Koprez — Ad Rulebook

Do not claim the product "cures," "heals," or "fixes" plantar fasciitis.

Do not promise "guaranteed results" or claim the product is "proven to work."

Do not say "clinically proven" or "#1 doctor recommended."

Do not claim "Everyone gets absolute healing in 30 days."

Do not build the ad on a "risk-free guarantee" or on miracle before-and-afters.

Do not use absolute / "healing" claims in brand voice; keep brand copy hedged.

Do not claim the product "prevents plantar fasciitis from returning."

In brand voice, the product — not the body — performs the healing/action.

Hedge ("designed to," "helps to") only when describing how the product works — not on every line.

A real, sourced, disclosed person describing their own result may use absolutes; the same line in brand voiceover may not.

Make relief claims with confidence — "relieves," "eliminates morning pain," "supports the fascia."

Do not over-hedge; keep the mechanism and the punch.

Let real testimonials make the strongest claims.

Frame the product as relieve AND help prevent recurrence — management, not a cure.

Permitted claim wording: "Relieves heel / plantar fasciitis pain"; "Eliminates morning pain"; "Supports the plantar fascia"; "improves circulation"; "Most people experience pain relief in 30 days"; "300,000 customers and counting"; "Clinician recommended."

Approved proof points to draw on: 300,000+ customers; 4.0★ Trustpilot; most people feel relief in 30 days; 2-in-1 straps + compression; ~75% aged 50+; drug-free.

Do not mention price in the ad.

Do not blame or shame the viewer.

Do not over-hype or over-promise (the "over the top" / scammy trigger).

Do not overcomplicate the mechanism explanation.

Always recommend ordering 2 to 3 pairs.

Keep the ad native and feed-blending — never like an ad.

Teach the degeneration reframe — it's degeneration, not inflammation.

Teach the mechanism with the metaphors — a rubber band that frays, a gentle pump, a second set of ligaments.

Use the Anabelen founder story as the brand's creative narrative / emotional spine.

The term "plantar fasciitis" must appear in every hook — spoken or as on-screen text in videos, and inside the image itself for images.

Plantar fasciitis is the only pain point Koprez targets — keep messaging on it exclusively.

Native image ads must include the primary text.

Match the voice to the segment — doctor-authority by default; peer-to-peer for nurses and runners.

When using the founder story, treat it as a story device — not a set of literal facts to over-document.

When referencing the #1 performer, emulate its structure and devices — not its phrasing.

Position Koprez as the only sleeve with support straps.

Educate that competitors only squeeze, cushion or treat inflammation — Koprez targets the degeneration root cause.

Use real customers with her exact struggle as the proof — she believes other sufferers far more than the brand.

Use the skeptic-to-believer UGC narrative.

Use the measured register — "relieve / manage / livable again."

Use the signature device: a warm valence shift right after the stakes.

Use an empathetic, caring tone — never clinical-cold.

Lift the blame — "it's not your fault."

Use accessible language — explain everything with the metaphors, no jargon.

Do not use defamatory language about a celebrity — tell facts only.

Do not use emotional messaging during celebrity segments — factual messaging only.

Do not let the celebrity appear to endorse or be associated with the product.

Do not take what the celebrity said out of context by cherry-picking.

Do not make the entire ad around the celebrity — celebrity content only supports the ad.

Every celebrity fact must be substantiated by a verifiable public source.

Maintain meaningful separation between celebrity content and product content.

Only tell true, authentic celebrity stories, or casually mention them in relation to public events.

No AI-generated celebrity likeness, deepfakes, or voice clones.

Do not use obviously-AI-looking spokespeople.

No lookalike actors made to resemble a celebrity — a hard ban regardless of context.

AI voices must be clear and crisp (not muffled), pronounce words correctly, convey conviction and confidence, and use a standard American accent.

If using a presentation-style AI-doctor format, keep the compliance terms light.

If using an AI doctor spokesperson + B-roll, use a 4:5 ratio and ensure it must not look AI.

Match the AI voice to the scene/setting — e.g., an in-office doctor voice sounds phone-recorded with subtle room tone; a Black American doctor on a podcast gets a generic Black American accent at professional-VO quality.

Presentation-style AI-doctor is a proven winning format to reuse.

No political figures in any frame — not even an incidental 2-second clip.

Celebrity footage must never share a frame with the product — no split-screens, product backgrounds, or transitions — and must never be intercut with it.

Do not use miracle before-and-afters.

Avoid over-produced content that screams "ad."

No in-game footage of the player in action, no MLB/NFL/NBA broadcast footage, and no documentary footage.

No celebrity clip longer than 5 seconds, and no zoom-ins on a face.

No celebrity face in the scroll stopper, and no celebrity in areas where the ad is not talking about the celebrity.

Do not use copyrighted characters directly (e.g., SpongeBob).

Make the support straps the visual and conceptual centerpiece of every ad.

The hero sleeve is the only product focus.

Represent the product as dual-action — straps offload the fascia and compression drives blood flow.

Celebrity content must be newsworthy, editorial-style content — the main objective.

Keep celebrity clips brief — 3 seconds max.

If celebrity footage is used, it must be genuine and licensed.

If showing the founder/PT story, use the Anabelen founder framing.

If using a UGC / real-person testimonial, keep the visual native and high-trust.

Stock footage (iStock, Storyblocks) is permitted only in VSLs, capped at a maximum of 20% of the clips — and is not permitted in short-form ads.

General likeness/style of famous characters is allowed, as long as no specific character is recreated or copied.

Show the ultra-thin sleeve fitting any shoe.

Show the straps' visible support advantage over plain compression socks.

Show all-day / under-any-sock wear and the drug-free nature.

Use native, non-synthetic visuals that blend into the feed.

Permitted celebrity source types: newsworthy-style photos found online; press-conference / news / official-portrait photos; animated stills (still + slow zoom + subtle pan); news-reporter and sports-media segments; game scenes framed by news-anchor commentary; press-conference clips; interview snippets; fan-filmed content; team-released practice / training / pregame footage; article screenshots, headline graphics, and news website pages.

Do not over-dramatize how bad the alternatives are.

If naming competitors, name them factually (e.g., Skechers, Dr. Scholl's).

Position Koprez against single-action alternatives as the only sleeve with support straps.

Educate that plain sleeves just squeeze, orthotics/insoles only cushion, and ice/NSAIDs/cortisone treat inflammation.

Use the contrast framing (competitors' single action vs Koprez's dual action).

Sale and discount ads are disallowed.

Do not put price into ad creative.

VSL long-form — the proven workhorse.

Presentation-style AI-doctor — proven winner.

UGC / real-person testimonial — native, high-trust.

Peer-to-peer (nurse / runner) — for those segments.

BOGO offers in ads are welcome.

Native image ads are welcome.

Celebrity name-drop lead + degeneration VSL structure (the #1 performer).

AI doctor spokesperson + B-roll at 4:5.

Match voice to segment — doctor-authority for the general audience; nurse-to-nurse and runner-to-runner for those segments.

Lead audience: ~75% aged 50+, skewing female, on her feet all day (center of gravity ~59).

Key segments: nurses, long-shift workers, runners.

Use the known failed treatments, desires, and buying triggers to shape messaging.