How Proton Advertises on Meta

# Ad summary This ad promotes Proton VPN, emphasizing the importance of online privacy and security. It showcases the VPN's ability to protect browsing history and personal data. The ad uses visuals of the app interface and animations to illustrate how it works, highlighting the benefits of using Proton VPN for a private and secure online experience. # Brand positioning Proton VPN is positioned as a solution for maintaining online privacy and security, emphasizing the importance of keeping your browsing history to yourself. The brand aligns with values of privacy, control, and security in an increasingly exposed digital world. It pushes against the norm of passive acceptance of data tracking and promotes a proactive approach to protecting personal information, positioning itself as a trustworthy and reliable choice for users concerned about their online footprint. The brand identity is functional (security, simplicity) and emotional (peace of mind, empowerment). # Product Proton VPN is a virtual private network app that protects your online browsing history and personal data. It is designed for users who are concerned about their online privacy and want to keep their browsing activity private. The app offers features such as ad blocking, tracker stopping, and data saving. It works by changing your IP address to a VPN IP, making your online activity invisible to others. The ad highlights the ability to go from exposed to invisible and keep your browsing to yourself. Proton VPN emphasizes the importance of online privacy and security, giving users peace of mind while browsing the internet. # Visual style The ad has a polished, commercial aesthetic with a blend of real-life and animated graphics. The editing style includes quick cuts and smooth transitions to maintain a fast-paced rhythm. The production quality feels high-end, using clean visuals and professional animations. The pacing is consistent, with cuts timed to the music beats to enhance the message. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Learn more # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens by highlighting the concept of your browsing history. - 00:02–00:03 It transitions into the idea that your browsing history has an audience. - 00:03–00:08 Next, the ad introduces Proton VPN as a solution to go from exposed to invisible, illustrating the apps function. - 00:08–00:11 The ad emphasizes the need to keep your browsing to yourself and highlights the NetShield feature. - 00:11–00:14 Social proof that the app is trusted by millions of users is shown, providing credibility and building trust. - 00:14–00:18 The ad concludes by reinforcing the message of being all private, all Proton, and includes a call to action to learn more.

# Ad summary This ad promotes Proton VPN by highlighting the frustration of geo-restrictions and how the app solves this issue, allowing users to access content from anywhere. It uses visuals of the app interface, combined with lifestyle shots of users, to build trust and showcase the app's benefits of privacy and accessibility. # Brand positioning Proton VPN is positioned as a privacy-focused and secure solution for accessing content globally. It emphasizes user freedom and security, differentiating itself by being 'all private' and trustworthy, as indicated by the 'Trusted by millions of users' overlay. This aligns with a lifestyle of unrestricted access and prioritizes personal data protection, appealing to users concerned about online privacy and content accessibility. # Product Proton VPN is presented as a virtual private network application designed to bypass geo-restrictions and ensure online privacy. The app allows users to connect to servers in various countries, enabling them to access shows, sports, and movies that might be unavailable in their current region. The app interface, which features a list of countries, a 'Connect' button, and real-time data usage statistics, is showcased. The product emphasizes privacy, stating it blocks ads and trackers while also highlighting that it's trusted by millions of users. Proton VPN aims to address the frustration of content limitations due to location and offers a seamless experience to protect personal data while accessing content globally. # Visual style The ad features a mix of real-life shots and stylized app demonstrations. The editing style combines quick cuts with smooth transitions. The production quality has a polished commercial feel, with a cosmic space theme in the background that creates a modern, tech-savvy tone. The pacing is fairly consistent throughout, with a moderate tempo that emphasizes the app's features and benefits. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Learn more # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 The ad opens with a person looking at their phone in frustration as they receive a 'Not available in your region' error message on a streaming platform. - 00:00–00:03 This visually establishes the problem of geo-restricted content, creating a relatable pain point for the viewer. - 00:00–00:03 The perspective is initially from an observer, then shifts to a first-person view of the phone screen to emphasize the user's experience. - 00:03–00:06 The ad transitions to a dynamic animation showcasing the Proton VPN app interface. - 00:03–00:06 This introduces the solution by demonstrating how easily users can change their virtual location. - 00:03–00:06 The shift in perspective moves to a brand-centric demonstration, focusing on the app's features and functionality. - 00:03–00:06 The text overlay reinforces the benefit: 'Watch your shows, sports, and movies'. - 00:07–00:10 The ad then shows a phone screen with various countries listed, highlighting the ability to 'Take what's yours with you, wherever you travel'. - 00:07–00:10 This broadens the application of the VPN beyond streaming, implying benefits for travelers. - 00:07–00:10 The perspective remains brand-focused, showcasing the app’s versatility and global reach with a backdrop of a globe. - 00:10–00:11 A quick cut shows an image of a parent and child playing, overlaid with 'Trusted by millions of users'. - 00:10–00:11 This leverages social proof to build trust and credibility by implying widespread user satisfaction. - 00:11–00:12 This is followed by an image of friends relaxing, also displaying the 'Trusted by millions of users' overlay. - 00:12–00:17 The ad concludes by showing the Proton VPN app icon and the claim: 'All private. All Proton'. - 00:12–00:17 This reinforces the brand's core value of privacy, leaving the viewer with a clear understanding of Proton VPN’s unique selling proposition. - 00:12–00:17 The final call to action is a button to 'Learn more'.

