How Talkspace Advertises on Meta

# Ad summary This ad for the brand, Self, showcases the product, "De-Stress Putty." The ad begins with a person scrolling on their phone, as it states that "Doomscrolling ≠ self-soothing." The ad shows multiple options of the product and describes how the product works. This is a creative ad that is shown to destress people with Self's De-Stress Putty. # Brand positioning Self is a brand that aims to provide wellness products that help consumers find self-soothing activities rather than doomscrolling on their phones. The brand aims to improve mental wellness using functional solutions. The brand does this by pushing against unhealthy coping mechanisms such as doomscrolling on social media. # Product The featured product is Self's De-Stress Putty, a sensory tool for stress relief that keeps hands busy while calming the mind. The ad showcases various product options including lavender, aromatherapy dough, and more. The De-Stress Putty aims to improve overall mental wellness. Self's putty is presented as a tangible way to reduce stress and promote self-care, offering a healthier alternative to digital habits that can negatively impact mental health. # Visual style The ad is polished and uses quick cuts to showcase the product quickly. The production quality is high and mimics UGC content. # Hooks Text overlay: 00:00–00:07: Doomscrolling ≠ self-soothing Visual: 00:00–00:07: A person is sitting and scrolling through Instagram Reels. The phone is in focus. The person has a clear phone case with a chain attached. They are wearing a lime green shirt, a pearl bracelet, and has acrylic nails. The background is an off-white wall. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the problem of "doomscrolling" as a non-effective form of self-soothing. It aims to provide an alternative to this negative behavior. The phrase, "Doomscrolling ≠ self-soothing," directly addresses the ineffectiveness of endless social media scrolling. # Call to action None used. # Social proof - None used. # Point of view - Customer 50% – The opening shot of doomscrolling shows the customer POV. - Brand 50% – The product information shows the brand POV. # Storyline - 00:00–00:07 The ad opens with a person scrolling through social media on their phone. - 00:00–00:07 This visually sets the stage by showing the activity that the product aims to replace. - 00:00–00:07 This moment is told from a customer's perspective, using a casual, everyday tone to highlight a common behavior. - 00:07–00:11 The next scene showcases the De-Stress Putty. - 00:07–00:11 The De-Stress Putty is an alternative to doomscrolling and helps with destressing. - 00:07–00:11 The perspective switches to the brand, showing the product and its benefits to the customer.

# Ad summary The ad promotes online therapy provided by an organization called "BetterHelp." The ad shows a woman standing on a scenic overlook with her dog, stating that she uses therapy to help her navigate difficult emotions. # Brand positioning BetterHelp is presented as a modern and accessible therapy platform that pushes against traditional norms by offering convenient communication with therapists via text message from anywhere. The brand aims to occupy the space of accessible and approachable mental health care, aligning with values of convenience and self-care. By offering therapy through texting, BetterHelp positions itself as a flexible option that can fit into the user's lifestyle, and is functional in its simplicity. # Product BetterHelp is an online therapy platform that connects users with licensed therapists for remote mental health support. The platform offers users the ability to communicate with therapists via text message from anywhere, presenting a modern and accessible alternative to traditional in-person therapy. The service appears to be designed for individuals seeking flexible and convenient mental health support, addressing potential purchase barriers of time, location, and accessibility associated with traditional therapy. The ad suggests BetterHelp is a worthy investment for individuals seeking convenient and effective ways to manage their mental health and navigate emotional challenges. # Visual style The ad features a natural and candid aesthetic, resembling user-generated content. The setting is a scenic overlook in natural daylight, lending an authentic and relatable quality to the video. The editing style consists of static shots with minimal transitions, emphasizing the simplicity and authenticity of the message. The pacing is moderate, with longer takes that allow the message to unfold naturally. The overall production quality is polished, contributing to a tone of sincerity and trustworthiness. # Hooks Spoken: 00:05–00:10 Because that's the reason why I don't sink to other people's levels anymore. Text overlay: 00:00–00:16 No revenge because / 00:00–00:16 I have a therapist / 00:00–00:16 who I can text from here Visual: 00:00–00:05 The shot features a medium shot of a woman with her back to the camera standing on a rocky cliff overlooking a river valley with mountains in the background. She is wearing a red and black plaid shirt, jeans, and a baseball cap, with her brown hair in a ponytail. Next to her is a golden-colored dog. # Funnel stage Consideration # Pain points The central frustration is the difficulty in managing emotional reactions and avoiding negative behaviors in response to other people. # Value propositions - The format makes therapy more convenient for people. # Benefits - Avoids sinking to other people's levels - More convenient than you think # Features - Therapy platform - Text-based communication with therapists # Call to action None used. # Social proof - "Because that's the reason why I don't sink to other people's levels anymore." – Female 1 (Customer) - "I literally could not recommend therapy and BetterHelp more." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a customer sharing their experience and preference for the service. # Storyline - 00:00–00:05 From a scenic overlook, a woman states that she has a therapist who she can text. - 00:05–00:10 The woman expresses that this support helps her avoid acting out in ways that she would later regret, suggesting the benefit of real-time mental health support. - 00:10–00:16 The ad highlights the convenience of the BetterHelp platform, positioning the service as a solution for accessible and flexible mental health support.

# Ad summary This ad promotes Talkspace's online therapy services, specifically tailored for military spouses and dependents covered by Tricare. The ad features a mom and military spouse talking about how Talkspace helps her manage the challenges of frequent moves, military life, and motherhood by providing accessible therapy via phone, tablet, or computer. # Brand positioning Talkspace is positioned as a convenient and accessible online therapy service tailored to meet the unique needs of military spouses, dependents, and active-duty service members. The brand emphasizes ease of use, affordability through Tricare coverage, and the ability to access therapy from anywhere, making it ideal for the transient lifestyle of military families. Talkspace aims to normalize mental health care and make it an integral part of self-care, particularly for those facing frequent moves, military life schedules, and the challenges of motherhood. The brand pushes against the norms of traditional, less accessible therapy models and promotes a functional, supportive service. # Product Talkspace is an online therapy platform that connects users with licensed therapists for individual, teen, family therapy, and psychiatry. The service provides mental health support via phone, tablet, or computer, making it accessible regardless of location. It is specifically highlighted that Talkspace accepts Tricare insurance, making it affordable for military spouses, teen dependents, and active-duty service members. The platform is designed to be user-friendly: users complete a questionnaire to get matched with a therapist within 48 hours and can then schedule therapy in a way that fits their schedule. The unique selling proposition is its convenience, accessibility, and Tricare coverage, addressing the common barriers of location constraints and financial concerns often faced by military families. # Visual style The ad has a casual, UGC-style aesthetic, with natural lighting and a home setting. Editing is straightforward, using simple cuts to transition between scenes. The production quality is consistent with content made for Reels, emphasizing authenticity and relatability over polish. The pacing is moderate, with a new shot every few seconds, maintaining a steady flow of information. The visuals sync with the voiceover to highlight relevant activities and benefits, creating a cohesive and engaging narrative. # Hooks Spoken: 00:00–00:06 I've decided it's finally time to start taking care of myself as a mom and military spouse, so I am starting online therapy with Talkspace. Text overlay: 00:00–00:06 STARTING ONLINE THERAPY / 00:00–00:06 AS A MILITARY SPOUSE 💙 Visual: 00:00–00:01 A woman stands in a living room smiling and holding a mug with both hands. She wears a cream-colored sweatshirt and light-wash jeans. The room is decorated with neutral colors, framed pictures on the wall, and a paper chain. / 00:01–00:06 The woman cleans a black stovetop in a kitchen with brown wood cabinets and stainless steel appliances. She uses a white cloth and a spray bottle of cleaner. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the challenge of frequent moves, military life schedules, and the difficulties of rebuilding community, leading to deprioritized mental health for military spouses and moms. # Value propositions - Convenient online therapy covered by Tricare for military spouses and dependents - Support that moves with you # Benefits - Taking care of yourself - Convenient - Accessible regardless of location - Affordable with Tricare coverage # Features - Online therapy - Licensed therapists - Individual therapy - Teen therapy - Family therapy - Psychiatry - Access from phone, tablet, or computer - Match with a therapist within 48 hours - Schedule therapy in a way that works for your schedule - Covered by Tricare - Sign up as a spouse or dependent without referrals # Call to action Head to talkspace.com to get started # Point of view - Customer 100% – A real Talkspace user shares her experience with the platform and why it's beneficial for military spouses and their families. # Storyline - 00:00–00:06 00:00–00:06 I've decided it's finally time to start taking care of myself as a mom and military spouse, so I am starting online therapy with Talkspace. - 00:06–00:14 00:06–00:14 The speaker details the challenges of moving five times in eight years as a military family. Each move brings transitions that affect her mental health. - 00:14–00:21 00:14–00:21 Listing the challenges military families face, the speaker explains how easy it is to deprioritize mental health. - 00:21–00:29 00:21–00:29 The speaker expresses her gratitude that Talkspace exists. - 00:29–00:34 00:29–00:34 Talkspace is online therapy for military spouses, teen dependents, and active duty service members covered by Tricare. They connect you with licensed therapists for individual therapy, teen therapy, family therapy, and even psychiatry. - 00:34–00:38 00:34–00:38 The speaker emphasizes the convenience of Talkspace by saying you can access the service from your phone, tablet, or computer. - 00:38–00:46 00:38–00:46 Explaining the process, the speaker says you answer a few questions on their site, get matched with a therapist in 48 hours, and schedule therapy in a way that works for you. - 00:46–00:54 00:46–00:54 The speaker highlights that Talkspace therapists are covered by Tricare, so you can sign up as a spouse or dependent without needing any referrals wherever you're at. - 00:54–00:54 00:54–00:54 The speaker concludes by urging viewers to head to Talkspace.com to get started.

