How The Fabulous Advertises on Meta

# Ad summary This ad promotes an app designed to help women struggling with productivity and procrastination regain control of their time and lives through science-based routines that increase dopamine levels in the brain. # Brand positioning This ad presents a brand that understands the unique challenges faced by high-achieving women struggling with productivity and procrastination. The brand is positioned as a supportive and empowering resource that offers science-backed solutions to help women regain control of their time and lives. The brand aims to occupy a space in the consumer's mind as a tool for mental transformation and improved time management through routines that optimize dopamine levels in the brain. The ad focuses on functional positioning, providing practical solutions, and is trying to meet the emotional needs of its target audience. # Product The ad features an app designed to help women overcome procrastination and improve productivity. The app provides science-based routines aimed at creating a mental transformation by optimizing dopamine levels in the brain. It caters specifically to high-performing women who may be struggling with being stuck in bed, ignoring messages, and feeling unable to leave their homes. The app is presented as a tool to help these women organize their time and take control of their lives. The USP emphasizes the app's foundation in neuroscience, promising a real mental transformation through routines that are easy to incorporate into daily life. # Visual style The ad has a polished aesthetic, combining a simulated mobile interface with a digitally enhanced natural backdrop. The editing style is static, with no cuts or transitions. The production quality is high-end, giving a professional feel. The pacing is slow and consistent. # Hooks Text overlay: 00:00–00:11 Voici à quoi ressemble la procrastination chez les femmes très performantes. (Notes) Visual: 00:00–00:11 A simulated mobile phone screen is featured against a digitally altered background of a hazy mountain range. The foreground features low-lying plant life and stonework suggestive of ancient ruins. The sky is diffused white and gray. The simulated phone screen is white with rounded corners, mimicking an iOS notes app. On the simulated screen is black text. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a frustration with procrastination and the inability to perform: “Being stuck in bed all day, not answering messages or not leaving your place is not normal.” # Value propositions - Get routines that help you organize your time and take back control of your life. - Science-based routines will cause a real mental transformation by bringing the dopamine your brain needs in only two weeks. # Benefits - Helps organize your time - Helps to take your life back - Will cause a real mental transformation by bringing the dopamine your brain needs # Features - Science-based routines - Routines based on science - App created by neuroscientists of Duke # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad presents its messaging through a text-based format in the brand's own voice, emphasizing the app's features and benefits. # Storyline - 00:00–00:11 00:00–00:11 The ad starts with a plain white phone screen with text on a background of a digitally altered mountain view.

# Ad summary This ad promotes the Fabulous app, which helps users achieve their goals by breaking them down into manageable steps. The ad features a creator who shares her experience with the app, highlighting how it helps her stick to her routines and stay intentional throughout the day. She encourages viewers to click the link below and start their Fabulous journey. # Brand positioning The Fabulous app is presented as a solution for individuals struggling to balance work, life, and self-care, particularly those who feel overwhelmed by the prospect of starting new habits. The brand promotes a lifestyle of intentionality and productivity, positioning itself as a tool to help users break down their goals into smaller, achievable steps. It distinguishes itself by offering a simple and accessible approach to habit formation, making it easier for users to stick to their routines. The brand positioning is functional, focusing on the app's ability to help users manage their time and patterns effectively. # Product The Fabulous app is a tool designed to help users achieve their goals and stick to their routines by breaking them down into manageable steps. It offers super simple habits to follow, helps users understand their patterns, and encourages them to stay intentional throughout the day. The app provides challenges to take on each week, allowing users to choose the level of challenge they want. The app is for anyone who feels overwhelmed by the prospect of starting new habits and needs a structured approach to achieve their goals. The Fabulous app helps users feel more productive by providing a framework for creating and maintaining new habits. # Visual style The ad has a polished UGC feel with a mix of static and quick cuts. The production quality is high, with clear lighting and professional-looking shots. The editing rhythm is consistent, with cuts timed to the music and voiceover. The visual style is bright and clean. # Hooks Spoken: 00:00–00:06: Lately I've been feeling like I'm juggling 17 things at once and dropping all of them work life self care the balance just hasn't been balancing. Text overlay: 00:00–00:06: lately I've been feeling like I'm juggling 17 things at once and dropping all of them work life / 00:05–00:06: self care the balance just hasn't been balancing Visual: 00:00–00:01: The shot is a medium shot of a young Asian woman in a white tank top and blue jeans, standing in front of a mirror in a brightly lit space with cream-colored walls and modern decor. The camera is stationary. She holds up her phone to take a selfie. / 00:01–00:02: The shot is a medium shot of the same woman sitting at a desk, working on a computer. She is wearing a pink top and has her hair pulled back in a ponytail. The background shows a modern office setting with a large computer screen displaying code. / 00:02–00:03: The shot is a medium close-up of the woman sitting at a table in a cafe, stirring a pink drink. She is wearing a black and white polka dot dress. The background shows a cafe interior with a tropical-themed wallpaper. / 00:03–00:04: The shot is a medium shot of the woman reaching for a book on a shelf in a bookstore. She is wearing a white cardigan and jeans. The background shows rows of bookshelves filled with books. / 00:04–00:05: The shot is a wide shot of a live event with a man speaking on stage. The audience is seated at tables. The background shows a stage with a screen displaying the word "CONDITION". / 00:05–00:06: The shot is a medium shot of a group of people sitting around a table in a dimly lit restaurant. They are taking photos of their food with their phones and a digital camera. The table is set with plates, glasses, and a decorative lantern. / 00:06–00:06: The shot is an overhead shot of the woman lying on a treatment bed while a gloved hand applies a face mask. The woman is wearing a white sweater and is covered with a white towel. The background shows a spa setting with various skincare products and equipment. # Funnel stage Middle of funnel (Consideration) # Pain points Feeling overwhelmed by juggling multiple responsibilities and struggling to balance work, life, and self-care. Quote: "Lately I've been feeling like I'm juggling 17 things at once and dropping all of them work life self care the balance just hasn't been balancing." # Value propositions - Breaks goals into manageable steps, making it easier to achieve them - Simplifies habit formation, making it easier to stick to routines - Provides personalized insights into your patterns, helping you stay intentional # Benefits - Helps to balance work, life, and self-care - Helps the user feel more productive - Allows the user to stick to routines # Features - Breaks goals into tiny little steps - Provides super simple habits to follow - Helps you understand your own patterns - Helps you to stay intentional throughout the day # Call to action Click the link below and start your fabulous journey # Social proof - "This app called Fabulous has been helping me do all my habits and goals" – Female 1 (Creator) - "I started small and now I actually stick to my routines" – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is told from the perspective of a creator sharing her personal experience using the app. # Storyline - 00:00–00:06 00:00–00:06: The ad opens with the creator expressing her feeling of juggling many things at once and struggling to balance work, life, and self-care. This sets up the problem the ad aims to solve. - 00:06–00:13 00:06–00:13: She explains that she keeps telling herself she'd start new habits like drinking more water and working out, but it feels overwhelming and she never knew where to start. The perspective is from the creator, sharing her personal struggles. - 00:13–00:20 00:13–00:20: The creator shares that instead of trying to change things overnight, she started breaking her goals into tiny little steps, and that's when things finally clicked. This introduces the solution. - 00:20–00:30 00:20–00:30: She introduces the Fabulous app as the tool that has been helping her do all her habits and goals. The creator's tone is enthusiastic and positive, conveying the app's effectiveness. - 00:30–00:37 00:30–00:37: The creator concludes by encouraging viewers to click the link below and start their Fabulous journey if they're ready to start creating new habits. This is the call to action, directly addressing the viewer.

