How BetterMe Advertises on Meta

# Ad summary The ad features a woman who shares her positive experience with BetterMe's intermittent fasting challenge. She highlights the app's ability to simplify the process with expert tips, hacks, recipes, and balanced meal plans. # Brand positioning BetterMe positions itself as a supportive and expert-driven platform for achieving weight loss goals through intermittent fasting. The brand promotes a balanced lifestyle approach, steering away from drastic or strict dietary restrictions. It offers guidance through expert tips, hacks, and meal plans that integrate seamlessly into daily routines. BetterMe aims to simplify intermittent fasting by giving users personalized support, enjoyable recipes, and clear insights into their bodies. # Product The BetterMe app offers a structured intermittent fasting challenge designed to help users achieve a flatter belly and manage their weight. It provides expert tips, lifestyle hacks, easy recipes, and balanced meal plans, making intermittent fasting simple and enjoyable. The app tells users what is happening with their body throughout the day and when they're burning fat. It breaks down eating schedules into simple 'times when you can eat and times when you cannot,' removing the need for drastic food restrictions. BetterMe creates personalized plans by tracking your progress, current weight, and weight loss goals, and the program unlocks a new meal idea each day. # Visual style The ad has a casual and approachable aesthetic. The editing is quick, with cuts timed to match the speech of the voiceover. The visuals include both studio shots and lifestyle imagery. The production quality has a polished commercial feel, which is balanced with the user-generated content (UGC) style testimonial, making it relatable to a wide audience. Pacing is consistent throughout the ad. # Hooks Spoken: Intermittent fasting didn't work for me until I started doing it right. Text overlay: Intermittent fasting didn't work for me until I started doing it right / Generative AI used. Visual: 00:00–00:03: A computer-generated image of a sliced-open pomegranate against a light gray background. The image is brightly lit. The words, “Generative AI used.” are overlaid. # Funnel stage Consideration # Pain points The primary pain point is the struggle and complexity people face when trying intermittent fasting. The ad opens with the line, “Intermittent fasting didn't work for me until I started doing it right,” showing the target audience is frustrated by failed attempts with intermittent fasting and strict diets. # Value propositions - Simplified Fasting: The app removes complexity by telling users when to eat and when not to, making intermittent fasting straightforward. - Balanced Meals: Provides well-balanced plates every day, ensuring nutritional needs are met while managing weight. - Expert Guidance: Offers expert tips and hacks to improve lifestyle, implying professional-level support. - Convenient Recipes: The app offers tons of easy recipes and cooking that doesn't take much time. # Benefits - Achieve a flatter belly - Improve your lifestyle - Keep the weight off - Makes fasting simple and enjoyable - Achieve your weight loss goal - Tells you what's happening with your body # Features - Expert tips and hacks - Easy recipes - Balanced meal plans - Personalized eating schedule # Call to action Simply tap the screen right now and give it a try. # Social proof - “I've just completed the intermittent fasting challenge from the BetterMe app, and I'm amazed by the results” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a satisfied customer sharing her experience and results with the BetterMe app's intermittent fasting challenge. # Storyline - 00:00–00:03 An image of a pomegranate with the text overlay "Intermittent fasting didn't work for me until I started doing it right." - 00:04–00:07 The woman states, "I've just completed the intermittent fasting challenge from the BetterMe app, and I'm amazed by the results." - 00:08–00:16 Continuing from the last moment, she says, "This challenge doesn't require drastic strict food restrictions, yet it still helps you achieve a flatter belly thanks to expert tips and hacks to improve your lifestyle and keep the weight off." - 00:16–00:23 She continues, "All you have to do is follow the plan. It's times when you can eat and times when you cannot eat. This app makes fasting so simple and enjoyable." - 00:23–00:32 Continuing from the last moment, she says, "It tells you what's happening with your body throughout the day and when you're burning fat. It has tons of easy recipes. Cooking doesn't take much time, and everyday you get a well balanced plate." - 00:32–00:37 She concludes, "That helps you achieve your weight loss goal. Simply tap the screen right now and give it a try."

# Ad summary This ad promotes intermittent fasting with an emphasis on weight loss and provides a call to action to take a test. # Brand positioning The brand is not explicitly stated or visually present in the ad. It is implied that the brand focuses on health and wellness, specifically in the realm of diet and weight loss, by promoting intermittent fasting. The brand positions itself as a guide or resource for those looking to explore fasting as a method for achieving their health goals, as seen in the invitation to "Take Test." # Product The ad promotes intermittent fasting, specifically doing fasting for 8 hours a day. The ad outlines the benefits of following this diet plan, as it states, "Give it a week - you'll feel the difference. Stick with it for two - you'll see the results. Keep going, and by Christmas, you'll be unrecognizable." It encourages users to discover "How to do fasting based on your goal?" The ad copy states, "Consult physician first. Following exercise and diet plans is key in your fitness journey and greatly impacts results. In 4 weeks users can typically expect to lose not more than 1-2 pounds per week. Individual results may vary." # Visual style The ad features a close-up, textured background with a single color treatment throughout the image. The text is clearly layered over the image, and it includes a singular call to action button on the bottom of the frame. # Hooks Headline: Do fasting for 8 hours a day # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the viewer is struggling to lose weight or improve their health. The potential for transformation by Christmas suggests a desire for significant change, countering the frustration of slow or non-existent progress. # Value propositions - Feel the difference in a week - See the results in two weeks - By Christmas, you'll be unrecognizable # Benefits - Give it a week - you'll feel the difference. - Stick with it for two - you'll see the results. - Keep going, and by Christmas, you'll be unrecognizable. # Features - doing fasting for 8 hours a day # Call to action TAKE TEST # Social proof - In 4 weeks users can typically expect to lose not more than 1-2 pounds per week. # Point of view - Brand: The entire ad communicates from the brand's perspective, providing information, promising results, and inviting the viewer to take a test. # Storyline - The ad opens with the question, “Do fasting for 8 hours a day,” immediately introducing the core concept. This grabs the viewer's attention and presents a straightforward premise of the diet plan from the brand's POV. - Next, the ad outlines the benefits of following the plan, stating, “Give it a week - you'll feel the difference. Stick with it for two - you'll see the results. Keep going, and by Christmas, you'll be unrecognizable.” This is shared from the brand's POV to showcase the potential positive outcomes, building anticipation. - Then, the ad poses another question, “How to do fasting based on your goal?” This line continues from the brand's POV and acts as a hook, inviting the viewer to learn more about a personalized approach to fasting. - Finally, the ad includes a CTA, “Take Test,” which is from the brand's POV and prompting viewers to take action.

# Ad summary The ad promotes intermittent fasting by telling viewers they can see a difference in a week, results in two weeks, and be unrecognizable by Christmas. It then poses a question asking viewers how to do fasting based on their goal and includes a call to action button to take a test. # Brand positioning There is no explicit mention of the brand being promoted in the image. The brand aims to occupy the consumer's mind through health and wellness, specifically intermittent fasting. The brand promotes values, tone, or lifestyle related to health, weight loss, and achieving visible results through intermittent fasting. The brand's positioning is functional by providing weight loss tips. # Product The ad promotes intermittent fasting, which involves fasting for 8 hours a day. The image suggests this can lead to feeling a difference in a week and seeing results in two weeks. It states that by Christmas, one will be unrecognizable. The ad asks viewers how to do fasting based on their goal and includes a 'Take Test' button to help guide users. # Visual style The ad has a warm, glossy visual style with a focus on the texture and color of the banana slices. The production quality appears studio-shot, featuring a close-up view that enhances the richness of the image. The typography is clean and legible, integrated seamlessly into the layout. The style aims to capture the viewer's attention with a visually appealing and mouth-watering backdrop, while the overall design is optimized for scannability and stop power in the feed. # Hooks Headline: Do fasting for 8 hours a day # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of difficulty in achieving weight loss results. It suggests that the frustration or problem is that people want to see visible changes and improvements but may not know how to achieve them effectively. # Value propositions - Fasting for 8 hours a day will lead to results in as little as a week. - Personalized fasting plan to achieve goals. # Benefits - you'll feel the difference - you'll see the results - you'll be unrecognizable # Features - fasting for 8 hours a day # Call to action TAKE TEST # Social proof - None used. # Point of view - Brand: This perspective is present throughout the entire ad, as the brand is promoting the product, conveying its benefits, and encouraging user engagement with the 'Take Test' CTA. # Storyline - The ad starts by asking the user to 'Do fasting for 8 hours a day', which promotes the product benefit and introduces the viewer to a key element of the product. The message is told from the brand's perspective to promote the product and grab the user's attention. - The ad says to 'Give it a week - you'll feel the difference. Stick with it for two - you'll see the results. Keep going, and by Christmas, you'll be unrecognizable' to highlight how users will see fast results. This message is from the brand to illustrate how the viewer will achieve positive outcomes by using their product. - The ad follows up with the question 'How to do fasting based on your goal?' to further engage viewers. This is from the brand to guide the user into taking action and continuing down the funnel. - Lastly, the ad has the CTA 'Take Test', to prompt the viewer to take a test. This is from the brand to lead the viewer down the funnel.

