How Exploding Kittens Advertises on Meta

# Ad summary The ad features three individuals playing the Match My Freak game, guessing how likely someone is to do something based on the prompt card. The players take turns reading the prompt and predicting how likely they are to look through their partner's phone, resulting in an engaging interaction and comedic reactions. # Brand positioning Match My Freak is presented as a party game that explores the likelihood of individuals engaging in various behaviors and scenarios, encouraging players to predict and match their perceptions of each other. The tone is playful and comedic, focusing on honesty, self-awareness, and perhaps pushing the envelope on taboo subjects. The brand aims to occupy a space where it facilitates conversation, laughter, and connection among friends, distinguishing itself from more serious or conventional games by focusing on relatability and shared experiences rather than strategic gameplay. # Product The featured product is the Match My Freak party game, a card game designed for groups to predict each other's likelihood of engaging in various scenarios. The game involves prompt cards with questions such as, 'How likely am I to get tested for STDs after hooking up with someone?' and 'How likely am I to look through a partner's phone?' Players take turns reading the prompts and guessing whether their likelihood is lower or higher than the value indicated on a central match card. The game is intended to spark discussion, laughter, and connection among friends, by exploring honesty and self-awareness. # Visual style The ad features a casual and bright visual style, resembling user-generated content (UGC) or a light-hearted commercial. The editing involves quick cuts between speakers and close-ups, creating a conversational rhythm and emphasizing the game's dynamic. The production quality is clean with good lighting, suggesting a semi-professional setup that doesn't distract from the focus on the people and the game. The pace is steady, with cuts timed to coincide with spoken lines and reactions, supporting the engaging and comedic tone. # 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 The first player draws a card and reads aloud, 'How likely am I to get tested for STDs after hooking up with someone?' - 00:03–00:11 Each player considers the prompt and states their prediction about their personal likelihood on a scale. - 00:12–00:14 The first player reveals the answer to the question. - 00:18–00:20 The woman draws a card and reads aloud, 'How likely am I to look through a partner's phone?' - 00:20–00:29 Each player again considers the prompt and states their prediction about their personal likelihood on a scale.

# Ad summary This ad features two young women playing the "Match My Freak" board game. One woman poses a question and the other gives a rating based on her perception. # Brand positioning This ad promotes the "Match My Freak" board game as a fun activity for friends and couples to learn more about each other in a lighthearted way. The game's focus on unconventional traits and playful competition suggests a brand that embraces individuality and encourages players to see themselves and others in a new light. The brand appeals to people who want to move beyond superficial conversation and connect on a more personal level. # Product The product featured is the "Match My Freak" board game, described as a game for couples or friends to reveal and rate each other's 'freak' qualities. The game includes question cards, rating sliders (numbered 1-5), and scoring cards. During the ad, one player asks a question from a card. The other player then adjusts a slider on the game board, presumably rating the first player on the characteristic described in the question. The components are brightly colored with pink, yellow, blue and red. # Visual style The ad has a raw, unedited feel, resembling user-generated content. The camera work is shaky and the scene is lit with natural light, giving it an authentic and relatable tone. The editing is minimal with no transitions or effects used. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 A woman poses a question from the "Match My Freak" board game to another person. - 00:01–00:06 The second woman responds with a playful rating. - 00:06–00:09 The first woman questions the low rating with surprise. - 00:09–00:12 The second player defends her decision.

# Ad summary This ad by Jeff Probst promotes the new Survivor Season 50 Party Game 'Let's Go To Rocks,' a card game featuring challenges, player cards, and a wearable immunity idol. It highlights the game's versatility, being playable alone or combined with the 'Tribe Has Spoken' version for an enhanced Survivor experience, available at all major retailers. # Brand positioning The Survivor brand, hosted by Jeff Probst, is portrayed as the ultimate test of wit, strategy, and social skills. It occupies a space in the consumer's mind as a challenging yet fun game. It aligns with the values of competition, strategy, and social dynamics. It pushes against the norms of simple board games by incorporating complex social elements and challenges. The brand positioning is both functional, providing a strategic gameplay experience, and emotional, tapping into the thrill of competition and the drama of social interactions. The Survivor card games build on this brand identity by translating the essence of the TV show into a tabletop format, allowing fans to engage with the brand in a more accessible and interactive way. # Product The featured product is the Survivor Season 50 Party Game 'Let's Go To Rocks,' a card game designed to bring the essence of the Survivor TV show into a tabletop format. It includes five new challenges, twelve new player cards, and one wearable immunity idol. The game is designed to be played alone or combined with the 'Tribe Has Spoken' version for an enhanced experience. The ad emphasizes the game's ability to replicate the strategic and social dynamics of the TV show, allowing players to experience the highs and lows of the game. The game addresses the purchase barrier of accessibility by providing a tangible and interactive way to engage with the Survivor brand beyond the TV screen. The ad promotes 'Let's Go To Rocks' as an opportunity to experience the intensity of Survivor at home. # Visual style The ad has a polished commercial aesthetic. It uses static shots and smooth transitions to maintain a clean and professional appearance. The production quality is high, with clear lighting and sharp visuals. The pacing is moderate, with cuts timed to coincide with voiceover lines. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: Jeff Probst stands on a beach, introducing a pivotal moment from the Survivor show. - 00:02–00:04 00:02–00:04: He transitions to the new Survivor Season 50 Party Game. Jeff Probst presents a box of the Survivor Let's Go To Rocks card game - 00:04–00:11 00:04–00:11: Jeff details what is in the game: five new challenges, twelve new player cards, and one wearable immunity idol, which he highlights can be played alone. - 00:11–00:17 00:11–00:17: He suggests combining it with the Tribe Has Spoken version for the ultimate Survivor experience, available at all major retailers.

