Emotional advertising tightens the bond and grows your brand

When brand leaders say they want emotional advertising, I usually say “I can’t wait to see this emotional creative brief you wrote.”  Without digging deep to understand the emotional space you should play in and the consumer insights that lay beneath the surface, your asking for an emotional ad feels like a random game of chance. To get emotional advertising that work for you, you must understand the emotional space that is motivating to consumers, and ownable for your brand, and then layer in emotion-based consumer insights.

To illustrate, click on the diagram to zoom in. 

Emotional advertising

Building emotion into advertising directly impacts a brand’s persuasion score

While brand leaders are always trying to find a winning claim, there is proof of a correlation between the feel-good emotions you create with both consumer persuasion scores and overall brand appeal scores.

Milward Brown advertising research finds a direct correlation between how involved consumers are in the ads with the degree of the positive emotional feelings your advertising evokes in consumers. The chart shows that as the feelings go from low to medium to high, the scores for both persuasion and brand appeal also go up.

Advertising Decisions

The Creative Brief defines the box.

At Beloved Brands, we believe the best creative people are in-the-box problem solvers, not out-of-the box inventors. This builds on our Strategic ThinkBox we used in our planning process. The box below demonstrates how we need creative work that is focused on the target, fits with the brand, delivers the message, and executes the strategy. 

As marketers, we kick off the advertising process using a Creative Brief to define the box the creative advertising must play in. The execution align with the brand positioning work and deliver the brand strategy statements you wrote in your marketing planMoreover, we show examples of the good and bad of the Creative Brief. And, we introduce our Mini Brief for smaller projects and the Media Brief as part of media decisions. We have a Creative Brief template you can use. 

As marketers, we kick off the advertising process using a Creative Brief to define the box the creative advertising must play in. The execution align with the brand positioning work and deliver the brand strategy statements you wrote in your marketing planMoreover, we show examples of the good and bad of the Creative Brief. And, we introduce our Mini Brief for smaller projects and the Media Brief as part of media decisions. We have a Creative Brief template you can use. 

Use our Creative Checklist to determine if the creative work is in the box.

Then, we introduce a Creative Checklist that is designed to help you make advertising decisions. When you see the creative marketing execution come back from your experts, use our creative checklist to make decisions. Next, use your feedback to your marketing experts to steer the ideas back in-the-box. Importantly, the Creative Checklist highlights the gaps you see. Your role is to provide your problems with the work, while avoiding providing a solution. Let your creative marketing execution experts use their in-the-box creativity to figure out new solutions that will fit the box. 

To illustrate, click to review how our Creative Checklist helps decide if the creative advertising fits the box..

Use our ABC's of Advertising: Attention, brand link, communication stickiness

Here are four questions to ask:

  • First, is it the creative idea that earns the consumer’s attention for the ad?
  • Then, is the creative idea helping to drive maximum brand link?
  • Next, is the creative idea setting up the communication of the main consumer benefit?
  • And, is the creative idea memorable enough to stick in the consumer’s mind and move them to purchase?

To illustrate, click on the ABC’s of advertising to see details.

Get comfortable with various advertising techniques.

Learn how to be better at advertising. Explore other advertising ideas such as emotional advertisinghumorous ads, feel-good ads, and ads that bring consumer insights to lifeMoreover, read how to conduct your own marketing research, social media plans, or using influencers.  

Video on how to use in-the-box creativity

Have a look at our video on how to use in-the-box creativity to ensure our marketing execution stays on strategy. We introduce how our Creative Brief defines the box the work must play in. And, our Creative Checklist to allow you to decide if the marketing execution delivers. To read more, click on this link: How to use in-the-box creativity. 

To view, use the ▶️ controls to play our brand strategy video. 

Understanding emotional benefits

Do you understand the emotional space your brand can win?

Please stop writing briefs that say their brand is trusted, authentic, reliable and yet likable. From my experience, marketers are better at the functional than the emotional. Let’s try to take a rational approach to emotions. 

As a brand, you want to own one emotional space in the consumer’s heart as much as you own the rational space in the consumer’s mind. I have created a ‘cheat sheet’ with 9 major Emotional Consumer Benefits, that includes optimism, freedom, self-assured, being noticed, being liked, comfort, be myself, be in control and knowledge. 

To own a space in the consumer’s heart, brands should own and dominate one of these zones, always thinking relative to what zone your competitor may own. Do not choose a list of emotions from all over the map, or you will confuse your consumer. Use the supporting words to add flavor to your emotional brand positioning statement.

To illustrate, click on the diagram to zoom in. 

