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.