How SoulCycle Advertises on Meta

# Ad summary A SoulCycle employee encourages potential customers to try a class or two weeks of unlimited classes. # Brand positioning SoulCycle is presented as an accessible and friendly brand that prioritizes community and fitness. They appear to break from category norms by stating that they don't "gatekeep here," inviting anyone interested in cycling to join them. The brand leans into emotional positioning by focusing on the fun and social aspects of riding together, such as dancing and making new friends. # Product The ad promotes SoulCycle's indoor cycling classes, highlighting two main options: a single class for $20 or two weeks of unlimited classes for $89. The classes are designed to be fun, engaging, and community-oriented, including riding, dancing, and making new friends. The ad also addresses potential purchase barriers by emphasizing the affordability of a single class and the welcoming atmosphere of the studio. # Visual style The ad has a bright, upbeat aesthetic with quick cuts and a casual, UGC-like feel. It appears to be shot in a real SoulCycle location with natural lighting and minimal editing, which supports the brand's friendly and accessible tone. The pacing is fast to maintain viewer engagement. The color grading appears natural and even. # Hooks Spoken: 00:00–00:03: Okay wait… if you've been thinking about trying SOUL, this is your sign. Text overlay: 00:01–00:03: if you've been thinking about trying SOUL, / 00:02–00:03: this is your sign. Visual: 00:00–00:03: A blond woman wearing a pink SoulCycle sweatshirt stands behind a desk in front of a white wall. Above her is the word "SOULCYCLE" in yellow block letters, with a photo and heart decals attached to the sign. She looks at the camera with a smile. # Funnel stage Middle of funnel (Consideration) # Pain points Potential customers may feel intimidated to try a new fitness class, either due to cost or a fear of not fitting in, as the ad states, "We don't gatekeep here." # Value propositions - Affordable single class option ($20) - Unlimited classes for two weeks ($89) - Welcoming atmosphere - Community-based fitness experience # Benefits - Fun and engaging workout - Make new friends - Feel welcome and included # Features - Indoor cycling classes - Single class or unlimited classes - Riding - Dancing - Community # Call to action So join us today # Social proof - None used. # Point of view - Brand 100% – The ad is told from the official voice of a SoulCycle employee. # Storyline - 00:00–00:03 The female employee appears in front of the SoulCycle logo, addressing the audience and saying this is their sign to try SoulCycle. - 00:04–00:07 The employee moves into the lobby and states that they don't gatekeep and says that a single class is $20. - 00:07–00:09 The employee makes eye contact with the camera and emphasizes the price. - 00:09–00:13 The ad transitions to a studio full of cycling students who are pedaling and towel-drying. - 00:09–00:13 The employee explains the second option, which is two weeks of unlimited classes for $89. - 00:13–00:17 The ad shifts to a shot of the employee on a bike in the studio, describing SoulCycle as a place for riding, dancing, and making new friends. - 00:17–00:21 The employee moves back into the lobby and encourages people to join them today because they have a bike waiting.

# Ad summary This ad promotes SoulCycle rides to students. The creator of the ad shares her experience of going to SoulCycle, after studying, with her friends. It promotes a current deal for students: $20 student rides. # Brand positioning The brand is presented as a place that helps students clear their minds and take a break from studying. SoulCycle is positioned as a place of leisure that one goes to for fun with friends. The brand is implied to value community and convenience as a place that refreshes you for the rest of the day. The brand is portrayed as an antidote to the stressors and demands of student life, offering a convenient and enjoyable way to de-stress and recharge with friends. # Product The product being advertised is SoulCycle rides offered to students. The ad highlights a $20 student ride deal, making it an affordable option for students. It's presented as an enjoyable activity that can be done with friends to clear minds and feel refreshed. It’s emphasized as something that refreshes you for the rest of the day. The student rides are implied to function as a mental health break from studying, a fun social activity, and a convenient way to stay active. The ad addresses the purchase barrier of cost by highlighting the student discount. # Visual style The ad has a casual, UGC-style aesthetic, with natural lighting and a focus on relatable everyday moments. The editing style features quick cuts and smooth transitions. The production quality has a UGC feel. The pacing is consistent throughout the ad. # Hooks Spoken: Female 1: With all the studying I've been doing, I've just really needed a break. Text overlay: With all the studying / I've just really needed a break. Visual: 00:00–00:02: The shot faces the back of a young woman with long black hair in a high ponytail. She is wearing a red sports bra, a pink headband, and red leggings. She puts on a blue hooded sweatshirt. The background is a bedroom with white walls and a chandelier. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the stress and mental fatigue from studying. # Value propositions - With $20 student rides, students are able to clear their minds and have the rest of their day feel refreshed. # Benefits - Clear our minds - Leave the rest of my day feeling so refreshed # Features - $20 student rides # Call to action None used. # Social proof - My friends and I have been taking such advantage of this deal # Point of view - Customer 100% – The entire ad is told from the perspective of a student sharing her experience. # Storyline - 00:00–00:02 The creator shares that she has been studying and really needs a break. - 00:02–00:06 The creator shares that she likes to go to SoulCycle, which keeps her sane. - 00:06–00:08 The creator shares that SoulCycle is currently offering $20 student rides. - 00:09–00:16 The creator shares that her and her friends take advantage of this deal and love to go clear their minds before going to a cafe and studying together. - 00:16–00:19 The creator shares that she leaves the rest of her day feeling refreshed after doing this.

