Twelve ads. Twelve verdicts.
One rubric.

Diagnosis: Educational hook with medium-paced opening; the brand is not yet visible in the first three seconds. Brand Impact lands at the rule's lower edge, the diagnostic moment for this opening pattern is the gap between the educational claim and the product arriving on screen.

Keep the educational POV. Bring the pack into the first 1.5 seconds (held by the talent, not as a sting), Brand Impact moves Moderate → Strong without changing the script.

Diagnosis: Trend hook with dynamic motion, but the product is not visible in the first three seconds and the saliency layer flags visual ambiguity. Sell Proposition is the softest KPI, the claim the ad is making is not yet specific in the opening window.

Don't rebuild, sharpen. Bring the product into frame 1 (dressing-table angle, hand-held) without losing the trend hook. Sell Proposition and Brand Impact rise together.

Diagnosis: Emotional-story hook with a slow opening; brand not yet in frame at three seconds. Sell Proposition lands at 40, the lowest KPI on any card here, because the establishing pacing was tuned for long-form, not the Meta Feed window.

Cut the establishing seconds. Open on the bottle reveal; cut backwards into the emotional beat. Sell Proposition and Beat the Skip both move up; Brand Impact stays where it is.

Diagnosis: Customer-testimonial hook with slow opening motion and no brand visible in the first three seconds. The trust-led value proposition is doing the work, but the opening pace burns the attention window before the brand earns it back.

Keep the testimonial. Cut a hard insert of the badge or grille at the 1.5-second mark. Build Brand and Beat the Skip both shift up without re-shooting.

Diagnosis: Benefit-led hook with the brand and app interface present in the first three seconds. Beat the Skip is the top KPI on the card, the price or pin-style benefit appears before the skip decision. All five KPIs clear the Strong threshold.

Hold this structure as a template across other geos. To lift Sell Proposition further, swap the destination montage for a single price-vs-search-result comparison.

Diagnosis: Product-showcase hook with brand visible in the first three seconds, but the opening motion is static, so Beat the Skip carries on brand familiarity rather than visual energy. Build Brand sits at the rule's lower edge because the asset variety is narrow.

Re-cut, don't re-shoot. Add a face mid-expression or a problem-state beat as frame 1; let the pack shot land at 1.5 seconds. Build Brand and Get Noticed both lift.

Diagnosis: Lifestyle-escape hook with slow opening motion; brand is present in the first three seconds, but only once. Sell Proposition is the softest KPI, the specific spec or model the ad is selling is implied, not on-screen, in the opening window.

Add one spec callout (range, model name, or trim) in the 1.5–3-second window. Sell Proposition lifts into the Strong band without touching the cinematography.

Diagnosis: Problem-solution hook with dynamic motion and brand visible in the first three seconds, but the saliency layer flags text dominance, the opening is reading like a slide, not a film. Build Brand sits at the rule's edge because the visual brand cue arrives after the text.

Keep the structure. Replace the on-screen text with a face-first beat from the existing footage and let the type land at 1.5–2 seconds. Get Noticed and Beat the Skip both rise.

Diagnosis: Emotional-story hook with dynamic motion and brand visible in the first three seconds. Brand Impact lands at the rule's lower edge, the Netflix mark is implied via tone and grade, more than shown. Card 04 has the same brand getting Brand Impact higher on YouTube with the same kind of opening.

Same trailer footage, different anchor. Lead with the most dramatic single shot from frame 1; bring the title card to 1.5 seconds. Brand Impact and Sell Proposition both move up.