How smol Advertises on Meta

# Ad summary An in-feed image ad promoting Smol cleaning products, including laundry and dishwasher capsules. The ad is designed to appeal to new homeowners who are looking to establish sustainable, eco-friendly habits. # Brand positioning Smol is presented as a modern, eco-conscious brand focused on providing effective and environmentally friendly cleaning solutions. The brand emphasizes simplicity and sustainability, as evidenced by the minimalist packaging design and the presence of eco-friendly certifications. Smol aims to appeal to consumers who are environmentally aware and seeking convenient, eco-friendly alternatives to traditional cleaning products. The positioning blends functional performance with emotional satisfaction from making responsible choices. # Product The ad features Smol laundry capsules and dishwasher tablets, both packaged in compact, eco-friendly cardboard boxes. The laundry capsules are available in both biological and non-biological formulas, catering to different washing preferences and needs. The dishwasher tablets offer a convenient and effective solution for dish cleaning. Each product is highlighted by its minimalist packaging, which prominently displays the brand name and product type. The packaging emphasizes sustainability through the use of recyclable materials and eco-friendly certifications, underscoring Smol’s commitment to environmentally conscious cleaning. # Visual style The ad employs a lifestyle aesthetic with a focus on natural lighting and earthy tones to promote a sense of eco-friendliness. The production quality appears to be high, with carefully arranged product placement and minimalist styling. The image treatment includes the use of sunlight to create shadows and depth, adding a touch of realism. The composition mimics a casual, in-feed post with the inclusion of a watermark, which adds a subtle hint of authenticity while also disclosing its promotional nature. The overall visual style aims to be scannable and appealing, fitting seamlessly into a social media feed. # Hooks Headline: new home new habits # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The image begins by showcasing an array of Smol cleaning products, arranged in an artful, lifestyle-oriented flat lay. This moment aims to introduce the viewer to the product line. The story is told from the brand’s perspective, highlighting the visually appealing presentation and eco-friendly packaging. - Next, the ad adds a caption, linking the products to the concept of "new home, new habits." The aim is to resonate with viewers who are setting up a new home and considering lifestyle changes. This moment is told from the customer’s perspective, targeting those looking to adopt sustainable practices. - The inclusion of the "PR" watermark implies that this image may have originated from a sponsored or promotional context. The perspective shifts to that of an external endorsement, potentially building credibility.

# Ad summary This ad features user-generated content showcasing multiple Smol products delivered in a box. # Brand positioning Smol is presented as a modern and eco-conscious brand that offers cleaning products delivered directly to the consumer. The brand values sustainability, convenience, and a fresh take on household essentials, aiming to simplify chores with a touch of style. The brand defies category norms by delivering directly and focusing on eco-friendly alternatives. # Product The ad showcases a variety of Smol cleaning products, including biological laundry capsules and dishwasher tablets. These products are packaged in compact, efficiently designed cardboard boxes. The packaging highlights that the products are 'Certified B Corporation', signaling a commitment to environmental and social standards. The products are delivered in a plain cardboard box with 'smol' printed on the side, implying a direct-to-consumer model that prioritizes convenience. # Visual style The ad features a natural, user-generated content style. The production quality is casual, resembling a photo taken with a smartphone. The image has soft lighting and a slightly warm color grade. There are no obvious filters or visual edits. The overall aesthetic is informal and relatable, giving it a platform-native feel suitable for in-feed placement. # Hooks Headline: I ❤️ a Smol delivery # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a shot of multiple Smol product boxes on a wooden surface. This is included to visually introduce the range of items available. The audience experiences this from a customer's perspective, showcasing a recent delivery. - A text overlay states, 'I ❤️ a Smol delivery @smolproducts'. This serves as an endorsement of the brand and its delivery service. It is told from a customer's perspective, expressing satisfaction with the products. - The 'Gifted' tag in the top left corner suggests the image is part of a partnership. The audience experiences this from the brand's perspective.

# Ad summary This ad features a split-screen comparison showcasing the benefits of Smol dishwasher tablets versus traditional dishwasher detergents. The ad highlights the convenience of delivery, the all-in-one capsules, and the sparkling clean results, ultimately promoting a better and more eco-friendly cleaning experience. # Brand positioning Smol is presented as an eco-conscious and convenient alternative to traditional cleaning products. The brand aims to occupy a space in the consumer's mind as a modern, sustainable choice that doesn't compromise on cleaning performance. Smol aligns with values of convenience, environmental responsibility, and efficiency, pushing against the norms of traditional, bulky, and potentially wasteful cleaning products. The brand positioning is both functional, emphasizing simplicity and performance, and emotional, appealing to consumers who value sustainability and a hassle-free lifestyle. Smol aims to provide cleaning solutions that are better for the user, the planet, and their dishes. # Product The featured product is Smol 3-in-1 dishwasher tablets. These tablets are designed to provide a sparkling clean while being better for the environment and more convenient for the user. Smol tablets are delivered directly to the customer's door, eliminating the need to buy extra salt or rinse aid due to their 3-in-1 capsule formulation. The product promises a clean that is as good as leading brands while being better for the user, the planet, and their glasses. Smol addresses the purchase barriers of inconvenience, environmental concerns, and the need for multiple cleaning agents by offering a streamlined, eco-friendly solution. # Visual style The ad uses a split-screen comparison to visually highlight the differences between using Smol dishwasher tablets and traditional detergents. The editing style involves quick cuts to show the contrast between the 'new me' and 'old me' scenarios. The production quality has a UGC feel, enhancing the relatability and authenticity of the ad. The visual motif of a clean vs. dirty glass recurs throughout the ad. The pacing is consistent, with cuts timed to emphasize key differences. The audio-visual sync is present when text overlays appear to support the voiceover. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action get a pack of 9 tablets for FREE at smol.com # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a split screen comparing a clean glass (labeled "NEW ME") with a dirty glass (labeled "OLD ME"). - 00:02–00:03 00:02–00:03 The screen shows the delivery of Smol dishwasher tablets. This visual introduces the convenience of having the product delivered to the customer's door, contrasting it with the inconvenience of shopping for traditional cleaning products. - 00:03–00:06 00:03–00:06 The ad shows someone loading dishes into a dishwasher using traditional detergents versus someone loading dishes using Smol's 3-in-1 capsules. - 00:06–00:10 00:06–00:10 The ad presents the results of using Smol dishwasher tablets compared to traditional detergents. The ad aims to visually demonstrate the product's effectiveness, offering a sparkling clean that rivals leading brands. - 00:10–00:16 00:10–00:16 The ad shows a person relaxing and drinking from a clean glass, contrasted with someone struggling with a dirty glass while holding a baby.

