How Waking Up Advertises on Meta

# Ad summary This anti-ad is a playful and unconventional interruption of the user's scrolling experience. By directly acknowledging the viewer's ability to scroll past, the ad wittily subverts expectations and prompts a double-take. The juxtaposition of a mundane scene with a humorous overlay creates a memorable moment, albeit one with no overt brand or product messaging. This approach seems to aim for shareability and brand recall through novelty and humor, rather than direct persuasion. # Brand positioning This ad does not explicitly mention any particular brand. However, the fact that the ad is present on the Meta Ad platform implies a brand with the resources to produce video content and run paid media campaigns. The anti-advertising approach suggests the brand might seek to be perceived as self-aware, humorous, and willing to break category norms. This strategy could align with values of authenticity and non-conformity, attempting to stand out by acknowledging and playing with the audience's ad fatigue. # Product No specific product is featured or described in the ad. The ad's approach is deliberately non-promotional, focusing instead on grabbing attention through humor and surprise. There are no functional attributes, use cases, or purchase barriers mentioned, as the ad does not try to sell anything directly. # Visual style The ad has a naturalistic visual style, with soft, warm lighting that suggests a late-afternoon setting. The production quality is simple, resembling a quick, unedited shot. The editing style is static with no cuts. The pacing is slow and steady, creating a sense of calm and mundanity that is humorously disrupted by the text overlay. # Hooks Spoken: 00:09–00:17: [Mooing] Text overlay: 00:08–00:20: YOU CAN KEEP SCROLLING NOW. Visual: 00:00–00:08: A medium shot of a light-brown-and-white cow facing directly toward the camera while standing in a grassy field. To the left and slightly behind the mother cow is a smaller calf. The grass is green and illuminated by golden sunlight. The background is slightly blurred, and an open field sits behind the cow and calf. # Funnel stage Top of funnel (Awareness) # Pain points The ad taps into the pain point of ad fatigue and the feeling of being bombarded with promotional content while scrolling. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used # Point of view - Brand 100% – The entire ad is told from the perspective of the brand, using an approach that acknowledges and plays with audience expectations. # Storyline - 00:00–00:08 The ad opens with a static shot of a cow and a calf in a field, presented in soft, golden-hour lighting. - 00:08–00:19 The mundanity of the scene is disrupted by on-screen text that reads, "YOU CAN KEEP SCROLLING NOW." - 00:09–00:19 The cow moos, reinforcing the natural, unscripted feel, while the text overlay serves as a meta-commentary on the viewer's behavior. - 00:19–00:20 The ad ends with the same static shot of the cow and calf, underscoring the lack of conventional advertising elements and leaving the viewer with a memorable, slightly absurd moment.

# Ad summary This ad uses a PSA format to grab attention by calling out the user's phone addiction. It contrasts a negative and alarming statement with soothing visuals of nature. # Brand positioning This ad does not focus on a product or brand. It aims to highlight phone addiction and bring awareness to how often people find themselves glued to their screens. The ad also subtly suggests that the viewer should focus on mental health and spend more time outdoors. # Product There is no product advertised in this ad. # Visual style The ad has a natural and serene visual style, due to the shots of the forest path, which is meant to contrast with the concerning message that is stated in the text overlay. The ad uses static shots and smooth transitions, which contribute to its relaxing aesthetic. # Hooks Text overlay: 00:06–00:16: YOU'RE ADDICTED TO YOUR PHONE Visual: 00:00–00:06: The shot looks down a sunny, rock-strewn hiking path, surrounded by green vegetation and trees. Some trees are bent and hang over the path, creating a partial canopy. The shot is still and the lighting is natural. There are some shadows on the hiking path. # Funnel stage Top of funnel (Awareness) # Pain points The central pain point in the ad is phone addiction. The text states, "YOU'RE ADDICTED TO YOUR PHONE," which is the main frustration this ad is attempting to address. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, delivering a message about phone addiction to the viewer. # Storyline - 00:00–00:06 The ad begins with a shot of a forest, indicating a return to nature or the outdoors. - 00:06–00:16 On-screen text states, "YOU'RE ADDICTED TO YOUR PHONE." This is intended to shock the viewer and establish the pain point that the ad is addressing.

# Ad summary The ad highlights the need for "deep recovery" to offset "deep work." The visual features a person at a desk with their head obscured by static, implying mental fatigue or burnout. The solution is suggested through the brand, which offers a way to train the brain to reset, implying a product or service that aids mental recovery and focus. # Brand positioning The brand is presented as a solution for those engaged in "deep work" who require effective mental recovery strategies. The brand positions itself as an authority on brain training and mental reset, offering tools or services that enable users to optimize their cognitive function. It appeals to individuals who value productivity and mental well-being, suggesting a modern, science-backed approach to managing mental performance. # Product The product is presented as a means to "train your brain to reset," implying a service or tool that helps users recover from intense mental activity. The ad focuses on the problem of needing "deep recovery" after "deep work", suggesting the product addresses mental fatigue and burnout. The product is for individuals who engage in cognitively demanding tasks and seek methods to restore focus and mental clarity. # Visual style The ad has a modern, minimalist style. The production quality appears professional, with clear imagery. The color palette is muted and neutral, with the orange shirt adding a touch of warmth. The static effect covering the person's face is a disruptive element that grabs attention and conveys the concept of mental fatigue. # Hooks Headline: Deep work needs deep recovery. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the need for adequate mental recovery to sustain deep work, highlighting the problem of burnout and mental fatigue. The static effect used to obscure the person's face visually represents this frustration. # Value propositions - The ad implies that the viewer can improve their ability to manage work and reset their brain. # Benefits - Train your brain to reset. # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV in the header ("WAKING UP") is presented as an explicit introduction. # Storyline - The ad opens by highlighting the need for deep recovery to counteract deep work, suggesting a problem/solution dynamic. The brand is framing the problem from the perspective of someone already engaged in cognitively demanding work, setting the stage for their product or service. - The storyline narrows in on the concept of training the brain to reset, implying that it is possible to actively manage and optimize mental recovery. The brand is speaking directly, promoting a call to action that leads to a solution. - The storyline concludes with the visual of a person sitting at a desk with their head obscured by static, emphasizing the mental fatigue aspect. The story is being told from the perspective of a potential user dealing with the consequences of overwork.

