What psychological triggers does Koala use?

Koala's ads most consistently activate Loss Aversion, Closure Delivery, Competence Restoration. These are the core mechanisms their creative relies on to convert viewers. Each psychological mission corresponds to a specific viewer state shift — and the data shows which ones pair with which hook types in their winning ads.

How long do Koala's ads typically run?

Koala's ads run for an average of 23 days in market based on the decoded sample. Long-running ads are a strong signal of structural quality — the creative formula is durable enough to survive Meta's ranking algorithm past the typical thirty-day cutoff where most ads die.

Can I use Koala's ad formulas for my own brand?

Yes. Every decoded ad in this report produces a reusable structural formula — the beat sequence, the psychological mechanism, the hook pattern. You can take any of Koala's winning structures, load your own brand into Heista, and generate ready-to-shoot scripts and visual briefs built on the same architecture but with your product, voice, and offer.

How is this different from an ad spy tool?

Ad spy tools show you screenshots of which ads Koala is running. This report shows you the formula behind those ads — the beat-by-beat structural blueprint that made each one work. Hook type, psychological mechanism, scaling curve, visual DNA. You can't paste a screenshot into a creative brief. You can paste a formula.

Where does Heista source Koala's ads from?

Heista sources live-running video ads from Meta Ad Library and TikTok Creative Center — the same public ad libraries that competitive teams monitor. Each ad is then reverse-engineered into its structural formula. No scraping, no private data. The "Last updated" date on this page reflects the most recent refresh of the structural intelligence.

How Koala Structures Their Video Ads

Brand Playbook

The dominant formula across 41 ads — what this brand does at every stage and how consistently they do it.

41%

26%

47%

26%

22%

Open Loop StatementOPENING

Object IntroCONTEXT

Feature CascadeDELIVERY

Feature BreakdownDELIVERY

GuaranteeVALIDATION

Direct CTASHIFT

Step-by-Step FormulaConsistency across 41 ads

Open Loop StatementOPENINGLocked100%

41/41 ads

Object IntroCONTEXT61%

25/41 ads

Feature CascadeDELIVERY51%

21/41 ads

Feature BreakdownDELIVERY34%

14/41 ads

GuaranteeVALIDATION37%

15/41 ads

Direct CTASHIFT22%

9/41 ads

Hook Playbook

Top hooks Koala uses

The 5 most-used opening hook types across Koala's decoded video ads.

Open Loop Statement22%

Contradiction Hook20%

Contrast Setup10%

Data Point Start10%

Direct Question Hook10%

Hooks Koala doesn't use

Hook types that appear in home & living ads but are absent from Koala's decoded sample.

CTA Playbook

Top CTAs Koala uses

The 5 most-used closing mechanisms across Koala's decoded ads.

Redirect32%

Direct Cta21%

Open Loop11%

Soft Cta11%

Empowerment Close5%

CTAs Koala doesn't use

Closing mechanisms common in home & living ads but absent from Koala's decoded sample.

Lesson

Persuasion Principles

Most Used Principles

Specificity Bias

Loss Aversion

Risk Reversal

Completion Bias

Cost/Benefit Reframe

Social Proof

Cognitive Dissonance

Curiosity Gap

Cognitive Fluency

Cost/Benefit Shift

Contradiction Hook

Uncertainty Reduction

Common Combinations

Principles that appear together in the same beat

Loss AversionRisk Reversal

10x

Risk ReversalSpecificity Bias

Loss AversionSpecificity Bias

Cognitive DissonanceCost/Benefit Reframe

Cognitive FluencySpecificity Bias

Where Koala Differs From Home & living

Koala doesn't use these patterns in their decoded ads, even though they appear consistently across other home & living brands. Each one represents a structural difference between Koala's creative formula and the broader category.