# Ad summary This ad promotes the Smol brand. The brand offers a convenient way to purchase and use cleaning products like laundry detergent, dishwasher detergent, multi-purpose cleaner, and foaming hand soap. A person unpacks the items, then shows how to create the sprays and hand soap using water and the refillable bottles that come in the box. The ad shows how Smol products are delivered to the door so that customers can get all of their cleaning essentials in one box. # Brand positioning Smol is presented as a convenient provider of household cleaning essentials like laundry capsules, dishwasher tablets, multi-purpose sprays, and foaming handwash. The brand aims to occupy a space in the consumer's mind as a modern, eco-conscious brand. It promotes a lifestyle of simplicity and efficiency by delivering refills directly to the customer's door. Smol pushes against the norm of purchasing large, bulky cleaning supplies and offers a sustainable solution by providing concentrated refills that can be used with reusable bottles. # Product The featured products are laundry capsules, dishwasher tablets, multi-purpose sprays, and foaming handwash, all from the Smol brand. The laundry capsules are designed for a powerful clean, even at low temperatures. The dishwasher tablets eliminate the need for extra rinse aid and rewashing. The multi-purpose spray is made by adding water to a reusable bottle, offering an eco-friendly cleaning solution. The foaming handwash is gentle on the skin and refillable. All products are delivered in one box, providing a convenient way to keep a clean home. # Visual style The ad has a polished and clean aesthetic. The editing style consists of quick cuts and static shots, enhancing the pace and focus on the products. The production quality appears high, with bright, natural lighting and a modern home setting to appeal to the target audience. The pacing is consistent with about 5 cuts per minute. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Get your bundle at smol.com # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a hand placing a small box labeled 'smol' on a round wooden table. The text overlay states that this box replaced the entire cleaning cupboard. The intent is to immediately showcase the compact size and comprehensive nature of the Smol cleaning essentials. - 00:03–00:07 00:03–00:07 A blue box of 'Laundry capsules' is shown being held up. The packaging is opened to reveal the small blue capsules. The voiceover notes that the capsules are powerful even at low temperatures. This shows one of the products available in the smol box. - 00:08–00:12 00:08–00:12 Next, a pink box of 'Dishwasher tablets' is presented. The box is opened to show small pink tablets. The voiceover states that there is no need for extra rinse aid and no rewashing required. This highlights another product option and its convenience. - 00:13–00:15 00:13–00:15 A 'Multipurpose spray' bottle, a tablet, and a pump are displayed. Water is added to the bottle and the bottle is shaken. The ad shows how simple it is to make the cleaning spray and highlights the reusability aspect. - 00:16–00:19 00:16–00:19 A 'Foaming handwash' bottle is displayed. A hand unwraps and adds a handwash tablet to the bottle. The voiceover emphasizes the product is gentle on the skin. This underscores the caring aspects of the brand. - 00:20–00:25 00:20–00:25 The ad presents the smol box. The multi-purpose spray and foaming handwash bottle are shown, alongside a pink and blue box of smol product. The voiceover states, “one box every single cleaning essential deliver directly to your door. Get your bundle at smol.com”. This prompts viewers to order from the company website.

# Ad summary This ad features smol brand employees discussing their favorite product bundles. They discuss laundry products, dishwasher tablets, a multipurpose spray, and a foaming handwash. # Brand positioning Smol is presented as a modern and innovative brand focused on household cleaning products. The brand's positioning leans on the functional benefits of its products such as convenience and effectiveness, while also promoting a lifestyle of simplified, eco-friendly cleaning routines. Smol appears to challenge category norms by offering refillable products with simplified use, which positions the brand as a forward-thinking solution for consumers seeking ease and sustainability. The brand aligns with values of efficiency and cleanliness, with the ad suggesting that its products make cleaning tasks more manageable and effective. # Product The ad features a bundle of cleaning products from Smol. Included are laundry capsules, which work as a laundry detergent. Also included are dishwasher tablets, which are placed inside of a dishwasher to clean dishes. The bundle comes with a refillable multipurpose spray, which can be used to clean different surfaces. The bundle also comes with a refillable foaming handwash. The ad showcases the ease of use and effectiveness of each product, addressing potential purchase barriers by highlighting the convenience and cleaning power they offer. # Visual style The ad combines casual, selfie-style shots with product shots to create a UGC feel. The editing includes quick cuts between speakers and product displays. The overall aesthetic is clean and modern, aligning with the brand's image. The pacing is quick, with cuts every few seconds to maintain viewer engagement. There is no music, but the sound effects are synced with visual actions. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Stop thinking about it and order it today # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 A man directly addresses the audience to discuss why customers love a certain bundle of cleaning products so much. - 00:02–00:08 The ad shows a bundle of Smol products being arranged on the floor: laundry capsules, dishwasher tablets, refillable multipurpose spray, and refillable foaming handwash. - 00:08–00:25 The Smol employee interviews three Smol product users, who each discuss their favorite product of the brand. - 00:25–00:29 A hand places the Smol products back on the floor as the VO encourages the audience to stop thinking about it and order the product today. He finishes by questioning what they have to lose.

# Ad summary This ad showcases the various cleaning products available through the Smol subscription service. The ad features laundry capsules, dishwasher tablets, multi-purpose spray, and foaming handwash. # Brand positioning Smol is presented as a modern and convenient cleaning supply subscription service. The brand appears to promote simplicity and sustainability. Smol aims to take over the cleaning product market by offering essential cleaning supplies in a convenient subscription box delivered directly to your door. The brand seems to be functional and focuses on convenience. # Product Smol cleaning products are delivered directly to the customer's door. The brand offers laundry capsules for a powerful clean, even at low temperatures. They also offer dishwasher tablets with no extra rinse aid needed, to avoid rewashing. Their multi-purpose spray allows you to add water and reuse, and their foaming handwash is gentle on skin and refillable. The products are delivered in a single box every time. # Visual style The ad has a polished aesthetic with clear lighting and a clean domestic setting. The editing style features quick cuts. The production quality is high. The BPM is fast paced. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Get your bundle at smol.com. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a shot of a box on a table. - 00:01–00:03 00:01–00:03 The box is removed to reveal several Smol products. This introduces the range of products being offered. - 00:03–00:07 00:03–00:07 The narrator highlights Smol laundry capsules, showing the contents of the packaging and mentioning its cleaning power at low temperatures. This provides the viewer with a clear understanding of what the product does and its key benefits. - 00:08–00:12 00:08–00:12 The narrator highlights Smol dishwasher tablets, showing the product and mentioning that no extra rinse aid is needed. This serves to illustrate another product offering and its unique selling proposition. - 00:12–00:15 00:12–00:15 The narrator highlights Smol multi-purpose spray, showing the product being mixed with water. This highlights how the product can be reused. - 00:16–00:19 00:16–00:19 The narrator highlights Smol foaming handwash, showing the pod and refillable container. This communicates that the product is gentle and eco-friendly. - 00:20–00:22 00:20–00:22 The products are delivered in one box directly to the customer's door. This emphasizes the convenience of the subscription service. - 00:22–00:25 00:22–00:25 A final shot shows all of the products and the website address. The ad ends with a clear call to action to get your bundle at smol.com.

