How Les Mills Advertises on Meta

# Ad summary This ad promotes the Les Mills+ fitness app, highlighting a limited-time offer of 40% off an annual premium plan. The ad uses quick cuts of trainers during workouts and an implied customer doing a workout at home. It emphasizes the accessibility of elite trainers through the app. # Brand positioning Les Mills+ is presented as a premium, accessible fitness solution. The brand aims to occupy the space of providing elite fitness training at home, aligning with a lifestyle of convenience and high performance. The brand pushes against the norms of in-person fitness classes by providing the same quality workouts through a digital platform. Its positioning is functional, offering convenience and access to expert training, while also providing emotional benefits such as feeling motivated and healthy. # Product Les Mills+ is a fitness app that provides access to elite trainers and a variety of workout programs. The app is for anyone looking to workout from the comfort of their home and have access to personal trainers. The ad highlights that you can "Get 40% off an annual premium plan," with "Elite rise trainers, now training you.". It suggests convenience and high-quality fitness instruction from home, addressing the barrier of access to elite trainers. # Visual style The ad has a mix of UGC and polished commercial styles. The editing uses quick cuts to maintain a fast pace, alternating between scenes of trainers in a studio setting and a woman in her home. The production quality varies from the more casual, natural lighting in the woman’s home to the studio-lit scenes of the trainers. The pacing is fast-paced with quick cuts, which energizes the overall tone. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02: A woman in workout clothes directly addresses the camera, promoting a limited-time offer, and walking away from camera. - 00:02–00:04 00:02–00:04: Quick cuts show the Les Mills trainers in action, followed by text promising access to "Elite rise trainers," highlighting credibility and expertise. - 00:04–00:06 00:04–00:06: The storyline then shows the customer doing a class on her TV. This connects the dots between trainers and customer with the text "Now training you."

# Ad summary This ad showcases Les Mills+ as a convenient fitness platform featuring a variety of exercises led by professional instructors. The ad intersperses active people who are shown following along with Les Mills+ instructors. # Brand positioning Les Mills+ is presented as a digital fitness platform that enables users to watch and train along with fitness instructors from the comfort of their own homes. The brand promotes inclusivity by demonstrating its exercise routines with diverse people in diverse settings, eliminating the need for a physical gym. Les Mills+ emphasizes convenience and accessibility, allowing users to engage in fitness activities at any time and from any location. The brand focuses on the emotional benefit of enjoying fitness and improving health, empowering people to achieve their fitness goals through accessible and engaging online workouts. # Product Les Mills+ is an online fitness platform that enables users to train along with exercise instructors remotely. The platform provides access to a variety of fitness programs that can be accessed from anywhere, allowing users to achieve their fitness goals from the comfort of their own homes. The service is delivered via streaming on a variety of devices. The platform addresses the barriers of gym access, scheduling conflicts, and discomfort in public workout spaces by offering accessible and convenient fitness routines. # Visual style The ad has a polished and energetic aesthetic, with quick cuts between active individuals and home environments. The production quality is high, with well-lit scenes and clear visuals. The pacing is fast, maintaining a sense of dynamism and excitement. The cuts are synced with the music, enhancing the rhythm and motivation. # 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 - 00:00–00:02 00:00–00:02 An active woman in a gym setting confidently executes an exercise routine. The intention is to grab the viewer's attention by showcasing the dynamic nature of the workout. The perspective is from an external observer, capturing the strength and intensity of the exercise. The tone is energetic and empowering, inviting viewers to participate. - 00:02–00:05 00:02–00:05 A man is shown working out in his living room while watching an instructor on television. The intention is to highlight the convenience and accessibility of training on Les Mills+. The perspective switches to the man's point of view, emphasizing how easy it is to follow along with the online classes. The tone is motivational, encouraging viewers to join in and save on an annual premium plan.

# Ad summary This ad promotes Les Mills+, an on-demand fitness platform. It features a diverse group of individuals engaging in various workouts, emphasizing that Les Mills+ can be tailored to fit anyone's personal fitness journey. It offers a free trial and a 40% discount on an annual subscription. # Brand positioning Les Mills+ is presented as a versatile and accessible on-demand fitness platform. The brand emphasizes inclusivity by showcasing a diverse range of individuals and workout settings. Positioning itself as a resource that adapts to 'your training,' Les Mills+ aims to be seen as a personal and flexible fitness solution. The brand promotes a lifestyle of empowerment and accessible fitness, pushing against the norms of rigid, one-size-fits-all workout routines. The positioning is both functional, offering a variety of workouts, and emotional, promoting a sense of personal achievement and well-being. # Product Les Mills+ is an on-demand fitness platform that provides access to a variety of workout classes. It is designed for individuals of all fitness levels and backgrounds, as visually represented by the diverse range of people shown in the ad. The platform is accessible anywhere, anytime, as demonstrated by different workout settings—from gyms to living rooms. The ad highlights the platform's adaptability to individual needs and preferences, emphasizing that it can fit into 'your training.' A USP is the option to 'start free' and the availability of a '40% off annual' discount, addressing potential purchase barriers. The ad aims to show viewers that Les Mills+ is a convenient, personalized, and affordable solution to achieve their fitness goals. # Visual style The ad has a dynamic, fast-paced editing style with quick cuts between scenes of people working out. The production quality is polished but maintains a relatable, UGC feel due to the focus on real people in various workout settings. The pacing is quick, approximately 20 cuts per minute, and synchronized to the music beats. The overall aesthetic is energetic and motivational, designed to appeal to a broad audience. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad starts by showing a woman in a group fitness class lifting weights overhead. - 00:01–00:02 This is followed by a scene of a woman exercising with weights in her home. - 00:02–00:05 The camera then cuts to a close-up of a woman on a treadmill, visibly sweating and out of breath.

