How Vessi Advertises on Meta

# Ad summary This ad features a female creator who works as a dog walker and shows how Vessi shoes make her job easier due to their comfort and waterproof features. # Brand positioning Vessi is presented as a brand that offers footwear that combines comfort, style, and practicality. It is implied that Vessi positions itself as a solution for individuals with active lifestyles who require footwear that can withstand various weather conditions and terrains. The brand seemingly appeals to consumers who value both functionality and fashion, emphasizing ease of wear and maintenance. This caters to individuals who prioritize comfort and convenience without compromising on appearance. # Product Vessi shoes are presented as a blend of style and utility, designed to cater to active individuals with features such as comfort, easy slip-on wearability, and waterproof protection. The ad emphasizes their durability and suitability for occupations like dog walking, requiring extended periods of standing and exposure to outdoor elements. The shoes are described as "super comfy for long routes and back-to-back walks," ensuring comfort throughout the day. A key selling point is their waterproof capability, demonstrated by their ability to withstand wet grass, puddles, and muddy park paths without letting moisture penetrate. Additionally, they are easy to clean, as the creator mentions, "the shoes wipe clean," enhancing their appeal for everyday use in various environments. # Visual style The ad has a casual, UGC-like aesthetic, resembling content that would be found on platforms like Instagram or TikTok. The editing style incorporates quick cuts and transitions to maintain a fast pace, while also featuring static shots to highlight key product features. The production quality appears to be a hybrid between UGC and polished commercial, providing an authentic feel while maintaining a level of visual appeal. The pacing is upbeat, with cuts timed to match the rhythm of the voiceover and music, enhancing engagement. # Hooks Spoken: 00:01–00:01: Female 1: I'm a dog walker. Text overlay: 00:00–00:01: Trying to avoid blisters on long walks? Visual: 00:00–00:01: A low-angle shot shows a small dog on a leash from the perspective of someone wearing grey tennis shoes and gray pants on a gray floor. Text overlay reads "Trying to avoid blisters on long walks?" # Funnel stage Consideration # Pain points The ad identifies the frustration of dealing with blisters and foot discomfort during long walks or active days. The creator says "Trying to avoid blisters on long walks?" # Value propositions - The shoes are super comfy so I can stay on my feet all day without my feet hurting - The shoes are waterproof so my feet stay dry - The shoes wipe clean # Benefits - Stay on my feet all day without my feet hurting - My feet stay dry # Features - Super comfy - Waterproof - Wipe clean # Call to action None used. # Social proof - "That's why I wear Vessi's. They're super comfy for long routes and back-to-back walks, and I can stay on my feet all day without my feet hurting." – Female 1 (Creator) - "My feet stay dry and the shoes wipe clean." – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is delivered from the POV of a customer, who is a creator, speaking about her experience using the product. # Storyline - 00:00–00:01 The ad begins by highlighting the issue of blisters during long walks, setting up a problem that many active individuals may encounter. - 00:01–00:09 00:01–00:09: The creator introduces herself as a dog walker and explains the demands of her job, emphasizing the need for shoes that are easy to slip on and can handle the job. - 00:09–00:11 00:09–00:11: She then introduces Vessi shoes as the ideal solution, highlighting their comfort and suitability for long routes. - 00:11–00:16 00:11–00:16: The ad showcases the creator using Vessi shoes during dog walks, emphasizing their comfort for extended periods. - 00:16–00:21 00:16–00:21: The waterproof feature of Vessi shoes is demonstrated through various scenarios such as running water, wet grass, puddles, and muddy park paths. This visual emphasizes that the shoes will keep your feet dry in the weather. - 00:21–00:24 00:21–00:24: The creator restates that the waterproof feature doesn't matter because her feet stay dry and the shoes wipe clean. - 00:24–00:30 00:24–00:30: The ad concludes by reiterating the benefits of Vessi shoes for dog walkers and other active individuals, emphasizing their ability to keep up with daily activities while maintaining a stylish appearance. The creator states that "Vessi makes it easy."

# Ad summary A home health worker reviews Vessi waterproof shoes for comfort and support while working 10-hour shifts. She loves that they are super cushy and keep her socks dry, even after stepping in puddles. # Brand positioning Vessi aims to occupy a space in the market that provides both functional performance and stylish design. The brand aligns with a lifestyle that values practicality, comfort, and durability, while still maintaining a cool aesthetic. The brand pushes against the norm of uncomfortable and unsupportive footwear, offering a solution for those who need to be on their feet for long periods but don't want to sacrifice style. The brand positions itself as both functional, providing waterproof, comfortable, and supportive shoes, and emotional, offering relief and satisfaction to customers who struggle with foot pain and discomfort during long workdays. # Product Vessi waterproof shoes are designed for individuals who spend long hours on their feet, providing comfort, support, and waterproof protection. These shoes are described as being "super cushy," offering exceptional comfort and support. They are also 100% waterproof, ensuring that the wearer's socks remain dry even after exposure to rain and puddles. The shoes are suitable for use in various weather conditions and environments, providing reliable performance. One of the key selling points of these shoes is their immediate comfort, requiring no break-in period. These shoes address the purchase barriers of discomfort, foot pain, and wet socks, offering a solution that is both practical and convenient. The ad emphasizes that these shoes not only provide essential functional benefits but also maintain a stylish appearance. # Visual style The ad has a UGC feel with natural lighting, and the editing style includes quick cuts and transitions. The production quality is polished, which helps to support the intended tone and audience. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:04 I've been on my feet for 10 hours straight, and I'm telling you, you actually need these. Text overlay: 00:00–00:04 Struggles working in home health / 00:00–00:04 I've been on my feet for 10 hours straight Visual: 00:00–00:04 A woman with dark curly hair, fair skin, and glasses, wearing blue scrubs and a black shirt underneath, sits cross-legged on a gray couch with her feet facing the camera. She wears clear-framed glasses and looks directly at the camera as she gestures with a white shoe in her hands. The background is a living room setting with neutral walls and a gray couch. On-screen text reads "Struggles working in home health" and "I've been on my feet for 10 hours straight." # Funnel stage Middle of funnel (Consideration) # Pain points Feet are screaming at me after 6 hours. # Value propositions - Super cushy, comfortable and supportive - 100% Waterproof, My socks are still dry # Benefits - Comfortable - Supportive - My socks are still dry - My arches don't ache # Features - Super cushy - 100% Waterproof # Call to action None used. # Social proof - "Best thing I've bought all year." – Female 1 (Customer) - “I’ve been on my feet for 10 hours straight, and I’m telling you, you actually need these." – Female 1 (Customer) # Point of view - Customer 100% – This ad is told entirely from the perspective of a woman who uses the shoes in her job as a home health worker. # Storyline - 00:00–00:04 00:00–00:04 A woman in blue scrubs sits on a couch and holds up a pair of white shoes. She explains that after being on her feet for 10 hours straight, she needs these shoes. - 00:04–00:07 00:04–00:07 Cut to a lower shot of the woman’s legs as she stands in a room with hardwood floors and a patterned rug, wearing scrubs and black sneakers. She walks in place as on-screen text indicates that "hour 6" is when her feet are screaming at her. - 00:07–00:11 00:07–00:11 The woman is shown from the chest up in front of a grey couch in her house. She says she is constantly shifting her weight and trying to find somewhere to sit because her feet hurt. - 00:11–00:14 00:11–00:14 The woman sits on a patterned rug and pulls a pair of white Vessi shoes out of the box. She then puts them on and says they felt good straight out of the box, with no break-in needed. - 00:14–00:16 00:14–00:16 She shows off the shoes as she states that they're actually comfortable and supportive. This conveys that the woman is happy with the shoes and intends to show off the benefits. - 00:16–00:19 00:16–00:19 A close-up shot of the Vessi shoe is shown with the box. On-screen text appears to emphasize that it is super cushy, looks cool, and is 100% waterproof. - 00:19–00:21 00:19–00:21 The woman in blue scrubs holds up the shoes, stating that “they just work.” This conveys that the product meets her needs. - 00:21–00:25 00:21–00:25 The woman states “10 hours later, after rain, puddles, all of it, my socks are still dry.” This conveys that the product is waterproof and durable. - 00:25–00:27 00:25–00:27 She says that her arches don’t ache while wearing the shoes. This conveys that the shoes are comfortable and supportive. - 00:27–00:28 00:27–00:28 A close-up shot of the shoes with water being poured on them is shown with on-screen text stating “100% waterproof.” This conveys the waterproof feature of the product. - 00:28–00:30 00:28–00:30 The woman holds the shoes and says it is the best thing she’s bought all year. This conveys the overall satisfaction the product provides. - 00:30–00:32 00:30–00:32 The Vessi logo is shown.

