How Elvie Advertises on Meta

# Ad summary This ad is introducing the new Elvie Wave breast pump, the only wearable manual breast pump. # Brand positioning Elvie is presented as an innovative and modern brand focused on simplifying motherhood through discreet, high-quality technology. The brand occupies a space in the market for the tech-savvy mom looking for high-end products that fit seamlessly into their lifestyle. It promotes values of convenience and freedom, pushing against traditional, cumbersome breastfeeding equipment. The brand positioning is functional, emphasizing performance and simplicity, with a touch of emotional empowerment, catering to a lifestyle where mothers can maintain their routines without significant disruption. # Product The Elvie Wave is the only wearable manual breast pump. The product appears to be a compact, white device with a light teal accent, designed to be discreetly worn to pump breast milk. It is being held by a mother. The pump is connected to a clear tube that is tucked into the mother's bra. It is advertised as a manual pump that can be worn. The product is designed to allow women to pump milk hands-free. # Visual style The ad has a clean, modern visual aesthetic with a focus on the product. The production quality is high, with soft lighting and a shallow depth of field that blurs the background to focus attention on the pump and the person holding it. The image uses a teal color block to frame the product name. The typography is clean and legible, and the image treatment uses soft, natural colors. # Hooks Headline: Coming soon # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by announcing the new Elvie Wave, creating anticipation for the product launch. The message is being conveyed by the brand to capture the attention of potential customers and to build awareness around their new product. - The ad highlights that the Elvie Wave is the only wearable manual breast pump, emphasizing its unique selling point. The brand is conveying the message to differentiate its product from competitors and to highlight the innovative nature of its wearable design.

# Ad summary This ad for the Elvie Stride 2 breast pump highlights the product's features and benefits, focusing on comfort and efficiency. It targets new mothers seeking a better pumping experience. # Brand positioning Elvie is presented as a brand focused on innovative solutions for women's health and motherhood. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, technologically advanced products that improve the lives of new mothers. The brand aligns with values of convenience, comfort, and empowerment, pushing against the norms of traditional, bulky, and uncomfortable breast pumps. Elvie's positioning is both functional, offering performance and efficiency, and emotional, providing a sense of ease and confidence to mothers. # Product The Elvie Stride 2 is a hands-free, electric breast pump designed for discreet and comfortable use. It is intended for mothers who need to pump breast milk regularly, whether at home or on the go. The product features a compact, wearable design that fits inside a bra, allowing for movement and multitasking while pumping. The ad highlights the product's improved fit, feel, and flow compared to previous models, addressing potential purchase barriers related to comfort and efficiency. The Elvie Stride 2 aims to provide a better pumping experience, making it worth trying or buying for mothers seeking a convenient and effective solution. # Visual style The ad has a clean and modern visual style with a focus on product visibility and user experience. The production quality is high, with studio-shot images and a minimalist background. The image treatment includes background removal and subtle color grading. The typography is large and bold, enhancing scannability in the feed. # Hooks Headline: Better fit Better feel Better flow # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by introducing the new Elvie Stride 2, immediately conveying that this is an updated version of an existing product. The brand is telling the audience that this new version has improvements. - The ad highlights the key benefits of the Elvie Stride 2: "Better fit, Better feel, Better flow." The brand is telling the audience that the product is more comfortable and efficient than previous models. - The ad visually showcases the product's design and how it is worn, demonstrating its discreet and hands-free nature. The ad is showing the audience how the product works and its convenience. - The ad includes the text "1. Vs. Elvie Stride," implying a comparison to the previous model. The brand is telling the audience that the new version is superior.

# Ad summary This ad features the Elvie Stride 2 breast pump, highlighting its portability and promoting a limited-time offer. # Brand positioning Elvie is presented as an innovative brand focused on creating smart products that improve women's lives. Positioning itself in the health and wellness and baby product space, Elvie emphasizes modern technology, discreet design, and user convenience. The brand appeals to tech-savvy mothers who seek efficient, comfortable, and discreet solutions for breastfeeding, suggesting a lifestyle where motherhood integrates seamlessly with other activities. By challenging traditional bulky breast pumps, Elvie offers a sleek, wearable alternative that empowers women with greater freedom and control. # Product The Elvie Stride 2 is a portable, electric breast pump designed for discreet and hands-free use. This breast pump features a small, lightweight hub that clips onto the user's clothing and connects to collection cups worn inside the bra. This setup allows moms to pump quietly and comfortably while going about their daily activities. The Elvie Stride 2 addresses the common purchase barriers of traditional breast pumps by offering convenience, portability, and discreet operation, making it easier for mothers to integrate pumping into their lifestyle. The ad showcases the product being worn under clothing, highlighting its slim and compact design. # Visual style The ad uses a clean, modern aesthetic with a soft color palette of mauve, purple, beige, teal, and white. The production quality is high, suggesting a professional studio shoot. The lighting is soft and diffused, creating a gentle, inviting atmosphere. The product is clearly highlighted against a dark grey background. The typography is simple and legible, contributing to the overall clarity and scannability of the ad. # Hooks Headline: 25% OFF # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens by showcasing a woman wearing the Elvie Stride 2 breast pump under her clothing, with the pump's components discreetly attached to her bra and waistband. This visual demonstration immediately conveys the product's key benefit: hands-free, discreet pumping. The perspective is from an observer, highlighting the seamless integration of the pump into her daily attire. - The focus shifts to a product shot of the Elvie Stride 2 components, emphasizing its sleek, modern design. This product-centric view is delivered from the brand, demonstrating the product's construction and highlighting its discreet design and functionality. - The ad concludes with a clear offer of "25% OFF" and the product name, "Elvie Stride 2". This is the brand driving the message, and incentivizes immediate purchase with a limited-time discount, reinforcing the product's value.

