You know those ads that just make you feel something? Maybe they made you laugh, or tugged at your heartstrings, or even gave you chills. Well, after years of taking a backseat to more product-focused messages, those right-brain, emotional ads are making a serious comeback!

Savvy marketers are realizing that human connection drives performance. They’re ditching the hyper-rational approach and embracing the power of empathy, relationships, and good old-fashioned storytelling.

Think about it: what makes you remember an ad? Is it a list of features, or is it that feeling of joy, surprise, or nostalgia that sticks with you long after the ad is over? That’s the magic of right-brain advertising. It’s about tapping into those deep-seated emotions that drive our decisions and make us connect with a brand on a personal level.

Advertisers aren’t telling heartfelt stories just for the fun of it — they’re investing in right-brain creative elements because these features outperform.

So how can you get in on this emotional magic with your Audio ads? Start with a compelling brand personality. Don’t just tell – invite consumers to feel a lasting connection to your brand by tugging at their heartstrings. TBH, stepping out on that emotional limb is a risk, but brands are finding that the rewards of stronger bonds and stronger sales are absolutely worth it. 

So next time you hear an ad that makes you laugh, cry, or feel anything at all, remember that it’s not just a fluke. It’s a carefully crafted message designed to connect with you on a deeper level. And chances are, it’s going to be a lot more effective.