# Ad summary The ad asks smol warehouse team members what their favorite product is from the smol essentials bundle, which includes laundry capsules, dishwasher tablets, refillable multipurpose spray, and refillable foaming handwash. Each team member shares which item they like best and why, touting the excellent smell and cleaning power. # Brand positioning smol is presented as a brand offering household cleaning essentials that are both effective and enjoyable to use. The ad highlights how the products are favored not only by adults but also by children, suggesting a family-friendly appeal. By showcasing the warehouse team's genuine preferences, smol reinforces its positioning as a trusted and valued brand among its own employees. The brand's focus on refillable options also implies a commitment to sustainability, aligning with eco-conscious consumer values. # Product The advertised product is the smol Essentials Bundle, a collection of household cleaning supplies. The bundle includes laundry capsules for washing clothes, dishwasher tablets designed to effectively clean plates and glassware, a refillable multipurpose spray for general cleaning needs, and a refillable foaming handwash. All of the products in the bundle are designed to be effective and convenient, with refillable options to reduce waste. The dishwasher tablets ensure glasses come out really clean, and the foaming handwash is especially popular among children because of the bubbles it creates. The ad encourages viewers to try the bundle by emphasizing its overall value and effectiveness. # Visual style The ad has a casual, unpolished aesthetic, resembling user-generated content. The editing is straightforward, with simple cuts between interview segments and product showcases. The setting is a brightly lit warehouse. The pacing is moderate, with cuts timed to coincide with natural pauses in speech, creating a conversational rhythm. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Stop thinking about it, and order it today # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 At the start of the ad, a warehouse employee asks a female coworker what her favorite product in the essentials bundle is, piquing viewer interest in the bundle's contents. - 00:02–00:13 00:02–00:13 A male employee then shifts the perspective to his own, as he walks through the warehouse and shows off the contents of the essentials bundle, including laundry capsules, dishwasher tablets, multipurpose spray, and foaming handwash. He points out key features like effectiveness and refillability, building a sense of value and quality. - 00:14–00:33 00:14–00:33 The ad returns to the format of interviewing employees, asking each one their favorite product from the bundle. Their reasons for liking the products are shared, with the woman saying the laundry products smell fabulous, one man saying the dishwasher tablets make glasses really clean, and another man saying that the multipurpose spray gets everything clean with one rub. These testimonials build social proof and trust in the brand. - 00:34–00:37 00:34–00:37 The ad concludes with a direct call to action, urging viewers to stop thinking about it and order the bundle today. The question “What have you got to lose?” addresses potential purchase hesitation, encouraging viewers to take the risk and try the product.

# Ad summary A content creator discusses the smol brand laundry detergent capsules. She shares that she is swapping out her home items for products that are better for the planet. She states that other laundry brands use plastic packaging and unnecessary chemicals, but the smol packaging is plastic free and the capsules are free from SLS. She adds that they clean just as well and work in low temperatures. She encourages viewers to start by trying smol out for free, only paying postage. She recommends subscribing so that the capsules arrive when needed. # Brand positioning smol is presented as an eco-friendly alternative to traditional laundry detergents. The brand pushes against the norms of plastic packaging and harsh chemicals often found in mainstream brands. It positions itself as a choice for consumers who are environmentally conscious and looking for a gentler formulation without sacrificing cleaning effectiveness. The brand aligns with values of sustainability, convenience, and health-consciousness. # Product smol offers non-biological laundry capsules that are designed to be better for the planet and gentler on the skin. The capsules are delivered in 100% plastic-free packaging and the capsules themselves are free from SLS and other unnecessary chemicals, making it a gentle formulation. The laundry capsules work well even at low temperatures, saving energy. A key feature is the subscription service, which delivers the capsules directly to the customer's door, ensuring they never run out. The product is aimed at environmentally-conscious consumers who seek a convenient and effective laundry solution without the negative impact of traditional detergents. # Visual style The ad uses a UGC style with natural lighting and a bright and airy feel. The editing style includes quick cuts and smooth transitions. The production quality is a hybrid feel. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action You can check out smol in the link below. # Point of view - [object Object] # Storyline - 00:00–00:05 The content creator introduces the smol laundry capsules, framing it as a much-anticipated replacement in her ongoing effort to swap out her home products for better alternatives. - 00:05–00:11 She explains her method of swapping out products with more eco-friendly versions as they run out. - 00:11–00:18 The creator highlights her motivation for choosing smol, citing concerns about the plastic packaging and chemicals used by other laundry brands. - 00:18–00:24 She states that she has had her eye on the product and when her old capsules ran out, it was time to make the swap. - 00:24–00:27 The content creator advises viewers to try the product out for free by only paying the postage. - 00:27–00:31 She shows the capsules arrive in 100% plastic-free packaging. - 00:31–00:37 She notes that the capsules are free from SLS and other unnecessary chemicals. - 00:37–00:42 She reassures the audience that the capsules will actually clean their clothes. - 00:42–00:46 She mentions that the capsules work in low temperatures to save energy. - 00:46–00:51 She states that with the subscription, the product just arrives when you need it, making it easier than ever. - 00:51–00:57 She reinforces that if viewers are already swapping products out, this is genuinely worth adding to the list. - 00:57–00:59 The content creator tells viewers to check out smol in the link below.