# Ad summary This ad uses an image of Andrew Huberman to promote the Waking Up app, offering a 14-day free trial to optimize attention and build a meditation practice. # Brand positioning Waking Up is positioned as a modern solution for meditation and mindfulness. Endorsed by a PhD, the brand aims to occupy a space of credibility and scientific backing within the wellness category. The brand promotes self-optimization and mental well-being, aligning with a lifestyle of continuous improvement and mindful living. It differentiates itself through structured content, as opposed to generic 'wellness' content. # Product Waking Up is a meditation and mindfulness app designed to help users optimize their attention and build a consistent meditation practice. The app offers guided content for a structured approach to meditation. It is implied that the app addresses the barrier of getting started with meditation by being a 'powerful tool' and providing a structured way to build a consistent meditation practice, supported by expert recommendation. # Visual style The ad has a clean, professional look with a focus on expert endorsement. The production quality appears to be high, with clear photography and simple graphics. The color scheme uses a calming blue background with white text for contrast. The typography is clean and modern, contributing to the overall polished feel. This style helps the ad appear trustworthy and credible, designed to capture attention in a non-disruptive manner. # Hooks Headline: Optimize your attention with Waking Up. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of struggling to establish a consistent meditation practice. Quote: "Waking Up is a powerful tool for building a consistent meditation practice." # Value propositions - Optimize your attention with a powerful tool for building a consistent meditation practice # Benefits - Optimize your attention # Features - tool for building a consistent meditation practice # Call to action None used. # Social proof - Recommended By Andrew Huberman, PhD - "Waking Up is a powerful tool for building a consistent meditation practice." # Point of view - External source: Recommendation from Andrew Huberman, PhD, is used to establish credibility and authority. - Brand: The brand promotes the app and offers a free trial. - External source: Quote from Andrew Huberman, PhD, about the app. # Storyline - The ad starts by presenting a recommendation from Andrew Huberman, PhD, establishing credibility and expert endorsement from an external source. This is included to build trust with the audience and leverage the authority of a well-known expert to encourage engagement. - The ad highlights the benefit of using Waking Up, which is to 'Optimize your attention with Waking Up,' communicating the core value proposition of the app, told from the brand's perspective. This is designed to capture the user's interest by addressing a common desire for increased focus and mental clarity. - A quote from Andrew Huberman emphasizes that 'Waking Up is a powerful tool for building a consistent meditation practice,' reinforcing the app's effectiveness for meditation. This is told from the perspective of an external expert and is intended to provide assurance and build credibility. - The Waking Up logo is shown on the person's shirt, reinforcing brand visibility. This is told from the brand's perspective and is designed to increase brand awareness. - A badge promotes a '14 Days Free' trial, offering a risk-free opportunity to try the app. This is from the brand's perspective and is designed to encourage immediate action by reducing the barrier to entry.

# Ad summary This ad features a narrator humorously describing a cow in a field. The narrator then transitions to the topic of meditation and says that meditation doesn't change the world, but it changes how you experience it. # Brand positioning This ad promotes meditation and mindfulness through humor, presenting meditation not as a world-changing solution but as a way to personally improve one's experience of the world. The brand aligns with the values of self-improvement and mindfulness but in a casual and approachable manner, pushing against the often serious or overly spiritual tone sometimes associated with meditation. The brand's positioning is primarily emotional, focusing on improving individual well-being and personal outlook rather than functional benefits or competitor comparisons. # Product The product is a method for meditation that helps improve the way you experience the world. The ad addresses the barrier that meditation must take a long time to learn, stating that it can be learned quickly. # Visual style The ad has a simple and casual aesthetic. The editing is smooth and the production quality has a UGC feel to it. The pacing is slow and consistent with cuts timed to the voiceover. The environment is naturally lit. # Hooks Spoken: 00:00–00:03: Look, a cow. What kinda cow is that? It's a bull, you idiot. Text overlay: 00:00–00:01: look a cow / 00:01–00:03: what kinda cow is that / 00:02–00:03: it's a bull you idiot Visual: 00:00–00:03: A cow stands in a grassy field. The cow is brown with a white face and a tag in its ear. The camera is stationary, and the lighting is bright. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that meditation may be perceived as ineffective for actually changing the world, creating a sense of skepticism or doubt. # Benefits - Meditation changes how you experience the world. # Call to action None used. # Social proof - None used. # Point of view - Customer 65% – The ad begins with a relatable first-person perspective as the narrator observes a cow. - Brand 35% – The ad shifts to the brand's perspective as the narrator states that meditation changes how you experience the world. # Storyline - 00:00–00:14 00:00–00:14: The ad opens with a shot of a cow in a field. An audio track begins with a narrator saying "Look, a cow. What kinda cow is that? It's a bull, you idiot." Another voice says, "This is a cow." The first voice responds, "I should go vegan. Look at its hide. I'm bored now. Did I leave the stove on? I'm hungry. I'm a bad person." The ad presents a self-deprecating character as they observe a cow in a field. This creates a light, humorous tone. The perspective is from the narrator. - 00:15–00:17 00:15–00:17: A narrator asks, "Is a cow after?" This prompts curiosity as the audience wonders where the ad is going. The perspective is from the narrator, building on the previous moment. - 00:21–00:30 00:21–00:30: The camera pans to the right as the narrator states that "Meditation doesn't change the world. It changes how you experience it." The ad shifts to the product, focusing on meditation as a method of personal well-being. The perspective shifts to the brand, taking on a more serious tone.

