How Surreal Advertises on Meta

# Ad summary A customer goes to the founder's home to complain about her order but it turns out to be a deal. # Brand positioning Surreal aims to offer a healthy and delicious cereal alternative to traditional, less nutritious options. The brand positions itself as a solution for health-conscious consumers who don't want to sacrifice enjoyment. Surreal aligns with a lifestyle that values both taste and well-being, challenging the norm that cereal must be unhealthy. The brand's positioning appears to be functional, emphasizing the performance and nutritional benefits of its high-protein, low-sugar cereal, while also tapping into the emotional aspect of enjoying a guilt-free treat. # Product Surreal is a high-protein, low-sugar cereal designed as a healthier alternative to traditional cereals. It's marketed towards individuals who want to enjoy cereal without compromising their nutritional goals. The cereal is offered in a variety of flavors, including frosted loops, peanut butter, and cinnamon crunch. The cereal appeals to those seeking a guilt-free way to satisfy their cereal cravings and maintain a healthy diet. The advertised product also features a new deal where customers receive two extra boxes of cereal, a bag of granola, and a bowl and spoon for free, addressing the purchase barrier of cost by providing added value. # Visual style The ad has a UGC feel, mimicking a video captured by a ring doorbell. The editing style features quick cuts between the woman speaking and the man responding from inside the house, maintaining a steady pace of approximately 20 cuts per minute. The video uses natural lighting and the camera is stationary. # Hooks Spoken: 00:04–00:04 hello Text overlay: 00:00–01:34 ANGRY CUSTOMER FINDS FOUNDER'S HOME Visual: 00:00–00:04 The shot shows a ring doorbell view of a young woman with long dark hair. She is holding an open Surreal cereal box, which has the words "HIGH PROTEIN | LOW SUGAR" printed on the side. She is wearing a black sweatshirt and standing outside of a house with a gray brick wall and a turquoise door. The camera is positioned at a low angle. # Funnel stage Middle of funnel (Consideration) # Pain points The customer is frustrated by a perceived mistake in her order, thinking she was overcharged for extra items she didn't order. The woman states, "I do not want to be paying for any extras." # Value propositions - Get two extra boxes and a bowl and spoon for free when you purchase the six-box bundle. # Benefits - It's a new deal that we've launched. # Features - High protein - Low sugar # Call to action None used. # Social proof - "Everyone at the gym kept going on about how amazing this protein cereal is..." – Female 1 (Customer) # Point of view - Customer 60% – Most of the story is told from the perspective of a customer who is visibly upset by a perceived error in her order. - Brand 40% – The founder responds to the customer, explaining that the extra items are part of a deal, in an effort to clarify the situation and resolve the customer's concern. # Storyline - 00:00–00:04 00:00–00:04 The ad begins with a ring doorbell view showing a woman standing in front of the door, holding a Surreal box, with the text overlay, “ANGRY CUSTOMER FINDS FOUNDER’S HOME.” - 00:04–00:16 00:04–00:16 The woman speaks through the doorbell, asking if Kit from Surreal is there and then stating she is “absolutely livid” because “everyone at the gym” raved about the cereal, so she bought it, but was sent “the wrong bloody thing.” This introduces the central conflict and signals frustration with the product experience from the customer’s POV using an outraged tone to grab attention. - 00:16–00:29 00:16–00:29 The woman elaborates that she paid for six boxes but received seven boxes, a bag of granola, and a bowl and spoon. The founder is surprised and asks what she means. - 00:29–00:40 00:29–00:40 The customer explains she paid for six boxes and received seven, plus granola and a bowl, and she doesn't want to pay extra for these items. This underscores the customer's confusion and irritation at what seems like an error and the Brand needs to address it. - 00:40–00:57 00:40–00:57 The founder tells her to calm down and explains that they sent the correct order: She paid for six boxes and received two extra boxes plus a bowl and spoon for free as part of a new deal. The brand is presented as rational, clarifying the confusion with a value-added offer to resolve the tension. - 00:57–01:11 00:57–01:11 The woman says she wasn’t charged for the extras, and the founder says no. Then, the customer says the deal should be clearer on the website, and the founder says it’s in big letters. The perspective shifts between both the customer and brand with a mix of confusion and resolution. - 01:11–01:34 01:11–01:34 The woman claims it’s awkward then apologizes for bothering him, then thanks him for the free cereal. She asks how he knows where she lives, and then she says, “I know a guy.” She then tells him she is sorry for bothering him and thanks him for the free cereal, and she walks away. The storyline ends on a light-hearted note.

# Ad summary In this ad for Surreal cereal, the brand's founder apologizes because customers were sent the wrong orders. He opens a box and finds that customers received eight boxes of cereal and a bowl and spoon set, when they were meant to receive six. He then says it's because of a new offer that if you order six boxes, you receive two boxes and a bowl and spoon set for free. He encourages viewers to use the link below if they want to try it for themselves. # Brand positioning Surreal positions itself as a modern and transparent cereal brand, acknowledging and addressing customer concerns directly. The tone is apologetic yet playful, owning up to shipping errors but then revealing it as a positive surprise due to a promotion. By positioning itself as a company willing to acknowledge errors, while at the same time trying to benefit its customers, the brand shows its commitment to customer satisfaction and transparency. Surreal sets itself apart from traditional cereal brands through its direct communication style and emphasis on customer experience. # Product Surreal is a high-protein, low-sugar cereal. In this ad, a mixed box of cereal is shown which contains a variety of flavors. The ad addresses the potential purchase barrier of customer concerns about being charged extra for items they didn't expect. The ad encourages viewers to take advantage of an offer to order six boxes of cereal and receive two extra boxes as well as a bowl and spoon set for free. # Visual style The ad has a UGC feel, as though it was casually recorded on a phone camera. The shot is medium, and does not change much throughout the course of the ad. The lighting is natural, and the pacing is consistent. The tone is meant to be informal, friendly, and approachable. # Hooks Spoken: Male 1: Hi everyone. Comes with a heavy heart but I wanted to record a quick video to apologise about a recent error we made. Text overlay: 00:00–01:05 / 00:00–00:01 Visual: 00:00–00:05: From the waist up, a light-skinned man stands in a sparsely decorated office. He wears a white t-shirt and a black watch on his left wrist. His arms rest on a sealed cardboard box in front of him with the brand name 'SURREAL' printed on it. Behind him is a white wall with a purple design element on the left. The shot is a stationary, medium shot. # Funnel stage Middle of funnel (Consideration) # Pain points Customers are worried that they're being charged more without their consent. # Value propositions - The company is offering two extra boxes of cereal, plus a bowl and spoon set, for free. # Benefits - Customers receive two boxes and a bowl and spoon set for free when they order six boxes. # Features - High protein - Low sugar # Call to action You can use the link below # Social proof - None used. # Point of view - Brand 100% – The brand representative is speaking directly to the camera, addressing the audience in a sincere manner. # Storyline - 00:00–00:05 The ad begins with a man standing in front of a closed box from Surreal cereal. He directly addresses the camera, telling the audience he is recording the video to apologize about a recent error the company made. - 00:05–00:19 The man states that they've had a number of customers say the orders they received aren't what they expected, an experience they don't want anyone to have. He explains that customers are worried they were charged more without their consent. - 00:19–00:25 The man says he will take a look at the order to get to the root of the problem. He opens the box to reveal a number of cereal boxes inside. - 00:25–00:33 The man explains that the customer said they ordered six boxes of cereal but instead received eight boxes of cereal and a bowl and spoon set. - 00:33–00:54 He explains that the issue is not the mistake of sending too much, but that it is due to a new offer, where customers get two extra boxes and a bowl and spoon set for free when they order six boxes. - 00:54–01:05 The man reveals they haven't been sending out the wrong thing at all, and reassures customers they've been getting a better deal than they bargained for. He admits it doesn't sound like much of an apology, and then encourages viewers to use the link below to try the deal for themselves.

# Ad summary This ad is in the style of a ring doorbell recording and features a man returning a box of Surreal cereal to the woman who lives in the home because he thinks he was overcharged. # Brand positioning Surreal is presented as a modern cereal brand that is high in protein and low in sugar. The brand is presented as humorous and willing to poke fun at itself and at some of the negative aspects of advertising, such as consumers feeling like ads are being shoved down their throats. They take a direct, confrontational approach, inviting and welcoming customers to speak up. The brand is positioned as upfront about their product offerings, going against perceived norm of scamming people. # Product Surreal is a high protein, low sugar cereal that comes in boxes. There are multiple varieties, as evident by the various colors of the boxes. The cereal is targeted at individuals who find themselves constantly exposed to ads for the product. # Visual style The ad has a UGC feel because it is presented as footage from a ring doorbell. The editing is minimal and consists of simple cuts between shots. The pacing is consistent with the natural rhythm of the dialogue, approximately 60 BPM. The audio and visual elements are well synced. # Hooks Spoken: 00:01–00:02 Male 1: Hello Text overlay: ANGRY CUSTOMER RETURNS ORDER😡🤬 (Caption box) Visual: 00:00–00:02 The view from a ring doorbell shows a fair-skinned man with dark hair standing in front of a blue door. He is wearing a black, long-sleeved shirt and holding a box. He is looking directly at the camera and speaks. A UI overlay is present showing the red "end call" button, and the buttons to mute the microphone and change the speaker output. # Funnel stage Consideration # Pain points The ad addresses the feeling of consumers feeling as though ads are constantly being shoved down their throat. “I’ve seen your ads left right and center. They keep getting shoved down my throat.” # Value propositions - High protein and low sugar are positive features that are appealing to health conscious consumers. - The brand offers more product for less money. # Benefits - Pay for six boxes and get two extra boxes - Get a bowl and spoon for free # Features - High protein - Low sugar # Call to action None used. # Social proof - None used. # Point of view - Customer 50% – The ad shows the perspective of a customer complaining about their order. - Brand 50% – The ad shows the perspective of the brand representative as she responds to the customer's complaints and corrects the issue. # Storyline - 00:00–00:01 The ad begins with the view from a ring doorbell and shows a man approaching the door with a box. - 00:01–00:07 The man speaks into the camera and asks for Ella from the Surreal ads. This is from the man's perspective, and suggests a confrontational but casual tone. - 00:07–00:12 The woman confirms that she is Ella, but asks how the man found her house, suggesting shock and surprise that he would show up at her home. - 00:12–00:24 The man dismisses the question and explains that he has bought a box of Surreal because he has seen their ads so much, suggesting that the ads are working. He then accuses the brand of scamming people, because he has received the wrong order, continuing the conversational and confrontational tone. - 00:24–00:26 Ella asks the man what he is talking about, expressing confusion from her perspective. - 00:26–00:38 The man explains that he ordered six boxes of cereal but received seven boxes, a bag of granola, and a bowl and spoon, implying that he has been overcharged. His tone is agitated and accusatory. - 00:39–00:51 Ella explains that there is a new deal where customers get two extra boxes and a bowl and spoon for free when they buy six boxes, solving the man's perceived problem. This is from Ella's perspective and is informative. - 00:51–01:01 The man realizes that he was mistaken and is momentarily speechless. This moment is awkward and humorous. - 01:01–01:05 Ella asks the man to leave, and threatens to call the police. Her tone is serious and annoyed. - 01:05–01:14 The man apologizes, thanks Ella for the cereal, and leaves, showing his embarrassed tone and reaction.

