These were the ones that came to mind. Which ones can you remember that made you cry, sigh, think?
- Topsy Foundation; a poignant, gentle and beautiful story of hope in an HIV/AIDS ravaged society, filled with stigma.
- This spot, with a dramatic and chilling ending, Called "Alzheimers":
- This one, one of my all time greats, for VW:
And there were others: Pfizer Graffiti; Expedia Cancer Survivor; P&G's Mom ad for the Olympics, the beautiful John Lewis Christmas 2011 ad.
Music obviously plays a vital role, but the genius is the ability to make a whole movie in under a minute. Start, middle and end, with a tug on the heart strings and a strong and compelling brand message. Tall order.
And double genius to use it to break though in a cluttered anvironment, for a usually non-emotional product category (unlike child abuse) - e.g. P&G, John Lewis and even KFC's Memories.