How Thule Advertises on Meta

# Ad summary This ad for Thule features a family loading up their car with gear for a hike, using a Thule Force rooftop cargo carrier. They drive to a forest, where they hike up a trail and enjoy the view. # Brand positioning Thule is presented as a premium brand for active families who enjoy outdoor adventures. The ad emphasizes the brand's role in enabling these experiences by providing reliable and versatile gear-carrying solutions. The brand aligns with a lifestyle of exploration, family bonding, and appreciation for nature. The ad pushes against the norm of staying indoors and promotes a lifestyle of getting out and experiencing the world. The brand positioning is both functional, providing practical solutions for carrying gear, and emotional, enabling families to create lasting memories together. # Product The Thule Force is a rooftop cargo carrier designed to provide extra storage space for vehicles. The ad shows a family loading skateboards, backpacks, and other gear into the carrier. The carrier appears easy to install and use, addressing the potential purchase barrier of complicated installation. The ad implies the Thule Force is for active families who need extra space to transport their equipment for outdoor activities. The product is shown in use during a family outing, emphasizing its role in facilitating these experiences. # Visual style The ad has a polished, commercial feel with natural lighting and vibrant colors. The editing style includes quick cuts and smooth transitions. The pacing is upbeat and energetic, matching the tone of the music. The visuals are synchronized with the music beats and voiceover lines. # Hooks Spoken: 00:00–00:01 [Singing] I can't help but lose control. Text overlay: 00:00–00:01 49° 41' 54.0276'' N 123° 9' 12.888'' W / Thule Force / // Bring your gear / Y24M08 / Mattias Giraud & Family Visual: 00:00–00:01 A shot of a family's home in a wooded area, with the coordinates visible in the top left corner. A child with a backpack and skateboard runs toward a gray SUV. A man in a blue shirt is on a stepladder, loading a black Thule Force rooftop cargo carrier. A woman stands in the doorway of the home. Text on the right says "Thule Force // Bring your gear." # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of limited storage space in vehicles, making it difficult to transport gear for outdoor activities. # Value propositions - The Thule Force cargo carrier allows families to bring all their gear on outdoor adventures, enabling them to create lasting memories together. - Reliable and versatile gear-carrying solutions # Benefits - Allows you to bring your gear - Facilitates outdoor adventures - Enables family bonding # Features - Rooftop cargo carrier - Extra storage space # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a family enjoying their time outdoors, showcasing the product through their experiences. # Storyline - 00:00–00:02 A family packs their car, loading skateboards into a Thule rooftop carrier. - 00:02–00:03 The ad transitions to a scenic shot of mountains. - 00:03–00:06 A man holds a skateboard up by the car, followed by a child skateboarding in a park. - 00:06–00:07 A man is driving in the car. - 00:07–00:12 The family is shown at a forest campsite. They hike up a trail. - 00:12–00:14 The family is embracing at a scenic lookout, with the Thule logo on screen.

# Ad summary This ad showcases Thule's hitch bike rack, the Thule Verse. The ad follows a group of mountain bikers who are headed out to a desert trail, and shows them loading their bikes, driving on the desert landscape, and riding down the sandy hills. # Brand positioning Thule is presented as a premium brand that provides outdoor equipment for outdoor enthusiasts. The brand positions itself as a provider for rugged, reliable gear designed to facilitate adventure and exploration. Thule products enable users to pursue active lifestyles and seek thrilling experiences in challenging environments. The ad conveys a sense of freedom and capability, aligning with values of exploration, durability, and high-performance for a target audience seeking premium quality gear. # Product The product advertised is the Thule Verse hitch bike rack, a durable and convenient solution for transporting bikes. It's designed for outdoor enthusiasts who enjoy mountain biking and other cycling adventures. The rack attaches to the hitch of a vehicle, making it easy to load and unload multiple bikes. The rack appears to be built with high-quality materials to withstand rugged terrain and off-road conditions. It allows users to transport their bikes securely, so they can focus on the thrill of the ride and the adventure ahead. # Visual style The ad has a polished, commercial aesthetic with bright, natural lighting. The editing style includes quick cuts to create a sense of energy and adventure. The production quality is high-end, giving the product a premium feel. The visual motifs include recurring shots of the vehicle driving through rugged terrain and mountain bikers riding down hills. The pacing is fast, with numerous cuts per minute, creating a dynamic and engaging viewing experience. The audio-visual sync is evident, with cuts and product actions timed to the music beats. # Hooks Spoken: 00:00–00:03 Inspired by riders, perfected for every trail Text overlay: 00:00–00:03 Inspired by riders, perfected for every trail Visual: 00:00–00:01 Wide shot of a desert landscape at sunrise. A dark-colored pickup truck is driving across the open landscape, kicking up dust. The background features distant mesas against a bright sky. The lighting is warm, with the sun rising behind a mesa. / 00:01–00:02 Close-up shot from a low angle of a person loading a black mountain bike onto a hitch-mounted bike rack. The truck has a roof rack and cargo carrier. The rack is black with silver accents. The bike has gold suspension forks. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the challenge of transporting bikes to off-road trails. The rugged terrain presents a problem for standard bike transport methods. The visual of bikers driving in the desert shows the need for a sturdy, reliable bike rack that can handle tough conditions. # Value propositions - The hitch bike rack is 'perfected for every trail' which means the bike rack enables users to transport their bikes securely, so they can focus on the thrill of the ride and the adventure ahead. # Benefits - Perfected for every trail # Features - Hitch bike rack # Call to action None used. # Social proof - None used. # Point of view - Brand 75% – The brand’s voice is conveyed through the choice of dramatic visuals and overall presentation of the product. - Customer 25% – The customer's perspective is shown in the scenes of the bikers riding down the hills and securing their bikes onto the bike rack. # Storyline - 00:00–00:01 00:00–00:01 The opening shot showcases a vast, rugged desert landscape with a dark pickup truck driving along a dirt road, kicking up dust. This introduces the setting and implies adventure. This shot is from the brand's perspective, with a sweeping view that conveys the sense of epic scale. - 00:01–00:02 00:01–00:02 A close-up shot focuses on a person loading a mountain bike onto a hitch-mounted bike rack on the back of the truck. This shows the product in use and conveys ease of use. This shot is from the observer's perspective, highlighting the functionality of the rack and how it fits onto the vehicle. - 00:02–00:05 00:02–00:05 The truck drives quickly across the desert landscape, kicking up dust. This shows the vehicle's rugged capabilities and the bike rack's secure hold, conveying the sense of off-road adventure. This shot is from the brand's perspective, showcasing the product in a dynamic setting and reinforcing the theme of adventure. - 00:05–00:06 00:05–00:06 Mountain bikers descend a steep, sandy hill, kicking up dust as they ride. This conveys the thrill of mountain biking and the sense of freedom. This shot is from a distance, providing a wide view of the landscape and the riders in action. - 00:06–00:07 00:06–00:07 A group of mountain bikers stand by their truck, which has the Thule bike rack attached. This shows the bikes secured on the rack. This shot is from an eye-level perspective, presenting the group as active and ready for adventure. - 00:07–00:08 00:07–00:08 A tight close-up focuses on a bike helmet. The shot creates a sense of immersion, drawing viewers into the rider's perspective. This shot is from a close range, providing a detailed view and creating anticipation for the ride. - 00:08–00:11 00:08–00:11 The truck drives across the desert, followed by the mountain bikers riding down the hills. This shows the bikers experiencing the thrill of mountain biking in the landscape. This shot is from a third-person perspective, showcasing the adventure and the integration of the vehicle and bikes. - 00:11–00:12 00:11–00:12 The truck is shown in the desert alongside other vehicles. This conveys that the product is suitable for group adventures. The shot shows the product integrated into a social activity, emphasizing its use in group settings and adventures. - 00:12–00:14 00:12–00:14 The Thule Verse hitch bike rack is displayed, with text overlay identifying it by name. This reinforces the product name and its function. The shot is from a medium distance, presenting the product clearly within the setting. - 00:14–00:15 00:14–00:15 The brand logo appears over an aerial shot of the truck parked on the landscape. This reinforces brand recognition and the association with outdoor adventures. This shot is from an aerial perspective, giving a panoramic view and concluding the ad.

