Take out a pen and write down the five most memorable things in your life. Go back as far as you can. Reach.

So what did you come up with? A first kiss? A car accident? Marriage? Death? Birth? If you’re like most human beings, the things you remember most in life are moments based in a certain emotion. Love. Fear. Empathy. Wonder. Happiness. Sorrow. Hope. Surprise. Etc.

If the purpose of advertising is to get someone to remember something long enough for them to act favorably, then it is true that the best advertising is based in emotion. It’s a fairly simple theory that has served our clients well. Whether we use love, fear, happiness, sadness, laughter, joy, pain or any number of other emotions, when we work emotion into the equation - the invariable result is a resonant message and memorable dialogue. That does not mean we try and sell emotion - rather, by weaving an emotional component into a message, we make the message more human. And the last time we checked, human beings are always the ones on the other end of a dialogue.