# Ad summary A couple reviews Vessi Weekend Chelsea waterproof shoes after taking them on a trip to West Virginia. # Brand positioning Vessi is presented as a practical lifestyle brand that is designed to meet the needs of outdoor adventurers. The brand pushes against the idea that outdoor shoes have to be bulky or unfashionable, instead touting their product as the ultimate adventure companion that will allow their consumer to have an elevated and versatile travel experience. The ad highlights that Vessi shoes are functional and fashionable, and that the brand is aligned with promoting a lifestyle of exploration and travel. # Product The Vessi Weekend Chelseas are described as the best waterproof shoes for your upcoming adventure, and the ultimate adventure companion. The waterproof design is patented, making it the perfect choice for whatever adventure lies ahead. The ad shows the shoes being worn in a variety of outdoor settings, including on hikes, in mountain towns, and even in shallow water. The ad suggests that the shoes are for people who enjoy outdoor activities and want a versatile shoe that can be worn in a variety of settings. The main USP is their waterproof design. # Visual style The ad has a UGC feel, with natural lighting and a casual tone. The editing style is quick cuts, which keeps the pace of the ad moving quickly. The production quality is high, which gives the ad a polished look. The overall aesthetic is one of adventure and exploration. The cuts are timed to the music, which helps to create a sense of rhythm. # Hooks Spoken: 00:00–00:04 We just got back from a trip to the East Coast and trust us you'll want to pack these shoes for your next trip. Text overlay: 00:00–00:04 WE JUST GOT BACK FROM A TRIP TO THE EAST COAST AND TRUST US / 00:02–00:04 PACK THESE SHOES Visual: 00:00–00:02 A woman with long blonde hair stands on a flat rock in the middle of a river, looking out at a waterfall and a sunset. The sky is filled with orange and yellow clouds. In the background are trees and mountains. She is wearing a black sweater, blue jeans, and black sneakers. The camera is stationary and at eye level. The lighting is natural. / 00:02–00:04 CU of the woman's feet stepping through shallow water. She is wearing black Vessi sneakers with white soles. The water is clear and the rocks are black. The camera is low to the ground and follows her feet as she walks. The lighting is natural. # Funnel stage Consideration # Pain points Packing multiple pairs of shoes for different activities while traveling can be inconvenient and take up valuable luggage space. The need for versatile footwear that can handle various terrains and weather conditions is highlighted by the statement, "We only packed one pair of shoes for all of our adventures." # Value propositions - The patented waterproof design making it the perfect choice for whatever adventure lies ahead # Benefits - Perfect choice for whatever adventure lies ahead # Features - Patented waterproof design # Call to action If you want to take your adventures to the next level, you definitely need to get the Vessi Weekend Chelseas a try. # Social proof - "We just got back from a trip to the East Coast and trust us you'll want to pack these shoes for your next trip." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer reviewing the product. # Storyline - 00:00–00:04 00:00–00:04 The creator introduces the video, stating that she just got back from a trip to the East Coast and is recommending waterproof shoes for the viewer's next trip. This introduces the topic of the video and establishes the creator as a source of information. - 00:04–00:08 00:04–00:08 The creator states that they found the best waterproof shoes for your upcoming adventure, the Vessi Weekend Chelseas. This introduces the product being advertised and establishes its purpose. - 00:08–00:18 00:08–00:18 The creator states that she just got back from an amazing weekend getaway in West Virginia, where they explored cozy mountain towns, went on foliage hikes, and took one of the most epic adventures of the entire year. The intention is to show how the shoes were used in a variety of settings and how they enhanced the experience. The video takes the viewer along for the trip, using the creators' perspective. - 00:18–00:21 00:18–00:21 The creator states that the best part of the trip was that they only packed one pair of shoes for all of their adventures. This shows the versatility of the shoes and highlights their convenience. - 00:21–00:28 00:21–00:28 The creator reiterates that the Vessi Weekend Chelseas are the ultimate adventure companion, featuring a patented waterproof design that makes them the perfect choice for whatever adventure lies ahead. This further emphasizes the product's features and benefits. - 00:28–00:33 00:28–00:33 The creator states that if the viewer wants to take their adventures to the next level, they definitely need to give the Vessi Weekend Chelseas a try. This is a call to action, encouraging the viewer to purchase the product.

# Ad summary This ad shows a blonde woman interviewing people on the street to find out what they hate more than wet socks. She then surprises the interviewees by pouring water on the Vessi shoes she is holding, and the water rolls right off. # Brand positioning Vessi presents itself as a modern and fashionable solution to a common annoyance: wet socks. The brand directly addresses the frustration of soggy footwear with shoes designed to be completely waterproof. The ad highlights a blend of practicality and style and presents the brand as relatable and in touch with everyday inconveniences. Vessi aims to occupy a space in the consumer's mind as an innovative brand that delivers style and function. # Product Vessi shoes are presented as stylish footwear with a unique selling proposition: they are completely waterproof. These shoes are designed for anyone who wants to avoid the discomfort and annoyance of wet socks. The shoes look and feel like regular sneakers, providing a seamless blend of fashion and function. The shoes come in different styles and the ad addresses the barrier that consumers may have when purchasing water shoes and the feeling of water shoes. # Visual style The ad has a UGC feel with a blend of polished commercial elements. The setting is primarily outdoors on a city sidewalk. The lighting is natural daylight. The editing style includes quick cuts and smooth transitions, maintaining a steady pacing. The music is upbeat and synchronized with some visual elements to emphasize the product's features. # Hooks Spoken: Female 1: Excuse me, sir. Can I ask you a question? Text overlay: What's worse than wet socks? Visual: 00:00–00:02 The scene takes place on a city sidewalk with trees and parked cars visible. A blonde woman with a light green sweater and brown pants approaches a man with a purple shirt and asks him a question. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The single most central frustration that the product is solving is the annoyance of wet socks, which the ad emphasizes through street interviews: "Probably nothing, cause they never dry. I always feel like if my socks get wet they like stay wet :(" # Value propositions - The shoes are waterproof while looking like regular shoes. - Different styles of shoes. # Benefits - You would never have that problem ever again - You'll never have wet socks ever again # Features - Completely waterproof shoes - Shoes come in different styles - Go with absolutely every outfit. # Call to action Go ahead and check out Vessi shoes. # Social proof - Honestly, nothing, that's like the worst feeling ever. – Female 2 (Interviewee) - Probably nothing, cause they never dry. I always feel like if my socks get wet they like stay wet. Yeah, they're the worst. – Female 3 (Interviewee) - These would actually be really good, like especially for rainy days. – Male 2 (Interviewee) - I need these. I'm always walking in the rain. My feet get so wet. – Female 2 (Interviewee) # Point of view - Customer 60% – Customers are shown as interviewees on the street sharing their perspective on a common problem. - Brand 40% – The brand's perspective is shown through the interviewer who explains and demonstrates the product. # Storyline - 00:00–00:02 00:00–00:02 A blonde woman approaches a man on the street and asks him a question. - 00:02–00:07 00:02–00:07 The woman interviews a blonde woman and asks her what is worse than wet socks. - 00:07–00:13 00:07–00:13 The interviewer speaks with another woman who states that probably nothing is worse than wet socks. - 00:13–00:14 00:13–00:14 The interviewer states that she has a solution to that problem, while holding a Vessi shoe. - 00:14–00:18 00:14–00:18 The interviewer shares that Vessi shoes are completely waterproof and that the interviewees will never have wet socks again. - 00:18–00:25 00:18–00:25 The first interviewee asks if Vessi is a water shoe, and the interviewer tells her to watch this. - 00:26–00:33 00:26–00:33 The interviewer then pours coffee onto the shoe and it rolls right off. - 00:33–00:45 00:33–00:45 The interviewer shares that Vessi shoes are awesome and that people will never have wet socks again. - 00:46–00:57 00:46–00:57 The interviewer and interviewee talk about how the shoes go with every outfit, come in different styles, and they tell the audience to check out Vessi shoes.

# Ad summary This ad showcases Vessi waterproof shoes. The ad stars a content creator in what appears to be her home. The ad begins by showing her struggling to put on rain boots before stating she doesn't live like that anymore. She then shows the waterproof shoes and demonstrates that they are waterproof by stepping in the snow. # Brand positioning Vessi is presented as a modern brand that provides waterproof footwear. The brand appears to target consumers who value convenience and style. The brand positions itself against traditional cumbersome waterproof footwear like rainboots. Vessi aims to occupy a space in the consumer's mind as a stylish and functional alternative to traditional rain boots that are 100% waterproof, comfortable, and easy to wear. # Product The product featured is Vessi waterproof footwear. Vessi shoes are presented as 100% waterproof footwear. The product features a flexible sole that provides traction and comfort, shown through its ability to be worn without socks. The shoe is for everyday wear and is able to withstand different weather conditions. Vessi footwear is a stylish alternative to traditional rain boots. # Visual style The ad has a UGC feel with a polished commercial look. The editing style includes quick cuts. The pacing is consistent throughout the ad. The audio and visuals are synced to emphasize key product features and benefits. # Hooks Spoken: 00:00–00:03: I forgot this was a thing but I don't live like that anymore. Text overlay: 00:00–00:03: I forgot this was a thing but I don't live like that anymore. Visual: 00:00–00:02: A woman with long brown hair is standing in a living room wearing a black long-sleeve shirt, white pants, and black sneakers. She is holding a microphone and talking. To her right, a second woman is sitting on a wooden coffee table with a dark blue blanket underneath and struggling to put on black rainboots. The woman sitting has long brown hair and is wearing a grey t-shirt and light blue jeans. Behind them is a grey couch with white pillows. There is also a patterned rug. The shot is from a medium distance and is stationary. / 00:02–00:03: The first woman steps closer to the camera and is talking. The background remains the same. # Funnel stage Consideration # Pain points Wearing traditional rain boots can be a hassle, as shown by the woman struggling to put on the rainboots. # Value propositions - Stylish footwear - Waterproof - Comfortable # Benefits - Wearable in different weather conditions - Comfortable # Features - 100% waterproof - Comfort # Call to action SHOP WATERPROOF COMFORT AT vessi.com # Point of view - Customer 100% – The entire ad is communicated from the perspective of the content creator, using a casual and relatable tone to present their experience with the product. # Storyline - 00:00–00:02 The content creator is standing in front of another woman who is sitting on a coffee table struggling to put on rainboots. The content creator acknowledges how difficult it is to put on. - 00:02–00:03 The content creator states that she doesn't live like that anymore, implying that the rainboots are too difficult and inconvenient. - 00:03–00:05 She introduces Vessi and shows herself wearing a pair of the shoes. - 00:05–00:08 The content creator proceeds to walk in the snow to demonstrate that the product is waterproof. - 00:08–00:12 The content creator shows the shoe sole and reiterates the products features and invites consumers to shop.

