How The New York Times Advertises on Meta

# Ad summary This ad features Robert Vinluan, Lead Product Designer at The New York Times, discussing the inspiration behind the Tiles game. He explains the game's tile-matching concept, inspired by the subtle variations and visual patterns of Portuguese tiles. He demonstrates how the game works by showing how to match the base layer with three additional layers, tapping the tiles, and clearing the board. The ad shows different tile sets designed to challenge the viewer’s visual-brain connection and asks viewers to play them for $1.50 per week. # Brand positioning The New York Times Games is presented as an innovative and engaging brand that produces games designed to challenge the player's visual-brain connection. The brand seeks to occupy a space in the consumer's mind by taking visuals from the real world and turning them into games. It aligns with the values of fun, coolness, and visual interest. It offers a unique, puzzle-solving experience that appeals to those who appreciate detailed and interesting designs. # Product The advertised product is Tiles, a game by The New York Times Games. According to Robert, Lead Product Designer, the game is inspired by the patterns of Portuguese tiles. Each tile set starts with a base layer and has up to three additional layers, featuring different palettes. The objective of the game is to mentally pick apart the layers of the different palettes and identify the same shapes and colors, then tap them to match and clear the board. The product aims to provide a brain-tickling experience, compelling players to stop, look, and figure out how it works in their brain. # Visual style The ad features a hybrid visual style, blending polished commercial elements with a UGC feel. The production quality is mid-range, with a focus on clear visuals and consistent lighting. The editing includes quick cuts to maintain engagement. The pacing remains consistent at around 20 cuts per minute, and the audio-visual sync is timed with background music and voiceover lines, as well as when the tile is tapped. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Subscribe # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 The video begins with the presenter, Robert Vinluan, putting together pieces of the Lisbon tile set. - 00:02–00:05 The ad transitions to on-screen text that reads: "How Is Tiles Created?" followed by a shot of hands arranging tiles. - 00:06–00:14 Robert introduces himself as Lead Product Designer and highlights Portugal's tiles, showing various tiled walls. - 00:14–00:19 Robert explains his inspiration to turn those patterns into a playable game, framing the concept as a wall of tiles. - 00:19–00:29 Robert describes a subtle variation in each tile, and glazing with signs of wear. - 00:29–00:34 Robert expresses his hypnotization with the tiles and explains the gameplay of tiles. - 00:36–00:42 Robert describes how each tile set starts with a base layer and has around three layers, illustrating this process visually. - 00:43–00:50 Robert describes how the goal is to mentally pick apart the layers of different palettes. - 00:50–00:52 Robert describes how you have to indentify the same shapes and colors. - 00:52–00:57 Robert demonstrates how the tiles match and go away when tapped. - 00:57–01:00 He further explains how you do this process until the board is clear. - 01:00–01:08 The ad transitions to showcasing multiple tile sets. - 01:08–01:16 Robert discusses the brain itchiness the game creates when solved. - 01:16–01:24 Robert shares that he loves taking visuals that he is inspired by in the real world and turning them into a game. - 01:24–01:29 The video ends with The New York Times branding and describes to play all the games for $1.50 a week.

# Ad summary This ad promotes The New York Times' list of the 30 greatest living American songwriters. It features quick cuts of various songwriters and musicians. The ad directs the viewer to explore the list on The New York Times website. # Brand positioning The New York Times is presented as a leading source for credible, curated lists. The brand's decision to spotlight songwriters, rather than performers, implies an alignment with depth, nuance, and respect for craft. The brand aims to occupy a space of authority and cultural relevance, highlighting its role in shaping and celebrating artistic excellence. The association with iconic figures like Jay-Z and Mariah Carey elevates the brand's perceived prestige and solidifies its position as a tastemaker. # Product The ad promotes The New York Times' list of the "30 Greatest Living American Songwriters." The list is exclusively available on The New York Times website. The ad serves to draw attention to the list, encouraging viewers to explore the full content on the Times' platform. The ad seeks to provide a curated collection of celebrated songwriters to enhance cultural awareness and engagement with music. # Visual style The ad has a clean and polished aesthetic. The editing style features quick cuts to maintain a brisk pace. The color palette is vibrant and alternates between shots of the interviewees in natural lighting to white, bolded text against a flat green background. The transitions are abrupt cuts. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Explore the list. # Point of view - [object Object] # Storyline - 00:00–00:05 The ad begins by showcasing a series of quick cuts featuring famous songwriters and musicians, including Jay-Z, Mariah Carey, and Babyface. - 00:00–00:05 Each shot introduces a different artist with their name displayed in bold text, emphasizing the diversity and caliber of the featured musicians. This creates a sense of anticipation and credibility, enticing the viewer to learn more about the list. - 00:05–00:07 The ad transitions to a green screen background with white text displaying the title of the list: "The 30 Greatest Living American Songwriters." - 00:07–00:10 The ad then provides a call to action to explore the list on The New York Times website. This reinforces the exclusivity and directs the audience to a specific destination. - 00:07–00:10 The ad concludes by displaying the New York Times logo and the URL for the list, ensuring the viewer has all the necessary information to access the content. The green background is consistent throughout, reinforcing the brand's visual identity.

