How ClassPass Advertises on Meta

# Ad summary This ad highlights the challenge of balancing multiple fitness activities. It emphasizes the importance of getting enough protein and promoting protein powder as a solution. # Brand positioning The brand is presented as a provider of a convenient solution for active individuals who engage in diverse fitness activities and require sufficient protein intake. The brand aligns with a lifestyle that values fitness, versatility, and wellness. It positions itself as a functional aid to support consumers in meeting their nutritional needs, specifically protein, while managing a busy fitness regimen. The brand promotes accessibility and ease of use, suggesting a product that fits seamlessly into a multifaceted lifestyle. # Product The featured product is a protein powder designed to meet the nutritional needs of active individuals. It works as a supplement to ensure adequate protein intake to support multiple fitness activities, such as powerlifting, running, Pilates, boxing, and free climbing. The ad addresses the challenge of managing varied fitness pursuits by providing a convenient solution. The protein powder is presented as a simple and effective way to ensure one meets their protein needs, making it easier to maintain an active lifestyle without the need for elaborate meal planning or dietary restrictions. # Visual style The ad has a casual, UGC-style aesthetic, likely shot on a smartphone. The editing includes quick cuts to transition between different activities. The production quality appears to be a hybrid, with some shots well-lit and others with a more natural feel. The pacing is fast, with quick cuts highlighting different activities. Cuts are timed to the music. The ad includes both natural and artificial lighting. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:10 The ad starts by presenting the question of how someone can balance various fitness activities. - 00:01–00:09 It transitions to showcasing multiple fitness activities, highlighting the diversity of workouts a person might engage in. - 00:10–00:14 The ad ends emphasizing that getting enough protein is key.

# Ad summary The ad showcases a woman participating in a wide variety of fitness activities, presented as a response to a question of how someone can be so many different types of athlete at once. It cuts between clips of her weightlifting, running, doing pilates, boxing, and rock climbing. The text overlay asks, 'How can you be a powerlifter, runner, Pilates girl, boxer, and rock climber all at the same time?' implying that one person can do it all, then cuts to a selfie of the same woman. It emphasizes versatility and promotes the idea of being a multi-faceted athlete. # Brand positioning The brand promotes the idea of being a versatile athlete by showcasing a woman participating in multiple fitness activities. It positions itself for individuals who enjoy or aspire to engage in various forms of exercise, rejecting the notion of specializing in a single discipline. The brand aligns with a lifestyle that values diversity, fitness, and overall athleticism, suggesting that individuals can embody multiple athletic identities simultaneously. It seems to push against the norm of specializing in one type of sport or exercise, advocating for a more holistic and varied approach to fitness. The brand positioning is emotionally driven, promoting empowerment and versatility in fitness. # Product The ad does not explicitly feature or describe a specific product. Instead, it showcases the lifestyle and versatility of an individual participating in diverse fitness activities. It aims to inspire and promote the concept of being a multi-faceted athlete, engaging in activities like powerlifting, running, pilates, boxing, and sport climbing. The ad is targeted toward individuals who are interested in or currently participate in multiple fitness disciplines. It subtly addresses the barrier of focusing on a single type of workout and encourages individuals to explore and engage in a variety of physical activities. The ad implies that being a well-rounded athlete is achievable and desirable. # Visual style The ad has a casual and authentic aesthetic, likely shot in a UGC-style format. The editing style involves quick cuts between different scenes, maintaining a fast-paced rhythm with approximately 15 CPM. The production quality appears to be a hybrid, blending elements of polished commercial visuals with a more accessible UGC feel. The visual style supports the intended tone of showcasing a diverse and active lifestyle, creating a sense of realism and relatability for the audience. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:11[unclear phrase]How can you be a powerlifter, runner, Pilates girl, boxer, and sport climber all at the same time?' The message is to pose a question to the audience. The perspective is from a general observer presenting a hypothetical scenario. The tone is inquisitive and challenging, setting the stage for a showcase of diverse athletic activities that challenges the audience’s beliefs about fitness roles and limitations. This moment establishes the ad's central question, creating intrigue around the possibility of embodying multiple athletic identities. The narrative flows from the opening question to the variety of activities, then to the question being answered at the end of the video, driving curiosity and engagement throughout the ad. 00:00–00:11

