High Five: The Power of Unique Storytelling

I never imagined I would well-up with tears because I felt sad for an abandoned lamp. Leave it to Spike Jonze to give such deep humanity to an inanimate object. Even Jonas Fornander knows how ridiculous that is! From the style of shots and animation of the lamp to mimic human movements to the emotional music, this ad had many (not just me!) tearing up and wanting to save that poor red lamp. It was so powerful that it motivated an epilogue in 2018!

This ad for Google Small Business goes in a unique direction by showcasing a gym in Missouri via a very personal story of one of their members. By sharing the transition story of Jacob, this ad not only highlights the amazing program that grew organically at City Gym, it also provides some beautiful insight into the life of a transgender person.

The SickKids Foundation in Toronto has created a long list of tearjerkers with their highly successful VS campaign. In 2019, director Mark Zibert took the campaign to a new level by taking us on a journey into the hospital, showcasing actual staff, patients and their families. SK campaigns are known for their fantastic use of licensed tracks, but what really brings on the waterworks with this ad is the incredibly unique cover of well-known Nine Inch Nails track 'Hurt', by music composer Mark Rajakovic. His use of a child to sing the haunting lyrics, backed by a children’s choir, gives this ad the depth it deserves as we see the intense challenges experienced by the patients of this hospital.

A touching story about a little hedgehog, this ad brings on the tears - even though it’s animated. A story about the power of love and believing in the good of others, the unique animation brings a particular warmth to the spot allowing the viewer to almost feel the little critters on screen. Paired with an endearing music track, the reveal at the end couldn’t be more satisfying - a true feel-good holiday spot that brings happy tears.

This spot is like a short film with beautiful story to tell. With the focus on the impact of giving, this spot gives maximum emotion by showing the kindness of a restaurant owner who helps out a young boy caught stealing medicine for his mother. He not only pays for the items, but provides the boy with soup and food. Years later, we see the owner dramatically fall to the ground and require medical attention which his daughter cannot afford. The story telling captures your attention and pulls on your heart strings when her hospital bill is paid for and you discover the surgeon covers the fee and is the boy her father helped many years ago. The music score is beautiful and touching and perfectly supports the incredible storytelling of this ad that will leave your eyes filled with tears and heart filled with hope.