# Ad summary This ad promotes Thule's bike racks and cargo solutions for outdoor adventures, showcasing a lifestyle of exploration and convenience. The ad highlights the ease of transporting bikes and the integration of a rooftop tent, appealing to those who enjoy off-road travel and outdoor activities. # Brand positioning Thule is presented as a brand that enables and enhances outdoor adventures by providing reliable and easy-to-use transportation solutions. The brand aligns with a lifestyle of exploration and freedom, suggesting values of quality, durability, and innovation. It caters to those who seek to seamlessly integrate their outdoor passions with their daily lives, emphasizing convenience and efficiency. Thule positions itself as a premium provider, evidenced by the rugged terrain, high-end vehicle, and quality of the equipment, targeting consumers willing to invest in top-tier gear for their outdoor pursuits. The brand focuses on functional performance, providing the tools needed to facilitate activities such as biking and camping, without sacrificing style or ease of use. # Product The Thule Verse bike rack is a hitch-mounted platform rack designed for securely transporting bikes on vehicles. It features a robust construction, and easy bike mounting and dismounting. The rack accommodates multiple bikes and is shown attached to a truck equipped with a rooftop tent, underscoring its suitability for outdoor adventures and camping trips. The ad also features a Thule rooftop tent, mounted on the vehicle's rack system. The tent is easily accessible via a ladder, and is seen in a remote, scenic setting. The ad showcases the convenience and reliability of Thule products for users who value seamless integration of their gear with their active lifestyle. # Visual style The ad has a cinematic, outdoorsy aesthetic with a focus on natural light and muted tones. The editing is smooth and deliberate, with static shots that allow viewers to observe the product and setting. The production quality is high, giving a polished commercial feel that aligns with the premium positioning of the brand. The pace is slow and steady, matching the serene desert setting. # Hooks Text overlay: 38° 22' 27.8724" N 110° 42' 52.56" W / UTAH / USA / Thule Verse // Installing a bike / Y23M11 / Spencer Rathkamp Visual: 00:00–00:02: A person places a black mountain bike on a black hitch-mounted bike rack attached to a gray truck. In the background is a desert landscape under a pale blue sky. The latitude and longitude coordinates and location of "Utah, USA" are displayed in the upper left corner. The words "Thule Verse // Installing a bike" are written vertically along the right side of the frame. "Y23M11 Spencer Rathkamp" is written along the bottom of the frame. # Funnel stage Top of funnel (Awareness) # Pain points The ad implicitly addresses the challenges of transporting bikes and setting up camp by showcasing Thule's products as solutions that simplify these processes. The visual of a person easily installing a bike on the rack suggests a contrast to the potential hassle of other transportation methods. # Value propositions - The Thule Verse rack provides easy and secure bike transport, enabling outdoor adventures. - Thule rooftop tent enables quick and simple camping setup, enhancing outdoor experiences. # Benefits - Easy bike installation - Secure bike transport - Convenient rooftop camping # Features - Hitch-mounted bike rack - Platform rack - Rooftop tent # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is shot from the brand's perspective, showcasing the product's features and promoting a lifestyle. # Storyline - 00:00–00:02 A person installs a bike onto a hitch-mounted bike rack, and the focus is on the ease of use and secure fit. - 00:02–00:07 The camera focuses on different areas of the bike rack as the bike is placed, highlighting the functionality. - 00:07–00:10 A person adjusts the strap securing the bike wheel to the bike rack. - 00:10–00:13 The Thule logo appears over a landscape shot of a truck with a rooftop tent and bike rack in the desert.

# Ad summary A man is in Squamish Valley, British Columbia, introducing the Thule Force 3 roof box. He loads the box with his equipment and mentions the functionality of the box, stating it is perfect for everyday and active use. The man hikes with his family in British Columbia. # Brand positioning Thule is presented as a brand that values both functionality and style, catering to both everyday needs and active lifestyles. The brand aims to position itself as a reliable choice for individuals and families seeking to enhance their adventures with high-quality gear-carrying solutions. Thule stands for adventure, family, utility, and everyday use, and is a brand that is exciting to use. # Product The Thule Force 3 is a roof box that offers functionality and style for everyday and active use. The product provides ample space for transporting gear, making it ideal for outdoor adventures. The ad highlights its versatility and suitability for both everyday errands and more adventurous activities. The man mentions that the roof box helps make it easier to explore new locations. # Visual style The ad has a natural aesthetic, with outdoor settings and natural lighting. The editing style includes quick cuts and smooth transitions, creating a dynamic flow. The production quality appears to be a hybrid, combining elements of both UGC and polished commercial styles. # Hooks Spoken: We are in the Squamish Valley in British Columbia, introducing the new Thule Force 3. Text overlay: 49° 41' 54.0276" N 123° 9' 12.888" W / Squamish, BC / Thule Force / // / Bring your gear / Y24M08 / Mattias Giroud & Family Visual: 00:00–00:02 A man stands in a forest with a grey car to his left. He has red hair and is wearing a dark blue shirt. There is text to his left and right. In the background is a dense green forest. / 00:02–00:03 A man stands on the passenger seat of a grey car and adjusts the roof box. To the right, a woman and a boy are sitting at a picnic table eating. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Provides functionality and style for everyday and active use # Benefits - Functionality and style. - Perfect for everyday and active use. # Features - Roof box # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the customer’s POV, who is reviewing and using the product. # Storyline - 00:00–00:03 The man is in Squamish Valley, British Columbia introducing the Thule Force 3. - 00:03–00:07 The man calls it an amazing roof box and says that functionality meets style. - 00:07–00:10 He says it’s perfect for everyday and active use. - 00:10–00:17 The man is excited about using the box and exploring British Columbia. He mentions that he hadn’t been in British Columbia for 10 years. - 00:17–00:18 He is already scouting his next adventure.

# Ad summary This ad demonstrates how to load your bike onto a Thule bike rack. # Brand positioning Thule is presented as a high-quality brand for outdoor enthusiasts who enjoy cycling and need a reliable and convenient way to transport their bikes. The ad focuses on the functional benefits of their bike racks, emphasizing ease of use and durability. The brand aligns with an active lifestyle and positions itself as a facilitator for outdoor adventures, ignoring the complexities or inconveniences of transporting bikes with standard vehicles and prioritizing the convenience and safety of bike transportation. # Product The Thule bike rack is a rear-mounted rack designed to attach to a vehicle, specifically shown on a Land Rover Defender. The rack allows users to easily load and transport bikes, making it easier for cycling enthusiasts to bring their bikes to various locations. The ad highlights the ease of use, showing how bikes can be quickly secured using arms and levers. The rack is designed for multiple bikes, allowing for the transportation of more than one bike at a time. The ad addresses the purchase barrier of complicated bike transport solutions by demonstrating a simple and efficient rack system, implying that the Thule rack is worth trying for its convenience and reliability. # Visual style The ad has a clean and polished aesthetic with natural lighting. The editing style includes quick cuts to maintain a fast pace. The production quality feels like a hybrid of UGC and commercial, aiming for an authentic yet professional feel. The pacing is consistent, with cuts timed to the music. The overall visual style supports an active and outdoorsy tone, targeting an audience interested in cycling and adventure. # Hooks Text overlay: 00:00–00:03 / Thule Verse / How to load your bike Visual: 00:00–00:01: A man in a light grey jacket and dark grey pants is shown attaching a black Thule bike rack to the back of a white Land Rover Defender with a spare tire mounted on the back. The car is parked on a gravel road with hills in the background. / 00:01–00:02: A young cyclist wearing a helmet and a dark blue shirt rides down a dirt track with a rocky landscape in the background. / 00:02–00:03: The man from the first shot is shown assisting two young cyclists, both wearing helmets, on a pump track. Trees are visible in the background. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of inconvenient bike transport. The frustration is loading the bikes. # Value propositions - The Thule bike rack provides convenience for transporting bikes by enabling easy loading. # Benefits - Easily transport bikes - Convenient transport - Efficient rack system - Reliable # Features - Easy to load - Rear-mounted - Attaches to vehicle - Clamping Mechanism # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a user demonstrating how to load bikes onto the rack. # Storyline - 00:00–00:01 The ad begins with a man installing the bike rack onto the back of a Land Rover Defender. - 00:01–00:02 The scene cuts to a shot of a young cyclist riding on a dirt track. - 00:02–00:03 This is followed by a shot of the man assisting two young cyclists on a pump track. - 00:03–00:05 The ad returns to the man, this time with a woman, who is lifting and placing a bike onto the rack attached to the Land Rover. - 00:05–00:08 The shot transitions to a close-up of hands securing a bike onto the rack, highlighting the clamping mechanism. - 00:08–00:12 Finally, the man is shown again, securing two bikes onto the rack.