Narrow down to potential clusters of emotional benefits, by matching what consumers want and what your brand does best. Take 2-3 of the emotional zones from the cheat sheet above and then add 2-3 support words per zone to create a cluster.

Brand positioning statement

Improve your marketing skills learning how to write a brand positioning statement

A brand positioning statement starts with the consumer target your brand will serve. And, it should focus on the emotional and functional benefits your brand will stand for. Finally, brands need to find that space that moves consumers to drive growth and is ownable for your brand. 

Examples of Emotional Advertising

10 best examples of emotional advertising

Google "Paris"

For all the romantics, this is one of the most emotional ads I have ever seen. The ad tells the complete story through google searches, with a few surprises like the airline ticket, wedding bells and of course the baby. While it tells the story, it still manages to deliver on the emotions of  knowledge and control. 

 

To view, click on the arrow to play the ad.

Google "Reunion"

I wrote a story about this, and my article promised a Google ad that would make you cry even though it has not one word of English. Try it out. I remember this old P&G advertising guy who always said “you know you have a good spot if you can turn the sound off and still get the ad”. I watched this highly emotional ad without understanding one word that was spoken and I was able to follow along. And I cried.

To view, click on the arrow to play the ad.

Google India

This Google India ad is a beautiful story of two older gentleman who were childhood friends and desperately miss each other. The ad shows how their two grandchildreen organize a reunion, using Google for looking up, finding, tracking or just checking any little details that makes us more knowledgeable and gives us an added sense of control. The Google searches are throughout the ad, but never seem to get in the way of the beautiful story.  Is it weird that two of the most emotional ads are from Google?

Beloved Brands playbook

Our Beloved Brands playbook goes in depth on everything you need to build a brand consumers will love. Learn to about strategic thinking, brand positioning, writing brand plans, advertising decisions, media planning, marketing analytics, and financials.

Beloved Brands Laptop

Our readers tell us they keep our Beloved Brands playbook close by for whenever they need to take on a new project. Clearly, we are thrilled that 89% of Amazon reviewers have given Beloved Brands a 5-star rating. Also, we wrote a B2B Brands playbook and a Healthcare Brands playbook

Ram "I am a farmer."

Aired during the Super Bowl, it’s one of the most emotional ads I have ever seen. Using Paul Harvey’s storytelling hit a positive vibe with Farmers and Americans in general. The simplicity of the idea, yet storytelling at it’s best. They didn’t over-do the branding, but consumers get so engaged in the ad, they want to know who is it that’s telling this story. While everyone else is being loud, maybe being so quiet stands out. The ad nails the emotions of feel myself, supported by honest, down-to earth values. 

To view, click on the arrow to play the ad.

Canadian Tire "bike ad"

This emotional ad from Canadian Tire ad makes me cry every time. We can all remember our first bike and how special it is. Canadian Tire is all about the emotions of comfort and being myself, supported by down-to-earth values, and feeling compassionate. 

To view, click on the arrow to play the ad.

Nike’s “If You Let Me Play”

Nike released this inspiration way back in 1995, outlining the benefits of having girls play sports. Brands such as Always “throw like a girl” were inspired by this type of message. The Nike brand continually nails the optimistic and freedom emotional space. This is such an emotional ad.

To view, click on the arrow to play the ad.

Bell "Dieppe"

Wow, a utility delivering an ad that gives you goosebumps. I have been to that beach in Dieppe and it does command such intense feelings. As you can tell from the phone at the end, this was in the early days of Cell phones, trying to link the idea of connecting anywhere. While this is just an ad, I do wish that utilities would try harder to connect with consumers at every stage of the consumer’s buying journey. This emotional ad does a great job in delivering feel myself supported by family values, honest, and down-to-earth. 

To view, click on the arrow to play the ad.

Budweiser 9/11 tribute

Aired only once, only a few months after 9/11 the context of this ad is paramount to the emotion. An amazing salute, by the brand, to the heroes of 9/11. The emotional ad does a great job delivering optimism and freedom. 

To view, click on the arrow to play the ad.

P&G “Thank you mom”

Back in the 2012 London Olympics, P&G was making an attempt at a Master Brand strategy. This is a highly emotional ad, that is a nice salute to moms around the world, whether your child is an Olympian, or not. While the kids might be optimistic, the emotions P&G links to their moms are comfort, nurturing, and compassion.

To view, click on the arrow to play the ad.

Always "Run like a girl"

The Always “Run like a girl” campaign is an inspirational and emotional ad that connects with true insight about the perception of how girls run changes as they hit puberty.  The ad starts by asking older teens and 20-somethings to run like a girl, and they depict a negative stereotypical overly feminine running style. Then, it asks 10-year-old girls to run like a girl, and they run in a highly athletic manner. It asks what changes to make the older girls see running as a negative. 

