Advertisements – How to get attention of consumer?

Hello Everyone!

Today I want to write about how products get the attention of the consumer. Especially when 3 weeks until Christmas are left, the advertisement agencies start to blow out their campaigns. I got really touched today by a Christmas Ad, that I haven't seen before like this. Paula sent me a video link of a commercial from John Lewis which is known for its very emotional advertisement.

http://www.youtube.com/watch?v=XqWig2WARb0

Meanwhile I read a lot of books and articles about advertisement in general and how to sell your product in a right way. I have to admit that I recognized, agencies spend a lot of money for "good" or "terrific" commercials, but they are not very emotional. You can't even remember the main message of the commercial and that's what marketers wants to achieve.

Every time I finish a marketing deck for our clients, the first steps after that will be the presentation in front of my boss by explaining him how I have done it in this or that way. He always tells me that it is not emotional enough and why I don't see in the client's view (in this case, they were the brands).
I know that I always give 100% of me by creating the marketing deck, but it was still not enough. When I remember the first times my boss gave me feedback on my work I didn't really understand what he meant by "doing it more emotional", what does it mean exactly? Shall I put a picture of JB crying in his backstage suite? What is emotional for a brand? He explained to me that everyone likes to see or hear from themselves, it works like a mirror. If you always putting the logo on a right place, than the clients feel more identify with the celebrity.

This system also works with consumers. You have to mirror them in commercials. They have to feel like being a part of it and that they can relate to the commercial personally.