# Ad summary This ad uses a meditative voiceover from Sam Harris and a looping nighttime ocean scene to promote an app designed for mindfulness and meditation. # Brand positioning Waking Up is presented as a tool for improving mindfulness and meditation. The brand's positioning emphasizes the importance of mental clarity and being present, particularly in contrast to the constant rumination on the past or anticipation of the future. The brand aligns with a tone of calm self-improvement, rejecting the norm of constant distraction. Its positioning is primarily functional, promising a means to achieve a more focused and connected mental state. # Product Waking Up is an app intended to help users achieve a more mindful, present state by focusing on meditation techniques. The ad does not detail the app's specific features, but it is clearly presented as a tool to combat rumination on the past or excessive worry about the future. By implication, the product is targeted towards individuals who struggle to stay present and connected, both to themselves and to others. The ad does not address specific purchase barriers, but suggests that the app can help users truly experience and connect with their lives. The product is presented as a way to cultivate a more focused and connected mental state. # Visual style The ad has a polished, high-end feel due to the realistic-looking animation and professional voiceover. The pacing is slow and consistent, and the text overlays are timed to the music and voiceover. The loop continues to play. # Hooks Spoken: 00:00–00:01 Your mind is all you have. Text overlay: 00:00–00:01 MIND / 00:00–00:01 HAVE / 00:00–00:00 Voice of Sam Harris Visual: 00:00–00:01 A dark, animated scene of nighttime water. In the center of the frame, the full moon reflects on the water’s surface, leaving a glistening light trail toward the bottom of the frame. In the middle of the frame, a tiny dark boat with a person sitting in it bobs gently up and down. There are subtle ripples and movements in the water. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that constantly ruminating about what you just did or what you should have done prevents you from truly experiencing and connecting with your life: “If you're constantly ruminating about what you just did, or what you should have done, or what you would have done if you, if you only had the chance, you will miss your life.” # Value propositions - The voiceover highlights the value of being present in the moment. # Benefits - It is all you have to offer other people. - You will fail to connect with it. - You'll fail to connect with other people. - What we truly have is this moment. # Call to action None used. # Point of view - Expert 100% – The entire ad features a voiceover by Sam Harris. # Storyline - 00:00–00:00 The scene shows an animated nighttime ocean scene with a single silhouetted person in a small boat under a full moon. Text appears on-screen: “Voice of Sam Harris.” - 00:00–00:02 00:00–00:02 Sam Harris begins speaking in a calm, meditative tone, laying the foundation for the product’s core message and value proposition. - 00:02–00:07 00:02–00:07 Sam continues to discuss what your mind is, and what you have to offer others. - 00:07–00:17 00:07–00:17 He continues to discuss how if you're constantly ruminating, you will miss your life. - 00:17–00:23 00:17–00:23 He discusses how you will fail to connect with your life, and other people. - 00:23–00:29 00:23–00:29 He says that the past is a memory, which is a thought arising in the present. - 00:30–00:35 00:30–00:35 Sam continues to say that the future is another thought arising now. - 00:37–00:48 00:37–00:48 Sam concludes that what we truly have is this moment.

# Ad summary This ad features a seagull perched on a rock by the sea, overlaid with text reflecting on self-acceptance and mindfulness. The audio consists of a voiceover providing comedic commentary. # Brand positioning The ad does not explicitly feature a brand. The message conveyed is about self-acceptance and mindfulness. The ad promotes a tone of casual humor and relatable self-awareness. # Product There is no product explicitly being advertised. The ad does allude to the idea of mindfulness or self-acceptance by the seagull overcoming its negative thoughts and accepting them. # Visual style The ad has a natural and soft aesthetic due to the natural lighting, beach setting, and static shots. It uses a simple editing style with static shots. The production quality seems like a hybrid between UGC and polished commercial. The pacing is consistent and slow. The text overlays are timed with the voiceover. # Hooks Spoken: 00:00–00:01: Are seagulls beach pigeons? Text overlay: 00:00–00:01: are seagulls / 00:00–00:01: beach pigeons Visual: 00:00–00:01: A medium shot shows a seagull standing on a dark, rocky outcropping. The outcropping is located on a beach in front of a vast, flat sea. In the background, the horizon line is visible with a yellow-orange sky that is likely sunset or sunrise. The camera is static, and the lighting gives a warm, soft glow. The seagull is white and gray with an orange beak. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is dealing with negative, intrusive thoughts that lead to self-doubt and feelings of inadequacy. The seagull's statement, "I'm a bad person," signals this feeling of inadequacy. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand creates the external message of self-acceptance in response to the seagull's thoughts. # Storyline - 00:00–00:01 00:00–00:01: The video begins with a seagull standing on a rock at the beach. The internal thoughts of the seagull are presented with text overlay. The intent is to introduce the seagull's inner dialogue and set a comical tone. - 00:01–00:02 00:01–00:02: The seagull wonders if it has emotions. The intent is to continue exploring the seagull's inner monologue, emphasizing its self-awareness in a humorous manner. - 00:02–00:03 00:02–00:03: The seagull considers asking Chat. The intent is to inject humor and introduce a modern reference to AI chatbots. - 00:03–00:06 00:03–00:06: The seagull expresses boredom and considers checking Instagram. The intent is to satirize modern internet habits and attention spans. - 00:06–00:08 00:06–00:08: The seagull calls itself a bad person. The intent is to exaggerate negative self-perception for comedic effect. - 00:08–00:16 00:08–00:16: The text overlay says, "YOU ARE NOT YOUR THOUGHTS." This is a shift from the seagull's internal monologue to an external message of self-acceptance. The intent is to provide a moment of mindfulness, contrasting with the previous humorous negativity.

# Ad summary This ad serves as a reminder to the audience that they have the power to choose the content they consume and encourages viewers to keep scrolling if they are not interested. The ad showcases a static shot of a seagull on a rock during the sunset. # Brand positioning This ad does not explicitly promote a specific brand. Instead, it delivers a general message about audience autonomy and content choice within a social media environment. The ad does not align with a traditional brand pushing against category norms. Instead, it adopts a meta-commentary approach by addressing the viewers directly and acknowledging their ability to scroll past content that doesn't appeal to them, creating a non-intrusive brand presence. # Product There is no specific product being advertised in the ad. The message is about the freedom of choice within content consumption, which acts as a reverse psychology tactic to grab attention. The ad uses self-awareness and humor, recognizing that users have the power to skip ads and inviting them to do so if the content is uninteresting. It acknowledges and subverts the norms of digital advertising. # Visual style The ad has a simple and natural aesthetic. It features a static shot of a seagull in a beach setting at sunset. The editing is minimal, with the text overlay appearing without any transitions or effects. This approach contributes to an authentic and unfiltered feel, aligning with the ad's message of content choice. # Hooks Text overlay: 00:00–00:03: None used Visual: 00:00–00:03: The camera is static and at eye-level with a seagull. In the foreground is a rock, on which the seagull is perched. The bird is white and grey with a yellow beak. It is facing the right side of the frame but turns its head to look at the camera briefly. In the background is the ocean during what appears to be sunset. The sky is a gradient of orange, pink, and yellow. # Funnel stage Top of funnel (Awareness) # Pain points The ad acknowledges the saturation of content and ads that compete for the viewer's attention. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire message is controlled and presented by the brand. # Storyline - 00:00–00:08 The ad opens with a static shot of a seagull standing on a rock at the beach. - 00:08–00:16 Text overlay appears on the screen that reads "YOU CAN KEEP SCROLLING NOW."

