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This week pushes into the felt-state lanes the expensive science-image ads never reached — every hook lives inside the illustrated / mascot system that owns the account's cheapest CPRs ($30.77 Look Different, $36.29 Testing). Under-exploited lanes: Medication plateau (the miner's 231-day-proven Sollus angle, still unrun in AU), Smiling / high-functioning depression (American TMS Clinics' destigmatiser, fully AHPRA-portable, nobody runs it in AU), What a session is actually like (education lane — Cognitive FX GB, unrun in AU), Free nurse suitability call as an explicit offer (a real Neuralia service framed as the CTA), and Time-of-day emotional entry (the felt moment the mechanism-led ads skip).

MECHANISM 1: Pain-Twist / Medication Fatigue

Hook 1: "When medication hasn't been enough"
"You've tried the tablets. You've been patient. And you still feel stuck. That doesn't mean you're out of options."
Felt-state entry the expensive "Neuroplasticity"/"Plug in" ads missed (best-ads: mechanism-led framing under-qualifies above $100 CPR). Attribution: miner Draft 1 + Sollus Health's 231-day-proven med-failure copy.

Hook 2: "Managing isn't the same as living"
"Getting through the day isn't the goal. If antidepressants have you coping but not really living, there's another path worth asking about."
The "managing isn't living" reframe best-ads named as the fix for new patterns + Plug in. Attribution: best-ads PASS 3 "swap mechanism-led copy for a felt-state hook."

MECHANISM 2: Reframe / Destigmatise

Hook 3: "Depression doesn't always look like it"
"Sometimes it's smiling at work and struggling at home. Sometimes it's tiredness that sleep doesn't fix."
The standout portable angle nobody runs in AU. Attribution: American TMS Clinics' "smiling in public, struggling in silence" (miner, 3 variants ~3mo) + miner Draft 6.

Hook 4: "You don't have to hit rock bottom to ask"
"Treatment isn't only for the worst days. If things look 'fine' from the outside but don't feel fine, that's reason enough to ask."
Extends the destigmatiser to lower the threshold to enquire — keeps the low-threat register of the winning mascot system. Attribution: American TMS Clinics destigmatiser + best-ads "one-glance legibility, low-threat" pattern.

MECHANISM 3: Loop-Opener / Curiosity

Hook 5: "What actually happens in a TMS session?"
"You sit in a chair, awake. A magnetic coil rests against your head. About 20 minutes later, you get on with your day."
Demystifies the machine the way Look Different did (best-ads #1 SCALE: "makes an unfamiliar machine feel safe in the first half-second"). Attribution: miner Draft 3 + Cognitive FX GB education guide (unrun in AU).

Hook 6: "No anaesthetic. No hospital stay. You drive yourself home."
"Three things people are surprised to learn about TMS — before they've even asked a question."
Curiosity loop built from concrete, checkable facts (removes fear before the click, like the winners). Attribution: miner Draft 3 process facts + best-ads "reassurance plus curiosity" driver.

MECHANISM 4: Emotional Trigger / Time-of-Day

Hook 7: "The 5am ceiling stare"
"Awake before the alarm again, already dreading the day. If that's most mornings now, it's worth a conversation."
Names the felt moment the mechanism-led ads skipped — a self-identifying entry like Testing's "do you feel like…" question. Attribution: best-ads #5 self-identifying-question pattern (reframed clear of any implied outcome).

Hook 8: "The Sunday-night dread"
"When the week hasn't even started and you're already flat. If low mood has become the default setting, there are options beyond another script."
Time-of-day trigger paired with the med-fatigue undertone — felt-state first, mechanism second (the best-ads CPR lever). Attribution: best-ads "felt-state entry is missing from the expensive lane" + miner med-plateau theme.

MECHANISM 5: Outcome / Reconnection

Hook 9: "A free call before you decide anything"
"Not ready to commit? Our nurse team will talk it through on the phone — no cost, no obligation, no referral needed to ask."
A real Neuralia service turned into an explicit, low-friction offer (the CTA lane the account under-uses). Attribution: miner Draft 2 (free nurse call) + best-ads "build next #4."

Hook 10: "Ask the question you've been putting off"
"You don't need to have it all figured out. One phone call with our nurse team is enough to find out if TMS is even worth considering."
Reconnection framed as a single small action — warm, low-threat, on the mascot system's register. Attribution: miner Draft 2 free-call offer + best-ads low-threat / one-glance pattern.

BRIEF 1: "When medication hasn't been enough"

Pain-Twist / Medication Fatigue · miner Draft 1 + Sollus Health 231-day med-failure copy

Hook: "When medication hasn't been enough"

Scene: A woman in her late 30s at a kitchen table in soft morning light, a single blister pack of tablets set down beside a mug she isn't drinking from. Expression quiet and contemplative — not distressed — looking off toward the window as if weighing something.

Setting: Warm domestic kitchen, early-morning side light, warm-neutral palette, uncluttered.

✓ No outcome promise · No medication-denigrating copy (invites, doesn't disparage) · Dignified, non-distressing depiction · Medicare wording kept conditional on eligibility + GP referral in body copy

BRIEF 2: "Depression doesn't always look like it"

Reframe / Destigmatise · American TMS Clinics "smiling depression" (miner) + miner Draft 6

Hook: "Depression doesn't always look like it"

Scene: A man in his 40s in an office kitchen mid-laugh with a colleague — but caught in the half-second after, when the smile has just dropped and his gaze goes briefly inward. The gap between the public face and the private weight, held with dignity.

Setting: Modern workplace kitchenette, soft overcast daylight through a window, warm-neutral palette, shallow focus isolating the subject.

✓ No diagnosis implication (describes experience, not a verdict) · No outcome claim · No testimonial · Dignified depiction, no vulnerability exploitation

BRIEF 3: "What actually happens in a TMS session?"

Loop-Opener / Curiosity · miner Draft 3 + Cognitive FX GB education guide (unrun in AU)

Hook: "What actually happens in a TMS session?"

Scene: A calm, relaxed patient seated upright in a comfortable treatment chair, awake and at ease, a treatment coil positioned near the head. Register is reassuring and ordinary — the clinical setting made to feel safe, echoing the Look Different winner.

Setting: Bright, clean modern clinic room, soft even daylight, warm-neutral palette, uncluttered — approachable not cold.

✓ Purely descriptive, zero outcome claims · Accurately represents the real Neuralia treatment process (nurse-delivered, psychiatrist-supervised) · Informational not inducement · No distress depicted

BRIEF 4: "A free call before you decide anything"

Outcome / Reconnection (offer) · miner Draft 2 free nurse call + best-ads "build next #4"

Hook: "A free call before you decide anything"

Scene: A person on their sofa at home, phone held to their ear, shoulders visibly easing as they listen — the moment a hard call turns out to be a gentle one. Warm, private, low-pressure.

Setting: Cosy living room, warm lamp light in the late afternoon, warm-neutral palette, soft and domestic.

✓ Accurately represents a real Neuralia service (free nurse suitability call) · Informational not inducement · No outcome or relief promise · Medicare rebates stated as conditional on eligibility in body copy