# Ad summary This ad for Elvie promotes their breast pump product with a discount for Memorial Day savings. # Brand positioning Elvie is presented as a modern and innovative brand focused on creating products that address the needs of modern motherhood. The brand seems to prioritize discretion and convenience, as demonstrated by the wireless, in-bra breast pump shown in the ad. Elvie positions itself as a brand that understands the challenges of motherhood and offers solutions that fit seamlessly into a busy lifestyle, without compromising on style or functionality. # Product The featured product is the Elvie Pump, a wireless electric breast pump designed to be worn inside a standard bra. The pump is portrayed as a hands-free, discreet solution for breast pumping, allowing mothers to pump anytime, anywhere. The ad emphasizes the pump's modern design and convenience, addressing potential purchase barriers related to the inconvenience and visibility of traditional breast pumps. The design appears to be a rounded shape with a translucent collection cup attached to the bottom. # Visual style The ad has a clean, modern visual style with a focus on showcasing the product within a lifestyle context. The image features soft, diffused lighting that highlights the product and the model. The color palette is muted, with the dark gray background creating a contrast that makes the product and text stand out. The use of a real person wearing the product adds a sense of authenticity and relatability. Overall, the visual style is designed to be visually appealing and informative, conveying the product's features and benefits in a clear and concise manner. # Hooks Headline: 25% OFF # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad begins by presenting an attractive woman wearing the Elvie Pump in her bra under clothing. This introduces the product in a lifestyle context, showing how it can be discreetly integrated into daily life from the customer's point of view. - The ad highlights the "25% OFF" Memorial Day offer, enticing viewers to make a purchase, from the brand's point of view. - Finally, the ad showcases the Elvie pump itself, reinforcing the product's design and availability for purchase from the brand's point of view.

# Ad summary This ad for Elvie breast pumps features a woman placing a finger to her lips as if signaling viewers to be quiet. The pumps are subtly revealed underneath her unbuttoned shirt. It is a Memorial Day sale offering 25% off empowering pumps. # Brand positioning Elvie aims to occupy the space of a discreet and empowering solution in the breast pump market. Their products are designed to be quiet and hands-free, promoting a lifestyle where mothers can pump on their own terms without being restricted by traditional pumping methods. The brand pushes against the norms of bulky, noisy breast pumps, instead focusing on discretion, convenience, and empowering women to manage their pumping needs with confidence. Their brand positioning is emotional, focusing on empowerment. # Product The featured product is the Elvie breast pump, designed to be an empowering pumping solution for mothers. The pump is portrayed as discreet and wearable, fitting inside a standard bra. The pump is designed to be quiet and hands-free, allowing mothers to pump anywhere without disrupting their activities. The pump addresses purchase barriers related to traditional breast pumps, which can be noisy, bulky, and restrictive. # Visual style The ad has a clean, studio-shot aesthetic with soft lighting and a focus on the product and model. The color palette is muted, with a combination of purples and turquoise. The typography is large and bold. # Hooks Headline: 25% Off # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a Memorial Day offer of 25% off, immediately grabbing attention with a time-sensitive promotion. The brand is telling the viewer to grab their attention by telling them about a holiday sale. - A woman subtly reveals the Elvie breast pump beneath her open shirt, placing a finger to her lips in a gesture of silence, hinting at the pump’s discreet nature. The customer is communicating that the pump is discreet. - The product is subtly revealed under an open shirt, showing how seamlessly it can integrate into daily life. The brand is communicating the ease of use for the product.