# Ad summary This ad for a dopamine-boosting app features animated visuals of a woman and a cat. The ad explains the app, which helps users organize their time and life by providing routines based on science. The ad claims these routines can cause a real mental transformation in just two weeks. # Brand positioning The brand is presented as one that prioritizes mental health and productivity through a science-backed approach. It aims to occupy the space of a reliable, research-driven solution for individuals struggling with organization, time management, and motivation. The brand's values align with self-improvement and taking control of one's life. It pushes against the norm of overwhelming work culture by suggesting that exhaustion may not always be work-related. The brand positioning is functional, focusing on the app's ability to help users organize their time and improve mental well-being. # Product The product is a dopamine-boosting app designed to help users organize their time and regain control of their lives. The app provides routines based on scientific research to facilitate mental transformation. It claims that in just two weeks, these routines can provide the brain with the dopamine it needs, to help the user feel better. The app is for individuals struggling with staying in bed all day, not responding to messages, and generally not leaving the house. The unique selling proposition is that the app can provide real mental transformation by supplying the brain with the dopamine it needs. # Visual style The ad has an animated aesthetic, with a soft, dreamy quality. The editing style is static, with no cuts or transitions. The production quality appears polished. The pacing is slow and consistent. The text appears to be timed with the music track. # Hooks Text overlay: 00:00–00:11 La vraie raison pour laquelle tu es épuisée en permanence : ce n'est pas ta charge de travail. Visual: 00:00–00:11 The shot features an animated image of a person with long blue hair standing beside an orange cat on a starry night. The text about the app is displayed over the image. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of constant exhaustion, even when workload isn't the issue. It highlights the problem of staying in bed all day, not responding to messages, and avoiding leaving the house. # Value propositions - The science-backed routines will cause a real mental transformation in just two weeks - Designed by Duke neuroscientists # Benefits - Regain control of your life - Will cause a real mental transformation - Providing your brain with the dopamine it needs # Features - Routines based on science - App to help organize time - Designed by Duke neuroscientists # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is conveyed from the perspective of the brand to demonstrate and show the app's features. # Storyline - 00:00–00:11 00:00–00:11 The ad presents text that reads, “The real reason you are constantly exhausted: it’s not your workload. Staying in bed all day, no longer answering messages or leaving your house, it's not normal. That's why Duke neuroscientists created this app, to help you organize your time and regain control of your life. In just two weeks, these science-based routines will cause a real mental transformation by providing your brain with the dopamine it needs.” This message intends to convey the app's purpose and benefits. It's told from the brand's perspective, with a tone that is informative and helpful. The moment progresses the narrative by introducing the problem and offering a solution.

# Ad summary This ad promotes an app designed to help high-performing women overcome procrastination. The ad features text overlaid on a background image of a stone archway. The text presents procrastination as a common issue among high-achieving women and positions the app as a science-backed solution to regain control of time and boost dopamine levels. The ad uses a Notes app interface to present the information, creating a familiar and accessible feel. # Brand positioning The brand presents itself as a solution for high-achieving women who struggle with procrastination. It positions itself as a science-backed approach, using neuroscientific research from Duke to create an app that helps users organize their time and regain control of their lives. The brand aligns with values of productivity, mental well-being, and empowerment, offering a functional solution with an emotional benefit of feeling more in control. It pushes against the norm of simply accepting procrastination as a personal failing, instead presenting it as a challenge that can be overcome with the right tools. # Product The featured product is a productivity app designed to help high-performing women overcome procrastination. The app is based on neuroscientific research from Duke University and is designed to help users organize their time and regain control of their lives. The app's USP is that it provides routines validated by science that can cause a real mental transformation, giving the brain the dopamine it needs in only two weeks. The ad addresses the purchase barrier of doubting the effectiveness of productivity tools by highlighting the science-backed nature of the app. # Visual style The ad has a blended aesthetic. The background landscape image provides a natural, calming feel, while the foreground Note app overlay gives it a UGC or informational feel. The editing is static, with no cuts or transitions. The visual motifs are the combination of the natural background with the digital Note app format. The ad maintains a consistent pace due to its static nature. # Hooks Spoken: 00:00-00:11: Rester au lit tous les jours, ne plus répondre aux messages ou ne plus sortir de chez toi, ce n’est pas normal. Text overlay: 00:00-00:11: < Notes (Notes app screen) / 00:00-00:11: Done (Notes app screen) / 00:00-00:11: Voici comment la Procrastination se Manifeste chez les Femmes très Performantes. (Notes app screen) / 00:00-00:11: Rester au lit tous les jours, ne plus répondre aux messages ou ne plus sortir de chez toi, ce n’est pas normal. C’est pour ça que des neuroscientifiques de Duke ont créé cette app : pour t’aider à organiser ton temps et reprendre ta vie en main. (Notes app screen) / 00:00-00:11: En seulement deux semaines, ces routines validées par la science peuvent provoquer une véritable transformation mentale, en donnant à ton cerveau la dopamine dont il a besoin. (Notes app screen) Visual: 00:00-00:11: The background shows a blurred landscape with a stone archway framing a view of distant mountains under an overcast sky. In the foreground, there are wildflowers and grass, creating a natural and somewhat ethereal setting. Overlaid on this image is a digital representation of the Notes app on a phone, complete with a header showing "< Notes" and a "Done" button. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the pain point of struggling with procrastination to the point where staying in bed all day, not responding to messages, or not leaving the house becomes the norm. The ad's language specifically highlights this as "ce n’est pas normal." # Value propositions - Science-backed solution for procrastination - Organize your time to regain control of your life # Benefits - Helps organize your time - Helps regain control of your life - Causes a real mental transformation - Gives your brain the dopamine it needs # Features - App created by neuroscientists from Duke University - Science-validated routines # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of the brand, making product claims. # Storyline - 00:00–00:01 The ad opens with a blurred background image overlaid with a Notes app interface. - 00:01–00:04 The text explains how procrastination manifests in high-performing women, setting up the problem. - 00:04–00:06 The text then introduces the app as a solution, explaining that it was created by neuroscientists at Duke to help users organize their time and regain control of their lives. - 00:06–00:11 Finally, the text highlights the benefits of using the app, stating that in just two weeks, the science-validated routines can cause a real mental transformation by giving the brain the dopamine it needs.

# Ad summary This ad uses text on a notepad to speak to the user directly, stating that chronic procrastination and task paralysis are not normal. It explains this is a disorder of executive functions and that if you struggle with it, to try Fabulous, which was made by Duke neuroscientists. The ad closes by saying it works demonstrably. # Brand positioning Fabulous is presented as a resource and a supportive ally for individuals struggling with chronic procrastination and executive dysfunction. It is presented as empathetic to the challenges, but also authoritative with its reference to Duke neuroscientists. Fabulous is positioned as a science-backed solution to help people overcome executive dysfunction and improve their daily lives. The brand aims to occupy a space in the consumer's mind as a source of support and empowerment, with a focus on functionality and science-backed results. # Product Fabulous is a productivity app created by Duke neuroscientists. The app is designed to help people who struggle with chronic procrastination and executive dysfunction, framing these challenges not as personal failings, but as disorders of executive functions. By acknowledging the underlying neurological factors contributing to procrastination, the ad seeks to destigmatize these struggles and offer a tangible solution. It seeks to reframe the app as a science-backed and potentially life-changing tool. The app is presented as a solution that works demonstrably. # Visual style The ad has a clean, minimalistic aesthetic, focusing on the notepad as the central element. The lighting is soft and natural, contributing to a calm and approachable tone. The static shot and handwritten text give the ad a personal, UGC feel. The simple background and lack of excessive effects keep the focus on the message and brand. # Hooks Text overlay: 00:00–00:11: PSA an meine ehemaligen / 00:00–00:11: Gifted Kids: Visual: 00:00–00:11: A slightly high-angle, stationary shot shows a yellow notepad sitting on a white surface, with the right side of a black cell phone visible to the right. The notepad has black binding at the top and handwriting in black ink. A light brown pen with black accents rests horizontally across the lower half of the notepad. Soft, indirect light creates subtle shadows on the notepad's surface, and blurry green leaves are visible in the background on the top left. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of struggling with chronic procrastination and task paralysis. “Chronische Prokrastination und Aufgabenlähmung nicht normal.” # Value propositions - Fabulous is positioned as a viable solution to combat chronic procrastination and executive dysfunction, backed by neuroscientific research and demonstrable results. - The app is presented as effective. # Benefits - Addresses chronic procrastination and task paralysis. - Frames executive dysfunction as a neurological disorder. # Features - App was developed by Duke neuroscientists. - App works demonstrably. # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad speaks directly from the brand, positioning itself as an ally and a provider of a viable solution. # Storyline - 00:00–00:03 The ad opens with a static shot of a notepad with a message written on it. - 00:03–00:11 The notepad message offers support and a solution in the Fabulous app. This is presented from the perspective of the brand as an ally to the viewer.

