Key takeaways
- Format: Black-and-white lifestyle photo with a statistic overlay.
- Best for: Older audiences (60+) who are close to the topic and respond to directness.
- Hook: A concrete cost range followed by a direct personal question.
- Reuse it: Use a monochrome photo of a shared moment and place your stat in bold at the bottom.
Available sizes
What is a lifestyle ad?
A lifestyle ad shows the product being used in a real setting by the kind of person who buys it. Instead of listing features, it sells the feeling or outcome of owning the product, which makes it a strong fit for fashion, home, travel and wellness brands.
See all lifestyle ads →Why this lifestyle ad works
- 01
Concrete number
A specific euro range turns a vague risk into a tangible bill that people can picture paying.
- 02
Personal question
'Ben jij al verzekerd?' shifts from a general fact to the viewer, creating a small gap they want to close.
- 03
Monochrome dignity
Black and white signals seriousness and respect, fitting the occasion.
- 04
Recognisable situation
Older viewers instantly recognise a funeral of a peer, making the question personal.
Full creative breakdown
Who this ad targets
Dutch adults aged roughly 30–70 who underestimate what a funeral costs, including young families, single-income households and people without significant savings. The specific euro range turns an abstract risk into a tangible financial problem, which appeals to rational, price-aware viewers who respond to facts more than feelings. The closing question 'Ben jij al verzekerd?' (Are you insured yet?) targets both the uninsured and those unsure whether their current cover is enough, making it suitable for mid-funnel and retargeting audiences.
Copywriting analysis
The copy uses a classic fact-plus-question structure. 'Een uitvaart kost in Nederland tussen de € 7.000 en € 11.500' (A funeral in the Netherlands costs between €7,000 and €11,500) creates a moment of surprise, because most people have no idea of the real amount. The follow-up 'Ben jij al verzekerd?' (Are you insured yet?) makes it personal and implies a gap. Bold type on the question gives a clear reading order: fact first, then the call to self-reflection. Localising the statistic to 'in Nederland' adds credibility. Always cite a source for the figure on the landing page, and keep number formatting consistent with Dutch conventions (€ 7.000 with a full stop as thousands separator).
Visual design
The image is fully black and white, with dark clothing filling most of the frame and white hair and flowers as highlights. The couple is seen from behind, avoiding faces and keeping the moment private. Text is set in heavy white sans-serif over three left-aligned lines in the lower half, placed over the dark jackets for strong contrast. The layout is simple and direct, with no extra graphic elements.
How to adapt this template for your brand
- Find a credible local cost statistic and cite its source on the landing page.
- Write the number in local format (Dutch: € 7.000 / € 11.500).
- Set the fact in regular weight and the personal question in bold.
- Choose an image that matches the emotional temperature you want: warm and hopeful or sober and serious.
- Test the stat-led version against a pure emotional version on cost per lead.
Tips for finance & fintech ads on Meta
Black-and-white images stand out in colourful Meta and Instagram feeds. This directness may perform well with older audiences but can feel heavy for younger viewers, so test by segment where allowed. Facebook typically reaches older users more than Instagram. Keep frequency low given the emotional content. Cite the cost statistic and follow Meta's financial services and Special Ad Category rules.
About this creative
Shot in black and white, the image shows an elderly man and woman with white hair seen from behind. He wears a dark suit and has his arm around her shoulders; she leans into him wearing glasses and a dark jacket. In the soft-focus background, another figure in a suit stands near a building, and pale flowers frame the edges, suggesting a funeral or memorial service. In the lower part of the frame, white bold sans-serif text reads 'Een uitvaart kost in Nederland tussen de € 7.000 – € 11.500. Ben jij al verzekerd?' (A funeral in the Netherlands costs between €7,000 – €11,500. Are you insured yet?). The monochrome treatment gives the scene a timeless, dignified feeling. It is the most explicit funeral setting in the series, showing real mourners, which makes the message hit harder for older viewers who attend funerals of peers.
Meta ad · 1200 × 1200 · Finance & Fintech
Funeral Insurance Ad: Elderly Couple in Black and White
This square Dutch funeral insurance ad shows an elderly couple from behind, arm in arm in black clothing at what appears to be a funeral, in black and white. It pairs the average funeral cost with 'Ben jij al verzekerd?', making it the most direct and emotional stat creative in this set.
Added
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Details
Ad copy
Primary text
Wist je dat een uitvaart in Nederland gemiddeld tussen de € 7.000 en € 11.500 kost? Met een uitvaartverzekering voorkom je dat je nabestaanden met deze kosten blijven zitten. Bereken je premie in een paar minuten. | EN: Did you know a funeral in the Netherlands costs between €7,000 and €11,500 on average? With funeral insurance you prevent your loved ones from being left with these costs. Calculate your premium in a few minutes.
Description
Bereken direct je premie | EN: Calculate your premium instantly
On-image text
Een uitvaart kost in Nederland tussen de € 7.000 en € 11.500. Ben jij al verzekerd? | EN: A funeral in the Netherlands costs between €7,000 and €11,500. Are you insured yet?
Headline ideas for this template
- 1Een uitvaart kost tot € 11.500. Ben jij verzekerd? (A funeral costs up to €11,500. Are you insured?)
- 2Wie betaalt straks de € 7.000 tot € 11.500? (Who will pay the €7,000 to €11,500 later?)
- 3Laat je familie niet met de kosten zitten (Don't leave your family with the costs)
- 4Bereken je uitvaartpremie in 2 minuten (Calculate your funeral premium in 2 minutes)
- 5Uitvaartkosten stijgen. Regel het nu. (Funeral costs are rising. Arrange it now.)
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
