Our team watched 2,500+ TikTok Ads so you don't have to.
We hand-picked 30 Best TikTok Ads examples you can easily replicate to grow your brand.
The list includes expert analysis and guidelines for replicating the ad structure for your brand.
Industries covered: Beauty | Fitness | Health | Home | Cosmetics | Skincare | Appliances | Local business | Job boards | Apps | Education
Ad impressions: 18.2M
Ad likes: 156.3k
Like rate: 0.86%
Estimated ad spend: $75,149 - $123,797
Ad landing page: https://www.k18hair.com/products/leave-in-molecular-repair-hair-mask-50-ml-1
Category: cosmetics
Product: hair repair mask
TikTok URL: https://www.tiktok.com/@k18hair/video/7070281541682761002
TikTok Ads creative expert analysis:
K18 Hair used proven technique by opening the video with "Damaged hair hack". This can easily be replicated by any brand solving a specific problem by positioning the product as a "hack".
The video then continues with this repeatable formula:
The transformations generally work great on TikTok. The only problem is if the before/after is too close together because it might not pass the TikTok ad review process. This is why its best to stick with the structure explained above.
Kudos to the K18 Hair for making such a great ad!
Ad impressions: 3.4M
Ad likes: 160k
Like rate: 4.70%
Estimated ad spend: $17,075 - $44,395
Ad landing page: Amazon listing
Category: automotive
Product: car tire coating
TikTok URL: https://www.tiktok.com/@duracoatingtechnology/video/7101620779271441710
TikTok Ads creative expert analysis:
This brand really did amazing job with their hook part of the video by combining strong copy, visual demonstration and a TikTok trend!
1) The hook copy "We can forget the sling from tire dressings because there's a tire coating now and it's called Dura Dressing" touches the pain point of having tire sling and also mentions the product
2) Visually, the result of the product is demonstrated right from the first second of the video. The product is also shown very quickly which helps the conversion rate.
3) The music "Dirty Thoughts" in the beginning of this ad is a popular TikTok trend song and it's perfectly combined with copy & visuals. Unlike Facebook, TikTok is heavily focused on sound and music (the song is used by 395k other TikTok videos).
Ad impressions: 13.8M
Ad likes: 186.5k
Like rate: 1.35%
Estimated ad spend: $69,061 - $179,558
Ad landing page: blendjet.com/products/blendjet-2?variant=32478639423554
Category: appliances
Product: blender
TikTok URL: https://www.tiktok.com/@BlendJet/video/6957101397363969281
TikTok Ads creative expert analysis:
BlendJet is a popular brand on TikTok. It's a portable blender with over 164 million views on TikTok across 123 different ads (estimated $900k+ spend).
The video opens with: "Post-workout smoothie hack. Busy girl summer edition." Similarly, to K18 Hair, they opened with a "hack" angle.
"I go to the gym super early in the morning..." (releatable situation)
"...and when I get home, the last thing I want to do is make a mess with my huge blender" (before situation)
She then shows her situation after buying the blender and closes with aggregating a pain point of big blenders: "no messes or cleanup required".
Great ad by BlendJet, it must have paid off well. I highly recommend checking out their other ads even if you're not in the appliances industry:
Our team has learned a lot by reverse-engineering their creative structure. They are doing an amazing job on TikTok!
Ad impressions: 15.4M
Ad likes: 1.8M
Like rate: 11.66%
Estimated ad spend: $77,279 - $200,926
Ad landing page: https://nipppy.co/products/nipple-cover
Category: clothing accessories
Product: nipple cover
TikTok URL: https://www.tiktok.com/@nipppyco/video/7007643274777349381
TikTok Ads creative expert analysis:
This ad is crushing it on TikTok! The whole video was made as a brand's reply to customer's TikTok comment:
The rest of the video demonstrated just how seamless it is in a creative way. This can easily be replicated by a large variety of brands that want to showcase product's durability in a creative way.
For example, a mascara brand could replicate this by showing how mascara is so durable that it's still perfectly on even though my kid threw cake in my face for my birthday.
If we were in PIPPPI's place, we would probably AB test the same video but with CTA section added in the end to see if that will improve the purchase conversion rate.
If you're curious, this is another great ad example by the same brand but for a different customer pain point.
