How Warby Parker Advertises on Meta

# Ad summary This Warby Parker ad uses a quiz format with a voiceover to assist in finding the right frames for the user. The ad shows the user a variety of frames, while the narrator explains the different styles and the best choice for the user. # Brand positioning Warby Parker is presented as a modern and accessible eyewear brand that prioritizes customer convenience and personalization. It aims to simplify the process of finding the right glasses by offering options like a home try-on service and a virtual try-on feature. The brand positions itself as innovative and customer-focused, aiming to occupy the space of an eyewear provider that combines style and accessibility. # Product The ad showcases Warby Parker eyeglasses and sunglasses, emphasizing the variety of frame styles available, including rectangle, square, cat-eye, aviator, and round. The glasses are available for both men and women. A key feature highlighted is the try-on program, which allows customers to order frames to try on at home with free shipping and returns. The ad uses a virtual try-on feature to show how different styles look on a person's face. The product is for anyone looking for stylish and affordable eyewear, particularly those who value convenience and personalized service. The ad aims to address the purchase barrier of not being able to physically try on glasses before buying, by offering both the at-home and virtual try-on services. # Visual style The ad has a clean and modern aesthetic. It is a hybrid between a polished commercial and UGC. The editing style uses quick cuts to keep a fast pace, around 150 BPM. Text and product actions are synced to the voiceover. # Hooks Spoken: 00:04–00:05: Have a round face? Text overlay: 00:04–00:05: Which silhouette suits you? / 00:04–00:05: round Visual: 00:04–00:06: The same dark blue screen shows the question "Which silhouette suits you?", but this time the word "round" is highlighted in blue. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the difficulty of finding the right frames for your face shape. The text overlay reads, "Which silhouette suits you?" # Value propositions - Find the frames that best suit your face shape with this virtual try-on. # Benefits - Find the perfect frames for your face. - Free home try-on. - Virtual try-on. # Features - Try on five frames at home for free. - Virtually try on glasses. # Call to action None used. # Point of view - Brand 95% – The majority of the ad is communicated from the official brand voice through voiceover and on-screen text. - Customer 5% – The ad includes a brief shot of a customer trying on glasses at home, suggesting a user experience. # Storyline - 00:00–00:04 00:00–00:04: A screen shows a blue background with the Warby Parker logo and the text "Which silhouette suits you?" followed by frame styles that change in descending order. - 00:04–00:06 00:04–00:06: The text "round" is highlighted in blue while the voiceover asks if you have a round face. - 00:06–00:09 00:06–00:09: A woman's face is shown with different frame styles on her face. The voiceover explains that round faces look great in rectangle and square frames. - 00:09–00:11 00:09–00:11: The on-screen text reads, "oval." The voiceover then asks if you have an oval face. - 00:11–00:13 00:11–00:13: A woman's face is shown with different frame styles on her face. The voiceover explains that oval faces look great in cat-eye and round frames. - 00:13–00:15 00:13–00:15: The on-screen text reads, "square." The voiceover asks if you have a square face. - 00:15–00:17 00:15–00:17: A woman's face is shown with different frame styles on her face. The voiceover explains that square faces look great in round and aviator frames. - 00:17–00:21 00:17–00:21: The on-screen text reads, "heart." The voiceover asks if you have a heart face, and the narrator continues by saying that heart faces look great in square and rectangle frames. - 00:21–00:23 00:21–00:23: A woman's face is shown with different frame styles on her face. The voiceover mentions trying on five frames at home for free. - 00:23–00:26 00:23–00:26: A user is shown in their home trying on different frames. The voiceover mentions that the user can also virtually try on glasses.

# Ad summary This ad showcases a variety of Warby Parker eyeglasses and advertises a quiz to help customers find the perfect frame. # Brand positioning Warby Parker is presented as a modern eyewear brand offering stylish and affordable glasses. The brand aims to occupy the space in the consumer's mind as a go-to for fashionable frames with a simple online shopping experience. The brand promotes a blend of functional style and convenience, standing out from traditional eyewear retailers by offering a quiz to help customers find their perfect frames, pushing against the norm of in-person fittings. The brand positioning is functional, emphasizing simplicity and ease of use with its quiz. # Product The featured product is Warby Parker eyeglasses. These are presented in various frame styles, colors, and materials. The ad highlights a quiz designed to help customers find their perfect frame. The glasses are for individuals seeking stylish and affordable eyewear. The ad addresses the purchase barrier of choosing the right frame by offering a quiz. # Visual style The ad has a clean and polished aesthetic with a white background that makes the glasses stand out. The editing style involves quick cuts to showcase different glasses. The overall production quality is high, with a commercial feel, which aligns with the brand's image. The pacing is consistent, with a moderate tempo that keeps the viewer engaged. The ad is centered and simply demonstrates different styles that Warby Parker has to offer. # Hooks Text overlay: WARBY PARKER / Find your perfect frame with a quiz Visual: A pair of glasses with a thin gold frame and tortoise-patterned arms. / A pair of sunglasses with blue frames. / Two pairs of glasses are placed on the screen. On the left is the same blue pair of sunglasses as before and on the right is a pair of clear-lensed glasses with thick black frames. # Funnel stage Top of funnel (Awareness) # Pain points The central problem is that finding the right eyeglasses or sunglasses can be challenging, especially with numerous options available, leading to indecision and potential dissatisfaction. # Value propositions - Finding the perfect frame through a quiz makes the task easier # Benefits - Find your perfect frame with a quiz # Features - Eyeglasses - Sunglasses # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is communicated through the brand's official voice, showcasing the brand and product. # Storyline - 00:00–00:07 The ad opens by presenting various glasses. - 00:07–00:10 The ad ends with more glasses.