PsychologyStatus AssertionUsed by 10% of home & living brands

Voiceover B-Roll

33s5 beats52d

Hook: Curiosity SpikeThreat ReductionCuriosity SpikeSpecificity BiasCognitive Fluency

Voiceover B-Roll

38s6 beats52d

Hook: Story StartCompetence RestorationNarrative TransportationCompletion AnticipationExpectation of Explanation

Before/After

17s1 beats52d

Hook: Open Loop StatementClosure DeliveryOpen Loop StatementCompletion Bias

Talking Head B-Roll

46s6 beats48d

Hook: Contrast SetupCuriosity GapContext InstabilityCuriosity GapSpecificity Bias

Product Hero

6s1 beats48d

Hook: Direct Question HookCuriosity GapSelf-Referential ProcessingPersonal Relevance HeuristicOpen Loop

Talking Head B-Roll

36s5 beats48d

Hook: Direct Question HookThreat ReductionCuriosity GapCompletion TendencyAuthority Transfer

Product Demo

33s6 beats47d

Hook: Identity HookThreat ReductionIdentity HookSocial Identity RecognitionCuriosity Spike

Motion Graphics

30s1 beats43d

Hook: Open Loop StatementClosure DeliveryOpen Loop StatementCompletion BiasClosure Motivation

Lifestyle

36s7 beats26d

Hook: Contradiction HookCTA: Empowerment CloseClosure DeliveryContradiction HookCognitive DissonanceNarrative Stakes

Product Demo

33s5 beats26d

Hook: Identity HookCompetence RestorationIdentity HookSelective AttentionCognitive Fluency

Product Demo

16s5 beats26d

Hook: Open Loop StatementCTA: RedirectCompetence RestorationOpen LoopCompletion MotivationConflict Framing

Talking Head B-Roll

39s6 beats25d

Hook: Contrast SetupCTA: Open LoopThreat ReductionContrast SetupCompletion BiasHidden Problem Identification

Talking Head B-Roll

40s7 beats25d

Hook: Parallel List OpenLoss AversionCompletion BiasPerceived Multi-Benefit DensityPatterned Sequencing

Voiceover B-Roll

41s5 beats25d

Hook: Direct Question HookCTA: Community InviteCompetence RestorationCuriosity GapSurprise EffectDirect Question Hook

Voiceover B-Roll

19s2 beats25d

Hook: Direct Question HookCuriosity GapDirect Question HookAnswerability BiasActionability/Decision Friction

Voiceover B-Roll

19s1 beats25d

Hook: Open Loop StatementClosure DeliveryOpen LoopInformation GapCompliance/Disclosure Effect

Talking Head B-Roll

38s8 beats25d

Hook: Conflict StatementCTA: RedirectLoss AversionConflict StatementCognitive DissonanceEmotional Valence Contrast

Talking Head B-Roll

39s7 beats25d

Hook: Contrast SetupCTA: RedirectLoss AversionConflict StatementContradiction HookCognitive Dissonance

Talking Head B-Roll

29s7 beats25d

Hook: Open Loop StatementCTA: RedirectLoss AversionOpen Loop StatementCommitment & ConsistencyCertainty Effect

Product Demo

15s3 beats23d

Hook: Open Loop StatementCTA: Retention HookClosure DeliveryOpen Loop TensionCompletion MotivationCommitment Escalation

Talking Head Product

69s7 beats23d

Hook: Contrast SetupCTA: Soft CTAThreat ReductionCompletion BiasContrast SetupCognitive Dissonance

Talking Head Product

32s6 beats23d

Hook: Open Loop StatementCTA: Humor CloseCompetence RestorationOpen Loop StatementCuriosity GapNarrative Tension

Voiceover B-Roll

37s6 beats22d

Hook: Data Point StartCTA: Direct CTALoss AversionData Point SalienceSpecificity BiasPrecision Heuristic

Talking Head B-Roll

37s6 beats22d

Hook: Data Point StartCTA: Direct CTALoss AversionData AnchoringExpectancy ViolationCognitive Consistency

Voiceover B-Roll

21s1 beats22d

Hook: Open Loop StatementClosure DeliveryOpen Loop StatementCompletion Bias

Voiceover B-Roll

37s5 beats22d

Hook: Data Point StartCTA: Direct CTALoss AversionQuantification BiasCredibility HeuristicSpecificity Bias

Talking Head Product

37s6 beats14d

Hook: Data Point StartCTA: Direct CTALoss AversionQuantification BiasCertainty SeekingTemporal Association

Talking Head B-Roll

49s6 beats9d

Hook: Contradiction HookCompetence RestorationContradiction HookCognitive DissonanceBandwagon/Normalization