# Ad summary The ad shows a nature trail and a voiceover of someone having distracting thoughts. The ad shares how the Muse S meditation device can help calm and recenter your thoughts. # Brand positioning Muse is a brand aiming to occupy the space in the consumer's mind of a personal meditation assistant. The brand promotes a lifestyle of mental clarity and well-being. The brand is functional, focusing on how the Muse devices improve one's meditation practice through technology. # Product The Muse S is a meditation device that monitors brain activity and provides real-time feedback to guide users during meditation. Through the Muse app, users receive personalized insights and support to enhance their meditation practice. The Muse S is presented as a tool to help calm and recenter thoughts, making meditation easier and more effective. # Visual style The ad has a natural and calming aesthetic, with warm, natural light and serene natural backgrounds. The editing is minimal, with static shots. The production quality appears high-end, conveying a polished and professional feel. The pacing is slow and meditative, matching the calming tone. # Hooks Spoken: 00:00–00:01: What a beautiful trail. Visual: 00:00–00:01: A vertical shot of a nature trail. The trail is surrounded by lush greenery and trees. The sun filters through the leaves, creating dappled light on the path. The camera is static, providing a steady view of the serene environment. # Funnel stage Top of funnel (Awareness) # Pain points The ad shows that the central frustration or problem that the product is solving is the common issue of having distracting thoughts during meditation. The ad visually presents a serene nature trail, but the voiceover immediately counters this with thoughts like, "I should've brought my camera," "I'm hungry," illustrating the challenge of maintaining focus. # Value propositions - Real-time feedback to guide meditation - Personalized insights to enhance practice - Calm and recenter thoughts # Benefits - Calms and recenters thoughts - Makes meditation easier - Makes meditation more effective # Features - Monitors brain activity - Provides real-time feedback - Personalized insights - Support to enhance meditation practice # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad presents the point of view of a customer using the product and the benefits of the product. # Storyline - 00:00–00:05 The scene opens with a shot of a beautiful nature trail, meant to evoke feelings of peace and tranquility. - 00:00–00:07 The narrator begins to have wandering thoughts that are distracting. This presents a common pain point in meditating: being easily distracted. - 00:07–00:15 A text overlay appears, telling the viewer, "YOU ARE NOT YOUR THOUGHTS." This is a reminder and a gentle reframing.

# Ad summary This ad addresses the pain point of being addicted to your phone. The ad suggests that you can stop being addicted to your phone using the brand's program. # Brand positioning The brand is presented as a resource for individuals struggling with phone addiction. The brand aims to occupy a space in the consumer's mind as a helpful and relatable resource for overcoming digital dependency. The brand's tone is direct, almost confrontational, to capture attention and motivate change. It addresses a contemporary issue and offers a practical solution, aligning with a functional and empowering brand positioning. # Product The advertised product is a program designed to help people overcome their addiction to their phones. It aims to help people stop using their phones so much. # Visual style The ad has a polished aesthetic. It features a combination of static shots and text overlays. The pacing is slow and steady. The text overlay appears in sync with the music. # Hooks Text overlay: 00:02–00:17 YOU'RE ADDICTED TO YOUR PHONE Visual: 00:00–00:02 A low angle shot looking up at treetops. The sky is light blue with the sun visible through the branches. The branches are dark. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is phone addiction. “YOU'RE ADDICTED TO YOUR PHONE” # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is delivered from the brand's perspective, telling the user that they are addicted to their phone. # Storyline - 00:00–00:02 00:00–00:02 A low angle shot of treetops against a light blue sky with the sun visible through the branches creates a serene, natural scene. - 00:02–00:17 00:02–00:17 The text overlay "YOU'RE ADDICTED TO YOUR PHONE" appears, contrasting the peaceful opening with a direct, accusatory message. This grabs attention by immediately addressing a common problem and sets a confrontational tone, shifting the perspective to the brand’s critical assessment.

# Ad summary This ad features a content creator humorously grappling with the desire to check social media versus staying present, using a seagull as a metaphor to illustrate the feeling of boredom and distraction. The ad then pivots to subtly introduce Othership's meditation app as a solution for those struggling with the same issue. # Brand positioning Othership is presented as a mindfulness and meditation app designed for individuals struggling with modern distractions and the desire to be more present. The brand employs humor and self-awareness to connect with users who can relate to the tension between the digital world and mindfulness. By acknowledging the difficulty of staying focused and present, Othership positions itself as a relatable and accessible solution for those seeking a more balanced lifestyle. # Product Othership is presented as a meditation app that helps users with staying present and managing the desire to use social media and check their phones. By using the app, users can learn to meditate and change how they experience the world. The ad presents Othership as a tool for those who feel like they are 'bad' people due to their addiction to checking Instagram, offering a way to combat boredom and find presence. # Visual style The ad has a simple and natural aesthetic. The editing is minimal, consisting of static shots with slow fades. The video gives a low-fi, casual feel, enhanced by natural lighting. The pacing is slow and relaxed, with long shots. The text overlays are timed to match the rhythm of the voiceover. # Hooks Spoken: 00:00–00:01 Male 1: Are seagulls beach pigeons? Text overlay: 00:00–00:01 are seagulls / 00:01–00:01 beach pigeons Visual: 00:00–00:04: A wide shot of the ocean horizon fades into a closer shot of a seagull perched on a dark rock. The sky is a pale orange. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the struggle of wanting to be present while also battling the urge to check social media, suggesting a feeling of being 'bored' and 'bad' for not being able to stay focused. # Value propositions - Meditation helps you change how you experience the world. # Benefits - Helps you manage the desire to use social media - Helps you stay present - It changes how you experience the world. # Features - Meditation app # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the first person point of view of a customer. # Storyline - 00:00–00:04 The ad opens with a man contemplating philosophical questions about seagulls while observing one on a rock near the ocean. - 00:04–00:11 He expresses the internal conflict between wanting to be present and the urge to check social media, voicing his feelings of boredom. - 00:11–00:15 The internal conflict continues as he shifts between wanting to check Instagram and the desire to be more present. - 00:15–00:16 The tone shifts as he humorously expresses feeling like a 'bad person' for struggling with these desires. - 00:17–00:26 The ad then transitions to showcasing the 'after' effect, implying that meditation can help manage these feelings.