# Ad summary This ad for The New York Times Games subscription features a visual of a user completing a Wordle puzzle and then a Tiles puzzle. The ad encourages viewers to subscribe now. # Brand positioning The New York Times Games presents itself as a source of engaging and mentally stimulating puzzles designed for relaxation and enjoyment. The brand positions its games as a way to unwind and exercise the mind, aligning with a lifestyle that values leisure, intellectual curiosity, and routine. By offering a variety of games like Wordle and Tiles, the brand caters to diverse preferences within the puzzle-solving community. The New York Times Games stands apart by leveraging the trusted reputation of The New York Times, combining intellectual credibility with accessible entertainment, appealing to those seeking both quality and convenience in their digital pastimes. # Product The New York Times Games subscription offers access to a variety of digital puzzles, including Wordle and Tiles. Wordle is presented as a word-guessing game where players attempt to solve a five-letter word within a limited number of tries. The game provides feedback by highlighting correct letters and their positions. Tiles is presented as a pattern-matching puzzle that challenges users to strategically eliminate matching tile patterns. The puzzles aim to provide daily mental exercise and relaxation, appealing to individuals seeking engaging and intellectually stimulating pastimes. The primary function of the subscription is to grant users unlimited access to these games, creating a value proposition centered on convenience, variety, and mental well-being. # Visual style The ad has a clean and minimalist aesthetic, employing static shots and smooth transitions to maintain a polished feel. The production quality is high-end, with consistent color theming across the backgrounds and text. The pacing is moderate, with each puzzle type receiving equal screen time to showcase the variety offered by The New York Times Games. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action SUBSCRIBE NOW # Point of view - [object Object] # Storyline - 00:00–00:04 The ad opens with a partially completed Wordle puzzle. - 00:01–00:04 The letters fill in to complete the second row of the Wordle puzzle, demonstrating how to play the game. - 00:05–00:07 The visual shifts to a partially completed Tiles puzzle. - 00:05–00:07 The Tiles puzzle is completed. - 00:08–00:09 The visual transitions to a puzzle connecting dots with lines. - 00:09–00:09 The puzzle connecting dots is solved and the word, "Nice!" appears.

# Ad summary This ad for The New York Times Games uses a simulated Wordle board to draw the viewer in. The copy reads: "Focus on fun. Focus on Games." and prompts users to subscribe. # Brand positioning The New York Times Games aims to be the premier destination for digital games and puzzles. It positions itself as a provider of fun and engaging mental exercises for people who enjoy wordplay and strategic thinking. The brand aligns with a lifestyle of intellectual curiosity, mental stimulation, and accessible entertainment, and stands apart from competitors by offering a variety of games under the umbrella of a well-respected news organization. # Product The New York Times Games subscription gives users access to a suite of online games, including Wordle, Spelling Bee, and The Crossword. This subscription provides a daily dose of mental challenges, vocabulary building, and strategic thinking. The product is designed for individuals who enjoy wordplay, problem-solving, and engaging in brain training activities. The subscription model addresses the barrier of access by offering unlimited plays and exclusive content for subscribers. # Visual style The ad has a clean and simple aesthetic with a white background and clear typography. The editing style is static with occasional element reveals. The production quality is polished, giving it a professional look. The pacing is slow, with each element appearing gradually. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action SUBSCRIBE NOW # Point of view - [object Object] # Storyline - 00:00–00:01 The New York Times Games logo and the text "Focus on fun. Focus on Games." appear. - 00:00–00:01 A Wordle grid appears, with the words "GREAT" and "PLAYS" already filled in. - 00:01–00:02 The first letter of the third word, 'P', appears. - 00:02–00:03 The second letter, 'A', appears. - 00:02–00:03 The third letter, 'R', appears. - 00:02–00:03 The fourth letter, 'T', appears. - 00:02–00:03 The final letter, 'Y', appears, completing the Wordle. - 00:03–00:04 The completed Wordle with the word 'PARTY' turns green, and the text "Impressive" appears. - 00:04–00:09 The Wordle grid resets, and the ad repeats.

# Ad summary An image ad features a person with a distressed expression sitting in front of a laptop displaying the ChatGPT website. The ad suggests that ChatGPT can solve the problems or frustrations with existing chat software. # Brand positioning This ad positions ChatGPT as a useful and effective chatbot to improve consumer workflows. The ad implies that this chatbot can help alleviate frustrations people may experience with other AI tools. By showcasing the potential for a seamless and intelligent interaction, the brand aims to occupy a space in the consumer's mind as a reliable and efficient assistant. The tone of the ad is both functional and slightly humorous, suggesting the product is useful and easy to use. It sets itself apart by highlighting its seamlessness and ease of use. # Product The ad features ChatGPT, an AI chatbot accessible via a browser-based interface. While explicit product details are not stated, the visual presence of the ChatGPT interface highlights the product's digital and user-friendly nature. The ad implies that the product offers seamlessness, accessibility, and ease of use. # Visual style The ad has a slightly humorous and relatable visual style. The color palette consists of neutral wood tones accented by pops of color from the clothing and sticky notes. The lighting is soft and even, creating a natural and unretouched look. The overall design is simple and uncluttered, focusing attention on the person's facial expression and the laptop screen. # Hooks Headline: None used # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The image opens with a person wearing glasses looking skeptically at the side of a laptop. This is included to show the perspective of the customer being frustrated with the product being used.