# Ad summary The ad showcases Thule car rack cargo boxes, emphasizing their ease of use and capacity for travel. # Brand positioning Thule is presented as a premium brand specializing in cargo carriers for vehicles. The ad focuses on the practicality and convenience of their products for active individuals who need extra storage space for travel and outdoor activities. Thule positions itself as a reliable solution for maximizing vehicle cargo capacity without compromising style or ease of use. The brand aligns with a lifestyle of adventure and preparedness, suggesting a target audience that values both functionality and aesthetics. # Product The ad features Thule cargo boxes, which are presented as durable, weather-resistant storage solutions that mount on top of vehicles. The boxes are designed to provide extra space for carrying luggage, sports equipment, and other gear, making travel more convenient. The cargo boxes feature a user-friendly design with easy-to-operate latches and a secure attachment system. The ad shows how quickly and easily a user can open and close the Thule cargo box. The ad conveys that Thule cargo boxes are ideal for those who need extra storage space on their vehicles while maintaining an active lifestyle. # Visual style The ad has a polished and clean visual style, with clear shots of the product in use. The editing includes quick cuts to maintain a brisk pace. The production quality is high, giving a commercial feel. The visuals focus on natural environments, emphasizing an active outdoor lifestyle. # Hooks Visual: 00:00–00:01 The camera rapidly pans up from the road to the passenger window of a white car, which is reflecting the trees and sky as the car drives down the road. / 00:01–00:03 The camera faces the front of a white car with a black Thule cargo box on top, as it drives down a road surrounded by green trees and yellow leaves. The sky is blue with clouds. The camera is positioned low, looking up at the cargo box. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the problem of limited cargo space in vehicles, particularly when traveling or engaging in outdoor activities. The visual of a car driving with a cargo box suggests a need for extra space. The user can travel safely with their belongings. # Value propositions - Convenient storage solution for active individuals - Durable and reliable for travel and outdoor activities - Easy to operate and secure # Benefits - Provides extra storage space for travel - Weather-resistant - Maximizes vehicle cargo capacity - Allows for the ability to carry luggage, sports equipment, and other gear # Features - Easy-to-use design - Secure latching system - Mounts on top of vehicles # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer using the Thule cargo box, with visuals focused on the ease and convenience of the product. # Storyline - 00:00–00:03 00:00–00:03 A white car is shown driving on a road surrounded by trees. The camera focuses on the car's roof, where a black Thule cargo box is mounted. - 00:03–00:06 00:03–00:06 The perspective shifts to inside the car, where a woman is driving. It quickly cuts back to exterior shots of the Thule cargo box on top of the car. - 00:06–00:12 00:06–00:12 The woman parks the car and opens the Thule cargo box, placing a bag inside and closing it securely. The box is presented as easy to use and functional.

# Ad summary This ad promotes the Thule VeloSwing at the CMT Stuttgart event. The ad features a man attaching a bike to the Thule VeloSwing on the back of a van. # Brand positioning Thule is presented as an innovative brand that caters to outdoor enthusiasts and travelers. The brand is positioned as a provider of high-quality, reliable solutions for transporting gear, specifically bikes, with ease and convenience. The ad highlights Thule's commitment to making outdoor adventures more accessible and enjoyable by showcasing its innovative VeloSwing product. # Product The Thule VeloSwing is a bike carrier attachment designed for vans, allowing users to easily transport bikes while maintaining access to the rear of their vehicle. The product is shown attached to the back of a van, with a man securing a bicycle onto it. The VeloSwing is presented as an innovative solution for outdoor enthusiasts who need to carry bikes without sacrificing the functionality of their van. The ad emphasizes the convenience and ease of use of the product, suggesting that it eliminates the hassle of traditional bike carriers. # Visual style The ad features a clean and modern visual style with a focus on showcasing the product in a real-world setting. The use of natural lighting and a muted color palette creates a sense of authenticity and reliability. The overall aesthetic is professional and polished, reflecting the brand's commitment to quality and innovation. # Hooks Headline: Entdecke den innovativen Thule VeloSwing CMT Stuttgart # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of transporting bikes with a van while maintaining access to the rear of the vehicle. The ad shows a man attaching a bike to the Thule VeloSwing on the back of a van. # Value propositions - Innovative design for easy bike transportation and access to the rear of the vehicle # Benefits - Easy transportation of bikes - Maintains access to the rear of the vehicle # Features - Innovative design - Bike carrier attachment for vans # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the Thule VeloSwing and promoting its presence at the CMT Stuttgart event. # Storyline - The ad opens by introducing the Thule VeloSwing and its presence at the CMT Stuttgart event. This is intended to grab the attention of potential customers who are interested in innovative transportation solutions. The brand is telling the audience where they can find the product. - The ad then shows a man attaching a bike to the Thule VeloSwing on the back of a van. This demonstrates the product in action and highlights its ease of use. The brand is showing the audience how the product works. - The ad concludes by reinforcing the Thule VeloSwing name and associating it with innovation and convenience. This is intended to leave a lasting impression on the viewer and encourage them to learn more about the product. The brand is reinforcing the product name.

# Ad summary This image ad promotes the Thule VeloSwing at the CMT Stuttgart event, highlighting its innovative design and functionality for outdoor enthusiasts. # Brand positioning Thule is presented as a brand synonymous with innovative and high-quality solutions for transporting gear, particularly for outdoor and active lifestyles. The brand is positioned as a provider of reliable and thoughtfully designed products that enhance the user's ability to pursue their passions, such as cycling and camping. The ad emphasizes Thule's commitment to functionality and innovation, suggesting a premium positioning within the market. The brand aligns with values of adventure, convenience, and a seamless integration of outdoor activities into everyday life, appealing to consumers who prioritize quality and ease of use in their gear. # Product The Thule VeloSwing is a hitch-mounted bike carrier designed to swing away from the vehicle, allowing easy access to the rear cargo area even when bikes are loaded. It is showcased as an innovative solution for outdoor enthusiasts who frequently transport bikes and need convenient access to their vehicle's trunk or cargo space. The product is designed for ease of use and compatibility with a range of vehicles, as implied by its integration with a camper van. The ad highlights the product's functionality and convenience, addressing the common pain point of limited access to the vehicle's rear when using traditional bike carriers. The VeloSwing is presented as a premium accessory that enhances the overall experience of outdoor adventures by simplifying gear transport and access. # Visual style The ad features a clean and modern visual style with a focus on showcasing the product in a real-life setting. The production quality appears to be high, with professional photography and attention to detail. The image treatment includes subtle color grading to enhance the outdoor atmosphere. The typography is clean and legible, with a focus on clear communication. The overall style is designed to be informative and visually appealing, conveying a sense of quality and reliability. # Hooks Headline: Entdecke den innovativen Thule VeloSwing CMT Stuttgart # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of limited access to the vehicle's rear when using traditional bike carriers. The Thule VeloSwing solves this by allowing the carrier to swing away, providing easy access to the cargo area. # Value propositions - Innovative design for easy access to the rear cargo area - Convenient transport of bikes with a hitch-mounted carrier # Benefits - Easy access to the rear cargo area - Convenient transport of bikes # Features - Innovative design - Hitch-mounted bike carrier - Swings away from the vehicle # Call to action None used. # Point of view - Brand: The Thule logo and product name are prominently displayed, indicating that the brand is presenting the product and its features. - Brand: The text promoting the CMT Stuttgart event and the location of the Thule stand indicates that the brand is communicating directly to potential customers about where to find them. - Brand: The visual of the product in use, attached to a camper van with people nearby, shows the product in a real-life scenario, demonstrating its functionality and convenience. # Storyline - The ad opens by showcasing the Thule brand logo, immediately establishing the source and credibility of the product being advertised. The brand is telling the audience that they are about to see an innovative solution from a trusted name in outdoor gear transportation. - The ad then introduces the Thule VeloSwing, highlighting its innovative design and association with the CMT Stuttgart event. The brand is informing the audience about the product's availability and relevance to a specific industry event, signaling an opportunity to see it in person. - The ad provides practical information about where to find the Thule VeloSwing at the event, including the hall number, stand number, and dates. The brand is giving the audience the details needed to take the next step and engage with the product directly. - The ad visually presents the Thule VeloSwing in use, attached to a camper van with bikes loaded, and people interacting with the vehicle. The brand is showing the audience how the product integrates into a real-life scenario, demonstrating its functionality and convenience. - A line points to the product, labeling it as the Thule VeloSwing. The brand is reinforcing the product's name and identity, ensuring the audience can easily recognize and remember it.