# Ad summary This ad is a comedic presentation of The Oatmeal Horrible Couple card game. Two people are playing and showing the responses to various cards. # Brand positioning The Oatmeal Horrible Couple is a card game by The Oatmeal. It is promoted as a game for people in relationships, and the implied branding is edgy, modern, irreverent, and darkly humorous. The brand seems to go against traditional views of relationship games. # Product The Oatmeal Horrible Couple is a card game that tests how well partners in a relationship know each other. Each player draws cards and asks questions, the other players respond with answers, and the players win points based on the results. The cards shown ask relationship questions such as, "Why'd you marry me?" and players are tasked to answer using the given cards. # Visual style The ad has a simple aesthetic with neutral colors. The editing style is quick cuts to showcase each card. The production quality is a UGC feel. The pace of the ad is quick to get through all of the cards being presented. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 A hand holds up a card that reads, "Why'd you marry me?" - 00:01–00:04 00:01–00:04: The hand throws down a response card with two bears sitting on a couch and the text, "We both have very dirty buttholes." - 00:04–00:07 00:04–00:07: The hand throws down another card with a bear yelling and the text, "Well, my mouth is ready! Ahhhhhh!"

# Ad summary This ad features a playful moment between two people while playing Exploding Kittens. It highlights the game's ability to provoke strong emotions and relationship dynamics. # Brand positioning Exploding Kittens is presented as a card game that inspires intense emotional reactions and playful competition between players. It is positioned for those who enjoy social games with high stakes. The brand seeks to create memorable and humorous moments, emphasizing fun and engagement over traditional gaming norms. # Product Exploding Kittens is a card game designed for social interaction, filled with suspense and unpredictable outcomes. It's for people who enjoy playful competition and emotional engagement. The game is advertised through the intense dynamic it creates between players, featuring cards like the 'Defuse' card, which prevents a player from 'exploding' and being eliminated. It is presented as more than just a game, but as an experience that enhances relationships through shared moments of tension and humor. # Visual style The visual style is raw and authentic, resembling user-generated content or a candid snapshot. The image is brightly lit, with natural coloring. There are no apparent filters or image treatments, giving it an unedited, spontaneous feel. # Hooks Headline: Don't tell me you love me then STEAL my defuse card 🤬😠 # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with a caption expressing playful betrayal. This is from the perspective of a player who's accusing someone of stealing their 'defuse card' in Exploding Kittens, setting up a scene of intense competition and emotional reactions within the game. - The image captures a dramatic moment as one person reaches for a hand of cards held by another person with an exaggerated expression of shock and betrayal. This conveys the high stakes and emotional intensity that the game provokes.

# Ad summary This image ad uses a meme-style format to showcase the Match My Freak party game, highlighting its humorous and interactive nature. The ad aims to capture attention through relatable and slightly edgy content, focusing on social interaction and shared laughter. # Brand positioning The brand 'Match My Freak' is positioned as a provider of unconventional, humorous party games designed to spark laughter and create memorable social interactions. It aims to occupy a space in the consumer's mind as a brand that embraces playful irreverence and encourages users to explore the outrageous side of their personalities. The brand pushes against the norms of typical party games, which often focus on conventional trivia or strategy, instead prioritizing humor and personal revelation. The brand positioning is heavily emotional, aligning with values of humor, shared experiences, and lighthearted self-deprecation. # Product The product featured is the 'Match My Freak' party game, designed for social gatherings where friends rate each other on various potentially embarrassing or outrageous scenarios. The game consists of question cards, such as 'How likely am I to poop in a public bathroom?', and rating paddles numbered 1 to 5, used to score how likely each player is to perform the action described. The game's USP lies in its ability to generate laughter and spark conversation through self-deprecating humor and shared experiences. It addresses the potential purchase barrier of traditional, serious party games by offering a light-hearted, unconventional alternative. # Visual style The ad has a UGC and meme-like production quality, resembling content found on social media. The visual motifs include bright, contrasting colors and bold typography. The image treatment is basic, with no obvious filters or lighting effects. The style mimics platform-native content, likely aiming to increase scannability and stop power in the feed by blending in with user-generated content. # Hooks Headline: this game where your friends rate YOU. on a scale. out loud. together. 🤣 # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with text that reads: 'this game where your friends rate YOU. on a scale. out loud. together.' This message is intended to pique the viewer's curiosity and introduce the concept of the game in a casual, relatable way, speaking from the Brand's perspective. - A game card is displayed which reads, 'How likely am I to poop in a public bathroom?' The intention is to showcase the game's unique, humor-driven questions, providing a clear example of the playful and somewhat outrageous scenarios it presents. This message is presented from the Customer's perspective, positioning it as a question they would encounter during gameplay. - The game setup is shown with numbered paddles (1-5), to demonstrate the rating system used in the game. This is presented from the Brand's perspective and helps the viewer understand the mechanics of rating each other based on the presented questions, implying an easy-to-use rating system. - The 'Match My Freak' logo and branding are prominently featured, reinforcing the brand identity and making it memorable for the viewer. This message is presented from the Brand's perspective.