# Ad summary This ad lists affordable things that feel luxurious, positioning a therapist that you can text any time as luxurious. # Brand positioning This ad positions mental health care through texting as a normal aspect of a luxurious life, just like long walks with good friends, using good dishes and cloth napkins, and a great novel in hardcover. It suggests that seeking therapy and having on-demand access to mental healthcare is a commonplace means of self-care, similar to enjoying life's finer things. It normalizes mental health treatment and positions it as a status symbol for those who prioritize personal well-being and overall quality of life. # Product The ad promotes access to a therapist that you can text at any time. This service distinguishes itself by offering the convenience of immediate access, allowing users to connect with a therapist whenever needed, which is presented as a luxurious service. # Visual style The ad features a serene and dreamy aesthetic, with soft focus and warm color grading that evoke a sense of tranquility and luxury. The visuals of a sunset beach walk are paired with lifestyle content that reinforces the ad’s message. The static camera and simple composition keep the focus on the text overlays. # Hooks Text overlay: 00:00–00:03: Affordable things / 00:01–00:03: that feel / 00:02–00:03: luxurious Visual: 00:00–00:03: Two figures, seen from the back, walk along a sandy beach towards the ocean as the sun sets. The sky is filled with clouds tinted with orange and peach hues from the setting sun. The figures are silhouetted and bundled up in jackets or blankets. The focus is soft. The camera is static. Text is overlaid in the center of the frame. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the difficulty of accessing therapy, by providing instant access to a therapist through texting anytime. # Value propositions - Mental health support is a luxury, but accessible via the brand. # Benefits - Accessible mental health support - On-demand access to therapy # Features - A therapist you can text any time # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad presents the brand’s perspective on what constitutes affordable luxuries. # Storyline - 00:00–00:03 The ad presents a list of affordable things that feel luxurious. - 00:03–00:09 The list consists of: Long walks with good friends, using the good dishes & cloth napkins, a great novel in hardcover, and a therapist you can text any time. - 00:03–00:09 The ad aims to convey that mental health support is a luxury, but accessible via the brand.

# Ad summary The ad shows a collection of sticky notes with mental health affirmations. These notes are positioned on different surfaces and household items. The ad is for Talkspace, a therapy app that allows you to talk to a therapist through text or video. # Brand positioning Talkspace is presented as a modern and accessible solution for therapy. The brand positions itself as relatable and convenient, emphasizing the ease of connecting with a therapist. The ad aims to normalize mental health discussions, creating a space where seeking therapy is seen as a practical choice. By highlighting communication options and insurance coverage, Talkspace addresses common barriers to therapy, promoting a functional yet supportive approach. # Product Talkspace is a therapy app that offers accessible mental health support. Users can connect with licensed therapists through text or video chat. The app aims to eliminate traditional barriers to therapy by providing convenient communication options. It also addresses financial concerns by accepting most insurance plans, making it easier for individuals to access affordable therapy. The product is ideal for anyone seeking mental health support in a flexible and user-friendly format, and the ad suggests starting to see a therapist in 2 days. # Visual style The ad has a minimalistic and clean aesthetic with a focus on the handwritten text on sticky notes. The editing is simple and the production quality is low. The pacing is consistent and slow. # Hooks Spoken: [Music playing] Text overlay: 00:00–00:02 Visual: 00:00–00:02: A yellow sticky note with the text, “Do you NEED THERAPY?” written in black marker. The note sits on a wooden surface, next to a stack of papers and a yellow flower. The camera is stationary and focuses on the note, the lighting is soft and natural. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the difficulty and inconvenience of accessing traditional therapy, including scheduling and cost. # Value propositions - Talkspace makes therapy accessible and affordable by accepting most insurance plans. # Benefits - Accessible therapy - Convenient communication - Affordable therapy # Features - You can talk or text with your therapist - Talkspace takes most insurance # Call to action None used. # Social proof - None used # Point of view - Brand 100% – The whole ad feels like it is coming from the brand by showing relatable content that is easy to digest for the viewer. # Storyline - 00:00–00:02 The ad starts with a question to grab attention. - 00:02–00:05 It transitions to relatable statements and suggestions to normalize seeking therapy. - 00:05–00:06 The ad highlights how convenient it is to start therapy with Talkspace. - 00:06–00:07 It illustrates the various communication options. - 00:07–00:09 The ad highlights the affordability factor of using Talkspace.

