How Leroy Merlin Brasil Advertises on Meta

# Ad summary This ad for Leroy Merlin features a shopping cart full of home improvement products and a houseplant, with a headline that translates to 'Your cart is waiting for you! The product you want with the discount you need!' The ad encourages viewers to take advantage of the offers. # Brand positioning Leroy Merlin is presented as a one-stop shop for home improvement needs, offering a wide range of products from tools to decor. The brand positions itself as a provider of both essential items and desirable upgrades for the home, emphasizing value through discounts and readily available products. The brand aims to occupy a space in the consumer's mind as a reliable and accessible resource for all things related to home improvement, promoting a lifestyle of convenience and affordability in creating a comfortable and well-equipped home. # Product The ad features a variety of home improvement and decor products available at Leroy Merlin. These include a DEXTER brand power drill in its packaging, a houseplant in a black pot, several white throw pillows, rolled-up rugs or textiles, and various other household items, all piled inside a metal shopping cart. The products suggest a range of home improvement and decorating possibilities, from functional tools to aesthetic enhancements. The ad addresses the potential purchase barrier of cost by highlighting the availability of discounts, encouraging viewers to take advantage of the offers and complete their desired home projects. # Visual style The ad features a clean and straightforward visual style with a focus on product presentation. The production quality appears to be studio-shot, with bright lighting and a simple background. The visual motif is a product showcase, with the shopping cart serving as a visual container for a variety of home improvement items. The image treatment includes background removal and color grading to enhance the vibrancy of the products and brand colors. The typography is large and bold, ensuring scannability in the feed. The style contrasts with platform norms by using a more polished and professional aesthetic, potentially increasing stop power through its high-design appearance. # Hooks Headline: SEU CARRINHO TE ESPERA! O produto que você quer com o DESCONTO QUE VOCÊ PRECISA! # Benefits - [object Object] # Features - [object Object] # Call to action APROVEITE AS OFERTAS # Point of view - [object Object] # Storyline - The ad opens with a message that translates to 'Your cart is waiting for you! The product you want with the discount you need!' This is intended to grab the viewer's attention and create a sense of anticipation and excitement about potential purchases. The brand is speaking directly to the customer, highlighting the availability of desired products at discounted prices. - The ad then transitions to a visual of a shopping cart filled with a variety of home improvement and decor products. This is intended to showcase the breadth of offerings available at Leroy Merlin and inspire viewers with ideas for their own home projects. The brand is showing the customer the possibilities and variety of products available. - The ad concludes with a call to action that translates to 'Take advantage of the offers'. This is intended to prompt the viewer to take immediate action and visit Leroy Merlin to make a purchase. The brand is encouraging the customer to act now and take advantage of the available discounts.

# Ad summary This ad promotes a discount from Leroy Merlin on items in your shopping cart for a limited time. # Brand positioning Leroy Merlin is presented as a go-to home improvement and lifestyle retailer. The ad focuses on immediate savings for shoppers, suggesting that Leroy Merlin values both affordability and convenience, and wants to assist you with the products you need for your home projects and lifestyle needs. The focus on a limited-time discount implies a desire to create urgency and incentivize immediate purchases. # Product The ad promotes a broad range of products that can be found at Leroy Merlin. The products are arranged inside of a shopping cart, suggesting that they are items available for purchase. The specific items visible include what appears to be a pillow, a paint can, and a power drill. The ad aims to highlight the availability of a discount on these and other items when purchased together, encouraging customers to take advantage of the promotion. The visual focus on the shopping cart suggests that the promotion applies to multiple items, potentially appealing to customers who are planning larger home improvement projects. # Visual style The ad features a clean and straightforward visual style. The production quality is high, with clear product photography. The layout is simple, using blocks of color and text to convey the message. The ad's visual style aligns with a platform-native approach, prioritizing scannability and clear messaging to quickly capture attention. # Hooks Headline: DESCONTO POR TEMPO LIMITADO! # Benefits - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the text “SEU CARRINHO TE ESPERA!” (YOUR CART IS WAITING FOR YOU!), aiming to capture the viewer's attention by suggesting that there are items in their cart, encouraging them to complete the purchase. - Next, the ad highlights the offer, “DESCONTO POR TEMPO LIMITADO!” (DISCOUNT FOR A LIMITED TIME!). This is meant to communicate the value proposition of a discount and creates a sense of urgency by emphasizing the limited-time nature of the offer. It's being told from the brand's POV. - The shopping cart filled with a variety of products is being shown to the audience to visually communicate the range of products available at Leroy Merlin. The products are ready for purchase, emphasizing convenience and variety, as viewed from the brand's perspective. - The final message is “GARANTIR SEU DESCONTO” (GUARANTEE YOUR DISCOUNT), which serves as a call to action, encouraging the audience to take advantage of the discount offer and complete their purchase. The message is framed from the brand's perspective.