# Ad summary This ad showcases the Thule brand and its products, specifically a cargo carrier attached to the back of a car. The ad features snowboarders accessing the cargo carrier to retrieve their gear in a snowy, mountainous setting. # Brand positioning Thule is presented as a brand that enables and supports outdoor adventures, particularly winter sports like snowboarding. The brand aligns with a lifestyle of exploration, convenience, and preparedness for challenging environments. Thule positions itself as a provider of reliable and functional gear that enhances the user's experience in demanding outdoor settings. The brand's positioning is functional, focusing on the utility and performance of its products in facilitating outdoor activities. # Product The featured product is a cargo carrier attached to the back of a dark-colored SUV. The carrier is designed to transport snowboarding equipment and other gear, providing additional storage space for outdoor adventures. The product is for snowboarders and outdoor enthusiasts who need a convenient and secure way to transport their equipment to remote locations. The carrier is shown being accessed in a snowy, mountainous environment, highlighting its utility in challenging conditions. The ad addresses the purchase barrier of limited storage space in vehicles, offering a solution for transporting bulky gear. The product is presented as a practical and essential accessory for those who engage in winter sports and outdoor activities. # Visual style The ad has a polished, commercial aesthetic with clear, bright visuals. The editing style is smooth with static shots and transitions. The production quality is high-end, supporting the intended tone of adventure and reliability. The pacing is consistent, with cuts timed to the music beats. The audio-visual sync is well-coordinated, enhancing the overall viewing experience. # Hooks Text overlay: THULE / SWEDEN Visual: 00:00–00:01 A snowboarder is in mid-air performing a jump on a snow-covered mountain. The sky is blue and clear. The Thule logo is superimposed in white in the center of the frame. / 00:01–00:02 The snowboarder continues the jump, silhouetted against the bright blue sky and sun. The Thule logo remains visible. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of limited storage space in vehicles, which can be a frustration for outdoor enthusiasts who need to transport bulky gear like snowboards. # Value propositions - Provides a practical solution for transporting bulky gear - Enhances the user's experience in demanding outdoor settings # Benefits - Additional storage space for outdoor adventures - Convenient and secure way to transport equipment - Ease of access to gear in challenging conditions # Features - Cargo carrier for transporting snowboarding equipment - Attachment to the back of an SUV # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing the product and its utility in outdoor adventures. # Storyline - 00:00–00:01 00:00–00:01 A snowboarder performs a jump on a snowy mountain with the Thule logo superimposed on the screen. - 00:01–00:04 00:01–00:04 Two snowboarders stand near a dark-colored SUV with a Thule cargo carrier attached to the back. The scene is set against a backdrop of snow-covered mountains. - 00:04–00:05 00:04–00:05 The snowboarders give each other a high-five, indicating camaraderie and excitement for their adventure. - 00:05–00:10 00:05–00:10 One of the snowboarders opens the Thule cargo carrier, revealing the storage space and ease of access to their gear. - 00:10–00:13 00:10–00:13 The dark-colored SUV with the Thule cargo carrier is shown parked in the snow, with the Thule logo superimposed on the screen, reinforcing the brand's presence and association with outdoor adventures.

# Ad summary This ad features a testimonial from Eero Ettala, a snowboarder, about the Thule Arcos XL. The ad shows Ettala in a snowy, mountainous environment with the Thule Arcos XL. # Brand positioning Thule is presented as a brand that provides high-quality, innovative solutions for transporting gear, specifically for outdoor enthusiasts. The brand is positioned as a provider of premium products that enhance the user's experience, making it easier and more convenient to pursue their passions. The brand aligns with a lifestyle of adventure, exploration, and active living. Thule focuses on functional benefits, such as durability and ease of use, while also conveying a sense of reliability and trust. # Product The Thule Arcos XL is a cargo carrier designed to attach to the back of a vehicle, providing additional storage space for gear. It is presented as a "game changer" for car trips, suggesting it significantly improves the travel experience. The product is shown in a snowy, mountainous environment, indicating it is suitable for winter sports equipment and outdoor adventures. The ad highlights its utility for those who need extra space for their belongings while traveling, addressing the barrier of limited cargo space in vehicles. The Arcos XL is shown as a sleek, aerodynamic, black cargo box. # Visual style The ad has a natural, outdoor aesthetic with a focus on showcasing the product in a real-world setting. The production quality appears to be high, with clear and well-lit visuals. The image treatment includes a slight desaturation, giving the ad a cool, muted tone. The typography is clean and legible, with a focus on readability. The overall style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: "Thule Arcos XL er en «game changer» for bilturer." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of limited cargo space in vehicles, particularly for those who need to transport bulky gear for outdoor activities. # Value propositions - The Thule Arcos XL is a game changer for car trips, providing a significant improvement to the travel experience. # Benefits - «game changer» for bilturer # Features - Thule Arcos XL # Call to action None used. # Social proof - "Thule Arcos XL er en «game changer» for bilturer." – Eero Ettala # Point of view - Customer: The quote from Eero Ettala provides a firsthand endorsement of the product, highlighting its positive impact on his car trips. - Brand: The Thule logo in the top right corner reinforces brand recognition and credibility. - External source: The opening shot of Eero Ettala in a snowy environment establishes the setting and context of the product's use. # Storyline - The ad opens with a shot of Eero Ettala, a snowboarder, in a snowy, mountainous environment. This establishes the setting and introduces the user to the context of the product's use, which is for outdoor adventures. The perspective is from an external observer, showcasing the lifestyle the product supports. - A quote from Eero Ettala is displayed, calling the Thule Arcos XL a "game changer" for car trips. This provides social proof and highlights the product's value from a user's perspective. The perspective is from a customer, sharing their positive experience with the product. - The Thule logo is shown in the top right corner, reinforcing brand recognition and credibility. The perspective is from the brand, asserting its presence and association with the product and the lifestyle it supports.