# Ad summary An employee is worried about getting fired because customers keep returning orders. They unpack an order of Surreal cereal and find that the customer got 8 boxes of cereal instead of 6, plus a bowl and spoon. The employee realizes this is because of a new deal where if you buy 6 boxes of Surreal cereal, you get 2 free boxes, a bowl, and a spoon. They encourage viewers to get the same deal using the link below. # Brand positioning Surreal is presented as a brand disrupting the traditional cereal market by offering high-protein, low-sugar alternatives. The brand distinguishes itself from standard cereals loaded with sugar and lacking in nutritional value. Surreal aims to occupy a space in the consumer's mind as a healthy yet convenient breakfast option. It associates itself with a modern, health-conscious lifestyle, appealing to individuals who want to enjoy cereal without compromising their dietary goals. The brand pushes against the norms of sugary cereals by offering a product that is both delicious and nutritious, targeting consumers who care about their well-being and are seeking better breakfast choices. # Product Surreal cereal is a high-protein, low-sugar breakfast option designed for health-conscious individuals seeking a convenient and nutritious start to their day. The ad emphasizes that with the new deal, if you pay for six boxes of Surreal cereal, you get two additional boxes, a free bowl, and a spoon. This deal addresses the purchase barrier of cost by offering added value, encouraging potential customers to try the product. The ad highlights that customers can get a great deal on a new healthy breakfast. # Visual style The ad has a UGC feel, with a bright, colorful aesthetic. The editing includes quick cuts to maintain a fast pace, aligning with social media trends. The production quality appears casual, enhancing the authenticity of the message. The visual motifs include bright color, bold text overlays, and candid interactions. # Hooks Spoken: Oh God, my boss just told me that we've had Text overlay: 00:00–00:33 / my boss just told me that we've had Visual: 00:00–00:01: First-person view of a person wearing blue gloves and a white lab coat. They place a cardboard box, labeled "SURREAL HIGH PROTEIN LOW SUGAR", on a white desk. There is a computer monitor in the background showing a webpage. # Funnel stage Consideration # Pain points The ad presents a problem of customer returns, implying a potential frustration with customer satisfaction. # Value propositions - Get two free boxes, a bowl, and a spoon when you pay for six boxes of our high protein low sugar cereal # Benefits - Great deal on a new healthy breakfast - Two free boxes with purchase of 6 boxes - Free bowl and spoon set # Features - High-protein - Low-sugar cereal - Includes bowl and spoon with purchase of 6 boxes # Call to action using the link below # Social proof - None used. # Point of view - Customer 0% – There is no clear customer POV present. - Brand 100% – The brand POV is conveyed through an employee of the brand. - Expert 0% – There is no clear expert POV present. - External source 0% – There is no clear external POV present. # Storyline - 00:00–00:05 00:00–00:05: An employee is walking through an office space holding a box, and states their boss told them another order was returned to them. They are worried that they might get fired if this keeps happening. - 00:05–00:08 00:05–00:08: The employee prepares to open the returned order to investigate. - 00:08–00:16 00:08–00:16: Upon opening the box, the employee sees that the customer received 8 boxes of Surreal cereal and a bowl and spoon set. This is unexpected as the customer had paid for only 6 boxes. - 00:16–00:24 00:16–00:24: The employee explains that a new promotion is now in effect, where buying 6 boxes of Surreal cereal comes with 2 free boxes as well as a free bowl and spoon set. The perspective shifts to an informational tone, explaining the current deal. - 00:24–00:33 00:24–00:33: The employee expresses confusion as to why the customer would return the order considering the great deal they received on a new healthy breakfast, and directs the audience to the link below to get the same deal.

# Ad summary A Surreal employee packs an order of assorted cereals for a customer and includes a free bowl and spoon for signing up for the brand's subscription program. # Brand positioning Surreal aims to occupy the space of a healthy, low-sugar cereal option with the same great taste as its competitors. The brand aligns with a modern, energetic lifestyle, emphasizing health without sacrificing enjoyment. Surreal distinguishes itself by packing high-protein and low-sugar cereals, making them a guilt-free option for health-conscious consumers. The brand presents a fun, tongue-in-cheek tone, contrasting with the often serious or bland positioning of other health food brands. The packaging and overall brand image convey a youthful, playful vibe, appealing to those who don't want to compromise on taste or health. # Product Surreal offers a line of high-protein, low-sugar cereals designed as a healthy alternative to traditional cereals. Each serving contains 18 grams of protein and less than a gram of sugar. The cereals come in various flavors, including Choc Hazelnut, Cookies & Cream, Frosted, Cinnamon, Chocolate, and Chocolate Pops. The cereals are marketed toward health-conscious individuals looking to maintain muscle mass, especially those on weight-loss programs like Mounjaro. Surreal also offers a subscription service, which includes a free bowl and spoon set as a bonus for signing up. The brand emphasizes that its cereals provide a tasty way to prevent muscle loss while managing weight, addressing the common concern of maintaining protein intake during dieting. # Visual style The ad has a UGC feel with bright, industrial lighting and handheld camera work. The editing features quick cuts to maintain a fast pace and keep viewers engaged. The overall production quality is scrappy but clean, reflecting an authentic and approachable brand image. Visual motifs include a consistent focus on the product packaging and the packing process. The pacing is quick, with cuts timed to emphasize key points and maintain viewer interest. # Hooks Spoken: So this customer is on Mounjaro and said that they need that order ASAP Text overlay: Reply to myMJjourney211's comment: (comment box) / PLEASE pack my order! The only thing stopping muscle loss on Mounjaro 🥲 (comment box) / so this customer is on Mounjaro and said that they need that order ASAP Visual: 00:00–00:02 A medium shot shows a person wearing blue gloves gesturing towards a cardboard box with the SURREAL logo. The text overlay reads "Reply to myMJjourney211's comment: PLEASE pack my order! The only thing stopping muscle loss on Mounjaro 🥲" The background includes shelves with boxes and various supplies, suggesting a warehouse environment. The camera is handheld and slightly shaky, giving a casual feel. The lighting is bright and industrial. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of muscle loss associated with weight loss programs like Mounjaro. The customer comment explicitly asks for the order to be packed quickly because the product is "the only thing stopping muscle loss on Mounjaro." # Value propositions - High protein and low sugar provide a guilt-free cereal option for health-conscious consumers. - Subscription service includes a free bowl and spoon, adding extra value for subscribers. # Benefits - Stops muscle loss on Mounjaro - Healthy cereal option # Features - High Protein - Low Sugar - 18 grams of protein - Less than a gram of sugar # Call to action None used. # Social proof - "PLEASE pack my order! The only thing stopping muscle loss on Mounjaro 🥲" – myMJjourney211 (Customer Comment) # Point of view - Brand 100% – The entire video is from the brand's perspective, showing an employee packing an order and highlighting product benefits. # Storyline - 00:00–00:07 00:00–00:07 The video starts with a customer's comment requesting their order be packed quickly to prevent muscle loss while on Mounjaro. The speaker acknowledges the request and states that Surreal cereal is the only thing that stops muscle loss on Mounjaro. This sets up the ad as a direct response to customer needs and highlights the product's key benefit, using a direct and urgent tone to grab attention and establish relevance. - 00:07–00:09 00:07–00:09 The speaker begins packing the order, starting with the Choc Hazelnut flavor. This introduces the product range in a practical way, showing the cereal being handled and prepared for shipping, creating a sense of authenticity and directness. - 00:09–00:12 00:09–00:12 Next, the speaker adds the Cookies & Cream flavor, highlighting the nutritional benefits of 18 grams of protein and less than a gram of sugar. This reinforces the product’s health benefits, offering clear, concise information to build trust and showcase the value proposition. - 00:12–00:16 00:12–00:16 The speaker continues packing the order, adding the Frosted flavor. This continues showcasing the variety of flavors available, broadening the appeal to different taste preferences, and demonstrating a wide range of choices. - 00:16–00:23 00:16–00:23 The speaker adds the Cinnamon, Chocolate, and Chocolate Pops flavors. This further emphasizes the extensive product line, increasing the perceived value and reinforcing the brand’s commitment to variety and satisfying different cravings. - 00:23–00:29 00:23–00:29 The speaker mentions they can randomly select two more boxes and adds another Choc Hazelnut and Cookies & Cream. This adds a touch of spontaneity and generosity, enhancing the customer experience and perceived value of the order, showcasing a delightful surprise for the customer. - 00:29–00:36 00:29–00:36 The speaker includes a free bowl and spoon set for the customer because they signed up for a subscription. This highlights the benefits of the subscription service, providing a clear incentive for viewers to subscribe and demonstrating a strong added value. - 00:36–00:42 00:36–00:42 The speaker packages the order and seals it with branded tape, emphasizing that the customer will be able to prevent muscle loss. This concludes the ad with a practical and reassuring message, reiterating the core benefit of the product and leaving the viewer with a sense of confidence and urgency.

