Why a happy ad does not necessarily make for an effective ad
Recent years have seen a rise in prominence of the destructive rhetoric that emotion — and in particular “happiness” — is all that matters to advertising success. The narrative, its proponents put forward, is that happiness is a surrogate for emotion and emotion drives long-term brand profitability.
As a creative-led industry, you might be thinking — what’s not to like about that? Sam Walters, general manager of advertising research agency Cubery, explains how happiness is a poor proxy for effectiveness.
I hate to be the killjoy commentator who decries happiness, but, here’s the thing: while happiness is an undoubtedly powerful weapon in an advertiser’s arsenal, by focusing on it alone, the ingredients necessary for creative success are oversimplified. A disproportionate focus on happiness risks homogenising creativity and ultimately sets brands up for failure.
How so you might ask?
Let’s wind the clock all the way back to Christmas 2023 and take a closer look at one of the most joyous times in the calendar. The UK holiday season is packed to the brim with advertising featuring festive banquets and quintessential family get-togethers; a collective set of storylines that are undoubtedly enjoyable and, on the surface, seemingly fit for purpose.
However, the pursuit of warm and sentimental emotions (above all else) has contributed to Christmas advertisers largely blending into one another. Our annual testing of UK Christmas advertising painted a stark picture, with overall distinctiveness benchmarking far lower than regular year-round advertising.