Ad impressions: 17.3M
Ad likes: 96.7k
Like rate: 0.56%
Estimated ad spend: $68,963 - $112,732
Ad landing page: https://modgents.com/
Category: jewelry
Product: engagement rings
TikTok URL: https://www.tiktok.com/@moderngents/video/7039078902467317039
TikTok Ads creative expert analysis:
This is a great example of "brand story" angle for TikTok. We often use this format with clients whose brands are driven by a cause or those who are disrupting a specific industry.
Jewelry companies probably invested hundreds of millions dollars to make people believe their engagement ring needs to be diamond and nothing else.
Their hook "No. More. Diamonds. These two guys wanted to change wedding industry so they created Modern Gents" quickly gets the attention of their target audience (people who can't or don't want to afford expensive engagement rings).
The video continues with a lot of social proof to ensure the buyer he's not the only one doing this (3 female creators showing their rings, mentioning of 24k reviews etc.).
This can be easily replicated by purpose driven brands. For example, fashion companies selling only sustainable clothing or brands donating percentage of profits to charities.
Interested in trying out TikTok Ads?
You will get ad list personalized to your niche (including your competitor examples). You'll also get a sneak-peek into the exact video production and media buying strategies we used to scale multiple brands past $100k/mo+ TikTok ad spend (while meeting ROAS & CPA targets).
Click the button below to schedule your free Strategy Session ↓
Ad impressions: 9.1M
Ad likes: 227.3k
Like rate: 2.47%
Estimated ad spend: $30,645 - $64,355
Ad landing page: doelashes.com/collections/neo-lashes
Category: beauty
Product: magnetic eyelashes
TikTok URL: https://www.tiktok.com/@doe/video/7077262889307901226
TikTok Ads creative expert analysis:
The ad's hook is focused on comfort benefit and it's supported by user comment in a creative way. The video starts with "We've spent over a year creating the most comfortable magnetic eyelashes". The rest of the video explains how the lashes were made and what's the ultimate benefit for the buyer.
We liked how they tied every feature to a benefit. For example, they said "we created two large magnets in the end to avoid the dreaded lash lift" and also visually demonstrated how the dreaded lash lift looks like.
The video ends with a soft call to action "Doe's got you covered".
If Doe Baby was our client, we would recommend AB testing these elements to find the best performing variation:
1) Video length (one shortened variation to about 25 - 30 seconds instead of 50)
2) Testimonials mixed in with the current content
3) Stronger call to action in the end
This type of content is great for benefits that can't really be explained unless your customer feels the product. It's hard to demonstrate how comfortable eyelashes are. Especially when all competitors are also saying their lashes are also comfortable.
Ad impressions: 21.6M
Ad likes: 331.2k
Like rate: 1.53%
Estimated ad spend: $97,246 - $226,908
Ad landing page: https://www.stryx.com/products/product-02-tinted-moisturizer
Category: skincare for men
Product: moisturiser
TikTok URL: https://www.tiktok.com/@stryx_official/video/6982194238104620294
TikTok Ads creative expert analysis:
The ad starts by adressing viewer's question "What does the "tinted" in tinted moisturiser mean?"
This opening hook works amazingly well if your target audience can't easily understand the difference between two similar products.
We liked the explanation where creator said that tinted moisturizer works best if you have specific skin conditions such as roscea, acne or redness. Also, it was cool to see how he mentioned that the product is formulated to blend well with beards.
Ad impressions: 13.9M
Ad likes: 800.1k
Like rate: 5.72%
Estimated ad spend: $69,995 - $181,988
Ad landing page: Amazon listing
Category: cleaning
Product: mop for walls
TikTok URL: https://www.tiktok.com/@livecomposed/video/6961865976459611398
TikTok Ads creative expert analysis:
This is a good example of a high-performing creative on a budget. There is no appearance of creators and no voice over, only robotic voice.
Hook "With four kids my walls seem like they're always dirty" does a great job with quickly getting attention of parents wanting cleaning walls in less time.
The rest of the video demonstrates the product results and also plays on the "save time" angle.
This format can be replicated by a large variety of brands offering a solution which results are easily demonstrated.
