Raising a Glass to the Trier.

We’ve all seen the Breast Cancer ads and felt a tug on our heartstrings as the lonely child’s mother fades from his birthday photographs. But, emotional advertising is far from restricted to the confines of the charity guilt trip or awareness shock spot.

The emotional tactic is, in the new era of advertising, rapidly catching up with the rational product demonstration game. Take sports brands, one of last year’s most successful campaigns, Wieden & Kennedy’s ‘Find Greatness’ campaign for Nike, took the brand to a whole new level. Sporting merchandise became the very heart and soul of determination, passion and success.

Nike used emotion to make every man, woman & child at least want to ‘find Greatness’. This is a perfect demonstration of how to use emotion to sell a product.

It also shows, how key it is in this new era to not just sell a product, but a lifestyle, an experience and an ideology. How many of the Nike factory children have the opportunity to ‘Find Greatness’? And, how many of us care? This is, without doubt, proof that advertising and branding can achieve almost anything for a business, when done correctly.

Now take Cider, it’s not going to kill you (when consumed in moderation of course), it’s not a charity either. However, Magners latest spot ‘Now is a Good Time’, uses emotion to promote a nostalgic ‘good time’ vibe. It inspires people to live in the moment and share it with friends and a Magners. People are not buying fermented pressed apples. They are buying an idea and an experience.

When presented with the task of creating an Advertorial for Scottish Liqueur brand ‘Glayva’, I knew there was no other choice than to tap into this growing love for emotion in advertising.