# Ad summary This advertisement promotes the 'Match My Freak' party game. The ad starts with an overhead shot of the game box, as a voice asks 'How dramatic am I?' As friends rate each other's dramatic levels using a scale of 1 to 5. The ad shows a group of friends playing the game, having a party, and drinking alcohol. # Brand positioning The brand presented in this ad is Match My Freak, a party game designed for adults. The brand aims to inject playful, slightly edgy humor into social gatherings, challenging players to assess and match each other's behavior traits in a lighthearted setting. The brand aligns with a fun, casual lifestyle, encouraging players to embrace their unique personalities and engage in friendly competition. It pushes against the norm of more serious, strategic board games, opting instead for a game that fosters laughter and conversation. The brand positioning is emotional, focusing on creating memorable, entertaining experiences rather than emphasizing complex gameplay or problem-solving. # Product The featured product is the 'Match My Freak' party game, designed for adults (ages 17+). In this game, players draw cards with prompts like 'How dramatic am I?' and then rate each other on a scale of 1 to 5, trying to match the 'freak' level of the person described. The game includes a deck of cards with various prompts that encourage players to self-reflect and evaluate their friends' personality traits. The game is presented as a fun way to engage with friends during social gatherings and enjoy some drinks. There are no obvious purchase barriers that are addressed, but the tone implies that the game is worth trying for its entertainment value. # Visual style The ad has a casual, unpolished aesthetic, resembling UGC or content created for social media. The editing style involves quick cuts between different perspectives and moments, creating a fast-paced rhythm that keeps the energy high. The production quality appears to be deliberately low-fi, contributing to the authentic feel of the ad. The pacing is quick, with cuts happening several times per second, mirroring the dynamic energy of a social gathering. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01,0000000000000001450983776753868345290422439575195312588787078857421875000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000 00:00–00:01 - 00:00–00:01 The ad opens with a medium shot of a table where the 'Match My Freak' game box is placed. The text 'Match my rating (1-5)' is shown above the game. This orients the viewer to the game's central mechanic of rating each other. - 00:01–00:02 00:01–00:02 - 00:01–00:02 The perspective shifts to a man sitting on a couch, crossing his legs. He is rated a '5' for being dramatic. This provides a playful example of how the game is played and introduces the humor. - 00:02–00:06 00:02–00:06 - 00:02–00:06 The scene returns to the table where the game is set up. A man is pouring a drink while someone rates him a '5'. In response, he picks a card from the game and reveals that he wrote a '1'. The quick cuts, multiple ratings, and drinking create a party atmosphere. - 00:06–00:09 00:06–00:09 - 00:06–00:09 Another person calls him 'a liar too'. The man reacts dramatically, throwing his hand up. This moment emphasizes the game's premise of playful confrontation and humorous self-assessment, reinforcing the lighthearted tone.

# Ad summary This ad showcases "The Oatmeal Horrible Couple" card game through a lighthearted interaction between two individuals. The ad uses humorous gameplay moments to highlight the game's focus on couples and their compatibility through funny and relatable scenarios. # Brand positioning The brand presented in the ad is "The Oatmeal Horrible Couple", a card game designed to test the compatibility and humor of couples. The brand is positioned as fun, relatable, and slightly edgy, focusing on the less-than-perfect aspects of relationships. The brand aligns with a humorous and self-deprecating tone, pushing against the norms of idealized romance. The brand's positioning is primarily emotional, aiming to provide entertainment and a shared experience for couples who appreciate dark humor and realistic relationship scenarios. The brand ignores the need to present perfection and opts instead for presenting a good laugh about the realities of relationships. # Product "The Oatmeal Horrible Couple" is a card game designed for couples to explore compatibility through humorous and relatable scenarios. The game consists of several categories of cards including question, response, and compromise cards. Players draw cards and answer questions or respond to scenarios that reveal potentially difficult or awkward truths about their relationship. The game is meant to be lighthearted and funny, providing couples with a shared experience and a chance to laugh at their own quirks and issues. The game addresses the purchase barrier of potentially boring or generic couple activities by offering a unique and funny approach. # Visual style The ad has a casual, UGC feel with static shots and minimal editing. The production quality is basic, fitting the tone of an everyday user sharing an experience. The pacing is consistent throughout, with cuts occurring at each card reveal, aligning with the rhythm of the game. The audio and visuals are synced with the voiceover and the visual actions. # 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 - 00:00–00:01 00:00–00:01 The first card is revealed as the player reads a question from a card. This shows the beginning of the game. - 00:01–00:03 00:01–00:03 A question card is shown with the question "What happened on Valentine's Day?" This card draws the viewer into the game and makes them want to know the answer. - 00:03–00:05 00:03–00:05 A card is placed on top as the person reads the response. The response is "You spent the entire day watching hentai on your phone." This part is funny because it addresses something about being a couple. - 00:05–00:09 00:05–00:09 Another card is placed on top. This card features a bear in a recliner saying, "This sounds like a job for GAS STATION BONER PILLS!" The game is humorous as it does not take itself seriously.