# Ad summary This ad questions whether or not people are addicted to their phones. It then introduces an app that can help with phone addiction, by rewarding users for the time they stay off their phones. # Brand positioning The brand, OffScreen, appears to be positioned as a solution for excessive phone usage by rewarding users for time spent off their phones. The brand promotes a lifestyle that values disconnecting from digital devices in order to reconnect with the physical world. # Product The product is the OffScreen app. The app works by rewarding users for the amount of time that they're not on their phone. The app uses real-world rewards such as discounts at local businesses for time that the user stays off their phone. # Visual style The ad has a very simple visual style with static shots and smooth transitions. The production quality is somewhat polished. The pacing is slow. # Hooks Spoken: 00:20–00:24 Man 1: Here at OffScreen, we are solving the phone addiction problem. Text overlay: 00:20–00:29 OffScreen Visual: 00:20–00:24 A light-skinned man with brown hair is talking directly to the camera. He's wearing a blue shirt, and he is standing in front of a gray wall. The shot is a medium shot. # Funnel stage Consideration # Pain points Many people are addicted to their phones. # Value propositions - The OffScreen app rewards you for doing life by providing you with discounts at your favorite local businesses. # Benefits - Discounts at your favorite local businesses. - Get rewarded for doing life. # Features - We reward you for spending time off your phone. # Call to action Download OffScreen today # Point of view - Brand 60% – The brand uses direct to camera footage of the founder to convey its message. - Customer 40% – The ad uses shots of people walking in parks with their dogs. # Storyline - 00:00–00:07 00:00–00:07 A cow is standing in the middle of a field and staring towards the camera. - 00:07–00:16 00:07–00:16 Text overlay appears over the shot of the cow which reads, "Are you addicted to your phone?" The cow turns around and walks away. - 00:16–00:20 00:16–00:20 The screen is now dark and the text "OffScreen" appears in the center of the screen. This is the brand's logo. - 00:20–00:24 00:20–00:24 A man, presumably the founder of OffScreen, is talking to the camera. - 00:24–00:29 00:24–00:29 The man then says, "We reward you for spending time off your phone." The text "OffScreen" appears in the middle of the screen. - 00:29–00:32 00:29–00:32 The man then continues with, "Discounts at your favorite local businesses." - 00:32–00:39 00:32–00:39 The man then says, "Download OffScreen today and get rewarded for doing life." Then a shot of someone walking in the park with a dog appears.

# Ad summary This ad features a cow in a field with overlay text of inner thoughts. It ends with an affirmation about not being your thoughts. # Brand positioning The brand is not explicitly stated but implied to be focused on mental health and self-care. The ad uses humor and relatable internal monologues to connect with viewers, suggesting a brand identity that is approachable and empathetic. The brand's positioning is emotional, aiming to provide comfort and affirmation rather than functional solutions. # Product This ad is promoting a mental health service or platform designed to help users disassociate from their intrusive thoughts. The product's unique selling proposition is the idea that "YOU ARE NOT YOUR THOUGHTS," implying that users can learn to separate themselves from negative or unwanted thoughts through the platform's resources. The ad addresses the purchase barrier of feeling overwhelmed or defined by one's thoughts, offering a sense of relief and empowerment. # Visual style The ad has a UGC feel due to the natural lighting and simple camera work. The editing style is simple with static shots and direct cuts between thoughts. The production quality is basic, giving it a relatable and authentic feel. # Hooks Spoken: 00:00–00:02 Look a cow, what kinda cow is that Text overlay: 00:00–00:01 look a cow / 00:01–00:02 what kinda cow is that Visual: 00:00–00:02 The shot is a close-up of a brown and white cow standing in a grassy field on a sunny day. A smaller calf stands behind it. The background includes a field, trees, and a hazy sky. The cow is looking directly at the camera. The shot is stationary. The lighting is warm and sunny, with a slight lens flare effect. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is feeling overwhelmed and defined by one's intrusive or negative thoughts. The ad visualizes and verbalizes a stream of anxious and self-deprecating thoughts (e.g., "I'm a bad person") # Value propositions - Dissociating from intrusive thoughts: The ad promotes the idea of separating oneself from negative or unwanted thoughts, suggesting a platform or service that helps users achieve this. # Benefits - Provides reassurance - Offers a sense of hope and relief - Challenges the viewer to reconsider their relationship with their thoughts # Features - Affirmation: "YOU ARE NOT YOUR THOUGHTS" # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the first person perspective of a person thinking about every day intrusive thoughts. # Storyline - 00:00–00:02 00:00–00:02 The video opens with a close-up shot of a cow in a field. Overlay text reads, "look a cow, what kinda cow is that." This sets a casual and observational tone, inviting the viewer into the internal monologue. The perspective is from someone idly observing their surroundings, with a humorous and slightly confused tone. - 00:02–00:03 00:02–00:03 The internal monologue continues with a corrective statement, "it's a bull you idiot," showing a self-deprecating tone. The perspective remains internal, reflecting the speaker's self-awareness and humor. - 00:03–00:08 00:03–00:08 The monologue shifts to more personal and seemingly random thoughts: "look at its hide, I should go vegan, did I leave the stove on, I'm hungry, I'm bored now, I'm a bad person." The perspective is deeply internal, reflecting a stream of consciousness. The tonal cues suggest anxiety, boredom, and self-doubt. - 00:08–00:17 00:08–00:17 The video concludes with an affirmation: "YOU ARE NOT YOUR THOUGHTS." This message is meant to counter the earlier negative self-talk and provide a sense of hope and relief. The perspective shifts to a broader, more supportive voice, offering reassurance and challenging the audience to reconsider their relationship with their thoughts.

