I miss the horses already.

Last year's Super Bowl ads were a downer.  If the Budweiser spot is any indication, this year's commercials will be equally depressing.  I never thought I would long for sophomoric humor, but let's face it.  I could really use a laugh at this moment.

While pushing heritage and authenticity is a valid strategy, and all decisions are emotional, there is no indication that sad advertising actually works.

Here's a blog with student comments about the topic.

http://pjlehrer.blogspot.com/2015/12/does-ad-that-makes-you-cry-also-make.html

And here's a new link to the ad being discussed. (The old one isn't working anymore.)

https://www.youtube.com/watch?v=90_-WgxrDIM

And one for the new Budweiser Super Bowl spot.

https://www.youtube.com/watch?v=HtBZvl7dIu4

So, what do you think?  Will this make you reach for a beer? Or do you want them to bring back the horses too?

Does an ad that makes you cry also make you want to buy something?

Since the research about all decisions being emotional is pretty conclusive, (Vergano, 2006)  I was surprised when I stumbled upon some research yesterday that said only 12% of those surveyed indicated that advertising was influencing their holiday purchases.  I immediately thought - bad research, as did the people who commented on the article. (Glenday, 2015)

But then I saw this new ad for Gatorade.  Take a look. 

https://www.youtube.com/watch?v=BGQZ5FfvP3E

It made me cry.  But it didn't make me want to buy Gatorade.  So that made me wonder if we need to be looking a bit closer at which emotions make us want to buy things.

What do you think?  Does this ad make you want to buy Gatorade?  Do ads that make you cry make you want to buy things?  Which ones?  Are other emotions more motivating?  Why?

Vergano, D. (2006, August 6)  Study: Emotion rules the brain's decisions.  usatoday.com.  Retrieved December 18, 2015, from

http://usatoday30.usatoday.com/tech/science/discoveries/2006-08-06-brain-study_x.htm

Glenday, J. (2015, December 16)  Survey finds Christmas adverts influence just 12% of consumers.  thedrum.com. Retrieved December 18, 2015, from

http://www.thedrum.com/news/2015/12/16/survey-finds-christmas-adverts-influence-just-12-consumers

http://www.adweek.com/adfreak/forget-me-says-abby-wambach-emotional-farewell-ad-gatorade-168678