Skit Narrative

55s8 beats9d

Hook: Conflict StatementCTA: Soft CTAThreat ReductionConflict StatementHigh Stakes OpenCuriosity Gap

Talking Head B-Roll

42s6 beats9d

Hook: Contradiction HookLoss AversionContradiction HookCognitive DissonanceResponsibility Deflection

Talking Head B-Roll

51s7 beats9d

Hook: Contradiction HookCTA: Open LoopBelonging SignalContradiction HookDiscrepancy AmplificationInformation Gap

Talking Head B-Roll

17s5 beats7d

Hook: Tribe Call-OutThreat ReductionSocial ProofSimilarity HeuristicSelf-Relevance (Personalization)

Skit Narrative

28s3 beats7d

Hook: Process TeaserCTA: Callback CloseClosure DeliveryExpectation of ContinuationCognitive FluencySequence Anticipation

Talking Head B-Roll

38s7 beats7d

Hook: Contradiction HookCTA: RedirectSocial ValidationContradiction BiasCognitive DissonanceInformation Gap

Talking Head B-Roll

33s7 beats7d

Hook: Identity HookCTA: RedirectSocial ValidationIdentity-Based RelevanceSelf-CategorizationExpectation Anchoring

Product Demo

22s1 beats7d

Hook: Curiosity SpikeClosure DeliveryContradictionCuriosity SpikeExpectancy Violation

Product Hero

25s1 beats7d

Hook: Open Loop StatementClosure DeliveryOpen LoopCompletion BiasUncertainty Reduction Gap

Talking Head B-Roll

19s3 beats6d

Hook: Process TeaserHope ProjectionSpecificity BiasCognitive FluencyExpectation of Process (Process Teaser)

Talking Head B-Roll

38s6 beats5d

Hook: Contradiction HookBehavioural DisruptionContradiction HookExpectation ViolationCompletion Motivation

Product Demo

17s3 beats1d

Hook: Contradiction HookCompetence RestorationCognitive DissonanceExpectation ViolationAttention Capture

Voiceover B-Roll

15s2 beats1d

Hook: Contradiction HookCompetence RestorationContradiction/Belief ViolationPattern InterruptAttention Urgency

Voiceover B-Roll

33s5 beats52d

Hook: Curiosity SpikeThreat ReductionCuriosity SpikeSpecificity BiasCognitive Fluency

Voiceover B-Roll

38s6 beats52d

Hook: Story StartCompetence RestorationNarrative TransportationCompletion AnticipationExpectation of Explanation

Before/After

17s1 beats52d

Hook: Open Loop StatementClosure DeliveryOpen Loop StatementCompletion Bias

Talking Head B-Roll

46s6 beats48d

Hook: Contrast SetupCuriosity GapContext InstabilityCuriosity GapSpecificity Bias

Product Hero

6s1 beats48d

Hook: Direct Question HookCuriosity GapSelf-Referential ProcessingPersonal Relevance HeuristicOpen Loop

Talking Head B-Roll

36s5 beats48d

Hook: Direct Question HookThreat ReductionCuriosity GapCompletion TendencyAuthority Transfer

Product Demo

33s6 beats47d

Hook: Identity HookThreat ReductionIdentity HookSocial Identity RecognitionCuriosity Spike

Motion Graphics

30s1 beats43d

Hook: Open Loop StatementClosure DeliveryOpen Loop StatementCompletion BiasClosure Motivation

Lifestyle

36s7 beats26d

Hook: Contradiction HookCTA: Empowerment CloseClosure DeliveryContradiction HookCognitive DissonanceNarrative Stakes

Product Demo

33s5 beats26d

Hook: Identity HookCompetence RestorationIdentity HookSelective AttentionCognitive Fluency

Product Demo

16s5 beats26d

Hook: Open Loop StatementCTA: RedirectCompetence RestorationOpen LoopCompletion MotivationConflict Framing

Talking Head B-Roll

39s6 beats25d

Hook: Contrast SetupCTA: Open LoopThreat ReductionContrast SetupCompletion BiasHidden Problem Identification

Talking Head B-Roll

40s7 beats25d

Hook: Parallel List OpenLoss AversionCompletion BiasPerceived Multi-Benefit DensityPatterned Sequencing