# Ad summary This image ad promotes the Leroy Merlin app by highlighting a 30% discount available to app users. The ad features a person holding a phone with a digital coupon displayed on the screen, emphasizing the app-exclusive offer during 'App Week'. # Brand positioning Leroy Merlin is presented as a home improvement and DIY retail brand, recognizable by its green and white logo. The brand appears to position itself as a modern, accessible resource for home improvement needs, pushing against the traditional perception of hardware stores as intimidating or difficult to navigate. By focusing on a mobile app promotion, Leroy Merlin also shows that it is embracing digital tools and modern shopping trends. # Product The ad promotes the Leroy Merlin mobile app, which provides users with access to exclusive coupons and discounts. The app is highlighted as the sole platform to receive the current 30% discount during 'App Week'. The product is for homeowners and DIY enthusiasts looking for ways to save money on home improvement projects. The ad addresses the barrier of having to pay full price for home improvement items by providing an easy way to access a significant discount. The app is presented as a convenient tool for accessing deals and offers, making home improvement more affordable. # Visual style The ad utilizes a lifestyle shot with a shallow depth of field to keep the focus on the product, in this case the phone with the digital coupon. The color scheme is dominated by the brand colors, using bright green to draw the eye to the offer. The design is simple and direct, making it easy to understand the key message at a glance. # Hooks Headline: APP Week # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Baixe Agora # Point of view - [object Object] - [object Object] # Storyline - The ad starts with a shot of someone using a phone, positioning the viewer in the place of someone enjoying a discount. This is included to draw the viewer in with a relevant, real-life scenario of how the app could be used. - The ad calls out 'APP Week', showing that it is a special limited-time promotion to generate interest in the app. This builds urgency for users to download the app and take advantage of the discounts. - The ad then reinforces the app exclusivity by stating 'SÓ NO APP! Baixe Agora' (Only in the APP! Download Now), pushing the viewer towards downloading the app immediately. The brand is speaking directly to the customer, promoting the value of its app as a channel for exclusive deals.

# Ad summary This ad promotes Leroy Merlin's services and benefits for its loyalty program members. It showcases discounts for professionals, cashback opportunities, and specialized assistance. The ad features quick cuts of people working on home improvement projects, highlighting the brand's commitment to helping customers achieve their renovation goals. # Brand positioning Leroy Merlin positions itself as a home improvement partner that rewards its customers for their loyalty. They offer exclusive discounts and specialized assistance tailored to professionals, suggesting a focus on both DIY enthusiasts and trade professionals. The 'Leroy Merlin com Você' program is highlighted as a way to accumulate points, emphasizing the value of repeat business and long-term customer relationships. The brand aligns with a lifestyle of ongoing home improvement and is trying to make itself known as the one stop shop. # Product The ad promotes Leroy Merlin's loyalty program, Leroy Merlin com Você, which allows customers to accumulate points. The program offers benefits like exclusive discounts for professionals, cashback opportunities ('Compre e ganhe cashback'), and specialized assistance ('Atendimento especializado na sua obra.'). These offerings are geared towards both professional contractors and DIY enthusiasts undertaking home improvement projects, seeking a comprehensive solution for their renovation needs. The ad suggests that being a member of Leroy Merlin com Você provides added value and support throughout the renovation process. # Visual style The ad features a fast-paced editing style, with quick cuts to maintain viewer engagement. The production quality is polished, with clear visuals and professional graphics. The visual motif is showcasing people working on home improvement projects with text overlays highlighting benefits. # 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 ad opens with a static shot of various construction and home improvement supplies. - 00:02–00:06 The ad shifts to a fast-cut sequence of people working on home renovation projects in a bathroom setting.

# Ad summary This image ad for Leroy Merlin features a woman pushing a shopping cart full of home improvement items, including a plant, inside a store. The ad highlights affordable payment options and quality products for the entire home, encouraging viewers to take advantage of current offers. # Brand positioning Leroy Merlin is presented as a one-stop shop for all home improvement needs, offering a wide range of products from building materials to decor. The brand emphasizes affordability and quality, positioning itself as a reliable resource for customers looking to improve their homes without breaking the bank. The ad promotes the idea that customers can find everything they need for their entire home at Leroy Merlin, reinforcing its position as a comprehensive home improvement retailer. # Product The ad showcases a variety of home improvement products available at Leroy Merlin. These include a potted monstera plant, paint cans, and other miscellaneous items, all contained within a shopping cart. The products are intended for general home improvement and decoration, appealing to customers looking to enhance their living spaces. The ad highlights the affordability of these products by mentioning payment options that fit within a budget, suggesting that customers can easily purchase these items without financial strain. The ad encourages viewers to take advantage of current offers, implying that now is the perfect time to buy. # Visual style The ad features a realistic, in-store setting with natural lighting. The production quality appears to be high, with clear focus and attention to detail. The visual motif is straightforward, focusing on the shopping experience and product presentation. The image treatment includes color correction to enhance the vibrancy of the products and the brand's logo. The typography is clean and legible, with a focus on conveying key information quickly. The ad contrasts with platform norms by using a more traditional, polished aesthetic rather than a lo-fi or UGC style, potentially increasing its stop power in the feed. # Hooks Headline: PARCELAS QUE CABEM NO BOLSO. Qualidade para toda a casa! # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action APROVEITE AS OFERTAS # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a woman pushing a shopping cart full of home improvement items through a Leroy Merlin store. This establishes the setting and showcases the variety of products available, from the customer's perspective. - The ad then transitions to text highlighting affordable payment options and quality products for the entire home. This communicates the brand's value proposition and targets customers looking for budget-friendly solutions, from the brand's perspective. - Finally, the ad includes a call to action encouraging viewers to take advantage of current offers. This prompts immediate action and reinforces the idea that now is the best time to shop at Leroy Merlin, from the brand's perspective.