# Ad summary Tracy Bennett, the puzzle editor for Wordle, shares personal stories regarding Wordle's relation to peoples lives. Bennett initially shares an email she received regarding how someone's mother named Carol passed away, and the word of the day was Carol. She then shares a story about a man who spontaneously picks a word with his fiance that means something to them, and that day it was Lucky because they felt lucky to be married. # Brand positioning The New York Times Games looks to position its brand to be a fun, easy-to-learn game that has created "magic" in people's lives. The brand is a source of heartwarming moments that people are very delighted about and willing to share with the editor of Wordle. Wordle is intended to bring synchronicity to people's lives. # Product Wordle is a word game that has players guess a word every day, which is referred to as the word of the day. The puzzle editor shares that for only $1.50 a week, you get access to all of our games. # Visual style The overall aesthetic of the ad is a polished UGC feel. It features consistent mid-shots that are static and the cuts are smooth with very little transitions. The quality is slightly high-end production. The pacing stays consistent throughout the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action SUBSCRIBE # Point of view - [object Object] # Storyline - 00:00–00:05 Tracy Bennett opens up by saying she just really loves spontaneous kind of like synchronicities that create magic in people's lives, this sets the stage for her sharing special memories with the viewer. This is conveyed through the upbeat tone and casual environment. - 00:05–00:16 Tracy Bennett, the puzzle editor, introduces herself and announces she has some very special memories to share, of special Wordle moments that have happened in the couple of years that I've been doing this. It's shot from Bennett's POV. The messaging intends to highlight the human connection and impact the word game has had on people's lives. - 00:16–00:30 Bennett transitions into a story about how she received an email from someone whose mother had just had her memorial service. Her mother's name was Carol, and Bennett shares that Carol was a longtime solver of Wordle and player of word games. The shift intends to highlight a specific example of Wordle's impact on someone's life. It is from Bennett's POV. - 00:30–00:39 Bennett continues and says that Carol's name was the name of that was the Wordle word of the day, on that day that she had her memorial service. The intention is to highlight how amazing and special that specific moment was that it actually happened. It is from Bennett's POV. - 00:39–00:47 Bennett continues and shares that they managed to work it into the eulogy, and it was a very heartwarming moment for me to read this woman's story about this longtime Wordle lover. This highlights a specific example of Wordle's positive impact on someone's life and conveys Wordle as a medium that can create such special moments. It is from Bennett's POV. - 00:47–00:57 Bennett transitions into the next story and shares that a gentleman who was getting married, his practice with his longtime sweetheart was to just spontaneously pick a word that meant something to them every day. This intends to show a different example of Wordle's impact on people's lives and how the brand can create special moments. It is from Bennett's POV. - 00:57–01:06 Bennett highlights that the word that they chose for that day was lucky because they felt so lucky to be married, and that was the word that day. This specific point is meant to show another very specific and very moving example of the brand and Bennett emphasizes that it was just magical. It is from Bennett's POV. - 01:06–01:18 Bennett introduces another story and shares that something like that happened was a woman wrote to me saying that her phone had been blowing up all morning because her daughter's name, who had her birthday that day, was the word of the day, which was M-E-R-R-Y, Merry. The message here is that something like that has happened, and the moment creates a positive and human connection. It is from Bennett's POV. - 01:18–01:37 Bennett wraps up and says that apparently they thought that she had some kind of pull with me and managed to get me to run that word, but it really was just a spontaneous synchronicity. Bennett finishes by saying she is very delighted that these things still happened, and to share them with you and displays end screen for New York Times Games. Intended to emphasize the spontaneous synchronicity and connection the game is creating, from Bennett's POV.

# Ad summary This New York Times Games ad uses minimalist animation to illustrate how to use the word 'ADIEU' as a starter word when playing Wordle. # Brand positioning The New York Times Games is presented as a trusted source of engaging games that cater to a broad audience seeking intellectual stimulation and entertainment. The brand promotes itself as a provider of high-quality, mentally stimulating games, positioning itself as a go-to platform for word puzzles, number games, and logic challenges. The brand's positioning is functional, focusing on providing games that are easily accessible and integrated into daily life. # Product The product being advertised is a subscription to New York Times Games, a platform that provides access to a variety of online games, including Wordle, Spelling Bee, Tiles, and others. Wordle is a word puzzle where players guess a five-letter word in a limited number of attempts, receiving color-coded hints for each guess. The ad highlights the word 'ADIEU' as a suggested starting word for Wordle, implying it's a strategic choice that can improve a player's chances of success. By suggesting a specific opening word, the ad addresses a common barrier of entry for new players, giving them a starting point to engage with the game. # Visual style The ad has a clean and minimalist aesthetic with a focus on typography and simple animations. The color palette is subdued, using pastel shades to create a calm and uncluttered visual experience. The editing style is static, with cuts between scenes, but minimal motion or effects applied. The visuals are very simple and clean which aligns with the brand's functional approach. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Subscribe now. # Point of view - [object Object] # Storyline - 00:00–00:02 The words 'Minnesota, your #1 Wordle opener is...' appear on screen. - 00:02–00:06 The ad then shows how the word "ADIEU" works in the Wordle game. - 00:06–00:09 The ad closes by showing the New York Times Games logo along with different game icons on a grid. The words, "Subscribe now" appear on screen.