# Ad summary This ad for The Fabulous app uses animation and text overlays to communicate that chronic procrastination is not a lack of discipline, but a difficulty linked to executive functions. The ad presents the app as a solution that can help those who struggle. # Brand positioning The Fabulous app aims to be a supportive tool for individuals struggling with procrastination and task paralysis. It positions itself as understanding the underlying reasons for these struggles, framing them not as personal failings but as difficulties related to executive functions. The brand promotes a tone of compassion and science-based solutions, contrasting with the common narrative of simply needing more discipline. By emphasizing that the app is created by neuroscientists from Duke, it seeks to establish credibility and trust, suggesting a functional approach to overcoming these challenges. # Product The Fabulous app is presented as a tool to address chronic procrastination and task paralysis. The ad highlights that the app was created by neuroscientists at Duke University, emphasizing its basis in scientific research. The core message is that the app can help individuals experiencing difficulties related to executive functions, framing these challenges as a biological issue rather than a matter of personal discipline. The ad directly encourages those who are struggling to try the app, underscoring its proven efficacy. # Visual style The ad has a simple, animated style with a flat, matte texture. The overall aesthetic is calming and peaceful, using a dark color palette with soft lighting. The editing style consists of a static shot for the duration of the ad. The production quality is polished, using a professional-looking animation. The pacing is slow and consistent, appropriate for the message conveyed. # Hooks Spoken: 00:00–00:11 [Singing] I remember it all too well. Text overlay: 00:00–00:11 Petit rappel bienveillant pour mes anciens enfants surdoués: / 00:00–00:11 la procrastination chronique et la paralysie face aux tâches, ce n'est pas normal. / 00:00–00:11 Ce n'est pas un manque de discipline, c'est une difficulté liée aux fonctions exécutives. / 00:00–00:11 Si tu galères, essaie The Fabulous. / 00:00–00:11 L'app a été créée par des neuroscientifiques de Duke et son efficacité est prouvée. Visual: 00:00–00:11: The shot features a cartoon illustration of a person sitting in front of a campfire next to an orange tent. The background is a dark blue night scene, with a few trees and white stars throughout. The illustration has a flat, matte texture with soft lighting emanating from the campfire and tent. The overall scene has a calm, peaceful, and isolated feel. # Funnel stage Middle of funnel (Consideration) # Pain points The ad directly addresses the frustration of chronic procrastination and task paralysis, framing it as a common experience. "La procrastination chronique et la paralysie face aux tâches, ce n'est pas normal." # Value propositions - Procrastination isn't your fault – it can be linked to executive functions. - Science-backed solution by neuroscientists at Duke. - Proven effectiveness. # Benefits - Addresses chronic procrastination - Alleviates task paralysis - Helps with difficulties linked to executive functions # Features - App created by neuroscientists at Duke - Proven efficacy # Call to action essaie The Fabulous. # Social proof - "L'app a été créée par des neuroscientifiques de Duke et son efficacité est prouvée." # Point of view - Brand 100% – The ad provides a straightforward endorsement of the app's value proposition, framed as a sympathetic and scientifically-backed message. # Storyline - 00:00–00:11 The screen displays an illustration of a lone figure sitting by a campfire outside of a tent at night.

# Ad summary This ad showcases an app designed to help women overcome procrastination. It highlights the link between procrastination and dopamine levels, presenting the app as a tool to help users regain control of their lives in just two weeks, supported by neuroscience research from Duke University. # Brand positioning The brand is presented as a science-backed solution to procrastination, specifically targeted at women. It positions itself as an ally for those struggling with unproductive habits, offering a path to regain control and mental well-being. The brand aligns with the values of self-improvement, mental health, and empowerment, pushing against the norms of simply ignoring procrastination, and addressing the core issues. The brand positioning is both functional, focusing on time management, and emotional, focusing on mental well-being. # Product The product being advertised is a mobile app developed by neuroscientists at Duke University, designed to help women overcome procrastination and regain control of their lives. The app is presented as a science-backed tool that can help users organize their time and regain control in just two weeks. It addresses the underlying issue of dopamine levels in the brain, suggesting that the app helps provide the necessary dopamine for a mental transformation. The ad suggests the app offers routines based on science to create a transformation to give your brain the dopamine it needs. # Visual style The ad has a simple, clean aesthetic. The editing style uses static shots, providing a clear view of the text and app interface. The production quality is high, with a polished commercial feel. The pacing is moderate, allowing viewers to read the text at their own speed. The visual is the notes screen on a phone. # Hooks Text overlay: 00:00–00:20 Voici comment la procrastination se manifeste chez les femmes très Visual: 00:00–00:20 The screen shows a screen recording of a phone displaying a Notes app. The background behind the note has the blurred image of a person lying in bed. The text of the note fills most of the screen. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the issue of procrastination and its manifestations in women, such as staying in bed all day, not responding to messages, or not leaving the house. It notes that these behaviors are 'not normal,' thus implying that the viewer may feel guilt or shame about not feeling productive. # Value propositions - The app created by neuroscientists can give your brain the dopamine it needs in just two weeks. # Benefits - Organize your time - Regain control of your life - Mental transformation - Gives your brain the dopamine it needs # Features - App created by neuroscientists from Duke University - Routines based on science - Transformation in just two weeks # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is delivered through on-screen text, presenting the app and its benefits in a direct, informative way, from the brand's perspective. # Storyline - 00:00–00:14 00:00–00:14 The ad opens with a text overlay in the style of the Notes app discussing how procrastination manifests in women. It mentions staying in bed all day, not responding to messages, or not leaving the house as signs that something is not normal. This sets up the problem that the app aims to solve. - 00:14–00:16 00:14–00:16 The copy explains that neuroscientists from Duke University created this app to help women organize their time and take back control of their lives. This introduces the app as a solution, lending credibility by associating it with a reputable institution. - 00:16–00:20 00:16–00:20 The ad highlights that the app can provoke a true mental transformation by giving the brain the dopamine it needs in just two weeks. This reiterates the app's benefits, emphasizing the science-backed approach and quick results.