# Ad summary This SoulCycle ad aims to resonate with potential new riders by highlighting the unique sense of connection and personal breakthrough the workout brings. # Brand positioning SoulCycle is presented as a fitness brand that prioritizes not only physical exercise but also mental and emotional well-being. The brand aims to occupy a space in the consumer's mind as more than just a workout, but as a community and experience that fosters personal connection and breakthroughs. The ad aligns with values of self-discovery, empowerment, and community, using language that suggests a holistic approach to fitness. It leans towards emotional brand positioning, focusing on the feelings and experiences associated with SoulCycle rather than solely on physical performance metrics. # Product The advertised product is the SoulCycle fitness experience, which consists of instructor-led group cycling classes in a studio setting. The classes are implied to be high-intensity workouts, as suggested by the sweat on the faces of the participants and instructors. SoulCycle is for individuals seeking not just physical exercise but also a sense of connection, community, and personal breakthrough. The ad addresses the potential barrier of being new to SoulCycle with the question "New to SoulCycle?" The unique selling propositions include the opportunity to 'find connection' and 'find a breakthrough,' indicating a blend of physical and mental benefits. The ad does not explicitly detail the physical exercises but emphasizes the emotional and communal aspects of the workout experience, suggesting it is a holistic approach to fitness. # Visual style The ad has a high-energy, fitness-focused aesthetic. It uses quick cuts to transition between different people in the class, maintaining a sense of momentum. The production quality is polished, resembling a professional commercial, which aligns with the brand's premium image. The visual motif includes red lighting, which is consistent throughout the ad, contributing to the energetic and intense atmosphere. The pacing is fast, with cuts timed to the music. # Hooks Spoken: 00:00–00:02 Male 1: [Enthusiastic] New to SoulCycle? Text overlay: 00:00–00:02 NEW TO SOULCYCLE? / 00:00–00:02 FIND CONNECTION. Visual: 00:00–00:02 Close-up shot of a man on a stationary bike in a dimly lit studio. He is wearing a black tank top and has a microphone headset on. He looks directly forward with an intense expression. The background is dark with blurred shapes of other cyclists. The camera is stationary. Text overlays include "NEW TO SOULCYCLE?" in yellow and "FIND CONNECTION." in white. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the potential discomfort or hesitation of trying something new, specifically highlighted by the question "New to SoulCycle?" # Value propositions - The product combines physical exercise with emotional well-being, as indicated by the benefits of "find connection" and "find a breakthrough." # Benefits - Find connection - Find a breakthrough # Features - Instructor-led group cycling classes - High-intensity workout # Call to action START NOW # Social proof - None used. # Point of view - Brand 100% – The entire ad promotes the brand's identity, values, and unique offering through visuals and text overlays. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a close shot of a male SoulCycle instructor on a bike, looking directly at the camera while teaching a class. He's intensely focused and energetic. The text "NEW TO SOULCYCLE?" appears above him, suggesting the ad is directly addressing individuals unfamiliar with the brand. Below him is the text "FIND CONNECTION", suggesting that the primary benefit of SoulCycle is creating connection and community. This is told from the brand's perspective, positioning the service as more than just a workout. - 00:02–00:04 00:02–00:04 The camera transitions to a shot of a woman on a bike, participating in a SoulCycle class. She is focused and determined. The same text from the previous scene remains on the screen. The text "FIND A BREAKTHROUGH" is added below "FIND CONNECTION.", expanding on the benefits of the class, and adding to the previous theme of connection and expanding on the personal experience. This is from the brand's perspective, emphasizing the personal transformation aspect of SoulCycle. - 00:04–00:07 00:04–00:07 The camera transitions back to the male instructor. The instructor is still cycling and actively teaching, maintaining the class's energetic tone. The text from the previous scene remains on the screen. "START NOW" is added at the bottom of the text, creating a sense of immediacy and urgency and adding to the previous theme of connection and breakthrough. This is from the brand's perspective, leading to a clear call to action for interested viewers. - 00:07–00:11 00:07–00:11 The camera zooms into the instructor, showcasing his sweat and intensity. The text "SOULCYCLE" appears on the screen, solidifying brand awareness and recognition. This shot is designed to highlight the intensity and physical challenge of the class. This is the brand's perspective, reinforcing the SoulCycle brand identity.

# Ad summary This ad showcases a SoulCycle class with people riding bikes and dancing. The ad uses the song 'Good Job You Fucked It' to create a fun and energetic atmosphere. # Brand positioning SoulCycle is presented as a high-energy, community-focused fitness experience. The brand aims to occupy a space in the consumer's mind as a fun and empowering workout that goes beyond traditional exercise. The values promoted are energy, community, and a sense of accomplishment. SoulCycle pushes against the norms of solitary, monotonous workouts by offering a group setting with music and instructor-led motivation. The brand positioning is emotional, focusing on the fun and empowering aspects of the workout experience. # Product The featured product is a SoulCycle class, an instructor-led indoor cycling workout. The class is for people who want a high-energy, community-based fitness experience. The ad shows participants riding stationary bikes in a dark room with colorful lighting and loud music. The USPs include the energetic atmosphere, the sense of community, and the instructor's guidance. The use occasion is a group fitness class. The ad addresses the purchase barrier of boring, solitary workouts by showcasing a fun, engaging, and social experience. The ad tells the viewer that this product is worth trying because it offers a unique and enjoyable way to exercise. # Visual style The ad has a UGC feel with handheld camera work and quick cuts. The production quality is a hybrid of polished commercial and raw footage, which supports the energetic and authentic tone. The visual motif is the dark room with colorful lighting. The pacing is fast, with cuts every 1-2 seconds, which keeps the energy high. The cuts are timed to the music beats. # Hooks Spoken: 00:00–00:18: [Singing] Good job, you fucked it up Text overlay: 00:00–00:18 Girl, whatever Visual: 00:00–00:02: A group of people are riding stationary bikes in a dark room with colorful lights. Some are waving white towels in the air. The setting is a SoulCycle studio, indicated by the bikes and the lighting. The people are of various ages, races, and gender presentations, wearing workout clothes. The camera is handheld and moves around the room, capturing the energy of the class. The lighting is dark with blue, pink, and white lights. The product is the SoulCycle class, and the interaction is the participants engaging in the workout. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that traditional workouts can be boring and solitary. # Value propositions - A unique and enjoyable way to exercise - A social and motivating workout experience # Benefits - Fun - Energetic - Community-based - Full-body workout # Features - Instructor-led - Indoor cycling - Group setting - Music-driven # Call to action None used. # Point of view - Customer 100% – The entire video is shot from the perspective of someone experiencing the SoulCycle class, showing the energy and excitement of the workout. # Storyline - 00:00–00:02 00:00–00:02: People are shown riding bikes and waving towels in a dark room with colorful lights. The message is that SoulCycle is a fun and energetic workout. The perspective is from an observer in the class, conveyed through the camera's movement and angle. The tone is energetic and exciting. This moment sets the stage for the rest of the ad. - 00:02–00:03 00:02–00:03: People are shown lifting weights while riding bikes. The message is that SoulCycle is a full-body workout. The perspective is from an observer in the class, conveyed through the camera's movement and angle. The tone is energetic and exciting. This moment builds on the previous moment by showing another aspect of the workout. - 00:03–00:05 00:03–00:05: People are shown riding bikes and dancing. The message is that SoulCycle is a fun and social experience. The perspective is from an observer in the class, conveyed through the camera's movement and angle. The tone is energetic and exciting. This moment builds on the previous moments by showing the social aspect of the workout. - 00:05–00:07 00:05–00:07: People are shown riding bikes. The message is that SoulCycle is a workout for everyone. The perspective is from an observer in the class, conveyed through the camera's movement and angle. The tone is energetic and exciting. This moment builds on the previous moments by showing the diversity of the participants. - 00:07–00:09 00:07–00:09: People are shown riding bikes and dancing. The message is that SoulCycle is a fun and energetic workout. The perspective is from an observer in the class, conveyed through the camera's movement and angle. The tone is energetic and exciting. This moment reinforces the message of the ad. - 00:09–00:11 00:09–00:11: An instructor is shown dancing and riding a bike. The message is that SoulCycle is led by energetic and motivating instructors. The perspective is from an observer in the class, conveyed through the camera's movement and angle. The tone is energetic and exciting. This moment introduces the role of the instructor. - 00:11–00:13 00:11–00:13: A person is shown wiping sweat off their face. The message is that SoulCycle is a challenging workout. The perspective is from an observer in the class, conveyed through the camera's movement and angle. The tone is energetic and exciting. This moment shows the physical exertion of the workout. - 00:13–00:15 00:13–00:15: People are shown riding bikes. The message is that SoulCycle is a workout for everyone. The perspective is from an observer in the class, conveyed through the camera's movement and angle. The tone is energetic and exciting. This moment reinforces the message of the ad. - 00:15–00:18 00:15–00:18: A crew member is shown handing out candles. The message is that SoulCycle is a unique and special experience. The perspective is from an observer in the class, conveyed through the camera's movement and angle. The tone is energetic and exciting. This moment adds a unique touch to the SoulCycle experience.