# Ad summary This ad discusses how the big tech platforms are able to scan the files in your cloud storage to create profiles on you to share with advertisers, AI models, or third parties. The ad promotes Proton Drive to protect your files and photos with encrypted cloud storage. # Brand positioning Proton Drive is presented as a privacy-focused and secure cloud storage solution that directly combats the practice of tech companies scanning users' files to create personal profiles for advertisers and third parties. The brand's positioning is functional, emphasizing security and control over personal data, setting it apart from conventional cloud storage providers that may share user data. # Product Proton Drive is advertised as encrypted cloud storage that protects your files and photos from being scanned and used to create profiles by tech platforms, advertisers, AI models, or other third parties. The advertised USP is the encrypted nature of the cloud storage, ensuring privacy and security for users' data. This ad addresses the potential user concern of cloud storage providers sharing user data for advertising purposes by providing an alternative that prioritizes data protection. # Visual style The ad has a UGC style with natural lighting and a casual setting, which makes the presenter seem more relatable. It transitions to a minimalist purple screen to present the product name. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:11 The woman in the video sits in a chair and asks if the viewer knows about large tech platforms scanning files and photos that are stored in the cloud to create user profiles. - 00:11–00:12 She explains that this information is shared with advertisers, AI models, and third parties. - 00:12–00:17 Text appears on a solid purple background that says, "Protect your files and photos with encrypted cloud storage Proton Drive."

# Ad summary This ad highlights the frustrations of limited internet access while traveling and offers ProtonVPN as a solution. It presents ProtonVPN as a 'passport for your internet,' allowing users to connect as if they were in one of over 140 countries, ensuring they can access their favorite content wherever they go. # Brand positioning ProtonVPN is positioned as a solution to the problem of restricted internet access while traveling internationally. The brand offers a 'passport for your internet', enabling users to bypass geographical content restrictions and access their shows, games, and news from home. The brand aims to make internet access seamless and unrestricted for international travelers. # Product ProtonVPN is a virtual private network (VPN) service that enables users to connect to the internet as if they were in another country. It provides access to over 140 countries, allowing travelers to bypass geographical restrictions on content and access their preferred shows, games, and news from home. ProtonVPN helps users avoid being stuck watching daytime television with subtitles while on vacation, ensuring uninterrupted access to their favorite content regardless of location. # Visual style The ad has a hybrid style, blending polished commercial elements with user-generated content (UGC) aesthetics. It starts with high-quality shots of airplanes and aerial views, then incorporates footage of a man in front of a bookshelf with purple backlighting. The editing includes quick cuts to maintain a brisk pace, juxtaposing professional shots with more casual, almost raw footage. The production quality leans toward a polished commercial feel. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with the statement that home internet doesn't travel, establishing the problem of limited content access for travelers. - 00:00–00:02 It continues by highlighting how your internet gets stranded every time you leave the country, implying a common frustration experienced by many travelers. - 00:02–00:08 The ad then cuts to a man explaining how frustrating it can be to find that your content didn't make the trip with you, highlighting the issue of inaccessible shows and games. - 00:08–00:15 The man furthers the frustration by painting a picture of being stuck watching daytime television with subtitles on vacation. - 00:15–00:18 The ad then positions ProtonVPN as a solution, labeling it a 'passport for your internet'. - 00:18–00:23 The ad then explains that ProtonVPN lets you connect as though you're in one of over 140 countries, and have your favorite content travel with you.

# Ad summary This ad promotes Proton VPN by highlighting the threat of online scams and how the app can block malicious sites. The ad uses a narrative about fake bank texts to showcase the app's NetShield feature, emphasizing the importance of privacy and security. # Brand positioning Proton VPN positions itself as a robust and private VPN service focused on safeguarding users from online threats like phishing scams and intrusive trackers. The brand emphasizes security by highlighting its ability to block malicious sites before they load, and privacy, by presenting the app as a solution that keeps user data and activities safe. The brand aligns with a lifestyle that values digital security and privacy, targeting users who are concerned about online threats. Proton VPN pushes against the norm of readily available, but potentially less secure or private VPN services, positioning itself as a trusted alternative that prioritizes user safety and data protection. The brand positioning leans towards functional benefits by emphasizing practical features like ad and tracker blocking while also tapping into the emotional reassurance of having ‘one less thing to worry about.’ # Product Proton VPN is presented as a service that blocks malicious websites and protects users from online threats. The ad specifically highlights the NetShield feature, which blocks harmful sites before they load, preventing users from falling victim to scams and tracking. Proton VPN is for anyone concerned about online security and privacy, particularly those vulnerable to phishing and other cyber threats. The app blocks ads and trackers, saving data and providing a safer browsing experience. The USP highlighted is its proactive blocking of malicious sites before they can load, preventing potential harm and data breaches. The ad addresses the purchase barrier of trusting VPN services, highlighting the app’s ability to protect against real-world online threats and providing peace of mind through its security features. # Visual style The ad has a hybrid visual style that blends a polished commercial aesthetic with a more grounded, relatable feel. The editing style includes quick cuts and smooth transitions to maintain a fast pace. The production quality is high, with clean graphics, clear text overlays, and professional simulations of a phone UI. The pacing is consistent throughout the ad, maintaining a sense of urgency and clarity. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Learn more # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a close-up of a phone displaying a text message from a bank asking the user to tap a link for a refund. This message is visually identified as a phishing scam. - 00:02–00:06 00:02–00:06 The camera focuses on a person using their phone, and the on-screen text reveals that the scam that gets you won’t look like a scam. This reinforces the idea that scams are becoming more sophisticated and harder to identify. - 00:07–00:12 00:07–00:12 The ad transitions to a graphic of the US map with a pulsing green circle, then shows the Proton VPN app interface blocking a site. The message is that Proton VPN blocks the site before it loads and is one less thing to worry about, offering a solution to online security threats. - 00:12–00:15 00:12–00:15 The ad briefly shows images of happy people, implying that users of Proton VPN can enjoy their online activities with peace of mind. This introduces the idea of social proof by emphasizing that Proton VPN is trusted by millions of users. - 00:16–00:20 00:16–00:20 The ad concludes by reinforcing the message that Proton VPN is all private, showcasing the app's interface and logo with a call to action to learn more. This summarizes the brand’s core offering and encourages viewers to take the next step.