# Ad summary This ad showcases Warby Parker's glasses through a short video highlighting their quiz that helps customers find the perfect frame. The ad features a variety of eyeglasses and sunglasses. The ad prompts viewers to take a quiz to find their perfect fit. # Brand positioning Warby Parker aims to occupy a space in the consumer's mind as a brand that offers stylish, accessible eyewear with a focus on convenience and personalization. The brand is presented as modern and approachable, providing a simple solution to finding the perfect glasses from the comfort of one's home. Warby Parker aligns with values of convenience and style. The brand pushes against the traditional norm of needing to visit a physical store to try on glasses. Warby Parker's positioning is functional (simplicity, convenience) and emotional (confidence in finding the right style). # Product The featured product is Warby Parker eyeglasses and sunglasses, offered in a variety of styles, shapes, colors and materials. The glasses are for anyone looking for stylish and affordable eyewear, as implied through the diverse range of frames shown and the inclusive language used in the ad. The unique selling point (USP) is the online quiz that helps customers find the perfect frame for their face shape and style preferences. The ad showcases the convenience of finding the right glasses from home, addressing the purchase barrier of needing to physically try on multiple frames. The ad tells the viewer that Warby Parker is worth trying or buying because they offer a personalized and convenient way to find stylish eyewear that suits individual preferences. # Visual style The ad has a clean and modern aesthetic with a polished commercial feel. The editing style is quick cuts, which is common for social media ads. The use of UGC style videos helps build trust with the viewer. The pacing is quick. The cuts are timed to music beats. # Hooks Spoken: 00:03–00:06 Female 1: Finding glasses that actually compliment your face can be hard. Text overlay: 00:00–00:03 Find your perfect frame with a quiz / 00:04–00:06 Finding glasses that actually compliment your face can be hard. Visual: 00:00–00:03: The shot features an array of glasses at the top and bottom of the screen. In the middle of the screen is text in a sans serif font. / 00:03–00:06: The shot is a close-up of a light-skinned woman with blonde hair. She is wearing a black blazer and smiling as she speaks to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the difficulty in finding glasses that compliment one's face and fit one's personality. "Finding glasses that actually compliment your face can be hard." # Value propositions - Find your perfect frames with a quiz: Connects the online quiz feature to the value of finding frames that perfectly suit your face. # Benefits - Finding glasses that compliment your face - Shows you the frames that suit you best - Helps you find glasses that fit your personality - Easy to narrow down your choices and find a frame that fits. # Features - Online quiz to find perfect frames # Call to action warbyparker.com # Social proof - "I was able to find the right frames for me with the help of Warby Parker's quiz" – Female 1 (Customer) - "It really shows you the frames that suit you best" – Female 1 (Customer) - "So the quiz was super helpful" – Female 2 (Customer) - "It was really fun and easy to take" – Female 3 (Customer) - "It was just so easy to narrow down my choices and find a frame that fits" – Female 3 (Customer) # Point of view - Customer 75% – This POV is communicated through what appears to be UGC video of Warby Parker customers. - Brand 25% – This POV is communicated through the brand's logo and website address. # Storyline - 00:00–00:03 The ad opens with a variety of glasses rotating on a white background with text overlay. - 00:03–00:06 The camera focuses on a woman as she talks about the importance of finding glasses that compliment your face. - 00:06–00:08 The woman talks about finding the right frames for you and the benefits of taking the Warby Parker quiz. - 00:08–00:10 The camera focuses on the woman putting on a pair of glasses. - 00:10–00:12 The woman talks about the quiz helping to show you the frames that suit you best. - 00:12–00:14 The camera focuses on a woman who talks about finding glasses that fit her personality. - 00:14–00:15 The woman states that taking the quiz was super helpful. - 00:15–00:18 The camera focuses on a woman who talks about how fun and easy it was to take the quiz. - 00:18–00:20 The woman talks about how easy it was to narrow down her choices and find a frame that fits. - 00:20–00:23 The ad comes to a close with the Warby Parker logo and website.