Ad impressions: 1.7M
Ad likes: 4.4k
Like rate: 0.26%
Estimated ad spend: $8,642 - $22,471
Ad landing page: https://jobs.bravado.co/
Category: employment
Product: job board
TikTok URL: https://www.tiktok.com/@Bravado/video/7100798232426548482
TikTok Ads creative expert analysis:
This ad opens with a strong hook "do you hate your sales job?" to immediately repel all audiences that are not in Bravado's target market. This works very well on TikTok because the first 2 seconds are often the most important.
The ad continues with relatable comments like "are you sick of selling products nobody wants with an impossible quota?" and ends with a strong call to action.
This structure is simple, effective and most brands can replicate it:
Do you hate {audience-pain}?
Are you sick of {another-pain-point}?
With {Brand}, you can finally {desired-result}.
Click the link below to get started and find {solution} that's right for you)
Ad impressions: 10.3M
Ad likes: 730.6k
Like rate: 7.07%
Estimated ad spend: $51,683 - $134,376
Ad landing page: https://www.intotheeve.co.uk/collections/best-sellers-1
Category: bathroom
Product: handmade soap
TikTok URL: https://www.tiktok.com/@intotheeve/video/7119058168247815430
TikTok Ads creative expert analysis:
This ad type is a great example of "production demonstration" angle. Into the Eve sells hand made soap and they made a video to showcase the production process.
This format can be replicated by brands that have unique manufacturing process. For example, a shoe company can demonstrate how they use quality leather to assemble their shoes.
If there's nothing too unique about your product manufacturing, you could also record a video of product packing. Especially if your package contains free gifts, welcome cards or just looks nice.
The video ends with "that's it, thanks for watching!". If this was our client, we would highly recommend adding a stronger call to action in the end.
Ad impressions: 15.6M
Ad likes: 264.3k
Like rate: 1.69%
Estimated ad spend: $78,100 - $203,061
Ad landing page: https://attach.mikmak.tv
Category: self care
Product: deodorant
TikTok URL: https://www.tiktok.com/@krysmay/video/7030567188511673606
TikTok Ads creative expert analysis:
This ad demonstrates the perfect balance of entertainment and selling. This type of ads follows "Don't create ads. Create TikToks" mantra pushed by TikTok.
This ad type works exceptionally well on TikTok if done right. It's often hard to produce this type of ad because it requires a talented creator with lots of trust already built.
This brand for example, hired a creator Krysten Mendoza with more than 4 million followers.
Not only this brand hired Krysten to film this but also to post this on her TikTok profile so they can use it as "spark ad". This means that the ad appears as if Krysten posted this herself, not the actual brand.
Spark ads are especially useful for:
1) Relatively new brands that didn't yet establish trust with a large audience.
2) Commodity products and overcrowded markets (like deodorants)
3) Product which need trust to be established before a purchase (in skincare for example, people don't want to put anything on their face. If a trusted beauty creator tested the product first and shared their opinions, people will be more likely to buy)
Ad impressions: 13M
Ad likes: 427.8k
Like rate: 3.28%
Estimated ad spend: $65,275 - $169,716
Ad landing page: clinique.com/product/1673/6424/skincare/cleansers-makeup-removers/take-the-day-off-cleansing-balm
Category: cosmetics
Product: cleanser
TikTok URL: https://www.tiktok.com/@meimonstaa/video/7032102404854254853
TikTok Ads creative expert analysis:
Similarly to previous example, this brand also leveraged creator spark ads. They posted an ad from creator's profile Mei Mei with 2.6M followers which increased the viewer's trust.
The hook used in this ad is fairly straightforward: "It has been a long day and I think it's time I take my makeup off. I wanted to show you what I have been using recently" followed by product demonstration and gifting call to action.
This is one of the most common creative structures for TikTok. Especially in beauty/skincare categories.
Ad impressions: 22.9M
Ad likes: 151.4k
Like rate: 0.66%
Estimated ad spend: $103,244 - $240,902
Ad landing page: ulta.com/p/glow-paradise-balm
Category: makeup
Product: lipstick
TikTok URL: https://www.tiktok.com/@karajewel/video/7059516037091462446
TikTok Ads creative expert analysis:
In this ad, Ulta partnered with creator "Kara del Toro" with 1.5M followers to review their Glow Paradise Balm-in-Lipstick. The angle of showing off makeup is usually the safest choice for the first ad test in cosmetics industry.
"I just found the most essential product for that clean girl makeup look."
