EHPlabs Ad Decoded — Past-Self Open Hook Analysis (22s)

EHPlabs's voiceover b-roll ad is a 22-second health & supplements video creative decoded by Heista into 5 structural beats with 10 total cuts. EHPlabs's full brand intelligence

This leverages the Principle of Narrative Transportation by immersing viewers in a personal story, which increases engagement and empathy. It also uses Temporal Framing to create a clear before-and-after contrast in the viewer's mind, activating the Completion Bias as viewers want to see the outcome of the initial decision. Together, these principles make the viewer invested in following the journey from past to present. Past-Self Open hook deep-dive

Beat 2 (0:00-0:02) — Past-Self Open: This beat uses a Past-Self Open by referencing a decision made "6 weeks ago" to start a transformation journey focused on "losing fat and toning up." This phrasing invites the viewer into the speaker's personal timeline, creating a relatable context and setting up anticipation for the progress or results to be shared.

Beat 3 (0:02-0:07) — Topic Definition: This beat uses a clear, concise definition to establish the core concept of fat loss: 'To lose fat you basically need to create an energy deficit either through movement or your nutrition.' This straightforward explanation sets the foundation for the viewer's understanding by framing the topic in simple terms that the brain can quickly grasp and hold onto.

Beat 4 (0:07-0:11) — Loss Aversion Cue: This beat uses a Loss Aversion Cue by stating 'I did not want to miss out on any strength gains,' which explicitly highlights the fear of losing progress. It triggers the viewer's brain to focus on avoiding loss rather than achieving gain, creating a sense of urgency around fueling properly during training.

Beat 5 (0:11-0:16) — Feature Breakdown: This beat explains the specific components of the nutrition and supplement strategy by highlighting 'loads of carbs pre and post training' and the use of 'OxyShred' to aid fat metabolism and provide an energy boost on low-energy days. It breaks down these elements to show their individual roles in supporting training and recovery.

Beat 6 (0:16-0:22) — Soft CTA: This beat uses a gentle, low-pressure prompt to encourage the viewer to take an action without demanding it explicitly. It likely employs soft language or suggestions that invite participation or engagement in a non-intrusive way, making the viewer feel comfortable and in control.

This ad activates Competence Restoration as its primary behavioral mission. The viewer feels empowered with clear, practical guidance on fat loss and training nutrition, boosting their confidence to apply these strategies effectively. Competence Restoration behavioral mission

Duration: 22 seconds. Beat count: 5. Total cuts: 10. Average beat duration: 4.4s. Average cut duration: 2.1s. Average visual energy: 7.2/10.

Why does this EHPlabs ad work? This EHPlabs voiceover b-roll ad opens with a Past-Self Open hook that captures attention in the first 3 seconds. The psychological architecture activates Competence Restoration across 5 structural beats, each contributing a specific persuasion mechanism.

What hook does EHPlabs use in this ad? EHPlabs opens with a Past-Self Open hook. This leverages the Principle of Narrative Transportation by immersing viewers in a personal story, which increases engagement and empathy. It also uses Temporal Framing to create a clear before-and-after contrast in the viewer's mind, activating the Completion Bias as viewers want to see the outcome of the initial decision. Together, these principles make the viewer invested in following the journey from past to present.

What psychology does this EHPlabs ad activate? This ad activates Competence Restoration as its primary behavioral mission. The viewer feels empowered with clear, practical guidance on fat loss and training nutrition, boosting their confidence to apply these strategies effectively.

How long is this EHPlabs ad and what's the structure? This ad runs 22 seconds with 5 structural beats and 10 cuts. Average cut duration is 2.1s. The pattern flow follows a compressed format structure common in voiceover b-roll ads.

What platform is this EHPlabs ad running on? This voiceover b-roll ad is running on facebook. The health & supplements vertical typically sees strong performance on this platform for voiceover b-roll creative structures.

What makes this different from other health & supplements ads? Most health & supplements ads lean on generic format templates. EHPlabs's version uses a distinct Past-Self Open hook structure paired with Competence Restoration — a combination that over-indexes in high-performing health & supplements creative.