# Ad summary This ad promotes a pilates studio by offering a free two-week trial. The ad features three people in a pilates class, all using pilates reformer machines. # Brand positioning This brand is presented as a provider of pilates classes, offering a modern and inclusive fitness experience. The brand aims to occupy a space in the consumer's mind as a provider of accessible and effective pilates workouts. The brand aligns with values of health, wellness, and community, promoting a lifestyle of physical fitness and self-care. The brand appears to ignore the category norm of exclusive or intimidating fitness environments, instead presenting a welcoming and diverse atmosphere. The brand positioning is both functional (providing effective workouts) and emotional (promoting a sense of well-being and community). # Product The product being advertised is access to pilates classes at a studio, specifically highlighting the use of pilates reformer machines. The classes are for individuals seeking a full-body workout that improves strength, flexibility, and core stability. The ad explicitly offers a "get 2 weeks free" trial, addressing the purchase barrier of initial cost and commitment. The ad shows people of different ages and ethnicities participating in the class, implying that the product is for anyone interested in pilates. # Visual style The ad has a clean and bright visual aesthetic, with a focus on showcasing the pilates class in a positive and inviting light. The production quality is high, with professional lighting and clear imagery. The image treatment includes a slight color grading to create a warm and inviting tone. The typography is large and bold, making the offer easily scannable. The style is designed to be visually appealing and attention-grabbing in a social media feed. # Hooks Headline: get 2 weeks free # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a shot of three people in a pilates class, all using reformer machines. This is intended to showcase the product in action and create a sense of community and activity. The audience experiences this from the perspective of a potential customer, seeing what a class looks like. - The text overlay "get 2 weeks free" is prominently displayed, highlighting the offer and incentivizing viewers to try the classes. This is told from the brand's perspective, directly communicating the offer to potential customers.

# Ad summary This image ad for a fitness app provides a lock icon and messaging about unlocking a free trial for top-rated fitness classes and gym time for 2 weeks. # Brand positioning The brand is not explicitly named in the ad, but it is implied to be a service that provides access to local fitness classes and gym time. The brand aims to occupy a space in the consumer's mind as a convenient way to book top-rated fitness classes and gym time in their area. The brand is positioning itself as a modern platform that makes fitness accessible and convenient, pushing against the traditional norms of gym memberships and inflexible schedules. The brand's positioning is functional, emphasizing simplicity and accessibility for users looking to explore different fitness options without long-term commitment. # Product The featured product is a service that provides access to top-rated fitness classes and gym time near the user. It is for people who are looking for a convenient way to explore different fitness options without committing to a single gym or class. The product offers a free 2-week trial, addressing the purchase barrier of commitment and upfront costs. This is a value-driven service aimed at empowering individuals to discover local fitness opportunities on a flexible schedule. The ad conveys that this service makes it easy to book classes, offering a hassle-free experience. # Visual style The ad features a modern, sleek visual style with a blurred background of people working out in a gym, and a clean lock icon. The color scheme is dominated by a dark red, which gives a sense of energy and intensity. The text is large and bold, creating a sense of urgency and excitement. The ad mimics a platform-native style with a simple layout and straightforward messaging. # Hooks Headline: Unlock your free trial # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The image shows out-of-focus people working out in a gym. This sets the context and implies activity and fitness as the overall setting. The brand is using this to establish the environment in which their service is applicable. - In the center of the image, there is a lock icon and the message, "Unlock your free trial." This conveys that the fitness classes are usually inaccessible but can be unlocked for free via a trial. This message is from the brand and is intended to pique the viewer's interest by showing the value they can gain from engaging with the product. - Below the main text, it states, "Book top-rated fitness classes & gym time near you, free for 2 weeks." This provides more detail on what the free trial includes, clarifying the type of fitness opportunities available. This part of the story is being told by the brand to clarify and inform the user.