# Ad summary This image ad is for the Afago Collection available at Leroy Merlin and in collaboration with Joana Lira. The background is a neutral tone with a brown geometric pattern at the top and bottom. At the top of the ad, text reads "coleção exclusiva" and "AFAGO" in a stylized font. Below is the line of text that reads, "| Conheça a Coleção Afago: um convite ao olhar demorado". The ad shows an outdoor shower and tropical plants. At the bottom are the names Joana Lira + Leroy Merlin. # Brand positioning The collaboration between Joana Lira and Leroy Merlin suggests a blend of artistic design and practical home improvement solutions. Leroy Merlin likely aims to connect with customers who appreciate unique, designer-curated products, indicating a move towards offering more exclusive and visually appealing items within the home improvement category. The 'Afago' collection, promoted as an invitation to a 'lingering gaze,' implies a focus on creating spaces that are not only functional but also aesthetically pleasing and emotionally engaging. The brand aims to elevate everyday living spaces with a touch of artistic sophistication and a focus on visual enjoyment. # Product The featured product is a collection of decorative tiles and outdoor fixtures under the name 'Afago,' designed in collaboration with Joana Lira and available at Leroy Merlin. The ad prominently displays an outdoor shower setup, featuring a white tiled wall with a blue geometric pattern, suggesting the tiles are a key element of the collection. The setup includes a shower head and faucet, implying a complete outdoor shower solution. The presence of tropical plants around the shower suggests a focus on creating an outdoor space that is both functional and visually appealing. The text highlights the collection as an invitation to a 'lingering gaze,' positioning the product as an aesthetic upgrade to outdoor spaces, encouraging customers to create visually pleasing and inviting environments. # Visual style The ad has a polished, lifestyle-focused aesthetic. The photography is well-lit and staged, with the product shown in a realistic outdoor setting. The overall design includes natural textures and motifs to reinforce the organic feel. The use of a neutral background and geometric shapes adds a touch of sophistication. The text integration is clean and legible, ensuring the key messages are easily scannable. The style balances visual appeal with clear communication of the product's functionality, enhancing its attractiveness and relevance to potential customers. # Hooks Headline: coleção exclusiva # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action CONFIRA # Point of view - [object Object] # Storyline - The ad begins by announcing the 'coleção exclusiva AFAGO', immediately grabbing attention and setting a tone of exclusivity and uniqueness. The brand tells this part of the story by showcasing the special nature of the product line right away. - Below the title, text reads '| Conheça a Coleção Afago: um convite ao olhar demorado', encouraging the viewer to learn more about the collection and emphasizing the visual appeal and aesthetic pleasure of the product. The brand is inviting the viewer to explore the collection and its ability to transform spaces into visually pleasing environments. - The visual centerpiece showcases an outdoor shower installation with tropical plants, demonstrating the product's use and aesthetic integration into an outdoor setting. The brand shows the product in a real-world setting to inspire and provide context. - The ad concludes with the branding 'JOANA LIRA + LEROY MERLIN,' highlighting the collaboration and adding credibility through the partnership. The brand is reinforcing the partnership and emphasizing the combined expertise behind the collection.

# Ad summary This image ad for the "AFAGO" exclusive collection features a kitchen setting with uniquely patterned tile work. The design collaboration is highlighted by the presence of the brand names JOANA LIRA and LEROY MERLIN. # Brand positioning The brand, promoted through the 'AFAGO' collection, positions itself as a provider of home decor that emphasizes comfort and aesthetic appeal through unique patterns and textures. By partnering with a designer (Joana Lira) and retailer (Leroy Merlin), the brand communicates that it values creativity, accessibility, and quality in its product offerings. # Product The product featured is a set of uniquely patterned tiles designed in collaboration with Joana Lira and sold by Leroy Merlin. The tiles are presented as a way to transform familiar spaces ('O aconchego que você já conhece, agora em novas formas e texturas' translates to 'The comfort you already know, now in new shapes and textures'). They are shown installed in a kitchen as a backsplash. The ad aims to highlight the visual appeal and transformative potential of the tile collection. # Visual style The ad has a clean, modern aesthetic with a focus on natural light and muted tones. The production quality appears to be studio-shot, with a well-staged kitchen setting. The visual motifs include a grid layout in the tile work and simple geometric shapes in the icons. # Hooks Headline: coleção exclusiva # Benefits - [object Object] # Call to action CONFIRA # Point of view - [object Object] # Storyline - The ad begins by displaying icons across the top, visually introducing elements of design that reflect the tiles. This is presented from the brand's perspective to set the design tone of the collection. - The campaign then announces the "coleção exclusiva" (exclusive collection) named AFAGO. This is from the brand's perspective, highlighting the product's exclusivity and brand name. - The ad shares the key selling point that translates to "The comfort you already know, now in new shapes and textures," inviting the audience to refresh their home decor with updated designs while still getting the comfort of their home. This is told from the brand's perspective. - The ad highlights the collaboration between Joana Lira and Leroy Merlin. This is from the brand's perspective, emphasizing the partnership and credibility of the design.

