Obvi, read properly — then a treatment for each of our 25

The finding that reframes the brief

Obvi runs about eight compositional systems, not one template and not seventy originals.

Each system carries its own type pairing, its own proof device and its own offer device. They are not a house furniture kit dropped on every picture. One lockup, one face, one colour, fifty times — what I did — is the opposite of how this brand works.

And not one of Obvi's hair ads carries a price or a discount. Every offer device in their set sits on the fat-burner ads. You have asked for the price on all 25 of ours, so the schedule below puts one on all 25 — but you should know the brand we are studying does not do that on this category.

The important finding first, because it reframes the brief:

Obvi does not design 70 unique ads, and it does not run one template either. It runs roughly eight distinct compositional systems, reuses each several times, and then breaks format entirely for one-offs. Within each system the type pairing, the proof device and the offer device are *specific to that system* — they are not a house furniture kit dropped onto every picture. That is exactly the mistake I made: one lockup, one face, one colour, fifty times.

The eight compositions

#SystemSeen onStructure ------------ 1Product row on a splash groundH01, H07, H09Pink milk-splash field, five tubs in a row, headline top, three circular spec roundels bottom-left, satisfied-customer line bottom-right 2Clean studio, no furnitureH02, H05, H08White field, big lowercase two-tone headline, product cluster, one starburst review badge, small badges attached to the product. No bottom furniture at all 3Flat colour + coloured spec rowH03, H11, O44Saturated flat ground (navy/blue), headline, a four-column spec row with each numeral in its own colour, lifestyle product shot, one ringed circular badge 4Split with a scalloped dividerH04, H06, H10Products one side, model the other, curved white divider, rectangle lead word, full-width star strip, two corner labels on a navy band 5Hand-held at an angle + vertical spec columnH12, O42Lilac field, hand tilting the tub, lowercase headline, right-hand vertical spec stack with small arrows, one circular customer badge 6Triptych columnsO01Three full-height colour columns, each with its own headline, bullets, product and time-of-day label; banner headline above; guarantee strip below 7Icon gridO03Pale field, headline with the second line inside a navy pill, 2x2 circular icon tiles with captions, product centred below 8Annotated diagramO04Product cluster centre with radiating hairlines to benefit labels, offer as corner type, seals and payment logo along the bottom

Plus true one-offs: O17's repeating marquee strip, O45/O46's landscape market-launch lockups.

Type pairings — six different ways of doing "two-tone"

Obvi's headline is almost always two parts. How the two parts differ changes per ad:

1. By case and weight — "Goodbye" sentence-case light over "HAIRLOSS" heavy caps (H01, H07, H09)

2. By hue — "goodbye" navy over "hairloss." pink, both lowercase (H02, H08, O41)

3. By hue and case together — "GOODBYE" pink caps over "Hair Loss" white title case (H03)

4. By tint — "grow out" navy over "hair fast." grey, same hue family (H12, O42)

5. By a colour block on one word — "LOSE THE PUMPKIN BELLY BY THE HOLIDAYS" with the middle in a yellow block (O02)

6. Italic caps in an angled white banner — "LOSE WEIGHT. / LOOK YOUNGER!" (O22, O20)

And the lead device is not always a pill: a hard rectangle (H04/H06/H10), a full navy pill (O03), a colour block on a word (O02), an angled banner (O20/O22), or nothing at all (H01, H02, H12).

Headline position varies too — top (most), bottom (O18, O21), top-right (H12, O42), inside a banner across the top (O20).

Proof devices — nine of them, rotated

1. Circular star-rating roundel · 2. Circular testimonial roundel carrying a quote and a buyer

5. A press logo row — BYRDIE, VOGUE, BuzzFeed, CBS (O21) · 6. Circular "OVER 200,000 SATISFIED

Offer devices — five, and most hair ads have none

1. The offer IS the headline — "GET 20% OFF + A FREE BACKPACK" (O19)

2. An angled white banner across a corner — "20% OFF + FREE OBVI DRAWSTRING BAG" (O20)

3. A large circular badge — "UP TO 60% OFF" (O02)

4. Corner type in the accent colour — "up to 60% OFF" (O04)

5. A "FREE!" tag pinned to the free item itself (O20)

Not one of the hair ads carries a price or a discount. The offer lives on the fat-burner ads. That is worth knowing before we put a price on all 25 of ours.

Palette

What this means for Wonder

The schedule — one treatment per ad, nothing repeated wholesale

Five type pairings × five ads each. Nine proof devices rotated, including the testimonial roundel and the press row we have never used. Four headline positions including four ads set at the bottom of the frame. Five numeral faces. Obvi's angled banner and full-width strips are deliberately excluded — they are bands, which are banned here.

What is built and what is not

Built: this analysis, and the schedule as machine-readable SCHEDULE.json so the build consumes it directly rather than me re-deciding per ad.

Not built yet: the 25 treatments themselves. Implementing nine proof devices, four lead devices and four offer devices across three engines is a real build, and rushing it at the end of a long session is how the last three rounds went wrong. I would rather do group A's five properly, show you those, and then run the remaining twenty on whatever you correct.

The evidence — all 70, six to a sheet