# Ad summary This ad features two women demonstrating a dance routine outside of a SoulCycle store. The women are dancing to a remix of the song "Unholy" by Sam Smith and Kim Petras. The text overlay describes the dance moves. # Brand positioning SoulCycle is presented as a fitness brand that is fun, energetic, and inclusive. The brand is positioned as a place where people can come together to dance and have a good time. The brand aligns with a lifestyle that is active, social, and expressive. The brand pushes against the norm of serious, competitive fitness and instead promotes a more lighthearted and joyful approach. # Product The ad features a dance routine that is set to a remix of the song "Unholy" by Sam Smith and Kim Petras. The dance routine is designed to be fun and energetic, and it is meant to be performed outside of a SoulCycle store. The dance routine is for people who want to have a good time and express themselves through movement. The ad addresses the purchase barrier of fitness being too serious and competitive by presenting a more lighthearted and joyful approach. # Visual style The ad has a UGC feel with a polished commercial look. The editing style is quick cuts, and the pacing is fast. The audio-visual sync is timed to the music beats. # Hooks Spoken: [Music playing] Text overlay: Life of a Showgirl in SoulCycle Choreo Version Visual: 00:00–00:03 A woman with blonde hair in a high ponytail, wearing a white tank top, blue leggings, and white sneakers, dances on a city sidewalk in front of a SoulCycle store. The store has large glass windows with mannequins dressed in SoulCycle apparel. The camera is stationary and captures the woman from the waist up. The lighting is bright and natural. # Funnel stage Top of funnel (Awareness) # Pain points Fitness can be too serious and competitive. # Value propositions - A fun and energetic dance routine that is set to a popular song. # Benefits - Fun - Energetic - Expressive # Features - Dance routine - Remix of the song "Unholy" by Sam Smith and Kim Petras # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a customer, showcasing a fun and energetic dance routine outside of a SoulCycle store. # Storyline - 00:00–00:05 A woman in blue leggings and a white tank top dances outside of a SoulCycle store. - 00:05–00:09 A woman in black leggings and a black tank top dances on a city sidewalk. - 00:09–00:15 The woman in blue leggings dances outside of the SoulCycle store again. - 00:15–00:20 The woman in black leggings dances on the city sidewalk again. - 00:20–00:26 The two women dance together outside of the SoulCycle store.

# Ad summary This ad shows a SoulCycle class with people riding bikes and the instructor leading the class. The ad is promoting SoulCycle. # Brand positioning SoulCycle is presented as a high-energy, community-driven fitness experience. The brand aims to occupy the space of a premium, motivational workout that goes beyond just physical exercise, fostering a sense of belonging and empowerment. The brand aligns with values of intensity, fun, and collective achievement, pushing against the norms of solitary or monotonous workouts. The brand positioning is emotional, focusing on the uplifting and transformative aspects of the class experience. # Product The product being advertised is the SoulCycle class experience. It involves indoor cycling on stationary bikes in a group setting, led by an instructor who guides participants through a high-intensity workout. The class is designed for individuals seeking a motivational and community-oriented fitness experience. The ad highlights the energetic atmosphere, with participants moving in sync and the instructor providing encouragement. The USP is the combination of physical exercise with a sense of community and emotional upliftment. The use occasion is a group fitness class, and the ad addresses the potential purchase barrier of monotony by showcasing the fun and engaging nature of the class. # Visual style The ad has a high-energy, UGC feel. The editing style is quick cuts, and the production quality is polished. The visual motif is the blue lighting and synchronized movements of the participants. The pacing is fast, with cuts timed to the music beats. # Hooks Spoken: [Music playing] Visual: 00:00–00:03: The shot is taken from the side of the class, showing the instructor on a bike in the foreground, with rows of participants behind him. The instructor is a man with long hair, wearing a black shirt and pants. He is pumping his fist in the air and yelling encouragement. The background is dark, with blue lighting and speakers hanging from the ceiling. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the potential purchase barrier of monotony by showcasing the fun and engaging nature of the class. # Value propositions - Combine physical exercise with a sense of community - Fun and engaging workout - Achieve fitness goals together # Benefits - Motivational fitness experience - Community-oriented - Energetic atmosphere - Emotional upliftment # Features - Indoor cycling on stationary bikes - Group setting - Led by an instructor - High-intensity workout # Call to action None used. # Social proof - None used. # Point of view - Customer 90% – The ad shows the experience of being in a SoulCycle class, implying the customer's perspective. - Brand 10% – The ad is promoting the SoulCycle brand and its class experience. # Storyline - 00:00–00:03 The instructor is leading the class, pumping his fist in the air and encouraging the participants. - 00:03–00:12 The camera shows the class from different angles, highlighting the synchronized movements and energetic atmosphere. - 00:12–00:23 The instructor continues to lead the class, with participants clapping and cheering.

