How Gusto Advertises on Meta

# Ad summary This ad for Gusto uses a warm, inviting photo to grab the viewer's attention and speaks directly to their desire to save money. # Brand positioning Gusto is positioned as a friendly and approachable payroll and HR solutions provider for small to medium-sized businesses. It aims to occupy a space in the consumer's mind that associates complex financial tasks with simplicity and ease, offering a service that is both modern and human. By presenting a cheerful, confident professional in a relaxed setting, Gusto suggests that it aligns with a lifestyle that values work-life balance and a stress-free approach to business management. This positioning pushes against the norms of traditional, impersonal corporate financial services, favoring a more emotional and relatable approach. Gusto encourages small business owners to save money. # Product The product being advertised is Gusto's payroll and HR solutions for small to medium-sized businesses. The ad focuses on the benefit of saving money by switching to Gusto. It does not explicitly state what the product is or how it works, but the implied functionality is related to managing payroll and HR tasks more efficiently, thereby reducing costs. The product is implicitly aimed at business owners or managers who are looking for cost-effective solutions for their payroll and HR needs. The primary purchase barrier addressed is the concern about overpaying for such services, with the ad directly stating, "Stop overpaying. Start saving." The ad emphasizes the value proposition of cost savings and efficiency in business operations, presenting Gusto as a solution to reduce financial strain. # Visual style The ad uses a warm and inviting visual style with a focus on natural lighting and soft colors. The production quality is high, appearing to be studio-shot, and the image treatment includes gentle color grading to enhance the warmth. There are no obvious filters. The typography is clean and legible, and the layout is simple, ensuring high scannability in a feed. The ad maintains a platform-native style, fitting seamlessly into a professional, yet approachable, aesthetic. # Hooks Headline: Stop overpaying. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad copy promises financial savings by using Gusto's services. This message is from the brand's perspective, creating an immediate and accessible hook for potential customers who are looking to cut costs. The ad wants to capture the viewer's attention by addressing a common pain point: the desire to save money. - The image of a smiling, approachable professional is displayed to create a sense of trust and relatability. This image reinforces the brand's friendly persona and implies that Gusto is a reliable and personable service. The audience is experiencing the brand's perspective, which promotes a sense of professionalism and ease. The image works to build a visual association with the brand, reinforcing its identity and customer appeal. - The prominent display of the Gusto logo in the bottom right corner is meant to solidify brand recognition. This placement is from the brand's perspective. It works to create brand awareness, ensuring that the audience remembers and associates the visual and messaging with the Gusto service.

# Ad summary This ad for Gusto uses a cartoon illustration of a person and a dog to convey the message that running payroll doesn't have to be difficult. # Brand positioning Gusto is presented as a payroll and HR solution that simplifies complex tasks for small businesses. The brand aims to occupy a space in the consumer's mind as a time-saving and user-friendly platform, contrasting with the traditional perception of payroll as a cumbersome process. The brand aligns with values of efficiency and ease of use, promoting a lifestyle where business owners can focus on growth rather than administrative burdens. Gusto pushes against the norm of complicated payroll systems by offering a straightforward, accessible solution. The brand positioning is functional, emphasizing simplicity and time-saving benefits. # Product Gusto is a payroll and HR platform designed to save time every payday. It simplifies the process of running payroll, making it less complicated and more efficient. The product is for small business owners and HR professionals who want to streamline their payroll tasks. The ad addresses the pain point of payroll being a difficult and time-consuming process, positioning Gusto as a solution to make it easier. # Visual style The ad has a clean and minimalist visual style with a light blue background. It features a cartoon illustration with simple lines and flat colors. The typography is clean and legible, with a focus on clarity and readability. The overall style is modern and approachable, designed to convey a sense of ease and simplicity. # Hooks Headline: Running payroll shouldn't be ruff. # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by stating that running payroll shouldn't be difficult, immediately addressing a common pain point for business owners. This is told from the brand's perspective to grab the viewer's attention by calling out a common frustration and setting the stage for a solution to be presented. - The ad then states that you can save time every payday with Gusto. This is told from the brand's perspective to highlight the key benefit of using Gusto, which is saving time and simplifying the payroll process. - The ad shows a cartoon illustration of a person pointing at a dog. This is told from the brand's perspective to create a lighthearted and relatable image that reinforces the message that Gusto makes payroll less 'ruff'.

