We talked about Coca-Cola’s recent feel-good marketing campaign in an earlier blog post, but it seems other big companies have thrown out some emotional pieces lately. These sorts of positive, emotionally-charged advertisements are a form of emotional appeal, and they can drastically improve your brand image.

First, watch WestJet’s incredible Christmas Miracle video. Take your time.

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Did that make your chest feel tight with happiness? If so, then the campaign was a success.

The trick is that all the positive feelings you feel now will now automatically be associated with WestJet. It’s called positive association, and it’s one of the oldest tricks in the book. It’s so powerful, it’ll work even if the advertisement has very little to do with the brand’s products or services. The ad gives WestJet a positive emotional appeal, improving the impression of the brand in the consumer’s mind.

What can I learn from this?

Keep things simple.  Even though the ad itself was long, the message was incredibly simple: WestJet bought people the presents they asked for during their flights. It’s a story digestible enough for children, and yet still so effective.

Next, take a look at Proctor and Gamble’s Sochi 2014 ad, “Thank you, Mom.”

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I still get teary-eyed every time I watch this and I’ve seen it at least a dozen times.

What can I learn from this?

P&G’s ad here was undoubtedly simple, but the more interesting point is that it has next to nothing to do with any actual P&G products.  Sure, the ad mentions that they support mothers, but it’s not the central theme of the commercial.

While you might think that that’s a bad thing to distance the brand from the message, it actually works out for P&G very well. By keeping the focus on mothers and the Olympics instead of just trying to highlight their own products, the advertisement gains authenticity. It’s no longer just an advertisement; it’s a powerful message.