they need. # Visual style The ad has a UGC feel, with a mix of casual shots and close-ups of cats. The editing style includes quick cuts to maintain a fast pace. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of authenticity and relatability. The pacing is fast, with approximately 15 cuts per minute, which keeps the viewer engaged. The audio-visual sync is not particularly strong, but the cuts generally align with the voiceover lines. # Hooks Spoken: 00:00–00:02 If your cat's acting out, it might be nutrition. Text overlay: 00:00–00:02 If your cat's acting out —it might be nutrition 🥺 Visual: 00:00–00:02 A person with brown skin holds a gray and white tabby cat in a bathroom. The cat is limp and appears uncomfortable. The background includes a shower and a towel rack with a pink towel. The camera is stationary and at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights that cats may act out due to poor nutrition. "If your cat's acting out — it might be nutrition 🥺" # Value propositions - Smalls is a moisture-packed, high-protein food for cats designed to meet their biological needs, helping them act and feel their best. # Benefits - Helps cats act and feel their best - Provides the nutrition they need # Features - Moisture-packed - High protein - Food for cats - Designed to actually meet their biological needs # Call to action Try SMAILS # Social proof - None used. # Point of view - Brand 100% – The entire ad is delivered from the brand's perspective, presenting information about cat nutrition and promoting Smalls as a solution. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a person holding a cat, suggesting that if a cat is acting out, it might be due to nutrition. This is intended to grab the viewer's attention by addressing a common concern among cat owners. - 00:02–00:08 00:02–00:08 The ad explains that when cats don't get the nutrition they need, they can become anxious, hangry, or even stop using the litter box properly. This is intended to educate viewers about the potential consequences of poor nutrition in cats. - 00:08–00:15 00:08–00:15 The ad highlights that most processed cat food is made with cheap fillers and carbs, which can cause digestive issues, low energy, and dehydration. This is intended to critique the norm of processed cat food and position Smalls as a healthier alternative. - 00:15–00:18 00:15–00:18 The ad states that discomfort can make cats more likely to act out. This is intended to connect the dots between poor nutrition, discomfort, and behavioral problems in cats. - 00:18–00:24 00:18–00:24 The ad introduces Smalls as a moisture-packed, high-protein food for cats designed to meet their biological needs. This is intended to present Smalls as a solution to the problems highlighted earlier in the ad. - 00:24–00:27 00:24–00:27 The ad suggests that if cats are misbehaving, they could be trying to tell you something. This is intended to create a sense of empathy and urgency among cat owners. - 00:27–00:31 00:27–00:31 The ad encourages viewers to try Smalls and give their cats the nutrition they need to act and feel their best. This is intended to provide a clear call to action and reinforce the benefits of Smalls.

# Ad summary This video ad addresses the common problem of cats constantly begging for food, attributing it to highly processed, low-quality cat food. It features a female narrator sharing her experience and advice from her vet, advocating for Smalls cat food as a solution. The ad showcases various cats interacting with different Smalls products, highlighting the benefits of fresh, high-protein, high-moisture food. It concludes with a promotional offer and a money-back guarantee. # Brand positioning Smalls positions itself as a premium, health-conscious cat food brand that prioritizes natural, high-quality ingredients over highly processed alternatives. It aims to occupy the space of a trustworthy and effective solution for cat owners concerned about their pets' nutrition and well-being. The brand aligns with values of pet health, natural eating, and owner peace of mind, promoting a lifestyle where cats are nourished and thriving, not just surviving. Smalls pushes against the category norm of 'big brand' pet foods that are described as highly processed and packed with fillers, instead offering fresh, real meat-based options. Its positioning is primarily functional, focusing on superior nutrition, but also emotional, by addressing the owner's concern for their cat's constant hunger and overall health. # Product Smalls is a brand of cat food that offers fresh, all-natural ingredients, high in protein and rich in moisture, designed to properly nourish cats. The ad features several product types: 'Smalls Freeze-dried food. For cats. Puffy Other Bird Treat Pack' (00:53), 'Smalls Food For Cats Smooth Bird' (00:57), 'Smalls Bird Broth Chicken broth for cats' (01:07), 'Smalls Food For Cats Smooth Fish' (01:08), 'Smalls Food For Cats Ground Cow' (01:08), 'Smalls Food For Cats Smooth Pig' (01:09), and 'Smalls Fish Licks Salmon Recipe' (01:20). The products are for cat owners who want to provide better nutrition for their cats, especially those whose cats are constantly hungry or exhibit aggressive begging behavior due to inadequate diets. The ad highlights that Smalls is made with fresh, all-natural ingredients, is high in protein, and rich in moisture, which helps cats feel full and nourished. It addresses the purchase barrier of switching cat food by offering a trial and a money-back guarantee, implying that the product's quality will speak for itself and resolve common cat feeding issues. # Visual style The ad employs a UGC-style aesthetic with a mix of handheld and stationary shots, giving it an authentic and relatable feel. The production quality is hybrid, leaning towards polished UGC, with clear, well-lit visuals but maintaining a casual, personal tone. Visual motifs include frequent close-ups of cats, often looking directly at the camera or interacting with food, and product shots that highlight packaging and ingredients. The editing style features