# Ad summary This ad promotes Gusto, a payroll management software. The ad features a screenshot of the Gusto app interface on a mobile phone, highlighting its ease of use and functionality for running payroll. # Brand positioning Gusto is presented as a modern, user-friendly payroll and HR solutions provider. The brand aims to occupy the space of simplifying complex business tasks for small to medium-sized businesses. Gusto aligns with values of efficiency, transparency, and ease of use, promoting a hassle-free experience for employers and employees alike. The brand pushes against the traditional, often complicated, norms of payroll management by offering an intuitive, tech-forward solution. The brand positioning is functional, emphasizing simplicity and performance. # Product The product being advertised is Gusto, a payroll management software accessible via a mobile app. The app is designed for business owners and HR professionals to easily manage payroll tasks. The ad shows the app's interface, highlighting features such as running payroll, reviewing and submitting payroll, and viewing employee information (names, job titles, hours, and salary status). The USPs include its user-friendly interface and streamlined payroll process. The ad shows the app being used to manage employee payroll for the period of May 16th - 25th. The ad addresses the purchase barrier of complex payroll management by showcasing a simple and efficient solution. # Visual style The ad has a clean and modern visual aesthetic. The production quality is highly polished, featuring a studio-shot image of a mobile phone displaying the app interface. The visual motif is a focus on the app's UI, with a clean layout and clear typography. The image treatment includes background removal and soft lighting. The style contrasts with platform-native content, opting for a high-design look that aims to increase scannability and stop power in feed. # Hooks Headline: Payroll just got easier # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the headline "Payroll just got easier," immediately conveying the message that Gusto simplifies payroll management. This is told from the brand's perspective to grab the viewer's attention and highlight the core benefit of the software. - The ad then shows a screenshot of the Gusto app interface on a mobile phone, demonstrating the app's user-friendly design and key features such as running payroll, reviewing and submitting, and viewing employee information. This is presented from the customer's perspective, showcasing the ease of use and functionality of the software. - The app interface displays employee names, job titles, hours worked, and salary status, providing a visual representation of the app's capabilities. This is shown from the brand's perspective, highlighting the comprehensive features of the software.

# Ad summary This ad for Gusto uses a simple drawing to illustrate the pain point of confusing payroll and the benefit of using Gusto to solve that problem. # Brand positioning Gusto is presented as a user-friendly payroll solution that alleviates the complexities and uncertainties often associated with managing payroll, taxes, and employee benefits. It aims to occupy the space of a reliable and straightforward tool that simplifies business operations for its customers. The brand promotes a sense of ease and confidence, aligning with values of efficiency and accuracy. Gusto directly addresses and counters the common struggles and confusion businesses face with payroll, taxes, and benefits, by offering a simple solution. The brand positioning is functional, focusing on providing a performance-driven service that reduces the burden of administrative tasks. # Product Gusto is presented as a payroll, taxes, and benefits management solution designed to streamline these processes for businesses. The product is for any business owner or manager who finds payroll, taxes, and benefits confusing or time-consuming. Gusto helps to run payroll, taxes, and benefits without the guesswork. The ad emphasizes its unique selling point of simplifying payroll by providing tools and support that eliminate confusion. The ad promotes a use case of simplifying the process of payroll and taxes. The ad addresses the common pain point of payroll being a complicated process. # Visual style The ad has a minimalist, meme-style aesthetic with simple black and white line drawings. The production quality appears to be low-fi, resembling a hand-drawn sketch. There is no image treatment or color grading applied, and the background is plain white. The typography is basic and complements the informal style. The visual style aims to be relatable and approachable, mimicking the visual language of internet memes. This style likely enhances scannability and stop power by standing out from more polished or corporate-looking ads in the feed. # Hooks Headline: Thinking I've got payroll handled # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The first panel shows a drawing of a person with a hand on their chin, looking troubled. The message here is that the person is thinking that they have payroll handled. The audience is experiencing the ad from the perspective of a business owner or manager who is trying to figure out payroll. - The second panel shows the same person from the first panel, but now an arm extends from that person and is patting a smaller, smiling person. The message here is that Gusto helps the person run payroll, taxes, and benefits without the guesswork. The audience is now experiencing the ad from the perspective of the brand, Gusto, and how they are solving the problem presented in the first panel. - The third panel states "Run payroll in minutes with Gusto". The message here is that it is quick and easy to run payroll with Gusto. The audience is experiencing the ad from the perspective of the brand and how they are solving the problem with efficiency and speed.

# Ad summary This ad is for Gusto HR. It begins with the prompt 'You can only pick two:' which is followed by a numbered list including 'Pay your employees on time,' 'Hire and onboard with ease,' 'Spend time with your family,' and 'Enjoy the work you do.' It concludes with the Gusto slogan 'With Gusto, you can do it all.' # Brand positioning Gusto aims to position itself as a solution for businesses that want to prioritize their employees and values. The brand suggests that, without its help, businesses often have to choose between essential aspects of running a company. Gusto aims to solve these issues to give business owners and managers the freedom to care for employees. # Product Gusto is an HR platform that helps companies pay employees, onboard new hires with ease, ensure employees can spend time with their families, and enjoy the work they do. The ad suggests that Gusto provides a comprehensive solution for all of these HR needs. # Visual style The ad has a simple, nature-focused aesthetic with a static shot that pans slightly to the left. The editing is minimal with a soft, muted color palette. The production quality appears relatively high, lending a sense of calm and professionalism to the ad. The pace is slow, contributing to a reflective mood. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:00 The ad begins with an opening question to immediately engage the viewer. - 00:00–00:05 00:00–00:05 The ad presents the question: 'You can only pick two,' immediately establishing a problem for the viewer to contemplate. The perspective is from the brand, posing a hypothetical question that positions the brand as a thought leader in HR. - 00:05–00:09 00:05–00:09 The ad transitions to a resolution, providing a solution to the posed dilemma by suggesting that with Gusto, you can do it all. This provides a message of hope and empowerment, delivered by the brand to showcase its value proposition.