# Ad summary This ad uses a question and answer format to address common consumer concerns about the Smol dishwasher tablet product. It highlights the tablet's cleaning power, all-in-one formula, cost-effectiveness, and flexible subscription model. # Brand positioning Smol is presented as a challenger brand in the home cleaning market, directly competing with 'the big brands' by offering comparable cleaning performance with fewer chemicals. It aims to occupy a space in the consumer's mind as an eco-conscious and cost-effective alternative to traditional cleaning products. The brand aligns with values of sustainability and convenience, positioning itself as a modern, customer-centric brand that pushes back against the rigid subscription norms of competitors, offering a flexible, letterbox-friendly delivery service. # Product The featured product is Smol dishwasher tablets, designed for use in standard dishwashers. The tablets are promoted as having 'proven performance' to match leading brands, while using 'less chemicals.' They are presented as an all-in-one solution, eliminating the need for separate salt and rinse aid. Smol tablets are marketed as effective against baked-on food, even after 48 hours. The product's key selling points include its competitive pricing, with a cost of '22p a load - same price or less than the big brands.' Smol also offers a flexible subscription model where consumers can 'skip, delay, or cancel anytime,' with delivery through the letterbox. # Visual style The ad has a clean and bright aesthetic, with a focus on product clarity. The editing style uses quick cuts to maintain a fast pace and answer questions efficiently. The production quality is a blend of UGC feel and polished commercial elements, which creates a sense of authenticity while still maintaining a professional appearance. Pacing is quick, with around 8-10 cuts per minute. Audio-visual sync isn't precise or emphasized. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Try them today at smol.com # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a question about the effectiveness of Smol products. - 00:01–00:05 In response, the ad shows a series of impeccably clean dishes and cookware recently removed from the dishwasher. This visual proof is accompanied by on-screen text claiming 'proven performance to match them, with less chemicals.' The moment is presented from the brand's perspective, offering a direct answer to a customer question. - 00:05–00:06 Another question regarding baked-on food is posed, addressing a common concern about cleaning stubborn messes. - 00:06–00:10 The ad demonstrates Smol's effectiveness by showing a heavily soiled dish before revealing the spotless after-result. The text overlay 'they're proven to tackle 48-hour dried on food' reinforces the product's cleaning capabilities, continuing from the brand's perspective. - 00:11–00:11 The ad anticipates a follow-up question regarding the need for additional dishwasher products. - 00:11–00:14 The ad refutes the need for additional products, showcasing a tablet being placed into the dishwasher detergent compartment, accompanied by a text overlay that says 'nope - smol tablets are all-in-one.' - 00:15–00:15 The ad addresses the cost, answering the question, 'how much are they?' - 00:15–00:19 The ad positions Smol as a budget-friendly option with a text overlay that says '22p a load - same price or less than the big brands.' The visual of the tablet in hand emphasizes its compact and concentrated form. - 00:19–00:20 Addressing subscription concerns, the ad states: 'i don't want a subscription.' - 00:20–00:25 The ad counters the subscription concern with a visual of the product packaging and the accompanying statement 'no pressure. skip, delay, or cancel anytime. Delivered through your letterbox as needed,' highlighting the flexibility of Smol's service model. This comes from the brand's perspective. - 00:25–00:26 The ad concludes with a final call to action, encouraging viewers to try Smol products. - 00:26–00:28 The call to action is reinforced by a shot of the product packaging and tablets along with a website address.

# Ad summary This ad showcases smol cleaning products, emphasizing their commitment to sustainability, including reduced plastic usage, vegan and cruelty-free formulas, and effective cleaning power. It highlights both laundry and dishwashing products, promoting the convenience of refilling containers and the brand's environmentally conscious approach. # Brand positioning Smol is presented as a modern, eco-conscious cleaning brand that prioritizes sustainability without compromising on product performance. The brand aims to occupy a space in the consumer's mind as an environmentally friendly alternative to traditional cleaning products. Smol aligns with values of reducing plastic waste, using vegan and cruelty-free ingredients, and minimizing environmental impact. The brand challenges the norms of excessive plastic packaging and promotes a refillable system to reduce waste, positioned as a sustainable choice for consumers looking to make a positive impact. The brand's positioning is both functional (effective cleaning) and emotional (environmental responsibility). # Product The ad showcases Smol's laundry and dishwashing products, both designed to be environmentally friendly and effective. The laundry product is presented as a sensitive and fragrance-free, non-biological laundry capsule. The dishwashing product consists of concentrated dishwasher tablets. Both products are advertised in plastic-free packaging and are vegan and cruelty-free. The USPs include their eco-friendly packaging, ethical ingredients, and strong cleaning performance, as highlighted by the statement "Work amazingly!" and “Cleaning products that actually work!”. The packaging is designed to be refillable, reducing waste, with refills delivered in small cardboard boxes. The products are intended for everyday use and address the purchase barriers associated with environmental concerns by offering a sustainable and convenient cleaning solution. # Visual style The ad has a bright and clean aesthetic, consistent with the brand's focus on cleanliness and environmental friendliness. The editing style features quick cuts to keep the pace moving, interspersing shots of product packaging and use. The production quality leans towards a polished commercial feel, incorporating natural lighting and visually appealing product displays. The pacing is moderate, with cuts timed to match the rhythm of the music. The audio-visual sync is well-coordinated, enhancing the overall viewing experience. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with hands organizing several boxes and containers in front of an open cardboard box. - 00:00–00:01 The focus is on highlighting the brand's packaging and refillable design. - 00:00–00:01 The brand is speaking and conveying a feeling of discovery, emphasizing the refill process. - 00:02–00:04 The ad shifts to hands opening a sealed cardboard box. - 00:02–00:04 This action is to highlight the unboxing experience and packaging. - 00:02–00:04 The tone is matter-of-fact while stating the benefits. - 00:04–00:08 The ad shows the items that came in the cardboard box from the previous scene and displays them on a white desk. - 00:04–00:08 The presenter is highlighting the packaging again to highlight the subscription option of Smol products. - 00:09–00:10 A hand is holding a box of laundry detergent. - 00:09–00:10 The user displays the product in front of the camera while listing off benefits of the product. - 00:10–00:12 The presenter moves the product to the washing machine. - 00:10–00:12 The ad emphasizes the effectiveness of the product. - 00:13–00:17 A hand opens the lid of a silver container and reveals pink and white dishwasher tablets. - 00:13–00:17 The presenter focuses on showing the product. - 00:18–00:20 The ad reiterates the benefits of the cleaning product.