# Ad summary This ad presents a list of affordable things that feel luxurious, including mental health support. # Brand positioning The brand is not explicitly mentioned, but the ad promotes the idea that luxury can be found in simple, affordable things, including mental health support. The brand aligns with values of self-care, mental well-being, and accessible luxury. It pushes against the norm that luxury is only found in expensive material possessions, instead focusing on experiences and services that enhance quality of life. The brand positioning is emotional, focusing on the feeling of luxury rather than functional performance. # Product The ad features mental health support, specifically a therapist you can text any time. This product is for individuals seeking accessible and convenient mental health care. The ad highlights the USP of being able to text a therapist at any time, addressing the purchase barrier of limited access to mental health resources. The ad suggests that this service is worth trying because it provides a sense of luxury and well-being through readily available support. # Visual style The ad has a warm, inviting aesthetic with a focus on natural light and serene imagery. The editing style is static, with a single shot throughout the ad. The production quality is simple and clean, supporting the intended tone of accessible luxury. The pacing is slow and consistent. # Hooks Text overlay: 00:00–00:05: Affordable things that feel luxurious Visual: 00:00–00:05: The background shows two people walking on a beach at sunset. The foreground displays a list of affordable things that feel luxurious, including 'Long walks with good friends,' 'Using the good dishes & cloth napkins,' 'A great novel in hardcover,' and 'A therapist you can text any time.' The lighting is warm and golden, creating a sense of peace and luxury. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that accessing mental health support can be difficult or inconvenient. 'A therapist you can text any time' suggests a solution to the frustration of limited access to mental health resources. # Value propositions - Affordable things that feel luxurious - Accessible and convenient mental health support # Benefits - Accessible mental health support - Convenient mental health care - Feeling of luxury and well-being # Features - Therapist you can text any time # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, curating a list of affordable luxuries. # Storyline - 00:00–00:01 The ad begins with a list of affordable things that feel luxurious. - 00:01–00:04 The list includes long walks with good friends, using the good dishes and cloth napkins, a great novel in hardcover, and a therapist you can text any time. - 00:04–00:05 The message conveys that luxury can be found in simple pleasures and accessible mental health support.

# Ad summary This ad uses user-generated content (UGC) and presents the brand as an empowering alternative to dating apps and social media. It encourages spending time to get to know oneself to achieve desired outcomes of feeling beautiful and confident. # Brand positioning The brand aims to occupy a space in the consumer's mind as a partner in self-discovery and personal empowerment, aligning with values of self-care, introspection, and authenticity. The brand's positioning is emotional, focusing on empowerment and confidence rather than functional product benefits. The brand pushes against the norm of using social media and dating apps for self-validation, encouraging users to prioritize their mental health and personal growth. The brand promotes the idea of rediscovering oneself and one's needs through self-reflection and therapy as a means to feel confident and beautiful. # Product The featured product is not explicitly named, but implied to be the brand's self-discovery resources. The product is for individuals who feel overwhelmed or unfulfilled by dating apps and social media, especially those seeking deeper self-understanding and self-love. The ad highlights the product's ability to help users remember who they are and what they need, thus addressing the purchase barrier of feeling lost or disconnected from oneself. The product is portrayed as a tool for personal growth and empowerment, helping users feel beautiful and confident from within. # Visual style The ad has a raw, authentic feel, resembling user-generated content. It features close-up shots and handheld camera work, creating a sense of intimacy and immediacy. The lighting is natural, and the editing style is fairly simple with mostly static shots and a few smooth transitions. The pacing is consistent, with the visuals and text overlays generally timed to the music beats. # Hooks Spoken: 00:00–00:07 Female 1: Felt really over dating app DMs so I spent more time in therapy instead to remember who I am and what I need Text overlay: 00:00–00:07 Felt really over dating app DMs so I spent more time in therapy instead to remember who I am and what I need Visual: 00:00–00:02 Close-up shot of a young, fair-skinned woman with dark curly hair, wearing a red sweater, drinking from a teal mug. She looks down at the mug and then glances at something off-screen to her right. The camera is slightly shaky, suggesting a handheld or selfie-style shot. The lighting is soft, creating shadows on her face and sweater. The background is dark and out of focus, indicating an indoor setting. Text overlay on the bottom. / 00:02–00:07 The woman looks down at her phone. The camera remains close, focusing on her face and upper body. She appears to be sitting in a dimly lit room. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration and dissatisfaction of relying on dating apps and social media for validation and self-worth. Quote: 'Felt really over dating app DMs so I spent more time in therapy instead to remember who I am and what I need' # Value propositions - Alternative to dating apps helps you remember who you are and feel beautiful - Therapy time helps you meet your needs and feel confident # Benefits - Remember who I am and what I need - Feel the most beautiful - My needs and wants are met - Feel confident # Features - Alternative to dating apps and social media - Time spent in therapy # Call to action Start your journey # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the implied perspective of a customer sharing their personal journey and feelings. # Storyline - 00:00–00:07 00:00–00:07 A woman drinks tea and looks at her phone with a slight frown. She then puts the phone down. - 00:07–00:08 00:07–00:08 The text says she used to feel really stressed trying to reach the algorithm, but now her energy is focused on herself. This implies she is making a deliberate choice to focus on self-care. - 00:09–00:13 00:09–00:13 The woman applies what appears to be a balm to her face, smiling. The intention is to show the viewer the actions that the woman takes to prioritize herself instead of dating apps. - 00:14–00:16 00:14–00:16 The text says she asks herself how she can feel the most beautiful. The intention is to encourage others to ask themselves this question too. - 00:17–00:20 00:17–00:20 The woman smiles at the camera and dances. This is to show the audience the result of prioritizing one's self, she appears happier and more free. - 00:20–00:23 00:20–00:23 The text indicates that her needs and wants are met, and she feels confident. The intention is to show the viewer what the positive results are of prioritizing the self and making time to get to know oneself. - 00:24–00:25 00:24–00:25 The brand is revealed with a call to action to 'Start your journey.'

# Ad summary This ad emphasizes the importance of feeling calm and not anxious in relationships, contrasting it with an image of a warm, comforting beverage to promote relaxation and well-being. # Brand positioning This ad does not promote a specific brand. Instead, it offers a broad message about relationships and well-being. The lack of branding allows the ad to focus solely on the emotional connection with the audience, suggesting that the message itself is the product being offered—perhaps alluding to self-help or relationship advice content. By avoiding specific brand identity, the ad aims to resonate with a wider audience seeking emotional or relational support, positioning itself as a source of wisdom and comfort rather than a product or service. # Product There is no specific product featured in this ad. The content centers around an inspirational message about relationships, suggesting that healthy relationships should bring calmness rather than anxiety. The mug of coffee acts as a visual metaphor for comfort and relaxation, supporting the message's intent to promote well-being. The ad does not address any specific purchase barriers, as there is no direct promotion of a product or service. # Visual style The ad has a cozy, inviting visual style with a focus on natural lighting and soft textures. The shot is static with a warm color palette. # Hooks Text overlay: 00:00–00:08: The right relationship will make you feel calm, not anxious or obsessed Visual: 00:00–00:08: A first-person, overhead shot shows a person holding a beige mug filled with a light brown beverage that appears to be coffee, which has foam. The person is wearing grey pants and light blue socks. The shot is taken indoors where the floor is light brown and wooden. In the background is a white object, and an orange lamp in the shape of a doughnut. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is experiencing anxiety and obsession within relationships, which suggests that the viewer may be struggling with relationship issues. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad presents the brand's message by creating a sense of comfort and calm. # Storyline - 00:00–00:08 A first-person perspective shot shows a person holding a mug with a beverage inside.