# Ad summary This ad demonstrates the waterproof quality of Vessi shoes. The ad shows someone pouring ketchup on the shoes, then rinsing them with a hose, demonstrating that their socks stay dry. # Brand positioning Vessi is positioned as a purveyor of everyday footwear that is waterproof. The brand aims to occupy a space in the consumer's mind as a practical option, able to handle real-life messes and weather, preventing wearers from experiencing the discomfort of wet socks. The brand aligns with a lifestyle where people enjoy outdoor activities and want convenience. Vessi pushes against the category norms that dictate specialized footwear for certain weather conditions. The brand positioning is functional, focusing on the performance aspect of waterproof shoes. # Product The ad features Vessi shoes, everyday footwear that is waterproof. The shoes are designed to handle "real life," providing a practical solution for messy situations and inclement weather, keeping the wearer's feet dry. The USP is that the shoes are not just waterproof against rain but resistant to any liquid. The ad shows them being doused in ketchup, then easily rinsed clean, demonstrating their hydrophobic properties. The ad directly addresses the discomfort of "soggy or wet socks," framing it as a problem Vessi shoes solve. The product is worth buying because it offers a convenient way to keep feet dry in various situations, preventing discomfort and potential health issues associated with wet feet. # Visual style The ad has a casual aesthetic with simple editing. The production quality feels like a UGC style. The pacing is moderate, with cuts timed to coincide with the music and voiceover. # Hooks Spoken: 00:00–00:02: These are Vessi shoes, and yes, they're actually waterproof. Text overlay: 00:00–00:02: These shoes are actually waterproof Visual: 00:00–00:07: The camera shows a first-person point of view of a person wearing grey Vessi shoes and white socks on a concrete surface. The person’s hairy legs are visible and there's a tattoo on their left leg. Someone off-camera is pouring ketchup on the shoes from a Heinz ketchup bottle. A text overlay appears on the screen. # Funnel stage Consideration # Pain points The ad addresses the problem of suffering from the discomfort of soggy or wet socks. # Value propositions - An everyday shoe that can handle real life. # Benefits - You'll never have to suffer with soggy or wet socks again. # Features - Waterproof # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer who is demonstrating the product's effectiveness. # Storyline - 00:00–00:02 The ad opens with a pair of Vessi shoes on a concrete surface. - 00:00–00:07 The presenter introduces Vessi shoes and asserts that they are waterproof. A hand enters the frame and begins to pour ketchup on the shoes. - 00:02–00:07 The presenter claims the waterproof feature is effective with any liquid and demonstrates by pouring ketchup on the shoes. - 00:05–00:07 The presenter states that Vessi's can handle an accident like this. An accident implies any type of spill that occurs in the wearer's everyday life. - 00:07–00:10 The presenter shows water from a hose being sprayed on the ketchup-covered shoes. - 00:07–00:12 The presenter indicates nothing soaks into the shoes, as they rinse the ketchup off with a hose. - 00:10–00:13 The presenter cleans the shoes easily by rinsing them off and implies this ease of cleaning is a key benefit. - 00:13–00:16 The presenter reveals how dry his socks are. - 00:13–00:17 The presenter states that the viewer will never have to suffer with soggy or wet socks again. - 00:17–00:21 The presenter proposes that Vessi's are the way to go if you want an everyday shoe that can handle real life.

# Ad summary This ad features a woman showcasing Vessi shoes. She highlights their waterproof, breathable, and stylish qualities, making them suitable for various activities and weather conditions. She emphasizes the convenience of not having to worry about soggy socks or carrying backup shoes, positioning Vessi as an all-in-one solution for unpredictable days. # Brand positioning Vessi is presented as a practical and stylish footwear brand that caters to individuals who value versatility and convenience in their everyday lives. The brand aims to occupy a space in the consumer's mind as a reliable solution for unpredictable weather and diverse activities. Vessi aligns with a lifestyle that embraces outdoor adventures, urban exploration, and everyday tasks, all while maintaining a sense of style and comfort. The brand pushes against the norm of needing multiple pairs of shoes for different weather conditions, offering a functional and emotional positioning by providing peace of mind and freedom from worrying about footwear choices. # Product The featured product is Vessi shoes, specifically designed to be fully waterproof, breathable, and stylish. These shoes are for individuals who lead active lives and need footwear that can keep up with various activities and weather conditions. The ad explicitly states that Vessi shoes are fully waterproof and breathable, addressing the common problem of soggy socks and uncomfortable feet. The shoes are presented as a versatile option suitable for walking in town, running errands, unloading boxes, and other daily activities. The ad highlights the convenience of not having to check the weather forecast multiple times a day or carry backup shoes, emphasizing that Vessi shoes can handle whatever the day throws at you. The shoes are also described as cute enough to wear all day, indicating that they are both functional and fashionable. # Visual style The ad has a natural and authentic aesthetic, resembling user-generated content (UGC). The editing style includes quick cuts and transitions between different scenes, creating a dynamic and engaging viewing experience. The production quality is a hybrid of polished commercial and UGC feel, which supports the intended tone of relatability and authenticity. The pacing is moderate, with cuts timed to the music and voiceover lines, enhancing the overall flow of the ad. # Hooks Spoken: 00:00–00:03 You cannot tell me this isn't the best time of year to be outside. Text overlay: 00:00–00:01 CANNOT / 00:01–00:02 ISN'T / 00:02–00:03 YEAR / 00:03–00:04 OUTSIDE Visual: 00:00–00:01 A woman with tan skin, dark hair, wearing a beige beanie, navy sweater, black leggings, a gray puffer vest, and beige shoes, walks out of a red-orange house with a brown dog. The camera is at ground level, looking up at the woman as she exits the house. / 00:01–00:03 The woman, wearing the same outfit, walks along a path covered in fallen leaves near a lake surrounded by trees with autumn foliage. The camera follows her from a medium distance. # Funnel stage Consideration # Pain points The central pain point is the frustration of dealing with unpredictable weather and the need to constantly adjust footwear choices. This is signaled by the line: "Honestly, I used to check the weather app five times a day just to plan what shoes to wear." # Value propositions - Versatile footwear for unpredictable weather and diverse activities - Convenience and peace of mind from not having to worry about footwear choices - Stylish and functional shoes that can keep up with your active lifestyle # Benefits - No need to check the weather forecast multiple times a day - No need to carry backup shoes - Can handle various activities and weather conditions - Comfortable to wear all day # Features - Fully waterproof - Breathable - Stylish # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:03 The ad opens with a woman expressing her love for the current time of year. - 00:03–00:06 She acknowledges the unpredictable weather, showing a phone displaying the weather forecast and then a cloudy sky. - 00:06–00:10 She describes the weather as sometimes crisp and clear, and other times muddy with surprise downpours. - 00:10–00:14 She explains that she used to check the weather app five times a day to plan her shoe choice. - 00:14–00:20 She introduces Vessi shoes as her go-to footwear, highlighting their waterproof qualities. - 00:20–00:23 She emphasizes that Vessi shoes are breathable and cute enough to wear all day. - 00:23–00:29 She showcases the versatility of Vessi shoes by showing herself walking into town, running errands, and unloading boxes. - 00:29–00:34 She states that her life and the weather are unpredictable, but her shoes can keep up. - 00:34–00:39 She mentions that she and her bestie need to get their 10,000 steps in, regardless of the forecast. - 00:39–00:42 She concludes by saying that thanks to her Vessi shoes, she doesn't need to worry about the rain. - 00:42–00:48 She asks if the viewer is tired of soggy socks or lugging around backup shoes, and suggests getting Vessi shoes that do it all.

# Ad summary This ad features a content creator using Vessi brand shoes in the snow. The ad highlights how Vessi shoes keep feet warm and dry during winter, even in the snow. # Brand positioning Vessi is positioned as an innovative and reliable footwear brand focused on merging style and functionality. With a strong emphasis on weather protection, Vessi offers consumers a unique combination of fashion-forward designs and practical all-weather capabilities. Vessi differentiates itself by providing stylish yet fully waterproof shoes, designed for customers who value both aesthetics and performance. The brand seeks to occupy a space in the consumer's mind as a go-to choice for individuals who seek versatile, stylish, and dependable footwear. The brand's positioning leans towards being functional, ensuring protection and comfort in various weather conditions. # Product The featured product is the Alta High Top shoe from Vessi, designed as winter footwear for all genders. It is presented as a versatile shoe suitable for the winter season due to its waterproof construction and grip. The shoe is described as having a grip to prevent slipping and is waterproof to avoid soggy socks. The ad emphasizes the shoe's ability to keep feet cozy and dry all day, even while walking through melting snow. The USP highlighted is the shoe's ability to keep feet dry in wet conditions, while also providing a strong grip for navigating slippery surfaces, addressing common purchase barriers related to comfort and safety during winter weather. The ad aims to convince viewers that the Alta High Top is a must-have for winter, offering both practicality and comfort. # Visual style The ad utilizes a casual, user-generated content (UGC) style. The shaky camera work and natural lighting create an authentic feel, suggesting the content was captured by a real user. The editing style includes quick cuts and jump cuts, keeping a moderate pace around 48 cuts per minute. This aligns with the tone and suggests it is targeting a younger audience. # Hooks Spoken: 00:00–00:03 [Enthusiastically] Where I'm from, we've got TWO seasons, winter and construction. Text overlay: 00:00–00:01 Where I'm from / 00:01–00:02 we've got TWO seasons / 00:02–00:03 winter and construction Visual: 00:00–00:01 Low-angle shot of a woman's legs in black pants and black winter boots standing in the snow. Water pours from a rooftop icicle and splashes on the ground near her feet. The camera is stationary. The background is a red brick wall and a window. / 00:01–00:02 Mid-shot of a woman jumping into the snow in a black coat, black pants, and black boots with red soles. The background is a snow-covered yard with a red fence and bare trees against a blue sky. The camera is stationary. / 00:02–00:03 The woman sits on stairs outside her house in a black coat and sunglasses, holding the black boots in her lap. The background is a brick house and snow-covered yard. The camera is stationary. # Funnel stage Consideration # Pain points Soggy socks and cold toes are a frustration that people experience in the winter. The ad states to, 'forget those soggy socks and cold toes.' # Value propositions - Grip keeps me from slipping - Waterproof keeps your feet cozy and dry all day # Benefits - Keeps me from slipping - Forget those soggy socks and cold toes - Keep your feet cozy and dry all day - Even when it feels like you're walking through a melted snowman # Features - Waterproof - Grip # Call to action Check out the Alta High Top on Vessi.com. # Social proof - “The grip on these things keeps me from slipping” – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is told from the customer's point of view, with the customer's voiceover, visuals, and experience dominating the narrative. # Storyline - 00:00–00:02 00:00–00:02 The scene opens with a shot of icicles. The voiceover introduces the concept of two seasons, ‘winter and construction.’ This is intended to set the context of the creator's local climate as a way to open the pitch with a bit of humor, from the creator's perspective. - 00:02–00:06 00:02–00:06 The creator unboxes and introduces the product as ‘my feet’s winter tires for the next six months,’ showing a black Alta High Top Vessi boot in hand. This is designed to familiarize the viewer with the product and its intended use, from the creator's perspective. The tone is light and conversational. - 00:06–00:10 00:06–00:10 The boots are shown being walked on black ice and in the snow. The voiceover highlights ‘the grip on these things keeps me from slipping.’ This is meant to demonstrate a key functional benefit of the product, from the creator's perspective. The tone is informative. - 00:11–00:14 00:11–00:14 The presenter highlights that the shoes are waterproof, walking through shallow puddles of melted snow. The voiceover asks, “did I mention they’re waterproof, as in actually waterproof?” This builds on the functional benefits of the product by adding a second key feature, from the creator's perspective. The tone is enthusiastic and emphasizes the reliability of the product. - 00:15–00:21 00:15–00:21 The person walks through a snowy park. The voiceover says, ‘These keep your feet cozy and dry all day even when it feels like you’re walking through a melted snowman, so what are you waiting for?’ This reinforces the benefits and functionality of the shoes, from the creator's perspective. The tone is persuasive and reassuring. - 00:21–00:25 00:21–00:25 The video ends with a product shot of the box in hand and the call to action to ‘check out the Alta High Top on Vessi.com’. This is meant to directly drive sales and inform the viewer how to purchase the product, from the creator's perspective. The tone is direct and conclusive.

