TV has long been the darling of the advertising and marketing landscape mainly because of it’s inherent ability to convey emotion and message in one bite-sized chunk.  Oh and there’s that little thing about Reach (*yawn*).

However, in a lot of cases these days, there is a massive disconnect between the TVC that inspires an emotional response in the consumer and the customer experience delivered either at point-of-purchase, or indeed by the product or service itself.

Do Huggies nappies make me feel all gooey inside about being a mother?  I might weep openly when the ad comes on television, but does the product itself deliver this for me?  God no, it reminds me that my newborn baby likes to fill said nappy at least 10 times a day. 

I get a little warmth in my chest when the Qantas Still Call Australia Home ad graces our screens (1998, 2004) but do the hosties on the Flying Kangeroo fill me with that same warmth?  Hardly!  Most long-haul flights, you’d be lucky to get one of them to crack a smile.

BUT, here is an example that I love:

It craftily uses the emotional triggers that we all know work so well in television advertising, but then delivers the promise you will find instore - great, reliable, product that won’t make you cry when you check out the price tag.