How Waking Up Advertises on Meta

# Ad summary A black and white video with a man walking across a crosswalk while a voiceover explains that meditation is about recognizing the present moment. # Brand positioning The ad's focus is not on directly promoting a brand, but rather on communicating a philosophical concept that meditation is about recognizing the present moment. The visuals are simple and clean, with a focus on text and a minimalist illustration. The brand seeks to position itself as a purveyor of wisdom and mindfulness, aligning with values of introspection, simplicity, and emotional well-being. It gently pushes against the norm of constant striving and future-oriented thinking often promoted by modern brands and instead embraces the present. # Product The ad promotes the concept of meditation as a way to recognize and appreciate the present moment. It suggests that meditation helps one understand that happiness does not need to be held 'for ransom until some future time when all your problems are solved, when your to-do list is finally empty, when your desires get gratified, when your health is perfect, when all the news is good.' The product is meditation. It's presented as a way to shift focus from a constant pursuit of future goals to appreciating the quality of the journey in the present. The ad addresses the common mindset of postponing happiness until certain conditions are met, advocating instead for recognizing that 'this is it' and finding contentment now. # Visual style The ad has a minimalist aesthetic with a simple color palette and clean lines. The editing style consists of static shots, providing a sense of calm and contemplation. The production quality is polished, resembling a hybrid between a simple animated illustration and a philosophical message. The ad pacing is slow and deliberate, supporting the contemplative tone. The audio-visual sync is precise, with text appearing in sync with the voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:10 00:00–00:10 The ad opens with the text 'Wisdom is understanding that you don't have to hold your happiness for ransom until some future time when all your problems are solved.' This sets the tone for the ad, presenting a philosophical perspective on happiness and its connection to time and problem-solving. The speaker is a voiceover, and the audience experiences the message from the perspective of someone seeking wisdom and understanding. - 00:10–00:18 00:10–00:18 The ad continues with the text 'when your to do list is finally empty, when your desires get gratified, when your health is perfect, when all the news is good.' The message is continued by the speaker, and the tone is meditative. The underlying intention is to emphasize the unrealistic nature of waiting for perfect conditions to be happy. - 00:18–00:26 00:18–00:26 The ad states 'Whatever your goals in life, the quality of the journey has to become more important than reaching your destination.' This highlights the importance of enjoying the process rather than solely focusing on the outcome. The speaker continues the narrative in a calm tone, encouraging a shift in perspective towards valuing the present experience. - 00:26–00:31 00:26–00:31 The ad emphasizes 'You have spent your entire life seeking to arrive someplace.' The speaker maintains a reflective tone, suggesting that the common human tendency is to constantly chase a future state. - 00:31–00:42 00:31–00:42 The ad concludes with the text 'What if this is it? Actually, this is it. And recognizing this is meditation.' This reframes the current moment as the ultimate destination and equates recognizing this fact with meditation. The speaker concludes with a gentle tone, offering a moment of realization that the present is all there is.

# Ad summary This ad emphasizes the benefits of meditation. The ad focuses on the importance of not letting emotions define you and encourages viewers to practice meditation so they can be in control of their emotional state. # Brand positioning This ad positions the brand as an advocate for meditation as a practical tool for everyone. The brand aims to empower viewers by promoting the idea that they have control over their emotions, and encourages them to take charge of how they handle their emotional state. The brand promotes a lifestyle where meditation is a key element for maintaining calm. # Product This ad focuses on meditation as a tool that can change your life. One benefit that people get from meditation is the ability to simply let go of negative emotions. Meditation gives you the power to decide how long you want to stay angry. The ad claims meditation is a superpower. With meditation you can get off the ride before you say or do something stupid that you will later regret. # Visual style The ad has a soft, serene aesthetic created by the pastel sky background and clean font. The editing is minimal. This supports the calm tone of the message about meditation. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:13 The ad starts by posing a hypothetical question about how long someone will stay stuck in a negative emotion like anger, fear, or sadness. - 00:24–00:31 It shifts into explaining one of the benefits of meditation: the ability to let go of negative emotions. - 00:31–00:37 The storyline then emphasizes that people can decide how long they stay angry, and meditation is that superpower. - 00:37–00:47 The ad closes by saying that meditation allows you to get off the ride before you say or do something stupid that you will later regret.