# Ad summary This ad features a couple playing the card game Horrible Couple. They read the cards aloud and react to the content of the cards. # Brand positioning The Oatmeal's Horrible Couple is a card game designed to spark conversation and humor between partners. The brand aims to occupy a space of playful honesty and relatable awkwardness in relationships. It aligns with a tone that embraces dark humor and challenges the often-idealized portrayal of relationships. The brand pushes against the norms of traditional relationship advice by focusing on the funny, uncomfortable truths of being a couple. The brand positioning is emotional, aiming to create shared laughter and connection through shared experiences. # Product The Oatmeal's Horrible Couple is a card game designed for couples to play together. The game consists of question cards and response cards, featuring illustrations and prompts designed to reveal uncomfortable truths and spark humorous conversations. The game is for couples who appreciate dark humor and are willing to confront the less glamorous aspects of their relationship. The cards feature prompts like "Why did you ghost me?" and "Is that why I have a prolapsed butthole?" The game addresses the purchase barrier of awkwardness by framing it as a source of humor and connection. # Visual style The ad has a UGC feel with a bright and natural lighting. The editing is simple with static shots and smooth transitions. The production quality is casual, supporting the humorous and relatable tone. The pacing is consistent, with cuts timed to the reactions of the people playing the game. # 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 - 00:00–00:01 00:00–00:01 A hand holds up a card with a cartoon bear sitting on a couch, asking, "Why did you ghost me?" - 00:01–00:03 00:01–00:03 The hand places the card on the table, revealing a response card with two bears on a couch, stating, "I found your Grinder profile." - 00:03–00:05 00:03–00:05 Another response card is revealed, showing the same bears with the question, "Is that why I have a prolapsed butthole?" - 00:05–00:07 00:05–00:07 A person is shown laughing hysterically, covering their face with their hand, while holding the game box.

# Ad summary An image that looks like a tweet is promoting the card game "Fast Friends." The post features a person holding the card game, while in the background another person is seen laughing while covering their face. # Brand positioning The brand "Fast Friends" is presented as a fun and engaging party game designed to create instant connections and laughter among friends. Its positioning is centered around lightheartedness and shared experiences, aligning with a lifestyle that values social interaction and playful competition. The brand leans into creating memorable moments between friends, and its packaging is eye-catching, and contemporary. # Product The product is "Fast Friends," a party card game aimed at fostering quick and entertaining interactions. The game appears to involve matching phrases or words, creating instant shared moments, as highlighted by the tweet in the image. The game's packaging features a neon green and gray color scheme, a checkered pattern, and a star design, suggesting a playful and energetic vibe. The USP seems to be the game's ability to generate immediate connections and laughter, making it a go-to choice for social gatherings. # Visual style The ad features user-generated content style with a casual, in-home setting to promote the product. The image uses a blurred background to focus on the product and the person's hand holding the card game. # Hooks Headline: Match the phrase with your friends, the way we said the same word INSTANTLY 🤣🤣 # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - A person holds up a Fast Friends card to the camera. The card reads "Drop the ____." This aims to draw attention to the game's playful, fill-in-the-blank format and its ability to spark instant reactions. - In the background, another person is laughing while covering their face, implying the game is amusing. The viewer's perspective is that of a potential player being shown the reactions the game is capable of creating. - Additional Fast Friends packaging and card sets sit in the background, reinforcing the brand's visual presence and suggesting the game is ready for play. This is presented from the brand's perspective, showcasing the complete game package. - The tweet's caption above the image aims to engage the viewer by directly referencing the game’s instant matching element, inviting them to imagine playing with their own friends. This is presented from a customer's perspective, sharing their personal experience with the game.