# Ad summary An ad for the Elvie Wave manual breast pump, showcasing the product being worn by a woman, emphasizing its hands-free convenience. # Brand positioning Elvie positions itself as a forward-thinking brand revolutionizing women's health technology. The company is focused on innovation, discretion, and empowering women through thoughtfully designed products. The brand is modern and functional, providing women with discreet and seamless solutions to breastfeeding. They are pushing against traditional breastfeeding norms, such as being tethered to a wall, and creating a more modern and comfortable environment. The brand aims to occupy a space in the consumer's mind that promotes freedom and empowers women to be mobile while addressing their needs. # Product The Elvie Wave is presented as the only wearable manual breast pump, offering hands-free convenience for mothers. The product features a breast shield, collection cup, and a detachable manual pump component. The device can be worn discreetly under clothing, allowing mothers to pump on the go. The ad highlights the product's portability, ease of use, and discretion. By allowing hands-free pumping, the Elvie Wave addresses common frustrations with traditional breast pumps, such as being tethered to a specific location and limiting mobility. The product is designed for modern, active mothers who need a discreet and convenient solution for breast milk expression. # Visual style The ad has a clean, modern aesthetic with a focus on natural lighting and soft colors. The image has a shallow depth of field, blurring the background and focusing attention on the product and the woman. The production quality is high, with a professional, studio-shot feel. The typography is clean and legible, complementing the overall aesthetic. The visual style feels native to social media platforms like Instagram, designed to seamlessly integrate into a user's feed. # Hooks Headline: The only wearable manual breast pump # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by showing a woman wearing a breast pump under her shirt. The intention is to immediately showcase the product's discretion and wearability, addressing the need for a hands-free solution. This is shown from the customer’s perspective, as the ad is portraying a product in use, fitting seamlessly into daily life. - The camera zooms in to provide a closer look at the Elvie Wave breast pump. This highlights the key selling point of being the only wearable manual breast pump, drawing attention to the unique design and functionality. The brand is highlighting its innovation and positioning itself as a leader in the wearable breast pump market.

# Ad summary This image ad promotes the Elvie Stride 2 breast pump with a Memorial Day offer. # Brand positioning Elvie presents itself as a modern brand focused on women's health and convenience, particularly in the context of motherhood. Positioning itself in the premium segment of the market, Elvie aims to simplify the complexities of being a new mom by providing discreet, technologically advanced solutions, empowering women to manage their lives seamlessly while caring for their children. The brand aligns with a lifestyle of active, modern women who value innovation and discretion. # Product The Elvie Stride 2 is a breast pump designed for discreet and convenient use. It consists of two breast cups, each containing a collection chamber. These cups are connected by tubing to a small, oval-shaped control unit that can be clipped onto the user’s clothing. The pump is designed to be worn under clothing, allowing for hands-free operation. Its USP is its ability to allow mothers to pump breast milk discreetly and comfortably on the go, without the need for traditional pumping equipment. The ad emphasizes the product's discreet design and seamless integration into the user's daily life. # Visual style The ad has a clean, modern aesthetic with a focus on the product and its use. The lighting is soft and even, which gives the image a polished look. The color palette is limited to shades of blue, grey, and white, which creates a sense of calm and sophistication. The typography is simple and legible, and the overall design is uncluttered and easy to scan. # Hooks Headline: 25% OFF # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a model wearing the Elvie Stride 2 breast pump to illustrate a use case. This is designed to showcase how the product is worn and used in real life from a customer point of view. - The ad then highlights a 25% off discount and promotes the Elvie Stride 2 to draw attention to the specific product being advertised from the brand point of view. - Finally, the ad displays the Elvie logo to ensure brand recognition from the brand point of view.

# Ad summary This ad showcases the Elvie Stride breast pump alongside a promotional offer for Memorial Day savings. # Brand positioning Elvie is presented as a forward-thinking and innovative brand focused on modern motherhood. The brand's products, like the Elvie Stride, are designed to integrate seamlessly into a woman's daily life, offering discretion and convenience. Elvie aims to empower women by providing them with high-tech solutions that simplify and enhance their experiences as mothers, focusing on both functionality and ease of use. This positions Elvie as a premium brand that prioritizes the needs and lifestyles of contemporary mothers. # Product The Elvie Stride is a breast pump designed to provide a discreet and efficient pumping experience. It features a streamlined design with a small, portable control unit that can be clipped onto clothing, allowing for hands-free use. The pump includes breast cups that fit directly into a standard bra, ensuring comfort and security. The Elvie Stride is for mothers who want to pump milk while maintaining their daily activities without being tethered to a traditional pump. The advertised USP is its discreet design and portability, enabling mothers to pump anywhere, anytime. # Visual style The ad has a clean, modern aesthetic with soft lighting and a muted color palette. The image is studio-shot with a focus on product presentation. The use of a real person interacting with the product adds a relatable touch, while the overlaid text and graphic elements give it a promotional feel. Overall, the visual style is designed to be both informative and visually appealing, fitting well within a social media feed. # Hooks Headline: 25% OFF # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens by showcasing a woman wearing the Elvie Stride breast pump. The intention is to immediately demonstrate the product in use and highlight its discreet design, conveying the message that it can be worn comfortably and subtly under clothing, allowing the viewer to see the product's design and how it integrates into daily life from the perspective of the brand. - The next beat features a large text overlay stating "25% OFF" and "Elvie Stride". This is intended to highlight the promotional offer and product name, informing potential customers of the available discount from the brand's perspective. - Finally, the Elvie logo is displayed at the bottom of the image. The intention is to reinforce brand recognition from the brand's perspective.