Voiceover B-Roll

41s5 beats25d

Hook: Direct Question HookCTA: Community InviteCompetence RestorationCuriosity GapSurprise EffectDirect Question Hook

Voiceover B-Roll

19s2 beats25d

Hook: Direct Question HookCuriosity GapDirect Question HookAnswerability BiasActionability/Decision Friction

Voiceover B-Roll

19s1 beats25d

Hook: Open Loop StatementClosure DeliveryOpen LoopInformation GapCompliance/Disclosure Effect

Talking Head B-Roll

38s8 beats25d

Hook: Conflict StatementCTA: RedirectLoss AversionConflict StatementCognitive DissonanceEmotional Valence Contrast

Talking Head B-Roll

39s7 beats25d

Hook: Contrast SetupCTA: RedirectLoss AversionConflict StatementContradiction HookCognitive Dissonance

Talking Head B-Roll

29s7 beats25d

Hook: Open Loop StatementCTA: RedirectLoss AversionOpen Loop StatementCommitment & ConsistencyCertainty Effect

Product Demo

15s3 beats23d

Hook: Open Loop StatementCTA: Retention HookClosure DeliveryOpen Loop TensionCompletion MotivationCommitment Escalation

Talking Head Product

69s7 beats23d

Hook: Contrast SetupCTA: Soft CTAThreat ReductionCompletion BiasContrast SetupCognitive Dissonance

Talking Head Product

32s6 beats23d

Hook: Open Loop StatementCTA: Humor CloseCompetence RestorationOpen Loop StatementCuriosity GapNarrative Tension

Voiceover B-Roll

37s6 beats22d

Hook: Data Point StartCTA: Direct CTALoss AversionData Point SalienceSpecificity BiasPrecision Heuristic

Talking Head B-Roll

37s6 beats22d

Hook: Data Point StartCTA: Direct CTALoss AversionData AnchoringExpectancy ViolationCognitive Consistency

Voiceover B-Roll

21s1 beats22d

Hook: Open Loop StatementClosure DeliveryOpen Loop StatementCompletion Bias

Voiceover B-Roll

37s5 beats22d

Hook: Data Point StartCTA: Direct CTALoss AversionQuantification BiasCredibility HeuristicSpecificity Bias

Talking Head Product

37s6 beats14d

Hook: Data Point StartCTA: Direct CTALoss AversionQuantification BiasCertainty SeekingTemporal Association

Talking Head B-Roll

49s6 beats9d

Hook: Contradiction HookCompetence RestorationContradiction HookCognitive DissonanceBandwagon/Normalization

Skit Narrative

55s8 beats9d

Hook: Conflict StatementCTA: Soft CTAThreat ReductionConflict StatementHigh Stakes OpenCuriosity Gap

Talking Head B-Roll

42s6 beats9d

Hook: Contradiction HookLoss AversionContradiction HookCognitive DissonanceResponsibility Deflection

Talking Head B-Roll

51s7 beats9d

Hook: Contradiction HookCTA: Open LoopBelonging SignalContradiction HookDiscrepancy AmplificationInformation Gap

Talking Head B-Roll

17s5 beats7d

Hook: Tribe Call-OutThreat ReductionSocial ProofSimilarity HeuristicSelf-Relevance (Personalization)

Skit Narrative

28s3 beats7d

Hook: Process TeaserCTA: Callback CloseClosure DeliveryExpectation of ContinuationCognitive FluencySequence Anticipation

Talking Head B-Roll

38s7 beats7d

Hook: Contradiction HookCTA: RedirectSocial ValidationContradiction BiasCognitive DissonanceInformation Gap

Talking Head B-Roll

33s7 beats7d

Hook: Identity HookCTA: RedirectSocial ValidationIdentity-Based RelevanceSelf-CategorizationExpectation Anchoring

Product Demo

22s1 beats7d

Hook: Curiosity SpikeClosure DeliveryContradictionCuriosity SpikeExpectancy Violation

Product Hero

25s1 beats7d

Hook: Open Loop StatementClosure DeliveryOpen LoopCompletion BiasUncertainty Reduction Gap

Talking Head B-Roll

19s3 beats6d

Hook: Process TeaserHope ProjectionSpecificity BiasCognitive FluencyExpectation of Process (Process Teaser)