The hook the beginning of the ad focused on promoting the look instead of the product. In most industries, promoting benefits vs features works the best. Especially hook in the beginning of the video.
To make this video stand out, the creator shared a trick in which she applies lipstick to her cheeks to achieve that clean girl makeup look. It was a really nice touch. We would recommend testing a CTA scene in the end.
Ad impressions: 10M
Ad likes: 593.4k
Like rate: 5.88%
Estimated ad spend: $50,422 - $105,887
Ad landing page: https://www.walmart.com/ip/eos-Shea-Better-Shave-Cream-Vanilla-Bliss-24H-Moisture-TikTok-Viral-7-oz/15136067
Category: cosmetics
Product: shave cream
TikTok URL: https://www.tiktok.com/@pepperonimuffin/video/7120002427163659563
TikTok Ads creative expert analysis:
Walmart did a great job promoting the EOS shave cream on TikTok. Walmart is heavily investing in TikTok right now. They spent more than $3M generating 500M+ video views with 769 TikTok video ads!
They hired a popular creator with 7.9 million followers who had a creative and TikTok-native approach to selling this shaving cream.
She opens the video by mentioning a relatable situation their target audience is often in before the summer: "I just bought the new swimsuit. It's so low cut so we're going to need to shave!".
She continues with the product demonstration and how satisfied she is with the results.
In case you're curious, these are some other popular ads by Walmart:
Ad impressions: 1.6M
Ad likes: 200k
Like rate: 12.46%
Estimated ad spend: $8,026 - $20,868
Ad landing page: https://revcook.com/
Category: applicances
Product: smart toaster
TikTok URL: https://www.tiktok.com/@simplysalfinds/video/7094770194077207851
TikTok Ads creative expert analysis:
This ad will work the best for you if your product has unique feature compared to what's being offered in the market (or it's high-end with nice-to-have features like this toaster).
The structure you can follow in this case is:
Ad impressions: 5M
Ad likes: 71k
Like rate: 1.39%
Estimated ad spend: $25,458 - $66,192
Ad landing page: https://paireyewear.com/
Category: eyewear
Product: modular glasses
TikTok URL: https://www.tiktok.com/@dub_frost/video/7106289735118769450
TikTok Ads creative expert analysis:
This type of ad generally works when your product is the ad on itself. The demonstration of the product usage kinda sells the product itself.
Here's what our creative team would suggest to Pair Eyewear as variation B to test against this ad.
We've seen other products following the structure above and we believe Pair Eyewear is the perfect example for testing it out.
Interested in trying out TikTok Ads?
You will get ad list personalized to your niche (including your competitor examples). You'll also get a sneak-peek into the exact video production and media buying strategies we used to scale multiple brands past $100k/mo+ TikTok ad spend (while meeting ROAS & CPA targets).
Click the button below to schedule your free Strategy Session ↓
Ad impressions: 3.8M
Ad likes: 31k
Like rate: 0.82%
Estimated ad spend: $19,000 - $49,402
Ad landing page: trulybeauty.com/pages/kp-treatment-kit
Category: skincare
Product: skin scrub
TikTok URL: https://m.tiktok.com/v/7117512523594681602.html
TikTok Ads creative expert analysis:
You noticed that we focus a lot on the hook when describing the creative. It's because hook is the single most important part of the video. Especially on TikTok where the attention span of visitors is shorter compared to Facebook or YouTube.
This video starts with How I cleared my strawberry legs (no more large pores)" while showing the goose bumps in woman's leg. Before the third second mark, the product is already introduced followed by benefit descriptions and strong, benefit-oriented ending "this makes my legs look instantly better".
Ad impressions: 6.6M
Ad likes: 76.6k
Like rate: 1.15%
Estimated ad spend: $33,382 - $86,794
Ad landing page: https://katzkin.com/
Category: automotive
Product: car seat covers
TikTok URL: https://www.tiktok.com/@katzkin/video/7081306841787026690
TikTok Ads creative expert analysis:
Interesting creative structure when you have cool product compared to generic offers on the market:
In case of this video a different ending scene would likely be more effective instead of generic "what you guys think? thank you." closing.
