In today’s advertising landscape, brands are moving beyond simple product promotion to create meaningful, emotionally resonant campaigns that connect with audiences on a deeper level. From fostering inclusivity and representation to addressing social issues and family values, modern advertisements often strive to inspire, educate, and empower. Campaigns like AT&T’s “Fiber Education,” Gillette’s “The First Shave,” State Farm’s “Smart Living Intuition,” Disney’s Turning Red ad, and the #DefyTheName anti-bullying initiative all showcase how advertising can be a powerful tool for storytelling and positive change. These ads tap into themes of family connection, self-acceptance, resilience, and cultural identity, proving that a well-crafted message can leave a lasting impact on viewers while reinforcing brand values.
AT&T Fiber Education (2022)
AT&T’s “Fiber Education” advertisement was a bronze winner in the Creative Campaign of the Year awards. The ad focused on promoting AT&T’s fiber-optic internet services, emphasizing its speed, reliability, and benefits for modern digital lifestyles.
The campaign used emotion and the power of relatability as its primary appeal, showcasing the frustration of slow internet speeds and the transformation that occurs when fiber-optic internet is introduced. The ad featured a family attempting to video call their extended family so they could hear a young girl play the piano, but due to slow internet speeds, the experience was disrupted by buffering and lag. By highlighting these frustrations and showing that unreliable internet can interfere with family having a virtual presence, the campaign evoked an emotional response that resonated with consumers while subtly reinforcing the value of upgrading to AT&T Fiber.
The primary objectives of the “Fiber Education” campaign were to increase awareness about AT&T’s fiber-optic internet and its benefits over traditional broadband services and to differentiate AT&T Fiber from its competitors by emphasizing its superior speed and reliability. These objectives were attainable and measurable, as AT&T could track increases in new subscriptions, inquiries about fiber services, and customer engagement with the campaign.
This campaign primarily targeted families who use video calling to stay connected with distant relatives and the ad prompted viewers to switch to AT&T Fiber by highlighting the disadvantages of slow internet. The expected action from the audience was to explore AT&T Fiber plans and consider an upgrade if they want to have uninterrupted video calls with extended family.
AT&T Fiber’s value proposition is centered on speed, reliability, and connectivity for modern households, showing how unreliable internet can prevent distant family members from maintaining closeness with each other.
This particular advertisement resonated with me personally because my family lives over five hours away from my parents, sister, and in-laws. While we make efforts to visit in person once a month or every other month, they are not around to experience the daily moments of life with us. Thanks to modern technology, we can stay connected through video calls, which allows my extended family to experience my children’s milestones – whether it’s a talent show performance, learning to ride a bike without training wheels, or reading a book out loud.
These moments were often missed before fiber internet was installed at our house three years ago. Our previous internet service was slow and unreliable, making video calls frustrating with frequent buffering and dropped connections. Those obstacles and frustrations are gone now that we have fiber internet, and my family can stay connected effortlessly, no matter the distance.
AT&T’s “Fiber Education” campaign effectively used emotion and relatable experiences to highlight the necessity of fast and reliable internet in today’s digital world. The campaign’s clear objectives, targeted messaging, and strong value proposition successfully encouraged consumers to consider fiber internet as an essential service for staying connected with loved ones.
For families like mine, fiber internet is not just about speed, it’s about bridging the gap between distance and connection, ensuring that no moment is missed.
The First Shave (2019)
Gillette’s “The First Shave” advertisement is a powerful and inclusive campaign that highlights the importance of the first shave in a man’s life. The ad features Samson, a young transgender man, experiencing his first shave with guidance from his father. It emphasizes that for every shave, you want a good razor, but for the first shave, parents want the best razor as they are teaching a child how to shave for the first time.
The campaign utilizes emotional appeal and inclusivity to connect with its audience. By featuring Samson’s experience, Gillette underscores that the milestone of a first shave is meaningful for all men, regardless of background or identity. This heartfelt approach resonates with viewers by promoting acceptance, representation, and the importance of parental guidance in significant life moments.
Winner of the Multicultural Excellence Award and Grand Prize winner in the LGBTQ category in 2019.
Smart living: intuition (2019)
State Farm’s “Smart Living: Intuition” advertisement highlights the wisdom and intuition that parents develop over time – almost like having a “third eye.” The ad showcases parents instinctively knowing what’s best for their children, offering advice based on their own experiences. This is cleverly tied into the idea that choosing State Farm as an insurance provider is a decision that parents would approve of.
The ad uses emotional appeal and relatability by portraying a family setting where adult children receive parental guidance on various aspects of life. This includes safety, responsibility, and making sound decisions, ultimately leading to the idea that selecting State Farm is another wise choice parents would endorse. The campaign successfully connects the brand to a sense of security, trust, and reliability, values that are essential in both parenting and insurance.
Winner of the 3AF Award and Creative Campaign of the Year Gold Award in 2019.
