How Function Health Advertises on Meta

# Ad summary This ad emphasizes the expansive range of lab tests offered (160+) to empower users in proactively managing their health and aims to encourage users to get tested, get results, and get ahead of their health for $365/year. # Brand positioning This ad presents the brand as a provider of extensive at-home lab testing that gives individuals comprehensive insights into their health status. The focus is on proactive and informed healthcare management, allowing customers to get tested, get results, and "get ahead of their health." The brand positions itself in the health and wellness market by offering an accessible and convenient way for people to monitor their health, and provides comprehensive testing for a single annual fee, which simplifies the process of managing and understanding their health. # Product The product is described as providing access to "160+ lab tests that could change your life." It’s positioned as a means for individuals to "get tested", "get results", and "get ahead of your health." The product is offered through a yearly subscription, priced at $365 per year, enabling continuous health monitoring and proactive management. The ad does not specify any details about the testing methodology or delivery, but focuses on communicating convenience and comprehensive health management. # Visual style The ad has a minimalist visual style, using a soft color palette and a clean layout to convey a sense of calm and clarity. The image treatment includes a focus on skin texture, a natural and healthy lifestyle, combined with simple typography. The production quality appears to be highly polished, the shot is studio-shot, with high-end photography and clear focus. # Hooks Headline: 160+ lab tests that could change your life. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that a lack of access to comprehensive and regular health testing may lead to uncertainty about one's health status. The viewer may worry about not knowing enough about their body and therefore not being able to take proactive steps to maintain or improve their health. The promise of gaining information through many available tests implies the product's value in helping overcome this common concern. # Value propositions - 160+ lab tests that could change your life. - Get ahead of your health. # Benefits - Get tested - Get results - Get ahead of your health # Features - 160+ lab tests # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is the voice throughout the image ad, promoting the idea of getting tested and the accessibility of lab tests for the annual fee. The messaging suggests that the brand is speaking directly to the viewer, advocating for proactive health management through its service. # Storyline - The ad opens with a headline that promises access to "160+ lab tests that could change your life", this is designed to grab the viewer's attention by highlighting the breadth of testing available and the potential impact on the viewer's life. This is being communicated from the brand's perspective, to show its range of testing abilities. - The ad then explains the process of "Get tested," then "Get results," then "Get ahead of your health", this is designed to break down the customer's journey into actionable steps and emphasizing proactive health management. This is also communicated from the brand's perspective, showing the path to getting ahead of their health. - Finally, the ad ends with the subscription price, $365/year, in order to encourage the user to take action by showcasing the affordable pricing. This is communicated from the brand's perspective to encourage the viewer to purchase the product.

# Ad summary This ad from Function asks the viewer if they always feel run down, and suggests they check their immune health with 160+ lab tests. # Brand positioning Function is presented as a health and wellness brand focused on personalized insights. The ad conveys a sense of scientific rigor and data-driven wellness by mentioning the 160+ lab tests. The brand aims to occupy a space in the consumer's mind as a provider of comprehensive health assessments, differentiating itself from generic, one-size-fits-all solutions. The brand projects a tone that is both informative and reassuring, emphasizing the importance of understanding one's immune health. # Product The ad features a health assessment service offered by Function, which includes over 160 lab tests. This service is designed for individuals who frequently feel run down and want to understand the underlying factors affecting their immune health. The focus is on providing a comprehensive check-up to identify potential issues and offer personalized recommendations. The product addresses the barrier of uncertainty and lack of personalized information, positioning itself as a tool to gain actionable insights into one's health. # Visual style The ad features a high-quality studio shot with a warm, soft color grading. The blurred background and shallow depth of field create a sense of intimacy and focus on the person. The typography is clean and legible. The ad is designed to be visually calming and inviting, while still conveying a sense of professionalism and scientific rigor. # Hooks Headline: Always feeling run down? # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of feeling consistently run down without understanding the underlying causes. The direct question "Always feeling run down?" highlights the frustration and lack of energy that many people experience. # Value propositions - Check your immune health with 160+ lab tests. # Benefits - Check your immune health # Features - 160+ lab tests # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting the health assessment service as a solution to the problem of feeling run down, offering the service to help the user check their immune health. # Storyline - The ad opens with the question, "Always feeling run down?" This serves to immediately capture the attention of viewers who experience this feeling regularly. The brand is speaking to the viewer. - The ad continues by suggesting the viewer to "Check your immune health with 160+ lab tests." The brand is speaking to the viewer.

# Ad summary This ad showcases the Function app interface, highlighting its ability to translate bodily signals into actionable insights. It emphasizes personalized health management through data-driven understanding. # Brand positioning Function is presented as a modern wellness brand that leverages data and technology to provide personalized health insights. The brand aims to empower customers by translating complex bodily signals into clear, actionable steps. It occupies a space in the market that pushes against generic, one-size-fits-all health advice, instead promoting a data-driven approach to wellness. Function aligns with a lifestyle that prioritizes personalized health management and proactive decision-making. # Product Function offers a health management service that analyzes bodily signals, such as biological age and lab test results, to provide clear and actionable insights. The service is designed for individuals seeking a deeper understanding of their health and personalized recommendations. Key features include the ability to read and interpret various health data points, translate results into clear actions, and track improvements over time. The ad addresses the purchase barrier of complexity by presenting health data in an easily understandable format, offering a user-friendly interface for managing personal wellness. # Visual style The ad has a clean, modern aesthetic with a focus on displaying information in an easily digestible format. The production quality is high, resembling a professional UI/UX design. The visual motif is centered around translucent panels and rounded shapes, creating a soft, approachable feel. A subtle gradient background adds depth without distracting from the data being presented. The typography is clean and legible, and the color palette is warm and muted. The overall effect is both informative and visually appealing, designed to capture attention while conveying a sense of trustworthiness and competence. # Hooks Headline: Your body is full of signals. Learn to read them. # Funnel stage Middle of funnel (Consideration) # Pain points The ad acknowledges that understanding personal health data can be complex and overwhelming. The phrase 'Your body is full of signals' implies that there's valuable information that is currently inaccessible or hard to interpret. Function offers translation of the bodily signals 'into clear actions'. # Value propositions - Transforming raw data into something interpretable for the consumer. # Benefits - Function translates results into clear actions. # Features - Biological Age - 147 lab tests - 131 In Range - 11 Out of Range - 5 Improving - Additional tests - Supplements # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand provides all the information that is in the image ad. # Storyline - The ad opens by highlighting the premise that 'Your body is full of signals,' introducing the idea of untapped health data. The brand is setting the stage by creating intrigue around the idea that the body communicates valuable insights that can be understood and acted upon. - The storyline progresses by introducing the Function service, specifically its ability to 'Learn to read them,' shifting the perspective to one of empowerment and education. It positions the customer as someone who can gain control and understanding of their own health. - The ad then showcases the app's interface displaying metrics such as 'Biological Age' and '147 lab tests' with clear indicators like 'In Range' and 'Out of Range,' to drive home the message that the service transforms raw data into something interpretable for the consumer. - Finally, the ad closes by emphasizing the value proposition: 'Function translates results into clear actions,' presented by the brand, showing the utility and practicality of Function's service, reassuring potential users that they can take tangible steps towards improving their health.

