How Thuma Advertises on Meta

# Ad summary The ad showcases a woman upgrading her bedroom with a bed and headboard from Thuma, while humorously noting that she also upgraded her dog's bed to a fancier Thuma bed. # Brand positioning Thuma is presented as a brand that offers high-quality, stylish, and sustainably made bedroom furniture. The brand emphasizes the use of upcycled wood and Japanese joinery, highlighting a commitment to both design and environmental consciousness. The brand is positioned to appeal to consumers who appreciate modern aesthetics, quality craftsmanship, and eco-friendly materials. Thuma aims to occupy a space in the consumer's mind as a provider of elegant, easy-to-assemble furniture that enhances the home. The brand is both functional with features like ease of assembly and emotional with the value of investing in a pet's comfort. # Product The Thuma bed is a modern, minimalist bed frame made from upcycled wood. It features Japanese joinery, which makes assembly simple. It also comes with a headboard. The ad also features Thuma's dog bed, a rectangular bed with cushioned walls along the perimeter. The dog bed has a neutral beige cushion inside and a brown wooden frame. The bed is designed to be modern, comfortable, and stylish for pets. The USP is upcycled wood and Japanese joinery. # Visual style The ad has a bright and airy aesthetic with a polished feel, indicative of a well-produced UGC video. The editing style combines quick cuts with static shots, creating a balanced rhythm. The pacing remains consistent throughout, with cuts timed to match the speaker's delivery and occasional visual accents. The overall production quality suggests a hybrid approach, blending the authenticity of UGC with the polish of a commercial, making it feel accessible and trustworthy while maintaining a high visual standard. # Hooks Spoken: 00:00–00:03 We got a new bed, so naturally I had to upgrade Blue's as well. Text overlay: 00:00–00:02 Bed upgrade, for two. Visual: 00:00–00:01 Wide shot of a bedroom featuring a Thuma bed with a dark wooden frame and tan bedding. Two pillows are on the bed. Behind the bed is a window with light beige curtains. There is a white spherical lamp hanging from the ceiling. Text overlay: “THUMA” / 00:01–00:03 Cut to a medium shot of a blue heeler dog sitting on a striped pet bed, next to a mid-century modern wooden cabinet with a mirror. Text overlay: “THUMA” # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cumbersome furniture assembly and the desire for more sustainable purchasing options. The customer states, "I love the upcycled wood and Japanese joinery of these Thuma pieces, which are so easy to assemble." # Value propositions - The Thuma bed is made with upcycled wood, allowing for an eco-friendly upgrade. - Japanese joinery allows for easy assembly. # Benefits - Easy assembly # Features - Upcycled wood - Japanese joinery # Call to action Refresh your bedroom at www.thuma.co # Point of view - Customer 100% – The entire ad is presented from the customer's point of view, sharing their experience and opinions about the product. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a shot of a new Thuma bed, and the narrator states that she got a new bed. - 00:02–00:03 00:02–00:03 The scene shifts to her dog, Blue, and she adds that she "naturally had to upgrade Blue's as well," implying a funny sense of luxury. - 00:03–00:06 00:03–00:06 The narrator then says she is "finally getting around to giving our bedroom a little refresh," indicating a project she's been planning. - 00:06–00:08 00:06–00:08 The narrator then speaks of her love of "the upcycled wood and Japanese joinery of these Thuma pieces." - 00:08–00:11 00:08–00:11 The narrator adds that the assembly is "super easy," - 00:11–00:14 00:11–00:14 A close-up shot of the dog bed is shown, and the narrator says that "Blue's bed is fancier than most." - 00:14–00:17 00:14–00:17 Continuing from the previous line, the narrator jokes that Blue's bed is fancier than the beds she owned in her twenties, "but he deserves it," she notes. - 00:17–00:21 00:17–00:21 The narrator discusses upgrading the headboard and says she is "loving this change," indicating her satisfaction with the upgrade.

# Ad summary This ad for Thuma features a man decorating his living space with Thuma furniture, showcasing the minimalist style and calming effect the products have on his home. # Brand positioning Thuma positions itself as a provider of home essentials focused on simplicity, calm, and organization. The brand offers high-quality, well-made furniture designed to create a grounded and organized living space. Thuma differentiates itself by rejecting fleeting trends and fussy designs, focusing instead on timeless pieces that promote a sense of calm and well-being in the home. The brand leans into a functional approach by emphasizing the utility of its furniture for creating organized spaces, while also delivering an emotional benefit of serenity and groundedness. # Product The ad showcases Thuma's modular shelving unit as a home essential designed for creating a calm and organized living space. The shelving unit is made from wood and features a minimalist design. The shelving units are also modular and can be easily customized to fit any space. The ad also highlights the furniture's ability to help the user feel grounded in their living space and keeps the home calm and organized. Thuma furniture is designed to be both functional and aesthetically pleasing, with a focus on quality craftsmanship and timeless design. # Visual style The ad has a warm and inviting aesthetic, using soft lighting and a neutral color palette to create a sense of calm and tranquility. The editing style is smooth, with slow pans and static shots that allow viewers to fully appreciate the design and craftsmanship of the furniture. The production quality is high, giving the ad a polished and sophisticated feel. The pacing is slow and deliberate, with each shot lingering just long enough to convey a sense of peacefulness and serenity. # Hooks Spoken: 00:01–00:02 I wanted my space to feel grounded. Text overlay: 00:00–00:02 THUMA / 00:01–00:02 I wanted my space to feel grounded. Visual: 00:00–00:02 Medium shot of the front of a natural wood sideboard and stacked off-white bowls with a framed sketch behind it. To the right is a record player on top of the sideboard and a natural wood cabinet underneath it. Soft sunlight streams from a window not shown in the frame. Camera pans to show a black leather couch with a metal frame, a circular paper lantern hanging from the ceiling, and a short metal table with a circular lamp on top. Sheer white curtains are shown over the window behind the scene. # Funnel stage Top of funnel (Awareness) # Pain points The pain point implied is the desire for a calm and organized living space. # Value propositions - Timeless furniture designed to promote a sense of calm and well-being. - Furniture designed to be both functional and aesthetically pleasing, with a focus on quality craftsmanship and timeless design. - Storage that keeps my home calm and organized. # Benefits - Creates a calm and organized living space - Helps the user feel grounded in their living space # Features - Modular shelving unit - Wood construction - Minimalist design - Customizable # Call to action Explore home essentials at www.thuma.co # Social proof - "I wanted my space to feel grounded." # Point of view - Customer 100% – The ad is told from the perspective of a person using Thuma products to style their living space, creating a sense of groundedness and organization. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a static shot of a room featuring Thuma furniture. The voiceover says, "I wanted my space to feel grounded." - 00:02–00:07 00:02–00:07 A man is shown adding shelves to the Thuma shelving unit. He then places various decorative items on the shelves, creating an organized and visually appealing display. - 00:07–00:10 00:07–00:10 The man continues to decorate the room, adding items to the shelving unit and a sideboard. The text overlay states, "Not trendy. Not fussy. Just well made." - 00:10–00:14 00:10–00:14 The man places items on the shelves, continuing to organize and style the space. The text overlay states, "With storage that keeps my home calm and organized." - 00:14–00:19 00:14–00:19 The ad shows various angles of the completed living space and its features. The text overlay encourages viewers to "Explore home essentials at www.thuma.co". - 00:19–00:21 00:19–00:21 A hand is shown removing an item to reveal the Thuma logo.

