The initial close-up of foundation being applied to a face with the text 'THIS ISN'T' immediately creates intrigue.

The ad features close-ups of diverse women applying a foundation product to their faces. It shows the product being applied with a brush and a puff, demonstrating its coverage and texture. The video also includes shots of the product packaging, a demonstration of its waterproof quality, and a split-screen showing a before-and-after comparison. The pacing is quick, with rapid cuts between different women and product demonstrations.