# Ad summary This image ad encourages users to try fasting for 8 hours a day, saying that they'll feel the difference in one week and be unrecognizable by Christmas. It also has the user 'take a test' to find out how to do fasting based on their goals. # Brand positioning The brand promotes itself as an expert in guiding people through effective fasting strategies. It takes a results-oriented approach, emphasizing the tangible benefits of sticking with the program in terms of physical and personal transformation. The brand's focus is functional, offering practical guidance for people seeking lifestyle changes through optimized dieting. # Product The promoted product is a resource to help people implement a fasting routine into their lives. The ad highlights that doing intermittent fasting for 8 hours a day can produce tangible results that can be felt in a week, seen in two weeks, and make people unrecognizable by Christmas. The resource will allow the user to take a test so that they can learn how to do fasting based on their own goals. # Visual style The ad has a clean and simple aesthetic, using a vibrant background image with clear, concise text overlays. The overall style is simple and direct, designed for quick comprehension and engagement. # Hooks Headline: Do fasting for 8 hours a day # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of struggling to lose weight or make a noticeable change in one's physical appearance. The ad copy conveys the belief that the audience feels they may never achieve noticeable results. # Value propositions - Achieve noticeable physical transformation by Christmas by following a fasting diet for 8 hours a day. - Personalized diet plan through a test # Benefits - Feel the difference in one week - See the results in two weeks - Be unrecognizable by Christmas # Features - Fasting for 8 hours a day - Take test # Call to action TAKE TEST # Social proof - None used. # Point of view - Brand: The initial statement presents the fasting method as a direct suggestion from the brand. # Storyline - The ad opens by stating the core concept: 'Do fasting for 8 hours a day'. This is intended to introduce the topic upfront and grab the audience's attention with a specific, actionable recommendation, told from the brand's perspective. - Next, the copy provides a series of progressive benefits that customers can expect: 'Give it a week – you'll feel the difference. Stick with it for two – you'll see the results. Keep going, and by Christmas, you'll be unrecognizable.' This section is designed to build anticipation and demonstrate the potential results of the program over time from the customer's perspective. - Lastly, the ad shifts to a more personalized offer with the phrase 'How to do fasting based on your goal?' This is included to encourage engagement by addressing individual needs, while the brand is offering to provide customized guidance.

# Ad summary This image ad is designed to encourage people to try intermittent fasting for weight loss and improved health by taking a quiz to get personalized information. # Brand positioning There is no specific brand mentioned in the ad. The ad focuses on the concept of intermittent fasting and its potential benefits. The lack of a brand suggests the content is intended to be informative and broadly applicable to anyone interested in exploring fasting as a lifestyle or health choice. # Product The ad promotes intermittent fasting, specifically 'fasting for 8 hours a day,' as a means to experience health benefits and potential weight loss. The ad suggests that after one week, users will 'feel the difference,' after two weeks, they will 'see the results,' and by Christmas, they will be 'unrecognizable.' The ad addresses the purchase barrier by offering a 'TAKE TEST' button, which likely leads to a quiz designed to personalize the fasting approach based on individual goals. # Visual style The ad has a soft and inviting visual style with a focus on texture and color. The choice of a smooth cream background creates a sense of luxury and indulgence. The green 'TAKE TEST' button provides a pop of color and an actionable element. # Hooks Headline: Do fasting for 8 hours a day # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that people may be struggling with weight loss and are looking for a simple, effective strategy. "Keep going, and by Christmas, you'll be unrecognizable" suggests people want significant, noticeable results. # Value propositions - fasting for 8 hours a day, leads to feeling a difference in a week, seeing results in two weeks and being unrecognizable by Christmas. # Benefits - you'll feel the difference - you'll see the results - you'll be unrecognizable # Features - fasting for 8 hours a day # Call to action TAKE TEST # Social proof - None used. # Point of view - Brand: This POV is present throughout the entire ad to encourage viewers to try intermittent fasting for the health benefits of following the diet. # Storyline - The ad opens with a direct and attention-grabbing proposition: 'Do fasting for 8 hours a day,' immediately informing the audience about the central topic. This is from the brand's POV and aims to grab attention by presenting a clear and achievable health strategy. - The ad pivots to a series of escalating positive outcomes over time: 'Give it a week - you'll feel the difference. Stick with it for two - you'll see the results. Keep going, and by Christmas, you'll be unrecognizable.' This is from the brand's POV, presenting a series of benefits over time, creating anticipation and excitement. - The ad then poses a question: 'How to do fasting based on your goal?' This is from the brand's POV and it invites users to personalize their fasting approach, suggesting that there's a tailored solution available, making it more relevant. - The ad includes a 'TAKE TEST' button to engage users and encourage them to explore intermittent fasting further. This is from the brand's POV and drives users towards active participation, offering a low-commitment way to start the process.

# Ad summary This image ad targets women, addressing their challenges in achieving body transformation goals by promoting a mindful weight loss course. The ad emphasizes that a smarter lifestyle approach, rather than drastic measures, can lead to real changes in the body and improved self-confidence. It includes a specific start date, benefit timeline, and a call to action to join the course. # Brand positioning This ad promotes a weight loss course that emphasizes a "smarter lifestyle" approach to body transformation, contrasting with extreme measures and punishment. The brand aligns with values of mindfulness, consistency, and self-confidence, aiming to position itself as a provider of sustainable weight loss solutions rather than quick fixes. It advocates for a clear system that works with just 15 minutes a day, pushing against the norm of time-consuming and restrictive weight loss programs, focusing on empowerment and consistent progress. # Product The ad promotes a "Mindful Weight Loss Course" designed to help women transform their bodies through a "smarter lifestyle." The course requires just 15 minutes a day and provides a clear system to understand what's holding individuals back, working without extremes or punishment. It aims to provide tangible results such as things starting to make sense within one week, real changes in the body within two weeks, and feeling confident, consistent, and proud within one month. The course addresses the purchase barrier of time commitment and the fear of restrictive or punishing weight loss methods. # Visual style The ad has a rustic, slightly cartoonish aesthetic, appearing like an illustration or a painting. It uses a warm color palette and is arranged to mimic a real-world scene. The text is integrated into the design as if handwritten or printed on the paper, giving it a personal, approachable feel. This style is meant to make the ad feel less like a formal advertisement and more like a friendly invitation or note. # Hooks Headline: ATTENTION, LADIES # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the frustration many women experience when trying to achieve their body transformation goals through extreme dieting or fitness regimens. These methods often feel unsustainable, punishing, and don't lead to lasting results. The phrase '2026 won't change your body by itself' suggests that passive waiting is not a solution either, implying a need for proactive, yet manageable, change. # Value propositions - Achieve real changes in your body in two weeks through a mindful, sustainable approach. - Gain confidence and consistency in just one month without extreme measures. # Benefits - Things start to make sense in one week - Feel real changes in your body in two weeks - Feel confident, consistent, and proud in one month # Features - Mindful Weight Loss Course - 15 minutes a day - Clear system - Without extremes or punishment # Call to action TAP TO JOIN # Social proof - None used. # Point of view - Brand: This POV is consistent throughout the entire image, presenting information about the weight loss course, its features, and the timeline for expected results, all aimed at persuading the viewer to join. # Storyline - The ad opens by grabbing attention and directly addresses "ladies," suggesting that 2026 won't change their body by itself but a "smarter lifestyle will", establishing the premise that effort and a strategic approach are necessary to achieve body transformation goals. This message, told from the brand's perspective, is intended to introduce the need for the advertised weight loss solution. - The ad specifies the start date of the course (Monday, February 2nd) and invites the audience to join the "Mindful Weight Loss Course", detailing the course's offering as a method for achieving body goals. This information, presented by the brand, is designed to draw the audience into the course and provide credibility by giving a start date. - The ad details the course's approach, stating that it only requires 15 minutes a day and provides a clear system to help users understand what's holding them back, avoiding extremes or punishment. This messaging, from the brand's point of view, is intended to alleviate potential barriers to purchase and highlight the ease and sustainability of the program. - The ad outlines the expected results over time, stating that in one week things will start to make sense, in two weeks users will feel real changes in their body, and in one month they will feel confident, consistent, and proud. This is communicated from the brand's perspective and provides a motivational roadmap of achievable milestones for potential customers. - The ad concludes with a call to action to "Tap to Join", prompting the audience to take the next step towards enrolling in the course. This CTA from the brand aims to convert interest into action and facilitate immediate engagement with the advertised weight loss solution.