# Ad summary The ad features a woman wearing glasses and sharing the glasses name in the caption. # Brand positioning This ad presents the brand as a seller of glasses frames. The glasses featured are in a trendy style. The brand seems to be directly addressing its audience by anticipating their question about the frames. # Product The product being advertised is a pair of glasses. The glasses have a cat-eye shape and a thick, black frame. The text in the ad specifies that the frame style is "Franny in Jet Black". # Visual style The ad has a simple, unedited, unfiltered look. It resembles user-generated content that could be posted directly to social media. The setting appears to be outdoors with natural lighting. # Hooks Headline: Before you ask: The frame is Franny in Jet Black # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that people will see the glasses and immediately wonder what brand and style they are. # Value propositions - None used # Benefits - None used # Features - Franny in Jet Black # Call to action None used. # Social proof - None used # Point of view - Customer: The woman in the glasses is providing a first-person endorsement of the product. # Storyline - The woman is speaking, likely to the camera, and wearing a pair of glasses. The intention is to showcase the product in a real-world setting. - A line of text appears on the screen to give the name of the glasses frame and color. The brand is answering a question it anticipates its audience will have.

# Ad summary This ad showcases Warby Parker's Franny glasses as a chic and stylish accessory. # Brand positioning Warby Parker is presented as a brand that offers stylish and trendy eyewear. The brand aims to occupy the space of providing fashionable yet functional accessories. By focusing on blue light glasses, Warby Parker aligns with a lifestyle that values both style and eye protection in the digital age. The brand promotes a tone of effortless chic and coolness, suggesting that their eyewear can elevate any outfit. # Product The Franny glasses by Warby Parker are presented as a stylish accessory that serves as blue light glasses. The glasses are intended for anyone who wants to add a chic touch to their outfits while protecting their eyes from blue light. The glasses are marketed as instantly making the wearer look "like a chic cool girl," implying that they enhance one's style and appearance. The advertisement addresses the purchase barrier of glasses being solely for vision correction by positioning them as a desirable fashion item. # Visual style The ad has a polished UGC feel, with clean, natural lighting. The editing style consists of static shots with minimal camera movement. The production quality is high, and the ad uses a consistent pace to support the friendly tone. The subject is always center-framed. # Hooks Spoken: 00:00–00:02 I just found the perfect accessory to elevate any outfit. Visual: 00:00–00:03 A woman with curly hair, wearing black glasses, a strapless dark denim top, and a brown leather jacket, stands in front of a white wall and a cream-colored couch. She gestures towards her glasses with both hands and smiles. # Funnel stage Consideration # Pain points Wanting to enhance one's style and appearance effortlessly. # Value propositions - The glasses are blue light glasses which protect your eyes from damaging light while still being a fashion accessory that makes you look like a chic, cool girl # Benefits - Elevate any outfit - Make you look like a chic cool girl # Features - Blue light glasses # Call to action This is your sign to get them. # Social proof - "I've always wanted glasses like these" – Female 1 # Point of view - Customer 100% – The entire video is presented from the perspective of a user who is excited about the product and wants to share it with others. # Storyline - 00:00–00:02 00:00–00:02 The presenter introduces the Warby Parker glasses as the perfect accessory to elevate any outfit. - 00:02–00:05 00:02–00:05 She identifies the glasses as the Franny glasses by Warby Parker, specifically noting that they are blue light glasses, emphasizing their functional benefit alongside their stylish design. - 00:05–00:09 00:05–00:09 The presenter asserts that the glasses instantly make the wearer look like a "chic cool girl", positioning the glasses as a means of enhancing one's style and appearance. This is from the perspective of a satisfied user, suggesting how the product makes the wearer feel. - 00:09–00:14 00:09–00:14 She expresses her long-standing desire for glasses like these and encourages viewers to purchase them, framed as a style opportunity.

# Ad summary A woman speaks directly to the camera to promote Warby Parker's at-home try on service. She shares how easy it is to try out different frames to find the perfect fit. # Brand positioning Warby Parker is presented as a user-friendly eyewear company that prioritizes convenience and customer satisfaction through its innovative at-home try-on service. It stands out by directly addressing common customer pain points related to eyewear shopping, such as uncertainty about frame fit and style, and offers a simple, accessible solution by allowing customers to try on multiple frames at home before committing to a purchase. The brand positions itself as a fun service that helps consumers find the perfect pair of eyeglasses or sunglasses. # Product Warby Parker offers an at-home try-on service that allows customers to select five different eyeglass or sunglass frames to sample in the comfort of their own home for free. This no-commitment try-on period helps customers determine which frames best suit their face shape and style preferences. By providing a risk-free opportunity to test different frames, Warby Parker aims to eliminate the uncertainty and hassle associated with traditional eyewear shopping. # Visual style The ad features a clean, simple aesthetic with a UGC feel. The editing includes quick cuts during the product demonstration to show variety. The production quality is basic but effective in conveying the message. The pacing is fast, keeping the viewer engaged. # Hooks Spoken: 00:00–00:01 So I heard about the Warby Parker Home Try-On program, Text overlay: 00:00–00:01 None used Visual: 00:00–00:01 A light-skinned woman with long brown hair. She's wearing a casual, light-colored shirt and stands against a plain white backdrop. She looks directly into the camera with a friendly expression. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the difficulty in finding the perfect frames. Many people have difficulty finding glasses that suit them and it can be a hassle to go to a store to try on multiple pairs. As stated by the speaker, “So I heard about the Warby Parker Home Try-On program.” # Value propositions - Trying on five pairs for free, allows consumers to find the perfect frames # Benefits - So you can find the perfect frames # Features - Home Try-On program - They will send you five pairs for free # Call to action Shop Warby Parker # Social proof - "I love it!" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a customer who loves the product. # Storyline - 00:00–00:01 00:00–00:01 A woman looks directly into the camera and introduces the Warby Parker Home Try-On program, grabbing the audience's attention. This serves as the hook. The tone is casual and friendly, signaling that the audience is meant to relate to her. - 00:01–00:03 00:01–00:03 She explains how the service works—Warby Parker will send five pairs for free, allowing customers to find the perfect frames. This reinforces the convenience and value of the at-home try-on program. - 00:03–00:04 00:03–00:04 The woman then reveals that she loves the service, further building trust and credibility through a testimonial. - 00:04–00:05 00:04–00:05 She shows a montage of herself wearing different frames, emphasizing the fun of trying on different styles. This visual demonstration reinforces the benefit of the program. - 00:05–00:07 00:05–00:07 The ad concludes with a clear call to action. This encourages viewers to try the service for themselves and overcome any hesitation.