# Ad summary This image ad promotes the new collection of Afago in partnership with Joana Lira at Leroy Merlin. It features a lifestyle image and a clear CTA to explore the collection. # Brand positioning Leroy Merlin is presented as a home improvement and lifestyle brand, specifically offering furniture and decor items. The collaboration with Joana Lira suggests that the brand is aiming to create exclusive and thoughtfully designed home collections, emphasizing the emotional connection one can have with their living space. The brand seems to value aesthetics, comfort, and the idea of turning a house into a home, inviting customers to take their time to explore the collection and find pieces that resonate with them. This aligns with an emotional positioning, focusing on the feelings associated with home and personal space. # Product The product being advertised is the new "Afago" collection, in collaboration with Joana Lira at Leroy Merlin. The products are implied to be home decor and furniture items designed to enhance the living space and make it more comfortable and aesthetically pleasing. The name "Afago," which translates to "caress" or "gentle touch," suggests a focus on creating a sensory experience and inviting a sense of comfort and relaxation. The ad aims to create a sense of exclusivity and collaboration with a designer, which would make these items more appealing and worth trying. # Visual style The ad has a clean, minimalist aesthetic with a focus on natural tones and textures. The production quality appears to be high, with well-lit, studio-style product photography and carefully chosen props. The visual motifs include geometric patterns, simple layouts, and a muted color palette. The image treatment is subtle, with soft lighting and gentle color grading. The typography is integrated seamlessly, with large and bold headlines that complement the overall design. The visual style aims to create a sense of calm, comfort, and sophistication, with a platform-native style that blends well into the feed. # Hooks Headline: coleção exclusiva # Benefits - [object Object] # Call to action CONFIRA # Point of view - [object Object] - [object Object] # Storyline - The ad begins by announcing an exclusive collection called "Afago," which sets the stage for something unique and special, told from the brand's perspective to generate excitement. - Next, the ad elaborates on the collection, stating, "Conheça a Coleção Afago: um convite ao olhar demorado," which translates to "Meet the Afago Collection: an invitation to a lingering look." This part is told from the brand's perspective and frames the collection as something to be savored and appreciated, inviting the viewer to spend time exploring it. - The ad then features a call to action, "CONFIRA", which translates to "Check it out," from the brand to drive the viewers to explore the collection. This prompts the audience to take the next step and engage with the collection. - Finally, the ad highlights the collaboration between "JOANA LIRA" and "LEROY MERLIN", framed from the brand's perspective to reinforce the authenticity and exclusivity of the new collection.

# Ad summary This ad demonstrates how the Leroy Merlin app can assist in finding home decor items and take advantage of coupons and discounts. # Brand positioning Leroy Merlin is presented as a helpful solution for individuals seeking to enhance the comfort and style of their living spaces. The brand promotes simplicity and convenience by showcasing the app's ability to easily find home decor items and providing access to coupons and discounts. The brand's position is to offer a seamless shopping experience to transform spaces with ease. # Product The ad features the Leroy Merlin app, a mobile application designed to help users find and purchase home decor and improvement items. It offers a wide range of products, including organizers, bedding, and decorative pillows, aiming to solve the problem of where to find specific items. The app also provides access to exclusive coupons and discounts, addressing the purchase barrier of cost. The Leroy Merlin app is portrayed as a tool to transform spaces and is shown to be user-friendly and convenient. # Visual style The ad has a polished, clean aesthetic. The editing style consists of quick cuts to maintain a fast pace. The production quality appears to be a hybrid between UGC and polished commercial, adding a relatable touch while ensuring visual appeal. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Baixe o app # Point of view - [object Object] # Storyline - 00:00–00:03 A woman makes her bed and talks about spaces in your home that you love, but want to be cozier. - 00:03–00:09 Continuing the story, the woman says her bedroom was that room and that she faced the challenges so many people face: where to find the right decor items. - 00:09–00:11 As a solution, she says that the Leroy Merlin app saved her. - 00:11–00:16 The user then looks at bedding organizers, comforters, and decorative pillows, inside the app. - 00:16–00:19 The woman says that she took advantage of the app's coupons and exclusive discounts. - 00:19–00:23 The ad shows a blank bedroom followed by a bedroom after the redecorating took place. - 00:23–00:25 The ad says that the app makes it easy to transform a space. - 00:25–00:30 The ad prompts the user to download the app and get cashback and discounts. - 00:30–00:31 The woman says to tell her what you thought of her room after the redecorating.

# Ad summary This image ad promotes the exclusive AFAGO collection by Joana Lira and LEROY MERLIN, inviting viewers to explore the collection and linger on the details, with a minimalist bathroom setting showcasing the products. # Brand positioning LEROY MERLIN, in partnership with designer Joana Lira, presents itself as a curator of exclusive collections that transform living spaces. The brand aims to evoke a sense of care and attention to detail, suggesting that home design should be approached with thoughtfulness and appreciation for the aesthetic. By collaborating with designers like Joana Lira, LEROY MERLIN pushes against generic home improvement offerings, instead of positioning its products as invitations to create more intimate and personalized spaces. The brand values artistic expression and collaboration, emphasizing the emotional connection one can develop with their home environment. # Product The featured product is part of the exclusive AFAGO collection, a collaboration between designer Joana Lira and LEROY MERLIN, focusing on transforming living spaces. The ad spotlights a minimalist bathroom setting, suggesting the collection includes bathroom fixtures and decor. The showcased products include a white toilet and a wooden slatted vanity, set against decorative gray and white patterned wall tiles that appear to be part of the collection. The collection is presented as an opportunity to bring a sense of deliberate beauty and calmness into the home. # Visual style The ad has a clean, minimalist aesthetic with a focus on natural tones and textures. The production quality appears to be high, with professionally shot images and well-balanced lighting. The visual motifs include geometric patterns and stylized text, creating a cohesive and modern look. The image treatment emphasizes soft lighting and subtle color grading, enhancing the overall sense of calm and sophistication. The typography is integrated seamlessly, using bold fonts for headlines and legible text for supporting information. The ad contrasts with typical platform styles, opting for a refined and polished presentation that aims to capture attention through its elegance and attention to detail. This style increases scannability by emphasizing key information and draws the eye with its aesthetic appeal. # Hooks Headline: coleção exclusiva # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action CONFIRA # Point of view - [object Object] # Storyline - The ad opens by announcing the 'coleção exclusiva AFAGO' (exclusive AFAGO collection), piquing the audience's interest with a sense of exclusivity. The brand is telling this part of the story to create a sense of importance and anticipation for what follows. - The ad continues with 'Conheça a Coleção Afago: um convite ao olhar demorado' (Discover the Afago Collection: an invitation to a lingering look), encouraging viewers to explore the collection with intent. The brand is telling this part of the story to reinforce that the collection is crafted with great attention to detail and designed to be appreciated thoughtfully. - A 'CONFIRA' (Check it out) button is displayed to entice the viewer to learn more about the collection. The brand is telling this part of the story to drive immediate action and direct viewers to the products on offer. - A minimalist bathroom setting showcases the products in a real-life context. The audience is experiencing this from the brand's perspective, highlighting the aesthetic and functional integration of the collection in a living space. - The ad concludes with the 'JOANA LIRA' brand and the 'LEROY MERLIN' brand, separated by a heart symbol, reinforcing the collaboration. The brand wants the audience to know this part of the story to create a sense of artistic value, collaboration, and quality associated with the collection.

