Cracking the Code of Weight Loss Ads

Happy Monday!

Weight loss ads are some of the hardest to pull off—not just because they need to resonate emotionally but also because they face strict legal scrutiny.

Yet, Noom has cracked the code. Their top-performing ad not only stays compliant but also connects deeply with audiences through smart storytelling and strategy.

In this newsletter, we’ll break down how they did it and share actionable tips to help you create great-performing ads.

Watch the ad here: Cracking the Code of Weight Loss Ads

"I step on the scale and literally cringe and look away…”

Goal: This grabs you right away. I mean, who hasn’t felt like that stepping on the scale? It’s so relatable it’s hard not to keep watching.

Why It Works: It’s personal and vulnerable. The audience immediately feels like, “Oh, I know that feeling.” That connection makes people keep watching.

Quick Win for Your Ads: Start with something real and relatable—a moment your audience has probably experienced. The more personal it feels, the more likely they’ll keep watching.

“When I was dieting, I felt judged, and Noom has never made me feel that way.”

Goal: This part tells viewers, “We understand what you’ve been through, and Noom is different.” It addresses a pain point and flips it into a reason to trust the product.

Why It Works: Nobody likes feeling judged or pressured when trying to make a change. By saying Noom isn’t like that, the ad makes people feel safe and supported.

Quick Win for Your Ads: Call out something your audience doesn’t like about other products, then explain how yours is better. It’s a great way to build trust fast.

3 Free Creative Concepts For Your Brand

If you spend at least $10,000 a month on ads for your eCommerce brand, mobile app, or SaaS, we’ll write 3 custom creative concepts for free—no strings attached.

Just fill out this form, and we’ll show you why 100+ brands love our creative process.

“Hi, my name is Renee, and since using Noom, I’ve lost 95 pounds.”

Goal: It’s all about showing proof. Real results from real people make the product feel legit.

Why It Works: Hearing someone’s actual success story—especially with numbers like “95 pounds” makes viewers think, “If they can do it, maybe I can too.”

Quick Win for Your Ads: Use customer stories with specifics. Numbers, timelines, or even photos (if possible) make your results feel more real and relatable.

“Noom was created by psychologists to make weight loss easier.”

Goal: This one is simple: show that Noom is backed by real science. It makes the whole thing feel more trustworthy.

Why It Works: People want to know they’re not wasting their time or money. When they hear “created by psychologists,” it’s like a stamp of approval that makes them more comfortable trying it out.

Quick Win for Your Ads: If you’ve got experts or research backing your product, mention it! A little bit of authority goes a long way in building trust.

“No food is forbidden, just 10 minutes a day.”

Goal: To make the program feel doable. No crazy rules, no impossible commitments—just small, manageable steps.

Why It Works: Let’s be honest, most people hear “weight loss program” and think, “Ugh, I don’t have the time or energy for that.” But 10 minutes a day? That feels realistic.

Quick Win for Your Ads: Highlight how simple your product is to use. If it solves a big problem in an easy way, make sure your audience knows it right away.

“I’ve lost half my body weight and feel half my age, literally.”

Goal: Show that this isn’t just about the scale—it’s about feeling better, younger, and happier.

Why It Works: People want more than just numbers. They want a better quality of life. This line makes it clear that Noom delivers on more than weight loss—it changes how you feel.

Quick Win for Your Ads: Don’t just sell the product—sell the transformation. Show how it makes your customer’s life better, not just what it does.

How We Can Help You

Whenever you’re ready, there are 3 ways we can help you…

1. Looking for a creative partner to handle everything? We’ll produce winning ads every month and help you scale. Apply to work with us here. Our clients include brands like HexClad, BestSelf, and Morning Brew.

2. Want to build a team that can create hundreds of winning ads? We’ll train your internal team and implement our proven creative systems. Apply here.

3. Don’t want to hire anyone but still want a steady stream of winning ads? Join our program and learn the creative production process we’ve developed over 3 years and tens of thousands of ads.