quick cuts between different cat scenes and product demonstrations, maintaining a fast pace throughout the ad. The pacing is generally consistent, with cuts occurring every 1-3 seconds, creating a dynamic and engaging rhythm. Audio-visual sync is present, with text overlays and product actions often timed to the voiceover lines, enhancing clarity and impact. # Hooks Spoken: If your cat is hungry 24/7 this could be why. Text overlay: If your cat is hungry 24/7 / this could be why 😢 Visual: A medium shot of an orange tabby cat standing on its hind legs, looking up and meowing with its mouth open, tail raised and curled. The background is a light gray tiled floor and a white door frame. The camera is stationary, slightly above the cat, looking down. / A medium shot of a calico cat standing on its hind legs, looking up and meowing with its mouth open, one paw slightly raised. The background is a dark gray floor and a light gray wall. The camera is stationary, slightly above the cat, looking down. # Funnel stage Consideration # Pain points The central pain point is the cat's constant begging for food, which is frustrating for owners and a sign of underlying nutritional issues. The ad highlights this with: "If your cat is hungry 24/7 this could be why 😢" and visually with cats meowing and standing on hind legs, and later with the narrator's statement: "I used to think my cat was just being greedy, but apparently it can be a sign of a deeper issue." # Value propositions - better nutrition made a difference - Smalls is made with fresh, all-natural ingredients that are high in protein and rich in moisture. So your cat actually feels full and nourished. - It's a minor change that can make a massive difference in their quality of life. # Benefits - begging stopped - fur started looking shinier - energy was livelier - digestion was better - cat actually feels full and nourished - noticeable health improvements - massive difference in their quality of life - You'll be happier and so will they # Features - fresh, all-natural ingredients - high in protein - rich in moisture # Call to action None used # Social proof - Thousands of cat parents are obsessed with SMALLS with over 90% reporting noticeable health improvements. # Point of view - Customer 60% – The ad is primarily narrated by a cat owner sharing her personal experience and observations about her cat's behavior and the solution she found. - Expert 20% – The narrator relays advice and information directly from her vet, lending credibility and scientific backing to the claims. - Brand 20% – The ad directly showcases Smalls products, their ingredients, and benefits, acting as the official voice of the brand presenting its solution. # Storyline - 00:00–00:03 The ad opens with a common cat owner problem: cats begging for food constantly, setting up a relatable scenario for the target audience. - 00:03–00:08 The narrator introduces the idea that constant begging might be a sign of a deeper issue, shifting the narrative from a behavioral problem to a nutritional one, based on expert advice. - 00:08–00:14 The narrator shares her personal experience, initially thinking her cat was just greedy, but then realizing it was a sign of a deeper issue, reinforcing the problem and building relatability with the audience. - 00:14–00:18 The ad explains the root cause of the problem: big brand cat foods are highly processed and lack essential nutrients, establishing a clear antagonist and educating the viewer. - 00:18–00:25 It highlights cats' biological need for real meat and high protein, contrasting it with typical cat food, further explaining why cats might be constantly hungry. - 00:25–00:33 The ad criticizes big pet food brands for meeting only 'bare minimum' standards, implying they prioritize quantity over quality, and that this leads to cats being 'alive' but not 'thriving'. - 00:33–00:43 It explains the biological mechanism behind constant hunger: lack of real animal protein and moisture sends continuous hunger signals to the cat's brain, validating the cat's behavior. - 00:43–00:46 The ad connects the nutritional deficiency to behavioral issues like begging and aggression, further empathizing with both the cat and the owner. - 00:46–00:52 The vet's analogy of kibble to 'cereal or chips for every meal' simplifies the problem and makes it highly relatable to human dietary understanding, reinforcing the severity of the issue. - 00:52–00:56 The narrator introduces Smalls as the vet-recommended solution, transitioning from problem identification to product introduction. - 00:56–01:05 The narrator shares positive results after switching to Smalls, including reduced begging, shinier fur, increased energy, and better digestion, providing a clear testimonial and demonstrating benefits. - 01:05–01:12 The ad reiterates Smalls' key features: fresh, all-natural ingredients, high protein, and moisture, directly addressing the previously identified nutritional deficiencies. - 01:12–01:15 It explains how Smalls' formulation leads to cats feeling full and nourished, directly solving the constant hunger problem. - 01:15–01:21 Social proof is provided through the statistic of 'thousands of cat parents' and '90% reporting noticeable health improvements', building trust and credibility. - 01:21–01:25 The ad emphasizes that switching to Smalls is a 'minor change' with a 'massive difference' in quality of life, minimizing perceived effort while maximizing perceived benefit. - 01:25–01:30 It re-frames the cat's 'tyrant' behavior around food as a consequence of poor nutrition, not the cat's fault, further empathizing with the owner and shifting blame to 'big pet food'. - 01:30–01:35 A strong call to action is presented with a significant discount and free treats, incentivizing immediate trial. - 01:35–01:40 A money-back guarantee is offered, reducing risk for potential customers and reinforcing confidence in the product. - 01:40–01:44 The ad concludes with a final emotional appeal, urging owners not to wait and promising happiness for both owner and cat, reinforcing the positive outcome.