# Ad summary This ad promotes the BetterMe app and its intermittent fasting challenge. The ad features a woman sharing her positive experience with the app, highlighting its simplicity, enjoyment, expert tips, customized plans, and easy recipes. # Brand positioning BetterMe is presented as a health and wellness app that simplifies intermittent fasting, helping users achieve a flatter belly and improve their lifestyle without strict food restrictions. The brand emphasizes expert tips, personalized plans, and easy recipes to make weight loss enjoyable and sustainable. BetterMe positions itself as a user-friendly tool that tells you what's happening with your body throughout the day and when you're burning fat. # Product The BetterMe app is a comprehensive tool designed to simplify intermittent fasting for weight loss and lifestyle improvement. It offers personalized plans, expert tips, and easy recipes. The app provides a structured approach to fasting, with clear guidance on when to eat and when to fast. It tells you what's happening with your body throughout the day and when you are burning fat. The app helps you achieve a well-balanced plate and reach your weight loss goals without drastic, strict food restrictions, making cooking easy and time-efficient. # Visual style The ad uses a polished, upbeat aesthetic with bright lighting and quick cuts. The production quality is high, blending UGC-style testimonials with professional-looking food shots and app demos. The editing rhythm is fast-paced, keeping up with the enthusiastic voiceover. Visual motifs include close-ups of healthy meals and the BetterMe app interface, emphasizing simplicity and enjoyment. # Hooks Spoken: Intermittent fasting didn't work for me until I started doing it right. Text overlay: Intermittent fasting didn't work for me until I started doing it right / Generative AI used. / Actor portrayal. Consult a physician first. Following exercise and meal plans greatly impacts results. In 4 weeks users can typically expect to lose up to 1-2 pounds per week. Results may vary. Visual: 00:00–00:03: A fuzzy green apple with leaves floats in front of a muted green background. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration that "Intermittent fasting didn't work for me," signaling that the viewer may have tried intermittent fasting without success. This suggests that the traditional approach is difficult to maintain and the viewer is looking for a simpler, more effective method. # Value propositions - Intermittent fasting made easy and enjoyable with personalized plans and expert tips. - Achieve a flatter belly and improve your lifestyle without strict food restrictions. - Easy recipes and a well-balanced plate every day for sustainable weight loss. # Benefits - Achieve a flatter belly - Improve your lifestyle - Keep the weight off - Simple fasting - Enjoyable fasting - Well-balanced plate # Features - Personalized plans - Expert tips and hacks - Easy recipes # Call to action Simply tap the screen right now and give it a try. # Social proof - "I've just completed the intermittent fasting challenge from the BetterMe app, and I'm amazed by the results" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a satisfied female customer sharing her positive experience with the BetterMe app. # Storyline - 00:00–00:03 The ad begins with the woman setting the stage that intermittent fasting didn't work for her until she started doing it right. This is to create an intrigue on the solution she will soon be providing. - 00:03–00:08 The woman then states that she has completed the intermittent fasting challenge from the BetterMe app and is amazed by the results. She shows herself flexing her abs and showing off her body in the mirror as the first visual evidence. - 00:08–00:17 She clarifies that the challenge doesn't require drastic, strict food restrictions, yet it still helps achieve a flatter belly thanks to expert tips and hacks to improve lifestyle and keep the weight off. - 00:17–00:19 She ends by simplifying the user action needed by stating that all you have to do is follow the plan. - 00:19–00:24 The woman explains that the app provides times when you can eat and times when you cannot eat. She emphasizes the app makes fasting so simple and enjoyable. This section emphasizes how easy the app makes intermittent fasting. - 00:24–00:33 The woman continues by demonstrating that the app tells you what's happening with your body throughout the day and when you're burning fat. The next scene emphasizes the easy recipes, as cooking doesn't take much time and every day you get a well-balanced plate. - 00:33–00:41 The ad concludes with a CTA, stating, "Simply tap the screen right now and give it a try."

# Ad summary This ad promotes an intermittent fasting challenge starting on February 1st. The ad is targeted towards women and promises results within a few weeks. There is also a disclaimer stating that individual results may vary. # Brand positioning The brand is presenting itself as a provider for a fitness challenge that will help women achieve weight loss results. It positions itself as motivational, guiding the consumer through an intermittent fasting plan. The brand also uses an elegant design in the background, indicating an appreciation for artistry and aesthetic beauty. # Product The product is an intermittent fasting challenge for women starting on February 1st. The ad states that "In one week, you'll feel it. In two weeks, you'll see it. By the end, you'll be amazed by the result!" It also notes that "In 4 weeks users can typically expect to lose not more than 1-2 pounds per week, Individual results may vary." # Visual style The ad has an elegant and artistic visual style with an illustrative background. The design mimics a traditional Japanese or Chinese painting, using koi fish and wave patterns. The colors are muted with gold accents. # Hooks Headline: Okay, Ladies! # Funnel stage Consideration # Pain points The ad addresses the frustration of wanting to lose weight and not knowing where to start. "In 4 weeks users can typically expect to lose not more than 1-2 pounds per week." is a promise to the user of results. # Value propositions - Achieve noticeable results within weeks through intermittent fasting. - Start date is February 1st. # Benefits - In one week, you'll feel it. - In two weeks, you'll see it. - By the end, you'll be amazed by the result! - In 4 weeks users can typically expect to lose not more than 1-2 pounds per week # Call to action TAP THE SCREEN TO JOIN # Point of view - Brand: Throughout the image, the brand promotes its Intermittent Fasting Challenge, provides motivational promises, and manages expectations with disclaimers. # Storyline - The ad opens by speaking directly to women, inviting them to join an "Intermittent Fasting Challenge" starting on Sunday, February 1st. This is intended to grab the audience's attention by being directly addressed and enticing them with a fitness challenge. The message is from the brand. - The brand claims that within one week, participants will feel the results, and within two weeks, they will see them, promising to be amazed by the end. This offers a tangible sense of hope for rapid results. The message is from the brand. - The ad contains a call to action to "TAP THE SCREEN TO JOIN". This is the brand encouraging viewers to sign up for the intermittent fasting challenge. - The ad includes a disclaimer that users should consult a physician first and that following exercise and meal plans is key for fitness. It also notes that users can typically expect to lose 1-2 pounds per week, and individual results may vary. This is the brand managing expectations and providing transparency.

