Whether in Hollywood or in real life, the best stories are those that convey emotion. We might remember a story or movie because it has cool special effects and a star cast, but the ones we really remember evoke something in us that make us feel something - or help connect us to a time when everything was simpler and filled with a sense of magic and wonder.
Advertising isn't traditionally known as a place that generates the "warm fuzzies", but a few companies are choosing this route as a way to touch customer's hearts during the holiday season.
According to Brandweek, Walmart's holiday ad was voted #1 on the National Retail Federation's annual Shopper's Favourite Holiday Ads survey. The ad is a TV spot where a young boy wishes for snow for his father in Iraq. It's an interesting mix of political commentary, humanity - and carefully crafted promotion that seems to resonate with consumers.
Great brands and stories use emotions to create powerful connecting experiences. Once inside the story, we feel as if we're part of it and tend to empathize with the characters. Their problems become our problems and, in the case of Walmart - the story and message really does affect all of us.
Take a look at the clip to see if the story draws you in. How do the use of emotion and visual elements affect the message of the brand?
To all of my readers....Thank you for your support in 2009. May 2010 bring out the best stories in all of us.