How The Black Stuff Advertises on Meta

# Ad summary This image promotes The Black Stuff's "Clean Craic Bundle" consisting of six soaps and free gifts for less than a night out. The image highlights the bundle's value by showcasing the variety of soaps and affordable pricing. # Brand positioning The Black Stuff is presented as a provider of natural and handmade soaps. The branding uses simple typography with clean product photography. The company is also implied to have a sense of humor by using the word 'Craic' in its product names. The logo contains a minimalist evergreen tree, reinforcing the brand's use of natural ingredients. # Product The advertised product is "The Clean Craic Bundle," which includes six soaps and free gifts. A stack of various bar soaps are shown, each appearing to have a different color and scent profile. Beside the stack of bar soaps is a deodorant stick in a black container. The label shown is for "The Good Room" which contains black pepper and honey. The text states that the deodorant is natural and handmade. # Visual style The ad has a clean, minimalist style with a focus on the natural and handmade quality of the products. The background is a soft grey, and the lighting is bright and even. The typography is simple and modern. The overall aesthetic is designed to appeal to consumers who value quality, natural ingredients, and ethical sourcing. # Hooks Headline: THE CLEAN CRAIC BUNDLE: # Funnel stage Middle of funnel (Consideration) # Pain points The ad suggests that people may be spending too much money on nights out and neglecting their personal care. The ad addresses the potential pain point of prioritizing fleeting experiences over investing in oneself. # Value propositions - "FOR LESS THAN A GOOD NIGHT OUT" # Benefits - Bundle offers variety - Price offers savings # Features - 6 SOAPS - FREE GIFTS # Call to action None used. # Social proof - RATED 4.8 STARS # Point of view - Brand: The entire image is from the brand’s perspective, showcasing its product, value proposition, and overall aesthetic to potential customers. # Storyline - The image begins by grabbing attention with the offer of "The Clean Craic Bundle" which includes six soaps and free gifts. The brand is announcing the product and highlighting key elements. - The price is displayed to encourage a purchase. The brand is stating that the products are less expensive than the price of a night out, highlighting that personal care is more important than a fun activity. - The image ends with a display of the products. The viewer can now see the products that the brand is selling, and how they can achieve feeling clean.

# Ad summary This ad tells the origin story of 'The Black Stuff' soap company, founded by John Larkin. It begins with Larkin introducing himself and the brand, explaining how his hobby of making soap for his own skin during COVID-19 evolved into a business. The video showcases the handmade process of soap making, from researching natural ingredients and experimenting with recipes to pouring and cutting soap bars. It highlights the brand's growth from a one-person operation in a kitchen to employing 30 people and producing a million bars annually, emphasizing the continued use of original handmade techniques. The ad concludes by positioning 'The Black Stuff' as a real upgrade for everyday people's daily shower routine. # Brand positioning The Black Stuff positions itself as an authentic, natural, and handmade artisan soap company rooted in a personal journey. It aims to occupy a space in the consumer's mind as a brand that prioritizes quality ingredients and a meticulous, hands-on production process, contrasting with mass-produced alternatives. The brand aligns with values of craftsmanship, dedication, and a commitment to natural skincare solutions. It pushes against the norm of impersonal, industrial production by emphasizing its humble beginnings and the founder's personal involvement in perfecting the product. The brand's positioning is both functional, highlighting natural ingredients and skin benefits, and emotional, through the founder's relatable story of passion and perseverance. # Product The Black Stuff offers natural, handmade artisan soap bars designed for daily showering. The product is for 'everyday people who just want a real upgrade' for their skin. Key features highlighted include natural ingredients, a handmade process, and specific sensory attributes like great lather, amazing feel, texture, and amazing woody and spicy scents. The ad shows various soap bars in packaging, including 'Black Stout', 'Cedarwood Scrub', 'The Good Room', 'Eucalyptus on Ice', 'Dogs Bay Beach', 'Atlantic Pine Tar', 'Irish Mountain Rain', and 'Citrus Cedarwood'. The unique selling proposition is the combination of natural ingredients, the meticulous handmade process, and the founder's personal dedication to creating a product that suited his own skin. The ad addresses the purchase barrier of finding effective and pleasant skincare by showcasing the founder's extensive research and experimentation to perfect the formulas. # Visual style The ad features a hybrid visual style, blending scrappy, handheld, selfie-style UGC footage with more polished, stationary shots of the production process and product displays. Natural lighting is predominantly used, giving an authentic and unpretentious feel. The editing rhythm is quick, with frequent cuts (estimated 2-3 cuts per second) that maintain a fast pace and keep the viewer engaged. Visual motifs include close-ups of the founder speaking directly to the camera, detailed shots of the soap-making process, and product-focused displays. The pacing is generally consistent, driven by the founder's energetic voiceover. Audio-visual sync is strong, with cuts and visual actions often timed to the voiceover lines, enhancing the narrative flow. # Hooks Spoken: It started as a hobby. But now thousands of guys trust my soap for their skin. Text overlay: Started as a hobby. / But now thousands of guys trust my soap for their skin. Visual: A male founder, John Larkin, wearing a green 'The Black Stuff' baseball cap and black hoodie, leans towards the camera with a wide-eyed, slightly mischievous smile. He gestures with his right hand towards several packaged soap bars on a light-colored countertop. The soap bars are in white cardboard boxes with minimalist black and red branding. Behind him, a window shows greenery outside. The camera is handheld, close-up, and selfie-style, capturing his direct address. / The founder, John Larkin, wearing a green 'The Black Stuff' baseball cap and black hoodie, leans towards the camera with a wide-eyed, slightly mischievous smile. He gestures with his right hand towards several packaged soap bars on a light-colored countertop. The soap bars are in white cardboard boxes with minimalist black and red branding. Behind him, a window shows greenery outside. The camera is handheld, close-up, and selfie-style, capturing his direct address. / A different male, with short reddish-brown hair and a light-colored t-shirt, holds up a 'The Black Stuff' soap box (Black Stout variant) close to the camera. He has a slight smile and looks directly at the camera. The background is a bright room with a window and white curtains. The camera is handheld, close-up, and selfie-style. / The male founder, John Larkin, wearing a light-colored t-shirt, holds up a 'The Black Stuff' soap box (Black Stout variant) close to the camera. He has a slight smile and looks directly at the camera. The background is a bright room with a window and white curtains. The camera is handheld, close-up, and selfie-style. # Funnel stage Consideration # Pain points The ad implies a pain point of dissatisfaction with existing skincare products, particularly soap, that may not be 'good for my skin' or provide a 'real upgrade'. This is signaled by the founder's personal quest to create a product that 'suited me and my skin' after extensive research and experimentation. # Value propositions - thousands of guys trust my soap for their skin - a product that was good for my skin - natural ingredients and also the process of making it by hand - every single product we sold, myself, by hand, 54 at a time - still using the exact same methods and techniques I perfected in my kitchen five years ago - for everyday people who just want a real upgrade # Benefits - good for my skin - felt amazing - real upgrade for your daily shower # Features - natural ingredients - handmade artisan natural soap - lathered up great - had texture in it - scent was amazing, woody and spicy # Call to action None used. # Social proof - thousands of guys trust my soap for their skin – John Larkin (Founder) - it lathered up great, it felt amazing, it had texture in it, the scent was amazing, woody and spicy, and I loved it. – John Larkin (Founder) # Point of view - Brand 100% – The entire video is narrated by the founder, John Larkin, who speaks directly to the camera and provides a personal account of the brand's origin and values. # Storyline - 00:00–00:03 The founder, John Larkin, introduces himself and the brand, setting a personal and authentic tone. - 00:03–00:08 Larkin explains the origin of the brand, starting as a hobby during COVID-19, conveying a relatable and humble beginning. - 00:08–00:11 He shares his personal motivation: to create a product that was good for his own skin, establishing a connection with potential customers who share similar concerns. - 00:11–00:19 The ad visually demonstrates the extensive research and experimentation process, emphasizing the dedication to natural ingredients and perfecting recipes. - 00:19–00:37 Larkin recounts the moment he realized the quality of his soap, specifically mentioning a 'woody and spicy' scent, which serves as a personal endorsement and highlights product benefits. - 00:37–00:44 He describes the 'aha!' moment when he connected his soap-making with the term 'The Black Stuff' (slang for Guinness in Ireland), providing a unique and memorable brand naming story. - 00:44–00:52 This realization leads to the decision to build a handmade artisan natural soap company, reinforcing the brand's core values. - 00:52–00:59 Larkin emphasizes the importance of natural ingredients and the handmade process, reiterating key product features and brand differentiators. - 00:59–01:09 He reflects on the challenge of scaling a handmade business, highlighting the personal effort involved in the early stages. - 01:09–01:16 The narrative shifts to the growth of the business, showing how the founder trained others to maintain the handmade quality, demonstrating scalability without compromising core values. - 01:16–01:29 The ad provides impressive statistics about the company's current operations (30 employees, 1 million bars annually), showcasing success and continued commitment to the original methods. - 01:29–01:34 The video concludes with a direct call to action, positioning 'The Black Stuff' as a superior choice for daily showering, reinforcing the value proposition.

# Ad summary The founder of The Black Stuff soap company shares the story of how he started making soap in his kitchen during COVID, using natural ingredients and handmade techniques. He emphasizes the company's growth while maintaining the same methods he perfected in his kitchen. # Brand positioning The Black Stuff is presented as a natural, handmade artisan soap company that values quality ingredients and traditional processes. The brand emphasizes its origin story, highlighting the founder's personal journey from hobbyist to business owner. The brand aligns with a lifestyle that appreciates craftsmanship, natural products, and a connection to the brand's roots. It positions itself against mass-produced soaps by emphasizing its handmade nature and commitment to natural ingredients. The brand positioning is both functional (natural ingredients, effective soap) and emotional (supporting a small business, appreciating craftsmanship). # Product The Black Stuff is a line of natural, handmade artisan soaps designed for everyday use. The soaps are made with natural ingredients and crafted using traditional methods. The ad highlights the soap's lather, texture, and woody and spicy scent. The soap is for everyday people who want a real upgrade in their daily shower routine. The ad addresses the purchase barrier of trusting mass-produced soaps by emphasizing the handmade nature and natural ingredients of The Black Stuff. # Visual style The ad has a hybrid visual style, blending polished commercial footage with UGC-style shots of the soap-making process. The editing style includes quick cuts and static shots. The production quality is a mix of professional and amateur, which supports the intended tone of authenticity and approachability. The pacing is consistent throughout the ad, with cuts timed to the voiceover. # Hooks Spoken: Started as a hobby, but now thousands of guys trust my soap for their skin. Text overlay: Started as a hobby. / trust my soap / for their skin. Visual: 00:00–00:04: A man with glasses and a white baseball cap is sitting on a chair in front of a white background. He is wearing a black hoodie and jeans. He is gesturing with his hands as he speaks. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that mass-produced soaps may not be as good for your skin or as enjoyable to use as The Black Stuff. # Value propositions - Natural ingredients: Good for skin - Handmade: Quality and craftsmanship - Woody and spicy scent: Amazing scent - Texture: Feels amazing # Benefits - Good for skin - Lathers up great - Feels amazing - Real upgrade # Features - Natural ingredients - Handmade - Woody and spicy scent - Texture # Call to action None used. # Social proof - "Thousands of guys trust my soap for their skin." # Point of view - Brand 100% – The entire ad is told from the founder's perspective, sharing the brand's origin story and values. # Storyline - 00:00–00:04 The founder introduces himself and the brand, explaining that it started as a hobby but now thousands of guys trust his soap for their skin. - 00:04–00:12 He shares that he quit his job five years ago and started making soap in his kitchen, aiming to create a product that was good for his skin. - 00:12–00:19 He describes the process of researching natural ingredients and experimenting with recipes to create a product that suited him. - 00:19–00:26 He explains that he went down a rabbit hole of trying to make soap out of Guinness for fun during COVID. - 00:26–00:37 He shares that he made different versions of the soap every day for weeks, resulting in a fantastic soap that lathered well, felt amazing, had texture, and smelled woody and spicy. - 00:37–00:49 He recalls the moment he realized he should call the company The Black Stuff, inspired by the slang term for Guinness. - 00:49–00:58 He explains his decision to build a handmade artisan natural soap company, emphasizing the importance of natural ingredients and the process of making it by hand. - 00:58–01:09 He discusses the challenge of scaling a handmade product and how he initially made every product himself in his kitchen. - 01:11–01:16 He shares that he eventually figured out how to train other people to make the soap, allowing the business to grow. - 01:16–01:30 He concludes by stating that they now have a proper natural, handmade business, employing 30 people and making 1 million bars of soap this year, still using the same methods he perfected in his kitchen. - 01:30–01:34 The founder concludes by saying that The Black Stuff is for your daily shower for everyday people who just want a real upgrade.