# Ad summary This ad for Function emphasizes the importance of understanding how your body processes nutrients, particularly folate, by highlighting the role of the MTHFR gene and promoting personalized vitamin solutions through their health check. # Brand positioning Function is a personalized vitamin brand that emphasizes the importance of individual nutrient processing based on genetics. It promotes the idea that not everyone benefits equally from standard vitamins because bodies differ in how they convert nutrients. The brand suggests a functional approach by offering a health check to determine individual needs, positioning itself as a provider of tailored solutions rather than a one-size-fits-all product. # Product Function is a personalized vitamin service that tailors vitamin supplements to individual needs based on how their body processes nutrients. The ad specifically mentions the MTHFR gene, which influences how the body converts folate into its active form. This conversion affects energy, mood, and how one responds to B vitamins. Function addresses the problem of standard vitamins not working for everyone by providing a testable and customized solution, and the ad prompts the viewer to ‘Check your health’ with Function. # Visual style The ad features a stylized aesthetic with vibrant color contrasts, such as blue and orange, and grainy textures. The animation style includes simple shapes and silhouettes, creating a modern and clean look. The editing rhythm is quick, with cuts timed to coincide with the voiceover, maintaining a consistent pace and emphasizing key messages with text overlays that synchronize with the audio cues. # Hooks Spoken: Female 1: You take vitamins and feel exactly the same. Text overlay: 00:00–00:01 YOU TAKE VITAMINS / 00:01–00:02 and feel exactly the same Visual: 00:00–00:01 A blue silhouette of a person’s head and upper body is displayed against an orange background with a grainy texture. The silhouette appears to be made of circular lines, similar to a topographic map, and the text overlay reads “YOU TAKE VITAMINS” in a black box. / 00:01–00:02 The image changes, and the text overlay reads “and feel exactly the same.” The text is white, and the silhouette remains blue against the orange background. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that a common pain point is that individuals take vitamins but don't experience any noticeable benefits. This is highlighted by the statement, "You take vitamins and feel exactly the same." # Value propositions - Personalized vitamin supplements based on individual nutrient processing - Addresses the problem of standard vitamins not working for everyone # Benefits - Optimize energy levels - Improve mood - Enhance response to B vitamins # Features - Testable vitamin solutions - Addresses MTHFR gene’s influence on folate conversion # Call to action Check your health. # Social proof - None used. # Point of view - Brand 100% – The ad presents information directly from the brand's perspective, using claims and explanations about the product. # Storyline - 00:00–00:01 The ad starts by presenting a common scenario: taking vitamins. - 00:01–00:02 It then questions the effectiveness of this practice by stating you could feel exactly the same. - 00:02–00:04 Building on the prior point, the ad introduces the idea that not everyone processes nutrients the same way. - 00:04–00:09 The ad explains that the MTHFR gene influences how the body converts folate into its active form. - 00:09–00:13 The ad shares that this affects energy, mood, and response to B vitamins. - 00:13–00:18 The ad clarifies that the issue isn’t dramatic or rare, it's just biology. - 00:18–00:20 Finally, the ad introduces Function as a testable solution and prompts viewers to check their health.

# Ad summary This ad aims to educate viewers about comprehensive thyroid testing. It emphasizes that thyroid health cannot be assessed through a single number (TSH) but requires a broader look at TSH, Free T3, and Free T4. The ad shows a woman in a snowy landscape, using this imagery to highlight the impact of thyroid health on overall well-being and energy levels. # Brand positioning This ad presents the brand as an advocate for more comprehensive and personalized thyroid testing. It implies that standard thyroid testing practices are inadequate, and the brand is positioning itself as a provider of a more thorough and insightful approach. The brand aligns with values of patient empowerment, in-depth understanding of one's health, and a holistic approach to well-being. It challenges the norm of relying solely on a single TSH number, advocating for a deeper dive into thyroid function. The brand positioning is both functional, providing better data for health management, and emotional, fostering a sense of control and understanding for individuals concerned about their thyroid health. # Product The product is a comprehensive thyroid testing service that assesses TSH, Free T3, and Free T4. The ad explicitly states that these three components "together show how your body signals (and converts) thyroid hormones," indicating a USP of providing a more complete picture of thyroid function. The product is designed for individuals who want a more detailed understanding of their thyroid health beyond the standard single-number test. It addresses the potential purchase barrier of insufficient information by promising a more holistic assessment. The ad suggests that understanding these three elements helps individuals understand their body's signaling and hormone conversion processes. # Visual style The ad has a natural, slightly dreamy aesthetic with a shallow depth of field that blurs the foreground and background, focusing attention on the message and the woman. The production quality is high, giving a polished commercial feel. The editing consists of a single static shot. Pacing is slow and consistent. # Hooks Spoken: 00:00–00:07: Thyroid testing isn’t one number. TSH, Free T3, and Free T4 together show how your body signals and converts thyroid hormones. Text overlay: 00:00–00:07: Thyroid testing isn’t one number. / 00:01–00:07: TSH, Free T3, and Free T4 together show how your body signals (and converts) thyroid hormones. / 00:00–00:07: TSH / 00:00–00:07: FREE T3 / 00:00–00:07: FREE T4 Visual: 00:00–00:07: A woman with fair skin, blonde hair in a bun, wrapped in a light orange blanket with darker orange wavy stripes, walks in the snow in a wooded area. She is in the center of the frame but slightly out of focus. The background is a snowy landscape with trees and patches of snow. The sun shines brightly, creating lens flares. The camera is stationary, showing a side view of the woman. Embedded text overlays are positioned around her. # Funnel stage Top of funnel (Awareness) # Pain points The frustration of inadequate information from standard single-number thyroid testing. # Value propositions - Comprehensive thyroid testing offers a better understanding of your body's thyroid hormone regulation compared to single-number testing. # Benefits - Provides a more complete picture of thyroid hormone signaling and conversion # Features - TSH - Free T3 - Free T4 # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad uses the brand's voice to deliver educational content about the importance of comprehensive thyroid testing. # Storyline - 00:00–00:07 00:00–00:07: The ad begins with a woman walking in a snowy landscape. The on-screen text introduces the core message: that thyroid testing involves more than just one number. This is told from the brand's perspective, educating viewers about the limitations of standard thyroid testing. The snowy environment could be a metaphor for the isolating experience of thyroid issues.