# Ad summary This ad promotes Smalls cat food and highlights an offer that gets customers 50% off with free treats for life. The ad features a cat on a bench and the food is shown in a package. # Brand positioning Smalls aims to be a premium cat food brand that offers fresh, healthy meals and treats delivered directly to the consumer. The brand is presented as providing high-quality ingredients, as if from a local pet store, delivered directly to your door. The product focuses on real ingredients and various recipes that can align with the pet's preferences and dietary requirements. Smalls offers both function and convenience, with subscription options, making it easier for pet owners to consistently provide nutritious food. Smalls positions itself as a modern, health-conscious alternative to traditional pet food brands. # Product The product being advertised is Smalls cat food, which comes in a variety of recipes, including Smooth Bird, Ground Bird, Pulled Bird, and Pulled Other Bird. The food is designed for cats and is packaged in individual servings, highlighting freshness and convenience. The food is kept insulated with materials that are made of 60% recycled denim. The clear unique selling proposition is fresh, high-quality food delivered directly to your door. Smalls also offers bird licks which are treats that are Chicken Recipe and Fish Licks Salmon Recipe. The ad showcases an offer for 50% off and free treats with every order for life, addressing potential purchase barriers by offering a cost-effective incentive to try the product. # Visual style The ad has a UGC aesthetic, with handheld camera work. The production quality appears casual and unpolished. The editing style consists of simple cuts with no transitions. The pacing is fairly slow, dictated by the actions. The shots are well-lit, providing clear views of the products and settings. # Hooks Spoken: All of this was 50% off, and we get free treats with every order for life! Text overlay: 00:00–00:12 Visual: 00:00–00:03: A gray tabby cat sits on a weathered wooden bench outside, leashed to the bench and looking to the right. Next to the cat is a large cardboard box with the Smalls logo on its side, set against a background of green trees and natural light. The camera is static, at eye level with the cat. The lighting is bright, with some shadows from the surrounding trees. The box is taped shut and shows printed text and shipping labels. # Funnel stage Bottom of funnel (Conversion) # Pain points The pain point is the cost of quality cat food and the limited availability of healthy treat options. This is implied by the mention of "50% off" and "free treats." # Value propositions - Get 50% off plus free treats for life # Benefits - 50% off - Free treats with every order for life # Features - Variety of recipes (Smooth Bird, Ground Bird, Pulled Bird, Pulled Other Bird) - Chicken Recipe and Fish Licks Salmon Recipe Treats - Food in individual servings # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing their experience with the product. # Storyline - 00:00–00:03 The video opens with a cat sitting on a bench next to a large Smalls box. - 00:03–00:05 The perspective shifts to inside the house where the Smalls box is placed on the floor with the cat looking on. - 00:05–00:07 The box is then opened, revealing packages of the product. - 00:07–00:12 The packages of food and treats are displayed on a white table as the cat's tail enters the frame.

