The driving forces behind the boom in tearjerker ads

05/7/2014 | FastCoCreate

Emotional, tearjerker ads -- or "sadvertising," if you will -- are on the rise and being used by brands such as Swiffer, Google, Cheerios, Duracell and Prudential, according to this analysis. There are several drivers of the trend, including a shift toward creating meaningful content and storytelling, an overall cultural trend toward reality-based programming, and a deeper appreciation of authenticity. "When done right these stories that move people have longevity, are more effective, and can lift a brand ... into the broader cultural narrative," says William Gelner, chief creative officer at 180LA.

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