# Ad summary This ad promotes the Simple Habit meditation app using user-generated content (UGC) style. The ad opens with an abstract and comedic expression of mind-wandering, then asks a direct question to engage the viewer and encourage app usage. # Brand positioning Simple Habit is presented as a modern and relatable meditation app, designed for people with busy schedules who find it hard to stay present. The brand acknowledges the common struggles of mental clutter, offering a straightforward solution through accessible meditation practices. The brand uses casual language and a lighthearted tone to normalize the challenges of staying present, positioning meditation as a simple and approachable tool for everyone. # Product Simple Habit is portrayed as an easy-to-use meditation app. The app provides the user with guided meditations to calm and bring awareness to the user's mind. The product is positioned as a means of easing mental burdens and promoting presence, fitting seamlessly into the user's busy daily life. The ad also highlights the app’s ability to help users maintain their meditation habits, making it easier for them to stay on track. # Visual style The ad has a relaxed, UGC-style aesthetic. The video relies on a static shot and natural outdoor environment. The editing uses simple cuts to transition between the inner monologue and the promotional message. The pacing is slow, in line with the meditative theme. The visual style creates a casual and relatable feel, avoiding a polished or overly produced look. # Hooks Spoken: 00:00–00:01: Look at the moon. Text overlay: 00:00–00:01: look at the moon Visual: 00:00–00:01: The video displays a shot looking up at the night sky through silhouetted tree branches. The moon is visible between the gaps in the trees. / The camera is static and framed from a low angle, creating a sense of looking up in wonder. The coloring is dark and cool with a blue tint. / There are no people visible in the shot. # Funnel stage Top of funnel (Awareness) # Pain points The ad simulates the experience of mental clutter and scattered thoughts, representing the common struggle to stay present in a busy world. # Value propositions - Simple Habit helps users maintain their meditation habits, making it easier for them to stay on track. # Benefits - Calmness - Awareness - Presence # Features - Guided meditation # Call to action None used. # Social proof - None used. # Point of view - Customer 80% – The ad uses a casual tone and chaotic inner monologue to simulate the perspective of an everyday person. - Brand 20% – The ad uses a direct question to engage viewers and promote self-reflection on their meditation habits. # Storyline - 00:00–00:10 00:00–00:10: The ad begins with a voice struggling to remember their zodiac sign and humorously admitting to being a bad person, simulating an inner monologue. - 00:00–00:10 This chaotic thought process is meant to reflect the scattered nature of an unmeditated mind. - 00:00–00:10 The persona is a relatable individual expressing the kind of intrusive thoughts everyone experiences, as revealed through the combination of tone and conversational, first-person dialogue. - 00:00–00:10 The delivery is humorous and self-deprecating, softening the blunt confession of being a 'bad person.' - 00:10–00:16 00:10–00:16: A direct question appears: “DID YOU MEDITATE TODAY?” - 00:10–00:16 This serves as a transition, directly addressing the viewer and implicitly contrasting the previous chaotic thoughts with the potential calmness that meditation can bring. - 00:10–00:16 This section is told from the brand's point of view, delivered as a direct question that prompts self-reflection. - 00:10–00:16 The tone is straightforward and challenging, yet also inviting, as it implies meditation is a simple and necessary task.

# Ad summary This ad poses a question of whether the viewer is addicted to their phone. It then provides a service that helps people to be present in their lives. # Brand positioning This ad promotes a service to aid individuals in overcoming their addiction to technology. By assisting users to disengage from their devices and fully engage in their current environment, the brand aims to foster a lifestyle that prioritizes real-time interactions and experiences. The brand takes a stand against the always-on culture. # Product This ad promotes a service that helps people to be present in their lives. The service is designed to help people combat their addiction to technology. It's implied that the service can be accessed via cell phone through the line 'Find out how we can help you with phone addiction.' # Visual style The ad's overall aesthetic is bright and clean, aiming for a polished yet natural feel. It incorporates visuals of nature scenes and everyday life with smooth transitions and static shots. The editing rhythm is moderate, with a consistent pace throughout, creating a balanced and engaging viewing experience. # Hooks Spoken: 00:00–00:02: [Bell ringing] Visual: 00:00–00:07: The camera angle is directed upward, displaying tree branches against a bright blue sky, through which a bright white sun shines. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the issue of phone addiction, posing the question, 'ARE YOU ADDICTED TO YOUR PHONE?' # Benefits - We can help you be present in your life. - Take charge of your life. # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is delivered by the official voice of the brand. # Storyline - 00:00–00:07 The ad opens with a slow upward shot of tree branches against a bright blue sky, with a bright white sun coming through the trees. This establishes a nature theme. - 00:07–00:16 The next scene displays the line, 'ARE YOU ADDICTED TO YOUR PHONE?' to pose the question to viewers. - 00:16–00:24 Next, the visual switches to a shot looking up at the sky from a grassy field with more trees. This reinforces the theme of nature. - 00:24–00:31 The shot changes again to a man jumping in the air in front of trees. The text on the screen reads, 'We can help you be present in your life.' The scene then switches to two men hiking. - 00:31–00:36 The setting shifts to a coffee shop where a woman is smiling as she works on a laptop. The text reads, 'Find out how we can help you with phone addiction.' - 00:36–00:45 The ad concludes with a scene of a girl on a farm holding a chicken, followed by the text, 'Take charge of your life.' Then the final display, 'A new way to be present.'