# Ad summary This image ad for Warby Parker encourages viewers to find their perfect frame using a quiz. The image features a stack of four different eyeglass frames on a light blue background. # Brand positioning Warby Parker is presented as a modern, accessible eyewear brand that offers a diverse range of stylish frames. The brand is positioned to make finding the perfect pair of glasses easy and fun through a quiz, pushing against the traditional, often tedious, eyewear shopping experience. By emphasizing the quiz, Warby Parker suggests a personalized, customer-centric approach, aiming to occupy the space in the consumer's mind as a convenient and tailored eyewear solution. # Product The ad features eyeglasses in a variety of shapes and styles. The frames are designed for everyday wear and cater to a diverse range of personal tastes. The USP is the ease of finding the perfect frame via a quiz, simplifying the selection process. The glasses range from modern styles with thick patterned rims to rimless styles. The glasses offer both function (vision correction) and fashion and are aimed at individuals who want stylish and affordable eyewear. # Visual style The ad's visual style is clean and modern, with a focus on showcasing the product clearly and attractively. The production quality is high, with studio-style lighting and a simple background. The glasses are well-lit and sharply focused, indicating careful attention to detail. The overall aesthetic aligns with e-commerce and in-feed scannability. # Hooks Headline: Find your perfect frame with a quiz # Funnel stage Top of funnel (Awareness) # Pain points Finding the right eyeglass frame can be a frustrating, time-consuming process, and individuals don't know which style is best for them. "Find your perfect frame with a quiz" # Value propositions - Find your perfect frame with a quiz # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is the sole voice in the ad, presenting the product and its benefits. The ad's messaging and visuals reflect the brand's perspective. # Storyline - The ad copy invites the viewer to "Find your perfect frame with a quiz," setting the intention of a personalized eyewear solution. The brand is speaking, telling the customer that Warby Parker can help them find the perfect eyewear with a quiz. - The stacked arrangement of different frames visualizes the brand's product variety, reinforcing the message. The image conveys that Warby Parker has numerous style options available, and the viewer can find their perfect frames through the quiz.

# Ad summary This image ad for Warby Parker features a blue background with a minimalist design. Two pairs of tortoiseshell glasses are displayed, inviting the viewer to visit the Princeton location. # Brand positioning Warby Parker is presented as a contemporary eyewear brand that values accessibility and style. The minimalist design and direct location greeting imply a focus on local presence and personalized service. By featuring fashionable tortoiseshell frames, the brand suggests a blend of classic and modern aesthetics. The clean aesthetic and focus on a specific location convey a friendly, approachable image, differentiating Warby Parker from more impersonal or luxury eyewear brands. # Product The ad features two pairs of Warby Parker glasses, both with tortoiseshell frames but in different styles. The pair on the left has a rounder lens shape and a lighter, more varied tortoiseshell pattern, while the pair on the right features a more angular lens shape and a darker, more uniform tortoiseshell pattern. Both are positioned to highlight the design and craftsmanship of the frames. The subtle placement of the glasses suggests a sense of style and attention to detail, emphasizing their fashion appeal. No use occasions are shown. The ad focuses on the aesthetic appeal of the glasses. The simple presentation aims to lower purchase barriers by presenting the glasses as stylish and accessible. # Visual style The ad adopts a minimalist aesthetic, using a clean background to keep the focus on the eyewear. The lighting is soft and diffused, highlighting the texture and detail of the tortoiseshell frames without harsh shadows. The shot is neatly arranged, emphasizing the eyewear designs. The overall visual style is modern and approachable, aligning with Warby Parker's brand image. # Hooks Headline: Hello, Princeton! # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Local availability through the Princeton location - Stylish eyewear options # Benefits - Stylish design - Local availability # Features - Eyewear - Glasses frames # Call to action None used. # Social proof - None used. # Point of view - Brand: The Warby Parker logo and greeting text are presented from the brand’s perspective, establishing its identity and extending a welcome to a specific location. # Storyline - The ad starts with the Warby Parker logo and tagline, "Hello, Princeton!" to immediately introduce the brand and its personalized message. The brand voice is being used to convey a friendly welcome, establishing a local connection and inviting the audience to engage with the brand's specific location. - The focus shifts to showcasing the product with a minimalist composition. The product placement highlights two of the brand's eyewear designs in a visually appealing manner. The product perspective is intended to give the audience a clear view of the styles and craftsmanship available.