# Ad summary This ad showcases the Thule brand's cargo carrier, emphasizing its storage capacity and suitability for winter and year-round use. The ad features a family in a snowy, mountainous setting, highlighting the product's utility for outdoor adventures. # Brand positioning Thule is presented as a premium brand specializing in solutions for transporting gear, particularly for outdoor adventures. The brand is positioned as a reliable choice for active individuals and families who need extra storage space for their equipment. The ad emphasizes the brand's focus on functionality and durability, catering to those who value convenience and preparedness for activities like skiing and winter travel. Thule aligns with a lifestyle of outdoor exploration and adventure, suggesting that its products are essential for those who embrace an active lifestyle. # Product The featured product is a black cargo carrier designed to attach to a vehicle, providing additional storage space for equipment. The carrier is shown open, revealing its interior and demonstrating its capacity to hold up to four pairs of skis. The product is designed for individuals and families who engage in outdoor activities, particularly during the winter season. The ad highlights the carrier's ability to store items for winter, suggesting it is durable and weather-resistant. The product addresses the need for extra storage when traveling with bulky gear, making it easier to transport equipment for activities like skiing. The ad emphasizes the product's year-round usability, indicating its versatility for various adventures beyond winter sports. # Visual style The ad features a clean and crisp visual style with a focus on showcasing the product in a natural, outdoor setting. The production quality appears to be high, with clear lighting and sharp details. The image treatment includes subtle color grading to enhance the snowy landscape and create a sense of adventure. The typography is clean and legible, with a focus on highlighting key product features. The overall style is designed to be visually appealing and informative, capturing the viewer's attention and conveying the product's benefits. # Hooks Headline: Lagert for vinteren. Perfekt hele året. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The cargo carrier provides storage for winter and is perfect all year round. - The cargo carrier has space for up to 4 pairs of skis. # Benefits - Lagert for vinteren. - Perfekt hele året. # Features - Plass til opptil 4 par ski* # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image showcases the Thule brand and its cargo carrier, highlighting its features and benefits in a snowy, mountainous setting. # Storyline - The ad opens with a shot of a Thule cargo carrier attached to a vehicle in a snowy, mountainous setting. This establishes the context of the product's use in outdoor adventures and highlights its suitability for winter conditions. The brand is showing the product in its element, emphasizing its utility for activities like skiing and winter travel. - A man is shown opening the cargo carrier, revealing its interior and demonstrating its storage capacity. This showcases the product's functionality and ease of use, emphasizing its ability to accommodate bulky gear. The brand is highlighting the product's practical benefits, making it clear how it solves the problem of limited storage space when traveling with equipment. - A child stands nearby, suggesting a family is using the cargo carrier for a winter outing. This reinforces the product's appeal to families who enjoy outdoor activities and need extra storage space for their gear. The brand is emphasizing the product's relevance to a family-oriented lifestyle, positioning it as an essential accessory for winter adventures. - Text overlays highlight the product's features, such as its storage capacity for up to four pairs of skis and its suitability for winter and year-round use. This reinforces the product's key selling points and emphasizes its versatility for various activities. The brand is directly communicating the product's benefits, making it clear why it is a valuable investment for those who need extra storage space.

# Ad summary This ad showcases the Thule brand and its products, emphasizing their utility for active families who enjoy outdoor adventures. The ad features a family loading their car with Thule products, highlighting the brand's ability to facilitate travel and outdoor activities. # Brand positioning Thule is presented as a brand that enables active families to pursue outdoor adventures with ease and convenience. The brand aligns with a lifestyle of exploration, family togetherness, and preparedness for outdoor activities. Thule positions itself as a provider of high-quality, reliable gear that simplifies the logistics of traveling with family and equipment. The brand's positioning is both functional, offering practical solutions for transporting gear, and emotional, promoting the joy of shared experiences and family adventures. The ad focuses on Thule's role in facilitating an active, outdoor-oriented lifestyle for families. # Product The ad features a range of Thule products designed to facilitate outdoor adventures for families. These include a roof box for transporting gear on top of the car, and a rear cargo carrier mounted on the car's trailer hitch. These products are designed to provide additional storage space for families traveling with equipment such as skis, luggage, and other outdoor gear. The products are shown in use, demonstrating how they simplify the process of packing and transporting items for a family trip. The ad emphasizes the products' ability to address the common challenge of limited storage space when traveling with family, making it easier to bring everything needed for an enjoyable outdoor experience. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing the Thule products in a real-life setting. The editing style is smooth, with static shots and clear transitions. The production quality is high, with attention to detail in the visuals and sound. The pacing is consistent, with a moderate tempo that allows viewers to take in the scene and appreciate the products. The audio-visual sync is well-coordinated, with the music complementing the visuals. # Hooks Text overlay: 00:00–00:03: THULE / 00:00–00:03: SWEDEN Visual: 00:00–00:02: A wide shot shows a family of four (two adults, two young children) in a snowy environment next to a modern black car. The car is equipped with a Thule roof box and a Thule rear cargo carrier. The family is loading luggage into the rear cargo carrier. The background features a modern house with large windows and a snowy landscape. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of limited storage space when traveling with family and gear, which can make it difficult to bring everything needed for an enjoyable outdoor experience. # Value propositions - Thule products provide the extra space and convenience needed for family travel, making it easier to bring all necessary gear for outdoor activities. # Benefits - Additional storage space for travel - Convenient gear transport - Facilitates family outdoor adventures # Features - Roof box - Rear cargo carrier # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its products and their benefits for active families. # Storyline - 00:00–00:05 The ad opens with a family loading their car with gear in a snowy environment. - 00:01–00:05 The family is shown placing luggage and other items into the Thule rear cargo carrier. - 00:05–00:07 The father carries a young child as they prepare to leave. - 00:07–00:10 The ad concludes with a wide shot of the car, equipped with Thule products, ready for a family adventure.

# Ad summary This ad promotes the Thule Arcos XL, a rear-mounted cargo box for vehicles. The ad features a Thule representative highlighting the product's key features, including its capacity for skis and snowboards, a slide-lock system, redesigned lights, and tie-down straps for securing equipment. # Brand positioning Thule is presented as a premium brand specializing in products for transporting gear, particularly for outdoor activities. The brand is positioned as innovative and safety-conscious, with a focus on quality and user-friendly design. The ad highlights features shared across multiple Thule product lines, suggesting a cohesive brand identity focused on reliability and convenience for active lifestyles. The brand aligns with a lifestyle of outdoor adventure and preparedness, emphasizing functional design and safety. # Product The Thule Arcos XL is a rear-mounted cargo box designed to attach to the back of a vehicle, providing additional storage space. It can fit up to 180 cm skis and a full quiver of snowboards. The product features a slide-lock system for easy opening and closing without stressing the key. It also includes redesigned, wider lights, similar to those found on Thule's premium bike carriers, and three tie-down straps inside to secure skis and snowboards. The Arcos XL is compatible with many accessories, enhancing its versatility and utility. # Visual style The ad has a polished, commercial aesthetic with clear, well-lit shots. The editing style is straightforward with static shots and smooth transitions. The production quality is high, giving a professional feel. The pacing is moderate, with cuts timed to voiceover lines. The overall visual style supports the intended tone of reliability and quality. # Hooks Spoken: Hi, Zack from Thule, and really excited to talk about the Thule Arcos XL itself, which can fit up to 180 cm skis and your full quiver of snowboards. Text overlay: THULE / SWEDEN Visual: 00:00–00:01 A dark gray Audi e-tron is parked in a snowy environment in front of a modern, dark gray house. The car has a Thule cargo box on top and the Thule Arcos XL attached to the rear. The camera is stationary, focusing on the rear of the car with the Thule logo superimposed in white text. / 00:01–00:04 The camera zooms out slightly to reveal a man (Zack) standing next to the car with the Arcos XL open. He is wearing a black Thule jacket, black pants, and rubber boots. There are backpacks on the ground next to the car. The camera is stationary. / 00:04–00:08 The camera zooms into the open Arcos XL, showing skis, snowboards, boots, and a helmet inside. The interior of the box is black. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of limited storage space in vehicles when transporting skis and snowboards, particularly for winter sports enthusiasts. The Thule Arcos XL provides a solution for carrying gear safely and conveniently. # Value propositions - The slide lock system provides easy opening and closing without stressing the key, enhancing durability and convenience. - The redesigned lights, similar to those on premium bike carriers, offer enhanced visibility and safety. - The tie-down straps secure skis and snowboards, keeping gear organized and protected during transport. # Benefits - Easy opening - No stress on the key when unlocking and locking the box - Enhanced visibility - Secure skis and snowboards # Features - Can fit up to 180 cm skis - Full quiver of snowboards - Slide lock system - Newly redesigned lights - Three tie-down straps # Call to action None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, with a Thule representative showcasing the product and its features. # Storyline - 00:00–00:01 The ad begins with a shot of the Thule Arcos XL attached to the back of a car in a snowy environment. - 00:01–00:04 00:01–00:04 A man introduces himself as Zack from Thule and expresses his excitement to talk about the Thule Arcos XL. This sets the tone as informative and enthusiastic, positioning Zack as a knowledgeable brand representative. - 00:04–00:08 00:04–00:08 The camera zooms into the open cargo box, showcasing skis, snowboards, and other gear inside. This visually demonstrates the product's capacity and utility. - 00:09–00:11 00:09–00:11 Zack transitions to discussing the three main safety features of the Arcos XL. This shifts the focus to the product's functional benefits and reliability. - 00:11–00:17 00:11–00:17 Zack highlights the slide-lock system, demonstrating its easy opening and closing mechanism. This emphasizes the product's user-friendly design and convenience. - 00:17–00:23 00:17–00:23 A close-up shot demonstrates how the slide-lock system works, showing that it puts no stress on the key when unlocking and locking the box. This reinforces the product's durability and ease of use. - 00:23–00:27 00:23–00:27 Zack points out the redesigned lights, noting that they are wider and similar to those on Thule's premium bike carriers. This highlights the product's enhanced visibility and safety features. - 00:28–00:33 00:28–00:33 The camera focuses on the three tie-down straps inside the cargo box, which secure skis and snowboards. This demonstrates the product's ability to keep gear organized and protected during transport. - 00:34–00:39 00:34–00:39 The ad concludes with a shot of a person walking towards the car with the Thule Arcos XL attached, followed by the Thule logo. This reinforces the brand's image and the product's overall appeal.

