Believe it or not, emotion is underused in the execution of ideas. We often believe that facts and rational argument will persuade those who we want to take action to do something.
Annually, there’s no better example than John Lewis & Partners Christmas Campaign. Every year the TV commercial is as anticipated as Christmas itself.
In 2018, the star was Elton John and if you haven’t seen it yet, click here. (Have the tissues ready!)
While most people can’t afford to have an international pop star front your TV campaign, this execution demonstrates something really powerful about how to identify and use emotion in ideas.
The insight behind this year’s commercial is that Elton John was given a piano as a child and that determined his career and ultimate success. What John Lewis has identified here is the emotion attached to all our childhoods. Elton is the representative for a greater truth. That we all had a childhood, and we all had dreams.
When thinking of ideas of your own this year, think about emotion and how to use it effectively. Find the emotional truth that is the most common between your message and the audience. Think about what emotions your idea can use to connect. Could you take an existing idea and add connected emotion to it?