Cytokind — Three Ads Side by Side

The call variant of each ad, for comparison · all three rebuilt 3 August 2026

Muting all but one is often the easiest way to compare the picture.

Psoriasis

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57s · revised 3 Aug · strongest evidence base of the three

Opens: “For people with psoriasis,”
Closes: “Drug-free light therapy for psoriasis”
Step: “It’s doctor guided” · end card “Doctor guided light therapy”
Claim: FDA-cleared for psoriasis · $0 out of pocket

Vitiligo

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57s · rebuilt 3 Aug · phototherapy is first-line here

Opens: “Vitiligo is a hard one.” → “It doesn’t hurt.” → “It just shows”
Closes: “Drug-free light therapy for vitiligo”
Claim: FDA-cleared · $0 out of pocket

Eczema

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57s · rebuilt 3 Aug · steroid-sparing angle

Opens: “For eczema, it’s usually topicals.”
Closes: “Drug-free light therapy for eczema”
Claim: FDA-cleared · $0 out of pocket

What changed on 3 August

No ad now tells the viewer they have the condition. Meta prohibits ads that state or imply a viewer’s medical condition, and all three carried it. Gone from every hook, voiceover and end card: “If you have psoriasis”, “Tired of topicals for your eczema?” and all three “Take charge of your <condition>” closing lines. Each ad still names its condition in the opening breath — it addresses the audience rather than the viewer.
“Prescription” is gone from all three ads — spoken line, caption and end card. It is first on Meta’s own list of trigger words. The videos now use Tom’s house phrase: the narrator says “It’s doctor guided” and the caption and end card read “Dr. guided”, matching the landing pages.
Shot timing corrected — this is the one Craig heard. The cut between shot 2 and shot 3 had been placed on a comma pause inside the sentence (after “narrow band UVB,”) instead of the full stop after “for twenty five years.” So 1.56s of shot 2’s words played over shot 3’s picture and caption, and it stayed flaky through the middle. Every cut now lands inside a real silence in the narration.
Captions moved up, out of Meta's overlay zone. John's screenshots of the live ad showed Facebook's own “Learn more” button striking through “You can now use that” and the account handle sitting across “same light at home”. Captions sat at 78% of frame height; Meta covers everything below 70%. They now sit at 60%, and the plates are narrower so they clear the like/comment/share rail on the right.
The end card moved up too — the URL was at 78%, inside the same covered band — and the whole logo block shifted with it.
The closing CTA now arrives with the voice. The end card is the one shot with no caption cards, so its text ran on the logo animation's clock rather than the narrator's: the voiceover delivered the call to action for about 3½ seconds over a near-empty white frame before any words appeared. The CTA now fades in at 0.8s instead of 3.1s, so it is readable for roughly 7 seconds instead of 5, and it is on screen for most of its own voiceover rather than a fraction of it.
Opening line rewritten for Meta policy. Was “If you have psoriasis, you keep hearing…” — Meta prohibits ads that state or imply the viewer has a medical condition, and some ads were flagged. Now “For people with psoriasis, sunlight keeps coming up as something that matters.” Still names the condition at word three; addresses the audience rather than the viewer.
Closing line rewritten for the same reason. Was “Take charge of your psoriasis” — the same violation, in the last thing the viewer hears. Now “Drug-free light therapy for psoriasis.”
All three now deliver at the same loudness. The final mix was never normalised, so the level was whatever the voiceover take and the music bed happened to sum to — today's three came out at −15.4, −16.2 and −17.7 LUFS, a 2.3 LU spread between ads that should match. They now land at −14.0, −14.7 and −14.3. One measured gain per ad, no compression: the loudness range is unchanged, so the dynamics are exactly as approved.
⚠️ The voiceover is a new recording. It's one continuous take, so changing two lines re-recorded all of it. The words are otherwise identical, but the performance is not the one reviewed on 29 July. Worth a listen end to end.
Ad is now 55s, down from 59s.

Applied to all three · still open

The caption and end-card layout fix applies to all three ads — the constants live in one shared module, so vitiligo and eczema picked it up on rebuild. Their voiceovers are untouched and unchanged.
The shot-timing fix is psoriasis-only by nature — vitiligo and eczema already had the corrected boundary logic since 27 July. Psoriasis was the one left behind.
⚠️ All three end cards say “Prescription light therapy” — “prescription” is first on Meta’s own list of trigger words. “A doctor’s sign-off” carries the same meaning.
The order variants are not shown and are not ready — a patient can’t simply order the unit, and psoriasis/order additionally has a script that no longer matches its recording.

What changed on 29 July

Opening hook split off. The condition now gets its own card in the first moment, instead of arriving inside a full sentence.
“$0 out of pocket” in gold, on one undivided card, reading “Eligible patients pay $0 out of pocket.” The word “eligible” is doing real work — Phothera states plainly that not all patients qualify.
“including Medicare” removed, since Medicare alone is 80/20 after the deductible and naming it invites the contradiction.
FDA-cleared in all three. Psoriasis says “cleared for psoriasis”; the other two say “FDA-cleared” without naming the indication.

Not shown here

The order variants exist but have a known problem — a patient can’t simply order the unit, a doctor has to complete the prescription form. Being fixed separately.
These are 540×960 for side-by-side playback. The 1080×1920 masters on the Cytokind Drive are what go to Meta.