How Self Advertises on Meta

# Ad summary The ad shows how you can build credit through the Self app. The ad demonstrates how you can build credit with monthly rent payments, a secured self-visa credit card, and a credit builder account, and encourages viewers to join over 1 million users building credit with Self. # Brand positioning Self is presented as a tool for financial empowerment and accessibility, particularly for those who may have difficulty building credit through traditional means. The brand aligns with values of progress, improvement, and future financial well-being, positioning itself as an innovative solution in the financial services market. Self challenges norms by offering alternative credit-building methods and emphasizing ease and accessibility. Its brand positioning is functional, focusing on simplicity and the ability to track and improve one's credit. # Product Self is a financial service app designed to help users build credit and save money. It reports rent payments to all three major credit bureaus, allowing users to add up to two years of past payments. The app also offers a secured Self Visa credit card and a credit builder account, both designed to improve credit scores. The secured Self Visa credit card and Credit Builder Account have no credit check or score required and no set up fee. The Credit Builder account is shown to build your credit score by 47 points on average. The app is marketed as accessible and straightforward, targeting individuals who want to improve their financial standing. # Visual style The ad features a modern and clean aesthetic. The editing style includes static shots and smooth transitions, creating a polished commercial feel. The visual motif of the split screen highlights the contrast between the before and after states. The pacing is consistent throughout the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Download Self now # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with a split screen showing the same man using his phone in two different settings. On the left, he is in a dimly lit, less appealing environment, and on the right, he is in a brighter, more inviting setting. - 00:02–00:06 Text overlays highlight that the app reports rent payments to credit bureaus and allows users to add up to 2 years of past payments, further emphasizing the convenience and value of the app. - 00:07–00:12 The narrative shifts to a product demo, showing the man holding a Self Visa credit card and the app interface on his phone, while emphasizing features such as high approval rates, no credit check, and a $0 introductory annual fee. - 00:12–00:15 The man smiles and the ad shows features of the Credit Builder Account emphasizing no credit check or score required, no setup fee, and the ability to build your credit score by 47 points on average. - 00:15–00:20 The ad concludes with a call to action, urging viewers to download Self and join over one million users building their credit for a better future.

# Ad summary This ad for Self Visa uses a visual diagram to highlight pain points related to being rejected for a credit card, and offers the Self Visa as an alternative. # Brand positioning The Self Visa credit card is positioned as an accessible solution for individuals who have been rejected for credit cards due to their credit history. The brand aligns with a functional approach, simplifying the process of obtaining a credit card for those with credit challenges. Self Visa aims to occupy a space in the consumer's mind as a supportive financial tool, providing an alternative to traditional credit card companies that often reject applicants with limited or poor credit history. The brand pushes against the norm by offering a secured credit card that doesn't require a hard credit check, emphasizing accessibility and the opportunity to build credit regardless of past rejections. # Product The Self Visa Credit Card is a secured credit card designed for people with no credit or bad credit. It works by not requiring a hard credit check, addressing the pain point of rejection due to credit history. This allows users to build their credit score. The ad emphasizes that you can get a card with no hard credit check, and keep building your credit anyway. The ad clearly positions the Self Visa as an option for those seeking to improve their creditworthiness without the traditional barriers of credit checks. # Visual style The ad has a clean, simple aesthetic with a white background and black typewriter-style font. The animated flowchart is reminiscent of a hand-drawn diagram, which gives the ad a slightly quirky feel. The editing style is static, with smooth transitions as the flowchart is built step-by-step. The production quality is polished. The pacing is moderate, with each visual element appearing in sync with the musical beat. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 00:00–00:06 The ad begins with the question "Were you ever rejected for a credit card?" The graphic shows a flowchart that outlines the typical reasons for rejection, such as credit checks and hard credit inquiries. The message conveys that rejection is a common experience and prompts viewers to consider their own experiences. - 00:06–00:09 00:06–00:09 The flowchart leads to a decision point: "Do you want a card with no hard credit check?" or "Do you want to keep building your credit anyway?" The ad then presents the Self Visa credit card as a solution, with the tagline "Try the Secured Self Visa Credit Card."

# Ad summary A woman shares her excitement after being approved for the Self Visa credit card. She explains that she had previously been rejected for other cards because of her low credit score. She also shares the credit card benefits, including no hard credit checks, no score required, $0 intro annual fee, and a high approval rate. # Brand positioning Self Visa is presented as a credit card for credit builders that can help customers get out of a rut. The brand values helping customers build credit and get approved, despite a low credit score. They push against the norm of requiring credit checks and a minimum score. The brand positioning is functional, focusing on providing a simple way to improve credit scores. # Product The secured Self Visa Credit Card is a credit card for credit builders, designed for those with low credit scores or no credit history. The card helps users start building credit history and stay consistent. It has no hard credit checks, no score required, and $0 intro annual fee, for new customers only, $25 annual fee thereafter. It boasts a high approval rate. Self is not a bank; the secured Self Visa Credit Card is issued by Lead Bank, Sunrise Banks, N.A., or First Century Bank, N.A., each Member FDIC. # Visual style The ad has a polished commercial aesthetic with a UGC feel, which helps support a casual and relatable tone. The editing style uses quick cuts and the pacing is consistent throughout the ad. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action DOWNLOAD SELF TODAY # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a POV shot of a woman reading messages on her phone, smiling, then frowning as she reads, "NOT APPROVED." - 00:02–00:07 00:02–00:07 The woman explains that she keeps getting rejected for credit cards because her credit score is 540. - 00:07–00:11 00:07–00:11 The woman sitting in the bathroom asks why everyone else is moving forward except her. - 00:11–00:13 00:11–00:13 She looks at the camera and asks, "They're NOT APPROVED either?" - 00:13–00:18 00:13–00:18 Lying on her bed, she wonders how she can start building her own path if a credit card won't choose her. - 00:18–00:22 00:18–00:22 She holds up the Secured Self Visa Credit Card and states that it will get you out of that rut. - 00:22–00:23 00:22–00:23 The woman, looking surprised, asks "How?" - 00:23–00:27 00:23–00:27 The woman explains that it can help you start building credit history and staying consistent. - 00:27–00:34 00:27–00:34 The woman, reading her phone, points out that there are no hard credit checks or score required and that it has a $0 intro annual fee and a high approval rate. - 00:35–00:37 00:35–00:37 The woman says, "Rejection doesn't define me anymore." - 00:37–00:40 00:37–00:40 The woman concludes that she is moving forward thanks to Self.