# Ad summary This ad for the Elvie Stride breast pump features a woman wearing the product under her clothes to demonstrate how it is worn and used. The product is also featured by itself in the center of the frame, along with a limited time discount. # Brand positioning Elvie is presented as a forward-thinking brand that prioritizes convenience and discretion for modern mothers. By showcasing a breast pump that can be worn discreetly under clothing, the brand aims to empower women to maintain their lifestyles while managing their breastfeeding needs. The brand aligns with values of innovation and ease of use, pushing against the traditional image of bulky and inconvenient breast pumps. Elvie carves out a space in the market for functional solutions that integrate seamlessly into a woman's daily life. # Product The Elvie Stride is a discreet, wearable breast pump designed for on-the-go use. The system includes two breast shields connected by tubes to a small, portable hub that can be clipped onto clothing. The pump fits comfortably under clothing, allowing for hands-free expression. Its main USP is its discreet design, enabling women to pump without disrupting their daily activities. This addresses the purchase barrier of traditional pumps being cumbersome and inconvenient, positioning the Elvie Stride as a modern solution for active mothers. # Visual style The ad features a clean, modern aesthetic with a focus on product visibility and practical demonstration. The production quality appears high, with well-lit studio shots and professional color grading. The background is minimal to keep the focus on the product and the person using it. The typography is large and bold to ensure scannability. The visual style is clearly intended to be eye-catching and informative, with the brand logo appearing prominently. # Hooks Headline: 25% OFF # Benefits - [object Object] # Features - [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 wearing the Elvie Stride breast pump under her clothing, highlighting the discreetness of the product. This is from the customer's POV, showcasing how the pump integrates into everyday life without being noticeable and shows the viewer how they might wear the pump themselves. - The ad then shifts focus to a standalone shot of the Elvie Stride, which allows the brand to emphasize its features and design. The viewer is experiencing it from the brand's perspective, providing a clear view of the pump's components and sleek design. - Finally, the inclusion of a "25% OFF" offer is from the brand, creating a sense of urgency and incentive to purchase. This encourages immediate action and provides a reason to buy now, promoting sales and conversions.

# Ad summary This image ad promotes Elvie brand breast pumps and accessories, offering a sitewide discount of up to 25% off for Memorial Day. The ad features four of Elvie's products: Elvie Pump, Elvie Stride 2, Elvie Curve, and Elvie Catch. The ad concludes by reassuring mothers that they deserve to treat themselves. # Brand positioning Elvie is presented as a brand focused on providing innovative and high-quality solutions for new mothers and breastfeeding parents. The brand aims to occupy the space of a modern, technologically advanced brand in the baby and motherhood category. The brand values convenience, discretion, and efficiency, as showcased by its range of wearable and hands-free breast pumps. Elvie aligns with a lifestyle that prioritizes the needs and well-being of mothers, while also promoting a sense of self-care and empowerment. The brand breaks away from traditional, bulkier breast pumps by offering sleek, discreet, and technologically integrated designs. Elvie's positioning is both functional (offering advanced technology and convenience) and emotional (empowering mothers and acknowledging their hard work). # Product The ad features four Elvie products designed to support breastfeeding mothers. The Elvie Pump is a silent, wearable electric breast pump that fits inside a standard nursing bra, allowing for hands-free pumping. The Elvie Stride 2 is a discreet electric breast pump with a separate control unit, designed for quiet and comfortable use. The Elvie Curve is a silicone wearable breast pump that uses natural suction for low-effort expression, ideal for managing milk supply. The Elvie Catch is a set of two milk collection cups designed to prevent leaks and collect milk passively throughout the day. All products are presented as innovative solutions to make breastfeeding easier and more convenient. The ad emphasizes the brand's focus on wearable, discreet, and technologically advanced designs, addressing common purchase barriers related to the inconvenience and visibility of traditional breast pumps. # Visual style The ad has a clean and modern visual style. The production quality appears to be studio-shot, with well-lit and evenly colored product images. The layout is a simple grid, with each product clearly separated and labeled. The image treatment includes background removal and color grading to create a cohesive aesthetic. The typography is clean and legible, with a focus on highlighting key information. The ad's visual style aims to be scannable and appealing to the target audience. # Hooks Headline: Up to 25% Off sitewide this Memorial Day # Benefits - [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 - The ad starts with an offer for 'Up to 25% Off sitewide this Memorial Day,' grabbing the viewer's attention with a promotional deal. This is told from the brand's perspective to incentivize immediate purchases. - Next, the ad showcases the different Elvie breast pumps: Elvie Pump, Elvie Stride 2, Elvie Curve, and Elvie Catch. This part focuses on product awareness and variety, from the brand's perspective to highlight its range of solutions. - Finally, the ad concludes with the phrase 'You've earned every bit of it, mama!' to validate the viewer's need for self-care. This part speaks directly to the customer's emotional needs from the brand's perspective, making them feel valued and deserving of the products.

