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, not enough brands try to bring people together. Here are the best feel-good emotional ads that have the potential to bring us together.
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 that feel-good emotional ads evoke 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.
Coke: "I'd like to teach the world to sing"
This is the ultimate feel-good emotional 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 diversity from around the world. We could use an ad like this today.
To view, use the ▶️ controls to play or volume buttons.
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 midterm exams, a Barrister in England, or a farmer would get this message, equally to the great farmers around the world. This feel-good emotional ad is a powerful message, with a lot of American patriotism thrown in.
To view, use the ▶️ controls to play or volume buttons.
Google: Reunion
I love this feel-good ad. 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 feel-good emotional 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.
To view, use the ▶️ controls to play or volume buttons.
Advertising Decisions
The 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.
The best marketing execution uses in-the-box creativity. Indeed, we believe there is great marketing execution that uses emotional advertising, humor, feel-good ads, and consumer insights.
Importantly, we have posts on writing creative brief, running the advertising process, making advertising decisions, and media plans.
Moreover, read how to conduct your own marketing research, social media plans, and how to lead the innovation.
The best 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.
The best Apple ads
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!
The bestNike advertising
Marketing Excellence
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Without a doubt, I see our role is to help the ambitious marketers who are trying to improve their skills. In most cases, we hope to challenge your thinking so you become a smarter marketer. Most importantly, our purpose is to find ways to help you reach your full potential. We provide the tools, templates, processes, and provocative thoughts.
Undoubtably, everyone learns their own way. With this in mind, we provide numerous brand stories to engage on our Beloved Brands site.
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.
Our 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.
Finally, I wrote our brand playbooks to help you build a brand that your consumers will love.
The fundamentals of marketing matter
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, 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.
