# Ad 09 — Gentle first, then decide
- **Funnel:** Another Way (ICP2 · Rx refugee / anti-Rx)
- **Stage:** BOF
- **Format:** reel 9:16 (UGC video)
- **Placement:** Meta Reels / Stories
- **Lever:** Curiosity
- **Andromeda signal:** curiosity × Reels-routine-demo × 9:16-UGC × mobile-first-person × BOF

## Reference assets
- `assets/purifying-cleanser.jpg` and `assets/vitamin-c-serum.jpg` — the two-step "way in," shown in-hand during the routine beat. Reproduce both labels, bottles, and caps EXACTLY; only the hands, sink, and light are the scene.

## GPT Image prompt
Vertical 9:16 Reels keyframe, Instagram-native, phone-shot at a warm bathroom sink in soft morning light. A real woman ~46–52, minimal makeup, **natural untouched skin — visible pores and fine lines, not airbrushed**, holds the `assets/purifying-cleanser.jpg` and `assets/vitamin-c-serum.jpg` products in-hand, reproduced faithfully. Calm, unhurried "get-ready-with-me" energy. Burned-in captions in clean humanist sans, white on a translucent dark-green pill. Sage `#EAF2EC` / gold `#C9A14C` accents, sage/gold end card on the last frame. **Never purple, never clinical.** Negative: airbrushed skin, invented or restyled packaging, purple, neon, medical claims, disparaging text.

## Overlay copy (typeset verbatim)
- Headline: "Try gentle first. The prescription will still be there."
- Subhead/body: "Not instead of my doctor — before the strongest step. A calm-not-strip routine while I decided. If it wasn't enough, Accutane would still be waiting."
- CTA: "Shop now"

## Script (spoken + on-screen beats)
- **0–3s (permission hook):** "Here's the thing nobody told me: you can try gentle first." — caption mirrors headline.
- **3–9s (respect + reassurance beat):** "I'm not skipping my doctor. Accutane's a real option and it works for a lot of women — it'll still be there if I need it." — she rinses, cleanser in hand.
- **9–15s (the two-step, curiosity):** "So before the strongest step, I gave this a real try — cleanse, then the serum. Calm, not strip." — serum in hand, faithful label.
- **15–20s (resolve → end card):** "Gentle first. Then decide." End card sage/gold: "Start where I did — 60-day money-back →".

## Expected output
One 9:16 Reels keyframe at a warm sink, real ~46–52 woman holding the exact Cleanser + Serum, burned-in caption with the headline, sage/gold end-card with the guarantee line. Calm GRWM feel, not salesy.

## Compliance rail
Explicit respect-the-medicine hedge spoken and on-screen ("I'm not skipping my doctor," "Accutane's a real option and it works for a lot of women," "it'll still be there"). Frames the routine as a personal *before-the-strongest-step* choice — never "instead of," never a medical alternative to or equal of Accutane; never tells anyone to refuse, quit, or delay it. Cosmetic verbs only ("calm, not strip"). No guaranteed results.