# Ad summary string # Brand positioning The New York Times Games is presented as an engaging platform for word and number puzzles, offering a daily mental workout and a fun way to challenge oneself. The brand positions itself as a source of intellectual entertainment, aligning with values of curiosity, learning, and cognitive stimulation. The brand stands apart from simpler, less challenging games by offering sophisticated puzzles that promote mental agility. The brand positioning is both functional (improving cognitive skills) and emotional (providing a sense of accomplishment and enjoyment). # Product The featured product is the New York Times Games subscription, specifically highlighting Wordle, a popular word puzzle. Wordle involves guessing a five-letter word in six attempts, with feedback given for each letter guessed. The ad demonstrates how the game works and showcases a possible opener using the word "ADIEU." The ad emphasizes that Wordle is a daily challenge and part of a broader suite of puzzle games offered through the subscription. The ad is selling the idea of access to fun games, including Wordle. # Visual style The ad has a simple, clean aesthetic with a focus on clarity and readability. The editing style consists of static shots with smooth transitions between them. The production quality is polished, with a professional feel, intended to align with the established brand of The New York Times. The pacing is slow and steady, creating a calm, informative tone. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Subscribe now. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: The ad opens with the brand's name over a green background before text displays "your #1 Wordle opener is...", conveying that the ad will be sharing a solution to the game. This is told from the brand's perspective with a tone that is intended to be helpful. - 00:02–00:06 00:02–00:06: The ad shows an example of a Wordle puzzle in progress, with the word "ADIEU" entered. The letters are then colored to show accuracy, with "A" and "E" shown in green (correct letter, correct position), and "U" shown in yellow (correct letter, wrong position). This is shown from a third-person perspective, and creates a clear view of the game being played. - 00:06–00:09 00:06–00:09: The ad then transitions to displaying several of the other New York Times Games available, with text on screen that reads "Subscribe now." This showcases that the brand offers more than just Wordle, so there is more value to subscribing.

# Ad summary This ad promotes the New York Times Games with the opener word to the Wordle game is GEORGIA, followed by a demonstration of how the game is played. Then, the advertisement encourages the user to subscribe to the New York Times Games. # Brand positioning The New York Times Games aims to occupy the space in the consumer's mind as a provider of engaging and mentally stimulating games. Aligning with values of intellectual curiosity and continuous learning, the brand promotes a lifestyle of mental fitness and leisure. It adheres to category norms by providing a digital platform for puzzle and word games, while pushing against the norm of casual, mindless entertainment by offering content that requires skill and strategy. The brand positioning is both functional, offering accessible and challenging games, and emotional, tapping into feelings of accomplishment and intellectual satisfaction. # Product The product featured is the New York Times Games subscription service, a digital platform offering a variety of word and logic games. As demonstrated, it is a daily word puzzle that challenges users to guess a five-letter word in six attempts. It's for individuals who enjoy wordplay, puzzles, and mental challenges. It includes features of strategic problem-solving and vocabulary application. The ad highlights the game's daily play format and puzzle completion. The ad attempts to address a purchase barrier by demonstrating how the game is played, providing the first word to the Wordle game. # Visual style The ad's visual style is clean and minimalist, with a focus on presenting information clearly and concisely. The editing style is quick cuts, with static shots and smooth transitions between scenes. The production quality is polished, with a professional feel. The color palette is muted, with a focus on pastel backgrounds, creating a calm and inviting atmosphere. The pacing is fast, with cuts timed to the music beats, creating a sense of energy and excitement. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Subscribe now. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a screen displaying the words “The New York Times Games” and the word "Georgia," - 00:01–00:02 The ad continues from the previous moment and the word "Georgia" is replaced with the text: “Your #1 Wordle opener is…”, - 00:02–00:03 The ad continues from the previous moment, transitioning to a blank Wordle board. - 00:03–00:04 The ad shows how “ADIEU” is entered and graded, with the letters "A" and "E" appearing green, and the rest of the letters appearing gray. - 00:05–00:06 The ad cuts back to the blank Wordle board, followed by the word “GEORGIA,” with the “G” and “A” appearing green, the “E,” “O,” and “U” appearing yellow, and the “R” and “I” appearing gray. - 00:06–00:08 The ad cuts to icons for the various games the New York Times provides, with the text: “Subscribe now.”, encouraging users to subscribe to the service.

# Ad summary This New York Times Games ad promotes the Midi game. The ad first shows the user how the game works and then it promotes the user to solve special puzzles and subscribe to play all the New York Times games for $1.50 a week. # Brand positioning The New York Times Games brand is positioned as a source of stimulating and diverse puzzles that cater to both casual and dedicated players. This brand differentiates itself by offering a suite of games, from quick and simple diversions to more complex challenges, all under one subscription. The brand emphasizes accessibility and continuous engagement through daily content and unique puzzles, encouraging a habit of regular mental exercise and entertainment. # Product The Midi is a puzzle game from the New York Times Games, presented as a grid-based challenge where players fill in squares to match a given pattern or create a specific design. The game is showcased through quick solves, demonstrating how players can complete puzzles with intuitive actions. It is implied to be a relaxing and engaging pastime, suitable for short bursts of play. The game is highlighted as a "new" offering and is available for $1.50, addressing the purchase barrier by offering an affordable entry point to the broader suite of NYT Games. The ad encourages users to subscribe and access all games for a weekly fee, suggesting a broader value proposition beyond a single purchase. # Visual style The ad has a clean and simple aesthetic, using a light blue background consistently throughout the video. The video features minimal animations and clear typography to convey information directly. The editing is paced to match the beat of the music, with text and visuals appearing in sync with the rhythm. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action SUBSCRIBE # Point of view - [object Object] # Storyline - 00:00–00:02 The ad presents the crossword puzzle game Midi. - 00:02–00:03 The ad shows the user that they can explore a new puzzle daily. - 00:03–00:07 The ad presents different crossword puzzle names that can be played. - 00:07–00:09 The ad highlights that the user can solve special puzzles. - 00:09–00:10 The ad shows the price point for the Midi game. - 00:10–00:13 The ad encourages the user to subscribe and play all of the New York Times games.

