Ads
As of 08:15 · the period does not apply here
One offer, three angles on it, and every shape Meta and Google will take — cut together so the message is the same wherever it lands. What changes between them is the frame, and the frame is where it goes wrong.
The message, once
Everything in this flight carries it. What changes between the cuts is the angle it is said from, and the shape it is said in.
A subscription you forget about until the bag turns up.
Offer, unchanged from the flight already running: First bag half price, cancel any time.
- 1
Habit · Three bags in, you stop thinking about it.
The offer from the customer's side: the point is that it stops being a decision.
- 2
Freshness · Roasted Tuesday, posted Tuesday.
The thing a supermarket cannot say, stated plainly and without a comparison.
- 3
Choice · Same coffee every month, or never the same twice.
For the half of the list who subscribe to be surprised rather than to be supplied.
Three angles rather than three offers. The thing being sold is identical in all of them, which is what makes a flight like this quick to check and uninteresting to a regulator.
9 cuts, 3 hooks
Drawn at the ratio each platform actually takesHabit
Three bags in, you stop thinking about it.
Three bags in, you stop thinking about it
Meta feed · 1:1 · 1080 × 1080
Three bags in, you stop thinking about it
Meta feed · 4:5 · 1080 × 1350
Three bags in, you stop thinking about it
Meta reels · 9:16 · 1080 × 1920
Held · the headline is under the furniture
2 of 3 clear; Meta reels held.
Freshness
Roasted Tuesday, posted Tuesday.
Roasted Tuesday, posted Tuesday
Meta feed · 1:1 · 1080 × 1080
Roasted Tuesday, posted Tuesday
Google 1:1 · 1:1 · 1200 × 1200
Roasted Tuesday, posted Tuesday
Google 1.91:1 · 1.91:1 · 1910 × 1000
All 3 clear on every rule.
Choice
Same coffee every month, or never the same twice.
All 3 clear on every rule.
The one that is held
Meta ads · Reels · 9:16 · 1080 × 1920. The shape is right and the words are fine; the headline is sitting where the platform draws its own.
Three bags in, you stop thinking about it
9:16 · 1080 × 1920 · Meta reels
Stops it · 1Nothing is handed over while one of these is failing
- Headline clear of the platform's furniture· 100 per cent of the headline sits under the caption and buttons at the bottomA covered headline is worse than a cropped one: the export looks perfect and the words are behind a button on every phone that sees it.
8 clear
5 not applicable here
This one does not go back to the render line. Type is set on a layout layer over the picture rather than drawn into it, so the headline moves up out of the furniture and the file is exported again — minutes, and nothing on the motion line.
What the Desk says is spent
Quoted, not measured. The studio noticed the series was old; the figures in this column belong to the other desk.
| Creative | Live | What the Desk said | Replaced by |
|---|---|---|---|
| First flight · C · roast date stamp, closead-2026-07-sub-c | 50 d | Spend Desk: 50 days live, click-through down 68 per cent against its own first week, with spend held flat and a seven-day frequency of 4.6. | Choice |
| Second flight · A · bag on the doormatad-2026-08-sub-a | 22 d | Spend Desk: 22 days live, click-through down 34 per cent against its own first week, with spend held flat. | Habit |
| Second flight · B · the subscription box, openedad-2026-08-sub-b | 22 d | Spend Desk: 22 days live, click-through down 39 per cent against its own first week, with spend held flat. | Freshness |
There is no click-through, no cost and no return anywhere on this page, and that is deliberate: the studio does not grade its own creative. Those figures live on the Spend Desk, which is also where the request for this flight came from.
What happens to these
Approved cuts go to the Spend Desk as a series. The Desk decides which of them runs, against which audience and for how much; the studio does not set a budget, pick a winner or claim one. That is why there is no performance figure anywhere on this page — the only numbers here are pixels, seconds and characters.
Approve or send back BR-2026-138 in reviewNothing new is promised in any of the 9: the offer is the one already running, word for word, which is what keeps a series like this boring and legal. 8 are clear on every rule, and the one that is held does not hold the rest — the series goes over without it while it is cut again.