The human spirit is a
rich reservoir of powerful
emotions: Passion, ambition, vanity, love, desire,
fear, hope and much, much more.
Emotional advertising arouses
to get our attention, to touch us more deeply
and to persuade us more effectively.
Emotional advertising discovers
how a product
truly fits into a person’s life and how it satisfies
an emotional need. When that truth is revealed
and understood, it becomes possible to create
a more honest, relevant and lasting relationship
between the consumer and the product.
Ideas and executions that
are conceived and
created to awaken, stir and stimulate emotional
responses produce advertising that is new,
unexpected and audacious, advertising that is the
most persuasive and provides the greatest return
is founded on these beliefs.
We are drowning in a sea
bombarded by an ever increasing number of images
and messages each day, through an ever expanding
spectrum of media. Images and messages that
are almost exclusively jumbled, mumbled, rapid-fire,
quick cut, superficial and silly. Communications
of great technical sophistication and persuasive
ignorance. A world where getting your message
heard is increasingly difficult, and getting it to move,
affect and persuade even more difficult.
For those who watched this
year’s Super Bowl, the
dozens of commercials shown were the result of
the best, most original thinking our industry could
provide. And with the possible exception of one
or two commercials at most, it was a collection of
words and images that did not move, affect or
persuade. All at nearly $100,000 a second.
Perhaps it is time to try
New That Is Not New
Emotional advertising that
is memorable and
persuasive has been practiced throughout the history
of advertising. Sparingly. Why so sparingly?
This kind of advertising
requires a rare and varied
combination of ingredients: A clear understanding
of the human condition. Years and years of thought
and practice about how to communicate in a more
sharply focused manner, on a deeper, more visceral
level. And a small smattering of wisdom. When all
these ingredients are in place, emotional advertising
can be created and executed that is clear, vivid,
powerful and memorable.
In today’s world, that
is something very new.
Do We Think We Are?
We think we are two sensitive
souls who have spent a
very long time thinking about advertising. And we’ve
figured out a few things.
We’ve distilled and
refined our concept of good
advertising. We have worked for the biggest agencies,
on the biggest accounts. But we have never been able
to practice completely, fully, truthfully, unencumberedly
what we are now preaching.