The Obvi lineage, pulled into one place — and what the combination is
Every Obvi-styled Wonder revision we have made, 360 masters across 18 rounds, with the concept id on every frame so you can name one. Then the spec for combining the register you liked with the awareness hooks.
The thesis, stated plainly
Batana's top tier has no craft in it - warehouse photos, price bars, packshots, and not one photographic hair result or piece of considered typography in the whole winning set. Obvi is the craft standard and it is in a different category. Nobody has brought Obvi-grade craft to batana, and nobody in batana is working the awareness layer at all. That is the open ground: Obvi's register, our qualified claims, awareness-stage hooks.
“First to the plate” is the right read. In the whole batana winning set there is not one photographic hair result, not one piece of considered typography, and only one brand with any voice at all. The craft bar in this category is on the floor. Obvi is the standard and it is in a different market. So the opening is not a better offer — it is Obvi-grade craft aimed one rung lower down the awareness ladder than anyone in batana is aiming.
You have praised two different looks, not one
Worth separating before we merge anything. v35 is the Obvi punch — Poppins two-tone, the white lead pill in deep pink, palette CTA, one roundel. v27 is a quieter editorial register — sentence case, cream grounds, an older real-looking cast; you named its W10/W09/W08/W01 as the look to bring back, which is what produced v29.
Do NOT merge it into the Obvi register - running both in one ad dilutes both. Run it as a 3-ad B-side so punch versus quiet is an actual test rather than an argument.
v39 — what comes from where
Frozen from v35 (do not rebuild):
- Poppins ExtraBold, two-tone headline
- White lead pill with deep-pink #e6127a ink - Obvi's lead-word device
- Navy #1c1440 headline on light grounds, white with dark halo on dark grounds
- Lead pill never smaller than the headline: >=78% of it, hard-capped to a word-width chip (620x150) so it never becomes a band
- One proof roundel per ad - stars, 4.8/5, 1,121 verified reviews - said once
- Thin uppercase chrome: brand line top, terms line bottom, type on the photograph with nothing behind it
- No black. Palette colours only.
Kept from v38:
- One native 9:16 plate per ad at 1152x2048, full edge-to-edge scene, no padding or flat-colour extension
- 4:5 as a measured per-plate crop that never slices a hand, a head crown or the product base
- Hard pixel-band plate briefs with slack for the model's ~60-100px overshoot
- No panels, bands, strips or scrims behind any type
- The five gates, with product boxes measured on the LABEL not the bottle
- Inspect every render in both ratios by eye - the gates are blind to plain headlines
New: The 13 awareness-stage hooks, all qualified to the live PDP line - batana oil may help with shedding, conditions dry fragile lengths. No timeframe, no regrowth promise.
v29/v33/v35/v36 all carry 'REGROW Hair in Just 2 Weeks' and equivalents. Those are gated NOT FOR LAUNCH and cannot ship. v39 keeps their look and swaps the claim.
The bill: 12 of the 13 hooks need new plates, and in a register v38 does not have: bathrooms, shower floors, crowded shelves, hair ties, kitchen tables. Phone-shot rather than editorial. That is the real bill for the awareness layer.
S1 · Does the CTA pill come back?
v35 carried 'START AT $14 ->' and you liked it. v38 removed the in-image button on the Obvi finding. The 45-brand audit settles it better than either: 9% of DTC beauty statics DO draw one, and the two best performers carry an offer or a category - never a bare 'Shop now'. 'START AT $14 ->' is exactly that shape.
My call: Keep it on product-aware / BOF ads. Drop it on the TOF ads, where a price pill contradicts the awareness play before she knows she wants the category.
S2 · Proof roundel on every ad, or only where the plate leaves room?
v35 ran one per ad. v38 dropped it on 6 of 10 because on full-bleed scenes every measured position landed on the product label, a face or the before/after evidence.
My call: If the roundel is non-negotiable, the plate brief has to reserve a calm corner - which costs some scene. Your call on which you want more.
S3 · Spec row as a bar, or as type?
v19 ran it as a solid bottom bar. Bars are banned. v38 runs the same content as type directly on the photograph.
My call: Type. The content survives, the block does not.