# Ad summary This ad promotes Smalls cat food, highlighting its clean, human-grade ingredients and the positive impact it has on cats' health. It emphasizes that 88% of customers report noticeable improvements in their cat's health, from cleaner litter boxes to livelier playtime. The ad encourages viewers to click the link for 50% off their first box and free treats for life. # Brand positioning Smalls is presented as a premium cat food brand that prioritizes clean, human-grade ingredients over fillers and unpronounceable additives found in many other brands. The brand positions itself as a health-conscious choice for cat owners who want to provide the best for their pets. Smalls aligns with a lifestyle of care and attention to detail, suggesting that cat owners should care about the quality of their pet's food as much as their own. The brand pushes against the norm of using cheap fillers in pet food, instead focusing on functional benefits like improved health and well-being. # Product Smalls is a fresh cat food brand that uses clean, human-grade ingredients to support cats' well-being. The food comes in various recipes, including Smooth Cow, Smooth Pig, and Smooth Bird. It is designed to provide noticeable improvements in cats' health, such as cleaner litter boxes and livelier playtime. The product addresses the pain point of fillers and toxic ingredients found in other cat foods, offering a healthier alternative. The ad highlights that 88% of customers report noticeable improvements in their cat's health. Smalls also offers cat treats. # Visual style The ad has a bright and clean aesthetic, with natural lighting and a polished feel. The editing style includes quick cuts to maintain a fast pace and keep viewers engaged. The production quality is high, with clear visuals and professional voiceover. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover. The overall visual style supports the intended tone of trustworthiness and quality. # Hooks Spoken: Female 1: Cat parents are RAVING about this cat food. Here's why it ranked number one for cat health. Text overlay: Cat parents are RAVING about this cat food. / Here's why it ranked #1 for cat health. Visual: 00:00–00:03: A person with fair skin and light pink nail polish holds up three different packages of Smalls cat food. The packages are labeled "Smooth Cow," "Smooth Pig," and "Smooth Bird." A calico cat walks in the background on a wood floor. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of fillers and toxic, unpronounceable ingredients found in other cat foods. "While many brands sneak in fillers & toxic, unpronounceable ingredients..." # Value propositions - Clean, human-grade ingredients: This communicates value by emphasizing the quality and health benefits of the product. - 88% of customers report noticeable improvements: This communicates value by highlighting the effectiveness and positive outcomes of using the product. - 50% off your first box and free treats for life: This communicates value by offering a tangible discount and added incentive to try the product. # Benefits - Noticeable improvements in their cat's health - Cleaner litter boxes - Livelier playtime - Transforming daily life for cats and the people who love them # Features - Clean, human-grade ingredients - Various recipes (Smooth Cow, Smooth Pig, Smooth Bird) - Supports cat's well-being # Call to action Click this link to get 50% off your first box and free treats for life. # Social proof - "88% of customers report noticeable improvements in their cat's health." # Point of view - Customer 100% – The ad is presented from the perspective of a satisfied customer, showcasing the benefits of the product through visuals and testimonials. # Storyline - 00:00–00:03 00:00–00:03: The ad begins by stating that cat parents are raving about Smalls cat food and that it ranked #1 for cat health. This is intended to grab the viewer's attention and establish the product's credibility. The perspective is from the brand, highlighting positive feedback and rankings. The tone is enthusiastic and informative. - 00:03–00:08 00:03–00:08: The ad contrasts Smalls with other brands that sneak in fillers and toxic, unpronounceable ingredients. This is meant to highlight the product's unique selling proposition and address a common concern among cat owners. The perspective is from the brand, positioning itself as a healthier alternative. The tone is critical of competitors and reassuring about Smalls. - 00:08–00:14 00:08–00:14: The ad emphasizes that Smalls takes a different approach by using only clean, human-grade ingredients chosen to support the cat's well-being. This reinforces the product's health benefits and appeals to cat owners who prioritize quality. The perspective is from the brand, promoting its commitment to healthy ingredients. The tone is positive and reassuring. - 00:14–00:16 00:14–00:16: The ad states that the results speak for themselves, implying that the product's benefits are evident. This is intended to build trust and encourage viewers to try the product. The perspective is from the brand, highlighting positive outcomes. The tone is confident and persuasive. - 00:16–00:20 00:16–00:20: The ad highlights that 88% of customers report noticeable improvements in their cat's health. This provides social proof and reinforces the product's effectiveness. The perspective is from the brand, citing customer feedback. The tone is data-driven and convincing. - 00:20–00:25 00:20–00:25: The ad lists specific benefits, such as cleaner litter boxes and livelier playtime, and states that Smalls is transforming daily life for cats. This is meant to showcase the product's tangible impact and appeal to cat owners' desires. The perspective is from the brand, highlighting positive outcomes. The tone is enthusiastic and persuasive. - 00:25–00:31 00:25–00:31: The ad concludes with a call to action, encouraging viewers to click the link to get 50% off their first box and free treats for life. This is intended to drive immediate conversions and incentivize purchase. The perspective is from the brand, offering a special deal. The tone is urgent and appealing.