Ad impressions: 9.1M
Ad likes: 148.3k
Like rate: 1.62%
Estimated ad spend: $45,777 - $119,022
Ad landing page: https://mudwtr.com/
Category: food & beverage
Product: coffee alternative
TikTok URL: https://m.tiktok.com/v/7063216322737491201.html
TikTok Ads creative expert analysis:
Similarly to previous example, this structure works well when your product is a surprising replacement for something that you did before. Coffee replacement in this case.
This is the structure you can replicate if your product fits the criteria:
Does your product fit this criteria? Try tasking your creative team to fill in this template to get some ideas. Or just hire Zaza Digital and we'll create 20+ ad variations per month from scratch and manage all testing and scaling until your brand hits $100-300k+/mo with TikTok. Please fill out this form to find out how Zaza Digital can help you grow.
Ad impressions: 13.9M
Ad likes: 302.1k
Like rate: 2.16%
Estimated ad spend: $78267 - $118541
Ad landing page: https://www.tanologist.com/instant-self-tanner-for-an-instant-tan/
Category: cosmetics
Product: tanning cream
TikTok URL: https://www.tiktok.com/@Tanologist/video/7094734568418233602
TikTok Ads creative expert analysis:
This ad by Tanologist promotes the tanning spray using a "reply to comment" angle. Some of the creator followers asked the question "What is the stuff you put on your neck?" and creator shows a video response demonstrating how effective the product is in tanning her neck in less than 10 seconds.
Product demonstrations with fast results tend to perform great on TikTok.
Ad impressions: 8.6M
Ad likes: 61.6k
Like rate: 0.71%
Estimated ad spend: $43283 - $112537
Ad landing page: https://learn.lafilm.edu/music-production-degrees/
Category: education
Product: music production degree
TikTok URL: https://m.tiktok.com/v/7122953492708297985.html
TikTok Ads creative expert analysis:
This example proves that even niches outside of beauty, fitness, healh & home can perform well on TikTok.
The LA Film is is actively using TikTok for acquiring new students for their college for film production & more. They tested 34 ads generating more than 68M impressions.
"Motivated to take your music to the next level? Get your degree in music production online or on campus" is the opening used in this ad.
This opening is very effective because it immediately repel anyone who is not in their ideal target audience. People already working on creating music who want to take it to the next level.
Other ad examples of this advertiser:
Any business or institution in education niche could replicate these video structures to get great results on TikTok. Zaza Digital can get that done for you. Contact us to learn more today.
Ad impressions: 22.4M
Ad likes: 114.6k
Like rate: 0.51%
Estimated ad spend: $112,198 - $291,717
Ad landing page: https://www.adoreme.com/tiktok-elite-v1
Category: fashion
Product: underwear
TikTok URL: https://m.tiktok.com/v/7112857527724903682.html
TikTok Ads creative expert analysis:
Adore Me used a popular TikTok creative style in which creator talks with himself pretenting it's a conversation between two friends.
In this ad, creator starts with a relatable hook "this underwear is so old and washed out, it doesn't even fit me right anymore".
The creator then replies to herself with a solution, product showoff and a website showoff.
This style is not very common in fashion & clothing vertical but it seems it worked well for Adore Me because its estimated they spent between $112 and $291k on this ad alone.
Ad impressions: 9.7M
Ad likes: 14.9k
Like rate: 0.15%
Estimated ad spend: $48,585 - $126,322
Ad landing page: https://try.babbel.com/flags-tiktok/
Category: education
Product: language learning
TikTok URL: https://m.tiktok.com/v/7109881193197292801.html
TikTok Ads creative expert analysis:
Babbel is a language learning app that tested TikTok Ads likely after seeing the success of Duilingo. They tested 6 ads so far and reached about 6.7 million people who want to learn a new language.
This ad by Babbel can be replicated with any educational, course or university program.
It uses the filtering angle which immediately repels everyone not in their target market "I want to learn Italian and 2022 is the year!".
Ad impressions: 7.8M
Ad likes: 18.6k
Like rate: 0.24%
Estimated ad spend: $39,186 - $101,884
Ad landing page: 1stphorm.com/products/collagen-with-dermaval
Category: health & fitness
Product: supplements
TikTok URL: https://www.tiktok.com/@1stPhorm/video/7111417028631661825
TikTok Ads creative expert analysis:
If you are a health/fitness/cosmetics/food or any brand that has unique product ingredients, testing out the ad structure by 1st Phorm is a must.