# Ad summary This ad promotes Les Mills+ with a 40% discount on annual plans. It uses quick cuts and music to create an energetic feel, focusing on a limited-time offer. # Brand positioning Les Mills+ is presented as a fitness platform offering a wide variety of workout classes that can be done at home or on the go. The brand appears modern and accessible, positioning itself in the digital fitness space, competing with other online workout providers. It does not directly compare itself to competitors but implies a comprehensive approach to fitness through diverse class types. The brand focuses on functional benefits by offering different workouts from strength to dance, emphasizing convenience and variety. # Product Les Mills+ is a subscription-based online fitness platform that offers a variety of workout classes accessible via digital devices. The platform is for anyone looking to workout at home or on the go, offering classes ranging from strength training to dance fitness. The ad highlights a special promotion: 40% off annual plans, addressing the purchase barrier of cost. The key selling point is access to a diverse range of fitness content at a discounted price. # Visual style The ad has a fast-paced, energetic aesthetic with quick cuts and vibrant visuals. The editing style focuses on rapid transitions between different workouts to showcase the variety offered by Les Mills+. The production quality is relatively polished with clear visuals, but it maintains an accessible feel, suitable for a social media audience. The ad has a high cuts-per-minute pace. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action GET THE DEAL # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens by promoting 40% off annual plans with a call to action to 'Get the deal'. - 00:02–00:06 Following this promotional open, the ad then shifts into a montage of various workouts from the Les Mills+ platform.

# Ad summary This ad is for Les Mills+, and it promotes a 40% off deal on annual plans. # Brand positioning Les Mills+ is presented as a fitness and workout platform offering a variety of workout classes online. The brand is positioned as being accessible at home, and is presented through active people in various workout environments, who appear fit and focused on their exercise routines. The brand aims to occupy a space in the consumer's mind as a provider of structured fitness programs that can be done anywhere, without needing a gym. The overall tone of the brand is athletic, motivational, and results-oriented. The brand doesn't seem to overtly push against or follow any specific category norms; instead, it focuses on delivering fitness content in a structured and accessible way. # Product Les Mills+ is an online platform providing access to a range of workout classes. The product is designed for individuals seeking structured fitness programs that can be done at home or anywhere with an internet connection. The ad prominently features a 40% off discount on annual plans, presenting a clear financial incentive to try the service. The platform offers a variety of workout classes, featuring different trainers, workout styles, and locations, all accessible through a single subscription. The ad addresses the potential barrier of needing a gym or specialized equipment by showcasing workouts in various home and studio settings, emphasizing the product's versatility and accessibility. # Visual style The ad has a clean, modern aesthetic with a mix of promotional text and dynamic workout scenes. The editing style uses quick cuts to showcase the variety of workouts available on the Les Mills+ platform. The production quality appears polished, with well-lit environments and professional-looking instructors. The pacing is fast, with cuts occurring frequently to maintain viewer engagement. The scenes of people exercising are synced with the music, emphasizing the energetic and motivational tone of the ad. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action GET THE DEAL # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with a promotional offer for 40% off annual plans for Les Mills+. - 00:02–00:07 The scene transitions to various Les Mills+ workout sessions, showcasing people working out in different environments such as studios and their homes. - 00:07–00:12 The ad shows people actively engaged in different types of Les Mills+ workouts, including strength training, dance, and group fitness classes. - 00:12–00:14 The ad ends with a reiteration of the 40% off annual plans deal.

