Let’s break down how real brands use emotional advertising to dominate their markets—and how you can apply the same persuasion tactics in your copy.

Each one of these examples taps into a specific emotion, ties it directly to the product or brand, and drives action. Study these. Steal the principles. Use them in your own freelance pitches, sales pages, or client ads.

1. Nike – “Find Your Greatness”

Nike doesn’t sell shoes. They sell identity.

Their “Find Your Greatness” campaign didn’t feature superstar athletes. It showed average people—joggers, kids, overweight folks—doing their best. No glamour. Just grit.

The ad made you feel like greatness wasn’t reserved for the elite. It was something you could chase too. It tapped into a deep emotional trigger: aspiration. That feeling of wanting to become more than you are right now.

This is why Nike dominates. Not because of shoe quality. Because their ads are emotionally appealing ads that speak to who their customer wants to be.

Takeaway:

In your copy, stop focusing only on what your offer does. Show your reader who it helps them become. Connect to a deeper identity. That’s where emotional storytelling becomes a weapon.

And yeah—this works even if you're just writing a cold pitch. If you show a client how your copy helps their customer feel powerful, understood, hopeful, or validated… you’re already more valuable than 99% of the writers in their inbox.


2. Apple – “Shot on iPhone”

Apple’s “Shot on iPhone” campaign didn’t shout about megapixels or battery life.

Instead, it showed stunning, emotional images and videos—captured by real people using an iPhone. No fluff. No hype. Just pure, raw human moments: a mother cradling her newborn, a kid laughing in slow motion, a couple embracing on a rainy street.

What made it powerful? It didn’t just highlight a feature (the camera). It tapped into an emotional trigger: connection. The desire to capture and preserve the moments that matter.

It’s a brilliant lesson in emotional storytelling. They let the product prove itself without saying a word—because the emotion carried the weight.

And people didn’t just think “wow, great photos.” They thought, I want to capture memories like that too. That’s emotional selling at its best.

Takeaway:

You don’t need to write big dramatic sales pages. Sometimes the most persuasive thing is to show a real moment… a relatable story… something true that sparks emotion.

If you're writing copy for a client (or yourself), ask: what emotion does the customer want to feel when they use this product or service? Then build your ad around that.

That’s how you turn boring specs into emotionally appealing ads that actually sell.


3. Always – “Like a Girl”

Always took a phrase that was usually used as an insult—“like a girl”—and flipped it on its head.

Instead of selling pads with the usual dry “leak protection” pitch, they launched a campaign that challenged the way society talks about girls. They asked young women, teens, and little girls to demonstrate what “like a girl” meant. And the results? Powerful. Emotional. Eye-opening.

This campaign didn’t just sell a product. It sparked a conversation. It made people feel something—specifically, pride, empowerment, and even outrage. That’s what made it go viral. That’s what made it unforgettable.

And yes, it sold a ton of product too. Because when your ad triggers a deep emotional response, buyer behavior shifts almost instantly.

Takeaway:

Take a belief your audience already has—or a stereotype, pain point, or insecurity—and challenge it. Flip it. Reframe it in a way that empowers or inspires them.

This is next-level persuasive copywriting. It’s not about being clever. It’s about making people feel seen, respected, and emotionally fired up.

If you can do that in your copy—whether it’s a cold email, a landing page, or a social ad—you’re not just selling. You’re building trust. Loyalty. Connection.

And that’s where emotional advertising becomes a superpower.


4. Google – “Parisian Love”

This one’s a masterclass in emotional storytelling—without a single actor, voiceover, or flashy effect.

The entire ad is just a Google search bar, showing someone typing searches like:

• “Study abroad Paris”

• “How to meet French girls”

• “Churches in Paris”

• “How to assemble a crib”

Each search builds the story. And by the end, you realize... this isn’t just about Google. It’s about falling in love, moving across the world, starting a family. All told through simple, relatable searches.

And the emotion? Romance. Curiosity. Joy. Nostalgia. A subtle punch to the heart.

The ad quietly reminds you that Google isn’t just a tool—it’s part of life’s biggest moments. It feels personal, intimate, and real. That’s why it worked. It wasn’t just an ad... it was a mini emotional experience.

Takeaway:

You don’t always need to say everything. Sometimes, ads appealing to emotion work better when you let your audience fill in the blanks. Use subtle details that let them build the story in their own mind.

This is especially useful when you’re writing for more sensitive or personal offers—health, relationships, parenting, etc. Don’t force emotion. Create space for it.

The result? Ads that feel less like marketing... and more like moments.


5. Dove – “Real Beauty Sketches”

Dove’s “Real Beauty Sketches” hit a nerve for millions of women around the world.

In the ad, a forensic sketch artist draws women based on how they describe themselves… and then draws them again based on how others describe them.

The difference? Night and day.

The self-descriptions were harsher, colder. The others were softer, more beautiful. And when the women saw both sketches side by side—they broke down. It was raw. Honest. Emotional.

This campaign tapped into one of the most powerful emotional triggers out there: self-worth. And it worked because it was rooted in a universal truth—people are often their own worst critics.

Instead of focusing on product features, Dove made you feel something about yourself. And because of that, people didn’t just see Dove as a skincare brand. They saw it as a brand that understands women.

That’s emotional advertising done right.

Takeaway:

Build your message around a real, emotional truth your audience already believes about themselves—especially if it’s a struggle they don’t always say out loud. When your copy reflects what they feel deep down, it connects instantly.

This is where marketing psychology meets compassion. And when you hit that combo, your copy doesn’t just convert… it earns trust, long-term loyalty, and brand love.

Whether you’re writing for a client or yourself, this kind of emotional clarity is what makes your offer unforgettable.