Think about the last commercial that genuinely grabbed you. Maybe it made you laugh out loud, tear up a little, or simply pause to think.

Why did it stick when thousands of others just fade into background noise?

As commercial video producers at Awakened Films, we’ve spent years analyzing and creating impactful content. One clear insight emerges from all the data and experience: Emotion isn’t just powerful—it’s essential.

Science Doesn’t Lie—Why Emotional Content Sticks

Neuroscience has proven repeatedly that our brains retain emotional content far better than facts alone. Jonah Berger, author of “Contagious: Why Things Catch On,” confirms this with his research, noting that emotionally charged content is three times more memorable and twice as likely to be shared.

And this isn’t abstract theory. Nielsen research revealed that ads with strong emotional engagement deliver a 23% increase in sales compared to standard advertisements. Coca-Cola mastered this years ago, turning sugary beverages into feelings of friendship and happiness. Dove built an entire brand identity around vulnerability and authentic beauty.

Emotion creates resonance, and resonance builds loyalty.

Beyond Tears and Laughter—Lessons From the Field

A Harvard Business Review study found that emotionally connected customers are more than twice as valuable as highly satisfied customers. They buy more products, exhibit less price sensitivity, and are more likely to recommend the brand.

Orajel came to us with a powerful challenge: connect with adults who suffer from dental pain but can’t afford regular care. This wasn’t about selling toothpaste—it was about creating empathy for a reality many people quietly live with every day.

Our team worked with the agency to develope a series short-form spots.  “Birthday” is centered around a man trying to hold it together at his own celebration while dealing with unbearable tooth pain that strikes at the wrong moment. At the height of his discomfort, time freezes—a creative visual cue that pulls the viewer into this moment of agony and isolation. But as Orajel brings relief, his life begins to move again, building trust with our audience.

It’s a subtle but emotionally charged reminder that one small moment of empathy can resonate with people in a powerful way. Orajel does’t just relieve pain, it offers a sense of control and dignity.

Read the full Orajel case study here →