# Ad summary The ad showcases Les Mills' new range of workout accessories, emphasizing small essentials that elevate your workout. It features a model in workout attire with a towel and a canister, promoting the brand's equipment available for purchase. # Brand positioning Les Mills is presented as a brand that aligns with fitness and workout culture, offering apparel and equipment that enable its customers to achieve their fitness goals. The brand positions itself as a provider of essential items that enhance the workout experience. The brand caters to people who want to optimize their workout experience, and suggests that its products are more than just functional but are designed to 'elevate' the user's exercise session. By featuring fitness accessories rather than core equipment, Les Mills suggests a comprehensive approach to fitness, addressing both major and minor needs. # Product The ad promotes Les Mills' range of workout accessories, described as "small essentials that elevate your workout". The accessories include a towel and a canister, which are displayed alongside a woman in workout attire. The towel is white with the Les Mills logo, suggesting quality and brand recognition. The canister is black and cylindrical. These products are targeted towards individuals engaged in fitness activities and those looking to enhance their workout experience with functional and stylish accessories. The ad addresses the need for convenient and effective workout gear, presenting these accessories as essential items to improve any workout routine. # Visual style The ad employs a clean and minimalist aesthetic, using a split-screen layout with a lifestyle image above and promotional text below. The use of a soft color palette and studio-shot quality gives the ad a polished and professional look. The typography is modern and legible, contributing to the overall scannability of the ad in a fast-paced social media feed. The image treatment is bright and airy, creating a sense of health and fitness. # Hooks Headline: New accessories range out now # Benefits - [object Object] # Features - [object Object] # Call to action SHOP EQUIPMENT # Point of view - [object Object] - [object Object] # Storyline - The ad opens by showcasing a fitness-oriented person in workout attire, implying the products are intended for use by physically active individuals. This image helps to establish the setting and ideal customer. The customer is the implied storyteller in this visual, as if they are sharing a post-workout moment with the audience. - Next, the ad highlights the new range of accessories with the text "New accessories range out now," informing viewers about the availability of new products. The brand is the storyteller here. - The ad elaborates on the product offering by stating, "Small essentials that elevate your workout," emphasizing the functional benefit of the accessories. The brand continues to be the storyteller, providing a value proposition. - Finally, the ad includes a call to action with the "SHOP EQUIPMENT" button, prompting viewers to explore and purchase the advertised accessories. The brand concludes the storyline by directing the audience towards conversion.

# Ad summary This image ad is for Les Mills+ Rise and offers 40% off. The ad features the discount repeated in the background and has a white button for users to train with Les Mills+. # Brand positioning Les Mills+ is presented as a fitness brand with an exercise program called Rise. The brand uses a modern, minimalist aesthetic with a black and white color scheme. The brand aims to provide users with a convenient and accessible way to train, inviting customers to train with Les Mills+. # Product The featured product is Les Mills+ Rise, which is presented as a program under the Les Mills+ brand, providing training. The ad promotes a 40% discount. The user can train with the Les Mills+ Rise program. # Visual style The ad has a minimalist visual style with a black and white color scheme. The production quality is high, with clean typography and a modern layout. The visual motif is the repetition of the discount text, creating a sense of urgency and emphasis. The image treatment involves flat lighting and background removal, focusing attention on the text and the button. The typography is large and bold, enhancing scannability and stop power in the feed. The style contrasts platform norms by using a high-design approach, aiming to stand out from typical content. # Hooks Headline: 40% OFF # Call to action TRAIN WITH LES MILLS+ # Point of view - [object Object] # Storyline - The ad opens with the headline of 40% off, with the intention of highlighting the offer. The brand is telling the audience about the savings available. - Next, the ad shows a call to action, which is for users to train with Les Mills+, with the intention of showing the user how to take advantage of the discount and access the program. The brand is directing users to their platform. - The ad concludes with the Les Mills+ Rise logo, with the intention of reinforcing the product and brand. The brand is highlighting the product's name and affiliation.

# Ad summary The ad is structured as a week-long diary of at-home Les Mills workouts. It features a young woman demonstrating various exercises using Les Mills equipment, set to upbeat music. The video uses text overlays to highlight each day's workout type, such as 'Shapes,' 'Grit,' 'Strength Development,' 'Body Step,' and 'Body Balance'. The ad emphasizes the variety and convenience of training at home with Les Mills. # Brand positioning Les Mills is presented as a provider of at-home fitness solutions. The brand is positioned to align with an active lifestyle, offering equipment and classes that allow consumers to workout at their convenience. The brand offers variety by providing numerous workouts, ranging from strength training to body balance. Les Mills offers a functional product that allows users to exercise from home. # Product The product is a line of fitness equipment from Les Mills, designed for at-home workouts. The ad features a variety of equipment, including weights, a workout step, and a barbell. The products are designed for individuals who want to bring Les Mills classes into their home. The equipment supports a range of workout styles, from high-intensity grit sessions to body balance and strength development. The ad addresses the barrier of needing to go to a gym by showing how consumers can achieve their fitness goals from home, with Les Mills equipment and online class subscriptions. # Visual style The ad has a UGC aesthetic, with natural lighting and simple editing. The production quality is decent, giving it a clean yet relatable feel. The editing features quick cuts between different workout scenes, keeping a consistent pace of around 25-30 cuts per minute. The shots are static and timed loosely to the beat of the music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator is in front of a mirror, smiling and showing off their workout attire. - 00:00–00:02 This establishes a positive and energetic tone, positioning the creator as someone who is enthusiastic about fitness. The selfie-style framing creates a personal, relatable perspective. - 00:03–00:27 The ad then cuts to the creator doing various exercises using Les Mills equipment at home. The text overlay identifies the type of workout and the day of the week. The tone is energetic and motivating, showcasing the variety of Les Mills workouts. - 00:03–00:27 Each scene is shot from a third-person perspective, allowing viewers to see the full range of exercises and the equipment in use. The home setting emphasizes the convenience and accessibility of Les Mills workouts.