# Ad summary This ad promotes dog food made with real ingredients. It features close-up shots of raw meat, fish, and duck, emphasizing the quality of the ingredients. The ad highlights benefits such as more energy, stronger gut health, a glossier coat, and better poops, while also offering a discount and free treats for life. # Brand positioning This brand positions itself as a provider of high-quality dog food made with real, whole-food ingredients. The brand emphasizes health benefits like increased energy, improved gut health, a shinier coat, and better digestion. By showcasing raw ingredients like meat, fish, and duck, the brand aims to differentiate itself from conventional dog food brands that may use processed or artificial ingredients. The brand aligns with values of natural, wholesome nutrition and promotes a lifestyle of optimal health and well-being for pets. The brand pushes against the norms of highly processed pet food by focusing on real, recognizable ingredients. # Product The product is dog food made with real ingredients, including raw meat, fish, and duck. The ad highlights that the food provides more energy, stronger gut health, a glossier coat, and better poops for dogs. The product is intended for dog owners who prioritize high-quality, natural ingredients and want to improve their dog's overall health and well-being. The ad addresses the purchase barrier of skepticism about dog food ingredients by showcasing the raw, unprocessed components. The ad conveys that this product is worth trying because it offers tangible health benefits and uses real, recognizable ingredients. # Visual style The ad has a raw, unfiltered aesthetic with close-up shots of real ingredients. The editing style is quick cuts between different ingredients. The production quality is simple, focusing on showcasing the natural components of the dog food. The pacing is fast, with cuts every 2 seconds. The visuals are timed to emphasize the key benefits and offer. # Hooks Text overlay: 00:00–00:06: Real ingredients. / 00:00–00:06: Real results. / 00:00–00:06: Get 50% off + FREE TREATS FOR LIFE / 00:00–00:06: More energy / 00:00–00:06: Stronger gut health / 00:00–00:06: Glossier coat / 00:00–00:06: Better poops Visual: 00:00–00:02: Close-up shot of a large piece of raw meat on a red surface. Text overlay reads "Real ingredients. Real results." A yellow starburst shape displays "Get 50% off + FREE TREATS FOR LIFE". Below, four icons in white boxes show: a lightning bolt with "More energy", a germ with "Stronger gut health", sparkles with "Glossier coat", and a poop emoji with "Better poops". / 00:02–00:04: Close-up shot of raw fish on parchment paper. Text overlay reads "Real ingredients. Real results." A yellow starburst shape displays "Get 50% off + FREE TREATS FOR LIFE". Below, four icons in white boxes show: a lightning bolt with "More energy", a germ with "Stronger gut health", sparkles with "Glossier coat", and a poop emoji with "Better poops". / 00:04–00:06: Close-up shot of raw duck meat in a clear bowl. Text overlay reads "Real ingredients. Real results." A yellow starburst shape displays "Get 50% off + FREE TREATS FOR LIFE". Below, four icons in white boxes show: a lightning bolt with "More energy", a germ with "Stronger gut health", sparkles with "Glossier coat", and a poop emoji with "Better poops". # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the concern that many commercial dog foods contain processed or artificial ingredients that may not be optimal for a dog's health. The ad visually contrasts this by showcasing real, raw ingredients. # Value propositions - Real ingredients for real results - 50% off + FREE TREATS FOR LIFE # Benefits - More energy - Stronger gut health - Glossier coat - Better poops # Features - Real ingredients - Raw meat - Fish - Duck # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits. # Storyline - 00:00–00:06 00:00–00:06: The ad opens with close-up shots of raw meat, fish, and duck. The message is to highlight the real, unprocessed ingredients used in the dog food. The perspective is from the brand, showcasing the quality and transparency of their ingredients. The tone is informative and emphasizes the natural aspect of the product.

# Ad summary This ad promotes dog food made with real ingredients that are 93% absorbed. It highlights the benefits of more energy, stronger gut health, a glossier coat, and better poops, and offers 50% off plus free treats for life. # Brand positioning This brand positions itself as a provider of high-quality dog food made with real, easily absorbed ingredients. The brand emphasizes health benefits like increased energy, improved gut health, a shinier coat, and better digestion. By focusing on real ingredients and high absorption rates, the brand aims to appeal to health-conscious pet owners who prioritize their dog's well-being. The brand's tone is informative and benefit-driven, aligning with a functional approach to pet nutrition. # Product The product is dog food made with real ingredients that are 93% absorbed. The ad highlights four key benefits: more energy, stronger gut health, a glossier coat, and better poops. The food is presented as a way to improve a dog's overall health and well-being. The ad uses visuals of raw ingredients like a heart, fish, and duck to emphasize the natural composition of the food. The product is for dog owners who want to provide their pets with nutritious and easily digestible food. # Visual style The ad has a simple, direct aesthetic with close-up shots of raw ingredients. The editing is minimal, with static shots and no transitions. The production quality is basic, focusing on clear visuals and text overlays. The pacing is slow and consistent. # Hooks Text overlay: 00:00–00:06 Real ingredients. / 00:00–00:06 93% absorbed. / 00:00–00:06 Get 50% off + FREE TREATS FOR LIFE / 00:00–00:06 More energy / 00:00–00:06 Stronger gut health / 00:00–00:06 Glossier coat / 00:00–00:06 Better poops Visual: 00:00–00:02: Close-up shot of a raw heart on a red surface. The camera is static. Text overlays read "Real ingredients. 93% absorbed." and "Get 50% off + FREE TREATS FOR LIFE." Icons at the bottom show benefits: "More energy," "Stronger gut health," "Glossier coat," and "Better poops." # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of pet owners seeking high-quality, easily digestible food for their dogs. The ad highlights the benefits of improved energy, gut health, coat condition, and digestion, suggesting that the current diet may be lacking in these areas. # Value propositions - Real ingredients: Provides natural and wholesome nutrition. - 93% absorbed: Ensures maximum nutrient uptake for better health outcomes. # Benefits - More energy - Stronger gut health - Glossier coat - Better poops # Features - Real ingredients - 93% absorbed # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, highlighting product features and benefits. # Storyline - 00:00–00:02 The ad opens with close-up shots of raw ingredients like a heart, fish, and duck, emphasizing the real food content. - 00:00–00:02 Text overlays highlight the key selling points: "Real ingredients. 93% absorbed." - 00:00–00:02 The ad presents a limited-time offer: "Get 50% off + FREE TREATS FOR LIFE." - 00:00–00:02 Icons and text appear, detailing the benefits of the dog food: "More energy," "Stronger gut health," "Glossier coat," and "Better poops." - 00:03–00:06 The ad loops back to the initial shots of raw ingredients, reinforcing the message of real food and high absorption.