# Ad summary This ad promotes an intermittent fasting challenge for women, highlighting the feeling and seeing results in the short term. # Brand positioning The brand is not explicitly stated in the ad. It implies a supportive community for women interested in intermittent fasting, focusing on feeling and seeing results within a short timeframe. The brand adopts an encouraging and motivational tone, aligning with the health and wellness space while focusing on results-oriented and community-driven support. # Product The ad promotes an Intermittent Fasting Challenge for women. The challenge aims to help participants feel results in one week, see results in two weeks, and be amazed by the end of the challenge. The ad addresses purchase barriers by implying quick and noticeable results, making it appealing to individuals seeking weight loss or health improvements. # Visual style The ad has a hand-drawn, illustrative style with a soft, pastel color palette. The lotus flower border adds a delicate and feminine touch. The overall design evokes a sense of calm and wellness, fitting for a health-related product. # Hooks Headline: Okay, Ladies!! # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of not seeing quick results in weight loss or fitness programs. The language promises that you will "feel it" in one week and "see it" in two weeks. # Value propositions - Feel results in one week. - See results in two weeks. - Be amazed by the end of the challenge. # Benefits - In one week, you'll feel it. - In two weeks, you'll see it. - By the end, you'll be amazed by the result! # Call to action TAP THE SCREEN TO JOIN # Social proof - None used. # Point of view - Brand: Throughout the ad, the brand conveys an encouraging and motivational tone, inviting women to join their Intermittent Fasting Challenge and promising quick and noticeable results. # Storyline - The ad begins by directly addressing women, inviting them to join an Intermittent Fasting Challenge. This is intended to grab the attention of the target audience and create a sense of community from the brand's perspective. - The ad highlights the timeline of expected results, stating that participants will feel it in one week, see it in two weeks, and be amazed by the end of the challenge. This serves to build anticipation and excitement from the brand's perspective. - The ad includes a call to action to tap the screen to join the challenge, prompting immediate engagement from the brand's perspective.

# Ad summary This image ad is promoting an intermittent fasting challenge for women, starting on February 1st. The ad features a watercolor-style design with Asian-inspired elements. # Brand positioning This ad does not explicitly state what this brand is. The overall feel of the ad is feminine and community-based, with the use of “Ladies!” in the opening line. The brand is focused on weight loss, and emphasizes the community aspect of the intermittent fasting challenge to help women reach their goals. # Product The product being offered is an intermittent fasting challenge for women. The ad promises that in one week, participants will feel the effects, in two weeks, they will see the effects, and by the end, they will be amazed by the results. The ad states that participants can typically expect to lose not more than 1-2 pounds per week, while emphasizing that individual results may vary. The ad also notes that following exercise and meal plans is key in the fitness journey and greatly impacts results, which may encourage users to join and follow the program closely. # Visual style The ad has a watercolor-style visual aesthetic with an Asian-inspired theme, creating a soft and feminine feel. The color palette is pastel, with pinks, blues, and greens dominating the image. The illustrations are delicate and detailed, contributing to the overall serene and elegant tone of the ad. # Hooks Headline: Okay, Ladies! # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the target audience may be struggling to achieve noticeable results in their fitness journey, needing a structured program to stay motivated. # Value propositions - Join the Intermittent Fasting Challenge to start seeing and feeling results in as little as one week, with the promise of being amazed by the end. # Benefits - In one week, you'll feel it. - In two weeks, you'll see it. - By the end, you'll be amazed by the result! # Features - Intermittent Fasting Challenge # Call to action TAP THE SCREEN TO JOIN # Social proof - In 4 weeks users can typically expect to lose not more than 1-2 pounds per week. Individual results may vary. # Point of view - Brand: The entire image ad is told from the brand's perspective, promoting their intermittent fasting challenge for women. # Storyline - The ad opens by addressing the audience as "Ladies!" to immediately create a sense of community. This is being conveyed by the brand. - The ad then announces the start date of the Intermittent Fasting Challenge, giving the audience a clear starting point. This is being conveyed by the brand. - The ad provides a timeline of expected results, promising noticeable effects within one to two weeks, building anticipation. This is being conveyed by the brand. - The ad ends with a clear call to action, instructing viewers to tap the screen to join, prompting immediate engagement. This is being conveyed by the brand.

# Ad summary This ad promotes the BetterMe app, which specializes in intermittent fasting schedules. The ad opens with a thin and fit woman who claims that her physique is due to intermittent fasting. Then the ad goes on to show the fasting plan and meal plan options that BetterMe has to offer. # Brand positioning The BetterMe brand is positioned as a supportive and accessible digital wellness partner. The brand aims to occupy the space of a reliable guide in the consumer's mind, offering simple tools and information to help users achieve their health and fitness goals. The brand aligns with values of simplicity, effectiveness, and user-friendliness, as well as a non-restrictive lifestyle that combines fasting with exercise. BetterMe appears to push against the norm of complex dieting, and is more focused on long-term health through intermittent fasting. The brand positioning is functional by providing a product that takes the guess work out of intermittent fasting and provides all resources in one place. # Product The BetterMe app is a digital health and wellness platform that helps users plan and follow an intermittent fasting schedule. It provides guidance on when to eat and when to fast, along with explanations of what's happening in the body throughout the day. The app’s key USP is its ease of use, offering a simple and enjoyable approach to intermittent fasting. BetterMe aims to address the purchase barrier of complexity by providing a fasting plan that is incredibly easy to follow and can be combined with any workout routine. The app shows the user’s fasting plan and what that day’s fasting hours will look like, as well as articles about intermittent fasting. The app offers options for breakfast, lunch, dinner, and snack ideas. The meal options are high in protein and appear to be healthy. # Visual style The ad has a polished look with quick cuts. The visuals are brightly lit, which is intended to convey a clean, simple, and energetic tone to target the audience. # Hooks Spoken: 00:00–00:01 [Unclear phrase] Text overlay: 00:00–00:00 Okay. / 00:00–00:31 Generative AI used. Visual: 00:00–00:02 The camera is chest height and slightly shaky as it follows a woman as she walks in front of a mirror. The woman is fair-skinned, with long dark hair, wearing a gray two-piece workout outfit. She is smiling and looking at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the viewer is struggling with intermittent fasting and needs an app that will make it simple and easy to follow. # Value propositions - Easy to follow intermittent fasting - Start the transformation today. # Benefits - App makes the entire process simple and enjoyable - Fasting becomes simple, effective, and easy to combine with any workout routine # Features - Provides guidance on when to eat and when to fast - Provides explanations of what’s happening in the body throughout the day - Fasting plan - Meal plan # Call to action Tap the screen and start the transformation today. # Social proof - None used. # Point of view - Customer 15% – POV is communicated through the thin and fit woman shown at the beginning of the ad. - Brand 85% – POV is communicated through product claims and instructions. # Storyline - 00:00–00:07 00:00–00:07 The ad opens with a woman showing off her body. The intention is to catch the audience’s attention with her physique. The woman is speaking from her perspective. The tone is casual and friendly. - 00:07–00:10 00:07–00:10 Next, the ad cuts to a woman pouring water into a cup of ice. The brand is trying to show the viewer how to plan their intermittent fasting. The audience is getting information from the brand’s perspective. The tone is instructional. - 00:10–00:17 00:10–00:17 Then, the ad displays the healthy meals the BetterMe app has to offer. The ad continues to show the viewer how to plan an intermittent fasting schedule. The brand is trying to show how easy intermittent fasting can be. The tone is encouraging and instructive. - 00:17–00:27 00:17–00:27 After, the ad displays the BetterMe app and all that it has to offer. The brand is trying to show the viewer how easy intermittent fasting can be with this app. The tone is encouraging and instructive. - 00:27–00:31 00:27–00:31 Finally, the ad ends with a call to action. The brand is trying to encourage the viewer to download the BetterMe app and start intermittent fasting. The tone is enthusiastic.