# Ad summary This ad promotes Gusto, a platform that helps businesses run payroll, benefits, and more. The ad uses animated visuals and text overlays to illustrate how Gusto simplifies payroll in three steps: creating an account, adding people, and paying the team with confidence. The ad concludes with a call to action to get started for free. # Brand positioning Gusto is presented as a modern and accessible solution for businesses to manage payroll, benefits, and HR tasks. The brand aims to occupy the space of a user-friendly, all-in-one platform that simplifies complex administrative processes. The brand aligns with values of efficiency, confidence, and ease of use, promoting a stress-free approach to payroll management. Gusto pushes against the traditional, complicated norms of payroll processing by offering a streamlined, three-step solution. The brand positioning is both functional (simplicity, speed) and emotional (confidence). # Product Gusto is an all-in-one platform designed to simplify payroll, benefits, and HR tasks for businesses. The ad highlights a three-step process: 1. Create your account, which involves filling out necessary company and contact information. 2. Add your people, allowing you to input employee details and roles. 3. Pay your team with confidence, ensuring accurate and timely payroll submissions. The product's USPs include its ease of use, streamlined process, and comprehensive features. The ad addresses the purchase barrier of complicated payroll systems by presenting Gusto as a simple, efficient alternative. The ad emphasizes that Gusto allows users to "pay your team with confidence." # Visual style The ad features a clean and modern aesthetic with a focus on simplicity and clarity. The editing style consists of smooth transitions between static shots, creating a seamless flow. The production quality is polished, with a professional feel that supports the brand's message of reliability and confidence. The visual motif includes the use of animated characters and a consistent color palette of white, beige, and coral. The pacing is moderate, with cuts timed to key moments in the voiceover and music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Get started for free # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01: The ad opens with the text "Run payroll fast with Gusto in 3 steps" displayed on a white background. This message is intended to immediately convey the product's core benefit: quick and easy payroll processing. The perspective is from the brand, setting the stage for a product demonstration. The tone is straightforward and informative. - 00:01–00:02 00:01–00:02: Animated characters appear below the Gusto logo, walking and holding documents. This visual reinforces the idea of a team and introduces a playful, approachable element to the brand. The perspective remains from the brand, showcasing the product's appeal to a diverse workforce. The tone is positive and energetic. - 00:02–00:03 00:02–00:03: The ad transitions to the first step: "Create your account." A smartphone screen displays the Gusto sign-up form, with an animated hand interacting with the interface. This demonstrates the ease of creating an account. The perspective is from the brand, guiding the viewer through the initial setup process. The tone is instructional and clear. - 00:03–00:06 00:03–00:06: The ad moves to the second step: "Add your people." The smartphone screen shows the interface for adding team members, with various employee roles listed. Animated characters are stacked on top of each other, visually representing the team. The perspective is from the brand, highlighting the platform's ability to manage multiple employees. The tone is informative and inclusive. - 00:06–00:08 00:06–00:08: The ad presents the third step: "Pay your team with confidence." The smartphone screen displays a payroll submission interface with employee names and hours. An animated hand interacts with the "Submit payroll" button. The perspective is from the brand, emphasizing the platform's reliability and accuracy. The tone is reassuring and confident. - 00:08–00:10 00:08–00:10: The ad concludes with the Gusto logo, tagline ("Payroll, benefits, and so much more."), and a call to action: "Get started for free." Animated characters are shown celebrating, reinforcing the positive outcome of using Gusto. The perspective is from the brand, encouraging viewers to try the product. The tone is inviting and optimistic.

# Ad summary This ad shows a screenshot of an iMessage conversation where one person is telling another that they just set up payroll with Gusto and the other person is thanking them for following up. # Brand positioning Gusto is presented as a payroll service that is easy to set up and use. The brand is positioned as a helpful tool for businesses to manage their payroll efficiently. The ad implies that Gusto is a modern and user-friendly solution, as evidenced by the casual tone of the message and the quick follow-up. # Product The product being advertised is Gusto, a payroll service. The ad shows that Gusto is easy to set up, as the sender mentions they just set it up for the first time. The ad also highlights the speed and efficiency of the service, as the recipient acknowledges how fast the payment was processed. The product is for businesses or individuals who need to manage payroll and want a quick and easy solution. # Visual style The ad has a clean and simple visual style, mimicking a native iMessage interface. The use of blue and gray message bubbles against a white background creates a familiar and trustworthy look. The overall aesthetic is modern and user-friendly, aligning with the brand's positioning. # Hooks Headline: None used # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a message from one person to another, stating that they just set up payroll with Gusto for the first time. This is from the perspective of a user who has just started using Gusto and is sharing their experience. The intention is to show how easy it is to set up payroll with Gusto. - The message continues by informing the recipient that they should be receiving their pay any minute now, followed by a "Happy payday!" This is from the perspective of the user who set up the payroll, and it conveys the message that Gusto is efficient and timely in processing payments. - The recipient responds with "Woah, that was fast! Thanks for following up :)". This is from the perspective of the recipient, and it highlights the speed and efficiency of Gusto's payroll service. It also shows that the sender is responsive and helpful.

