Mila & Ana

Client

Weight-loss app

Platform

Meta · 9:16

Length

0:51

The idea

Two friends catch up in a restroom, and one of them has clearly lost weight. The product only comes up when the other asks how.

Sales angle

A friend’s recommendation. Curiosity comes first, and the product shows up as the answer to “how?”

CTA

Take the quiz → a personalized plan.

How it’s built

• —It opens with a question instead of a logo. That question is the hook.
• —We show the result first, so viewers stay to find out how.
• —Each benefit answers one of her friend’s doubts.
• —Captions for people watching without sound. The opening joke comes back right before the CTA.

Transcript

Captions as they appear in the ad. We’ve removed the product name.

Friend 1Who’s the hottie?

Friend 2Talk fast, I’m gonna pee myself.

Friend 1Wait… oh my God. You lost what?

Friend 2Twenty pounds.

Friend 1Oh, stop. Is this because of the hottie?

Friend 2Oh my God, shut up.

Friend 1Wait. You’re on those shots?

Friend 2You know I hate needles.

Friend 1Then how?

Friend 2■■■.

Friend 1You cook? You couldn’t even decide what to eat when we lived together.

Friend 2Exactly.

Friend 1Okay, seriously?

Friend 2I did this quiz. What I like, what I don’t, my goal. Then it builds me a personalized meal plan.

Friend 1So you don’t have to decide what to eat?

Friend 2No.

Friend 1But you’re not cooking for hours?

Friend 2I pick the simple meals.

Friend 1And you’re not starving?

Friend 2No, weirdly. I barely crave sweets anymore.

Friend 1Why?

Friend 2Fewer carbs. Your body starts using fat for energy instead of sugar.

Friend 1Send me the link.

Friend 2I will.

Friend 1Wait! What about the hottie?

Friend 2He wasn’t in the plan.

End card: Your personalized plan. Take the quiz →