What does it take to make consumers want to buy a product? Sometimes, just a little d'aaaaaawwww.
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- Sheraton Hotels. You belong.
- A recent advert for the Renault Twingo shows a group of trendy young twenty-somethings in a car pulling up beside a night-club, and examining with dismay the long queues. Then the driver looks at a group of transvestites near the front, and catches one's eye. There's a flash of recognition. "Dad?" The father looks panic-stricken, terrified. His secret has been discovered, in such an awkward way and and in such a public place. This can only end badly. "Can you get us in?" The father's expression on seeing his son's ready acceptance and complete lack of judgement would melt butter.
- This Sprite commercial where a bunch of school friends reunite after years. The last one to join the group is now a male-to-female trans person... and her friends happily hug her, not minding one single bit.
- Google throws its support behind the It Gets Better Project. There's an advertisement for Google Chrome in there, but the commercial is a minute and a half long, and Google Chrome is only mentioned for 2 seconds of that time.
- I'll hold your hand.
Animals / Pets
- This commercial makes you want to go out and buy a lot of Pedigree.
- The one from MasterCard with the elephant.
- Several Budweiser commercials.
- And some others.
- This commercial about the bond of a Clydesdale horse and a puppy. And somewhere around there, it mentions beer, but it's about the puppy and the horse.
- A continuation of the tale of the puppy and the horse premiered at the Super Bowl in 2015. The puppy ends up getting accidentally taken from home after stowing away in his horse friend's trailer and driven away. As the horse and the puppy's own fret over its well-being, the puppy makes a long, arduous journey home. Just as his home is in view, however, he finds himself cornered by a hungry wolf. The horse takes notice, however, and leads a cavalry of other horses to rescue the puppy and escort it back home, to his owner.
- There's another Budweiser one, which focuses on having a plan to make it home when out drinking. It shows how close a man is with his dog. One night, he goes out drinking with friends, and tells the dog he'll be back later. Hours pass, and the man doesn't come home, making the dog sad. The commercial then cuts to black, with the text, "For some, the waiting never ended," and you assume the worst (That the man drove drunk and died in an accident). But then, the man comes home the next morning, saying that he spent the night at a friends house because he didn't think it was a good idea to drive home. Friends are waiting, indeed.
- And some others.
- The Iams "best part of adopting a pet..." commercials. The one where the woman brings the scruffy dog to his new home, and is trying to get him to play with a tennis ball. He lays down on the floor and stares at it, she gives up, he goes and brings her the tennis ball. Cue "...is when the pet adopts you" voiceover.
- Iams does another one with a man and a cat.
- There's this one dog food commercial that shows a Westie looking over a sleeping woman in the early hours of the morning, and the words "I promise" and then "to be there when you wake up" appear. Anyone who knows the joys of waking up to a doggie can attest to this being pure CMOH.
- Christmas themed Coke commercials. Especially the one where a baby polar bear is offered a Coke by a baby penguin. Too cute.
- "Hey, boy. We got you something." "It's your new sister."
- You gotta love this goldfish.
- This Ikea advert. Everything really is cuter with kitties!
- To embrace a stranger as our own. It's in our nature.
- This Purina commercial is a great example of a dog commercial done right. Also a bit of a Tear Jerker.
- This ad by Dawn showing people using it to clean animals effected by oil spills.
An Awesome World with Awesome People
- This commercial. The Boom De Ya Da ads restore faith in humanity.
- And part two.
- This T-Mobile Advertisement.
- This trailer for Disney Nature's Oceans makes you realize you live on the best place in the universe, and you've barely seen any of it.
- This World Cup ad that aired in Australia immediately prior to the WC opening ceremonies. It aired, sometimes in pieces, throughout the tournament. This ad will make you happy to be part of the world.
- Nikon produced a series of advertisements for its cameras, around the idea of, "I am ... " while capturing moments with your camera. Overall, the ads were heart-warming and wonderful. But this ad, featuring Robbie Williams, is phenomenal. At about the 00:13 point, there's footage of Robbie asking a stadium full of people to hold up their cameras with the 'flash' switched on and take a photo, everyone, all at the same time. His "Oh my God!" as he staggers back suits the moment perfectly. It's brilliant.
- This T-Mobile advert.
- This commercial for Coca-Cola, encouraging people to "look at the world a little differently", as it shows random (and not so random) acts of kindness from around the world, captured from security cameras.
Children and Children-at-heart
- This AT&T Commercial, touching the wide eyed child in all of us. "Happy fifth birthday again..." and the World of Pure Imagination brings back memories of how beautiful the world can look to the imaginative.