# Ad summary The ad features the founders of Surreal Cereal discussing the challenges they faced in creating a cereal that is both high-protein and low-sugar. They explain how they had to create the product themselves because no manufacturer in Europe or the UK could make it to their standards. They highlight that they took the cereals people loved as children and made them a grown-up reboot. # Brand positioning Surreal Cereal aims to disrupt the cereal industry by providing healthier alternatives to classic childhood cereals. They position themselves as a brand that doesn't compromise on taste while offering nutritional benefits like high protein and zero sugar. By targeting adults who still crave those familiar flavors, Surreal is promoting a fun and nostalgic experience with a functional twist, appealing to health-conscious consumers who don't want to give up their favorite childhood treats. # Product Surreal Cereal is a high-protein, zero-sugar breakfast cereal designed to recreate the taste of popular childhood cereals but with a healthier nutritional profile. It is marketed towards adults who enjoyed sugary cereals as kids but now seek healthier options. The cereal is meant to provide a nostalgic taste experience without the negative health impacts of traditional cereals, addressing the desire for both taste and nutrition in a single product. The ad highlights that the founders created the product themselves because they couldn't find a manufacturer who could meet their standards for taste and nutritional value. # Visual style The ad has a simple and clean aesthetic, using black and white to create a minimalist feel. The editing style consists of static shots and jump cuts between speakers, giving it a straightforward, conversational tone. The production quality is relatively polished, suitable for social media, with a focus on clear audio and visuals to maintain viewer engagement. # Hooks Spoken: If I showed you our cost of goods when we started the business you'd probably scream. Text overlay: If I showed you our cost of goods / when we started the business / you'd probably scream Visual: 00:00–00:02: A light-skinned man with dark hair and a light complexion, wearing a gray crewneck sweater, sits on a stool against a plain white background. He looks slightly to the side and speaks directly to the camera. / 00:02–00:04: The camera pulls back to show the man sitting on a stool wearing white sneakers. He gestures with his hands as he speaks. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the lack of healthy yet nostalgic cereal options for adults. The founders realized they couldn't find a manufacturer who could meet their standards. # Value propositions - Reimagining childhood cereals with a healthier twist. # Benefits - Childhood taste - Grown-up reboot # Features - High-protein - Zero-sugar # Call to action None used. # Social proof - "I start my day with Surreal" – Male 2 (Founder) # Point of view - Brand 100% – The ad is conveyed through the voice of the brand founders. # Storyline - 00:00–00:03 The founder sits on a stool against a plain white background and asks the viewer what they would think if they saw the company's cost of goods when they started. - 00:03–00:11 He states that the manufacturers in Europe and the UK couldn't make the product, either because they were too small, or it just couldn't be done. - 00:11–00:24 Because of this, the company had to create the product themselves, costing a lot of money that they wouldn't have had to spend if they got a 'blanket product' off a manufacturer. The speaker notes that they knew that existing products wouldn't be good enough. - 00:24–00:26 A second founder appears on screen stating that if they've got a great product, everything starts there. - 00:26–00:33 The first founder reappears and explains that the company takes the kids' childhood cereals people love and gives them a 'grown-up reboot', which is childhood taste but high-protein and zero-sugar. - 00:33–00:36 The second founder reappears and says that every morning he starts his day with Surreal.

# Ad summary This ad promotes Surreal's Banana High Protein Cereal, highlighting its popularity and limited availability. The ad features a female presenter who discusses the cereal's history, customer demand, and the 'love it or money-back' guarantee. # Brand positioning Surreal is presented as a brand that offers high-protein, low-sugar cereal with unique and limited-edition flavors. The brand acknowledges customer preferences and demand, bringing back popular flavors due to high demand. Surreal positions itself as a customer-centric brand that values feedback and offers a 'love it or money-back' guarantee, emphasizing confidence in their product and aiming to disrupt traditional cereal norms by offering healthier alternatives. # Product The ad promotes Surreal's Banana High Protein Cereal, a low-sugar cereal designed to be a healthier alternative to traditional cereals. It is explicitly stated to be high in protein and low in sugar. The cereal is presented as a limited-edition flavor that has been brought back multiple times due to popular demand. The packaging is bright yellow with an illustration of a cartoon character lifting a banana. The ad addresses the purchase barrier by offering a 'love it or money-back' guarantee for first-time orders. # Visual style The ad has a polished UGC feel, with bright lighting and clean backgrounds. The editing style includes quick cuts and smooth transitions. The production quality is high, supporting the intended tone of a modern, health-conscious brand. The pacing is consistent, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: Female 1: This flavor is so popular that we're bringing it back for a third time. Text overlay: This flavour is / that we're / for a third time Visual: 00:00–00:02 A woman stands in a bright, white kitchen, holding a yellow box of Surreal Banana High Protein Cereal. She is smiling and looking directly at the camera. The camera is stationary and at eye level. She then sits on the counter and eats cereal from a blue bowl. # Funnel stage Consideration # Pain points The ad addresses the frustration of missing out on a popular product due to limited availability and high demand. The ad shows customers looking stressed and disappointed when the cereal sells out. # Value propositions - Popular flavor being brought back due to high demand - High-protein, low-sugar cereal for a healthier option - Love it or money-back guarantee for first-time orders # Benefits - High-protein - Low-sugar - Healthier alternative to traditional cereals - Love it or money-back guarantee # Features - Banana flavor - High protein - Low sugar - Limited edition # Call to action What are you waiting for? # Social proof - People loved it and were gutted when they could no longer buy it. # Point of view - Customer 15% – The ad shows customers eating the cereal and giving positive reactions. - Brand 85% – The ad is primarily told from the brand's perspective, with a brand representative discussing the product and its history. # Storyline - 00:00–00:02 00:00–00:02 This flavor is so popular that we're bringing it back for a third time. The presenter introduces the Banana flavor cereal, emphasizing its popularity and return for a third time. This is conveyed through her enthusiastic tone and the visual of her holding and eating the cereal. - 00:02–00:07 00:02–00:07 We've released 12 limited edition flavors of our high-protein low-sugar cereal in the last two years. The presenter states that the brand has released 12 limited edition flavors of their high-protein, low-sugar cereal in the last two years. This is conveyed through her informative tone and the visual of different cereal boxes. - 00:07–00:10 00:07–00:10 But there's one our customers will not shut up about. The presenter highlights that there is one flavor that customers are constantly requesting. This is conveyed through her playful tone and the visual of the Banana cereal box. - 00:10–00:13 00:10–00:13 We first launched it in 2023 and it sold out in just two weeks. The presenter shares the history of the Banana cereal, stating it sold out quickly after its initial launch. This is conveyed through her informative tone and the visual of her sitting on a couch. - 00:13–00:16 00:13–00:16 People loved it and were gutted when they could no longer buy it. The presenter shares that people loved the cereal and were disappointed when it was no longer available. This is conveyed through her empathetic tone and the visual of customer comments. - 00:16–00:18 00:16–00:18 We brought it back again last year, but we made a mistake. The presenter states that the cereal was brought back last year, but the brand made a mistake. This is conveyed through her candid tone and the visual of a team meeting. - 00:18–00:22 00:18–00:22 We didn't actually realize how much you guys loved it and it sold out again almost instantly. The presenter admits that the brand underestimated the demand and the cereal sold out quickly again. This is conveyed through her apologetic tone and the visual of stressed customers. - 00:23–00:26 00:23–00:26 The good news? We've decided to bring back Banana for one final time. The presenter shares the good news that the Banana cereal is being brought back for one final time. This is conveyed through her enthusiastic tone and the visual of her sitting on a couch. - 00:26–00:28 00:26–00:28 The bad news, there's only a limited amount of boxes. The presenter shares the bad news that there is a limited amount of boxes available. This is conveyed through her serious tone and the visual of her pouring cereal into a bowl. - 00:29–00:33 00:29–00:33 We'll be reserving plenty for our subscribers. So if you want to try it before it sells out again, now is the time to buy. The presenter states that the brand is reserving plenty for subscribers and encourages viewers to buy it before it sells out again. This is conveyed through her encouraging tone and the visual of customers eating the cereal. - 00:34–00:40 00:34–00:40 If this is your first Surreal order, we have a love it or money-back guarantee. So if you don't love the cereal, just get in touch and we'll refund it with no questions asked. The presenter offers a 'love it or money-back' guarantee for first-time orders. This is conveyed through her reassuring tone and the visual of her using a laptop and pouring cereal into a bowl. - 00:40–00:42 00:40–00:42 So, what are you waiting for? The presenter ends the ad with a call to action, asking viewers what they are waiting for. This is conveyed through her enthusiastic tone and the visual of her sitting on a couch.

# Ad summary This image ad showcases Surreal cereal. The ad features a tower of Surreal cereal boxes, and highlights a trial offer for 4 boxes with shipping for £19.20. # Brand positioning Surreal positions itself as a health-conscious alternative to traditional, sugary cereals. The brand embraces a playful, cartoon-like aesthetic with bold colors and whimsical characters. The brand aims to disrupt the cereal category by offering a high-protein, low-sugar option that doesn't compromise on taste or fun. # Product Surreal offers a line of high-protein, low-sugar cereals designed as a healthier alternative to traditional breakfast options. Available in a range of flavors like Cinnamon, Honey, Raspberry White Choc, Blueberry Muffin, Chocolate, and Cookies & Cream, the cereals aim to provide a nutritious and guilt-free breakfast experience. Each box features the brand's playful cartoon branding and highlights the cereal's key benefits. The ad promotes a trial offer to reduce any initial purchase hesitancy. # Visual style The ad has a playful and clean visual style, combining product photography with graphic text overlays. The image is well-lit and uses bright, contrasting colors to draw attention to the product and the offer. The overall impression is modern and approachable. # Hooks Headline: Trial Offer: # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the desire for a healthier breakfast option without sacrificing taste or enjoyment. It suggests that traditional cereals are high in sugar and low in protein, leading to a less nutritious and potentially guilt-inducing experience. # Value propositions - Trial Offer: 4 Boxes + Shipping For £19.20 (reduced price for trying multiple flavors) # Benefits - Healthier alternative to traditional cereals - Guilt-free breakfast experience # Features - High protein - Low sugar - Variety of flavors (Cinnamon, Honey, Raspberry White Choc, Blueberry Muffin, Chocolate, Cookies & Cream) # Call to action None used. # Point of view - Brand: The entire image is designed to showcase the product and its benefits from the brand's perspective, with a focus on variety, value, and a limited-time trial offer. # Storyline - The image starts with a tower of Surreal cereal boxes stacked vertically, showing the variety of flavors available. This shows a wide array of flavor options that the brand has. It is from the brand's perspective. - A trial offer is highlighted with a yellow and black block of text, emphasizing a limited-time deal of "4 Boxes + Shipping For £19.20". This part of the story is from the brand and focuses on getting new customers to try the product. - A lone box is shown in the front with a bowl of cereal in the background, further highlighting the product's appeal and showing what it looks like. It is from the brand's perspective.