# Ad summary This ad for "The Black Stuff" natural Irish soap features the founder narrating his personal journey from suffering from skin issues due to conventional shower gels to creating his own handmade, natural soaps. The video contrasts chemical-laden products with his natural alternatives, showcases the soap-making process from kitchen to workshop, and uses customer testimonials to build credibility before presenting a bundle offer. # Brand positioning The Black Stuff positions itself as an authentic, transparent, and health-conscious brand in the personal care market. It aims to occupy the mind space of consumers who prioritize natural, handmade products over mass-produced, chemically-intensive alternatives. The brand aligns with values of purity, tradition (Irish), and personal well-being, promoting a lifestyle free from harsh chemicals. It explicitly pushes against the norm of using "fluorescent goo" shower gels and "mystery fragrances," advocating for clear, natural ingredients like shea butter, olive oil, and pure essential oils. The positioning is both functional, emphasizing healthy skin and natural ingredients, and emotional, building trust through the founder's personal story and commitment to transparency. # Product The product advertised is "The Black Stuff" natural handmade Irish soap, available in various scents like "The Good Room," "Atlantic Pine Tar," "Galway Bay Rum," and "Irish Mountain Rain." The soap is a natural alternative to conventional shower gels, designed for individuals who suffer from skin irritations or prefer products with transparent, natural ingredients. The ad emphasizes that the soap is handmade, initially in the founder's kitchen and now in a workshop, using "natural ingredients like shea butter and olive oil." A key USP is the exclusive use of "pure essential oils" for fragrance, explicitly stating, "we don't use any mystery fragrance." The ad implies the product works by cleansing the skin naturally, promising to "leave your skin feeling NEW." Use occasions are primarily showering and bathing. The ad addresses the purchase barrier of distrust in synthetic ingredients by highlighting its natural composition and the founder's personal journey. The specific types of soap are presented as part of a "bundle of best sellers." # Visual style The ad employs a hybrid visual style, blending scrappy, authentic UGC-like footage with more polished, yet still personal, product demonstration shots. The editing is characterized by quick cuts, especially in the introductory problem/solution sequence and when showcasing ingredients, creating a dynamic and fast-paced rhythm. Production quality leans towards a high-end UGC feel, utilizing handheld camera work, selfie-style framing, and varied settings (home shower, kitchen, workshop) to foster relatability and authenticity rather than a slick commercial aesthetic. There are no obvious recurring visual motifs beyond the founder's consistent presence and use of close-ups on ingredients and product. The pacing is consistently quick throughout the ad, maintaining engagement. Cuts and text overlays are generally timed well with the voiceover, enhancing the narrative flow. # Hooks Text overlay: Me as a teenager not caring about my skin / STILL USING FLUORESCENT GOO? Visual: Close-up of a fair-skinned male hand, palm up, with a ring on the left ring finger, held over a white, textured shower floor with a drain. The background shows dark brown horizontal tiled shower walls. The camera is stationary, low angle, showing the shower floor and walls. / The same shot. Bright green, viscous liquid drips slowly onto the palm of the hand and starts to pool. # Funnel stage Conversion # Pain points The central pain point is skin irritation and dissatisfaction caused by conventional, chemical-laden shower gels. The ad clearly signals this with: "My skin was starting to get bad" (00:06-00:08) and visually shows inflamed skin (00:08-00:10). The comparison "shower gel wasn't actually too different to washing up liquid" (00:09-00:12) highlights the perceived harshness and lack of care in typical products. # Value propositions - We only use natural ingredients like shea butter and olive oil. And unlike others, we don't use any mystery fragrance, only pure essential oils. - When you use my stuff, you actually know what you're putting on your skin. Full stop. - that will leave your skin feeling NEW # Benefits - Skin feels NEW - Know what you're putting on your skin - Good from customers # Features - Natural ingredients - Shea butter - Olive oil - Pure essential oils - Handmade - 10,000 bars a week production capacity - Bundle of best sellers # Call to action So click the link below. # Social proof - "Feedback was so good from customers" – Male 1 (Founder) - "Really amazing stuff. I have about 6-7 sticks of deodorant in my bathroom drawer. They just didn't cut it, and most were "boutique" and/or "natural." This deodorant legitimately works. I've never seen anything like it. Forget Mando, the Squatch, Manscaped, or any grocery store garbage. The soap is also amazing. My wife comments how amazing the bathroom smells after I shower. I use a soap dish, and the bars last for about 3 weeks (I shower roughly 10x/week.) I cannot recommend them enough." – (Customer review screenshot) - "John Budd recommends The Black Stuff." – (Facebook comment screenshot, customer) - "Fantastic soap and deodorant, won't be buying anything else from The Black Stuff." – John Budd (Customer) # Point of view - Customer 10% – The initial scene showing green goo in a shower and the later close-up of irritated skin represent a customer's perspective on a common problem. - Brand 60% – The founder speaking directly to the camera, showcasing the product-making process, and detailing ingredients represents the official voice and perspective of the brand. - External source 30% – Screenshots of website reviews and customer comments directly quote and display external validation from users. # Storyline - 00:00–00:03 The ad opens with a hand extended over a shower drain, as green, fluorescent goo drips onto it. This visually represents the "Me as a teenager not caring about my skin" phase and uses "STILL USING FLUORESCENT GOO?" text to challenge the viewer's current choices, immediately establishing a problem and setting a relatable, slightly humorous, but critical tone. The perspective is from the founder, presenting a past, undesirable state. - 00:03–00:05 The scene cuts to the founder, a male in a lab coat and baseball cap, looking intensely at the camera in a kitchen setting with soap-making ingredients. He states, "2021, I started making soap out of my kitchen." This marks the beginning of his journey, shifting from the past problem to a proactive solution, establishing the founder's authority and the brand's authentic, handmade origin. The tone is serious and determined. - 00:05–00:08 The founder is shown standing confidently next to a large stack of beige, rectangular soap bars in a bright kitchen, then cuts to a close-up of his face, looking concerned, saying, "My skin was starting to get bad." This visually confirms the transition from a small-scale operation to a growing one, while simultaneously re-emphasizing the personal problem that drove the creation, maintaining a relatable and empathetic tone. - 00:08–00:10 A close-up shot of a person's upper back shows inflamed, red skin with small bumps. The text "Camera adds 10 pounds" appears, followed by the founder's voice stating, "and I noticed that shower gel wasn't actually too different to washing up liquid." This raw visual evidence of a skin problem is combined with a stark, critical comparison of common shower gels to harsh cleaning products, highlighting the severity of the problem and reinforcing the need for an alternative. The tone is slightly alarming and critical. - 00:10–00:13 The founder, wearing a green cap and black shirt, walks out of a modern shower and then holds up a bottle of green washing-up liquid. This visually reinforces the previous statement, demonstrating the perceived lack of difference between shower gel and dish soap, adding a touch of absurdity to the problem and a relatable moment of skepticism. The tone is observational and slightly exasperated. - 00:13–00:15 A person in a hazmat suit and respirator is shown, followed by close-ups of golden-brown liquid being stirred in a bowl, then solidified chunks of a similar substance. The founder says, "So I decided to investigate more natural options." This sequence humorously suggests the extreme measures needed to deal with chemical products, then transitions to the natural, artisanal process of his soap-making, establishing his commitment to natural solutions. The tone shifts from humorous critique to determined innovation. - 00:15–00:20 A man with a long white beard holds up a black deodorant stick, then another man holds a white soap bar with a green label, followed by screenshots of website reviews for "The Black Stuff" products. The founder states, "Feedback was so good from customers that over the past three years we've grown..." This highlights the success and positive reception of his products, providing social proof and transitioning from his personal journey to the brand's growth. The tone is one of pride and validation. - 00:20–00:25 The founder is seen packaging soap bars in a workshop setting, then a wider shot of the workshop, followed by large bowls of a golden-brown liquid, and finally, the founder playfully balancing on a pallet jack in the workshop. He continues, "...into a workshop making 10,000 bars of soap a week, the exact same way that I used to make it in my kitchen." This visually demonstrates the scale of production while emphasizing the continued commitment to the handmade, authentic process, reinforcing brand values and growth. The tone is enthusiastic and proud. - 00:25–00:29 The founder is in a workshop, pouring white liquid into a bowl of yellow liquid, then in a kitchen taking a selfie video, stating, "54 soaps at a time." He smiles and pans the camera around his kitchen, concluding, "We only use natural ingredients." This sequence emphasizes the efficiency of the handmade process and directly transitions to the core message of natural ingredients, maintaining a direct, engaging, and transparent tone. - 00:29–00:32 White powder is poured into a liquid, followed by a large chunk of white butter being weighed, then a close-up of the founder smelling a glass of liquid. He lists, "like shea butter and olive oil." These close-ups of ingredients and the founder's involvement reinforce the natural, high-quality component claim, making the process tangible and trustworthy. The tone is informative and reassuring. - 00:32–00:36 Close-ups of measuring cups with liquid, then a hand pouring liquid, followed by shelves of small silver bottles. The founder states, "and unlike others, we don't use any mystery fragrance." This highlights a key differentiator, directly addressing a common consumer concern about hidden chemicals in fragrances, positioning the brand as transparent and superior. The tone is confident and slightly provocative. - 00:36–00:39 A close-up of granular and solid ingredients in a bowl, followed by the founder holding a glass of Guinness. He states, "Only pure essential oils. When you use my stuff..." This reiterates the pure ingredient claim and builds anticipation for the product's benefits, using a culturally relevant (Guinness) visual, indicating a relatable and authentic brand. The tone is assertive and inviting. - 00:39–00:43 Close-ups of white, whipped soap being removed from a container, then a hand rubbing lather onto an arm, followed by a close-up of the lather being rinsed off. Text overlays "that will leave your skin feeling NEW" and "FULL STOP." The founder concludes, "...you actually know what you're putting on your skin. Full stop." This sequence demonstrates the product's use and immediate benefit, visually confirming the claims about natural ingredients and superior feel. The tone is authoritative and conclusive. - 00:43–00:48 The founder, back in a selfie-style video, smiles broadly while presenting a bundle of different "Black Stuff" soap bars. He says, "I've put together a bundle of my best sellers and slashed the price for you." This directly moves into the offer, showcasing the variety of products and presenting a clear incentive for purchase. The tone is enthusiastic and generous. - 00:48–00:51 The founder points down and then makes an excited face. He instructs, "So click the link below. You'll love it." This provides a clear, concise call to action and expresses confidence in the product, concluding the narrative with a strong push for conversion. The tone is engaging and persuasive.