# Ad summary This ad for the Elvie Pump highlights its quietness and promotes a 25% off Memorial Day sale. The ad features a woman wearing the pump underneath her clothing to demonstrate its discreetness. # Brand positioning Elvie is presented as a brand that prioritizes innovation and discretion in the realm of motherhood and baby care. The brand positions itself as creating products that are technologically advanced, as highlighted by the ad promoting 'the quietest pump'. By featuring a product that can be worn discreetly under clothing, Elvie suggests an alignment with modern, active lifestyles, pushing against the stereotype of motherhood requiring a slowdown or limitation of personal freedom. The brand is focused on creating functionally superior products that fit seamlessly into the lives of modern mothers, offering convenience and peace of mind. # Product The Elvie Pump is a wireless, wearable electric breast pump designed for discreet and hands-free use. It consists of a white, egg-shaped component that houses the pumping mechanism and a transparent container at the bottom to collect milk. The pump is designed to fit inside a standard bra, allowing mothers to pump milk privately and comfortably under their clothing. The ad highlights the product as 'the quietest pump', emphasizing a key USP: minimal noise during operation. This feature addresses the potential purchase barrier of needing to pump discreetly in public or at work. The ad does not mention specific use occasions but implies that the product can be used anytime and anywhere due to its hands-free and discreet design. # Visual style The ad has a clean, modern aesthetic with a focus on simplicity and functionality. The production quality appears highly polished, with clear lighting and sharp focus on the product. The image treatment includes background removal to eliminate distractions. The typography is large and bold to improve scannability in-feed. The ad contrasts typical native social platform styles by focusing on a high-design aesthetic rather than user-generated content. # Hooks Headline: 25% OFF # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad immediately grabs attention by announcing a '25% OFF' discount, creating a sense of urgency and incentive to purchase. This is from the brand's perspective, aiming to attract viewers with a compelling offer. - The ad highlights the core feature of the Elvie Pump by stating it is 'the quietest pump', positioning it as a solution to a common problem with breast pumps. The brand wants to assure potential customers of the product's discreetness. - The image of a woman wearing the pump discreetly under her clothing provides a real-world demonstration of the product's intended use and benefit, emphasizing its convenience and discreetness for the customer. - The Elvie logo reinforces brand recognition and adds credibility to the offer, as the brand confirms that it is the one advertising the product.

# Ad summary This ad showcases the Elvie breast pump and features three women of varying ages, body types, and gender presentations. The ad highlights the pump's features, including its slim design, quiet operation, app control, and three preset rhythms. The ad concludes with a focus on freedom. # Brand positioning The Elvie brand is presented as a modern, inclusive, and empowering brand. The brand seems to target active, on-the-go mothers of varying ages, body types, and lifestyles. The brand champions freedom, convenience, and discretion, aiming to normalize breastfeeding and pumping within the context of busy, modern life. By presenting women in various scenarios, the brand conveys a sense of relatability and support for mothers in different circumstances. # Product The Elvie breast pump is an ultra-quiet, slimline, app-controlled breast pump designed for convenience and discretion. The pump is compact with a 2.72" depth. The wireless breast pump is designed to be comfortably worn inside a standard nursing bra and features three preset rhythms to optimise your flow. It features three modes including, Multi-Switch, Slow & Gentle, and Express & Collect with each one boosting milk flow. The pump is designed for women of all body types and can be used anywhere and anytime. # Visual style The ad has a polished and modern aesthetic. The visuals are clean and well-lit, with a consistent color palette of soft pastels and neutral tones. Editing is quick with simple transitions, giving it a fast-paced feel, especially in the beginning. The use of text overlays is clean and minimal, matching the brand’s aesthetic. The production quality is high, with professional-looking shots and graphics, supporting the brand’s image as a premium product. # 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 None used. # Point of view - [object Object] # Storyline - 00:00–00:01 A woman sits in front of a gray background and lifts her shirt to reveal the Elvie pump inside her bra. - 00:00–00:01 A graphic appears that highlights the product is ultra-slim and just 2.72" deep. - 00:01–00:03 A woman in a white sweatshirt points to the camera and puts her finger to her lips. - 00:01–00:03 A graphic appears stating the product is ultra-quiet at only 32db. - 00:03–00:04 A woman looks at her phone, while a graphic appears that states the product is ultra-discreet and app-controlled. - 00:05–00:09 The brand logo and name appear on a grey background. - 00:09–00:10 The graphic appears that states the product boosts your milk flow. - 00:10–00:11 A woman stands in front of a blue background and holds the product. - 00:11–00:14 A woman puts the product in her bra, as the graphic on the screen reads, "comfortably." - 00:14–00:17 The three different modes of the product are displayed with accompanying graphics. - 00:17–00:26 Three women are featured carrying out different activities while wearing the Elvie pump in their bra. - 00:27–00:28 Split screen showing women of different skin tones wearing the pump and milk filling the product. - 00:28–00:31 Three diverse women pose as a graphic appears that states "Total motherpumping freedom". - 00:31–00:33 A graphic appears with two Elvie pumps and the tagline, "The only 32db ultra quiet slimline breast pump."

