Once more, with feeling
Commercials that have real emotion in them have mostly disappeared in recent years. I’m not sure if it’s because today’s creatives can’t think that way, or if committees on corporate ad departments are putting the breaks on, but it’s a shame. Here’s a few that I like for their emotional power:
Versus TV trailer
Versus Television ran this nice trailer during the 2010 Tour de France, highlighting the power of sports and competition as a vital element of human life. It makes its point well.
You can see a full length (2:16) version here
Nike World Cup
In a similar vein, Nike ran this outstanding ad just ahead of the 2010 World Cup. The storytelling is superb, and I can only imagine what kind of a budget was behind this effort:
Apple created this powerful ad to highlight the new Facetime feature in the iPhone 4. I really like how it feels. It makes me want to use the feature, which is the mark of a great commercial.
Lance Armstrong’s new ad for Livestrong Foundation and Nike does an excellent job of creating emotion with what would normally be just a jumble of background noise. Works beautifully in this context.
Apple Think Different ad
When Steve Jobs regained the helm of Apple, he introduced this new message to remind people of what Apple represented. Great way to apply the emotion of a brand. Not everyone “gets” this message, and that’s the way it should be. Only those who get it will connect with the brand, and they will be loyal.
McDonald’s Larry Bird vs. Michael Jordan
Okay, it doesn’t have quite the same emotional power, and falls short of some of the great McDonald’s commercials from the 80’s, but not a bad effort to help the brand ward off its negative perception as a junk food provider and attempt to relate to the world of athletics.