# Ad summary This ad shows a group of friends playing the card game Horrible Therapist. The ad shows the cards being played and the reactions of the people playing the game. # Brand positioning The Original Horrible Therapist is a card game that encourages players to explore dark humor and uncomfortable topics in a lighthearted setting. The brand positions itself as a source of laughter and entertainment for adults who enjoy edgy and irreverent content. The game pushes against the norms of polite conversation and encourages players to embrace the absurd and inappropriate. The brand's positioning is primarily emotional, aiming to provide a fun and cathartic experience for players who appreciate dark humor. # Product The Original Horrible Therapist is a card game designed for adults who enjoy dark humor and irreverent content. The game consists of question cards and answer cards, which players use to create absurd and inappropriate scenarios. The game is intended to be played in a group setting, where players take turns asking questions and providing answers. The game's unique selling point is its ability to generate laughter and entertainment through edgy and uncomfortable topics. The game addresses the purchase barrier of taking therapy too seriously by providing a lighthearted and humorous take on mental health. # Visual style The ad has a casual, UGC feel with static shots and minimal editing. The production quality is low-end, which supports the intended tone of irreverence and dark humor. The pacing is slow and deliberate, allowing viewers to fully absorb the content of the cards and the reactions of the people playing the game. # 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 - 00:00–00:01 The video begins with a shot of the Horrible Therapist card game box and cards laid out on a table. - 00:01–00:03 A hand picks up a question card that reads, "What happened at Disneyland?" - 00:03–00:05 The hand then picks up an answer card that reads, "I got herpes." - 00:05–00:06 A woman's voice asks, "Was your mom involved?" - 00:06–00:09 The video ends with a shot of the cards and the game box.

# Ad summary An image ad featuring a white woman, identified as grandma in the caption, playing the game Exploding Kittens and reaching toward the camera with a handful of cards. # Brand positioning This ad presents Exploding Kittens as a fun, chaotic game that brings out a playful side in players. It pushes against the norm of serious, strategic board games by highlighting the comedic and unpredictable nature of the game. The focus is on creating enjoyable and memorable moments with family, no matter how unconventional or mischievous the gameplay gets. # Product The product is the card game Exploding Kittens, a strategic card game. The product seems intended for adults and teens to play together. The product consists of cards with unique and humorous illustrations that make for comedic gameplay. # Visual style The ad features user-generated content and has an iPhone-shot production quality. The framing mimics a snapshot that you might find on social media. The ad integrates platform-native style to mimic real social media content, which may increase scannability. # Hooks Headline: damn grandma don't give a FUCK about the family trauma she's causing exploding kittens really said chaos only # Call to action None used. # Point of view - [object Object] # Storyline - The caption introduces the core concept: A grandma who is so enthusiastic about playing Exploding Kittens that she disregards any family drama she might be causing. The caption uses the phrase "exploding kittens really said chaos only" indicating that the game encourages chaotic and unpredictable behavior from the player. The audience experiences this sentiment from the brand's perspective. - The image shows the grandma's excited face and handful of cards reaching toward the camera. The image reinforces the chaotic and fun nature of playing the game, illustrating how the game causes people to be playful. The audience is experiencing this sentiment from the perspective of another player.

# Ad summary This ad features people playing a party game called Fast Friends, which involves guessing the missing word in a phrase. The ad showcases different groups of friends participating in the game, emphasizing the fun and social interaction it provides. # Brand positioning Fast Friends is presented as a party game designed to create fun and engaging social experiences for friends. The brand aims to occupy the space of a go-to game for gatherings, emphasizing quick-thinking and shared laughter. It promotes a lighthearted, energetic, and interactive lifestyle. The brand pushes against the norm of serious or overly complicated games, instead favoring simplicity and spontaneity. The brand positioning is primarily emotional, focusing on fun, excitement, and connection among players. The ad highlights the brand's emphasis on lighthearted fun with friends. # Product Fast Friends is a party game where players work together to complete common phrases within a time limit. The game is played in pairs or small groups, as demonstrated by the groups of friends in the ad. The objective is to say the same word to complete the phrase before time runs out. The game comes with a deck of cards, each featuring a different phrase with a missing word. The ad showcases various use occasions, such as casual hangouts and game nights with friends. It's designed to break the ice and bring people together for shared laughter and quick-thinking challenges. The ad presents Fast Friends as a fun, easy-to-learn game perfect for social gatherings. # Visual style The ad has a UGC feel with casual, natural lighting and simple editing. The production quality is somewhat polished, but the focus is on capturing candid moments of people playing the game. The editing style involves quick cuts between different groups of people playing the game. The pacing is fast, with cuts happening every few seconds, which maintains a sense of energy and excitement. # Benefits - [object Object] - [object Object] - [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: A male presents a card that says, 'Hairy ____.' - 00:01–00:02 00:01–00:02: The man and the woman in the shot both shout out 'balls'. This is from the brand's perspective to start the advertisement by showing how the game is played. - 00:02–00:05 00:02–00:05: Another pair is shown with the card 'Wash your ____'. - 00:04–00:05 00:04–00:05: They both shout out 'ass', and the people in the background laugh. This continues to demonstrate how the game is played. - 00:06–00:09 00:06–00:09: A new pair is shown with the card 'Tip your ____'. - 00:08–00:09 00:08–00:09: They shout out 'waiter' and the background participants cheer. This continues to demonstrate how the game is played. - 00:10–00:13 00:10–00:13: Another pair is shown with the card 'Tie your ____'. - 00:12–00:13 00:12–00:13: They shout out 'laces' and react with disappointment. The game is still being shown, but this time the contestants got the incorrect answer.