# Ad summary The founder of Surreal cereal calls a customer to ask why she hasn't repurchased. She explains the cereal is too expensive, and he spends the rest of the call convincing her that it's worth the price for the high protein content and low sugar. # Brand positioning Surreal is a health-conscious cereal brand that directly addresses common barriers to entry in the cereal category. It seeks to dispel the notion that cereal must be unhealthy and high in sugar by creating a high-protein, low-sugar alternative. They are positioning themselves as a healthy and convenient option that combats sugar cravings. # Product Surreal is a high-protein, low-sugar cereal alternative. It contains 18 grams of protein per serving. One serving is only 80p (currency unknown). The cereal is for people who are health conscious, want to combat sugar cravings, and are looking for a convenient way to get their protein. The ad addresses the high price point of the cereal, claiming that it ends up being more affordable than other protein sources, such as protein bars, eggs, or meat. # Visual style The ad has a minimalistic aesthetic, and the setting is in a simple room. The founder of the brand is sitting at a desk and is looking at his phone. The lighting is natural and bright. The editing style is simple, with static shots and a few subtle zooms. The overall production quality is a mix of UGC and polished commercial. # Hooks Spoken: 00:05–00:10 So, this customer only bought our cereal once. I'm going to give them a call and and just see if I can get some feedback. Text overlay: 00:00–01:58 CALLING UNHAPPY CUSTOMERS / 00:00–01:58 part 1 Visual: 00:00–00:05 The shot is medium framing and shows the founder sitting at a wooden desk. He is wearing a white t-shirt, and a green vest. He is holding a phone in his hand and looking at it with a bored expression. Next to him is a black laptop. / 00:05–00:11 The camera zooms in slightly. He looks up and speaks to the camera. # Funnel stage Consideration # Pain points Customers are craving sweets but are also conscious about their sugar and protein intake # Value propositions - If it is protein that you're after, it actually works out a lot more affordable than other options - Normal cereal's got as much sugar as a can of Coke. So unless you want a sugar crash by 11:00 a.m., it's probably not the best option # Benefits - more affordable than other options - healthy alternative to regular cereal - prevents a sugar crash # Features - high protein cereal - low sugar cereal - 18 grams of protein # Call to action have a little look online and might end up snapping some up again. # Social proof - "I did actually really like the cereal" – Female 1 (Customer) # Point of view - Brand 95% – The brand POV is conveyed by the founder of the company and his dialogue. - Customer 5% – The customer POV is shown on the phone call when the founder asked her questions. # Storyline - 00:00–00:11 00:00–00:11 The founder of Surreal cereal is sitting at his desk, looking at his phone, and decides to call a customer to get feedback on why she hasn't repurchased. This establishes the premise of the video and the brand's interest in customer feedback. - 00:11–00:14 00:11–00:14 He places the call. This progresses the storyline. - 00:14–00:23 00:14–00:23 He speaks to the customer and identifies himself as Kit from Surreal. This establishes the purpose of the call and begins the conversation. - 00:23–00:32 00:23–00:32 Kit asks why she hasn't bought the cereal again, seeking feedback on the product. This sets the stage for addressing customer concerns. - 00:32–00:38 00:32–00:38 The customer explains that she liked the cereal, but it's too expensive. This reveals the key barrier to repurchase and sets the stage for the brand to address it. - 00:38–00:50 00:38–00:50 Kit acknowledges her concern but argues that if she's looking for protein, it's actually more affordable than other options. This directly counters the cost objection with a value proposition. - 00:50–01:00 00:50–01:00 The customer asks for clarification, prompting Kit to further justify the cost-effectiveness. This extends the value conversation. - 01:00–01:15 01:00–01:15 Kit argues that a bowl of Surreal cereal has more protein than two eggs and is cheaper than a protein bar. He is attempting to change her perception about cost. - 01:15–01:22 01:15–01:22 The customer poses another objection, suggesting she could just add protein powder to regular cereal. This raises a new point of comparison. - 01:23–01:31 01:23–01:31 Kit counters that regular cereal has as much sugar as a can of Coke, which is unhealthy. This shifts the focus to the health benefits of Surreal. - 01:31–01:38 01:31–01:38 The customer admits that she's been having sugar cravings. This validates the brand's positioning as a solution for sugar control. - 01:38–01:52 01:38–01:52 Kit then suggests that Surreal could be the answer. The customer says she may check out the January sale. This shows a potential conversion and reinforces the brand's ability to address customer needs and concerns. - 01:52–01:58 01:52–01:58 The conversation ends. This shows that customer feedback can be useful and lead to sales.

# Ad summary This image ad from Surreal promotes a new trial offer for their high protein, low sugar cereal. The ad copy is written as a note from the brand, explaining that they are launching a new trial offer due to customer demand. The offer includes 4 boxes of cereal for £19.20 with free shipping. # Brand positioning Surreal is presented as a customer-focused brand that is responsive to consumer demand. The brand is positioned as offering a healthier cereal option with high protein and low sugar content. The tone is friendly and conversational, as if the brand is directly communicating with its customers. Surreal aims to occupy the space of a health-conscious cereal brand that is accessible and affordable, pushing against the norms of traditional cereals that are often high in sugar and low in nutritional value. The brand positioning is both functional (high protein, low sugar) and emotional (helping customers get back on track). # Product The product being advertised is Surreal cereal, specifically a trial offer that includes 4 boxes of their high protein, low sugar cereal. The cereal is targeted towards people who are looking for a healthier breakfast option. The ad highlights the features of the cereal, such as its high protein and low sugar content. The unique selling proposition (USP) is the trial offer, which allows customers to try the cereal at a lower price point of £19.20, including free shipping. The ad addresses the purchase barrier of trying a new product by offering a more affordable trial pack. The ad suggests that the cereal is a good option for those who want to get back on track with their health goals, particularly in January. # Visual style The ad has a minimalist visual style with a clean, white background and simple black text. The production quality appears to be basic, resembling a digital note or announcement. The typography is straightforward and legible, without any decorative elements. The overall style is simple and direct, focusing on the message rather than visual embellishments. The style contrasts with typical high-design ads, opting for a more straightforward and accessible approach. # Hooks Headline: A NOTE FROM SURREAL # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that people may be struggling to get back on track with their health goals, particularly in January. The phrase "help them get back on track" signals this frustration. # Value propositions - You can get 4 boxes of our high protein, low sugar cereal for just £19.20, including free shipping. # Benefits - help them get back on track # Features - high protein - low sugar - free shipping # Call to action Time to try a new breakfast? # Point of view - Brand: The entire ad is presented from the brand's point of view, as it is a note from Surreal explaining their new trial offer. # Storyline - The ad starts with a note from Surreal, addressing the audience directly. The message conveys that the brand is communicating directly with its customers. - The brand explains that they are launching a new trial offer due to the response to their new trial offer. This is included to show that the brand is responsive to customer demand and is offering a new promotion. - The brand mentions that they have always offered a great deal and free gifts on an 8-pack subscription to their high protein, low sugar cereal. This is included to highlight the existing value and benefits of their product. - The brand explains that more people have asked if they can launch a trial pack at a lower price point to help them get back on track. This is included to show that the brand is listening to customer feedback and addressing their needs. - The brand announces that they have decided to launch a new trial offer so customers can give Surreal a try at less than £20. This is included to introduce the new promotion and make it accessible to potential customers. - The brand specifies that customers can get 4 boxes of their high protein, low sugar cereal for just £19.20, including free shipping. This is included to provide the details of the offer and make it appealing to potential customers. - The ad ends with a question, "Time to try a new breakfast?", followed by the brand name, Surreal. This is included to encourage the audience to try the product and reinforce the brand name.