# Ad summary This ad features a cozy bedroom setup with a Thuma bed as the focal point. It emphasizes the idea that a perfect room starts with the right bed and directs viewers to the brand's website. # Brand positioning Thuma is presented as a lifestyle brand focused on high-quality, minimalist bedroom furniture. The brand places itself in the higher end of the market, focusing on thoughtful design and simplicity. With the tagline "The perfect room starts with a bed...", Thuma subtly suggests that it offers more than just functional furniture, but an entire aesthetic and lifestyle. There is a focus on quality and a holistic approach to bedroom design, offering not just furniture, but also the foundation for a perfect, peaceful living space. # Product The featured product is a Thuma bed, including the bed frame, headboard, pillows, and bedding. The bed frame is made of dark wood, and the headboard is upholstered in a light neutral fabric. The bedding consists of a striped duvet cover and matching pillows, which feature a dark stripe on a light tan fabric. One smaller, solid-brown pillow is also featured. The ad does not explicitly list the materials or dimensions, but the focus is on the overall aesthetic and how the bed enhances the room's feel, implying that the bed's design and comfort are USPs. By showing the bed within the context of a serene room, the ad suggests that it addresses the challenge of creating a cohesive and comfortable bedroom environment. # Visual style The visual style is clean and minimalist, with a focus on natural light and neutral tones. The image is well-composed and professionally shot, evoking a sense of calm and sophistication. The absence of clutter and the emphasis on soft textures contribute to a feeling of comfort and relaxation. The visual style of the ad aims to appeal to those who appreciate understated elegance and a serene living environment. There is a deliberate effort to create a polished aesthetic that suggests quality and attention to detail. # Hooks Headline: The perfect room starts with a bed... # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of not having a well-designed and cohesive bedroom: "The perfect room starts with a bed..." # Value propositions - High-quality bed that enhances your room's feel - The bed is the starting point for creating a great room. # Benefits - Creates a comfortable and stylish bedroom - Provides the foundation for a well-designed room # Features - Bed frame - Headboard - Bedding # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the perspective is that of the brand, Thuma, presenting its bed as the centerpiece of a well-designed, comfortable bedroom. # Storyline - The ad presents a fully made bed, neatly arranged with pillows and a duvet, immediately conveying comfort and quality. This is from the brand's perspective, showcasing the aesthetic that Thuma aims to provide through its products. - The text overlay states, "The perfect room starts with a bed..." and then directs viewers to the Thuma website. This is the brand positioning itself as the starting point for creating an ideal living space, prompting viewers to see the bed as more than just furniture, but as the foundation for a well-designed room.

# Ad summary This ad showcases the Thuma sectional, highlighting its modern design, generous comfort, premium materials, and endless optionality. A woman interacts with the couch, walking, sitting, and relaxing on it, while text overlays emphasize the product's features and encourage viewers to browse sectionals at Thuma's website. # Brand positioning Thuma is presented as a brand that offers modern, high-quality sectional sofas with a focus on comfort, premium materials, and customization. The brand positions itself in the market by offering a lifetime warranty, suggesting a commitment to durability and customer satisfaction. Thuma aligns with a lifestyle of modern living, emphasizing both style and comfort. The brand's positioning is both functional, highlighting the quality and warranty, and emotional, emphasizing the comfort and optionality of their products. # Product The featured product is a modern sectional sofa by Thuma. It is designed with clean lines and a minimalist aesthetic. The sofa is shown in a light color with a textured fabric and a wooden base. The ad emphasizes the sofa's generous comfort, premium materials, and endless optionality, suggesting that it can be customized to fit various needs and preferences. The ad addresses purchase barriers by highlighting the lifetime warranty, assuring customers of the product's durability and long-term value. The sofa is presented as a versatile piece of furniture suitable for relaxation and modern living. # Visual style The ad has a clean and minimalist aesthetic, with a focus on showcasing the product in a modern and inviting setting. The editing style is simple, with static shots and smooth transitions. The production quality is polished, giving the ad a commercial feel. The pacing is slow and deliberate, allowing viewers to focus on the product and its features. # Hooks Text overlay: 00:00–00:09: THUMA / 00:00–00:01: Modern sectionals, backed by a lifetime warranty. Visual: 00:00–00:01: A wide shot of a modern living room. In the foreground is a white sectional sofa with brown wooden base. Two gray pillows are on the sofa. A brown side table is to the left of the sofa. In the background is a gray wall and a tall plant. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of needing a comfortable, durable, and customizable sectional sofa that fits a modern lifestyle. # Value propositions - Modern sectionals, backed by a lifetime warranty - Generous comfort - Premium materials - Endless optionality # Benefits - Comfortable seating - Durable construction - Customizable design # Features - Modern design - Lifetime warranty - Generous comfort - Premium materials - Endless optionality # Call to action Browse sectionals at www.thuma.co # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product's features and benefits through visuals and text overlays. # Storyline - 00:00–00:01 The ad opens with a static shot of the Thuma sectional sofa in a modern living room setting. - 00:01–00:04 A woman walks across the sectional, showcasing its size and modular design. - 00:04–00:07 The woman sits on the sectional, highlighting its comfort and inviting viewers to imagine themselves relaxing on it. - 00:07–00:09 The ad concludes with the woman lounging on the sectional, accompanied by a call to action to browse sectionals on the Thuma website.

# Ad summary This ad showcases the Thuma Classic Bed + Headboard, highlighting its pared-back design and use of upcycled wood. It aims to attract customers seeking elevated and sustainable furniture options. # Brand positioning Thuma is presented as a brand focused on elevated design and sustainability, as evidenced by the use of upcycled wood. The brand aims to occupy a space in the consumer's mind as a provider of minimalist, high-quality furniture that aligns with environmentally conscious values. Thuma pushes against the norms of mass-produced furniture by emphasizing craftsmanship and sustainable materials. The brand positioning is both functional, highlighting the design and materials, and emotional, appealing to consumers who value sustainability and minimalist aesthetics. # Product The featured product is the Thuma Classic Bed + Headboard, characterized by its pared-back design and construction from upcycled wood. The bed features a minimalist frame with a headboard, both made from light-colored wood. The design emphasizes simplicity and elegance, appealing to those who appreciate understated aesthetics. The use of upcycled wood is a key selling point, addressing concerns about environmental impact and promoting sustainability. The ad invites viewers to explore the Classic Bed + Headboard at the provided website, suggesting an easy path to purchase. # Visual style The ad features a clean and minimalist visual style. The production quality is high, with a studio-shot image that emphasizes the product's design and materials. The image treatment includes soft lighting and a neutral color palette, creating a calming and sophisticated aesthetic. The typography is simple and legible, complementing the overall minimalist design. The style is designed to be scannable and appealing in-feed, with a focus on showcasing the product's key features. # Hooks Headline: Pared-back perfection. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Elevated design made from upcycled wood # Benefits - Pared-back perfection # Features - Elevated design - Made from upcycled wood # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its product and values. # Storyline - The ad opens with the brand name "THUMA", immediately establishing the source of the product being showcased. This serves to brand the ad from the outset, ensuring viewers know who is offering the product. The brand is telling this part of the story. - The ad then highlights the product's key features with the text "Pared-back perfection. Elevated design made from upcycled wood." This emphasizes the bed's minimalist design and sustainable materials, appealing to the target audience's values. The brand is telling this part of the story. - The ad concludes with a call to action: "Explore the Classic Bed + Headboard at www.thuma.co". This directs viewers to the brand's website to learn more and potentially make a purchase, guiding them towards conversion. The brand is telling this part of the story.