The hooks that go into it
| # | Hook | Awareness | Plate |
|---|---|---|---|
T1 | IS THAT A NORMAL AMOUNT? Most women never ask anyone. Batana oil may help with shedding. |
Problem aware (edge of unaware) | NEW |
T2 | YOU'VE TAKEN THIS PHOTO BEFORE. Same light, same part, different month. Batana oil may help with shedding. |
Problem aware | Adapt W07d, reshot as self-shot POV rather than a clinical two-panel |
T3 | IT'S NOT GROWING SLOW. It's breaking off as fast as it grows. Conditions dry, fragile lengths. |
Problem aware | NEW |
T4 | CHECK YOUR CROWN IN DAYLIGHT. Then put something on it. 100% batana oil, straight to the scalp. |
Problem aware | NEW - shoot this one first. Worth a male cut as well as a female one. |
T5 | IT'S NOT YOUR SHAMPOO. It's what never reaches the root. 100% cold-pressed batana oil, massaged into the scalp. |
Unaware to problem aware (the reframe does the work) | NEW |
T6 | NOBODY TELLS YOU ABOUT MONTH FOUR. The shedding after a baby is real. Batana oil may help with shedding. |
Unaware to problem aware | NEW |
T7 | "TRY BIOTIN," THEY SAID. Three years. Seven appointments. Batana oil may help with shedding. |
Problem aware, high agitation | NEW |
T8 | WHEN DID YOU STOP WEARING IT UP? Batana oil may help with shedding, and conditions dry, fragile lengths. |
Problem aware | NEW |
T9 | YOUR EDGES PAID FOR EVERY BRAID. Work it into the hairline, not the length. Batana oil may help with shedding. |
Problem aware | Adapt W08d |
T10 | LOOKING FOR 30 WOMEN WHO'LL PHOTOGRAPH THEIR PART FOR 90 DAYS. No serums. No pills. One oil, and we send it. |
Problem aware - and it asks for almost nothing | NEW - a photographed note, not a generated scene |
T11 | THE WEIGHT WENT. SO DID YOUR HAIR. Shedding after fast weight loss is common. Batana oil may help with shedding. |
Unaware to problem aware - a trigger event does the work | NEW |
T12 | BEFORE YOU BUY ANOTHER WIG. One oil, one ingredient. Batana oil may help with shedding. |
Problem aware, late - she is about to stop trying | NEW |
T13 | MOST OIL IS RUINED BEFORE IT'S BOTTLED. Cold-pressed. One ingredient. Nothing else in it. |
Solution aware - she is already shopping oils | NEW - and nobody except Kurinuka shows the substance, so this is uncontested |
Every revision — newest first. Hover a frame for its id, click to open it.
Contact sheets carry the concept id burned on each tile, so “v35 W04” is unambiguous.
v38 10 × 4:5 · 10 × 9:16
The in-image CTA button removed on the Obvi finding, full-scene plates, measured per-plate 4:5 crop windows, qualified claims.
current — claims are shippable, register is thinner than v35
v37 5 × 4:5 · 5 × 9:16
One native 9:16 plate per ad with the type bands reserved, and the 4:5 cut as a crop of the same plate so the ratios can never drift.
the geometry round
v36 10 × 4:5 · 10 × 9:16
Six new Obvi-energy plates built under the v35 register, to close that plate gap. 16 generations over five rounds.
v35 10 × 4:5 · 10 × 9:16
**The Obvi register proper** — Poppins two-tone, the white lead pill in deep pink, no black, palette CTAs, spec rows. The round that isolated why Obvi reads catchier. Its own note said the remaining gap was the plates.
the register round — this is the one to freeze
v34 10 × 4:5 · 10 × 9:16
v33 plus a bold Archivo CTA and the v29 roundels back, one per ad.
v33 10 × 4:5 · 10 × 9:16
Obvi's on-image hooks used verbatim, weighted to their real frequency across the 70 ads.
the hook-frequency round
v32 10 × 4:5 · 10 × 9:16
v31 re-set for contrast and sentence structure — one block per sentence, white with halo, yellow pain words, bigger.
v31 10 × 4:5 · 10 × 9:16
Carousel-grade typography: masks, measured anchors, Fraunces/Archivo/Instrument/Mono.
v30 10 × 4:5 · 10 × 9:16
New type system plus four CTA forms on the same plates.
v29 10 × 4:5 · 10 × 9:16
Typography only, zero generations — v27's type brought back onto v28r1's plates. Yellow eyebrow, one highlighted word per headline, the 'Gone.' pattern.
the correction round after the blocks regression
v28 10 × 4:5 · 10 × 9:16
Second full pass over all 70 Obvi ads produced the device vocabulary — trust is a rotated set of ~12 devices, not one badge. Twelve devices built, no two ads sharing a combination.
then rejected: it shipped a 46% white panel and a 540px masthead
v27 10 × 4:5 · 10 × 9:16
CTA-first plates, one roundel instead of a proof bar. **A different register: sentence-case editorial headlines, cream grounds, an older real-looking cast.** You later named v27's W10/W09/W08/W01 as the look to bring back.
you named frames from this round as the target look
v26 10 × 4:5 · 10 × 9:16
Obvi furniture on lit plates, two-session before/after.
v21 10 × 4:5 · 10 × 9:16
Built after v20 was rejected for painting colour blocks and gradient scrims behind copy. Standing rule from this round: never add a shape purely so text can sit on it.
the no-scrim rule starts here
v20 10 × 4:5 · 10 × 9:16
Safe-zone corrected rebuild after you rejected v19 on three counts. 8 new model plates, real cutout masking, five layouts.
you rejected v19; v20 fixed the zones but kept the claims
v19 10 × 4:5 · 10 × 9:16
First deliberate Obvi visual match, with the compliance qualifiers stripped out as a capability test. Cobalt and hot-pink grounds, yellow proof bar top, yellow CTA pill, solid spec bar at the foot.
GATED — every headline asserts efficacy or a timeframe Wonder has no evidence for
v17 15 × 4:5 · 15 × 9:16
The 70-ad Obvi reference pull itself — 15 adaptations beside the references.
reference round
