None of these motivate me. Every single one looks like every other advertisement for a fitness product out there. There’s nothing unique about it, and it’s just another advert in this industry.
Against other similar products these of course may encourage people, however - there’s nothing special about any of these. I don’t mean to insult your creative team, but these are boring and have no innovation. I do not have any better ideas to be honest, but again, I have seen so many ads that look just like these that I do not care at all when I see them. I use BioTest because I’ve used it in the past and like it after seeing an article mention Metabolic Drive on T-Nation. I’ve never been tempted by the ads.
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I did the creative. 
You’re one tough cookie – “never been tempted” by one of our ads, huh?
How about this for temptation?
Want a free bottle of Hot-Rox Extreme?
Just says yes to my PM.
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I like F. However, the question was, which ad would make me want to learn more. None of them would. It’s a fat burner. What’s there to learn? You haven’t said anything that made this something new for me.
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It’s good to be self-aware. 
Great info about YOU, which is exactly what we want.
You get a free bottle of Hot-Rox Extreme.
I chose none of the above (G?). Some of that was motivated by the fact that I am a big fan of Hot-Rox, but I haven’t needed it for some time and it may be too much of a burner for me now (age rears its ugly head). My problem with these ads is the perfect bodies that you know did not get that way by popping Hot-Rox. For once I’d like to see an ad that (somehow) highlighted the research behind why the combination of supplements works and how they work synergistically. I also realize the youth of your target audience and that said, ads for H-R with women will be ignored by men and vice-versa. I like what Maggard said about F, the ‘fat burning off’, but that is also unrealistic 
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It’s called extreme, so a gently curved fitness figure doesn’t match.
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I love the ads. Don’t get me wrong.
But there’s no stand out, and no real call to action that screams at me.
I can page through muscle and fitness and see tons of ads with muscular people getting muscular results. That might be the best way to go - you’re the one sitting with market research :).
Again, I don’t mean to put you down… I cannot do better!
But as for me, tell me how it works. Why it works. Why I want Hot-Rox instead of the 30 other products that claim the same. I believe BioTest because I’ve used BioTest (I love Alpha Male, and it helps with my fibromyalgia!).
These ads all have the “looks great” factor. And they’re much better than most ads I see for fitness products. But I’m missing the “I’ll stop what I’m doing because I NEED to know what this is.”
Personally, I think any of those ads could be made much better by “Click here to find out how”, or “See the science here.” Call me to action. Let me know you have information on how/why it works when I click on the ad, not just that you say it works (like, oh, 90% of the supplement industry.) As a BioTest customer, I know how much science and testing goes into your products. But does a random Joe who has never heard of your company know that?
BioTest differentiates itself from other supplement companies by being open about what’s in the products, showing off the studies that led the company to create those supplements, etc. That’s what makes me buy BioTest, despite the cost comparison to cheaper brands. Leverage THAT, and I’ll be interested in your ads. (For the record, NO fitness ad has led me to buy a supplement - however the articles on your website as well as the articles on T-Nation have led me to your products MANY times and gotten me to try a few out.)
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I went with Option B: that physique feels somehow attainable to me, whereas the physique in Option C feels unrealistic and the dude in Option F just looks goofy. The versions with the female figures definitely catch my eye, but if I’m honest I’m just gawking at attractive women, not feeling compelled to learn more about Hot-Rox.
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C And F probably tied. Though I might give the edge to F. Something about seeing the whole face is more interesting. And seeing where the eyes are looking.
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I went with C.
As a man, any of the options with a female model I would just immediately scroll past assuming it’s a supplement for women (though I would also pass along E to my wife, as I feel it’s a good blend of powerful woman without looking too sexualized.
Though I chose C, it wouldn’t necessarily grab me as it feels a bit “standard” - I actually liked what you (possibly) were going for with F in terms of being an action shot, I just found the picture itself a bit confusing (I can’t exactly tell what he’s doing), so if there could be one that blends both C and F - showing an ideal physique but in a more unique manner - I could see that being more attention-grabbing for me personally.
Note: showed my wife before posting and she said E - so at least I know her well haha.
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If I was the boss and wanted to sell the product, I would try to put a picture up of a regular T-nation poster who uses it.
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Great details about your thoughts. Your feedback helps a lot.
We’re going to send you a free bottle of Hot-Rox Extreme as a way of saying thanks.
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I went with B due to it being a ‘realistic’ body type which I think is attainable for normal people.
F was a close 2nd just because the dude appears to be throwing an elbow which would hook me in just because of the prospect of a supplement helping me have more mass while making weight for MMA/ BJJ
C puts me off immediately because for me the image screams " steroids" and typical fitness supplement scam when out together the text.
Obviously the women images were not picked because I’d just assume the product was for women
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B because it looks like it is for guys and has a more realistic male body than option C, I guess. I don’t know what that last guy is supposed to be doing.
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@Dani_Shugart this doesn’t sound weird at all and I completely agree with you. That’s why I picked C!
It was a toss up between A and C.
If the girl was climbing the rope then I would have picked A because it’s impressive to see athletes working hard as opposed to posing for pictures.
I love seeing females in ads but it needs to be a real athlete not just a lean female with no athletic ability 
(not saying she isn’t athletic… I just want to see her doing something cool!!)
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B here. The focus on the abs rather than overall upper body leanness puts B over my second choice C. I’m obsessed with losing fat around the waistline and that ad acts like it knows it.
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I went with None. None of these look like my body type. All images are very lean frames and does not apply to more of the power lifters who are interested in shredding some body fat % while keeping their progress going.
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Well I get motivated just seeing all the stuff YOU do! haha
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I will go with “None motivate me to learn more” and I’m going to expand on why.
First let me give you some context: I’m 28 years old and have been lifting since I was 16.
I have seen enough of the supplement industry (not specifically Biotest) to know that most supplements being marketed are bogus, even more so fat loss supplements. Take L-cartinine for example, which has long been touted as being beneficial for fat loss, only to be scientifically proven useless for that purpose years later.
Add to that the fact that I’m a mathematics professor and an extremely rational, skeptical person: I could care less what’s on the picture. In fact, it makes it even less credible for me if the model showing on a supplement ad is obviously on PEDs.
What type of ad would actually capture my attention ?
Let’s take Indigo-3G® as an example: if the ad is just claiming to sell a product that “builds muscle and burns fat” with a shirtless pic of CT (My all-time favorite writer by the way) I certainly wouldn’t mind clicking. In contrast, if the ad is something along the lines of “Experience the nutrient partitioning benefits of Cyanidine-3-Glucosine” then I would certainly at the very least be curious. I may then perform a quick search on PubMed about C3G and if I’m convinced of its benefits I would actually buy Indigo-3G®.
With all these hot-rox ads all that comes to my mind without further examination is: “Oh caffeine with some cute ingredients”.
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I chose E because it’s the only one that could reasonably be achieved by means of legal supplementation. Everything else is like untested stage ready.
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