# Ad summary This ad uses a screenshot of a social media post to promote Natural Irish Soaps. The post features a user expressing skepticism about the brand, followed by a positive review from another user who experienced improved skin after using the soap. # Brand positioning Natural Irish Soaps is presented as a brand that is questioned for being a hype thing. The brand is positioned as handmade and natural, appealing to consumers who value authenticity and natural ingredients in their skincare products. The brand addresses skepticism by showcasing real user experiences, suggesting a commitment to transparency and effectiveness. # Product The ad promotes Natural Irish Soaps, specifically 'The Black Stuff'. The soap is described by a user as having 'interesting smells' and being effective in cleaning up dry skin. The user highlights that after using the soap for a little over a week, 'the skin on my hands actually feel better'. The soap is presented as an alternative to lotions and cremes for battling dry skin, suggesting it is a simple and effective solution. The user also mentions that they expect to get 2 to 3 weeks of usage out of the first bar and have already bought two bars, indicating satisfaction and repeat purchase intent. # Visual style The ad features a screenshot of a social media post, giving it a user-generated content (UGC) feel. The production quality is low, resembling a typical social media interface. The image treatment is minimal, with no obvious filters or color grading. The typography is integrated naturally, mimicking the platform's native style. The overall visual style contrasts with highly polished ads, aiming to appear authentic and relatable, which could enhance scannability and stop power in feed. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dry skin problems on hands. The user states, 'I've always had dry skin problems on my hands and have tried many different kinds of lotions and cremes to battle the dry skin.' # Value propositions - The soap is 100% handmade and natural, appealing to consumers who value authenticity and natural ingredients. - The soap improves dry skin, providing a practical benefit for those with dry skin problems. # Benefits - the skin on my hands actually feel better # Features - 100% handmade - 100% natural - interesting smells # Call to action None used. # Social proof - I decided to try it after seeing the commercials everywhere on SoMe. It's some really nice soap with interesting smells. One thing I've noticed after using it for a little over a week is that the skin on my hands actually feel better. I've always had dry skin problems on my hands and have tried many different kinds of lotions and cremes to battle the dry skin, but this soap appears to actually clean it up. Looks like I'll get 2 to 3 weeks usage out of my first bar. Bought 2 as a start and will probably buy again. - TheBloodstained # Point of view - Customer: The initial question about the soap's benefits is from the perspective of a customer who is skeptical and seeking honest opinions. - Customer: The review is from a customer who has tried the soap and is sharing their positive experience, highlighting the improvement in their skin. # Storyline - The ad begins with a question from a user, r/Pomade, who is skeptical about Natural Irish Soaps and asks if it has benefits or is just a hype thing. This is included to address potential consumer doubts and create a sense of inquiry from the customer's perspective, setting up the need for a genuine answer and creating intrigue around the product's efficacy and value proposition. The question is intended to draw in viewers who may have similar doubts or are looking for honest reviews before trying the product themselves. The question is from the perspective of a potential customer who is seeking honest opinions about the product before making a purchase decision. The question is: 'Seeing ads about Natural Irish Soaps (brand: The Black Stuff), does it have benefits, is it any good or just a hype thing?' It also writes that it's 100% handmade and natural.' This is from the perspective of a potential customer. - The ad then presents a review from another user, TheBloodstained, who shares their positive experience with the soap. This is included to provide social proof and address the initial skepticism by showcasing a real user's positive outcome. The review highlights the soap's effectiveness in improving dry skin, which is a common concern for many consumers. The review is from the perspective of a satisfied customer who has tried the product and is sharing their positive experience. The review states: 'I decided to try it after seeing the commercials everywhere on SoMe. It's some really nice soap with interesting smells. One thing I've noticed after using it for a little over a week is that the skin on my hands actually feel better, I've always had dry skin problems on my hands and have tried many different kinds of lotions and cremes to battle the dry skin, but this soap appears to actually clean it up. Looks like I'll get 2 to 3 weeks usage out of my first bar. Bought 2 as a start and will probably buy again.' This is from the perspective of a customer.

# Ad summary This ad for The Black Stuff promotes their 'about time I get it together' kit, which includes a variety of soaps and a deodorant. The ad features a man standing next to the products, with text highlighting the savings and free items included with the purchase. # Brand positioning The Black Stuff is presented as a brand that offers practical grooming solutions for men. The brand's positioning is functional, focusing on providing a straightforward and effective way for men to 'get it together' in terms of their personal care routine. The brand seems to push against the norm of overly complex or pretentious grooming products, instead offering a simple and accessible approach to self-care. # Product The ad features 'The \"about time I get it together\" kit' from The Black Stuff, which includes a variety of soaps and a deodorant. The kit includes 'the most popular ones, 3 rough & 3 smooth ones.' The ad also highlights that customers will 'Get a FREE black stout soap & pick a FREE matching deodorant + FREE soap dish.' The products are designed for men looking for a simple and effective grooming routine. # Visual style The ad has a clean and straightforward visual style with a focus on product presentation. The production quality appears to be studio-shot with a neutral background. The layout is simple, with the product and a model arranged to showcase the kit's contents. The typography is clean and legible, contributing to the overall accessible feel. # Hooks Headline: The “about time I get it together” kit # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that men may struggle with putting together a comprehensive grooming routine, suggesting a need for a simple and convenient solution. The phrase 'about time I get it together' signals a desire to improve one's personal care habits. # Value propositions - Complete grooming kit for a simple and effective routine - Savings on the kit purchase - Free items included with purchase # Benefits - Convenient kit for a complete grooming routine - Savings on the kit purchase - Free items included with purchase # Features - Variety of soaps (rough and smooth) - Free black stout soap - Free matching deodorant - Free soap dish # Call to action None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing their product and its benefits. # Storyline - The ad starts by introducing 'The \"about time I get it together\" kit', immediately framing the product as a solution for men who want to improve their grooming routine. This is from the brand's perspective, setting the stage for the product offering and its intended audience. - The ad then showcases the included soaps, highlighting that they are 'The most popular ones, 3 rough & 3 smooth ones.' This is from the brand's perspective, emphasizing the variety and quality of the soaps included in the kit. - The ad concludes by promoting a discount of 'Save €34' and a free offer: 'Get a FREE black stout soap & pick a FREE matching deodorant + FREE soap dish.' This is from the brand's perspective, incentivizing the viewer to purchase the kit by highlighting the value and savings.

# Ad summary This image ad highlights the problem of itchy, dry skin after showering, targeting men over 40, and suggests a solution. # Brand positioning The brand is positioned to address the specific skincare needs of men over 40. It does so by acknowledging a common discomfort, itchy dry skin after showering, and implying that it doesn't have to be an accepted part of life. The brand targets functional skincare that directly addresses this problem rather than focusing on general beauty or grooming. # Product The product is a solution for men over 40 who experience itchy, dry skin after showering. The ad aims to make the case that men don't have to accept this condition as a normal part of aging. By raising awareness of the prevalence of the issue, it positions the product as a needed remedy. The ad's explicit language emphasizes the product's relevance and necessity for this demographic. # Visual style The ad features a flat, vector-style illustration with a clean and modern design. The gradient background adds depth without complicating the simplicity of the central image. The color palette is cool and calming, and the overall impression is friendly and approachable. # Hooks Headline: Did you know 30% of us blokes over 40 get itchy dry skin after a shower? # Funnel stage Top of funnel (Awareness) # Pain points The ad identifies the pain point of itchy dry skin after showering, particularly for men over 40. “Did you know 30% of us blokes over 40 get itchy dry skin after a shower?” This statement highlights an uncomfortable and common issue. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad, through the tagline “it doesn't have to be this way…”, is offering a solution to the problem presented. # Storyline - The ad opens by stating a statistic: “Did you know 30% of us blokes over 40 get itchy dry skin after a shower?” The intention is to immediately grab the target audience's attention with a surprising and relatable fact. The question is posed from the perspective of someone who is already aware of the issue, possibly the brand or a relatable peer. - The ad follows up with a promise: “it doesn't have to be this way...” This suggests that there is a solution to the problem of itchy skin after showering, positioning the brand as a source of relief. This statement is coming from the brand, offering hope and a potential resolution to the issue.

