Use Your Head. But Trust Your Heart.

Emotion is the best way to create work that works

Just a few years ago - OK, I am pretty old, so it was likely more like a LOT of years ago - I was at a creative directors' seminar listening to and interacting with folks from some of the biggest agencies in the country at the time. This Wieden & Kennedy, Chiat/Day, Goodby, BBDO - you get the drift.

At that time one of the presenters mentioned that we are subjected to 3000 ad messages a day. He went on to say that we can only process 300 of those messages and even begin to recall 30.

I remember thinking at the time that that was a BUTTLOAD of advertising being put in front of us. But when I tried to recall 30 messages or even snippets of messages that I may have been served up that day, I could barely remember 3. (In actuality, it was probably closer to zero.)

I think you know where I am going: Today we are being delivered way, way, WAY more than 3000 messages a day. In fact, we’re all being subjected to an almost endless stream (you could even call it a “feed” wink wink) of advertising or marketing being jammed into our brains through our phones.

And while some are direct sales pitches, many are wrapped up in social commerce, the influencer culture, and even in those quiet moments at home when we are just trying to be entertained. No matter where we are – we’re getting sold to. And for me, the only things I seem to connect with or remember are not logical arguments about products or services, but more emotional approaches that make me feel something. Feel ANYTHING.

Now, while this is not a new idea when it comes to advertising and marketing, I do want to say this: I believe that making an emotional connection with a consumer through your marketing is more important today than it’s ever been.

Thinking about it here has reminded me of a super awesome SNL commercial parody from all the way back in the Phil Hartman-Chris Farley years. It’s a commercial for Wilson Countersink Flanges, and it delivers in a rapid-fire style, all the key features of these hilariously esoteric products pretending that the audience knows exactly what they are talking about and connects with the message. Check it out, it's well worth the 90 seconds.

https://www.youtube.com/watch?v=cDsRXhtHW9Q

This parody is funny because it’s true – think about how many commercials or messages we see in any given day that just rattle off a series of features (new flavor, new shape, new tougher exterior coating) without ever offering up the reason WHY I might care. Not a benefit in sight and ZERO emotional connection.

But then I see a spot like the recent one Coke has been running. It’s called “For Everyone.” Even the title of the commercial starts to tell an emotional story.

https://www.youtube.com/watch?v=ojGj7Hpa-OQ

Using their iconic bottles and cans, Coke shows us, the viewers, that no matter who we are or what we stand for, Coke is for us. It’s quick, it’s simple, it tugs at the heart strings, and it is clear from the get-go that this is about Coke. And, for me, it works.

Now look: I know it’s Coke and that they don’t have to talk about milligrams of sugar or the presence or lack thereof of aspartame. They don’t need to go on and on about fizziness and the soft drinks crisp, clean texture.

They don’t need to tell me what they are about. Because they show me. They allow me to see myself as one of their consumers. And I smile and I walk away. But I remember the spot. And I share it with you. And that’s what they want.

We all know that Coke is one of the most important brands in the history of recorded time (no hyperbole there) and that they have mastered the art of making themselves a cultural touchstone for decades. And they have done it through marketing. Not by being logical, but by being emotional. And, to their credit, they never seem to run out of ways to find the emotion in their ever-growing line of beverages.

So, now that we are discussing this, here’s a couple things I want you to think about when you are trying to develop strategic marketing that makes a difference.

SIMPLER IS BETTER

Less truly is more. Don’t bury the creative heart of your concept in a bunch of data points, statistics, or discussions about tensile strength or dekatherms of heat. Nobody understands. Or cares.

USE YOUR HEAD. BUT TRUST YOUR HEART.

Data is super important and can begin to point out emotional connections, but every human has an intrinsic PhD in connecting with other humans. Let that connection come through in your work. Don’t run away from it, drive right into it.

CHOOSE ANY EMOTION AND DOUBLE DOWN.

Make it funny, sad, mysterious, melodramatic – Every one of these classic storytelling techniques matter today more than they ever did. I truly believe that. Be human in your work so other humans will want to engage with it. And when you find yourself stuck, go watch some old Coke ads, or even SNL commercial parodies. Coke always seems to stick the landing when it comes to emotion, and SNL never fails to cut to the hilarious reason why so many of our ads fail. Try to emulate the ways they approach concepts and storytelling and see if something wonderfully human falls out of your brain. And if you are worried that you won’t have any good ideas, don’t be. I believe in you.  

Now get out there and think up some cool stuff. After all, that’s where the fun is.