FUSE FRIDAY’S: Are we all a bunch of cry-babies?

Fuse Friday’s brings you the latest and greatest from the world of branded entertainment from OMD’s content specialists. Every Friday, we’ll be immersing you in the very best campaigns from Australia and around the globe as well as bringing you up to date with what’s been keeping the team here busy. Enjoy!

Brands are becoming increasingly determined to make us cry. We’re seeing brands adopt what Fast Company calls the “sadvertising” trend in which brands are focusing more on emotional storytelling to engage audiences rather than comedy which usually fills up our social news feeds. While this technique is not new, brands are creating more meaningful and shareable content that pushes traditional models consumers can easily relate to.

DTAC, a mobile service provider in Thailand uses this technique in their recent commercial which already has over 7 million YouTube views in just over a week. The message, “technology will never replace love” is very clear throughout, but it’s the storyline that leaves viewers feeling a little teary.

In the ad, we see a clueless Dad freaking out as he leans over his crying baby in a crib, unsure of how to make the tears stop. Traditional models would portray Fathers as strong and confident, however in this ad it shows that Dad’s too can sometimes be scared and confused. He then calls his wife and tries to distract his baby with soothing technology which doesn’t quite work out! I won’t give the story away so you can view the spot yourself and see if it makes you cry.


Brands understand now that consumers don’t always remember what you say, but they remember how you make them feel. Companies are shifting away from selling product directly and are moving towards making people feel positively inclined towards them- even if it means dismissing their own products! We see this happen in the ad, where DTAC’s mobile product fails to make the baby happy but it shows that they care about their customers and that they realise that technology can’t fix everything.

But do they really care?

Well on the one hand, brands are wanting to form deeper connections with people through emotional tear-jerking stories which seems acceptable as this fosters brand trust.

On the other hand, for the not-so-soppy lot, this could feel more like an emotionally manipulative method that rolls eyes instead of warms hearts especially if brands fail to execute this well.

It will be interesting to see how long the sadvertising trend lasts.

Click here to read more: http://www.fastcocreate.com/3029767/the-rise-of-sadvertising-why-brands-are-determined-to-make-you-cry#!



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