5 Ads That Effectively Harness The Power Of Emotion

5 Ads That Effectively Harness The Power Of Emotion
Advertising

These ads say a lot using only a few words

Matt Vitone
  • 25 july 2017

Ads that strike an emotional chord are some of the most effective at reaching consumers, and yet this approach can often be tricky to pull off. A good story will tug at heartstrings, while a bad one runs the risk of coming across as cheesy or disingenuous. Still, there are many brands that have been able to seamlessly incorporate their product or service into an ad while avoiding direct selling.

Below, we’ve compiled a few of our favorites. While some come from brands whose services naturally lend themselves to a more emotional approach (like one from American Greetings), others from the likes Samsung and KLM deftly use the emotional approach to draw viewers into their products in unexpected ways. Here are a few key takeaways:

TalkMore

Though not in English, this 60-second clip from Norwegian telecom TalkMore is so well done it defies the need for translation. A fraught father-daughter relationship is gradually healed when the daughter leaves home to enter the military and the father realizes that, although imperfect, he misses his child. Aside from being well acted, this ad works because it focuses on how TalkMore’s core service (communication) is deeply embedded into people’s everyday lives, striking just the right balance between sadness and humor.

Samsung

One of the most inspiring ads of the year came from Samsung, which really sold the experience of VR in a way that captures its unique, transcendent qualities. Using some gorgeous CGI and a well-picked Elton John song, the clip depicts an ostrich learning to fly using one of the company’s VR headsets. Taking a page out of Pixar’s playbook, the ostrich manages to tug at our heartstrings despite the absence of humans.

American Greetings

“A card is just a card, but at the right moment it means everything.” This ad from American Greetings packs a lot of meaning without a single word being spoken. Better yet, it takes something a bit old fashioned like giving a paper greeting card and reminds us why it still can have a profound impact on someone going through a hard time.

HSBC

At our PSFK 2017 conference, speaker Morgan Spurlock discussed how one of the most effective ways for a brand to express its beliefs is to simply stand back and be the vessel for which stories are told. This “presented by” approach is typified in this short film from HSBC, which looks at LGBT pride from the perspective of two men from different generations. The only mention of HSBC is a logo at the end, demonstrating the company’s support of LGBT rights while letting members of the community voice their own stories.

KLM

Netherlands-based airline KLM prepared a special trip for a group of children at a South Korean hospital, using VR to let them see the world without ever leaving the ground. The adorable clip effectively ties into travel without so much as showing the inside of an airplane.

Ads that strike an emotional chord are some of the most effective at reaching consumers, and yet this approach can often be tricky to pull off. A good story will tug at heartstrings, while a bad one runs the risk of coming across as cheesy or disingenuous. Still, there are many brands that have been able to seamlessly incorporate their product or service into an ad while avoiding direct selling.

+Ad Campaign
+advertising
+analysis
+campaign
+children
+disney
+Emotion
+Europe
+experiential marketing
+Experiential Marketing
+financial services
+home
+hsbc
+klm
+LGBT
+Luxury
+Public
+retail
+samsung
+technology
+USA

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