Copywriter, Scamp recently posted an article on his blog about whether ads should be happy or not. His favourite ads have all been fairly dark.

A guy called David Bonney replied with an article that he'd written for Admap all about what he had coined Sad-vertising. He argues that sad stories often provide the most emotion. His article starts with this incredibly powerful script:

“A middle-aged man plays a tape cassette:

“Son, I know it’s many years since we talked. But, as you may know, I am dying and I won’t get a chance to see you.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in