# Ad summary This ad promotes Gusto's free payroll migrations by showing a screenshot of the app's interface. # Brand positioning Gusto is presented as a modern and efficient solution for payroll and HR management. The brand aims to occupy the space of a user-friendly, tech-forward platform that simplifies complex administrative tasks for businesses. The brand aligns with values of simplicity, transparency, and empowering businesses to manage their teams effectively. Gusto pushes against the traditional, often cumbersome, payroll processes by offering a streamlined, digital experience. The brand positioning is both functional (offering practical solutions for payroll) and emotional (providing peace of mind and control to business owners). # Product The ad features the Gusto app, a payroll and HR management platform designed for businesses. The app allows users to run payroll, manage employee information, and handle related administrative tasks. The screenshot highlights the app's interface, showing a list of employees with details such as their names, job titles (e.g., PR Manager, Content Strategist, SEO Strategist), hours worked (e.g., 80 hrs, 15 hrs), and employment type (e.g., Salaried, Hourly). The app's USPs include its ease of use, comprehensive features, and ability to streamline payroll processes. The ad addresses the purchase barrier of complex payroll migrations by offering free payroll migrations. The ad is telling the viewer that Gusto is worth trying or buying because it simplifies payroll management and offers free migration services. # Visual style The ad has a clean and modern visual style, using a simple color palette of white, coral, and light gray. The production quality is high, resembling a studio-shot image. The visual motif is a focus on the app's user interface, presented in a clear and organized manner. The image treatment includes background removal and subtle lighting effects to highlight the app's features. The typography is clean and legible, with a focus on readability. The ad mimics a platform-native style, resembling a screenshot from a mobile device, which enhances scannability and stop power in the feed. # Hooks Headline: Free payroll migrations. # 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 starts by highlighting the brand name, Gusto, to establish brand recognition. This is told from the brand's perspective to introduce itself to the audience. - Next, the ad states "Free payroll migrations." This is told from the brand's perspective to immediately communicate a key benefit and address a potential pain point for businesses considering switching payroll providers. - The ad then shows a screenshot of the Gusto app interface, focusing on the payroll management section. This is told from the brand's perspective to demonstrate the app's functionality and user-friendliness. - The screenshot displays employee information, such as names, job titles, hours worked, and employment type. This is told from the brand's perspective to illustrate the level of detail and organization the app provides.

# Ad summary This ad promotes Gusto, a payroll and HR software, by highlighting its flexibility in running payroll multiple times. The ad features a clean, minimalist design with a focus on the app's interface and ease of use. It uses a simple animation to demonstrate the payroll submission process, emphasizing the brand's logo and color scheme. # Brand positioning Gusto is presented as a modern and efficient solution for payroll and HR management, particularly appealing to small and medium-sized businesses. The brand aims to occupy the space of a user-friendly, flexible, and reliable platform that simplifies complex administrative tasks. Gusto aligns with values of simplicity, efficiency, and transparency, promoting a hassle-free experience for business owners. The brand positioning is functional, focusing on the performance and simplicity of its software, while also conveying a sense of trust and reliability. # Product Gusto is a payroll and HR software designed to streamline administrative tasks for businesses. The ad showcases the app's interface on a mobile device, highlighting its ability to run payroll multiple times as needed. The software is implied to be user-friendly, with a clean and intuitive design. The ad features a screen showing employee information, including names, roles (e.g., PR Manager, Content Strategist), hours worked, and salary status (salaried or hourly). The key USP is the flexibility to run payroll as many times as necessary, addressing the potential pain point of needing to make frequent or unscheduled payments. The ad conveys that Gusto is worth trying for its ease of use and adaptability to various payroll needs. # Visual style The ad has a clean and minimalist aesthetic with a polished commercial feel. The editing style is simple, with smooth transitions and static shots. The production quality is high-end, supporting the intended tone of professionalism and reliability. The pacing is consistent, with a focus on clear and concise visuals. The cuts are timed to emphasize key product actions and messaging. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: The ad opens with the text overlay "Run payroll as many times as you need." displayed above a smartphone screen showing the Gusto app interface. This sets the stage by highlighting the key benefit of the product: flexibility in running payroll. - 00:02–00:04 00:02–00:04: The app screen transitions to show a "Payroll submitted" confirmation, visually demonstrating the ease and speed of the payroll process. This reinforces the message of simplicity and efficiency. - 00:04–00:06 00:04–00:06: The screen fades to a solid red background with the Gusto logo in white, providing a clear brand reinforcement and leaving the viewer with a memorable visual.

# Ad summary This ad for Gusto targets business owners who are using inefficient, manual processes for their payroll. The ad highlights the frustration of copy-pasting payroll information and positions Gusto as a fully automated solution that can upgrade their existing processes. # Brand positioning Gusto is presented as a modern and automated payroll solution designed to help businesses streamline their processes. The brand positions itself as an upgrade from manual, copy-paste methods, implying it offers a more efficient and reliable alternative. Gusto aims to occupy the space of a tech-forward, user-friendly payroll provider, aligning with values of simplicity and automation. It pushes against the norms of outdated, time-consuming payroll practices, positioning itself as a smart, modern solution. The brand positioning is functional, emphasizing the performance and simplicity of its automated payroll system. # Product The advertised product is Gusto, a fully automated payroll system designed to replace manual copy-paste processes. It is targeted toward business owners or individuals responsible for managing payroll. The ad emphasizes the USP of upgrading from manual to fully automated processes, highlighting the convenience and efficiency of the system. The ad addresses the pain point of time-consuming and potentially error-prone manual payroll management, offering Gusto as a solution to this frustration. The ad is telling the viewer that Gusto is a better alternative to the traditional copy-paste method of handling payroll, offering a streamlined, automated solution. # Visual style The ad features a clean, modern visual style with flat vector graphics and a limited color palette. The production quality is polished with a focus on simplicity and clarity. The visual motif includes geometric shapes and clean lines. The image treatment uses solid colors and bold typography. The overall style feels platform-native and designed for in-feed scannability. # Hooks Headline: If Ctrl+C is your payroll strategy... we should talk. # Benefits - [object Object] # Features - [object Object] # Call to action Make the switch # Point of view - [object Object] # Storyline - The ad opens by posing the question: "If Ctrl+C is your payroll strategy..." This is intended to highlight the inefficiency and tediousness of manual payroll processes and capture the attention of users who rely on copy-pasting to manage their payroll. The brand is speaking directly to the user, calling out an existing frustrating process. - The ad follows by stating, "we should talk," positioning the brand as a helpful advisor or partner ready to offer a better solution. The brand is telling the user it can solve their problem. - The ad continues with the statement "We'll help you upgrade from copy-paste to fully automated." This emphasizes the core benefit of Gusto, promising a seamless transition from manual to automated payroll. The brand is continuing to express what it can do for the user. - The ad ends with a button labeled "Make the switch", providing a direct call to action that prompts the user to take the next step and explore the automated payroll solution. The brand is telling the user to convert.

