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In 2025, brands aren’t just vying for attention — they’re striving to create real emotional connections with prospective buyers. Because when brand interactions seem like a constant business transaction, the only content that resonates is the kind that makes us feel something.
But how can we get to the heart of it? “As industries get more competitive, standing out will require showing — not just telling — how products and services make a difference,” says Katy Maloney, Global Managing Partner, B2B at Wavemaker Global.
Brands that spotlight human stories and real world applications will resonate more strongly and build lasting engagement.
Want to feel it for yourself? Read on to see how three industry leaders are tapping into universal emotions to win hearts this year and learn how you can get in on the feels.
Google Pixel — Dream Job
Ready for a real tearjerker? Google has mastered the art of emotionally driven content, and “Dream Job” is no exception. This year’s Super Bowl spot follows a father preparing for a job interview with the help of Pixel 9 and Gemini Live, Google’s new AI-powered chatbot. But instead of rehearsing generic corporate responses, we watch as he reflects on how parenting has made him a stronger candidate by forcing him to negotiate, think on his feet, and lead with empathy.
Why It’s Best in Class
The moment that really hits? When he realizes that the skills he’s learned as a dad aren’t just valuable at home — they’re exactly what makes him the right person for the job. It’s a quiet revelation that turns a potentially tech-heavy pitch into something deeply human and moving.
Related Reading: The Human Element: 3 Brand Campaigns Demystifying AI + Advanced Tech
Rather than honing in on AI as the hero, this campaign puts the human experience front and center. It brilliantly reframes the way we think about qualifications, showing how everyday life prepares us for professional success in ways we don’t always see.
It’s relatable, powerful, and subtly repositions AI as a tool that enhances human intelligence instead of replacing it.
By highlighting how technology can support our personal growth, the campaign turns a product demo into an emotional moment that everyone can connect with — whether or not they have kids.
studioID Takeaway
Tech marketing tends to focus on features, but audiences crave stories that echo their personal experiences and make them feel seen. If your product or service makes a difference in people’s lives, don’t just tell us. Show the impact through authentic human stories that break through on a personal level.
Related Reading: What’s Human-to-Human Marketing? And How Can Today’s Brands Achieve it?
Clorox — Clean Feels Good
Another fresh take comes from Clorox, coming in hot with a new brand platform called “Clean Feels Good.” Digging into the emotional benefits of cleanliness, the campaign partnered with real scientists to show how cleaning transforms our mood and mindset. From the satisfaction of a freshly wiped countertop to the calming effect of a decluttered space, the effort highlights the psychological impact of cleaning and how it can be just as effective (or more so) than other popular relaxation techniques.
Related Reading: The Psychology of Conversions: 5 Consumer Behavior Insights for 2024
Why It’s Best in Class
Clorox has long been synonymous with hygiene and sanitation, but this campaign finally shifts the conversation from necessity to emotional reward. Backed by real research and on-camera experimentation, it positions cleaning as an act of self-care and personal well-being — deeply relatable to anyone who has ever felt the stress-relieving power of a clean space.
Created in partnership with global neurotech leader EMOTIV, the campaign features a dedicated landing page that urges visitors to “Rethink what makes you feel good.” Folks can dive into more details about the studies, explore key findings, and really get to understand the science behind the claims — like how it’s neurologically possible to enjoy scrubbing a toilet more than petting a puppy.
The lesson? Great emotional marketing doesn’t have to make people cry, as long as it makes them care.
studioID Takeaway
Emotional marketing works best when it taps into the real-life rituals tied to a product. That’s why Clorox chose emotion over information, doubling down on feelings instead of data. As a result, they demonstrated that even the most practical products can have an unexpectedly profound place in people’s lives.
Related Reading: Ready Player One: 5 Strategies to Win With Gamification Marketing
Rocket — Own the Dream
Tapping into the deep emotional connection that people have with homeownership, Rocket’s “Own the Dream” campaign shows a house for what it really is. A pile of bricks and a mortgage, sure. But also pride, stability, and belonging: the American Dream. With a homegrown rendition of John Denver’s “Take Me Home, Country Roads” playing in the background, the ad follows families from different walks of life as they experience the ups and downs of buying — from the excitement and setbacks to the moment they finally step through their very own front door.
We set out to create a moment that captures the raw, emotional journey of chasing a dream that once felt out of reach.
— Jonathan Mildenhall, Chief Marketing Officer of Rocket
Related Reading: How Brands Are Using Sonic Branding Beyond Ads
Why It’s Best in Class
Rocket flips the script on financial services marketing, which can often feel cold and impersonal. By zeroing in on what a home represents to real people, the company shows that it understands something fundamental: Owning a home isn’t just your biggest financial investment; it’s an emotional one as well. And nothing drives that point home like 65,000 fans singing along to your ad at the Super Bowl. In “an incredible moment of unity,” the brand’s spot had people on their feet and belting out the well-loved lyrics on game day, transforming the effort into…
a shared cultural experience and the first Super Bowl ad ever synced to a live, in-stadium sing-along.
studioID Takeaway
Never underestimate the power of a good song — especially one that conjures collective nostalgia and personal aspirations. And remember: that goes for old classics as well as never-before-heard originals. If your product or service represents a life milestone, lean into that emotional weight. Get creative and find ways to create an unforgettable moment.
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