It's no secret that emotionally resonant creative is the key ingredient in advertising. Always has been, always will be. But these days a strong emotional connection is also one of the best ways for advertisers to break through the clutter and make the most of earned media. Emotional connections, after all, are why we consume media. We watch movies that lift up our spirits and tickle our funny bones. We watch television that horrifies, shocks, and -- hopefully -- gets us buzzing about what we just saw. And from time to time, we see advertisements that strike us on such a gut level that they cut through the noise and lodge their message deep inside our minds.
Of course, most media fail to connect on an emotional level. You've certainly forgotten more movies than you remember. A handful of TV shows endure, but most are forgettable. And when it comes to ads, the vast majority of them are entirely disposable. Making that emotional connection with the largest possible audience isn't easy. In fact, it's incredibly hard, which is exactly why we've decided to showcase some of the best emotional advertising we've seen online lately.