Today I watched a commercial about gum that brought me to tears. Normally I could brush something like this off, but in this particular instance I’m in a coffee shop with headphones in and didn’t realize just how audible my emotional response was. (No wonder people have been looking at me). I was unaware I was doing the dreaded “ugly cry”. Which looked something like this:
I thought this video really highlighted the power of storytelling and emotion in marketing. While this commercial seemed to strike a cord with me, this type of marketing is inherently risky. Ad agencies and companies need to be careful with emotional marketing—making unrealistic jumps in logic or placing too much emphasis on emotion when the connection really isn’t there. This can actually damage the way a brand is perceived.
More on this later... I need to go fix my mascara.