# Ad summary This image ad features a drawing of a woman looking sad and a message about a de-cluttering challenge for women who stay in bed all day. # Brand positioning This ad does not feature a specific brand. Instead, it presents a general message framed as a challenge to the viewer. # Product There is no product being advertised in the image, but rather a 14-day decluttering challenge being presented. # Visual style The ad features a mix of illustration and text on a pink background. The drawing style is detailed, with a somewhat melancholic tone, while the text is presented in a clean, organized format reminiscent of a social media post or infographic. # Hooks Headline: À TOUTES MES COPINES QUI POURRISSENT AU LIT # Funnel stage Top of funnel (Awareness) # Pain points The ad targets individuals who are feeling unmotivated and stuck at home, particularly those who spend a lot of time in bed. The visual of the sad woman resting her head in her hands represents feelings of sadness or depression, and the phrase "QUI POURRISSENT AU LIT" highlights the state of feeling stuck and unproductive. # Value propositions - 14-day challenge to help decluttering - Step-by-step guidance - Encouragement to change daily habits # Benefits - Clean house without making a mess - Avoid negative news upon waking - Enthusiasm to leave the house # Features - DÉFI DÉSENCOMBREMENT de 14 jours. - Au jour 2, vous nettoierez la maison sans laisser de désordre. - Au jour 8, vous ne scrollerez pas immédiatement sur les mauvaises nouvelles au réveil. - Au jour 12, vous serez vraiment enthousiaste à l'idée de quitter la maison. # Call to action Tu es partante ? # Social proof - None used. # Point of view - Brand: The POV is from the brand (or challenge presenter) throughout the image, presenting information and encouraging participation. # Storyline - The image presents a message to those who stay in bed all day, asking them to participate in a 14-day decluttering challenge. This message is conveyed by the challenge presenter to grab the viewer's attention. - The challenge includes specific steps: on day 2, clean the house without making a mess; on day 8, avoid scrolling through bad news upon waking; on day 12, feel enthusiastic about leaving the house. This series of steps is being told by the brand to explain the specific tasks involved in the challenge. - The final question asks if the viewer is up for it, which is being asked by the brand to encourage participation and commitment to the challenge.

# Ad summary This ad promotes an app designed by Duke neuroscientists to help high-performing women with procrastination. It highlights the science-backed routines that can transform mental health by providing the brain with the dopamine it needs in just two weeks. # Brand positioning The brand is positioned as a science-backed solution for high-performing women struggling with procrastination. It aims to occupy a space in the consumer's mind as a tool developed by neuroscientists to regain control of one's time and life. The brand promotes values of mental transformation and scientific rigor, pushing against the norm of generic productivity apps. The brand positioning is both functional, emphasizing the science-backed routines, and emotional, promising a real mental transformation and renewed control over one's life. # Product The advertised product is a mobile application developed by Duke neuroscientists designed to help high-performing women overcome procrastination. It offers science-backed routines that aim to provide the brain with the necessary dopamine to transform mental health. The app helps organize one's time and take control of life in just two weeks. The USPs of the app are its scientific basis, its focus on high-performing women, and its promise of a mental transformation in a short period. # Visual style The ad has a simple, text-focused aesthetic with a clean, minimalist design. The visual style is straightforward, using text overlays on a dark background with an abstract orange design. The editing style is static, with no camera movements or transitions. The production quality is basic, resembling a digital note or announcement. The pacing is slow and deliberate, allowing viewers to read and absorb the message. # Hooks Text overlay: 00:00–00:11 / 00:00–00:11 VOICI à QUOI RESSEMBLE LA / 00:00–00:11 PROCRASTINATION CHEZ LES / 00:00–00:11 FEMMES TRÈS PERFORMANTES. Visual: 00:00–00:11: The shot features a dark screen resembling the Notes app interface, with the word "Notes" in white at the top left corner. The text is overlaid on a background of indistinct patterns in shades of orange and brown. The text is the primary focus, with several lines in white font that form the central message of the ad. # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the debilitating effects of procrastination on high-performing women, which can manifest as being stuck in bed all day, not responding to messages, and not leaving the house, which is described as "ce n'est pas normal." # Value propositions - Science-backed routines for mental transformation - Expert-designed app to regain control of your life - Mental transformation in just two weeks # Benefits - Organize your time - Regain control of your life - Mental transformation - Provides brain with dopamine # Features - Science-backed routines - Designed by Duke neuroscientists # Call to action None used. # Social proof - "C'est pour ça que des neuroscientifiques de Duke ont créé cette app, pour t'aider à organiser ton temps et reprendre ta vie en main." # Point of view - Brand 100% – The ad is presented entirely from the brand's perspective, using text overlays to communicate the problem and solution. # Storyline - 00:00–00:03 The ad opens with a text overlay on a black background with an abstract orange design that reads, "VOICI à QUOI RESSEMBLE LA PROCRASTINATION CHEZ LES FEMMES TRÈS PERFORMANTES." This statement captures the audience's attention by directly addressing high-performing women and their struggles with procrastination, setting the stage for the product's introduction. The perspective is from the brand, informing the audience about the core issue the product addresses. The tone is serious and empathetic, recognizing the challenges faced by this specific demographic. - 00:03–00:06 The text overlay continues with a more detailed explanation of what this procrastination looks like, stating, "Rester clouée au lit tous les jours, ne plus répondre aux messages ou ne plus sortir de chez toi, ce n'est pas normal." This elaborates on the initial statement by describing the behaviors associated with procrastination, creating a relatable scenario for the target audience. The perspective remains from the brand, providing context and highlighting the severity of the problem. The tone is concerned and supportive, aiming to resonate with viewers who experience these symptoms. - 00:06–00:09 The ad then transitions to the product's solution, stating, "C'est pour ça que des neuroscientifiques de Duke ont créé cette app, pour t'aider à organiser ton temps et reprendre ta vie en main." This introduces the app as a solution developed by experts to help manage time and regain control of life, offering a sense of hope and empowerment. The perspective is from the brand, showcasing the product's origins and its intended benefits. The tone is confident and reassuring, highlighting the expertise behind the app. - 00:09–00:11 The ad concludes by emphasizing the transformative potential of the app, claiming, "En seulement deux semaines, ces routines basées sur la science vont provoquer une vraie transformation mentale en apportant à ton cerveau la dopamine dont il a besoin." This reinforces the app's unique selling proposition by promising a mental transformation in a short period through science-backed routines. The perspective is from the brand, reiterating the product's key benefits. The tone is optimistic and persuasive, encouraging viewers to try the app.

# Ad summary This ad presents a problem of being in a slump and uses the Fabulous app as a solution to overcome procrastination and depression. The ad uses an aesthetic of old technology to demonstrate the ability of the app to help. # Brand positioning The Fabulous app is presented as a science-backed solution to help users overcome procrastination and depression. By aligning with scientific rigor and claiming to be developed by behavior scientists at Duke University, the brand aims to occupy a space of credibility and effectiveness in the self-improvement market. The app promotes a sense of empowerment and productivity through a functional approach, promising tangible results for users struggling with motivation and mental well-being. # Product The Fabulous app is presented as a tool developed by behavioral scientists at Duke University designed to help users overcome procrastination and depression. The app is framed as an effective solution, with the ad directly addressing the user's struggles. The app’s unique selling point is its scientific backing and proven efficacy, promising a tangible solution to low motivation and mental well-being. The Fabulous app is designed for individuals who are feeling stuck and seeking a science-backed approach to improve their daily habits and overall well-being, and specifically addresses the purchase barrier for users who may be skeptical about the effectiveness of self-help apps. # Visual style The ad utilizes a lo-fi, nostalgic visual style, contrasting the modern solution (the Fabulous app) with an outdated technological setting. The editing is static, with a single, unchanging shot. The overall production quality has a retro feel, evoking a sense of the past. The pacing is slow and steady, emphasizing the text overlay. There is no audio-visual sync to highlight. # Hooks Text overlay: 00:00–00:12 / 00:00–00:12 POV : tu es coincé dans un trou de procrastination et de déprime, et tu es sur le point de découvrir l'app The Fabulous, créée par des scientifiques du comportement de l'université de Duke et prouvée efficace. (Notes) Visual: 00:00–00:12: The shot is framed as a POV from a user's perspective, showing hands typing on a vintage keyboard. The background features an old computer monitor displaying a festive image, creating a nostalgic yet somewhat outdated aesthetic. The scene is dimly lit, with the focus on the keyboard and the screen. A "Notes" app UI is overlayed on the screen. This visual style suggests a throwback to older technology, contrasting with the modern solution offered by the app. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of being stuck in a rut of procrastination and depression. "POV : tu es coincé dans un trou de procrastination et de déprime..." # Value propositions - The Fabulous app provides a science-backed and effective way to overcome procrastination and depression. # Benefits - Overcome procrastination - Overcome depression # Features - App created by behavior scientists from Duke University - App proven to be effective # Call to action None used. # Social proof - The ad mentions that the app was created by behavior scientists from Duke University and is "prouvée efficace." # Point of view - Brand 100% – The entire ad is told through the brand's voice, presenting its app as a solution to the viewer's problems. # Storyline - 00:00–00:12 The ad opens with a text overlay describing the viewer's perspective as stuck in a cycle of procrastination and depression, setting up the problem that the Fabulous app aims to solve.