# Ad summary This Les Mills+ ad features various people completing fitness classes, showcasing their own personal journeys. The ad then presents the call to action to start free now and get 40% off the annual subscription. # Brand positioning Les Mills+ is presented as a fitness brand that offers a variety of workout classes. The brand is positioned as a way to start your own fitness journey, offering accessible training for everyone. The ad promotes inclusivity by showcasing people of different ages, genders, and fitness levels. The overall tone is encouraging and motivational, emphasizing the personal journey of fitness rather than a one-size-fits-all approach. Les Mills+ seeks to occupy a space in the consumer's mind as a supportive and effective platform for achieving fitness goals, aligning with values of personal growth, accessibility, and community. # Product Les Mills+ is a fitness platform that provides access to a variety of workout classes from home. The ad suggests it's a platform where anyone can start their fitness journey, regardless of their current fitness level. The platform aims to address the purchase barrier of high costs or uncertainty by offering a free trial and a discounted annual subscription. Les Mills+ seeks to offer flexibility, variety, and affordability. # Visual style The ad features a mix of UGC-style footage and professional studio shots. The editing is quick, with fast cuts between different individuals and workout settings, creating a sense of energy and momentum. The production quality is relatively polished, but still maintains a natural, relatable feel. The pacing is fast, with cuts synchronized to the upbeat music, enhancing the overall dynamic and engaging experience. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Start for free now. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens with shots of different people lifting weights during fitness classes. - 00:02–00:03 00:02–00:03 The frame cuts to a close up of a woman doing a workout in what appears to be a professional fitness studio. - 00:03–00:04 00:03–00:04 The frame cuts to a close up of a sweaty woman's face as she completes a workout. - 00:04–00:05 00:04–00:05 The frame cuts to a shot of a woman's chest as a text overlay appears promoting the offer.

# Ad summary This ad for Les Mills promotes their weights by showing a man working out with them. # Brand positioning Les Mills is presented as a high-performance fitness brand, offering equipment and training programs designed to push users to their limits. The brand aligns with a lifestyle of intense physical activity and dedication to fitness goals. The brand positions itself as a provider of equipment that matches the user's effort, suggesting a focus on quality and effectiveness. This positioning is functional, emphasizing performance and results for serious fitness enthusiasts. # Product The product featured is a set of Les Mills weights, designed for high-intensity workouts. The weights are shown being used by a muscular man, implying they are suitable for serious fitness enthusiasts. The weights have a unique, rounded design with handles, and are black with red accents. The ad emphasizes that these weights are built to match the user's effort, suggesting durability and effectiveness. The weights are presented as a tool for achieving intense workout results, appealing to those who are dedicated to their fitness routine. # Visual style The ad has a high-quality, studio-shot aesthetic. The lighting is focused on the man and the weights, creating a sense of drama and intensity. The color palette is dark and muted, with the red accents on the weights providing a pop of color. The overall style is clean and modern, fitting for a fitness brand. # Hooks Headline: The weights that work as hard as you do # Benefits - [object Object] # Features - [object Object] # Call to action SHOP WEIGHTS # Point of view - [object Object] # Storyline - The ad opens with a shot of a muscular man holding Les Mills weights, arms raised, from a rear view. This is intended to showcase the product in use and highlight the physique of someone who might use them, from the brand's perspective.