# Ad summary The image is an advertisement that explains the connection between the brain and hormones, emphasizing the importance of hormone testing to understand and manage mood, focus, and sleep. # Brand positioning The brand, "Function," aims to position itself as a provider of health insights through hormone testing. The brand occupies a space in the health and wellness market where scientific understanding meets personalized health management. The brand is presented as modern and knowledgeable. It promotes the idea that understanding your hormone levels is key to managing your mood, focus, and sleep. It pushes against the norm of guesswork in healthcare by advocating for precise testing to provide actionable data. The positioning is functional, focusing on how its services provide concrete information to optimize well-being. # Product The ad promotes hormone testing as a means to understand and manage health. The product is for individuals interested in knowing how their hormones affect mood, focus, and sleep. By testing your hormones, you receive numbers rather than guesses. The product is a testing service that analyzes hormone levels to influence mood, focus, and sleep. The USP is that it provides a scientific, data-driven approach to health management. It addresses the purchase barrier of uncertainty and guesswork by offering concrete, measurable results. # Visual style The ad has a clean and minimalist aesthetic with a focus on presenting scientific information. The production quality is high with a modern, sleek design. The use of a gradient background adds depth, while the anatomical brain illustration emphasizes a scientific approach. The typography is clean and legible, and the layout organizes information clearly with lines and labels. The overall effect is educational and trustworthy. # Hooks Headline: Your brain runs on hormones. # Funnel stage Middle of funnel (Consideration) # Pain points The frustration addressed is the uncertainty in managing mood, focus, and sleep. This is implied by the concluding text: "Testing gives you numbers. Not guesses." # Value propositions - Provides precise data for managing mood, focus, and sleep by testing hormone levels. - Offers a scientific approach to understanding health through concrete, measurable results. # Benefits - Influence mood, focus, and sleep. - Testing gives you numbers. Not guesses. # Features - Hormone testing # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad uses brand messaging to state facts about hormones, highlighting the importance of hormone testing. # Storyline - The brand introduces the topic of hormones by stating, “Your brain runs on hormones.” The intention is to grab the audience’s attention by highlighting the importance of hormones for brain function. - The brand provides an illustration of the brain, labeling various hormones connected to it (Thyroxine, Triiodothyronine, Cortisol, Luteinizing Hormone, Estradiol, Leptin, Thyroid-Stimulating Hormone, Anti-Mullerian Hormone, DHEA Sulfate, Insulin, Testosterone, Prolactin, Follicle Stimulating Hormone). The intention is to educate the audience about the scientific link between hormones and brain function. - The brand makes a concluding statement: "Estrogen and progesterone influence mood, focus, and sleep. Testing gives you numbers. Not guesses." The intention is to highlight the benefits of hormone testing, emphasizing a data-driven approach to understanding and managing health, rather than relying on guesswork.

# Ad summary This ad for a health membership service uses a screenshot motif to give the appearance of an app screen displaying information about the service. It highlights the large number of yearly lab tests available with the membership. # Brand positioning The brand is presented as a modern, data-driven healthcare provider focused on preventative and comprehensive health monitoring. It positions itself as a resource for individuals seeking to deeply understand their health through detailed lab tests. The brand aims to occupy the space of personalized and proactive healthcare, appealing to those who value detailed insights into their well-being. It promotes a sense of empowerment and control over one's health journey, diverging from the traditional, reactive healthcare model. The brand appears to follow the category norms of medical services in a digital format, however, it pushes against them by offering consumers a more preventative solution than they may be used to. # Product The advertised product is a health membership that provides access to 160+ yearly lab tests. The tests cover various health indicators, including heart health (Lipoprotein(a), Apolipoprotein B (ApoB), Lipoprotein Fractionation, LDL Particle Number, LDL Small, LDL Medium, LDL Pattern, LDL Peak Size, LDL Cholesterol, HDL Cholesterol, HDL Large, Total Cholesterol, Non-HDL Cholesterol, Triglycerides, Cholesterol/HDL Ratio, High Sensitivity C-Reactive Protein), thyroid health (Thyroxine, Triiodothyronine, TSH), and others. The product is for individuals interested in proactively managing and understanding their health through comprehensive data analysis. A key selling point is the extensive range of tests offered, enabling a detailed view of one's health status. The membership addresses the barrier of limited health insights by offering a wide array of tests under one membership. # Visual style The ad has a modern, minimalist aesthetic, resembling a screenshot from a health app. It features a soft color palette, clean typography, and a blurred background. The visual style emphasizes simplicity and sophistication. This approach aims to project a sense of trust and reliability, while also appearing native to a user's mobile feed. # Hooks Headline: Understand your health. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of lacking a clear understanding of one's health status. The explicit messaging focuses on the desire to "Understand your health," implying that many people may feel uncertain or uninformed about their well-being. # Value propositions - Gain a comprehensive understanding of your health with access to a wide range of lab tests under one membership. # Benefits - Understand your health. # Features - 160+ yearly lab tests - one health membership - Lipoprotein(a) - Apolipoprotein B (ApoB) - Lipoprotein Fractionation - LDL Particle Number - LDL Small - LDL Medium - LDL Pattern - LDL Peak Size - LDL Cholesterol - HDL Cholesterol - HDL Large - Total Cholesterol - Non-HDL Cholesterol - Triglycerides - Cholesterol/HDL Ratio - High Sensitivity C-Reactive Protein - Thyroxine - Triiodothyronine - TSH # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad conveys the brand's perspective by presenting its core offering, mission, and value proposition, all designed to highlight the benefits of its health membership. - Customer: The ad's messaging about understanding and getting insights on health is meant to resonate with a customer point of view. # Storyline - The ad opens with the phrase, "Understand your health." This is a statement of intent, conveying the brand's mission to empower users to gain a deeper understanding of their well-being. This is communicated from the brand's perspective as the first thing the viewer sees. This is included to set the stage for the value proposition that follows: access to extensive health data. - Next, the ad states, "Get 160+ yearly lab tests with one health membership." This builds on the previous point, highlighting the product's core offering: access to a large number of lab tests. This is presented from the brand's perspective and is included to underscore the comprehensiveness of their health membership. - The ad lists the specific tests included in the health membership, beginning with, "HEART Lipoprotein(a), Apolipoprotein B (ApoB)..." This section itemizes many of the tests offered under the health membership. It's meant to give potential customers a preview of the scope of the health membership, further reinforcing the overall narrative that this brand offers comprehensive health monitoring.