# Ad summary This ad showcases statement glasses worn by an influencer. The ad's headline reads, 'my new statement accessory'. # Brand positioning Based on the ad, the brand positions itself in the fashion and lifestyle category, offering glasses as a key accessory for expressing personal style. The focus is on helping customers elevate their look, implying that the brand is for individuals who value fashion and seek to stand out through their accessories. The brand's tone is fashion-forward. # Product The product featured is a pair of glasses with an octagonal frame. The frame is thick with a tortoise shell pattern in brown and black tones. The octagonal shape is emphasized as a statement feature, positioning the glasses as a fashionable accessory rather than just a vision-correction device. The glasses are being marketed for their aesthetic appeal and ability to enhance one's style. # Visual style The ad has a clean, lifestyle-focused visual aesthetic with soft natural lighting. It appears to be filmed on a phone. The woman's fashion-forward style contributes to the overall elevated and fashion-conscious feel. # Hooks Headline: my new statement accessory # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - statement accessory # Call to action None used. # Social proof - None used. # Point of view - Customer: The customer is seen wearing the glasses and presenting them as a fashion statement. # Storyline - The ad opens with a woman showcasing a pair of glasses. She is presenting the glasses as a key accessory. The audience is experiencing this from the customer's point of view.

# Ad summary This image ad shows a woman wearing glasses. The creative is a selfie-style shot of the model wearing a pair of glasses. # Brand positioning This ad promotes an eyewear brand that is focused on providing stylish glasses. The brand is positioned as a provider of fashionable and modern eyewear, emphasizing the aesthetic appeal and design of its products. The brand aims to occupy a space in the consumer's mind as a go-to choice for individuals who value both functionality and fashion in their eyewear. The glasses shown have a distinct, geometric frame shape that sets them apart from traditional eyewear designs. By featuring trendy and unique eyewear, the brand appeals to consumers who want to express their personal style through their accessories. # Product This product is a pair of eyeglasses with a geometric frame. The glasses have a tortoiseshell-patterned upper frame and a gold-colored lower frame that gives it a modern look. The lenses appear clear, suggesting they may be for vision correction or blue light protection. The unique selling point is their stylish geometric design, making them a fashion statement. The glasses are shown being worn by a woman, implying they are intended for everyday wear and can enhance one's personal style. The ad addresses the barrier of eyewear being merely functional by highlighting the fashion-forward design. # Visual style The ad features a clean and modern aesthetic with a focus on the product (glasses). The lighting is natural, and the shot is taken at a close angle to highlight the glasses and the wearer's face. The overall style is casual and authentic, resembling a user-generated content (UGC) or selfie-style image. # Hooks Headline: None used # Funnel stage Consideration # Pain points The pain point is that traditional eyewear is often seen as purely functional and not fashionable. The ad addresses this by showcasing stylish glasses. # Value propositions - The glasses provide a fashionable alternative to standard vision-correcting eyewear. - The glasses' geometric frame and color scheme provide a modern look. # Benefits - Stylish design - Fashionable eyewear # Features - Geometric frame - Tortoiseshell pattern on the upper frame - Gold-colored metal lower frame - Clear lenses # Call to action None used. # Social proof - None used. # Point of view - Customer: The selfie-style shot makes the audience experience the ad from the POV of someone wearing the glasses in a real-life context. # Storyline - The ad starts with a selfie-style shot of a woman wearing glasses. The intention is to showcase the eyewear in a real-life context. This is from the perspective of a customer sharing their experience with the product.

# Ad summary This ad showcases the 'Franny' glasses from Warby Parker. The image emphasizes the glasses' style and design by presenting them as a 'modern classic.' # Brand positioning Warby Parker positions itself as a modern eyewear brand that offers classic and stylish designs. By labeling the glasses as a 'modern classic,' the brand conveys a blend of timeless appeal and contemporary aesthetics. This positioning aims to attract customers who appreciate both traditional styles and current trends, suggesting the brand stands for quality and design. # Product The featured product is a pair of Warby Parker glasses known as the 'Franny.' These glasses feature a glossy black frame with a distinct, slightly oval lens shape. The frames are placed on top of several books, presented to highlight their design and stylish appeal. The brand name, 'Warby Parker,' is visible on the inner side of the left arm of the glasses, reinforcing brand recognition. The glasses are showcased as a fashion-forward accessory, emphasizing their aesthetic qualities and design. # Visual style The ad features a clean and minimalist studio shot. The image has a flatlay style composition, with objects arranged on a solid-color surface. The product and books are well-lit and in sharp focus, emphasizing details. # Hooks Headline: FRANNY # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Modern classic # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand’s POV is presented through the top caption introducing the frame name as a modern classic, showcasing the product design, and including branding on the inner glasses arm. # Storyline - The ad opens by introducing the 'Franny' glasses as a 'modern classic,' which immediately establishes a tone of timeless style with a contemporary edge. The brand is telling this part of the story to convey the glasses' blend of classic and modern design elements. - The central focus is on the glasses themselves, displayed prominently against a backdrop of books. The brand is telling this part of the story to highlight the glasses' aesthetic qualities and design, associating them with a sense of intellectualism and style. - The inclusion of the 'Warby Parker' branding on the glasses subtly reinforces brand recognition. The brand is telling this part of the story to ensure viewers associate the product with the brand's reputation for quality and stylish eyewear.

