Babbel needed a spot that would differentiate them as the choice for learning to  converse in a foreign language, not just learn phrases and vocabulary.

I started by writing a script that leaned into that hook - a conversation. From there an upbeat edit takes the audience through the journey of the platform without getting bogged down in details, leaning instead into a more stylised, stripped back interpretation of the UI. With a focus on the key benefits of features, the ad culminates with a positive resolution at the end of the journey reinforced by a return to the conversation and a clear indication of progress.