# Ad summary This ad highlights the importance of online privacy and how Proton VPN can help protect your data and browsing activity. It uses a visual hook (a person holding their phone) to draw viewers in, then presents the problem (you're not using your phone safely) before introducing Proton VPN as the solution. # Brand positioning Proton VPN is presented as a provider of online security and privacy solutions, positioning itself as a guardian of user data in an increasingly vulnerable digital landscape. The brand aligns with values of trust, control, and digital freedom, suggesting that users deserve a secure and private online experience. Proton VPN likely pushes against industry norms where data tracking and privacy breaches are common, instead offering a safe alternative. This positioning is both functional, emphasizing security and anonymity, and emotional, appealing to users' desire for peace of mind and control over their digital footprint. # Product Proton VPN is a virtual private network service that encrypts internet traffic and hides IP addresses to protect users' online activity. The product is for anyone who wants to enhance their online privacy and security, whether browsing, streaming, or working remotely. As shown in the ad, the key benefit is ensuring that your internet usage isn't being tracked or monitored. The ad addresses the purchase barrier of assuming current phone usage is already private, challenging that assumption directly. By implication, using Proton VPN adds a layer of security that default phone settings lack. # Visual style The ad has a clean and modern visual style, with a focus on a simple composition. The production quality appears to be high, resembling a studio-shot image with soft lighting. The overall image treatment gives a slightly warm tone, which is consistent with the brand's emphasis on security and accessibility. The ad mimics a native in-feed visual, using clear typography and simple imagery that is easy to scan quickly. # Hooks Headline: YOU'RE NOT USING YOUR PHONE. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a statement that challenges the viewer's perception of their phone usage, suggesting they are not using it privately or securely. This is intended to create a moment of awareness and prompt the viewer to question their current practices, told from the brand's perspective. - The visual of someone holding and using their phone grounds the message in a familiar context, highlighting the relevance of the ad to everyday mobile use. This adds urgency to the problem, told from the perspective of a potential customer who may not realize they are at risk. - The inclusion of the Proton VPN logo and name introduces the brand as the solution to the problem posed. This is a direct brand introduction, clarifying that Proton VPN offers a way to address the initial concern, told from the brand's perspective.

# Ad summary This ad promotes Proton VPN, highlighting its ability to bypass geo-restrictions and ensure private browsing. The ad uses dynamic visuals of a smartphone interface showing how easy it is to change locations and access content from different regions. # Brand positioning Proton VPN is presented as a solution for unrestricted and private internet access. The brand offers a tool that allows users to bypass geographical restrictions and access content from anywhere in the world, promoting freedom and convenience. Positioned with a focus on privacy, the brand suggests that users' online activities are protected and secured through their service. The brand leans towards functional positioning, emphasizing simplicity and ease of use. # Product Proton VPN is a virtual private network app that allows users to change their virtual location, thus enabling access to geo-restricted content and ensuring private browsing. The app is designed for individuals who want to watch series, sporting events, and films regardless of their actual location. It offers a wide range of country options, allowing users to select their desired virtual location. The ad addresses the problem of content unavailability due to regional restrictions and assures users that Proton VPN can bypass these barriers easily. The product's unique selling points (USPs) are its simplicity, wide selection of country options, and its promise of complete privacy. # Visual style The ad features a polished, high-end commercial aesthetic with a mobile-first design. The editing style includes quick cuts and smooth transitions, timed to match the music's rhythm. The production quality is high, aiming for a sleek and modern look to appeal to tech-savvy users. The ad is fast-paced, with cuts occurring approximately every 1-2 seconds, keeping the energy high and engaging. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Mehr erfahren # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 The ad begins by highlighting the annoyance of geo-restricted content when streaming. - 00:03–00:03 It visually demonstrates a user encountering a 'not available in your region' message while trying to watch something on their phone. This immediately captures the viewer's attention by addressing a common frustration. - 00:03–00:06 The ad then transitions to showcasing how Proton VPN can bypass these restrictions. - 00:03–00:06 The screen shows the user selecting a location via the app's interface. - 00:03–00:06 After connecting, the VPN app screen turns green. - 00:03–00:06 The ad conveys a sense of accessibility and convenience by showing how easy it is to switch locations. This part of the story is told from the user's perspective, showing the app interface as if the viewer is using it themselves. - 00:06–00:07 Next, the ad highlights the benefits of using Proton VPN, namely being able to watch series, sporting events, and films. - 00:07–00:09 The ad showcases the global reach of the VPN, emphasizing how users can take their 'stuff' with them on travels, continuing on the theme of unrestricted access. - 00:10–00:12 The ad then adds a layer of trust and credibility by stating that 'millions of users trust us'. - 00:12–00:15 The ad concludes by promoting the privacy aspect of Proton VPN, reinforcing the message that the service is completely private.