# Ad summary This ad highlights the frustration of being denied credit and emphasizes how Self can help people build credit and achieve their dreams. The ad features a woman who is annoyed with how hard it is to get approved for credit. She is then shown the Self app, and is excited because now she knows she doesn't have to guess anymore. The end screen shows a phone with the app screen, as well as the slogan 'Take charge of your future with Self.' # Brand positioning Self is presented as a supportive brand for individuals struggling to build or improve their credit. The brand aligns with values of empowerment and financial literacy, offering tools and solutions to help customers take control of their financial futures. Self seeks to occupy the space as a resource that demystifies credit-building, providing clear and accessible pathways to financial independence. The brand promotes itself as a tool against the confusing and opaque norms of the credit industry, positioning itself as a functional and reliable platform. # Product Self is a credit-building app designed to help individuals establish or improve their credit scores. It provides tools and resources that guide users through the process of building credit history. The app targets individuals who have been denied credit, offering an alternative to traditional methods of building credit. The app aims to remove the guesswork from credit building by offering a structured and straightforward approach. The app emphasizes the ability to build credit, save money, and achieve financial dreams. # Visual style The ad has a polished, commercial aesthetic with clean shots and clear visuals. It mixes static shots with smooth transitions. The production quality is high, lending credibility to the brand. The pacing is moderate, with about 15-20 cuts per minute, maintaining a steady rhythm throughout. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action DOWNLOAD SELF TODAY # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:07 A montage of a blonde woman dressed in different outfits looks skeptically at her laptop while the sound of a typewriter is heard and the words 'No,' 'Denied' and 'Not yet' are heard. - 00:07–00:11 An apparent customer is walking down a hallway looking at her phone. She expresses frustration about being denied credit despite having income and paying bills. - 00:12–00:19 The woman in the office implies that the customer should come back when her credit history is ready and she actually qualifies. - 00:19–00:23 The customer expresses frustration about no one telling her how to build credit history. - 00:23–00:32 The woman in the office continues using her laptop. The customer is shown the Self app, and is excited because now she knows she doesn't have to guess anymore. - 00:32–00:34 The woman in the office dismisses the customer. - 00:34–00:38 A voice over tells the viewer to stop guessing and use the tools that can help you build credit. The customer skips happily down the hallway. - 00:38–00:43 The ad concludes with a shot of the Self app on a smartphone, as well as the slogan 'Take charge of your future with Self.'

# Ad summary This ad promotes Self, a company that offers credit-building tools, through the lens of a customer who uses the app and is satisfied with its services. The ad follows her journey from being continuously denied due to poor credit, to finding Self, and being happy with the results. # Brand positioning Self positions itself as a modern and accessible financial tool for people who struggle to obtain credit. The brand pushes against the norm of financial services being inaccessible and intimidating by presenting itself as friendly, approachable, and tech-forward. The brand is functional, focusing on the practical benefits of improving credit scores and financial health. # Product Self is a mobile app and financial tool that provides users with resources to build and improve their credit. The app offers tools to help users get on the right track with their credit and take charge of their financial future. Self addresses the barrier of entry for those who have been continuously denied credit due to their financial history. The app is presented as a convenient and accessible solution for building credit, fitting seamlessly into the user's everyday life. # Visual style The ad features a blend of polished and UGC-style visuals, creating a hybrid feel. It starts with a more polished commercial look with clear lighting and stable camera work, but then transitions to a more casual setting. The editing style includes quick cuts to maintain a steady pace and keep the viewer engaged. The pacing is consistent throughout the ad, creating a balanced viewing experience. # Benefits - [object Object] # Features - [object Object] # Call to action DOWNLOAD SELF TODAY # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 00:00–00:03 A young woman is seen walking down a hallway, looking frustrated and holding folders. - 00:03–00:06 00:03–00:06 She expresses her frustration with being continuously denied and needing the right tools to get started, conveying the pain point of inaccessibility to credit-building resources. - 00:06–00:13 00:06–00:13 This transitions to an older woman behind a desk who is also frustrated, suggesting that she is responsible for denying applications. The tone is serious and reflects the difficulty of obtaining credit. - 00:13–00:18 00:13–00:18 A hand passes the older woman a piece of paper that reads "Believe in your SELF". The older woman then passes it to the viewer that reads “Download Self”. This introduces Self as the solution to the earlier problem, signaling a shift in perspective. - 00:18–00:22 00:18–00:22 The first woman is now sitting comfortably on a couch, using the Self app on her phone, and expressing that it has the credit-building tools to help her get on the right track. This provides a sense of relief and hope that the product can solve her credit problems. - 00:22–00:26 00:22–00:26 A screen with the Self app on a phone with the call to action to download Self.