# Ad summary This ad for Gusto promotes its health insurance offerings with no additional fees. The ad features a hand holding a smartphone displaying the company's benefits page. # Brand positioning Gusto is presented as a modern, tech-forward solution for managing company benefits, specifically health insurance. The brand aims to occupy the space of a user-friendly, transparent, and cost-effective platform for small to medium-sized businesses, especially for those seeking to provide comprehensive health benefits to their employees without hidden costs. Gusto promotes values of simplicity and accessibility in managing complex administrative tasks. It pushes against the norm of opaque pricing and complicated benefits packages often associated with traditional insurance providers, positioning itself as a transparent and straightforward alternative. The brand positioning is functional, emphasizing the simplicity and cost-effectiveness of its health insurance offerings. # Product The product featured is Gusto's health insurance offering, designed for companies looking to provide health benefits to their employees. The service aggregates both medical and dental plans, as seen on the smartphone screen displaying 'Medical' and 'Dental' options. The ad highlights that the insurance comes with '$0 additional fees,' addressing a common purchase barrier of hidden costs. The product is presented as a straightforward solution for employers to manage and offer health benefits to their employees, simplifying the administrative process. # Visual style The ad features a clean, modern design with a focus on clarity and simplicity. The production quality is high, with vector-style graphics and a limited color palette that enhances scannability. The integration of the smartphone UI element adds a platform-native feel, while the overall aesthetic is designed to be easily digestible in a quick-scrolling social feed. # Hooks Headline: Health insurance with $0 additional fees. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad starts by highlighting the brand 'gusto' alongside the offer of health insurance with '$0 additional fees,' immediately conveying the message of cost savings and transparency. This is told from the brand's perspective, aiming to capture the audience's attention with a clear value proposition. - The storyline then shifts to a visual representation of the Gusto platform on a smartphone screen. A hand is holding the smartphone which shows the 'Company benefits' section. This shows the practical application of the service and what it looks like in practice. This beat is from the customer's perspective, showing the ease of access and user-friendly interface. - The screen displays both 'Medical' and 'Dental' plan options, detailing that '8 employees covered'. This underscores the comprehensiveness and scalability of the service, reinforcing the message that Gusto can meet diverse company needs. This is conveyed from the brand's perspective, showcasing the breadth of their offerings and their value.

# Ad summary The ad features the owner of Puffin Pediatrics discussing how Gusto helps him save time, allowing him to spend more time with his family and provide better patient care. The ad highlights Gusto as a one-stop shop for managing payroll, benefits, and HR tasks for small businesses. # Brand positioning Gusto is presented as a business management solution that focuses on simplifying payroll, benefits, and HR tasks for small businesses. The brand is positioned as a tool that saves business owners time, allowing them to focus on other aspects of their business and personal lives. Gusto aligns with a value proposition of efficiency and improved work-life balance, pushing against the norm of complex and time-consuming administrative tasks that can plague small businesses. The brand positioning is both functional (simplifying administrative tasks) and emotional (improving work-life balance). # Product Gusto is presented as a comprehensive platform designed to streamline payroll, benefits, and HR tasks for small businesses. The product is positioned as a "one-stop shop" that saves business owners time and effort. The ad highlights the product's ability to automate administrative tasks, freeing up time for business owners to focus on their families and provide better customer service. The key USP of Gusto is its efficiency and ability to simplify complex processes. Gusto addresses the purchase barrier of small business owners feeling overwhelmed by administrative tasks by offering a solution that simplifies these processes and improves overall efficiency. # Visual style The ad has a polished, commercial feel with a focus on natural lighting and clean visuals. The editing style includes quick cuts and static shots to keep the pace engaging. The production quality is high, creating a professional and trustworthy image. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Explore nearly 75 ways Gusto makes payroll, benefits, and HR easier at gusto.com/showcase # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 The ad opens with a visual of Dr. Fradkin entering his office, introducing the context for the ad. - 00:02–00:07 Dr. Fradkin begins discussing how Gusto helps him save time, setting the stage for the benefits of using the platform. - 00:07–00:17 He elaborates on how the time saved by using Gusto allows him to spend more time with his family and focus on patient care, reinforcing the value proposition. - 00:17–00:21 Dr. Fradkin emphasizes that he uses Gusto because it is a "one-stop shop", summarizing its key benefit. - 00:21–00:29 The ad concludes with a message that "great businesses aren't built on one big win" and promotes Gusto.