# Ad summary This ad promotes Talkspace, an online therapy platform, and emphasizes its accessibility and relevance for military spouses. The ad features a military spouse sharing her personal experience with Talkspace during her husband's deployment and highlights the convenience, affordability, and insurance coverage, specifically Tricare. The ad is designed to resonate with military spouses by addressing their unique challenges and positioning Talkspace as an actionable step they can take for self-care and mental health support. # Brand positioning Talkspace is an online therapy platform that positions itself as an accessible and convenient solution for mental health support. The brand emphasizes its ability to connect individuals with licensed therapists quickly and affordably, often within 48 hours. It aims to break down barriers to traditional therapy by offering various communication methods (video, voice, messaging) and partnering with insurance providers like Tricare to reduce costs. Talkspace is positioned as a modern, flexible approach to mental health care, particularly appealing to individuals with busy or unconventional lifestyles who may find traditional therapy settings challenging to access. # Product Talkspace is an online therapy platform that connects users with licensed therapists for mental health support. It offers therapy sessions via video, voice, or live chat, providing flexible and accessible options. Users can get matched with a therapist, often in as little as 48 hours, and can switch therapists at no additional cost if needed. Talkspace is presented as a solution for those who may find it difficult to prioritize their mental health due to deployments, solo parenting, financial stress, and constant change. The platform's compatibility with insurance providers like TRICARE, often resulting in zero dollar copays, is a key selling point, making therapy more affordable and accessible for military families. Talkspace aims to remove traditional barriers to therapy, such as long wait times and scheduling conflicts, and offers unlimited messaging with your therapist 24/7. # Visual style The ad features a mix of UGC-style footage and clean, direct shots of the Talkspace website, creating a hybrid feel. The visuals are bright, with natural lighting, contributing to a casual and approachable tone. The editing combines quick cuts during the opening and smoother transitions when the speaker addresses the camera directly. The aesthetic aims to balance personal authenticity with the professional look of the Talkspace platform, targeting an audience that values both relatability and credibility in mental health resources. The pacing remains fairly consistent, with visual elements timed to support the spoken content. # Hooks Spoken: If you're a military spouse and self-care is one of your goals for this year, let this be your sign. Text overlay: MILITARY SPOUSE / SELF CARE / LET THIS BE YOUR SIGN! Visual: 00:00–00:05 A blonde-haired woman with fair skin and wearing a beige t-shirt stands in front of a light beige wall. She points her fingers in opposite directions as graphics of a candle, nail polish, dumbbells, a pink mug, a sticker sheet with flowers on it, and a bathtub with bubbles appear in the background. # Funnel stage Middle of funnel (Consideration) # Pain points It is really hard to put yourself first through deployments, solo parenting, financial stress, and constant change, and honestly, it's really hard to take that first step of just asking for help. The visuals highlight the challenges faced by military families and the emotional toll of deployments, solo parenting, and constant change. # Value propositions - Get convenient and accessible mental health support that fits into your life, often with zero copay through Tricare. - Start therapy quickly, often within 48 hours, to address your mental health needs without delay. # Benefits - A way that actually fit into my life - It made a real difference for me - Start getting support without a long wait - Most members have a zero dollar copay # Features - Online therapy platform - Matches you with a licensed provider - Therapy sessions over video, voice, or live chat - Start getting support often in as little as 48 hours - Typically covered by Tricare # Call to action Get started at Talkspace.com. # Social proof - “During my husband's deployment, one of the best things I did for myself was finally trying online therapy” – Female 1 (Military spouse) - “It allowed me to get support in a way that actually fit into my life and it made a real difference for me” – Female 1 (Military spouse) # Point of view - Customer 100% – The ad is told from the point of view of a military spouse who is sharing her experience and advocating for Talkspace. # Storyline - 00:00–00:05 The ad opens with a blonde-haired woman introducing herself as a military spouse and suggesting that if self-care is one of your goals, “let this be your sign.” - 00:05–00:12 Building on that, the woman explains that self-care is more than just bubble baths or face masks, it’s actually working on your mental health. - 00:12–00:17 Speaking from the perspective of a military spouse, the woman expresses that it's really hard to put yourself first. - 00:17–00:26 The woman begins listing reasons why it's hard to prioritize self-care such as, through deployments, solo parenting, financial stress, and constant change. - 00:22–00:27 The woman continues with, that it's really hard to take the first step of just asking for help. - 00:27–00:31 Responding to the previous thought, the woman speaks about a personal experience. During my husband's deployment, one of the best things I did for myself was finally trying online therapy. - 00:31–00:36 The woman details how it allowed her to get support in a way that actually fit into my life and it made a real difference for me. - 00:36–00:39 Responding to that personal success, the woman promotes Talkspace and how platforms like Talkspace can be such a game changer. - 00:39–00:43 The woman lists the benefits of Talkspace, highlighting that Talkspace is online therapy that matches you with a licensed provider. - 00:43–00:47 The benefits continue with, often in as little as 48 hours, so you can start getting support without a long wait. - 00:47–00:53 Transitioning to affordability, the woman details that, For military families, Talkspace is typically covered by Tricare and most members have a zero dollar copay. - 00:53–00:58 Coming to the close, the woman states that if self-care is one of your goals for this year, this is an actionable step that you can take today. - 00:58–01:00 The ad closes with an explicit call to action. Get started at Talkspace.com.

# Ad summary This ad lists signs you're showing up healed when dating or in relationships. # Brand positioning None used. # Product None used. # Visual style The ad features low lighting and appears to be a still image that was extracted from a video. The background is unfocused. The overall style is casual and relatable. # Hooks Headline: Signs you're showing up as healed when dating/in relationships # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Customer: The text shown in the image references a topic that would resonate with the customer. # Storyline - The image shows a person being embraced in what appears to be an elevator. This is used as the image behind the text overlay.

# Ad summary This ad promotes virtual therapy services covered by insurance. It uses a relatable scenario to highlight the benefit of accessing therapy through insurance coverage. # Brand positioning The brand is positioned as a convenient and accessible solution for mental health care, leveraging insurance coverage to remove financial barriers. It aligns with a modern, tech-enabled lifestyle, promoting the idea that therapy can be easily integrated into daily life. The brand pushes against the traditional norms of in-person therapy, offering a virtual alternative that is both functional (covered by insurance) and emotional (providing mental well-being). # Product The product is virtual therapy, accessible through insurance coverage. It is for individuals who are already paying for health insurance that includes mental health benefits but are not actively using them. The ad highlights the convenience and accessibility of virtual therapy, suggesting it can be easily integrated into one's routine. A key USP is that it's covered by insurance, addressing the financial barrier often associated with therapy. The ad implies that virtual therapy can be a seamless and cost-effective way to access mental health support. # Visual style The ad has a UGC feel with natural lighting and a simple, static camera setup. The production quality is basic, resembling a casual video recorded at home. The pacing is slow, with a single shot throughout the ad. # Hooks Spoken: 00:00–00:10 So you're basically paying for therapy without using it because virtual therapy is covered by your insurance. Text overlay: 00:00–00:09 POV: You realize you're basically paying for therapy without using it because virtual therapy is covered by your insurance. Visual: 00:00–00:09: A woman with long, curly brown hair is sitting at a table, looking at a laptop. She is wearing a white sleeveless shirt. The background is a blurred room with a plant on a shelf. The camera is stationary and at eye level. Text overlay: "POV: You realize you're basically paying for therapy without using it because virtual therapy is covered by your insurance." / 00:09–00:10: The woman looks directly at the camera and nods. The background remains the same. # Funnel stage Top of funnel (Awareness) # Pain points Paying for health insurance that includes therapy benefits but not utilizing them. # Value propositions - Get therapy without additional cost because it's covered by your insurance. # Benefits - Access to therapy without additional cost (if covered by insurance) - Convenient and accessible mental health support # Features - Virtual therapy - Covered by insurance # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer realizing they are not utilizing their insurance benefits for virtual therapy. # Storyline - 00:00–00:02 The ad opens with a woman sitting at a table, looking thoughtful and slightly frustrated. - 00:00–00:09 The text overlay reveals the internal monologue: realizing you're paying for therapy without using it because virtual therapy is covered by your insurance. - 00:09–00:10 The woman looks directly at the camera, nodding in agreement with the text overlay, reinforcing the realization.