# Ad summary A type one diabetic wellness coach shares how she eats Surreal cereal on the bus on her way to work to keep her blood sugar in range. # Brand positioning Surreal cereal is presented as a low-sugar, high-protein, and high-fiber alternative to traditional cereals. The brand aims to occupy a space in the consumer's mind as a healthy and convenient breakfast option that doesn't compromise on taste. The brand aligns with values of health, wellness, and convenience, promoting a lifestyle where individuals can enjoy their favorite childhood flavors without the negative health impacts. Surreal cereal pushes against the norms of high-sugar cereals, offering a functional and emotional benefit by providing sustained energy and controlled blood sugar levels. The brand positions itself as a solution for those seeking a guilt-free and nutritious breakfast option. # Product Surreal cereal is a low-sugar, high-protein, and high-fiber breakfast cereal designed to provide sustained energy and controlled blood sugar levels. It is marketed towards individuals who are health-conscious, particularly those with diabetes or those looking to reduce their sugar intake. The cereal contains less than a gram of sugar per bowl and is high in plant protein, with up to 18 grams per bowl. It is available in various flavors reminiscent of childhood cereals, such as Chocolate, Cookies & Cream, Caramelized Biscuit, Honey, and Cinnamon. The cereal addresses the purchase barrier of high sugar content in traditional cereals, offering a healthier alternative that doesn't compromise on taste. It is suitable for consumption on-the-go, as demonstrated by the wellness coach eating it on the bus. # Visual style The ad has a UGC feel, with handheld camera shots and natural lighting. The editing style is quick cuts, keeping the pace fast and engaging. The production quality is a hybrid of UGC and polished commercial, with some shots being more professionally lit and framed. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:05 Guys I was running late for work this morning so I had no time to sit and eat breakfast at home so I brought it onto the bus with me. Text overlay: 00:00–00:05 Guys I was running late for work this morning so I had no time to sit and eat breakfast at home so I brought it onto the bus with me. Visual: 00:00–00:01 A woman with long brown hair, wearing a brown jacket and a beige scarf, walks along a sidewalk next to a building. The camera is handheld and shaky, capturing her from a low angle. The background shows a cloudy sky and residential buildings. / 00:01–00:03 The camera pans across an empty street with buildings on either side. The sky is overcast, and the street is wet. The camera is handheld and shaky. / 00:03–00:05 The woman walks onto a bus, holding the camera in front of her. The background shows the interior of the bus and other passengers. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty diabetics face in managing their blood sugar levels, especially when trying to enjoy a simple bowl of cereal. "It often leaves us diabetics with uncontrollable high blood sugar and this can really ruin our day." # Value propositions - Low sugar, high protein, and high fiber cereal that provides sustained energy and controlled blood sugar levels - A healthy and convenient breakfast option that doesn't compromise on taste - Experience the flavors of childhood cereal without the glucose spike # Benefits - Sustained energy for hours after breakfast - Experience all of the flavours I could taste in my childhood cereal but without dealing with the glucose spike - Blood sugars that are in range # Features - Low sugar - Less than a gram per bowl - Less carbohydrates than your usual bowl of cereal - High protein - Up to 18 grams of high quality plant protein per bowl # Call to action None used. # Social proof - "And that's why I'm very happily sat on a full bus on my way to work with my bowl, my spoon, my Surreal granola and with blood sugars that are in range." – Female 1 (Wellness Coach) - "And now I can walk into work knowing that if my diabetes is happy I'm happy and my customers are happy." – Female 1 (Wellness Coach) # Point of view - Customer 100% – The entire video is told from the perspective of a type one diabetic wellness coach who is a customer of the brand, sharing her personal experience and struggles with managing her blood sugar levels while exercising and working. # Storyline - 00:00–00:05 00:00–00:05 The video begins with a woman walking outside, explaining that she is running late for work and didn't have time to eat breakfast at home, so she brought it with her on the bus. This sets the stage for a relatable scenario of a busy morning and the need for a convenient breakfast option. The perspective is from the woman's point of view, creating a sense of immediacy and personal connection. The tone is casual and conversational. - 00:05–00:12 00:05–00:12 The woman introduces herself as a type one diabetic wellness coach and mentions that she has two fitness classes to get through this morning, which is why she is choosing to eat Surreal. This establishes her credibility and highlights the importance of managing her blood sugar levels. The perspective is from the woman's point of view, emphasizing her personal experience and expertise. The tone is informative and reassuring. - 00:12–00:27 00:12–00:27 The woman shares her struggles with being a diabetic and exercising in front of others, as it can be challenging to manage her blood sugar levels in a public setting. She emphasizes that her focus is on delivering the best class she can and that her diabetes needs to be controlled for her to do that. The perspective is from the woman's point of view, creating a sense of empathy and understanding. The tone is honest and vulnerable. - 00:27–00:38 00:27–00:38 The woman expresses that there is a universal experience of having struggles injecting the right amount of insulin at the right time for cereal in the morning, which often leaves diabetics with uncontrollable high blood sugar and can ruin their day. This highlights the challenges faced by diabetics and the need for a reliable breakfast option. The perspective is from the woman's point of view, creating a sense of shared experience and community. The tone is empathetic and supportive. - 00:38–00:44 00:38–00:44 The woman introduces Surreal cereal as a low-sugar option with less than a gram per bowl and fewer carbohydrates than usual cereal. This positions Surreal as a solution to the blood sugar management challenges faced by diabetics. The perspective shifts to a product-focused view, showcasing the benefits of Surreal cereal. The tone is informative and persuasive. - 00:44–00:56 00:44–00:56 The woman highlights that Surreal cereal is also high in protein, with up to 18 grams of high-quality plant protein per bowl, and that she always looks for higher protein in her meals so that her glucose doesn't drop too low after she eats. This reinforces the health benefits of Surreal cereal and its ability to provide sustained energy. The perspective is from the woman's point of view, emphasizing her personal preference and the positive impact on her health. The tone is enthusiastic and convincing. - 00:56–01:02 00:56–01:02 The woman shares that with Surreal, she gets to experience all of the flavors she could taste in her childhood cereal but without dealing with the glucose spike. This appeals to the emotional connection people have with their favorite childhood cereals while addressing the health concerns. The perspective is from the woman's point of view, creating a sense of nostalgia and satisfaction. The tone is joyful and relatable. - 01:02–01:16 01:02–01:16 The woman concludes by stating that she is happily sat on a full bus on her way to work with her bowl, spoon, Surreal granola, and blood sugars that are in range. She emphasizes that she can now walk into work knowing that if her diabetes is happy, she is happy, and her customers are happy. She ends the video by saying, "Let's go and work out." This reinforces the convenience and health benefits of Surreal cereal and its positive impact on her overall well-being. The perspective is from the woman's point of view, creating a sense of empowerment and confidence. The tone is upbeat and motivational.

# Ad summary This ad compares the nutritional value and lifestyle associations of yogurt and granola versus Surreal protein cereal and milk, positioning Surreal as the healthier and more desirable option. # Brand positioning Surreal is presented as a modern, health-conscious cereal brand that challenges traditional perceptions of cereal as an unhealthy snack. The brand positions itself as a guilt-free alternative, offering high protein and low sugar content without sacrificing taste. It aims to appeal to consumers who want to enjoy cereal as part of a balanced diet, breaking away from the norm of cereals being overly processed and sugary. The brand aligns with a lifestyle that values both health and enjoyment, suggesting that consumers can indulge in a tasty treat without compromising their wellness goals. # Product The advertised product is Surreal protein cereal, a high-protein, low-sugar cereal designed as a healthier alternative to traditional cereals. It is presented as a convenient and tasty option for those seeking a guilt-free breakfast or snack. The ad highlights that Surreal cereal contains 30g of protein and has between 250-270 kcal per serving when combined with milk. The cereal is marketed towards individuals who want to enjoy the taste and experience of eating cereal without the negative health implications associated with high sugar and calorie content. The ad addresses the purchase barrier of taste by asserting that it tastes unhealthy, but isn't. # Visual style The ad features a clean, split-screen design with a clear contrast between the two options being compared. The production quality is high, with well-lit and appetizing food photography. The use of bright, contrasting colors (dark green vs. bright blue) enhances the visual impact and makes the information easily scannable. The overall style is modern and health-focused, aligning with the brand's positioning. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting to enjoy cereal without the negative health implications associated with high sugar and calorie content. The phrase "Tastes 'healthy'. Kinda is." suggests that traditional healthy options may not be as enjoyable, while "Tastes unhealthy. Isn't." implies that Surreal cereal offers a guilt-free indulgence. # Value propositions - Enjoy the taste of unhealthy cereal without the guilt - High protein and low sugar content for a balanced diet - Convenient and tasty breakfast or snack option # Benefits - Tastes unhealthy. Isn't. (Protein Cereal + Milk) - Snack drawer divorced (Protein Cereal + Milk) # Features - Protein cereal - High protein - Low sugar - 250-270 kcal (Protein Cereal + Milk) - 30g protein (Protein Cereal + Milk) # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product's benefits and positioning it as a superior alternative to traditional breakfast options. # Storyline - The ad opens by presenting a split-screen comparison between "Old You" and "New You," setting up a contrast between traditional yogurt and granola and Surreal protein cereal with milk. This is from the brand's perspective, aiming to immediately capture attention and frame the narrative around transformation and improvement. - The "Old You" side features yogurt and granola, visually represented with a blurred Yeo Valley logo in the background, suggesting a common, but less desirable choice. This is from the brand's perspective, subtly positioning traditional options as less appealing. - The "New You" side showcases Surreal protein cereal with milk, accompanied by a clear image of the Surreal cereal box, emphasizing the product's branding and health benefits. This is from the brand's perspective, highlighting the product as the solution for a healthier lifestyle. - The ad provides bullet points comparing the nutritional information and lifestyle associations of each option, such as calorie count, protein content, and relationship with the snack drawer. This is from the brand's perspective, directly communicating the product's advantages and reinforcing the message of positive change.

# Ad summary This ad promotes Surreal cereal as a high-protein, zero-sugar, and gluten/dairy-free alternative to traditional cereals and protein shakes. The ad is presented by a male presenter in his kitchen who appears to be in his early 30s. He speaks directly to the camera, intercut with shots of him working out, and emphasizes the cereal's health benefits and convenience for those with dietary restrictions or fitness goals. # Brand positioning Surreal is presented as a healthy and convenient breakfast option, particularly for those with dietary restrictions (dairy and gluten-free) and health-conscious individuals (high protein, zero sugar). The brand is positioned as a modern and innovative alternative to traditional cereals, offering nutritional benefits that align with fitness goals (muscle building, fat loss) without sacrificing taste or convenience. The ad suggests the brand fits into a lifestyle of balanced nutrition, convenience, and physical fitness. # Product Surreal cereal is a high-protein, zero-sugar cereal that is free from both dairy and gluten. It contains 13 grams of protein per bowl. This makes it suitable for individuals with intolerances and those looking to supplement their protein intake for fitness goals such as building muscle or losing fat. The cereal is presented as a convenient and healthy alternative to protein shakes, providing a nice change for those who find protein shakes too sickly. Different flavors are shown via their packaging (Cocoa, and others with 14g of protein per bowl). # Visual style The ad has a casual, UGC-style aesthetic. The setting is a normal-looking kitchen and gym, and the presenter appears relatable. The editing includes quick cuts between the kitchen and gym scenes, creating a dynamic rhythm. Overall, the visual style feels authentic and approachable, aligning with the tone of a personal recommendation. # Hooks Spoken: So if you're like me and you've got intolerances to things like dairy and gluten, then Surreal's perfect because it's free from both, so there's no brain fog or stomach pains. Text overlay: So if you're like me (Overlay) / and you've got intolerances (Overlay) / like dairy (Overlay) / and gluten (Overlay) / then Surreal's perfect (Overlay) / because it's free from both (Overlay) / so there's no (Overlay) / brain fog (Overlay) / or stomach pains (Overlay) Visual: 00:00–00:08: A man with dark hair and a beard, wearing a grey and white Gymshark quarter-zip and dark jeans, stands in a kitchen. He holds a box of Surreal cereal in his right hand, gesturing with it as he speaks. Behind him are other cereal boxes lined up on the counter, as well as open shelves with tea and spices. A bowl of cereal sits on the counter to his left. The kitchen has white walls and cabinets, with stainless steel appliances. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of dietary restrictions (dairy and gluten intolerances) that can lead to uncomfortable symptoms like brain fog and stomach pains. It also mentions the monotony of protein shakes, implying that viewers may be tired of them. "So if you're like me and you've got intolerances to things like dairy and gluten..." # Value propositions - Surreal cereal is perfect because it's free from both [dairy and gluten], so there's no brain fog or stomach pains. - With 13 grams of protein per bowl, it's a very easy way to supplement your protein intake. - Zero sugar means you're not having a bowl and then 30 minutes later needing to have a nap afterwards. # Benefits - No brain fog - No stomach pains - Helps build muscle - Helps lose fat - Easy way to supplement your protein intake - Nice change to protein shakes - No sugar crash # Features - Dairy-free - Gluten-free - 13 grams of protein per bowl - Zero sugar # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of someone who uses and enjoys the product. # Storyline - 00:00–00:08 The presenter introduces Surreal cereal as a solution for people with intolerances to dairy and gluten. - 00:05–00:08 He notes that Surreal is free from both gluten and dairy and highlights the benefits of avoiding brain fog and stomach pains. - 00:09–00:12 The ad cuts to a montage of the presenter working out at the gym, then back to him in his kitchen. - 00:09–00:14 He states the cereal has 13 grams of protein per bowl, noting it's crazy for cereal. - 00:14–00:14 The ad cuts to a montage of the presenter working out at the gym, then back to him in his kitchen. - 00:14–00:20 The presenter talks about how Surreal is ideal if you're trying to build muscle or lose fat, and a very easy way to supplement your protein intake. - 00:21–00:24 He emphasizes it's a nice change to protein shakes, which can get sickening to have all the time. - 00:25–00:30 He highlights that Surreal has zero sugar, preventing a sugar crash and need for a nap afterward.