# Ad summary This ad features the laundry capsules from the brand smol. The ad answers a question about whether smol laundry capsules clean as well as the big brands, featuring an employee from the company and a customer. # Brand positioning Smol is presented as a laundry and home cleaning brand, offering products like laundry capsules and other household essentials. The brand positions itself as a cleaner and more effective product. Smol also prioritizes sustainability and ethical practices, as seen through the promotion of trial offerings that emphasize affordability and accessibility. The brand aims to disrupt the market by providing quality products at a fair price, challenging the dominance of larger, more traditional brands. Overall, Smol aims to be viewed as a brand that is reliable, effective, and aligned with modern values of sustainability and ethical consumerism. # Product The featured product is Smol laundry capsules. The ad suggests that the Smol laundry capsules perform as well as the big brands in stain removal, with the same price point. Smol is also positioned as cleaning better at lower temperatures like 20 degrees. The capsules are available as a free trial where the customer only covers the postage. The laundry products also smell absolutely fabulous. # Visual style The ad has a casual, UGC style with a well-lit environment. The video utilizes quick cuts and static shots, with simple transitions. The video feels like a hybrid of UGC and a polished commercial. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Just cover the postage # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:04 The ad begins with an off-screen female voice asking if Smol laundry capsules get stains out as well as the big brands. - 00:04–00:08 Drew, an employee of Smol, appears on-screen holding the laundry capsules and a cleaning brush. He responds to the question, asserting that the capsules are the same price and performance as the big brands, and even clean better at 20 degrees. - 00:08–00:10 Drew is then shown asking a female employee of Smol what her favorite product is in their essentials bundle. - 00:11–00:15 The female employee responds that her favorite product is their laundry products because they smell absolutely fabulous. - 00:15–00:16 Drew then looks directly at the camera asking what is stopping everyone from trying their products. - 00:17–00:20 Drew answers his own question, saying nothing really, the trials are free, you just have to cover the postage.

# Ad summary The ad promotes Smol laundry capsules, emphasizing their eco-friendliness and effectiveness. It features a creator switching to Smol due to concerns about plastic packaging and unnecessary chemicals in other brands. She highlights Smol's plastic-free packaging, gentle formulation, cleaning power, low-temperature effectiveness, subscription convenience, and free trial offer. The ad encourages viewers to try Smol as part of a "swap by swap" approach to more sustainable living. # Brand positioning Smol is presented as an eco-conscious alternative to conventional laundry brands. The brand is positioned for consumers who are environmentally aware and looking for sustainable options in their household products. Smol aligns with values of environmental responsibility and conscious consumption, pushing against the category norms of heavy plastic packaging and chemical-laden formulas common among larger competitors. The brand positioning is both functional (gentle formulation, low-temperature effectiveness) and emotional (peace of mind about environmental impact). # Product Smol non-biological laundry capsules are presented as an eco-friendly laundry detergent option. They are designed for consumers who are environmentally conscious and want to reduce their impact on the planet. The capsules come in 100% plastic-free packaging and are free from things like SLS, offering a gentle formulation with less unnecessary chemicals. The capsules are effective at cleaning, even at low temperatures, which helps to reduce energy consumption. A key USP is the free trial offer (just pay postage) to try the product risk-free. Once on the subscription, Smol laundry capsules will arrive when you need it. The product aims to address the purchase barriers of environmental concerns and the desire for a convenient, effective laundry solution. # Visual style The ad features a polished, UGC-style aesthetic with a focus on natural light and clean visuals. Editing is smooth with simple transitions and static shots, conveying a sense of authenticity and relatability. The production quality is high, creating a hybrid feel that blends a personal recommendation with professional presentation. The pacing is moderate with consistent cuts, emphasizing key moments and product features. Visuals, text, and actions are timed to the voiceover to emphasize key messaging. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action You can check out smol in the link below. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator states she's been waiting to finish her old laundry capsules to switch to a new brand. - 00:02–00:05 00:02–00:05: The creator explains that she has been working to swap out her household products. - 00:05–00:12 00:05–00:12: The creator shows how she has been swapping things out with better products for the planet as they run out rather than throwing anything away before it's done, showing examples like her toothbrushes and tote bags. This establishes the creator's personal value set and positions this laundry product as a natural extension of her lifestyle choices. - 00:12–00:19 00:12–00:19: The creator explains how laundry has been on her list for a while because of how the other big brands use plastic packaging and a lot of unnecessary chemicals, and it wasn't what she wanted. This highlights her frustration with mainstream options and establishes a clear pain point that the product will address. - 00:19–00:25 00:19–00:25: The creator states that all she can think about is how it's affecting the planet and how she had Smol on her radar and when the old capsules finally ran out, it was time. This builds anticipation for the product reveal by framing it as the solution she's been waiting for. - 00:25–00:33 00:25–00:33: The creator recommends trying the capsules out for free first because you only pay postage and the capsules arrive through the door in 100% plastic-free packaging. This eases potential purchase barriers by promoting the free trial and reinforcing the eco-friendly aspect. - 00:33–00:40 00:33–00:40: The creator opens the box and explains that the capsules themselves are free from things like SLS, making a gentle formulation with less unnecessary chemicals, which is the bit that mattered the most to her. This highlights a key benefit of the product and reinforces the brand's commitment to health-conscious consumers. - 00:40–00:55 00:40–00:55: The creator explains that she doesn't have to worry about whether or not it actually cleans properly because it cleans just as good, even works at low temperatures, which adds up over time if you want to reduce energy, and once you're on the subscription, it just arrives when you need it; you never have to think about it again—easiest thing ever. This confirms product efficacy and emphasizes the convenience and energy savings of the brand. - 00:56–01:03 00:56–01:03: The creator finishes by stating that if you are doing the same swap by swap thing, then this one is genuinely worth adding to the list, and you can check out Smol in the link below. This provides a final endorsement and a clear call to action, positioning the product as a must-have for environmentally conscious consumers.

# Ad summary This ad features a woman in her bathroom showing the viewer the stains on her child's clothes and talks about how she does not have a lot of time to wash the clothes because her child has to go to school. She goes on to talk about how she uses Smols laundry detergent because it's built for quick washes and can handle a full load in 15 minutes. She goes on to say that the product has been proven to outperform Persil Wonderwash on quick cycles. She goes on to say it gets everything properly clean. In addition, she says that you only need a small dose of the detergent and smaller doses equals less product with better results. # Brand positioning Smol is presented as a modern laundry detergent brand focused on providing effective cleaning power while minimizing environmental impact and consumer hassle. This is demonstrated through claims that their laundry liquid is built for quick washes, handles full loads in 15 minutes, and outperforms Persil Wonderwash on quick cycles. The brand emphasizes convenience and efficiency for busy families, while also caring about the environment by offering concentrated formulas that require less product per wash. The brand highlights that it is gentle as well. # Product Smol Laundry Liquid is described as a highly effective detergent built for quick wash cycles and capable of handling full loads in just 15 minutes. It's positioned as a superior alternative to Persil Wonderwash, offering better cleaning performance in less time. The product's concentrated formula means only a small dose is needed, making it economical and environmentally friendly. It is dermatologically tested, is gentle, and is suitable for families with sensitive skin. It thoroughly cleans clothes, removing stains, food marks, and brightening whites. # Visual style The ad has a UGC feel with simple editing, natural lighting, and a handheld camera. The production quality is decent, but the overall aesthetic is meant to appear like a casual, authentic user testimonial. The cuts are timed to the woman's voiceover. The visual motifs are simple and clean. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action I'll stick the link in the bio now. # Point of view - [object Object] # Storyline - 00:00–00:07 The woman is preparing to do laundry for her child's school uniform. - 00:07–00:11 The woman states that she used to rely on quick washes with Persil Wonderwash, but she always had to do half a load; otherwise, nothing came out clean. - 00:11–00:17 The woman states that Smols laundry liquid is different because it is built for quick washes and handles a full load in 15 minutes. - 00:17–00:25 The woman states the product has been proven to outperform Persil Wonderwash on quick cycles. She states that you only need a small dose which she didn't expect. - 00:25–00:34 The woman states smaller doses equals less product with better results. She then goes on to show the stains are gone and the whites came out looking brighter. - 00:34–00:40 The woman states the detergent is gentle. She states the product is dermatologically tested, so it is less stress for your family's sensitive skin. - 00:40–00:46 The woman states she will still have time to dry the clothes before school. She then states that if you would like to try the product, you can get started for £3. She then mentions she will put the link in the bio.