# Ad summary This image ad for SoulCycle promotes a limited-time offer of unlimited rides for two weeks at a price of $50. The ad features a group of people on stationary bikes in a SoulCycle studio, creating a sense of community and energy. # Brand positioning SoulCycle is presented as a high-energy, community-focused fitness brand that offers indoor cycling classes. The brand aims to occupy a space in the consumer's mind as a provider of intense, full-body workouts in a motivating and supportive environment. The values associated with the brand include fitness, community, and a sense of accomplishment. SoulCycle pushes against the norms of solitary workouts by emphasizing group participation and instructor-led motivation. The brand positioning is both functional, providing a challenging workout, and emotional, fostering a sense of community and personal achievement. # Product The advertised product is a limited-time offer for unlimited SoulCycle rides for two weeks, priced at $50. This offer is for individuals looking to experience the SoulCycle workout and community without committing to a long-term membership. The product details include access to all scheduled classes within the two-week period. The USP is the combination of unlimited access and a discounted price, addressing the purchase barrier of high membership costs. The ad implies use occasions are flexible, allowing users to attend classes according to their schedule within the two-week timeframe. The ad aims to entice viewers to try SoulCycle by offering a low-commitment, high-value opportunity. # Visual style The ad has a high-energy, dynamic visual style with a focus on the community aspect of SoulCycle. The production quality appears to be professional, with good lighting and clear imagery. The image treatment includes a slight blurring effect to convey motion and energy. The typography is large and bold, making the offer easily scannable. The overall style is designed to be eye-catching and motivating, fitting for an in-feed ad. # Hooks Headline: UNLIMITED RIDES FOR TWO WEEKS # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential high cost of regular SoulCycle classes by offering a limited-time, discounted trial period. "Just $50" # Value propositions - Unlimited rides for two weeks for just $50 # Benefits - Access to SoulCycle classes - Opportunity to experience the workout and community # Features - Unlimited rides - Two weeks # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting the offer of unlimited rides for two weeks at $50, highlighting the value and accessibility of their classes. - Customer: The ad shows people actively participating in a SoulCycle class, conveying the energy and community aspect of the workout experience. # Storyline - The ad opens with a dynamic shot of people actively participating in a SoulCycle class. This is intended to convey the energy and community aspect of the workout experience, drawing the viewer in with a sense of excitement. The audience experiences this from the perspective of someone who is already part of the SoulCycle community, or someone who is observing the class and considering joining. - The focus shifts to the offer of unlimited rides for two weeks at $50. This is intended to provide a clear and compelling reason to try SoulCycle, addressing potential cost concerns and encouraging immediate action. The brand is communicating this part of the story, highlighting the value and accessibility of their classes.

# Ad summary This image ad promotes SoulCycle, offering 2 weeks of unlimited rides for $50. The ad features a man on a SoulCycle bike, smiling and looking directly at the viewer. # Brand positioning SoulCycle is presented as a premium fitness brand that offers an immersive and intense indoor cycling experience. The brand aims to occupy a space in the consumer's mind as a provider of high-energy, community-driven workouts. The brand aligns with a lifestyle of fitness, wellness, and personal empowerment. SoulCycle differentiates itself by offering a unique, rhythm-based cycling experience in a dark, candlelit studio, creating an almost spiritual atmosphere. The brand positioning is both functional, providing a challenging workout, and emotional, fostering a sense of community and personal transformation. # Product The advertised product is a promotional offer for SoulCycle, providing potential customers with the opportunity to experience the brand's unique fitness offering. Specifically, the offer includes 2 weeks of unlimited rides for $50. This offer is designed to lower the barrier to entry for new customers, allowing them to try SoulCycle's classes without committing to a full membership. The ad highlights the unlimited nature of the rides, suggesting that customers can fully immerse themselves in the SoulCycle experience during the promotional period. The offer addresses the potential purchase barrier of cost, making SoulCycle more accessible to a wider audience. # Visual style The ad has a polished, studio-shot production quality. The visual motif is clean and modern, with a gradient background and stylized energy bursts. The image treatment includes color grading to enhance the vibrancy of the colors. The typography is large and bold, ensuring scannability. The style is designed to be eye-catching and energetic, fitting for an in-feed ad. # Hooks Headline: Get 2 Weeks of UNLIMITED RIDES for $50. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential barrier of high cost and commitment associated with joining a premium fitness studio like SoulCycle. The offer of 2 weeks of unlimited rides for $50 makes it easier for potential customers to try the classes without a significant financial investment. # Value propositions - 2 weeks of unlimited rides for $50: Provides an accessible and risk-free way to experience SoulCycle's unique fitness offering. # Benefits - Access to SoulCycle classes - Affordable trial period # Features - Unlimited rides - 2 weeks # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the offer of 2 weeks of unlimited rides for $50, aiming to attract new customers. - Customer: The man on the bike represents the customer's perspective, showing the enjoyment and energy derived from a SoulCycle class. # Storyline - The ad opens with a clear offer: 'Get 2 Weeks of UNLIMITED RIDES for $50.' This is told from the brand's perspective, immediately grabbing attention with a limited-time promotion designed to entice new customers. - The visual of a smiling man on a SoulCycle bike reinforces the positive experience associated with the brand. This is shown from the customer's perspective, conveying the enjoyment and energy derived from a SoulCycle class. - The SoulCycle logo is prominently displayed, reinforcing brand recognition and credibility. This is presented from the brand's perspective, solidifying its identity and association with the offer.

# Ad summary This image ad for SoulCycle features an instructor pointing at the viewer with the offer of two weeks of unlimited rides for $50. # Brand positioning SoulCycle is presented as a high-energy, motivational fitness brand that offers indoor cycling classes. The brand aims to occupy a space in the consumer's mind as a provider of intense, community-driven workouts. The values promoted are fitness, energy, and a sense of belonging. The brand pushes against the norms of solitary or boring workouts by offering a group fitness experience. The brand positioning is both functional, providing a workout, and emotional, creating a sense of excitement and motivation. # Product The product being advertised is a promotional offer for SoulCycle, providing two weeks of unlimited rides for $50. This offer is for individuals interested in trying SoulCycle classes. The ad highlights the opportunity to experience unlimited rides, suggesting frequent use and full immersion in the SoulCycle experience. The offer addresses the purchase barrier of high initial costs by providing a limited-time, discounted trial period. The ad aims to entice viewers to try SoulCycle by offering a cost-effective way to experience the classes and community. # Visual style The ad has a high-energy, motivational visual style. The production quality appears to be professional, with a focus on capturing the instructor's enthusiasm. The image treatment includes blurring the background to create a sense of motion and focus on the instructor. The typography is large and bold, designed to be easily scannable. The style is disruptive, aiming to grab attention in a busy feed. # Hooks Headline: START RIDING with Two Weeks of Unlimited Rides for $50. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high costs associated with fitness classes by offering a discounted trial period. # Value propositions - Two Weeks of Unlimited Rides for $50 # Benefits - START RIDING # Features - Two Weeks of Unlimited Rides # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, promoting the offer and highlighting the benefits of joining SoulCycle. # Storyline - The ad opens with a high-energy instructor pointing directly at the viewer, creating an immediate sense of engagement and direct address. This is intended to grab the viewer's attention and make them feel personally invited to participate, told from the brand's perspective. - The offer of "START RIDING with Two Weeks of Unlimited Rides for $50" is presented, clearly stating the value proposition and providing a compelling reason to try SoulCycle. This is intended to persuade the viewer to take advantage of the limited-time offer, told from the brand's perspective. - The background features a blurred image of a beach and another person, creating a sense of lifestyle and community. This is intended to associate SoulCycle with a positive, active lifestyle and a supportive community, told from the brand's perspective.