# Ad summary This ad for 'The Black Stuff' soap features a brand representative showcasing various soap bars, highlighting their natural ingredients, unique scents, and benefits through product demonstrations, customer testimonials, and a humorous comparison to generic body wash. The video emphasizes the brand's quality, effectiveness, and customer satisfaction, culminating in an offer for a bundle purchase. # Brand positioning The Black Stuff positions itself as a purveyor of high-quality, natural, handmade Irish soap for men. The brand aligns with values of ruggedness, tradition, and effectiveness, suggesting a no-nonsense approach to male grooming. It aims to occupy a space in the consumer's mind as a superior alternative to generic, chemical-laden body washes, offering products that are not only functional for deep cleansing and skin health but also provide unique, appealing scents. The brand's tone is confident, slightly humorous, and direct, appealing to men who seek authentic, robust personal care solutions. # Product The ad features 'The Black Stuff' natural handmade Irish soap bars, specifically highlighting three variants: Atlantic Pine Tar, Black Stout, and The Celtic Tiger. These soaps are presented as a premium grooming solution for men. The Atlantic Pine Tar is described as the brand's 'strongest scrub,' packed with charcoal and pumice, designed to get 'deep into the skin,' scrubbing off 'sweat, oil, and whatever else you picked up during the day.' The Black Stout is one of their 'most re-ordered bars,' made from Guinness, honey, and 'just a hint of spice,' creating a scent that makes 'the whole shower smell amazing.' The Celtic Tiger contains menthol, turmeric, and tea tree oil, providing a 'cooling effect' that 'kicks in right away' to help 'sore muscles after work,' and features a 'nice scrubby texture.' The products are for men seeking effective, natural, and distinctively scented soap bars that address deep cleansing, exfoliation, and muscle soreness, while also being suitable for sensitive skin conditions like psoriasis, rashes, and itchy skin. # Visual style The ad employs a hybrid visual style, blending polished, close-up product shots and manufacturing process footage with a more casual, UGC-like aesthetic for the brand representative and customer demonstrations. The editing is fast-paced with quick cuts, especially during product showcases and transitions between speakers, maintaining a high BPM. Visual motifs include frequent close-ups of the soap bars, hands interacting with the product, and the brand representative speaking directly to the camera in a selfie-style. Production quality is a mix; the brand rep and customer segments have a natural, slightly handheld feel, while the product manufacturing and detailed product shots are more controlled and professionally lit. The pacing is generally consistent and energetic, with cuts often timed to the voiceover's rhythm, creating a dynamic and engaging flow. # Hooks Spoken: Smells so good, you might end up using it in the living room. Text overlay: SMELL / END UP / LIVING Visual: A close-up, slightly low-angle shot of a shirtless, very hairy man (Male 1) with long reddish-brown hair and a beard, smiling broadly and looking up. He is covered in white soap suds and is holding a cinnamon bun-shaped bar of soap, rubbing it on his chest. The background is a light-colored wall, possibly a bathroom. The camera is stationary, focusing on his upper body. # Funnel stage Consideration # Pain points The ad addresses the pain point of using generic, ineffective, or unpleasant body washes. This is signaled by the visual of a man crying while pouring a purple, gel-like body wash on his head, and the voiceover stating, "So if you're still using the same old body wash since 2015, it's time for something better." # Value propositions - natural handmade Irish soap - high quality - exactly what I've been looking for - way better and smells great - time for something better # Benefits - gets deep into the skin - scrubs off sweat, oil, and whatever else you picked up during the day - makes you and the whole shower smell amazing - helps with the sore muscles after work - cleared up his psoriasis, rashes, itchy skin - best his skin has ever felt # Features - strongest scrub - packed with charcoal and pumice - made from Guinness, honey, and just a hint of spice - menthol, turmeric, tea tree oil - cooling effect - nice scrubby texture # Call to action Click the link below # Social proof - "Arrived the day after I ordered it with everything present and accounted for, the products are very high quality and exactly what I've been looking for. Will absolutely be buying... read more" – Oliver (Customer) - "My absolute favourite, i love lavender" – Aimee (Customer) - "I Only use the black stuff soap now , no green liquid anymore , way better and smells great" – Pj (Customer) - "Looks good and smells lovely" – Stephen (Customer) - "Gorgeous" – Anonymous (Customer) - "hundred thousand guys are already ahead of you" – Male 2 (Brand Representative) - "From the guy who said it cleared up his psoriasis, rashes, itchy skin, to the one who said it's the best his skin has ever felt." – Male 2 (Brand Representative) - "Even the mom who had to reorder because her husband and son were fighting over it." – Male 2 (Brand Representative) # Point of view - Brand 60% – The brand representative directly addresses the audience, explains products, and showcases the packing process. - Customer 40% – Customer reviews are displayed, and various men are shown using or reacting to the product, often in a casual, user-generated content style. # Storyline - 00:00–00:02 The ad opens with a humorous visual of a very hairy man enthusiastically lathering himself with a cinnamon bun-shaped soap, implying the soap smells so good it's almost edible. - 00:03–00:04 A brand representative appears, transitioning the ad to a more direct, brand-focused segment, inviting viewers to 'pack some orders' with him, setting a behind-the-scenes, authentic tone. - 00:04–00:07 The representative showcases a selection of soap bars, emphasizing that these are the 'same bars that hundreds of guys have tried and loved,' immediately introducing social proof and product variety. - 00:06–00:08 The ad then displays a series of positive customer reviews, reinforcing the social proof and highlighting specific benefits and satisfaction from users. - 00:08–00:14 Individual customers or users are shown holding and briefly describing specific soap bars, providing personal endorsements and highlighting their favorite scents and benefits. - 00:14–00:16 The brand representative returns, confirming the popularity of the featured soaps as 'heavy hitters' and 'all-time favorites,' reinforcing their quality and demand. - 00:16–00:18 The ad transitions to a hands-on demonstration of the soap bars, showing them being lathered and then packed into a customer's order, connecting the product to the fulfillment process. - 00:18–00:28 The brand representative introduces 'Atlantic Pine Tar,' detailing its features (strongest scrub, charcoal, pumice) and benefits (deep cleansing, removing sweat/oil), accompanied by visuals of the soap and a man using it in the shower. - 00:28–00:37 The representative then introduces 'Black Stout,' highlighting its popularity ('most re-ordered'), unique ingredients (Guinness, honey, spice), and the resulting 'amazing' scent, with visuals of its production and a man smelling it with an amazed expression. - 00:37–00:46 Next, 'The Celtic Tiger' is presented, focusing on its ingredients (menthol, turmeric, tea tree oil), cooling effect for 'sore muscles,' and 'scrubby texture,' again with production and in-shower usage visuals. - 00:46–00:47 The brand representative reiterates that the positive feedback is not just 'our words,' reinforcing the credibility of the customer testimonials. - 00:48–00:54 The ad returns to the order packing, showing the 'Clean Crack Bundle' being assembled, including a free deodorant and soap dish, presenting a clear offer. - 00:54–00:59 The representative directly addresses the viewer, using social proof ('hundred thousand guys are already ahead of you') to encourage trying the product. - 00:59–01:08 More customer testimonials are shown and referenced, highlighting specific positive outcomes like clearing psoriasis, rashes, and itchy skin, and improving skin feel. - 01:08–01:13 A humorous comparison is made between using 'The Black Stuff' and generic body wash, showing a man crying in the shower from a harsh body wash, emphasizing the need for a better alternative. - 01:13–01:16 The ad concludes with a final call to action, urging viewers to 'click the link below' and try 'The Black Stuff,' reinforcing the brand's name and product.

# Ad summary The ad begins with a customer's comment asking for scent recommendations for soap. A brand representative then addresses this comment directly, stating he's packing an order for 'Jack' (the commenter) and will include their 'heavy hitters.' The video proceeds to showcase three specific soap bars: Atlantic Pine Tar, Black Stout, and The Celtic Tiger, detailing their ingredients, benefits, and unique characteristics through a mix of product demonstrations, manufacturing footage, and customer testimonials. The brand emphasizes natural ingredients, effective cleaning, and appealing masculine scents. The ad concludes by highlighting a bundle offer that includes free deodorant and a soap dish, contrasting the product with generic body wash, and encouraging viewers to try 'The Black Stuff' by clicking a link. # Brand positioning The Black Stuff positions itself as a brand that provides high-quality, natural, handmade Irish soap for men, focusing on robust, masculine scents and effective cleansing. It aims to occupy a space in the consumer's mind as a superior alternative to generic body washes, offering products that cater to specific needs like deep scrubbing, skin issues (psoriasis, itchy skin), and a desire for unique, long-lasting fragrances. The brand aligns with values of natural ingredients, craftsmanship, and a no-nonsense approach to male grooming, pushing against the norm of mass-produced, potentially irritating body care products. Its positioning is both functional, emphasizing ingredients like charcoal, pumice, menthol, and tea tree oil for performance, and emotional, by promising scents that make you 'smell amazing' and addressing the desire for a 'manly' soap. # Product The ad features a line of natural handmade Irish soaps from 'The Black Stuff' brand, specifically highlighting three variants: Atlantic Pine Tar, Black Stout, and The Celtic Tiger. These soaps are for men seeking effective cleansing, masculine scents, and natural ingredients. The Atlantic Pine Tar is described as the 'strongest scrub,' packed with charcoal and pumice, designed to get 'deep into the skin' and scrub off 'sweat, oil, and whatever else you picked up during the day.' Black Stout is a 'most re-ordered' bar, made from Guinness, honey, and 'just a hint of spice,' creating a scent that makes 'the whole shower smell amazing.' The Celtic Tiger contains menthol, turmeric, and tea tree oil, providing a 'cooling effect' that kicks in 'right away' and helps with 'sore muscles after work,' along with a 'nice scrubby texture.' The ad also briefly shows a natural deodorant (Eucalyptus on Ice) and a wooden soap dish as part of a bundle offer. The USPs include natural ingredients, handmade quality, unique masculine scents, effective scrubbing/cleansing, and benefits for skin issues and muscle soreness. Purchase barriers addressed include uncertainty about which scent to choose and the perceived inferiority of generic body washes. # Visual style The ad features a hybrid visual style, blending scrappy, authentic UGC-like footage with more polished product shots and manufacturing clips. The editing rhythm is quick, with frequent cuts (approximately 3-4 cuts per 5 seconds, or 36-48 cuts per minute), maintaining a fast pace. The production quality leans towards a social media native feel, utilizing selfie-style framing for the direct-to-camera segments and handheld camera movements, especially for the customer testimonials. Visual motifs include close-ups of product packaging and the soaps themselves, often held by hands, and the consistent branding of 'THE BLACK STUFF' boxes. The pacing is generally consistent, driven by the voiceover and quick visual changes. Audio-visual sync is strong, with cuts often timed to the voiceover's emphasis on product names, features, or transitions between speakers. # Hooks Spoken: I just needed a bar of soap that smells like a man. Text overlay: Idk which scents to get, pls help (Reply to Jack1999's comment) / NEEDED / OF SOAP / MAN Visual: A medium close-up shot of a male (Male 1) with dark, curly hair and a black t-shirt, looking directly at the camera and speaking. He is positioned against a light green wall with a green plant visible behind his right shoulder. A white comment box overlay from 'Jack1999' is visible in the top left corner. The camera is stationary and tripod-mounted, with natural lighting. # Funnel stage Consideration # Pain points The central pain point is the difficulty in finding a bar of soap that effectively cleanses, smells masculine, and addresses specific skin concerns, as well as the dissatisfaction with generic, potentially irritating body washes. This is signaled by the initial comment 'Idk which scents to get, pls help' and the later statement 'If you're still using the same old body wash since 2015, it's time for something better.' # Value propositions - natural handmade Irish soap - heavy hitters, all-time favorites - not just our words (referring to customer reviews) - free deodorant of his choice - free soap dish - time for something better (compared to old body wash) # Benefits - gets deep into the skin - scrubs off sweat, oil, and whatever else you picked up during the day - makes you and the whole shower smell amazing - kicks in right away - helps with the sore muscles after work - cleared up his psoriasis, rashes, itchy skin - best his skin has ever felt # Features - strongest scrub - packed with charcoal and pumice - made from Guinness, honey - just a hint of spice - menthol, turmeric, tea tree oil - cooling effect - scrubby texture # Call to action Click the link below # Social proof - Idk which scents to get, pls help – Jack1999 (Customer) - Arrived the day after I ordered it with everything present and accounted for, the products are very high quality and exactly what I've been looking for. Will absolutely be buying... read more – Oliver (Customer) - My absolute favourite, i love lavender – Verified by shop (Customer) - COOLING SENSTATION ON THE GOODS – Truitt M. (Verified Buyer) - A1 soap. WAY bigger bars. I'm not going back to squatch. – Truitt M. (Verified Buyer) - All The Black Stuff products are a BOMB. Best soaps I've ever used – Pawel (Customer) - SIMPLY THE BEST BAR OF SOAP! This smell heavily right out of the box is even better in the shower. The smell is very masculine and refreshing. The right balance of menthol is especially nice. I work a physical job on an assembly line. So after a long day, I look forward to feeling that tingly buzz against my skin. The menthol hits next to immediately once you get to a smoother sensation that I've ever felt. I even use my African net sponge to work it in more. My skin afterwards is smoother than I've ever seen it with other bars. I can visually see the difference! I've tried multiple other soaps from various companies from big brands to large corporate products. This knocks all of them out of the ballpark. Do I recommend this? 100% – Luke (Verified Buyer) - BRILLIANT!! As a sufferer of psoriasis I need to be careful as to which soap/shower gel I use. I'm not expert or doctor but I can honestly say my 'flare-ups' have drastically reduced since switching from the 'other' soap to The Black Stuff. The fragrance lasts ages and the deodorant it great too. – Jon M. (Verified Buyer) - PRODUCTS ARE GREAT! My skin has been feeling amazing since I started using them and everything smells awesome! Especially the deodorants, my Mrs is constantly saying how good I smell since starting to use The Black Stuff. She's even robbed a few bars to put in her clothes drawers. – James (Verified Buyer) - LOVELY SMELLS The hubby was so happy with them and the son was jealous I just placed a bigger order to share with them both. Lovely smells, great products, handmade in Ireland and such fast delivery for Christmas week. – Isabella (Verified Buyer) # Point of view - Customer 20% – This POV is communicated through direct-to-camera testimonials from various male users and on-screen customer reviews. - Brand 80% – This POV is communicated through the main male speaker (brand representative) explaining products, packing orders, and providing detailed information, as well as through product-focused shots and manufacturing footage. # Storyline - 00:00–00:02 The ad opens with a customer's comment displayed on screen, asking for help with scent selection, setting up a common problem for potential buyers. - 00:02–00:04 The brand representative appears, acknowledging the comment and stating he's packing an order for 'Jack,' implying a direct response to customer needs and a personalized service. This establishes a helpful, customer-focused tone from the brand's perspective. - 00:04–00:07 The representative introduces the concept of 'heavy hitters' and 'all-time favorites' as he shows a selection of soap bars, building anticipation and trust by highlighting popular products. This progresses the narrative by moving from problem identification to solution presentation, from the brand's perspective. - 00:07–00:08 The ad transitions to showcasing customer reviews, providing external validation and social proof for the products. This reinforces the brand's claims through the perspective of satisfied users, adding credibility. - 00:08–00:09 A different male user briefly introduces 'Atlantic Pine Tar' soap, offering a quick, direct endorsement from a customer's perspective. This adds variety to the testimonials and keeps the product showcase engaging. - 00:09–00:11 Another male user introduces 'Black Stout' soap, calling it the 'best bar of soap on the market,' further building product hype from a customer's perspective. This continues the pattern of quick, enthusiastic endorsements. - 00:11–00:14 A third male user introduces 'The Celtic Tiger' soap, emphasizing its cleaning power, again from a customer's perspective. This completes the initial round of product introductions, each with a strong, positive statement. - 00:14–00:18 The brand representative reappears, confirming these are the 'heavy hitters' and 'all-time favorites,' reinforcing the earlier statement and linking back to the initial problem of choosing scents. This brings the narrative back to the brand's guiding voice. - 00:18–00:28 The representative begins a detailed breakdown of each soap, starting with 'Atlantic Pine Tar,' explaining its features and benefits. This shifts from quick endorsements to a more in-depth, informative segment, from the brand's perspective. - 00:28–00:37 He then details 'Black Stout,' highlighting its ingredients and the resulting scent experience. This continues the informative product deep-dive, maintaining the brand's authoritative voice. - 00:37–00:46 Finally, 'The Celtic Tiger' is described, focusing on its cooling effect and texture. This completes the detailed product explanations, ensuring all three 'heavy hitters' are thoroughly covered by the brand. - 00:46–00:48 The representative then shows a customer review for 'The Celtic Tiger,' reiterating that the positive feedback is 'not just our words,' further building social proof. This reinforces credibility by showing customer satisfaction, from the brand's perspective. - 00:48–00:55 The ad transitions to showcasing a bundle offer, including free items, incentivizing purchase. This moves the narrative towards conversion, presenting a clear value proposition from the brand. - 00:55–00:59 The representative directly addresses the viewer, questioning their hesitation and using social proof ('hundreds of thousands of guys are already ahead of you') to create urgency and FOMO. This is a direct persuasive appeal from the brand, pushing for action. - 00:59–01:08 More customer reviews are displayed, highlighting specific benefits like clearing psoriasis, rashes, and itchy skin, and even a humorous anecdote about family fighting over the soap. This provides diverse social proof, addressing potential pain points and showcasing broad appeal, from the perspective of satisfied customers. - 01:08–01:13 The ad then contrasts the product with generic body wash, visually depicting a negative experience with 'the same old body wash since 2015,' creating a problem-solution framework. This highlights the pain point of using inferior products and positions 'The Black Stuff' as the superior solution. - 01:13–01:16 The representative delivers a final call to action, urging viewers to 'click the link below and try The Black Stuff.' This provides a clear, direct instruction for conversion, concluding the narrative with a strong push.