# Ad summary This ad promotes Talkspace, an online therapy service. The ad features a customer discussing his experience with Talkspace, highlighting its convenience, accessibility, and affordability through insurance coverage. He emphasizes how it allowed him to prioritize his mental health without disrupting his busy life. # Brand positioning Talkspace positions itself as an accessible and convenient solution for mental healthcare. It aims to normalize therapy and remove traditional barriers, such as time constraints and high costs, by providing online access to licensed therapists. The brand aligns with a modern, on-the-go lifestyle and promotes self-care by encouraging users to prioritize their mental health in a way that fits seamlessly into their daily routines. Talkspace sets itself apart by working directly with insurance providers to make therapy more affordable. The brand positioning is both functional, offering a practical solution for accessing therapy, and emotional, promoting well-being and support. # Product Talkspace is an online therapy platform that connects users with licensed therapists. The platform works by having users answer a few questions to get matched with a therapist suited to their needs. The platform aims to make therapy more accessible by offering a convenient way to connect with therapists virtually. Talkspace therapists are in network with most insurances, so most insured members have a $0 copay. This addresses the financial barrier to mental health care. Talkspace enables users to receive support that fits into their busy lives. The ad encourages viewers to visit talkspace.com to get started. # Visual style The ad has a casual and relatable visual style, incorporating both direct-to-camera testimonials and b-roll footage to illustrate the speaker's points. The editing is quick, with cuts timed to the rhythm of the voiceover, giving it a modern feel. The production quality is a mix of UGC and slightly more polished shots, which helps to create a sense of authenticity while maintaining a professional appearance. The visuals include static shots as well as phone POV of the website. # Hooks Spoken: 00:00–00:02 I talked myself out of therapy for way too long. Text overlay: 00:00–00:02 I talked / 00:00–00:02 myself out / 00:01–00:02 of THERAPHY / 00:01–00:02 for WAY / 00:02–00:02 TOO LONG Visual: 00:00–00:02 Close-up shot of a man with fair skin, brown hair, and a beard. He is wearing a navy blue button-down shirt, a gray vest, and a black cap. He is sitting in a brown leather chair. Behind him is a gray wall and a plant. # Funnel stage Middle of funnel (Consideration) # Pain points Delaying therapy due to a busy life and waiting for life to calm down is a common pain point that the ad addresses: "I kept waiting for life to calm down first." # Value propositions - Convenient online access to licensed therapists, helping users to integrate mental healthcare seamlessly into their busy schedules - Insurance coverage with a $0 copay - Easy therapist matching ensures users find the right support quickly. # Benefits - Convenient way to access therapy - Support that fits into your life - Affordable mental health care - Easy to get matched with a therapist # Features - Online therapy platform - Connects users with licensed therapists - Therapists in network with most insurances - $0 copay for most insured members # Call to action Head to talkspace.com and get started today # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing their personal experience and journey with Talkspace. # Storyline - 00:00–00:02 00:00–00:02 The ad starts with a man speaking directly to the camera, stating he "talked myself out of therapy for way too long." - 00:02–00:04 00:02–00:04 The man in a gray hoodie looks down, stating, "I kept waiting for life to calm down first." - 00:04–00:08 00:04–00:08 The man puts his head in his hands at a desk with a laptop, and the man's voice says that, "When everything feels heavy, it's really easy to keep putting your mental health last." - 00:08–00:11 00:08–00:11 There is a shot of a laptop, and the man says, "That's when I started using Talkspace." - 00:12–00:15 00:12–00:15 The man's voice says that, "you answer a few questions and you get matched with a licensed therapist." - 00:15–00:18 00:15–00:18 The man notes that "Talkspace therapists are in network with most insurers." - 00:18–00:21 00:18–00:21 While speaking to the camera with a phone in his hand, the man notes that "most insured members have a $0 copay." - 00:21–00:25 00:21–00:25 The man sits at a table with a laptop, and states that "I didn't need my life to slow down, I needed support that fit into it." - 00:25–00:29 00:25–00:29 The man holds a phone in his hand with the Talkspace app, and the man says to "head to talkspace.com and get started today and own your now."

# Ad summary This ad for Talkspace features a testimonial from a user named William. The testimonial highlights the effectiveness of the app and mentions that Tricare covers the costs. The ad uses a static image of a soldier with his family. # Brand positioning Talkspace is presented as a convenient and effective solution for therapy, particularly for those who may have limited access to traditional in-person services. The brand is positioned as accessible and inclusive, catering to individuals who may benefit from mental health support, such as military personnel and their families. The ad highlights the brand's acceptance of Tricare insurance, suggesting a commitment to affordability and accessibility. Talkspace aims to occupy a space in the consumer's mind as a modern, user-friendly, and reliable platform for mental health support, aligning with values of convenience, accessibility, and inclusivity. # Product Talkspace is an online therapy platform that provides users with access to licensed therapists through a mobile app or website. The platform offers a convenient way to receive mental health support from the comfort of one's own home. The ad highlights that Talkspace is covered by Tricare, making it accessible to military personnel and their families. The product is designed for individuals seeking mental health support who may have limited access to traditional therapy services or prefer the convenience of online therapy. The ad suggests that Talkspace is worth trying because it is effective, accessible, and covered by insurance. # Visual style The ad has a clean and simple aesthetic, with a focus on conveying a sense of warmth and authenticity. The use of a static image and text overlay creates a straightforward and accessible feel. The light green background and rounded rectangle frame add a touch of modernity and visual appeal. The overall production quality is polished, with clear text and a well-composed image. # Hooks Text overlay: 00:00–00:07 Talkspace / 00:00–00:07 "This app is great. Visual: 00:00–00:07: The shot features a static image of a soldier in uniform, embracing his wife and baby. The background includes an American flag. The soldier is smiling, and the overall tone is warm and familial. The image is framed within a rounded rectangle with a light green background. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of accessing affordable and convenient mental health support, particularly for military personnel and their families. # Value propositions - Convenient and effective therapy services covered by Tricare # Benefits - Convenient access to mental health support - Effective therapy services - Affordable with Tricare coverage # Features - Online therapy platform - Access to licensed therapists - Covered by Tricare # Call to action None used. # Social proof - "This app is great. The first therapist I had did a great job, and I look forward to every session. Tricare covers all of it." – William (Customer) # Point of view - Customer 100% – The ad presents a testimonial from a user, William, sharing his positive experience with the app. # Storyline - 00:00–00:07 The ad opens with a static image of a soldier with his family. - 00:00–00:07 Text appears on the screen with a testimonial from a user named William, who praises the app and mentions that Tricare covers the costs.

