03 May
Video and television ads may present emotion better to evoke feelings through audiovisual means. But print ads can also do that. What makes emotional print ads effective is not only the design but the copy as well. It can tug at your heartstrings or make you angry or fearful. And if you plan on doing an emotional marketing campaign and need inspiration, we’ve enumerated 30 print ads for inspiration.
All images are from Ads of the World unless stated otherwise.
Content Warning: Some images may be disturbing.
1. SANCCOB
Image credit to Bittersuite Agency, Tessa Kleingeld, and Jade Gomes on Behance
At first glance, you’ll only see penguins, but as you scroll down, you’ll see that the penguins seem to be falling. You’ll then see the ad copy, giving viewers an idea of what’s going on with the penguins. It will make you sad and possibly convince you to adopt a penguin.
2. King Khalid Foundation
This ad is troubling, but most emotional print ads wouldn’t hold back on the imagery and messaging. It’s an eye-opening ad because of the abuses women face in a relationship or marriage. Not only that, but the foundation also left a link to the print ad where women can go if they need help or learn more about the cause.
3. Malaysian Nature Society
Image credit to Lawky Law and Gigi Lee on Behance
Here’s another environment and animal-related print ad that will make your heart break. The imagery is impactful, but the print ad copy gives you more context about what’s happening. It will make you aware of the effect of deforestation. They also have a call to action, which is present in most emotional print ads.
4. Crisis Relief
Aside from the heart-wrenching imagery, the ad copy is compelling because it integrates a common experience in social media. The ad copy, “liking isn’t helping,” makes us realize that what we do on the internet won’t have an impact on those in need. In that light, Crisis Relief offered an option for viewers to volunteer.
5. Ford
Image credit to Burcu Günister, Erşan Develier, and Önder Tür on Behance
Not all emotional print ads focus on the environment or certain social issues. What Ford does effectively is promote its new safety feature by featuring animals on the visual. It helps us realize that there might be car accidents related to animals, too, and by using Ford’s car, you can save lives with their rearview camera.
6. Plant for the Planet
Sometimes, you have to remind people by presenting them with a fact. The Plant for the Planet print ad will help you remember a plant’s function, and you grasp the idea of the environment deteriorating due to advancements. The organization gives you the option to donate, as it may help improve environmental conditions in the future.
7. Sea Shepherd
At first, it may seem like an ordinary print ad, but as you look closer and read the copy, you then understand the context. They’re straightforward in telling the reader about plastic that’s harming the environment. And if the reader wants to take action, they can do so by donating. It’s a simple print ad with a lot of impact.
8. Moms Demand Action
This print ad, at first, will raise alarms, especially for parents. Some might even think this is a controversial print ad. But that’s what this ad does best; it makes us question how to keep children safe. And if the ad copy moved you to act on it, they did their part in moving forward with their campaign.
9. Salvation Army
This print ad by the Salvation Army informs us that instead of throwing old clothes, readers can donate them to those in need. The imagery also produced a makeshift fireplace out of old clothes. It connects well to the ad copy since it will help the homeless or those in need of warmth during the winter.
10. Surfrider Foundation
Image credit to Stevie Spencer
Like Sea Shepherd, this one by the Surfrider Foundation takes it up a notch on the ad copy. Instead of stating what’s going on, they added numbers, which gives us a better idea of the whole situation. It can help open one’s eyes to how much plastic there is and how harmful it is.
11. States United
Here’s another print ad that aims to reduce the incidence of weapon violence. Their print ad will open you to the reality that once a shot is taken and it ends up as a fatality, it has a domino effect. It’s an upsetting print ad, but it can add to the discussion of regulating weapons to avoid further casualties.
12. Ecovia
Driving while intoxicated is something one shouldn’t do. Yet, it’s still an occurrence that causes accidents and fatalities. This PSA by Ecovia should serve as a reminder, and driving while inebriated should be avoided at all costs. This ad has also made it into many lists as a famous print ad considering its creativity and impact.
13. Gillette
Image credit to Best Ads on TV
When it comes to emotional print ads, fathers don’t get a lot of love. This one by Gillette shows us the importance of skin-to-skin contact for newborns and their parents. The print ad prompts the reader to feel the surfaces on the “Gillette Dad Test.” This helps illustrate the kind of shave a dad may need so they could bond with their newborn.
14. Joe Torre Safe at Home Foundation
This haunting print ad will make you gasp or surprised. But it means the foundation got your attention. Plus, you learn how abuse affects an individual and how it can have long-lasting effects if not reported. It’s a powerful print ad that may frustrate you and open your eyes to the realities of several individuals who underwent physical and mental abuse.
