Making your audience cry could be an effective way to sell to them

There are two types of people in this world:

1. People who have cried watching an ad

2. Liars

Emotional advertising is not new to the industry in any sense of the word.

However, I do feel as our creative capabilities expand, marketers’ abilities to evoke a deeply emotional response from their audience becomes more effective.

Ads are becoming almost like mini films. They play on insights and reflect truths that are sometimes so subconscious, we haven’t even realised them ourselves.

They’re a mirror of the cultural mood. And will become important relics of the zeitgeist they reflect in years to come.

Ads that evoke this kind of emotion leave a lasting impression of your brand.

How many times have you watched a 'feel good' piece of creative that leaves you with a more positive perception of the brand? Maybe you haven’t even thought about it happening.

But I can guarantee you it does.

That’s why 85% of consumers buy from companies with which they have strong emotional connections. Not only that, they’re likely to also spend more money. Cha-Ching.

Why is this? Well, emotional connection creates preference over competition.

If your audience feels you give a sh*t more than the next guy, and can resonate with your messaging, you create long-term loyalty between them and your brand. And this drives higher conversion.

We are simple creatures. Emotion drives action.

This action could be simply buying something from you. Or it could be sharing your beautifully emotionally captivating ad around the internet, creating thousands, if not millions, more positive associations with your brand.

Either one is a win.

However, tapping into the core emotions and psychologies that drive your audiences is not a simple task. You have to do it with tact and finesse.

The most commonly used emotion present in creative advertising is happiness. We're more likely to share positive ads than negative ones, because people in general like sharing positive content.

And let’s be honest, nobody wants to see your messy ad spot that aimlessly upsets people. Dick.

So, let’s look at some pieces of creative that perfectly encompass emotional advertising.

Sunsilk: “Hair Talk”, 2018

This 4-and-a-half-minute spot highlights the taboos and stigmas around transgendered people in Thailand. It features the story of Rock Kwanlada, first runner-up for Miss Tiffany Universe, 2017.

In the ad, Kwanlada narrates her story about her father growing up. She talks about her dad pressuring her to act like a boy, despite always being inclined to being a girl.

By the end of the film, her dad accepts her and welcomes her into his arms in a beautiful closing scene.

The ad had an instant effect, garnering 2.5 million organic views in the first 48 hours. Why? Because it beautifully touched on a real-world issue close to people’s hearts.

Nike: “Dream Crazy”, 2019

The ad came at a highly politically tense time, and featured Colin Kaepernick, the former NFL quarterback. You know, the player best known for kneeling during the pre-game National Anthem in protest to the racial injustices in the U.S.

'Believe in something. Even if it means sacrificing everything. Just do it.' was the slogan used.

The ad won the award for Outstanding Commercial at the Creative Arts Emmys. And Nike sales surged 31% in the days after its release.

Trust Power: “Four Legs”, 2021

When I tell you I SOBBED.

The TVC tells the story of a man and a dog who are meant to be together for reasons that unfold as the story develops.

We see the man at an animal shelter searching for a companion. Suddenly, he comes across a three-legged scruffy dog who he decides to take home. The next scene is the dog running on the beach while the man hobbles along behind, revealing HE ONLY HAS ONE LEG.

Lord, where are my tissues.

It outperformed previous Trust Power advertising on key metrics and was in the top 5 of New Zealand’s favourite TV ads. Because there are few things that evoke an emotional response like dogs do.

So what can we learn from these brilliant campaigns?

Emotion-based creative yields results! The proof is in the pudding.

What’s the best way to achieve this? Storytelling. Every time.

So take the time to understand your customers' current mood and feelings. How do they think? What are the emotional draws to your brand?

Then draw a line from your brand to consumers' needs using those emotions.

No, this isn’t manipulation. It’s science.

Now go have fun, my little psychopaths.-Sophie, Writer