Get Ready For The 2016 FeelMore 50!

Next Tuesday we’ll be unveiling our latest set of FeelMore50 results – the Top 50 most emotional ads released or given awards in 2016, from all around the world. Visitors can expect laughing horses and disguised dogs, stressed Moms and obsessed Dads, and plenty of other routes to Feeling taken by advertisers over the past year.


This year for the first time we’re also including our new Micro Rankings – sub-charts broken down by media, so you can see the most emotional and effective long-form, short-form and purely digital advertising. We’re doing this because there’s never been a better time to take a hard look at the emotional efficiency and long-term branding potential of digital ads in particular. Continue reading

Stunts, Surprises and Sappy Endings: 6 Paths To Online Video Emotion

One of the things you might have noticed looking at the FeelMore50 list of the world’s most emotional ads, is that a bunch of them are long – around the three minute mark, and sometimes more. The thirty or sixty second TV spot can still pack a big emotional wallop – after all, this year’s winner was thirty seconds – but advertising made for and watched on the internet is getting increasingly emotional.

Online video itself is hardly a new trend! But looking at the online and viral ads in the 2014 Feelmore50, what’s obvious is the sense of a rejuvenated industry, figuring out what works and getting better almost by the month. People have known now to make great TV ads for a long time – even if their actually doing so has been held back by caution and by bad models of how advertising works. But the longform online video, designed for sharing, is newer, and agencies are still learning how to use it well and make it emotional.

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This means two things. It means there’s a palpable buzz around the best examples as bold creatives try new tricks. It also means that an approach that works is very quickly copied, and then mutates as its DNA is spliced with other successful examples. For instance, Dove’s “Real Beauty Sketches” and P&G’s “Thank You Mom” were both massively shared, and we’ve seen a lot of campaigns building on and trying to improve on their ideas. But we’ve also seen campaigns – like Cardstore’s “World’s Toughest Job” – which take the Dove empowerment activation and mix it with a shot of P&G style gratitude.

My guess is that in even three years’ time online videos will look very different. Not just because there will be more points of interaction and personalisation, but because agencies will have learned to use their two-to-three minute canvas even more efficiently and emotionally.

But for now here are the six dominant ways of making an emotional longform ad right now: the Stunt, the Surprise, the Sappy Ending, the Social Experiment, the Spectacular – and of course the Story. Continue reading

The Year Of The Mom? (And Dad)

A couple of months back, when we talked about Le Trèfle’s “Emma” ad – announced yesterday as our first ever FeelMore50 Global winner – we focused strongly on the ad’s humorous content. Quite right too – it’s officially the most amusing ad in our entire database.

But there’s something else to note about the commercial. The long-suffering Emma is a mother. And moms played a starring role in a lot of the best ads of 2014, it turns out.

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There are the real-life moms given a surprise on their baby’s first birthday in the Pampers “Mom’s First Birthday” spot in Japan (#5). There are the candidates lining up for an impossible job that turns out to be motherhood in the Cardstore ad (#13). There is the ad for DTAC with a mother looking on in worry then delight as her husband cuddles his child (#6) and there is the Brazilian Mom on the beach knowing that cool piece of tech from Nivea will protect her kid (#21). Continue reading

It’s Time To Feel More: Introducing the Global FeelMore50™!

This time last year we launched the FeelMore50 list of the most emotional ads in the USA.

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Today, the FeelMore50 is back – and we’re taking it wider. The Global FeelMore50 list of emotional ads is now live for your interest, enjoyment and debate. What’s number one? Go and find out for yourself! Continue reading

FEELMORE AD SPOTLIGHT #3: Le Trefle – “Emma”

In the FeelMore Ad Spotlight we post about an ad we’ve tested that made people feel more. It’s all leading up to January’s release of the Global FeelMore50 – the definitive list of emotional ads that kicked up a commotion in 2014.

This week’s FeelMore Ad Spotlight falls on French toilet paper brand Le Trefle and their 2013 ad “Emma”, directed by Bart Timmer for Leo Burnett Paris. “Emma” won a bunch of awards, which makes it eligible for the 2014 FeelMore Global list. Usually, we run a quick summary of the ad here. Not this time: watch it for yourself.

When we tested “Emma”, it did tremendously well – as you might expect, it’s a very entertaining ad. It got our highest, 5-star rating. But it’s notable for something else, too. When people say an ad has made them feel happiness, we ask them what type of happiness they’ve felt, from a list identified by psychologist Paul Ekman, whose seven basic emotions are at the centre of our testing method.

One of the types of happiness is amusement. And “Emma” scores higher on amusement than any other ad we’ve ever tested. This is, officially, the funniest commercial we’ve ever seen. Continue reading

FEELMORE AD SPOTLIGHT #1: Thai Life – “Unsung Hero”

In the FeelMore Ad Spotlight we post about an ad we’ve tested that made people feel more. It’s all leading up to January’s release of the Global FeelMore50 – the definitive list of the year’s most emotional ads.

This inaugural spotlight falls on the Thai Life Insurance company’s “Unsung Hero”, released earlier this year. It’s the latest in a series of unashamedly emotional ads from Thai Life that dates back over a decade – well before any recent global trend for “sadvertising”. The ad’s director, “Tor” Sornsrivichai, has been described as “the most awarded ad director in the world”, and is perhaps the global king of emotional advertising.

“Unsung Hero” shows why “Tor” got those awards. It follows an ordinary guy who performs random acts of kindness to no apparent reward. The emotional journey of the ad mixes sadness and happiness – the man’s kind acts contrasted with the poverty or loneliness of some of those he helps. What does he get for it, the ad asks? Nothing. But the commercial puts the lie to its own claim, with a series of payoffs showing exactly what a difference he makes.

In an increasingly globalised world, ads with a universal appeal can make an international impact, wherever they’re from. But that same globalisation gives “Unsung Hero” its power: a globalised world is one where the individual feels less powerful and in control than ever. “Unsung Hero”- like a three-minute It’s A Wonderful Life – reassures us that the individual can still matter to other people.

It’s an important idea for a life insurance company – that’s a business where mattering to other people is the selling point – but very importantly Thai Life know better than to underline that in the ad. There’s no message here, and minimal branding – it just tells a story and makes you feel a lot. The result? When we tested Thai Life it got a very high (five-star) score – and it’s a strong possibility as the inaugural winner of the FeelMore Global list.

Ads in the FeelMore Ad Spotlight are tested using ComMotion, our award-winning proprietary ad testing tool: the only major ad testing product to use emotion as the foundation of its model. To learn more about emotional advertising and our methodology, contact BrainJuicer.