# Ad summary This ad showcases a wearable, hands-free breast pump. A person wearing a grey sweater over a green top demonstrates the functionality of the Elvie breast pump, transitioning from concealing the device under their clothing to pouring the collected milk into a storage bag. # Brand positioning Elvie is presented as a brand focused on innovative solutions for modern motherhood, particularly breastfeeding. The brand positions itself as empowering women by offering discreet, hands-free breast pumps that allow mothers to pump comfortably and conveniently anytime and anywhere. By highlighting the discreet design and ease of use, Elvie aims to occupy a space in the consumer's mind as a forward-thinking brand that supports mothers in maintaining their lifestyles while meeting their breastfeeding goals, aligning with the values of convenience, empowerment, and innovation. Elvie ignores the norms around traditional breast pumps that typically require more equipment and less mobility and instead offers a seamless and modern experience. # Product The Elvie wearable breast pump is a discreet, hands-free device designed to fit inside a standard bra, allowing mothers to pump breast milk without being tethered to a traditional pump. Its design allows for silent operation. The pump fits into the bra and collects milk. The product aims to eliminate traditional purchase barriers by offering a convenient solution that does not disrupt daily activities. After pumping, the collected milk can be poured into Elvie breast milk storage bags. # Visual style The ad has a simple, user-generated content (UGC) feel, likely shot with a smartphone. The editing is minimal, with straight cuts between shots. The production quality is basic, focusing on clear demonstration rather than polished aesthetics. The pacing is moderate, designed to clearly show the product’s functionality. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01 The ad begins with the person seated at a desk in an office setting, wearing a grey sweater over a green top and adjusting something under their shirt. This is meant to intrigue the audience, hinting at a discreet activity. - 00:01–00:05 00:01–00:05 The person reveals the Elvie breast pump concealed under their clothing, removing it from their bra. This moment serves as a demonstration of the product's discreet design and hands-free functionality. - 00:05–00:06 00:05–00:06 The person pours the collected milk from the Elvie pump into an Elvie breast milk storage bag. The visual indicates the efficient functionality of the pump and the ease of storing the collected milk.

# Ad summary The ad showcases a breast pump being used in public and at home. The breast milk is collected into a bag and stored in the freezer. # Brand positioning Elvie is presented as a brand that aligns with the lifestyles of modern mothers. The brand offers a discreet, hands-free breast pump that allows mothers to pump on their own terms, anytime and anywhere. This positioning emphasizes the brand's commitment to convenience and flexibility, empowering mothers to maintain their routines and activities while meeting their breastfeeding needs. # Product The Elvie breast pump is a hands-free, wireless device designed for discreet and convenient milk expression. It is portrayed as fitting seamlessly into a mother's lifestyle, allowing her to pump anytime, anywhere. The Elvie pump collects breast milk, which can then be easily transferred into storage bags for later use. The product is designed to be portable and easy to store, enabling mothers to pump without disrupting their daily activities. # Visual style The ad has a simple and authentic feel. The video appears to be shot with a smartphone. The focus is on demonstrating the use of the breast pump and showing how it fits into a woman's daily life. The editing is minimal, with straightforward cuts between scenes. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 00:00–00:06 A woman demonstrates the process of using the Elvie breast pump. She removes the collection container, and empties the contents into a breast milk storage bag. This shows how easy and discreet it is to use the Elvie breast pump while on the go. - 00:07–00:09 00:07–00:09 A woman puts a breast milk storage bag in the freezer. This emphasizes the convenience of storing milk for later use, highlighting how the Elvie breast pump integrates into a mother's routine at home.

