1. Samsung: Love hurts
Samsung: love with a spider in the lead role
A charming and heartwarming story of a spider who falls in love with the new Samsung Galaxy S22 phone, thinking it's another spider.
Directors: Dorian and Daniel
Cinematographer: Hunter Daly
Client: Samsung
Agency: Leo Burnett
Production company: Zauberberg Productions
Executive producer: Juliane Ellrich
Production designer: Adrian Cristea
2. Apple 911, What's Your Emergency?
Apple: emotion in the emergency services
Seeing (or in this case, hearing) someone in danger triggers a strong emotional reaction. That's why 911 is such a powerful piece. Hearing the tension and fear in the callers' voices is enough to give you goosebumps.
Title: 911, What's Your Emergency?
Agency: TBWA\\Media Arts Lab
Advertiser: Apple Inc.
Brand: Apple
3. Turkish Airlines - Pangea
Turkish Airlines: Pangea brings people together
Although Pangea no longer exists today, Turkish Airlines takes pride in connecting more people and countries. The campaign promotes a sense of reconnection and the optimism it brings as the world prepares for a bright and promising future.
TOP 5 most heartwarming ads: from Samsung to Pringles
Title: Pangea
Agency: Whale
Advertiser: Turkish Airlines
Brand: Turkish Airlines
4. Meta Quest - Old Friends. New Fun
Meta Quest and Pringles: humour and sentiment
The story of a band that didn't simply break up when their pizzeria closed for good. The members lead new lives in the "metaverse".
Title: Old Friends. New Fun
Agency: Anomaly
Advertiser: Meta
Brand: Meta Quest 2
5. Pringles - Stuck In
Is reaching for the last Pringles chip worth getting your hand stuck in the can… forever?
Title: Stuck in
Agency: Grey
Advertiser: Pringles
Brand: Pringles
Summary
In 2022, brands went all in on emotion: from the heartwarming story of a spider in Samsung's ad to Apple's tense 911 spot. Turkish Airlines evoked Pangea to emphasise the importance of bringing people together, and Meta showed a fondness for friendship in the metaverse. Pringles delivered humour with a slight chill.
It's interesting that as many as three of the five spots (Apple, Meta, Pringles) come from the USA and were made by leading agencies, which shows that emotional storytelling is still an effective advertising tool.