# Ad summary This ad showcases the Thuma Signature Bed + Headboard in Italian Wool Felt (Heathered Mocha). The ad aims to convey a sense of luxury and comfort, inviting viewers to explore elevated home essentials. # Brand positioning Thuma is presented as a brand focused on curating a perfect oasis within the home, suggesting a focus on comfort, quality, and elevated design. The brand aligns with a lifestyle that values relaxation and well-being, positioning itself in the market as a provider of premium home essentials. Thuma seems to ignore the trend of mass-produced, low-quality furniture, instead emphasizing craftsmanship and high-end materials. # Product The featured product is the Thuma Signature Bed + Headboard, upholstered in Italian Wool Felt with a Heathered Mocha color. The bed is designed to provide a comfortable and stylish centerpiece for the bedroom, creating a relaxing oasis. The ad highlights the use of high-quality materials, such as Italian Wool Felt, suggesting a focus on luxury and durability. The product is aimed at individuals who appreciate elevated home essentials and seek to create a sophisticated and comfortable living space. The ad addresses the purchase barrier of perceived high cost by emphasizing the value of quality materials and design. # Visual style The ad has a clean and minimalist visual style, with a focus on showcasing the product's design and quality. The color palette is neutral, with shades of gray, white, and mocha. The lighting is soft and diffused, creating a sense of calm and relaxation. # Hooks Headline: Curating the perfect oasis. # Funnel stage Top of funnel (Awareness) # Pain points Pain point: The ad implicitly addresses the desire for a comfortable and stylish bedroom environment, suggesting that the Thuma bed can help create a relaxing oasis. # Value propositions - Signature Bed + Headboard, in Italian Wool Felt (Heathered Mocha): This highlights the quality of materials and design, suggesting a luxurious and comfortable sleeping experience. # Benefits - Elevated home essentials # Features - Signature Bed + Headboard - Italian Wool Felt (Heathered Mocha) # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and inviting viewers to explore their offerings. # Storyline - The ad opens with a view of the Thuma Signature Bed + Headboard, styled in a minimalist setting. This is intended to showcase the product's design and quality, inviting the audience to envision it in their own home. The brand is telling this part of the story. - The ad then transitions to a close-up of a blueprint or technical drawing, highlighting the bed's construction and materials. This is intended to emphasize the craftsmanship and attention to detail that goes into the product. The brand is telling this part of the story. - The ad concludes with a call to action to explore elevated home essentials at Thuma's website. This is intended to drive traffic and encourage potential customers to learn more about the brand and its products. The brand is telling this part of the story.

# Ad summary This ad showcases the Thuma modular couch. The ad starts with a complete couch and then quickly transitions to show the individual components that make up the couch. These components are then easily pieced together to form the complete couch, with a couple enjoying the final product. # Brand positioning Thuma is presented as a modern furniture brand that prioritizes simplicity, modularity, and quality materials. The brand aims to occupy a space in the consumer's mind that values effortless assembly and timeless design, with furniture that can easily adapt to changing lifestyles. The brand pushes against the norms of complex furniture assembly by offering a product that is easy to put together and reconfigure, while aligning with a lifestyle that values leisure and relaxation. # Product The Thuma modular couch is a configurable seating system designed for effortless assembly and adaptability. The couch consists of individual seating modules that connect easily to a base, allowing for various configurations and expansions. Key features include the modular design for easy customization, high-quality materials for durability and comfort, and a simple assembly process that eliminates the need for tools. The product is designed for anyone looking to furnish their space with stylish, flexible, and easy-to-assemble furniture. The ad highlights the convenience of having leisure time just minutes away, emphasizing the ease of setting up the couch and its ability to quickly transform a space into a relaxing environment. # Visual style The ad has a clean and polished aesthetic, with a focus on minimalist design and neutral colors. The editing style is smooth with quick cuts during the assembly process to highlight the ease of modularity. The production quality is high, resembling a polished commercial with a focus on showcasing the product in a simple yet elegant manner. The pacing is moderate, with cuts timed to the music beats to create a rhythmic flow. # Hooks Text overlay: 00:00–00:02 / THUMA / 00:00–00:02 / Tools down. / 00:01–00:02 / Feet up. Visual: 00:00–00:02 A wide shot of a fully assembled Thuma couch with a chaise lounge in a minimalist white studio. A black floor lamp is visible in the background, and a dark coffee table with a bowl of fruit and a cup sits in front of the couch. Text overlay reads "THUMA" and "Tools down. Feet up." The brand's website address is displayed at the bottom of the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of complex and time-consuming furniture assembly. Visuals show how easily the couch comes together. Quote: "Effortless modularity means leisure is minutes away." # Value propositions - Effortless modularity means leisure is minutes away # Benefits - Leisure is minutes away # Features - Modular design - Effortless assembly # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of Thuma, showcasing the product's features and benefits through visuals and text overlays. # Storyline - 00:00–00:02 The ad presents a fully assembled Thuma couch in a neutral setting, accompanied by the text "Tools down. Feet up." - 00:02–00:03 The assembled couch breaks apart into its individual modular pieces, set up and ready for assembly. - 00:03–00:05 The modular couch base beams are being connected by the hand of an unseen person. - 00:06–00:10 A couple quickly assembles the couch by snapping modular sections onto the base. The text states "Effortless modularity means leisure is minutes away." - 00:10–00:16 The couple is now relaxing on the fully assembled couch.

# Ad summary This ad showcases the Thuma Essential Bed, highlighting its simple setup without tools, multiple configuration options, and availability for immediate shipping. The ad emphasizes the bed's design and convenience, with offers like free shipping, lifetime warranty, and complimentary returns. # Brand positioning Thuma is presented as a brand focused on simple, elegant, and practical design for the modern home. The brand aims to occupy a space in the consumer's mind that values minimalist aesthetics and functional convenience. It aligns with a lifestyle that emphasizes ease and sophistication, contrasting against overly complicated or traditional furniture assembly processes. Thuma's positioning is primarily functional, highlighting simplicity and ease of use, while also appealing to an emotional desire for a streamlined and clutter-free living space. # Product The Thuma Essential Bed is a modern bed frame designed for easy assembly without the need for tools. It is shown to consist of several key components that fit together seamlessly. The bed features multiple configurations, including options for different headboards and finishes. The bed is designed for anyone looking for a minimalist and stylish bed frame that is easy to set up and offers long-term durability, backed by a lifetime warranty. A key USP is its simple setup, requiring no tools, which addresses the purchase barrier of complicated furniture assembly. The product is suitable for any bedroom setting and promotes a clutter-free and elegant sleeping environment. The brand offers free shipping, complimentary returns, and a lifetime warranty. # Visual style The ad has a clean and minimalist aesthetic with a focus on showcasing the product in a simple and elegant manner. The editing style uses static shots and smooth transitions to provide a polished commercial feel. The pacing is consistent and moderate, with about one cut every 2-3 seconds. Product actions are not explicitly synced to music or voiceover lines. # Hooks Text overlay: 00:00–00:03 THUMA / 00:00–00:03 Discover the Essential Bed. / 00:00–00:03 Simple set up, no tools needed. Visual: 00:00–00:03: An exploded view of the Thuma bed frame components floating in a neutral, light gray space. The components are made of wood and black fabric. The camera is static, showing the pieces gradually moving together. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of complicated furniture assembly. "Simple set up, no tools needed." # Value propositions - The Essential Bed: Designed for simplicity and elegance. - Simple set up, no tools needed: Offers convenience and ease of assembly. - Multiple configurations: Allows for personalized style and flexibility. # Benefits - Easy assembly - Customizable design - Immediate availability - Free Shipping - Lifetime Warranty - Complimentary Returns # Features - Simple set up - No tools needed - Multiple configurations - In stock - Ready to ship # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's perspective, showcasing the product features and benefits through visuals and text overlays. # Storyline - 00:00–00:03 The ad opens by showing the components of the Thuma Essential Bed disassembled and floating in mid-air. - 00:03–00:05 These pieces gradually come together to form the complete bed frame, demonstrating the ease of assembly and the bed's minimalist design. - 00:05–00:06 The ad then showcases the assembled bed with a mattress and bedding, emphasizing its readiness for use. - 00:06–00:09 The scene transitions to display different configurations of the bed, highlighting the variety of headboard styles and finishes available. This reinforces the bed’s adaptability to different aesthetic preferences and room styles.