# Ad summary This ad for ClassPass promotes the service with quick cuts of various workout activities, highlighting that you can 'Get 2 weeks free of ClassPass'. # Brand positioning ClassPass is presented as a fitness membership service that allows access to a variety of exercise classes and wellness experiences. The brand positions itself as a way to explore different workout options and integrate fitness into your lifestyle, offering flexibility and choice in how you pursue wellness. ClassPass seeks to occupy the space of a diverse and adaptable fitness solution, differentiating itself from traditional gyms by providing access to a wide range of activities and studios. The brand aligns with a modern, active lifestyle, and promotes the value of variety and convenience in fitness. # Product ClassPass is presented as a membership service that provides access to a variety of fitness classes and wellness experiences. The ad showcases different workout activities such as Pilates, cycling, HIIT, boxing, and climbing, emphasizing the variety offered through the platform. It addresses the pain point of being stuck in a monotonous workout routine by providing access to a wide array of studios and classes, highlighting the ease of trying out new forms of exercise. The ad aims to convince potential users that ClassPass is worth trying or buying by showing how it can diversify their fitness regimen and offer the freedom to explore different activities without committing to a single gym or studio. # Visual style The ad features a high-energy, fast-paced visual style with quick cuts between various fitness activities. The production quality is polished, giving it a commercial feel. The editing rhythm is rapid, with cuts timed to the beat of the upbeat music track, enhancing the sense of excitement and variety. The lighting and color grading change with each activity, keeping the visuals fresh and dynamic. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:10 The ad opens with quick cuts of people engaged in different types of exercise, showcasing the variety of activities offered through ClassPass. - 00:00–00:10 Each shot is overlaid with text stating 'Get 2 weeks free of [activity]', highlighting a limited-time offer for new users. - 00:10–00:11 The ad concludes by showing the ClassPass logo and branding, reinforcing the message that ClassPass offers access to these diverse fitness activities.

# Ad summary This is a UGC-style ad for ClassPass. The ad asks why the viewer wouldn't want to try ClassPass for free for two weeks. It shows a range of different fitness classes that can be booked through ClassPass. # Brand positioning ClassPass is presented as a flexible and convenient way to access a wide variety of fitness and wellness experiences. The brand aims to occupy the space of a fitness aggregator, offering users the ability to try different studios and activities without committing to a single gym or class type. It aligns with a lifestyle that values variety, exploration, and convenience. ClassPass pushes against the traditional gym model by offering flexibility and choice, appealing to users who want to explore different fitness options. The brand positioning is both functional (access to many classes) and emotional (freedom to explore what you enjoy). # Product ClassPass is a subscription service that allows users to book a variety of fitness and wellness classes, from yoga and cycling to boxing and massage. The ad highlights the diversity of activities available through the platform. The ad implies that ClassPass is for people who enjoy variety in their fitness routine and want to explore different studios and class types. A USP is the flexibility and convenience of accessing multiple fitness options with a single membership. The ad addresses the barrier of commitment by offering a 2-week free trial, making it easier for potential customers to try the service without financial risk. The ad is telling the viewer that ClassPass is worth trying because it offers a wide range of fitness options and the freedom to explore different activities without committing to a single gym or class. # Visual style The ad has a UGC style, with diverse settings and people showcasing the variety of classes available on ClassPass. The editing includes quick cuts to show as many different activities as possible in a short time. The production quality is polished, but the content feels authentic, like it could be user-generated. The visuals are upbeat and energetic to match the tone. The cuts sync with the music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:09 The ad opens with a question, "looking for reasons to NOT get 2 weeks free of ClassPass?" - 00:00–00:09 The question is posed with the intention of grabbing the viewer's attention by presenting a counterintuitive idea. It frames the product in a way that piques curiosity and challenges the viewer to think about why they wouldn't want a free trial. The perspective is from the brand, using a playful and slightly challenging tone to engage the audience. This opening aims to subvert expectations and draw viewers in with a hook that questions their reluctance.

# Ad summary This ad promotes ClassPass, a fitness membership service, by offering a two-week free trial. The video showcases various workout classes and fitness activities available through the platform, such as yoga, weightlifting, cycling, and boxing, all while emphasizing the diversity and convenience of ClassPass. # Brand positioning ClassPass positions itself as a versatile fitness marketplace that disrupts traditional gym memberships by providing access to a wide variety of fitness classes and wellness experiences. The brand aims to occupy the space of convenience and flexibility, attracting users who value variety in their workout routines. This positions ClassPass as a modern, adaptive solution for fitness enthusiasts looking to move beyond the limitations of a single gym or studio. # Product ClassPass is a fitness membership service that offers users access to a variety of workout classes and wellness experiences across multiple studios and gyms. The platform allows users to book fitness classes such as yoga, cycling, weightlifting, and boxing through a single membership. The ad highlights the two-week free trial offer, aiming to lower the barrier to entry and encourage new users to explore the platform's diverse range of fitness options. It addresses the pain point of being locked into a single gym or fitness routine, offering the flexibility to try different activities and studios. # Visual style The ad features a dynamic, fast-paced editing style with quick cuts to showcase the variety of fitness activities. The production quality appears polished, combining studio-lit scenes with natural lighting to highlight different workout environments. The visual motifs include recurring shots of people engaged in various exercises, emphasizing the diversity of ClassPass offerings. The pacing is rapid, with cuts timed to match the energetic feel of the workout scenes. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with a dynamic montage of various fitness activities, each showcasing different workout classes and environments. - 00:03–00:14 The sequence continues, rapidly transitioning between different fitness settings such as yoga, cycling, weightlifting, and boxing.