# Ad summary Jeff Probst, the host of Survivor, promotes the official Survivor card game, The Tribe Has Spoken. He is standing on a beach and speaks directly to the camera, explaining that the card game captures everything about Survivor, minus the bugs, the heat, and the ocean. He also promotes the premiere of Survivor 49 on September 24th on CBS. # Brand positioning The Survivor brand, known for its long-running reality TV show, is presented as a cultural phenomenon that tests participants' survival skills, social strategy, and endurance. The brand aligns with values of competition, adventure, and strategic thinking. The brand pushes against the norms of typical reality TV by focusing on genuine human interactions and challenges in a natural environment. The brand positioning is both functional (offering a strategic and competitive experience) and emotional (providing excitement, suspense, and a sense of adventure). # Product The product is the official Survivor card game, "The Tribe Has Spoken," designed by Jeff Probst. It is a social strategy game that captures the essence of the Survivor TV show, allowing players to experience the strategic and social elements of the show from their homes. The game aims to replicate the challenges and excitement of the TV show, minus the physical discomforts like bugs, heat, and the ocean. The game is available wherever games are sold, making it accessible for fans to purchase and play. # Visual style The ad has a casual, UGC feel, shot in natural light on a beach. The editing is simple with static shots and smooth transitions. The production quality is decent, giving it a polished yet authentic vibe. The pacing is consistent, with a conversational tone. # 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 - 00:00–00:01 Jeff Probst introduces himself to Survivor fans. - 00:01–00:05 He presents the official Survivor card game, "The Tribe Has Spoken," as a way to get a Survivor fix. - 00:05–00:11 Probst mentions his involvement in designing the game and expresses his satisfaction with the final product. - 00:11–00:16 He highlights that the game captures the essence of Survivor, minus the unpleasant aspects like bugs, heat, and the ocean. - 00:16–00:18 Probst informs viewers that the game is available wherever games are sold. - 00:18–00:25 He promotes the premiere of Survivor 49 on September 24th on CBS.

# Ad summary The ad is a short video featuring a content creator reviewing the Survivor Let's Go To Rocks Card Game. The content creator highlights key features, such as the game being a sequel to the original Survivor game, being designed by Jeff Probst, and including an official immunity idol necklace. The reviewer also highlights the combination of luck, strategy, and fun that the game facilitates through immunity challenges, alliances, and voting each other out. The content creator suggests the game as an addition for people that love game nights. # Brand positioning The Survivor brand, known for the TV show, is presented as a fun and engaging competition that tests luck, strategy, and social skills. The brand emphasizes social interaction, competitive gameplay, and challenges that mimic the television show experience. It promotes a lifestyle of strategic thinking, social maneuvering, and lighthearted competition. The brand is positioned as a means for fans to immerse themselves in the Survivor world, pushing against the passivity of watching the show by instead offering an interactive role-playing experience. # Product The featured product is the Survivor Let's Go To Rocks Card Game, a sequel to the original Survivor game. The card game allows players to complete immunity challenges, form alliances, lie, and vote each other out, simulating the dynamics of the Survivor TV show. It's designed for people who love the Survivor show or enjoy game nights. The product includes the official immunity idol necklace, which is a key USP. The game combines luck, strategy, and fun, addressing the desire for engaging and competitive social activities. It aims to bring the experience of the Survivor show directly to players. # Visual style The ad has a UGC feel with a casual, unpolished aesthetic. The editing style is straightforward with static shots and smooth transitions. The production quality is consistent with typical social media content, focusing on clear visuals and audio. The pacing is moderate with the cuts aligned to the speaker’s points. The visual style supports the approachable and friendly tone of the review. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action You have to get it before season 50 ends. # Point of view - [object Object] # Storyline - 00:00–00:01 The content creator starts by announcing the arrival of Survivor 50. - 00:02–00:08 The content creator introduces the Survivor Let’s Go to Rocks card game, noting it’s a sequel to the original Survivor game. - 00:08–00:15 She emphasizes that Jeff Probst designed the game and it includes the official immunity idol necklace. - 00:16–00:20 Showing game pieces, the ad highlights that the game is a combination of luck, strategy, and fun. - 00:20–00:25 The content creator explains gameplay involves immunity challenges, alliances, lying, and voting each other out. - 00:25–00:26 The content creator emphasizes the immersive experience of being on the show. - 00:26–00:31 The content creator recommends the game for those who love Survivor or game nights. - 00:31–00:35 The content creator notes the game just dropped last month and prompts viewers to buy before season 50 ends, pointing to the game.

