Context: These audio tracks will be used to promote a new video game on mobile phones. The ads are short and will be played while someone is playing a game. They are designed to catch the gamer's attention long enough to get them to think about checking out the new video game. Emotions: These ads should come across as if a person is telling a friend that they should check out a fun new game. Some should come across as casual, personable recommendations and others are more excited.