# Ad summary This ad for Les Mills promotes their new accessories range. The image features a fair-skinned woman in three different fitness scenarios, each highlighting a different accessory from the brand. The ad emphasizes the workout-elevating benefits of these small essentials, with a call to action to shop the equipment. # Brand positioning Les Mills is presented as a leading fitness apparel and accessories brand. The brand is functional in that it offers high-quality gear designed to enhance workouts. The company pushes against the generic workout attire by presenting a sleek, modern image with a focus on performance and style. The ad seeks to occupy a space in the consumer's mind as a brand that provides essential accessories to elevate their workout experience, creating a sense of sophistication and efficiency. # Product The ad showcases a range of fitness accessories designed to enhance workout performance. The headband, visible in the first panel, is white with subtle branding and keeps hair in place. The towel, draped around the neck in the second panel, is black and absorbs sweat. The socks, featured in the third panel, are white with non-slip grips on the soles, providing stability during exercises. These accessories target individuals who prioritize both functionality and style in their fitness routines, promising to elevate the overall workout experience by addressing common inconveniences and enhancing performance. # Visual style The ad has a clean, modern aesthetic with a focus on showcasing the products in realistic workout scenarios. The production quality is high, with studio-shot images and consistent lighting. The visual motifs include a grid layout with three distinct panels, each highlighting a different accessory. The image treatment features background removal to isolate the subjects and create a clean, uncluttered look. The typography is large and bold, making it easily scannable in a fast-scrolling feed. The overall style is both native and disruptive, combining a clean, high-design look with platform-friendly elements. # Hooks Headline: New accessories range out now # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action SHOP EQUIPMENT # Point of view - [object Object] # Storyline - The ad begins by showcasing a woman wearing a white headband while exercising, implying that the brand offers accessories that enhance performance and comfort. This is shown from the brand's perspective to highlight the product in action. - Next, a woman drapes a Les Mills-branded towel around her neck, suggesting that the brand provides solutions for managing sweat and maintaining hygiene during workouts. This is from the brand's perspective as well, demonstrating another accessory's functional benefit. - The ad concludes by featuring a woman wearing Les Mills socks on a yoga mat, indicating that the brand offers products that improve stability and grip during floor exercises. This is again from the brand's perspective, emphasizing the practical advantages of their accessories.

# Ad summary A man in athletic wear is doing various weight lifting exercises. He is using weights and barbells. # Brand positioning This ad presents a brand that caters to fitness enthusiasts who want to elevate their home workout experience. The ad conveys that the brand aligns with values like strength, endurance, and a proactive approach to personal health. It ignores traditional gym settings and promotes the idea of effective workouts in a home environment. The brand positioning is primarily functional, emphasizing performance and versatility, suggesting that customers can achieve their fitness goals without needing a conventional gym. # Product The ad features a versatile home workout set that includes weighted plates and a barbell. The plates have built in handles, so they can be used alone or loaded onto the bar for a variety of exercises. This product is for fitness enthusiasts of all levels, as demonstrated by the range of exercises possible. Its USPs include the ability to perform a full-body workout using a single set of equipment, versatility in exercise options, and the convenience of working out at home. The ad shows the product being used for various exercises, highlighting its adaptability for different muscle groups and fitness goals. By showcasing a range of exercises and the product's ease of use, the ad suggests that this product is worth trying for those seeking a convenient and effective home workout solution. # Visual style The ad has a polished, commercial aesthetic, with bright, natural lighting and clear shots of the man exercising. The editing style includes quick cuts to showcase different exercises and angles, maintaining a consistent pacing throughout the video. The use of natural light and the setting of a home balcony contribute to the tone of convenience and accessibility, aligning with the product's value proposition of working out at home. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The video shows a man doing a bent over row with a barbell. - 00:02–00:04 The video shows a man lifting a barbell over his head, smiling. - 00:04–00:06 The video shows the man turning to face the camera with the barbell at his shoulders. - 00:06–00:11 The man begins to curl a plate weight by itself. - 00:11–00:19 The man starts doing a bent over row using the plate weights. - 00:19–00:32 The video shows the man doing lateral raises with the plate weights.

# Ad summary This ad promotes Les Mills+ Rise, offering a 40% discount. The ad features a woman participating in an online fitness class on a tablet, creating a scene of convenience and integration of fitness into daily life. # Brand positioning Les Mills+ Rise is presented as a modern and accessible fitness solution, designed to integrate seamlessly into the user's lifestyle. The brand emphasizes the convenience of working out at home, positioning itself as an alternative to traditional gyms that prioritizes user flexibility. With a focus on digital accessibility and a potential discount, the brand appeals to a tech-savvy audience looking for effective fitness solutions without the time constraints of in-person classes. # Product The product being advertised is Les Mills+ Rise, an online fitness platform accessible via digital devices like tablets. It offers live workout classes and on-demand fitness content that can be streamed at the user's convenience. The ad showcases the platform being used in a home setting, suggesting ease of use and flexibility. It is intended for individuals who want to incorporate fitness into their routine without needing to go to a gym. The primary selling point seems to be the convenience and accessibility, highlighted by the ad's offer of a 40% discount, aiming to lower the barrier to entry. # Visual style The ad features a bright, lifestyle-focused visual style with natural lighting and a clean, modern aesthetic. The production quality appears to be high, with attention to detail in the setting and the product display. The color palette is neutral with pops of color from the fitness class on the tablet, creating a balanced and inviting image. # Hooks Headline: SAVE 40% # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with an offer of 40% off, meant to grab the viewer’s attention immediately. The brand is using this to draw potential customers in with a strong incentive, since everyone wants a deal. - Next, the view focuses on a person engaged in a workout class on a tablet, showing how the Les Mills+ Rise platform integrates fitness into everyday life. The brand is demonstrating that the program can be part of a regular routine. - The ad concludes with a general view of the active individual, highlighting the comfort and accessibility of at-home fitness. The viewer is given an implicit sense of what using the program would be like.

