Employing Emotional Appeal Creates an Awesome Ad


Have you seen the remarkable branding video design from this South African business? The Bell’s TV commercial features a father whose intrepid spirit demonstrates just what it takes to be a true man of character. The video was created to market and build the brand. It is a very simple story. It advocates learning to read no matter your age or status in society. To us, it creates pure magic with the story, the visuals, the music, and the emotion. It certainly finds emotional triggers


Last year Jeep ran a remarkable commercial saluting the troops fighting overseas. The ad was serious and emotional. It noted, “There will be a seat left open, a light left on, a favorite dinner waiting, a warm bed made…because in your home, in our hearts, you’ve been missed. You’ve been needed, you’ve been cried for, prayed for. You are the reason we push on.” Jeep touched deep emotions about loss and longing. And the spot worked to build the brand; it made people feel proud of Jeep and its values.


Perhaps more than any other advertiser, Budweiser knows the power of emotion. Over the years the brand has run a series of emotional spots featuring the iconic Clydesdales. The 2013 spot, for example, highlighted the emotional bond between a horse and its trainer. It was one of the top spots of the year.


In this commercial, Guinness uses an inspiring story to convey its emotional influence. Like great stories, it has a beginning where sympathetic characters encounter a complicating situation, a middle where the characters confront and attempt to resolve the situation, and an end where the outcome is revealed. It does not interpret or explain the action in the story for the audience.


The family in this ad is looking for a new home using the real estate company Zillow. It eventually is able to find exactly what they are looking for. What the mother and children don’t expect is what is waiting for them on moving day.

Mike Schoultz is a digital marketing and customer service expert. With 48 years of business experience, he consults on and writes about topics to help improve the performance of a small business. Find him on Facebook, Twitter, Digital Spark Marketing, and LinkedIn.


Mike Schoultz

Mike Schoultz writes about improving the performance of business. Bookmark his blog for stories and articles. www.digitalsparkmarketing.com



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