# Ad summary This ad for The Black Stuff soap begins with a domino effect of soap bars, immediately followed by a man (James) smelling and using the soap in the shower, expressing his satisfaction. The ad highlights the product's features like rich lather, natural scents, and smooth skin, claiming it transforms the morning routine. It then transitions to social proof, showing multiple men enjoying the soap and emphasizing that thousands of customers have made the switch. The ad delves into the brand's craftsmanship, showcasing the handmade process in Ireland using natural ingredients and essential oils. It contrasts The Black Stuff's durability with mass-produced soaps that dissolve quickly, reinforcing its superior performance. The ad concludes with a call to action to visit the website, supported by customer reviews, reiterating the claim that it's 'the only soap you'll ever need'. # Brand positioning The Black Stuff positions itself as a premium, artisanal men's grooming brand that redefines expectations for bar soap. It aims to occupy a space in the consumer's mind as a superior alternative to mass-produced options, emphasizing quality, natural ingredients, and a luxurious experience. The brand aligns with values of craftsmanship, natural living, and a masculine aesthetic, promoting a lifestyle where daily routines like showering become an enjoyable, even therapeutic, experience. It pushes against the norm of quickly dissolving, potentially less nourishing mass-market soaps by highlighting its traditional curing methods and natural ingredients. The brand positioning is a blend of functional (long-lasting, rich lather, smooth skin) and emotional (aromatherapy experience, feeling good, masculine scents), appealing to men who seek both efficacy and an elevated personal care ritual. # Product The Black Stuff is a line of natural, handmade Irish bar soaps designed specifically for men. The ad features various scents, including 'The Black Stuff' (a dark, charcoal-like bar), 'Atlantic Pine Tar', 'Eucalyptus on Ice', and 'Dogs Bay Beach', among others, each with unique colors and marbling. The product works by providing a rich lather, natural scents, and leaving skin smooth. It is for men who want to upgrade their morning routine and expect more from their bar soap. Explicitly stated details include being 'handcrafted in small batches here in Ireland' using 'the best of natural ingredients' and 'essential oils that thoroughly clean while nourishing your skin'. Its USPs are its rich lather, natural scents (smoky, woody, musky, masculine), ability to transform a shower into an aromatherapy experience, and its longevity due to being 'properly cured using traditional methods', unlike mass-produced soaps that 'dissolve quickly'. Use occasions are primarily daily showers, transforming a mundane routine into an enjoyable experience. The ad addresses the purchase barrier of quickly dissolving, ineffective soaps by highlighting the product's durability and superior performance. # Visual style The ad features a hybrid visual style, blending polished UGC-like content with more traditional product demonstration and brand storytelling. The editing rhythm is quick, with frequent cuts (estimated 2-3 cuts per second) to maintain engagement and convey a lot of information in a short time. The production quality feels high-end for UGC, with clear lighting and stable shots, but retains a personal, authentic feel through the use of a single main 'customer' and direct address to the camera. Visual motifs include close-ups of the soap bars, hands interacting with the product, and split screens for comparison or feature highlighting. The pacing is consistently fast, driving the narrative forward without lingering. Audio-visual sync is strong, with cuts and text overlays precisely timed to the voiceover and music beats, enhancing the impact of each message. # Hooks Spoken: Meet James, who upgraded to The Black Stuff and now looks forward to his shower every single day. Text overlay: I wish I would've switch to THIS sooner / MEET / UPGRADED / AND / A SHOWER / SINGLE / EVERY / DAY Visual: A top-down shot of a line of various rectangular bar soaps, arranged like dominoes on a light brown wooden surface. The soaps are in different colors (black, beige, light blue, orange, yellow, green, dark grey, light brown) and some have marbled patterns. The camera is slightly angled, looking down the line of soaps, which are standing on their narrow sides. The lighting is bright and even. / A medium close-up shot of a shirtless man (James) with short, dark brown hair and a slight mullet, standing in a bright bathroom. He is holding two small white boxes with black and green branding, one to his nose, inhaling deeply with a pleased expression. The background shows a white wall, a white door frame, and a window with white blinds. The lighting is natural and bright. / A medium close-up shot of James, shirtless, in the same bathroom. He is holding two small white boxes with black and green branding, one to his nose, inhaling deeply with a pleased expression, eyes closed. The background is a white wall and a window with white blinds. The lighting is natural and bright. / A medium close-up shot of James, shirtless, in the same bathroom. He is now holding a dark grey/black bar of soap to his nose, inhaling deeply with a satisfied expression, eyes closed. The soap has a slightly rough, textured appearance. The background is a white wall and a window with white blinds. The lighting is natural and bright. / A medium close-up shot of James, shirtless, in the same bathroom. He is holding the dark grey/black bar of soap in his right hand, looking directly at the camera with a slightly open mouth, as if speaking. His expression is enthusiastic. The background is a white wall and a window with white blinds. The lighting is natural and bright. / A full body shot of James, shirtless and wearing grey shorts, walking towards a glass shower door in a tiled bathroom. He holds the black soap bar in his right hand. The shower has light brown and beige tiles. The camera follows him from behind as he approaches the shower. / A full body shot of James, shirtless and wearing grey shorts, stepping into the tiled shower. He is holding the black soap bar. The shower has light brown and beige tiles. The camera is stationary, capturing him from the side as he enters. # Funnel stage Middle of funnel (Consideration) # Pain points Mass-produced soaps that dissolve quickly: The ad explicitly shows a white bar of soap dissolving rapidly and being thrown into the trash, with the voiceover stating, 'Unlike mass-produced soaps that dissolve quickly...' # Value propositions - upgraded to The Black Stuff - redefining what men expect from their bar soap - Literally the only soap you'll ever need! - thousands of customers have made the switch - thousands of men call this the only soap you'll ever need # Benefits - looks forward to his shower every single day - transformed his morning routine - skin has never felt this good - thoroughly clean - nourishing your skin - turn an everyday shower into an aromatherapy experience - last and perform significantly better # Features - rich lather - natural scents - handcrafted in small batches - made in Ireland - best of natural ingredients - essential oils - properly cured using traditional methods - unique scents: smoky, woody, musky, and masculine # Call to action Head over to theblackstuff.com now # Social proof - My skin has never felt this good. – James (Customer) - Not only him, but thousands of customers have made the switch. - Men everywhere are raving about the unique scents... - Smells phenomenal really nice – Lizzie (Verified by shop) - Great stuff. This soap is excellent the smell is amazing don't know how to explain it it's complex but it's on point and you feel fresh and clean. I will be switching over to TBS I placed my... read more – Jamie (Verified Buyer) - The best scented soap I've ever used. – Jason (Verified by shop) - Heavily doubted at first. Completely changed my mind as soon as I started using it. Absolutely brilliant stuff. – Christopher (Verified by shop) - thousands of men call this the only soap you'll ever need. # Point of view - Customer 60% – The ad frequently features a male user (James) interacting with and expressing satisfaction about the product, along with a montage of other male customers. - Brand 30% – The ad includes voiceover narration explaining product features, benefits, and the brand's unique production process, as well as on-screen text reinforcing brand claims. - External source 10% – Customer reviews and testimonials are displayed on screen, providing validation from outside users. # Storyline - 00:00–00:01 The ad opens with a visually engaging domino effect of various colored and textured bar soaps, creating a sense of anticipation and introducing the product range. This sets a playful yet intriguing tone, immediately capturing attention and hinting at a 'switch' or change. - 00:01–00:03 A man, James, is introduced, smelling a boxed soap product with a curious and appreciative expression. This establishes a personal connection and introduces the idea of upgrading one's routine, with James serving as the initial customer perspective. - 00:03–00:05 James then smells the actual black soap bar, his expression shifting to one of pleasant surprise and satisfaction. This visually confirms the product's appeal and reinforces the idea that he has 'upgraded' his experience, building on the previous beat. - 00:05–00:07 James is shown entering the shower, holding the black soap bar, signifying the practical application of the product. This transitions the narrative from discovery to actual use, showing the product in its intended environment and setting the stage for its benefits. - 00:07–00:11 A split screen appears, with a hand checking off benefits on a whiteboard (rich lather, natural scents, smooth skin) while James is seen vigorously lathering his body with the black soap. This visually demonstrates the product's features and benefits in action, directly addressing potential customer needs and validating the claims made by the brand. - 00:11–00:15 James, now covered in lather and smiling broadly, expresses his satisfaction directly to the camera, stating, 'My skin has never felt this good.' This serves as a direct testimonial, reinforcing the product's positive impact from a customer's perspective and adding an emotional layer to the benefits. - 00:15–00:17 A montage of various men, all smiling and interacting positively with the soap, is shown in a grid format. This expands the social proof beyond James, indicating widespread satisfaction and building trust by showing 'thousands of customers' have made the switch. - 00:17–00:19 The focus shifts to a hand holding a boxed soap, emphasizing the brand's packaging and identity. The voiceover states that The Black Stuff is 'redefining what men expect from their bar soap,' positioning the brand as an innovator in the market. - 00:19–00:21 A close-up of the black soap bar in a hand is shown, highlighting its unique appearance and texture. This reinforces the product's distinctiveness and quality, supporting the brand's claim of redefining expectations. - 00:21–00:23 James reappears in the shower, holding the black soap and confidently declaring, 'Literally the only soap you'll ever need!' This is a strong, memorable claim delivered with conviction, aiming to solidify the product's essential status in the viewer's mind. - 00:23–00:24 The scene transitions to a black and white shot of James, with text asking 'WHAT'S THE SECRET?'. This creates intrigue and sets up the next segment, which will reveal the brand's unique production process. - 00:24–00:30 The ad shows rows of cured soap bars, followed by a person in yellow gloves pouring liquid into a beaker, and then a person pouring a dark mixture into soap molds. This visually demonstrates the 'handcrafted in small batches' process, emphasizing the quality and care that goes into each bar. - 00:30–00:33 A close-up of a rich, swirling liquid being stirred is shown, representing the 'essential oils' and natural ingredients. This visual reinforces the product's natural composition and the nourishing benefits for the skin, connecting the ingredients to the desired outcome. - 00:33–00:36 James is back in the shower, holding multiple bars of soap, followed by another man holding a boxed soap. This reiterates the variety of scents and the widespread appeal, reinforcing the idea that 'men everywhere are raving' about the product. - 00:36–00:42 A split screen shows various soap bars at the top, with a hand writing 'SMOKY, WOODY, MUSKY AND MASCULINE' below, pointing to the soaps. The bottom half shows James lathering in the shower. This highlights the unique scent profiles and how they contribute to an 'aromatherapy experience,' making the shower more enjoyable. - 00:42–00:45 James smells a light-colored soap bar with a satisfied expression, reinforcing the pleasant scent experience. The voiceover mentions that the 'benefits go beyond just smelling great,' hinting at further advantages. - 00:45–00:48 The ad shows a black and white sequence of a hand holding a rapidly dissolving white bar of soap, then throwing it into a trash can. This visually contrasts The Black Stuff with inferior, mass-produced soaps, highlighting a common pain point of quick dissolution and positioning The Black Stuff as a superior, longer-lasting alternative. - 00:48–00:54 The ad returns to colorful shots of stacked soap bars and the soap-making process, emphasizing that The Black Stuff bars are 'properly cured using traditional methods' and 'last and perform significantly better.' This directly addresses the previous pain point and reinforces the product's durability and value. - 00:54–00:56 James, wrapped in a towel and smiling, holds multiple soap boxes, looking happy and satisfied. This serves as a final visual endorsement from the primary customer, reinforcing the positive experience and the variety of products available. - 00:56–00:58 A screen displaying customer reviews scrolls, with text overlays highlighting the positive feedback. This provides strong social proof, showing that 'thousands of men call this the only soap you'll ever need,' validating the product's claims through external testimonials. - 00:58–01:00 The ad concludes with a top-down shot of various soap bars, an arrow pointing to the text 'THE ONLY SOAP YOU'LL EVER NEED,' and then a website address. This delivers a clear call to action and a final, memorable value proposition, encouraging immediate engagement.