# Ad summary This ad promotes the Fabulous app, which was created by behavioral scientists from Duke University and proven to work. The ad uses a cartoon animation to show how the app can help people who are in a procrastination depression hole. # Brand positioning The Fabulous app is presented as a science-backed solution to help people overcome procrastination and depression. The brand aims to occupy the space of a supportive and effective tool for personal growth and well-being. It aligns with values of self-improvement, mental health, and productivity. The brand pushes against the norm of generic self-help apps by emphasizing its scientific foundation and proven effectiveness. The brand positioning is both functional (providing tools and strategies) and emotional (offering hope and support). # Product The Fabulous app is a tool designed to help users overcome procrastination and depression. It was created by behavioral scientists from Duke University and is proven to work. The app aims to help users improve their daily routines, increase productivity, and enhance their overall well-being. The ad highlights the app's scientific backing as a unique selling point, suggesting it is more effective than other self-help apps. The app is for anyone struggling with procrastination and depression, seeking a structured and scientifically validated approach to improve their lives. # Visual style The ad has a cartoonish and playful aesthetic, with bright colors and simple animations. The editing style is static, with no cuts or transitions. The production quality is clean and polished, giving it a professional feel. The pacing is slow and steady, allowing viewers to easily read the text overlay and absorb the message. # Hooks Text overlay: 00:00–00:15 POV: (black box) / 00:00–00:15 you're in a procrastination depression hole and about to find out about The Fabulous app. which was created by Behavioral Scientists from Duke University and proven to work (black box) Visual: 00:00–00:15: The shot features a cartoon animation of a ghost and a black cat in a garden. The background includes a blue sky, green grass, and various flowers and plants in pots. A brown building is partially visible on the right side of the frame. The ghost is white with a simple smiling face, and the cat is black with yellow eyes. A small cactus in a pot sits in the foreground. The camera is stationary, providing a clear and stable view of the scene. The lighting is bright and even, creating a cheerful and inviting atmosphere. Text overlay appears in a black box at the top of the frame. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of being stuck in a "procrastination depression hole," which is a state of being unproductive and feeling down. # Value propositions - Science-backed solution for procrastination and depression - Effective tool for personal growth and well-being # Benefits - Helps overcome procrastination - Helps with depression # Features - Created by Behavioral Scientists from Duke University - Proven to work # Call to action None used. # Social proof - Created by Behavioral Scientists from Duke University - Proven to work # Point of view - Brand 100% – The ad is told from the brand's perspective, presenting the app as a solution to procrastination and depression. # Storyline - 00:00–00:02 The ad opens with a cartoon animation of a ghost and a cat in a garden. - 00:02–00:15 Text overlay appears, stating the POV: you're in a procrastination depression hole and about to find out about The Fabulous app, which was created by Behavioral Scientists from Duke University and proven to work.

# Ad summary This ad promotes an app created by neuroscientists at Duke to help users break free from burnout, rebuild their energy, and take their life back. The ad uses a pink color scheme and features a skull in the background. The ad copy is written in a conversational tone and uses language that is relatable to young women. # Brand positioning The brand is presented as a solution for young women struggling with burnout and feeling disconnected. It positions itself as a science-backed approach to improving mental well-being and reclaiming one's life. The brand aligns with values of self-care, empowerment, and breaking free from societal pressures. It pushes against the norm of ignoring mental health struggles and promotes a proactive approach to addressing them. The brand positioning is both functional (providing tools and routines) and emotional (offering a sense of hope and empowerment). # Product The product is a mobile app designed to help users overcome burnout and improve their overall well-being. It was created by neuroscientists at Duke University and offers science-backed routines to reset the brain, boost dopamine, and help users feel like themselves again. The app is targeted towards individuals experiencing endless scrolling, ignoring texts, and feeling too drained to leave their house. The ad addresses the purchase barrier of skepticism by highlighting the scientific basis of the app and promising results in just two weeks. # Visual style The ad has a lo-fi, slightly edgy aesthetic with a bold pink color scheme and a melting skull graphic. The editing is static, with no transitions or camera movements. The production quality is simple, resembling a text post or meme. The pacing is slow and deliberate, allowing viewers to read the text at their own pace. # Hooks Spoken: 00:00–00:05 Male 1 [singing] I think of you all the time. Text overlay: 00:00–00:05 How to be THAT girl when you feel dead inside (Text box) / 00:00–00:05 That endless scrolling, ignoring texts, and feeling too drained to leave your house? It's not just a phase. (Text box) Visual: 00:00–00:05: The ad features a pink background with a stylized skull graphic. A white text box with rounded corners is centered over the skull. The text box contains the ad copy, formatted in a serif font. The skull graphic appears to be melting or dripping, adding a slightly unsettling visual element. # Funnel stage Top of funnel (Awareness) # Pain points Feeling dead inside due to endless scrolling, ignoring texts, and feeling too drained to leave your house. "That endless scrolling, ignoring texts, and feeling too drained to leave your house? It's not just a phase." # Value propositions - Science-backed routines to reset your brain and boost dopamine - Created by neuroscientists at Duke - Feel like yourself again in just 2 weeks # Benefits - Break free from burnout - Rebuild your energy - Take your life back - Reset your brain - Boost your dopamine - Get back to feeling like her # Features - Science-backed routines - Created by neuroscientists at Duke # Call to action None used. # Social proof - "That's why neuroscientists at Duke created this app..." # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, promoting its app and its benefits. # Storyline - 00:00–00:01 The ad opens with a pink background and a skull graphic, overlaid with a text box. - 00:01–00:07 The text box presents a common problem: feeling dead inside due to endless scrolling and burnout. - 00:07–00:12 The text box introduces the app as a solution created by neuroscientists at Duke to help users break free from burnout and rebuild their energy. - 00:12–00:15 The text box promises that in just two weeks, the app's science-backed routines will reset the brain, boost dopamine, and help users feel like themselves again.