# Ad summary This ad promotes a mindful weight loss course for women starting Monday, February 2nd. The ad is designed like a page of a composition notebook with fresh produce surrounding the border of the notebook page. The course promises to help women understand what is holding them back, and to follow a clear system that works without extremes or punishment, and to see positive changes in their bodies after two weeks. # Brand positioning The brand is not explicitly named, but is presented as a provider of a mindful weight loss course tailored specifically to women. The brand positions itself in the health and wellness space, focusing on a holistic approach to weight loss that prioritizes mindset and mindful practices over restrictive diets or extreme exercise regimes. This approach is positioned to empower women to understand the emotional and psychological factors behind their eating habits, and to develop a sustainable weight loss plan that integrates seamlessly into their lifestyles. By emphasizing consistency, confidence, and self-compassion, the brand aims to foster a healthier relationship with food and one's body, steering away from quick fixes or punishing routines, which are implied category norms. # Product The product is a mindful weight loss course, designed to help women achieve sustainable and healthy weight loss. The course requires just 15 minutes a day and helps participants understand what's holding them back from their weight loss goals. It also provides a clear system that works without extremes or punishment. The course promises tangible results within specific timeframes: in one week, participants will begin to make sense of their weight loss journey; in two weeks, they will experience real changes in their body; and in one month, they will feel confident, consistent, and proud. The course addresses potential purchase barriers by assuring potential customers that it is not a grueling, time-consuming program and it encourages sustainable lifestyle changes. # Visual style The ad uses a collage-style visual, mimicking a composition notebook page surrounded by fresh produce, which creates a health-focused and organic aesthetic. The production quality appears somewhat stylized, giving it a blend of authenticity and artificiality. The image treatment includes a filter that enhances the colors and textures. The typography is integrated in a way that resembles handwritten notes. The style aims to be attention-grabbing and informative, blending a natural feel with a structured presentation, which might increase scannability and stop power in the feed. # Hooks Headline: ATTENTION, LADIES # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty and unsustainability of traditional weight loss methods, which often involve extremes, punishment, or restrictive diets. The ad speaks to this by promising a "clear system that works without extremes or punishment." # Value propositions - Mindful weight loss course for busy women: Requires just 15 minutes a day. - Sustainable results: Clear system that works without extremes or punishment. - Tangible progress: See real changes in your body in two weeks. # Benefits - Understand what's holding you back - Things start to make sense in one week - Feel real changes in your body in two weeks - Feel confident, consistent, and proud in one month # Features - Mindful weight loss course - Just 15 minutes a day - Clear system - Works without extremes or punishment # Call to action TAP TO JOIN # Social proof - None used. # Point of view - Brand: This point of view is conveyed through the promotional messaging and descriptions of the weight loss course, aiming to inform and persuade the viewer about the course's benefits and unique approach to weight loss. - External source: This point of view appears in the disclaimer at the bottom, providing a medical recommendation and legal statement about the variability of results. # Storyline - The ad opens by calling attention to ladies, advising that waiting until the year 2026 will not change their bodies by itself, but that a smarter lifestyle will change their bodies. This is to encourage the audience to take action now. This is from the brand's perspective. - The ad then shares the date, Monday, February 2nd, and encourages the viewer to join the mindful weight loss course. This is a direct invitation from the brand for the audience to participate in their program. - The ad lists product details and a timeline of when positive benefits will be seen. This is from the brand's perspective. - The ad then prompts the viewer to tap to join. This is a direct call to action from the brand. - The ad then includes a disclaimer about consulting a physician first and explains that results may vary. This is from an external source of legal or health expertise to ensure the brand is compliant and the audience is informed.

# Ad summary The image ad invites women to join a mindful weight loss course. The ad uses a combination of direct address, clear benefits, and a simple aesthetic to appeal to women who want to lose weight in a healthy way. # Brand positioning The brand is positioning itself as a provider of holistic and mindful weight loss solutions tailored specifically for women. By emphasizing a clear system that works without extremes or punishment, the brand aims to differentiate itself from other weight loss programs that may focus on restrictive diets or intense exercise regimens. The brand aligns with values of consistency, confidence, and self-compassion, promoting a lifestyle-based approach to weight management that focuses on long-term well-being rather than quick fixes. # Product The product being advertised is a mindful weight loss course. It is designed to help women understand what's holding them back and follow a clear system that works without extremes or punishment. The course requires just 15 minutes a day and claims that in one week, things start to make sense; in two weeks, you feel real changes in your body; and in one month, you feel confident, consistent, and proud. The ad addresses potential purchase barriers by highlighting the ease and accessibility of the course, as well as its focus on sustainable and positive changes rather than restrictive or punitive measures. # Visual style The overall visual aesthetic is natural and inviting. The production quality appears to be a blend of hand-drawn elements and digital design. The composition incorporates an overhead shot with a flatlay arrangement of food items surrounding a central text area. The image treatment includes soft lighting and a slightly muted color palette, creating a warm and approachable feel. The typography integration is simple and clear, with a handwritten-style font used for emphasis. The style mimics a hand-crafted look and feel, which enhances scannability by drawing attention to the key messaging. # Hooks Headline: ATTENTION, LADIES # Funnel stage Middle of funnel (Consideration) # Pain points The ad targets women who have struggled to lose weight and are looking for a healthy, sustainable solution. The ad promises a clear system without extremes or punishment. # Value propositions - Mindful weight loss course for just 15 minutes a day - A clear system to understand what's holding you back - Achieve confidence and consistency without extremes or punishment - See results in as little as one week # Benefits - Understand what's holding you back - Things start to make sense in one week - Feel real changes in your body in two weeks - Feel confident, consistent, and proud in one month # Features - Mindful weight loss course - Just 15 minutes a day - Clear system - Without extremes or punishment # Call to action TAP TO JOIN # Social proof - None used. # Point of view - Brand: The majority of the text is from the brand's perspective, inviting ladies to join the mindful weight loss course and learn the benefits of the program. - External source: The disclaimers at the bottom right are from an external source and meant to provide transparency. # Storyline - The ad grabs attention by addressing women directly and promising a smarter lifestyle. This is intended to pique the viewer's interest and highlight that the ad's content is specifically for them. The ad is speaking from a brand perspective. - The ad announces the start date of the mindful weight loss course. The intent is to provide clear information about the course details. The ad is conveying this information from the brand's perspective. - The ad provides details about the course and the positive results to expect. The message is intended to assure potential customers that the program is designed to work without extremes or punishment, while highlighting the positive benefits to be experienced in a short period. The ad is speaking from the brand's perspective. - The ad includes a call to action, 'Tap to Join,' encouraging the viewer to take the next step and sign up for the course. The intent is to drive immediate action and engagement. The ad is communicating this from the brand's perspective. - The ad shows disclaimers regarding consulting a physician and typical weight loss expectations, providing transparency and managing expectations. The intent is to promote ethical practices. The ad is communicating this from an external source.

