Key takeaways
- Format: Holiday collage Story with vertical headline
- Best for: Seasonal gift campaigns for technical products
- Hook: 'Gift the what if' sells the possibility, not the product
- Reuse it: Frame your product as a gift of future moments, not features
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
Collage feels like a scrapbook
Tilted, layered photos suggest memories and stories, fitting the gift-giving mood.
- 02
Emotional gift line
'Gift the what if' turns a boot into the gift of future adventures, which is easier to buy for someone else.
- 03
Feature folded into feeling
'Waterproof confidence' links a technical benefit to an emotion.
- 04
Vertical type uses the format
Running the headline up the side uses the tall Story space and feels distinctive.
Full creative breakdown
Who this ad targets
This ad targets holiday gift shoppers aged 25 to 55 buying for partners, friends or family who like the outdoors. Many are not experts in hiking gear, so the ad avoids technical detail and focuses on the feeling of giving something useful for winter. It also reaches outdoor fans buying for themselves, with 'waterproof confidence' reassuring them about snow and slush performance.
Copywriting analysis
'Gift the what if' is an unusual, memorable phrase. It suggests giving the possibility of unplanned adventures: a snowy hike, a sudden trip, a cold walk. That makes the product feel bigger than a pair of boots. The supporting line 'Waterproof confidence for all of winter's whims' adds the practical reason, using light alliteration ('winter's whims') to stay playful. Together they mix emotion and function, a smart balance for gift buyers who need a reason and a feeling. Its warmth makes it easy to reuse across gift guides.
Visual design
A dark, cool palette of black, blue and white snow sets a winter mood. The collage uses angled panels and slim photo strips that create energy and a sense of layered moments. The boot panel at top is the product hero, the person panel adds lifestyle. White type runs vertically on the left and the support line sits bottom right. Logos are placed at the top, freeing the bottom for the Meta CTA.
How to adapt this template for your brand
- Pick a seasonal moment like holidays, birthdays or back to school.
- Write a gift line that sells a future experience, not the item.
- Build a collage with one product panel and one lifestyle panel at angles.
- Set the main line vertically along one edge to use the tall format.
- Add one short support line that names the key benefit.
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 holiday Story ad for Merrell. The layout is a collage of tilted, overlapping photo panels on a dark background. The top panel is a close-up of a grey waterproof mid hiking boot, in the style of the Moab 3 Mid, standing on a snowy, frosty rock with snowflakes in the air and pine trees behind. A second panel, lower and angled, shows a person in a shiny black puffer jacket, grey beanie and blue mirrored sunglasses sitting in falling snow, with a red jacket edge visible. Narrow strips of other photos, a blue sky and dark trees, peek out at the edges, giving the layout movement. The phrase 'Gift the what if' runs vertically up the left side in large white type. A smaller line in the lower right reads 'Waterproof confidence for all of winter's whims.' The white Merrell M symbol sits top left and the MERRELL wordmark top right.
Meta ad · 338 × 600 · Footwear
Merrell 'Gift the What If' Waterproof Boot Holiday Ad
This Merrell holiday Story ad uses a layered photo collage of a waterproof mid hiking boot and a snowy winter scene, with the vertical line 'Gift the what if'. It is a 9:16 Meta creative that shows how outdoor brands can turn technical boots into emotional holiday gifts.
Added
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Details
Ad copy
Primary text
Give them the boots for every snowy 'what if'. Merrell waterproof hiking boots keep winter adventures dry and comfortable. Free shipping on holiday gifts.
Description
Holiday gifts for winter adventures.
On-image text
MERRELL | Gift the what if | Waterproof confidence for all of winter's whims
Headline ideas for this template
- 1Gift every snowy adventure
- 2For the friend who says 'let's go'
- 3Winter-proof gifts
- 4Give dry feet this winter
- 5The gift of what's next
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.
