Do you remember the 1995 Budweiser commercial with three frogs croaking the syllables in the brand’s name? How about the 2010 Folgers commercial in which a young woman tells her father about her recent engagement over a cup of coffee? Although these commercials have been off the air for years, many consumers probably still can recall the spots and the brands associated with them. This is because these advertisements forged emotional connections with consumers, whether by using humor, like the croaking frogs, or something more sentimental, like honoring wedding traditions and sharing a father-daughter moment. Today, these still are the types of commercials that consumers want to see from brands.
According to New York-based Nielsen’s September 2013 report “Global trust in advertising and brand messages,” 47 percent of global respondents said that humorous advertising messages resonate most with them. Likewise, North American consumers rated advertisements that make them laugh as most appealing. Beyond humor, 46 percent of global consumers said they connect with advertisements that showcase real-life situations, and 38 percent like advertisements that include the themes of family, health and values, it says.