# Ad summary This ad promotes the BetterMe app as a solution for easy and enjoyable intermittent fasting. It features a woman who shares her positive experience with the app, highlighting its lack of strict food restrictions, expert tips, and easy recipes for weight loss. The ad shows the app interface, meal plans, and various healthy meals. # Brand positioning The BetterMe app is presented as a user-friendly and accessible solution for individuals looking to achieve their weight loss goals through intermittent fasting. It positions itself as a convenient and supportive tool that eliminates the need for strict food restrictions, offering expert guidance, easy recipes, and a personalized plan. The brand promotes a lifestyle-based approach to weight loss, emphasizing the simplicity and enjoyment of the fasting process, which pushes against the norm of restrictive dieting. # Product The BetterMe app is a mobile application designed to simplify intermittent fasting and help users achieve their weight loss goals. The app provides personalized fasting plans, expert tips and hacks, and a variety of easy recipes. It features a meal plan with a calendar showing daily recommended meals. The app tracks the user's progress, monitors their body's activities during fasting, and informs them when they are burning fat. It is designed for individuals seeking a manageable and enjoyable approach to intermittent fasting without strict food restrictions. The ad emphasizes that by following the app's plan, users can achieve a flatter belly and keep the weight off. # Visual style The ad uses a mix of bright, natural lighting and phone-screen visuals. It features quick cuts and static shots that are timed with the music. The production quality has a UGC feel, which aligns with the user's testimonial. The pacing is consistent with approximately 20 cuts per minute. # Hooks Spoken: 00:00–00:03 Intermittent fasting didn't work for me until I started doing it right. Text overlay: 00:00–00:03 Intermittent fasting didn't work for me until I started doing it right Visual: 00:00–00:03 A crocheted strawberry with yellow dots levitates in front of a solid, matte green background. The strawberry is red with a textured green leafy top and stem. The lighting is soft and diffused, with a subtle shadow beneath the strawberry, and a small, illegible text overlay in the bottom center of the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that intermittent fasting can be difficult or ineffective if not done correctly, leading to frustration and lack of results for those trying to lose weight. Quote: "Intermittent fasting didn't work for me until I started doing it right." # Value propositions - Achieve weight loss goals through a personalized and easy-to-follow intermittent fasting plan. - Enjoy a simple and sustainable approach to weight loss with expert tips, delicious recipes, and no strict restrictions. - This helps you improve your lifestyle by achieving a flatter belly and helping you keep the weight off. # Benefits - Achieve a flatter belly - Improve your lifestyle - Keep the weight off - Simple and enjoyable fasting experience - No drastic, strict food restrictions - Easy to follow meal plans - Easy and quick recipes # Features - Personalized intermittent fasting plans - Expert tips and hacks - Easy recipes - Tracking of body's activities during fasting - Informs when burning fat - Well-balanced meal plans # Call to action Simply tap the screen right now and give it a try. # Social proof - "I've just completed the intermittent fasting challenge from the BetterMe app and I'm amazed by the results" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who has successfully used the BetterMe app for intermittent fasting. # Storyline - 00:00–00:03 The ad opens with a crocheted strawberry against a green background and text overlay: "Intermittent fasting didn't work for me until I started doing it right." - 00:03–00:08 A woman in workout clothes is shown in her bedroom, sharing that she has completed the intermittent fasting challenge from the BetterMe app and is amazed by the results. - 00:08–00:11 The woman stands in front of a mirror and states that the challenge does not require drastic, strict food restrictions. - 00:11–00:17 Various plates of food are shown along with visual overlays of different intermittent fasting schedules, and the woman says it helps you achieve a flatter belly thanks to expert tips and hacks to improve your lifestyle and keep the weight off. - 00:17–00:19 A variety of healthy food options are shown and the woman says all you have to do is follow the plan. - 00:19–00:24 Footage of the BetterMe app is shown, and the woman says it's times when you can eat and times when you cannot eat, and that this app makes fasting so simple and enjoyable. - 00:24–00:28 Healthy food options are shown and the woman states that the app tells you what's happening with your body throughout the day and when you're burning fat. - 00:28–00:32 App interface with healthy eating plans for each day of the week is shown and the woman says the app has tons of easy recipes and cooking doesn't take much time. - 00:32–00:35 The user interface of the app with different weight options is shown and the woman says everyday you get a well balanced plate that helps you achieve your weight loss goal. - 00:35–00:42 The ad concludes with a screen that shows the app interface, the words "TRY NOW!" appear on screen, and the woman says, "Simply tap the screen right now and give it a try."

# Ad summary This image ad promotes a mindful weight loss course for women, starting on Sunday, February 1st. It promises results with just 15 minutes a day, providing a clear system without extremes or punishment. The ad features an illustration style with produce around the edges. The text mentions visible changes in two weeks and confidence, consistency, and pride in one month, with a call to action to tap to join. # Brand positioning The brand promotes a mindful approach to weight loss, emphasizing a supportive and sustainable system rather than restrictive diets or harsh methods. It positions itself as a provider of accessible and effective solutions, specifically catering to women seeking to make lasting lifestyle changes. # Product The product being advertised is a "Mindful Weight Loss Course", designed for women. It is advertised as requiring just 15 minutes a day and promising a clear, sustainable system that works without extremes or punishment. The ad suggests that participants will start to see results within one week, with visible changes in their body in two weeks, and increased confidence, consistency, and pride in one month. The course is positioned as a way to understand what's holding you back and follow a clear system that works. # Visual style The ad has an illustration style which feels less corporate and has softer edges. The illustration looks to be set up on a wooden table with all different kinds of produce. The image is trying to convey healthy eating habits with a friendly and helpful tone. The color grade is desaturated and has a high contrast, which allows the image to be scannable. # Hooks Headline: ATTENTION, LADIES # Funnel stage Middle of funnel (Consideration) # Pain points The ad suggests that women are struggling to change their bodies without a clear, sustainable system, and that many weight loss methods involve extremes or punishment. # Value propositions - Achieve weight loss goals with just 15 minutes a day - Clear system that works without extremes or punishment # Benefits - Understand what's holding you back - Works without extremes or punishment - Things start to make sense - Feel real changes in your body - Feel confident, consistent, and proud # Features - Mindful Weight Loss Course - Just 15 minutes a day - Clear system # Call to action TAP TO JOIN # Social proof - None used. # Point of view - Brand: Used throughout the ad to provide a mix of promotional messaging, information, and a direct call to action. # Storyline - The ad opens by directly addressing women (ATTENTION, LADIES), which is from the brand's perspective, grabbing attention and immediately establishing a target audience. It states that '2026 won't change your body by itself A SMARTER LIFESTYLE WILL', suggesting that change requires effort, while promoting the course as the smarter lifestyle that will lead to weight loss. - The ad follows this up with a clear date (SUNDAY, FEBRUARY 1ST) and an invitation (join the MINDFUL WEIGHT LOSS COURSE) told from the brand's perspective, giving a sense of exclusivity and urgency. This offers a solution to their weight loss problems with the course. - The ad continues explaining the course promises to help participants understand what's holding them back and providing a clear system that works without extremes or punishment. This is told from the brand perspective, explaining the benefits of the course and positioning the course as accessible and not extreme. - The ad includes promises from the brand about the benefits and timeline (In one week; things start to make sense, In two weeks: you feel real changes in your body, In one month: you feel confident, consistent, and proud), building excitement and anticipation for the outcomes of the course and helping to justify the value of joining the course. - The ad provides a call to action, (TAP TO JOIN) which is from the brand's perspective, encouraging immediate engagement and conversion by prompting users to take the next step and sign up.

# Ad summary A woman shares how BetterMe’s intermittent fasting program worked for her. She explains that it is easy to use and doesn’t require drastic food restrictions. She ends the ad by encouraging the viewer to try it. # Brand positioning The ad positions BetterMe as an accessible solution for individuals who have struggled with intermittent fasting. The brand is presented as a provider of straightforward guidance and support that eliminates the need for restrictive diets and complex meal planning. BetterMe differentiates itself by offering expert tips and hacks that integrate into the user's lifestyle. The brand's approach is both functional, emphasizing ease of use and clear planning, and emotional, as it aligns with the desire to improve one's lifestyle and maintain weight loss without drastic changes. # Product The BetterMe app offers a structured intermittent fasting program tailored for individuals seeking weight loss solutions without the need for strict dieting. It simplifies fasting by providing expert tips and hacks to improve your lifestyle and keep the weight off. The app allows users to schedule their fasting and eating times while tracking what's happening with their body throughout the day, so they know when they're burning fat. The app is designed for people who want to lose weight by intermittent fasting without strict food restrictions by offering a well-balanced plate every day and tons of easy recipes. The app addresses the common purchase barrier of complicated meal planning and restrictive diets by providing an easy-to-follow plan and removing the need for drastic changes. # Visual style The ad's aesthetic combines polished commercial elements with a UGC feel. Quick cuts are used throughout, giving it a fast pace with approximately 40 CPM. The editing is timed to the music and voiceover. # Hooks Spoken: Intermittent fasting didn't work for me until I started doing it right. Text overlay: Intermittent fasting didn't work for me until I started doing it right / Actor portrayal. / Consult a physician first. Following exercise and meal plans greatly impacts results. In 4 weeks user can typically expect to lose up to 1-2 pounds per week. Results may vary. Visual: 00:00–00:03 Three cherries hanging from a thin branch are centrally framed against a muted pink background. # Funnel stage Middle of funnel (Consideration) # Pain points The primary pain point is the difficulty of intermittent fasting. The ad communicates the common frustration that many people face when trying intermittent fasting—it often doesn't work until you start doing it right. This suggests that the process can be confusing, complicated, or unsustainable without the right guidance. # Value propositions - Avoid drastic strict food restrictions. - Fasting is so simple and enjoyable with our app! # Benefits - Improves your lifestyle - Keep the weight off - Achieve a flatter belly - Cooking doesn't take much time - Achieve your weight loss goal # Features - Expert tips and hacks - Well-balanced plate every day - Easy recipes - Tells you what's happening with your body throughout the day and when you're burning fat # Call to action Simply tap the screen right now and give it a try. # Social proof - "I've just completed the intermittent fasting challenge from the BetterMe app, and I'm amazed by the results." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a woman sharing her positive experience with the BetterMe app. # Storyline - 00:00–00:03 The ad begins with the actress’s claim that intermittent fasting didn’t work until she started doing it right. This is meant to grab attention and draw the viewer in. - 00:04–00:07 The actress explains that she has just completed the intermittent fasting challenge from the BetterMe app and is amazed by the results. The message is to convey that the BetterMe app yields impressive results. The viewer is meant to experience the testimonial from a relatable user. - 00:07–00:13 She mentions that the challenge doesn’t require drastic, strict food restrictions while still helping you achieve a flatter belly. This implies that BetterMe helps with weight loss without extreme dieting, potentially assuaging viewer concerns about difficulty. - 00:13–00:32 She describes the app's expert tips and hacks to improve lifestyle, times when you can eat, times when you can’t eat, and the app's ability to make intermittent fasting simple and enjoyable, including recipes that don’t take much time. This reinforces the ease and efficiency of using BetterMe for intermittent fasting and lifestyle improvement. - 00:32–00:34 She states that every day you get a well-balanced plate that helps you achieve your weight loss goal. This serves to show that the app gives the user healthy meal options. - 00:34–00:37 The actress prompts the viewer to tap the screen and give it a try, as a call to action.

