-don't use too much text, less is more
-make the ad visually compelling
-have the logo be easy to see
-text is short but sweet. make sure the point gets across in a catchy way
-include a voice
-include a tone like humor, or fear
suggestions/what not to do
-use gamification
-authenticity is key
-aesthetic is important to keep in mind
-incorporate storytelling and pop culture
-stay away from pictures that scream "stock photo"
-don't be generic
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