5 Award Winning TV Ad Campaigns

This post is the second installment of our greatest marketing campaigns assignment. This week the media type is television and I’ve curated some of the most sappy, touching, and impactful recent ads that I could find. I’ve had an emotional week, for many reasons, and couldn’t help but be drawn to this gut-wrenching genre. I hope you enjoy these as much as I enjoyed analyzing them. Word of caution: grab a box of tissues.


“How else could I bring you all together?”

how else could I bring you together

Objective: EDEKA is one of the larger super market corporations in Germany. When people come together during the holidays, they need to cook meals and shop in the grocery store. This ad reminds people of the relationships that really matter and a lovely side effect of having family parties is the need to go food shopping.

Target Market: Anyone who feels guilty for not visiting their family enough. And anyone who might be feeling lonely around the holidays.

Action: Don’t wait for a funeral announcement to bring your family together. Celebrate and love one another, now.

Value Proposition: Come together as a family over the holidays and you will share much more than a meal.


“It can wait”

it can wait

Objective: This ad shows the complex yet mundane worlds of the many characters within a neighborhood. The uneventfulness of the majority of the film builds suspense for “something” to happen. That something is a crash when a mom glances at her phone and enters the oncoming lane, smashing into a truck.

Target Market: This ad speaks to everyone. It shows how a simple action can cause tremendous trauma to the entire neighborhood.

Action: AT&T wants to remind customers to not post, glance, email, search, or text while driving.

Value Proposition: If you refrain from using your phone for complex tasks in the car you can keep your eyes and your full attention on actually driving. You will prevent accidents, injury, and maybe even death.


“Astronauts Welcome”

astronauts welcome

Objective: This beautiful ad humanizes the refugee crisis. While many countries won’t allow for refugees, this ad shows the imaginative young mind of a girl journeying to a new life, with a father who indulges her imagination to make the journey less scary.

Target Market: This ad aims to win the hearts and minds of people who may not see refugees as “worthy” or as people (the same as they are).

Action: This story told by a little refugee girl persuades the audience to look at her as any other child in their own lives.

Value Proposition: If you open your heart to the journey, the story, and the humanity of refugees, you might find yourself making different decisions about welcoming them to your country, town, or community.


“Hello Beautiful”

hello beautiful

Objective: We watch as two women go through their daily lives while learning sign language. By the end of the commercial, we learn that the two women are married and are adopting a child who is deaf. Wells Fargo has helped them prepare their finances for the day that “two becomes three”.

Target Market: Anyone who has attempted to get their finances in order as their family grew and changed.

Action: It’s not just about preparing mentally, learning a new language, or prepping your home. Consult with Wells Fargo on the big changes in your life.

Value Proposition: Wells Fargo will help you plan your financial future. They can help you through the big changes in life, like adopting a child.


“Roles Change. Without us noticing.”

roles change

Objective: Inform the viewer that there are resources for those who find themselves in a role reversal with taking care of their aging parents. The ad uses a sense of nostalgia to compel us to look into how AARP can help.

Target Market: This ad targets the sandwich generation. Anyone who may be caring for an aging parent and still be raising a young family of their own would be interested by this tactic.

Action: Let AARP help you find the resources you need to care for those that you love, in your new-found role as caregiver.

Value Proposition: There is help and support for those who may not have ever seen themselves as a caregiver or for someone struggling with their new “role”.


*All photos are still shots of the television ads referenced in this post.


Author: blueridgemtntwinmama

Blue Ridge Mtn native. Trying to live my best life and achieve "good person" status. Wife to a freelance/self-publishing author, A.D. White, and mama to my cute, funny, and mischievous b/g twin babies. I also have a day job as an HR, OD, Engagement, and Leadership professional in the hospital & health care industry. I have an associate's degree in Art, a bachelor's degree in Ethics and Social Institutions, and a masters' degree in Entrepreneurship. I write about my gorgeous life in the Blue Ridge Mountains of western NC, raising twins, strengths-based leadership, and I even write about business and the entrepreneurial spirit sometimes. Dang, I love a good side hustle!

6 thoughts on “5 Award Winning TV Ad Campaigns”

  1. Hi Nancy!
    Wow! You weren’t kidding about the tissues. That said, you did a great job picking the ads apart and finding the golden nuggets the campaign wanted to deliver. It is hardest for me to decide on target audiences because I feel like I have to pinpoint an age range, but many of the ads here simply defy age groups and even gender.

    Liked by 1 person

  2. Hey Nancy,

    I agree with Joy, you definitely weren’t kidding about these advertisements being more emotional. I think that bringing forth these advertisements actually do quite a great service to our learning community. Through analyzing the advertisements that are really meant to “hit home” we can see how well these advertisements did just that with the audience.

    The first one reminded me of my family. I had not heard of the company prior to your analysis of their advertisement. The supermarket chain did a great job that incorporates families in a more sentimental way than many supermarket and grocery store chains I have seen advertise. Normally, the appeal is stuck on family and shopping together, this advertisement hits deeper.

    Great work!

    Liked by 1 person

  3. Nancy,

    Home for Christmas almost had me in a fetal position on the floor (I reviewed that one as well). I honestly think it’s one of the best ads I have ever seen. Close to Home was very scary. I don’t read the descriptions/analyses until I watch for myself and at first I wondered where this lengthy ad was going. After a couple minutes I thought, “They’re all driving… I just know there’s going to be a wreck coming up.” Then, when the mom looked down at her phone and mentioned the post I immediately tensed up and almost turned away but then the accident was immediate. I’m not sure how that could not dissuade people from checking their phones while driving. I agree, Moonjourney is a beautiful ad and it really pulled me in. Lately, it seems that many are unable to acknowledge the humanity of others and understand that people just want a make a better life for themselves and their loved ones. Telling the story from a child’s perspective makes the ad very effective. I can’t imagine how hard it must have been for her father to maintain the idea that they were going on a journey rather than escaping persecution, poverty or whatever else. Learning Sign Language was heartfelt. I appreciate its focus on a diversity-minded audience. Those two women adopting a little deaf girl was touching and who better to provide the ideal kind of understanding and upbringing she will need? Roles Change was a tearjerker for me as it reminded me of my relationship with my grandmother. I’m not sure the challenges of caretaking are ever over-estimated. There is a certain beauty to it but not everyone is so fortunate to have children or grandchildren willing to change roles. Caregiving is something that virtually everyone will be faced with at some point in life.

    Your TV ads were all so emotional and touching! I enjoyed watching them.


    Liked by 1 person

  4. You chose some very emotion evoking ads! Shew! The “It Can Wait” ad though was what really kept me intrigued. I did not expect it to be that long but then when I got to the end I totally got it. There was a ton going on in that ad. I like that it had the shock factor and evoked some emotion but wasn’t super dark. I think you did amazing job on the ads that you chose and on your analyses.

    Liked by 1 person

  5. Nancy,

    WOW. These ads really tugged on my heart strings. I really liked your choice of ads for this assignment because they were powerful and really made me think. Especially the first one. I hate to say it but it made me think I shouldn’t be in grad school (lol). I spend so much time at work already and then grad school takes up all my other time. Your analyses were spot on with each ad. Thank you for post, there haven’t been too many impactful ads that I have seen so far.

    Good job!

    Liked by 1 person

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