# Ad summary This ad uses a meme format to connect the inconvenience of exercising without ClassPass to the struggles of living in the Mesozoic era. It humorously suggests that ClassPass makes finding and attending fitness classes much easier than enduring prehistoric hardships. # Brand positioning The ad implicitly positions ClassPass as a modern solution to fitness access, contrasting it with the strenuous, solitary effort suggested by the 'pre-ClassPass' scenario. By creating a humorous contrast between the ease of ClassPass and the struggles of prehistoric life, the brand emphasizes its value proposition of convenience and accessibility to diverse fitness options, aiming to be seen as a hassle-free part of contemporary lifestyle. The brand avoids traditional fitness marketing clichés, aligning with a tone of playful relatability rather than intense performance. # Product ClassPass is presented as a service that provides easy access to fitness classes, implying that it simplifies the process of finding and attending workouts. The ad suggests that without ClassPass, one might have to resort to extreme and inconvenient measures to stay fit, such as lifting weights in a prehistoric setting, highlighting that ClassPass eliminates these struggles. It implicitly promises a more manageable, diverse, and enjoyable fitness experience, removing barriers such as limited options and strenuous effort. # Visual style The ad utilizes a meme-style visual juxtaposition to create humor. The production quality appears to be a blend of digital drawing and stock photo elements, with a slightly painterly effect. The typography is simple and clear, prioritizing scannability. # Hooks Headline: you in the mesozoic era before ClassPass existed: # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the phrase 'you in the mesozoic era before ClassPass existed:' framing the scenario from the customer's perspective. The goal is to humorously illustrate the extreme lengths one would have to go to exercise without the convenience of ClassPass. - The visual shows a dinosaur lifting weights in a prehistoric environment, furthering the implication that life (and fitness) was much harder before ClassPass. This scene emphasizes the convenience and ease that the Brand says ClassPass provides to its users today.

# Ad summary This image ad contains a call to action for the viewer to swipe for a surprise. # Brand positioning There is no brand mentioned in this ad. # Product There is no product mentioned in this ad. # Visual style The visual style is simple and minimal, with a bright color palette. The use of emojis gives it a playful and informal feel. The design is clean and modern, suitable for capturing attention quickly. # Hooks Headline: ✨ swipe for a surprise ✨ # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The image encourages viewers to swipe for a surprise. This is intended to draw the audience in and create intrigue about what will happen when they swipe, from the brand's perspective.

# Ad summary The ClassPass ad shows two women doing pilates on reformer machines. The on-screen text encourages viewers to "feel the burn with 2 weeks free of ClassPass." # Brand positioning ClassPass is presented as a way to "feel the burn". The ClassPass brand promotes an active and healthy lifestyle by providing access to various fitness classes. By offering a "two weeks free" trial, ClassPass aims to lower the barrier to entry and encourage potential customers to experience the variety of classes available through its platform, positioning itself as a flexible and accessible fitness solution. # Product ClassPass is advertised as a fitness membership that provides access to a variety of fitness classes. The product is for anyone looking to explore different types of workouts and fitness studios, without being tied to a single gym or class. The advertisement highlights a limited-time offer of "2 weeks free," addressing the potential purchase barrier of initial cost. It provides a way for users to experience the platform and different fitness classes before committing to a subscription. The ClassPass membership is implied to give the user access to pilates classes, as the ad features people doing pilates on a reformer. # Visual style The ad has a polished commercial aesthetic. The lighting is soft and even, and the camera is static and well-framed. The editing style is a static shot, emphasizing a clean and professional look that supports the brand's tone and appeal. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:07 Two women work out on pilates reformers.