# Ad summary This ad shows a SoulCycle class with people riding bikes and waving towels. The instructor is dancing in front of the class. # Brand positioning SoulCycle is presented as a high-energy, community-focused fitness experience. The brand aims to occupy a space in the consumer's mind as a fun and engaging way to exercise, aligning with values of motivation, group participation, and a vibrant lifestyle. The brand pushes against the norms of solitary or monotonous workouts, instead promoting a dynamic and immersive class environment. The brand positioning is emotional, focusing on the joy and excitement of group fitness. # Product The product featured is the SoulCycle class experience, which involves indoor cycling on stationary bikes in a group setting. The class is for individuals seeking a high-energy, community-driven workout. The ad highlights the engaging atmosphere, with participants waving towels and the instructor leading with enthusiasm. The USP is the combination of fitness and fun, creating a workout that feels more like a party. The use occasion is a group fitness class, and the ad addresses the purchase barrier of boring workouts by showcasing an exciting and motivating alternative. # Visual style The ad has a polished, high-energy aesthetic, resembling a professionally shot commercial. The editing style includes quick cuts and dynamic camera movements to capture the excitement of the class. The production quality is high, with bright lighting and clear visuals. The pacing is fast, with cuts timed to the music beats, enhancing the overall energy of the ad. # Hooks Spoken: 00:00–00:10: [Singing] To be so great, to be so great, to be so great, to be so great, I know, I know, I know, I know Visual: 00:00–00:07: A brightly lit SoulCycle studio with rows of stationary bikes. Participants of various ages, races, and gender presentations are riding the bikes and waving white towels. The instructor, a muscular man with dark hair, is dancing in front of the class, wearing a black tank top and shorts. The camera is handheld and moves around the room, capturing the energy of the class. The SoulCycle logo is visible on the bikes. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the pain point is boring and monotonous workouts. The high-energy atmosphere and group participation suggest a solution to this problem. # Call to action None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the SoulCycle class experience. # Storyline - 00:00–00:07 The ad opens with a high-energy scene of a SoulCycle class in full swing. - 00:00–00:07 Participants are riding stationary bikes and waving towels in the air, creating a sense of excitement and group participation. - 00:00–00:07 The instructor is dancing in front of the class, leading the workout with enthusiasm and energy. - 00:07–00:15 The camera pans across the class, showing the diverse group of people engaged in the workout. - 00:15–00:25 The instructor continues to dance and motivate the class, maintaining the high-energy atmosphere.

# Ad summary This ad showcases a SoulCycle class with people riding bikes and dancing. The ad is set to upbeat music and shows people of different ages and races having fun. # Brand positioning SoulCycle is presented as a high-energy, community-focused fitness experience. The brand aims to occupy a space in the consumer's mind as a fun and engaging way to exercise, aligning with values of community, energy, and personal expression. It pushes against the norms of traditional, solitary workouts by emphasizing group participation and a party-like atmosphere. The brand positioning is emotional, focusing on the joy and excitement of the workout experience. # Product The featured product is a SoulCycle class, an indoor cycling workout experience. The class is designed for people who want a high-energy, group fitness activity. The ad highlights the fun and engaging aspects of the class, showing participants dancing on their bikes, waving towels, and enjoying a party-like atmosphere. The USPs include the sense of community, the energetic music, and the overall fun experience. The ad shows the class being used as a way to celebrate and enjoy fitness together. The ad addresses the potential purchase barrier of boredom by showcasing the exciting and engaging nature of the class. # Visual style The ad has a UGC feel with shaky, handheld camera work and quick cuts. The production quality is a hybrid of polished commercial and raw, energetic footage. The pacing is fast, with cuts timed to the upbeat music. The audio-visual sync is strong, with cuts and actions timed to the music beats. # Hooks Spoken: 00:01–00:02: [Singing] [Inaudible] Visual: 00:00–00:01: A dimly lit room with blue and purple lighting. People of various ages and races are riding stationary bikes, some standing and dancing. They are wearing workout clothes. Some are waving white towels. The camera is handheld and shaky, moving around the room to capture the energy of the class. / 00:01–00:02: A woman in a white sports bra and black leggings is dancing on a stationary bike. She is singing into a microphone. The room is dimly lit with blue and purple lighting. The camera is stationary and focused on the woman. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that traditional workouts can be boring and isolating. # Value propositions - SoulCycle offers a fun and engaging workout experience with a strong sense of community. # Benefits - Fun workout - Engaging experience - Community atmosphere # Features - Indoor cycling class - High-energy music - Group fitness experience # Call to action None used. # Social proof - None used. # Point of view - Customer 90% – The majority of the video is shot from the perspective of someone participating in or observing the SoulCycle class, capturing the energy and excitement of the experience. - Brand 10% – The brand's perspective is communicated through the overall presentation of the class as a fun and engaging workout experience. # Storyline - 00:00–00:01 00:00–00:01: The video opens with a shot of a SoulCycle class in full swing. People are riding bikes, dancing, and waving towels in a dark room lit with colorful lights. The message is that SoulCycle is a high-energy, fun workout experience. The perspective is from someone in the class, capturing the excitement and energy of the moment. The tone is energetic and celebratory. - 00:01–00:02 00:01–00:02: A woman is shown dancing on her bike, singing into a microphone. The message is that SoulCycle is a place to let loose and have fun. The perspective is from someone watching the instructor, highlighting her energy and enthusiasm. The tone is energetic and encouraging. - 00:02–00:03 00:02–00:03: People are shown lifting weights while riding their bikes. The message is that SoulCycle is a full-body workout. The perspective is from someone in the class, showing the variety of exercises. The tone is energetic and motivating. - 00:03–00:04 00:03–00:04: A wide shot of the class shows people riding bikes in a dark room. The message is that SoulCycle is a community experience. The perspective is from someone observing the class, emphasizing the group dynamic. The tone is energetic and inclusive. - 00:04–00:05 00:04–00:05: People are shown dancing and riding bikes. The message is that SoulCycle is a fun and engaging workout. The perspective is from someone in the class, capturing the energy and excitement. The tone is energetic and celebratory. - 00:05–00:06 00:05–00:06: A close-up shot of a person riding a bike. The message is that SoulCycle is a challenging workout. The perspective is from someone observing the individual effort. The tone is focused and determined. - 00:06–00:07 00:06–00:07: A wide shot of the class shows people waving their hands in the air. The message is that SoulCycle is a party. The perspective is from someone in the class, capturing the celebratory atmosphere. The tone is energetic and joyful. - 00:07–00:08 00:07–00:08: People are shown dancing and riding bikes. The message is that SoulCycle is a fun and engaging workout. The perspective is from someone in the class, capturing the energy and excitement. The tone is energetic and celebratory. - 00:08–00:09 00:08–00:09: A person is shown dancing on their bike. The message is that SoulCycle is a place to express yourself. The perspective is from someone watching the individual expression. The tone is energetic and free. - 00:09–00:10 00:09–00:10: People are shown dancing and riding bikes. The message is that SoulCycle is a fun and engaging workout. The perspective is from someone in the class, capturing the energy and excitement. The tone is energetic and celebratory. - 00:10–00:11 00:10–00:11: A close-up shot of a person riding a bike. The message is that SoulCycle is a challenging workout. The perspective is from someone observing the individual effort. The tone is focused and determined. - 00:11–00:12 00:11–00:12: A person is shown wiping sweat off their face with a towel. The message is that SoulCycle is a hard workout. The perspective is from someone experiencing the workout. The tone is exhausted but satisfied. - 00:12–00:13 00:12–00:13: A person is shown wiping sweat off their face with a towel. The message is that SoulCycle is a hard workout. The perspective is from someone experiencing the workout. The tone is exhausted but satisfied. - 00:13–00:14 00:13–00:14: People are shown dancing and riding bikes. The message is that SoulCycle is a fun and engaging workout. The perspective is from someone in the class, capturing the energy and excitement. The tone is energetic and celebratory. - 00:14–00:15 00:14–00:15: A wide shot of the class shows people riding bikes. The message is that SoulCycle is a community experience. The perspective is from someone observing the class, emphasizing the group dynamic. The tone is energetic and inclusive. - 00:15–00:18 00:15–00:18: A crew member is shown handing out a yellow cube to people in the class. The message is that SoulCycle is a place to celebrate. The perspective is from someone in the class, experiencing the celebration. The tone is joyful and celebratory.