# Ad summary This image ad promotes a Mindful Weight Loss Course starting Monday, February 2nd. The ad features a background with a wood texture and scattered fruits and vegetables. The main content is presented on a notepad-style background, resembling a handwritten sales letter with benefits, a start date, and a call to action to tap to join. # Brand positioning This ad is for a weight loss course that emphasizes mindfulness and a clear system that works without extremes or punishment. The brand positions itself as a provider of a smarter lifestyle, suggesting that traditional methods are insufficient. It appeals to those seeking a more balanced and consistent approach to weight loss, focusing on feeling confident, consistent, and proud. The brand aims to occupy a space of sustainable and mentally healthy weight management, steering clear of harsh methods. # Product The featured product is the Mindful Weight Loss Course, starting on Monday, February 2nd. It requires just 15 minutes a day and promises to help participants understand what's holding them back while following a clear system that works without extremes or punishment. Benefits include things starting to make sense in one week, feeling real changes in the body in two weeks, and feeling confident, consistent, and proud in one month. The course addresses the purchase barrier of time commitment by highlighting its short daily duration. It also alleviates concerns about restrictive or punitive weight loss methods. # Visual style The ad uses a rustic, handcrafted visual style, mimicking a handwritten note on a grid-lined paper placed on a wooden table surrounded by fresh produce. The production quality appears to be a blend of digital illustration and photo realism, giving it a warm, inviting feel. The image treatment includes a slightly desaturated color palette and soft lighting to enhance the natural textures of the produce and wood. The visual motifs include a collage-like arrangement of fruits and vegetables framing the central message. The typography is integrated to look handwritten, enhancing the personal touch. This style contrasts with the polished look of many ads, potentially increasing its scannability by making it feel less like a traditional ad and more like a personal recommendation. # Hooks Headline: ATTENTION, LADIES # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the struggle to find a weight loss method that is both effective and sustainable without resorting to harsh or punishing measures. The ad conveys this by promising a clear system that works "without extremes or punishment." # Value propositions - Mindful weight loss through a clear system that doesn't require extremes - Achieve noticeable results with a small time commitment of only 15 minutes a day - Gain confidence, consistency, and pride within one month # Benefits - Things start to make sense in one week - Feel real changes in your body in two weeks - Feel confident, consistent, and proud in one month # Features - Just 15 minutes a day - Clear system - Works without extremes or punishment # Call to action TAP TO JOIN # Point of view - Brand: The entire ad is from the perspective of the brand, advertising the course and highlighting its benefits and features to entice potential customers. # Storyline - The ad opens with "ATTENTION, LADIES" to immediately grab the attention of the intended audience and addresses them directly. The brand is speaking directly to potential customers. - The ad continues by stating that "2026 won't change your body by itself A SMARTER LIFESTYLE WILL" to convey the message of proactive change and that the course offers a smarter approach to weight loss. The brand is making this statement. - The ad lists "MONDAY, FEBRUARY 2ND join the MINDFUL WEIGHT LOSS COURSE" to highlight the start date and specific focus of the course. The brand wants to clearly communicate what it is offering. - The ad describes benefits, stating "With just 15 minutes a day. you'll understand what's holding you back and follow a clear system that works without extremes or punishment" to offer a solution to common weight loss challenges. The brand is explaining the value of their course. - The ad continues with a timeline stating: "In one week; things start to make sense In two weeks; you feel real changes in your body In one month: you feel confident, consistent, and proud" to provide a vision of the outcomes from the course, encouraging viewers to sign up and visualize their success. The brand is explaining the value of their course. - The ad concludes with "TAP TO JOIN", providing a clear call to action for immediate engagement. The brand invites the potential customer to join.

# Ad summary This ad promotes an intermittent fasting challenge for women starting on February 1st, promising visible results in a few weeks. The ad prompts viewers to tap the screen to join. # Brand positioning The brand is presented as an encouraging health and wellness resource, specifically targeting women interested in intermittent fasting. The brand positions itself as a supportive community, offering a challenge to help users achieve results. The brand's tone is motivational and community-focused, emphasizing collective participation and shared progress. The brand adopts a functional approach, promising tangible results through a structured program, and an emotional approach, inspiring women to make healthy choices together. # Product The product is an intermittent fasting challenge designed for women, starting on February 1st. The challenge promises that participants will feel results within one week and see visible changes in two weeks, with the ultimate goal of being amazed by the final outcome. The product addresses the common barriers to starting a diet by framing it as a supportive, collective challenge with a defined start date and clear expectations for progress. The ad aims to motivate the viewer to join the challenge to start the year with a new healthy habit. # Visual style The ad uses a soft, pastel color palette with a focus on light blues and pinks, creating a gentle and inviting aesthetic. The production quality appears to be simple, possibly created with basic graphic design tools. The visual motifs include repeated heart shapes and snowflake graphics, lending a seasonal and feminine touch. The typography is clean and legible, integrated seamlessly within the central cloud-like shape. The overall style contrasts with typical high-design ads by using a more gentle, approachable visual language, which may help it stand out in a feed full of polished content. # Hooks Headline: Okay, Ladies! # Funnel stage Middle of funnel (Consideration) # Pain points The ad subtly addresses the difficulty of starting and sticking to a new diet or wellness routine alone. The ad addresses this by presenting the "Intermittent Fasting Challenge" as a group activity, providing a sense of community and shared accountability. # Value propositions - Clear timeline: Feel it in one week, see it in two weeks, be amazed by the result. # Benefits - You'll feel it in one week. - You'll see it in two weeks. - You'll be amazed by the result! # Features - Intermittent Fasting Challenge # Call to action TAP THE SCREEN TO JOIN # Social proof - None used. # Point of view - Brand: The entire ad speaks from the brand's perspective, inviting women to join the intermittent fasting challenge and promising them visible results. # Storyline - The ad opens by directly addressing women, inviting them to join an intermittent fasting challenge. This is intended to create a sense of community and inclusivity, as told from the brand's perspective to encourage participation in their program. - The ad states that the challenge begins on Sunday, February 1st, creating a sense of urgency and a clear start date for potential participants. This is presented from the brand's perspective, who are trying to motivate immediate action and registration. - The ad promises that participants will feel results in one week, see them in two weeks, and be amazed by the end result, aiming to build excitement and anticipation for the challenge. This part of the story is told from the brand's perspective, with the goal of inspiring confidence in the program's effectiveness. - The ad ends with a call to action, prompting viewers to tap the screen to join, encouraging immediate engagement and conversion. This is delivered from the brand's perspective as a direct instruction to potential participants.