# Ad summary A woman shares how she uses the Elvie Pump while out in public, at the store, and at home while holding her baby. She describes the hands-free and wearable features, as well as highlighting how quiet it is. # Brand positioning Elvie is presented as a brand dedicated to creating innovative products that make life easier for new mothers. The brand aims to occupy a space in the consumer's mind as a provider of discreet and convenient solutions that fit seamlessly into a modern, active lifestyle. Elvie aligns with values of empowerment, freedom, and normalcy for mothers by showing how its breast pump allows them to maintain their routines and activities without interruption. Rather than adhering to category norms that often confine breastfeeding and pumping to private or inconvenient settings, Elvie pushes against these conventions, portraying its product as enabling mothers to pump anywhere, anytime, without drawing attention. # Product The Elvie Pump is presented as a wearable, hands-free, and quiet all-in-bra breast pump designed for modern mothers. It allows mothers to pump discreetly and conveniently in various settings, from public spaces to the comfort of their homes. The pump is highlighted for its ability to fit into a bra, enabling mothers to remain mobile and active while pumping. The Elvie Pump addresses the pain point of traditional breast pumps that can be cumbersome and limiting, by offering a more convenient and seamless experience. The wearable and hands-free features allow the user to complete tasks or move about freely, making it worth trying for mothers who want to maintain their lifestyle without sacrificing their breastfeeding goals. The ad also presents Elvie's breast milk storage bags. # Visual style The ad has a UGC feel with handheld camera work. The production quality is good with clear visuals. The cuts are quick, and the pacing is upbeat. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad begins with the speaker saying she is literally using the Elvie Pump, and no one has any idea. - 00:03–00:04 The speaker states that the pump can be used while in a store. - 00:04–00:06 The speaker states that the pump can be used at home, while holding her baby. - 00:06–00:07 The speaker says that life doesn't stop when you become a mom. - 00:07–00:14 The speaker explains that not only is the Elvie Pump hands-free and wearable so you can move, but it's also the quietest all-in-bra breast pump.

# Ad summary The ad features a woman sitting in a chair, talking about breast feeding while using a breast pump. She shares a statistic about the number of hours it takes to breastfeed in a year. # Brand positioning The ad doesn't clearly identify the brand itself, however it promotes the value of breast feeding by sharing how time consuming the process is. The brand is presenting a functional perspective, addressing the practical challenges of breastfeeding and implicitly aligning with mothers who value the benefits but struggle with the time commitment. # Product The product shown is a breast pump, which is a device used to extract breast milk from a lactating woman's breasts. The woman in the video is actively using the breast pump throughout the video. It is for mothers who are currently breastfeeding their child. The main USP of the product is implied, which is to help mothers by providing a solution to pump and store breast milk to use at another time. # Visual style The ad has a UGC aesthetic, and it is filmed in what seems to be the woman's home. There are no special effects or scene transitions. The editing style is minimal, with static shots and a casual, conversational tone. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 The video begins with a text overlay about how many hours it takes to breastfeed for a year. - 00:00–00:05 The woman in the video states that she didn't realize breastfeeding was a 7 day a week, 365 day a year commitment.

# Ad summary This ad features a woman using the Elvie Stride 2 breast pump. She shares the pump's best features: hands-free use, powerful suction, super comfortable fit, app-controlled operation, and ease of use and cleaning. # Brand positioning Elvie positions itself as a brand providing innovative and discreet solutions for modern motherhood, focusing on technology to simplify breastfeeding. The brand emphasizes convenience and efficiency, allowing mothers to maintain their lifestyle without sacrificing their commitment to breastfeeding. The brand pushes against the norms of traditional bulky and noisy breast pumps, promoting a sense of empowerment and flexibility. The brand positioning is both functional (efficient, app-controlled) and emotional (empowering, discreet). # Product The Elvie Stride 2 is a hands-free, app-controlled breast pump designed for convenience and comfort. It allows mothers to pump discreetly and efficiently, anytime and anywhere. Key features highlighted are hands-free operation, powerful suction, super comfortable fit, and app control for personalized settings. The pump is also noted for being easy to use and clean, addressing common barriers associated with breast pump maintenance. This product aims to allow mothers to integrate pumping seamlessly into their daily routine without disrupting their activities or comfort. # Visual style The ad has a casual, UGC-style aesthetic. It is shot in a well-lit home environment, giving it a relatable and personal feel. The editing is simple, with static shots and minimal transitions, focusing on the woman's actions and the product's features. The pacing is consistent with the audio. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The woman connects the Elvie Stride 2 breast pump around her neck and prepares to use it. - 00:01–00:02 She highlights the 'vibe' of the pump, which is a play on the product features that make it desirable. - 00:02–00:03 She highlights the 'glam' aspect of the pump, which refers to how it fits into a modern mom's lifestyle. - 00:03–00:07 She checks off the other best features of the pump, which are hands-free, powerful suction, super comfortable, app controlled, and easy to use and clean.