# Ad summary The ad displays an aerial view of a pedestrian walkway, alongside a statement communicating the number of Americans with no or low credit scores and an implied solution for the viewer. # Brand positioning There is no explicit branding present in the ad. The ad speaks to a financial pain point that a large percentage of Americans share: low or no credit scores. The brand is implied to be a solution for this problem, and positions itself as empathetic to the broad base of people experiencing this issue. # Product No specific product is featured. The ad serves to highlight a common financial problem and implicitly position the brand as a solution for helping the viewer improve or establish credit. The ad addresses the financial insecurity associated with low or no credit scores. # Visual style The ad features a documentary-style aerial shot, creating a sense of scale and detachment. The image has a desaturated color grade, giving it a somber and serious tone. Text is overlaid in a clean, simple format to mimic platform-native captions. # Hooks Headline: 100 million Americans* have no or low credit. Here's how to make sure that's not you. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by stating the problem: 100 million Americans have no or low credit. This is intended to highlight the size and scope of the issue, implicitly communicating that it is a common problem experienced by many, not just a few. The story is being told from the brand's perspective, sharing data to frame the problem that they solve. - The ad then pivots to provide a sense of hope by stating, 'Here's how to make sure that's not you.' This line is intended to reassure the viewer that there is a solution and to entice them to learn more. The story is being told from the brand's perspective, offering itself as the solution to the problem introduced.

# Ad summary This ad features a phone displaying the Self app and explains how credit building actually works. # Brand positioning The Self app is presented as a straightforward solution for building credit. The brand aims to occupy the space of a user-friendly and accessible financial tool, offering a simple and transparent way for individuals to improve their credit scores. It aligns with values of empowerment and financial literacy, positioning itself against the complexities and opaqueness often associated with traditional credit-building methods. The brand positioning is functional, emphasizing simplicity and clarity. # Product The Self app is a financial tool designed to help users build credit. The app displays a user's progress with three different metrics, each represented by a progress bar and percentage. The app simplifies the credit-building process, making it more accessible and less intimidating. The core USP is its straightforward approach, addressing the common purchase barrier of complexity and confusion associated with traditional credit-building methods. The ad promotes the idea that building credit can be simpler than one might think with the use of the app. # Visual style The ad features a clean and minimalistic design with a bright, contrasting color palette of light blue, yellow, and white. The visual motif revolves around a simple illustration of a smartphone held by a hand, emphasizing the accessibility and ease of use of the Self app. The production quality is polished, resembling a studio-shot graphic with flat vector-style illustrations. The typography is clean and legible, integrated seamlessly into the design. The overall style is platform-native, fitting well within an in-feed format, and aims to enhance scannability with its clear visual hierarchy. # Hooks Headline: How Credit Building actually works # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad opens by stating, "How Credit Building actually works", which aims to address a common misconception or frustration with the complexity of credit building. This message is from the brand, seeking to introduce a simpler alternative to the process. - Next, the ad states, "Save this for later. It is more straightforward than you think." from the perspective of the brand, encouraging the audience to reconsider their perception of credit building and presenting its solution as less complicated than perceived. - The ad shows a visual representation of the Self app interface, with progress bars at 80%, 56%, and 90% completion, to show how the app works, from the perspective of someone using the Self app. This reinforces the idea of a straightforward and transparent credit-building process.

# Ad summary This ad for Self encourages viewers to download the app and join the 1 million plus people building credit. The ad highlights the number of users and presents the app as a tool for financial improvement. # Brand positioning Self is presented as a financial platform focused on helping individuals build or improve their credit. The brand is positioned as a popular and effective solution, evidenced by the claim of over one million users. By focusing on credit building, Self occupies a space that promotes financial empowerment and accessibility, particularly for those who may find traditional credit systems challenging. The brand aligns with a lifestyle of self-improvement and financial responsibility. It differentiates itself by highlighting its large user base, creating a sense of community and shared success. The brand positioning is functional, emphasizing simplicity and effectiveness in helping users build credit. # Product The Self app is a financial tool designed to help users build credit. The ad emphasizes its large user base (1 million+) as a USP, suggesting popularity and reliability. The app works by helping users build credit, savings, and dreams. The ad also addresses the purchase barrier of uncertainty by showcasing a large number of people already using the app, implying it is a safe and effective method for credit building. # Visual style The ad has a clean, modern aesthetic with bright colors and flat vector animations. The editing is smooth, creating a polished and professional feel. The pacing is moderate, with cuts timed to key moments in the voiceover. The visual style supports the brand's message of accessibility and simplicity. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Download Self now # Point of view - [object Object] # Storyline - 00:00–00:04 The ad opens by posing the question, 'How many people are building credit right now with Self?' This serves as an attention-grabbing hook. - 00:04–00:07 The ad reveals that over 1 million people are building credit with Self, visually displaying a counter rising to that number and a crowd of diverse people in the background. - 00:07–00:09 The ad shifts focus to the viewer with the line, 'Now, it's your turn,' encouraging them to join the community of credit builders. - 00:09–00:16 The ad concludes with a call to action to download Self now and become one of the 1 million plus credit builders.