- This Japanese PSA should be shown in every country.
- This is quite possibly my favorite commercial of the past five years. Even if you don't happen to be quite as big an NFL fan , you can't deny that the ending is one big D'AWWWW payoff.
- Oh, and it's directed by David Fincher...which could really either be a credit to or a mark against it.
- These commercials for Jif peanut butter.
- This commercial for Honey Nut Cheerios that played on Christmas up until the early 2000s.
- "Merry Christmas, Mr. Scrooge."
- The skating Christmas McDonald's ad from the '80s. Awww.
- Speaking of Christmas ads this classic spot for Miller High Life.
- This one, for Coca-Cola.
- This one, for Folger's coffee. Damn you, you manipulative Madison Avenue bastards!
- There was also this wonderful animated Christmas spot that aired on CBS in the late '60s.
- "Santa?!” “Barney!!” “My Pebbles!!!" “Your Pebbles?~” "'Tis the season for sharing, Fred..." "Happy Holidays, pal..."
- Spending Christmas together? Priceless.
- Hallmark's Tom's Coming for Christmas ad. A young boy is waiting at Christmastime for his considerably older brother to come home for Christmas, so they can sing together in the choir. Alone and somewhat put off by his absence, the boy starts singing 'O Holy Night' and exactly when he gets to 'A Thrill Of Hope', his brother shows up and joins in.
- The Kay Jewelers commercial with the man and his deaf wife having Christmas together. The husband starts clumsily signing (while talking) that he learned a new sign for "Merry Christmas", which he uses as he hands his wife a box. She opens it and smiles when she sees the necklace inside the box.
- This famous John Lewis advert from Christmas 2012. There's a reason it became so popular.
- This Venezuelan Christmas ad for Plumrose ham. It was so popular (and reused), it got a sequel-follow up 20 years later, with the girl from the first ad now gown up.
- This Toys for Tots commercial is sure to warm at least a few hearts.
- This Walmart commercial gets me every time.
- This one, if you live away from home.
- Happy Christmas from Yellow Pages.
- This UK advert for Waitrose.
- Sainsbury's 2013 and 2014 Christmas adverts. The first, officially titled Christmas In A Day is made up of viewer-submitted clips that show the little moments that make Christmas special, while the second is Based on a True Story (the Christmas Truce of 1914) and created in conjunction with the anniversary of the outbreak of WWI.
- Japanese Railways' "Xmas Express" series of ads from The '80s and The Nineties (and briefly in 2000 before the brand went defunct).
- This 2014 Apple Ad features a girl who finds an old voice o graph cd from her great grandmother. As the song plays it shows the girl recording the song onto a cd and adding her voice with her great grandmothers. When she finishes she wrapps it up as a gift for her grandmother. The look on her face is touching.
- This ad from P&G brands that aired frequently during the 2010 Winter Olympics.
- This Tim Hortons’ ad, all about hockey and fathers.
- There was a MasterCard commercial in the early nineties, where a little boy is upset that his mother has to go away for work on his birthday. The mom is promising him all sorts of lavish presents when she gets back, but it's not working, so finally she asks him what he wants. Cut to the mother, on an airplane for her business trip . . . with the kid next to her. Awww . . . . .
- This commercial for a Chilean candy brand. Specially the ending.
- This commercial. Yes, Godzilla is a good daddy.
- From an A&W commercial: a guy and his wife visit her parents and it's obvious that he and his father-in-law do not see eye-to-eye. Even when he offers to take the family to A&W for dinner, Dad simply says, "I'll drive," and orders for the group, "Mama Burger, Papa Burger, and two Teens." Cut to the family sitting down, where the son-in-law is handing out the burgers. He gives to his father-in-law not a Papa Burger, but a "Grandpa Burger?" The couple smiles. Mom and daughter stand up and hug each other. Dad and son-in-law stand up, Dad puts a hand on his son-in-law's shoulder, smiles (for the first time in the spot), and says, "Where are my onion rings?"
- An old commercial from a Finnish telephone operator: A little girl and her family are packing up for a vacation. The girl wants to take her giant teddy bear with her. It won't fit into her small suitcase, and her parents won't let her take the bear with her. So she packs with her a toy cell phone and waves bye to the bear as she leaves it sitting on a chair with another toy phone in its lap.
- For this commercial, a father goes to meet his daughter, whom is rather surprised to see him, as it implies they haven't seen each other for a while. He tells her he's going to bring her to her favourite place. In confusion, she says that she doesn't have a favourite place. Turns out he brings her to Swiss Chalet, a place where she used to love as a child. The father dips his nose in some red sauce as a little imitation of Rudolph that he used to do just for his daughter. And he says in an absolutely heartwarming voice that he missed his daughter and she replies that she missed him too. As a bonus, she called him Rudolph too, a little nickname between the two of them.