# Ad summary This Thuma ad shows a Google search for 'furniture that's easy to build without tools', followed by images of the brand's various product offerings, as well as text that emphasizes ease of assembly. # Brand positioning Thuma is presented as a brand focused on simplifying the experience of setting up a home, particularly when moving. The brand positions itself as stress-free and highlights the ease of assembling its furniture, which can be done without tools. This implies a focus on convenience and a desire to alleviate the common frustrations associated with furniture assembly and home setup. The brand seems to promote functional design and simplicity. Overall, Thuma aims to be the go-to choice for consumers who value ease and convenience in their home furnishings. # Product Thuma offers a range of home essentials, including beds, nightstands, and other bedroom furniture designed for easy assembly without the need for tools. The furniture features a minimalist aesthetic with clean lines and a natural wood finish, fitting well with a modern and relaxed home decor style. The products are designed for anyone looking to furnish their home with pieces that are both stylish and easy to set up, appealing particularly to those who move frequently or prefer hassle-free furniture solutions. The main USP is the tool-free assembly, which addresses the common pain point of complicated furniture setups. The brand emphasizes making the process of moving and setting up a home stress-free. # Visual style The ad has a clean and minimalist aesthetic. The editing is simple and straightforward with static shots and basic transitions. The overall production quality is polished with neutral color grading, giving it a commercial feel. The pacing is slow and consistent, designed to highlight the brand's message of simplicity and ease. # Hooks Spoken: 00:00–00:02: [Typing sound] Text overlay: 00:00–00:02: furniture that's easy to build without tools Visual: 00:00–00:02: The shot features a white Google search bar centered on a light gray background. Inside the bar, text appears in real time as if being typed: 'furniture that'. The text continues: 'furniture that's easy to build without tools'. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of assembling furniture, highlighted by the Google search query: 'furniture that's easy to build without tools'. This signals the pain point of complicated and time-consuming assembly processes. # Value propositions - Tool-free assembly simplifies moving and home setup - Stress-free solution for furniture needs # Benefits - Stress-free moving - Simple home setup # Features - Easy to build without tools # Call to action Explore home essentials at www.thuma.co # Social proof - None used. # Point of view - Brand 100% – The ad presents the brand’s voice through text overlays and product visuals, emphasizing its benefits and values. # Storyline - 00:00–00:02 The ad begins by showing a Google search bar with the text 'furniture that's easy to build without tools' being typed. - 00:02–00:04 The search results populate with images of various Thuma furniture pieces, including beds and nightstands, showcasing the brand's product range. - 00:04–00:06 The ad concludes with a text overlay highlighting the brand name and a message: 'Make your next move stress-free. Explore home essentials at www.thuma.co'.

# Ad summary This ad for Thuma beds uses a grid format to display different bed styles and room aesthetics, highlighting the brand's focus on thoughtfully designed, lifetime-lasting furniture. # Brand positioning Thuma positions itself as a brand that offers thoughtfully designed beds built to last a lifetime. The brand aligns with values of quality, durability, and timeless design, suggesting an emotional positioning centered on long-term satisfaction and a connection to sustainable consumerism. Instead of following trends, Thuma emphasizes creating lasting products that defy fleeting trends. # Product The Thuma bed is a minimalist platform bed designed for long-term use. Various styles are showcased, differing in headboard design, color, and accompanying furniture, but all maintain a simple, elegant aesthetic. The beds are suitable for anyone looking to create a serene and stylish bedroom environment, addressing the barrier of finding furniture that combines quality and durability with modern design. # Visual style The ad has a clean and minimalist aesthetic with static shots arranged in a grid format. The production quality is polished with studio lighting and neutral backgrounds, which gives it a high-end feel. The editing is simple with static shots, creating a calm and sophisticated viewing experience. The pacing is consistent throughout the ad, and there is no synchronization of visuals with the music beats or voiceover lines. # Hooks Text overlay: 00:00–00:01 / Perfect the bedroom. Visual: 00:00–00:00: The shot displays a clean, white grid comprised of nine squares. The brand name, "THUMA," appears in the top center square. Below it, the text "Perfect the bedroom." is centered in the middle square. # Funnel stage Top of funnel (Awareness) # Pain points The ad does not directly mention any pain points. # Value propositions - Creating a bedroom with furniture thoughtfully designed to last a lifetime # Benefits - Last a lifetime # Features - Thoughtfully designed # Call to action Browse beds at www.thuma.co # Social proof - None used. # Point of view - Brand 100% – The ad uses a compilation of static product shots to showcase the brand. # Storyline - 00:00–00:01 The ad starts with a grid layout featuring the Thuma logo and the tagline, 'Perfect the bedroom,' setting the stage for the bedroom focused products. - 00:01–00:06 00:01–00:06: As the music continues, the grid dynamically populates with images of different Thuma bed styles and bedroom setups. This shows the variety of the brand's products and how they can enhance a living space. - 00:06–00:10 00:06–00:10: The ad concludes with the grid consolidating to display the Thuma logo, the tagline 'Thoughtfully designed to last a lifetime,' and a call to action to browse beds at their website. This emphasizes the brand's commitment to quality and longevity.

# Ad summary This image ad for Thuma focuses on sophisticated design and comfort, showcasing a serene bedroom setting with a woman relaxing next to the Thuma bed. The ad highlights the brand's attention to detail and aims to appeal to those seeking a refined and comfortable living space. # Brand positioning Thuma positions itself as a brand synonymous with sophistication and understated luxury in the home furnishings market. The brand aligns with a lifestyle that values minimalism, comfort, and attention to detail. It eschews overt displays of opulence, opting instead for a refined and calming aesthetic that emphasizes quality and design. Thuma promotes the idea that true elegance lies in the subtle details of everyday living, offering products that enhance both the aesthetic and functional aspects of the home. # Product The Thuma bed is presented as a centerpiece of sophisticated comfort and design. The bed features a low-profile platform with a minimalist aesthetic, upholstered in a neutral, light-colored fabric. The design includes a headboard and a mattress with a quilted white cover, topped with an olive green blanket. The bed aims to address the purchase barriers of complicated assembly and uninspired design, offering a product that is both easy to set up and aesthetically pleasing. The ad conveys that the bed is worth trying or buying because it represents a commitment to quality, comfort, and refined living. # Visual style The ad features a highly polished, studio-shot aesthetic with a focus on minimalist design. The visual motif is clean and calming, using soft lighting and neutral color palettes. The image treatment includes subtle color grading to enhance the warmth and serenity of the scene. The typography is integrated seamlessly with a large and bold headline, contributing to the overall sophisticated feel. The ad contrasts platform norms with its high-design approach, aiming to stand out in the feed with a sense of refined elegance. # Hooks Headline: Sophistication, in every detail. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Implies that sophistication comes from quality craftsmanship. # Benefits - Sophistication - every detail # Features - Sophistication, in every detail. # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand introduces itself as the hallmark of "Sophistication, in every detail." placing itself as the authority of elevated design. - Customer: The woman sitting next to the bed is shown in a relaxed state. This reflects how the brand wants the customer to feel while having the product. # Storyline - The ad begins with the message that the brand embodies sophistication in every detail. The brand is conveying a commitment to quality and design, aiming to set a tone of understated luxury. - Next, the viewer is shown the product in a natural setting, with a woman relaxing next to the bed. This is intended to demonstrate the comfort and style the bed brings to a living space from the customer's POV, creating a sense of lifestyle aspiration.