# Ad summary This New York Times ad promotes a Times family subscription, inviting viewers to enhance their summer gatherings by sharing recipes with up to four people. It highlights the convenience and inclusivity of cooking together, offering a discounted rate for the first six months. # Brand positioning The New York Times is positioned as a source of quality recipes, promoting a lifestyle centered around shared cooking and dining experiences. The brand extends its respected reputation beyond news into the culinary realm, emphasizing the value of community and connection through a family subscription. It aligns with a consumer desire for enriching social interactions and accessible culinary content, moving beyond individual cooking to collaborative meal experiences. # Product The promoted product is a Times family subscription that allows users to freely share recipes. It includes access for up to four people, making it ideal for families or groups of friends. The subscription is presented as a way to bring more to the table this summer, enhancing shared cooking and dining experiences. The ad offers a limited-time offer of $2 per week for the first six months, addressing a potential purchase barrier by providing an affordable initial subscription rate. # Visual style The ad features a clean, minimalist design with a muted color palette of pastel backgrounds and black typography. The visuals use simple, flat illustrations within circles, creating a friendly and approachable feel. The layout is straightforward, focusing on clear messaging and an easy-to-read typeface. # Hooks Headline: Have your friends bring more to the table this summer. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The New York Times introduces the idea of enhancing summer gatherings by encouraging friends to bring more to the table, promoting the family subscription as a means to achieve this. This message is from the perspective of the brand, framing their offering as a way to enrich social interactions and culinary experiences during the summer season. - The ad highlights the ability to freely share recipes with a Times family subscription, emphasizing access for up to four people and including cooking as part of the experience. This is conveyed from the brand's perspective, detailing the core benefits of the product offering. - The ad presents a limited-time offer of $2/week for the first six months, designed to incentivize immediate sign-ups. This final message is from the brand, providing a clear call to action and an enticing offer to reduce perceived financial risk.

# Ad summary This ad promotes the New York Times Connections game. In the ad, Wyna Liu, editor of Connections, provides a tour of the notebook where she sketches out her ideas. # Brand positioning The New York Times Games brand is positioned as a source of mindfully-made word and logic games designed for stimulating, human-created fun. The brand offers a suite of daily games, emphasizing quality and intellectual engagement over fleeting entertainment. It provides a premium, ad-free experience, aligning with a lifestyle that values mental exercise and quality content. # Product The product featured in this ad is the New York Times Connections, a daily word game available as part of a New York Times Games subscription. It involves finding connections between seemingly disparate words, testing players' vocabulary and pattern-recognition skills. The game is positioned as a mentally stimulating daily activity, described by the game's creator as beginning with a category, writing the words, and then using those words to create new categories. The primary USP highlighted in the ad is the thoughtful human process behind the game's creation, contrasting with algorithm-driven content. The subscription model addresses purchase barriers by offering access to a variety of games for a single weekly price of $1.50. # Visual style The ad has a UGC feel with static shots and smooth transitions. The production quality appears polished, with soft, natural lighting. The pacing is conversational and steady, and the audio-visual elements sync with the voiceover. The editing style is simple with a focus on clear presentation of information. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action SUBSCRIBE # Point of view - [object Object] # Storyline - 00:00–00:03 Wyna Liu introduces herself and her role as the editor of the NYT Connections game, showing her notebook. - 00:03–00:32 Wyna flips through her notebook, commenting on the various categories and words she has written down as part of the game creation process. - 00:32–00:52 She highlights specific categories of words like 'food words' and 'words that start with the letter Z.' - 00:52–01:13 Wyna explains how she starts with a category, then writes the words and starts to riff off them. She mentions that some of the categories and words end up being better for different categories. - 01:13–01:29 She shows an example from her notebook, giving examples of how words could branch off into different categories. - 01:29–01:38 Wyna jokes that if someone found this notebook, they'd probably think it made no sense. - 01:38–01:43 The video ends with the end screen that encourages the viewer to play the game.

# Ad summary This ad features a puzzle maker for the New York Times. He creates a mini crossword puzzle on the fly, demonstrating how the game is designed. # Brand positioning The New York Times Games is presented as a brand offering a variety of stimulating and engaging games, with a focus on mental exercise and wordplay. The ad's casual and spontaneous tone creates a friendly, accessible, and intellectual brand image. The brand appears to position itself as a source of entertainment and mental stimulation, differentiating itself from other forms of passive entertainment. # Product The New York Times Games offers digital puzzles and games including Wordle, Spelling Bee, and the Mini Crossword, which the ad focuses on. The Mini Crossword is a scaled-down version of a traditional crossword puzzle, designed to be quick and accessible for daily play. The games encourage mental engagement and wordplay, offering a fun way to exercise the brain. The ad aims to show that puzzles are an engaging, theme-able activity, perfect for daily enjoyment and mental stimulation. The ad addresses the barrier of puzzle intimidation by showing the step-by-step process. # Visual style The ad has a clean and professional aesthetic with a UGC feel. The video features a plain background and natural lighting, lending it a raw and authentic quality. The editing is straightforward with quick cuts and smooth transitions, maintaining a moderate pacing. The visuals are simple and direct, with clear text overlays and product actions timed to the voiceover. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action SUBSCRIBE NOW # Point of view - [object Object] # Storyline - 00:00–00:03 The creator introduces his intent to make a mini crossword live, emphasizing the spontaneity of the demonstration. - 00:03–00:04 He begins by drawing a grid on a whiteboard, setting the stage for puzzle creation. - 00:04–00:08 He explains that the first step is to put in the "seed answer," or the initial word, conveying the starting point of the puzzle. - 00:08–00:14 He writes the word "VIRAL" into the grid, starting to build the crossword puzzle. - 00:14–00:16 He begins to add black squares, explaining that this is the next step in puzzle creation. - 00:16–00:32 He demonstrates the puzzle-making process by filling in more black squares, using his thought process to illustrate how the puzzle takes shape. - 00:32–01:07 He explains that puzzle-makers often start with the most constrained area, and proceeds to fill in other words, all while walking through his thought process as he builds the puzzle on the whiteboard. - 01:07–01:14 He shares a tip for crossword construction, explaining that he alternates consonants and vowels in his head. - 01:14–01:24 He finishes off the puzzle, filling out the final remaining words, explaining the word options. - 01:24–01:25 He presents the finished mini crossword puzzle. - 01:25–01:28 The New York Times Games logo appears along with icons for the various games available. The ad encourages viewers to play all the games.