# Ad summary This image ad for Proton VPN highlights the frustration of geo-restricted content and offers a VPN as a solution. The ad features a phone displaying a geo-restriction message on a streaming app interface, contrasting this with the Proton VPN logo and the promise of content without needing a passport. # Brand positioning Proton VPN is presented as a provider of secure and unrestricted internet access. The brand positioning emphasizes freedom and accessibility, suggesting that users should not be limited by geographical restrictions when accessing online content. The brand aligns with values of privacy and convenience, pushing against the norms of geo-restricted content imposed by streaming services and other platforms. The brand positioning is both functional (providing VPN services) and emotional (offering freedom and convenience). # Product Proton VPN is a virtual private network service designed to provide users with secure and unrestricted access to online content. The ad highlights the product's ability to bypass geographical restrictions, allowing users to access content that would otherwise be unavailable in their region. The product is for anyone who wants to stream content from different countries without regional restrictions. The primary USP is the ability to access content without needing a passport, emphasizing ease of use and freedom from limitations. This ad does not portray specific use occasions but highlights the general need for unrestricted access to global content. The purchase barrier addressed is the frustration of geo-restricted content. # Visual style The ad features a clean and modern visual style, using a beach setting to subtly convey the idea of unrestricted access and freedom. The image quality is high, and the lighting is warm and inviting. The use of white text against the background provides good contrast and legibility. The overall design is simple and focuses on the core message of content accessibility. # Hooks Headline: YOUR CONTENT SHOULDN'T NEED A PASSPORT. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The Proton VPN logo and brand name are displayed, introducing the product to the viewer. The message is to establish brand recognition and awareness from the brand's POV. - The text "YOUR CONTENT SHOULDN'T NEED A PASSPORT." appears, clearly stating the problem and the brand's stance against content restrictions. This message is from the brand's POV, highlighting its core value proposition. - A smartphone displays a message indicating that the content is "Not available in your region," showcasing the common user frustration that Proton VPN aims to solve. This message is from the customer's POV, conveying their potential experience.

# Ad summary The ad highlights the ability of Proton VPN to bypass regional content restrictions, enabling users to access their desired content from anywhere. It's positioned as a solution to the frustration of geo-blocked content, suggesting a hassle-free and secure browsing experience. # Brand positioning Proton VPN is presented as a solution for unrestricted access to online content, regardless of geographical location. The brand aims to occupy the space of providing secure, private, and globally accessible internet service. It aligns with values of freedom, privacy, and convenience. This brand directly challenges the norms of region-locking and censorship practiced by media providers, pushing against these limitations. The brand positioning is both functional (providing access) and emotional (offering freedom and convenience). # Product Proton VPN is presented as a service that allows users to bypass geographic restrictions on online content. The product is for anyone who is frustrated with content being "not available in your region" due to geo-blocking. The ad highlights the key benefit of the VPN service, which is unrestricted access to content, regardless of location. A unique selling proposition (USP) is the ability to access content without needing a "passport", metaphorically speaking. The ad shows the moment of use as someone trying to access a streaming service but being blocked, illustrating a specific instance where Proton VPN could be used. The main barrier being addressed is the frustration of being restricted from accessing content due to regional limitations. # Visual style The ad features a modern and relatable visual style, using a realistic setting like a beach to highlight the convenience of accessing content from anywhere. The image uses a shallow depth of field to focus on the smartphone, drawing the viewer's attention to the problem being presented. The use of natural lighting and real-life setting suggests authenticity and positions Proton VPN as a practical tool for everyday use. The typography is clean and legible, ensuring that the messaging is clear and easily scannable in a fast-paced feed. The overall style is designed to feel organic and user-friendly, encouraging engagement and trust. # Hooks Headline: YOUR CONTENT SHOULDN'T NEED A PASSPORT. # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a close-up of a smartphone screen displaying a "Not available in your region" error message, indicating the viewer is experiencing a frustrating limitation on content access. The message creates an immediate relatable pain point for viewers who have encountered similar issues, setting the stage for a solution from the customer's perspective. The frustration is likely a common experience, drawing the viewer in with a shared issue. - The ad presents the tagline, "YOUR CONTENT SHOULDN'T NEED A PASSPORT", which communicates that users should have unrestricted access to their content, regardless of location. This statement is designed to resonate with those experiencing content restrictions, promising freedom and convenience from the brand's perspective. It positions the VPN as an essential tool for unrestricted online access. - The Proton VPN logo is displayed, visually associating the brand with the solution of unrestricted access. This reinforces brand recognition as a provider of VPN services that overcomes content limitations, from the brand's perspective. It serves to provide a visual link between the problem and the brand's solution.