# Ad summary This ad features waterproof Vessi sneakers in a variety of colors being displayed on mossy grass in the rain. # Brand positioning Vessi is presented as a brand that defies weather constraints, offering stylish footwear suited for all conditions. The ad copy highlights the "spring collection", aligning the brand with fresh, seasonal offerings. Its functional benefit of being fully waterproof positions Vessi as a practical choice for consumers seeking both fashion and utility. By emphasizing a limited edition, Vessi creates exclusivity and drives purchase consideration. # Product The ad showcases Vessi sneakers in three color variations: a blue and white pair, a white and gray pair, and a black and gray pair. Each pair features a unique color scheme with contrasting soles. The sneakers are designed with a lightweight, flexible material and a knitted upper for breathability and comfort. The main USP emphasized is that the shoes are fully waterproof, broadening their usability for various weather conditions. The sneakers are displayed in an outdoor environment with simulated rain, showcasing their intended use in wet conditions. # Visual style The ad has a natural, outdoor aesthetic with a focus on showcasing the product in a realistic environment. The production quality appears polished, and the lighting is soft and diffused, which helps to highlight the texture of the sneakers and the mossy ground. The rain effect adds a dynamic element, directly illustrating the product's waterproof feature. The typography is clean and modern, ensuring readability and aligning with the brand's contemporary image. # Hooks Headline: Limited edition spring collection # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the problem of needing appropriate footwear for wet weather conditions, as visibly shown through the rain effect. The consumer may desire stylish, everyday sneakers that are also waterproof. # Value propositions - Waterproof shoes appropriate for the spring # Benefits - The spring collection's brand new colors # Features - Fully Waterproof # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's logo is prominently displayed, emphasizing the brand's promotion and recognition. - Brand: Top caption highlights the new collection, which is brand-centric and top of the funnel. # Storyline - The ad opens with an image of Vessi sneakers in three different color variations set on mossy ground. This visual setup establishes the aesthetic appeal and variety of the product from the brand's perspective, aiming to capture initial attention. - The scene transitions into a light rain effect over the product display. The brand is visually demonstrating the sneakers' functionality and suitability for wet conditions, emphasizing their waterproof capabilities. - The ad highlights text that states, "Limited edition spring collection SPRING SHOWERS BRING BRAND NEW COLOURS." The brand is creating a sense of urgency and freshness by associating the sneakers with a limited edition, spring-themed collection, implying that the product is current and exclusive. - The ad highlights text that states, "Fully Waterproof" next to the brand's logo. The brand explicitly reinforces the sneakers' key feature, assuring the customer of its practicality and functionality.

# Ad summary This ad showcases Vessi's Stormburst High Top shoes, emphasizing their waterproof capabilities through a winter simulator test. The ad features a close-up of the shoes as snow falls on them, highlighting their ability to stay dry and cozy in snowy conditions. # Brand positioning Vessi is presented as a brand that prioritizes functional footwear designed to withstand harsh weather conditions, particularly winter. The brand positions itself as scientifically advanced, using a 'winter simulator' to confirm the Stormburst High Top's ability to keep feet dry and cozy in snowy conditions. This suggests a focus on performance and reliability, appealing to customers who value practicality and protection from the elements. The brand aims to occupy a space in the consumer's mind as a provider of technologically advanced, weather-resistant footwear, pushing against the norm of less functional or weather-appropriate shoe options. # Product The featured product is the Stormburst High Top shoe by Vessi, designed to be fully waterproof and suitable for snowy conditions. The ad explicitly states that the shoe stays dry and cozy, as confirmed by Vessi's winter simulator. The shoe is presented as a solution for keeping feet protected and comfortable in winter weather. The ad addresses the purchase barrier of concern about footwear performance in winter by demonstrating the shoe's waterproof capabilities. # Visual style The ad has a clean and polished aesthetic, with a focus on showcasing the product in a controlled environment. The editing style is static, with a single, prolonged shot. The production quality is high-end, resembling a commercial. The pacing is slow and deliberate, allowing viewers to focus on the product and its features. The visual style supports the intended tone of reliability and technological advancement. # Hooks Text overlay: 00:00–00:09: vessi / 00:00–00:09: Scientifically winterproof / 00:00–00:09: OUR WINTER SIMULATOR CONFIRMS THE STORMBURST HIGH TOP STAYS DRY AND COZY IN SNOWY CONDITIONS. / 00:00–00:09: Fully Waterproof Visual: 00:00–00:09: A close-up shot of two Vessi Stormburst High Top shoes, one black and one white, positioned side by side in a simulated snowy environment. The shoes are surrounded by artificial snow, and snow is actively falling on them. The background is a light gray wall. The camera is stationary, providing a clear view of the shoes and the falling snow. The lighting is bright and even, highlighting the texture of the snow and the details of the shoes. The Vessi logo and text overlays are visible above the shoes. The shoes are clean and new, emphasizing their pristine condition. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of having wet and cold feet in snowy winter conditions. The ad shows snow falling on the shoes, implying that regular shoes would get wet, while Vessi shoes stay dry and cozy. # Value propositions - Scientifically winterproof: Confirmed by Vessi's winter simulator, ensuring the Stormburst High Top performs in snowy conditions. # Benefits - Keeps feet dry - Keeps feet cozy in snowy conditions # Features - Fully Waterproof - Stays dry and cozy in snowy conditions # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:09 The ad opens with a close-up of two Vessi Stormburst High Top shoes, one black and one white, placed in a simulated snowy environment. Snow is falling on the shoes.

