The modus operandi of the Christmas commercials was fixed. A very exciting story was creating a dramatic crescendo from the first moment that already hit the viewer and ended with the final ending, which made the eyes fill with tears and the consumer empathize with that dramatic story. How the viewer was made to cry and the key element of the story changed over the years.The stories changed – they became more sophisticated – and so did the basic messages. It is not, in fact, striking that the advertisement that made people cry decades ago, the one for nougat that asked families to get together at parties (with its catchy “come home, come back” tune), gave way to a story about the epidemic of loneliness, that of the Lottery of a few years ago, in which a lonely worker of the night shift ends up discovering that he has a family of choice in his co-workers.
Common to everything, year after year and decade after decade, was the appeal to emotions. The Christmas Cyprus Mobile Number List announcements have been sentimental, exciting, and, you could almost say, corny.Christmas virals, a space dominated by the Christmas ads of the big British brands (which spend millions and millions of pounds sterling on it and have managed to become an advertising event with global reach, viral on social media), have been dominated for stories that in one way or another sought our tears.There was the penguin without a partner, for example, from a few years ago by John Lewis. But has the exciting Christmas ad stopped working?Where does the emotional announcement come from?Brands have used ‘make us cry’ in Christmas campaigns for a number of reasons .
First, because it fit with the upward trend of sadvertising , which discovered the power of emotions and exploited it to the point of boredom. Crying brands from all markets and in all areas have made us cry, although Christmas and other special dates are an important time to sell emotions.Second, because emotions have become a very powerful currency for brands, something they know establishes much deeper connections between brand and consumer.And finally, because in a world filled with brand and product noise, exciting ads managed to stand out from the crowd.But the truth is that nothing is really bomb-proof, or almost wear-proof.
As much as a thing works, if brands use it over and over again, it stops doing it. The consumer ends up saturated with that message and can end up going directly to something else. Emotions can become, at least those, too mainstream.The kings of viral change the chipThe first of the Christmas commercials uses one of those elements that loops year after year, the one from Mariah Carey’s song. He does it, however, playing with humor with the images and ending not with a high point of people who share because it is Christmas. The ad hits another key and it doesn’t want to make you cry at all.