# Ad summary An ad promoting Proton VPN, emphasizing the importance of online privacy and security, and addressing the concern that your browsing history may be visible to others. The ad features a woman using a laptop in the background and the Proton VPN app displayed on a smartphone in the foreground, highlighting the VPN's ability to secure online activity. # Brand positioning Proton VPN is presented as a solution for maintaining online privacy and security. The brand positions itself as a protector of personal browsing data, emphasizing the potential vulnerability of online activity. By highlighting the phrase "YOUR BROWSING HISTORY HAS AN AUDIENCE," the brand suggests that without their service, users are exposed and at risk. The brand aligns with values of privacy, security, and user empowerment, pushing against the norm of unprotected internet browsing where personal data is vulnerable. The brand's positioning is functional, focusing on the performance and simplicity of securing online browsing through its VPN service. # Product Proton VPN is a virtual private network (VPN) service designed to encrypt and secure a user's internet connection, protecting their browsing history and online activity from being tracked or viewed by third parties. The service is presented for individuals concerned about their online privacy and security. The ad showcases the Proton VPN app on a smartphone, indicating its accessibility and ease of use on mobile devices. Key features visible in the app interface include the ability to connect through various countries (e.g., United States, Switzerland) and a disconnect button for managing the VPN connection. The USP is providing a secure and private browsing experience, addressing the fear of having one's browsing history exposed. The VPN is a tool for protecting browsing activity from being seen by an unwanted audience. # Visual style The ad has a clean, modern aesthetic with a focus on digital interface display and lifestyle context. The production quality appears polished, with a mix of in-focus product shots and slightly blurred background elements. The visual motif uses a depth-of-field effect to draw attention to the product on the smartphone while providing context with the blurred background. The image treatment includes color grading that gives the scene a slightly muted, cool tone. The typography is large and bold, ensuring high scannability in the feed. The overall style leans toward native advertising, fitting into the visual language of tech and lifestyle content, but with a slightly more high-design feel. # Hooks Headline: YOUR BROWSING HISTORY HAS AN AUDIENCE. # 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 - The ad opens with the statement that browsing history has an audience, and this intends to grab the user's attention by raising awareness about a potential privacy issue. The brand is speaking and presenting the problem of unprotected browsing activity, framing it as a common vulnerability. - The visual elements, including the woman using a laptop and the Proton VPN app on a smartphone, show the context of the problem and the product as a solution. The customer experiences this from the perspective of an ordinary internet user who can relate to both being at risk and wanting to browse privately. - By showcasing the Proton VPN app interface with options to connect through different countries (United States, Switzerland), the ad communicates the product's functionality and usability. The ad intends for viewers to feel empowered and informed about how the app can secure their online activities. The brand is presenting this part of the story.

# Ad summary This ad showcases Proton VPN, emphasizing its security and privacy features. It highlights the product's ability to safeguard banking details, passwords, and personal life, ensuring data stays private and blocks sketchy activity. The ad also stresses Proton VPN's popularity, stating it is "Trusted by millions of users," and concludes by branding itself as "All private. All Proton." # Brand positioning Proton VPN is presented as a leading provider of digital security solutions, specifically focused on online privacy and data protection. The brand aims to occupy the space of being a trusted shield against online threats, targeting users who prioritize confidentiality and security in their digital lives. The brand aligns with values of control, security, and digital independence, positioning itself as a solution to the growing concerns over online surveillance and data breaches. The brand positioning is both functional, through its robust security features, and emotional, by providing users with peace of mind and control over their online presence. # Product Proton VPN is a virtual private network (VPN) service designed to protect users' online activity, data, and privacy. It works by encrypting internet traffic and masking IP addresses, making it difficult for third parties to monitor or intercept user data. The product is for anyone who wants to secure their banking details, passwords, and personal life from online threats. The USPs include secure data transmission, blocking of sketchy online activity, and the ability to keep outgoing data private. The use occasions include everyday browsing, banking, and protection of personal data. The Proton VPN app has built in features that blocks ads and trackers. The ad shows the Proton VPN app user interface with the toggle for the user to select "connect" to secure their device. It addresses the purchase barrier by offering a solution that provides users with more control over their online security and peace of mind, highlighting that with Proton VPN, there's "One less thing to worry about." # Visual style The ad features a polished visual aesthetic, combining real-life scenarios with stylized graphics and animations. The editing style includes quick cuts and smooth transitions, timed to the music. The production quality is high-end, giving a modern and professional feel. Visual motifs include the use of the color purple, starscape backgrounds, and smartphone displays. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Learn more # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens by emphasizing the vulnerability of personal data with the statement, "YOUR CONNECTION IS WIDE OPEN." - 00:01–00:05 The ad highlights various sensitive areas of digital life like banking, passwords, and personal photos that need protection. - 00:06–00:07 Following the concern about unprotected data, the ad introduces Proton VPN as the solution. - 00:07–00:12 The ad shows the Proton VPN service in action, emphasizing its protective features by blocking questionable online activity. - 00:12–00:13 As a continuation, the ad states that the product gives the user "ONE LESS THING TO WORRY ABOUT" - 00:13–00:16 The ad showcases the popularity and reliability of the product, stating it is "Trusted by millions of users". - 00:16–00:18 The ad transitions to the branding of the product, ending by stating "ALL PRIVATE. ALL PROTON." - 00:18–00:20 The ad ends with a branded screen for the Proton VPN product with a button that states "Learn more".

# Ad summary This ad aims to raise awareness about the tracking of browsing data by showing a person holding a phone that shows icons linked to web pages. The copy indicates that your browsing history has an audience and the Proton VPN logo is shown at the bottom. # Brand positioning Proton VPN is presented as a privacy-focused VPN service that empowers users to take control of their online data and browsing history. The brand positions itself as a shield against the unseen audience that is tracking browsing activity. This brand does not promote a lifestyle, but an approach to online data privacy. # Product Proton VPN is presented as a virtual private network (VPN) service that prevents your browsing history from being tracked by outside audiences. The ad shows a smartphone with website icons above it, implying the VPN protects the user from being tracked by these sites. The product is presented as an essential service for maintaining privacy in the digital age. # Visual style The ad has a polished, clean aesthetic. The image appears to be studio-shot with soft, diffused lighting to reduce shadows. The website icons are overlaid on the scene, creating a layered effect. Typography is clean and modern. The ad uses a muted color palette. # Hooks Headline: YOUR BROWSING HISTORY HAS AN AUDIENCE. # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a scene of someone holding a smartphone, with floating icons that symbolize different websites, which are connected to the phone through dotted lines. The message is meant to convey the idea that browsing data is being tracked by different websites and entities as a person interacts with the phone, illustrating the concern of an individual user. - The ad copy says, "YOUR BROWSING HISTORY HAS AN AUDIENCE." This statement presents a straightforward summary of the issue, told from the brand’s perspective and designed to highlight a potential problem that a VPN can solve. - The inclusion of the Proton VPN logo reinforces the brand as the solution to the problem of being tracked while browsing, presented from the brand's perspective to highlight the offering.