# Ad summary This ad promotes an app created by neuroscientists at Duke that helps users organize their time and take their life back. The ad highlights that rotting in bed, not texting people back, or leaving your house is not normal. The app provides science-backed routines that give users a complete mental transformation by giving their brain the dopamine it needs. # Brand positioning The brand is presented as a solution to feelings of being unproductive, unmotivated, and isolated. It positions itself as a science-backed method to regain control of one's life and improve mental well-being. The brand aligns with values of self-improvement, productivity, and mental health, pushing against the norm of accepting unhealthy habits. The brand positioning is both functional, offering tools for organization, and emotional, promising a complete mental transformation. # Product The product is a mobile app designed to help users organize their time and improve their mental well-being. It is created by neuroscientists at Duke and offers science-backed routines that provide a complete mental transformation in just two weeks. The app works by giving the brain the dopamine it needs, addressing the underlying causes of feeling unproductive and unmotivated. The app is for anyone who feels like they are "rotting in bed," not texting people back, or not leaving their house, and wants to take their life back. # Visual style The ad has a simple, text-based visual style with a dark pink background and butterfly graphics. The editing is static, with no cuts or transitions. The production quality is basic, resembling a screenshot of a phone screen. The pacing is slow and consistent, allowing the viewer to read the text at their own pace. # Hooks Text overlay: 00:00–00:11 Gentle reminder that rotting in bed each day, not texting people back, or leaving your house is not normal. Visual: 00:00–00:11: A vertical shot of a phone screen displaying a text message. The background is a dark pink color with butterfly and star graphics. The text is white and centered on the screen. The phone interface elements are visible at the top of the screen. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is feeling unproductive, unmotivated, and isolated, as expressed by "rotting in bed each day, not texting people back, or leaving your house." # Value propositions - Science-backed routines for mental transformation - Neuroscientist-designed app for time management and life improvement # Benefits - Organize your time - Take your life back - Complete mental transformation - Giving your brain the dopamine it needs # Features - Science-backed routines - Created by neuroscientists at Duke # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, highlighting the app's features and benefits. # Storyline - 00:00–00:11 The ad opens with a text overlay on a phone screen. - 00:00–00:04 The text presents a "gentle reminder" that certain behaviors (rotting in bed, not texting back, not leaving the house) are not normal, framing these as a problem. - 00:04–00:07 The text introduces the app as a solution created by neuroscientists at Duke to help users organize their time and "take your life back," positioning the app as a credible and effective solution. - 00:07–00:11 The text highlights that the app's science-backed routines can provide a "complete mental transformation" in just two weeks by giving the brain the dopamine it needs, emphasizing the speed and effectiveness of the app.

# Ad summary This ad promotes an app created by neuroscientists at Duke University that helps users organize their time and take their life back. It claims that in just two weeks, the app's science-backed routines will give users a complete mental transformation by giving their brain the dopamine it needs. # Brand positioning The brand is presented as a science-backed solution to modern-day struggles with productivity and mental well-being. It positions itself as a provider of tools developed by neuroscientists at Duke University, lending credibility and authority. The brand aligns with values of self-improvement, mental health, and scientific rigor. It pushes against the norm of quick-fix solutions by emphasizing science-backed routines and a complete mental transformation. The brand positioning is both functional (organizing time, increasing productivity) and emotional (taking your life back, mental transformation). # Product The product is a mobile app designed to help users organize their time and improve their mental well-being. It is created by neuroscientists at Duke University and offers science-backed routines that aim to provide a complete mental transformation in just two weeks. The app works by giving the brain the dopamine it needs, addressing potential purchase barriers by promising quick and effective results. The app is for individuals struggling with productivity, time management, and mental well-being, as implied by the initial statement about "rotting in bed each day, not texting people back, or leaving your house." The ad emphasizes the scientific backing and the promise of a mental transformation as key reasons to try the app. # Visual style The ad has a simple, text-based aesthetic with a dark purple background and white text. The editing style is static, with no cuts or transitions. The production quality is basic, resembling a text post on social media. The pacing is slow and consistent, allowing viewers to read the text at their own pace. # Hooks Text overlay: 00:00–00:11 Gentle reminder that rotting in bed each day, not texting people back, or leaving your house is not normal. Visual: 00:00–00:11: The screen displays white text on a dark purple background with a fractal pattern. The text consists of three paragraphs, each presenting a different aspect of the app and its benefits. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of struggling with daily routines, feeling unproductive, and experiencing mental health challenges, as signaled by the statement: "rotting in bed each day, not texting people back, or leaving your house is not normal." # Value propositions - Science-backed routines for a complete mental transformation - App created by neuroscientists at Duke for effective time management and life improvement # Benefits - Organize your time - Take your life back - Complete mental transformation - Giving your brain the dopamine it needs # Features - Science-backed routines - App created by neuroscientists at Duke # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of the brand, delivering product claims and information. # Storyline - 00:00–00:03 The ad opens with a statement addressing the viewer's potential struggles with daily routines and mental health. - 00:03–00:06 The ad introduces the app as a solution created by neuroscientists at Duke University to help users organize their time and take their life back. - 00:06–00:11 The ad highlights the app's science-backed routines and promises a complete mental transformation in just two weeks by giving the brain the dopamine it needs.

# Ad summary This ad promotes the Fabulous app through an animated narrative. It shows how the app helped the user go from being unmotivated and unproductive to feeling energized and excited about life again. The ad uses a cartoon skeleton character to represent the user's initial state and then shows the skeleton becoming more active and engaged as they use the app. # Brand positioning The Fabulous app is presented as a tool for self-improvement and habit formation. The brand aims to occupy a space in the consumer's mind as a helpful resource for retraining the brain away from toxic behavioral patterns. The brand aligns with a lifestyle of productivity, motivation, and overall well-being. The brand pushes against the norm of feeling stuck or unmotivated, offering a solution for those seeking positive change. The brand positioning is both functional, by providing tools and techniques for habit formation, and emotional, by promising increased motivation and happiness. The Fabulous app helps retrain the brain away from toxic behavioral patterns by giving it the dopamine it actually needs. # Product The Fabulous app is portrayed as a tool that helps users retrain their brains away from toxic behavioral patterns by giving it the dopamine it actually needs. It is designed for individuals who are struggling with motivation and productivity, as well as those who want to break free from negative habits and improve their overall well-being. The app helps users go from bed rotting to that girl. After using it for just 48 hours, users were cleaning their space and actually keeping it tidy. After eight days, users stopped doom scrolling the moment they woke up. By day 16, users were genuinely excited to leave the house and see friends again. # Visual style The ad has a hand-drawn, cartoonish aesthetic with a simple color palette. The editing style is static, with no camera movement or transitions between shots. The production quality is basic, resembling a UGC feel, which aligns with the testimonial format and aims to make the message feel authentic and relatable. The pacing is slow and steady, allowing viewers to read the text overlays and observe the illustrations. Text and product actions are timed to match the voiceover lines. # Hooks Spoken: Female 1: I went from bed rotting to that girl. Text overlay: 00:00–00:22 Visual: 00:00–00:02: The shot features an illustration of a cartoon skeleton sitting on a simple bed against a beige background. The skeleton appears dejected, with its arms and legs dangling. The background is plain, and there is an electrical outlet drawn on the wall. The illustration style is reminiscent of a hand-drawn sketch, with visible pencil lines and shading. The color palette is muted, contributing to a somber tone. Text overlays appear above the illustration. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is feeling unmotivated and stuck in negative behavioral patterns, specifically expressed as "bed rotting" and "doom scrolling." The ad uses the line "I went from bed rotting to that girl" to signal this frustration. # Value propositions - The Fabulous app helps retrain your brain, leading to increased motivation and productivity. # Benefits - Go from bed rotting to that girl - Cleaning my space and actually keeping it tidy - Stopped doom scrolling the moment I woke up - Genuinely excited to leave the house and see friends again - Retrain my brain away from toxic behavioral patterns # Features - Retrains your brain - Gives it the dopamine it actually needs # Call to action None used. # Social proof - "I went from bed rotting to that girl. In just 48 hours, I was cleaning my space and actually keeping it tidy. After 8 days, I stopped doom scrolling the moment I woke up. By day 16, I was genuinely excited to leave the house and see friends again. Using Fabulous helped retrain my brain away from toxic behavioral patterns by giving it the dopamine it actually needs." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing their personal transformation using the Fabulous app. # Storyline - 00:00–00:02 The ad opens with the narrator stating, "I went from bed rotting to that girl," accompanied by an illustration of a skeleton sitting despondently on a bed. This conveys the idea of transformation and hints at the product's ability to help users overcome a state of inactivity and unhappiness. The tone is relatable and slightly humorous, using the term "bed rotting" to resonate with a younger audience familiar with internet slang. - 00:02–00:06 The narrator continues, "In just 48 hours, I was cleaning my space and actually keeping it tidy," while the illustration changes to show the skeleton sweeping the floor. This demonstrates the product's immediate impact on productivity and motivation. The message is that the app provides a quick and noticeable improvement in the user's daily life. - 00:06–00:09 The narrator adds, "After 8 days, I stopped doom scrolling the moment I woke up," as the skeleton stands upright, having finished sweeping. This conveys that the product also has a positive impact on mental well-being, reducing the urge to engage in negative online behaviors. The perspective is from the user's experience, highlighting a relatable struggle and its solution. - 00:09–00:13 The narrative progresses with "By day 16, I was genuinely excited to leave the house and see friends again," accompanied by the skeleton dancing with falling leaves. This showcases the app's long-term benefits, emphasizing improved social life and overall happiness. The perspective remains from the user, demonstrating a complete transformation from isolation to engagement. - 00:13–00:22 The narrator concludes, "Using Fabulous helped retrain my brain away from toxic behavioral patterns by giving it the dopamine it actually needs," with the skeleton back on the bed, now looking more relaxed and content. This provides a scientific-sounding explanation for the app's effectiveness, framing it as a tool for neurological improvement. The tone is informative and persuasive, aiming to justify the product's benefits.