# Ad summary Image ad for Gusto showing a screenshot of the Gusto app and its features while highlighting the claim that Gusto can fit the business needs in just 30 minutes. # Brand positioning Gusto presents itself as a modern and efficient payroll and HR software designed to streamline business operations. The brand aims to occupy the space of simplicity and time-saving for businesses, offering a solution that fits their needs quickly. The brand promotes a functional approach, promising to make payroll and HR tasks easier and faster for businesses of all sizes, without unnecessary complexity. # Product Gusto is a payroll and HR software that helps businesses manage their employees' information and payroll. The ad displays a phone screen showing the app interface, specifically the payroll function, which includes features such as employee data (names, roles, hours, and pay type) and a "Submit payroll" button. Gusto claims that it fits a business's needs in just 30 minutes. The software is designed for businesses looking to efficiently manage their payroll and HR tasks. # Visual style The ad features a clean, modern aesthetic with a focus on simplicity and ease of use. The background is minimal, using a gradient and a simple curved shape to add visual interest without cluttering the composition. The use of the phone as the focal point emphasizes the accessibility and user-friendliness of the Gusto app. The color palette is soft and inviting, with a balance of white, cream, and light orange tones. The overall design is polished and professional, conveying trust and reliability. # Hooks Headline: See what Gusto can do for you. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad begins by posing a question to the viewer, asking them to consider the advantages that Gusto can offer. The message aims to immediately capture attention and prompt interest in learning more about the potential benefits of the service. This message is told from the brand's perspective. - Following this, the ad promotes its core value proposition: the ability to customize the software to suit the business's individual requirements in just 30 minutes. This message aims to address the need for efficiency and simplicity in business management. This is told from the brand's perspective. - The phone screen displays Gusto's platform, showcasing the ability to run payroll and see employees information such as their roles, names, and hours. This aims to provide a glimpse into the user-friendly interface and demonstrates the ease of payroll management. This part of the story is told from the perspective of a current customer.

# Ad summary This ad promotes Gusto's free payroll migration service. The ad features a screenshot of the Gusto app interface, highlighting its payroll management features and employee information. # Brand positioning Gusto is presented as a modern and efficient solution for payroll and HR management, targeting small to medium-sized businesses. The brand aims to occupy the space of a user-friendly, tech-forward alternative to traditional payroll systems. The brand's visual presentation is clean and simple, aligning with a functional and straightforward approach. Gusto promotes values of efficiency and ease of use, contrasting with the perceived complexity of traditional payroll processes. The brand's positioning is functional, emphasizing simplicity and ease of use. # Product The ad promotes Gusto's payroll migration service, which allows businesses to switch to Gusto's platform without the hassle of manually transferring payroll data. The product is for small to medium-sized businesses looking for a streamlined payroll solution. The ad highlights the ease of running payroll, managing employee information, and viewing payroll history within the Gusto app. The USPs include free payroll migrations and a user-friendly interface. The ad shows the Gusto app interface, featuring the 'Run payroll' function, employee overviews, and payroll history. The ad addresses the purchase barrier of complex and time-consuming payroll migrations by offering a free and easy solution. # Visual style The ad has a clean and modern visual style with a focus on the Gusto app interface. The production quality is high, with a clear and well-lit image. The visual motif is a simple layout with a focus on functionality. The image treatment includes background removal and color grading to create a consistent and professional look. The typography is clean and legible, and the overall style is designed to be scannable and informative. # Hooks Headline: Free payroll migrations. # Benefits - [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] - [object Object] # Storyline - The ad starts by announcing 'Free payroll migrations,' immediately grabbing the attention of businesses that may be looking to switch payroll providers. The brand is telling the audience about the offer to entice them to consider Gusto. - The ad then shows a screenshot of the Gusto app interface, highlighting its key features such as 'Run payroll,' employee overviews, and payroll history. The brand is showing the audience the app's functionality and ease of use. - The ad includes a view of employee profiles with details like hours worked and salary information, further demonstrating the app's capabilities. The brand is showing the audience the app's ability to manage employee information.

# Ad summary This ad promotes Gusto, the payroll software for small businesses. A man is shown working in his office and using Gusto to pay himself. He mentions that small business payroll has never looked better. # Brand positioning Gusto is presented as a modern, user-friendly solution for small business payroll, aiming to occupy the space of a convenient and visually appealing platform. The brand aligns with values of efficiency and ease of use, promoting a streamlined approach to payroll management for small business owners. The brand pushes against the perception of payroll as a complicated and tedious task, instead presenting it as a simple and even enjoyable process. The brand positioning is both functional (providing a simple, efficient payroll solution) and emotional (conveying ease and satisfaction). # Product Gusto is payroll software designed for small businesses. It provides a platform for managing payroll tasks. The product is for small business owners or managers who need to handle employee payments. The ad mentions that it makes payroll easier for small businesses. The main USP is that Gusto makes the task of running payroll easier and more appealing. The ad shows Gusto being used at the office, and the implication is that Gusto can be used any time the user needs to pay employees. By showing how easy the software is to use, Gusto attempts to address potential purchase barriers such as complexity or time commitment. # Visual style The ad has a polished, commercial feel, with a clean and modern aesthetic. It features smooth transitions and static shots. The production quality is high, with a focus on showcasing the visual appeal of the software. The pacing is consistent, with a moderate tempo. The cuts and text are timed to coincide with voiceover lines. # Benefits - [object Object] # Features - [object Object] # Call to action Get started for free at gusto.com # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The man is working on his laptop at his desk and uses the Gusto software to pay himself. - 00:02–00:03 00:02–00:03 He expresses satisfaction after using the software. - 00:03–00:07 00:03–00:07 The man walks in front of his desk and says that small business payroll has never looked better. - 00:07–00:09 00:07–00:09 The Gusto logo appears on screen with the tagline "Choose a future with Gusto."