The ad challenges viewers to rethink their stereotypes. It inspires girls with an uplifting message to be themselves and encourages them to believe that, “running like a girl” is a good thing. The Always brand closely lines itself to the insights about the changes happening at puberty, just as moms and daughter will be choosing the feminine hygiene brand they will use. This campaign really delivers on optimism about a better future and the freedom from stereotypes. 

To view, click on the arrow to play the ad.

Nike "Find your greatness"

Aired during the 2012 Olympics, this highly emotional ad was a very high risk but also ran counter to all the athlete ads. There are many types of motivation, for some of us, Michael Jordan is the inspiration. Not all of us are Michael Jordan. This kid running is the average person that gets out there and makes it happen. My hope is that it inspires you with optimism, to get out there and “just do it”, on your own terms.

To view, click on the arrow to play the ad.

Coke ads

Lessons from the best Coke ads of all time

Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best over the past 40 years, but they’d need to get to 2080 before challenging Coke. 

coke ad

Apple advertising

What you can learn from the best Apple Advertising of all time

Apple advertising has delivered “simplicity” since the 1970s. Apple’s advertising has been relatively consistent for over 40 years and incredibly connected with consumers. You could build an Apple case study on the advertising alone. So we did!

Apple the crazy ones Tv ad explaining the Apple brand

Nike advertising

Our Nike case study looks at 30 years of 'Just do it'

Nike case study Kobe Air Jordan Advertising that sticks

Marketing Excellence

We empower the ambitious to achieve the extraordinary.

Without a doubt, our role at Beloved Brands is to help the ambitious marketers who are trying to improve their marketing skills. Most importantly, we will prepare you so you can reach your full potential in your career. You will learn about strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics. As well, we provide a suite of marketing tools, templates that will make it easier to do your job, processes that you can follow, and provocative thoughts to trigger your thinking. 

Have you gone through an assessment of the marketing skills of your team? Take a look below:

The fundamentals of marketing matter.

Our Beloved Brands marketing training programs cover different streams to suit the type of marketer you are. For instance, our marketing training covers consumer marketing, B2B marketing, and Healthcare marketing. 

The marketing fundamentals that we show in this article are part of what we use in our marketing training programs. Ambitious marketers will learn about strategic thinking, brand positioning, brand plans, marketing execution, writing creative briefs, advertising decision-making, marketing analytics, and marketing finance

Importantly, when you invest in our marketing training program, you will help your team gain the marketing skills they need to succeed. Without a doubt, you will see your people make smarter decisions and produce exceptional work that drives business growth. 

Finally, I wrote our Beloved Brands playbook to help you build a brand that your consumers will love. If you are a B2B marketer, try our B2B Brands playbook. And, if you are a Healthcare Marketer, try our Healthcare Brands playbook.

We designed our brand templates to make it easier for you to do your job.

Moreover, we provide brand templates that help you run your brand. For instance, you can find templates for marketing plans, brand positioning, creative briefs, and business reviews. Altogether, we offer brand toolkits with all the presentation slides you need. 

Beloved Brands video

Everything a Marketing must know about.

Importantly, Brand leaders need to know how to think, define, plan, execute and analyze with the best of them. Moreover, while the brand leaders don’t really know how to do anything, they are looked upon to make every decision. Have a look at our five minute video on everything a marketer must know. To read more, click on this link: Everything.

To view, use the ▶️ controls to play or volume buttons 

If you are looking to make your marketing team smarter, we can help. To get started, email Graham Robertson at graham@beloved-brands.com

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Contact Information

Graham Robertson

Email: graham@beloved-brands.com

Phone: 416–885–3911

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the playbook for how to create a brand your consumers will love

With our Beloved Brands playbook, you will learn how to think strategically, define your brand positioning, write a marketing plan, make execution decisions, and analyze your brand. Our readers tell us they reach for Beloved Brands as a reference tool to help them with the day-to-day management of their brand. We are proud that 89% of online reviewers have given Beloved Brands a 5-star rating. As a result, Beloved Brands has been a #1 bestseller in brand management. We also have the B2B Brands playbook and our Healthcare Brands playbook

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The smarter your team, the better the results you will see!

If you are running a marketing team, your will always benefit from having a smarter team. When you invest in our marketing training program, you will help your team gain the marketing skills they need to succeed. As a result, you will see them make smarter decisions and produce exceptional work that drives business growth. 

We have designed our marketing training program to build the fundamental skills that will help your team reach their full potential. We will work with your team to help them learn take on Strategic Thinking, Brand Positioning, Marketing Planning, Marketing Execution, and Brand Analytics. 

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