# Ad summary This ad features the Vessi Alta waterproof winter shoes through UGC-style footage and reviews. # Brand positioning Vessi is presented as a practical brand offering waterproof footwear, combining style with function. The brand aims to occupy the space of stylish everyday footwear that doesn't compromise on protection from the elements. It positions itself as a solution for consumers who want functional winter shoes that are also fashionable, pushing against the norm of clunky, unattractive winter boots. The brand promotes ease of wear and protection from cold and wet conditions, aligning with a lifestyle that values convenience and style. # Product The Vessi Alta waterproof high-top sneakers are presented as winter footwear that combines style and function. They are waterproof, warm, and cute, designed for navigating slushy puddles and snow-covered sidewalks without getting feet wet. The product is for individuals living in cold climates who desire stylish footwear suitable for winter conditions. The shoes offer excellent grip for walking on ice and snow, acting as 'winter tires for your feet.' They come in an unboxing with the brand's cardboard container, which is designed to look like a cloud. The main selling points are waterproof, warm, and versatile enough to be worn indoors and out, with no need to worry about getting feet wet. The shoes address the common purchase barriers of sacrificing style for functionality in winter footwear. # Visual style The ad uses a UGC-style aesthetic with a mix of product shots and real-world demonstrations. Editing is quick with jump cuts. The production quality is a hybrid, combining polished commercial elements with a more casual, user-generated feel, aiming to be relatable. The visual motifs include close-ups of the shoes, demonstrating their waterproof qualities, and shots of people wearing them in winter settings. The pacing is fast, with cuts approximately every 1-2 seconds. The audio and visual elements are synced to emphasize key product features and testimonials. # Hooks Spoken: 00:00–00:03 Female 1: Honestly, I didn't believe it at first. Waterproof sneakers for winter? Text overlay: 00:00–00:03 Your Winter Shoe Must Have: Waterproof Sneakers 🌧️❄️ Visual: 00:00–00:02: A pair of hands opens a cardboard box, revealing black high-top sneakers inside, cushioned with patterned white tissue paper. The box has a cloud design with raindrop cutouts and is set against a backdrop of fresh snow. The camera is positioned overhead, looking directly into the box. / 00:02–00:03: Legs wearing black leggings and Vessi Alta shoes stand in the snow. The high-top sneakers are black with white soles, and snow is visible on the lower parts of the shoe. # Funnel stage Consideration # Pain points The frustration is having to choose between style and functionality in winter footwear. People often sacrifice style for the sake of warmth and dryness. 'Honestly, I didn't believe it at first. Waterproof sneakers for winter?' # Value propositions - Waterproof sneakers for winter: Stylish and practical footwear that protects against cold and wet conditions. - Grip: Prevents slipping on ice and snow. - Style + Function: The shoes offer both stylish design and functional protection in winter. # Benefits - Feet stay dry in wet conditions - Feet stay warm in cold conditions - Prevents slipping on ice and snow - Stylish footwear suitable for winter conditions # Features - Waterproof - Warm - Good grip - Stylish # Call to action So what are YOU waiting for? Stop freezing off your toes and go winterize your feet! # Social proof - "These Alta high tops from Vessi are my feet's winter tires for the next six months" – Female 1 - "The grip on them? 10 out of 10. It's like having winter tires for your feet" – Male 1 - "Even against the black ice of the Canadian winter, the grip on these things keeps me from slipping" – Female 1 - "I can actually wear these sneakers in winter" – Female 1 - "Trust me, your feet will thank you" – Male 1 # Point of view - Customer 60% – The majority of the video features user testimonials, unboxing, and casual endorsement of the product. - Brand 40% – The brand's official voice is heard in statements about the product's qualities and in the overall presentation. # Storyline - 00:00–00:02 The ad opens with an unboxing of the Vessi Alta shoes in a snowy environment. - 00:00–00:02 The intention is to create initial interest and intrigue, asking viewers to accept that waterproof sneakers can work for winter. - 00:00–00:02 The audience is experiencing the initial skepticism, as presented from the perspective of a customer who doubts the concept of waterproof sneakers for winter. - 00:00–00:02 The tone is initially skeptical but quickly shifts to positive as the product is revealed. - 00:04–00:07 The ad then transitions to a second presenter, showcasing the shoes and describing them as 'my feet’s winter tires for the next six months,' emphasizing their practicality. - 00:04–00:07 The intention is to demonstrate the shoes' value as a reliable winter solution. - 00:04–00:07 The audience is experiencing the view from the presenter, who is introducing the product. - 00:04–00:07 The tone is informative and confident. - 00:07–00:11 Next, the ad cuts to split-screen footage showing the shoes being tested with water and worn in a muddy puddle, reinforcing their waterproof capabilities, warmth, and style. - 00:07–00:11 The intention is to visually demonstrate the product's key features and benefits in real-world conditions. - 00:07–00:11 The audience is shown how these features are actually applied in practical use. - 00:07–00:11 The tone is factual and demonstrative, highlighting the shoes' utility and aesthetic appeal. - 00:11–00:19 The ad continues with testimonials from multiple users, focusing on the grip of the shoes and their suitability for winter conditions, including black ice. - 00:11–00:19 The intention is to establish credibility through user experiences and highlight the shoes' performance in challenging winter conditions. - 00:11–00:19 The audience is experiencing these points from the perspective of real users who are recommending the product. - 00:11–00:19 The tone is enthusiastic and testimonial. - 00:20–00:26 Following this, the ad shows practical scenarios of wearing the shoes in winter, such as walking through slushy puddles and snow, emphasizing their waterproof nature. - 00:20–00:26 The intention is to demonstrate the versatility and reliability of the shoes in everyday winter situations. - 00:20–00:26 The audience sees the shoes from a functional, real-world application. - 00:20–00:26 The tone is practical and reassuring. - 00:27–00:33 The ad concludes with a direct endorsement of the shoes for providing style and function, an encouragement to purchase, and the message that the shoes will keep feet warm in winter conditions. - 00:27–00:33 The intention is to close with a compelling reason to buy, combining both practical and aesthetic benefits. - 00:27–00:33 The audience sees this from the brand perspective, and an encouraging customer perspective. - 00:27–00:33 The tone is persuasive and confident.

# Ad summary This ad showcases three different color options for Vessi's waterproof shoes. The ad encourages viewers to welcome spring showers with limited-edition colors. # Brand positioning Vessi is presented as a brand that embraces innovation and functionality, offering customers stylish and waterproof footwear designed to withstand various weather conditions. The brand's tone is playful and inviting, aligning with a lifestyle that embraces outdoor activities without compromising on comfort or style. Vessi challenges the norm of weather-dependent footwear by providing a solution that allows customers to enjoy the outdoors regardless of the forecast. The brand positions itself as both functional and fashionable, catering to individuals who value practicality without sacrificing aesthetic appeal. Vessi aims to occupy the space in the consumer's mind as the go-to brand for reliable, stylish, and weather-ready footwear. # Product The ad features Vessi waterproof shoes, which are designed to keep feet dry and comfortable in wet conditions. These shoes are depicted as being suitable for spring showers, as highlighted by the ad copy. The shoes are available in limited edition colors, adding an element of exclusivity and collectibility. The ad showcases three different color variations of the same shoe model, each featuring a sleek and modern design. The shoes appear to be lightweight and flexible, making them ideal for everyday wear and outdoor activities. The primary USP of the shoes is their waterproof capability, addressing the common purchase barrier of uncomfortable and soggy footwear in wet weather. The ad is telling the viewer that these shoes are worth trying because they allow you to enjoy the spring season without worrying about getting your feet wet or sacrificing style. # Visual style The ad features a clean and modern visual style with a focus on showcasing the product against a blurred outdoor backdrop. The rainy effect adds to the thematic consistency of the ad, emphasizing the waterproof feature of the shoes. The color palette is soft and muted, with the shoes providing the main focal point. The overall aesthetic is designed to be visually appealing and informative, highlighting the product's features and relevance to the spring season. # Hooks Headline: Hello spring # Funnel stage Top of funnel (Awareness) # Pain points The pain point the product is solving is wet feet during spring showers. The visual of raindrops in the background implies the frustration of dealing with soggy shoes during the rainy season. # Value propositions - Limited Edition Colours # Benefits - WELCOME SPRING SHOWERS # Features - Fully Waterproof # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV throughout is from the brand Vessi, showcasing their product and highlighting its features and relevance to the spring season. # Storyline - The ad opens with a display of three different colored Vessi shoes against a backdrop that suggests a rainy outdoor setting. This aims to introduce the product and its relevance to the season, from the brand's perspective. - The ad includes text that says "Hello spring WELCOME SPRING SHOWERS WITH LIMITED EDITION COLOURS." The intention of the text is to promote the shoes as a seasonal item, in limited edition colours, from the brand's perspective. - The ad also includes the text “Fully Waterproof” in a blue pill shape. This is intended to highlight the main feature of the shoes, from the brand's perspective.

# Ad summary This ad showcases Vessi sneakers and highlights their waterproof feature. The ad features close-up shots of the shoe as water is poured on it, demonstrating its ability to repel water. # Brand positioning Vessi is presented as a brand that specializes in creating waterproof sneakers designed for rainy conditions. The brand is positioned as innovative and functional, catering to individuals who value practicality and protection from the elements. By stating that the sneakers are "BORN IN THE RAINIEST CITY IN NORTH AMERICA," the brand implies expertise in creating footwear suitable for wet weather. The brand's positioning is functional, focusing on the performance and utility of its products. # Product The featured product is Vessi waterproof sneakers, designed to keep feet dry in wet conditions. The sneakers are shown being exposed to water, which beads up and rolls off the surface, demonstrating their waterproof capabilities. The ad highlights the sneakers' ability to repel water, making them suitable for rainy days. The sneakers are white with a blue sole. The ad emphasizes the functional benefits of the sneakers, focusing on their waterproof feature as the primary selling point. # Visual style The ad has a clean and minimalist aesthetic, with a focus on showcasing the product's features. The editing style is simple, with smooth transitions between shots. The production quality is high, with clear and crisp visuals. The pacing is slow and deliberate, allowing viewers to focus on the details of the product. The use of black and white and color shots adds visual interest and emphasizes the waterproof feature of the sneakers. # Hooks Text overlay: Your rainy day sneakers / BORN IN THE RAINIEST CITY IN NORTH AMERICA. Visual: 00:00–00:01: A close-up shot of a white sneaker against a gray background. Water is being poured on the shoe from above. The camera zooms in slightly to show the water droplets on the surface of the shoe. / 00:01–00:02: The camera zooms in closer on the laces of the sneaker as water continues to be poured on it. The shot transitions to black and white. / 00:02–00:03: The camera focuses on the side of the sneaker, showing the water droplets beading up on the surface. The shot returns to color. / 00:03–00:04: The camera angle shifts to show the top of the sneaker as water is poured on it. The shot transitions back to black and white. / 00:04–00:05: The camera angle changes to show the bottom of the sneaker, which is blue and has a textured pattern. Water is visible on the sole of the shoe. / 00:05–00:07: The camera zooms out to show the entire sneaker rotating in place against a gray background. Water droplets are visible on the shoe. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of having wet feet on rainy days. # Value propositions - Waterproof sneakers for rainy days # Benefits - Keeps feet dry in wet conditions # Features - Waterproof # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:05 The ad opens with a close-up shot of a white sneaker as water is poured on it. - 00:00–00:05 The camera focuses on the water droplets beading up and rolling off the surface of the shoe, highlighting its waterproof properties. - 00:05–00:05 The camera shows the bottom of the shoe, which is blue and has a textured pattern. - 00:06–00:07 The ad concludes with a shot of the sneaker rotating in place.

