Each concept is a conversation the host runs on the street, built to land one thing a person needs to believe before they buy fibre. Pick three. We shoot every one of them several ways on the day.
"I eat fine. I get enough fibre."
"I'm nowhere near 30 grams, and this one tastes like nothing."
Host: "Quick bet. A pound says you can't tell me how much fibre you ate yesterday." Coin held up to camera.
Them: "Erm. Twenty grams? Fifty?" Host: "Adults need about thirty a day. Most people don't get half of that."
Host: "Walk me through yesterday." Them: "Toast, a sandwich, pasta." Host: "Where's the fibre in that?" Them: "…the toast?" Both laugh. This is the hook for version B.
Host: "This glass has ten grams in it. Tell me what it tastes like." They sip. Them: "…Water?" Host: "That's the point."
Host: "Could you have that every morning without thinking about it?" Their honest answer, uncut.
Host hands over the pound. Loam pack in frame. Product card: 10g of fibre. Six prebiotics. Tastes like nothing.
"A pound says you can't tell me how much fibre you ate yesterday."
Their face on "…Water?", then the bet, told backwards.
Game-show cut. A score card for every guess, buzzer on the wrong number, the real number stamped over their face. Fast, 30 to 40 seconds, one person per ad.
"Fibre powder is gritty and tastes like the bottom of a cereal box."
"I couldn't tell which glass had it in."
Host: "Two glasses of water. One has ten grams of fibre in it. Pick the one that does and I'll give you the pack."
They sip the left. Then the right. Then the left again. Them: "They're the same." Host: "One of them isn't."
Them: "…Right?" Host: "Left." Them: "No way." The miss is the ad.
Host: "Most fibre powders you'd know in a second. This one disappears. Would you notice it in your coffee?" Them: "Honestly, no."
Host: "So what stopped you taking fibre before?" Their real reason, kept whole.
They get the pack. Card: Dissolves clear. No taste, no texture.
"One of these has ten grams of fibre in it. Pick it."
"No way." first, then the two glasses.
Mixer of people. Six strangers' "they're the same" cut back to back in the first five seconds, then one person's full attempt. Split-screen on the two glasses. This concept also gives the mashup file for free.
"My gut's fine. Also, fibre makes bloating worse."
"I rated my gut a six and never thought about why."
Host: "Honestly, one to ten, how's your gut today?" Them: "…Six?" Host: "What's taking the four off?"
Them: "Bloated after lunch. Every day really." Host: "When did you last think about fibre?" Them: "Never." That "never" is version B's hook.
Host: "Fibre is what your gut bacteria eat. Most of us are starving them and calling it bloating."
Host: "Ten grams, six different fibres, and it's gentle. If you're new you start with half." They sip. Host: "Does that feel like something your gut would argue with?"
Host: "If your six became an eight in a month, what would you do with the extra two?" Their answer is the testimonial.
Card: Feed your gut. 10g of fibre, six prebiotics, gentle.
"Honestly, one to ten, how's your gut today?"
"Never." then back to the question.
Interview plus product B-roll. Their number stamped on screen as a big numeral, the scoop and the clear glass cut in on "ten grams", captions on every line. Slower, 35 to 45 seconds. The host carries every health line; strangers only say what they feel.
"Isn't this just the orange tub my dad uses?"
"One went cloudy and gritty. One disappeared. I know which goes home."
Host: "What's in your cupboard for your gut right now?" Them: "Gummies. A fibre tub, sometimes." Host: "Bring it out. Or I've got one here."
Two glasses, side by side, both poured on camera. Host: "Yours. Ours. Give it sixty seconds." One clouds and settles. One goes clear.
They sip both. Them: "That one's like wallpaper paste. This one's just water." Host: "That's ten grams from six fibres. Theirs is four from one."
Host: "Be honest, would you actually switch, or is the tub fine?" Their real answer, kept.
Host: "Which one goes home with you?" They pick. Both packs in frame. Card: 10g, six fibres, dissolves clear.
"What's in your cupboard for your gut right now?"
"That one's like wallpaper paste." with both glasses in frame.
Interview plus product B-roll, with a split-screen sixty-second dissolve timelapse as the centrepiece. The comparison numbers come from Loam's own pack and page. Any named competitor appears only with Loam's approval; otherwise it is "the usual tub".
"Fifty quid a month on fibre is a lot."
"It's less than my coffee and I guessed three times that."
Host: "Guess what this costs per day. Within fifty pence and the pack's yours." Pack held up, label hidden.
Them: "A doctor made it? Four pounds. Five." Host: "Higher or lower?" Them: "Lower?" Host: "Under one fifty."
Host: "What did your coffee cost this morning?" Them: "Three eighty." Silence. That silence is the hook for version B.
Host: "Try the thing that costs less than the coffee." They sip. Them: "There's nothing to it." Host: "Ten grams of fibre in there."
Host: "One coffee a week for this. Deal or no deal?" Their answer, uncut.
Pack handed over. Card: Under £1.50 a day. US cut: Under $1.50 a day.
"Guess what this costs per day. Within fifty pence and it's yours."
"Three eighty." then the silence, then the reveal.
Guess ladder on screen: every number they say stacks up, then the real one drops in under them. The coffee cup as B-roll. UK and US cuts differ only in currency and the host's accent.
Stutters, pauses, traffic, a laugh that comes too early. Those are the reasons people believe a stranger and skip a model.
The ad opens on the miss, the silence or the "no way". No logo, no intro, no host introduction.
A starts on the host's question. B starts on the face. Meta tells us which one holds people in the first three seconds.
Thirty grams, ten grams, six fibres, the price: they land as big type over the person the moment they're said.
Burnt in, large, in the Loam type. Most of Meta watches on mute.
People on the street say what they taste and how they feel. Every fact about fibre comes from the host, from a claim list you approve first.
Then the pack, the card and one line. Nothing after the line.
Our hosts are based in the United States, the United Kingdom and Canada. The clips below are a sample of their work. For each project we assign the host best suited to the brand and the format, brief them on the product, the conversation scripts and the approved claims, and prepare them for the shoot day. Hosts are not credited in the finished ads; the people interviewed are the faces.
A trained PplRated host in each country: see the clips above. Chosen for how they are on camera with strangers, not for their follower count. Nobody is named in the ads; the people on the street are the faces.
About a week after scripts are approved and product has landed. Both countries can run in the same week.
We aim for ten clean interviews so six to eight is the floor, not the hope. If a day still falls short, we add a half day at our cost.
Yes. First cuts within a week of the shoot, one round of changes, then the finished files.
You get the fourteen finished files. The clips of the people we did not use stay with us, since they are not cleared for Loam's ads.
Whatever they taste and feel. Every fact about fibre, the dose and the price comes from the host, from the claim list you approve. No health claims from strangers, in either country.
Loam. Paid and organic, every platform, no time limit. Consent from each person is on film and comes with the files.
Up to two days before the shoot, yes. The host trains on the final version.
No. The concepts work without the founder on camera. If he wants a cameo in one, we write it in.
Same price per day, new concepts each time, or the same concepts in a new city. Winning openings from round one shape round two.
Contract, then the kick-off call, then scripts within the week.
You pick three concepts. We write the full flows with the claim list, you approve, and ship product to each shoot city, three days before the shoot.
Shoot day in each city. About thirty people, the best six to eight kept.
First cuts to you, one round of changes, fourteen finished files per city.
by Shaanks