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Snapchat has an awareness problem. While just about everyone under the age of 25 has most likely downloaded the app and uses it regularly, the vast majority of adults don’t understand Snapchat’s vernacular of Snaps, stories and dancing hot dogs.
So, Snap is running its first TV campaign during the Final Four on TBS tonight. The 60-second spot, “A New Kind of Camera,” aims to explain Snap’s mission to be a “camera” company and is more educational than it is entertaining. The