v42a — five ads, five different treatments

What differs, ad by ad

• W01 — two-tone by case and weight (Obvi H01), no lead device at all, three circular spec roundels, discount as corner type.
• W02 — two-tone by hue, a chip lead, and a testimonial roundel carrying a real verified-buyer line: “My hair feels stronger and softer after a few uses.” — Charlotte H. That device is new to us and the quote is one of the two genuine ones on file.
• W03 — accent caps over title case, a four-column spec row, and the offer as a headline line (Obvi O19) rather than furniture.
• W04 — two-tone by tint of one hue, headline top-right, a vertical spec column down the right edge, and the discount as a tilted circular badge.
• W05 — one word carried in a colour block inside the line (Obvi O02), and the verified terms line with a thumb instead of any badge.

Five numeral faces across the set: Anton, DM Serif, Poppins, Bodoni Moda, Fraunces.

Three things the plates decided, not me

1 · A second hue cannot sit bare on these grounds. I measured each plate: on saturated pink, lilac and marigold, an accent colour scores 1.9–2.6 against the ground, well under the 3.0 floor. Obvi's two-colour ads sit on white for exactly that reason. So where a bare accent fails, the accent word takes its own block — which is Obvi's own answer on a busy ground (O02's yellow block). Only W02 carries a bare accent, at 3.27.

2 · The coloured spec row lost its colours. Obvi gives each numeral its own hue. Measured against our light blue plate, green scores 1.79 and pink 2.48 — so the numerals fall back to ink. The device survives, the colour does not, and that is the plate's fault rather than a choice.

3 · Two Obvi devices are unusable for us. The press row (BYRDIE/VOGUE/BuzzFeed/CBS) needs press coverage we do not have, and a guarantee is forbidden by the build contract. W05 runs the verified “skip or cancel anytime” terms line instead. The schedule for groups B and C assigns the press row to two ads — that needs replacing before those are built.

Gates

Headlines are still the inherited unqualified ones — REGROW HAIR FAST, GROW Healthier Hair, REVERSE signs of DAMAGED hair. Not cleared for placement. The offer maths is verified ($28 one-time, $14 first subscription bottle = 50%), with the three caveats from the 19th still standing.