# Ad summary This ad showcases the Thuma bed frame, emphasizing its quietness, strength, and sustainable materials. It uses a clean, minimalist aesthetic to appeal to viewers who appreciate simplicity and quality in their home furnishings. # Brand positioning Thuma presents itself as a brand focused on simplicity, sustainability, and high-quality materials in home furnishings. The brand aligns with a modern, minimalist lifestyle, emphasizing functional design without unnecessary complexity. Thuma differentiates itself with its commitment to using upcycled wood and tool-free assembly, positioning itself as an eco-conscious and user-friendly choice in the furniture market. It aims to occupy the space of functional, stylish furniture that supports a calm, uncluttered home environment. # Product The Thuma bed frame is showcased as a strong, sturdy, and silent piece of furniture. Made with 100% upcycled wood, it features a simple, tool-free assembly design, making it easy to set up. The bed frame is presented as a durable and eco-friendly option, addressing concerns about environmental impact and assembly difficulties. The ad promotes the bed as a functional and aesthetically pleasing addition to any bedroom, designed to provide a stable and quiet sleeping experience. The ad also addresses ease of assembly, suggesting that setup is simple and does not require specialized tools or skills. # Visual style The ad features a minimalist, polished aesthetic with clean lines and soft lighting. The editing style is simple, with a slow zoom to draw focus. The overall production quality is high-end, supporting a tone of sophistication and calm. Pacing is slow and deliberate to support a relaxing and minimalist tone. # Hooks Text overlay: THUMA / Do not disturb. Visual: 00:00–00:07: A woman with light skin and blonde hair pulled back, wearing a white long-sleeved shirt and socks, sits on the edge of a bed in a dimly lit room. She faces right, with her arms resting on her legs and her hands clasped. The bed has white linens with a gray accent blanket and a light wood headboard. Above the bed is a simple lamp with a white lampshade. The walls are a muted blue. The camera slowly zooms in on her face, and her expression is relaxed and neutral. In the top center is the word "THUMA" in a simple, sans-serif font. Underneath it reads, "Do not disturb." # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that traditional bed frames can be noisy, difficult to assemble, and environmentally unfriendly. # Value propositions - Strong, sturdy, and silent: Ensures a stable and quiet bed frame. - Simple, tool-free assembly: Makes setup easy and convenient. - Made with 100% upcycled wood: Appeals to eco-conscious consumers. # Benefits - Quiet sleep environment - Easy to assemble - Environmentally friendly materials # Features - Strong - Sturdy - Silent - Simple, tool-free assembly - Made with 100% upcycled wood # Call to action Find the perfect bed at www.thuma.co # Social proof - None used. # Point of view - Brand 100% – The ad showcases the brand's focus on product features and sustainable materials, communicating directly to the audience with clear messaging about the bed frame's benefits. # Storyline - 00:00–00:07 The ad begins with a tranquil image of a woman sitting on the edge of a Thuma bed, creating a serene, 'do not disturb' atmosphere. This establishes the theme of peaceful rest and minimal disruption. The perspective is from an outside observer, emphasizing the calm and stillness of the moment. The tone is quiet and contemplative. - 00:07–00:09 The ad transitions to white text on a neutral background, listing key product features like strength, tool-free assembly, and sustainable materials. The brand is speaking directly to the audience. It is clearly stating the benefits and value proposition of the Thuma bed frame. The tone is informative and direct.

# Ad summary This ad for Thuma is displayed as a mock search result page. It opens with a search bar entry, which resolves into a grid of product images, before presenting a landing page. # Brand positioning Thuma is presented as a brand focused on creating calm, retreat-like bedrooms. It aligns itself with values of simplicity and relaxation, focusing on home essentials that transform a bedroom into a personal sanctuary. Thuma's positioning seems emotional, emphasizing the feeling and environment created by its products rather than purely functional aspects. # Product The ad primarily showcases Thuma's platform bed and bedding. The bed is a minimalist design with a low profile, wooden frame, and integrated headboard option. The bedding appears to be white, high-quality linens that contribute to a serene and uncluttered aesthetic. The use cases shown involve relaxing in bed, implying the product is for anyone seeking a peaceful bedroom environment. The ad addresses the purchase barrier of feeling overwhelmed by bedroom decor by offering a curated, simple solution for creating a calming space. # Visual style The ad has a minimalist aesthetic with a clean, uncluttered visual style. The editing is simple with static shots and smooth transitions. The production quality is polished, giving it a commercial feel. The pacing is slow and consistent, contributing to a calming tone. # Hooks Spoken: [Typing] Text overlay: how do I (Search bar) / how do I make my room feel calmer (Search bar) Visual: 00:00–00:02 A white screen shows a search bar in the center that reads “how do I”. Someone is typing “make my room feel calmer”. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the desire to make a room feel calmer and more like a retreat. “How do I make my room feel calmer?” # Value propositions - Turn your bedroom into a retreat - Explore home essentials # Benefits - Makes your room feel calmer # Features - Bed - Bedding # Call to action Explore home essentials at www.thuma.co # Social proof - None used. # Point of view - Customer 95% – Communicated via simulated search query and aspirational imagery. - Brand 5% – The final screen is from the brand. # Storyline - 00:00–00:02 The ad begins with a mock search bar. The user types "how do I make my room feel calmer." This sets up the problem that the ad will then attempt to solve by introducing the Thuma product. - 00:02–00:04 The search resolves, revealing a Thuma-branded results page of bedroom images showcasing the brand's beds and other furniture. This suggests that Thuma is the solution to making a room feel calmer. The perspective is of a user browsing the search results, looking for inspiration to solve a problem. - 00:04–00:06 The ad concludes with a call to action, displayed on a simple landing page, that encourages viewers to "Turn your bedroom into a retreat." The landing page also states, "Explore home essentials at www.thuma.co." This provides a direct action for the viewer to find the products shown in the ad.

# Ad summary This ad promotes Thuma bedroom furniture by showing a woman relaxing at home after declining plans to go out. # Brand positioning Thuma is presented as a high-end brand specializing in minimalist bedroom furniture. The focus is on creating a relaxing and comfortable home environment. The brand aligns with a lifestyle that values quality, simplicity, and comfort, positioning itself as a provider of essential items for personal relaxation and well-being. The brand pushes against the norm of constantly being active or social, instead promoting the value of solitude and rest. The positioning is both functional, focusing on the simplicity and design of the furniture, and emotional, focusing on relaxation and comfort. # Product The ad features Thuma's bedroom furniture, emphasizing its role in creating a comfortable and relaxing environment. Key products include a minimalist wooden bed frame and a matching dresser with clean lines. The furniture is for individuals who value quality and simple design, aiming to create a peaceful personal space. The ad highlights the furniture's aesthetic appeal and its ability to enhance relaxation. A unique selling point is the focus on creating an environment where one can disconnect and recharge, directly addressing the barrier of a busy and over-scheduled lifestyle. The ad suggests that Thuma's furniture is worth buying for those who want to prioritize rest and personal well-being. # Visual style The ad has a polished, high-end commercial aesthetic with a focus on natural light and warm tones. The editing style features smooth transitions and static shots that create a calm and relaxed feeling. The production quality is high, with attention to detail in lighting and textures, supporting the brand's intended tone of luxury and simplicity. The pacing is slow, around 15 cuts per minute, maintaining a consistent rhythm that enhances the overall soothing effect. The audio-visual sync is subtle, with the music complementing the visuals to reinforce the message of relaxation. # Hooks Spoken: 00:00–00:02 Female 1: [calm] Sorry, I have plans. Text overlay: 00:00–00:02 THUMA / 00:00–00:02 "Sorry, I have plans." Visual: 00:00–00:02 A woman with long hair, wearing a white tank top and loose white pants, walks into a warmly lit bedroom. The room features a dark brown wooden dresser against a white wall, with a large tan vase and a stack of books on top. A white curtain filters sunlight from a window on the left. The camera is stationary, capturing a medium shot of the woman from behind as she walks past the dresser. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the feeling of being over-scheduled and constantly busy, which detracts from personal well-being. The ad directly addresses this with the quote: "Sorry, I have plans," # Value propositions - Prioritizes rest and personal well-being through simple design - Creates an environment where one can disconnect and recharge # Benefits - Creates a relaxing environment - Enhances personal well-being - Provides a peaceful personal space # Features - Minimalist design - Clean lines - Focus on quality # Call to action Discover the bedroom at www.thuma.co # Social proof - None used. # Point of view - Customer 100% – The ad shows a person relaxing in their bedroom. # Storyline - 00:00–00:02 00:00–00:02 A woman in a white outfit walks in front of a dresser. - 00:02–00:07 00:02–00:07 Someone's hand reaches to ignite incense. Someone else's hand touches a drawer and is filled with a white silky fabric. - 00:07–00:11 00:07–00:11 A woman is shown lying on a bed. - 00:12–00:16 00:12–00:16 The ad ends with text overlayed on top of both the dresser and the woman on the bed. The screen fades to black.