# Ad summary This ad promotes SoulCycle, a fitness company that offers indoor cycling classes. The ad features a DJ playing music in a SoulCycle class, with people riding bikes and dancing. The ad emphasizes the fun and energetic atmosphere of SoulCycle classes. # Brand positioning SoulCycle is presented as a high-energy, community-focused fitness brand that offers indoor cycling classes. The brand aims to occupy a space in the consumer's mind as a fun and engaging way to exercise, aligning with values of community, energy, and personal empowerment. The brand pushes against the norms of traditional, solitary workouts by creating a group fitness experience with a party-like atmosphere. The brand positioning is both functional, offering a workout, and emotional, promoting fun and empowerment. # Product SoulCycle offers indoor cycling classes that combine exercise with a party-like atmosphere. The classes are for people who want to have fun while working out. The classes feature high-energy music, a motivating instructor, and a supportive community. The ad shows people dancing on their bikes and waving towels in the air, emphasizing the fun and energetic atmosphere. The ad addresses the purchase barrier of boredom by presenting SoulCycle as an exciting and engaging alternative to traditional workouts. # Visual style The ad has a high-energy, party-like aesthetic. The editing style is quick cuts, and the production quality is polished. The pacing is fast, and the audio-visual sync is timed to the music beats. # Hooks Spoken: 00:13–00:15: Let's work into it, do it, do it. It won't be easy. Visual: 00:00–00:02: A DJ is shown playing music in a dark room with flashing lights. The DJ is wearing a white t-shirt, red hat, and sunglasses. He is standing behind a DJ booth with a laptop and other equipment. / 00:02–00:15: A SoulCycle class is shown in progress. People are riding bikes and dancing. The instructor is standing in front of the class, leading the workout. The room is dark with flashing lights. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that traditional workouts can be boring and isolating. # Value propositions - SoulCycle offers a fun and engaging way to workout. - SoulCycle provides a supportive community to help you reach your fitness goals. # Benefits - Fun workout - Engaging experience - Community support # Features - Indoor cycling classes - High-energy music - Motivating instructor - Supportive community # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is shot from the perspective of a customer experiencing the SoulCycle class. # Storyline - 00:00–00:02 The ad opens with a DJ playing music in a dark room with flashing lights. - 00:02–00:15 The scene cuts to a SoulCycle class in progress, with people riding bikes and dancing. - 00:15–00:18 The scene cuts to a woman doing a split on the floor. - 00:18–00:29 The scene cuts back to the SoulCycle class, with people riding bikes and dancing.

# Ad summary This image ad promotes SoulCycle, offering 2 weeks of unlimited rides for $50. The ad features a woman on a stationary bike, creating a sense of energy and fitness. # Brand positioning SoulCycle is presented as a premium fitness brand that offers an immersive and energetic indoor cycling experience. The brand aims to occupy a space in the consumer's mind as a provider of high-intensity, community-driven workouts. The values associated with SoulCycle include fitness, empowerment, and a vibrant lifestyle. The brand positions itself as a leader in the boutique fitness category, offering a unique and engaging workout experience that goes beyond traditional gym settings. The brand positioning is both functional, providing a high-quality workout, and emotional, fostering a sense of community and personal achievement. # Product The advertised product is a promotional offer for SoulCycle, providing 2 weeks of unlimited rides for $50. This offer is targeted towards individuals interested in trying out SoulCycle's indoor cycling classes. The promotion aims to lower the barrier to entry for new customers, allowing them to experience the full range of classes and instructors without a long-term commitment. The offer addresses the potential purchase barrier of high initial costs or membership fees, making it easier for potential customers to try the service. The ad emphasizes the unlimited aspect of the rides, suggesting flexibility and value for money. # Visual style The ad has a clean and energetic visual style. The production quality is high, with professional lighting and a clear focus on the subject. The gradient background and swirling patterns add a dynamic feel. The typography is simple and legible, ensuring the message is easily scannable. The overall style is consistent with fitness and lifestyle brands, aiming to be both aspirational and relatable. # Hooks Headline: 2 Weeks of UNLIMITED RIDES for $50. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the high cost or commitment required to try SoulCycle classes, which may deter potential customers from experiencing the service. The offer of "2 Weeks of UNLIMITED RIDES for $50" directly addresses this barrier by providing a low-cost, risk-free trial period. # Value propositions - Try SoulCycle without a long-term commitment - Experience unlimited classes for a fixed price # Benefits - Access to SoulCycle classes - Cost-effective trial period # Features - Unlimited rides for 2 weeks # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the offer and showcasing the experience through visuals and text. - Customer: The ad is designed to appeal to potential customers by showing a relatable person enjoying the workout. # Storyline - The ad opens with the SoulCycle logo and the offer of "2 Weeks of UNLIMITED RIDES for $50," immediately grabbing attention with a clear value proposition. The brand is telling the audience about a limited-time offer to encourage trial and engagement. - The visual of a fit woman on a stationary bike reinforces the fitness aspect and provides a relatable image of someone actively participating in a SoulCycle class. The brand is showing the audience what they can expect from the experience. - The woman's confident expression and athletic attire convey a sense of empowerment and energy, aligning with the brand's values. The brand is showing the audience the lifestyle and feeling associated with SoulCycle.