# Ad summary This ad promotes the Waking Up app, which offers meditation courses and teachings in a modern, secular context. It emphasizes the potential for radical relief from suffering through meditation without requiring belief in unsubstantiated claims. The ad features a scenic beach path, enhancing the sense of calm and introspection. # Brand positioning Waking Up is presented as a source of ancient wisdom accessible in a modern, secular context. The brand distinguishes itself by not dumbing down the promise of meditation, offering radical relief from suffering without demanding belief on insufficient evidence. It positions itself as a rational, evidence-based approach to meditation and mindfulness, contrasting with more traditional or faith-based methods. The brand aligns with values of rationality, skepticism, and genuine relief from suffering, aiming to occupy the space of accessible, science-backed mindfulness. # Product The Waking Up app is a meditation and mindfulness platform designed to provide users with a source of ancient wisdom in a modern, secular context. The app aims to offer radical relief from suffering through meditation without requiring users to believe anything on insufficient evidence. It caters to individuals seeking a rational, evidence-based approach to mindfulness and meditation practices. The app distinguishes itself by avoiding oversimplification of meditation's potential benefits, instead offering a more profound and effective path to well-being. It aims to address the barriers of traditional or faith-based meditation by providing a secular, scientifically informed alternative. # Visual style The ad has a natural, calming aesthetic. The editing is simple, with static shots and smooth transitions. The production quality is high, with polished visuals that enhance the tranquil tone. The pacing is slow and deliberate, reflecting the meditative theme. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 The ad opens with a scenic view of a path leading to a beach, creating a calming and contemplative atmosphere. The voiceover introduces the motivation behind creating Waking Up: the desire for a source of ancient wisdom in a modern, secular context. - 00:06–00:13 The narrative emphasizes that Waking Up doesn't dumb down the promise of meditation, highlighting the potential for radical relief from suffering. This implies a focus on the depth and effectiveness of the app's meditation techniques. - 00:13–00:20 The ad concludes by stating that Waking Up doesn't demand belief on insufficient evidence to start the practice. This reinforces the app's secular and rational approach, positioning it as accessible to those skeptical of traditional mindfulness methods.

# Ad summary An ad with a motivational message, emphasizing the power of choice in managing one's own emotions and encouraging viewers to 'do something different with your mind' and start their 14-day free trial. # Brand positioning The brand is positioned as offering tools to actively manage one's mind and emotional reactions. It emphasizes personal empowerment and the idea that emotions are not externally imposed but rather internally generated. This aligns with a modern, self-help oriented lifestyle, pushing against the idea of being passive recipients of emotional experiences. The brand positions itself as a provider of resources to take control and actively shape one's mental state, implying a functional approach through a 14-day free trial. # Product The featured product is a platform designed to help individuals actively manage their emotions and mental state. It operates on the principle that emotions are not imposed by external factors but are a result of internal processes. The platform encourages users to 'do something different with your mind,' implying it offers new techniques or perspectives. The advertised key feature is a '14-Day Free Trial,' designed to overcome initial purchase barriers by providing risk-free access to its tools. The overall message is centered on empowerment and control, offering a way to proactively influence one's emotional well-being, suitable for individuals seeking self-improvement and mental clarity. # Visual style The ad has a minimalist and clean aesthetic. The video combines static shots with simple animations and desaturated, Polaroid style images. The editing uses slow transitions, allowing the viewer to easily read the text overlays, creating a consistent and calm experience. # Benefits - [object Object] # Features - [object Object] # Call to action Start Your 14-Day Free Trial # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: The ad starts with a direct statement: 'You can choose to be happier,' immediately framing happiness as a choice and setting the tone for empowerment. The message is conveyed directly, offering a proactive perspective. This sets up the rest of the ad's narrative about emotional control. - 00:03–00:06 00:03–00:06: The ad claims, 'Right now, you know exactly what it's like to be happy,' connecting with the viewer's existing positive memories. This aims to establish a sense of familiarity with happiness, making the concept more tangible and relatable before introducing the idea of taking control. - 00:07–00:13 00:07–00:13: Polaroid-style images with tape appear of images showing people enjoying the sunshine, a woman eating, and people holding hands. The intention is to visually reinforce the idea of happiness with relatable imagery. - 00:13–00:17 00:13–00:17: The ad transitions to a closer image of people holding hands which appears desaturated and has visual elements added. The goal is to emphasize the texture in the shot. - 00:17–00:18 00:17–00:18: The ad begins to use animated squares to highlight the point that emotions are reactions. - 00:18–00:37 00:18–00:37: The ad states, 'Your mind isn't simply perceiving the world as it is, it's reacting to it, and the reaction is what you feel. Your emotions are never imposed on you by other people or events, rather they are something you are doing. You must do something to feel anxious, or sad, or envious, or disappointed.' The shift in perspective is to convey that you're in control of your emotions. - 00:37–00:43 00:37–00:43: The ad concludes by saying, 'So if you don't like how you feel, do something different with your mind,' then it presents a call-to-action to start a free trial. The ad is presenting the brand as an intervention to interrupt how you are feeling.

# Ad summary This ad features a narrator discussing how most people are lost in their own thoughts. The narrator discusses how most people are in a trance, but don't realize that there is an alternative. The ad ends with the narrator asking, "Isn't that amazing?" # Brand positioning This ad does not showcase any specific brand and instead takes a broader, more philosophical approach. It does not promote any particular brand values, tone, or lifestyle. Instead, it focuses on a universal human experience—the internal dialogue and potential for unhappiness that many people face. The brand does not position itself against any category norms or competitor behaviors. The ad's positioning is primarily emotional, aiming to connect with viewers on a deeper, more introspective level. # Product This ad does not feature any particular product. It discusses people being "lost in thought" and living in a kind of "trance". The ad does, however, communicate there is an "alternative" to the kind of trance that people live in, but it does not mention any product to do so. # Visual style The ad has a clean, simple aesthetic. The split-screen format is consistently maintained throughout, with static, unedited shots. This contrast between the daytime sky and the nighttime building creates a contemplative mood. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The narrator begins by setting the stage, asking viewers to pause and look around. - 00:04–00:17 Building on the initial setup, the narrator explains that everyone is lost in thought, engaged in silent, often unhappy conversations with themselves. - 00:17–00:27 Continuing the description of the human condition, the narrator suggests that everyone is in a kind of trance, emphasizing that few realize there is an alternative. - 00:27–00:30 The narrator ends the ad with a question about whether an alternative to the trance is amazing.