# Ad summary This ad showcases the 'Horrible Couple' card game by The Oatmeal, highlighting its humorous take on relationship problems. The ad features a lifestyle setting with people playing the game, emphasizing its appeal as a fun and relatable way to explore the unpleasant aspects of romance. # Brand positioning The Oatmeal is presented as a brand that embraces humor and relatability, particularly in the context of relationships. It positions itself as a creator of content that acknowledges and pokes fun at the unpleasant realities of romance, rather than shying away from them. The brand aligns with a tone that is lighthearted, irreverent, and honest, appealing to those who appreciate humor in everyday life. It pushes against the norms of idealized romance by offering a product that encourages players to confront and laugh about the less glamorous aspects of relationships. The brand positioning is primarily emotional, aiming to connect with consumers through shared experiences and comedic relief. # Product The product is 'Horrible Couple', a party game created by The Oatmeal designed to make very unpleasant comics about romance. The game is for people who enjoy humor and want to explore the less romantic aspects of relationships in a lighthearted way. The game is presented as a way to turn relationship problems into a fun activity. The ad highlights the game's unique selling proposition of creating comics about romance, suggesting it offers a creative and humorous outlet for relationship experiences. The game is shown in a lifestyle setting, implying it is suitable for social gatherings and casual play. The ad addresses the potential purchase barrier of taking relationships too seriously by offering a comedic and relatable approach. # Visual style The ad has a lifestyle aesthetic with a focus on showcasing the product in a real-world setting. The production quality appears to be high, with clear lighting and a well-composed shot. The visual motifs include a mix of product shots and lifestyle elements, creating a sense of relatability and authenticity. The image treatment includes subtle color grading to enhance the overall visual appeal. The typography integration is clean and legible, with a focus on readability. The ad contrasts with platform norms by using a more polished and professional aesthetic, which may help it stand out in the feed. # Hooks Headline: YOUR RELATIONSHIP PROBLEMS ARE NOW A GAME, THANKS TO THE OATMEAL'S 'HORRIBLE COUPLE' # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad begins by showcasing the 'Horrible Couple' game box, immediately establishing the product being advertised. This is from the brand's perspective, aiming to capture attention and introduce the game's theme and branding. - The ad then transitions to a scene of people playing the game, showing the cards and interactions. This is from the perspective of someone observing the game in action, demonstrating how the game is played and its potential for social interaction and entertainment. - The ad concludes with a headline emphasizing that relationship problems are now a game thanks to 'Horrible Couple'. This is from the brand's perspective, reinforcing the game's value proposition and encouraging viewers to consider purchasing it.

# Ad summary This ad uses a user-generated style image to promote the Exploding Kittens card game. It shows a woman playfully upset that someone stole her "defuse card." # Brand positioning This ad shows the Exploding Kittens brand as fun and lighthearted. The brand seems to position itself by relating to its audience through humor. The tone is playful and relatable, using an image of a real person seemingly in a home setting. The brand is promoting a sense of joyful competition and fun within social interactions. # Product The ad showcases the Exploding Kittens card game, a multiplayer game designed for adults, teens, and kids who are into kittens and explosions and laser beams and sometimes goats. The primary feature shown is the 'defuse' card, which protects a player from losing the game. The game seems easy to understand and play, designed for casual social gatherings. The ad addresses a possible barrier of entry (complexity) by showing how simple and engaging it is. The game's quirky and humorous nature is highlighted, showing it's for people who enjoy playful competition. # Visual style The ad adopts a user-generated content (UGC) aesthetic, with a candid, unfiltered snapshot of a woman playing the card game in a home setting. The image is brightly lit, with a casual composition. The typography is simple and mimics a social media post. This style aims to feel authentic and relatable, like a post from a friend, which increases scannability and stop power in-feed. # Hooks Headline: Don't tell me you love me then STEAL my defuse card 🥺🤬 # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with a caption showing a player upset at losing their 'defuse' card. The caption is positioned from the customer's POV, sharing their frustration with playing the game. - A photo shows a woman holding a deck of Exploding Kittens cards in one hand and reaching towards the camera with the other. The perspective is from another player in the game, showing the woman's playful frustration and competitive spirit.

