Webhits: ‘Sadvertisements’ in Asia

Rappler.com

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Webhits: ‘Sadvertisements’ in Asia
In advertising, funny sells. Sexy sells more. These days, it's the tearjerker that sells the most

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MANILA, Philippines – There is an emerging trend in advertising, and it will make you cry – then buy.

While a good number of ads still try to be funny, sexy or provocative, many that go viral are those that tug at the heartstrings.  

But these tearjerkers are not mere melodrama. The new breed of ads are more journeys than soap operas, where tears are part of the human spirit’s struggle to triumph over adversity and achieve greatness.

The family-oriented, emotionally-charged Asian market prompts today’s creative directors to come up with stories driven by the authenticity of human emotion. Gone are the days when advertisers only went after ad spots on television. The success of an ad has shifted from eyeballs on primetime to engagement in real-time.

Brands such as Dove, Pantene, Wacoal, and even the national government of Singapore realize the power of emotional storytelling. 

Watch some of these stirring stories. – Rappler.com

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