What Commercial Video Producers Know About Emotion (That Most Don’t)

 Think about the last commercial that genuinely grabbed you. Maybe it made you laugh out loud, tear up a little, or simply pause to think.

Why did it stick when thousands of others just fade into background noise?

As commercial video producers at Awakened Films, we’ve spent years analyzing and creating impactful content. One clear insight emerges from all the data and experience: Emotion isn’t just powerful—it’s essential.

Jonah Berger, author of "Contagious: Why Things Catch On,"Science Doesn’t Lie—Why Emotional Content Sticks

Neuroscience has proven repeatedly that our brains retain emotional content far better than facts alone. Jonah Berger, author of “Contagious: Why Things Catch On,” confirms this with his research, noting that emotionally charged content is three times more memorable and twice as likely to be shared.

And this isn’t abstract theory. Nielsen research revealed that ads with strong emotional engagement deliver a 23% increase in sales compared to standard advertisements. Coca-Cola mastered this years ago, turning sugary beverages into feelings of friendship and happiness. Dove built an entire brand identity around vulnerability and authentic beauty.

Emotion creates resonance, and resonance builds loyalty.

Beyond Tears and Laughter—Lessons From the Field

A Harvard Business Review study found that emotionally connected customers are more than twice as valuable as highly satisfied customers. They buy more products, exhibit less price sensitivity, and are more likely to recommend the brand.

Orajel came to us with a powerful challenge: connect with adults who suffer from dental pain but can’t afford regular care. This wasn’t about selling toothpaste—it was about creating empathy for a reality many people quietly live with every day.

Our team worked with the agency to develope a series short-form spots. “Birthday” is centered around a man trying to hold it together at his own celebration while dealing with unbearable tooth pain that strikes at the wrong moment. At the height of his discomfort, time freezes—a creative visual cue that pulls the viewer into this moment of agony and isolation. But as Orajel brings relief, his life begins to move again, building trust with our audience.

It’s a subtle but emotionally charged reminder that one small moment of empathy can resonate with people in a powerful way. Orajel does’t just relieve pain, it offers a sense of control and dignity.

Read the full Orajel case study here → https://awakenedfilms.com/case-study/orajel-video-production-services/

This kind of response teaches us something critical: Authenticity beats theatrics every time. Emotion doesn’t mean overwhelming your audience; it means genuinely connecting.

The Top 3 Emotions That Consistently Boost Commercial Impact

A landmark IPA study analyzing 1,400 advertising campaigns over three decades showed that campaigns focused purely on emotional content were more than twice as likely to deliver large profit gains than those focused on rational content.

Not all emotions are created equal in advertising. Here are three that, from our experience, reliably increase engagement:

Empathy: Great brands show audiences they understand them deeply. Empathy builds trust. And trust is the currency of the internet. For example, Nike’s advertisements don’t just showcase athletes; they reveal struggles, making the brand relatable to everyone who’s faced an obstacle (which is most of the humans on planet earth).

Surprise: People remember what surprises them. Old Spice turned heads precisely because nobody expected that kind of humor from a men’s grooming brand. Surprise disrupts predictability and grabs attention.

Inspiration: Inspirational ads tap into our desire to achieve, grow, and become better versions of ourselves. Think of Apple’s iconic “Think Different” campaign, which didn’t just sell computers—it encouraged people to embrace innovation.

Common Emotional Storytelling Mistakes (and How to Avoid Them)

Antonio Damasio, neuroscientist and author of “Descartes’ Error: Emotion, Reason, and the Human Brain” has an interesting take on the connection between emotions and decisions. In fact, Damasio’s research might just be foundational in helping us understand why emotional storytelling works;

“Decision-making is impossible without emotion.”

Demasio describes the dramatic 1848 railroad accident case of Phineas Gage as well as data from multiple modern clinical cases. Again and again, he found that patients with damage to the emotional centers of the brain can recall facts but were unable to make even basic decisions. These damaging cognitive effects occured when feelings and reasoning become anatomically decoupled.

Emotion is not a layer added to messaging. It’s fundamental to how people process information and choose to act.

Brands frequently misunderstand emotional storytelling. Here’s how to avoid the pitfalls:

Overdoing Sentimentality: If your emotion feels forced, it won’t resonate. Audiences detect manufactured sentiment from miles away. Keep it real; authentic emotion is subtle yet powerful.

Mismatched Tone: Your emotion must align naturally with your brand’s identity and message. A whimsical campaign doesn’t fit a law firm’s serious reputation. Always check alignment before production.

Two women in an emotional embrace.

Practical Steps to Infuse Emotion Into Your Campaign

As a seasoned commercial video producers, we use two main to ensure emotional resonance:

Invest in Audience Research: Clearly identify your audience’s emotional triggers. Are they driven by security, adventure, nostalgia, or hope?

Craft Stories, Not Just Ads: Narratives naturally evoke emotions. Rather than pushing products, frame your ad as a meaningful story.

Expert Tips from Commercial Video Producers to Nail Your Next Campaign...read more here: https://awakenedfilms.com/what-commercial-video-producers-know-about-emotion/