# Ad summary This ad identifies common symptoms that people experience, such as poor sleep, low energy, and mood swings, and suggests that Function can help identify the root causes of these issues rather than just treating the symptoms. # Brand positioning Function is presented as a brand that takes a comprehensive approach to wellness by addressing the root causes of health issues rather than merely chasing solutions. The brand positions itself as a guide to understanding the 'why' behind symptoms, suggesting a commitment to deeper, more meaningful solutions. This approach implies that Function values understanding and addressing underlying health concerns. The use of the iceberg imagery emphasizes that many health issues have underlying, less visible causes. # Product The ad promotes Function, a service that helps people identify the underlying causes of their health symptoms. The service addresses symptoms such as poor sleep, low energy, and mood swings, which are common wellness challenges. The ad suggests Function takes a holistic approach, focusing on understanding the 'why' behind symptoms rather than simply treating them. The image of an iceberg is used to represent that the apparent symptoms are just the tip of a deeper issue, implying the service goes beyond superficial solutions. The ad positions Function as a way to understand and address the root causes of these issues, rather than merely alleviating the symptoms. # Visual style The ad uses a clean, minimalist style with a focus on clarity and ease of understanding. The iceberg image is used to convey depth and hidden problems, visually representing the concept of addressing root causes rather than surface symptoms. The typography is simple and legible, promoting readability and quick comprehension. The color palette is limited to shades of blue and white, creating a calming and trustworthy feel. Overall, the visual style supports the brand's positioning of providing clarity and comprehensive solutions in the wellness space. # Hooks Headline: Function helps you spot the root causes, not just chase solutions. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights common health issues such as 'Poor sleep?', 'Low energy?', and 'Mood swings?'. This signals the viewers' frustration with dealing with these problems on a daily basis. # Value propositions - Spot the root causes, not just chase solutions # Benefits - spot the root causes, not just chase solutions. - understand the why behind your symptoms # Call to action None used. # Social proof - None used. # Point of view - Customer: The questions 'Poor sleep?', 'Low energy?', and 'Mood swings?' appear at the top of the image, reflecting the perspective of someone experiencing these common health issues. - Brand: The statements 'Function helps you spot the root causes, not just chase solutions' and 'This year, understand the why behind your symptoms' are positioned in the center of the image, conveying the brand's message and core offering. # Storyline - The ad begins by presenting a series of common health complaints: 'Poor sleep?', 'Low energy?', and 'Mood swings?' These questions are posed from the audience's POV, setting up a sense of shared experience and potential identification with these problems. This opening is included to immediately engage viewers who experience these issues, making the ad relevant to their lives. - The brand, Function, introduces its core offering: 'Function helps you spot the root causes, not just chase solutions.' This statement is conveyed from the brand's perspective, positioning it as a provider of comprehensive solutions, in contrast to those that only address surface-level symptoms. This distinction is intended to appeal to viewers who are seeking lasting wellness improvements rather than temporary fixes. - Function continues its message with: 'This year, understand the why behind your symptoms.' The brand is inviting the viewer to take control of their own health, urging them to gain insights into their symptoms instead of just treating them. This is delivered from the brand's POV, encouraging a more proactive and informed approach to health management.

# Ad summary This ad features a personal testimonial from a woman who recently had a scan at Function, a company founded by Dr. Mark Hyman. The ad implies that Function can help people understand their changing biology, particularly postpartum. # Brand positioning Function, founded by Dr. Mark Hyman, positions itself as a health and wellness company that helps individuals understand their biology and stay on top of their health. It is implied that Function offers advanced diagnostic testing (such as the scan mentioned) to provide personalized insights. The brand is presented as a resource for proactive health management and caters to individuals who are interested in understanding and optimizing their bodies. The brand seems to push against more generic wellness advice, offering a technologically advanced approach. # Product The featured product is Function, a health and wellness service by Dr. Mark Hyman that appears to offer scans and personalized health insights. The ad shows a woman who had a Function scan and is ready to get back into understanding her changing biology, nine months postpartum. The product's USP seems to be providing a deeper understanding of one's health through advanced diagnostic testing, as implied by the mention of the scan. The ad targets a customer looking to understand and manage their health proactively, particularly after a significant life event like postpartum. # Visual style The ad uses a real-life, candid style with a snapshot of the woman and the doctor in a clinical setting. The production quality appears to be simple, suggesting a casual, unedited photo taken on a smartphone. The lighting is bright and clinical, typical of a medical environment. The visual style aims for authenticity and trustworthiness, rather than a highly polished or promotional look. There is no apparent background removal, color grading, or filters. # Hooks Headline: Had my @function scan today. 9 months postpartum and ready to get back into understanding my ever changing biology. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the difficulty in understanding one's changing biology, especially after significant life events like postpartum, creating a desire for clarity about one's health. # Value propositions - The Function scan provides personalized insights into your biology. - Function is built for everyone to stay on top of their health # Benefits - Understanding my ever changing biology - Stay on top of their health # Features - Function scan # Call to action None used. # Social proof - The woman shares her personal experience getting a "@function scan today." - The woman states that running into @drmarkhyman was a reminder that he built Function for everyone to stay on top of their health. # Point of view - Customer: The top caption shows the user's personal experience with the brand, highlighting their journey of understanding their changing biology postpartum. - Brand: The bottom caption references the company's purpose and founder, reinforcing its mission to help people stay on top of their health. # Storyline - From the perspective of a recent mother, she shares that she had a scan at Function today, nine months postpartum. This aims to highlight the brand and the service they offer and to position it as a proactive way to understand bodily changes after pregnancy. - The woman notes that running into Dr. Mark Hyman reminded her that Function was built for everyone to stay on top of their health, including the company founders themselves. This message is told from the company's perspective. The aim is to reinforce the brand's mission and credibility by showcasing its commitment to health and wellness.

# Ad summary This ad for Function features an image of a man and woman hugging and focuses on the statistic that 99% of Function users made a change after testing. # Brand positioning Function is presented as a brand focused on understanding and improving health. It is a wellness company that uses health testing to make changes for its customers. The brand places a strong emphasis on actionable results and tangible health improvements for its users. The brand also promotes a lifestyle that values proactive health management. # Product The advertised product appears to be a health testing service provided by Function. The ad explicitly states that "99% of Function users made a change after testing," suggesting that the product offers insights that lead to actionable adjustments in users' health routines. The product aims to provide clarity and understanding regarding one's health status and suggest potential improvements. # Visual style The ad has a warm, inviting visual style with soft lighting. The color palette is dominated by muted tones, including tans and dark blues. The image appears to be shot in a candid, real-life setting rather than a highly polished studio. # Hooks Headline: 99% of Function users made a change after testing. # Funnel stage Middle of funnel (Consideration) # Pain points Lack of clear, actionable insights into one's health. The ad implies that people are unsure about how to improve their health and need guidance based on reliable data. # Value propositions - 99% of Function users made a change after testing - UNDERSTAND YOUR HEALTH WITH FUNCTION. # Benefits - Actionable adjustments in health routines - Clarity and understanding regarding one's health status # Features - Health testing service # Call to action None used. # Social proof - "99% of Function users made a change after testing." # Point of view - Brand: The entire ad is told from the brand's perspective. It highlights the brand's values, introduces its service, and encourages engagement. # Storyline - The ad starts with a warm, intimate image of a man and woman hugging. This creates a sense of connection and personal well-being and aims to present an emotional connection from the brand's perspective. - The ad then highlights the statistic that "99% of Function users made a change after testing." This aims to build credibility by showcasing that the health testing service leads to actionable and practical health improvements, highlighting the value of Function's service from the brand's perspective. - The ad concludes with the statement, "UNDERSTAND YOUR HEALTH WITH FUNCTION." This is the brand's call to action and is meant to encourage viewers to take control of their health by using Function's health testing service, as told from the brand's perspective.