# Ad summary This ad promotes SoulCycle, a 45-minute high-intensity cardio-based workout. The ad features a woman who has recently moved to a new city and has found community and routine through SoulCycle. She celebrates her 50th ride by taking a Taylor Swift-themed class. # Brand positioning SoulCycle is presented as a fitness brand that offers more than just a workout; it provides a sense of community and routine, particularly beneficial for those who have moved to a new city and may be experiencing loneliness. The brand aligns with a lifestyle that values mental health and physical fitness, offering a high-intensity cardio workout with an element of fun and social interaction. SoulCycle differentiates itself by creating a unique experience where participants can sing their favorite songs in a room full of strangers, fostering a sense of belonging and shared enthusiasm. The brand positioning is both functional, providing a 45-minute cardio workout, and emotional, offering a supportive community and a fun, engaging experience. # Product SoulCycle is a 45-minute high-intensity cardio-based workout that combines spinning with upper body exercises. It is designed for individuals seeking a fun and engaging fitness experience that also fosters a sense of community. The workout involves singing along to favorite songs in a room full of strangers, creating a unique and energetic atmosphere. SoulCycle provides free lockers for personal belongings and stocked showers and changing rooms for convenience. The ad highlights the milestone of reaching 50 rides, emphasizing the sense of accomplishment and dedication that participants feel. The product addresses the potential purchase barrier of loneliness in a new city by offering a supportive community and routine. # Visual style The ad has a casual, UGC feel with handheld camera work and quick cuts. The production quality is decent, giving it a polished yet authentic vibe. The pacing is fast, with cuts timed to the music and voiceover, creating a sense of energy and excitement. # Hooks Spoken: Anyone who's just moved to a big city can probably relate to the feeling of loneliness. Text overlay: come with me to celebrate a milestone / anyone who's just moved to a big city / can probably relate to the feeling of loneliness Visual: 00:00–00:01: A young woman with dark hair and glasses stands outside a brick building with trees overhead. She smiles and waves at the camera in a selfie-style shot. / 00:01–00:03: The camera shows a first-person view of the woman's feet walking on a gray stone sidewalk. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the feeling of loneliness that can accompany moving to a new city. The speaker says, "Anyone who's just moved to a big city can probably relate to the feeling of loneliness." # Value propositions - Community and routine are important for mental health - SoulCycle provides a fun and engaging fitness experience - SoulCycle offers a supportive community # Benefits - Community - Routine - Mental health - Fun - Engaging fitness experience # Features - 45-minute high-intensity cardio-based workout - Spinning with a sprinkle of upper body - Stocked showers and changing rooms - Free lockers # Call to action None used. # Social proof - "I take this class every Tuesday and I've even made some of my best friends here" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience with SoulCycle. # Storyline - 00:00–00:03 The ad begins with the creator introducing the topic of loneliness for those who have moved to a big city, setting the stage for how SoulCycle can be a solution. - 00:03–00:09 The creator shares her experience of living in a different city for the past 10 months, emphasizing the importance of community and routine for mental health. - 00:09–00:13 She highlights that she takes a SoulCycle class every Tuesday and has made some of her best friends there, showcasing the social aspect of the workout. - 00:13–00:21 The creator celebrates her 50th ride, emphasizing the personal milestone and sense of achievement. - 00:21–00:33 She describes SoulCycle as a 45-minute high-intensity cardio-based workout that combines spinning with upper body exercises and singing favorite songs in a room full of strangers. - 00:33–00:41 The creator concludes by sharing that she celebrated her milestone by taking a Taylor Swift-themed ride and enthusiastically singing "Love Story," reinforcing the fun and engaging nature of SoulCycle.

# Ad summary This image ad for SoulCycle promotes strength training in addition to their cycling classes. # Brand positioning SoulCycle is presented as a premium fitness brand that offers intense workout experiences. The brand is positioned as a provider of both cycling and strength training, appealing to individuals who seek a holistic fitness approach. The brand aligns with a lifestyle of dedication, physical strength, and overall well-being. SoulCycle pushes against the norm of single-discipline fitness studios by offering a combination of cardio and strength training. The brand positioning is both functional, focusing on physical strength, and emotional, emphasizing the dedication and intensity of the workout experience. # Product The product being advertised is SoulCycle's strength training program, which complements their existing cycling classes. The ad features a person lifting a dumbbell, showcasing the physical aspect of the strength training program. The program is for individuals looking to build physical strength and enhance their overall fitness routine. The ad addresses the potential purchase barrier of viewing SoulCycle solely as a cycling studio by highlighting their strength training offerings. The ad aims to convey that SoulCycle is expanding its fitness options to provide a more comprehensive workout experience. # Visual style The ad has a high-quality, studio-shot production style. The visual motif is a close-up shot of a person lifting a dumbbell, emphasizing the physical exertion and strength involved in the workout. The image treatment includes warm lighting and a shallow depth of field, drawing attention to the person and the dumbbell. The typography is large and bold, making the text easily readable. The visual style is designed to be attention-grabbing and impactful, conveying the intensity of the workout experience. # Hooks Headline: Same SOUL, More Strength # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential perception of SoulCycle as solely a cycling studio, limiting its appeal to those interested in strength training. # Value propositions - Expanding fitness options to provide a more comprehensive workout experience # Benefits - More Strength # Features - Strength training program # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating its message through the text and visuals, highlighting the expansion of its fitness programs and the intensity of the workout experience. - Customer: The customer is experiencing the workout, as shown by the person lifting the dumbbell, emphasizing the physical exertion and strength involved. # Storyline - The ad opens with a close-up shot of a person lifting a dumbbell, emphasizing the physical exertion and strength involved in the workout. This is from the perspective of the brand, showcasing the intensity of the strength training program. - The text "Same SOUL, More Strength" is displayed prominently, communicating that SoulCycle is expanding its offerings while maintaining its core values. This is from the brand's perspective, highlighting the evolution of their fitness programs.

