Malick Ba

Emotional Advertising & Holidays

November 28, 2017

In our last weekly recap I touched on Apple’s latest holiday ad. I touched a bit on the importance of emotional advertising because I think in a certain context, it can be incredibly effective. Simply put, I think it’s underrated. It’s so easy as a brand to have tactical messaging driving your customers to your store, and to always want to push sales especially considering this time of year. Sometimes, not having tactical messaging shoved down your throat during the holidays is the break that we all need from ads.

For example, lets take a look at this Home Depot website landing page ad:

First and foremost, where do I look? What is the focal point of this ad? Is it the “Spend Less Give More” heading? Should I hit the “SHOP NOW”, or what? Guaranteed this message is meant to drive sales, but straight up this is not visually appealing at all. Often during the holidays, people are bombarded with this kind of messaging the second after Remembrance Day as well. By the time that Christmas actually rolls around, people are burnt out from seeing so many of these ads.

But what if I told you that there was another way? Ads that do best for me around this time of year draw on some sense of emotion. Good ads make you feel something special, and that’s what the holidays are supposed to be about. Let’s use the West Jet ad campaign last year as an example. For those who aren’t as familiar, here’s the spot below:

While it is more of a PR initiative, the fact that I’m still talking about this one a year later really shows the effect of GOOD advertising. But let’s not get confused, emotional doesn’t mean it has to tug at your heart strings. Let’s take a look at another ad by Cat treat manufacturer Temptations:

This one is basically a cat video for a holiday ad. Did it drive insane tactical messaging? No. Was it memorable and kind if hilarious? For Cat lovers definitely.

The point I’m trying to make here is that brands that invest into producing memorable holiday ads are the same ones that draw one their targets emotions. Whether that be funny, sad, inspiring or whatever, good ads go above and beyond “SHOP NOW” calls to action. The good ones do a little bit more, and customers get a little bit more out of it.

Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. As an alumni of both the University of Ottawa and Humber College, Malick specializes in communications, advertising, and marketing. Currently, Malick works at an advertising agency in downtown Toronto and is looking forward to how he can further leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.

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