Hiker climbs wet green mossy rock in grey Merrell Moab Speed 2 GORE-TEX shoes with red accents, Hike Lighter text at top — Two small callouts, 'Hike Lighter' and GORE-TEX, frame the benefit on wet rock.

Key takeaways

Format: Story lifestyle with two compact feature callouts
Best for: Technical outdoor products needing a clear benefit plus proof
Hook: 'Hike Lighter' gives one clear benefit in two words
Reuse it: Add a short benefit line and a tech badge to a strong lifestyle photo

Available sizes

Meta Stories/Reels (9:16)338 × 600 · JPG

What is a feature callout ad?

A feature callout ad is a static image that shows a single product with short text labels pointing to its key features or benefits, usually joined to the product by thin lines. It explains several selling points at a glance without a long caption, which is why it's common for supplements, skincare, electronics and kitchenware.

See all feature callouts ads →

Why this feature callouts ad works

01
Benefit in two words
'Hike Lighter' states the main reason to buy faster than any spec.
02
Badge as proof
The GORE-TEX pill backs up the dry-feet promise with a trusted technology.
03
Setting supports the claim
Wet rock shows exactly why waterproofing matters.
04
Format-aware layout
Copy is moved to the top right and left so it suits the tall Story frame and avoids UI overlays.

Full creative breakdown

Who this ad targets

This ad targets hikers aged 25 to 45 who want lighter footwear than traditional boots but still need waterproof protection, especially in wet regions. They are informed buyers who recognize GORE-TEX. The Story format also suits younger outdoor fans who browse Instagram Stories and Reels and respond to quick, visual benefit messages. It also works for retargeting shoppers who viewed the portrait version.

Copywriting analysis

'HIKE LIGHTER' is a short, active benefit phrase that works as both an instruction and a promise. It contrasts the Moab Speed 2 with heavier boots without naming them. The product name signals continuity with the Moab family, and the 'GORE-TEX®' badge adds proof. Together the three elements form a quick hierarchy: benefit, product, technology. It is more informative than the portrait version while still keeping copy very short. It is a good template for a quick A/B test.

Visual design

Dark, moody rock and bright moss create a rich, natural palette, with the pale grey shoes as the lightest elements. The diagonal stride leads the eye from the top-left body down to the shoes. Text is split across the top: the small callout on the left and the large product name and badge on the right. Logos sit in the bottom corners, above the CTA zone of Stories.

How to adapt this template for your brand

Start with your strongest lifestyle shot of the product in use.
Add one two-word benefit line in small capitals.
Add a badge for a trusted technology, award or certification.
Rearrange text for each format so it fits the safe zones.
Test the callout version against a name-only version.

Tips for footwear ads on Meta

Built for Instagram and Facebook Stories and Reels, where it fills the full screen. Keep the product name and logo out of the top 14% and bottom 20% so the profile bar and CTA button do not cover them. Pair it with a short primary text and a Shop Now button, and run it next to a 4:5 feed version of the same shot so Advantage+ placements can serve the right crop. Refresh the creative every two to three weeks to avoid fatigue.

About this creative

A vertical Story version of Merrell's Moab Speed 2 GORE-TEX ad. A hiker scrambles across dark, wet rock covered in bright green moss, one leg stretched forward and the other foot planted near the bottom. The light grey shoes with red and coral accents and lugged soles stand out sharply against the dark, glistening rock. The hiker wears loose grey-blue trousers, a beige jacket and cap, with the upper body partly cropped. The scene feels damp and adventurous. Compared with the portrait version, the copy layout changes: 'Moab Speed 2' sits large in white in the top right over two lines, with a white outlined 'GORE-TEX®' pill beneath it. A small capitals callout, 'HIKE LIGHTER', sits on the left at the same height. The white Merrell M symbol is bottom left and the MERRELL wordmark is bottom right, placed above the lower safe zone.

Meta ad · 338 × 600 · Footwear

Merrell Moab Speed 2 GORE-TEX 'Hike Lighter' Story Ad

This Merrell Moab Speed 2 GORE-TEX Story ad adds a short 'Hike Lighter' callout and a GORE-TEX badge to a hiker scrambling over wet, mossy rock. It is the 9:16 Meta version of the portrait ad and shows how two small callouts can sharpen a lifestyle image.

Added 11 Oct 2026