The initial text message exchange, especially the phrase 'shopping secret'.

The ad opens with a simulated text message conversation between two friends discussing a shopping secret. The conversation progresses to reveal that the secret is 'Cash Back with Rakuten'. The ad then shows various popular store logos and product images, followed by a demonstration of the Rakuten app interface showing confirmed cash back. The final scenes emphasize that signing up is free and that shoppers 'get it'. The ad uses a bright, playful color palette and animated elements like money and clapping hands.