TRUE EMOTIONS and MARKETING? Match made in heaven?
Today’s world is fast-paced, we work fast, we think fast, we filter out information fast, we even eat fast. Nowadays ads are instant, producers make them more flashy and sparkling, they don’t require a lot of attention from the audience. There is an extreme pressure to make everything dynamic, the advertising messages are also quick and struggle to communicate real emotions.
It takes time to fully get to know our surrounding, experience and feel more of whatever comes towards us. Real emotions need time and effort to grow and it’s hard to achieve this.
All this can cause conflict between our digital world, driven by technology, all modern marketing and true emotions. Emotions which aren’t exaggerated, dishonest, fake or artificial.
Are there any marketing campaigns which feel true, convey meaningful emotions or at least seem to convey them?
Can advertisements move us? What touches us? Do we believe in ads? What are we looking for in marketing? We have as many answers as we have users, but most of us search for the true and reliable emotions. Recently I made my own research to find out which ads impress me the most and have authentic reference to reality. Luckily I’ve found a few of those.
True emotions + wittiness = believable message
Here goes my absolute favorite. The Holiday campaign of an online retail store Allegro is a three minutes long story of an elderly man who lives alone with a dog. One day he receives a parcel with a book “English for Beginners” . He begins to learn the language. He places post-it notes with new English words on everything — even on his dog — and practices his English skill with every opportunity. He shouts “I love you! You are perfect!” on the bus…. (I wish it was also my commuting reality :-)). In another mail he gets a suitcase — he packages it and sets off on a journey to his children who are living abroad. The ad ends with a scene in which a man stands before a child and tells him he is his grandfather in his newly learned language.
Campaign doesn’t really focus on the product but its meaning in the consumer’s life and what feelings accompany it.
A credible story, saturated with emotions, all about being together with the loved ones. Love — fulfillment. Authenticity. The truth, humour and simplicity of the story make it believable.
Made with good taste, warmth and at the same time remaining quite subtle and delicate. It strikes the right balance in being funny and emotional all at once.
And even though it’s just a marketing campaign it seems to truly give hope, because it refers to the positive and simple feelings like joy, love and happiness. Emotions and marketing can be indeed a match made in heaven.
All of these aspects and even more I could find in the marketing campaigns which I compiled for you below. Together with the Allegro spot they make my list of top five.