# Ad summary This ad promotes a 2-week free trial for a Pilates-style fitness studio. It shows women working out on specialized machines in a modern gym setting, highlighting the workout's visual appeal and the limited-time offer. # Brand positioning This brand presents itself as a modern and results-driven fitness studio, specializing in Pilates-style workouts using custom machines. The emphasis on aesthetic workout spaces, combined with the 'first two weeks free' offer, is designed to appeal to individuals who value both effectiveness and an enjoyable fitness experience. The studio's modern gym and sleek equipment suggests it's targeting an audience that values an upscale or boutique fitness environment. # Product The advertised product is access to a Pilates-style fitness studio and its classes. The workouts are performed on specialized machines, with exercises focusing on core strength and full-body conditioning. The ad's focus on visually appealing movements and the clean, modern studio environment is intended to draw in potential customers. The main selling point highlighted is a 'get 2 weeks free' offer, which aims to lower the barrier to entry and encourage trial. The product is for people interested in Pilates, strength training, or general fitness. # Visual style The ad features a polished and modern aesthetic. The setting is a bright and clean fitness studio, with emphasis on visual appeal. The editing is minimal, and the pacing is medium. The use of mirrored walls gives the impression of an active workout space. The ad aims to appeal to viewers seeking a trendy, upscale fitness experience. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with women exercising on Pilates reformer machines in a fitness studio. - 00:00–00:12 The main message is that customers can get two weeks free with the service.

# Ad summary The ad showcases a group fitness class using Pilates reformer machines. The ad aims to drive sign-ups for ClassPass with an offer of two weeks free, highlighting the possibility of integrating fitness into one's routine. # Brand positioning ClassPass is presented as a platform that enables users to discover and participate in a variety of fitness classes and wellness experiences. The brand aims to occupy a space in the consumer's mind as an accessible and flexible way to explore diverse fitness options, breaking away from the traditional gym membership model that often locks individuals into a single type of workout or facility. It promotes the values of variety, convenience, and personalized fitness, aligning with a lifestyle that prioritizes flexibility and exploration. The brand's positioning is both functional (providing access to many gyms and classes) and emotional (empowering users to find the right fitness routine). # Product ClassPass is a subscription-based service that allows users to access a variety of fitness classes, gym sessions, and wellness experiences across different studios and locations. The product caters to individuals looking for diverse workout options without committing to a single gym or studio membership. Its main selling points are flexibility, variety, and the ability to discover new fitness activities. ClassPass addresses the purchase barriers of high costs and limited options, allowing users to explore different workouts based on their preferences and schedules. The ad promotes a two-week free trial, encouraging potential customers to experience the platform's benefits firsthand. # Visual style The ad has a polished feel with clear and bright lighting. The editing style consists of static shots, which highlight the fitness activities taking place. The production quality gives off a commercial feel, aiming to appeal to an audience interested in fitness and wellness. The pacing is moderate, allowing viewers to focus on the workout. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:12 The ad opens with a group of people using Pilates reformer machines in a fitness studio.

# Ad summary This ad promotes ClassPass by offering two free weeks. The ad features an instructor and several people performing a dance routine together. # Brand positioning ClassPass is presented as a platform that grants access to a variety of fitness and wellness classes. The brand is positioned as a convenient and flexible way to explore different workout options without being tied to a single gym or studio. The brand aims to appeal to those seeking variety and convenience in their fitness routine, and pushes against the idea of being locked into one specific fitness method or location. This brand positioning is functional, focusing on simplicity and access, while also leaning into the emotional aspect of finding enjoyable and diverse fitness experiences. # Product ClassPass is promoted as a membership program that allows users to access various fitness and wellness classes across different studios and gyms. The ad highlights a special offer of two free weeks of ClassPass, which serves as an incentive for new users to try the platform. The ad positions ClassPass as a convenient way to explore different workout styles, such as the dance class shown in the video. ClassPass is shown being used in an energetic group setting, implying a community aspect to the fitness experience. The offer addresses the purchase barrier of initial cost by allowing potential users to experience the service before committing to a membership. # Visual style The ad has a polished and upbeat aesthetic with a focus on energy and movement. It features bright lighting and clean visuals. The editing is minimal, with static shots to keep the focus on the dancing. The production quality looks high-end, giving it a professional feel that aligns with the brand's image. The pacing is moderate, following the beat of the music. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad starts with a group of people doing a dance routine in a fitness studio. - 00:00–00:02 The purpose of this part is to grab the viewer's attention with an energetic workout scene. - 00:00–00:02 The audience sees the ad from the perspective of an observer watching an engaging fitness class. - 00:00–00:02 This opening creates a sense of fun and community. - 00:00–00:09 Text appears on the screen advertising two free weeks of ClassPass, which serves as an offer. - 00:00–00:09 This message is designed to entice viewers to try the service by reducing the risk of initial commitment. - 00:00–00:09 This part shows the brand's offer to potential new users. - 00:00–00:09 This information is presented in a straightforward manner to clearly communicate the offer.

