Heart Touching Commercials – Stirring up emotions is quite difficult as it is important to sound genuine and the concept needs to click. The subtlety by which emotions are conveyed in some ads can leave a huge impact in our minds.
There are some ads that make huge impact just by displaying subtle emotions. People react according to the sentiments and immediately connect to the situation.
The new Tanishq ad showing the mother-son bond is one such example of the emotional connect it makes with the viewers.
The ad conceptualised by Lowe Lintas and Partners redefines the meaning of gifts. Generally gifts are measured by the size and price but this ad breaks the general concept of the ‘perfect gift’.
The ad shows the son hesitating a bit as his mother holds up a big neck piece in front of him given by his father. Nonetheless he shows his small neck piece that he got for her from the Diwali bonus that he received.
That very instant the ad touches our hearts and we realise the power of the bond that goes deeper than the size of the gift.
Another Tanishq ad conceived by Lowe Lintas and Partners – ‘A Wedding to Remember’ challenges the social norms and stereotype attached to marriages.
In this ad we see a bride getting ready and there is a small girl with her. As the ad film progresses we realise that the girl is the daughter of the bride. The display of the bond has a deeper meaning to a stereotype idea of a marriage.
This idea of challenging our general outlook towards a certain situation makes an instant connect.
The new Nescafe ad is a perfect example showing a stand-up comedian stammering to crack a joke. The idea of using a weakness to one’s advantage immediately changes our perception.
The stand-up comedian has a stammering problem but he uses that as his strength and turns the situation around him. The best line in the ad is when he says “Time lagta hain bu…bu…bu…buffering main”.
We relate to this character as we all are imperfect in some way or the other.
All the above emotional ads attempt either at breaking a stereotype or the norm or the perception.
Next is this Google search engine ad that breaks the distance created by partition. Two friends who were separated in partition meet after years.
A girl after hearing stories from her grandfather about his friend in Pakistan decides to unite them. She finds out his whereabouts thanks to Google search and the two friends meet after ages.
There are also innovative ideas used by some ads to display emotions.
The Lifebuoy ad of ‘Help a child reach 5’ campaign made the emotional connect in a very creative way.
At the start of the ad one would wonder why a man is walking, his whole body balanced in his hands and the entire village is supporting him. He reaches the temple and then it is revealed that the entire act was because his child turned 5yrs.
The onlooker in the ad questions about the big deal. It is then we know that it is indeed a big thing as this is his only child who managed to reach 5yrs.
Our hearts connect to the joy of the villagers and the man.
The stats come in the end that every year 2 million children under the age of 5 die of infections like diarrhoea and pneumonia.
Stirring up emotions is quite difficult as it is important to sound genuine and the concept needs to click.
The subtlety by which emotions are conveyed in some ads can leave a huge impact in our minds.