15. Manifesta Utilità
Image credit to Marechiara Tirinzoni, Alessandra Bonomo, and Giulia Papetti on Behance
It’s still surprising that gender equality isn’t a norm worldwide. Manifesta Utilità stresses the importance of gender equality, considering that men may have the upper hand in most situations. While there’s no call to action, it could help spark a discussion to make gender equality a standard.
16. Let’s Do It Romania
Here’s a print ad that presents a clear message. Without dilly-dallying, Let’s Do It Romania encourages its citizens to participate in a clean-up that will benefit their country. It’s an excellent way to capture people’s attention and could excite them to make a change.
17. Ensure
Rare will you see ads that cite their references, but Ensure did it to make sure their information is correct. It’s a clever way to promote their product and sneak in studies that could legitimize their product. Plus, this print ad validates the struggles that senior citizens face and how Ensure can aid them.
18. Pro Juventute
This troubling print ad spreads the word about cyberbullying. What’s worse is the possible result of cyberbullying. Pro Juventute’s print ad serves as an example that you can say little and make a lasting impact to open people’s eyes and take action.
19. Unicef
Image credit to Creative Gaga
Once again, here’s another ad that uses data. Unicef tells the reader that people throw out their clothes, and instead of it ending in the trash, they could be donated. It adds an emotional punch because we have context as to why this ad was created in the first place.
20. The Shelter Project
Image credit to Ben Morejon
This print ad will make you chuckle, smile, and possibly head down to your nearby shelter. It’s a feel-good print ad that encourages people to adopt a pet. Plus, it plays with your imagination and helps you envision a future with a furry friend at home.
21. Quebec Automobile Insurance Society
At first, you’ll wonder why there’s a year covered with a seatbelt. But when you see the ad copy on the bottom right, you’ll know it’s a PSA for driving safely. It’s a simple statement, but it’s something readers should ingrain in their minds whenever they’re in a vehicle so that they won’t become part of the statistic.
22. WWF
We might favor cute animals or creatures, and if we have to, we’ll save them. This WWF print ad lets us know that the bluefin tuna is endangered. It’s a disheartening emotional print ad that will let us question what other creatures are endangered and what we can do to protect and save them.
23. Endangered Wildlife Trust
This ad is shocking and will make you angry. But, it’s the reality that some animals may ingest our trash instead of food that would keep them alive. Plus, one other haunting thing about the ad is that they mentioned the image wasn’t altered. It’s one of the emotional print ads that will make you think twice about throwing trash anywhere and not put them in the proper bins or bags.
24. ALCC
You’ll wonder, what’s Wonder Woman doing? Then, you realize on the print ad that there’s a shocking revelation. The headline is powerful enough to elicit surprise. It’s one of the emotional print ads that will have readers trying to do a self-examination and consult a doctor if they feel something wrong.
25. Amnesty International
This print ad is disheartening because of the imagery. Plus, with the ad copy, you’ll be frustrated because people have turned their backs on the victim. It will make readers wonder how easily people could overlook things like this and do nothing.
26. Mercy Academy
Image credit to AdForum
Upon reading the headline, you may either agree or disagree. But, once you read the copy below, you’ll see how uplifting Mercy Academy is. They present a solution and a call to action that might make you enroll your daughter and know how they can empower her.
27. General Motors/Buick
Image credit to AdForum
Here’s an emotional print ad that might get you upset or frustrated. The ad copy reads, “Chen Shi Hui – Injured while riding in a speeding bus that flipped.” It packs a punch because it could have been an avoidable incident, and you’ll sympathize with the woman who lost an arm to that accident.
28. Volvo
Image credit to Rob Kottkamp
Let’s switch gears for a bit with Volvo’s print ad that will put a smile on your face. The ad copy will make you remember the smaller things in life, nostalgic, or remind you what life is all about. And when someone’s interested in buying a Volvo, they may recall the ad copy, and it will flood them with good memories of what’s good in life. That’s why this advert makes our list of emotional print ads.
29. Patagonia
Image credit to The Drum
When you first read the ad copy, you’ll think they’re right or it’s too grim. But, it tells us to read the ad backward, and you’ll know the actual ad copy. Other than that, they also have a statement of what their company does. Plus, it’s great they use “you” to address the reader and connect with them and help them make conscious choices.
30. Minds for Minds
Long-form ad copy may no longer be the standard, but Minds for Minds knew that a few words wouldn’t suffice. It’s great that they emphasized what the reader should see but didn’t leave out what a person on the spectrum might say. It helps readers understand what people with autism go through daily.