# Ad summary This ad promotes Talkspace, highlighting the potential for real results through text therapy. The ad uses a simple, static visual with text overlays to convey its message. # Brand positioning Talkspace is presented as a modern and accessible therapy provider, emphasizing convenience and ease of use through text-based communication. The brand aims to occupy a space in the consumer's mind as a forward-thinking, approachable mental health solution that breaks down traditional barriers to therapy. It aligns with values of convenience, accessibility, and destigmatization of mental health care. Talkspace pushes against the norms of traditional in-person therapy by offering a digital alternative. The brand positioning is functional, focusing on the simplicity and accessibility of its text therapy service. # Product Talkspace is a text therapy service that allows users to communicate with licensed therapists via text messaging. The service is for individuals seeking mental health support and therapy in a convenient and accessible format. The ad highlights that users can achieve "real results" through text therapy, suggesting that it is an effective alternative to traditional therapy. The USP is the accessibility and convenience of receiving therapy through text messaging. The ad addresses the potential purchase barrier of skepticism towards the effectiveness of text therapy by emphasizing the possibility of achieving "real results." # Visual style The ad has a simple and clean aesthetic with a static shot and minimal design elements. The production quality is basic, focusing on clear text and branding. The pacing is slow and consistent, with no changes in the visual or text layout. # Hooks Text overlay: 00:00–00:05 You can get / 00:01–00:05 real results from / 00:03–00:05 text therapy Visual: 00:00–00:05: A static shot with a light green rectangle on a dark teal background. The text "You can get real results from text therapy" is displayed in the light green rectangle. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the potential skepticism or doubt that individuals may have about the effectiveness of text therapy as a viable alternative to traditional in-person therapy. "You can get real results from text therapy" # Value propositions - Achieve tangible improvements in mental health through the convenience of text-based therapy. # Benefits - Real results # Features - Text therapy # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, delivering a direct message about the service. # Storyline - 00:00–00:01 The ad opens with a static screen displaying the text "You can get" in a teal font on a light green background. - 00:01–00:03 The text "real results from" appears below the initial text. - 00:03–00:05 The text "text therapy" appears below the previous text, completing the statement "You can get real results from text therapy." - 00:05–00:09 The Talkspace logo appears in the bottom right corner of the screen, branding the message.

# Ad summary This ad features a young man discussing the importance of mental health and promoting Talkspace as a convenient online therapy option. He emphasizes that it's okay to not feel ready and encourages viewers to start taking care of themselves by visiting Talkspace.com. # Brand positioning Talkspace is presented as an accessible and convenient online therapy platform. The brand aims to occupy a space in the consumer's mind as a modern solution for mental health care, emphasizing ease of use and flexibility. The brand aligns with values of self-care, mental wellness, and destigmatizing therapy. It pushes against the traditional norms of in-person therapy by offering a digital alternative that fits into the user's schedule. The brand positioning is both functional (convenience, accessibility) and emotional (support, self-care). # Product Talkspace is an online therapy platform that provides access to licensed therapists for mental health support. It allows users to connect with therapists from the comfort of their own homes and on their own schedules. The platform offers a convenient and pressure-free way to address mental health needs. Talkspace is for individuals who are seeking mental health support but may face barriers such as time constraints, location, or discomfort with traditional therapy settings. The ad addresses the purchase barrier of feeling overwhelmed or not ready to start therapy by emphasizing that it's okay to start where you are and that you don't have to feel ready to begin. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and simple editing. The production quality is decent, giving it a relatable yet polished feel. The editing style includes quick cuts between the creator speaking and relevant visuals. The pacing is moderate, with cuts timed to the rhythm of the voiceover. # Hooks Spoken: 00:00–00:03: You don't need a New Year to start taking care of yourself. Text overlay: 00:00–00:00: You don't / 00:00–00:01: You don't need a / 00:01–00:02: New Year to start / 00:02–00:03: taking care of yourself Visual: 00:00–00:03: A young man with curly brown hair and a black t-shirt sits on a beige couch in front of a white wall. He wears a silver cross necklace and smiles as he speaks directly to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of feeling overwhelmed or not ready to start therapy. It acknowledges that many people feel tired, overwhelmed, and still carrying things from the previous year, making it difficult to prioritize mental health. # Value propositions - Online therapy you can start today from home on your schedule - Licensed therapist who meets you where you are, without pressure or judgment # Benefits - Take care of yourself - Growth - Get help - Meet you where you are - Without pressure or judgment - Take control of your mental health # Features - Online therapy - Licensed therapists - Convenient - From home - On your schedule # Call to action Head to talkspace.com # Point of view - Customer 100% – The entire ad is delivered from the perspective of a relatable young man sharing his personal thoughts and experiences. # Storyline - 00:00–00:03 The ad begins with the creator stating that you don't need a New Year to start taking care of yourself. - 00:03–00:11 He explains that once the New Year's hype fades, many people start feeling the same: tired, overwhelmed, and still carrying things from the previous year. - 00:11–00:15 The creator reassures viewers that it's okay and that life doesn't magically reset just because the calendar changes. - 00:15–00:25 He shares that growth isn't about fixing everything at once and that the bravest step is admitting you're not okay and need help. - 00:25–00:33 The creator introduces Talkspace as online therapy that you can start today from home on your schedule. - 00:33–00:38 He highlights that Talkspace provides a licensed therapist who meets you where you are, without pressure or judgment. - 00:38–00:42 The creator reminds viewers that if they've been waiting for the right time to take care of themselves, this is their reminder. - 00:42–00:45 He encourages viewers that they don't have to feel ready, they just have to start. - 00:45–00:54 The creator urges viewers to own their now and take control of their mental health this year by heading to Talkspace.com and starting where they are.

# Ad summary This ad for Talkspace features three different people who are members of Talkspace. They each talk about how Talkspace has helped them. # Brand positioning Talkspace is an online therapy and psychiatry service that aims to make mental healthcare more accessible and convenient. The brand positions itself as a modern solution for individuals seeking support for various life challenges, not just severe mental health issues. Talkspace emphasizes the ability to connect with therapists from the comfort of one's own home, offering flexibility and privacy. The brand aligns with a lifestyle that values mental wellness and personal growth, pushing against the traditional norms of in-person therapy by providing a digital alternative. Talkspace's positioning is both functional, offering convenience and accessibility, and emotional, promoting confidence and self-improvement. # Product Talkspace is an online therapy and psychiatry service that connects users with licensed therapists and psychiatrists through a digital platform. It offers a convenient and accessible way to receive mental health support from the comfort of one's own home. The service is designed for individuals facing various life challenges and seeking personal growth. Talkspace provides flexibility, allowing users to communicate with their therapists via messaging, video, or audio sessions. It addresses the barriers of traditional in-person therapy by offering a more affordable and private alternative. The platform aims to increase confidence and enhance who users know they can be, helping them show up in the world as their authentic selves. Talkspace also offers insurance coverage, making it more accessible to a wider audience. # Visual style The ad has a polished and professional aesthetic, with soft lighting and clean backgrounds. The editing style is smooth, with static shots and seamless transitions between speakers. The production quality is high, giving the ad a commercial feel. The pacing is consistent, with each speaker getting a similar amount of screen time. The visuals are synced with the voiceover, creating a cohesive and engaging viewing experience. # Hooks Spoken: 00:00–00:04 Evan: Previously, I thought therapy was very much for very serious matters. Text overlay: 00:00–00:04 Own your now / 00:00–00:04 in therapy / 00:00–00:04 Evan, Talkspace member Visual: 00:00–00:04 A medium close-up shot of Evan, an Asian man with a mustache and glasses, wearing a denim jacket. He is sitting in front of a gray wall with a framed picture in the background. The camera is stationary, and the lighting is soft and even. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of therapy being perceived as only for very serious matters, making it seem inaccessible or intimidating for everyday challenges. Evan states, "Previously, I thought therapy was very much for very serious matters." # Value propositions - Online therapy and psychiatry covered by insurance: Makes mental healthcare more accessible and affordable. - Convenience of talking with a therapist in the comfort of your home: Offers flexibility and privacy, fitting into busy lifestyles. # Benefits - Convenience of talking with a therapist in the comfort of your home - Never alone - Increasing confidence - Enhancing who you know you can be - Show up as me # Features - Online therapy and psychiatry - Covered by insurance # Call to action Get started today at talkspace.com # Social proof - "Previously, I thought therapy was very much for very serious matters." – Evan (Talkspace member) - "I was facing transition that I knew needed to happen, a make or break moment for me to become the woman that I knew that I could be." – Natiah (Talkspace member) - "I could speak with my therapist in the comfort of my home. I was never alone." – Carlvin (Talkspace member) - "So it's not about me changing who I am, it's about increasing my confidence and enhancing who I know that I can be when I step into rooms." – Natiah (Talkspace member) - "When I show up in the world, I show up as me." – Talkspace member # Point of view - Customer 100% – The ad is told entirely from the perspective of Talkspace members sharing their personal experiences and benefits of using the service. # Storyline - 00:00–00:04 00:00–00:04 Evan, a Talkspace member, shares that he previously thought therapy was only for very serious matters. - 00:05–00:12 00:05–00:12 Natiah, another Talkspace member, explains that she was facing a transition that she knew needed to happen, a make-or-break moment for her to become the woman she knew she could be. - 00:13–00:19 00:13–00:19 Carlvin, a Talkspace member, says that he can talk with his therapist in the comfort of his home, and he is never alone. - 00:20–00:26 00:20–00:26 Natiah adds that Talkspace is not about changing who she is, but about increasing her confidence and enhancing who she knows she can be when she steps into rooms. - 00:27–00:29 00:27–00:29 The ad concludes with a Talkspace member stating that when he shows up in the world, he shows up as himself.