# Ad summary This image ad showcases three different soap products from The Black Stuff, highlighting their unique scents and benefits. It also promotes a bundle offer to encourage purchase. # Brand positioning The Black Stuff is presented as a brand that offers high-quality soap products with unique and appealing scents. The brand's name and the inclusion of a pine tree symbol suggest a connection to nature and the outdoors. The focus on making every shower count implies a commitment to enhancing the daily routine and providing a premium experience. The brand seems to be positioning itself as a provider of elevated, sensory-rich self-care products, potentially targeting consumers who appreciate natural ingredients and unique scent profiles. # Product The ad features three distinct soap bars from The Black Stuff: Atlantic Pine Tar, Ginger Honey Tea, and Celtic Tiger. Atlantic Pine Tar is described as "Gritty + Smoky," suggesting an exfoliating and robust scent profile. Ginger Honey Tea is "Warm + Spicy," indicating a comforting and invigorating aroma. Celtic Tiger is "Menthol + Bold," implying a refreshing and energizing experience. Each soap bar is presented as a unique sensory experience, catering to different preferences. The ad encourages viewers to "Get the Bundle," suggesting a value proposition for trying all three varieties. The soaps are presented as a way to elevate the everyday shower experience, making it more enjoyable and beneficial. # Visual style The ad has a clean and modern visual style with a focus on product presentation. The use of bold typography and clear product descriptions makes it easy to understand the benefits of each soap. The red outlines around the soap bars and the gray offer box add visual interest and help to draw the eye. The overall aesthetic is simple and straightforward, with a focus on highlighting the quality and variety of the products. # Hooks Headline: SOAP THAT MAKES EVERY SHOWER COUNT # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of a mundane or uninspired shower routine. The phrase "SOAP THAT MAKES EVERY SHOWER COUNT" directly implies that typical showers may not be as enjoyable or beneficial as they could be. # Value propositions - Elevated shower experience through unique scents and textures - Bundle offer provides a cost-effective way to try multiple soap varieties # Benefits - Makes every shower count - Unique scent profiles - Variety of sensory experiences # Features - Atlantic Pine Tar: Gritty + Smoky - Ginger Honey Tea: Warm + Spicy - Celtic Tiger: Menthol + Bold # Call to action GET THE BUNDLE # Social proof - None used. # Point of view - Brand: The brand's point of view is present throughout the ad, as it promotes its products and highlights their benefits. # Storyline - The ad starts by introducing the brand, The Black Stuff, setting the stage for a product showcase. The brand is telling the audience what they are about to see. - The headline, "SOAP THAT MAKES EVERY SHOWER COUNT," immediately grabs attention and highlights the core benefit of the product. The brand is telling the audience the value of their product. - The ad then showcases three different soap varieties: Atlantic Pine Tar, Ginger Honey Tea, and Celtic Tiger, each with a brief description of its scent profile. The brand is telling the audience about the different options they have. - Finally, the ad presents a clear offer to "GET THE BUNDLE," encouraging viewers to purchase multiple soaps. The brand is telling the audience to take advantage of the offer.

# Ad summary This ad promotes The Black Stuff soaps. It shows a variety of soaps and other bath products. The ad emphasizes a 45% off deal. # Brand positioning The Black Stuff is presented as a brand focused on providing high-quality, natural, handmade soaps. The brand aligns with a lifestyle that appreciates artisan craftsmanship and natural ingredients. The variety of soap options (e.g., Ginger Honey Tea, Atlantic Pine Tar) indicates a focus on unique, sensory experiences, pushing against the uniformity of mass-produced soaps. The positioning is functional, emphasizing the natural and handmade aspects, while also offering an emotional appeal through the promise of a 'happy shower'. # Product The ad features The Black Stuff's natural, handmade Irish soaps. The soaps come in a variety of scents, including Ginger Honey Tea, The Celtic Tiger, Atlantic Pine Tar, Dogs Bay Beach, Galway Bay Rum, and Irish Mountain Rain. Each bar is packaged in a white box with unique designs corresponding to its scent. The ad highlights the variety and artisanal quality of the soaps, emphasizing their natural ingredients. Additional products shown include what appears to be a bar of Woolen Watermints soap and a dark grey washcloth. A wooden soap tray provides a place to store the bar soap. # Visual style The ad has a clean, well-lit, studio-shot aesthetic. The visual motif is a flat lay arrangement of the products on a neutral beige background. The image treatment is simple and natural, with no obvious filters or color grading. The typography is large and bold, with a clear hierarchy of information. The visual style is simple, intended to be easily scannable. # Hooks Headline: Don't Let Your Soap Be Lonely # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies that using only one type of soap is a lonely and less satisfying experience, suggesting a need for variety and more luxurious bathing options. # Value propositions - Six bars. 3 Extra gifts. One happy shower: implies greater overall value # Benefits - One happy shower # Features - Natural handmade Irish soap - Variety of scents: Ginger Honey Tea, The Celtic Tiger, Atlantic Pine Tar, Dogs Bay Beach, Galway Bay Rum, Irish Mountain Rain # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad communicates the brand's message, highlighting its products, values, and promotions, all from a marketing-focused viewpoint. - Customer: The phrase "One happy shower" highlights the customer's point of view, suggesting the desired outcome of using the product. # Storyline - The ad opens with the question, “Don’t Let Your Soap Be Lonely,” which implies that a single bar of soap is inadequate and encourages the viewer to purchase more. This is being communicated from the brand's perspective, aiming to create a sense of need or desire for multiple soap options. - The ad then showcases six different bars of The Black Stuff soap along with other bathing-related accessories, each with unique scents and packaging. This showcases the breadth of the product line and implies a sensory experience tailored to different preferences from the brand's perspective. This is designed to highlight the variety and artisanal quality of the products. - The ad concludes by highlighting a special offer: “Six bars. 3 Extra gifts. One happy shower. SAVE 45% ON THE CLEAN CRAIC.” This reinforces the value proposition and encourages immediate purchase from the brand's perspective. This is designed to create a sense of urgency and excitement, making the offer appealing and memorable.