# Ad summary This ad features an inspirational message promoting meditation and finding joy in life's journey, set against a backdrop of a scenic forest path. # Brand positioning This ad does not feature a brand or product. The ad features an audio clip of Sam Harris, an American philosopher, neuroscientist, and author. The ad promotes mindfulness and a contemplative approach to life through the use of his words. # Product There is no product explicitly advertised or mentioned in this ad. The ad is focused on the concept of meditation and finding happiness in the present moment. # Visual style The ad has a serene, contemplative visual style. The video uses natural lighting to create a natural look. The editing consists of a single, static shot of a path going through a forest. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:00 The ad opens with a nature scene and the text 'Wisdom' appearing on screen. - 00:00–00:19 00:00–00:19: An audio clip begins, stating that wisdom is understanding you don’t have to hold your happiness for ransom until some future time when all your problems are solved, your to-do list is finally empty, your desires get gratified, your health is perfect, and all the news is good. This message is intended to show the audience they do not need to put off joy until all of their problems are solved. - 00:19–00:26 00:19–00:26: The speaker continues, stating that whatever your goals in life, the quality of the journey has to become more important than reaching your destination. This message is designed to make the audience think about how they can create more joy in the present moment. - 00:27–00:32 00:27–00:32: The speaker says, 'You have spent your entire life seeking to arrive someplace.' This continues the trend of thinking about one's life. - 00:32–00:41 00:32–00:41: The speaker asks, 'What if this is it? Actually, this is it. And recognizing this is meditation.' This is intended to suggest that meditation is the answer.

# Ad summary This ad features an ambient aerial shot of clouds during a sunset, while a voiceover explains the importance of being able to notice your thoughts and emotions. The ad suggests that by being mindful of thoughts, individuals are better equipped to handle emotions such as anger, which can lead to better personal and professional relationships. # Brand positioning The brand is presented as educational. It is heavily focused on mindfulness and the importance of being able to process your emotions. The brand aims to occupy the space of mindfulness by helping people control their thoughts and emotions so they can lead a better professional and personal life. The brand values being mindful and self-awareness. # Product The product being advertised is an educational course that helps people notice their thoughts and emotions. The ad suggests that by being mindful and aware, people can better control how they react to certain situations and emotions. The ad is telling viewers that this product is worth buying so they can have a great marriage, great relationship with their kids, and be surrounded by creative people who love working with them professionally. # Visual style The visual style of this ad appears to be high quality. The ad uses static shots of the clouds to create a visually calm environment for the viewer. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 The ad begins with a shot of clouds and the narrator states that, “The ability to notice thoughts and emotions as they arise and pass away is a kind of superpower.” - 00:07–00:19 The narrator then says that this ability can be the difference between allowing a surge of anger to dissipate versus acting on that anger, resulting in negative life consequences. - 00:20–00:28 The narrator then asks, “What difference might this make?” before stating that it can be the difference between having a great marriage or losing it. - 00:29–00:33 The narrator then continues by saying that it can be the difference between having a good or bad relationship with your kids. - 00:33–00:44 The narrator then adds that professionally, it can be the difference between being surrounded by creative people who love working with you versus being the person in the office who gets fired again. - 00:44–00:53 To close the ad, the narrator says that until you can notice your thoughts as thoughts, you'll be a mere slave of whatever you think next.

# Ad summary This ad features a calming monologue that encourages viewers to consciously choose to change their thinking. It implies that you can change your emotions by making different choices. # Brand positioning This ad emphasizes personal empowerment and conscious choice. It implies that the power to change one's emotional state lies within. By recognizing our ability to choose, we can move towards positive change. The brand pushes against the passive acceptance of negative feelings, promoting a lifestyle of conscious decision-making. # Product This ad does not mention any product. The focus is on empowering users to embrace conscious decision-making as a way to change their own emotional state. The ad suggests that you can change your own emotions. # Visual style The ad has a meditative, calming aesthetic. The video combines serene, nature-inspired visuals with overlaid text. The editing is slow and deliberate, with static shots that create a sense of calm. The production quality appears to be clean and modern. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with a scenic space scene and an encouraging statement: "You can choose to be happier." - 00:03–00:15 The ad continues by explaining that we already know what it's like to be happy, filled with love and gratitude. But yet we choose to feel other ways. - 00:15–00:23 The ad elaborates that our minds aren't just passively perceiving the world; they're reacting to it, and this reaction determines how we feel. It implies that to change emotions, one has to actively change how one responds to the world. - 00:23–00:31 The ad emphasizes that our emotions aren't imposed on us by external factors like people or events, but are something we are doing. - 00:31–00:38 Building on this, the ad states that we must 'do something' to feel anxious, sad, envious, or disappointed. This drives home the idea that we have agency over our feelings. - 00:38–00:44 The ad concludes by advising that if you dislike how you feel, do something different with your mind. This provides an empowering takeaway message.

