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 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
M A R K E T I N G B O O K
b2b brands
the b2b playbook for how to create a brand your customers will love
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