# Ad summary The New York Times ad showcases various articles and digital games available through their subscription, offered at a promotional price of $1/week for the first six months. # Brand positioning The New York Times is presented as a comprehensive source of information and entertainment. The brand positions itself as a daily essential, offering a wide range of content from news and opinion pieces to cooking recipes and games. The ad promotes a lifestyle of intellectual curiosity and engagement with current events, aligning with values of staying informed and enjoying diverse cultural experiences. The brand reinforces its credibility and cultural relevance by emphasizing its long-standing reputation. # Product The New York Times subscription is advertised as a digital service providing access to news articles, opinion pieces, recipes, and games like the New York Times crossword puzzle. The subscription offers daily content designed to inform, entertain, and enrich the user's life. A key selling point is the variety of content available, appealing to a wide range of interests and needs, positioning it as a source for both information and recreation. The promotional offer of $1/week for the first six months is explicitly mentioned to address the cost barrier. # Visual style The ad has a clean and straightforward aesthetic, using light green as a consistent background color to give the ad a modern feel. The editing style is simple, featuring static shots of text and screen recordings of iPhone videos, with quick cuts between each segment. The production quality is polished, resembling a professional commercial. The pacing is quick. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 The ad begins with a title card displaying The New York Times logo and text encouraging viewers to 'Feel the love. Each day. In The Times.' The intention is to associate the brand with positive emotions and daily integration into the viewer's life. The brand's voice is official and welcoming, aiming to create a warm, reliable image. - 00:01–00:03 Following this, the ad transitions to a screen recording of a New York Times article about the benefits of owning a dog, reinforcing the idea that The Times covers a wide variety of lifestyle topics. The perspective is that of a reader browsing content, emphasizing the platform's versatility. - 00:03–00:04 Next, the ad presents another title card suggesting to 'Win the day. Each day. In The Times' The tone here is motivational, portraying the subscription as a tool for success and achievement in daily life. The brand's voice remains official, continuing to emphasize its role as a supportive and engaging presence. - 00:04–00:04 The ad then shows a screen recording of someone completing a New York Times crossword puzzle on a mobile device, demonstrating the platform's interactive and engaging offerings. The perspective is that of a user enjoying the app, creating a sense of personal involvement and achievement. - 00:04–00:05 Another title card appears promoting to 'Nail the noodle. Each day. In The Times.' This suggests the platform offers culinary content and encourages viewers to see the subscription as a means to culinary success and enjoyment. The tone is playful and informal. - 00:05–00:10 The ad shifts to a screen recording of a recipe video showing someone cooking pasta, further illustrating the culinary content available through The New York Times. The perspective shifts to that of a viewer following a recipe, demonstrating the practical application of the platform's resources.

# Ad summary This ad for The New York Times features a fast-paced montage of striking visuals and headlines from various sections, highlighting the depth and breadth of content available through a subscription. The ad emphasizes the quality of journalism and the opportunity for personal enrichment, offering a limited-time subscription deal. # Brand positioning The New York Times is positioned as a leading, reputable source of news and in-depth reporting, spanning a wide range of topics from politics and world affairs to arts, culture, sports, and lifestyle. The brand emphasizes high-quality journalism, catering to intellectually curious individuals who seek insightful analysis and diverse perspectives. By showcasing its varied content, the brand invites viewers to engage with the world through its lens, promising a deeper understanding and enriched life. This ad reinforces The New York Times's status as a cornerstone of informed discourse, contrasting with more sensationalist or shallow media outlets. # Product The advertised product is a subscription to The New York Times, granting access to a wide array of content across various sections. This includes news, politics, culture, sports, cooking, and lifestyle articles. The subscription is presented as a means to stay informed, gain fresh insights, and explore diverse topics. The ad highlights a special offer of $1 a week for the first year, with the standard rate of $7.50 per week thereafter. This offer aims to lower the barrier to entry, encouraging new subscribers to experience the breadth and depth of The New York Times's content. # Visual style The ad has a polished, high-end commercial aesthetic with quick cuts and static shots. The production quality is high, with clean transitions and well-lit scenes. The pacing is fast, with numerous cuts per minute, creating a sense of urgency and excitement. The cuts are often timed to the music beats. # 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 None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with an appealing and colorful display of flowers with the caption "Intriguing features," which grabs the viewer's attention and sparks curiosity. - 00:01–00:08 This transitions to various headlines and stories from different sections such as Theater, Cooking, Move, and The Athletic, showcasing the breadth of content available in The New York Times. - 00:08–00:14 The ad ends with a message encouraging viewers to make these stories work for them and highlights the best offer of $1 a week for the first year.