# Ad summary This ad is for the Elvie Stride 2 breast pump, highlighting the product’s improved fit, feel, and flow compared to the original Stride model. # Brand positioning Elvie is presented as a brand focused on improving the experience of motherhood through innovative and high-quality products. The ad suggests that Elvie positions itself as a problem-solver for common issues faced by new mothers, specifically those related to breastfeeding. The emphasis on 'better fit, better feel, better flow' highlights a commitment to comfort and efficiency, suggesting that Elvie aims to be the go-to brand for mothers seeking a seamless and hassle-free breastfeeding experience. The brand appears to ignore category norms around clinical or medical product aesthetics, and is positioned as a solution that integrates smoothly into the daily life of the user. # Product The Elvie Stride 2 is a breast pump designed to offer an improved experience compared to the original Elvie Stride. The key features highlighted are 'Better fit, better feel, better flow,' suggesting enhancements in comfort and efficiency. The product is a white device comprised of two circular breast shields connected to a central control unit via translucent tubing. This design implies portability and ease of use, addressing potential purchase barriers related to the inconvenience of traditional breast pumps. The 'Stride 2' branding indicates that it is an updated model focused on refining the user experience. # Visual style The ad features a clean, product-focused visual style with a soft gradient background and simple typography. The lighting is soft and even, highlighting the product's design without harsh shadows. The overall aesthetic is modern and minimalist, suggesting a high-quality product. The design is visually simple, and scannable in feed. # Hooks Headline: Better fit. Better feel. Better flow. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by listing the product benefits, 'Better fit. Better feel. Better flow.' The intention is to immediately capture attention by highlighting key improvements and addressing common pain points associated with breast pumps. The brand is conveying this information. - The Elvie Stride 2 is then displayed prominently in the center of the image, showing the product's design and components. This visual provides a clear look at the product being advertised. The brand is showing the product. - The product name 'elvie stride 2' is presented with a teal accent line, reinforcing brand recognition. This step is meant to clearly identify the specific product being advertised. The brand is presenting this information. - A disclaimer at the bottom, '1. Vs. Elvie Stride' offers important product information. The intention is to communicate that the benefits mentioned are in comparison to the previous Elvie Stride model. The brand is sharing information.

# Ad summary This ad promotes the brand Momcozy and its M5 Wearable Breast Pump. A woman is shown utilizing the wearable breast pump and expresses her satisfaction with the pump. # Brand positioning The Momcozy brand is presented as a provider of innovative and convenient solutions for modern mothers, with a focus on breastfeeding support. The brand aims to occupy a space in the consumer's mind as a reliable and supportive partner for new moms, offering products that make the breastfeeding journey easier and more comfortable. Momcozy aligns with values of convenience, efficiency, and empowerment, catering to busy moms who want to maintain their lifestyle while meeting their baby's needs. Momcozy seems to push against category norms by emphasizing the importance of comfort and efficiency. The brand positioning is both functional, focusing on the performance and simplicity of its products, and emotional, promoting empowerment and confidence for mothers. # Product The Momcozy M5 Wearable Breast Pump is a hands-free, portable device designed to make breast pumping more convenient for mothers. The pump is shown being easily placed inside a nursing bra, allowing for discreet and comfortable use on the go. The ad highlights the pump's design, featuring a soft flange and a closed system to prevent milk backflow. The pump is described as easy to assemble and clean, with multiple suction levels to customize the pumping experience. It also has a memory function to save preferred settings. The ad shows the pump collecting milk efficiently, suggesting it is worth buying for its convenience and ability to maintain an active lifestyle while pumping. # Visual style The ad has a UGC feel with bright lighting. The production quality feels like a casual social media post, likely shot on a phone. The ad has quick cuts to the visuals. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 A woman is shown putting the Momcozy breast pump into her bra. This is to show how easy it is to use the pump. - 00:03–00:08 00:03–00:08 The woman is shown holding up the pump and showing how much breastmilk she was able to get. This is to show the success of the product. - 00:08–00:12 00:08–00:12 The woman is shown pouring the breastmilk into a breastmilk bag. This is to show the product being used to its full potential.

# Ad summary This ad features a young mother using a device to help with feeding. She encourages other mothers to be proud of their progress. # Brand positioning The brand appears to align with a lifestyle of new motherhood, promoting self-compassion and normalizing the challenges of feeding. The brand supports new mothers by creating a safe place to be proud of your progress while navigating motherhood. # Product The product appears to be some kind of feeding device for new mothers, possibly a breast pump or alternative feeding system. The device is white with tubes connecting to it. Milk is seen flowing through the tubes and into storage bags. The advertised benefit is that mothers should be proud of their progress while navigating motherhood. # Visual style The ad has a casual, UGC-style aesthetic. The shots are simple and the editing is straightforward. The production quality is minimal, giving the ad an authentic feel. The video consists of medium and close-up shots with natural lighting. The pacing is slow and steady. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 A woman smiles at the camera, holding up a feeding device. - 00:03–00:07 She demonstrates the process of filling a feeding bag with pumped milk. The intention here is to visually explain the product's functionality. - 00:08–00:10 She holds up a full feeding bag, smiling again to show how easy and convenient the device is. It reinforces a tone of pride and accomplishment in managing infant feeding. - 00:11–00:15 The woman is holding the filled bag, showing how to squeeze the remaining air from the bag and seal it shut. This shows how to prepare the product for storage. - 00:16–00:18 Showing the milk bags lying flat, stacked on top of each other. This highlights the ease of storage. - 00:19–00:22 The woman shows one of the bags in a bottle warmer, highlighting the product's ease of use. - 00:23–00:26 Now she shows a baby happily drinking from a bottle with the product attached, reinforcing the purpose of the device, which is infant feeding. - 00:27–00:30 She continues to smile and shows the product again, reinforcing the message that mothers should be proud of their feeding progress.