Advertising thrives on emotions, and not just at Christmas time
Cry: What we can learn from Christmas advertising and why it’s okay to shed a tear.
“Christmas, the season of giving and surprises,” says Santa Claus in the 1981 TV commercial and brings mom 4711. Mom had previously tested fresh gingerbread in the Bahlsen tasting room and is now making coffee with a pampering aroma.
Christmas advertising must touch the heart
We have enough coffee in the cupboard today and enough surprises. We long for peace and desire love, closeness and solidarity. That’s why advertising at Christmas time is less and less about something specific for the festive season and more about big emotions. Who doesn’t cry when grandpa has to send out an obituary to get the family together for Christmas? That was in 2015.
Would you shoot the commercial the same way today? After three years of coronavirus and Russia’s war, there is an unpleasant sense of seriousness. At that time, the visit to Grandpa’s failed solely because of our will. Today there may be a border or a corona test between us. That’s hard to bear.
Crying is human
On the other hand, crying is sometimes good for you. People who cry appear empathetic and warm-hearted to their fellow human beings and get help more quickly. Incidentally, the ability to cry is something exclusively human.
What does this mean for us – and for you?
- Emotions, stories and facts are still essential when it comes to reaching people with a message.
- Our creativity and expertise will also be there for you in 2023, regardless of whether you want a large campaign or a small, fine web presence. Or strategic advice for the coming years.
- Until then, we wish you a wonderful Christmas season, with a pampering aroma, but above all with good conversations and good emotions. Let yourself be touched, if necessary with a Sissi movie. Now you know that a few tears make you likeable.