# Ad summary This ad promotes Self as a way to build credit by reporting rent payments and providing credit builder accounts and secured Self Visa credit cards. It targets renters who want to build credit, featuring a man in a split-screen setting contrasting the experience of 'burning money' on rent with the opportunity to build credit using Self's products. # Brand positioning Self is presented as a modern, accessible financial tool designed to empower individuals to build credit, especially those who are currently renting. The brand positions itself as an alternative to traditional credit-building methods, emphasizing inclusivity and ease of access. It aligns with a practical, solution-oriented approach, focusing on tangible benefits like improved credit scores and savings. Self challenges the notion that only homeowners can build credit by leveraging rent payments and offering alternative credit-building products without strict credit checks. # Product The ad showcases two primary products from Self: rent reporting and credit builder accounts. The rent reporting feature allows users to have their rent payments reported to all three major credit bureaus, helping them build credit history. The credit builder accounts offer a method to build both credit and savings simultaneously, without requiring a credit check or minimum score. Additionally, the secured Self Visa credit card is presented as a tool with high approval rates and no credit check, providing an accessible entry point to credit. The ad conveys that these products are designed to turn typical expenses into opportunities for financial growth and credit improvement, targeting individuals who might otherwise struggle to access traditional credit-building avenues. # Visual style The ad features a clean, modern aesthetic with a split-screen technique to visually represent the contrast between the problem (paying rent without building credit) and the solution (using Self). The lighting changes and the transition between the darker and brighter sides of the screen emphasize this shift. The editing is smooth with cuts aligned to the voiceover. The production quality is polished, resembling a standard commercial. The pacing is moderate, with information presented clearly and efficiently. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Download Self now # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03: The ad starts with a man looking at his phone, conveying the message that many people are tired of paying rent without seeing any financial benefit. - 00:03–00:07 00:03–00:07: The scene transitions to a split screen, one side darker and the other lighter, introducing Self as a solution. Text highlights that Self reports rent payments to credit bureaus and allows adding up to two years of past payments. - 00:07–00:11 00:07–00:11: The man is now smiling, looking directly at the camera and implying that by using Self you can have a positive experience with your rent payments. - 00:11–00:16 00:11–00:16: High approval rates, no credit check, and a $0 intro annual fee are shown alongside a Self Visa card. The man challenges viewers to find those benefits elsewhere, showing the confidence and superiority of their product. - 00:16–00:20 00:16–00:20: The man moves between the split screen sides, showcasing how easy it is to come back to Self. - 00:20–00:27 00:20–00:27: The man explains that using a Self credit builder account helps build credit and savings, with no credit check or score required, showing why people should use Self. - 00:27–00:32 00:27–00:32: The man checks his pocket and pulls out a check from Self, showing that you can receive funds from them. - 00:32–00:36 00:32–00:36: Another split screen highlights the final CTA to download the Self app.

# Ad summary This ad features a customer testimonial for Self, a service that helps users build credit. The ad uses a split-screen format to show the customer's quote alongside visuals of the Self app and website. The ad emphasizes the benefit of improving one's credit score and encourages viewers to build their credit future with Self. # Brand positioning Self is presented as a financial service that empowers individuals to build or improve their credit score. The brand positions itself as a tool for financial growth and stability, particularly for those who may have limited or no credit history. The brand's tone is positive and encouraging, aligning with the goal of helping customers achieve a better financial future. Self aims to occupy a space in the consumer's mind as an accessible and effective solution for credit building, pushing against the norms of traditional credit systems that may be difficult to navigate or access for some individuals. The brand positioning is both functional (providing a credit-building service) and emotional (offering hope and empowerment for financial improvement). # Product Self is a financial service designed to help individuals build or improve their credit score. The ad highlights that Self can help users build their credit future. The service works by allowing users to take out a credit builder loan and make monthly payments, which are reported to the major credit bureaus. The ad features a customer testimonial stating that their credit score has gone up almost 200 points since joining Self. The ad addresses the purchase barrier of skepticism by providing a real customer testimonial and emphasizing the potential for significant credit score improvement. The ad encourages viewers to consider Self as a means to achieve a better credit future. # Visual style The ad has a clean and simple aesthetic, with a bright color palette and clear typography. The editing style is straightforward, with static shots and smooth transitions. The production quality is polished, giving the ad a professional feel. The pacing is moderate, with text and graphics appearing at a steady rhythm. The visuals are timed to the music, creating a cohesive and engaging experience. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:05 The ad opens with a quote from a customer, Angela C., stating that her credit score has gone up almost 200 points since joining Self. - 00:00–00:05 This message is intended to convey the effectiveness of the Self service in improving credit scores. The perspective is from a satisfied customer, which adds credibility to the claim. The tone is celebratory, with confetti graphics emphasizing the positive outcome. - 00:06–00:09 The ad transitions to a screen displaying the text "Build your credit future with Self." - 00:06–00:09 This message reinforces the brand's value proposition and encourages viewers to consider Self as a means to achieve their financial goals. The perspective is from the brand, promoting its service as a solution for credit building. The tone is aspirational, suggesting that Self can help viewers create a better future for themselves.

# Ad summary This ad uses a customer testimonial to highlight how Self can help improve your credit score. # Brand positioning Self is presented as a financial service that helps customers build their credit. The brand aims to occupy a space in the consumer's mind as a reliable and effective solution for improving credit scores. The brand aligns with values of financial empowerment and future planning. The brand positioning is functional, focusing on the performance and simplicity of its credit-building services. # Product Self is a financial service that helps users build their credit. The ad highlights that users can see their credit scores increase by using Self. The ad features a customer testimonial, emphasizing the real-world impact of the service. The ad addresses the purchase barrier of low credit scores by offering a solution to improve them. # Visual style The ad has a clean and simple aesthetic with bright colors and clear text overlays. The editing rhythm is slow and deliberate, allowing the message to be easily understood. The production quality is polished, giving the ad a professional feel. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 The ad opens with a customer quote about their credit score increasing after using Self. - 00:06–00:09 The ad transitions to a screen displaying the brand name and tagline, reinforcing the brand's mission to help users build their credit future.