# Ad summary The image showcases Les Mills' on-demand fitness platform. It juxtaposes a live workout class with an individual at home participating through a tablet, emphasizing accessibility and convenience. # Brand positioning Les Mills presents itself as a provider of world-class fitness training accessible from anywhere. The brand positions itself as a leader in the fitness industry, offering high-quality workout experiences with "the world's best trainers." The emphasis on 'your place, your time' suggests a commitment to flexibility and convenience, catering to individuals who want to incorporate fitness into their own schedules and spaces. It promotes a lifestyle of accessible, premium fitness, moving against the traditional gym-only model by offering workouts on demand. # Product The featured product is access to the Les Mills on-demand fitness platform called RISE, which provides workout classes led by top trainers. It's designed for individuals seeking flexible workout options that can be done at home or anywhere. The platform offers a range of workouts, as shown on the tablet screen, which addresses the barrier of accessibility and time constraints. The ad highlights convenience, allowing users to exercise at their own pace and location. It is being presented as a way to access high-quality fitness instruction without needing to be at a gym. # Visual style The ad uses a combination of professional studio footage and home setting to convey the Les Mills product. The studio lighting and stage present a high-quality feel, while the home setting helps to ground the product in a real-world context. The overall look is clean and modern, designed to appeal to people who are seeking convenient fitness solutions. # Hooks Headline: THE WORLD'S BEST TRAINERS. YOUR PLACE. YOUR TIME. # Benefits - [object Object] # Features - [object Object] # Call to action EXPLORE THE WORKOUTS # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a view of Les Mills trainers and participants on a stage in a studio, presumably during the filming of one of their programs. The brand is conveying its scale and production values, showing where the content originates from and setting the context for the workout content shown later. It is shown from a brand perspective in order to set up the content's value and quality to the audience viewing the ad. - The screen then transitions to a woman doing a yoga pose at home, looking at a tablet. The woman is participating in the Les Mills workout from her home, thus demonstrating the ability for users to enjoy the workout from anywhere. This is shown from the customer's perspective.

# Ad summary An image ad showcasing a woman exercising in her home. A tablet displaying the LES MILLS + RISE workout program sits on a wooden table in front of her, while text overlay offers a discount. The scene is bright and modern, suggesting a convenient and effective at-home fitness solution. # Brand positioning LES MILLS + is presented as a modern and accessible fitness brand that integrates into the user's home. The brand promotes empowerment through digital fitness solutions. With its focus on online workouts, it caters to those seeking flexibility and convenience, positioning itself against traditional gym settings by bringing workouts directly to the consumer's living space. The brand is both functional and emotional, providing effective workouts while fostering a sense of accomplishment and well-being. # Product The product being advertised is the LES MILLS + RISE workout program. This is a digital fitness platform delivered via streaming, allowing users to participate in workouts from home or any location. It is designed for individuals seeking convenient and effective fitness solutions, as demonstrated by the woman exercising in her modern home setting. The ad explicitly addresses the purchase barrier by highlighting the convenience of at-home workouts and implicitly suggests a cost-effective alternative to traditional gym memberships. The RISE program is showcased on a tablet screen, emphasizing its digital accessibility and ease of use. # Visual style The ad features a clean, modern aesthetic with a focus on natural lighting and a minimalist home setting. The production quality appears to be high, with a lifestyle-focused approach that emphasizes the integration of the product into everyday life. The use of white text overlay is bold and attention-grabbing. The color palette is neutral and calming, contributing to a sense of well-being and ease. The overall style is designed to be scannable and appealing in-feed, using familiar lifestyle visuals to draw the viewer in. # Hooks Headline: SAVE 40% # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens by presenting a limited-time offer, grabbing the viewer's attention with an incentive to purchase. This sets the stage for an immediate call to action, framed from the brand's perspective to drive sales. - The ad then features a woman exercising in her home, showcasing the product in use. This visual demonstration, viewed from the customer's perspective, highlights the convenience and accessibility of the LES MILLS + RISE program, emphasizing how easily it integrates into daily life. - The visual of the tablet displaying the LES MILLS + RISE program further reinforces the product's digital nature and ease of access. Framed from the brand's perspective, it demonstrates the technological aspect of the workout, enhancing the perception of modernity and innovation. - The ad closes with the word "TODAY", creating a sense of urgency and encouraging immediate action. This final message, presented from the brand's perspective, drives home the limited-time nature of the offer, pushing the viewer to act quickly to secure the discount.