# Ad summary An advertisement for The Black Stuff soaps. The ad promotes a pack of six bars of soap that last for months with the option to save up to 45%. The brand offers a variety of handmade Irish soaps. # Brand positioning The Black Stuff positions itself as an authentic Irish brand crafting natural, handmade soaps. Their focus on natural ingredients and handmade production suggests a commitment to quality and tradition. By referencing specific Irish locales and cultural elements in its product names and branding, the brand emphasizes its local heritage and aims to connect with consumers seeking authentic and culturally rich products. The brand forgoes popular trends, instead focusing on providing a practical product rooted in tradition. # Product The ad promotes The Black Stuff handmade Irish soaps, presented as six bars designed to last for months. Each bar features unique blends and is named after elements of Irish nature and culture such as Ginger Honey Tea, The Celtic Tiger, Atlantic Pine Tar, Dogs Bay Beach, Galway Bay Rock, and Wicklow Waterfalls. These soaps are presented as rough soaps, suggesting a natural, less processed product. The ad highlights the longevity of the soaps, countering the typical consumer frustration of frequently replacing soap. The bars are displayed in a visually appealing stack, accompanied by a corresponding deodorant stick, reinforcing the brand's commitment to quality and value. # Visual style The ad employs a polished, studio-shot aesthetic with a focus on showcasing the product range. The visual motifs include a grid-like arrangement of product packaging, creating a sense of order and variety. The image treatment involves background removal and subtle color grading to enhance the visual appeal. The style aims for a clean, modern look while maintaining authenticity through natural product presentation. Typography is integrated in a bold and legible manner to ensure scannability in the feed. # Hooks Headline: REFRESH YOUR WHOLE YEAR. 6 BARS THAT LAST MONTHS. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Six bars of soap that last for months # Benefits - REFRESH YOUR WHOLE YEAR. - LAST MONTHS. # Features - 6 BARS # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is conveyed through product presentation and claims. - Customer: The customer's perspective is implied through interaction with the product. # Storyline - The ad begins by declaring that the advertised product is designed to 'REFRESH YOUR WHOLE YEAR' and that the '6 BARS' included 'LAST MONTHS', immediately setting the stage to address the user's desire for a long-lasting product. The brand makes this claim from the brand perspective, highlighting the benefits and longevity of their soaps. - An image of a dropdown menu hovers near the soaps with options to 'View, Sort by, Refresh, New, Display settings' to create a sense of visual refreshment. The brand is using a visual metaphor to indicate the refreshing qualities of their soap. The customer's perspective is implied through interaction with the product. - Finally, the ad concludes by offering potential customers the ability to 'SAVE UP TO 45%', emphasizing the opportunity to save money. The brand perspective is present through the provision of a product offer.

# Ad summary This image ad for The Black Stuff promotes its Clean Craic Bundle, emphasizing its natural ingredients and offering a limited-time discount for customers who found out about the bundle. # Brand positioning The Black Stuff positions itself as a provider of natural, handmade Irish soap. The brand emphasizes real ingredients and eschews chemicals, appealing to consumers seeking a more authentic and environmentally conscious skincare option. The use of the word "Craic" and "Irish soap" highlights a connection to Irish culture and heritage. The brand is presented as slightly unconventional, using the phrase "we admit it..." and gatekeeping their best bundle, suggesting a transparent and humorous approach to marketing. # Product The advertised product is The Clean Craic Bundle, featuring six handmade Irish soaps along with a free natural deodorant and two extra gifts. The soaps are made with real ingredients and free of chemicals, appealing to customers seeking natural skincare options. The product is for individuals interested in high-quality, ethically produced soaps and deodorants with an Irish flair. The ad highlights the limited-time offer of up to 45% off the bundle, suggesting exclusivity and encouraging immediate purchase. # Visual style The ad has a clean, straightforward visual style with a focus on clear messaging and a single product shot. The high-contrast color scheme (dark red background with white text and packaging) grabs attention. The composition is simple and easy to scan, with text elements arranged logically. The product packaging is prominently displayed, showcasing the brand's aesthetic. The overall impression is direct and informative, with a touch of playfulness in the copy. The style mimics in-feed content with clear headline and CTA. # Hooks Headline: OKAY, WE ADMIT IT... # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a frustration that the best bundle deal has been kept secret because the brand wasn't sure they could keep up with demand. "We've been gatekeeping our best bundle deal because we weren't sure we could keep up with demand." # Value propositions - Natural, handmade Irish soaps: Offers a premium and authentic skincare experience - Free natural deodorant + 2 extra gifts: Provides added value and incentives for purchase - Real ingredients, no chemicals: Appeals to health-conscious consumers seeking clean and safe products - Up to 45% off the bundle: Presents a limited-time offer, incentivizing immediate purchase # Benefits - Customers who found out about the bundle get up to 45% off # Features - 6 handmade Irish soaps - FREE natural deodorant - 2 extra gifts - Real ingredients - No chemicals # Call to action CLAIM YOUR BUNDLE NOW # Social proof - None used. # Point of view - Brand: The entire ad uses the brand's point of view to confess to gatekeeping the deal while also claiming that the products contain real ingredients and that there are no chemicals. # Storyline - The ad begins with a conversational tone, "OKAY, WE ADMIT IT...", immediately capturing attention and creating a sense of transparency, told from the brand's perspective. - The brand explains why they've been "gatekeeping our best bundle deal," citing uncertainty about keeping up with demand. This builds intrigue and suggests the product is highly desirable, told from the brand's perspective. - The ad introduces "The Clean Craic Bundle: 6 handmade Irish soaps + FREE natural deodorant + 2 extra gifts." This clearly outlines what the offer includes, giving the customer a clear understanding of the product and its value, told from the brand's perspective. - The ad assures "Real ingredients. No chemicals," emphasizing the product's natural composition and health benefits, further emphasizing the product's value, told from the brand's perspective. - The brand incentivizes viewers to act fast by announcing "Since you found this, we'll give you up to 45% off the bundle", creating a sense of exclusivity and urgency, told from the brand's perspective. - Finally, a call to action prompts immediate purchase: "CLAIM YOUR BUNDLE NOW", giving the audience a clear next step, told from the brand's perspective.

# Ad summary This image ad aims to refresh the viewer's shower routine using The Black Stuff brand soaps. It is a product-focused ad showing multiple products in the line. # Brand positioning The Black Stuff is presented as a natural, handmade Irish soap brand. The brand seems to aim for a space of high-quality and environmentally conscious consumer. The brand's name and product names suggest an emphasis on using natural ingredients sourced from specific Irish locales. The brand utilizes minimalist packaging design that aligns with values of simplicity and sustainability, while still appealing to more trendy buyers. # Product The ad features several different soaps from The Black Stuff brand. Each soap is handmade in Ireland and composed of natural ingredients. The ad also features the brand's natural deodorant. Each soap is packaged in a rectangular cardboard box with the brand logo, product name, and an illustration representing the soap's scent profile. Each soap aims to provide a unique, aromatic, and skin-nourishing shower experience. The deodorant is in a black tube, with the logo and 'Wicklow Waterfalls' printed on the front. # Visual style The ad has a clean and modern aesthetic with a product-focused layout. The use of a gradient background and stark white product packaging against the gradient creates a visually appealing image. The text is large and bold, increasing scannability. The image has a studio shot appearance. # Hooks Headline: TIME TO REFRESH YOUR SHOWER ROUTINE # Funnel stage Consideration # Pain points The ad aims to solve the problem of the viewer's shower routine feeling stale or boring. The copy 'Time to refresh your shower routine' is a clear attempt to call out this frustration. # Value propositions - Save up to 45% # Benefits - Smooth feel # Features - Natural handmade Irish soap # Call to action None used. # Social proof - None used. # Point of view - Brand: All text at the top and bottom of the image as well as the products shown are presented from the brand's perspective. # Storyline - The ad opens with the question, “Time to refresh your shower routine” written at the top in large letters, immediately introducing the viewer to the central problem the ad intends to address, told from the brand's perspective. - Next, the visual of a 'refresh' button being clicked next to various options on a Mac desktop helps visually highlight the idea of refreshing a routine, told from the viewer's perspective. - Finally, the ad showcases various soaps to provide a potential solution, saving up to 45%, again from the brand's perspective.

# Ad summary This image ad showcases a variety of The Black Stuff soaps and offers a bundle deal. The ad uses a bold headline to grab attention and emphasizes the high quality and addictiveness of the product. The layout is clean and focuses on product presentation and bundle offer. # Brand positioning The Black Stuff is presented as a brand that specializes in natural, handmade soaps. The brand seems to focus on quality ingredients and unique scent combinations, as evidenced by the variety of soaps displayed, such as 'Ginger Honey Tea' and 'Atlantic Pine Tar'. With the warning message, the brand seems to promote a sense of indulgence and satisfaction with their products, implying that their soaps are so enjoyable that customers won't want to stop using them. This positions The Black Stuff as a premium brand that values craftsmanship and sensory experience, possibly appealing to customers who seek high-quality and unique personal care items. # Product The featured product is a selection of natural, handmade soaps from The Black Stuff. The ad displays six different soap varieties, each with unique scents and ingredients, including Ginger Honey Tea, The Celtic Tiger, Atlantic Pine Tar, Dogs Bay Beach, Galway Bay Rum, and Irish Mountain Rain. Each soap comes in a white cardboard box, and a small square cutout on the upper left shows the color of the soap inside. The soaps are presented alongside a black container and a gray washcloth, suggesting a complete bathing or grooming experience. A bar of the soap sits on a wooden soap dish, implying a focus on quality and care. The ad emphasizes the bundle offer of "6 soaps + 3 gifts and big savings,", highlighting the value and incentive to purchase the collection. The packaging reads 'Natural Handmade Irish Soap' and 'Smooth Feel'. # Visual style The ad has a clean, product-focused visual style with a minimalist background to keep the attention on the soaps and bundled offer. The production quality appears to be studio-shot with even lighting and sharp focus. The layout is simple and easy to scan, using clear typography and bold colors to highlight key messages. The ad maintains a natural, earthy tone by incorporating light brown and gray colors that give a sense of quality and craftsmanship. # Hooks Headline: WARNING! SO GOOD, YOU CAN'T STOP USING IT. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that ordinary soaps may not be as enjoyable or satisfying to use, leading to a less-than-ideal bathing experience. The phrase "SO GOOD, YOU CAN'T STOP USING IT" directly addresses this by suggesting that The Black Stuff's soaps are uniquely pleasurable and addictive. # Value propositions - Bundle offer of 6 soaps + 3 gifts and big savings. (at the bottom, above the rectangular button) # Benefits - The ad implies that the product is so good, you can't stop using it. # Features - Natural Handmade Irish Soap - Smooth Feel # Call to action GRAB THE BUNDLE # Social proof - None used. # Point of view - Brand: The brand's point of view is present throughout the ad as they are promoting their product and its benefits. # Storyline - The ad opens with a bold warning message, 'WARNING! SO GOOD, YOU CAN'T STOP USING IT.' This statement is intended to immediately grab the viewer's attention and pique their curiosity about the product. The brand is telling this part of the story to emphasize the addictive quality and satisfaction customers experience with their soaps. - The central part of the ad showcases the product range of The Black Stuff soaps, visually displaying the variety of scents and ingredients available. The brand is showing the diversity of their product line, emphasizing the high quality of the soaps and enticing customers with the range of options. - The ad concludes with a clear call to action: '6 soaps + 3 gifts and big savings. GRAB THE BUNDLE'. This offer incentivizes the viewer to make a purchase by highlighting the value and savings they receive. The brand is attempting to create a sense of urgency and encourage immediate action.