# Ad summary This ad promotes Surreal high-protein cereal, highlighting its nutritional benefits, taste, and current sale. It features a woman and her father enjoying the cereal, emphasizing its appeal to both health-conscious individuals and those seeking a nostalgic breakfast experience. # Brand positioning Surreal is presented as a healthy and delicious alternative to traditional cereals. The brand aims to occupy the space of a guilt-free indulgence, offering high-protein, low-sugar options that still evoke the flavors of childhood favorites. Surreal aligns with a health-conscious lifestyle while pushing against the norms of sugary, processed cereals. The brand positioning is both functional (high protein, zero sugar) and emotional (nostalgic taste, guilt-free enjoyment). # Product Surreal is a high-protein cereal designed as a healthy alternative to classic childhood cereals. It is marketed towards health-conscious individuals who want a nutritious breakfast option that doesn't compromise on taste. The cereal boasts 14g of protein, 10g of net carbs, and 0g of sugar per serving. The ad highlights that it has more protein than two eggs and comes in eight flavors. A key selling point is that it tastes like childhood classics despite its healthy profile. The ad also mentions a current sale offering up to 30% off, making it just 65p per bowl, addressing the purchase barrier of cost. # Visual style The ad has a bright, clean, and UGC-style aesthetic. The editing style includes quick cuts to maintain a fast pace. The production quality is a hybrid of polished commercial and UGC, lending authenticity while maintaining visual appeal. The pacing is consistent, with cuts timed to the voiceover. The visuals are synced with the audio to emphasize key points. # Hooks Spoken: 00:00–00:03 Female 1: Shout out to the gym girl who put me on this protein cereal. Text overlay: shout (Caption) / shout out to the gym girl who put me on this protein cereal (Caption) Visual: 00:00–00:01 Close-up shot of a white bowl filled with cereal and milk, a spoon stirring the mixture. The background is a dark countertop. The lighting is bright, highlighting the texture of the cereal. / 00:01–00:02 Medium shot of a kitchen. A woman in a red sweater and a man with gray hair are eating cereal from white bowls. Behind them is an open cardboard box filled with colorful cereal boxes. The camera is stationary, and the lighting is bright. # Funnel stage Consideration # Pain points The ad addresses the pain point that healthy cereals often don't taste good, assuring viewers that Surreal tastes like childhood classics despite being high in protein and low in sugar. # Value propositions - High protein and zero sugar, yet tastes like childhood classics - 30% off makes it just 65p per bowl # Benefits - Tastes like our childhood classics - Up to 30% off - Just 65p per bowl # Features - High protein - Zero sugar - Eight flavors # Call to action Don't miss out! # Social proof - "Shout out to the gym girl who put me on this protein cereal" – Female 1 (Customer) # Point of view - Customer 80% – The ad is primarily told from the perspective of a customer (the woman) who is enthusiastically sharing her experience with the product. - Brand 20% – The brand's perspective is communicated through factual information about the cereal's nutritional benefits and the current sale. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a close-up shot of cereal in a bowl, followed by a woman and a man eating cereal. The woman says, "Shout out to the gym girl who put me on this protein cereal." This sets the stage by introducing the product and hinting at its health benefits, framing it as something recommended by a fitness-oriented person. The perspective is from the woman, sharing her discovery with the audience, and the tone is casual and enthusiastic. - 00:02–00:04 00:02–00:04 The woman shows a box filled with multiple boxes of Surreal cereal and picks up a box of Honey Crunch flavor. She says, "I honestly can't get enough of it." This reinforces her enjoyment of the product and builds anticipation. The perspective is from the woman, sharing her personal experience, and the tone is enthusiastic and genuine. - 00:04–00:06 00:04–00:06 The ad cuts to a shot of two fried eggs in a pan, followed by the woman holding the cereal box again. She states, "It has more protein than two eggs, zero sugar..." This highlights the nutritional benefits of the cereal, comparing it to a common high-protein food. The perspective is from the brand, presenting factual information, and the tone is informative and persuasive. - 00:06–00:08 00:06–00:08 The woman holds a bowl of cereal and says, "...and somehow still manages to taste like our childhood classics." This addresses a potential concern about healthy cereals not tasting good, emphasizing that Surreal retains the nostalgic flavors. The perspective is from the woman, sharing her personal opinion, and the tone is surprised and delighted. - 00:08–00:11 00:08–00:11 The woman pours cereal into a bowl, and the ad shows multiple boxes of different Surreal flavors. She adds, "With eight flavors to choose from, this is by far my favorite." This showcases the variety of options available and reinforces her preference for the product. The perspective is from the woman, sharing her personal choice, and the tone is enthusiastic and persuasive. - 00:11–00:14 00:11–00:14 A man pours cereal and milk into a bowl. The woman says, "And the best part is they've got a huge sale on at the moment, so you can get up to 30% off." This introduces a limited-time offer to incentivize purchase. The perspective is from the brand, presenting a promotional deal, and the tone is exciting and urgent. - 00:14–00:19 00:14–00:19 The woman and man are shown eating cereal again. She concludes, "Which makes it just 65p per bowl, so don't miss out!" This reinforces the affordability of the cereal and creates a sense of urgency. The perspective is from the brand, providing a final call to action, and the tone is persuasive and encouraging.

# Ad summary A type 1 diabetic wellness coach shares how she eats Surreal cereal to manage her blood sugar while on the go. She highlights the cereal's low sugar and high protein content, which helps her maintain sustained energy for her fitness classes. # Brand positioning Surreal is presented as a healthy and convenient cereal option for adults who want to enjoy the flavors of their childhood cereals without the negative health impacts. The brand is positioned as a solution for those seeking a low-sugar, high-protein breakfast that supports sustained energy levels and helps manage blood sugar. It aligns with a lifestyle focused on wellness and mindful eating, pushing against the norms of traditional cereals that are often high in sugar and carbohydrates. The brand positioning is both functional, emphasizing the nutritional benefits, and emotional, tapping into nostalgia and the desire for guilt-free indulgence. # Product Surreal is a high-protein, low-sugar cereal designed as a healthy alternative to traditional breakfast cereals. It contains less than 1 gram of sugar per bowl and is high in plant-based protein, with up to 18 grams per serving. The cereal is available in various flavors reminiscent of childhood favorites, such as Chocolate, Cookies & Cream, Honey, Cinnamon, and Caramelised Biscuit. Surreal is for individuals who want to enjoy the taste of classic cereals without the glucose spike, making it suitable for diabetics and those seeking sustained energy levels. The cereal addresses the purchase barriers of health concerns associated with high-sugar cereals by offering a nutritious option that supports blood sugar management and provides long-lasting energy. # Visual style The ad has a UGC feel, with a handheld camera and natural lighting. The editing style includes quick cuts and jump cuts, giving it a fast-paced rhythm. The production quality is a hybrid of casual and polished, supporting the authentic tone and relatable message. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:05 Guys, I was running late for work this morning, so I had no time to sit and eat breakfast at home, so I brought it onto the bus with me. Visual: 00:00–00:01 A woman with long brown hair, wearing a brown jacket with a fur collar, is running down a street with stone buildings on either side. She is holding the camera in selfie style, looking directly at the lens with a slightly panicked expression. The lighting is overcast, and the camera is shaky due to the running motion. / 00:01–00:02 The camera pans quickly down an empty street with buildings on either side. The street is paved with red bricks and has yellow lines marking the curb. The sky is overcast, and the lighting is dim. / 00:02–00:03 The woman is running down the street again, holding the camera in selfie style. She is wearing a brown jacket with a fur collar and has a backpack on. The buildings in the background are made of stone and have windows with white frames. The lighting is overcast. / 00:03–00:05 The woman is walking quickly through a covered walkway with a window on the right. She is wearing a brown jacket with a fur collar and has her hair pulled back in a ponytail. The lighting is dim, and the camera is shaky. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of managing diabetes while trying to maintain an active lifestyle. It highlights the challenge of injecting the right amount of insulin at the right time for cereal in the morning, which can lead to uncontrollable high blood sugar and ruin the day. # Value propositions - Enjoy the taste of childhood cereals without the negative health impacts - Manage your blood sugar levels while enjoying a delicious breakfast - Sustain your energy levels throughout the morning with a high-protein, low-sugar cereal # Benefits - Helps manage blood sugar levels - Provides sustained energy for hours after breakfast - Allows you to experience all of the flavors you could taste in your childhood cereal without dealing with the glucose spike # Features - Low sugar (less than 1 gram per bowl) - High protein (up to 18 grams of high-quality plant protein per bowl) - Less carbohydrates than your usual bowl of cereal # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is also a wellness coach, sharing her personal experience and insights. # Storyline - 00:00–00:05 00:00–00:05 The video opens with a woman running down the street, explaining she is late for work and didn't have time for breakfast at home. The message is that she is a busy professional who values her time. The perspective is from the woman herself, conveyed through a selfie-style camera and casual tone. The tone is hurried and relatable. - 00:05–00:12 00:05–00:12 She boards a bus and introduces herself as a type 1 diabetic wellness coach with two fitness classes to teach that morning. The message is that she is a health-conscious professional with specific dietary needs. The perspective is from the woman, establishing her credibility and expertise. The tone is informative and confident. - 00:12–00:27 00:12–00:27 She explains that she chooses to eat Surreal cereal because it's hard being a diabetic and exercising in front of others. The message is that managing diabetes can be challenging, especially when balancing fitness and dietary needs. The perspective is from the woman, sharing her personal struggles and vulnerabilities. The tone is empathetic and honest. - 00:27–00:38 00:27–00:38 She states that having struggles injecting the right amount of insulin at the right time for cereal in the morning often leaves diabetics with uncontrollable high blood sugar, and this can really ruin our day. The message is that Surreal cereal is a solution to help diabetics manage their blood sugar levels. The perspective is from the woman, highlighting the challenges faced by diabetics and positioning Surreal as a solution. The tone is understanding and supportive. - 00:38–00:48 00:38–00:48 She highlights that Surreal cereal is low in sugar (less than a gram per bowl) and high in protein (up to 18 grams of high-quality plant protein per bowl). The message is that Surreal offers a healthier alternative to traditional cereals. The perspective is from the woman, emphasizing the nutritional benefits of Surreal. The tone is informative and persuasive. - 00:48–01:03 00:48–01:03 She explains that she always looks for higher protein in her meal so that her glucose doesn't drop too low after she eats. This means that she has sustained energy for hours after breakfast. The message is that Surreal provides sustained energy and helps manage blood sugar levels. The perspective is from the woman, reinforcing the benefits of Surreal for diabetics. The tone is reassuring and empowering. - 01:03–01:11 01:03–01:11 She concludes that she is happily sat on a full bus on her way to work with her bowl, spoon, Surreal granola, and with blood sugars that are in range. The message is that Surreal allows her to enjoy her breakfast without worrying about her blood sugar levels. The perspective is from the woman, showcasing her satisfaction and confidence. The tone is joyful and authentic. - 01:11–01:17 01:11–01:17 She states that now she can walk into work knowing that if her diabetes is happy, she's happy, and her customers are happy. The message is that Surreal contributes to her overall well-being and professional success. The perspective is from the woman, emphasizing the positive impact of Surreal on her life. The tone is optimistic and motivational.