# Ad summary This ad uses the metaphor of growing a garden to describe the process of building credit with Self. The ad encourages viewers to be patient and consistent with their payments and, over time, they'll be amazed at how much their money tree has grown. It ends with a call to download the app and join the one million-plus people building credit with Self today. # Brand positioning Self Financial aims to occupy a space in the consumer's mind as a supportive and empowering brand that helps individuals build credit and savings. Aligning with values of patience, consistency, and long-term growth, the brand promotes the idea that financial success, like growing a garden, takes time and effort. The brand differentiates itself by offering a Credit Builder Account that simplifies the process of establishing credit while encouraging users to enjoy the journey towards financial well-being. Self positions itself as a partner in helping customers achieve their dreams through responsible financial habits. The brand positioning leans towards emotional support (enjoying the journey), while also highlighting functional benefits (building credit). # Product The product being advertised is Self Financial's Credit Builder Account, a financial tool designed to help individuals build credit and savings. This account is for anyone looking to improve their credit score, especially those with limited or no credit history. It works by allowing users to make regular, on-time payments, which Self reports to credit bureaus. This consistent payment activity helps to establish a positive credit history over time. As users make these payments, they are also building savings, which become available to them at the end of the term. A USP is that every payment contributes to both credit building and savings accumulation, getting the customer closer to their dreams. This addresses the common purchase barrier of delayed gratification often associated with credit building by offering a tangible savings component. The ad emphasizes that "every watering and every on-time payment" contributes to growth, drawing a parallel to gardening, indicating the value in consistency and patience. The Credit Builder Account is presented as a user-friendly tool accessible through the Self app. # Visual style The ad uses a polished, animated style with bright colors and simple character designs, creating a friendly and approachable tone. The editing style employs smooth transitions and static shots, maintaining a consistent pace that reinforces the message of gradual growth and progress. The animation style is reminiscent of explainer videos, which conveys an informative yet easy-to-understand feel. The pacing is consistent throughout, with slow-motion shots and extended takes used to emphasize key product benefits. The audio-visual sync is deliberate, with visuals of growing plants corresponding with the voiceover's message about long-term financial growth. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Download the app # Point of view - [object Object] # Storyline - 00:00–00:05 In a world that rewards results, one must never forget that the most beautiful things in life take time to grow. - 00:00–00:05 This opens the ad with a philosophical observation about the nature of success, framing the ad with a larger insight about patience and long-term growth. This is conveyed from the Brand's perspective with a calm, thoughtful tone, intended to resonate with viewers on a deeper level than a typical product pitch. - 00:05–00:09 Whether you're growing a garden or building your credit and savings with Self's Credit Builder Account... - 00:05–00:09 The message reframes the opening concept into a more relatable idea, drawing a clear parallel between tending a garden and building credit, setting up the Self product as a tool for long-term financial growth. Again, the Brand is speaking, with a tone that is both informative and encouraging, aimed at making financial growth seem achievable and familiar. - 00:09–00:13 ...every watering and every on-time payment can get you closer to your dreams. - 00:09–00:13 Reinforces the previous point, emphasizing the impact of small, consistent actions, and connecting them to larger aspirations. The Brand continues to speak in an encouraging tone, aimed at motivating viewers to start taking steps towards their financial goals. - 00:13–00:17 And over time, you might be amazed how much your money tree has grown. - 00:13–00:17 Highlights the potential for significant financial growth over time, using the money tree metaphor to visually represent the results of consistent effort. The Brand is still speaking in an optimistic tone, aiming to inspire viewers with a vision of long-term success. - 00:17–00:20 So take a deep breath, keep building, and enjoy the journey with Self. - 00:17–00:20 The message provides a calming and encouraging conclusion, reinforcing the idea of patience and long-term commitment, and positioning Self as a supportive partner. The Brand’s tone is reassuring and motivational, aimed at making financial growth feel less daunting and more enjoyable. - 00:22–00:24 Download the app. Join the 1 million+ people building credit with Self today. - 00:22–00:24 A final directive drives the viewer to install the app and the language uses social proof, referencing the large community of current users, and adds a sense of immediacy with “today”. The Brand's voice is direct and action-oriented, aimed at driving immediate downloads and user acquisition.

# Ad summary This ad for Self Financial uses a progress bar to show how close you are to building credit. The ad shows the progress bar filling up and confetti falling when credit building is started. # Brand positioning Self Financial is presented as a tool to help people build credit and build their future. The brand aims to occupy the space of a financial service that is accessible and easy to use. The brand aligns with the values of financial empowerment and future planning. The brand positioning is functional, focusing on the simplicity and performance of its credit-building services. # Product Self Financial offers a service that helps people build credit. The ad shows a progress bar that fills up as you get closer to building credit. Once the progress bar is full, the ad shows confetti falling and the text "Credit Building Started" appears. The ad addresses the purchase barrier of not knowing how to start building credit by showing how easy it is to get started with Self Financial. # Visual style The ad has a clean and simple aesthetic with a light blue background and white text. The editing style is smooth with simple transitions. The production quality is polished and professional. The pacing is consistent throughout the ad. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad starts with a progress bar that is partially filled. Text appears that says, "You were this close." A hand taps the progress bar, filling it up further. - 00:02–00:05 00:02–00:05 The progress bar fills up completely and turns green. Text appears that says, "Credit Building Started." Confetti falls in the background. - 00:05–00:09 00:05–00:09 The Self Financial logo appears with the tagline "Build Credit. Build Your Future."

