Blog Post By: Anna Shircel, Marketing Intern
This advertisement has been tugging at the heartstrings of people all over the world since being released about a week ago. The commercial is not for some inspirational non-profit organization, but for the Thai mobile phone, TrueMove.
Titled, “Giving,” the commercial begins with a young boy being caught stealing medicine from a pharmacy. When learning that the boy was stealing the medicine for his sick mother, a man from a nearby cafe pays for the medicine and provides the boy with some soup. The boy runs off, and the ad jumps 30 years in to the future.
The same man in the cafe suddenly collapses at work and is taken to the hospital. His daughter is distraught as she faces the steep medical bill. Viewers watch as she wakes up at her father’s bedside, opens a new medical bill, and finds all the expenses paid for. A message on the bill explains, “All expenses paid 30 years ago with three packs of painkillers and a bag of veggie soup.” It turns out the young boy is now the doctor of her father. The final message of the video reads, “Giving is the best communication.” And yes, at this point, the tears are flowing.
http://www.youtube.com/watch?v=7s22HX18wDY
This is not the only emotional commercial to be released recently. Some of my personal favorites are the Cheerios “Nana” ad, Nike “Find Your Greatness” ads, and without a doubt, the P&G “Thank You Mom” commercial (both the Nike and P&G ads are from the 2012 London Olympics). However, my new obsession is the Guinness basketball commercial. If you have not seen it, please watch and wait for the goose bumps!
http://www.youtube.com/watch?v=xwndLOKQTDs
What makes these advertisements so popular and effective? Marketers recognize that the world is looking for signs of compassion and thoughtfulness amidst the less-than-pleasant events that have been occurring. These ads remind people that good qualities exist in humankind. “Giving” shows viewers the power of being kind without expecting anything in return. It presents a broad emotional appeal; giving makes everyone feel good.
Marketers also know that emotions help to shape perceptions about a brand, product, or service. Emotional ads play to the viewer’s conscious. These ads make us feel like a company is trying to understand us, rather than sell us something. This is also because the product tends to be shown very briefly. For example, the Guinness commercial does not focus on men standing in a bar enjoying a pint. It spotlights camaraderie and dedication, words that describe both the men playing basketball and the Guinness brand.
Viewers remember ads that make an impression on them. Based simply on Youtube statistics, these advertisements are making a huge impact. “Giving” has nearly 10 million views in approximately one week and more than 90,000 likes. The Guinness commercial has received almost 7 million views in two weeks. The use of emotion creates memorable advertisements, and making a positive, distinctive impression in the consumer’s mind is a key part of a successful marketing strategy.