# Ad summary This ad uses text overlays on colorful backgrounds to address common negative thoughts and then replace them with positive affirmations. The ad promotes Talkspace as a solution for mental wellness. # Brand positioning Talkspace is presented as a mental wellness brand that offers solutions for individuals struggling with negative thoughts and self-doubt. The brand aims to occupy a space in the consumer's mind as a supportive and accessible resource for improving mental health. The brand aligns with values of self-care, positivity, and personal growth. The brand positioning is emotional, focusing on empowerment and relief from negative thought patterns. # Product Talkspace is an online therapy platform that provides access to licensed therapists through messaging, video, and audio sessions. The product is for individuals who experience negative thoughts, anxiety, and self-doubt. The ad addresses purchase barriers by offering a solution to common mental health challenges, positioning Talkspace as a convenient and accessible way to improve mental well-being. The ad encourages viewers to try Talkspace as a means of transforming negative thought patterns into positive affirmations. # Visual style The ad has a simple, clean aesthetic with text overlays on solid color backgrounds. The editing style is straightforward with static shots and quick transitions between screens. The production quality is polished, giving it a professional feel. The pacing is consistent, with each screen appearing for a few seconds before transitioning to the next. # Hooks Text overlay: 00:00–00:03 I am unworthy / 00:01–00:03 deserving Visual: 00:00–00:03: A light blue screen with the text "I am unworthy." The word "unworthy" is crossed out and replaced with "deserving." # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of negative self-talk and self-doubt. "I am unworthy." # Call to action None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, presenting a message of positivity and promoting its services. # Storyline - 00:00–00:01 The ad opens with a light blue screen displaying the text "I am unworthy." - 00:01–00:03 The word "unworthy" is crossed out and replaced with "deserving," reframing the negative thought into a positive affirmation. - 00:03–00:05 A green screen appears with the text "I feel anxiety about the future." - 00:05–00:07 The word "anxiety" is crossed out and replaced with "curiosity," transforming the feeling into a more positive outlook. - 00:07–00:09 A dark red screen appears with the question "What if I fail?" - 00:09–00:11 The word "fail" is crossed out and replaced with "succeed," encouraging a more optimistic perspective. - 00:11–00:13 A pink screen appears with the statement "It's not the right time to try." - 00:13–00:15 The word "not" is crossed out and replaced with "always," suggesting that any time can be the right time. - 00:15–00:17 A yellow screen appears with the statement "It's too late to get started." - 00:17–00:19 The word "too" is crossed out and replaced with "never," reinforcing the idea that it's never too late to begin. - 00:19–00:21 The Talkspace logo appears on a white background, presenting the brand as a solution to these negative thought patterns.

# Ad summary This ad features a woman named Natiah, who is a Talkspace member. She discusses how Talkspace has helped her increase her confidence and enhance who she knows she can be when she steps into rooms. # Brand positioning Talkspace is presented as a modern and accessible platform for online therapy and psychiatry. The brand aims to occupy a space in the consumer's mind as a tool for personal growth and self-improvement, aligning with values of confidence, self-awareness, and empowerment. Talkspace pushes against the traditional norms of in-person therapy by offering convenient and accessible mental health support covered by insurance. The brand positioning is both functional, providing online therapy and psychiatry, and emotional, fostering confidence and personal growth. # Product Talkspace is an online therapy and psychiatry service that provides users with access to mental health support from licensed therapists and psychiatrists. The service is designed for individuals seeking personal growth, increased confidence, and enhanced self-awareness. Talkspace offers online therapy and psychiatry covered by insurance. The ad addresses the purchase barrier of accessibility by highlighting the convenience of online therapy and the potential for insurance coverage. Talkspace aims to help users become the best versions of themselves by increasing their confidence and enhancing their self-awareness. # Visual style The ad has a polished, commercial aesthetic with a clean and modern look. The editing style is simple with static shots and smooth transitions. The production quality is high, giving it a professional feel. The pacing is consistent, with a focus on clear and direct communication. # Hooks Spoken: I was facing transition that I knew needed to happen, a make or break moment for me to become the woman that I knew that I could be. Text overlay: Own your now / Natiah, Talkspace member Visual: 00:00–00:02: A medium shot of Natiah, a Black woman with long braids, sitting on a couch with yellow and blue pillows behind her. She is wearing a black long-sleeved shirt and light gray pants. She is looking slightly off-camera to her right as she speaks. The camera is stationary. Text overlay: "Own your now". / 00:02–00:03: A medium shot of Natiah, a Black woman with long braids, sitting on a couch with yellow and blue pillows behind her. She is wearing a black long-sleeved shirt and light gray pants. She is looking directly at the camera as she speaks. The camera is stationary. Text overlay: "Own your now in therapy". / 00:03–00:05: A medium shot of Natiah, a Black woman with long braids, sitting on a couch with yellow and blue pillows behind her. She is wearing a black long-sleeved shirt and light gray pants. She is looking directly at the camera as she speaks. The camera is stationary. Text overlay: "Own your now in therapy". / 00:05–00:06: A medium shot of Natiah, a Black woman with long braids, sitting on a couch with yellow and blue pillows behind her. She is wearing a black long-sleeved shirt and light gray pants. She is looking slightly off-camera to her right as she speaks. The camera is stationary. / 00:06–00:07: A medium shot of Natiah, a Black woman with long braids, sitting on a couch with yellow and blue pillows behind her. She is wearing a black long-sleeved shirt and light gray pants. She is looking directly at the camera as she speaks. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of facing a difficult transition or a make-or-break moment in life. Natiah states, "I was facing transition that I knew needed to happen, a make or break moment for me to become the woman that I knew that I could be." # Value propositions - Online therapy and psychiatry covered by insurance - Increase confidence and enhance who you know that you can be # Benefits - Increase confidence - Enhance who you know that you can be # Features - Online therapy - Psychiatry - Covered by insurance # Call to action Get started today at talkspace.com # Social proof - "I was facing transition that I knew needed to happen, a make or break moment for me to become the woman that I knew that I could be." – Natiah (Talkspace member) # Point of view - Customer 100% – The ad is told entirely from the perspective of a Talkspace member sharing her personal experience and the positive impact the service has had on her life. # Storyline - 00:00–00:07 Natiah, a Talkspace member, shares her experience of facing a transition that she knew needed to happen, describing it as a make-or-break moment for her to become the woman she knew she could be. This sets the stage for how Talkspace helped her navigate this critical period in her life. - 00:07–00:14 Natiah clarifies that her journey with Talkspace is not about changing who she is, but rather about increasing her confidence and enhancing who she knows she can be when she steps into rooms. This emphasizes the empowering aspect of Talkspace, focusing on self-improvement and confidence-building rather than fundamental change.

