{"id":17972,"date":"2023-06-13T09:31:32","date_gmt":"2023-06-13T16:31:32","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=17972"},"modified":"2023-09-19T15:11:24","modified_gmt":"2023-09-19T22:11:24","slug":"cannes-lions-2023-preview-top-emotionally-charged-u-s-video-ads","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/cannes-lions-2023-preview-top-emotionally-charged-u-s-video-ads\/","title":{"rendered":"Cannes Lions 2023 Preview: Top Emotionally-Charged U.S. Video Ads"},"content":{"rendered":"\n<p>The Cannes Lions International Festival of Creativity kicks off on June 18, celebrating boundless creativity in the advertising craft, while awarding the past year&#8217;s most effective campaigns.<\/p>\n\n\n\n<p>Using data-driven insights, the latest report from iSpot sheds light on the creative aspects that drove some of the most emotionally-charged video ads since the 2022 Cannes Lions Festival.&nbsp;<\/p>\n\n\n\n<p>Eliciting funny or heartfelt emotions can dictate success at Cannes, but can also inform whether advertisers are able to drive brand affinity and meaningful business results. And with humorous ads working to break through with judges in a sea of purpose-driven ads, it is valuable to understand what viewers are actually finding funny, in an attempt to stand out.<\/p>\n\n\n\n<p>The highlights below provide a preview of some of the excellent ads and themes featured in the report.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/www.ispot.tv\/hub\/resources\/free-reports\/cannes-lions-2023-preview-top-emotionally-charged-video-ads\/\" style=\"background-color:#4ac500\">Download the Report<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color\" style=\"color:#4ac500;font-size:22px\"><strong>Super (Bowl)-Sized Comedy<\/strong><\/p>\n\n\n\n<p>Planters\u2019 \u201cThe Roast of Mr. Peanut\u201d was the funniest ad of the Super Bowl, and also the funniest ad from the past year, according to iSpot\u2019s Creative Assessment. Real comedians like Jeff Ross and Natasha Leggero deliver a collection of peanut-focused jokes that scored with audiences during the Big Game.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/2UXC\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color\" style=\"color:#4ac500;font-size:22px\"><strong>Heartfelt for the Holidays<\/strong><\/p>\n\n\n\n<p>Many of the top heartfelt ads of the year are related to corporate philanthropy, but some advertisers still managed to convey heartfelt messaging by other means. Toyota, for example, uses the holiday season to focus on how doing little things for others can have a major impact and lead to its own rewards \u2013 all while maintaining high brand recognition in its \u201cLike No One\u2019s Watching\u201d spot.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/2sPs\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color\" style=\"color:#4ac500;font-size:22px\"><strong>Storytelling Stardom<\/strong><\/p>\n\n\n\n<p>AT&amp;T\u2019s March Madness storytelling this year included a focus on how Jason Preston used technology \u2013 and connectivity \u2013 to fuel his rise from unknown prospect to Ohio University and then the NBA Draft. The ad was a natural fit for college basketball programming, and effectively conveyed the brand\u2019s ability to enable people with technology.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/126r\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color\" style=\"color:#4ac500;font-size:22px\"><strong>Dressed to Impress<\/strong><\/p>\n\n\n\n<p>Ingenious ads can be smart, clever, and sometimes provide an enjoyable twist consumers don\u2019t see coming. That was the case for State Farm\u2019s \u201cWhat If: Tall Suit\u201d video ad, which plays off the \u201cwhat if\u201d elements of insurance to lead to the surprising \u2013 and funny, to audiences \u2013 reveal of 7-foot-4 NBA player Boban Marjanovic being three children in a tall suit.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/2X8E\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Want to see more of the past year\u2019s most emotionally-charged ads? Download the report and <a href=\"https:\/\/www.ispot.tv\/contact-us\">contact iSpot today<\/a> to learn more about the value of testing video ad creative.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Cannes Lions International Festival of Creativity kicks off on June 18, celebrating boundless creativity in the advertising craft, while awarding the past year&#8217;s most effective campaigns. Using data-driven insights, the latest report from iSpot sheds light on the creative aspects that drove some of the most emotionally-charged video ads since the 2022 Cannes Lions&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":17973,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38,455],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/17972"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=17972"}],"version-history":[{"count":11,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/17972\/revisions"}],"predecessor-version":[{"id":19160,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/17972\/revisions\/19160"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/17973"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=17972"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=17972"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=17972"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=17972"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}