There are many factors that are involve in an ad. But in my point of view the main things are celebrity and ad execution style. You create emotional or rational appeal that depends on you.It is the basic point to judge an ad.
A nice copy would certainly stand out. Less is more.
I cant really gove you an answer,but what I can give you is a way to a solution, that is you have to find the anglde that you relate to or peaks your interest. A good paper is one that people get drawn into because it reaches them ln some way.As for me WW11 to me, I think of the holocaust and the effect it had on the survivors, their families and those who stood by and did nothing until it was too late.