How to Make People Cry (In a Good Way): The Anatomy of an Emotional Commercial

At its heart, an Emotional Commercial isn’t about the product. It’s about a story. A tear-jerking ad places a human experience at the centre: a child achieving their dream, a dog waiting faithfully for its owner, a mother cheering on her athlete. Viewers don’t remember the tagline first; they remember how they felt.

That’s why at STORM+SHELTER, we focus on commercial storytelling that reflects real life. Whether it’sfolk musicians in an attic or a brand film that gets under your skin, it’s the story arc that makes people care. What’s not to love?

Old-school ads were all about the hard sell: “Buy this now! Limited offer!” But today, audiences are smarter (and let’s face it, more cynical). They want relatability, not pressure. Research shows purely emotional ads perform almost twice as well as rational ones. This proves that people respond more strongly to ads that touch on their emotions, whether it’s happiness, sadness, anger, or fear.

That’s why advertisements and psychology are inseparable now. People may scroll past pushy ads, but they’ll share a moving one with friends. For brands, that means long-term loyalty beats quick clicks every time, and visual storytelling is what gets remembered.

So, what specific emotions do you feel when you see this advert? Is it happiness, sadness, anger, or perhaps something else? Scientific research shows that each emotion triggers different behaviours: happiness encourages sharing the advertisement with others, sadness may increase the likelihood of clicking to learn more, fear can foster brand loyalty, and anger often drives content to go viral quickly.

The Emotion Wheel is a comprehensive tool that contains an impressive 257 emotion words along with the emotions they represent, offering a nuanced way to understand and categorise human emotional responses.

This isn’t manipulation, it’s connection. People cry at ads because they see themselves in the characters. That’s ad psychology at work: we mirror emotions, and in turn, we remember the brand that made us feel something real.

At STORM+SHELTER, we lean into this by producing adverts likeThe Real Social Network for Transport For Wales, which use humour and empathy to mirror everyday struggles.

Not all emotional adverts are equally effective, and audiences can distinguish between them. The most successful ones steer clear of clichés and exaggerated manipulation, choosing instead genuine messages that connect more deeply.

Commercials that genuinely connect with viewers have a clear anatomy: a compelling story, relatable characters, and a genuine emotional payoff. A strong narrative engages audiences, while characters they can identify with make the message feel personal rather than forced

Most importantly, the emotional resolution must feel earned; viewers should leave with a sense of meaning, not as if they were deceived into feeling something. This balance between emotion and sincerity is what separates campaigns that stay in people’s minds from those that are quickly forgotten, showing that authenticity is the key to building long-term brand trust.

It’s about craft, too. Music swells at just the right moment, close-up shots capture raw emotion, and pacing builds suspense. Campaign’s list of the UK’s most emotional adverts shows how powerful this can be when done right.

That’s why brands turn to STORM+SHELTER. Our work, like What It Takes, shows how cinematic production and commercial storytelling combine to deliver adverts that stick in your head for the right reasons.

Short answer: yes. Long answer: hell yes. Despite the trend toward quick-hit, “attention-grab” ads, brands that build emotional marketing campaigns create stronger customer connections. Emotional appeal isn’t a gimmick; it’s how people decide what matters.

Audiences know it too. Think about P&G’s “Thank You, Mom” campaign; you don’t remember the soap, you remember the tears. That’s why what is emotional advertising isn’t just a theory; it’s a proven method for loyalty.

At STORM+SHELTER, we believe showing humans on screen builds human connection. That’s why our films, like This One Was Cute AF, balance cinematic beauty with genuine heart. Because, really, what’s advertising without relatability?

In other words, emotional commercials aren’t going anywhere. From happiness that gets shared to sadness that gets clicks, the psychology is clear: commercial storytelling works because it feels human.

So, if you’re wondering how to cut through the noise and actually connect with your audience, why not let STORM+SHELTER show you how it’s done?

Get in touch with STORM+SHELTER today, and let’s create an advert that people don’t just watch, they feel.