# Ad summary This ad promotes a Les Mills + Rise fitness program with a discount offer of 40% off the annual premium subscription. The visual features individuals performing the workout with weights. # Brand positioning Les Mills + Rise is positioned as a fitness program provider that offers premium workout experiences. The brand emphasizes an elevated fitness experience, with the collaboration suggesting access to exclusive or enhanced workout content. Les Mills + Rise may appeal to individuals who seek high-quality, structured fitness programs that they can do from the comfort of their own homes. # Product The Les Mills + Rise annual premium subscription provides access to a workout program that includes weight training exercises. The program is designed to be completed at home and provides structured fitness routines for individuals of varying fitness levels. This premium subscription appears to address the challenges of traditional gyms by offering convenient access to workout sessions from home. It focuses on a high-quality fitness experience that customers are willing to pay a premium price for. # Visual style The ad has a clean, contemporary visual style with a focus on fitness and activity. The image appears to be professionally shot with good lighting and color balance. The composition is well-balanced, featuring active participants in a fitness setting against a dark background. The use of bold, sans-serif typography for the discount offer gives it a modern, accessible feel. The reflective floor adds a touch of depth and professionalism to the overall look. This visual style is designed to convey energy, motivation, and quality. # Hooks Headline: 40% OFF ANNUAL PREMIUM # Call to action GRAB THE DEAL # Point of view - [object Object] - [object Object] # Storyline - The ad starts by showcasing diverse individuals engaged in weight training exercises using Les Mills + Rise equipment. The intention is to immediately demonstrate the program in action, providing viewers with a visual preview of what the workout entails. The audience experiences this from the perspective of an observer watching the workout being performed. - Next, the ad highlights a special offer of "40% OFF ANNUAL PREMIUM." This aims to entice viewers with a significant discount, creating a sense of urgency and encouraging them to subscribe to the program. The audience experiences this information from the brand's perspective. - The ad concludes with a "GRAB THE DEAL" CTA, prompting viewers to take immediate action and subscribe to the Les Mills + Rise program while the offer is available. The audience experiences this direction from the brand's perspective.

# Ad summary This ad is announcing a 40% discount on Les Mills+ and Rise training programs. The ad uses a bold, high-contrast design with the discount prominently displayed. # Brand positioning Les Mills+ is presented as a fitness and training brand offering workout programs and training sessions. The brand is positioned as a provider of structured fitness routines and seems to align with a lifestyle centered around regular exercise and physical well-being. The collaboration with RISE suggests a partnership or integration of different fitness approaches, broadening the brand's appeal to a wider audience. The brand positions itself functionally, offering access to training programs and implicitly providing a structured approach to fitness, which may appeal to users seeking guidance and routine. # Product The products advertised are Les Mills+ and RISE training programs, both of which appear to be digital fitness platforms. The ad does not explicitly detail what each program entails, but implies they offer some form of training or workout content. Les Mills+ is clearly branded, while RISE is presented as a complementary or partnered program. The ad focuses on a promotional offer of 40% off, suggesting the primary goal is to drive subscriptions or purchases of these programs. # Visual style The ad features a minimalist and high-contrast visual style, employing a limited color palette of black, white, and gray. The design emphasizes simplicity and direct communication, using repetitive patterns and clear typography to convey the discount message effectively. The overall aesthetic is modern and clean, likely aimed at capturing attention quickly in a digital feed. # Hooks Headline: 40% OFF # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action TRAIN WITH LES MILLS+ # Point of view - [object Object] # Storyline - The ad begins with a bold announcement of "40% OFF," which immediately grabs the viewer's attention by presenting a significant discount. The brand tells the audience this discount is designed to create a sense of urgency and excitement around the advertised products. - Below the discount, a call-to-action is presented: "TRAIN WITH LES MILLS+". This invitation transitions the viewer from awareness to consideration, suggesting the next step is to engage with the Les Mills+ platform. The brand tells its audience this step is intended to encourage them to explore the specific training programs available. - At the bottom, the logos of "LESMILLS+" and "RISE" are displayed side by side. This reinforces the brands and implies a collaboration, expanding the potential audience by appealing to users familiar with either brand. The brand conveys that this partnership is designed to broaden the brand appeal by introducing new training approaches.

