​The raw, red, stirrings of anger.

Or love.

Flickers of anticipation.

Awkward tenderness.

Electrifying shock. 

A flash of green envy.

Glistening fear.

Shimmering hope.

Feeling something.  Any damned thing.

Funny that after all these years, and often voices-raised debate, we now know what advertising’s real superpower happens to be.

And, no, it’s not flying the flag of 1950’s “scientific advertising.” 

But it is entirely data-proven.

That not-at-all secret weapon is emotion.

The hard evidence that touching the heart is the best way to move the mind.

System1 data geeks: "The more people feel, the more they buy."

Neilsen data geeks: "emotionally engaging ads outperform the rational by 2:1."

Kantar data geeks: "common digital benchmarks don’t really correlate with true brand impact.”

As imperative in green-eyeshade business-to-business, as in the grocery store.

Has to make you wonder.

Here we are, rich beyond the dreams of Bernbach, in proof that feelings take us where rationality will not.

And yet, every screen and surface is drenched in abject creative poverty.

In one breath, we say, “Of course, we’re data-driven,” 

And then, “just the facts will do,” in the next.

Aleksandr Solzhenitsyn branded advertising as the “Freedom! To spit in the eyes and the souls of the passersby.”

Nowhere did he mention boring them to tears.

Nor should we.

Fierce ambition.

Elevating aspiration.

Pride in self, in community.

Alienation.

Belonging.

Lust in all its flavors.

Amazing how when we trust hearts to move minds, 

We have so much to work with.

And when we don't, we don't.