# Ad summary This ad promotes Smol laundry capsules by debunking common laundry myths. The ad features a woman standing in front of a washing machine, addressing the camera and disproving myths about laundry pods, cold washes, and eco-friendly products. # Brand positioning Smol is presented as a brand that challenges conventional laundry product norms by offering eco-friendly and effective laundry capsules. The brand positions itself as a solution to common laundry myths, emphasizing that its small capsules work on big loads, do not require separate compartments, work brilliantly in cold washes, are better for the planet without sacrificing performance, and are affordable. Smol aims to occupy a space in the consumer's mind as a sustainable, efficient, and cost-effective alternative to traditional laundry detergents, aligning with values of environmental consciousness and practicality. The brand pushes against the notion that eco-friendly products are less effective or more expensive, positioning itself as a modern, innovative solution. # Product Smol laundry capsules are presented as a compact and effective solution for all laundry needs. The capsules are designed to tackle even the dirtiest full loads with just one small capsule, debunking the myth that small pods are ineffective for large loads. Smol capsules do not require separate compartments in the washing machine, as their single-chamber design delivers everything needed in one. The capsules work effectively in cold washes at 20 degrees, saving energy and protecting clothes. Smol emphasizes that being better for the planet does not mean lower performance, highlighting thousands of five-star reviews that attest to their effectiveness. The product is also positioned as affordable, costing just 25p per wash, challenging the belief that eco-friendly products are more expensive. Smol capsules work effectively even on shorter cycles, providing a convenient and efficient laundry solution. # Visual style The ad has a UGC feel with a polished commercial look. The editing style includes quick cuts and static shots. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of being informative and trustworthy. The pacing is consistent with moderate cuts per minute. The audio-visual sync is timed to voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Try our laundry capsules today with a free trial. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a woman standing in front of a washing machine, looking directly into the camera. She introduces the topic of laundry myths that big brands want viewers to believe. This sets the stage for debunking these myths and positions the brand as a challenger of industry norms. The perspective is from the brand, conveyed through the woman's direct address and tone. - 00:03–00:04 00:03–00:04 The woman states, "Myth 1: 'Small pods won't work on big loads'" followed by "Wrong." This introduces the first myth and immediately refutes it, creating a sense of surprise and intrigue. The perspective is from the brand, challenging a common misconception. - 00:04–00:08 00:04–00:08 The woman shows a Smol capsule and states, "One smol capsule tackles even your dirtiest full load." This provides a visual and verbal demonstration of the product's effectiveness, reinforcing the brand's claim. The perspective is from the brand, showcasing the product's capabilities. - 00:08–00:09 00:08–00:09 The woman states, "Myth 2: 'Your pods need separate compartments to work'" followed by "Nope." This introduces the second myth and immediately refutes it, maintaining the ad's rhythm of myth-busting. The perspective is from the brand, challenging another common misconception. - 00:09–00:13 00:09–00:13 The woman shows a Smol capsule and states, "Our single chamber capsules deliver everything you need in one." This highlights the product's design and convenience, reinforcing its value proposition. The perspective is from the brand, showcasing the product's features. - 00:13–00:14 00:13–00:14 The woman states, "Myth 3: 'Cold washes don't clean clothes well'" followed by "Myth." This introduces the third myth and immediately refutes it, continuing the ad's pattern. The perspective is from the brand, challenging a third common misconception. - 00:14–00:19 00:14–00:19 The woman states, "Smol works brilliantly at 20 degrees, saving energy and your clothes." This emphasizes the product's effectiveness in cold washes and its benefits for both energy conservation and garment care. The perspective is from the brand, highlighting the product's advantages. - 00:19–00:21 00:19–00:21 The woman states, "Myth 4: 'Better for the planet = lower performance'" followed by "Nope. Don't believe us?" This introduces the fourth myth and immediately refutes it, inviting skepticism and further validation. The perspective is from the brand, challenging a fourth common misconception. - 00:21–00:26 00:21–00:26 The woman states, "Just read the thousands of five star reviews that mention how well they work." This encourages viewers to seek external validation, building trust and credibility. The perspective is from the brand, directing viewers to social proof. - 00:26–00:27 00:26–00:27 The woman states, "Myth 5: 'Better for the planet = a higher price tag'" followed by "Not anymore." This introduces the fifth myth and immediately refutes it, addressing a common concern about eco-friendly products. The perspective is from the brand, challenging a fifth common misconception. - 00:27–00:30 00:27–00:30 The woman states, "Smol costs just 25p per wash." This highlights the product's affordability, reinforcing its value proposition. The perspective is from the brand, emphasizing the product's cost-effectiveness. - 00:30–00:31 00:30–00:31 The woman states, "Myth 6: 'Quick washes don't get clothes properly clean'" followed by "Wrong." This introduces the sixth myth and immediately refutes it, maintaining the ad's rhythm of myth-busting. The perspective is from the brand, challenging a sixth common misconception. - 00:31–00:35 00:31–00:35 The woman states, "Smol works effectively, even on shorter cycles." This emphasizes the product's efficiency and convenience, reinforcing its value proposition. The perspective is from the brand, highlighting the product's advantages. - 00:35–00:39 00:35–00:39 The woman states, "Try our laundry capsules today with a free trial." This provides a clear call to action, encouraging viewers to try the product risk-free. The perspective is from the brand, prompting immediate action.