# Ad summary This ad features a voiceover delivering a philosophical message about the power of thoughts and their impact on happiness and misery, set against a backdrop of mountain scenery. # Brand positioning The brand is subtly presented as a purveyor of profound wisdom, aiming to occupy a space in the consumer's mind that values contemplation and introspection. The brand aligns with a philosophical, mindful lifestyle and pushes against the norms of fast-paced, superficial content often found on social media. It aims to connect on an emotional level by providing viewers with a moment of peace. # Product There is no product being advertised in the video. # Visual style The ad has a serene and contemplative aesthetic. The visuals are natural, with clear lighting and smooth transitions. The production quality is high-end. The visuals and text are timed to the voiceover, creating a synchronized audio-visual experience. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad begins with a call to consider the influence of thoughts. - 00:03–00:15 It suggests that happiness and misery are closely linked to one's thoughts, implying that the most content person is a thought away from being miserable, and vice versa. - 00:15–00:28 The ad proposes that inner peace can only be achieved by breaking free from the negative influence of thought.

# Ad summary The ad consists of a scenic view of a long road surrounded by greenery and mountains with glaciers in the distance. Text appears on the screen describing that wisdom is understanding you do not have to hold your happiness for ransom until some future time, when all your problems are solved, when your to-do list is finally empty, when your desires get gratified, when your health is perfect, and when all the news is good. It states that whatever your goals in life, the quality of the journey has to become more important than reaching your destination. The ad then says you have spent your entire life seeking to arrive someplace, and asks what if this is it? The ad then says actually, this is it. And recognizing this, is meditation. # Brand positioning This ad does not explicitly promote a brand. The ad focuses on the concept of meditation and encourages viewers to value the present moment. The ad suggests that true wisdom lies in recognizing and embracing the journey of life rather than constantly seeking an idealized future. The ad aligns with values like mindfulness, self-awareness, and emotional well-being. The tone is reflective and encouraging. # Product This ad promotes the concept of meditation. The ad describes meditation as recognizing and embracing the present moment. It argues that people often delay their happiness, thinking it will only be attainable when all their problems are solved. The ad addresses the barrier of constantly seeking an idealized future by suggesting that true contentment comes from valuing the journey itself. Meditation, in this context, is not presented as a functional tool for stress relief, but as a philosophical shift in perspective. # Visual style The ad has a clean and minimalist aesthetic, emphasizing the natural beauty of the landscape. The video is high quality, with smooth transitions and consistent color grading. The pacing is slow and deliberate, allowing viewers to fully absorb the message and visuals. There is no audio-visual sync. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01 The ad begins with the word “wisdom” appearing on screen. This is to signal that the ad will be speaking about or imparting wisdom. - 00:01–00:08 00:01–00:08 The ad's speaker describes that wisdom is understanding you don't have to hold your happiness for ransom until some future time, when all your problems are solved. This is to illustrate the point that happiness and wisdom are not to be saved for the future but felt in the present. - 00:08–00:18 00:08–00:18 The speaker continues listing conditions that people often await, such as when your to-do list is finally empty, when your desires get gratified, when your health is perfect, and when all the news is good. This continues to build on the idea of holding happiness for ransom until the future arrives. - 00:18–00:26 00:18–00:26 The speaker poses that whatever your goals in life, the quality of the journey has to become more important than reaching your destination. This transitions the ad from speaking about the future to the now. - 00:26–00:32 00:26–00:32 The speaker continues describing that you have spent your entire life seeking to arrive someplace. This reflects on past experiences and builds on the feeling of awaiting the future. - 00:32–00:33 00:32–00:33 The speaker asks what if this is it? This is the point in the ad where the speaker begins introducing the idea of meditation. - 00:33–00:41 00:33–00:41 The speaker then concludes by saying, actually, this is it. And recognizing this is meditation. This is to conclude the ad on a peaceful note.