# Ad summary This ad is promoting a new collection of home goods. It shows a preview of a tiled shower space in a tropical outdoor setting, highlighting the unique design of the tiles. The text invites viewers to discover the Afago collection. # Brand positioning This ad features Leroy Merlin, a home improvement and lifestyle brand, known for its partnerships with designers and artists. The brand aims to occupy a space in the consumer's mind that is both functional and aesthetically driven, aligning with values of creativity and collaboration. It suggests an eye for design in the home and a lifestyle that appreciates unique, designer-curated collections. # Product The product featured is part of the "Afago" collection, which includes tiles. The tiles are designed to be used in a shower space. The design of the product features a pattern of small blue chevron shapes against a white background. The ad focuses on the collection's aesthetic appeal. The brand promotes the product as an invitation to take a pause and to savor the visual details. # Visual style The ad has a polished, studio-shot quality with a focus on natural elements. The visual motif includes geometric patterns and a balanced color palette. The image treatment uses natural lighting and subtle color grading to enhance the tropical setting. Typography is integrated with a clean and legible style, and the overall effect is both native and high-design. # Hooks Headline: coleção exclusiva # Benefits - [object Object] # Features - [object Object] # Call to action CONFIRA # Point of view - [object Object] # Storyline - The ad opens by announcing an exclusive collection called "AFAGO". This serves to immediately grab attention and introduce the central theme, told from the brand's perspective. - Next, the ad invites the viewer to explore the Afago collection, emphasizing a slow and deliberate viewing experience, told from the brand's perspective. - Finally, the ad shows a tiled shower scene, followed by the names of the brand partners who designed the collection, which serves as a visual representation of the collection's aesthetic and design. This is from an external perspective, presenting an example of how the tiles can be used.

# Ad summary This ad promotes the Afago collection by Joana Lira for Leroy Merlin, highlighting its design qualities and inviting viewers to explore it further. # Brand positioning The collaboration between Joana Lira and Leroy Merlin presents a fusion of artistic design and practical home improvement solutions. Leroy Merlin, a well-known retailer for home improvement, collaborates with Joana Lira to create an exclusive collection, indicating a step towards unique and designer-focused products. This partnership enhances the brand's appeal by offering aesthetically pleasing options, which positions the brand as a provider of both functional and visually appealing home decor. The brand aims to occupy a space in the consumer's mind that values design and artistic expression in everyday home items. # Product The product is a collection of decorative tiles designed by Joana Lira in collaboration with Leroy Merlin. The tiles feature a distinctive pattern and earthy color scheme to add a touch of elegance to any space. These tiles appear to be designed for walls, most likely kitchens and bathrooms. The collection is presented as an invitation to a 'lingering gaze,' suggesting that these tiles are meant to be admired and appreciated. The main feature is that they are part of an exclusive designer collection, offering a unique aesthetic. # Visual style The ad uses a warm and inviting color palette with a focus on natural tones. The composition is clean and well-organized, with a balanced layout that emphasizes both the product and the branding elements. The visual style feels modern and sophisticated, while still maintaining a welcoming and accessible aesthetic. There is a blend of flat graphic elements with realistic product imagery, creating a visually engaging experience. The use of simple icons and geometric patterns adds a touch of playfulness to the design. # Hooks Headline: coleção exclusiva # Benefits - [object Object] # Features - [object Object] # Call to action CONFIRA # Point of view - [object Object] - [object Object] # Storyline - The ad opens by showcasing a curated set of icons that represent the core elements of the collection. This is presented from the brand's perspective to visually introduce the key motifs and set the tone for what is to come. - The ad transitions to highlight the 'exclusive collection' and the brand 'Afago,' inviting viewers to 'meet the collection,' while emphasizing an 'invitation to a lingering gaze.' This segment is from the brand’s perspective to encourage engagement and position the collection as visually captivating. - A detailed display of the tile installation in a residential setting is shown from the customer's perspective to demonstrate the tiles' aesthetic appeal in a real-world environment. - Finally, the collaboration between Joana Lira and Leroy Merlin is showcased at the bottom of the ad, to highlight the partnership and build credibility by associating the collection with known entities in the design and home improvement spaces.