# Ad summary This short animated ad for Gusto promotes the time and money saving benefits of using their service for small business payroll. The spot uses colorful, upbeat, hand-drawn style animation to feel friendly and approachable. # Brand positioning Gusto is presented as a friendly, accessible tool to help small businesses save time and money. The brand aims to occupy the space of a helpful partner, empowering small business owners to focus on their core activities while Gusto handles HR and payroll. The brand aligns with a modern, efficient, and supportive tone, suggesting a lifestyle of balanced work and financial security. Gusto challenges the norm of complicated and time-consuming payroll processes by offering a simple, all-in-one solution. The brand positioning is both functional (saving time and money) and emotional (providing peace of mind and control). # Product Gusto is an online platform designed to streamline HR and payroll for small businesses. It helps users save time and money by automating traditionally tedious tasks. The product is implicitly designed for small business owners who juggle multiple responsibilities and need efficient solutions. Key features include automated payroll, tax filings, and HR management. The USP is the ability to gain both more time and more money by using Gusto. The ad emphasizes the platform's ease of use and the tangible benefits of reduced administrative burden. The platform addresses purchase barriers by offering a free trial, encouraging potential users to experience the benefits firsthand. # Visual style The ad has a playful, hand-drawn animated aesthetic. The editing style features smooth transitions and static shots. The production quality is clean and polished, yet maintains a friendly and approachable tone. The pacing is moderate, with a consistent rhythm maintained throughout the ad. Audio and visual elements are synced, with the animation highlighting key points in the voiceover. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Get started for free at Gusto.com # Point of view - [object Object] # Storyline - 00:00–00:01 An animated man types at a laptop; the camera zooms in on the screen to show a wristwatch and piggy bank. - 00:01–00:03 The voiceover asks the audience if they would rather have more time or more money. - 00:01–00:04 The animation fills in the icons with color and coins drop into the piggy bank, emphasizing the benefit of having both. - 00:04–00:05 The ad suggests that if you choose Gusto, you can have both time and money. - 00:05–00:09 The ad ends with a screen stating that you can get started for free at Gusto.com.

# Ad summary This ad uses an illustration of a woman interacting with digital interfaces to promote Gusto's payroll and HR services for S-Corps, highlighting the importance of setting salaries correctly. # Brand positioning Gusto is presented as a modern and efficient solution for managing payroll, benefits, and HR tasks, specifically tailored for S-Corps. The brand aims to occupy the space of a user-friendly, all-in-one platform that simplifies complex administrative processes for small to medium-sized businesses. Gusto aligns with values of automation, compliance, and ease of use, promoting a hassle-free experience for business owners. The brand pushes against the traditional, often cumbersome, methods of manual payroll and HR management by offering a streamlined, digital alternative. The brand positioning is both functional, emphasizing efficiency and accuracy, and emotional, promising peace of mind and reduced stress for business owners. # Product The ad promotes Gusto's comprehensive payroll and HR services designed for S-Corps. The product is a digital platform that automates payroll processes, manages 401k contributions, and handles invoicing. It is designed for business owners and managers who need to efficiently manage their company's HR and financial tasks. The ad highlights the importance of setting salaries correctly, implying that Gusto helps ensure compliance and accuracy in this area. The platform addresses the purchase barrier of complex and time-consuming HR tasks by offering a simplified, automated solution. The ad conveys that Gusto is worth trying or buying because it streamlines essential business operations, reduces errors, and saves time. # Visual style The ad features a clean and modern visual style with a focus on simplicity and clarity. The illustration is cartoon-like with bold outlines and flat colors, giving it a friendly and approachable feel. The use of geometric shapes and a limited color palette contributes to a cohesive and visually appealing design. The overall aesthetic is reminiscent of a digital interface, aligning with the brand's focus on technology and automation. # Hooks Headline: have you set your salary right? # 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 with a question directed at S-Corps, asking if they have set their salary right. This is intended to grab the viewer's attention by addressing a common concern or potential compliance issue for businesses operating as S-Corps. The question is posed from the brand's perspective, aiming to position Gusto as a solution to this problem. - The ad then visually represents Gusto's services through an illustration of a woman interacting with digital interfaces labeled 'Automated Payroll,' '401k,' and 'Invoice.' This is intended to showcase the breadth of Gusto's platform and its ability to handle various HR and financial tasks. The illustration is presented from the brand's perspective, highlighting the key features and benefits of using Gusto. - The ad concludes with the Gusto logo, reinforcing the brand identity and providing a clear visual association with the services being promoted. This is intended to leave a lasting impression on the viewer and encourage them to explore Gusto as a solution for their payroll and HR needs. The logo is presented from the brand's perspective, solidifying its position as the provider of these services.

