Every day we see some 247 pieces of advertising if we take the rough number of actual brand placement for the purpose of advertising and not just labels. When all of these labels and words are taken into account, some estimate between 3,000 and 20,000 pieces of advertising each day. While the 3,000+ might seem huge in comparison to 247, even that number is large. You can’t learn 200 words a day if you’re learning a new language, nor can you really remember that many songs at the end of the day.
Great advertising therefore needs to stick out from all of the muddled noise of simple “buy me” ads that do not convey any additional information about a product, nor inspire the potential customer to form some sort of bond with the product or brand. In that respect, advertising needs to be emotional and hit at least on one of the eight basic emotions: joy, sadness, trust, disgust, fear, anger, surprise, or anticipation. The easiest way to do this is through storytelling, as narratives capture the audience’s attention and take them on a voyage that reaches a climax and is concluded. If the story is well formulated, a listener/viewer will want to experience the entire story, and feels unfulfilled if they do not receive it all.
Here are three ads that have done a brilliant job of telling stories and speaking to the audience’s emotions.
1. Johnnie Walker – The man who walked around the world
This ad for Johnnie Walker clearly works on the emotion of anticipation and its secondary emotion interest. The piper at the start catches our attention, but we are quickly told that this is not just a story of tradition, but rather of someone who stood out, as our narrator does. As he walks, like Johnnie Walker himself, small, yet telling props help relay the story. And like a story taking the listener on a journey, this video physically takes us on a journey through space and time. The motto “Keep Walking” is more than just an empty idea, it shows continual progress and adherence to ones path. “Keep Walking” means consistency, which is what Johnnie Walker is known for. This is a truly memorable commercial.
2. Tullamore Dew Irish Whiskey
This commercial got some attention from Fast Company for its authenticity and being quintessentially Irish, though it was produced by an American Ad Agency. This ad plays on the emotions of sadness, surprise, and finally joy. With a sombre tune being sung by a group of young men in suits heading to a country chapel, the sudden rain seems to be pathetic fallacy at its best, aided by the symbolism of a falling hat. When the men sit on the wall by the church looking at the graveyard, one truly believes that someone has passed. Then with the toast that is quickly disrupted by the bride coming from the chapel, surprise leads to joy and the viewer understands that indeed someone has passed – passed a stage in their life and is entering a new one. The rain is not pathetic fallacy of the men begrudging the “loss” of their friend as he joins with his love, but rather, it is authentic Irish weather, and the singing and going through the rain a demonstration of the Irish view on their climate. Authenticity is the core value that Tullamore Dew aims to show in its brand, it’s where why they use the motto “Irish True.”
3. Guinness Basketball Commercial
As the last commercial shows, music is a very powerful conveyor of emotion. This is something, love him or hate him, that Richard Wagner also knew and is why his music is so testing to many people — it’s like an emotional rollercoaster. The music in this video is inspirational. The situation conveys the emotion of acceptance from the players’ point of view. They are in wheelchairs, but playing basketball with body and soul. And in this video we are again surprised to see that all of the players save one are able to walk, but are learning to play in wheelchairs. They too have accepted their friend’s status and do not show pity, but rather humility and put themselves in his position to play. In the end though, it doesn’t matter if you can walk or not, it’s about the dedication, loyalty, and friendship that everyone shows to each other that shows their true character. Character is the value that Guinness is aiming to show, and they have shown this in powerful and inspiring fashion. This is a great commercial.
When you’re coming up with an advertising campaign, you’ll need to tell a story, and your story better invoke emotion if you hope for it to succeed in conveying your brand’s core values and inspiring customers to buy your product or brand idea.