Why understanding and empathy inspire better ads

In advertising, creativity is the secret sauce that turns heads and captures hearts. Ipsos' global ad testing data reveals that ads that break convention are over 20% more likely to command brand attention. But there's a catch: The most daring and disruptive ads can leave the average viewer scratching their head, taking sides, or simply shrugging, “not for me.”

This elusive balance between bold originality and broad appeal keeps ad execs up at night. Creativity can get attention, but ads powered by creativity and empathy can turn that attention into a connection.

Ipsos research shows that empathy can be triggered in creative through three key dimensions: Context (taking inspiration from real-life situations or cultural moments); Tension (portraying an honest struggle that the brand can credibly pay off) and Expectations (depicting or playing on people’s expected behavior with the brand or product).

Advertisers need to know what people expect before they can surprise them. And audiences need to relate to an ad to care about it. That’s why an understanding of consumers and their context is nonnegotiable for advertisers. It’s only with deep research on people, their emotions and their attitudes that marketers can identify the specific themes that drive relatability and relevance.

For further reading

• Context or chaos: 3 ways modern brands can break through and thrive 
• Why brands need to know their consumers' values — and their own
• MISFITS: How creativity in advertising sparks brand growth