# Ad summary This ad for Function emphasizes the importance of understanding your health and acting early by monitoring biomarkers and providing personalized action plans. # Brand positioning Function is presented as a modern healthcare brand that prioritizes personalized and data-driven health management. It emphasizes understanding one's health through measurable biomarkers and acting proactively. The brand aims to occupy a space in the consumer's mind as a technologically advanced and personalized health solution, promoting a proactive and informed approach to health management, and pushing against the reactive, one-size-fits-all approach typical in traditional healthcare by offering tailored action plans based on individual health data. The brand positioning is both functional (providing measurable health data and personalized plans) and emotional (offering peace of mind and control over one's health). # Product The Function app is a digital health tool designed to provide users with a comprehensive understanding of their health through biomarker analysis. It works by monitoring 147 biomarkers to provide insights into the user's health status. The app is designed for individuals who want to proactively manage their health by understanding their health data, and acting early. Explicit details include the number of biomarkers tracked (147) and the display of data indicating how many biomarkers are "In Range," "Out of Range," and "Improving." The app offers personalized action plans based on the user's data, including "Foods to enjoy," "Foods to limit," and "Self care" recommendations. A key USP is the actionable insights provided, enabling users to take control of their health through informed dietary and lifestyle choices. The ad addresses the purchase barrier of uncertainty around health management by providing clear, measurable data and tailored guidance, making the product worth trying for those seeking a proactive and personalized health solution. # Visual style The ad employs a clean, modern aesthetic with a focus on digital interface elements and a soft color palette. The production quality appears highly polished, using studio-style lighting to highlight the smartphone screen and create depth in the background image. The visual motif is a layered design, combining a portrait with digital UI elements to simulate an in-app experience. The image treatment includes background blurring and color grading to create a cohesive and professional look. The typography is clean and legible, integrated seamlessly into the overall design. The style contrasts with platform norms by using a muted color palette and professional photography, which may help it stand out in a busy feed. # Hooks Headline: The numbers don't lie. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of not knowing how to manage one's health effectively due to a lack of clear, personalized data. The phrase "The numbers don't lie" implies that current methods may be unreliable or insufficient. # Value propositions - Understand your health by monitoring 147 biomarkers, and create personalized action plans based on your data. # Benefits - Understand your health and act early. # Features - 147 Biomarkers - Action Plan - Foods to enjoy - Foods to limit - Self care # Call to action None used. # Social proof - None used. # Point of view - Brand: The overall ad is structured from the perspective of the brand, as it promotes its service, highlights features, and emphasizes benefits, with the intention of persuading viewers to try the app. # Storyline - The ad opens by stating, “The numbers don’t lie,” immediately framing the narrative around objective, data-driven insights. This is intended to grab the audience's attention by suggesting factual, reliable information that cuts through health misinformation, from the brand's POV. - Next, the ad emphasizes the importance of understanding one's health and acting early, reinforcing the theme of proactive health management. The intention is to position the featured brand as a solution for early health intervention, from the brand's POV. - The focal point then shifts to a smartphone screen displaying a health app interface, showcasing biomarker analysis and personalized action plans. This is intended to provide a visual demonstration of the brand's key features and benefits, allowing the customer to see the product in action, from the brand's POV.

# Ad summary This ad explains how the body heals cuts and promotes Function Health as a resource to learn more about the human body. # Brand positioning Function Health is presented as a source of knowledge that helps people understand their bodies. The ad's tone is educational and informative. The brand aims to occupy a space in the consumer's mind as a go-to place for learning more about your body. By presenting scientific explanations and educational information, Function Health promotes a lifestyle of learning and health consciousness. The brand positions itself outside the conventional health and wellness space by focusing on providing educational content that pushes against the superficial category norms of fleeting health trends. Their brand positioning is primarily functional, emphasizing simplicity and accessibility of information. # Product The ad promotes Function Health as an informational platform and website where one can "learn more about your body." Function Health is not explicitly defined as a service or product, but is framed as a place to gain understanding. The advertised resource addresses the common desire for people to understand how their bodies work and how they heal. The ad does not mention purchase barriers, but it implies the value of the educational content. # Visual style The ad uses a blend of close-up time-lapse footage and simple, clean animations to present information in an easy-to-understand way. The production quality is polished. The editing style is quick and to the point, with static shots and basic transitions. The pacing remains consistent throughout the ad. # Hooks Spoken: Look at this cut, healing itself. Text overlay: DAY 4 Visual: 00:00–00:03 Close-up shot of a fair-skinned finger against a white background. There are several cuts with scabs on the finger. Text overlay shows "DAY 4" in white at the bottom of the frame and a yellow arrow pointing to the largest cut. # Funnel stage Top of funnel (Awareness) # Pain points The pain point addressed is the lack of understanding of how the body functions and heals itself. Visuals of cuts imply that viewers may be curious about wound healing, and educational content aims to answer this curiosity. # Value propositions - Provides access to information that explains complex bodily processes in a simple and accessible way. Knowing more about the body can reduce anxiety and promote a sense of control over one's own health. # Benefits - Learning more about your body # Features - Informational content about how the body heals # Call to action Learn more about your body at functionhealth.com # Social proof - None used. # Point of view - Brand 100% – The entire ad is told from the brand’s perspective, providing information and education. # Storyline - 00:00–00:03 The ad opens with a close-up time-lapse of a cut healing on a finger. The intention is to capture the viewer's attention by presenting a visually intriguing process and to set up the central question of how bodies heal themselves. - 00:03–00:03 The narrator asks, "How does it do that?" from a place of curiosity, inviting the audience to consider the inner workings of their own bodies. This question prompts interest and sets the stage for the educational content. - 00:03–00:07 The ad shifts to an illustrative example of a cut on an arm, enhanced with a red line indicating the wound. This transition introduces the concept of the body's natural healing response. The speaker explains that, in this case, slicing your arm "triggers your body's natural healing response." - 00:07–00:12 The perspective shifts to an animated view of a blood vessel where the narrator explains that blood vessels around the cut begin to narrow to minimize bleeding. The visual shows the blood vessel compressing with red blood cells within. - 00:12–00:19 The narrator explains that platelets and fibrin gather at the cut to form a blood clot. The animation shows these cells and fibers forming a plug. - 00:19–00:20 The narrator asks, "Okay, what now?" in a light tone, showing the audience that the wound care process is continuing. - 00:20–00:22 The speaker continues to explain the natural response process, saying that the skin starts to turn red. The animation of the cut on the arm is shown. - 00:22–00:23 The speaker then asks "Why???", creating more curiosity to continue with the educational messaging. - 00:23–00:33 The perspective returns to the animation of the blood vessel. The narrator states that the body begins to clear damaged cells and fight any germs that crept in through the cut. White blood cells are shown. - 00:33–00:36 The ad returns to the animated blood vessel where it's explained that to get there the blood vessels expand again to make more room. This animation illustrates how blood vessels expand with red blood cells and white blood cells. - 00:36–00:40 The narrator explains that wider blood vessels equals more blood. This is why your skin turns red. The visual shows a hand with a cut on the wrist. - 00:40–00:48 The perspective returns to the animated blood vessel where it's explained that the body begins to replace lost or damaged cells with collagen. The animation shows collagen filling in the blood vessel. - 00:48–00:50 The ad returns to the time lapse, and the narrator explains the process fills in the cut and slowly heals the skin. - 00:50–00:52 The screen goes black and reads, "Learn more about your body at functionhealth.com."