# Ad summary This ad promotes The Fabulous app as a solution for individuals who struggle with chronic procrastination and task paralysis, framing these issues as symptoms of executive dysfunction. It aims to reassure viewers that these struggles are not due to a lack of discipline and positions The Fabulous as a helpful tool developed by Duke neuroscientists to overcome these challenges. # Brand positioning The Fabulous app positions itself as a scientifically-backed solution for individuals struggling with chronic procrastination and task paralysis. The brand aims to occupy a space in the consumer's mind as a credible and effective tool that goes beyond traditional discipline-based approaches, offering a neuroscience-based alternative. It aligns with values of self-improvement and understanding of cognitive functions. The brand pushes against the norm that procrastination is simply a matter of willpower, instead framing it as a neurological issue that can be addressed with the right tools. The brand positioning is both functional (providing tools and strategies) and emotional (offering reassurance and a sense of understanding). # Product The Fabulous app is presented as a tool designed to help individuals overcome chronic procrastination and task paralysis, which are framed as symptoms of executive dysfunction. The app offers a solution rooted in neuroscience, created by Duke neuroscientists, to address these issues. It is implied that the app provides strategies and tools that go beyond simple discipline, targeting the underlying causes of procrastination. The intended audience is individuals who identify with the experience of struggling with productivity and task completion despite high intelligence or potential. The ad addresses the purchase barrier of feeling like procrastination is a personal failing by reframing it as a neurological issue treatable with the Fabulous app, suggesting it is worth trying for those who have not found success with traditional methods. # Visual style The ad uses a simple, clean aesthetic with a digital note overlayed on an abstract background. The color scheme is vibrant and eye-catching, which makes it appealing and non-intrusive. The simple animation is a clean and consistent style. # Hooks Text overlay: 00:00–00:15 PSA to my former gifted kids: / 00:00–00:15 Chronic procrastination and task paralysis isn’t normal Visual: 00:00–00:15: A digital note is displayed on top of an animated multicolored background. The note is framed to look like a pop-up window with white circles and an X on the top. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is struggling with chronic procrastination and task paralysis. "Chronic procrastination and task paralysis isn’t normal." # Value propositions - Addresses procrastination and task paralysis: The app specifically targets these common struggles, promising a solution for those who experience them. - Science-backed: Being created by Duke neuroscientists adds credibility and suggests the app is based on scientific principles. # Benefits - Can help if you're struggling with procrastination - Can help if you're struggling with task paralysis # Features - Created by Duke neuroscientists # Call to action try The Fabulous # Social proof - "It’s created by Duke neuroscientists and proven to work." # Point of view - Brand 100% – The ad conveys information in a PSA style, presenting factual claims and solutions from the brand's perspective. # Storyline - 00:00–00:15 The ad presents a public service announcement about chronic procrastination and task paralysis.

# Ad summary This ad features a young woman standing on a city street and recommending the Fabulous app. She states that the app was developed by neuroscientists at Duke University and will help you to take back your time and your life. # Brand positioning Fabulous is presented as an app developed by neuroscientists at Duke University that is meant to help you take back your time and your life. The brand positions itself as a solution to procrastination and depression, implying that it is suitable for those who struggle with self-discipline. This positions Fabulous as a tool to help users organize their time and improve their lives. # Product Fabulous is a productivity app created by neuroscientists at Duke University. The woman in the ad claims it can help you order your time and take back your life. It's designed for people who struggle with procrastination or depression, promising to restore a sense of control and balance. By highlighting its scientific backing and the promise of reclaiming one's life, the ad positions Fabulous as a worthwhile solution for those seeking to overcome their personal challenges. # Visual style The ad has a natural and casual visual style, resembling user-generated content. It's shot in a selfie mode on a city street, with natural lighting and no obvious filters or visual enhancements. The editing appears minimal, with a single static shot that keeps the focus on the woman speaking to the camera. # Hooks Spoken: 00:00–00:04 Du steckst in einem Prokrastinations-Depressionstief? Dann probier's mit Fabulous. Text overlay: 00:00–00:04 Du steckst in einem Prokrastinations-Depressionstief? Dann probier's mit Fabulous. Visual: 00:00–00:04: A young woman with long blonde hair, fair skin, and a nose ring stands on a city street, talking to the camera in selfie style. She is wearing a light gray coat over a white turtleneck sweater and a mustard yellow scarf. She has a black purse or bag slung over one shoulder. The background shows a sidewalk and street with blurry pedestrians and buildings on either side. The lighting is soft and natural. # Funnel stage Top of funnel (Awareness) # Pain points Feeling stuck in a "Prokrastinations-Depressionstief" (procrastination-depression low). # Value propositions - The app helps you organize your time and take back your life, all thanks to the team of neuroscientists at Duke University. # Benefits - Helps you to order your time. - Helps you take back your life. # Features - Developed by neuroscientists at Duke University. # Call to action None used. # Point of view - Customer 100% – The entire ad is delivered by what appears to be a real-life user of the app, adding an element of authenticity and relatability. # Storyline - 00:00–00:11 A young woman smiles and speaks to the camera, apparently on a city street.