# Ad summary This ad promotes meditation by questioning the viewer how long they will stay locked in the prison of one of those emotions. It highlights one of the benefits of meditation - letting go of negative emotions. # Brand positioning The brand is presented as a tool for personal growth, mindfulness, and emotional regulation. It focuses on empowering individuals to take control of their emotional state and make a positive impact on their own lives and the world around them. The brand aims to occupy a space in the consumer's mind as a means of gaining a "superpower" to navigate the world more effectively. This brand aligns with values of self-improvement, mental well-being, and conscious living. The brand is positioning itself as an emotional benefit. # Product The product advertised in the video is meditation. The ad suggests that meditation is a practice that enables one to let go of negative emotions. It implies the product is for individuals who are seeking a way to manage their emotional state and navigate challenging situations without being consumed by negative feelings. The ad directly addresses the purchase barrier of skepticism or uncertainty about the effectiveness of meditation, it positions meditation as a practical tool for emotional regulation, emphasizing its accessibility and potential for positive impact. The ad is telling the viewer that meditation is a means of gaining emotional control and resilience in the face of life's challenges, positioning it as a valuable investment in one's well-being and personal growth. # Visual style The ad has a calm and serene aesthetic, with a focus on natural light and soft textures. The visuals consist of shots of the sky and clouds, creating a sense of peace and tranquility. The editing style is smooth, with slow transitions between shots. The production quality is high, with a polished and professional feel. The pacing is slow and deliberate, matching the tone of the voiceover. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad begins with an open question. The message encourages the viewer to consider how long they linger in negative emotional states like anger, fear, or sadness, prompting introspection about their emotional habits. - 00:03–00:15 00:03–00:15 The speaker is questioning the viewer about what they will do while in the negative emotional states. - 00:15–00:24 00:15–00:24 The speaker questions the viewer what indelible mark they might make in their life, or in the world, on the basis of one of those emotions. - 00:24–00:30 00:24–00:30 The speaker shares one benefit that people get from meditation is the ability to simply let go of negative emotions. This contrasts with the prior questions about how long people will stay in negative emotional states. - 00:31–00:37 00:31–00:37 The speaker states that you can decide how long you want to stay angry for, calling that a superpower. This reinforces the power of meditation to control one's emotions. - 00:37–00:48 00:37–00:48 The speaker shares the benefit of meditation: getting off the ride before you say or do something stupid that you'll later regret. This frames meditation as a tool for self-control.

# Ad summary The ad promotes the Waking Up meditation app. The founder, Sam Harris, speaks about the benefits of using the app to find a source of ancient wisdom in a modern context without ‘dumbing down’ the promise of meditation. He also says that it doesn’t demand that anyone believe anything on insufficient evidence to start the practice. # Brand positioning The Waking Up app, created by Sam Harris, offers a modern approach to the ancient practice of meditation. It distinguishes itself by providing wisdom in a secular context and delivers radical relief from suffering to be had without demanding that anyone believe anything on insufficient evidence to start the practice. It aims to stand out in a crowded category by honoring the authentic and transformative potential of meditation, rather than simplifying or diluting its core principles. # Product Waking Up is a meditation app created by Sam Harris that provides ancient wisdom in a modern secular context. The app does not dumb down the promise of meditation. It offers a radical relief of suffering without demanding that anyone believe anything on insufficient evidence to start the practice. # Visual style The ad has a natural and organic aesthetic. The scenery is very calm and serene. The video quality is clear. The shot is stable and stationary. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 The ad opens with an eye-level shot of a pathway through a shrubby wooded area toward a beach. The narrator states the reason he started Waking Up was because he wanted a source of ancient wisdom in a modern, secular context. The intention is to orient the viewer by sharing the impetus for creating the meditation app. - 00:06–00:10 The narrator continues to explain that Waking Up does not dumb down the promise of meditation. This is a continuation of the opening thought. - 00:10–00:20 The narrator states there is radical relief of suffering to be had there, but that Waking Up doesn’t demand that anyone believe anything on insufficient evidence to start the practice. This continues the opening thought and establishes a specific and important value proposition.

# Ad summary This ad is a personal story of the user discovering the Waking Up app. Sam Harris, the creator of the app, speaks to the core mission of providing ancient wisdom in a secular context. # Brand positioning Waking Up is presented as a source of ancient wisdom that is accessible in a modern, secular context. The brand seeks to occupy the space of rational meditation and mindfulness, appealing to individuals who want to explore these practices without religious or spiritual demands. Waking Up is positioned as a serious and evidence-based resource for meditation that doesn't dumb down the promise of meditation or demand belief without sufficient evidence. This is a functional brand positioning centered on performance and rationality. # Product Waking Up is an app and platform that provides a source of ancient wisdom in a modern secular context. The app aims to provide radical relief of suffering, without demanding belief in anything on insufficient evidence to start the practice. It is for anyone who wants to explore meditation and mindfulness in a rational, accessible way, addressing the barrier of needing to believe in unsubstantiated claims to benefit from meditation. # Visual style The ad's visual style is simple and calming, with a static shot of a blue sky and clouds. The production quality is basic, resembling UGC. The pacing is slow and steady, complementing the meditative theme. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:00 The ad opens with a shot of clouds against a blue sky. The narrator begins to talk about waking up. - 00:00–00:06 00:00–00:06 The narrator explains that he started "waking up" because he wanted a source of ancient wisdom in a modern secular context. The intention is to explain the core mission of the brand from the perspective of its creator. The tone is earnest and thoughtful, conveying the brand's intellectual approach. - 00:06–00:19 00:06–01:14 The narrator explains that he wanted a source that didn't dumb down the promise of meditation, which he says can provide radical relief of suffering. He continues that it didn't demand that anyone believe anything on insufficient evidence to start the practice. The intention is to convey the brand's values and approach to meditation. The tone is rational and encouraging, emphasizing the practical benefits of meditation without spiritual or religious requirements.