# Ad summary This ad uses an educational approach to highlight the importance of monitoring insulin levels for early detection of potential health issues, suggesting that relying solely on glucose levels may be misleading. # Brand positioning Function is presented as a health-focused brand that emphasizes proactive and comprehensive health monitoring. The brand aims to occupy a space in the consumer's mind as a provider of deeper health insights beyond traditional metrics like glucose levels. It aligns with values of early detection and personalized health management, pushing against the norm of reactive healthcare that only addresses issues after they manifest in standard tests. The brand positioning is functional, focusing on providing data-driven insights for better health outcomes. # Product The ad promotes Function's health monitoring service, which focuses on tracking insulin levels to provide early insights into potential health issues. It is implied that this service is for individuals who are proactive about their health and want to go beyond standard glucose testing. The ad highlights that over 50% of Function members have high insulin levels years before glucose changes, suggesting that the product's USP is its ability to detect problems earlier than traditional methods. The ad addresses the purchase barrier of relying solely on glucose levels by presenting it as potentially misleading, thus positioning Function as a more comprehensive solution. # Visual style The ad has a clean and minimalist visual style, with a focus on text and simple icons. The production quality appears to be highly polished, with a gradient background and clear typography. The visual motifs include simple icons and a focus on data presentation. The image treatment includes background removal and color grading to create a cohesive look. The typography is large and bold, making it easy to read. The style contrasts with platform-native content, aiming to stand out in the feed. # Hooks Headline: "Normal glucose" can be a false green light. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of relying solely on glucose levels for health monitoring, which can be misleading. "\"Normal glucose\" can be a false green light." # Value propositions - Detecting high insulin levels years before glucose changes # Benefits - Early detection of potential health issues # Features - Monitoring insulin levels # Call to action None used. # Social proof - Over 50% of Function members have high insulin years before glucose changes. # Point of view - Brand: The entire ad is presented from the brand's perspective, aiming to educate viewers about the importance of monitoring insulin levels and positioning Function as a solution for early detection of potential health issues. # Storyline - The ad starts by stating that "Normal glucose" can be a false green light, using a traffic light emoji to reinforce the visual. This is intended to grab the viewer's attention by challenging a common understanding of health metrics. The brand is telling the audience that relying solely on glucose levels may be insufficient. - The ad then reveals that over 50% of Function members have high insulin years before glucose changes, using a squiggly line to represent insulin. This is intended to build credibility and highlight the unique value proposition of Function's service. The brand is telling the audience that their service can detect potential health issues earlier than traditional methods.

# Ad summary This ad identifies that the user is feeling different lately and that Function can explain it. The ad shows that Function tracks metabolic shifts, hormone drops, and silent inflammation before they take a toll on your body. # Brand positioning Function is presented as a high-tech wellness brand focused on understanding and optimizing the body's internal processes through data analysis. The brand aims to occupy the space of personalized health management, offering consumers insights into their body's functions that traditional healthcare might overlook. It aligns with a proactive, informed, and empowered approach to health, pushing against the norms of reactive healthcare by offering tools to monitor and understand bodily changes before they escalate into significant issues. The brand's positioning is functional, emphasizing the performance and data-driven aspects of health management. # Product Function is a service or tool designed to track and analyze various bodily functions, including metabolic shifts, hormone drops, and silent inflammation. The product is for individuals who are experiencing changes in their well-being and want to understand the underlying causes through data. It offers a proactive approach to health, allowing users to monitor and address potential issues before they escalate. The product's USPs include its ability to track subtle bodily changes and provide insights into metabolic shifts, hormone drops, and silent inflammation. The ad addresses the purchase barrier of uncertainty by offering a data-driven solution to unexplained health changes, encouraging users to try Function to gain clarity and control over their well-being. # Visual style The ad has a sleek, high-quality aesthetic, resembling a studio shot with controlled lighting. The visual motif includes gradients and layered text over a human figure, creating a sense of depth and sophistication. The image treatment involves color grading to enhance the skin tones and create a soft, diffused light. The typography is clean and modern, integrated seamlessly into the visual layout. The style leans towards a high-design approach, aiming to stand out in a feed with its polished and professional appearance. # Hooks Headline: Feel different lately? Your data can explain it. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is feeling "different lately" and not knowing why, which can cause anxiety and uncertainty. The quote is "Feel different lately?" # Value propositions - Your data can explain it. # Benefits - Tracks it before it takes a toll # Features - Tracks metabolic shifts - Tracks hormone drops - Tracks silent inflammation # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistently from the brand, as it presents its ability to explain and track bodily changes. # Storyline - The ad opens by asking if the viewer has been feeling different lately, immediately capturing attention by addressing a common experience of unexplained changes in well-being. The brand voice is used here, and the intention is to draw the viewer in by suggesting their product can explain these experiences. - The narrative shifts to promising that "Your data can explain it," positioning the brand as a source of clarity and understanding. The brand continues to narrate, emphasizing its data-driven approach and building anticipation for the insights it can provide. - The ad highlights specific factors that the brand tracks—Metabolic Shifts, Hormone Drops, Silent Inflammation—offering concrete examples of what the product monitors. The brand then narrates that it "tracks it before it takes a toll," reinforcing the proactive and preventive nature of the product.