# Ad summary The ad is a simple product showcase for black-framed eyeglasses from FRANN. It presents the glasses as a "modern classic" through close-up visuals and minimalist design. # Brand positioning FRANN positions itself as a brand offering "modern classic" eyewear. This suggests an effort to blend timeless design with contemporary aesthetics. The brand seems to value understated elegance and simplicity, appealing to consumers who appreciate enduring style over fleeting trends. By branding itself as 'modern classic,' FRANN likely intends to occupy a middle ground between traditional, conservative eyewear brands and more fashion-forward or avant-garde competitors. The brand's approach is functional and accessible, emphasizing wearability and style. # Product The product being advertised is a pair of black-framed eyeglasses. The frames have a slightly rounded, oval shape with a subtle cat-eye lift at the upper corners. The glasses appear to have clear lenses, suggesting they are suitable for vision correction or as a fashion accessory. The glasses have a dark green tint on the inside portion of the arm near the hinge. The ad aims to present these glasses as a versatile accessory that can be considered a modern classic, suitable for various occasions and personal styles. # Visual style The ad has a polished, minimalist aesthetic. The visual style is clean and modern. The production quality appears high-end, with a focus on clear product presentation. The pacing is slow, with static shots. # Hooks Text overlay: 00:00-00:04 Meet a modern classic / 00:00-00:04 FRANN Visual: 00:00-00:04: Close-up shot of a pair of black-framed eyeglasses lying diagonally on a light beige surface. The frame is a rounded style, with a slight cat-eye lift at the corners. The lighting is soft and diffused, creating subtle shadows and highlights on the glasses. The background is plain and out of focus, directing attention to the product. There is text overlayed on the surface below the glasses. # Funnel stage Top of funnel # Pain points None used. # Value propositions - Modern classic glasses that can be worn for vision correction or as a fashionable accessory. # Benefits - Modern classic style - Versatile accessory - Suitable for vision correction or fashion accessory # Features - Black frames - Slight cat-eye lift at the corners - Clear lenses - Dark green tint on the inside portion of the arm near the hinge # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad showcases the product from the brand's perspective through product-focused visuals and messaging. # Storyline - 00:00–00:04 Close up product shot of glasses with text overlay.

# Ad summary An image ad for glasses. The ad is a picture of a woman in a picture frame wearing the glasses. # Brand positioning The brand appears to be an eyewear company positioning itself on style and popularity. They bring back the "Leuda frame" because there is a high demand for them. The brand is not explicitly positioning itself in terms of values or lifestyle. It doesn't directly push against category norms or competitor behaviors, but focuses on delivering a frame that customers have actively requested. # Product The product featured is the "Leuda frame" glasses. The frame is back because they are in high demand. The frames appear to be black and rounded. # Visual style The ad has a minimalist visual style. The photo inside of the frame evokes a polaroid or instant photo. # Hooks Headline: The Leuda frame is back by popular demand # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The Leuda frame is back by popular demand # Features - The Leuda frame # Call to action None used. # Point of view - Brand: The ad is from the brand's perspective, highlighting a product's return due to customer demand. # Storyline - The ad opens with text stating that the "Leuda frame" is back by popular demand. This is designed to attract attention and inform viewers that a previously successful product is returning, framing the product as desirable. - The image then showcases a woman wearing the glasses in a photograph within a frame. This provides a real-world visual of how the glasses look on a person, adding a layer of authenticity and allowing viewers to imagine themselves wearing the product.

# Ad summary The ad features a woman wearing black cat eye glasses in an indoor setting with subway tiles and track lighting visible in the background. The text overlay states the name and color of the glasses frames. # Brand positioning The brand is presented as a stylish and trendy eyewear company offering fashionable frames. The brand positions itself as being forward-thinking, creating designs that customers will inquire about. There is an implication that the brand is on the cutting edge of style. The brand positions itself as trendy and worth the investment. # Product The product being advertised is a pair of black cat eye glasses. The product is named "Franny" and the color is "Jet Black". The ad positions the glasses as a statement piece of eyewear that others will want to know more about. # Visual style The ad appears to be shot in a casual, everyday setting with minimal staging. The image has a slightly grainy quality, suggesting a lo-fi aesthetic. The focus is on the product and the woman wearing it, with a blurred background to draw attention to the subject. # Hooks Headline: Before you ask: The frame is Franny in Jet Black # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - The frame is Franny in Jet Black # Call to action None used. # Social proof - None used. # Point of view - Brand: The text overlay indicates the POV is that of the brand, telling the viewer what the name and color of the glasses frames are. # Storyline - The ad begins with the text overlay that anticipates a question about the product being worn. The brand is speaking to viewers directly, suggesting that the glasses are so stylish that people will want to know where they are from. The point of view is from the brand, directing the conversation.