# Ad summary This ad showcases the Thuma bed, highlighting its classic design, simplicity in setup, silent support, sophisticated form, and overall best-in-class quality. It uses a minimalist visual approach with text overlays to emphasize the bed's key features and design. # Brand positioning Thuma is presented as a brand that emphasizes simplicity, sophistication, and quality in home furnishings. The brand aims to occupy a space in the consumer's mind as a provider of elegant, minimalist design that is both functional and aesthetically pleasing. Thuma aligns with a lifestyle of understated luxury, promoting a sense of calm and refined taste. The brand pushes against the norms of overly complex or ornate furniture, focusing instead on clean lines and ease of use. Its positioning is both functional, emphasizing simplicity and support, and emotional, appealing to a desire for sophisticated and calm living spaces. # Product The featured product is the Thuma bed, specifically the 'Classic' model. It is designed for easy setup, silent support, and sophisticated aesthetics. The bed consists of a minimalist wooden frame with clean lines and a cushioned headboard. It is presented as being 'best in class,' implying superior quality and design compared to other beds on the market. The bed is shown fully made with white linens, reinforcing a sense of calm and simplicity. The advertisement addresses the purchase barriers by highlighting the bed's simplicity in setup and silent support, suggesting it's easy to assemble and provides a comfortable sleep experience. The ad tells the viewer that the Thuma bed is worth trying or buying because of its combination of elegant design, ease of use, and high-quality construction. # Visual style The ad has a clean and minimalist aesthetic with soft, natural lighting. The production quality is polished, giving it a commercial feel. The editing style features smooth transitions and static shots, creating a calm and elegant tone. The pacing is slow, with approximately 10 cuts per minute, maintaining a consistent rhythm throughout the ad. The visuals are synchronized with the background music, enhancing the overall viewing experience. # Hooks Text overlay: 00:00–00:01 / THUMA / Meet Classic. Visual: 00:00–00:01: A close-up shot of a made bed with white linens. The bed has a wooden frame and a cushioned headboard. The background is a plain, light-colored wall. The lighting is soft and natural, highlighting the textures of the linens. The camera is stationary, providing a clear view of the product. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of complicated bed assembly and noisy, unsupportive bed frames. # Value propositions - The Thuma bed offers a combination of elegant design, ease of use, and high-quality construction. # Benefits - Easy assembly - Comfortable sleep experience - Elegant design - High quality # Features - Simple in set-up - Silent in support - Sophisticated in form - Best in class # Call to action Explore at www.thuma.co # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:01 00:00–00:01: The ad opens with a close-up of the Thuma bed, neatly made with white linens. The text overlay introduces the bed as 'Meet Classic.' This moment aims to grab the viewer's attention and introduce the product, positioning it as a timeless and elegant design choice. The perspective is from the brand, showcasing its product in an appealing manner. The tone is calm and inviting. - 00:01–00:02 00:01–00:02: The camera pans out slightly to show more of the bed frame. The text overlay states, 'Simple in set-up.' This beat builds on the previous one by highlighting a key feature of the bed, emphasizing its ease of assembly. The perspective remains from the brand, focusing on the practical benefits of the product. The tone is straightforward and informative. - 00:02–00:03 00:02–00:03: The camera focuses on the central part of the bed. The text overlay states, 'Silent in support.' This continues to build on the product's features, emphasizing its comfort and functionality. The perspective is still from the brand, showcasing the bed's benefits. The tone is reassuring and comforting. - 00:03–00:04 00:03–00:04: The camera zooms in on the headboard of the bed. The text overlay states, 'Sophisticated in form.' This highlights the aesthetic quality of the bed, appealing to viewers with a sense of style. The perspective remains from the brand, emphasizing its design. The tone is elegant and refined. - 00:04–00:05 00:04–00:05: The camera focuses on the top corner of the headboard. The text overlay states, 'Best in class.' This positions the bed as a premium product, suggesting it is superior to its competitors. The perspective is from the brand, asserting its quality. The tone is confident and authoritative. - 00:05–00:06 00:05–00:06: The camera pans back to show the full bed in its setting, including a nightstand with a vase of flowers. The text overlay states, 'Explore at www.thuma.co.' This provides a call to action, encouraging viewers to learn more about the product. The perspective is from the brand, directing viewers to its website. The tone is inviting and informative.

# Ad summary An ad for the Thuma classic bed frame and Dune bedding. The ad features a woman talking about how the bed frame was easy to assemble and pair with the matching nightstands and Dune bedding. She emphasizes how the bed is sturdy and doesn't make a sound. # Brand positioning Thuma is presented as a solution for customers seeking furniture that is simple to assemble, sturdy, and aesthetically pleasing. The brand is positioned for those who want a stylish and functional home without the hassle of complicated setups or the need for extensive tools. Thuma appears to cater to individuals who value quality and ease of use, and aims to occupy a space in the consumer's mind as a provider of modern, minimalist furniture that simplifies the process of home furnishing. # Product The ad showcases the Thuma Classic Bed, which is highlighted for its ease of assembly, requiring no tools. The bed frame comes in just a few boxes and can be put together in about five minutes. The pieces slide and lock into place, emphasizing the sturdiness and silent operation of the bed. The frame is made of wood. The ad also features matching nightstands and Dune bedding. The target audience is single mothers or individuals who do not have time to spend looking through tools or figuring out crazy instructions. # Visual style The ad has a natural, UGC-style aesthetic, with bright lighting and a clean, minimalist look that aligns with the product's design. The editing combines quick cuts for the assembly process with static shots of the finished product, creating a balance between showcasing the ease of use and highlighting the aesthetic appeal. The production quality has a hybrid feel, blending casual, user-generated content with polished commercial elements. The pacing is moderate. # Hooks Spoken: Female 1: This used to look like this. I don't think I'm going back. Text overlay: When you finally decide your room deserves better Visual: 00:00–00:02: The camera shows a 'before' shot of a bedroom with a simple, unfinished wooden bed frame and minimal decor. The bed is neatly made with white sheets and pillows. Two mountain landscape prints hang above the headboard. The room has light-colored walls, and a ceiling fan is visible. A hand with tan skin snaps its fingers, and the view changes. / 00:02–00:03: The camera shows a 'before' shot of a bedroom with a white bed frame and minimal decor. A colorful blanket is draped across the foot of the bed. The room has light-colored walls, and a ceiling fan is visible. A hand with tan skin snaps its fingers, and the view changes. # Funnel stage Consideration # Pain points The ad addresses the pain point of complicated furniture assembly that requires a lot of time, tools, and confusing instructions: "I don't have hours to spend looking through my tools and figuring out crazy instructions." # Value propositions - Easy assembly bed frame that doesn't make a sound - A bed frame that enhances your room and doesn't add to the noise of daily life # Benefits - I don't have hours to spend looking through my tools and figuring out crazy instructions - Doesn't make a single sound - The whole space finally feels intentional, it's calmer, lighter, like I built a room that supports me instead of adding to the noise of daily life. # Features - Comes in just a few boxes - Pieces just slide and lock into place - Wood feels sturdy # Call to action None used. # Point of view - Customer 100% – All voiceover and visuals are from the customer's perspective, documenting her experience with the product. # Storyline - 00:00–00:03 The ad begins with a 'before and after' room transformation. - 00:03–00:11 The woman introduces herself as a single mom, setting the context for her lifestyle. - 00:11–00:14 She explains that the Classic Bed from Thuma was different and shows the boxes it came in. - 00:14–00:18 The ad cuts to a sped-up assembly process, showing how quickly and easily the bed can be put together. - 00:18–00:22 Close-ups highlight the locking mechanism and the quality of the wood. - 00:22–00:24 She shows the finished bed and emphasizes how it doesn't make a sound. - 00:24–00:28 She notes that she paired it with the matching nightstands and Dune bedding. - 00:28–00:34 She expresses that the whole space finally feels intentional, calmer, and lighter.