Talking Head B-Roll

38s6 beats5d

Hook: Contradiction HookBehavioural DisruptionContradiction HookExpectation ViolationCompletion Motivation

Product Demo

17s3 beats1d

Hook: Contradiction HookCompetence RestorationCognitive DissonanceExpectation ViolationAttention Capture

Voiceover B-Roll

15s2 beats1d

Hook: Contradiction HookCompetence RestorationContradiction/Belief ViolationPattern InterruptAttention Urgency

Voiceover B-Roll

33s5 beats52d

Hook: Curiosity SpikeThreat ReductionCuriosity SpikeSpecificity BiasCognitive Fluency

Voiceover B-Roll

38s6 beats52d

Hook: Story StartCompetence RestorationNarrative TransportationCompletion AnticipationExpectation of Explanation

Before/After

17s1 beats52d

Hook: Open Loop StatementClosure DeliveryOpen Loop StatementCompletion Bias

Talking Head B-Roll

46s6 beats48d

Hook: Contrast SetupCuriosity GapContext InstabilityCuriosity GapSpecificity Bias

Product Hero

6s1 beats48d

Hook: Direct Question HookCuriosity GapSelf-Referential ProcessingPersonal Relevance HeuristicOpen Loop

Talking Head B-Roll

36s5 beats48d

Hook: Direct Question HookThreat ReductionCuriosity GapCompletion TendencyAuthority Transfer

Product Demo

33s6 beats47d

Hook: Identity HookThreat ReductionIdentity HookSocial Identity RecognitionCuriosity Spike

Motion Graphics

30s1 beats43d

Hook: Open Loop StatementClosure DeliveryOpen Loop StatementCompletion BiasClosure Motivation

Lifestyle

36s7 beats26d

Hook: Contradiction HookCTA: Empowerment CloseClosure DeliveryContradiction HookCognitive DissonanceNarrative Stakes

Product Demo

33s5 beats26d

Hook: Identity HookCompetence RestorationIdentity HookSelective AttentionCognitive Fluency

Product Demo

16s5 beats26d

Hook: Open Loop StatementCTA: RedirectCompetence RestorationOpen LoopCompletion MotivationConflict Framing

Talking Head B-Roll

39s6 beats25d

Hook: Contrast SetupCTA: Open LoopThreat ReductionContrast SetupCompletion BiasHidden Problem Identification

Talking Head B-Roll

40s7 beats25d

Hook: Parallel List OpenLoss AversionCompletion BiasPerceived Multi-Benefit DensityPatterned Sequencing

Voiceover B-Roll

41s5 beats25d

Hook: Direct Question HookCTA: Community InviteCompetence RestorationCuriosity GapSurprise EffectDirect Question Hook

Voiceover B-Roll

19s2 beats25d

Hook: Direct Question HookCuriosity GapDirect Question HookAnswerability BiasActionability/Decision Friction

Voiceover B-Roll

19s1 beats25d

Hook: Open Loop StatementClosure DeliveryOpen LoopInformation GapCompliance/Disclosure Effect

Talking Head B-Roll

38s8 beats25d

Hook: Conflict StatementCTA: RedirectLoss AversionConflict StatementCognitive DissonanceEmotional Valence Contrast

Talking Head B-Roll

39s7 beats25d

Hook: Contrast SetupCTA: RedirectLoss AversionConflict StatementContradiction HookCognitive Dissonance

Talking Head B-Roll

29s7 beats25d

Hook: Open Loop StatementCTA: RedirectLoss AversionOpen Loop StatementCommitment & ConsistencyCertainty Effect

Product Demo

15s3 beats23d

Hook: Open Loop StatementCTA: Retention HookClosure DeliveryOpen Loop TensionCompletion MotivationCommitment Escalation

Talking Head Product

69s7 beats23d

Hook: Contrast SetupCTA: Soft CTAThreat ReductionCompletion BiasContrast SetupCognitive Dissonance

Talking Head Product

32s6 beats23d

Hook: Open Loop StatementCTA: Humor CloseCompetence RestorationOpen Loop StatementCuriosity GapNarrative Tension

Voiceover B-Roll

37s6 beats22d

Hook: Data Point StartCTA: Direct CTALoss AversionData Point SalienceSpecificity BiasPrecision Heuristic