# Ad summary This ad uses a lifestyle visual to promote self-care and wellness. # Brand positioning The ad positions the brand as aligning with a lifestyle of wellness and self-care. The visual cues, like the well-designed interior and the plant, suggest a focus on creating a calming and aesthetically pleasing environment. By placing the mirror with the phrase "in my wellness era" in such a setting, the brand aims to occupy a space in the consumer's mind as a promoter of holistic well-being. This positioning rejects the norms of fast-paced, stressful lifestyles, opting instead for a tone of mindfulness and intention. The brand connects with consumers who care about their personal well-being. # Product The product featured is a full-length mirror designed with a rounded, irregular shape that creates a contemporary aesthetic. The mirror's surface reflects its surroundings, including the surrounding room and the person taking a photo of themselves. A notable design element is the phrase "in my wellness ERA" written on the glass. This acts as both a decorative accent and a statement that encapsulates the product's USP—to encourage a focus on personal well-being and self-care. This mirror is intended for anyone interested in elevating their living space with a functional and decorative piece that also promotes a wellness-oriented mindset. By purchasing this mirror, the consumer is buying into a lifestyle or an “era” of wellness. # Visual style The ad features a clean, minimalist aesthetic with a focus on natural light and neutral tones. The production quality appears to be high, with a well-staged and aesthetically pleasing setting that is reminiscent of an Instagram post. The image treatment includes soft lighting and subtle color grading to enhance the calming atmosphere. The typography is clean and modern, integrated seamlessly into the visual composition. The overall style is intended to be scannable and appealing, designed to capture attention in-feed by contrasting typical busy or cluttered visuals. # Hooks Headline: IN MY wellness ERA # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a visually appealing interior setting, featuring a plant, seating, and a uniquely shaped mirror. This creates an immediate impression of calm and aesthetically-driven self-care. The audience experiences this through the perspective of someone viewing the space as a consumer might find it in their own home or a lifestyle brand's showroom. The intention is to set a tone of mindful living before any product-specific messaging is introduced. - The focal point shifts to the mirror, which bears the phrase "in my wellness ERA." This acts as the main message. The brand is telling the audience that the mirror is not just a reflective surface, but an invitation to participate in an intentional and self-aware lifestyle of wellness. This progresses the narrative by transitioning from a general mood to a specific product-driven message. - The viewer sees their reflection in the mirror, taking a photo with their phone. This is intended to illustrate how the product fits into a user's daily routine. From the customer's POV, it progresses the narrative by showcasing the product in use, thus making the product relatable and creating a vision of how the customer can be a part of that wellness lifestyle.

# Ad summary This ClassPass ad features a photo of a man looking out at a lake. The text overlayed on the image highlights a promotional offer of 2 weeks free of ClassPass. # Brand positioning ClassPass is presented as a gateway to relaxation and enjoyment, aligning with a lifestyle of wellness and flexibility. It suggests that by offering access to fitness and wellness experiences, ClassPass helps individuals find peace and satisfaction in their daily lives. The brand positions itself as a provider of opportunities for personal enrichment, allowing customers to seamlessly integrate self-care into their routines. # Product The product is ClassPass, a membership service that provides access to a variety of fitness and wellness experiences. It is for individuals seeking flexibility and variety in their workout routines or wellness activities. The ad explicitly mentions a promotion of '2 weeks free,' highlighting a risk-free trial period designed to entice potential customers to experience the service. ClassPass is presented as a solution to the potential monotony of traditional fitness routines by offering access to diverse classes and experiences. # Visual style The ad utilizes a lifestyle aesthetic, featuring an individual in a serene outdoor setting to convey a sense of peace and well-being. The production quality appears to be a stock photo. The image is naturally lit, with soft focus and natural color grading. The typography is simple and clean, layered over the image in a way that is legible but not visually disruptive. The visual style is designed for quick scannability in-feed, creating a calming effect. # Hooks Headline: At peace # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with the message 'At peace,' setting a tone of relaxation and contentment. The purpose is to immediately capture the viewer's attention by evoking a desirable emotional state. The viewer is experiencing it from the brand perspective. - The ad reveals the reason for this peace: 'because I got 2 weeks free of ClassPass.' This connects the emotional state to the product benefit. The viewer is experiencing it from the customer perspective.