# Ad summary This ad showcases the modular design of Thuma's storage products. The ad features a static shot of the product, with text overlays highlighting its key features and benefits. # Brand positioning Thuma is presented as a brand focused on customized organization through modular design. The brand emphasizes adaptability to changing needs and spaces, positioning itself as a solution for flexible storage. The brand aligns with a lifestyle that values simplicity and functionality, pushing against the norms of static, non-customizable storage solutions. The brand positioning is functional, emphasizing the performance and adaptability of its products. # Product The featured product is a modular storage system designed to adapt to changing needs and spaces. The system consists of wooden boxes that can be stacked and arranged in various configurations. The product is for anyone seeking customized organization solutions. The ad highlights the modular design as a key feature, allowing users to create storage solutions that fit their specific needs. The product is shown in a neutral color palette, emphasizing its versatility and ability to blend into different environments. The ad addresses the purchase barrier of static storage solutions by offering a customizable alternative. # Visual style The ad has a clean and minimalist aesthetic. The editing style is simple, with static shots and smooth transitions. The production quality is polished, giving the ad a commercial feel. The pacing is slow and deliberate, emphasizing the product's design and functionality. # Hooks Text overlay: THUMA / Customized organization. / Modular design adapts to changing needs and spaces. / Explore storage at www.thuma.co Visual: 00:00–00:02 A blank wall with a light beige background. The foreground is empty. Text overlays are present. A two-drawer wooden storage unit appears in the center of the frame. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of static, non-customizable storage solutions. "Modular design adapts to changing needs and spaces." # Value propositions - Customized organization: The modular design allows users to create storage solutions that fit their specific needs. - Adapts to changing needs and spaces: The product can be reconfigured as needed, making it a versatile storage solution. # Benefits - Flexible storage solutions - Adaptable to different environments - Customizable to specific needs # Features - Modular design - Customized organization - Adapts to changing needs and spaces # Call to action Explore storage at www.thuma.co # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the product and its features. # Storyline - 00:00–00:00 The ad begins with a static shot of a blank wall. - 00:00–00:02 00:00–00:02 A two-drawer wooden storage unit appears in the center of the frame. This introduces the product and its basic form. - 00:02–00:04 00:02–00:04 The storage unit grows to three drawers, then expands horizontally with another two-drawer unit to the left. This demonstrates the modularity and adaptability of the product. - 00:04–00:14 00:04–00:14 The storage unit shrinks back to two drawers, then three, then disappears completely. This reinforces the product's ability to adapt and change.

# Ad summary This ad showcases a bedroom transformation featuring furniture by Thuma. The ad highlights the quality and durability of Thuma furniture, along with its ability to create a more meaningful and intentional space. The ad features a woman enjoying her bedroom and emphasizes the comfort and style that Thuma brings to the room. # Brand positioning Thuma is presented as a brand that offers high-quality, durable furniture with a focus on solid wood construction and thoughtful design. The brand emphasizes long-term satisfaction and sustainability, positioning itself as a choice for consumers who value longevity and intentional living. Thuma aims to occupy a space in the consumer's mind that goes beyond mere functionality, promoting a lifestyle of mindful choices and creating spaces that contribute to meaningful daily experiences. The brand pushes against the trend of fast furniture, instead focusing on quality and durability. # Product The featured product is Thuma bedroom furniture, including a bed frame and nightstand, made from solid wood. The furniture is designed with thoughtful construction to ensure durability and longevity. The bed frame features a minimalist aesthetic with a headboard and a textured, neutral-colored base. The nightstand is a simple, matching wooden cube with an open shelf. These pieces are presented as simple choices that can significantly change how a room feels, creating a more intentional and comfortable space. The product is for individuals who appreciate quality craftsmanship and are looking to invest in furniture that lasts, creating a space where more meaningful days begin. # Visual style The ad has a bright, natural aesthetic with clean shots and smooth transitions. The production quality feels polished, presenting the brand as sophisticated and reliable. The pacing is moderately slow, allowing viewers to take in the details of the room and furniture. The editing style includes static shots and slow zooms, creating a calm and intentional atmosphere. # Hooks Spoken: 00:00-00:02: I want a bedroom that feels good long term. Not just today, but years from now. Text overlay: 00:00 / Not just today, but years from now. Visual: 00:00–00:02: A woman with short brown hair and a white tank top and black pants stands in a bright bedroom with a tan bed. She stands next to the bed with her arms outstretched, and then lies back on the bed. The room has a wooden headboard and a painting above the bed. # Funnel stage Middle of funnel (Consideration) # Pain points The frustration of wanting a bedroom that not only looks good today but continues to feel comfortable and intentional in the long term. "I want a bedroom that feels good long term. Not just today, but years from now." # Value propositions - Long-term satisfaction: A bedroom that feels good, not just today, but years from now. - Quality materials and craftsmanship: Solid wood, thoughtful construction, and materials chosen with care. - Creating intentional spaces: The more it comes together, the more intentional the space feels. - Enhancing daily life: This is where more meaningful days begin. # Benefits - A bedroom that feels good long term - Simple choices can change how a room feels - The more it came together, the more intentional the space felt - This is where more meaningful days begin # Features - Solid wood - Thoughtful construction - Durable build that's made to last - Materials chosen with care, not shortcuts # Call to action None used. # Social proof - None used. # Point of view - Customer 50% – The ad uses visual cues of a casual, personal setting to convey the customer's perspective. - Brand 50% – The brand’s voice is communicated through direct statements about the product’s quality and design. # Storyline - 00:00–00:02 A woman stands next to her bed, arms outstretched, before laying down to demonstrate comfort. - 00:00–00:02 The message is that the bedroom should be a space that feels good long-term. This is conveyed from the perspective of someone desiring a lasting, comfortable bedroom environment. - 00:02–00:03 The ad transitions to a room with bare walls and carpet, presenting an empty space awaiting transformation. - 00:02–00:03 The message highlights the potential for change and improvement, implying that the brand's product can fill this void. - 00:03–00:04 The ad shows the transformation of the room, highlighting the placement of a bed frame and a nightstand. - 00:03–00:04 The message is that the product offers durable construction and thoughtful design, suggesting the value proposition of long-lasting quality. - 00:04–00:06 The transformation of the bed is completed with bedding and pillows, turning it into a relaxing space. A piece of art is added above the bed. - 00:04–00:06 The message conveys that simple choices can change how a room feels, presenting the product as an easy way to improve living spaces. - 00:06–00:07 The bed is shown occupied by the woman, a child, and a dog, creating a cozy scene. - 00:06–00:07 The message conveys that the more the space comes together, the more intentional it feels. - 00:07–00:08 The bed is highlighted, emphasizing its design and cozy aesthetic. - 00:07–00:08 The message reinforces the creation of a comfortable and aesthetically pleasing space. - 00:08–00:10 The frame and materials are shown from a low angle, highlighting the texture of the headboard and the clean design of the wooden frame. - 00:08–00:10 The message is that the materials are chosen with care, not shortcuts, conveying the quality of the product. - 00:10–00:12 The full bedroom is shown again, including a large window, curtains, a plant, and art. - 00:10–00:12 The intention is to create a bright and inviting scene, showcasing the overall ambiance that the product helps create. - 00:12–00:13 A close-up reveals the frame's textured material. - 00:12–00:13 The intention is to emphasize the high-quality materials and craftsmanship, reinforcing the value proposition. - 00:13–00:15 The ad transitions back to a wide shot of the finished bedroom. - 00:13–00:15 The message highlights the brand name and conveys that this is where more meaningful days begin.