# Ad summary This image ad is for The Clean Craic Bundle by The Black Stuff. It uses an apology headline to get attention and informs the user that they are able to get 45% off the bundle if they promise not to tell everyone. # Brand positioning The Black Stuff is presented as a brand that is known for its Irish soaps and natural deodorant. The brand emphasizes the real ingredients in its products, suggesting a commitment to natural and chemical-free skincare. The brand's tone is apologetic, with a touch of humor, as they are 'gatekeeping' their best bundle deal due to concerns about keeping up with demand. This positioning aims to create a sense of exclusivity and high demand, making customers feel like they are getting a special offer. # Product The Clean Craic Bundle includes six handmade Irish soaps, a free natural deodorant, and two extra gifts. The products are described as using real ingredients and being free of chemicals, with a focus on moisturizing the skin instead of stripping it. The bundle is suitable for anyone looking for natural, handmade skincare products, particularly Irish soaps and natural deodorant. A USP is the 'Clean Craic Bundle' which is a collection of 6 handmade Irish soaps and the inclusion of a free natural deodorant with 2 extra gifts. The ad addresses the purchase barrier of potential high demand by apologizing for gatekeeping the bundle deal and promising a 45% discount, creating urgency and exclusivity. The packaging features the brand 'The Black Stuff' and indicates the soap is natural, handmade, and Irish, with a 'rough feel'. # Visual style The ad has a clean, direct visual style with a focus on clear text and a single product shot. The production quality appears studio-shot with a well-lit product photo. The solid background ensures high contrast and readability, making the text pop. The typography is large and bold for the headline, ensuring it captures attention quickly. The style does not mimic platform-native content, opting for a straightforward and sales-oriented presentation to maximize scannability in the feed. # Hooks Headline: WE'RE SORRY! # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies the products are typically inaccessible due to high demand, suggesting customers may miss out on purchasing them. # Value propositions - A bundle of handmade Irish soaps that is moisturizing and doesn't strip the skin - The user will get 45% off the bundle. # Benefits - up to 45% off the bundle # Features - 6 handmade Irish soaps - FREE natural deodorant - 2 extra gifts - Real ingredients - No chemicals - Actually moisturizes your skin instead of stripping it # Call to action CLAIM YOUR BUNDLE NOW # Social proof - None used. # Point of view - Brand: The entire image ad is from the brand's point of view as they are trying to inform the viewer of a product promotion. # Storyline - The ad starts with 'WE'RE SORRY!' to grab attention and create intrigue. This messaging is coming directly from the brand to open with an apology to its audience, as if they have done something wrong that they need to correct. The message conveys a sense of scarcity or exclusivity, suggesting there's a highly desirable offer they've been withholding. - The brand elaborates on the reason for the apology, explaining they've been 'gatekeeping our best bundle deal' because they weren't sure they could keep up with demand. This is still coming from the brand as they continue to convey the apology from before, reinforcing the idea of high demand and desirability. - The ad highlights the specific products included in the bundle: '6 handmade Irish soaps + FREE natural deodorant + 2 extra gifts'. The brand uses this to create the visual value of the bundle and show the various products that come inside. - The brand specifies that the soaps are made with 'Real ingredients. No chemicals' and that it 'Actually moisturizes your skin instead of stripping it.' This highlights the product's quality and benefits. - The brand reveals that those who found the ad will get 'up to 45% off the bundle' but the audience must promise not to tell everyone. This creates a sense of exclusivity and urgency, making customers feel like they are getting a special offer that others won't have access to. It also reinforces the brand's prior point that they need to keep the promotion on the down low. - The ad ends with a clear call to action: 'CLAIM YOUR BUNDLE NOW'. The brand is directing the customer to take immediate action and purchase the bundle.

# Ad summary This ad for The Black Stuff features a variety of their soaps and deodorant. It highlights the brand's fan favorites and offers a free black stout soap, matching deodorant, and soap dish with purchase. # Brand positioning The Black Stuff is presented as a brand that offers high-quality, handcrafted soaps and deodorants. The brand positions itself as providing a unique and personalized bathing experience, emphasizing the ritualistic aspect of self-care. The brand aligns with values of natural ingredients and artisanal craftsmanship, appealing to customers who seek a more refined and intentional approach to their daily routines. The brand seems to ignore the mass-produced, generic soap market, focusing instead on offering a curated selection of popular and distinctive products. # Product The ad features a variety of The Black Stuff's soaps and deodorant. The soaps come in rectangular bar form, with a variety of colors and textures. Some are described as "rough" and others as "smooth". The deodorant is packaged in a black tube with (on-package label text) "THE BLACK STUFF" and a graphic of a bear. The ad highlights the brand's fan favorites, suggesting these are the most popular and well-received products. The ad also promotes a special offer: customers can get a free black stout soap, a free matching deodorant, and a free soap dish with their purchase. This offer addresses the purchase barrier by providing added value and encouraging customers to try multiple products. # Visual style The ad has a clean and minimalist visual style, with a focus on product presentation. The production quality appears to be studio-shot, with even lighting and a white background. The visual motif is a flatlay arrangement of the products, showcasing their textures and colors. The image treatment includes background removal to isolate the products. The typography is large and bold, ensuring readability. The style contrasts with platform-native content, giving it a high-design feel that may increase stop power in feed. # Hooks Headline: Our Fan-Favorites, Your New Ritual # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Fan-Favorites: Highlights the popularity and positive reception of the products. - Free black stout soap & pick a FREE matching deodorant + FREE soap dish: Provides added value and incentivizes purchase. # Benefits - New Ritual # Features - Fan-Favorites - 3 rough & 3 smooth ones # Call to action None used. # Point of view - Brand: The brand is presenting its products and offers directly to the audience, aiming to entice them with popular items and a promotional deal. # Storyline - The ad begins by introducing The Black Stuff and its tagline, setting the stage for a curated selection of products. The intention is to immediately brand the ad and set the tone for what's to come. The audience experiences this from the brand's perspective. - The ad highlights the brand's fan-favorite products, positioning them as a new ritual for the customer. This is intended to draw the viewer in by showcasing popular items and framing them as essential for a self-care routine. The audience experiences this from the brand's perspective. - The ad specifies that there are "3 rough & 3 smooth ones", describing the soaps. This is intended to provide more detail about the products. The audience experiences this from the brand's perspective. - The ad concludes with a promotional offer, enticing customers with a free black stout soap, matching deodorant, and soap dish. This is intended to incentivize a purchase by providing added value. The audience experiences this from the brand's perspective.

# Ad summary The image ad highlights a bar of soap from The Black Stuff, emphasizing its handcrafted Irish origin, natural ingredients, and sustainability. It aims to differentiate the product from average soaps by highlighting unique characteristics and customer satisfaction. # Brand positioning The Black Stuff positions itself as a brand offering handcrafted, high-quality soap with an Irish heritage. The brand emphasizes natural ingredients and sustainable practices, appealing to consumers who value authenticity, environmental responsibility, and a touch of traditional craftsmanship. The tone is bold and unapologetic, suggesting a product that stands out from mass-produced alternatives, offering a unique and premium experience. # Product The ad features a bar of soap from The Black Stuff, specifically the Black Stout variety, which is described as a natural handmade Irish soap with a rough feel. The soap is presented as a handcrafted product made in Ireland, utilizing natural ingredients. The product is differentiated by its long-lasting bars and eco-friendly and sustainable qualities. The packaging highlights key ingredients like Fir Cedar and Spice, suggesting a unique scent profile. The ad addresses the perception of ordinary soap by positioning this product as an above-average, premium option for those seeking a more authentic and environmentally conscious cleansing experience. # Visual style The ad has a clean and minimalist visual style, with a focus on showcasing the product and its key features. The production quality appears to be high, with clear and well-lit images. The use of a simple background and straightforward typography contributes to a modern and approachable aesthetic. The layout is well-organized and easy to scan, making it suitable for in-feed placement. # Hooks Headline: Not Your Average Bar of Soap. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that average, mass-produced soaps are not good enough for discerning customers, suggesting the pain point of settling for lower quality or environmentally unfriendly products. # Value propositions - Handcrafted and Irish soap provides a unique product that is natural, eco-friendly, and long lasting # Benefits - Above average soap - Bold soap # Features - Handcrafted in Ireland - Natural Ingredients - Long-Lasting Bars - Eco-Friendly & Sustainable # Call to action None used. # Social proof - 🔥 28,200+ Satisfied Customers # Point of view - Brand: The point of view is consistently from the brand, highlighting the soap's features, benefits, and unique qualities throughout the ad. # Storyline - The ad opens by stating that the product is 'Not Your Average Bar of Soap,' immediately setting the stage for differentiation and grabbing the viewer’s attention. The brand voice is being used to convey this message, aiming to pique the viewer's curiosity by positioning their soap above the norm. - The brand emphasizes the soap's key attributes: 'Handcrafted. Irish. Unapologetically Bold.' This reinforces the soap's premium quality and unique heritage. The brand voice is continuing to build upon the initial statement, solidifying the product's identity and values. - The ad lists several features using bullet points: 'Handcrafted in Ireland,' 'Natural Ingredients,' 'Long-Lasting Bars,' and 'Eco-Friendly & Sustainable.' The brand voice is pointing out the tangible qualities that make the soap desirable, providing clear reasons for purchase. - A photo of the bar soap is included, further validating all of the claims mentioned. The brand voice includes this visual to demonstrate the product directly and create a tangible connection with the viewer. - The ad closes with a customer testimonial '🔥 28,200+ Satisfied Customers' which is being used to create social proof and build credibility. The brand voice is amplifying positive experiences from past buyers to encourage trust and purchase.

# Ad summary This ad highlights the problems with common soaps, such as artificial ingredients, skin irritation, and lack of longevity. The ad then presents TBS Irish Soap as a solution. # Brand positioning TBS Irish Soap presents itself as a purveyor of natural, handmade soaps crafted in Dublin, Ireland. The brand explicitly positions itself as being made with natural ingredients, thus contrasting with other soaps that contain artificial ingredients. The visual presence of a man's hand interacting with the soap in a bathroom setting, combined with the direct appeal to address problems like dry, itchy skin, suggests a brand that is both accessible and focused on practical solutions for everyday personal care. # Product The product is a bar of TBS Irish Soap. The soap appears to be light pink or peach in color. When wet, the soap lathers into a dense, white foam. The bar of soap is being held in a person's hand under running water. The soap's natural and handmade nature is emphasized, contrasting with the artificial ingredients in typical soaps. A visible, circular on-package label states "NATURAL HANDMADE IRISH SOAP TBS MADE IN DUBLIN IRELAND", further highlighting the product's origin and composition. The ad also suggests that the soap addresses problems like dry, itchy skin and soaps that don't last, implying a moisturizing and durable product. # Visual style The ad employs a split-screen design, contrasting a clean, minimalist white background with a textured, dark tile background. The red rectangles containing the listed problems are bold and eye-catching, while the hand holding the soap creates a sense of realism and use. The overall aesthetic is clean and direct, focusing on the product and its solution-oriented approach. The production quality appears to be studio-shot with good lighting, enhancing the visibility of the soap's texture and lather. # Hooks Headline: problem solution (duh) # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration highlighted in the ad is the common issues with typical soaps, specifically, "Dry, itchy skin", "Artificial ingredients", and "Soaps that don't last." # Value propositions - Over 50,000+ Happy Customers # Benefits - For dry, itchy skin - Soap that lasts # Features - Natural handmade soap # Call to action None used. # Social proof - ★★★★★ Over 50,000+ Happy Customers # Point of view - Brand: The overall ad is from the brand's point of view, presenting the soap as the solution to common problems, and demonstrating trust through the claim of having over 50,000 happy customers. # Storyline - The ad starts by identifying the "problem" with typical soaps which includes, "Dry, itchy skin", "Artificial ingredients", and, "Soaps that don't last." The brand presents these issues as common frustrations that consumers face in their choice of soaps. The intention is to create resonance with viewers who may have experienced these problems, thus immediately setting the stage for their product as the solution. - The ad then transitions to the "solution (duh)", showing a hand holding the TBS Irish Soap with a rich lather. This beat is from the brand's perspective, visually presenting their product as the direct answer to the previously highlighted problems. By showing the soap in use with a generous lather, the ad implies a high-quality, effective product. The "(duh)" adds a touch of humor, suggesting the solution is obvious and superior. - The ad concludes by highlighting that they have "Over 50,000+ Happy Customers." The brand seeks to build trust and credibility by emphasizing their large base of satisfied users, implying the soap is reliable and effective. This final beat is designed to reassure potential customers and further incentivize them to try the product.