# Ad summary A creator discusses the challenges of balancing multiple athletic identities (Pilates princess, gym rat, runner, boxer, cyclist) and demonstrates the versatility of a product designed to support diverse training regimens. # Brand positioning The brand aims to cater to individuals who engage in a diverse range of physical activities, not limiting themselves to a single athletic identity. It positions itself as a solution for those who balance multiple fitness disciplines. The brand values versatility and adaptability, promoting a lifestyle that embraces various forms of exercise. It targets people who reject the notion of being pigeonholed into one category and instead pursue a holistic approach to fitness. The brand's positioning is both functional (providing support for different activities) and emotional (empowering users to embrace their multifaceted athletic selves). # Product The product is a portable bottle that is designed for individuals who engage in multiple different physical activities. Its purpose is to serve multiple athletic needs at once, rather than require distinct hydration solutions. The product is showcased during different activities to highlight its versatility, implying that it's an all-in-one solution for diverse training regimens. The bottle appears to be reusable, contributing to a sustainable approach to fitness. The ad suggests that the product removes the need to switch between different bottles or hydration methods depending on the activity, simplifying the user's routine. # Visual style The ad has a UGC feel. The visual style is simple and candid. The setting is outdoors, and the creator uses natural light. # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] - [object Object] # Storyline - 00:00–00:05 A creator expresses the difficulty of balancing multiple athletic activities.

# Ad summary This ad for ClassPass uses a surprise hook to grab attention and communicate the deal. It begins by teasing the viewer that they have lost 2 free weeks of ClassPass before revealing, 'jk!', and offering a chance to grab it. # Brand positioning ClassPass is presented as a platform that grants access to fitness and wellness experiences. The brand's positioning is centered around accessibility and value, as highlighted by the offer of free weeks. It caters to individuals seeking flexibility and variety in their workout routines, rather than being tied to a single gym or class type. The tone is playful and attention-grabbing, using humor to engage potential users. # Product ClassPass is a digital platform offering access to fitness and wellness experiences. The ad promotes a limited-time offer of 2 free weeks of ClassPass, positioning it as an opportunity to explore various workout options without commitment. It is implied that the product is aimed at individuals seeking variety and flexibility in their fitness routines, as opposed to being tied to a single gym or class. The primary selling point is the chance to try ClassPass for free, lowering the barrier to entry and encouraging users to experience the benefits firsthand. # Visual style The ad uses a clean, simple visual style with a light blue background and white text. The editing rhythm is quick, with only two distinct shots. The production quality has a polished feel. The pacing is moderate and shifts with the reveal. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: The ad opens with the text 'hey friend!' displayed above a miniature pilates reformer. Text then reads 'you lost 2 weeks free of ClassPass' next to a broken heart emoji, as a hand points at the reformer, creating a sense of loss. The message intends to evoke a negative reaction and grab the viewer's attention with what appears to be bad news. The tone is slightly teasing and humorous, coming from an unknown speaker with a playful visual style. - 00:02–00:06 00:02–00:06: The text changes to 'jk!' and then 'here's your chance to grab it' as the hand displays a ClassPass app icon. The visuals and message pivots to reveal the initial statement was a joke, and now there's an opportunity to benefit. The hand holding the app icon is presented from the viewer's perspective to connect with a direct call to action. The quick change in the text and musical tone is intended to evoke relief.