# Ad summary This ad is for Proton VPN and is designed to let users know that your shows, games, news from home, are all left behind when you travel. This ad lets the user know that Proton VPN basically is a passport for your internet and can connect as though you're in one of over 140 countries, and have your favorite content travel with you. # Brand positioning Proton VPN positions itself as a provider of internet access that transcends geographical boundaries. The brand aims to occupy a space in the consumer's mind as a solution to content restrictions and accessibility issues encountered while traveling. It promotes values of freedom, unrestricted access, and convenience. It pushes against the norm of limited content availability and offers a functional solution to bypass those limitations. Proton VPN is presented as a reliable and user-friendly service that allows users to maintain access to their preferred online content regardless of their location. # Product Proton VPN is presented as a virtual private network service that provides users with unrestricted internet access while traveling. The product is described as a "passport for your internet," allowing users to connect as though they are in one of over 140 countries. This feature enables users to access their favorite content, including shows, games, and news from home, without being limited by geographical restrictions. Proton VPN addresses the pain point of content being unavailable in certain countries, ensuring that users can enjoy their preferred online experiences regardless of their location. The ad emphasizes the convenience and reliability of Proton VPN as a solution for travelers seeking seamless access to their digital content. # Visual style The ad has a hybrid production quality, combining UGC elements with polished commercial aspects. The editing style includes quick cuts and transitions, with a moderate pacing, to maintain viewer engagement. The overall aesthetic is modern and tech-focused, aligning with the brand's image as a provider of digital solutions. The audio-visual sync is carefully managed, with text and product actions timed to voiceover lines to emphasize key points and maintain viewer interest. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with the problem, indicating that when you travel, you may not be able to view your content. - 00:02–00:09 The ad demonstrates an example of someone arriving in a new country wanting to watch a show but then the content is unavailable. - 00:09–00:15 The ad indicates that when you are on vacation you may be stuck watching daytime television with subtitles. The story indicates that the audience could feel stranded or removed from home when traveling. - 00:15–00:18 The ad introduces the solution as Proton VPN, and that is a passport for your internet. - 00:18–00:23 The ad indicates that Proton VPN can help you connect as though you are in one of over 140 countries, which allows you to have your favorite content travel with you.

# Ad summary This ad features Proton VPN. It displays a phone with the Proton VPN app interface, emphasizing the app's ability to protect data and provide a secure browsing experience. The ad promotes the idea of staying private with Proton VPN. # Brand positioning Proton VPN is presented as a provider of virtual private network services. The brand is positioned as a protector of user privacy and security. The ad highlights its dedication to providing a secure browsing experience. This brand aims to occupy the space of digital privacy and security in the consumer's mind, offering a functional service that ensures safety. It promotes the value of staying private. # Product The featured product is Proton VPN, a virtual private network service designed to protect user privacy and data security while browsing the internet. The app works by creating a secure connection to a server in a location of the user's choosing, masking the user's IP address and encrypting their data. The app interface displayed includes options to select a browsing location (e.g., United States, Switzerland) and connect or disconnect from the VPN. The ad shows the app is actively blocking trackers and ads while showing how much data is being used. The promoted value is privacy and security while browsing. The ad does not explicitly address purchase barriers, but it promotes the need to stay private with Proton VPN. # Visual style The ad has a clean, modern aesthetic with a focus on the app interface. The production quality is high, suggesting a studio-shot image. The image is well-lit and features a neutral color palette. The typography is bold and prominent. The style is designed to be easily scannable in-feed, with the main message clearly visible. It breaks from the clutter by presenting a clear and focused message in a professional, design-forward manner. # Hooks Headline: ALL PRIVATE. ALL PROTON. # 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 opens with a person holding a smartphone displaying the Proton VPN app, set to browse safely from the United States. This is intended to demonstrate the app's functionality and user interface from the customer's perspective. - The focus shifts to the Proton VPN logo and the text "ALL PRIVATE. ALL PROTON.". This is the brand's explicit statement emphasizing the brand's core value of privacy and positioning from Proton's perspective.

# Ad summary This ad for Proton VPN starts by highlighting how your phone and personal data are being used. The ad then demonstrates how Proton VPN protects users' data by blocking ads and trackers. It concludes by stating the VPN has millions of users and emphasizing that the app keeps everything private. # Brand positioning Proton VPN is presented as a reliable solution for online privacy and security. The ad emphasizes the brand's commitment to protecting users' personal data from being tracked and shared without their knowledge. The brand promotes a sense of control and empowerment over one's digital footprint, positioning itself against the norm of pervasive data collection by tech companies. Proton VPN positions itself as a functional brand that prioritizes the importance of personal data. # Product Proton VPN is a virtual private network that protects users' online activity and personal information. The app blocks ads and trackers to prevent data collection. It is designed for anyone concerned about online privacy and wants to browse the internet safely. The app offers several features, including the ability to connect to servers in different countries and providing users with data savings. The ad suggests that Proton VPN addresses the purchase barrier of security with its millions of users. # Visual style The ad has a polished, modern aesthetic with vibrant colors and smooth transitions. The editing style is fast-paced, with quick cuts and motion graphics. The production quality is high, giving it a commercial feel. The ad's pacing is consistent, creating a sense of urgency and excitement. The cuts and product actions are timed to the music beats, enhancing the overall impact of the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Learn more # Point of view - [object Object] # Storyline - 00:00–00:02 The ad starts by focusing on the phone use of a person. - 00:02–00:08 The ad then highlights the problem of phones sharing your data with third parties. - 00:08–00:12 The ad then presents Proton VPN as the solution to protect your data. - 00:12–00:14 The ad then claims Proton VPN is trusted by millions of users. - 00:14–00:19 The ad concludes by reinforcing that Proton VPN keeps everything private.