# Ad summary The advertisement highlights how Self reports your rent payments to all three major credit bureaus. It also focuses on how Self can help to build credit with a secured self visa credit card. # Brand positioning The ad for Self focuses on helping customers build credit. They are positioned as a tool that will help customers build credit and save money. The ad is positioned as a simple solution to help with building credit. # Product The advertisement highlights Self, which is an app that reports rent payments to all three major credit bureaus. They also provide the option to add up to 2 years of past payments. Additionally, they allow the user to track their credit report. Self provides a secured self-visa credit card, without a credit check and zero intro annual fee. The Credit Builder account lets you build credit and savings. Join one plus million building their credit with self for a better future. # Visual style The ad uses a split screen to showcase the product. One side is dark, while the other is light and bright. The ad uses text overlays to highlight key features and benefits. The editing style is quick with quick cuts to keep the viewer engaged. The production quality is high. The pacing is quick to keep the viewer engaged. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Download Self now # Point of view - [object Object] # Storyline - 00:00–00:02 The man is looking at his phone in a dark room. - 00:02–00:06 The man in a brightly lit room looking at his phone smiles. The words on the screen says, "Self reports your rent payments to all three major credit bureaus. Option to add up to 2 years of past payments. Track your credit report." - 00:06–00:11 The man in a brightly lit room looking at his phone smiles as he holds up a credit card. The words on the screen says, "High approval rates, No credit check, $0 intro annual fee." - 00:11–00:15 The man in a brightly lit room looking at his phone smiles as he holds up a check. The words on the screen says, "No credit check or score required, No setup fee, Build your credit score by 47 points on average." - 00:15–00:21 The man in a brightly lit room looking at his phone smiles as he holds up his phone. The words on the screen says, "Download Self now".

# Ad summary This ad promotes Self, a service that allows users to build credit by reporting rent payments to major credit bureaus and offering secured Visa credit cards and credit builder accounts. The ad humorously contrasts the lack of credit-building benefits from simply paying rent with the advantages of using Self's services. The ad uses a split-screen format to highlight the differences between these financial situations. It features a confident spokesperson directly addressing the viewer and showing the ease of building credit and savings. # Brand positioning Self is presented as a modern, accessible financial service that empowers individuals to take control of their credit-building journey. The brand positions itself as an alternative to traditional financial institutions, offering innovative solutions like reporting rent payments and secured credit cards to those who may have limited credit history or face challenges in accessing traditional credit. Self aligns with values of financial empowerment, simplicity, and progress, promoting a lifestyle where individuals can improve their financial well-being. The brand pushes against the norm of neglecting rent payments as a means to build credit, offering a functional and empowering solution. # Product Self offers a suite of financial products designed to help individuals build credit and savings. The first product is a service that reports rent payments to all three major credit bureaus, allowing renters to use their monthly payments to build credit history. It offers the option to add up to two years of past payments. The second product is the Secured Self Visa Credit Card which has high approval rates and no credit check. It also has a $0 intro annual fee. The third product is a Credit Builder Account which helps build credit and savings, requires no credit check or score, and ultimately provides the user a payout check, minus interest and fees. The ad addresses purchase barriers by highlighting high approval rates, no credit check, and the ability to use existing rent payments. # Visual style The ad has a polished commercial aesthetic with a split-screen technique to visually highlight the contrast between two different financial situations. The lighting is bright on one side and dim on the other to symbolize the different outcomes of renting versus using Self's services. The editing includes quick cuts to maintain engagement, and the camera uses zooms and pans to focus attention on the product and spokesperson. The pacing is consistent throughout the ad, with visual and textual elements synced to the voiceover for emphasis. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Download Self now # Point of view - [object Object] # Storyline - 00:00–00:03 The ad begins by asking if the viewer is tired of burning money on rent with nothing to show for it, immediately identifying a common financial frustration. The message intends to resonate with renters who feel their payments aren't contributing to their financial future. The voiceover adopts a relatable tone, speaking directly to the viewer. - 00:04–00:08 The narrator suggests crossing over to the Self side to use monthly rent payments to build credit. This is conveyed as the brand offering the customer an opportunity. The tone is helpful and guiding, presenting Self as a solution to the initial problem. - 00:08–00:15 The ad explains that you can also build credit with a secured Self Visa credit card. It highlights the card's benefits, such as high approval rates, no credit check, and a $0 intro annual fee. The narrator presents this option confidently, daring viewers to compare it with their current financial situation. This is meant to emphasize that Self provides a superior alternative. - 00:16–00:27 The ad then brings the viewer back to a positive light by showing how, with Self, the customer is building credit and savings. Here, the perspective shifts to showcase the advantages of choosing Self. The tone is positive and encouraging, reinforcing the benefits of using Self's services. - 00:27–00:36 The narrator encourages the viewer to look at what they’re missing in their pocket. The overall storyline culminates in a call to action, prompting the viewer to join over one million others building their credit with Self. The tone is persuasive, aiming to convert interest into action.

# Ad summary An image ad shows a woman sitting on a couch reading a book. The ad includes text about owning a car and an apartment. # Brand positioning The brand is not explicitly mentioned in the image, so there is no way to fully identify its market position or values. However, the messaging implies that the brand helps customers achieve major financial milestones, such as purchasing a new car or an apartment, and may be positioned as a way to rapidly improve one's financial situation. # Product There is no product shown or explicitly mentioned in the image. The ad refers to being able to purchase a new car and an apartment. # Visual style The ad is a low production-quality image, appearing to be shot on a smartphone. The image is well-lit and features a neutral color palette. # Hooks Headline: It still blows my mind that I got a new car and my own apartment, when just last year... # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The customer is conveying that she can't believe how far she's come in one year. It conveys that a short amount of time has made drastic differences in her life and finances. - The text at the bottom is telling the viewer that results may vary and that credit score is only one of the factors that determines a loan/mortgage ability. This communicates legal disclaimers.