Talking Head B-Roll

37s6 beats22d

Hook: Data Point StartCTA: Direct CTALoss AversionData AnchoringExpectancy ViolationCognitive Consistency

Voiceover B-Roll

21s1 beats22d

Hook: Open Loop StatementClosure DeliveryOpen Loop StatementCompletion Bias

Voiceover B-Roll

37s5 beats22d

Hook: Data Point StartCTA: Direct CTALoss AversionQuantification BiasCredibility HeuristicSpecificity Bias

Talking Head Product

37s6 beats14d

Hook: Data Point StartCTA: Direct CTALoss AversionQuantification BiasCertainty SeekingTemporal Association

Talking Head B-Roll

49s6 beats9d

Hook: Contradiction HookCompetence RestorationContradiction HookCognitive DissonanceBandwagon/Normalization

Skit Narrative

55s8 beats9d

Hook: Conflict StatementCTA: Soft CTAThreat ReductionConflict StatementHigh Stakes OpenCuriosity Gap

Talking Head B-Roll

42s6 beats9d

Hook: Contradiction HookLoss AversionContradiction HookCognitive DissonanceResponsibility Deflection

Talking Head B-Roll

51s7 beats9d

Hook: Contradiction HookCTA: Open LoopBelonging SignalContradiction HookDiscrepancy AmplificationInformation Gap

Talking Head B-Roll

17s5 beats7d

Hook: Tribe Call-OutThreat ReductionSocial ProofSimilarity HeuristicSelf-Relevance (Personalization)

Skit Narrative

28s3 beats7d

Hook: Process TeaserCTA: Callback CloseClosure DeliveryExpectation of ContinuationCognitive FluencySequence Anticipation

Talking Head B-Roll

38s7 beats7d

Hook: Contradiction HookCTA: RedirectSocial ValidationContradiction BiasCognitive DissonanceInformation Gap

Talking Head B-Roll

33s7 beats7d

Hook: Identity HookCTA: RedirectSocial ValidationIdentity-Based RelevanceSelf-CategorizationExpectation Anchoring

Product Demo

22s1 beats7d

Hook: Curiosity SpikeClosure DeliveryContradictionCuriosity SpikeExpectancy Violation

Product Hero

25s1 beats7d

Hook: Open Loop StatementClosure DeliveryOpen LoopCompletion BiasUncertainty Reduction Gap

Talking Head B-Roll

19s3 beats6d

Hook: Process TeaserHope ProjectionSpecificity BiasCognitive FluencyExpectation of Process (Process Teaser)

Talking Head B-Roll

38s6 beats5d

Hook: Contradiction HookBehavioural DisruptionContradiction HookExpectation ViolationCompletion Motivation

Product Demo

17s3 beats1d

Hook: Contradiction HookCompetence RestorationCognitive DissonanceExpectation ViolationAttention Capture

Voiceover B-Roll

15s2 beats1d

Hook: Contradiction HookCompetence RestorationContradiction/Belief ViolationPattern InterruptAttention Urgency

Frequently Asked Questions

How does Koala structure their video ads?

Koala runs 41 live video ads built on a repeatable structural formula. Their ads typically open with Open Loop Statement, run for around 37 seconds, and follow a 4.8-beat structural rhythm. Every ad in this report has been decoded into its hook type, psychological mechanism, beat architecture, and visual DNA so the underlying formula is fully visible.

What hooks does Koala use in their ads?

Koala's most-used hook types are Open Loop Statement, Contradiction Hook, Contrast Setup. These are the openers that consistently appear across their highest-performing creative. The full breakdown shows which hooks scale longest and which burn out fastest, ranked by ad lifespan inside the decoded sample.

What ad formats does Koala favor?

Koala produces most of their creative in Talking Head Broll, with Voiceover Broll and Product Demo as secondary formats. The format distribution reveals which production styles they prioritize and which formats they avoid — useful for benchmarking your own creative mix against a brand operating in home & living.

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Ad Hooks That Actually Scale

Hook performance data across decoded video ads.

Why Ads Work

The psychological missions behind high-performing ads.

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HEISTA

HEISTA

How Koala Structures Their Video Ads in 2026

Brand Playbook

Hook Playbook

CTA Playbook

Persuasion Principles

Where Koala Differs From Home & living

Frequently Asked Questions

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