# Ad summary This ad uses a tweet and an illustration to highlight the problem of executive dysfunction and offers The Fabulous app as a solution. # Brand positioning The Fabulous app is presented as a solution for individuals struggling with executive dysfunction, offering a way to overcome the feeling of being stuck in bed and unable to start the day. The brand is positioned as a science-backed solution, created by a Duke neuroscientist and proven to work, suggesting a focus on effectiveness and credibility. The brand aims to occupy the space of a reliable and effective tool for managing executive dysfunction, contrasting with the norm of simply attributing such struggles to a lack of motivation. # Product The Fabulous app is presented as a tool to help people struggling with executive dysfunction. The ad highlights the app as a solution for those who find it difficult to leave the house or start their day, framing it as more than just a lack of motivation. The app is positioned as being created by a Duke neuroscientist and proven to work, emphasizing its scientific backing and effectiveness. The ad addresses the purchase barrier of skepticism by highlighting the app's credibility and proven results. # Visual style The ad uses a combination of a social media screenshot and a cartoon illustration. The production quality is clean and simple, with a focus on clear communication. The visual motifs include a grid layout and a metaphorical illustration. The image treatment is minimal, with bright colors and clear lines. The typography is large and bold, making it easy to read. The style is designed to be eye-catching and informative, with a focus on conveying the message quickly and effectively. # Hooks Headline: PSA to my bed rotting girlies: it's not normal to not leave the house all day. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the struggle to leave the house and start the day, which is framed as executive dysfunction rather than a lack of motivation. "PSA to my bed rotting girlies: it's not normal to not leave the house all day." # Value propositions - Science-backed solution for executive dysfunction - Effective way to overcome the feeling of being stuck in bed # Benefits - Helps with executive dysfunction - Helps you leave the house # Features - Created by Duke neuroscientist - Proven to work # Call to action None used. # Social proof - "If you're struggling, try The Fabulous. It's created by Duke neuroscientist and proven to work." – Sandy R. (@SheSpeaksBoss) # Point of view - Customer: The tweet at the top of the image is from the perspective of a customer, sharing their personal experience and framing the issue as executive dysfunction. - Brand: The suggestion to try The Fabulous app and the mention of it being created by a Duke neuroscientist is from the brand's perspective, promoting the app as a solution. - External source: The mention of the app being proven to work implies an external source validating its effectiveness, adding credibility to the brand's claims. # Storyline - The ad begins with a tweet from Sandy R. (@SheSpeaksBoss) addressing individuals who struggle with leaving the house, framing it as executive dysfunction rather than a lack of motivation. This is intended to resonate with the target audience by acknowledging their specific struggles and offering a relatable perspective from a real person. - The ad transitions to an illustration of a leaky bucket being filled by a faucet, with the words "TALENT" above the faucet and "UNHEALTHY HABITS" next to the leaks. This visual metaphor represents how talent can be undermined by unhealthy habits, reinforcing the idea that executive dysfunction is a real issue that needs to be addressed. - The ad concludes by suggesting that those who are struggling should try The Fabulous app, highlighting that it was created by a Duke neuroscientist and proven to work. This is intended to position the app as a credible and effective solution to the problem of executive dysfunction.

# Ad summary The ad features a static image of an older man with white hair and glasses, wearing a suit and holding a book. Text overlays appear on the screen, discussing phone addiction and promoting an app created by neuroscientists at Duke to help organize time and provide a mental transformation. # Brand positioning The brand is presented as a solution to phone addiction and the negative impacts of excessive screen time. It positions itself as a science-backed approach, developed by neuroscientists at Duke University, to help individuals regain control of their time and improve their mental well-being. The brand aligns with values of productivity, mental health, and a balanced lifestyle, pushing against the norms of constant connectivity and digital dependency. The brand positioning is both functional (time management) and emotional (mental transformation, dopamine regulation). # Product The product is a mobile app designed to help users organize their time and overcome phone addiction. It is intended for individuals who feel they are spending too much time on their phones and want to regain control of their lives. The app features science-backed routines that promise a complete mental transformation by giving the brain the dopamine it needs. The ad addresses the purchase barrier of skepticism by highlighting the app's creation by neuroscientists at Duke, implying a credible and effective solution. The ad suggests that using the app for just two weeks can lead to significant improvements in mental well-being. # Visual style The ad has a serious and informative aesthetic, using a static image and text overlays to convey its message. The production quality is basic, with a focus on delivering information rather than creating a visually dynamic experience. The pacing is slow and deliberate, allowing viewers to read and absorb the text. The audio-visual sync is minimal, as the music plays independently of the visual content. # Hooks Text overlay: 00:00–00:14: Maturing is realizing that phone addiction is killing us all, slowly but surely. Visual: 00:00–00:14: A static shot of an older man with white hair and glasses, wearing a suit and holding a book. The background is dark and out of focus. The man appears serious and contemplative. The camera is stationary, providing a formal and authoritative feel. The lighting is dim, creating a somber mood. The product, a mobile app, is not directly visible but is implied through the text overlay. # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is phone addiction and its negative impact on productivity and mental well-being. "Maturing is realizing that phone addiction is killing us all, slowly but surely." # Value propositions - Science-backed routines for mental transformation - App created by neuroscientists for effective time management # Benefits - Organize your time - Take your life back - Complete mental transformation - Giving your brain the dopamine it needs # Features - Science-backed routines - App created by neuroscientists at Duke # Call to action None used. # Social proof - "That's why Neuroscientists at Duke created this app..." – Implies credibility and expertise due to the association with Duke University. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, using text overlays to convey its message and promote its product. # Storyline - 00:00–00:14 00:00–00:14: The ad opens with a statement about the negative effects of phone addiction and the feeling of being unproductive. It then introduces an app created by neuroscientists at Duke University as a solution to organize time and achieve a mental transformation. The message is conveyed through text overlays on a static image, creating a serious and informative tone. The perspective is from the brand, aiming to educate and persuade viewers about the app's benefits.

# Ad summary This ad promotes Fabulous, a program designed to help mothers take control of their lives. The ad features a screen recording of a Notes app page with text about the mental load of motherhood and how Fabulous can help. The ad encourages viewers to take a one-minute quiz to find out what scientifically works for them. # Brand positioning Fabulous is presented as a supportive resource for mothers struggling with the mental load of motherhood. The brand aims to occupy a space in the consumer's mind as a scientifically-backed solution for taking control of their lives. The brand aligns with values of empowerment, self-improvement, and achieving a balanced lifestyle. It pushes against the norm of mothers feeling overwhelmed and stuck, offering a path towards feeling unstoppable. The brand positioning is both functional, providing tools and strategies, and emotional, fostering a sense of control and empowerment. # Product Fabulous is presented as a program designed to help mothers take control of their lives. It offers a way to transition from feeling "I'm stuck" to "I'm unstoppable" by taking small steps. The program focuses on understanding the roots of where feelings come from and provides a new mindset. It takes only two weeks to get that feeling into a new mindset. The ad encourages viewers to take a one-minute quiz to find out what scientifically works for them. # Visual style The ad has a simple, clean aesthetic with a focus on the text and the illustration. The editing style is static, with no cuts or transitions. The production quality is basic, resembling a screen recording. The pacing is slow and deliberate, allowing viewers to read the text at their own pace. # Hooks Text overlay: 00:00–00:11 The mental load of MOTHERHOOD is hard. (Notes) / 00:00–00:11 Let's make 2026 the year you take control. (Notes) / 00:00–00:11 Here's the deal: you don't need a huge life change. Just take small steps. In a few weeks, you'll go from "I'm stuck" to "I'm unstoppable." (Notes) Visual: 00:00–00:11: The entire ad features a screen recording of a Notes app page. At the top and bottom of the screen is an illustration of a woman in a black puffer jacket and white hat building a snowman. The background is a snowy scene with a light blue sky. The text on the page is white with a black shadow, and the background of the Notes app is a light gray. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the mental load of motherhood, highlighting the feeling of being overwhelmed and stuck. # Value propositions - Scientifically proven methods for personal growth - Achieve significant life changes through manageable steps - Quickly develop a new mindset in just two weeks # Benefits - Take control of your life - Transition from feeling "I'm stuck" to "I'm unstoppable" - Understand the roots of your feelings # Features - Scientifically-backed program - Small steps approach - New mindset development # Call to action Take this 1 minute quiz and find out what SCIENTIFICALLY works for you. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, delivering product claims and a call to action. # Storyline - 00:00–00:02 The ad opens with a screen recording of a Notes app page with an illustration of a woman building a snowman. The text on the page introduces the topic of the mental load of motherhood. - 00:02–00:06 The text continues to explain how Fabulous can help mothers take control of their lives by taking small steps and transitioning from feeling stuck to unstoppable. - 00:06–00:08 The ad highlights that it takes only two weeks to get into a new mindset with Fabulous, emphasizing the program's effectiveness and ease of use. - 00:08–00:11 The ad concludes with a call to action, encouraging viewers to take a one-minute quiz to discover what scientifically works for them, framing the program as personalized and effective.