# Ad summary A woman shows off a new pair of fashionable eyeglasses. # Brand positioning This ad does not explicitly showcase a specific brand. It subtly positions the advertised eyewear as a fashionable accessory to enhance one's personal style. The eyewear itself is presented as a statement piece, seamlessly integrating into the user's existing look. # Product The product is a pair of eyeglasses with a thick, geometric frame. The frames are a tortoiseshell pattern in dark and light brown tones. The clear lenses sit within the frames. The glasses appear to be a fashion statement, meant to be worn as a stylish accessory. # Visual style The ad has a low-production-quality, selfie-style aesthetic. The shot is framed tightly on the face and shoulders of the woman. The lighting appears to be natural. The overall tone is casual and approachable. # Hooks Headline: my new statement accessory 👓 # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The eyewear is a stylish statement accessory. # Benefits - Statement # Features - Accessory # Call to action None used. # Social proof - None used. # Point of view - Customer: The text at the top of the image expresses the wearer's view that the glasses are their new 'statement accessory.' # Storyline - The image shows a woman wearing eyeglasses, with the caption “my new statement accessory”. The message is that the eyeglasses shown are meant to be a fashion accessory. The customer is telling the story from a first-person perspective.

# Ad summary The ad is a product demo showcasing the Welty glasses in Violet Magnolia. It features a woman at an outdoor cafe, initially wearing no glasses and drinking coffee. She then puts on the glasses, puts her hair up with a hair clip, and looks at the camera to show off the glasses. # Brand positioning The ad positions Violet Magnolia as a brand offering stylish and fashionable glasses. The brand appears to focus on eyewear as a fashion accessory, suitable for everyday wear and capable of elevating a casual look. The tone is relaxed and casual, aligning with a lifestyle that values both fashion and practicality. The brand ignores performance eyewear and focuses on stylish and trendy frames. # Product The featured product is the Welty glasses in Violet Magnolia. These glasses are presented as a stylish eyewear option designed to enhance the wearer's appearance. The glasses feature a black and brown tortoise shell frame with a rectangular shape. They are shown being worn in a casual setting, suggesting they are suitable for everyday use. The ad highlights the glasses' ability to complete an outfit and add a touch of sophistication to the wearer's look. The glasses are presented as a fashion accessory that combines both style and functionality. # Visual style The ad has a casual and bright aesthetic, resembling user-generated content (UGC). The editing consists of static shots with minimal transitions. The production quality is polished, maintaining a natural and relatable feel. The pacing is moderate, with one shot per two seconds. Cuts are timed to music beats. # Hooks Text overlay: Glasses are the Welty in Violet Magnolia Visual: 00:00–00:02: The camera is at eye level, close up and handheld. A young fair-skinned woman with long blonde hair is sitting outside, holding a black coffee cup to her face. The background shows a sunny outdoor cafe setting with tables, chairs, and buildings across the street. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Welty glasses in Violet Magnolia can complete an outfit and add a touch of sophistication to the wearer's look. # Benefits - Stylish eyewear # Features - Welty glasses in Violet Magnolia # 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 showcasing the product in a casual setting. # Storyline - 00:00–00:02 A woman is seen sitting at an outdoor cafe, drinking coffee without glasses. - 00:02–00:03 The woman puts on the Welty glasses in Violet Magnolia. - 00:03–00:07 The woman puts her hair up in a clip to show off the glasses. - 00:07–00:10 The woman angles her face towards the camera to show off the glasses.

# Ad summary A woman is advertising glasses while the sun shines on her face. # Brand positioning The ad features glasses sold by an eyewear brand. The brand seems to be positioning itself as a fashionable and stylish option for eyewear, with the glasses themselves being presented as a key element of the wearer's overall look. The visual style, featuring a woman in trendy glasses in natural light, suggests a brand that values both aesthetics and simplicity. It pushes against traditional eyewear norms by focusing on fashion-forward design rather than purely functional aspects. # Product The product featured in this ad is a pair of glasses. The glasses have a thick, dark brown octagonal frame with a lighter brown or translucent layer between the rims and the lenses. The lenses appear to have a slight tint, possibly with a rose-colored hue. The glasses are positioned as a fashion accessory, enhancing the wearer's overall look. They are designed for everyday wear and provide a stylish alternative to traditional eyewear. The glasses are presented as a means of expressing personal style and enhancing one's appearance. # Visual style The ad has a natural and minimalist visual style. The production quality appears to be high, with a focus on natural lighting. The visual motifs include a focus on the subject in a natural setting. The image treatment is clean, with a slightly warm color grade to enhance the sunlit effect. The typography is simple and clean. The style feels native and authentic, aiming for scannability and stop power in feed. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - Stylish glasses # Features - Glasses # Call to action None used. # Social proof - None used # Point of view - Brand: The POV is consistent throughout, presenting the glasses in a lifestyle context that emphasizes their fashionable qualities and aesthetic appeal. # Storyline - The ad captures a woman wearing glasses in a sunlit setting. This is intended to highlight the style and design of the glasses, emphasizing their visual appeal as a fashion accessory from the brand's perspective.