# Ad summary This ad promotes Talkspace, an online therapy platform, through a testimonial from a young dad who initially doubted the need for therapy but now finds it essential for managing the stresses of family life. He highlights the platform's convenience and ease of use, encouraging viewers to take the first step towards mental wellness by clicking the link in his bio. # Brand positioning Talkspace is presented as an accessible and convenient online therapy platform that connects users with licensed professionals from the comfort of their own devices. The brand aims to normalize therapy and mental wellness, positioning itself as a modern solution for managing stress and improving mental health, particularly during busy or challenging times like the holidays. It pushes against the stigma that therapy is only for certain people or extreme situations, instead promoting it as a proactive tool for anyone seeking to improve their mental well-being. The brand positioning is both functional (providing easy access to therapy) and emotional (offering support and peace of mind). # Product Talkspace is an online therapy platform that connects users with licensed therapists via their own devices. It is designed for anyone seeking mental health support, particularly those who value convenience and accessibility. The platform offers a simple process: users fill out an assessment and are then matched with a therapist. Talkspace addresses the barrier of accessibility by providing therapy from the comfort of one's own device, making it easier to fit into busy schedules. The ad emphasizes that Talkspace is for everyone, regardless of their initial beliefs about therapy, and highlights its importance for managing the stresses of daily life, especially for parents. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and handheld camera work. The editing style includes quick cuts to maintain a brisk pace. The production quality is clean but not overly polished, giving it an authentic feel. The pacing is consistent, with cuts timed to the speaker's rhythm. # Hooks Spoken: Holiday season is one of the busiest times of the year, but it's also one of the best times to slow down and make sure that your mind is in the right place. Text overlay: SUPPORT MATTERS DURING THE HOLIDAYS Visual: 00:00–00:02: A young man with short brown hair, wearing a light gray hoodie, black pants, and a black backpack, stands in a modern kitchen with white cabinets and stainless steel appliances. He opens a stainless steel refrigerator, takes something out, and turns to face the camera, holding a white container. / 00:02–00:09: The same man stands in the kitchen, holding the white container, and speaks directly to the camera. The kitchen features a white countertop island, stainless steel appliances, and a wreath on one of the cabinets. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of feeling overwhelmed and stressed, especially during the busy holiday season. "Holiday season is one of the busiest times of the year, but it's also one of the best times to slow down and make sure that your mind is in the right place." # Value propositions - Convenient access to licensed therapists from your own device - Easy and quick process to get connected with a therapist - Support for mental wellness during busy or stressful times # Benefits - Helps you get your mind in the right place - Provides support during busy times - Offers convenience and accessibility - Simple and easy to use # Features - Online therapy platform - Connects you with licensed professionals - Accessible from your own device - Easy assessment process # Call to action Hit that link in my bio, take that first step and check out Talkspace. # Social proof - "I really used to be that guy who thought therapy wasn't for everybody, but now with a family, I know that it's more important than ever" – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a young dad who uses and recommends the product. # Storyline - 00:00–00:02 The ad opens with a man taking a container out of the refrigerator. - 00:02–00:11 00:02–00:11: The man, speaking directly to the camera, acknowledges that the holiday season is busy but emphasizes the importance of slowing down and ensuring one's mind is in the right place. He introduces Talkspace as a tool he uses for this purpose, framing it as a solution for mental wellness during stressful times. - 00:12–00:18 00:12–00:18: He defines Talkspace as an online therapy platform that connects users with licensed professionals from the comfort of their own devices, highlighting its convenience and accessibility. - 00:18–00:26 00:18–00:26: He explains that the process is easy: users fill out an assessment and are quickly connected with a therapist, reinforcing the platform's simplicity and efficiency. - 00:26–00:35 00:26–00:35: He shares his personal transformation, admitting he once doubted the need for therapy but now, as a dad running a household, recognizes its importance, adding a layer of relatable experience and social proof. - 00:36–00:46 00:36–00:46: He encourages viewers to prioritize their mental well-being and take the first step with Talkspace by clicking the link in his bio, ending with a direct call to action and a sense of shared effort.

# Ad summary This ad presents a series of scenarios contrasting holiday experiences before and after starting therapy. It highlights the benefits of therapy in managing expectations and prioritizing personal well-being during the holiday season. # Brand positioning This ad promotes mental wellness and self-care, positioning therapy as a tool for personal growth and managing expectations, especially during emotionally charged times like the holidays. The brand aligns with values of self-awareness, emotional intelligence, and prioritizing mental health. It subtly pushes against the norm of feeling obligated to participate in every social event or meet every family expectation, instead advocating for choices that support individual well-being. The brand positioning is both functional (providing tools for emotional management) and emotional (promoting peace of mind and self-compassion). # Product The ad promotes therapy as a means to navigate the emotional challenges of the holiday season. It suggests that therapy helps individuals manage expectations, prioritize their well-being, and make healthier choices regarding social engagements and personal boundaries. The ad implies that therapy can address the pressure and stress often associated with holidays, offering a path to a more balanced and fulfilling experience. The ad addresses the potential barrier of feeling obligated to attend every event or meet every family expectation, suggesting that therapy empowers individuals to make choices that align with their needs and values. # Visual style The ad has a cozy and authentic aesthetic, resembling UGC content. The editing style is simple with static shots and smooth transitions. The production quality is polished but maintains a relatable feel. The pacing is moderate, allowing viewers to absorb the message. The visuals are timed to the music, enhancing the emotional impact. # Hooks Text overlay: 00:00–00:07 How holidays are different when you're in therapy Visual: 00:00–00:01 A living room with a stone fireplace, a woman with long brown hair sitting on the hearth petting a medium-sized dog. A floor lamp stands to the right of the fireplace. In the foreground, a coffee table holds a white pillow, a mug of hot chocolate with whipped cream, and a small potted plant. The camera is stationary and at eye level, providing a warm and inviting view of the scene. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the pressure and stress often associated with the holidays, including feeling obligated to attend every event or meet every family expectation. This is signaled by the visual of the woman walking alone on a snowy street with the text overlay, "Not going to the party." # Value propositions - Therapy helps you navigate the emotional challenges of the holiday season. - Therapy empowers you to make choices that align with your needs and values. # Benefits - Managing expectations - Prioritizing personal well-being - Making healthier choices - Surrounding oneself with supportive individuals # Features - Therapy # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad presents scenarios from the perspective of someone who has experienced the benefits of therapy, creating a relatable and authentic feel. # Storyline - 00:00–00:01 00:00–00:01 The video opens with a cozy scene of a fireplace, a woman petting a dog, and a mug of hot chocolate. This sets a tone of comfort and relaxation, contrasting with the potential stress of the holidays. - 00:01–00:04 00:01–00:04 A woman is walking down a snowy street, smiling. The text overlay reads, "Not going to the party." This suggests a conscious choice to prioritize personal well-being over social obligations, a key theme of the ad. - 00:04–00:07 00:04–00:07 A group of people are sitting around a long table, eating and talking. The text overlay reads, "Celebrating with my chosen family." This highlights the importance of surrounding oneself with supportive and understanding individuals.