# Ad summary This ad features a testimonial from Eero Ettala, who states that the Thule Arcos XL is a "game changer" for car trips. He says that he can easily pack his snowboard for a weekend in the mountains, or fit the Thule Urban Glide 3 when he goes to family events. He adds that it keeps everything dry, safe, and easily accessible - without taking up valuable space in the car. # Brand positioning Thule is presented as a premium brand that offers solutions for transporting gear and equipment. The brand is positioned as a provider of products that make it easier to bring your gear with you on any adventure. The brand aligns with a lifestyle of outdoor activities and family adventures. The brand pushes against the norm of limited cargo space in vehicles, offering a solution that keeps everything dry, safe, and easily accessible. # Product The Thule Arcos XL is a cargo carrier designed to attach to the back of a vehicle. It is designed to provide additional storage space for outdoor gear and equipment. It is for people who need extra space for their belongings when traveling. It keeps everything dry, safe, and easily accessible - without taking up valuable space in the car. It is designed to be easily accessible and to keep items dry and secure. # Visual style The ad has a clean and modern visual style. The production quality is high, with a focus on showcasing the product in a realistic setting. The image treatment is minimal, with natural lighting and subtle color grading. The typography is clean and legible, with a focus on readability. The ad mimics a platform-native style, with a vertical format that is well-suited for mobile devices. # Hooks Headline: Thule Arcos XL er en «game changer» for bilturer. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of limited cargo space in vehicles, especially when traveling with gear for outdoor activities or family events. The quote "uten å ta opp verdifull plass inne i bilen" (without taking up valuable space in the car) signals this frustration. # Value propositions - The Thule Arcos XL allows you to easily pack your snowboard for a weekend in the mountains, providing a convenient and hassle-free way to transport your gear. - The Thule Arcos XL allows you to fit the Thule Urban Glide 3 when you go to family events, providing ample space for all your family's needs. - The Thule Arcos XL keeps everything dry, safe, and easily accessible, ensuring that your belongings are protected and within reach. - The Thule Arcos XL does not take up valuable space in the car, maximizing your vehicle's interior space. # Benefits - Enkelt pakke snowboardet mitt for en helg i fjellet (Easily pack my snowboard for a weekend in the mountains) - Få plass til Thule Urban Glide 3 når jeg drar på familieeventyr (Fit the Thule Urban Glide 3 when I go to family events) - Uten å ta opp verdifull plass inne i bilen (Without taking up valuable space in the car) # Features - Keeps everything dry - Keeps everything sikkert (safe) - Keeps everything lett tilgjengelig (easily accessible) # Call to action None used. # Social proof - "Thule Arcos XL er en «game changer» for bilturer. Jeg kan enkelt pakke snowboardet mitt for en helg i fjellet, eller få plass til Thule Urban Glide 3 når jeg drar på familieeventyr. Den holder alt tørt, sikkert og lett tilgjengelig - uten å ta opp verdifull plass inne i bilen." – Eero Ettala # Point of view - Customer: The testimonial at the top of the image is from the customer's point of view, as it shares their personal experience with the product. # Storyline - The ad opens with a quote from Eero Ettala, who states that the Thule Arcos XL is a "game changer" for car trips. This is included to immediately grab the viewer's attention and establish the product's value. The audience is experiencing this from the customer's point of view. - Eero Ettala continues by saying that he can easily pack his snowboard for a weekend in the mountains, or fit the Thule Urban Glide 3 when he goes to family events. This is included to illustrate the product's versatility and capacity. The audience is experiencing this from the customer's point of view. - Eero Ettala concludes by stating that the Thule Arcos XL keeps everything dry, safe, and easily accessible - without taking up valuable space in the car. This is included to highlight the product's key benefits and address potential concerns about space and security. The audience is experiencing this from the customer's point of view.

# Ad summary This ad features two young girls, Alini and Penny, providing feedback on the Thule Palm car seat. They discuss their favorite features, emphasizing its comfort and overall appeal. # Brand positioning Thule is presented as a brand focused on creating comfortable and appealing car seats for children. The ad emphasizes the brand's commitment to providing products that kids genuinely enjoy, positioning Thule as a brand that values both safety and comfort. The brand aligns with a lifestyle that prioritizes family travel and child-friendly design, pushing against the norm of car seats being solely functional and instead highlighting the emotional aspect of a child's comfort and happiness. # Product The Thule Palm is a car seat designed for children, emphasizing comfort and appeal. The ad highlights features such as the footrest and overall design, which the children describe as "super comfy." The product is presented as a booster seat that is enjoyable for kids, addressing the potential purchase barrier of children disliking car seats. The ad focuses on the child's experience, conveying that the Thule Palm is worth buying because it makes car rides more pleasant for them. # Visual style The ad has a bright and cheerful aesthetic, with natural lighting and a focus on capturing candid moments. The editing style includes quick cuts to maintain a lively pace, and the production quality has a polished commercial feel while still retaining a sense of authenticity. The visuals are timed to the music, creating a cohesive and engaging viewing experience. # Hooks Spoken: Alini: Jag heter Alini. / Penny: Jag heter Penny. Text overlay: My name is Alini / My name is Penny Visual: 00:02–00:03: Two young girls stand on a dirt surface with sparse grass. The girl on the left wears a white t-shirt with a red crab design and light blue shorts. The girl on the right wears a dark gray sleeveless top and olive green shorts. In the background, there is a flatbed trailer and film crew equipment. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential pain point of children disliking car seats, which can make car rides stressful for both the child and the parent. This is implied through the focus on the car seat's comfort and the children's positive experiences: "What did you like most about the Thule Palm?" # Value propositions - The footrest was super comfy! - The whole booster seat was super comfy # Benefits - Super comfy # Features - Footrest - Booster seat # Call to action None used. # Social proof - "Fotstöd det var jätteskönt." – Alini (Customer) - "Hela bilstolen var." – Penny (Customer) # Point of view - Customer 70% – The ad is primarily told from the perspective of the two young girls, who are presented as users of the Thule Palm car seat. - Brand 30% – The brand's perspective is communicated through the questions asked to the children and the final logo reveal. # Storyline - 00:00–00:01 The ad begins with a close-up of a young girl waving at the camera, followed by a shot of two children walking on a sidewalk. - 00:01–00:03 00:01–00:03: Two young girls, Alini and Penny, introduce themselves, setting the stage for their product feedback. The message is to establish the speakers as the primary voices of the ad, conveying a child's perspective. - 00:03–00:07 00:03–00:07: The girls state that they were filmed, acknowledging the behind-the-scenes aspect of the ad. This adds a layer of authenticity, as the audience is aware that the children are providing genuine feedback. - 00:07–00:08 00:07–00:08: A brief shot shows the film crew setting up the camera, providing a glimpse into the production process. This reinforces the idea that the ad is capturing real moments and opinions. - 00:08–00:11 00:08–00:11: The girls are asked what they like most about the Thule Palm, prompting them to share their positive experiences with the car seat. This is from the brand's perspective, guiding the conversation towards the product's benefits. - 00:11–00:13 00:11–00:13: Alini mentions that the footrest was super comfy, highlighting a specific feature of the car seat. This is from the customer's perspective, sharing a personal experience of comfort. - 00:13–00:17 00:13–00:17: Penny states that the whole booster seat was super comfy, reinforcing the overall comfort of the product. This is from the customer's perspective, emphasizing the product's key benefit. - 00:17–00:19 00:17–00:19: The ad concludes with a shot of Penny in the car seat, followed by the Thule logo, reinforcing the brand and product association. This is from the brand's perspective, solidifying the product's identity.