# Ad summary An image ad featuring a woman sitting in a wicker chair surrounded by cleaning products, touting a special offer on the brand's top four products. # Brand positioning The brand presents itself as a provider of cleaning solutions for the modern, eco-conscious consumer. The ad highlights ease and satisfaction in completing household tasks through the use of the brand's products. By visually associating the products with a relaxed individual in a comfortable setting, the brand suggests that maintaining a clean home can be a seamless and enjoyable part of everyday life, not a chore. The brand seemingly ignores the traditional category norms that often rely on demonstrations of cleaning power or fear-based messaging around germs and dirt; instead, it focuses on the emotional payoff of having a tidy home. # Product The ad showcases a range of cleaning products from the brand, including multipurpose spray, foaming handwash, laundry capsules, and dishwasher tablets. The multipurpose spray is packaged in a clear bottle with a yellow liquid, with a spray nozzle. The foaming handwash comes in a blue-grey bottle with a pump dispenser. The laundry capsules and dishwasher tablets are packaged in small cardboard boxes, with the brand logo prominently displayed. These products are for anyone looking for simple solutions to household cleaning that can be purchased together. # Visual style The ad features a casual, lifestyle-oriented visual style, resembling user-generated content (UGC). The shot appears to be taken indoors with natural lighting, creating a warm and inviting atmosphere. The composition is simple and focuses on the woman and the products, with minimal background distractions. The overall aesthetic suggests authenticity and accessibility, aligning with the brand's positioning as an approachable and eco-conscious cleaning solution provider. # Hooks Headline: How life feels when you've sorted the washing, dishes, surfaces and handwash for £5 (+P&P) # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad opens with a woman relaxing in a chair, surrounded by cleaning products. This sets the stage for the brand's message of ease and satisfaction in completing household tasks. - The brand highlights a special offer of the top four products for a set price, creating a sense of value and encouraging immediate purchase. The brand is telling the audience to grab these products while you can. - The brand then points out each cleaning product individually to showcase the range of cleaning solutions available, and to ensure the customer is aware of all of the possible products for purchase.

# Ad summary This image ad displays a man and a woman holding four different cleaning products while callouts around them highlight the features of each product. The headline states that the product will make your home run better. The ad also contains an offer for four top products for £5. # Brand positioning Smol is presented as a company that offers a range of home cleaning products, including laundry detergent, dishwashing detergent, hand soap, and surface cleaner. The brand seems to occupy a space in the market that promotes efficiency and ease of use, as the products aim to make the home run a little better. The visuals are clean and the overall tone is welcoming. Smol's alignment with practical values suggests they are aiming for a consumer base that values convenience and a simplified approach to home care. The positioning is primarily functional, highlighting the effectiveness and ease of use of their products. # Product The image features four different Smol cleaning products. The first is a hand soap in a teal-colored refillable container with a white pump. The second is a laundry detergent in a blue cardboard package with the smol logo and small pictograms on the front. The third is dishwashing detergent in a pink cardboard package with the smol logo on the front. The fourth is a surface cleaner in a clear spray bottle with an orange liquid. The USPs conveyed are the convenience, effectiveness, and variety of the cleaning product offerings, each designed for different cleaning tasks around the home. The ad addresses the potential barrier of needing multiple specialized cleaning products by offering a comprehensive set of solutions. # Visual style The ad has a highly polished and clean visual aesthetic. It employs a flatlay style with a bright, natural lighting and minimal shadows. The image treatment includes background removal for the text bubbles and badges, and the typography is large and bold. The ad attempts to mimic a platform-native style but with a higher level of polish, which enhances scannability in-feed. # Hooks Headline: How life feels when your home runs itself a little better # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a visual of a couple holding up a variety of cleaning products. This moment is meant to establish a relatable context and to introduce the product lineup through the brand's perspective. - Callouts around the products highlight their features, providing specific details about the benefits of each item. This provides information through the brand's perspective. - The ad concludes with an offer, encouraging viewers to take action and try the products. This offer serves as an incentive and call to action from the brand's perspective.

# Ad summary A woman shares her frustration with laundry detergent and introduces a new laundry detergent brand called smol. She talks about how her clothes would smell damp and using smol fixed this. The woman talks about how she wishes she would have switched sooner but others can also try it by visiting smol.com. # Brand positioning smol is presented as a direct-to-consumer laundry detergent brand focused on convenience and efficacy. The brand aims to simplify the laundry process by delivering detergent directly to the customer's doorstep before they run out, making adulting "so much easier." Smol promotes itself as an effective alternative to larger brands, providing quality cleaning even at low temperatures like 20 degrees. The brand stands apart by emphasizing convenience and reliability, taking a functional approach to position itself as a hassle-free solution for everyday laundry needs. # Product Smol non-biological laundry capsules are advertised as a solution to laundry issues, particularly the problem of clothes smelling damp even after washing. The product is designed for individuals who are frustrated with ineffective detergents and seek a reliable, convenient alternative. Smol is highlighted for its ability to effectively clean clothes even at low temperatures like 20 degrees, matching the performance of larger brands. The product is delivered directly to the customer's doorstep before they run out, addressing the purchase barrier of remembering to buy detergent. It is presented as a hassle-free option for individuals seeking an easier way to manage their laundry needs and make adulting easier. # Visual style The ad uses a UGC-style format with a natural and unfiltered aesthetic, which contributes to a relatable and authentic tone. The editing is straightforward, using simple cuts to transition between shots. The production quality appears casual, aligning with the UGC feel, while the pacing maintains a moderate rhythm, allowing viewers to follow the content easily. The audiovisual synchronization is well-maintained, with cuts and product actions timed to the voiceover lines to enhance engagement and clarity. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Try it at smol.com. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05 For the past few months, a woman shares she's had to rewash her laundry multiple times a week. This opens up from the customer's perspective, framed with relatable frustration and confusion. - 00:06–00:15 00:06–00:15 The woman says she genuinely thought she was going crazy because her clothes would look clean, but they didn't smell right—damp all the time. The intention is to emphasize the ad viewers problem and the frustration that goes along with it. - 00:15–00:24 00:15–00:24 The woman says she kept rewashing everything, thinking it was the machine. She emphasizes that it wasn't the machine, it was the detergent she was using. The perspective is shared to transition from problem to solution. - 00:25–00:28 00:25–00:28 The woman says that she switched to smol, and it just fixed it. This introduces the product as the solution to the problem. - 00:29–00:37 00:29–00:37 The woman states that there is no weird smell anymore, the clothes are just actually clean, and that it works just as well as the big brands, even at 20 degrees. The intention is to show the success of the product and all the benefits. - 00:37–00:45 00:37–00:45 The woman notes that smol shows up at the door step before you run out, which honestly makes adulting so much easier. The perspective is shared to show the product is convenient and easy to use. - 00:45–00:51 00:45–00:51 The woman says that she wishes she had switched way sooner, but others can also try it at smol.com. The intention is to recommend the product and give a CTA.

