The wrong plan

Client

Weight-loss app

Platform

Meta · 9:16

Length

0:35

The idea

A woman explains, in her own words, why her diets kept failing: it wasn’t willpower, it was the plan. Many women will recognize the story.

Sales angle

“It’s not you, it’s the plan.” The ad takes the blame off the viewer.

CTA

Take the quiz → make this January the one that sticks.

How it’s built

• —The very first line says it wasn’t her fault. That’s the hook.
• —Word-by-word captions, so it works without sound.
• —The product is named at the ten-second mark, and then we see it in her everyday life.
• —This is a dramatization. The woman is an AI character, not a real customer.

Transcript

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

I wasn’t lazy. I just had the wrong plan.

I’d start strong, then real life would punch a hole in the plan. By dinner I’d be hungry and annoyed.

So I took the ■■■ quiz. It gave me meals I could actually make — eggs, chicken, simple stuff. Not weird diet food.

If one day went sideways, I didn’t start over. That’s what finally made it stick.

I sent it to my sister that night. Same January promise — only this time, I actually kept it.

End card: Make this January the one that sticks. Take the quiz →