# Ad summary The ad highlights the potential impact of methylation pathways on B vitamin effectiveness, suggesting that if supplements aren't working, this pathway might be the reason. It presents common negative feelings (wired, unchanged, anxious) that someone might experience from ineffective B vitamins. # Brand positioning The brand, Function, positions itself as a provider of supplements that address the often-overlooked methylation pathway. This suggests the brand aims to occupy a space in the consumer's mind as a problem solver when other supplements fail to deliver results. By focusing on a specific biochemical process, Function aligns with values of scientific understanding and personalized wellness, setting itself apart from more generic supplement brands. The brand addresses the issue of supplements not always working, suggesting a functional and specialized approach to health. # Product The ad is for B vitamins, specifically addressing the issue of why they might not be effective for everyone. The ad suggests that if B vitamins leave you feeling "wired?", "unchanged?", or "anxious?", the issue might be related to your "methylation pathway." This implies that the product offered by Function takes into account this pathway for better effectiveness. The ad is targeted towards individuals who have experienced dissatisfaction with regular B vitamin supplements and are looking for a solution that addresses their individual biochemical needs. # Visual style The ad has a clean and minimalist visual style. The background is a solid orange color with subtle gradients, and the text is simple and legible. The design uses translucent shapes to highlight the potential negative effects of B vitamins. The overall effect is modern and informative, designed to convey trust and scientific expertise. # Hooks Headline: Do B vitamins leave you: # Funnel stage Top of funnel (Awareness) # Pain points The pain point is that B vitamins may not be effective for everyone, and can leave people feeling "wired?", "unchanged?", or "anxious?". # Value propositions - Addresses the methylation pathway when B vitamins don't feel different # Call to action None used. # Social proof - None used. # Point of view - Customer: The headline and questions target their experience with B vitamins, focusing on potential negative outcomes they may have faced. - Brand: The last line offers an explanation of methylation pathways that suggests the product offered by Function can help. # Storyline - The ad starts by questioning the audience about their experience with B vitamins, asking "Do B vitamins leave you:" This grabs attention by immediately addressing a common problem or frustration with supplements, aiming to resonate with potential customers who haven't found B vitamins effective. The intention is to pique the viewer's curiosity and make them reflect on their own experiences. The customer's perspective is being engaged, as the question directly addresses their potential dissatisfaction. - The ad presents potential negative effects of B vitamins - "wired?", "unchanged?", "anxious?" - framed as common experiences. This is included to further resonate with the audience by listing potential negative effects they might have experienced. The audience is experiencing this part of the story from the perspective of those who haven't had success with B vitamins. - The ad offers a potential explanation for why supplements might not be working: "When supplements don't feel different, your methylation pathway may play a role." This is included to provide a reason or solution to the problem introduced earlier. The ad is telling the story from the brand's perspective, offering a specialized explanation that sets their product apart.

# Ad summary This Meta ad promotes Function, a company that provides biomarker lab testing and personalized health recommendations for $365 a year. # Brand positioning Function is presented as a high-tech health and wellness company that offers personalized health recommendations based on lab testing of biomarkers. The brand emphasizes data-driven health insights and customized plans, positioning itself as a provider of high-quality lab testing at a low-stress price. With its action plans that cover food and supplements, the brand occupies a space in the consumer's mind as a facilitator of self-care and healthy eating. # Product Function provides lab tests that measure 147 biomarkers, offering insights into various aspects of health. Customers receive an action plan that includes recommended foods to enjoy, foods to limit, self-care practices, and supplements. The product is designed for individuals seeking to optimize their health through data-driven personalization, aiming to address purchase barriers by offering high-quality lab testing at a low-stress price. The product is aimed at customers who are seeking information about their health indicators and strategies for improving them. # Visual style The ad utilizes a clean, minimalist aesthetic with a focus on displaying information clearly. The production quality is polished, resembling a screenshot or mockup of a user interface, possibly from a health tracking app. The image treatment includes muted colors and a slightly blurred background to keep the focus on the textual information. The typography is integrated to create a modern, digital feel, and mimics the look of a health tracking app. The layout aims for scannability, using clear sections and bullet points to draw the eye and present key information quickly. # Hooks Headline: Function is now $365/year. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the complexity and cost of traditional lab testing. Visual cues and the statement 'Low stress price' indicate an effort to alleviate concerns about affordability. # Value propositions - Comprehensive biomarker analysis leads to personalized health action plans. - Yearly subscription model simplifies and reduces the stress of health management. # Benefits - Personalized health recommendations - Data-driven insights - Low stress price # Features - 147 Biomarkers - Action Plan - Foods to enjoy - Foods to limit - Self care - Supplements - High quality lab testing # Call to action None used. # Social proof - None used. # Point of view - Brand: Used in the initial announcement of the price and the final value proposition. The brand aims to convey affordability and quality. - Customer: Implied in the depiction of biomarker lab data as if from their own account, showing actionable health insights. # Storyline - The ad opens by highlighting the brand 'Function' and immediately draws the viewer in by announcing a price point of '$365/year.' This is from the brand's perspective, and is intended to grab attention with the yearly cost. - The ad then shows a graphic indicating '147 Biomarkers', with '131 in Range', '16 Out of Range', and '5 Improving'. The intention here is to convey the level of detail in the customer's test results. This section comes from the perspective of a sample user, as if looking at their lab results data. - The graphic to the right of the biomarkers data shows the ‘Action Plan’ that the customer would receive. The items are 'Foods to enjoy', 'Foods to limit', 'Self care', and 'Supplements', each with a small arrow on the right. This is to show the customer what they will receive after testing. The tone of this section is from the brand, and is meant to be enticing and clear. - The last line shares a key point of 'High quality lab testing. Low stress price.' as viewed from the brand's perspective, emphasizing the value proposition of quality and affordability.

# Ad summary This image ad for Function promotes their health testing service, highlighting a yearly price, the ability to access 160+ lab tests, and the importance of being proactive about your health. # Brand positioning Function presents itself as a proactive healthcare brand, encouraging early health monitoring and action. Positioned as a modern wellness solution, Function offers convenient access to a wide range of lab tests, contrasting with traditional healthcare models that may be perceived as reactive or inaccessible. By focusing on the consumer's body and its signals, Function emphasizes personalized care and empowers individuals to take control of their health. The brand aims to sit in the consumer's mind as a modern, proactive, and accessible health partner. # Product Function is offering a health service that includes access to 160+ lab tests twice a year for $365. This service is designed for individuals who want to proactively monitor their health and act early on any concerning signals from their body. The service aims to remove barriers by providing convenient access to a wide range of tests, suggesting that early detection and intervention are crucial for maintaining health. The advertised service focuses on empowering individuals to listen to their body and take timely action, emphasizing the importance of being proactive about one's health. # Visual style The ad has a soft, natural aesthetic with a blurred background that brings focus to the main subject. The color palette is muted, with cream, white, and gray tones creating a calm and approachable feel. The image is well-lit, giving the woman a healthy glow. Overlaid text is clean and simple, ensuring readability without overwhelming the visual. The overall effect is modern and approachable, suggesting a healthcare solution that is both accessible and trustworthy. # Hooks Headline: Your body's talking. Listen early. Act now. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of neglecting one's health and not being proactive about monitoring bodily signals. The phrase "Your body's talking" suggests that people often ignore early warning signs, leading to potential health issues. # Value propositions - Access 160+ lab tests twice a year for $365. # Benefits - Listen early. Act now. # Features - Access 160+ lab tests # Call to action None used. # Social proof - None used. # Point of view - Customer: The ad features a smiling woman, creating a relatable and aspirational figure representing the brand's target audience. # Storyline - The ad opens with a visual of a smiling woman, creating an immediate sense of positivity and well-being. This is meant to draw the viewer in and associate the brand with a healthy, happy lifestyle from the customer's POV. - Next, the ad introduces the brand name and the price of $365, setting the stage for what the service offers. This aims to inform the viewer of the financial investment required and identify the brand from the brand's POV. - The ad follows up with a message: "Your body's talking. Listen early. Act now." This is meant to position the service as an essential tool for proactive health management, encouraging the viewer to recognize the importance of early detection and intervention from the brand's POV. - The final message states that users can "Access 160+ lab tests twice a year for $365." This is meant to highlight the value and comprehensive nature of the service, providing specific details to persuade the viewer that the product is worthwhile from the brand's POV.

