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A Little Tug at Your Heartstrings
Posted on June 17th, 2009 No comments
One of my favorite new commercials is sweet, simple and fun. A family is celebrating Father’s Day –two young daughters give their dad a new shirt and cologne to make him more fashionable and improve his image. His son comes up and gives him a Hallmark card with the son’s voice saying “I love you just the way you are, Dad!” and then “I Wanna Be Like You” from Disney’s The Jungle Book plays. The whole family laughs and raves about what a great card it is, and everybody’s happy.
It’s more than a little sappy (how many families dance around a table in the middle of the afternoon to a 30 second song clip coming from a card?) – but it showcases everything that Hallmark has to offer.
They have other commercials focusing on how you can give your daughter encouragement for less than a buck, and how you can bring your whole family together with the voice recording cards, even if someone can’t really be at the birthday party.
It’s a fun, positive message and it really appeals to people who want to do something extra for the ones they care about, without having to spend a lot of money. Every company is focusing on value these days, but it’s really nice to see one showing what you easily can do for others.
The main reason for this effectiveness is the emotional connection being created. At their core, people want to be able to feel “warm and fuzzy.” Hallmark knows how to appeal to that desire in a positive way. People buy things from brands that give them those good feelings. The companies who become associated with positive feelings win.
When creating your next advertising campaign think warm and fuzzy!
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Advertising, Customer Experience, branding commercials, emotional connections, experience, Family, Father's Day, Hallmark, positive message, sentimentality, warm and fuzzyLeave a reply