# Ad summary A male presents Vessi shoes. He wears them around town, while hiking, and while traveling. He mentions they look like normal knit sneakers but are waterproof, comfortable, and versatile. # Brand positioning Vessi is presented as a brand that offers stylish, versatile, and functional footwear designed to seamlessly integrate into various aspects of a modern, active lifestyle. The brand aims to occupy the space in consumers' minds as a provider of footwear that merges fashion with practicality. It promotes values of comfort and versatility. Vessi distinguishes itself in the market by providing shoes that are both fashionable and functional, suitable for everyday activities as well as outdoor adventures. The brand's positioning is both functional, emphasizing features like waterproofness, durability, and lightweight design, and emotional, highlighting comfort and convenience for the user. # Product Vessi shoes are presented as waterproof shoes that look like normal knit sneakers. The shoes are lightweight and slip-on, designed for comfort and versatility. The shoes are shown to be durable with a killer grip. The shoes are suitable for various activities such as walking around town, hiking, and traveling. The shoes are waterproof, addressing the need for footwear that can withstand wet conditions while maintaining style and comfort. # Visual style The ad has a UGC-like feel with a blend of professional and casual shots. The editing includes both quick cuts and static shots, contributing to a moderate pacing. The visuals are timed well to voiceover lines. # Hooks Spoken: Male 1: [Enthusiastic] These are Vessis. Text overlay: These are Vessis. Visual: 00:00–00:02 A light-skinned man with dark hair and a mustache. He appears to be in his 20s or 30s. He is wearing a black beanie, a black long-sleeve shirt, and a necklace. He has tattoos on his hands. He sits on a couch with patterned pillows. He holds a pair of black shoes. # Funnel stage Consideration # Pain points The ad addresses the pain point of uncomfortable footwear during travel or outdoor activities. The speaker says, "When you're spending 12 hours on a layover, it's so nice to be comfy when I'm traveling." # Value propositions - Waterproof: keeps feet dry in various conditions - Lightweight: easy to pack for travel, convenient for everyday use - Slip on: easy to put on and take off # Benefits - Comfort - Convenience # Features - Waterproof - Killer grip - Durable - Super lightweight - Ultra versatile - Slip on # Call to action None used. # Social proof - “I don't think I'll travel again without these shoes.” – Male 1 (Customer) # Point of view - Customer 100% – The entire video is from the perspective of a customer sharing his experience with the product. # Storyline - 00:00–00:02 The presenter holds up a pair of Vessi shoes. - 00:02–00:05 The scene shifts to a first-person perspective of the presenter walking through a puddle. - 00:05–00:10 Continuing from the previous shot, the perspective shows the shoe navigating a pile of mud to demonstrate grip. The presenter lists additional benefits of the shoe. - 00:10–00:13 Extending from the previous, the scene continues to demonstrate how they can be worn around town and while hiking. - 00:13–00:14 The presenter notes how the Vessi shoes slip on easily. - 00:14–00:18 The presenter is seen walking through an airport. - 00:18–00:21 From a first-person perspective, the narrator stands on a log over a stream. - 00:21–00:23 The narrator explains that the Vessi look like normal sneakers but are waterproof. - 00:23–00:28 From a first-person perspective, the narrator states he won't travel again without these shoes.

# Ad summary This ad features a woman walking in various outdoor environments to demonstrate the waterproof capabilities of Vessi shoes. She walks through a waterfall, a stream, wet sand, and even pours beer and ketchup on the shoes, all while highlighting how the shoes keep her feet dry and comfortable. # Brand positioning Vessi is presented as a brand that offers practical and versatile footwear designed for everyday adventures. The brand emphasizes functionality and convenience, positioning itself as a solution for individuals who want to stay comfortable and prepared for any weather or messy situation. Vessi promotes a carefree and active lifestyle, suggesting that its shoes allow customers to seamlessly transition between different environments and activities without worrying about wet or uncomfortable feet. The brand pushes against the norm of needing multiple pairs of shoes for different occasions, offering a single pair that can handle various conditions. # Product The featured product is Vessi waterproof shoes, designed to keep feet dry and comfortable in various conditions. These shoes are made with 100% waterproof technology, making them waterproof, mud-proof, beer-proof, sand-proof, and ketchup-proof. The shoes are presented as a versatile option for everyday wear, suitable for activities ranging from walking through streams and wet sand to casual outings and even amusement parks. The ad addresses the purchase barrier of uncomfortable or wet feet by showcasing how Vessi shoes keep feet totally dry and easy to clean. The shoes are shown being rinsed off with water after being exposed to sand and other substances, highlighting their ease of maintenance and continued comfort. # Visual style The ad has a bright and sunny aesthetic, with natural lighting and outdoor settings. The editing style includes quick cuts to showcase different environments and activities. The production quality is a hybrid of UGC and polished commercial, giving it a relatable yet professional feel. The pacing is consistent and upbeat, with cuts timed to the music. # Hooks Spoken: 00:00–00:03 Female 1: Caught in a summer storm or surprise downpour? Text overlay: 00:00–00:03 Caught in a summer storm / 00:01–00:03 or surprise downpour? Visual: 00:00–00:03 A woman with curly brown hair, wearing sunglasses, a black t-shirt, denim shorts, a colorful striped shirt, and white sneakers, walks towards the camera on a rocky path. Behind her is a water feature that looks like a waterfall, with a lake and mountains in the background. The camera is at a low angle and follows her as she walks. The lighting is bright and sunny. # Funnel stage Consideration # Pain points The central pain point is the inconvenience and discomfort of having wet feet due to unexpected weather or messy environments. "Caught in a summer storm or surprise downpour?" # Value propositions - Waterproof shoes that keep your feet dry in any weather - Versatile shoes that can be worn all day for any activity - Easy-to-clean shoes that still look good after messy situations # Benefits - Your feet stay dry - Your day keeps going - Feet stay totally dry - Feet won't feel tired # Features - 100% waterproof technology # Call to action None used. # Social proof - "And that's why I rock Vessis" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is demonstrating and endorsing the product. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a woman walking towards the camera in front of a waterfall feature. She asks if the viewer has ever been caught in a summer storm or surprise downpour. This sets up the problem of unexpected wet conditions. - 00:03–00:06 00:03–00:06 The woman states, "No problem. Your feet stay dry and your day keeps going." This introduces Vessi shoes as the solution to the problem of wet feet. - 00:06–00:09 00:06–00:09 The woman stands in front of a stream and says, "These are Vessis." This identifies the brand of the shoes being showcased. - 00:10–00:12 00:10–00:12 The woman walks through wet sand and asks, "Did I just walk through wet sand?" This highlights the shoe's ability to handle wet conditions. - 00:13–00:15 00:13–00:15 The woman pours water from a water bottle onto her shoe and asks, "Rinse off my shoe with a water bottle?" This demonstrates the ease of cleaning the shoes. - 00:16–00:18 00:16–00:18 The woman walks up to a dinner table and asks, "And show up to dinner like nothing happened?" This emphasizes the shoe's versatility and ability to transition between different activities. - 00:20–00:25 00:20–00:25 A voiceover states, "All Vessis are designed with 100% waterproof technology that is fully waterproof." This highlights the key feature of the shoes. - 00:25–00:31 00:25–00:31 The voiceover continues, "These shoes are waterproof, mud proof, beer proof, sand proof, ketchup proof." This lists the various conditions the shoes can handle. - 00:32–00:36 00:32–00:36 The voiceover states, "Feet stay totally dry and just rinse them clean and you're good to go." This reinforces the benefits of the shoes. - 00:37–00:40 00:37–00:40 The woman states, "You can wear them all day and your feet won't feel tired." This highlights the comfort of the shoes. - 00:41–00:42 00:41–00:42 The woman states, "And that's why I rock Vessis." This implies personal endorsement of the product. - 00:43–00:48 00:43–00:48 The woman states, "Waterproof, insanely comfy, and still look good after a beach walk and a beer run." This summarizes the key benefits of the shoes. - 00:50–00:52 00:50–00:52 The woman states, "One pair all day, all summer." This emphasizes the versatility of the shoes. - 00:53–00:57 00:53–00:57 The woman states, "Zero outfit changes, zero wet socks. It's magic baby." This reinforces the convenience and benefits of the shoes.