# Ad summary This ad features Ahmad, a product manager for car seats, who provides tips and tricks for traveling safely with a child. He demonstrates how to properly secure a child in a Thule car seat, emphasizing the importance of correct belt placement and tightness. # Brand positioning Thule is presented as a brand focused on safety and ease of use in their car seat designs. The brand aims to occupy a space in the consumer's mind as a provider of intuitive and reliable car seats that ensure children's safety while traveling. The brand aligns with values of safety, practicality, and user-friendliness. The brand positioning is functional, emphasizing the performance and simplicity of their products. # Product The Thule car seat is designed to ensure children travel safely. It features an intuitive belt guide system that clicks in easily, ensuring a good fit of the belt across the shoulder. The car seat is designed to ensure the belt is tight around the hips and good around the shoulders and chest. The two-finger rule is used to ensure proper belt guidance for the child. The product is for parents or guardians looking for a reliable and easy-to-use car seat to protect their children while traveling. # Visual style The ad has a polished, commercial feel with natural lighting. The editing style is smooth with static shots and clear transitions. The production quality is high, supporting the intended tone of expertise and reliability. The pacing is consistent, with a moderate tempo. # Hooks Spoken: 00:02–00:04: Ahmad: It is important to get this belt guide correct. Text overlay: 00:02–00:04: Tips & tricks: / 00:02–00:04: Travel safe with your child / 00:02–00:04: Ahmad, product manager for car seats Visual: 00:02–00:04: Inside the car, Ahmad, a man with a beard and a white long-sleeve shirt, adjusts the seatbelt on a young boy wearing a white t-shirt. The car seat is gray with the Thule logo. The background shows a blurred view of trees and buildings through the car window. Text overlay: "Tips & tricks: Travel safe with your child. Ahmad, product manager for car seats." # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty and potential for error in properly securing a child in a car seat, ensuring their safety while traveling. "It is important to get this belt guide correct." # Value propositions - Intuitive belt guide system: Easy to use and ensures correct belt placement. - Easy click-in mechanism: Simplifies the process of securing the child in the car seat. - Ensures good belt fit: Provides optimal safety and comfort for the child. # Benefits - Travel safe with your child - Proper belt guide - Good fitment of the belt - Tight and secure fastening # Features - Intuitive belt guide system - Easy click-in mechanism - Ensures good belt fit across the shoulder - Proper belt guidance around hips, shoulders, and chest - Two-finger rule for tightness # Call to action None used. # Point of view - Expert 100% – The ad is told from the perspective of a product manager who is providing safety tips and demonstrating the features of the car seat. # Storyline - 00:00–00:02 The ad begins with a shot of a car driving down a city street, introducing the topic of travel. - 00:02–00:04 Ahmad, a product manager for car seats, is shown adjusting a child's seatbelt, setting the stage for providing safety tips. - 00:04–00:06 Ahmad emphasizes the importance of getting the belt guide correct, highlighting the product's key feature. - 00:06–00:09 He explains that the car seat is designed with an intuitive belt guide system that clicks in easily, showcasing its user-friendly design. - 00:09–00:13 Ahmad demonstrates how the belt ensures a good fit across the shoulder, reinforcing the safety aspect. - 00:13–00:24 He shows how to fasten the belt, ensuring it's tight around the hips and properly positioned around the shoulders and chest, providing a step-by-step guide. - 00:24–00:29 Ahmad uses the two-finger rule to ensure proper belt guidance, adding a practical tip for parents. - 00:29–00:31 The Thule logo is displayed, reinforcing the brand identity. - 00:31–00:32 Ahmad confirms that the child is ready to go, concluding the demonstration on a positive note.

# Ad summary This ad shows the behind the scenes of a Thule car seat commercial. It shows the crew filming the commercial with the car seat. # Brand positioning Thule is presented as a brand that values safety and family. The ad shows the behind the scenes of a commercial for Thule car seats. The brand is positioned as a premium brand that is worth the investment for the safety of your children. The brand aligns with a lifestyle of adventure and family. # Product The product featured in the ad is a Thule car seat. The car seat is shown being used by children of various ages. The car seat is shown being installed in a car. The car seat is shown being used on a film set. The ad shows the car seat being used by a family. The ad shows the car seat being used in a variety of settings. The ad shows the car seat being used by a variety of people. The ad shows the car seat being used by a variety of children. The ad shows the car seat being used by a variety of families. # Visual style The ad has a polished and professional aesthetic. The editing style is quick cuts. The production quality is high-end commercial. The pacing is fast. The audio-visual sync is timed to the music beats. # Hooks Spoken: 00:00–00:03 [Music playing] Text overlay: 00:00–00:03 Say hi to Thule Palm / 00:00–00:03 Thule Palm production / 00:00–00:03 in Malmö, Sweden - May, 2024 Visual: 00:00–00:01 A white SUV is parked outside a black house. The camera is set up outside the car, with a monitor showing the children inside the car. / 00:01–00:02 The camera is moving along a track. / 00:02–00:03 The camera is set up outside the car, with a monitor showing the children inside the car. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Thule car seat is a premium brand that is worth the investment for the safety of your children. # Benefits - Safety - Family - Adventure # Features - Thule car seat # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is from the brand's perspective, showing the behind the scenes of a commercial shoot. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a shot of the film crew setting up the shot for the commercial. This is intended to show the audience that the commercial is being professionally filmed. - 00:02–00:04 00:02–00:04 The ad shows the camera moving along a track. This is intended to show the audience the movement of the camera. - 00:04–00:06 00:04–00:06 The ad shows the film crew setting up the shot for the commercial. This is intended to show the audience that the commercial is being professionally filmed. - 00:06–00:08 00:06–00:08 The ad shows the film crew setting up the shot for the commercial. This is intended to show the audience that the commercial is being professionally filmed. - 00:08–00:10 00:08–00:10 The ad shows the film crew setting up the shot for the commercial. This is intended to show the audience that the commercial is being professionally filmed. - 00:10–00:12 00:10–00:12 The ad shows the film crew setting up the shot for the commercial. This is intended to show the audience that the commercial is being professionally filmed. - 00:12–00:14 00:12–00:14 The ad shows the film crew setting up the shot for the commercial. This is intended to show the audience that the commercial is being professionally filmed. - 00:14–00:16 00:14–00:16 The ad shows the film crew setting up the shot for the commercial. This is intended to show the audience that the commercial is being professionally filmed. - 00:16–00:17 00:16–00:17 The ad shows the Thule logo. This is intended to show the audience the brand of the car seat.