Ad impressions: 8M
Ad likes: 84.3k
Like rate: 1.05%
Estimated ad spend: $40,021 - $104,055
Ad landing page: lead gen TikTok instant page (works best on mobile)
Category: fashion
Product: "AdiClub" lead generation program
TikTok URL: https://www.tiktok.com/@adidas/video/7096594610515938561
TikTok Ads creative expert analysis:
Adidas is being very smart with their Q4 strategy on TikTok. They're using this ad in Q3 to generate as much leads as possible to join their "AdiClub" which offers special discounts and products only for members.
Once Q4 comes, these leads will be heavily re-marketed across TikTok and email.
If you run any kind of eCommerce store, you HAVE to copy this approach to generate leads and warm them up before announcing the Black Friday / Cyber Monday sales.
This requires some upfront work and collaboration with your email team but it will greatly pay off in Q4.
Ad impressions: 12.5M
Ad likes: 45.9k
Like rate: 0.37%
Estimated ad spend: $62,687 - $162,988
Ad landing page: https://thrivecausemetics.com/products/liquid-lash-extensions-mascara
Category: cosmetics
Product: mascara
TikTok URL: https://m.tiktok.com/v/7075822321793125633.html
TikTok Ads creative expert analysis:
The angle used here is ment to create an impression that the product went viral on TikTok so the creator is testing it out to prove if it's worth the money.
Overall, great structure which can easily be replicated with a wide range of brands.
Ad impressions: 8.2M
Ad likes: 99.2k
Like rate: 1.21%
Estimated ad spend: $41,150 - $106,990
Ad landing page: https://app.collegeadvisor.com/register
Category: education
Product: app to help choose college
TikTok URL: https://m.tiktok.com/v/7066186075261160706.html
TikTok Ads creative expert analysis:
This is an app that helps kids in high school choose their college easier. Since the target audience is very precise, the video starts with a filtering hook "Attention all juniors in high school!"
It continues with explanation of how the app will help them choose a college and ends with a strong CTA.
Short, sweet & straight to the point. A much needed approach when targeting a generation with the lowest attention span of all.
Ad impressions: 7.2M
Ad likes: 70.8k
Like rate: 0.98%
Estimated ad spend: $18,017 - $46,845
Ad landing page: https://playbackbone.com/platforms
Category: electronics
Product: mobile gaming joystick
TikTok URL: https://m.tiktok.com/v/7082423874847132929.html
TikTok Ads creative expert analysis:
Backbone is a gadget that helps mobile gamers gain competitive advantage by using joystick to target enemies in first person shooters instead of relying on touch-screen.
This is the structure used in the video (#5 is a suggestion, wasn't actually used):
Ad impressions: 73.5M
Ad likes: 1.9M
Like rate: 2.64%
Estimated ad spend: $367,755 - $956,165
Ad landing page: https://www.invisalign.com/get-started/smile-assessment
Category: self care
Product: teeth correction
TikTok URL: https://m.tiktok.com/v/6953315742385196294.html
TikTok Ads creative expert analysis:
Even though the benefits of this product basically makes it to sell by itself this brand did a great job of showing that in a creative way.
Since their product is a replacement to braces that isn't as visible and painful, they hired one of the most popular dentists on TikTok "thebentist" with 12.5M followers.
The angle they used is: "5 reasons you might want to choose Invisi Align over braces".
Ad impressions: 20.1M
Ad likes: 1.7M
Like rate: 8.71%
Estimated ad spend: $100,919 - $262,390
Ad landing page: https://www.redlobster.com/
Category: local business
Product: restaurant
TikTok URL: https://m.tiktok.com/v/7020444725836598533.html
TikTok Ads creative expert analysis:
TikTok recently added an option to target people by city and DMA which opens window for local advertisers to get great results on TikTok. We've seen many food chains, entertainment centers, beauty services, handyman & maintenance services & more.
Video structure usually evolves around giving a tour or showcasing the uniqueness of the local business compared to other options and giving a tour of the business (like in this food tasting example).
Interested in trying out TikTok Ads?
You will get ad list personalized to your niche (including your competitor examples). You'll also get a sneak-peek into the exact video production and media buying strategies we used to scale multiple brands past $100k/mo+ TikTok ad spend (while meeting ROAS & CPA targets).
Click the button below to schedule your free Strategy Session ↓
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