# Ad summary This ad aims to raise awareness about scam SMS texts by demonstrating how they may appear legitimate, and how they can be blocked by Proton VPN's Net Shield feature. # Brand positioning Proton VPN is presented as a tool for private and secure internet browsing. The brand positions itself as a provider of security for one's phone by blocking harmful sites and protecting private data, ensuring users can surf safely and privately. The tone is serious and informative, emphasizing the importance of online security and protection against digital threats. The brand offers a solution to the growing concern of online scams and privacy breaches, making it a necessity for users seeking to protect their data and personal information. The positioning is both functional (blocking harmful sites) and emotional (offering peace of mind). # Product Proton VPN is a virtual private network app designed to block harmful sites and protect user data, ensuring a secure browsing experience. It includes a NetShield feature that blocks malicious sites even before they load. The product is aimed at users who are concerned about online security and privacy, particularly those who want to avoid scams, phishing attempts, and data breaches. The unique selling proposition (USP) is the ability to block harmful sites before they load, preventing users from falling victim to online threats. This ad addresses the purchase barrier of users being unaware of online security threats or not knowing how to protect themselves. # Visual style The ad has a modern and clean visual style. It combines real-life scenes with digital interfaces, creating a sense of authenticity. The editing is fast-paced, with quick cuts and transitions that sync with the background music. The overall production quality is polished, lending credibility to the brand. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Mehr erfahren # Point of view - [object Object] # Storyline - 00:00–00:02 The ad starts by showing a text message on a phone, asking if it is from the bank, with the implication that it could be a scam. - 00:02–00:06 It then reveals that such messages are often not from the bank, and shows that fraud does not always look like fraud, emphasizing how deceptive scams can be. - 00:06–00:09 Transitioning to the brand reveal, the ad highlights how Proton VPN blocks harmful sites before they load. - 00:09–00:11 The ad shows the Netshield feature being toggled on in the Proton VPN app. - 00:11–00:12 The ad then asserts that Proton VPN gives the user “one less thing to worry about” by automatically shielding them from online dangers. - 00:12–00:15 Moving to social proof, the ad shares that millions of users trust the brand. - 00:15–00:18 The ad concludes with the brand's tagline, "Ganz Privat. Ganz Proton," promoting the message of online privacy with Proton. - 00:18–00:19 A final call to action is displayed to learn more about Proton VPN.

# Ad summary This image ad uses the headline "The scam that gets you won't look like a scam" to create a sense of curiosity and intrigue. The visual features a woman in bed looking at her phone. The ad is suggesting that without Proton VPN, users are more vulnerable to online scams. # Brand positioning Proton VPN positions itself as a necessary tool for online privacy and security. By highlighting the risk of sophisticated scams, the brand aims to occupy a space in the consumer's mind as a reliable protector against online threats. The brand takes a serious and cautionary tone, focusing on the functional benefit of security. # Product Proton VPN is presented as a service that protects users from online scams by providing a secure and private internet connection. The product addresses the concern that online scams are becoming increasingly sophisticated and difficult to detect, making users more vulnerable. By using Proton VPN, users can browse the internet with greater security and confidence, reducing their risk of falling victim to scams. # Visual style The ad has a modern, clean visual style. The lighting is soft, creating a sense of intimacy and vulnerability. The color palette is simple, with a focus on white, blue, and purple. The composition is asymmetrical, with the woman's face and the Proton VPN logo balanced on opposite sides of the frame. The overall effect is sleek and professional. # Hooks Headline: THE SCAM THAT GETS YOU WON'T LOOK LIKE A SCAM. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a headline: "The scam that gets you won't look like a scam," creating intrigue and highlighting the risk of increasingly sophisticated online threats. The intention is to immediately grab the viewer's attention and introduce the problem. The brand is telling this part of the story. - The visual shows a woman in bed looking at her phone, implying late-night browsing or vulnerability. The intention is to create a relatable scenario and emphasize the pervasiveness of online threats. The audience is experiencing this beat from the customer's perspective, seeing a familiar situation that could put them at risk. - The Proton VPN logo is displayed, offering a solution to the problem presented in the headline and visual. The intention is to position Proton VPN as the answer to the threat of online scams. The brand is telling this part of the story.

# Ad summary This ad emphasizes the need to protect your photos, videos and files that are uploaded to cloud storage using Proton Drive. The speaker explains that other companies may scan your information to understand your likes and habits. The speaker also explains that Proton Drive is end-to-end encrypted. # Brand positioning Proton Drive is presented as a secure, end-to-end encrypted cloud storage solution, in contrast to conventional cloud services that may scan users' files and share the data with third parties. This positioning highlights a functional benefit (privacy) and emotional reassurance (peace of mind). The ad targets privacy-conscious users who are concerned about the use of their personal data by large corporations, presenting Proton Drive as a safer alternative that aligns with a value of data protection and control. # Product Proton Drive is described as an end-to-end encrypted cloud storage solution that prevents even Proton from scanning files or accessing user data. This encryption ensures that personal data remains private and protected from advertisers, AI models, or third parties. The product addresses the user's fear of personal data being used without their knowledge or consent by offering a more secure alternative. Proton Drive is a solution worth trying for its enhanced privacy features, offering users greater control over their data and safeguarding them from potential misuse by big companies. # Visual style The ad has a relaxed, UGC feel due to the use of natural lighting and camera work. The simple editing style with basic cuts aligns with the authentic feel of user-generated content. The ad's pacing is moderate, with the text syncing with the speaker. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The speaker explains that the user's face can already be used to train AI, and the user would not even know. - 00:03–00:08 The speaker lists that your photos, videos, and everything uploaded to cloud storage are susceptible to scanning from big companies. - 00:08–00:19 The speaker says the big companies scan the files to create profiles on you and that they want to understand your likes, habits, and even where you live. This information can be shared with advertisers, AI models, or third parties. - 00:19–00:23 The speaker prompts the viewer to consider what they think is private and explains that it may not be that private. - 00:24–00:27 The speaker shares that the thought of the user's information being shared with other companies freaks them out, so they use Proton Drive. - 00:27–00:32 The speaker says that Proton Drive is end-to-end encrypted, so not even Proton can scan the files or even access them.

