You work for a creative agency making video ads for a client who's struggled to meaningfully connect with potential customers in their ads. Which of the following is an approach to help people think or feel something?

Analysis of Correct Answer(s)

• Humanise the story: This is the most effective strategy for creating an emotional connection. By featuring relatable characters, situations, and authentic emotions, you allow the audience to see themselves in the narrative. This builds empathy and helps viewers feel a genuine connection to the brand, making the message more memorable and impactful. Storytelling is a powerful tool to move beyond product features and connect with core human values.

Analysis of Incorrect Options

• Showcase discounts and sales to drive interest: This is a direct-response tactic. It appeals to a customer's rational desire to save money but does little to build a lasting, emotional brand connection. It prompts action, but doesn't necessarily make people "think or feel" something meaningful about the brand itself.

• Convey multiple messages to resonate with the masses: Effective advertising relies on a single, clear message. Trying to communicate multiple ideas at once can confuse the audience and dilute the ad's impact, making it less likely that any single message will resonate.

• Avoid humour as it's more subjective: While humour can be subjective, it is a very powerful tool for evoking positive emotions and making a brand more likable. A blanket rule to avoid it is poor advice; when executed well, humour is excellent for creating a connection.