The primary objectives of the “Smart Living Intuition” campaign were to:
- Strengthen brand trust by reinforcing State Farm’s reputation as a dependable and family-approved insurance provider.
- Encourage policy sign-ups by appealing to families and young adults making important financial decisions.
- Differentiate State Farm from competitors by highlighting the emotional and generational wisdom aspect of decision-making.
These objectives were attainable and measurable, as success could be tracked through increased customer engagement, brand perception surveys, and new policy enrollments.
This advertisement targeted young adults and families who are making decisions about insurance provides, parents/guardians who influence their children’s choices and value protection and preparedness, and home and vehicle owners who are looking for reliable insurance coverage.
The ad encourages viewers to choose State Farm for their insurance needs and positioning it as the trusted choice that parents would approve of. As noted in the ad, consumer benefits include reliable coverage from an industry leader, personalized service from knowledgeable agents, and peace of mind knowing that their family and investments are protected.
State Farm’s value proposition in this ad revolves around trust, experience, and family-approved decision-making. It presents the brand as: A wise and reliable choice (just like parental advice), and insurance provider that has been safeguarding families for generations, and a company that understands the importance of security and preparation.
Just as my parents offer guidance and advice on major life choices, the ad reflects that certain decisions, like choosing the right insurance, can be made with their approval in mind. Having reliable protection for my home, car, and family is something my parents would encourage, reinforcing the idea that choosing State Farm is a decision rooted in wisdom and experience.
State Farm’s “Smart Living Intuition” advertisement effectively connects parental wisdom with smart decision-making, making insurance a natural extension of responsible life choices. By leveraging emotional appeal with some humor thrown in, the campaign successfully reinforces State Farm as the insurance provider that families trust across generations.
Turning Red (2022)
Disney’s “Turning Red” advertisement, winner of the 2022 3AF award, features a young Chinese Canadian girl expressing her excitement about the movie, highlighting how she can finally relate to a Disney character who shares her cultural background and interests. The ad focuses on the film’s protagonist, Mei Lee, a Chinese Canadian pre-teen growing up in Toronto who navigates the challenges of adolescence, friendships, and family expectations, all while transforming into a red panda when overwhelmed by strong emotions.
The campaign utilizes emotional appeal and representation to connect with its audience and emphasizes the importance of diversity and inclusion in media to make audiences feel seen and valued. The girl in the ad explains how Mei’s character reflects her own experiences, from living in Toronto to having similar hobbies, cultural ties, and coming-of-age struggles.
The primary objectives of Disney’s Turning Red campaign were to:
- Promote diversity and representation by showcasing a relatable protagonist for young Chinese Canadian audiences.
- Generate excitement and anticipation for the movie’s release.
- Increase engagement among families and younger viewers by emphasizing the film’s coming-of-age themes.
- Strengthen Disney’s brand commitment to telling inclusive and culturally diverse stories.
These objectives were attainable and measurable, as success could be tracked through social media engagement, box office performance, and audience reception.
The “Turning Red” advertisement targeted pre-teens and young teenagers who see themselves in Mei Lee’s story, Asian Canadian and Asian American families who appreciate cultural representation in the media, parents and caregivers who are looking for family-friendly entertainment with meaningful messages, and Disney and Pixar fans who enjoy animated films that contain strong emotional narratives.
The ad encourages viewers to watch Turning Red in theaters or on Disney+ and shows that consumers can benefit from a relatable and heartwarming coming-of-age story that resonates with many audiences, a celebration of cultural identity and family dynamics, and from Disney’s signature animation and storytelling that ensures an engaging viewing audience.
Disney’s value proposition in this ad revolves around authentic representation and emotional storytelling. It presents Turning Red as:
- A groundbreaking film that brings Asian representation to mainstream animated movies.
- A heartfelt story that captures the struggles and joys of growing up.
- A fun, family-friendly movie that appeals to both children and adults.
Disney’s Turning Red advertisement effectively uses representation, relatability, and emotional connection to engage its audience. By showcasing a young girl’s excitement over seeing herself in a Disney character, the campaign reinforces the significance of inclusive storytelling and the impact of cultural representation in media. This ad successfully positions Turning Red as not just another animated film, but as a milestone in diverse storytelling that resonates with audiences worldwide.
These advertising campaigns demonstrate the evolving role of marketing in today’s world. These ads are not just selling a product, that are telling stories that resonate with audiences on a personal level. Whether it’s AT&T highlighting the power of connection, Gillette embracing inclusivity, State Farm reinforcing trust and wisdom, Disney celebrating representation, or #DefyTheName empowering individuals to rise above bullying, each campaign delivers a message that extends beyond commerce. These ads remind us that brands have the ability to influence culture, spark meaningful conversations, and create lasting emotional connections with consumers. As audiences, we aren’t just buying products, we’re engaging with brands that reflect our values, experiences, and aspirations.
Beyond Authority 
Leave a reply to Casey McCully Cancel reply