# Ad summary A creator with blonde hair shares their experience with Vessi waterproof sneakers after a 12-day trip to Portugal, explaining how they performed in rainy conditions and styling versatility. # Brand positioning Vessi is presented as a solution for those seeking waterproof shoes that are both functional and stylish. The brand positions itself as offering footwear that can handle wet conditions while still being versatile enough to pair with various outfits. Vessi aims to stand out by providing shoes that are 100% waterproof, not just water-resistant, addressing the common issue of needing multiple pairs of shoes for travel or different occasions. Vessi is positioned as a practical choice for minimalists, travelers, or anyone who wants to stay dry and comfortable without sacrificing style. # Product Vessi waterproof sneakers are presented as a versatile footwear option for travel and everyday wear. The presenter highlights that they are 100% waterproof, ensuring feet stay dry even in heavy rain or when walking through puddles. These sneakers are also noted for their comfort, making them suitable for long walks, hikes, and navigating city streets. The ad emphasizes their stylish design, capable of pairing with activewear, casual outfits, and even more dressed-up looks. The slip-on design makes them easy to wear and convenient for airport security, while the shoe's lack of half sizes is mentioned as the only downside. Ultimately, Vessi sneakers are portrayed as a reliable, comfortable, and fashionable choice for anyone needing waterproof footwear. # Visual style The video has a casual UGC feel, with simple editing and static shots. Production quality is consistent, using natural lighting and clear visuals to support the creator's review. Pacing is moderate and steady, with each shot held long enough to convey its message clearly. The editing style is straightforward, primarily relying on cuts between different shots and locations. Audio-visual sync is maintained, with voiceover and visuals aligning to reinforce the product’s features and benefits. # Hooks Spoken: 00:00–00:05 I just got back from a 12-day trip to Portugal, so I'm gonna talk about how my waterproof shoes actually held up while I was out there. Text overlay: 00:00–00:05 You really only brought one pair of shoes for 12 days? (Comment bubble) / 00:00–00:05 Why Vessi Waterproof Sneakers were my only shoes in Portugal Visual: 00:00–00:02 A light-skinned woman with long blonde hair is centered and shot from the chest up. She is wearing a black long sleeve shirt with a maple leaf on it. Behind her is a beige wall with a beige abstract art piece. / 00:02–00:05 The woman brings up a pair of white shoes and holds them up to the camera. The woman expresses excitement. # Funnel stage Middle of funnel (Consideration) # Pain points The frustration of needing waterproof shoes in rainy or wet conditions, especially when traveling, so that you do not have to pack multiple pairs of shoes. # Value propositions - Waterproof sneakers make for great travel shoes # Benefits - Feet stayed completely dry - Work for long walks and hikes - Look cute with everyday outfits - Easy to wear, convenient for airport security # Features - 100% waterproof # Call to action None used. # Social proof - "I've seen so many reviews on how comfortable they are" - Woman 1 (Creator) - "My husband wears them everywhere, including golfing and walking the dog, and has been talking about how comfortable they are" - Woman 1 (Creator) # Point of view - Customer 100% – Ad is told entirely from the customer's point of view, sharing a first-person review of the product. # Storyline - 00:00–00:05 00:00–00:05 The creator introduces herself and states that she is back from a 12-day trip to Portugal. She introduces the topic of how her Vessi waterproof shoes held up, piquing the viewer's interest in the product's performance. - 00:06–00:12 00:06–00:12 The creator explains that she was looking for a solid pair of waterproof shoes because it rains a lot in Portugal, emphasizing the need for reliable waterproof footwear. This sets the stage for why she chose Vessi shoes. - 00:13–00:15 00:13–00:15 The creator states she decided to go with Vessi after doing a ton of research. This reinforces the idea that Vessi is a well-considered choice. - 00:15–00:21 00:15–00:21 The presenter highlights that the Vessi sneakers are 100% waterproof, showing the shoe under running water, and emphasizes that she has zero regrets. This directly addresses the product's main selling point. - 00:21–00:25 00:21–00:25 She shares that she has seen so many reviews about how comfortable they are, and that she has never seen waterproof shoes this cute, addressing concerns about both comfort and style. - 00:25–00:35 00:25–00:35 The creator explains that she was traveling with a carry-on, so she could only bring one pair of shoes, showing the shoe on her feet. She then describes how the shoe performed its needed functions, including keeping her feet dry. This communicates a key use case (travel) and the product’s functional value. - 00:36–00:40 00:36–00:40 The creator showcases how they can be worn with everyday outfits. This broadens the appeal of the shoes by demonstrating versatility. - 00:41–00:46 00:41–00:46 She reveals that her feet stayed completely dry even though she was dripping wet, proving the shoes' waterproof capabilities. - 00:47–00:52 00:47–00:52 The creator emphasizes the shoe goes with every outfit, showing it paired with activewear and a cute outfit. This reinforces the style aspect of the shoes. - 00:53–01:01 00:53–01:01 The presenter claims she was nervous about bringing white sneakers due to the rain, mud, and dirt, but they held up so well. This creates a moment of tension and resolution, proving the shoes' durability. - 01:02–01:11 01:02–01:11 The creator reports the shoes surprised her with how comfortable they are, as she wore them all day while walking 20,000 steps through Lisbon. She also notes that she didn’t once feel like she needed to take them off. This highlights the comfort of the product. - 01:12–01:17 01:12–01:17 The presenter shares that she is obsessed with the fact that they look like lace-up sneakers but are slip-ons, which made it easier at airport security. This demonstrates a convenient design feature. - 01:18–01:23 01:18–01:23 The presenter states that the only negative thing about these shoes is that they don't have half sizes. This provides a moment of honesty that enhances credibility. - 01:24–01:37 01:24–01:37 The presenter shares she is usually an 8.5, so she ordered an eight and nine. She returned the 9 because it was too wide, noting the shoes do run a little large. This communicates a point of consideration for those interested in purchasing. - 01:38–01:53 01:38–01:53 The presenter shares that overall, she is a huge fan and will use these for future trips, then adds that she ordered a second pair for herself as well as a pair of Stormbursts for her husband. This uses social proof, showing other people use the products. - 01:53–01:53 01:53–01:53 The presenter ends the review by sharing that her husband wears them everywhere, including golfing and walking the dog, and has been talking about how comfortable they are. This ends on a note of enthusiastic endorsement.

# Ad summary This ad highlights the benefits of Vessi waterproof shoes, focusing on how they solve common problems like wet socks and the need to change shoes during the day. The ad uses a split-screen to contrast life with and without Vessi shoes, emphasizing convenience and confidence in any weather. # Brand positioning Vessi is presented as a modern and innovative footwear brand focused on providing practical solutions for everyday challenges related to weather and comfort. The brand aims to occupy a space in the consumer's mind as a reliable choice for waterproof footwear that doesn't compromise on style or convenience. Vessi aligns with values of preparedness, confidence, and ease of use, while pushing against the norms of traditional footwear that may not be weather-resistant or versatile. The brand positioning is both functional, emphasizing the waterproof feature, and emotional, promoting a worry-free and confident lifestyle. # Product The ad features Vessi waterproof shoes, designed to provide complete protection from water while ensuring comfort and style. These shoes are targeted towards individuals who want to avoid the inconveniences of wet socks, changing shoes mid-day, and obsessively checking the weather forecast. The shoes are highlighted for their ability to allow wearers to 'Walk anywhere, confidently' and serve as 'One pair, all day', eliminating the need for multiple pairs for different weather conditions. The key selling points emphasized are the waterproof nature and the assurance of 'Dry socks, guaranteed', addressing the common purchase barrier of discomfort and inconvenience associated with traditional footwear in wet conditions. # Visual style The ad uses a clean, modern visual style with a split-screen layout to clearly contrast problems and solutions. The color gradient and white accents give it a fresh, contemporary look. The product is prominently displayed with a focus on its sleek design. # Hooks Headline: Same city. Different experience. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the inconvenience and discomfort caused by unpredictable weather, specifically the need to avoid puddles, change shoes mid-day, obsessively check the forecast, and the anxiety of getting wet socks. # Value propositions - Walk anywhere, confidently: Waterproof feature allows the wearer to confidently walk anywhere - Weather stops mattering: Waterproof feature makes weather irrelevant - One pair, all day: Waterproof shoes remove the need for multiple pairs of shoes # Benefits - Avoiding puddles - Changing shoes mid-day - No need to check the forecast obsessively - No wet sock anxiety - Walk anywhere, confidently - One pair, all day - Weather stops mattering - Dry socks, guaranteed # Features - Waterproof shoes # Call to action None used. # Social proof - None used. # Point of view - Brand: Top caption ('Same city. Different experience.') sets up the premise of the ad by highlighting the contrast between two experiences. - Customer: The left side lists pain points (Avoiding puddles, etc.) from a customer's perspective, describing the frustrations of not having waterproof shoes. - Brand: The right side lists benefits (Walk anywhere confidently, etc.) from a brand's perspective, showcasing the positive outcomes of using Vessi shoes. # Storyline - The ad starts by setting the scene with the phrase 'Same city. Different experience.', introducing a comparison between two ways of navigating urban life. This is told from the brand's perspective, aiming to highlight the contrast that Vessi shoes can make in a familiar environment. - On the left side, the ad lists problems associated with not wearing waterproof shoes: 'Avoiding puddles,' 'Changing shoes mid-day,' 'Checking the forecast obsessively,' and 'Wet sock anxiety.' This is presented from the customer's perspective, showcasing the everyday frustrations that Vessi aims to solve. - On the right side, the ad showcases the benefits of wearing Vessi shoes, including 'Walk anywhere, confidently,' 'One pair, all day,' 'Weather stops mattering,' and 'Dry socks, guaranteed.' This is told from the brand's perspective, highlighting the positive outcomes and solutions provided by the product. - The visual center features a prominent display of the Vessi shoe, reinforcing the product as the solution to the problems mentioned. This is from the brand's perspective, emphasizing the product's design and features.