# Ad summary This UGC-style ad features a woman sharing her experience with the SmOl laundry detergent brand. She mentions that her clothes didn't smell clean and she had to wash her clothes multiple times. She finally discovered it was the detergent she was using that was causing the issue and switched to SmOl detergent, which fixed the problem and makes 'adulting' easier. # Brand positioning SmOl is a laundry detergent brand that offers a convenient, delivered-to-your-doorstep subscription service. It's presented as a solution to common laundry problems, such as clothes not smelling clean, even after washing. The brand's eco-friendly practices include plastic-free packaging and cold water washing capabilities, which offer an environmentally friendly alternative to big brands. The brand focuses on convenience and simplification of everyday tasks like laundry. # Product SmOl is a non-biological laundry detergent that's available in capsule form. This product helps with getting clothes clean and smelling fresh, even when washed in cold water (20 degrees). It differentiates itself from 'big brand' detergents, which can lead to clothes smelling damp, as well as offers a subscription service. The detergent is delivered to your doorstep 'before you run out.' SmOl also reduces plastic waste, using plastic-free packaging. Its capsule format is designed for ease of use. # Visual style The ad has a UGC feel with natural lighting and a static camera, giving it an authentic and relatable feel. The editing is simple with cuts between different shots, mainly focused on the speaker or the product being shown. The pacing is moderate and conversational, designed to make the viewer feel like they're listening to a friend share their experience. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Try it at smol.com # Point of view - [object Object] # Storyline - 00:00–00:02 A woman is looking into the camera and says she once found a rat in her washing machine. - 00:02–00:08 She then clarifies she means not literally, but the liquid laundry detergent she was using made it seem like it, which is a response to the previous statement and sets the stage for the actual problem. - 00:08–00:17 She shares that she genuinely thought she was going crazy because her clothes looked clean but didn't smell right (kind of damp all the time). This conveys the frustration and confusion she experienced. - 00:18–00:23 She describes rewashing everything, thinking it was her washing machine, which reinforces the extent of her frustration. - 00:23–00:26 She then reveals it was the detergent she was using, setting up the solution. - 00:27–00:31 She says she switched to SmOl and that it fixed the problem, which introduces the product as the solution. - 00:31–00:35 She reiterates there is 'no weird smell anymore, just actually clean.' - 00:36–00:41 She says SmOl 'works just as well as the big brands even at 20 degrees,' which positions SmOl as a comparable or better alternative. - 00:41–00:45 She says SmOl 'shows up at your doorstep before you run out,' highlighting the convenience of the service. - 00:45–00:48 She states that SmOl makes 'adulting so much easier,' highlighting convenience and simplification of everyday tasks. - 00:48–00:54 She expresses that she wishes she had switched to SmOl sooner and encourages viewers to 'try it at smol.com' which serves as a call to action.

# Ad summary This ad highlights the benefits of Smol dishwasher tablets and how they are a great alternative to other chemical based dishwasher tablets. # Brand positioning Smol is presented as a company providing household cleaning products that use less chemicals than standard brands. They are a simply brilliant alternative for consumers looking to reduce their chemical usage. The brand's environmentally friendly packaging, with recycling symbols, suggests an eco-conscious approach. Smol positions itself as a smarter, healthier choice for cleaning needs. # Product Smol dishwasher tablets are compact cleaning agents designed for dishwashers. The tablets are small, square-shaped, and come in a minimalist cardboard box with a pink and tan color scheme. The box features the brand logo, "smol", in a modern sans-serif font. The tablets themselves are a speckled white color. The product promises to use less chemicals, making it a healthier and more eco-friendly option compared to traditional dishwasher tablets. The ad emphasizes the positive results of using the product, such as cleaner plates and glasses, and the elimination of unpleasant dishwasher odors. # Visual style The ad has a casual, user-generated content (UGC) aesthetic, resembling a snapshot taken in a home setting. The lighting is natural, and the image features a simple composition with the product placed on a wooden table. The visual style conveys authenticity and trustworthiness, making the ad feel like a personal recommendation. # Hooks Headline: We've both been reading a lot around chemicals in products like dishwasher tablets so we switched to @smolproducts which use less, simply brilliant. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - From the customer’s POV, they share that they have been reading about the chemicals in other dishwasher tablets. - From the customer’s POV, they convey the simple solution that they have switched to @smolproducts because they use less chemicals. They also say that it is simply brilliant. - From the customer's POV, they acknowledge that nothing's perfect, but they have noticed that their dishes come out cleaner and their dishwasher does not stink anymore.

# Ad summary This ad demonstrates the convenience of Smol laundry detergent refills, which are delivered when you need them. # Brand positioning Smol is presented as a modern and convenient solution to traditional laundry detergent. Positioned for busy individuals, it offers a hassle-free subscription service where refills arrive precisely when needed, eliminating the stress of running out. The brand promotes a functional yet caring approach to household chores, simplifying life with its timely delivery and easy-to-use refill system. # Product Smol offers laundry detergent refills designed for ease and convenience. The product includes a reusable bottle with a pump dispenser that customers refill with the blue detergent from a small carton. Sold through a subscription service, Smol delivers refills exactly when you need them. This system addresses the inconvenience of running out of detergent and simplifies the chore of laundry by providing a no-fuss, reliable refill solution. # Visual style The ad has a polished, clean aesthetic with bright, natural lighting. Editing is simple, with static shots and smooth transitions. The production quality is high, resembling a professional commercial, which lends credibility to the brand. The pacing is consistent, providing clear focus and direction. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Try for £3 (+P&P) at smol.com # Point of view - [object Object] # Storyline - 00:00–00:03 A woman walks into a bright kitchen holding a reusable bottle with a pump. - 00:01–00:04 The camera zooms in as floating text bubbles display different thoughts that are running through the woman's mind, like 'What's for dinner?' and 'Mum's birthday present'. The narrative conveys the busyness and mental load of everyday life. - 00:05–00:07 In response to the chaos of her thoughts, the woman dramatically pours blue laundry detergent into the bottle from a small carton, with text overlay stating the ad's pain point: 'Running out of laundry liquid? Not on the list.' This shift introduces Smol as the solution. - 00:08–00:11 Continuing from the previous demonstration, the woman twists and locks the top of the bottle, which signals the ease of use. - 00:11–00:15 Ending on the CTA, the woman holds the filled bottle, turns to the side, and looks away with a smile, walking away from the camera as text overlay states 'Try for £3 (+P&P) at smol.com'. This signals satisfaction and invites the viewer to take action.