Nothing works better than a good tearjerker to provoke appreciation for a product, and one of Kleenex’s more recent commercials does just that. Not only does this spot make good use of storytelling but to top it off, the story is true. The ad recounts the story of a dog rendered disabled after a car accident and his subsequent adoption by a charming couple. They are compelled to adopt him both for their love of animals and because one of the owners, being disabled himself, feels a particular understanding for what the pup is going through. As the story unfolds we learn about the special bond between both owner and pet as the two take on challenges and relish life together. It’s a touching story of camaraderie that proves that when there is a will there is a way.
Although Kleenex tissues are not visually obvious in the video (with the exception of a few discreet moments), this truly heartwarming story will make most viewers want to grab a box and blot a few tears away. When it comes to storytelling, Kleenex has nailed it. This feel good story successfully engages people by creating both an immediate need for Kleenex and by generating content that people will want to pass on and share; any brand’s dream. It also strengthens the brand’s identity by taking it beyond the main use of a tissue and linking it to issues that appeal to emotion.
Here’s the video, and for an even better idea of how Kleenex is connecting with its audience, take a look at their Facebook wall with inspiring and moving posts.
Post by Jessica Zimmerman