# Ad summary This ad showcases Smalls cat food, emphasizing the peace of mind that comes when a cat is healthy and eating well again. It features various flavors and textures of Smalls cat food, highlighting the brand's commitment to providing nutritious and appealing options for cats. # Brand positioning Smalls is presented as a premium cat food brand focused on providing healthy and appealing options for cats, particularly those with eating issues. The brand emphasizes the peace of mind it offers to cat owners, suggesting a high-quality, trustworthy product that addresses the common concern of cats not eating. The brand aligns with a lifestyle of caring and attentive pet ownership, positioning itself as a solution for cat owners who prioritize their pet's health and well-being. Smalls pushes against the norm of generic, mass-produced cat food by offering fresh, human-grade ingredients and a variety of recipes. # Product Smalls is a cat food brand that offers a variety of recipes and textures designed to appeal to cats, especially those with eating issues. The ad showcases several Smalls products, including fresh food in rectangular packages labeled with flavors like "Smooth Fish," "Ground Bird," and "Turkey Recipe." The food appears to be made with human-grade ingredients and is presented as a healthy and nutritious option for cats. The ad also features Smalls cat treats, such as "Catnip N Chill," which are described as being made with real chicken and catnip. The products are designed to address the purchase barrier of cats being picky eaters by offering a range of flavors and textures that cats will enjoy. # Visual style The ad has a bright and clean aesthetic, with natural lighting and a focus on the cat and the Smalls cat food products. The editing style is smooth, with static shots and simple transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent, with a moderate tempo that matches the gentle music. # Hooks Spoken: [None] Text overlay: The peace of mind when your cat is healthy and finally eating again 🥺 >>> Visual: 00:00–00:02: A gray tabby cat is rolling around on a light pink carpet in a brightly lit room. The background includes a white door, a decorative metal screen, and a glimpse of a black and white checkered floor. The cat is playful and active, rolling and stretching on the carpet. The camera is stationary and close to the cat, capturing its movements in detail. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the worry and stress that cat owners experience when their cat is not eating properly or is unhealthy. "The peace of mind when your cat is healthy and finally eating again 🥺 >>>" # Value propositions - Peace of mind: Knowing that your cat is healthy and eating well provides emotional relief and satisfaction. - Variety of options: Smalls offers a range of flavors and textures to appeal to picky eaters, increasing the likelihood of finding a food that your cat enjoys. # Benefits - Peace of mind when your cat is healthy and finally eating again # Features - Food for cats - Smooth Fish - Ground Bird - Turkey recipe - Catnip N Chill with real chicken and catnip # Call to action None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a cat owner, showcasing their experience with Smalls cat food and their cat's positive reaction to it. # Storyline - 00:00–00:02 00:00–00:02: The video opens with a shot of a gray tabby cat rolling around on a carpet, followed by the cat sitting up and looking at the camera. This establishes the cat as the central subject and sets a playful tone. - 00:02–00:02 00:02–00:03: The scene transitions to a shot of a container with a lid and a scoop on a table. This introduces the preparation of the cat's food. - 00:03–00:06 00:03–00:06: A person's hands are shown holding a package of Smalls cat food and a scoop, with the cat standing nearby. This highlights the product and its preparation. - 00:06–00:08 00:06–00:08: The cat jumps onto the table next to a bowl. This builds anticipation for the cat to eat. - 00:08–00:11 00:08–00:11: The person opens the Smalls cat food package, revealing the food inside. This emphasizes the freshness and quality of the product. - 00:11–00:18 00:11–00:18: The person scoops the food into the bowl, and the cat begins to eat. This shows the cat enjoying the Smalls cat food, reinforcing the product's appeal. - 00:18–00:20 00:18–00:20: The video displays multiple packages of Smalls cat food with different flavors, followed by a package of Smalls cat treats. This showcases the variety of options available. - 00:20–00:24 00:20–00:24: The person offers the cat a piece of Smalls cat food, and the cat eats it. This reinforces the cat's enjoyment of the product and its palatability.