# Ad summary This ad promotes SoulCycle's Soul and Strength class. The instructor explains that the class trades extreme speed and intricate choreography for power pacing, more time focused on the upper body with heavier weights, and moving slower in sets. She explains that the class is available in three different studios in New York City, one in Chicago, and one in Los Angeles. # Brand positioning SoulCycle is presented as a high-end fitness brand offering in-person cycling classes. The brand aims to occupy a space in the consumer's mind as a provider of intense, full-body workouts that combine cardio and strength training. The brand aligns with a lifestyle of fitness and wellness, promoting the values of physical strength and mental focus. The brand ignores the norm of low-impact or purely cardio-based cycling classes, instead pushing for a more challenging and comprehensive workout experience. The brand positioning is both functional, emphasizing the workout's intensity and effectiveness, and emotional, aligning with feelings of accomplishment and empowerment. # Product The featured product is SoulCycle's Soul and Strength class, an in-person cycling class that combines cardio and strength training. The class is for individuals seeking a challenging and comprehensive workout experience. The class trades extreme speed and intricate choreography for power pacing, more time focused on the upper body with heavier weights, and moving slower in sets. The class is available in three different studios in New York City, one in Chicago, and one in Los Angeles. The ad tells the viewer that this class is worth trying or buying because it offers a unique combination of cardio and strength training, providing a full-body workout experience. # Visual style The ad has a polished commercial aesthetic with a hybrid feel. The editing style includes quick cuts and static shots. The production quality is high-end, which supports the intended tone of professionalism and expertise. The pacing is consistent throughout the ad. The cuts and product actions are timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:06 And so what this class is Soul and Strength is we trade extreme speed and intricate choreography Text overlay: 00:00–00:06 And so what this class is Soul and Strength is we trade extreme speed / 00:04–00:06 and intricate choreography Visual: 00:00–00:06: The shot is taken from the side of the instructor, who is standing on a stationary bike on a stage. She is a white-presenting woman with curly blonde hair, wearing a black sports bra and camouflage leggings. She is gesturing with her hands as she speaks. In the background, there are other people on stationary bikes, and the SoulCycle logo is visible on the wall. # Funnel stage Consideration # Pain points The ad implies that some people may be looking for a more challenging and comprehensive workout experience than what is typically offered in cycling classes. The ad addresses the frustration of not getting a full-body workout from traditional cycling classes. # Value propositions - The Soul and Strength class offers a unique combination of cardio and strength training, providing a full-body workout experience. # Benefits - A challenging and comprehensive workout experience - A unique combination of cardio and strength training - A full-body workout experience # Features - Power pacing - More time focused on the upper body with heavier weights - Moving slower in sets # Call to action None used. # Point of view - Brand 100% – The entire ad is told from the brand's perspective, with the instructor speaking directly to the camera and promoting the class. # Storyline - 00:00–00:06 The instructor begins by explaining what the Soul and Strength class is. - 00:06–00:15 She explains that the class trades extreme speed and intricate choreography for power pacing, more time focused on the upper body with heavier weights, and moving slower in sets. - 00:15–00:19 She explains that one of the paces that they're going to try is called the Power Jog Climb. - 00:19–00:27 She explains that if you're a cyclist and you're at the bottom of the hill and you want to get to the top of the hill, that's the pace that wins the race. - 00:27–00:36 She explains that Soul and Strength is on the schedule right now in three different studios in New York City, one studio in Chicago, and one studio in Los Angeles. - 00:36–00:42 She thanks the class for being there.

# Ad summary This ad promotes SoulCycle, a fitness brand, by showcasing the high-energy atmosphere of their classes. The ad features a SoulCycle instructor hyping up a class, with shots of people riding bikes in a dark room with colorful lighting. The instructor emphasizes pushing past mental limits and working hard, creating a sense of community and intensity. # Brand positioning SoulCycle is presented as a high-energy, community-focused fitness brand that emphasizes mental toughness and pushing personal limits. The brand aims to occupy a space in the consumer's mind as more than just a workout, but as an experience that challenges both the body and mind. The values promoted are hard work, determination, and a sense of belonging. SoulCycle pushes against the norms of typical gyms by creating a club-like atmosphere with dark rooms, loud music, and motivational instructors. The brand positioning is both functional (providing a challenging workout) and emotional (offering empowerment and community). # Product The featured product is SoulCycle's in-person fitness classes. These classes take place on stationary bikes in a dark room with colorful lighting and loud music. The classes are led by motivational instructors who guide participants through a high-intensity workout. The product is for individuals seeking a challenging and immersive fitness experience that combines physical exertion with mental fortitude. The USP is the unique atmosphere and the emphasis on pushing past mental limits. The ad shows moments of intense physical activity and encouragement from the instructor, highlighting the communal aspect of the class. The ad addresses the purchase barrier of mental fatigue by encouraging viewers to switch their mindset and push through challenges. # Visual style The ad has a hybrid aesthetic, blending polished commercial elements with a UGC feel due to the handheld camera work. The editing style includes quick cuts to maintain a high-energy pace. The production quality is high, with professional lighting and sound, but the handheld camera gives it a more authentic feel. The pacing is fast, with cuts timed to the music beats. The audio-visual sync is strong, with the music and visuals working together to create an immersive experience. # Hooks Spoken: 00:02–00:06: Let's go for eight, seven, six, contract! Visual: 00:02–00:06: Inside a dark SoulCycle class, rows of stationary bikes are visible with people riding them. Blue spotlights shine down from the ceiling, creating a club-like atmosphere. An instructor with a muscular build is standing on a platform, facing the class and counting down. The camera is positioned at the back of the room, capturing the entire scene. The lighting is dim, with the blue spotlights providing the main source of illumination. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of mental fatigue and the tendency to play it safe, encouraging viewers to push past their perceived limits. # Value propositions - SoulCycle offers a unique fitness experience that combines physical exertion with mental fortitude, creating a sense of community and empowerment. # Benefits - Challenging workout - Immersive fitness experience - Mental toughness - Community support # Features - In-person fitness classes - Stationary bikes - Dark room with colorful lighting - Loud music - Motivational instructors # Call to action None used. # Social proof - None used. # Point of view - Customer 0% – No customer POV is present. - Brand 100% – The brand POV is communicated through the instructor and the overall presentation of the SoulCycle experience. - Expert 0% – No expert POV is present. - External source 0% – No external source POV is present. # Storyline - 00:00–00:02 Two men high-five at the front desk of SoulCycle. - 00:02–00:06 00:02–00:06: The scene transitions to a dark SoulCycle class with blue lighting and loud music. An instructor is seen standing on a platform, counting down and hyping up the class. The message is one of high energy and intense physical activity, conveyed through the instructor's enthusiastic tone and the fast-paced music. The perspective is from an observer in the class, capturing the overall atmosphere. - 00:06–00:17 00:06–00:17: The instructor is now on the floor, encouraging a participant who is sitting on the floor next to their bike. The instructor emphasizes mental toughness and pushing past perceived limits. The message is that SoulCycle is about overcoming mental barriers as much as physical ones. The perspective shifts to a more personal level, focusing on individual encouragement within the group setting. The tone is motivational and supportive, aiming to inspire viewers to challenge themselves.