Here’s to the crazy ones

Emotion is a powerful tool. Its one that can’t be replaced in terms of how we communicate. As humans, we can be given endless facts, figures and statistics but the way we are truly influenced is through raw emotion. Some of the best advertising we see uses emotion to impact its audience.

Communications can make us sad, happy, angry, shocked, intrigued, empathetic and a variety of other emotions. If companies use their communications effectively, they can spark a reaction which ultimately leads to action. Be it sharing content, spreading word of mouth or buying a product or service, emotion in advertising is one of the best ways to push an audience to act.

In a world where the average person is exposed to more than 5000 advertisements per day, it is vital we as organisations can find a way to stand out (What’s Working in Marketing, 2014). Memorable advertising must provide something that basic facts and figures can’t. By controlling your audiences entire experience with your organisation, from start to finish, it is possible to build brand loyalty, spark action and spread awareness (Tomlinson, 2017).

Think about some of the most memorable advertisements you’ve seen, what sets them apart from the rest? Storytelling and narrative is often used by organisations to create an emotional response, and when we feel something what’s the first thing we do? We share it. We share it with our friends, our family, our co-workers, online, the list goes on.

Apples ‘Think different’ campaign is a great example of how emotion can be used in advertising. Their advertisement ‘Here’s to the crazy ones’ appeals to our basic human desire to be part of something bigger (Smilovitz, 2017).

(YouTube, 2018)

The ad goes on to state “The misfits, the rebels, the troublemakers — the round pegs in the square holes. The ones who see things differently.” as black-and-white images of more than a dozen 20th-century visionaries, from Albert Einstein and Buckminster Fuller to John Lennon and Martin Luther King, Jr. appear on the screen (Dormehl, 2017).

Not only is the ad setting apart apple from its competitors, it is also attributing success to Steve Jobs, bringing a persona to the company and creating an emotional response (Dormehl, 2017). One of the most successful marketing campaign’s in apple history, ‘Here’s to the crazy ones’, is a perfect example of how we as marketers can use emotion in advertising to make a difference.

Bibliography –

  1. Tomlinson, C. (2017). Emotion vs Reason: How to use emotion in marketing. [online] Digital Glue – Marketing, Design & Web Agency. Available at: [Accessed 14 Jan. 2018].
  2. Dormehl, L. (2017). Today in Apple history: ‘Here’s to the crazy ones’ who ‘think different’ | Cult of Mac. [online] Cult of Mac. Available at: [Accessed 14 Jan. 2018].
  3. What’s Working in Marketing. (2014). How Many Advertisements Do We See Each Day? – What’s Working in Marketing. [online] Available at: [Accessed 14 Jan. 2018].
  4. Smilovitz, S. (2017). Emotional Marketing Examples Scientifically Proven To Sway Buyers. [online] Available at: [Accessed 14 Jan. 2018].
  5. YouTube. (2018). Apple – Think Different – Full Version. [online] Available at: [Accessed 14 Jan. 2018].

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