Dawn
August round · 5 briefs

Creator brief

August UGC briefs

Five ads for one buyer: the parent who has been waking a teenager up every school morning for years. Each brief gets a card with the concept, the length, the examples worth watching, and room for the script.

In this round5 briefs
Deliver9:16 raw files
Dawn Band on the wrist of a sleeping teenager
1 / 7

The brief

Who we are

Dawn Band makes a wake-up band for people who sleep through regular alarms.

What we sell

A $49 silicone wristband that wakes you with vibration instead of sound. You set your alarm and it vibrates until you are up. Silent to everyone else in the room, no app or phone, charges about twice a month, and it shows the time during the day. 60 night guarantee.

Who we are selling to

The parent of a teenager, 38 to 55, usually mom. She makes five trips down the hall every morning. Lights on, blanket off, and he still does not move. She has already bought the loud clock, the bed shaker and the phone across the room trick, and he sleeps through all of it. She does not think he is lazy. She thinks he genuinely cannot hear it, and she is tired of being his alarm clock.

Every other alarmJust gets louder. Anything making noise in the room gets switched off by someone who is not really awake yet, and it wakes the whole house except the one person it was meant for.
→
Dawn BandPuts the signal on the body instead. It builds on the wrist until he is up, and nobody else in the house hears a thing.
2 / 7

Ad 01 of 05

The control

Duration30 to 45 sec

Concept

Talking head, fast paced, filmed in a kitchen or a bedroom. Plain language: what the band is, and how the buzz on the wrist travels up and wakes the brain. This one is the control, so play it straight instead of looking for an angle. Hold the band up early and let the strap hang loose so the shape reads on camera.

Sleep study line to show on screen
Sleep study screenshot Cut to this where the script says to show the study.

Script

Okay Moms, this is freaking genius. (quick cut to b-roll of dawn band, then back to talking head)

No more waking up your kids for school this year when they sleep through their alarms... because we have this now. (shows dawn band to camera, strap loose)

It's a vibration alarm clock that they can just wear on their wrist to bed, and in the morning when it's time for them to get up, it'll start gently buzzing on their wrist and wake them up. (show dawn band buzzing on wrist)

It slowly gets stronger and stronger until they're fully awake, and compared to sound alarms, touch is actually really good at waking them up. (show screenshot of sleep study)

I'm sorry, but if you're a mom you know how it feels to wake your kids up for school everyday, so this alarm is an absolute must have in my book.

They're silent, comfortable, and the battery lasts over 14 days.

I'm gonna have them linked below.

Examples

“Designed for heavy sleepers” Histrips · running 36 days Watch on Meta Ad Library
This is the one
“Where have these been?!” Blumi Baby · running 410 days Watch on Meta Ad Library
3 / 7

Ad 02 of 05

The safety angle

Durationabout 30 sec

Concept

Talking head at a kitchen counter, or any well lit room in the house with a table. The angle is safety: a phone sitting by the pillow all night, the jolt and the cortisol spike from a loud alarm, and a silent band as the alternative. Stay calm about it. This is a mother protecting her kid, not a warning video.

Script

Stop putting your deep sleeping kid in danger to wake them up.

Phone alarms and apps expose them to radiation and EMFs.
Loud alarms raise their heart rate and stress hormones (and wake the whole house).

On top of that, researchers found more than half the kids tested slept straight through a fire alarm. So sound alarms were never the solution to deep sleeping.

Instead they wear this. It's a silent vibrating band he/she wears on his/her wrist. He/she sets a time before bed and it's going to send a vibration signal all the way to his/her brain until he/she wakes up calmly.

If you want a safe way to wake your deep sleeping kid, this is it.

It's called Dawn Bands, if it's in stock, grab it in the link below, they usually sell out fast.

Examples

“My husband said…” Alison Soja UGC · running 106 days Watch on Meta Ad Library
4 / 7

Ad 03 of 05

The guarantee

Durationabout 30 sec

Concept

Walking talking head, ideally on a morning walk. Storytime pace, the way you would tell a friend. Lead with the promise: guaranteed to wake your kid up for school or you do not pay. Back to school timing can be worked in, since this runs against the first few weeks of the school year.