# Ad summary This ad showcases the Thule Palm booster seat, emphasizing its ease of use and convenience for families on the go. The ad features children easily accessing and using the booster seat with its integrated step, highlighting the product's design for independent use and safety. # Brand positioning Thule is presented as a brand focused on creating products that simplify family travel and outdoor adventures. The brand aligns with a lifestyle of active parenting, convenience, and safety. Thule aims to occupy the space of a premium, reliable brand that parents can trust to make traveling with children easier and more enjoyable. The brand positioning is both functional, providing practical solutions for travel, and emotional, promoting the joy of family outings without the stress of complicated logistics. # Product The Thule Palm booster seat is a car seat designed for children, featuring an integrated step for easy access. The product is shown being used by children of various ages, suggesting it is suitable for a range of ages and sizes. Key features highlighted include the built-in step, which allows children to independently climb into the seat, and the overall design that promotes ease of use. The ad addresses the purchase barrier of convenience by showing how simple it is for children to use the seat without adult assistance. The booster seat is presented as a solution for parents who want to encourage independence and make car rides hassle-free. # Visual style The ad has a clean and modern aesthetic with bright lighting and a focus on showcasing the product in real-life scenarios. The editing style is smooth with quick cuts to maintain a fast pace. The production quality is polished, giving it a commercial feel. The visual motif is the consistent use of close-ups on the product's features and children interacting with it. The pacing is consistent, with cuts timed to the upbeat music. # Hooks Text overlay: Thule Palm booster seat / Bring your kids Visual: 00:00–00:01: Inside a car, a young girl with blonde hair is shown adjusting a Thule car seat. The car interior is gray and modern. The Thule logo is superimposed in white over the scene. / 00:01–00:02: Close-up of a child's feet in white sneakers stepping onto the black integrated step of the Thule Palm booster seat. The car interior is visible in the background. Text on the right side reads "Thule Palm booster seat" and "Bring your kids". / 00:02–00:03: A young boy with curly hair sits in the Thule Palm booster seat, resting his chin on his hand. He is wearing a white shirt. The car interior is visible in the background. Text on the right side reads "Thule Palm booster seat" and "Bring your kids". # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of parents who struggle with the difficulty of getting their children into car seats, especially as they grow older and more independent. # Value propositions - The integrated step makes it easy for children to get into the booster seat themselves. - The booster seat design ensures children are comfortable and secure during car rides. # Benefits - Easy access for children - Promotes independence - Convenient for parents # Features - Integrated step - Booster seat design # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad shows children using the product, giving the impression of a user's perspective. # Storyline - 00:00–00:01 The Thule logo appears over a shot of a child interacting with a car seat. - 00:01–00:02 00:01–00:02: A child steps onto the integrated step of the Thule Palm booster seat. This shows how the product is used and introduces the key feature of the step. - 00:02–00:03 00:02–00:03: A child sits in the booster seat, looking thoughtful. This conveys the comfort and suitability of the seat for children. - 00:03–00:04 00:03–00:04: Children enter the car and interact with the booster seat. This shows the product in use and emphasizes its accessibility. - 00:04–00:05 00:04–00:05: A child steps onto the integrated step. This reinforces the ease of access provided by the product. - 00:05–00:06 00:05–00:06: A child sits in the booster seat. This shows the product in use and emphasizes its suitability for children. - 00:06–00:07 00:06–00:07: A child steps onto the integrated step. This reinforces the ease of access provided by the product. - 00:07–00:08 00:07–00:08: The Thule logo appears over a shot of a child interacting with a car seat.

# Ad summary This ad features a young boy sitting comfortably and safely in a Thule Palm booster seat in the back of a car. The ad emphasizes the ultimate comfort and safety provided by the product. # Brand positioning Thule is presented as a brand focused on providing ultimate comfort and safety for children in car travel. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, reliable, and comfortable booster seats. The brand aligns with values of safety, comfort, and peace of mind for parents. The brand positioning is both functional, emphasizing safety and comfort, and emotional, providing parents with assurance and confidence in their child's well-being during travel. # Product The Thule Palm booster seat is designed to provide ultimate comfort and safety for children during car rides. It is shown installed in the back seat of a car, occupied by a young boy who appears comfortable and content. The booster seat features a supportive headrest and a secure harness system. The ad highlights the product's ability to provide both comfort and safety, addressing potential purchase barriers related to child passenger safety and comfort during travel. The product is identified on the car seat as "Thule Palm booster seat". # Visual style The ad features a clean and modern visual style with a focus on showcasing the product in a real-life setting. The production quality appears to be high, with professional lighting and composition. The image treatment includes subtle color grading to enhance the overall aesthetic. The typography is clean and legible, complementing the overall design. # Hooks Headline: Ultimate comfort with safety # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of parents seeking a car seat that provides both comfort and safety for their children during travel. The ad aims to alleviate concerns about child passenger safety and comfort during car rides. # Value propositions - Ultimate comfort with safety # Benefits - Ultimate comfort - safety # Features - booster seat # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is present throughout the ad, emphasizing the product's features and benefits, and showcasing the child's comfort and safety. # Storyline - The ad opens by highlighting the core value proposition: "Ultimate comfort with safety." This message is conveyed from the brand's perspective, setting the tone for the ad and immediately addressing the key benefits of the product. - The ad then introduces the product, the "Thule Palm" booster seat, visually showcasing a child seated comfortably in the car seat. This is presented from the brand's perspective, demonstrating the product in a real-world setting and highlighting its design and functionality. - The ad concludes by showing the product name and type, "Thule Palm booster seat", along with coordinates "55.4098°N 12.9558°E". This information is provided from the brand's perspective, offering specific details about the product and potentially indicating a location relevant to the brand or product.

# Ad summary This ad showcases the Thule Palm booster seat, emphasizing its comfort and safety features for children. The ad features a young girl interacting with the seat, highlighting its design and ease of use. # Brand positioning Thule is presented as a brand focused on providing safe and comfortable solutions for transporting children. The brand aligns with a lifestyle that values family outings and travel, positioning itself as a reliable choice for parents. Thule emphasizes functional design and safety, appealing to parents who prioritize their children's well-being during travel. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, safe, and comfortable child transportation solutions. # Product The Thule Palm booster seat is designed for children, providing a comfortable and secure seating solution for car travel. The seat features a cushioned design, as highlighted by a hand pressing into the seat to demonstrate its softness. The product is shown in use, with a young girl easily getting into the seat and buckling up. The ad emphasizes the seat's comfort and ease of use, suggesting it addresses the common parental concern of ensuring children's safety and comfort during car rides. The Thule Palm booster seat is presented as a worthwhile investment for parents seeking a reliable and comfortable car seat for their children. # Visual style The ad has a polished, commercial aesthetic with smooth transitions and clear, well-lit shots. The production quality is high, giving the ad a professional feel. The pacing is moderate, with cuts timed to the music beats. The visual motifs include close-ups of the product and the child interacting with it, emphasizing comfort and ease of use. # Hooks Text overlay: Thule Palm booster seat (On right side of screen) / Bring your kids (On right side of screen) Visual: 00:00–00:01 Close-up shot of a young girl with brown hair and fair skin sitting in a car seat. She is wearing a white shirt. The Thule logo is superimposed over the shot. The background is blurred, showing trees passing by outside the car window. / 00:01–00:02 Close-up shot of a light-skinned hand pressing into a gray car seat. The texture of the seat is emphasized. Text on the right side of the screen reads "Thule Palm booster seat" and "Bring your kids." / 00:02–00:03 A young girl with curly dark hair, wearing a white shirt and denim shorts, climbs into a gray and black Thule Palm booster seat in a car. The car door is open, and the background shows a green lawn and trees. Text on the right side of the screen reads "Thule Palm booster seat" and "Bring your kids." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the parental concern of ensuring children's safety and comfort during car rides. The visual of the hand pressing into the seat implies that other car seats may not be as comfortable: "Ensuring children's comfort and safety during car rides." # Value propositions - The Thule Palm booster seat provides a comfortable and secure seating solution for car travel, ensuring children's safety and comfort during car rides. # Benefits - Comfortable seating solution for car travel - Easy to use # Features - Cushioned design # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing the product's features and benefits. # Storyline - 00:00–00:01 The ad opens with a shot of a young girl in a car seat, with the Thule logo prominently displayed. - 00:01–00:02 00:01–00:02 A hand presses into the car seat, demonstrating its cushioned texture. This is intended to highlight the comfort of the seat. - 00:02–00:04 00:02–00:04 A young girl climbs into the Thule Palm booster seat. This shows the ease of use and accessibility of the seat. - 00:04–00:07 00:04–00:07 The girl is shown sitting comfortably in the seat, buckled up and looking out the window. This reinforces the message of safety and comfort. - 00:07–00:08 00:07–00:08 The ad returns to a shot of a hand pressing into the car seat, with the Thule logo displayed again. This reinforces the brand and product.