# Ad summary This Les Mills ad promotes a special offer of 40% off the Les Mills+ Rise program, enticing users to activate the deal and start their fitness journey. # Brand positioning Les Mills+ Rise is presented as a convenient, accessible fitness program. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, at-home fitness solutions that fit seamlessly into their daily routines. Les Mills+ Rise aligns with values of accessibility and convenience, promoting a lifestyle of fitness that can be integrated into anyone's life. The brand doesn't directly push against competitor behaviors, but instead focuses on functional benefits like accessibility and convenience. Les Mills+ Rise offers a solution that can be used at home, at any time, without the need for gym equipment. # Product Les Mills+ Rise is an online fitness program delivered via streaming on devices like tablets. The program offers various workout options, as seen in the images displayed on the tablet screen. The program is designed for individuals seeking accessible and convenient fitness solutions that can be integrated into their everyday life, without equipment. The advertised offer highlights a 40% discount, addressing the purchase barrier related to cost and encouraging potential customers to activate the deal. # Visual style The ad has a clean and modern visual style. The production quality appears to be studio-shot with soft, diffused lighting. The image treatment includes background removal for the text overlay, and a clean layout with a simple color palette. The style is designed to be scannable and appealing in-feed. # Hooks Headline: SAVE 40% # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action ACTIVATE OFFER # Point of view - [object Object] - [object Object] # Storyline - The ad opens with the Les Mills+ Rise brand, immediately followed by the incentive of a 40% discount. The brand is attempting to capture the viewer's attention with the offer of a significant discount, designed to entice immediate interest and engagement. - The promotion transitions to a lifestyle shot of a woman using a tablet to engage with the Les Mills+ Rise program, which is meant to show the ease and accessibility of the service. The customer's perspective highlights the practicality and real-world application of the fitness program, demonstrating how it integrates into daily life.

# Ad summary This image ad for Les Mills promotes a 40% off annual premium subscription for their RISE program, featuring active people in workout gear using weights. # Brand positioning Les Mills is presented as a premium fitness brand that offers structured workout programs. It positions itself as a contemporary and effective fitness solution, aligning with an active and healthy lifestyle. The brand appeals to individuals seeking quality fitness guidance and workout routines that are both challenging and rewarding. The overall brand positioning emphasizes structured fitness programs and premium access through their Les Mills+ platform. # Product The ad promotes Les Mills+ RISE, an annual premium subscription service that appears to be designed for structured workouts and fitness routines. The Les Mills+ RISE subscription is showcased by demonstrating individuals actively participating in weightlifting exercises. It is implied that this service provides access to workout content, guidance, and a structured fitness program. The promotion of 40% off aims to reduce the purchase barrier, encouraging potential customers to subscribe to the premium service. This offer suggests that the premium tier provides enhanced fitness experiences, possibly through additional classes, personalized coaching, or exclusive content. # Visual style The ad has a high-quality, studio-shot aesthetic, emphasizing the professionalism and effectiveness of Les Mills. The use of a dark background with spotlighting draws attention to the active individuals and the promotional offer, creating a sense of energy and focus. The clean typography and layout enhance scannability, ensuring that the offer and CTA are immediately visible. This style is consistent with a modern, fitness-oriented brand aiming to present a polished and motivating image. # Hooks Headline: 40% OFF ANNUAL PREMIUM # Benefits - [object Object] # Features - [object Object] # Call to action GRAB THE DEAL # Point of view - [object Object] # Storyline - The ad begins with the Les Mills+ RISE logo shown at the top of the image, immediately establishing the brand and the specific product being advertised. The brand wants the viewer to understand which program is being advertised. - The visual then moves to the athletes in the middle using weights, displaying an active fitness scene. The brand wants to showcase its users engaging in physical fitness. - The offer “40% OFF ANNUAL PREMIUM” displayed in a large font is presented to grab the viewers' attention and present a financial incentive. The brand is trying to present the pricing as an enticing value proposition. - The teal “GRAB THE DEAL” button is placed at the bottom of the image, encouraging viewers to take immediate action. The brand hopes to guide the consumer to take immediate action and finalize the conversion.

# Ad summary This ad for Les Mills promotes their workout gear by featuring a fitness instructor doing a weight-lifting exercise. She tells the audience to stop guessing and start training smarter, encouraging them to take a quiz to find the best gear for their goals. # Brand positioning Les Mills is presented as a brand that equips people with the right gear to improve their workouts. The brand positions itself as a provider of expert-backed fitness solutions, encouraging consumers to 'stop guessing' and 'start training smarter.' This implies a contrast against generic or uninformed approaches to fitness, advocating for a more strategic and effective training regimen. # Product The Les Mills product featured in the ad is a barbell with weight plates attached to either end. The barbell is shown in use by a fitness instructor, demonstrating its functionality during a workout. The product appears to be designed for home use and group fitness settings, suggesting that it is accessible for a wide range of fitness levels. The ad focuses on the gear's ability to help users train smarter and achieve their fitness goals more effectively. # Visual style The ad has a polished, commercial aesthetic with dramatic lighting and focused camera work. The editing style is smooth, with slow zooms and close-ups that highlight the instructor. The production quality is high-end. The cuts are timed to the beat of the music, enhancing the rhythm and energy of the ad. The pacing is consistent and upbeat. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action SHOP.LESMILLS.COM # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05 The instructor is shown lifting weights while she tells the audience to stop guessing and start training smarter. The message aims to position the Les Mills brand as the solution to ineffective workout routines, encouraging smarter and more goal-oriented training. The perspective is from the brand. - 00:05–00:06 00:05–00:06 The instructor encourages the audience to take the quiz to find the best gear for their goals. The perspective is from the brand.