Key takeaways
- Format: Lifestyle feature callouts with two directional benefits and a data card.
- Best for: Weight-loss or fitness products that track quality of progress, not just quantity.
- Hook: "Know what you're losing" – questions whether lost weight is the right kind.
- Reuse it: Pair two opposite arrows (down for bad, up for good) with a real data card.
Available sizes
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
Curiosity headline
"Know what you're losing" makes viewers question whether their weight loss is healthy.
- 02
Simple binary
Lose fat, keep muscle is an easy-to-grasp goal with opposite arrows.
- 03
Real usage context
Standing on the scale in a home bathroom shows exactly how the product is used.
- 04
Trend data
The body composition card with trend lines proves the scale tracks progress over time.
Full creative breakdown
Who this ad targets
This ad targets adults aged 35 to 60, especially men, who are actively trying to lose weight through diet, exercise or GLP-1 medication and want to make sure they keep muscle. It speaks to gym-goers, people starting a fitness journey and those advised by doctors to lose weight safely. It also fits existing basic scale owners who are ready to upgrade to body composition tracking for more meaningful data.
Copywriting analysis
The headline "Know what you're losing" turns the typical weight-loss goal into a question of quality. Setting "losing" in a handwritten script draws the eye and adds a human touch. The callouts "Lose the fat" and "Keep the muscle" are short imperatives with a parallel structure that's easy to remember. The data card uses positive framing, "Gaining Muscle", even during weight loss. Together, the copy reframes success from dropping kilos to improving body composition, positioning the scale as essential to doing it right.
Visual design
The bathroom is bright and minimal with beige stone, wood and white tones, giving a clean, healthy feel. The man is centered and full-length, making the scale at his feet visible. Purple and teal circular icons on the right add color accents and mirror the down and up directions. A curved white arrow leads the eye to the frosted card on the lower left. The Withings logo in white sits at the bottom left, balancing the composition.
How to adapt this template for your brand
- Write a headline that questions the quality of your audience's current progress.
- Photograph a relatable person using your product in a real home setting.
- Add two callouts with opposite arrows: what to reduce and what to keep or grow.
- Include a data card showing real-looking trend metrics from your app.
- Use an arrow to connect the product moment to the data, and add disclaimers.
Tips for weight loss ads on Meta
This format works on Meta Feed and Instagram for weight-loss and fitness audiences, and pairs well with January and spring campaigns. Test a male and female version to compare performance. Avoid before/after body imagery to comply with Meta's health and weight-loss policies; this ad's data-led approach is safer. On Google Display, keep the two callouts large. Use primary text to explain body composition in one sentence.
About this creative
This Withings creative explains body composition in one image. A smiling man in his 40s, wearing a navy polo shirt and white boxer briefs, stands barefoot on a Withings smart scale in a bright, beige-toned bathroom, holding the retractable handle with both hands. The headline "Know what you're losing" sits at the top, with "losing" in a handwritten script for emphasis. Two callouts with circular arrow icons flank him: "Lose the fat" with a down arrow in purple and "Keep the muscle" with an up arrow in teal. A curved white arrow points from his hands to a frosted glass card in the lower left labeled Body Composition, Gaining Muscle, with Muscle 76.9% and Fat 19.1% shown as small trend lines. The Withings logo and a medical disclaimer appear at the bottom. The ad makes a technical concept simple: weight on its own can be misleading, and the scale tells you whether you're losing fat or muscle.
Meta ad · 338 × 600 · Weight Loss
Withings Smart Scale Ad: "Know What You're Losing"
This Withings ad shows a man standing on a smart scale with handle in a bright bathroom, with two callouts – lose the fat, keep the muscle – and a body composition trend card. It's a template for weight-loss products that need to explain that not all weight loss is equal.
Added
All brand names and logos are property of their owners. Adplaylist is not affiliated with or endorsed by these brands.
Details
Ad copy
Primary text
Know what you're losing. When the number on the scale drops, is it fat or muscle? A Withings smart scale tracks your body composition so you can lose the fat and keep the muscle – and see your progress over time in the app.
Description
Lose the fat, keep the muscle with body composition.
On-image text
Know what you're losing | Lose the fat | Keep the muscle | Body Composition | Gaining Muscle | Muscle: 76.9% | Fat: 19.1% | WITHINGS | Always seek the advice of your physician or other qualified health provider with any questions you may have regarding a medical condition. Never disregard professional medical advice or delay in seeking it because of something you have read or understood through the use of this device.
Headline ideas for this template
- 1Is it fat or muscle you're losing?
- 2Lose the fat. Keep the muscle.
- 3Weight loss, measured the right way
- 4Your scale should show more than pounds
- 5Track muscle while you slim down
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.
