Building an Emotional Powerful Ad Film

It is not just in today’s time-sensitive digital age that you have to catch your reader’s eye as you need to leave them something to remember you by. The best ad films of all time are the ones that try and do more than just about sell. They make connections with the audience on the emotional scale and, when done right, will win their loyalty, inspire them to take action, and not easily forgotten.

 In We Do Effects, we take pride in our work creating advertisements resulting in ad films that not only communicate with the viewer but also bring to the table measurable impact to the advertiser. Through this post, read on how an emotionally compelling ad film comes into being while providing an explanation of what it means to stand out in the present crowded advertising space.

Tell a Good Story

Primarily, all emotionally powerful ad films are about stories: human beings interpret narration as a way of explaining life. Well-told stories have a way of remaining with audiences for a lifetime.

• Make sure your story is logical.
• Beginning: An identifiable character or situation functioning as a hero.
• Middle: Introduction of conflict or challenge that makes the emotion seep through.
  End: Resolving the conflict in a manner that conforms with your brand message.
• Think of an advertisement for a fitness brand that may highlight the person who achieves their health goals by overcoming all obstacles.

This Points Appeal to Universal Emotions

There is a constant folly on the part of some people, where they use these emotional appeals to everyone they communicate with across cultures, demographics, and experiences. These are types of emotions:

• Happiness: Ads that woo joy from people can leave them uplifted and, inevitably, make them associate your brand with light-heartedness.
• Fear: Carefully administered fear would make your recipients see your ads as helping them solve a nagging problem-, probably as regards safety or health concerns.
• Inspiration: Victorious stories or those about facing adversities inspire viewers and create a deep connection.
• Attachment: Ads that play on community, family, or togetherness evoke a sense of connectivity.
• Define the emotion you want to awaken and design the story to be compressive to that emotion.

Let the Product Shine (Subtly)

The commercial should tell an exciting and involving story without sidelining your product. The best commercials on record include the product or service in the storyline of the commercial.

Make your product involved at a plot point of the story. For example:

A car company could run an ad featuring a family road trip where the vehicle ensures you are safe and comfortable.

A skincare product might be shown in a story of gaining back confidence. It could have mentioned the product only as part of his/her journey.

Don’t get excessively overdramatic on your product-selling value, but focus more on explaining how the product is making the story have more value.

Allow Characters to Connect to an Audience

Once the story develops, the characters portrayed should be such that everyone can identify with them on some emotional level.

The story simply has to be about some aspects of the human condition – struggles, dreams, values as per the intended audience to resonate with the audience.

For instance, if an ad film targets working mothers, show a character who is trying hard to juggle her work and family life. It would draw in viewers because the relatability would make it easier for them to see themselves in the story. Thus they’d feel closer to your brand.

Music for a Mood

Use a lot of music to effectively raise the bar of feeling. The right soundtrack can lift a commonplace scene up to the level of deeply moving, profound moments.

Here are a couple of ideas:

• Soft, emotional tunes for nostalgia or warmth.
• Upbeat, energizing tracks for excitement or joy.
• Dramatic crescendos for heightening tension or creating anticipation.
• At We Do Effects, we choose the background score which will stand next to the narrative and uplift the emotional range of an ad film created by us.

Tell the Story through Visuals

Very impressive ad films can not only transmit emotions in their words, but they actually do it with the help of visuals. Show the story – use great cinematography, lighting, and framing.

Some of them include:

• Close shots: Capturing facial expressions to bring out the raw feelings.
• Lighting: The feeling is provided through the colours reddish-yellow range for comfort and colder colours for tension.
• Symbolism in visual: Compliment the emotion with a visual metaphor to connect along with the message.
• For example, show a sunrise and it symbolizes hope or dawn of a new day. Stormy sky denotes struggle, unrest, or difficulty.

Use Characters to Channel Emotions into a Call-To-Action

Ad films usually create the feeling required but should not just stop with feeling. This is because more importantly, advertising films have prompted action. Ideally, you engross within a story that merges seamlessly into the call to action(CTA) and inspires them to perform certain actions on your brand.

For instance, an appropriate call to action for a joy-enriched ad would say, “Share the happiness-discover more!” While, for an inspiration-centered ad local, it may read, “Start your journey today.”

 Ensure that it does not seem out of place with the emotion evoked so far by the ad.

Keep It Real

If an ad feels forced or insincere, then you can be sure of detecting it in a moment. To make ads really tick with their target audiences, all the more reason to stick to what the brand stands for and what not to do: not to take their story over the top in sentimental long pulls.

 Real people, real times-but it’s not just that, but the challenges that people have in common. Authenticity is what sets us up in terms of credibility to trust such a message being conveyed to us.

Measure and Improve Your Idea

Test the ad film with a focus group or a tiny audience before being absolutely certain about the film. Pay attention to their reactions and take as much feedback as possible.

Did they resonate with what you sent out to your viewers? Was the music and visuals with narrative successful in eliciting the intended emotion from viewers? The information from this research will allow you to fine-tune the ad and ensure it delivers the very peak performance out of accomplishing its aim.

Conclusion

Test the ad film with a focus group or a tiny audience before being absolutely certain about the film. Pay attention to their reactions and take as much feedback as possible.

Did they resonate with what you sent out to your viewers? Was the music and visuals with narrative successful in eliciting the intended emotion from viewers? The information from this research will allow you to fine-tune the ad and ensure it delivers the very peak performance out of accomplishing its aim.