# Ad summary Image ad promoting eyeglasses. # Brand positioning The brand appears to be aiming to occupy a space in the consumer's mind as a purveyor of stylish yet functional eyewear. The brand aligns with values of fashion, self-expression, and visual clarity. The ad avoids direct competitor comparisons or aggressive sales tactics. It is positioned to be both functional and emotional. # Product The product being advertised is a pair of eyeglasses. They feature a round, tortoiseshell-patterned frame. The glasses appear to be designed for everyday wear and aim to enhance the wearer's vision while also serving as a fashion accessory. The glasses seem suitable for anyone needing vision correction who also wants to make a style statement. The key detail is that the eyeglasses provide a fashionable aesthetic. # Visual style The ad features a clean and straightforward visual style. The production quality appears to be high, with a focus on clear presentation of the product. The image treatment includes natural lighting and minimal editing, which gives it a realistic feel. The typography is not present and the image contrast against the white background. The style is likely intended to be scannable and eye-catching in a social media feed. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points The ad is addressing the need for eyeglasses that are both functional and stylish, indicating that some customers may struggle to find eyewear that meets both requirements. # Value propositions - Fashionable tortoiseshell round frame eyeglasses # Benefits - Fashionable aesthetic # Features - Round frame - Tortoiseshell pattern # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad is showcasing a pair of eyeglasses being worn by a woman, which is intended to promote the product and demonstrate its aesthetic appeal. - Customer: The ad shows the customer wearing the eyeglasses, which implies that the eyeglasses are comfortable, stylish, and functional for everyday use. # Storyline - The image presents a woman wearing a pair of eyeglasses. This is intended to showcase the product in a real-life context, allowing viewers to see how the glasses look when worn. The story is told from the brand's perspective.

# Ad summary An ad featuring a woman wearing glasses. The text overlay indicates the frame is back by popular demand. # Brand positioning This brand aims to occupy a space that prioritizes stylish functionality, catering to consumers who value both fashion and practicality in their eyewear. Positioned as a brand that listens to its customers, they have responded to popular demand by bringing back a specific frame. The brand's tone is casual yet confident, aligning with a lifestyle that appreciates everyday elegance and comfort. There's no explicit pushing against category norms, but rather a focus on satisfying customer desires and building brand loyalty through attentive service. # Product The featured product is a pair of glasses with a round frame. This particular style, called the "Leuda frame," is presented as a returning favorite based on customer demand. The glasses have a black frame, complementing the wearer's casual yet stylish outfit. The return of this specific frame suggests that it is popular due to its design and fit, as perceived through social appeal. # Visual style The ad has a UGC aesthetic. The natural indoor lighting and simple backdrop give it a relatable and authentic feel. The color palette is soft and muted. The single headline is integrated directly into the visual. # Hooks Headline: The Leuda frame is back by popular demand # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The frame is back by popular demand. # Call to action None used. # Point of view - Customer: The customer takes a selfie, indicating a desire to share their style and satisfaction with the glasses. - Brand: The brand uses the text overlay to highlight the glasses' popularity and availability, encouraging consideration. # Storyline - The story begins with a person taking a selfie of themselves indoors near a window, seemingly to showcase the glasses they're wearing. The intention is to display how the glasses look in a real-life setting. The audience experiences it from the perspective of someone who might be looking for stylish eyewear that blends seamlessly into their daily life. - The brand then shares a text overlay noting that the glasses in the photo, called the 'Leuda frame,' are back by popular demand. The intention is to indicate that this product has been highly requested, increasing its appeal. The brand is conveying this message.

# Ad summary A lifestyle image promoting the Leuda glasses frame. # Brand positioning This brand presents itself as one that listens to customer feedback and brings back popular items in response to demand. The eyewear appears fashionable and classic, suggesting the brand values both style and wearability. The tone is casual yet sophisticated, which is reflected in the model's posing and style. # Product The product being advertised is the Leuda glasses frame. The eyewear features a dark-colored, rounded frame and is being worn by a woman who looks to be in her 20s or 30s. The glasses are presented as a popular item that is "back by popular demand," implying that they are desirable and well-liked. The glasses are shown on a person in a casual, everyday setting, which addresses any purchase barriers by highlighting the frame's versatility. # Visual style The ad has a natural, lifestyle aesthetic with soft lighting. The image has a raw, unedited feel that mimics user-generated content. This aims to portray authenticity and accessibility. The focus is on showcasing the product in a real-life setting. # Hooks Headline: The Leuda frame is back by popular demand # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Point of view - Brand: The top caption conveys information about the product availability and popularity. - Customer: The image shows a person wearing the glasses, so viewers can see how they look on someone. # Storyline - The story begins with an announcement in the top text letting viewers know that the Leuda frame is back due to popular demand. The brand is highlighting the frame's return and creating excitement around its availability, implying that the glasses are a customer favorite. - The image shows a woman modeling the glasses, allowing the audience to see what the glasses look like when worn. The viewer experiences the glasses from a customer's perspective, seeing how the frames compliment a casual, everyday look.