# Ad summary This image ad for Smalls cat food promotes a new routine for cats in the new year, emphasizing wellness through fresh food. It highlights the benefits of their gently cooked recipes, such as a shinier coat, less vomiting, and more energy. # Brand positioning Smalls is presented as a premium cat food brand focused on wellness and fresh ingredients. The brand positions itself as a provider of gently cooked recipes made with human-grade ingredients, suggesting a higher quality and healthier alternative to traditional cat food. By emphasizing benefits like a shinier coat, less vomiting, and more energy, Smalls aims to appeal to cat owners who prioritize their pet's health and well-being. The brand aligns with a lifestyle of attentive pet care, pushing against the norm of processed, less nutritious cat food options. # Product The ad features Smalls cat food, which is described as gently cooked recipes made with human-grade ingredients. The product is presented in rectangular, sealed packages with the brand name and "FOOD FOR CATS" prominently displayed. Different varieties are shown, each with a unique color-coded label and flavor description, such as "Pulled Bird". The ad highlights specific benefits of the food, including a shinier coat, less vomiting on the rug, and more energy. These benefits address common concerns of cat owners, such as digestive issues and overall vitality. The ad aims to convey that Smalls cat food is a worthwhile investment for improving a cat's health and happiness. # Visual style The ad has a clean and minimalist visual style with a focus on product presentation and clear messaging. The production quality appears to be studio-shot with even lighting and a neutral color palette. The use of color-coded labels and highlighted text boxes creates a visually organized and scannable layout. The typography is simple and legible, contributing to the overall sense of clarity and directness. # Hooks Headline: New year. New cat routine. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cat owners dealing with common health issues in their pets, such as vomiting and lack of energy. "Less vomiting on the rug" directly highlights this frustration. # Value propositions - Gently cooked recipes made with human-grade ingredients for a healthier cat - Easier-to-digest meals to reduce vomiting - More energy to support an active, happy routine # Benefits - Shinier coat - Visible change over time - Less vomiting on the rug - More energy - Supports an active, happy routine # Features - Gently cooked recipes - Made with human-grade ingredients - Easier-to-digest meals # Call to action START THEIR ROUTINE → # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its benefits to persuade the viewer to purchase Smalls cat food. # Storyline - The ad opens with the message "New year. New cat routine.", setting the stage for a fresh start and suggesting that the viewer consider upgrading their cat's diet. This is told from the brand's perspective to introduce the concept of a new routine. - The ad continues with "Wellness starts with fresh food", reinforcing the idea that Smalls cat food is a key component of a healthy cat lifestyle. This is told from the brand's perspective to emphasize the importance of fresh ingredients. - The ad showcases the Smalls cat food products and their benefits, such as "Shinier coat" and "Less vomiting on the rug", highlighting the positive outcomes of using the product. This is told from the brand's perspective to persuade the viewer of the product's value. - The ad concludes with a call to action, "START THEIR ROUTINE →", encouraging the viewer to take the next step and purchase Smalls cat food. This is told from the brand's perspective to drive immediate action.

# Ad summary This ad highlights the benefits of switching to a raw food diet for cats, addressing the common misconception that cats are picky eaters. It emphasizes that cats are carnivores and may reject food that is high in carbs and fillers. The ad showcases a cat enjoying a raw food meal, suggesting improved palatability and nutritional value. # Brand positioning This ad positions the brand as a provider of high-quality, raw food for cats, emphasizing the importance of a carnivore-appropriate diet. The brand challenges the norm of feeding cats processed, carb-heavy food, suggesting that many perceived 'picky' eating habits are due to cats' natural aversion to such ingredients. The brand aligns with values of natural, species-appropriate nutrition, and aims to occupy the space of a premium, health-focused pet food provider. # Product The product is raw cat food, presented as an alternative to traditional dry or wet food that is often high in carbs and fillers. The ad implies that the raw food is more palatable and nutritionally appropriate for cats, addressing the issue of picky eating. The food is shown being consumed enthusiastically by the cat, suggesting it is both appealing and beneficial. The ad highlights that cats are carnivores and benefit from a diet that reflects their natural needs. # Visual style The ad has a UGC feel, with natural lighting and a simple, static camera setup. The editing is minimal, with a single cut between the two food types. The production quality is basic, suggesting an authentic, user-generated perspective. # Hooks Text overlay: 00:00–00:13 / POV: You thought your cat was picky, then you realized you were giving a carnivore brown pebbles made of carbs and filler... Visual: 00:00–00:06: A close-up, eye-level shot shows an orange cat eating from a blue bowl on a light wood floor. The bowl contains brown, pebble-like food. The camera is stationary. Text overlay reads: 'POV: You thought your cat was picky, then you realized you were giving a carnivore brown pebbles made of carbs and filler...' # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the common issue of cats being perceived as 'picky eaters.' The ad suggests this is often due to cats being fed food that is not biologically appropriate: 'POV: You thought your cat was picky, then you realized you were giving a carnivore brown pebbles made of carbs and filler...' # Value propositions - Raw food addresses picky eating by providing a diet that aligns with a cat's natural carnivorous needs. # Benefits - Addresses picky eating - More palatable for cats - Nutritionally appropriate for carnivores # Features - Raw food for cats - Alternative to carb and filler-heavy cat food # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a cat owner observing their pet's eating habits. # Storyline - 00:00–00:06 The video opens with a cat eating from a bowl of what is described as 'carnivore brown pebbles made of carbs and filler.' - 00:00–00:06 The perspective is from the cat owner, who initially thought their cat was picky. - 00:00–00:06 The tone is slightly accusatory towards the owner for not providing the right food. - 00:06–00:13 The video transitions to the same cat eating from a different bowl, presumably containing the advertised raw food. - 00:06–00:13 The cat is shown eating enthusiastically, implying that the new food is more appealing and suitable for the cat's dietary needs. - 00:06–00:13 The perspective remains from the cat owner, now showcasing a positive change in the cat's eating habits. - 00:06–00:13 The tone shifts to satisfaction and relief, highlighting the solution to the 'picky eater' problem.

