Sadvertising is a theme that is particularly relevant at the most wonderful time of the year!
In case you don’t know, Sadvertising is when an ad pulls at your heart strings to sell you things. Storyline: a disaster overcome by the love of good people (or animals) spreading happiness and joy (usually in the form of product) to negate said disaster. This works, and it can leave you feeling all warm and good inside, but as happens with all trends, they can become the norm and so potentially lose their impact.
Emotion works: FACT. Making a connection with your consumer is invaluable. A great ad campaign that connects with your audience means that they are likely to share it with others and talk about your brand. Over time, the good mood stimulated by the emotionally driven ad will be transferred onto the brand itself.
Like eating two pints of ice cream, there can be too much of a good thing. Sadvertising has its place, it’s a powerful tool, but have we all seen too much of it?
It’s tricky not to overuse something that is proven to work, but there does come a time when the tried and tested method needs to be shaken up a bit.
After all, variety is the spice of life, and surprising your audience with something innovative might just exceed your sales expectations.