# Ad summary This image ad is promoting a mindful weight loss course for women. It highlights the course's benefits, such as understanding what's holding you back, following a clear system, and achieving confidence, consistency, and pride. It also mentions that users can typically expect to lose 1-2 pounds per week with exercise and diet plans. The ad includes a call to action to tap to join. # Brand positioning This ad promotes a brand that aims to help women achieve weight loss through mindful practices. The brand positions itself against restrictive diets and harsh exercise routines, instead emphasizing a clear, sustainable system that works without extremes or punishment. It aligns with values of consistency, confidence, and a positive relationship with one's body, suggesting a lifestyle-oriented approach rather than a quick fix. The brand promotes a healthy and holistic approach to weight loss, focusing on understanding oneself and developing long-term, sustainable habits. # Product The product being advertised is a "Mindful Weight Loss Course." It is designed for women and requires just 15 minutes a day. The course aims to help participants understand what's holding them back from achieving their weight loss goals and provides a clear system to follow. The course promises results within specific timeframes: in one week, things start to make sense; in two weeks, participants will feel real changes in their body; and in one month, they will feel confident, consistent, and proud. The course emphasizes a method that works without extremes or punishment, suggesting a gentle and sustainable approach to weight loss. # Visual style The ad uses a visually appealing aesthetic with a slightly rustic and organic feel. The presentation looks professionally produced with hand-drawn elements. The overall layout is clean and balanced, with natural elements strategically placed around the central text. The image has a vintage filter applied. # Hooks Headline: ATTENTION, LADIES # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional weight loss methods are often extreme and punishing, which can be a deterrent for many women. The phrase "without extremes or punishment" directly addresses the frustration and difficulty associated with these methods. # Value propositions - Just 15 minutes a day to understand what's holding you back - Clear system without extremes for consistent results # Benefits - Understand what's holding you back - Things start to make sense (in one week) - You feel real changes in your body (in two weeks) - You feel confident, consistent, and proud (in one month) # Features - Just 15 minutes a day - Clear system that works without extremes or punishment # Call to action TAP TO JOIN # Social proof - None used. # Point of view - Brand: The entire ad is communicated from the brand's perspective, promoting the weight loss course and its benefits. # Storyline - The ad starts by grabbing attention with the phrase "ATTENTION, LADIES", immediately signaling the target demographic. This is from the brand's point of view, aiming to draw in the intended audience and set the stage for the following message. - The ad transitions to a message that "2026 won't change your body by itself A SMARTER LIFESTYLE WILL", emphasizing the importance of adopting a lifestyle change rather than relying on quick fixes. This statement serves as a challenge to conventional weight loss methods and highlights the brand's approach to long-term transformation. It is shared from the brand's perspective. - The advertisement highlights the "MONDAY, FEBRUARY 2ND join the MINDFUL WEIGHIT LOSS COURSE" to inform the audience about the availability of the course and its start date. The advertisement is from the brand's perspective and gives a specific date to promote course enrollment. - The ad introduces the product details, noting the program involves "just 15 minutes a day" and promises to help participants understand what's holding them back, which is all from the brand's point of view. The ad also mentions that the clear system that is used works "without extremes or punishment" suggesting an easier method. - The ad then gives a timeline from the brand's perspective of the results participants can expect from the course: In one week, things start to make sense; In two weeks, you feel real changes in your body; In one month, you feel confident, consistent, and proud. - The advertisement ends with a clear call to action from the brand encouraging viewers to "TAP TO JOIN", prompting immediate action and engagement with the course.

# Ad summary This ad shows how the Better Me app helps you create a schedule for intermittent fasting. A woman at a party is asked why she is not eating. She states that it is because timing matters. She uses the Better Me app to help her with intermittent fasting. The app shows her when to eat, when to fast, and explains what is happening in her body throughout the day. # Brand positioning The Better Me brand is presented as a provider of simple and effective health and fitness solutions. The ad highlights the convenience and ease of its intermittent fasting app. The brand emphasizes an educational approach, explaining the process within the app, aligning with a functional and informative brand positioning. It aims to simplify complex wellness routines, making them accessible and manageable for users seeking to integrate healthy habits into their daily lives without confusion or complexity. # Product The Better Me app is designed to make intermittent fasting simple, effective, and enjoyable. It provides users with a fasting plan that is easy to follow, including a schedule showing exactly when to eat and when to fast. It also explains the bodily processes happening throughout the day during fasting periods. This educational component addresses the purchase barrier of understanding the science behind intermittent fasting. The app can be combined with any workout routine, showing its versatility and ease of integration into existing lifestyles, reinforcing its value as a user-friendly health tool. # Visual style The ad's visual style begins with a natural, modern office setting and shifts to bright, clean, and inviting depictions of food and mobile app interfaces. Editing includes quick cuts between food and app screens to showcase the app's features and how it integrates with meal planning. The transition is smooth, creating a seamless flow that highlights the ease of using the Better Me app for intermittent fasting. The pacing is fairly fast to keep the viewer engaged, especially during the product demo. # Hooks Spoken: You're not eating? Text overlay: - You're not eating? / Generative AI used. Actor portrayal. Consult a physician first. Following exercise and meal plans greatly impacts results. In 4 weeks users can typically expect to lose up to 1-2 pounds per week. Results may vary. Visual: 00:00–00:01: A woman stands in a modern office setting with tables set up for a party. She is wearing a black tank top and light-colored pants. She is holding a glass of water. The background features a diverse group of people chatting and eating. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common problem of wanting to improve one's health and appearance but struggling with complicated and confusing diet plans. The coworker in the ad comments about how the woman looks better than everyone else, implying that the viewer may feel insecure about their appearance. # Value propositions - Fasting becomes simple, effective, and easy # Benefits - Simple and enjoyable process - Effective health tool - Easy to combine with any workout routine - Shows exactly when to eat and when to fast - Explains what's happening in the body throughout the day # Features - Fasting schedule - Educational information about fasting - Personalized fasting plans # Call to action Tap the screen # Point of view - Customer 25% – The ad begins with a customer discussing intermittent fasting. - Brand 75% – The brand narrates the features and benefits of the app through voiceover and visuals. # Storyline - 00:00–00:02 The scene opens in a modern office party, where a woman is standing off to the side. - 00:00–00:02 A male coworker asks her why she is not eating, suggesting he notices her restraint and perhaps implies that she should partake in the food. - 00:02–00:02 The woman politely defers, saying she'll eat 'later,' implying she has a plan or schedule to stick to. - 00:02–00:04 The coworker compliments her appearance, stating she looks better than everyone else at the party, conveying a tone of genuine admiration and perhaps a hint of envy. - 00:04–00:05 The woman states that timing matters, conveying the importance of structured eating habits, and the ad is now teasing the importance of scheduled nutrition. - 00:05–00:06 The coworker inquires about the timing of what she is referring to, prompting her to reveal her secret or approach. - 00:06–00:07 The woman responds that she's referring to intermittent fasting, framing the diet as the reason for her dietary choices and good looks. - 00:07–00:07 The scene cuts to a montage of foods, drinks, and mobile app screens, and a voiceover begins. - 00:07–00:10 The ad transitions into a demo, with a female voiceover asking if the viewer wants to know how to plan an intermittent fasting schedule. The Better Me app is presented as a solution. - 00:10–00:17 The female voiceover describes the app's features and how it makes the process of intermittent fasting simple and enjoyable. It shows you exactly when to eat and when to fast. - 00:17–00:24 The voiceover continues, showing the app explaining what is happening in the body throughout the day. Emphasizing that fasting becomes simple, effective, and easy to combine with any workout routine. - 00:24–00:27 The female voiceover prompts viewers to tap the screen and start the transformation today.