# Ad summary This ad for Function promotes the idea that your healthiest years are worth protecting and that you can measure and improve your health for $365 a year. # Brand positioning Function is presented as a brand focused on health and well-being, emphasizing the importance of protecting one's healthiest years. The brand positions itself as a provider of solutions that allow customers to measure and improve their health, suggesting a data-driven and proactive approach to personal wellness. By focusing on the long-term value of health, Function aims to occupy a space in the consumer's mind as a partner in maintaining and enhancing their well-being, rather than just treating illness. The brand aligns with values of health consciousness, personal responsibility, and investment in one's future self, pushing against the norm of reactive healthcare by promoting preventative measures. # Product The ad promotes a health-focused product or service that enables users to measure and improve their health. The product is positioned as an investment in one's future well-being, costing approximately $1 per day or $365 per year. It addresses the purchase barrier of perceived high costs by framing it as an affordable daily investment. The ad emphasizes that while time cannot be bought back, health can be measured and improved, suggesting the product offers tangible benefits and measurable results. The product is for individuals who value their health and are willing to invest in proactive measures to maintain or improve it. # Visual style The ad has a clean and minimalist visual style, focusing on a close-up portrait with soft lighting and a warm color palette. The production quality appears to be high, with a focus on clear and legible typography. The image treatment includes a subtle gradient overlay, enhancing the overall warmth and inviting feel. The typography is large and bold, ensuring scannability and stop power in the feed. # Hooks Headline: Your healthiest years are worth protecting. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of not being able to regain lost time, implying that taking care of one's health now is crucial because time is finite. "You cannot buy back time..." # Value propositions - You can measure and improve your health for $365 a year. # Benefits - Your healthiest years are worth protecting. # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, as it promotes the value of protecting one's health and offers a solution for measuring and improving it. # Storyline - The ad opens with the brand name "Function" at the top, immediately establishing the source of the message. This is included to identify the brand and set the context for the ad's message, told from the brand's perspective. - The ad then states, "Your healthiest years are worth protecting," which is included to highlight the importance of maintaining good health and to encourage viewers to prioritize their well-being. This is told from the brand's perspective, emphasizing the value of health. - The ad presents the cost of the product as "$1/day*", which is included to make the product seem affordable and accessible. This is told from the brand's perspective, aiming to reduce the perceived financial barrier to purchase. - The ad concludes with the statement, "You cannot buy back time, but you can measure and improve your health for $365 a year," which is included to reinforce the value proposition of the product and to address the concern about the cost. This is told from the brand's perspective, emphasizing the tangible benefits of the product.

# Ad summary This ad for Function targets people who are frustrated with limited testing and insight. It offers a solution by promising a complete picture of their potential for $365. # Brand positioning Function is presented as a brand that offers comprehensive testing and insights, contrasting with competitors who provide only limited information. The brand positions itself as a provider of complete solutions, emphasizing the value of understanding one's full potential. This positioning is functional, focusing on the thoroughness and depth of their testing process, which justifies the higher price point. # Product The advertised product is a comprehensive testing service that provides a complete picture of one's potential. It is designed for individuals seeking in-depth insights beyond what limited testing can offer. The ad highlights the USP of providing a complete understanding, addressing the frustration of incomplete information. The service is priced at $365, suggesting a premium offering that justifies the thoroughness and depth of the insights provided. # Visual style The ad features a clean and minimalist visual style with a focus on natural lighting and soft colors. The close-up shot and muted background create a sense of intimacy and sophistication. The typography is simple and legible, contributing to the overall understated aesthetic. The production quality appears to be high, with a polished and professional look. # Hooks Headline: Ours does not. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of limited testing, which gives limited insight. # Value propositions - Complete picture of your potential – just $365 # Benefits - Start seeing the complete picture of your potential # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting the problem of limited testing and positioning their product as the solution. # Storyline - The ad opens by highlighting the problem of limited testing, which gives limited insight. This is told from the brand's perspective, setting up the need for a more comprehensive solution. - The brand then contrasts this with their own offering, stating that "Ours does not." This is from the brand's perspective, positioning their product as the solution to the problem of limited insight. - The ad concludes by inviting the viewer to start seeing the complete picture of their potential for $365. This is from the brand's perspective, offering a clear value proposition and call to action.

# Ad summary This ad uses abstract visuals and minimal text to convey the message of taking care of your skin with personalized serums. It focuses on tracking skin changes over time and the value proposition of investing in long-term skincare. # Brand positioning Function of Beauty is presented as a personalized skincare brand. The ad emphasizes tracking changes in the skin over time, suggesting a scientific and data-driven approach to beauty. The brand positions itself in the market by focusing on individualized solutions, and the ad implies that its serums are an investment, not just a purchase, promoting the value of long-term skincare. # Product The ad features Function of Beauty's personalized skincare serums, which the ad doesn't depict directly but emphasizes the service of tracking your skin, possibly in terms of hydration, smoothness, or elasticity. The ad suggests that the product works by monitoring and adapting to changes in the skin over time. The ad promotes the concept of 'test twice, track change,' implying regular use and observation. The USP is personalization and long-term benefits. # Visual style The ad features a blend of abstract and close-up visuals with a polished, high-end aesthetic. The editing style is smooth, with slow transitions and static shots. The visuals complement the text overlays. The pacing is slow, with minimal cuts per minute. # Hooks Spoken: 00:00–00:02: The year goes by either way. Text overlay: 00:00–00:02: The year goes by / 00:00–00:02: either way. Visual: 00:00–00:01: Close-up, low angle through an airplane window. The frame is mostly filled with the sky and clouds outside with a portion of the airplane wing visible on the left, out of focus. On-screen text in the center of the frame. / 00:01–00:02: Low-angle, medium shot through a car window, from inside the car. A hand is shown reaching to adjust the rearview mirror on the right. The road and trees outside are blurred and out of focus. On-screen text is centered in the frame. # Funnel stage Top of funnel (Awareness) # Pain points The ad is designed to address a viewer's general lack of focus on long-term skincare. # Value propositions - Skincare for $1/day # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad uses abstract visuals with on-screen text to convey a brand message about personalized skincare. # Storyline - 00:00–00:02 The ad opens with abstract, aspirational imagery and the text 'The year goes by either way,' framing the next year as a period that will pass regardless of your actions. - 00:03–00:04 Building on the previous point, the narrative shifts to a close-up of a woman's face with a graphic line tracing her features, highlighting potential changes to her skin and implying the need to take action through the words 'Make it count.' - 00:05–00:06 The ad transitions to abstract imagery with the claim 'Test twice. Track change,' reinforcing the need for ongoing monitoring and modification in terms of skincare. - 00:07–00:09 The narrative culminates with the proposition that this service is 'All for $1/day,' presenting the personalized skincare as an accessible long-term investment.