# Ad summary This ad promotes Self's Credit Builder Account, emphasizing that building credit, like other achievements, takes time and dedication. The ad pairs visuals of diverse people working towards goals like winning a championship or buying a house with a graphic illustrating how timely payments can help people achieve their goals. # Brand positioning Self is presented as a brand that understands that building credit, like any worthwhile achievement, takes time and consistent effort. The brand aims to occupy a space in the consumer's mind as a supportive partner in financial growth, emphasizing patience and perseverance. Self aligns with values of personal development and financial empowerment. The brand avoids quick-fix promises. It offers a functional, reliable tool for building credit over time. # Product Self's Credit Builder Account is a financial product designed to help individuals build credit and savings simultaneously. It is for anyone who wants to improve their credit score through consistent, reported payments. The ad shows a graphic timeline of payment dates, suggesting regular reporting to credit bureaus. USPs include the ability to build credit and savings together through on-time payments. The product addresses the purchase barrier of time and dedication, assuring users that consistent effort will lead to desired outcomes such as buying a home. # Visual style The ad uses a polished commercial aesthetic with a mix of celebratory, intimate, and motivational visuals. The editing style is quick cuts, with smooth transitions. The production quality is high-end, aiming to inspire confidence and aspiration. The pacing is moderately fast, keeping the viewer engaged. Cuts, text, and product actions are timed to the music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action DOWNLOAD THE APP # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 The ad opens with a montage of people celebrating, implying success and achievement. The narrator frames this as a world that rewards results, setting up the importance of consistent effort. - 00:04–00:07 00:04–00:07 The ad cuts to a black-and-white shot of a person in a gym looking down, suggesting a moment of struggle or challenge. The narrator emphasizes that the most beautiful things in life take time to grow, contrasting the earlier celebratory moments with the reality of effort. - 00:07–00:14 00:07–00:14 The ad alternates between various people working hard to achieve goals like playing basketball, using a mobile phone, and smiling as they are using the Self's Credit Builder Account. The narrator states whether you're chasing a championship or building your credit and savings with Self's credit builder account. The ad communicates that the work put in will pay off. - 00:14–00:23 00:14–00:23 The ad shows diverse couples celebrating, holding keys to a new house, and unpacking. The narrator stresses that every shot and every on-time payment, can get you closer to your dreams and over time you'll be amazed by what you've built. The ad highlights the positive outcomes of consistent effort in credit building. - 00:23–00:26 00:23–00:26 The ad showcases a person outdoors, breathing deeply, followed by a person lifting weights. The narrator states, so take a deep breath keep building. This builds on the need to be consistent to acheive desired results. - 00:26–00:31 00:26–00:31 The ad shows an interface for Self's Credit Builder App and offers a CTA to download the app. The ad highlights join the 1 million+ people building credit with Self today. The ad shows how easy it is to get started with the app.

# Ad summary This ad uses pixel art animation to promote Self, a credit building toolkit. The ad features a loading bar that says "Future You: loading" and then shows a pixelated man holding a phone with the Self app on the screen. The ad ends with the Self logo and the tagline "Build Credit. Build Your Future." # Brand positioning Self is presented as a modern, accessible tool for building credit and securing one's financial future. The brand uses a playful, retro aesthetic with pixel art and chiptune music, suggesting a friendly and approachable persona. The brand aims to occupy a space in the consumer's mind as a simple and effective way to improve credit scores, pushing against the often complex and intimidating nature of traditional financial services. The brand positioning is both functional (credit building) and emotional (building a better future). # Product Self is a credit building toolkit designed to help users improve their credit scores. The ad highlights the app's ability to help users "unlock your next level" financially. The product is presented as a straightforward solution for those looking to build credit and secure their financial future. The ad addresses the purchase barrier of credit building by presenting it as an accessible and easy-to-use tool. # Visual style The ad has a retro, pixelated aesthetic reminiscent of 8-bit video games. The editing style is simple with static shots and pixelated transitions. The production quality is clean and polished, despite the lo-fi visual style. The pacing is consistent, with cuts timed to the music beats. The overall tone is playful and approachable. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 A loading bar appears with the text "Future You: loading." - 00:02–00:04 A pixelated man appears, holding a phone displaying the Self app. He gives a thumbs up. - 00:04–00:05 The man disappears in a pixelated transition. - 00:05–00:08 Text appears: "Finish signing up UNLOCK YOUR NEXT LEVEL." - 00:08–00:10 The Self logo appears with the tagline "Build Credit. Build Your Future."