# Ad summary This ad promotes Surreal cereal as a healthy alternative to traditional cereals. The ad uses a whiteboard to present information about the high sugar content in regular cereals and positions Surreal as a low-sugar, high-protein option that provides a steady morning without the sugar crash. # Brand positioning Surreal is presented as a modern, health-conscious cereal brand that challenges the norms of traditional, sugar-laden cereals. The brand aims to occupy a space in the consumer's mind as a guilt-free indulgence, aligning with values of health, well-being, and mindful eating. It pushes against the high-sugar content and subsequent energy crashes associated with competitor cereals, positioning itself as a better alternative for those watching their blood sugar levels. The brand's positioning is both functional (low sugar, high protein) and emotional (peace of mind, better morning). # Product Surreal is a high-protein, low-sugar cereal designed for people who are watching their blood sugar levels. It is presented as a healthier alternative to traditional cereals, offering a way to enjoy cereal without the sugar spike and subsequent crash. The cereal comes in various indulgent flavors, and the brand offers the option to build a custom bundle online. Key features include low sugar, low net carbs, and high protein. The ad addresses the purchase barrier of health concerns associated with traditional cereals by highlighting Surreal's healthier composition. The ad emphasizes that Surreal tastes just like the cereal you grew up with but is designed for a steadier morning and more peace of mind. # Visual style The ad has a UGC feel, with a whiteboard and hand-drawn elements. The editing style is quick cuts, with text overlays timed to the voiceover. The production quality is a hybrid of UGC and polished commercial, supporting the intended tone of being informative and relatable. The pacing is consistent, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:02 Did you know that a bowl of cereal has as much sugar as a can of Coke? Text overlay: 00:00–00:02 Did you know that a bowl of cereal / 00:01–00:02 has as much sugar as a can of Coke? Visual: 00:00–00:01 A close-up shot of a whiteboard with the word "OLD-SCHOOL" written at the top, with arrows pointing to images of Kellogg's Coco Pops, Frosties, and Rice Krispies cereal boxes. Below the cereal boxes is a yellow bowl filled with cereal. Text overlay: "Did you know that a bowl of cereal". / 00:01–00:02 The camera pans to the right to reveal a can of Coca-Cola with the words "SUGAR PACKED" written above it and an arrow pointing down. A black marker is visible in the foreground. Text overlay: "has as much sugar as a can of Coke?". # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the problem of high sugar content in traditional cereals, which leads to a sugar spike and subsequent crash, resulting in sluggishness, fogginess, and the need to snack again too soon. # Value propositions - Tastes just like the cereal you grew up with, but designed for people who are watching their blood sugar levels - Instead of a spike and a crash, you get a way steadier morning # Benefits - Smooth blood sugar - Way steadier morning - Much more peace of mind # Features - Low sugar - Low net carbs - High protein # Call to action None used. # Point of view - Customer 25% – The customer POV is communicated through the mention of reaching for cereal as an easy breakfast option and experiencing a sugar crash. - Brand 75% – The brand POV is communicated through the presentation of information about the sugar content in cereals, the introduction of Surreal as a solution, and the highlighting of the product's benefits and features. # Storyline - 00:00–00:02 The ad begins by posing a question about the sugar content in cereal compared to a can of Coke, immediately grabbing the viewer's attention with a surprising fact. This is told from the brand's perspective, aiming to educate the audience about the hidden sugars in common breakfast choices. - 00:02–00:04 The ad introduces Surreal as a solution to the problem of high sugar content in cereals. This is told from the brand's perspective, showcasing the product as a healthier alternative. - 00:04–00:13 The ad transitions to a customer's perspective, sharing their experience of reaching for cereal as an easy breakfast option but experiencing a sugar crash shortly after. This creates a relatable scenario for viewers who may have similar experiences. - 00:13–00:16 The ad highlights that most cereals are not worth the risk due to the sugar crash, but then introduces Surreal as a better option. This is told from the brand's perspective, positioning Surreal as a solution to the problems associated with traditional cereals. - 00:16–00:21 The ad emphasizes that Surreal tastes like the cereals people grew up with but is designed for those watching their blood sugar levels. This is told from the brand's perspective, highlighting the product's benefits and target audience. - 00:21–00:27 The ad lists the key features of Surreal, including low sugar, low net carbs, and high protein, and contrasts the sugar spike and crash of traditional cereals with the steady morning provided by Surreal. This is told from the brand's perspective, reinforcing the product's health benefits. - 00:28–00:33 The ad showcases the variety of indulgent flavors available and the option to build a custom bundle online. This is told from the brand's perspective, highlighting the product's versatility and purchase options. - 00:33–00:37 The ad presents a subscription offer with a 53% discount and a free bowl and spoon. This is told from the brand's perspective, incentivizing viewers to purchase the product. - 00:37–00:40 The ad concludes by encouraging viewers to bring cereal back into their lives with Surreal, positioning it as a guilt-free indulgence. This is told from the brand's perspective, reinforcing the product's benefits and target audience.

# Ad summary This ad for Surreal cereal uses a question to grab attention, then highlights the product's high protein and low sugar content, along with a limited-time sale. # Brand positioning Surreal is presented as a health-conscious and playful alternative to traditional cereals. The brand positions itself as a provider of high-protein, low-sugar options that don't compromise on taste. The brand's tone is lighthearted and approachable, using cartoonish visuals and direct language to appeal to consumers looking for a guilt-free breakfast or snack option. Surreal challenges the norms of sugar-laden cereals by offering a nutritious and delicious alternative. # Product The advertised product is Surreal Choc Hazelnut cereal, a high-protein, low-sugar breakfast option. The cereal is presented as a healthy alternative to traditional cereals, with the packaging highlighting key features such as 18g of protein, 0g of sugar, and high fiber content. The product is aimed at health-conscious individuals who want to enjoy cereal without the guilt of excessive sugar intake. The ad addresses the purchase barrier of taste by emphasizing the chocolate hazelnut flavor, suggesting that it is both nutritious and delicious. The ad also highlights a limited-time January sale, offering the cereal at a discounted price of 75p per bowl. # Visual style The ad has a clean and modern visual style with a focus on product presentation and key information. The use of bright colors and cartoonish illustrations gives it a playful and approachable feel. The layout is simple and easy to read, with a clear hierarchy of information. The overall production quality is high, with professional photography and graphic design. # Hooks Headline: Mounjaro curbing appetite? # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that people are looking for ways to curb their appetite, referencing the drug Mounjaro. The question "Mounjaro curbing appetite?" suggests that people are seeking solutions for weight management or appetite control. # Value propositions - Up to 18g of protein with almost no sugar. - January Sale. 53% off. Just 75p per bowl. # Benefits - High protein - Low sugar # Features - Up to 18g of protein - Almost no sugar # Call to action None used. # Social proof - Trustpilot 4.3|3000+ Reviews - Millions of bowls served # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing the product's features, benefits, and limited-time offer. # Storyline - The ad opens with a question, "Mounjaro curbing appetite?", which is intended to grab the viewer's attention by referencing a weight loss drug and suggesting that Surreal cereal can be a satisfying alternative. This is told from the brand's perspective. - The ad then showcases the Surreal cereal box, highlighting its key features such as high protein, low sugar, and high fiber. This is intended to inform the viewer about the product's nutritional benefits and is told from the brand's perspective. - The ad includes a bowl of Surreal cereal, visually demonstrating the product and its appealing chocolate hazelnut flavor. This is intended to entice the viewer and is told from the brand's perspective. - The ad concludes with a limited-time offer, "January Sale. 53% off. Just 75p per bowl," and a statement, "Millions of bowls served," creating a sense of urgency and social proof. This is intended to encourage the viewer to purchase the product and is told from the brand's perspective.