# Ad summary This ad from Gusto highlights a common issue with 401(k) plans and offers a free guide to help avoid mistakes. # Brand positioning Gusto is presented as a solution for businesses seeking to optimize their 401(k) plans and avoid common mistakes. The brand positions itself as knowledgeable and helpful, offering a free guide to educate business owners and HR professionals. The brand aims to occupy the space of a trusted advisor, simplifying complex financial processes for its customers. The brand aligns with values of efficiency, accuracy, and ease of use, pushing against the notion that managing 401(k) plans has to be complicated or error-prone. # Product The product advertised is a free guide from Gusto, designed to help businesses avoid common mistakes in their 401(k) plans. The guide is for business owners, HR professionals, or anyone responsible for managing employee retirement plans. The ad explicitly states three common mistakes: missed enrollments, late deferrals, and eligibility errors. The guide offers value by addressing the common pain points and complexities associated with managing 401(k) plans. The ad addresses the purchase barrier of uncertainty or lack of knowledge by providing a free resource to help businesses improve their 401(k) management. # Visual style The ad utilizes a clean, minimalist visual style with cartoon-style illustrations and a limited color palette. The production quality is polished, with flat design elements and clearly defined shapes. The ad uses a grid-like layout with simple text and a clear visual hierarchy. The style has a modern, approachable aesthetic, likely designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: Most 401(k) plans have at least one issue. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by stating that most 401(k) plans have at least one issue. This is included to grab the viewer's attention by pointing out a common problem, and it is being stated from the brand's perspective. - The ad then offers a free guide. This is designed to show that Gusto is the solution for avoiding these issues, told from the brand's perspective. - Lastly, the ad lists three of the most common mistakes, including missed enrollments, late deferrals, and eligibility errors. This reinforces the need for the viewer to download the free guide, reinforcing the brand's solution to these problems.

# Ad summary A woman is plucking a man's eyebrow as she uses an analogy of the painful experience to talk about payroll compliance with Gusto. # Brand positioning Gusto is presented as a friendly and approachable brand that takes on the challenge of payroll compliance. They position themselves as a solution to the sticky issues of payroll compliance, aiming to occupy a space in the consumer's mind as a helpful and reliable tool. Gusto presents a lighthearted, relatable, and slightly humorous tone by using the analogy of hair removal to a frustrating business task. They are relatable to business owners who are looking for a brand that understands the daily frustrations of running a business and that can solve complicated tasks for them. # Product Gusto is not explicitly defined in the ad, but it is implied to be a payroll compliance service for businesses. It is implied that the product is easy and effective at handling payroll compliance. The ad addresses a potential purchase barrier by associating payroll compliance with a sticky situation, suggesting that Gusto can help alleviate the pain or complexity associated with it. # Visual style The ad has a polished and professional aesthetic with bright and natural lighting and clear visuals. The editing rhythm is relatively static, with longer shots to allow for the message to come across. The product actions are timed with the voiceover lines. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 A woman is plucking the eyebrow of a man lying on a treatment bed. - 00:02–00:02 The woman uses the plucking of the eyebrow as an analogy to payroll compliance. - 00:02–00:05 The man makes a squinting reaction face and then questions if that is it, implying how painless using Gusto is.

# Ad summary This ad for Gusto features the co-founders of The Pastry Project, Emily and Heather, who share their experience of saving time on payroll using Gusto. They emphasize how this time saving allows their employees to easily manage their schedules and focus on their work. The ad highlights the efficiency and convenience Gusto offers to small businesses, ensuring everything runs smoothly. # Brand positioning Gusto is presented as a modern and efficient payroll, benefits, and HR solution designed for small businesses. The brand aims to occupy the space of a reliable, time-saving tool that simplifies administrative tasks, allowing business owners and employees to focus on their core work. Gusto aligns with values of efficiency, employee empowerment, and ease of use. The brand appears to ignore the complexities and time-consuming nature often associated with traditional payroll systems, instead promoting simplicity and convenience. The brand positioning is primarily functional, focusing on performance and simplicity. # Product Gusto is a payroll, benefits, and HR platform designed to simplify administrative tasks for small businesses. It allows employees to easily access their schedules and clock in and out. The platform saves business owners time by streamlining payroll processes, potentially saving 30 minutes to an hour every payroll. The ad highlights Gusto as a tool that allows businesses to focus on other critical aspects of their operations. The key selling point is its ability to provide an easy-to-use system for managing employee schedules and payroll, reducing administrative overhead. # Visual style The ad has a polished and bright aesthetic, combining direct-to-camera testimonials with visually appealing shots of the bakery and its products. The editing style includes smooth transitions and static shots, creating a professional feel. The production quality is a hybrid of UGC and commercial elements. The pacing is moderate, allowing viewers to absorb the information without feeling rushed. The visuals of the pastries are timed to enhance the voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Explore nearly 75 ways Gusto makes payroll, benefits, and HR easier at gusto.com/showcase # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a shot of Emily and Heather, the co-founders of The Pastry Project, standing outside their bakery. - 00:02–00:04 Emily shares that using Gusto has helped them save 30 minutes to an hour every payroll. - 00:04–00:06 The ad shows images of pastry chefs glazing baked goods. - 00:06–00:11 Heather explains that Gusto saves them time from transferring over hours, allowing their employees to manage their schedules and clock in and out easily. - 00:11–00:13 The ad ends with a variety of pastries displayed, reinforcing the positive outcome of using Gusto – everything looks good and is lining up.