# Ad summary The ad promotes New York Times Games with a focus on Wordle. It displays the recommended starting word 'Massachusetts' and shows how to play Wordle. The ad concludes with a call to action to subscribe. # Brand positioning The New York Times Games brand is positioned as a provider of engaging word and logic games, catering to players who enjoy mental challenges and intellectual stimulation. The ad promotes the brand's offering of various games beyond traditional news, suggesting a diverse and stimulating form of entertainment. By highlighting 'Wordle' as the focal point, the brand leverages a specific, widely popular game to drive interest in its broader subscription-based service. # Product The New York Times Games subscription offers access to a variety of games, prominently featuring Wordle. Wordle is a daily word game where players have six attempts to guess a five-letter word. Feedback is provided after each guess via colored tiles: green indicates a correct letter in the correct position, yellow indicates a correct letter in the wrong position, and gray indicates an incorrect letter. The ad specifically suggests 'Massachusetts' as the best starting word for Wordle. The product addresses the common interest in brain-training games and appeals to those who enjoy language-based puzzles and daily challenges. # Visual style The ad has a minimalist aesthetic with flat design, clean typography, and a simple color palette. The editing is straightforward with static shots and simple transitions. The overall production quality is polished, maintaining a professional and informative tone. # Benefits - [object Object] # Features - [object Object] # Call to action Subscribe now. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad starts by highlighting the New York Times Games. - 00:01–00:02 It then transitions to suggesting 'Massachusetts' as the best starting word for Wordle. - 00:02–00:05 Next, it shows an example of Wordle being played, including the use of colored squares to indicate correct and incorrect letters. - 00:06–00:09 The ad finishes with a call to action to subscribe to New York Times Games, visually displaying various games available through the subscription.

# Ad summary This ad promotes the "Tiles" matching game by New York Times Games. The lead product designer shares the visual inspiration behind the game and then visually demonstrates gameplay. # Brand positioning New York Times Games is presented as a provider of engaging and mentally stimulating games that evoke a sense of nostalgia. The brand uses accessible design and simple visuals to appear approachable, fun, and family-friendly. With its subscription-based model, the brand's positioning is functional, focusing on providing a variety of games for a single price. # Product The "Tiles" matching game challenges players to identify and match tiles with the same shapes and colors across different palettes. Inspired by the visual patterns of tiles in Portugal, the game features a base layer and multiple layers of tiles in each set. The goal is to mentally pick apart the layers and tap tiles of the same shape and color to clear the board. Each tile set is designed to challenge players' visual brain connections. # Visual style The ad features a clean, polished aesthetic. It employs a mix of static shots and quick cuts with smooth transitions. The production quality is high, resembling a commercial but with a personal touch from the creator. The pacing is consistent, maintaining an even rhythm. Cuts and text are often timed to the beats of the background music. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action SUBSCRIBE # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:06 The ad begins with a man assembling components of the "Lisbon" tileset, then cuts to a top-down view of a completed tile design. - 00:06–00:19 Robert Vinluan, Lead Product Designer, is introduced. He shares how he was inspired by tiles in Portugal, and wanted to create a game around "playing a wall of tiles." - 00:17–00:20 The ad shows an in-game loading screen, then a completed game board. - 00:20–00:35 Vinluan notes the subtle variation and signs of wear on each tile, and how he was "hypnotized" by them, which inspired the game. - 00:35–00:42 He demonstrates how every tile set starts with a base layer, and usually has around three layers. He notes that some have more or less. - 00:45–00:47 The video splits the screen to show two example tile palettes. - 00:42–00:50 Vinluan highlights that to play, you mentally pick apart the layers to identify shapes and colors that match. - 00:50–00:57 He picks up two yellow star shapes and taps them together, simulating matching tiles. - 00:57–01:00 He explains that the goal is to clear the whole board. - 01:00–01:08 The ad shows several tile sets, listing their names. - 01:08–01:16 Vinluan shares the satisfying feeling of playing Tiles. - 01:16–01:22 The ad shows examples of the tile art out in the real world. - 01:22–01:25 Vinluan shares that he loves turning inspiring visuals into games. - 01:25–01:33 The ad concludes with a product shot with the "Made with care by humans" tagline, followed by a screen stating, "Play them all for $1.50 a week."

# Ad summary This ad promotes a New York Times subscription for $1/week for the first six months. It uses a fast-paced montage of images representing different sections of the NYT, like travel, money, games, cooking, style, and sports, ending on the offer. # Brand positioning The New York Times is presented as a comprehensive source of information and entertainment, covering a wide range of topics from news and travel to cooking and games. The brand positions itself as an essential part of modern life, offering something for everyone and aligning with an intellectually curious and engaged lifestyle. By showcasing a diverse set of content, the brand defies the norm of focusing solely on hard news and emphasizes its role as a multifaceted lifestyle resource. The brand positioning is both functional, providing information and utility, and emotional, connecting with users' interests and passions. # Product The product being advertised is a digital subscription to The New York Times. The subscription grants access to a wide range of content, including news, travel guides, financial advice, games like The Crossword, recipes, style articles, and sports coverage. The ad highlights the breadth of content available, suggesting the subscription is for anyone with diverse interests. A key selling point is the introductory offer of $1 per week for the first six months. This addresses the potential purchase barrier of cost by making the subscription highly affordable initially. # Visual style The ad features a polished and modern aesthetic with bright, clean visuals. The editing style consists of quick cuts, creating a fast-paced rhythm that aligns with the shifts between different content categories. The production quality is high-end, resembling a professional commercial. The pacing is rapid, approximately 100-120 cuts per minute, maintaining a consistent and energetic feel. The audio and visuals are synced, with cuts and text changes often timed to the music beats. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:07 The ad opens with various content and topics that the New York Times covers. - 00:07–00:11 The ad transitions to showing its offer of $1/week for your first six months.

