Let's Not Get Serious, Folks

There seems to be a never-ending debate (usually between creatives and suits/clients) about what works better in advertising: emotion or logic. Bud Light has recently been playing with the latter end of the spectrum in their 'Drinkability' campaign. This straight-forward approach is often a fall back position for big brands in nervous times such as these, but, as this article from AdAge.com explains, logic doesn't always make sense.

One of my favourite entries into this debate between emotion and logic, or art and science, comes from the 'Philosophy' section of Vancouver-based ad factory, Rethink. While it's not directly about humour vs. drinkability, it poignantly explains the importance of emotion in advertising. Have a read:

"There are two schools of thought here. Many agencies believe that advertising is a science - that with the right formula, you can always achieve results. This type of advertising usually features lots of "rational benefits" - and very little entertainment value. The truth is, scientific advertising does get results. Just look at the success of The Brick. But while scientific ads may sell plenty of dining room sets in the short term, they're not very effective at building strong connections with consumers. For that, you need advertising that has an emotional component. It needs to be engaging, and entertaining, as well as relevant and convincing. You want consumers to fall in love with your brand. And love, as any poet will tell you, is much more of an art than a science"

Find out more about the awesomeness of Rethink here.