In advertising, connecting with people emotionally isn’t just a nice-to-have — it’s essential. Whether it’s joy, nostalgia, pride or even sadness, emotions drive decisions, shape perceptions and build lasting brand relationships. If we want to move people, we have to make them feel something. Here’s a closer look at how emotional storytelling works, why it matters, and how we can use it to create work that’s both impactful and memorable.
Why Emotion Works
At its heart, advertising is about communication. We’re not just selling products — we’re telling stories. And the stories that stick with us? They’re the ones that made us feel something. That’s because emotion turns a moment into a memory. Logic can justify a decision, but emotion is what drives it.
If you want people to remember your campaign, give them something to feel.
What Makes Campaigns Memorable
It’s not the logo. It’s not even the product half the time. It’s how the campaign made someone feel. Maybe it made them laugh. Or cry. Or think. Whatever the emotion, it created a connection.
That emotional impact is what turns one-off ads into brand-defining moments.
The Truth: We Buy With Our Hearts
Plenty of research confirms it — people lean on emotions more than facts when making decisions. That’s true in life, and definitely true in marketing.
Emotional campaigns influence how people see a brand, what they remember, and whether they’ll stick around. They can shift perceptions, build loyalty, and yes — boost sales.
How to Tap Into Emotion
So how do you bake emotion into your work without overdoing it or missing the point? Here are a few ways to do it right:
Make it real: Authenticity matters. Audiences can spot forced sentiment a mile away. Real emotions, relatable moments and genuine storytelling always cut through.
Make it relatable: Use characters and stories your audience sees themselves in. Shared experience creates instant connection. Show their world, their aspirations, their frustrations.
Build a story arc: A well-told story has movement. Tension builds. Something shifts. Then there’s a payoff. That arc gives people something to hold onto — and makes the emotional reward land harder.
Case Studies: Emotion Done Right
There are plenty of good examples out there… here are just a couple that court my eye.
Now, I’m not a massive NFL fan, but Nike’s “Dream Crazy” campaign featuring Colin Kaepernick was about far more than sport. It tapped into themes of ambition, belief and social justice — emotions that run deep. Sure, it divided some people. But it also sparked powerful conversations and cemented brand loyalty with Nike’s core audience.
Again… I’m not about to walk into a John Lewis store here in Australia, but in the UK, their Christmas ads are practically a cultural event. Each year, they release a beautifully crafted mini-film designed to make people feel. Sometimes joyful. Sometimes nostalgic. Always deeply human.
You also don’t need a Nike-level budget to strike an emotional chord. For one of our clients, HiKOKI Power Tools, we created a simple Mother’s Day social post that used a light touch of humour — featuring Mum wielding a HiKOKI blower and accidentally blasting the family dog clean out of frame. It was a fun, unexpected moment, and the audience responded in kind. Sometimes, it’s the smallest ideas — delivered with heart and humour — that get people smiling, sharing, and engaging.
The Science of Feeling
Our brains are wired for emotion. In fact, emotional stimuli are processed faster than rational information. Ads that appeal to emotion don’t just land quicker — they often stick around longer.
Mirror neurons help us feel what others feel. When we watch someone smile or cry in an ad, we naturally mirror those emotions.
Triggers like music, lighting and pacing can help evoke a specific mood. A gentle piano score. A golden hour shot. A pause before the twist. These tools, when used well, can shift an entire experience.
Emotion Still Needs Strategy
Here’s the balance: emotion should support your brand story — not drown it out. If people love the ad but can’t recall the brand, that’s a problem.
- Keep it on-brand: The feelings you evoke should align with your brand’s tone, values and purpose.
- Give people a next step: Once you’ve got their heart, don’t forget to guide them to the head — include a clear call-to-action that makes the most of that emotional engagement.
How to Measure Emotional Success
Sure, impressions and clicks matter. But emotional campaigns often show results in deeper ways:
- Engagement quality: How did people react? Did they share it? Comment on it? Save it?
- Brand sentiment: What are people saying about you now that they’ve seen it?
- Behavioural change: Did it shift how people act? Are they more likely to choose you, recommend you, stay loyal?
The Final Thought
At the end of the day, emotion is what makes advertising human. It’s what separates forgettable content from something that moves people — and moves the needle. The next time you’re planning a campaign, don’t just ask what you want people to know.
Ask how you want them to feel.
And remember — doing this well takes courage.
It takes courage to focus on storytelling over selling. To lead with emotion rather than logic. To trust that creating a powerful emotional connection will ultimately deliver better results. That kind of creative bravery doesn’t just sit with the agency — it’s shared by the client too.
When both sides commit to speaking to people as people — not just as consumers — that’s when the real magic happens.
HAVE YOUR SAY
We’d love to hear your take:
- What’s the most emotionally powerful ad you’ve ever seen — and why did it stick with you?
- Have you ever created (or approved) a campaign that led with emotion? How did it go?
- Do you think brands in your industry are doing enough to connect on a human level?
- What’s the biggest challenge when trying to tell an emotional story in your marketing?