# Ad summary This ad uses humor, visual and audio contrast, and a play on words to promote a mental wellness app. The ad features random, somewhat disturbing thoughts spoken by a man juxtaposed against the peaceful image of a cow in a field. The incongruity is intended to generate awareness and curiosity. # Brand positioning The brand is a mental wellness app which the ad does not explicitly name. The positioning implies that the brand is relevant for anyone who struggles with random, negative, or intrusive thoughts that feel out of sync with their current reality. The brand is positioned as a tool to help manage or cope with these thoughts, without making specific promises. # Product The ad promotes a mental wellness app, though it is not named explicitly in the content. The app is implied to be useful for people who experience unwanted or disruptive thoughts. The core idea is that one's thoughts do not define one's true self. No specific features, functionality, or unique selling points of the app are described beyond this implicit benefit. # Visual style The ad has a naturalistic, slightly hazy aesthetic. The focus is soft, and the lighting is bright, creating a peaceful visual tone. The editing is minimal, with a single static shot used throughout. This creates a contrast between the tranquil visuals and the anxious, rapid-fire audio. The visual style feels authentic and somewhat lo-fi, suggesting a UGC-like approach. # Hooks Spoken: Male: Look, a cow / Male: What kinda cow is that? / Male: It's a bull, you idiot. Visual: 00:00–00:03: A medium shot of a brown-and-white bull standing in a sunny field of green grass. The bull looks directly at the camera. The field is slightly out of focus in the background. The camera is stationary. The lighting is bright and natural, with some shadows on the bull and in the grass. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the pain point of experiencing random, intrusive, and negative thoughts that can be distressing or disruptive to one's well-being. # Benefits - The ad conveys the message that you are not your thoughts. # Call to action None used. # Point of view - Customer 100% – The ad presents the perspective of a person experiencing intrusive thoughts, which are voiced over the video of the cow. # Storyline - 00:00–00:00 A man's voice, overlaid on a static shot of a cow in a field, voices the thought, 'Look, a cow,' setting a tone of mundane observation. - 00:00–00:01 The voiceover continues with, 'What kinda cow is that,' furthering the initial tone. - 00:01–00:03 This is immediately countered by a contrasting thought, 'It's a bull, you idiot,' in a sharp, critical tone, revealing the internal negativity the ad is meant to address. - 00:03–00:09 The voiceover proceeds with a series of jarringly random and dark thoughts, delivered in a tone of anxiety and self-deprecation: 'Look at its hide,' 'I should go vegan,' 'Did I leave the stove on?' 'I'm hungry,' 'I'm an idiot,' 'Why is it looking at me like that?' - 00:09–00:18 As the cow shifts and moos, text appears on screen stating, 'YOU ARE NOT YOUR THOUGHTS,' framing the preceding internal monologue as something separate from the viewer's identity.

# Ad summary This ad presents a video of trees against a bright moon. The audio and text presented is a person having a meandering conversation with themself about astrology and meditation. # Brand positioning This ad does not aim to build brand awareness for any particular brand. The goal of the ad is to provide an entertaining, relatable message to promote meditation. There is no emphasis on a specific product or call to action, as the goal is to be a relatable, humorous take on mental health. # Product There is no product explicitly featured in the ad. However, the ad aims to imply that meditation is a positive experience. The ad claims that, "Meditation doesn't change the world. It changes how you experience it." # Visual style The ad has a dark and moody aesthetic. The camera is looking up at the moon through silhouetted trees, giving the impression that it was filmed on a smartphone. The editing is simple, with static shots and few transitions. The production quality is high, with clear audio and visuals. The aesthetic aims for a modern, casual tone. # Hooks Spoken: 00:00-00:01: [Whispering] Look at the moon. / 00:01-00:02: What sign am I again? Text overlay: 00:00–00:01: look at the moon / 00:01–00:02: what sign am I again Visual: 00:00–00:03: Looking up at the moon, silhouetted by tree branches. The sky is a blue teal color. The moon is white and glowing. # Funnel stage Top of funnel (Awareness) # Pain points The ad plays upon people's insecurities about their personality and how they are perceived. The meandering audio indicates that the speaker is anxious. # Value propositions - The ad implies that meditation can help change your mood. # Benefits - Meditation doesn't change the world. It changes how you experience it. # Call to action None used. # Social proof - None used # Point of view - Brand 30% – This is conveyed by a voice mentioning the product or service. - Customer 70% – This is communicated through an audio recording of a person having a meandering conversation with themself. # Storyline - 00:00–00:03 The video begins with a shot of trees against a bright moon. - 00:00–00:03 The audio is of a person speaking to themself about astrology. - 00:03–00:03 The speaker mentions being a Pisces. - 00:04–00:04 A voice mentions that this is the moon. - 00:05–00:13 The speaker is still having a conversation with themself, wondering what their sign is. - 00:06–00:07 A voice notes that this is the moon before you learn to meditate. - 00:07–00:09 The speaker questions the meaning of Virgo, thinking they should ask Chat. - 00:09–00:10 The speaker mentions that they should have brought their camera. - 00:10–00:14 The speaker remembers they are a Libra and should be more present. Then, they claim that they are a bad person. - 00:16–00:18 A voice mentions that this is the moon after meditation. - 00:20–00:27 Text appears that says, "Meditation doesn't change the world. It changes how you experience it."

# Ad summary The image ad is for the Waking Up app. The ad highlights how the app provides guided sessions that build real mental skill and only takes 15 minutes a day. # Brand positioning Waking Up is positioned as a provider of guided meditation sessions, designed to build mental skills rather than offering quick fixes. The brand emphasizes the value of consistent, focused attention training as a pathway to mental well-being. It promotes a structured and disciplined approach to meditation, distinguishing itself from more casual or superficial solutions in the mindfulness space. The brand aligns with a lifestyle of self-improvement and mental discipline, appealing to those who seek tangible, skill-based progress in their meditation practice. This functional and practical approach sets it apart from more emotionally-driven or abstract mindfulness offerings. # Product Waking Up is a guided meditation program delivered through an app, designed to help users train their attention and build real mental skills. The program consists of guided sessions that require a 15-minute daily commitment. It is targeted towards individuals looking for structured and consistent practice rather than "quick fixes." The program is worth trying because it offers a tangible approach to mental training, focusing on skill development through guided sessions, making it accessible and effective for users of varying experience levels. # Visual style The ad has a clean, focused visual aesthetic with a close-up, slightly out-of-focus image. The primary visual motif is the eye, emphasizing focus and attention. The image treatment includes soft lighting and a shallow depth of field, drawing attention to the eye. The overall effect is calming and contemplative, fitting the meditation app category. Typography is large and bold, ensuring high scannability in-feed. The style aims for a blend of native feel with a high-design touch, enhancing its stop power without feeling disruptive. # Hooks Headline: Train Your Attention # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the desire for improved mental skills and focus, without relying on quick fixes. # Value propositions - 15 minutes a day - Not quick fixes—guided sessions that build real mental skill # Benefits - build real mental skill # Features - guided sessions # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad presents the brand name, core offering, time commitment, and key values from the perspective of the Waking Up app, emphasizing its structured and effective approach to mental training. # Storyline - The ad opens by introducing the brand "WAKING UP," immediately identifying the source of the mental training program. This is told from the brand's perspective to establish the origin of the offering. - The ad then highlights the core offering: "Train Your Attention." This reinforces the key benefit of the program from the brand’s point of view. The message is intended to capture the viewer's attention by promising a focused, skill-based outcome. - Finally, the ad describes the program as involving "15 minutes a day. Not quick fixes—guided sessions that build real mental skill." This further elaborates on the commitment required and the long-term value provided, communicated from the brand to emphasize the program's structured and effective approach to mental training.

