Emotional branding isn’t a new concept. Advertising has evolved in the past years and continues to evolve with new trends, products and services. Brands are not simply selling their products or services; they are selling an idea; a way to become the better version of yourself and essentially, an improved lifestyle.
The stories embedded into advertisements are meant to hold your attention for at least 15 seconds. Once they’ve past that point, they have officially captivated your attention. You are listening to them. You may even want to change. The tear jerker Thai mobile commercial or Coca-Cola’s security camera commercial are both examples of successful emotional branding.
What is displayed in this commercial?
In one sentence, Coca-Cola is reminding us to celebrate the little things in life. The seemingly trivial but vast impact it can have in our days and our lives.
Sometimes we forget. We forget to smile and say thank you when we purchase a pack of gum from a convenience store. We don’t know that a smile can give a little boost.
Sometimes we settle. We settle for the societal norms that have forced certain views and perspectives onto us. We settle because it’s easier. We, therefore, walk past a crowd of protestors in Marsh Plaza demanding simple rights. In bold red letters, it said Justice for Janitors. I remember walking past to my next class.
Sometimes we forget to laugh loudly and not care what people around you think.
Sometimes we forget to be happy and in love.
Sometimes we forget to care and engage in crazy, harmless, sword fighting in the middle of a market.
Sometimes, we live. We accept ourselves for being human beings that may not be perfect, but we are can be amazing creatures, too.
The message of Coca-Cola is to appreciate every act of kindness, love, craziness and effort. Because if we do, can you imagine the most wonderful effect of all these acts? I imagine living in a utopian fantasy, a sense of euphoria rushing inside you every time you step outside the door into this world.
The strategy of this commercial was such that it did not impose or push its brand into viewer’s faces. I didn’t even know it was a Coca-Cola commercial until the last second.
What is effective in this commercial?
It was not only the story, but the execution of the video that worked particularly well. The low pitched, loud keys played on the piano when the 60 year old café owner thuds to the ground. His fall was intentionally played in slow motion for the viewer to remain in a tense position, which dragged the reality of the moment a few extra seconds more. The gentle piano playing that extended to a beautiful crescendo as the daughter reads the letter and replays the events that happened 30 years ago.
All these production elements helped execute the storyline to its full emotional potential.
The commonality of their successes?
The commonality between these two videos is the powerful emotion of happiness and sadness each of them was able to produce. It is important that an advertisement can not only cause you to really think about yourselves and your community, but also to feel.
If your commercial can create this emotion, it has a high likelihood of being shared, and therefore going viral. And that is the end objective of emotional branding – virality.
Go to bed now,