# Ad summary This ad for the Waking Up app features a quote from Sam Harris about why he wanted to create the app. The ad opens with a shot of clouds and the sky. White text overlays appear throughout the ad to highlight the key points of Harris's message. He emphasizes that the app provides a source of ancient wisdom in a modern secular context, without dumbing down the promise of meditation or demanding belief without sufficient evidence. # Brand positioning Waking Up is presented as a source of ancient wisdom, tailored for a modern, secular audience. It stands apart by offering a meditation app that doesn't oversimplify the practice or require faith-based beliefs. The brand promotes a functional benefit—radical relief from suffering—while maintaining intellectual integrity. It aims to occupy a space for those seeking serious, evidence-based mindfulness practices, rejecting the more watered-down or spiritual approaches often found in the category. # Product Waking Up is a meditation app designed to provide users with a source of ancient wisdom in a modern secular context. It aims to deliver the radical relief of suffering promised by meditation without requiring belief on insufficient evidence. The app does not dumb down the practice, suggesting it offers a more profound and intellectually rigorous approach to mindfulness. It is for individuals seeking a non-spiritual, evidence-based method to experience the benefits of meditation. # Visual style The ad has a simple, clean aesthetic. The visuals consist of a single, calming shot of the sky with clouds, paired with clear, white text overlays. The editing is static, with no transitions or cuts. The production quality is basic, giving it a straightforward feel. The pacing is slow and deliberate, allowing the viewer to focus on the message. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 The ad begins with the words, “I started Waking Up because I wanted a source of ancient wisdom in a modern secular context.” - 00:06–00:10 Continuing on, the voiceover states, “One that didn’t dumb down the promise of meditation.” - 00:14–00:19 The voiceover concludes the ad by saying, "But that didn't demand that anyone believe anything on insufficient evidence to start the practice."

# Ad summary This ad is for a meditation app that is aimed at improving one's ability to process thoughts and emotions. The ad discusses how improving this skill can have significant positive impacts on one's personal and professional life. # Brand positioning The brand is implied to be positioned as a tool for personal and professional growth. The brand focuses on empowering individuals by improving their emotional awareness. By enhancing the ability to recognize thoughts and emotions, it implies that users can achieve better relationships and professional success. The ad challenges the norm of simply reacting to emotions by offering a way to understand them, and aims for a functional and emotional improvement in users' lives. # Product The product being advertised is a meditation app designed to increase the user's awareness of their thoughts and emotions as they arise. The ad promotes the benefits of developing the skill to notice thoughts and emotions, which is described as a "superpower" that can improve personal relationships, family connections, and professional interactions. It suggests that being able to observe one's thoughts prevents acting rashly on negative emotions like anger. The ad does not describe the app's features or functionality, but rather focuses on the positive outcomes that result from increased emotional awareness through using the product. # Visual style The ad has a polished and high-end production quality, with smooth transitions and static shots. The visual motif is a time-lapse of clouds, creating a serene and calm atmosphere. The pacing remains consistent throughout the ad with static shots. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 The ad begins with a statement about the importance of noticing thoughts and emotions. - 00:06–00:10 It emphasizes the ability to recognize arising thoughts and emotions as a kind of superpower that is implied as necessary to improve various aspects of life, presenting it as a positive attribute. - 00:10–00:19 The ad addresses the consequences of not controlling one's emotions. - 00:19–00:33 It is highlighted that losing emotional control can lead to negative actions that derange one's life, presenting a problem to the audience. - 00:33–00:44 The ad then focuses on personal relationships and family connections to emphasize the value of emotional awareness, suggesting it can improve marital and parental relationships. - 00:44–00:53 The ad shifts to the professional realm, proposing that emotional control can transform one from a disliked, easily fired employee to a respected colleague, creating a more favorable outlook on users' lives. - 00:53–00:55 The ad concludes by stating that without this skill, one will become a "slave" to their own thoughts.

# Ad summary This ad is for Waking Up, a meditation app by Sam Harris, and it explains the brand's origin story and mission to deliver ancient wisdom in a modern and secular context. It promises radical relief from suffering without demanding blind faith. # Brand positioning Waking Up is presented as a meditation app, curated by Sam Harris, that delivers ancient wisdom in a modern, secular context. The brand positions itself against watered-down meditation approaches, promising radical relief from suffering without demanding blind faith. The brand aims to occupy a space in the consumer's mind as a source of serious, evidence-based meditation practices that can provide substantial relief. # Product Waking Up is a meditation app that offers access to ancient wisdom in a modern secular context. It is presented as a tool for those seeking radical relief from suffering through meditation, without the need for blind faith or dumbed-down content. The ad highlights the app's ability to provide substantial relief without requiring users to believe anything on insufficient evidence, emphasizing its grounding in rational, evidence-based practices. The brand aims to appeal to individuals seeking a more serious and effective approach to meditation, positioning itself as a solution that delivers profound benefits without compromising intellectual integrity. # Visual style The ad has a simple, minimalist aesthetic. The visual style focuses on a dark, cloudy background, creating a somber and serious tone. The editing is static, with no camera movement. The production quality is simple. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:00 The ad opens with a dark, cloudy background, creating a somber tone. - 00:00–00:02 00:00–00:02: Sam Harris' voice explains that he started 'Waking Up' because he wanted 'a source of ancient wisdom in a modern secular context.' This is the brand's origin story. - 00:02–00:10 00:02–00:10: Harris continues by explaining the brand's mission to create something that doesn't dumb down 'the promise of meditation.' This emphasizes the brand's commitment to quality and intellectual rigor. - 00:10–00:19 00:10–00:19: Harris concludes by stating that there really is radical relief of suffering to be had there, but that didn't demand that anyone believe anything on insufficient evidence to start the practice.'