# Ad summary This ad for The Athletic promotes their coverage of basketball in Los Angeles (LA). It features a dark, intense image of a muscular athlete, likely a basketball player, and emphasizes 'Daily, expert basketball analysis'. # Brand positioning The Athletic positions itself as a source of in-depth sports journalism, particularly expert basketball analysis. The brand aims to occupy the space of providing serious, dedicated fans with high-quality coverage beyond basic reporting. The use of a stark, black-and-white image and bold typography implies a focus on delivering unfiltered, hardcore sports news. The Athletic appears to ignore the trend of quick, sensationalized sports updates, instead emphasizing expertise and daily analysis. # Product The product being advertised is The Athletic's daily, expert basketball analysis, specifically focused on the Los Angeles (LA) area. It is a subscription-based service that delivers sports journalism. The USPs include its daily frequency and expert-level insights. The ad addresses the potential purchase barrier of uncertainty by communicating, 'WE'VE GOT YOU COVERED.', suggesting comprehensive coverage and reliability. # Visual style The ad has a high-contrast, black-and-white aesthetic that creates a sense of intensity and focus. The typography is bold and modern, contributing to a clean and professional look. The strategic design approach seems to be a simple yet striking combination of a relevant image, bold text, and minimal distractions. The dark color and dramatic lighting convey a sense of grit and seriousness, while the clean typography adds a touch of modernity. The simple design aids scannability in-feed. # Hooks Headline: WE'VE GOT YOU COVERED. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The Athletic presents its brand name to establish recognition and authority. The message intends to introduce the viewer to the brand offering. The audience is experiencing it from The Athletic's perspective, establishing its presence in the sports media landscape. - The ad highlights 'LA' in large letters to signify the specific geographical focus of their basketball coverage. The purpose is to attract the interest of Los Angeles-based basketball fans. The audience is experiencing the ad from The Athletic's perspective. - The copy 'WE'VE GOT YOU COVERED' reinforces the brand's commitment to comprehensive coverage of Los Angeles basketball. The message aims to reassure potential subscribers that their needs for basketball information will be met. The audience is experiencing the ad from The Athletic's perspective, presenting the benefit of subscribing to their service. - The text 'Daily, expert basketball analysis' is included to give the user a deeper understanding of the service offered. The message is intended to highlight the value proposition of The Athletic. The audience is experiencing it from The Athletic's perspective.

# Ad summary This ad for the New York Times Games encourages users to focus on fun and games. It features the Wordle game board with a solution, and prompts users to subscribe. # Brand positioning The New York Times Games positions itself as a source of engaging and fun digital games, reinforcing the New York Times' broader commitment to providing quality content for leisure and intellectual stimulation. The brand emphasizes accessible entertainment and cognitive engagement, inviting users to incorporate daily gaming into their routines. # Product The New York Times Games offers a variety of digital games designed to be both entertaining and mentally stimulating. The ad specifically highlights Wordle, a popular word puzzle game where players guess a five-letter word in six attempts. Correct letters are highlighted in green if they are in the right position and yellow if they are in the word but in the wrong position. The product is for anyone who enjoys word games, puzzles, and casual brain training. The ad addresses potential purchase barriers by stating that users can 'Cancel or pause anytime,' implying flexibility and control over their subscription. # Visual style The ad has a clean and minimalist aesthetic. The editing style consists of static shots with simple transitions. The production quality is polished and commercial, fitting for a well-established brand like The New York Times. The pacing is consistent, with changes timed to emphasize key moments in the game and subscription prompts. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action SUBSCRIBE NOW # Point of view - [object Object] # Storyline - 00:00–00:00 The ad begins with the New York Times Games logo and the slogan 'Focus on fun. Focus on Games,' immediately setting the tone and intention of providing enjoyable gaming experiences. The perspective is from the brand, conveying a direct invitation to engage with their gaming platform. - 00:00–00:01 The Wordle game board appears, with a partially completed puzzle showing the words 'GREAT' and 'PLAYS,' demonstrating gameplay and hinting at successful word completions. The visual progresses the narrative by providing a specific example of the games offered. - 00:01–00:03 The puzzle continues to be solved, with letters being added to spell the word 'PARTY,' showcasing how the game works and the satisfaction of solving the puzzle. The pace quickens, building excitement and a sense of accomplishment. - 00:03–00:04 The completed Wordle puzzle is displayed, with the word 'PARTY' correctly filled in, reinforcing the message that the game is solvable and enjoyable. A text overlay reads 'Impressive,' adding a layer of positive reinforcement. - 00:04–00:07 The game board resets, and letters are cleared, signaling that another game can be started, emphasizing endless fun. This visual cue is a continuation of the previous moments, reinforcing the continuous entertainment the games provide. - 00:07–00:09 The ad concludes by displaying the initial game board, reiterating the brand message and including a 'SUBSCRIBE NOW' button with the added assurance that users can 'Cancel or pause anytime,' directly addressing potential purchase hesitations and encouraging immediate action.