# Ad summary This ad by ClassPass targets people who are tired of regular fitness activities. It uses an initial tongue-in-cheek statement, saying getting two weeks free of ClassPass is overrated, before showcasing a variety of unique and exciting fitness classes available through the platform. The ad aims to convey that ClassPass offers a diverse range of activities, making fitness more enjoyable and less monotonous. # Brand positioning ClassPass is presented as a dynamic and innovative fitness platform that aims to break away from the monotony of traditional workout routines. The brand positions itself as a provider of access to a wide variety of fitness classes and experiences, encouraging users to explore different activities and find what truly motivates them. The ad highlights the brand's ability to offer unique, diverse, and engaging fitness options, making it an appealing alternative to conventional gyms and workout plans. ClassPass aligns with a lifestyle that values variety, exploration, and enjoyment in fitness, pushing against the norms of repetitive and uninspiring workout routines. # Product ClassPass is a fitness platform that provides access to a diverse range of workout classes and wellness experiences. The platform allows users to explore various fitness activities, from yoga and Pilates to boxing and rock climbing, all through a single membership. ClassPass is for anyone seeking variety and excitement in their fitness routine, offering a way to break free from the monotony of traditional gyms. The platform addresses the purchase barrier of committing to a single gym or type of workout by providing flexibility and choice, encouraging users to discover new passions and stay motivated. The ad explicitly states that getting two weeks free is ‘sooo overrated’, suggesting that the true value lies in the ongoing access and variety that ClassPass provides, positioning it as a worthwhile investment for fitness enthusiasts. # Visual style The ad has a polished, commercial aesthetic with vibrant colors and well-lit environments, creating an energetic and inviting tone. The editing style employs quick cuts to showcase a variety of fitness activities and locations, maintaining a fast-paced rhythm that highlights the diversity offered by ClassPass. The production quality is high, typical of a professional commercial, which aims to build trust and appeal to a broad audience. The pacing is rapid, with frequent cuts that keep the viewer engaged and emphasize the dynamic nature of the platform. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 The ad starts with the statement, “Getting 2 weeks free of ClassPass is sooo overrated”. - 00:05–00:14 The ad shows many different kinds of physical activity classes that can be taken with ClassPass.

# Ad summary The ad starts with the text overlay, "Getting 2 weeks free of ClassPass is sooo overrated" and shows a variety of different classes. Each class is followed by text that says, "Overrated". The ad is suggesting that ClassPass is not valuable. # Brand positioning The brand ClassPass is an app that gives users access to a variety of fitness and wellness experiences. The brand wants to position itself as a better option than getting 2 weeks free, due to the user gaining access to a variety of different fitness and wellness experiences. The brand promotes an active lifestyle and is functional. # Product The ClassPass app gives users access to a variety of different fitness and wellness experiences. The brand is functional, giving people access to work-outs and studios that people may not have access to. The app addresses purchase barriers because users can try different classes without committing to one specific location. # Visual style The ad has a polished aesthetic. The editing style is quick cuts. The production quality is polished, giving it a commercial feel. There are quick cuts that go along with the beat of the music. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 The ad starts with a text overlay, "Getting 2 weeks free of ClassPass is sooo overrated". - 00:05–00:14 00:05–00:14 The ad shows a variety of different fitness and wellness classes. Each time a class is shown the text overlay, "Overrated" is displayed. This suggests that ClassPass is not a valuable tool to use when discovering fitness classes.

# Ad summary This ad showcases a ClassPass promotion in a fitness center, highlighting the variety of exercises available through the app. A female voiceover promotes the 2-week free trial with energetic background music. # Brand positioning ClassPass is presented as a platform that offers a wide variety of fitness and wellness experiences. The brand is positioned as a solution for exploring different types of workouts without being tied to a single gym or activity, appealing to those who value variety and flexibility in their fitness routine. The tone is energetic and motivating, aligning with a lifestyle of active exploration and self-improvement. It challenges the norm of committing to one type of exercise, instead promoting access to diverse options. # Product ClassPass is a subscription-based app that provides access to a variety of fitness classes and wellness experiences, such as gym workouts, yoga, cycling, and spa treatments. It is designed for individuals who seek flexibility and variety in their wellness routines. The ad highlights the benefit of discovering new activities and studios through a single membership. The featured promotion is a free two-week trial, addressing the purchase barrier of committing to a new service by allowing users to experience the app's offerings risk-free. # Visual style The ad has a polished, commercial feel with quick cuts and dynamic transitions to maintain energy. The production quality is high, with vibrant colors and clear audio. Visual motifs include fast-paced montages of different exercises and direct testimonials from satisfied users. The pacing is consistently fast, with frequent cuts to match the upbeat background music. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Download the ClassPass app # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:06 The ad opens with diverse individuals actively engaged in fitness activities within a neon-lit fitness studio. - 00:06–00:12 The visual cuts quickly between different workout scenes, including cycling, yoga, and weightlifting, while a voiceover announces a special offer. - 00:12–00:16 The ad transitions to a male individual in a different environment, expressing his enthusiasm for the ClassPass app and how it has broadened his fitness options. - 00:16–00:21 The ad features a female speaking directly to the camera, sharing her personal experiences with ClassPass. - 00:21–00:26 The ad shows another male speaker, explaining how ClassPass allows him to try different types of exercises. - 00:26–00:30 The ad concludes with a diverse group of individuals in various fitness settings, reinforcing the inclusivity and wide range of activities available through ClassPass.