# Ad summary This ad for the game "Horrible Therapist" features a couple responding to 1-star reviews of the game. They display the negative review on the screen, then mock the customer, usually by indicating that the reviewer wasn't playing the game properly or didn't understand what the game was about. # Brand positioning The Oatmeal is presented as a brand that creates party games designed to be inappropriate and raunchy. The ad mocks customers who were disappointed by the raunchiness of the games, implying that if they understood the brand they would know what they were getting into. # Product This ad features 2 different party games made by The Oatmeal: Horrible Therapist, and Horrible Couple. Horrible Therapist is a party game where you play cards to create increasingly bizarre and surreal scenarios to analyze, in the style of a therapist. The box states that the game has explicit content and is appropriate for ages 17+, and can be played by 2-8 players, with a 5-minute learning time and 15-minute playing time. Horrible Couple is a party game where you make very unpleasant comics about romance. The box states that the game has explicit content and is appropriate for ages 17+, and can be played by 2-8 players, with a 5-minute learning time and 15-minute playing time. Both are framed as being intentionally inappropriate. # Visual style The ad has a polished, commercial feel. The editing style uses quick cuts and the pacing is relatively fast. All of the text overlays and product actions are synced to the music beats and voiceover lines. The brand leans into the concept of being a scrappy, offensive, brand of games. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action link is in our bio # Point of view - [object Object] # Storyline - 00:00–00:03 The male and female creator introduce that they are responding to one-star reviews of their "Horrible Therapist" games. - 00:03–00:15 A review that reads, "Awful game...so inappropriate. Bought it to play during family time and was embarrassed by how inappropriate it was," is displayed. The male creator responds to it by showing off the "Horrible Couple" game and pointing out that they bought the "Extra Horrible Edition." - 00:16–00:23 A review that reads, "Boring - disappointing. Very stupid and I love funny/silly/inappropriate games," is displayed. The female creator responds to it, saying, "Um, so no you don't." - 00:23–00:29 A review that reads, "Boring and NOT appropriate for children. No thank you. Got my money back," is displayed. The male creator responds to it. - 00:29–00:35 The male creator zooms in on the lower right-hand corner of the box which reads, "Explicit content! Ages 17+." - 00:35–00:48 A review that reads, "These cards are nothing to do with being a therapist. I sent these cards as a Christmas gift and found that he cards have nothing to do with being a therapist. A third of the cards were very raunchy! I'm very disappointed," is displayed. The female creator responds to it, saying, "So if you think that this game is actually about being a therapist, we can't help you." - 00:48–00:57 A review that reads, "Inappropriate. Horrible! Threw it away!" is displayed. The male creator responds to it by asking, "Did you put it in the recycling bin?" - 00:57–01:02 The female creator concludes by saying, "And if you actually like funny, silly, inappropriate games, link is in our bio."

# Ad summary This ad features a person showing different cards from the game, Horrible Couple. # Brand positioning The Horrible Couple brand is a game for couples who enjoy dark humor and aren't afraid to confront uncomfortable truths about their relationship. The brand seems to target couples who don't take themselves too seriously and are willing to laugh at the absurdities of commitment. # Product Horrible Couple is a card game designed for couples that uses a question and response format, often with dark and inappropriate humor. The card decks include question cards, response cards, and compromise cards, all featuring cartoon bears and cats on sofas, adding a layer of levity to the edgy humor. The game aims to reveal uncomfortable truths about relationships in a funny way, making it clear that the product is for couples who can handle the dark side of humor. # Visual style The ad features a close-up, direct view of a hand revealing the cards on a wood-grain surface. The editing is simple, with quick cuts to show each card. The production quality has a casual UGC feel. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a hand revealing a card that asks, 'Why'd you marry me?' - 00:01–00:04 Next, the hand reveals another card that responds, 'We both have very dirty buttholes.' - 00:04–00:07 Finally, the hand reveals another card that states, 'Well, my mouth is ready!' with the illustrated character yelling, 'Ahhhhhh!'

# Ad summary An ad for Exploding Kittens card game featuring a picture of a person holding up a deck of cards with a grandma yelling in the background. # Brand positioning The brand Exploding Kittens is presented as a chaotic and humorous card game meant for family fun. The ad's visuals show a grandma yelling excitedly while holding the Exploding Kittens cards, which implies that the game is enjoyable and engaging for all ages. The brand embraces a playful and slightly irreverent tone, distinguishing itself from traditional, more serious card game brands. The brand aims to occupy a space in the consumer's mind as a source of laughter and entertainment, pushing against the norms of overly formal or strategic card games. # Product The advertised product is the card game Exploding Kittens. This game is presented as a source of family fun and entertainment. A card is being held up in front of the viewer, with (on-package label text) reading "DEFUSE". The card has cartoon style artwork. The product is worth trying or buying because it can provide chaotic fun with family and friends. # Visual style The ad features user-generated content style with a focus on real-life imagery and a humorous tone. The production quality appears casual and unfiltered, resembling a snapshot taken on a smartphone. The image treatment includes natural lighting and minimal editing, which gives it an authentic feel. The typography integration is simple and bold, ensuring the text stands out against the background. The visual style aims to mimic a platform-native aesthetic, making it highly scannable and attention-grabbing in a social media feed. # Hooks Headline: damn grandma don't give a FUCK about the family trauma she's causing 💀 exploding kittens really said chaos only # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The top of the image features a humorous caption that introduces the concept of chaotic family fun associated with the product. The caption is from the brand's POV, aiming to set a playful tone for the ad. - The central image shows a grandma holding Exploding Kittens cards and yelling excitedly, which visually reinforces the chaotic and engaging nature of the game. The image is from the brand's POV, showcasing real people and family fun. - The card being held up is intended to showcase an aspect of gameplay, specifically the "DEFUSE" card. The brand uses this visual element to give the viewer a glimpse into the card game. The view is meant to make the product seem fun and easy to start playing.