# Ad summary This ad for the Leroy Merlin app features a phone screen showing items in a cart on the app with text encouraging viewers to download the app and take advantage of special offers. The ad closes with the Leroy Merlin logo and slogan. # Brand positioning Leroy Merlin aims to position itself as a one-stop shop for construction, renovation, and decoration, offering a wide range of products and services for home improvement projects. The brand aligns with a practical and solution-oriented approach, emphasizing convenience and value. The brand does not appear to directly address competitor behaviors but instead focuses on promoting its own app and associated benefits. Leroy Merlin's positioning is largely functional, focusing on providing access to a variety of products and services to improve the consumer's living space. # Product The ad promotes the Leroy Merlin mobile app, designed to provide users access to the store's products and exclusive offers. The app offers a user-friendly interface for browsing and purchasing items, and managing orders. The ad highlights the convenience of shopping for home improvement items on-the-go, suggesting the app is a valuable tool for customers looking to manage their projects efficiently. The primary benefits showcased are ease of use, access to special offers, and a convenient shopping experience. The app also provides access to home installation services. # Visual style The ad features a clean and modern aesthetic, characterized by bright lighting, minimalist backgrounds, and sharp focus on the product. The editing style is simple with static shots and smooth transitions, resulting in a polished commercial feel. The pacing is consistent throughout the ad, with the camera focused on the product and text overlays. The visual emphasis is on clarity and ease of understanding, ensuring the viewer can quickly grasp the app's functionality and benefits. # 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] # Storyline - 00:00–00:03 The ad opens with a view of a hand holding a smartphone, displaying an order screen within the Leroy Merlin app. Various items are listed in the cart, suggesting the app's functionality for browsing and purchasing products. - 00:00–00:04 The camera zooms out to show more of the phone screen with text overlay promoting the Leroy Merlin app and the special offers available. This moment emphasizes the key benefit of using the app, which is access to exclusive deals and a streamlined shopping experience. - 00:04–00:06 The ad concludes with the Leroy Merlin logo and tagline displayed on a clean white background, reinforcing brand recognition and associating the brand with the idea of building a life with value.

# Ad summary This ad promotes the Leroy Merlin app using an influencer. The influencer states she was able to buy organizers, bedding, and pillows using the app. She also mentions that she used coupons and exclusive discounts. # Brand positioning Leroy Merlin is presented as a one-stop shop for home improvement and decor products. The brand is positioned as a convenient solution, offering a wide range of products from organizers to bedding and pillows. With an emphasis on exclusive app discounts and coupons, the brand aims to provide value and savings to customers, highlighting its accessibility and affordability. This approach appeals to consumers looking for practical and cost-effective solutions for their home needs, steering away from a purely aspirational or luxury positioning and focusing on functional benefits. # Product The Leroy Merlin app is a mobile application designed to provide users with access to a wide range of home improvement and decor products. It offers various items such as organizers, bedding, pillows, and more, catering to customers looking to enhance their living spaces. The app also features exclusive coupons and discounts, providing opportunities for savings on purchases. It is designed for individuals seeking practical and cost-effective solutions for their home needs. The ad encourages users to download the app to gain \$10 in cashback and take advantage of exclusive discounts, highlighting the app as a convenient platform for home-related purchases. # Visual style The ad has a UGC feel with a mix of static shots and smooth transitions. The production quality is clean but casual, suggesting a hybrid of polished commercial and user-generated content. The pacing is moderate, with cuts timed to align with the voiceover, creating a seamless audio-visual sync. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Baixe o app # Point of view - [object Object] # Storyline - 00:00–00:04 The creator is talking about using the Leroy Merlin app to make purchases. - 00:01–00:04 A screen recording is shown of the app being used, following the creator's statements. - 00:05–00:08 The creator is shown talking about using coupons and taking advantage of exclusive discounts using the app. - 00:06–00:08 A screen recording is shown of the app's coupons and discounts page, following the creator's statements. - 00:09–00:13 The ad promotes downloading the app to gain \$10 in cashback and take advantage of exclusive discounts. - 00:13–00:15 The ad ends with a scene of a beautifully decorated bedroom.

# Ad summary This ad uses a UGC demo format to showcase how the Leroy Merlin app can help users transform their spaces. A woman is shown using the app to find and purchase items such as organizers, bedding, and pillows to create a more comfortable room. # Brand positioning Leroy Merlin positions itself as a one-stop shop for home improvement and decor, offering a wide range of products to help customers easily transform their spaces. The brand emphasizes convenience and simplicity, suggesting that its app makes it easy to find everything needed to make a space more comfortable and appealing. The tone is friendly and relatable, aligning with a lifestyle that values personal comfort and home improvement, ignoring any category norms. # Product The Leroy Merlin app is a mobile application that offers a convenient way to browse and purchase a wide range of home improvement and decor products. The app features products like organizers, bedding, and pillows. It is for anyone looking to easily transform and enhance their living spaces. The ad addresses the purchase barrier of difficulty in finding the right items by showcasing the app's comprehensive selection and ease of use. The app provides a simple way to transform spaces. # Visual style The ad has a polished, commercial aesthetic with smooth transitions and natural lighting. The production quality is high, giving it a professional look and feel. The pacing is moderate, maintaining a consistent rhythm throughout the video. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Baixe o app # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 A woman is shown making her bed, setting the scene in a room that the speaker will later explain she wanted to make more comfortable. The speaker is introducing the before scene of her room. - 00:02–00:05 00:02–00:05 The speaker is now on a couch, facing the camera and speaking directly to the audience. She mentions how she wanted to make her room more cozy. The speaker is introducing her problem. - 00:05–00:07 00:05–00:07 The woman shows her phone to the camera, with the Leroy Merlin app on the screen. She says that the Leroy Merlin app saved her. The speaker is introducing how the app saved her. - 00:07–00:10 00:07–00:10 The woman is then sitting on a chair in the room, looking at the Leroy Merlin app on her phone. The screen shows bedding organizers, followed by bed sheets. She says that she found everything that she needed, showcasing various items available on the app, such as organizers, bedding, and pillows. The speaker is showcasing the products on the app. - 00:10–00:14 00:10–00:14 There is a transition to a now-made bed and fixed-up bedroom. She says that with the app, it was simple to transform the space. The speaker is showcasing the after scene of her room. - 00:14–00:17 00:14–00:17 The room is again shown. She says to discover the app. The speaker is calling the viewer to action.

