One ad, three first seconds.
Same 20-second body. Three different openings:
1. A five-star review
2. A price comparison
3. A direct call-out: "Dull skin by 3pm?"
Most ads don't fail in the middle. They fail before the product even shows up. Testing the opening is the cheapest test you can run.
Which one would you put money behind first?
Concept ad for a fictional skincare brand.