You're making your first video ad with the goal of driving consideration for your brand's offering. How should you hero the product in this ad?

To drive consideration for your brand’s offering, you should brand often and especially in the last five seconds of the video ad because reinforcing the brand identity at the conclusion helps solidify the connection between the product and the specific brand in the viewer's memory. While initial branding is crucial for attention, the final moments are vital for ensuring that users who have considered the value proposition know exactly who is providing it as they finish the viewing experience. This approach aligns with the "Branding" and "Connection" pillars of the ABCDs framework by ensuring the product remains the hero throughout the story while the closing seconds provide a clear, branded transition toward potential next steps in the consumer journey.