# Ad summary This motivational video features ambient music, a view of ocean water, and a voiceover to remind the viewer that they are in control of their emotions. # Brand positioning This ad presents a mental health and wellness brand that sells practices to help consumers become happier and more in touch with themselves. The tone of the ad is soothing, calming, and inspirational. The brand pushes against the idea that people are at the mercy of their emotions and instead promotes the idea that emotions are something you are doing, not something that is happening to you. # Product This ad promotes a mental health practice designed to help people take control of their emotions and create a better mindset. The ad focuses on selling consumers the idea that their emotions are a choice and that if they don't like how they feel, they can do something different with their mind. This practice aims to address the feeling of being overwhelmed or controlled by one's own emotions and offers a way to feel more in control. # Visual style The visual style of this ad is calm and serene, with a focus on nature. The water is shot with natural lighting. The editing is simple, with static shots and smooth transitions. The production quality is high, which supports the ad's tone and reinforces the serious subject matter. There is a slower pace with longer static shots and the ad cuts are timed to match the voiceover lines. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a view of ocean water with ambient music playing in the background. - 00:01–00:15 00:01–00:15 An inspirational message is communicated through a voiceover paired with on-screen text that states, “You can choose to be happier. Right now, you know exactly what it's like to be happy—to be filled with love and gratitude for your life. And yet you are, by tendency choosing to feel other ways.” The message is intended to remind the viewer that it is possible for them to be happy. - 00:15–00:23 00:15–00:23 The voiceover and text explain, “Your mind isn't simply perceiving the world as it is—it's reacting to it and the reaction is what you feel.” This is meant to convey that the mind is not passively observing the world but actively interpreting and reacting to it, which influences our emotions. - 00:23–00:31 00:23–00:31 The voiceover and text explains, “Your emotions are never imposed on you by other people or events, rather they are something you are doing.” This is intended to convey the message that emotions are not dictated by external factors but are a result of the choices a person makes. - 00:31–00:38 00:31–00:38 The voiceover and text state, “You must do something to feel anxious, or sad, or envious, or disappointed.” This reinforces the idea that our emotions are linked to our actions and choices, further suggesting that our feelings are within our control. - 00:38–00:44 00:38–00:44 The voiceover and text conclude, “So if you don't like how you feel, do something different with your mind.” This message serves as a call to action, urging the viewer to take control of their emotional state.

# Ad summary A video ad using a nature background and overlaid text to explain how one's mind reacts to the world and that emotions are not imposed on people, but rather are something that they are doing. It closes by saying that if one does not like how they feel, they should do something different with their mind. # Brand positioning The ad does not explicitly mention or show a brand. The ad aims to occupy the space of self-help and personal development, promoting a message of empowerment and personal responsibility. The tone is motivational, implying that individuals have the power to change their emotional state. The ad ignores the norms of direct product promotion and instead focuses on delivering a message intended to resonate on an emotional level. # Product This ad does not feature a specific product, but is more focused on delivering a motivational message that suggests an approach to self-help and personal development. The ad conveys a USP of taking control of one's emotions by recognizing that emotions are not imposed, but rather are the result of one's own actions. The ad encourages viewers to change their emotional state by doing something different with their mind. # Visual style The ad has a natural and calming aesthetic, using a vertical format to simulate a social media-style video. The editing is simple, featuring static shots with slow camera movements, allowing the scenery and text to convey the message. The production quality appears to be a hybrid approach, with a UGC feel due to the natural setting, but with polished shots and clear overlaid text. The pacing is slow and consistent, at around 14 cuts per minute, which supports the meditative tone. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:10 00:00–00:10: The ad opens with a tranquil scene of a forest path and states that, "You can choose to be happier. Right now, you know exactly what it's like to be happy, to be filled with love and gratitude for your life." - 00:11–00:23 00:11–00:23: The ad continues by stating that, "And yet you are by tendency choosing to feel other ways. Your mind isn't simply perceiving the world as it is—it's reacting to it, and the reaction is what you feel." - 00:24–00:31 00:24–00:31: Continuing with the message, the ad states that, "Your emotions are never imposed on you by other people, or events, rather they are something you are doing." - 00:32–00:38 00:32–00:38: The ad continues to state, "You must do something to feel anxious, or sad, or envious, or disappointed." - 00:39–00:44 00:39–00:44: The ad concludes with, "So if you don't like how you feel, do something different with your mind."