# Ad summary This ad promotes dog food made with real ingredients. It features close-up shots of raw meat and fish, emphasizing the natural and high-quality components of the product. The ad highlights benefits such as more energy, a glossier coat, stronger gut health, and better poops, along with an offer for 50% off plus free treats for life. # Brand positioning This brand positions itself as a provider of high-quality, natural dog food, emphasizing real ingredients and tangible health benefits. The brand aligns with a health-conscious and caring pet owner lifestyle, pushing against the norms of processed pet food. The brand positioning is both functional (providing specific health benefits) and emotional (appealing to pet owners who want the best for their dogs). # Product The product is dog food made with real, raw ingredients such as animal heart, salmon, chicken, and white fish. It is designed for dog owners who want to provide their pets with a natural and healthy diet. The ad explicitly states that the food provides more energy, a glossier coat, stronger gut health, and better poops. The USPs are the real ingredients and the resulting health benefits. The ad addresses the purchase barrier of skepticism about processed pet food by showcasing the raw, natural components. # Visual style The ad has a clean, minimalist aesthetic with bright, direct lighting. The focus is on extreme close-ups of raw ingredients. The editing style involves quick cuts between different ingredients. The production quality is polished, giving a commercial feel. The pacing is fast, with cuts every second. # Hooks Text overlay: Real ingredients. Real results. / ⚡More energy / ✨Glossier coat / 🦠Stronger gut health / 💩Better poops / Get 50% off + FREE TREATS FOR LIFE Visual: 00:00–00:01: Extreme close-up of a raw animal heart. The heart is pinkish-red with visible veins and textures. A light blue rectangle overlay reads "Real ingredients. Real results." Below, bullet points with icons list benefits: "⚡More energy," "✨Glossier coat," "🦠Stronger gut health," and "💩Better poops." A yellow starburst shape reads "Get 50% off + FREE TREATS FOR LIFE." / 00:01–00:02: Extreme close-up of a raw piece of salmon. The salmon is bright orange with white marbling. A light blue rectangle overlay reads "Real ingredients. Real results." Below, bullet points with icons list benefits: "⚡More energy," "✨Glossier coat," "🦠Stronger gut health," and "💩Better poops." A yellow starburst shape reads "Get 50% off + FREE TREATS FOR LIFE." / 00:02–00:03: Extreme close-up of a raw piece of chicken. The chicken is pinkish-white with a glossy texture. A light blue rectangle overlay reads "Real ingredients. Real results." Below, bullet points with icons list benefits: "⚡More energy," "✨Glossier coat," "🦠Stronger gut health," and "💩Better poops." A yellow starburst shape reads "Get 50% off + FREE TREATS FOR LIFE." # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of pet owners being concerned about the quality and ingredients in processed dog food. The ad visually emphasizes the raw, natural ingredients to alleviate this concern. # Value propositions - Real ingredients for real results - 50% off + FREE TREATS FOR LIFE # Benefits - More energy - Glossier coat - Stronger gut health - Better poops # Features - Real ingredients - Raw animal heart - Raw salmon - Raw chicken - Raw white fish # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad uses direct product claims and visuals to promote the brand's message. # Storyline - 00:00–00:01 Close-up shot of a raw animal heart. - 00:01–00:02 Close-up shot of a raw piece of salmon. - 00:02–00:03 Close-up shot of a raw piece of chicken. - 00:03–00:04 Close-up shot of a raw piece of white fish. - 00:04–00:09 The ad cycles through the same close-up shots of raw animal heart, salmon, chicken, and white fish.