Straight from support this month: “Consistently hours late for school and missing school entirely” (Amy, ticket 8468, Aug 9). “Planning for transition to college” (Priti, ticket 8344, Aug 6).

Script

I guarantee this alarm will wake your son/daughter up for school or you don't pay.

I repeat.

This silicone wristband is guaranteed to get him/her out of bed.

So if you've got a deep sleeping kid who sleeps through alarms and is often hours late for school or even misses it, just get one of these.

It's called a Dawn Band. It slowly vibrates on their wrist until the signal reaches their brain and he/she wakes up calm and relaxed.

No more alarms that wake up the whole house.
No more yelling and shaking him/her awake.
No more being late for school.

They sell out often so get one if its in stock. Click the link below and grab one for your kid.

Examples

“Guaranteed to wake you up or you don’t pay” Histrips · running 24 days Watch on Meta Ad Library
5 / 7

Ad 04 of 05

The skit

Durationabout 90 sec

Concept

A skit between an OT and a parent, playful and educational. Two characters and an actual performance, which makes this the hardest one to shoot. The parent brings the morning problem to somebody who takes it seriously, and the conversation does the selling instead of a pitch to camera.

On screen title: POV you are the human alarm clock every school morning for your teens.

Sleep study line to show on screen
Sleep study screenshot Cut to this where the script says to show the study.

Script

OTWhat brings you in today?

MOMMy kid has ADHD and can't wake up on her own. It takes me an hour every morning to get her up for school.

OTSleep inertia. It takes longer for her to transition from sleep to being awake.

MOMWell she's got two alarms. One right by her head and another across the room. I hear them, her sister hears them, the dog hears them, everybody but her.

OTHm... Delayed sleep phase. Her brain filters out the sound.

MOMAnd then when I'm finally able to wake her up for school, she's screaming and fighting with me for waking her up. Which is not like her at all.

OTElevated morning cortisol. Probably from those two alarms.

MOMOk... so what am I supposed to do about it?

OTOh, you could just get one of these. (shows dawn band, cut to MOM confused, back to OT)

OTIt goes on their wrist and wakes them up using gentle vibrations that get stronger and stronger until they wake up.

MOMHow is that different from normal alarms?

OTBecause sound is much easier to filter out during deep sleep, especially for kids with ADHD. A 2020 sleep study showed that vibration alarms woke 97% of subjects from deep sleep, with the average time to wake being only 52 seconds. (show screenshot)

MOMBut what about the screaming matches in the morning?

OTSound alarms spike their cortisol in the morning, causing a fight-or-flight response once they're actually awake. Gentle vibrations start off soft, then gradually get stronger so the wake up is much calmer.

MOMWhat if she doesn't want to wear it?

OTMost kids want to wake themselves up too, they just don't have the right tools. Plus, they have a 60 night money back guarantee.

MOM60 nights? So there's no risk to try it?

OTNot at all, but like over 50,000 other parents who have tried it, I doubt you'll be sending it back.

Examples

“POV: you’re a sleep deprived mom” Alison Soja UGC · running 139 days Watch on Meta Ad Library
6 / 7

Ad 05 of 05

The short form cut

Durationabout 15 sec

Concept

Short form. Say the idea in the first two seconds and get out. No intro, no sign off. This is the cheapest thing to test and the easiest to make more of once one lands.

Two variants: a caption video cut over real b-roll, or one fast talking take straight to camera.

Script

All moms of deep sleepers will want this (showing band to the camera)

Set the alarm before they sleep.

And they wake up calmly to steady silent vibrations. (scene to vibrations)

No more loud alarms waking up everyone.

Just peaceful mornings with the Dawn Band.

I originally only bought this for my son, but it worked so well I bought one for myself too.

Link is below.

Examples

“Tear free swim days” Blumi Baby · running 154 days Watch on Meta Ad Library
“Late again cause he slept though his alarm” Histrips · running 65 days Watch on Meta Ad Library
“POV: your alarm wakes up your partner, not you” Histrips · running 97 days Watch on Meta Ad Library
“The thing ruining your sleep might be on your wrist” Histrips · running 73 days Watch on Meta Ad Library
7 / 7