# Ad summary This ad demonstrates how to design a relaxing bedroom retreat, featuring Thuma's bed frame and bedding. # Brand positioning Thuma is presented as a lifestyle brand that focuses on creating relaxing and sophisticated bedroom environments. The brand promotes a calm, comfortable, and stylish atmosphere for the user's personal space. Thuma is positioned in the market as a provider of high-quality bedroom essentials that emphasize simplicity, sophistication, and comfort. The brand aligns with values of relaxation, aesthetic design, and intentional living. # Product The ad features the Thuma bed frame, described as a simple yet sophisticated foundation for a bedroom retreat. It is shown with soft, lounge-inducing bedding in muted, earthy tones. The bedding includes a duvet cover and pillowcases. The products are designed to create a comfortable and aesthetically pleasing bedroom space, promoting relaxation and a sense of well-being. The bed and bedding aim to transform a bedroom into a personal sanctuary, emphasizing a minimalist and cohesive design approach. The ad directly addresses the desire for a bedroom that is both stylish and comfortable, suggesting that these products can help achieve this balance. # Visual style The ad has a clean, minimalist aesthetic with soft, natural lighting and muted, earthy tones. The editing style consists of static shots with smooth transitions. The production quality appears polished, creating a calm and inviting atmosphere. The pacing is slow and deliberate, with cuts timed to the gentle background music. # Hooks Text overlay: How I create a relaxing retreat. / Steps to design a bedroom worth staying in for. Visual: 00:00–00:02: A woman with long blonde hair styled in a braid is sitting on a bed in a well-lit bedroom. She is wearing a long-sleeved, off-white linen shirt and a matching pleated skirt. She is holding a clear glass with a liquid inside and taking a sip. The bed has a light beige upholstered frame with tan bedding and pillows. There is a wooden nightstand to her right with books and a black digital clock on top. The walls are white, and the lighting is soft and natural. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of not having a relaxing and comfortable bedroom environment. # Value propositions - Simple yet sophisticated bed frame provides the foundation for a relaxing retreat. - Soft, lounge-inducing bedding enhances comfort and encourages relaxation. # Benefits - Relaxing retreat - Bedroom worth staying in for # Features - Simple yet sophisticated bed frame - Soft, lounge-inducing bedding - Cohesive upgrades # Call to action Explore beds at www.thuma.co # Social proof - None used. # Point of view - Customer 50% – The ad shows the product being used in a relaxing environment, showcasing the benefits and ease of use from the perspective of someone enjoying the space. - Brand 50% – The ad features the brand's visual and messaging, showcasing the quality and aesthetic of the product. # Storyline - 00:00–00:02 A woman sits on a bed, sips from a glass, and places it on a bedside table. - 00:00–00:02 This sets the tone for a relaxing retreat, establishing the environment before delving into the product details. The audience experiences the scene from the brand's perspective, highlighting the desired lifestyle. - 00:02–00:04 A woman begins to make the bed. - 00:02–00:04 She layers the bedsheets onto the bed. This segment provides a visual demonstration of setting up the bed with a focus on the steps to create a relaxing retreat. The perspective is from the brand, showing the process and elegance of the design. - 00:04–00:07 The woman continues to make the bed, tucking in the sheets. - 00:04–00:07 This builds on the previous moment, emphasizing how the bedding enhances the comfort and inviting feel of the bed. The audience observes from the brand’s perspective, highlighting the tactile and aesthetic qualities of the bedding. - 00:07–00:10 The woman places pillows on the bed. - 00:07–00:10 This adds the final touches to the setup, completing the luxurious and cohesive look. The perspective remains with the brand, focusing on the aesthetic appeal of the finished bed. - 00:10–00:15 The woman is shown relaxing on the made bed while reading a book. - 00:10–00:15 This reinforces the idea of the bed as a retreat, demonstrating how it can be used for relaxation and personal enjoyment. The visual represents the customer's experience, showcasing the outcome of the products in creating a comfortable and inviting space.

# Ad summary A woman unboxes and assembles a bed frame from Thuma, then discusses how the bed has elevated her bedroom and home and created a space that is calm and reflective of her lifestyle. # Brand positioning Thuma is presented as a premium brand that offers high-quality, sustainable, and easy-to-assemble furniture, specifically bed frames. The ad positions Thuma as a solution for those looking to elevate their living space with a touch of intentionality. It appeals to consumers who value simplicity and sustainability. The brand distinguishes itself through its use of upcycled wood and a tool-free assembly design, promoting a stress-free and eco-conscious approach to home furnishing. # Product The ad features the Thuma bed frame, made from 100% upcycled wood and designed to last for decades. It is marketed as an easy-to-assemble product, requiring no tools and minimal stress. The bed frame is characterized by its simple setup, where everything just slides into place, allowing for a quick and effortless construction process. This feature addresses the purchase barrier of difficult furniture assembly, particularly appealing to individuals who are not naturally skilled in building furniture. The Thuma bed frame is presented as a means to elevate a bedroom, creating a calm and intentional living space that reflects the user's lifestyle and home aesthetic. # Visual style The ad has a bright and clean aesthetic with a UGC feel. The editing style includes jump cuts and quick cuts. The ad's production quality is high, yet it maintains a relatable, everyday tone through handheld camera work. The pacing is fairly quick with about one to two cuts per second. # Hooks Spoken: 00:00–00:03 I was so surprised to see how well these Thuma pieces came together. Text overlay: 00:00–00:03 The last bed I'll EVER buy 🙌 / 00:00–00:03 Is Thuma actually worth it?? I've been seeing that bed everywhere (speech bubble) Visual: 00:00–00:02 A woman with brown hair in a messy bun, wearing a white tank top and black pants, kneels on a beige carpet in a white-walled room with a brown bedside table. She opens a long cardboard box labeled "THUMA." Above her, a speech bubble displays a comment asking, "Is Thuma actually worth it?? I've been seeing that bed everywhere." The text overlay "The last bed I'll EVER buy🙌" appears at the top of the frame. The camera is stationary and slightly shaky, suggesting a handheld or selfie-style shot. / 00:02–00:03 The camera pans upwards to reveal disassembled dark brown wood Thuma bed parts scattered on the beige carpet. The room is otherwise sparsely furnished. The bedside table is next to a laptop. The text overlay "The last bed I'll EVER buy🙌" and the speech bubble remain at the top of the frame. # Funnel stage Middle of funnel (Consideration) # Pain points Wanting to elevate one's living space to be more warm, quiet, and reflective of the home they want to create, but finding the process overwhelming. The woman states, “I have been wanting to elevate my bedroom for so long.” # Value propositions - The Thuma bed frame is made from 100% upcycled wood and is designed to last for decades. - The Thuma bed frame elevates the room and creates a place to breathe. # Benefits - Elevate my bedroom - It feels intentional in a way I did not expect - Simple setup was a gift - No tools, no stress - Everything just slides into place - The whole room shifted - Feels calm in a way that is hard to describe - Much more reflective of the home I want to create - My space truly feels like a place to breathe # Features - Made from 100% upcycled wood - Designed to last for decades - Simple setup # Call to action None used. # Social proof - "Is Thuma actually worth it?? I've been seeing that bed everywhere" – comment from user on perceived popularity of the product # Point of view - Customer 100% – The entire ad is delivered from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a text overlay that states, "The last bed I'll EVER buy🙌" while the woman unpacks a bed frame. This signals that the product being featured is high quality and durable. - 00:03–00:06 00:03–00:06 The woman shows off her old bed and discusses that she has been wanting to elevate her bedroom for a long time. This establishes a pain point of wanting to improve one's living space. - 00:06–00:09 00:06–00:09 The woman reveals the new bed and acknowledges that she knew it would be beautiful, but that seeing it in person felt completely different. This shows the audience that the product exceeded her expectations. - 00:09–00:13 00:09–00:13 The woman states that the bed feels intentional in a way she did not expect. She then clarifies that she is not someone who naturally understands how to build furniture. This emphasizes the emotional impact of the product. - 00:13–00:18 00:13–00:18 The woman states that the simple setup was a gift. She then shows clips of the bed being assembled with no tools. This conveys the ease of the assembly process and lowers potential purchase barriers. - 00:18–00:22 00:18–00:22 The woman states that everything just slides into place. She then states that it took her just minutes to build the bed herself. This further emphasizes the simplicity and speed of the assembly process. - 00:22–00:26 00:22–00:26 The woman states that the whole room shifted and that the space feels calm in a way that is hard to describe. This shows the audience the product's transformation effect. - 00:26–00:30 00:26–00:30 The ad shows a before photo of the bed and the woman states that the bed is warm, quiet and much more reflective of the home she wants to create. This shows the outcome. - 00:30–00:34 00:30–00:34 The ad shows an after photo of the bed and the woman states that it is the first time her space truly feels like a place to breathe. This reinforces the emotional outcome of using the product.