… getting into the first car you bought and gripping the steering wheel? Seeing your child open his eyes for the first time? Packing your bags for college? Or you know that feeling you get in your tummy when an airplane or rollercoaster dips? When you absolutely hate something your best friend does, but at the same time love her to pieces? How about when something is so gross you want to hurl? Or being on the edge of your seat throughout an entire horror film, hoping the bad guy will die a slow, painful death? Sitting through a soul-crushing meeting bored out of your mind?
The best ideas are rooted in these shared human truths, not product or service facts. There’s a great book called Hacker, Maker, Teacher, Thief: Advertising Next Generation with an excerpt on this notion. It discusses how many whiskies advertise by touting how they’re made. One avenue is to capitalize on the tantalizing flavor produced from Scottish rainwater seeping through heather and peat.
On the other hand, you’ve got Johnnie Walker with the tagline “Keep Walking.” There’s a lovely new commercial created by film students that harnesses the power of brotherly love to tell the story of continuing onward despite setbacks. The brand could share interesting (yet unemotional) points about peat and other flavor-making matters. Instead Johnnie Walker opted to create a conversation with its consumers based on a real connection that’s shared amongst many—sibling love. A story almost anyone can imagine themselves in.
I always bring up former professors from my days at Syracuse University, but that’s because the Newhouse School was full of some really smart people. To quote an article from Brian Sheehan, “Advertisements that resonate with human truth are the most successful—socially and commercially. People remember, share, and talk about advertising when it speaks to who we are. It tells the story of how we got here and what we aspire for in the future.”
When you take human truths into consideration, you’ll #makechange. Your viewers will be motivated to take action because they’re compelled by that emotion and feel a true connection. They’re left agreeing, “Yeah, that’s the one for me.”