# Ad summary This ad promotes the Leroy Merlin app, offering a discount to new users who download and use the app. The ad features a mobile phone displaying the Leroy Merlin app interface, highlighting discounts and offers available to users. # Brand positioning Leroy Merlin is presented as a user-friendly, modern, and value-driven brand focused on home improvement and construction. The ad promotes ease of access to products and services through its mobile app, implying a tech-forward approach to traditional home improvement retail. The brand aims to occupy a space in the consumer's mind as an innovative one stop shop for all home improvement needs. # Product The featured product is the Leroy Merlin mobile app, designed for browsing and purchasing home improvement items. It offers access to exclusive online discounts, such as 60% off on select items, as well as a R$10 discount on the first purchase for new users who download the app. The app streamlines the shopping experience, allowing users to access various product categories like shelves, niches, and other supplies. The ad also features a R$5 discount for app users. # Visual style The ad features a modern, clean visual style with a focus on showcasing the mobile app interface. The use of bright colors and clear typography enhances scannability and draws attention to the key offers. The studio-shot quality gives the ad a polished look, while the focus on the smartphone screen mirrors platform-native behaviors by simulating an in-app experience. # Hooks Headline: Ganhe R$10 # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad begins by highlighting a R$10 discount for first-time app users, which immediately grabs attention and incentivizes downloading the app. The brand is communicating a clear value proposition to new customers through a direct monetary offer. - The ad reinforces the offer by stating that users can download the app to enjoy the best deals. The brand is emphasizing the benefits of using the app for accessing the best prices and promotions. - The ad showcases the mobile app's interface displaying the brand's logo, followed by several product categories and promotional discounts, such as 60% off online exclusives and a 5% discount. This is from the customer's perspective, showing the app interface and key features to demonstrate its utility and the variety of deals available to users.

# Ad summary This ad promotes the Leroy Merlin app, showcasing how it can assist in transforming a bedroom space. A woman expresses her desire for a cozier bedroom and demonstrates how the app provides access to organizers, bedding, and other items to achieve this. The ad visually transitions from a standard bedroom to a newly decorated and cozier version, highlighting the ease and simplicity of using the Leroy Merlin app to transform any space. # Brand positioning Leroy Merlin is presented as a home improvement retailer that aims to empower customers to easily transform their living spaces. The brand aligns with values of convenience, accessibility, and simplicity by providing a wide range of home and decor products through its app. The brand positions itself as a solution for those seeking to improve their homes without complexity, offering a user-friendly platform and diverse product selection, making home transformations straightforward and attainable. # Product The Leroy Merlin app is a mobile application designed to simplify the process of home improvement and decoration. The app provides users access to a wide range of products including organizers, bedding, and home decor items. It addresses the common purchase barrier of accessibility by offering these products directly through a user's smartphone. The app aims to be a comprehensive tool for transforming any space, allowing users to easily browse and purchase items. The ad highlights the app's ability to quickly and conveniently provide everything needed to enhance a bedroom's comfort and appearance. # Visual style The ad has a UGC feel with a mix of static and smooth transitions, giving it a polished commercial appearance. The editing rhythm is moderate, with cuts timed to sync with the voiceover. The production quality is high, balancing personal appeal with professional presentation. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Baixe o app (download the app) # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 A woman is shown making her bed. The message conveys a domestic scene and the action is centered around creating a comfortable space. The perspective is from an external observer, showcasing the mundane task of making a bed. - 00:02–00:03 00:02–00:03 The woman sits on a couch and states a question about liking a space but wanting it to be cozier. The message is intended to create empathy and highlight a common desire for improved home comfort. The perspective shifts to a direct address to the audience, making the question relatable and personal. - 00:03–00:05 00:03–00:05 The woman holds up a phone displaying the Leroy Merlin app. She says that the app saved her, emphasizing its role in solving her home decor needs. The perspective is from the woman, who is presenting the app as a solution, framed as a helpful discovery. - 00:05–00:10 00:05–00:10 The woman is seen using the Leroy Merlin app to browse various products like organizers, bedding, and pillows. The message highlights the app's extensive catalog and ease of use. The perspective switches to the woman navigating the app, showing the accessibility and range of products available. - 00:10–00:14 00:10–00:14 The ad shows the before and after transformation of the bedroom. The message is to demonstrate how the app simplifies the process of transforming a space. The perspective shifts to showcasing the improved bedroom, suggesting ease and attainable results. - 00:14–00:16 00:14–00:16 A close up shot of the made bed is shown. The message emphasizes the end result of the room transformation. The perspective is to show the audience the potential transformation. - 00:16–00:17 00:16–00:17 The woman is seen using her phone again, with text overlay that says "Baixe o app" (download the app), reinforcing the CTA to download the Leroy Merlin app. The perspective shifts back to the woman, who is reaffirming the accessibility and convenience of the app.

