Fix pass — 20 July 2026

ProblemSaid "bins out" — British English on a US-audience ad. Surface read as a corkboard and the notes were held by chrome push-pins; you do not pin paper to a fridge. The one note that carries the concept ("we need to talk about Sunday") was set SMALLER than the three chores.

ChangeCopy is now "trash out". Added a real door handle — the single cue that makes the surface read as a fridge. Magnets are flat and coloured instead of chrome domes. The Sunday note is now the largest, squarest and most lifted element; the three admin notes sit back.

ProblemReproduced the Google wordmark and caret colour exactly. Replicating another company's mark inside a paid ad is trademark and platform-impersonation exposure, and it was never what made the concept work.

ChangeWordmark replaced with a neutral search glyph, caret de-coloured. The autocomplete — the actual idea — is untouched.

ProblemAn empty, rumpled bed in cold blue. For a concept about divorce and a changed future it reads as a death, and it is bleak in a way that contradicts Serenium's warm-direct register. No person.

ChangeA composed adult, warm light, reflective rather than despairing — and male-led, which this batch badly needed.

ProblemA warm, pleasant conversation over mugs under the headline "The same conversation, again." The image argues the opposite of the copy — and it reuses the same coffee-mug visual as g2-habits in one batch.

ChangeTwo people at an actual impasse: looking away, talked out. Different visual family from g2.

ProblemSandwich-generation concept, but only a child is shown — the ageing-parent half is invisible. The father is smiling and amused while the headline is about depletion.

ChangeBoth generations in frame and visible strain, so the headline and the picture finally agree.

ProblemTwo cups on a cafe table, both fresh — reads as a coffee date, not a grief habit. No person in frame.

ChangeAlso found on Pexels. Hands serving eggs onto the second of two plates at a home table. The breakthrough was searching person-first rather than "two cups" — and switching the "two places" idea from cups to PLATES, which avoids repeating the mug motif f1-again now carries. No face in frame, so the identifiable-people clause does not bite here.

ProblemAn empty plate on a dark table, in black and white. For co-parenting it reads as deprivation or hunger, the monochrome is off-brand for Serenium, and a creative about a childhood contained no child.

ChangeFound outside Unsplash — Pexels, where the US-suburban pool is far deeper. A child carrying a case down the front steps of a grey clapboard house. LICENCE CAUTION: the subject is an identifiable minor and the Pexels Licence forbids identifiable people appearing "in a bad light". The headline implies this specific child's parents separated. Needs sign-off before launch — see the note at the foot of this page.