# Ad summary This image ad for Proton VPN emphasizes the product's ability to provide private internet browsing. # Brand positioning Proton VPN is presented as a privacy-focused service, emphasizing its dedication to providing secure and encrypted internet access. The brand positions itself as a champion of online freedom and security, contrasting potentially against the norms of less secure or less private internet browsing experiences. The emotional positioning of the brand centers around empowerment, control, and peace of mind for users concerned about their online privacy. # Product Proton VPN is advertised as a virtual private network service designed to provide secure and private internet browsing. The product works by encrypting the user's internet connection and routing it through secure servers, masking their IP address and location. It is implied that the product is for anyone concerned about online privacy and security. The product features browsing safety from the selected country (United States is displayed), along with information such as ads blocked, trackers stopped, and data saved. A key selling point is its ability to provide a private and secure browsing experience, allowing users to protect their data and anonymity online. The ad addresses the purchase barrier of privacy concerns by assuring users that Proton VPN encrypts their internet connection and hides their IP address. # Visual style The ad has a clean and modern visual style with a focus on clarity and simplicity. It features a person holding a smartphone in a realistic setting, giving it a 'shot on iPhone' feel. The color palette is neutral with white text on a gray background, with a single pop of purple in the logo, and a pop of green in the 'Protected' status at the top of the phone. The typography is large and bold, making it easy to read at a glance. The production quality appears high, with well-lit and sharp details. The ad aims to be scannable and attention-grabbing by utilizing a clear and direct message with contrasting colors. # Hooks Headline: ALL PRIVATE. ALL PROTON. # 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 - The ad opens by showing a smartphone screen displaying the Proton VPN interface, which is in a protected state, conveying a sense of security and control. The brand is showing the user the current status of the phone. - The user is shown setting up the connection and selecting a location to browse safely from. The user is being shown how easy it is to set up a connection. - The ad then presents the brand name and tagline, "ALL PRIVATE. ALL PROTON.", to reinforce the core value proposition of privacy and security. The brand is highlighting the main reason why customers should use their VPN.

# Ad summary This ad for Proton VPN targets travelers who are frustrated that they can't access their usual shows, games, and news from home while abroad. The ad highlights Proton VPN as a solution, providing a "passport" for internet access in over 140 countries, allowing users to connect as if they were at home and enjoy their favorite content without restrictions. # Brand positioning Proton VPN is positioned as a travel-friendly solution for individuals who want to maintain access to their usual internet content while abroad. The brand aims to occupy the space of reliable, unrestricted, and secure internet access for travelers. It promotes values of freedom and convenience, offering a functional solution to bypass geo-restrictions. It differentiates itself by providing secure access and allowing users to connect to the internet as if they were at home, emphasizing the convenience and reliability. # Product Proton VPN is a service that allows users to access their favorite online content from anywhere in the world. It works by allowing users to connect as if they were in one of over 140 countries. This VPN acts as a passport for your internet, ensuring that shows, games, and news from home are accessible while traveling. It addresses the pain point of geo-restrictions, where content is unavailable in certain countries. The product offers a way to avoid being stuck watching daytime television with subtitles while on vacation, providing unrestricted and secure internet access. # Visual style The ad has a clean, modern aesthetic with a mix of studio-lit shots and animated graphics. The editing style includes quick cuts and transitions to keep the pace moving. The production quality is polished, giving the ad a professional feel. The pacing is fast, maintaining viewer engagement throughout the ad. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with visuals of an airplane wing mid-flight and text saying, "YOUR HOME INTERNET DOESN'T TRAVEL." - 00:00–00:02 This presents the problem that the ad will address, highlighting that home internet access is limited when traveling. - 00:00–00:03 The speaker continues by adding "Your internet gets stranded every time you leave the country", further emphasizing the problem of geo-restrictions. - 00:03–00:14 The ad shows a man standing in front of a bookcase, discussing the frustration of not being able to access content while traveling. - 00:03–00:14 This part of the story is told from the perspective of someone using the product and showing the experience of opening your phone and getting an error message. This shows the inconvenience of content not being available. - 00:08–00:12 The speaker continues, saying "your shows, games, news from home all left behind", depicting the feeling of missing out. - 00:12–00:15 A person is shown watching the news in what is implied to be a foreign country with subtitles, highlighting the experience of having to watch "daytime television with subtitles". - 00:15–00:17 The speaker introduces Proton VPN as a solution, calling it a "passport for your internet", and showing the logo of the product. - 00:17–00:18 The visual then shows a physical passport being stamped, reinforcing the concept of being able to freely travel. - 00:18–00:23 The speaker wraps up the ad by saying users can "connect as though you're in one of over 140 countries", reinforcing the concept that users can use their favorite content even when they are abroad.