# Ad summary A woman sits on her bed and talks about how she saw someone on TikTok get Vessi shoes for their Europe trip. She says she took the risk and is now hooked. She says she wants a shoe for walking, dinners, rainy days, and dressing up, and that these shoes work with everything she has and are comfortable for long days of walking. She says you want something that's comfortable, and the Vessis have that. She says they're super light and waterproof. She walked 15,000 steps a day in Paris and her feet were dry and comfy. She says she has a packing problem, but these shoes are keeping her in check, and this time, they're the only shoe she's bringing. She says you also have more room in your bag when you want to take more stuff home. She says these shoes were a lifesaver, and she doesn't think she'll ever go anywhere without them. # Brand positioning Vessi is presented as a brand that offers versatile, comfortable, and waterproof footwear designed for everyday life and travel. The brand aims to occupy a space in the consumer's mind as a practical yet stylish solution for various occasions and weather conditions. Vessi aligns with a lifestyle that values convenience, comfort, and adaptability, pushing against the norm of needing multiple pairs of shoes for different activities. The brand positioning is both functional (waterproof, lightweight, comfortable) and emotional (freedom, confidence, convenience). # Product The featured product is Vessi waterproof shoes, designed for walking, dinners, rainy days, and dressing up. These shoes are presented as versatile enough to work with everything in one's wardrobe and comfortable for long days of walking. They are described as super light and waterproof, allowing the wearer to walk 15,000 steps a day in Paris with dry and comfy feet. The shoes are also positioned as a solution to packing problems, as they are the only shoe needed for a trip, freeing up bag space. The ad tells the viewer that these shoes are worth trying or buying because they are a lifesaver, providing comfort, versatility, and waterproof protection in one stylish package. # Visual style The ad has a UGC feel with a mix of static shots and quick cuts. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of authenticity and relatability. The editing rhythm is fairly quick, with cuts timed to voiceover lines. The overall aesthetic is bright and casual, with natural lighting and everyday settings. # Hooks Spoken: 00:00–00:04 I saw someone get these shoes for their Europe trip on TikTok, and I took the risk and I'm actually hooked. Text overlay: 00:00–00:04 I saw someone get these shoes for their Europe trip on TikTok, and I took the risk and I'm actually hooked. Visual: 00:00–00:02 A woman with long wavy hair sits cross-legged on a bed with a light green wall behind her. She wears a light gray t-shirt and light gray sweatpants. Next to her are a pair of white sneakers and a black duffel bag. A split screen appears with a TikTok video of another woman reviewing the shoes. / 00:02–00:04 The split screen remains with the woman on the left and the TikTok video on the right. # Funnel stage Consideration # Pain points The ad addresses the pain point of needing multiple pairs of shoes for different occasions and weather conditions. The speaker says, "Normally I want a shoe for walking. I want a shoe for dinners. I want a shoe for rainy days. I want a shoe for dressing up." # Value propositions - Versatile shoes for walking, dinners, rainy days, and dressing up - Comfortable and waterproof shoes for travel # Benefits - Comfortable for all my long days of walking - It's like walking on clouds - Feet were dry and comfy - Keeping me in check - Only shoe I'm bringing - More room in your bag # Features - Super light - Waterproof # Call to action None used. # Social proof - "I saw someone get these shoes for their Europe trip on TikTok, and I took the risk and I'm actually hooked." # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her personal experience and opinion of the product. # Storyline - 00:00–00:04 00:00–00:04 The creator introduces the Vessi shoes, mentioning she saw them on TikTok and decided to try them. - 00:04–00:06 00:04–00:06 The creator states that she is hooked on the shoes and will explain why. - 00:06–00:15 00:06–00:15 The creator lists various occasions for which she wants a shoe, including walking, dinners, rainy days, and dressing up. - 00:15–00:20 00:15–00:20 The creator states that the Vessi shoes work with everything she has and are comfortable for long days of walking. - 00:20–00:25 00:20–00:25 The creator emphasizes the importance of comfort and states that Vessi shoes provide that, comparing the experience to walking on clouds. - 00:25–00:30 00:25–00:30 The creator highlights that the shoes are super light and waterproof. - 00:30–00:34 00:30–00:34 The creator shares her experience of walking 15,000 steps a day in Paris with dry and comfy feet. - 00:34–00:43 00:34–00:43 The creator admits to having a packing problem but states that the Vessi shoes are keeping her in check, as they are the only shoe she's bringing on her trip. - 00:43–00:46 00:43–00:46 The creator points out that using Vessi shoes frees up more room in the bag for bringing home more stuff. - 00:46–00:52 00:46–00:52 The creator concludes by saying the shoes were a lifesaver and she doesn't think she'll ever go anywhere without them.

# Ad summary This ad promotes Vessi shoes as the perfect travel shoe. The ad highlights that Vessi shoes are waterproof, lightweight, compact, and stylish, making them ideal for any travel situation. # Brand positioning Vessi is presented as a brand that offers stylish and functional footwear designed for travel and everyday wear. The brand emphasizes the convenience and versatility of its shoes, highlighting their waterproof capabilities and lightweight design. Vessi aims to occupy a space in the consumer's mind as a go-to choice for those seeking practical yet fashionable footwear that can withstand various weather conditions and complement any outfit. The brand aligns with a lifestyle that values convenience, style, and preparedness, pushing against the norm of bulky and impractical travel shoes. Vessi's positioning is both functional, focusing on performance and simplicity, and emotional, appealing to the desire for convenience and style. # Product The featured product is Vessi waterproof travel shoes, designed for both functionality and style. These shoes are presented as 100% waterproof, not just water-resistant, making them suitable for any weather condition. They are ultra-light and compact, addressing the common issue of bulky and heavy travel shoes that take up space in luggage. The shoes are versatile and can be worn with various outfits, including leggings, jeans, dresses, and overalls. The ad addresses the purchase barrier of needing to pack separate shoes for different weather conditions by highlighting that Vessi shoes eliminate the need to pack for "what if it rains" scenarios. The shoes are designed for travelers and individuals who value convenience, style, and preparedness, offering a practical and fashionable footwear solution for any travel or everyday situation. # Visual style The ad has a polished UGC feel, combining natural lighting with professional editing. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The pacing is consistent, with a moderate BPM that keeps the ad moving without feeling rushed. The audio-visual sync is well-executed, with cuts and product actions timed to the music beats and voiceover lines. # Hooks Spoken: Female 1: If your shoes don't work in every forecast and every outfit, Text overlay: If your shoes don't / work in every forecast / and every outfit. Visual: 00:00–00:01 A woman with long brown hair, wearing a white baseball cap, an olive green jacket, a white skirt, and white sneakers, walks along a sidewalk next to a building. The camera follows her from the side, showing her full body in motion. The background includes a tall, light-colored building and some greenery. / 00:01–00:03 The same woman walks along a stone path surrounded by lush green plants and trees. The camera follows her from the side, maintaining a medium shot. The background includes stone structures covered in ivy. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing to pack separate shoes for different weather conditions and outfits when traveling. The ad copy states, "If your shoes don't work in every forecast and every outfit, why are you even bringing them?" # Value propositions - Versatile footwear that works in any weather and complements any outfit. - Lightweight and compact design makes it ideal for travel. - Waterproof feature eliminates the need to pack extra shoes for rainy conditions. # Benefits - Works in every forecast - Works with every outfit - No need to pack for what if it rains - Doesn't take up space # Features - 100% waterproof - Ultra light - Compact # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is reviewing the product and sharing their experience. # Storyline - 00:00–00:03 The ad opens with a question, "If your shoes don't work in every forecast and every outfit," immediately engaging the viewer by highlighting a common problem with footwear. - 00:03–00:05 The ad continues with the question, "Why are you even bringing them?" This challenges the viewer's current choices and sets the stage for introducing a better alternative. - 00:06–00:09 The ad shows the shoes being tested with water, emphasizing their waterproof feature. The voiceover states, "They don't look like waterproof shoes, but they are," addressing a potential misconception and highlighting the product's unique selling point. - 00:09–00:12 The ad shows the shoes being worn in various settings and with different outfits, reinforcing their versatility. The voiceover states, "Which is why I wore them with literally everything," showcasing the product's adaptability. - 00:12–00:14 The ad emphasizes the waterproof feature again, stating, "100% waterproof, not just resistant," reinforcing the product's superior performance compared to other shoes. - 00:14–00:18 The ad highlights the convenience of not needing to pack extra shoes for different weather conditions. The voiceover states, "So I didn't need to pack for what if it rains? I was already covered," showcasing the product's practicality. - 00:18–00:21 The ad addresses the common problem of bulky and heavy travel shoes. The voiceover states, "Most travel shoes are bulky, heavy, and they take up space," highlighting the drawbacks of traditional travel footwear. - 00:21–00:23 The ad introduces Vessi shoes as a solution, stating, "Vessis are ultra light and compact," showcasing the product's key benefits. - 00:23–00:29 The ad reinforces the versatility of Vessi shoes by showing them being worn with various outfits. The voiceover states, "They went with leggings, jeans, dresses, overalls, and even that slightly chaotic dinner outfit," demonstrating the product's adaptability to different styles. - 00:29–00:33 The ad concludes by positioning Vessi shoes as the ideal travel shoe that doesn't compromise on style or functionality. The voiceover states, "Finally, a travel shoe that doesn't make you choose," reinforcing the product's unique value proposition.

# Ad summary This ad showcases Vessi footwear, emphasizing its waterproof capabilities. The ad opens with a weather forecast graphic showing rain, then transitions to a demonstration of the shoes being submerged in water without leaking. The ad concludes by highlighting the shoe's comfort and style, positioning Vessi as a practical and fashionable choice for wet weather. # Brand positioning Vessi is presented as a footwear brand that prioritizes both functionality and style. The brand aims to occupy a space in the consumer's mind as a provider of waterproof shoes that don't compromise on comfort or aesthetics. The brand aligns with a lifestyle that values practicality and fashion. Vessi pushes against the norm of traditional, bulky rain boots by offering sleek, sneaker-like designs. The brand positioning is both functional (waterproof) and emotional (stylish, comfortable). # Product The product featured is Vessi's waterproof footwear, designed to keep socks dry in wet conditions. The shoes are presented as 100% waterproof, demonstrated by submerging them in water. The product is for anyone who wants to stay dry and comfortable in rainy weather without sacrificing style. The shoes are highlighted for their sleek design, resembling everyday sneakers rather than traditional rain boots. The ad addresses the purchase barrier of sacrificing style for functionality in wet weather footwear. The ad tells the viewer that Vessi shoes are worth trying because they offer a stylish and practical solution to staying dry and comfortable in the rain. # Visual style The ad has a clean and modern aesthetic with a focus on showcasing the product's features. The editing style is quick cuts, and the production quality is polished. The pacing is consistent throughout the ad. # Hooks Text overlay: 00:00–00:02 It's raining / 00:00–00:02 Keep your socks dry with 100% waterproof footwear. Visual: 00:00–00:02: A graphic of a weather forecast with rain falling in the background. A white Vessi shoe is centered above a forecast showing rain percentages and temperatures for the next several hours. Text reads "It's raining" and "Keep your socks dry with 100% waterproof footwear." The Vessi logo is in the bottom left. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is having wet socks due to rainy weather. The ad visually shows rain and states, "It's raining." # Value propositions - 100% waterproof footwear to keep your socks dry # Benefits - Keep your socks dry # Features - 100% waterproof footwear # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing product features and benefits. # Storyline - 00:00–00:02 The ad opens with a graphic of a weather forecast showing rain and the text "It's raining." This sets the scene and introduces the problem of wet weather. - 00:02–00:05 The ad transitions to a demonstration of Vessi shoes being submerged in water. This visually proves the product's waterproof claim. - 00:05–00:07 The ad shows a person wearing Vessi shoes and walking through puddles. This reinforces the waterproof benefit in a real-world scenario. - 00:07–00:09 The ad highlights the shoe's comfort and style, showing them being worn in various casual settings. This positions Vessi as a versatile and fashionable choice.