# Ad summary This ad showcases Leroy Merlin as the go-to destination for all home improvement and DIY needs. It uses quick cuts and energetic music to highlight the wide range of products and affordable prices. The ad encourages viewers to explore Leroy Merlin's offerings and discover complete solutions for their home projects. # Brand positioning Leroy Merlin is presented as a comprehensive solution provider for home improvement needs, offering complete solutions and the best prices. The brand emphasizes its wide range of products, positioning itself as a one-stop-shop for customers seeking to enhance their homes. The brand aims to occupy the consumer's mind as the go-to destination for all home and DIY projects, whether you're a contractor or homeowner. The tone is enthusiastic and energetic, aligning with a lifestyle of continuous improvement and hands-on projects. The brand positions itself as offering a wide selection of products at competitive prices, breaking away from the notion that home improvement must be costly. The brand positioning is both functional (providing a wide array of solutions) and emotional (inspiring customers to create and improve their living spaces). # Product Leroy Merlin is a home improvement and DIY retailer. The ad shows a shopping cart filled with various items, including paint, plants, and decor, to highlight the wide range of products available. The products are for anyone looking to improve their home. The ad showcases its products through shopping carts filled with items suggesting a broad selection for home improvement projects. The ad also clearly emphasizes affordable prices, appealing to cost-conscious consumers. The ad doesn't focus on specific use occasions but rather implies that Leroy Merlin is suitable for any home improvement project. The ad addresses the potential purchase barrier of high costs associated with home improvement by highlighting the best prices. The ad focuses on conveying that Leroy Merlin is a reliable place for home improvement and offers the customer a reason to shop with them for the best price. # Visual style The ad has a polished commercial aesthetic with quick cuts and smooth transitions. The production quality is high-end, supporting a clean and professional tone. The pacing is fast, with cuts timed to the music beats. The ad uses a consistent color scheme of green and white, aligning with the brand's colors. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action DESCUBRA AS OFERTAS # Point of view - [object Object] # Storyline - 00:00–00:10 A woman pushes a shopping cart out of Leroy Merlin. - 00:10–00:12 An employee gestures to the camera, smiling. - 00:12–00:14 The Leroy Merlin logo appears.

# Ad summary This ad showcases Leroy Merlin as the perfect solution for all home improvement needs, highlighting complete solutions and great prices. # Brand positioning Leroy Merlin positions itself as a comprehensive home improvement retailer offering complete solutions for various home-related needs. The brand emphasizes its commitment to providing customers with the best prices, making home improvement projects more accessible. It aims to occupy a space in the consumer's mind as a one-stop shop for all home improvement needs, ensuring that customers can find everything they need under one roof. The brand's tone is informative and customer-centric, highlighting convenience and affordability. It is aligning with customers looking for easy and affordable home solutions. # Product Leroy Merlin is a home improvement and DIY retailer offering a vast array of products and solutions for home construction, remodeling, and decoration. The ad showcases various home improvement items, including plants, storage boxes, and building materials. The store is intended for homeowners, DIY enthusiasts, and anyone looking to improve their living spaces. Its main USP is providing 'complete solutions' and the 'best prices'. The ad also showcases in-store shopping. # Visual style The ad has a bright and clean aesthetic with a focus on showcasing the shopping experience at Leroy Merlin. The editing style includes smooth transitions. The production quality appears to be standard commercial with some authentic moments of real shoppers. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action DESCUBRA AS OFERTAS (Discover the offers) # Point of view - [object Object] - [object Object] # Storyline - 00:01–00:10 A woman pushes a shopping cart full of items out of the Leroy Merlin store. - 00:11–00:12 An employee stands outside of the Leroy Merlin store. The woman smiles and waves, presenting a welcoming and friendly image of the store. - 00:13–00:14 The Leroy Merlin logo appears.

# Ad summary This ad for Leroy Merlin in Brazil promotes their professional renovation services. It uses humor and quick cuts to highlight various home improvement projects and positions the company as a reliable partner for all renovation needs. # Brand positioning Leroy Merlin is presented as a comprehensive solution provider for home renovation needs. The brand positions itself as a reliable partner that handles everything from project planning to installation, offering a team of qualified professionals. The ad emphasizes convenience and expertise, suggesting that customers can trust Leroy Merlin to manage all aspects of their renovation projects. The tone is friendly and approachable, implying that the brand is accessible and customer-focused. The brand aims to occupy the space of a one-stop-shop for renovation services, differentiating itself by offering both products and professional installation. # Product The ad promotes Leroy Merlin's comprehensive home renovation services, covering a range of projects from basic installations to complete bathroom remodels. These services include installation of new fixtures, floor replacement, painting, and full bathroom renovations. The ad highlights the availability of qualified professionals to execute these projects, addressing the common purchase barrier of finding reliable and skilled labor. The services are presented as a solution to the challenges of DIY renovations, promising a hassle-free experience with expert assistance. # Visual style The ad has a bright and energetic visual style, using quick cuts and dynamic transitions to maintain a fast pace. The production quality is polished, with clear shots and consistent lighting. The use of bright green color, which is Leroy Merlin's brand color, is prominent throughout the ad. The editing rhythm is quick, with cuts synchronized to the upbeat music track. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Na loja, No APP, No site. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a man holding a digital sign with red text that changes to green text. The message is that they are replacing unprofessional workers with qualified professionals from Leroy Merlin. This sets the stage for a reliable professional service. - 00:03–00:05 00:03–00:05 A team of Leroy Merlin professionals is shown walking confidently towards a house. This visually introduces the qualified team promised in the previous scene. - 00:05–00:08 00:05–00:08 Text overlay indicates the brand name and that they 'do everything'. The quick cuts and graphic treatment convey the company's wide range of services. - 00:08–00:17 00:08–00:17 Montage of renovations completed by Leroy Merlin staff. Text overlays label the type of renovation. The overall message is that they can do the job and handle customer requests. - 00:17–00:22 00:17–00:22 The text states that they play together during renovations. The ad concludes with the brand logo and an invitation to visit the store, app, or website. The phrase communicates the team effort involved and their support throughout the renovation.