# Ad summary This ad features a narrator discussing why he started waking up earlier, to have access to a source of ancient wisdom. The narrator states the wisdom should be in a modern secular context and should not "dumb down the promise of meditation." The narrator states that there is radical relief of suffering to be had there, but that does not demand that anyone believe anything on insufficient evidence to start the practice. # Brand positioning The brand's positioning in the ad is as a source of ancient wisdom that exists in a modern secular context. The brand aims to occupy a space in the consumer's mind as an intellectual brand that does not “dumb down the promise of meditation” but provides radical relief of suffering that does not require belief on insufficient evidence to start the practice. It promotes the values of intelligence and secularism. # Product The product being advertised is a source of ancient wisdom in a modern secular context, which is most likely a meditation app or online course. The product is for those who want radical relief of suffering, but do not want to be asked to believe anything on insufficient evidence to start the practice. The ad states that the product aims to not dumb down the promise of meditation, implying it's for people who are looking for an intellectual approach to meditation and mindfulness. The product promises radical relief of suffering and implies that this outcome can be achieved without having to believe anything without sufficient evidence. The ad is telling the viewer that this product is worth trying or buying because it can provide radical relief of suffering in a modern context and does not require the user to make any leaps of faith. # Visual style The ad has a very simple aesthetic, with dark storm clouds in the background and simple text overlays. The editing style consists of static shots. The production quality has a polished commercial feel. The pacing has consistent timing across the ad. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The narrator states that he started waking up earlier. - 00:01–00:11 The narrator states that he did so because he wanted a source of ancient wisdom in a modern secular context, one that didn't dumb down the promise of meditation. The message is that the brand is intellectual and can offer the benefits of meditation without any of the spiritual or religious baggage often associated with it. The audience experiences the story from the narrator's perspective, which is conveyed through his calm and intellectual tone. The moment lands as an invitation to learn more about a different way of experiencing meditation. - 00:11–00:20 The narrator says that there really is radical relief of suffering to be had there, but that didn't demand that anyone believe anything on insufficient evidence to start the practice. This is a response to the previous statement. The message is that the brand offers real benefits, but doesn't ask the user to take anything on faith. The audience experiences the story from the narrator's perspective, which is conveyed through his calm and intellectual tone. The moment lands as an invitation to try the brand's product.

# Ad summary This ad has a calm, motivational message about being able to notice your own thoughts and emotions and how that is a super power. The ad claims that this ability can improve relationships, marriages, and even your professional life. # Brand positioning The brand is not explicitly named in this ad. However, the ad's focus on mindfulness, emotional awareness, and improved relationships suggests the brand aims to occupy a space of personal growth and well-being. It aligns with values of self-improvement, introspection, and positive relationships. The ad ignores typical competitor behaviors of direct comparison and instead focuses on broad benefits of mindfulness. The brand positioning is emotional, emphasizing empowerment and improved life quality. # Product The ad promotes mindfulness as a tool for personal and professional growth. It suggests that by noticing thoughts and emotions as they arise and pass, individuals can gain control over their reactions and improve various aspects of their lives. The benefits highlighted include better marriages, relationships with children, and professional interactions. The ad addresses the barrier of being controlled by one's immediate thoughts and feelings, positioning mindfulness as a solution to overcome this challenge. # Visual style The ad features a calm, serene aesthetic with a single static shot of the ocean at sunset. The editing style is simple, with no cuts or transitions. The production quality is high, with clear focus and natural lighting. There are no visual motifs beyond the consistent ocean backdrop. The pacing is slow, which aligns with the voiceover. The text is synced to emphasize key words from the voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:07 00:00–00:07 The ad opens with an ocean view at sunset. The narrator states that "The ability to notice thoughts and emotions arise and pass away is a kind of superpower." This is presented as a foundational concept, establishing the importance of emotional awareness in the audience’s mind. The narrative is told from the brand's perspective, with a calm, authoritative tone. - 00:07–00:19 00:07–00:19 The narrator continues, "It can be the difference between letting a surge of anger dissipate in a matter of seconds and speaking or acting on the basis of that anger, and in ways that totally derange your life." This builds upon the initial statement, illustrating the negative consequences of not being mindful and providing a reason why the audience should care. The narrative remains from the brand's perspective, emphasizing the power of mindfulness to prevent negative outcomes. - 00:19–00:33 00:19–00:33 The narrator asks "What difference might this make? Well in your personal life, it can be the difference between having a great marriage and losing that marriage. It can be the difference between having a great relationship with your kids or having a terrible one." This transitions from the general concept of mindfulness to specific, relatable examples, highlighting the benefits in personal relationships. The narrative shifts slightly to address the audience directly, framing the benefits in terms of their own lives and relationships. - 00:33–00:44 00:33–00:44 The narrator states, "And professionally, it can be the difference between being surrounded by creative people who love working with you and being the scary guy in the office who just got fired again." This expands the benefits to the professional sphere, contrasting positive and negative outcomes related to mindfulness. The brand's perspective continues, emphasizing the power of mindfulness to affect both personal and professional success. - 00:44–00:52 00:44–00:52 The narrator concludes, "Until you can notice thoughts as thoughts, you'll be a mere slave of whatever you think next." This summarizes the core message, reinforcing the importance of mindfulness and emotional awareness. The brand's perspective remains dominant, emphasizing the potential for freedom and control through mindfulness.