# Ad summary This ad for Self Visa Secured Credit Card uses a flow chart to illustrate the benefits of using Self Visa secured credit card. The ad addresses the problem of being rejected for a credit card. If the user has been rejected for a credit card, the ad suggests that it is possible to get a credit card with no hard credit check. If the user was not rejected for a credit card, the ad suggests building credit anyway using their services. # Brand positioning Self aims to occupy the space in the consumer's mind as a credit building service for people who have been rejected for a credit card. The brand promotes values of access, simplicity, and empowerment. Self appears to push against the norms of credit card companies and other financial institutions by offering an option for people who may have trouble getting credit. The brand is functional by providing a product that simplifies credit building and accessible to more people. # Product The Secured Self Visa® Credit Card is designed for individuals looking to build or rebuild their credit. It does not require a hard credit check for approval, addressing a common barrier for many applicants. The card is a secured credit card, meaning the credit line is backed by a security deposit, which reduces risk for the issuer and makes it easier for people with limited or damaged credit to get approved. The ad positions the card as a way to keep building your credit anyway, addressing the needs of those who may have been rejected for other credit cards or are starting their credit journey. The ad suggests that this product is worth trying because it offers a path to creditworthiness without the typical hurdles of traditional credit card applications. # Visual style The ad has a clean aesthetic, using minimal visual elements. The font is a black marker font that looks like it was handwritten. The ad relies on static shots and graphics. The editing rhythm is consistent and the pacing is medium with no drastic shifts. The audio-visual sync is timed to voiceover lines. # Benefits - [object Object] # Features - [object Object] # Call to action TRY THE SECURED SELF VISA® CREDIT CARD # Point of view - [object Object] # Storyline - 00:00–00:01 The ad starts with a question to the viewer. - 00:01–00:07 00:01–00:07: The ad uses a flowchart to ask a series of questions to illustrate the viewer's current credit situation. The flowchart has two options: Yes and No. If the viewer answers yes, it leads to the first question: "Did the application check your credit?" and it follows: "That can happen." After that, it goes to: "Do you want a card with no hard credit check?" If the viewer answers No, it leads to the first question: "Did your last card leave a hard credit inquiry?" and it follows: "Probably." After that, it goes to: "Do you want to keep building your credit anyway?" - 00:07–00:09 00:07-00:09: The ad ends by answering yes to both options. And the question becomes: "YES. TELL ME HOW????" The ad then shows the Self Visa Secured Credit Card. The ad is speaking from the perspective of the brand by presenting how the Self Visa Secured Credit Card works.

# Ad summary This ad utilizes a detective/interrogation theme to demonstrate how Self reports rent payments to the major credit bureaus, which helps to build credit scores. # Brand positioning Self is presented as a simple and effective solution to help users build or rebuild their credit scores. The brand aims to occupy a space in the consumer's mind as a reliable and user-friendly tool that leverages rent payments to improve credit scores. The ad positions Self as a modern and accessible financial tool that is not shrouded in secrecy, with an approach to traditionally complex financial matters. # Product Self is a service that reports rent payments to major credit bureaus, helping users build or improve their credit scores. The ad highlights that Self can report rent payments for the past two years for a one-time fee, providing an extra push for credit building. The product is designed for individuals who want to improve their credit scores by leveraging their regular rent payments. It emphasizes simplicity and effectiveness, addressing the potential barrier of complex credit-building processes. # Visual style The ad has a hybrid style, blending polished commercial elements with a UGC feel. The editing includes quick cuts to maintain a fast pace and keep the audience engaged. The visuals are clean and well-lit, contributing to a professional look while still feeling accessible. The pacing is consistent and moderate. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Download Now # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02 A man dressed in a suit holds a magnifying glass up to his eye with 'crime scene' tape in the background. Text says 'The truth revealed: You won't believe what we uncovered' to draw the audience in. - 00:03–00:03 00:03–00:03 The man in the suit questions a man in a t-shirt and white shirt: 'How did you do it?!' This is presented from the perspective of a detective interrogating someone. - 00:04–00:04 00:04–00:04 The man in the t-shirt asks in a confused tone: 'Do what?' - 00:05–00:06 00:05–00:06 The man in the suit asks: 'Rebuild your credit score', presented from the perspective of a detective. - 00:07–00:09 00:07–00:09 The man in the suit asks suspiciously: 'This smells really fishy to me.' This is presented from the perspective of a detective interrogating someone. - 00:10–00:11 00:10–00:11 The man in the t-shirt replies casually: 'I've just been using Self.' - 00:11–00:11 00:11–00:11 The man in the suit asks: 'Self?' This is presented from the perspective of a detective. - 00:12–00:13 00:12–00:13 The man in the t-shirt answers enthusiastically: 'Yeah, Self!' - 00:14–00:16 00:14–00:16 The man in the suit then asks skeptically: 'And what's this 'Self' you're so smug about?' This is presented from the perspective of a detective interrogating someone. - 00:17–00:18 00:17–00:18 The man in the suit asks suspiciously: 'Some kind of secret double life?' - 00:19–00:24 00:19–00:24 The man in the t-shirt says with a smile: 'No secrets, Detective. Self reports my rent payments to the major credit bureaus. That's how I rebuilt my credit.' Then the man holds up his phone showing the Self app. - 00:25–00:27 00:25–00:27 The man in the suit asks incredulously: 'And I'm seeing you're actually paying your rent on time now?' - 00:28–00:31 00:28–00:31 The man in the t-shirt answers: 'Yep. Self set me up with good financial habits'. - 00:31–00:34 00:31–00:34 A screen recording of the Self app shows a pop up that says: 'Claim credit up to 24 months worth of payments'. - 00:35–00:38 00:35–00:38 The man in the t-shirt concludes: 'That helped my credit score and gave me the extra push I needed to keep building credit'. - 00:39–00:40 00:39–00:40 The man in the suit responds: 'Up to two years worth?!' - 00:41–00:45 00:41–00:45 The man in the suit says: 'Okay, you're free to go. I've got some credit-building to do'. - 00:46–00:51 00:46–00:51 The man in the t-shirt smiles and the following text appears on the screen: 'Don't let your credit hold you back. Join 4+ million credit builders who have used Self to build credit. Download Now'.