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In these crazy divided times, where no one can seem to have a normal conversation, as we see brands choosing sides, and consumers aligning with the brands that choose their side. While about 20 brands have picked a side, I am yet to see a brand try to bring people together.

Here are 5 ads that have the potential to bring us together. 


Coke: “I’d like to teach the world to sing”

This is the ultimate feel good ad. It grabs your attention from the opening verse and makes you feel good the whole way through. It is a true peaceful gathering with a diversity from around the world. We could use an ad like this today.


Dodge Ram: And god created a farmer

If you think this is just about farmers, you might be missing the point. The ad uses farmers to speak to all those who work hard and respect hard work. I would hope that a banker on Wall Street, a high school student studying for mid term exams, a Barrister in England, or a farmer would get this message, equally to the great farmers around the world. It is a powerful message, with a lot of American patriotism thrown in.


President’s Choice: #EatTogether

Loblaws, who is Canada’s leading grocery store, made this spot last month to encourage people to eat together. This feels perfectly fitting for our times, of coming together. For centuries, the dinner with friends and families has brought us together as one. This spot sets up the problem of how technology is getting in our way of the human connections. I have a few friends who do a internet-free day or weekend. Sounds like a great idea.


Pfizer:  More than medication

Beautiful touching spot about a family member facing a health scare. We all face these moments, throughout various stages of our lives. This ad has a nice twist. What at first appears to be a typical rebellious teenager, but he turns into an angel, with a big message for his sister.


Google:  Reunion

I love this spot. The first time I saw it was without the subtitles and it made complete sense to me. Even drew a tear without understanding a word.  If you want, you can turn on the Closed Captioning by hitting the tiny CC button at the bottom right of the video. Talk about bringing people together, this ad brings together old friends–one from India and one from Pakistan–who have not seen each other in a very long time. I am quite sure a few people have lost friends over the last year. Such a shame. We need to find ways to come together.


If you want to learn how to show up better, we train marketing teams on how to get better Marketing Execution. We go through how to write better briefs, how to make better decisions and how to give inspiring feedback to realize the greatness of your creative people. Here’s what the workshop looks like:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

Beloved Brands Graham Robertson

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Graham Robertson

Graham spent 20 years in Brand Management leading some of the world’s most beloved brands at Johnson and Johnson, General Mills and Coke, rising up to VP Marketing. In his career, he has won numerous Advertising, Innovation and Leadership awards. Graham played a major role in helping J&J win Marketing Magazine’s prestigious “Marketer of the Year” award. Graham brings a reputation for challenging brand leaders to think differently and to be more strategically focused. Graham founded Beloved Brands in 2010, to help brands find growth and make brand leaders smarter. He leads workshops to help define your Brand Positioning, build your brand’s Big Idea, and write strategic Brand Plans that motivate and focus everyone that works on the brand. Our Beloved Brands training programs will help your team, produce exceptionally smart work work that drives stronger brand growth and profits. We cover everything a brand leader needs to know including strategic thinking, planning, positioning, execution and analytics. Our robust client roster has included the NFL Players Association, Reebok, the NBA, Acura, Shell, Miller Lite, 3M, Jack Link’s and Pfizer. His weekly brand stories have generated over 5 million views.

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