# Ad summary This ad promotes the Waking Up app, a tool to optimize attention and build a consistent meditation practice. It features a recommendation from Andrew Huberman, PhD, and offers a 14-day free trial. # Brand positioning Waking Up is presented as a tool for individuals seeking to improve their attention and mindfulness through meditation. Endorsed by a credible expert, Andrew Huberman, PhD, the brand aims to occupy a space of authority and trust within the mental wellness and meditation app category. It promotes a lifestyle of consistent meditation practice, positioning itself as a practical solution for building healthy habits. The brand's positioning is both functional, offering tools to optimize attention, and emotional, fostering a sense of calm and focus. # Product Waking Up is a meditation app designed to help users optimize their attention and develop a consistent meditation practice. The app is promoted as a tool for building mindfulness habits and is endorsed by Andrew Huberman, PhD. The ad highlights the opportunity to try the app for free for 14 days, addressing the purchase barrier of initial cost. The app features options for daily meditation, reflection, timer, moment, and quote, with a section to continue listening to "Resting in Awareness". The ad aims to showcase the app as a practical, science-backed solution for improving mental well-being through meditation. # Visual style The ad features a clean and calming visual style. The use of a bright blue sky with white clouds as a background creates an open and peaceful atmosphere, aligning with the theme of meditation and mindfulness. The product is presented via a photorealistic image of the app open on a phone. The color grading is bright. The use of a well-known neuroscientist helps with credibility. The overall style is designed to be easily scannable and appealing in a social media feed. # Hooks Headline: RECOMMENDED BY Andrew Huberman, PhD # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the user struggles with maintaining focus and consistency in their meditation practice, which is signaled by the recommendation to "Optimize your attention with Waking Up." # Value propositions - Try 14 Days for Free # Benefits - Optimize your attention - Building a consistent meditation practice # Features - Daily Meditation - Reflection - Timer - Moment - Quote - Continue Listening # Call to action None used. # Social proof - "Waking Up is a powerful tool for building a consistent meditation practice." # Point of view - External source: Andrew Huberman's recommendation at the top of the image lends credibility and influence from an expert in the field. - Customer: The quote reinforces the benefits of using the app for meditation practice from a user perspective. - Brand: The copy describing the app's functionality and the offer of a free trial communicates the brand's value proposition and encourages trial. # Storyline - The ad starts by featuring a recommendation from Andrew Huberman, PhD, lending credibility to the product. This is conveyed from the brand's perspective, aiming to establish trust and authority. - The copy continues by stating the benefits of using Waking Up, noting it optimizes attention. This is stated from the brand's perspective, highlighting the functional benefits of the product. - The ad includes a quote endorsing Waking Up, which acts as social proof. The person telling the story is an external source, sharing an independent positive experience. - The ad encourages users to try Waking Up for free for 14 days, aiming to reduce the barrier to entry. The brand is making a direct offer to the customer. - Two phone screens displaying the app interface are shown to demonstrate the app's functionality. This is presented from the brand's perspective, showcasing the app's features and content.

# Ad summary This ad for the meditation app Waking Up features a testimonial from neuroscientist Andrew Huberman, highlighting the app's effectiveness for consistent meditation practice. A free trial is offered to new users. # Brand positioning Waking Up is positioned as a modern meditation app for individuals looking to improve their attention and build a consistent meditation practice. The ad features an endorsement from a credible figure, Andrew Huberman, which signals a science-backed approach to meditation. This implies a product that is more sophisticated and effective than traditional meditation methods, aiming to appeal to users who value mindfulness supported by research and expert validation. # Product Waking Up is presented as a digital meditation app designed to optimize attention and assist users in establishing a consistent meditation practice. The ad emphasizes the app's effectiveness through an endorsement from Andrew Huberman, PhD, who describes it as 'a powerful tool' for building consistent meditation. A 14-day free trial is offered, reducing the barrier to entry and encouraging users to experience the benefits firsthand. The app is implied to cater to individuals seeking structured, effective methods for improving mental focus and mindfulness. # Visual style The ad uses a clean, professional visual style with a focus on credibility and approachability. The blue gradient background and clear typography convey a sense of calm and trustworthiness. The inclusion of a reputable expert, Andrew Huberman, reinforces the brand's commitment to science-backed mindfulness. The overall design is streamlined and easy to scan, fitting for a user who is accustomed to seeing and responding to professional content. # Hooks Headline: Optimize your attention with Waking Up. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the user struggles with maintaining consistent meditation practice. # Value propositions - A powerful tool for building a consistent meditation practice # Benefits - Building a consistent meditation practice # Features - Optimize your attention # Call to action None used. # Social proof - "Waking Up is a powerful tool for building a consistent meditation practice." – Andrew Huberman # Point of view - External source: The recommendation by Andrew Huberman, PhD, functions as an expert endorsement, providing credibility. # Storyline - The ad opens by highlighting a recommendation from Andrew Huberman, PhD, framing him as a credible expert whose endorsement adds weight to the product's claims. This sets the stage by leveraging authority to capture the audience's attention. - The ad transitions to the core value proposition, 'Optimize your attention with Waking Up,' immediately conveying the app's primary benefit and positioning it as a solution to attention-related challenges. This clearly communicates the product's purpose and the core value it delivers. - The ad includes the offer of a free 14-day trial, reducing the risk for potential users and encouraging them to explore the app's benefits firsthand. This aims to lower the barrier to entry and drive initial engagement. - The ad features a direct quote from Andrew Huberman praising the app as 'a powerful tool for building a consistent meditation practice,' reinforcing the app's value and effectiveness through an expert's positive experience. This adds a layer of social proof and credibility, assuring potential users of the app's quality.