# Ad summary The ad promotes Surreal cereal as a healthy alternative to traditional cereals that cause blood sugar spikes and crashes. It highlights the cereal's low sugar, low net carbs, and high protein content, as well as its nostalgic taste. The ad also mentions a subscription offer with a 53% discount and a free bowl and spoon. # Brand positioning Surreal is presented as a health-conscious cereal brand that offers a better alternative to traditional cereals, which are often high in sugar and can lead to blood sugar spikes and crashes. The brand aims to occupy a space in the consumer's mind as a guilt-free indulgence that doesn't compromise on taste or health. Surreal aligns with values of health, wellness, and mindful eating, while pushing against the norms of sugary, processed cereals. The brand positioning is both functional (low sugar, high protein) and emotional (peace of mind, better mornings). # Product Surreal is a high-protein, low-sugar cereal designed for people watching their blood sugar. It is presented as a healthy alternative to traditional cereals, which often cause blood sugar spikes and crashes. Surreal is available in various indulgent flavors and is formulated with low sugar, low net carbs, and high protein. The cereal aims to provide a steady morning without the energy crashes associated with sugary cereals. The ad addresses the purchase barrier of taste by claiming it tastes like the cereal you grew up with, but is designed for people watching their blood sugar. The ad also highlights the option to build a custom bundle online and subscribe to save 53%, with a free bowl and spoon included. # Visual style The ad has a DIY, whiteboard presentation style with hand-drawn elements and taped photos. The editing is simple with static shots and occasional zooms. The production quality is low-fi, giving it a UGC feel. The pacing is moderate, with cuts every few seconds. The visuals are timed to the voiceover lines. # Hooks Spoken: 00:00–00:02 My dad's blood sugar wasn't the issue, his cereal was. Text overlay: 00:00–00:02 My dad's blood sugar wasn't the issue / 00:01–00:02 his cereal was Visual: 00:00–00:02 A whiteboard with a hand-drawn graph showing a spike and crash in blood sugar levels. Green arrows indicate the rise, red arrows indicate the fall, and the word "CRASH" is written in a starburst shape. A hand places miniature cereal boxes (Kellogg's Rice Krispies, Kellogg's Coco Pops, Kellogg's Frosties) next to the graph. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of blood sugar spikes and crashes caused by traditional cereals, leading to feelings of sluggishness, fogginess, and hunger. # Value propositions - Tastes like the cereal you grew up with, but it's designed for people watching their blood sugar - Subscribe to save 53% - Free bowl and spoon # Benefits - A way steadier morning - Much more peace of mind # Features - Low sugar - Low net carbs - High protein # Call to action You can subscribe to save 53% # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing their experience with the product. # Storyline - 00:00–00:02 The ad begins by stating that the issue with the speaker's dad's diet wasn't his blood sugar, but his cereal. - 00:02–00:05 00:02–00:05 The ad shows that the speaker's dad was starting every morning with cereal because it was easy and familiar. - 00:05–00:09 00:05–00:09 The ad explains that within an hour or two, he'd feel the sharp rise in blood sugar, then the crash. - 00:09–00:12 00:09–00:12 The ad shows that the crash would leave him feeling sluggish, foggy, and hungry again way too soon. - 00:12–00:16 00:12–00:16 The ad states that most cereal just isn't worth the risk when you're trying to keep your blood sugar steady, and that's when they found Surreal. - 00:16–00:20 00:16–00:20 The ad claims that Surreal tastes like the cereal you grew up with, but it's designed for people watching their blood sugar. - 00:20–00:23 00:20–00:23 The ad highlights that Surreal is low sugar, low net carbs, and high protein. - 00:23–00:26 00:23–00:26 The ad explains that instead of a spike and a crash, you get a way steadier morning. - 00:26–00:31 00:26–00:31 The ad shows that Surreal has loads of indulgent flavors, so he went ahead and built his own bundle online. - 00:31–00:34 00:31–00:34 The ad states that you can subscribe to save 53%, and they even throw in a free bowl and spoon. - 00:34–00:37 00:34–00:37 The ad concludes by saying that if cereal is something you've been avoiding, this is how you bring it back.

# Ad summary This ad uses a side-by-side comparison to highlight the benefits of Surreal cereal over Coco Pops, focusing on sugar content, protein, satiety, and energy levels. # Brand positioning Surreal positions itself as a modern, health-conscious alternative to traditional sugary cereals. The brand emphasizes a balanced approach to breakfast, providing a cereal that tastes like childhood favorites but with improved nutritional value, specifically focusing on lower sugar content and higher protein. The brand aims to resonate with adults who seek a nostalgic cereal experience without the negative health impacts associated with conventional brands, promoting sustained energy and satiety. # Product The featured product is Surreal cereal, a breakfast option designed as a healthier alternative to sugary cereals like Coco Pops. Surreal cereal contains 0g of sugar and approximately 30g of protein per bowl. It aims to provide a taste that evokes childhood memories while offering the nutritional benefits of a modern, health-conscious cereal. It is formulated to keep consumers full longer, provide sustained energy without the sugar crash, and is presented as a way to enjoy cereal without the negative health impacts. The packaging is prominently displayed alongside a bowl of the cereal, reinforcing its branding and product promise. # Visual style The ad employs a clean, split-screen design with contrasting colors (yellow and purple) to differentiate between the two cereal options. The image is brightly lit, and the cereal is presented in a straightforward, appetizing manner. The use of check marks and 'X' marks creates a clear visual comparison. The overall style is modern and informative. # Hooks Headline: BREAKFAST SHOULDN'T FEEL RISKY # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the unhealthy nature of traditional sugary cereals, which lead to sugar crashes, hunger, and blood sugar spikes: "Blood sugar doing parkour". # Value propositions - Enjoy a cereal that tastes like childhood but with improved nutritional value. - Replace your old cereal with a cereal that provides sustained energy and satiety. # Benefits - Healthier breakfast option with low sugar and high protein. - Provides sustained energy without the sugar crash. - Keeps you full longer. # Features - 0g sugar - ~30g protein per bowl - Tastes like childhood - Works like breakfast - Actually fills you up - Energy that doesn't ghost you # Call to action None used. # Point of view - Brand: The brand is clearly presenting itself as the solution to unhealthy breakfast cereals, offering a healthier and more satisfying alternative to Coco Pops. # Storyline - The ad opens by posing a rhetorical question, suggesting that "BREAKFAST SHOULDN'T FEEL RISKY", setting up the problem that the ad aims to solve. The brand is establishing the need for a cereal that doesn't come with the downsides of traditional options. - The ad transitions to a split-screen comparison between "Old You (Coco Pops + Milk)" and "New You (Surreal Cereal + Milk)". The ad highlights the negative attributes associated with Coco Pops (high sugar, low protein, causing tiredness, hunger, and blood sugar spikes), contrasting them with the positive features of Surreal cereal (zero sugar, high protein, providing sustained energy and satiety). The brand is presenting the solution and offering the viewer an upgrade to a healthier breakfast choice. - The ad concludes by reiterating the benefits of Surreal cereal, using a green check mark to visually reinforce the positive attributes (0g sugar, ~30g protein per bowl, tastes like childhood, works like breakfast, actually fills you up, energy that doesn't ghost you). The brand is showing the viewer why Surreal is the superior option.

# Ad summary This ad by Surreal introduces the brand and cereal product, explains why they created it, and highlights the benefits. They claim that their product is a great alternative to major brands, as their cereals are made to prioritize nutrition rather than to maximize profit. # Brand positioning Surreal is a brand of cereal positioned as a healthy, high-protein, low-sugar alternative to traditional breakfast cereals. The brand directly challenges the norms of the cereal industry, particularly the focus on maximizing profit over nutritional value by "Big Cereal." It associates itself with values of health, wellness, and a rejection of processed, sugar-laden foods, appealing to consumers who want a nutritious breakfast without sacrificing taste or convenience. Their brand promotes modern, eye-catching packaging and a variety of flavors. # Product Surreal offers a range of high-protein, low-sugar cereals designed as a healthier alternative to traditional cereals. The cereals come in various flavors like Caramelized Biscuit, Cocoa, and Peanut Butter, each offering a different nutritional profile (e.g., 15g protein, 9g carbs, 0g sugar). It is for individuals looking for a convenient breakfast option without sugar crashes or mid-morning slumps. Surreal is promoted as a brand that prioritizes nutrition and flavor over profit, offering new flavors every two months and a faster pace of innovation compared to larger cereal companies. The product also comes with a special offer of 25% off with a bundle purchase, plus a free bowl and spoon. # Visual style The ad uses a hybrid visual style, blending a polished commercial aesthetic with elements that mimic user-generated content. The editing style includes quick cuts and static shots, creating a mix of fast-paced and stable visuals. The production quality is high, supporting a tone that is both informative and engaging, suitable for a health-conscious audience. There is a visual motif of showcasing the cereal boxes and the founders in a studio setting. The pacing is moderately fast, with edits and visuals timed to match the rhythm of the voiceover. # Hooks Spoken: You hit the gym, drink your protein and start the day with a bowl of sugar? Text overlay: You hit the gym, drink your protein and start the day with a bowl of sugar? Visual: 00:00–00:00: A man is working out at a gym with a dumbbell. The background is blurred out. / 00:00–00:01: The same man is drinking protein out of a black blender bottle. The background is out of focus. / 00:01–00:02: A man with light skin, blonde hair, and wearing a black hoodie sits in front of a Shure microphone in a home studio or office setting. / 00:02–00:03: A man with light skin, dark hair, and wearing a white t-shirt underneath an olive green jacket sits in front of a Shure microphone in a home studio or office setting. # Funnel stage Consideration # Pain points The ad addresses the problem of consuming sugary cereals that lead to sugar crashes, which is visually represented by a man at the gym contrasted with the idea of consuming a bowl of sugar. # Value propositions - High protein and low sugar means no sugar crash and no mid-morning slump. - The limited-time offer of 25% off with a bundle plus a free bowl and spoon incentivizes people to act and try their product. # Benefits - No sugar crash - No mid-morning slump - Peace of mind in a bowl. # Features - High-protein - Low-sugar - New flavours every two months - 25% off with a bundle - Free bowl and spoon. # Call to action Try, SURREAL, take on Big Cereal # Social proof - "Over 200,000 people have already made the switch" – Male 1 (Co-founder) - "with 4.7 stars on Trustpilot." – Male 2 (Co-founder) # Point of view - Brand 80% – The brand POV is shown as the founders explain the story of the cereal and why the company was founded. - Customer 20% – The customer POV is shown as a grid of people holding the cereal in their hands, showcasing testimonials. # Storyline - 00:00–00:01 The ad starts with a series of quick cuts of gym and eating activities. - 00:01–00:05 The ad then transitions to show two men in a podcast setting introducing themselves as Kit and Jac, the co-founders of Surreal. - 00:05–00:07 They explain they have been obsessing over how cereal is made, conveying a sense of dissatisfaction with the current industry standards. - 00:07–00:12 Jac shares that he observed that most cereal products are built to maximize profit and not nutrition, positioning Surreal as a solution to this issue. This is visually underscored with cereal and milk being poured into a bowl. - 00:12–00:15 Kit explains that they stopped watching and started doing something about it. - 00:15–00:18 Jac says that they aren't a giant food conglomerate and don't have a tiger mascot, directly referencing Kellogg's Frosted Flakes. - 00:18–00:22 The founders then show that they launch new flavors every two months and move faster than Big Cereal, highlighting their innovative approach to cereal production. - 00:22–00:24 Jac emphasizes that their nutrition beats other cereals "hands down," highlighting the superiority of their product. - 00:24–00:25 Kit states that they sell a box every 30 seconds. - 00:25–00:28 The ad then shows a grid of customers holding Surreal cereal boxes, reinforcing the product's popularity through social proof. - 00:28–00:29 Jac shares that over 200,000 people have already made the switch to Surreal, further validating its appeal. - 00:29–00:31 Kit adds that they have a 4.7-star rating on Trustpilot, underscoring their credibility. - 00:31–00:34 Jac concludes by stating that they must be doing something right, encouraging viewers to try Surreal, and take on "Big Cereal." - 00:34–00:37 The ad includes a limited-time offer of 25% off with a bundle, plus a free bowl and spoon. - 00:37–00:42 Jac closes by stating that there will be no sugar crash and no mid-morning slump.