- For this Hallmark commercial, a mother is sending her little daughter off to her first day of school. She hands the girl her lunch and waves as the bus drives off. The girl opens up her lunch and sees a card. She opens it, and as "Say" by John Mayer plays in the background, smiles as she sees the words "love you" written on the inside.
- A 2003 commercial for Time Warner Cable's then-new remote feature to pause live TV had a kid coming to his father watching golf to ask him to help him with his homework. The father has an imagine spot of the kid failing his homework, getting kicked out of school and riding the rails with hobos. The father decides to pause his game and help his son.
- One ad for Jello Pudding features a father and his son eating chocolate pudding. When the son asks his father what's so good about it the father explains a little about what his day was like to show why he looks forward to the pudding; the son imagines himself as his father going through everything his father describes. At the end the son pushes his own pudding cup toward his father and says, "You need this more than I do."
- The Disney "Magic Happens" commercials. A couple talking about their relationship, a nervous man giving his girlfriend an unexpected gift, a dad spending time with his kids or maybe going on a business trip, a young boy sleeping with drawings on the floor (who turns out to be a young Walt Disney!), a grandfather's birthday party or a game of Scrabble.
- This Geico commercial. Car insurance has never been more precious.
- This Google commercial, titled "Parisian Love," where a man's relationship with a woman he met in France, from their first meeting to their first child, is tracked through his Google searches. "How to assemble a crib."
- Making it better was that it was a Super Bowl Special commercial, and stood out so much more compared to the general dumbening.
- There's a second one, “Graduation” where a woman from Vietnam starts a new life in the United States with her son, tracking her searches from "bringing a child to the US" to "what is valedictorian".
- Before the YouTube comments section was renovated, the top rated comment on the video (usually a source of vicious bile) is simply: "This is my story. I am that son. Thanks mom."
- This one. It's the soundtrack from Cast Away which really does it.
- Here is another Tim Hortons commercial that is based on a true story, about an immigrant man being reunited with his family.
- A certain Vodafone advert.
- This commercial for Walt Disney World's 25th anniversary, which appeared on the original Toy Story VHS.
- "Rosi", a Volvo-commercial that kicks the idea of a bumbling, incompetent, child-unfriendly Sit-Com dad in the nuts, pulls its coat over its head, and pushes it down a flight of stairs.
- This Thai commercial about a pregnant woman and her comatose husband. Also doubles as a major Tear Jerker.
- This is just adorable. It's a Mormon Ad about.. well, just watch.
- This ad about a little girl whose brother has lost his hair in Chemo
- This Subaru commercial.
- This commercial for Jif Peanut Butter — even if you're generally immune to the power of "cute kids" in advertising, this one will warm your heart.
- This ad for the Ocarina of Time remake, featuring Robin Williams and his daughter Zelda. His remark at the end is amazingly sweet.
- When Xbox Live first launched, we were given this lovely commercial. It's about four brothers who used to play Xbox all the time, but one of them gets married. As a wedding gift, the other brothers give him an Xbox Live subscription and microphone, so they can continue to play like they used to.
- This commercial for Extra gum. A father entertains his daughter by making tiny origami cranes out of the gum wrappers. We see them together as she grows up, him offering her cranes in happy and sad moments. At the end, the grown daughter is moving out on her own and the father helps her pack up her car, and he accidentally knocks over a shoe box...full of origami cranes. Excuse me...there's something in my eye...
- This German ad for a home improvement brand features a Goth girl being bullied and ostracized by everyone around her (which is unfortunately Truth in Television). After a day of strange glances and teasing, she comes home to discover her father is in the process of repainting their entire home black in support.
- This State Farm Commercial. A guy shown in the video constantly saying the things he won't get or do, like having kids, before showing in the next scene him doing exactly that. It ends with him not regretting his actions.
- You know who your mates are.
- There used to be a commercial commercial for the lotto about an old man and his friends who go fishing at a pond every day, but they never catch anything. One night, the old man wins the lottery and spends his money on a truck full of fish and dumps them in the lake. When he and his friends next go fishing, they catch some. Awww!
- This Canadian PSA commercial about two childhood friends and one in rehab due to drugs and his old friend visiting him. The song "He Ain't Heavy (He's My Brother)" in the background tilts it into Tear Jerker territory.
- This ad for PS4. Never before has the experience of playing video games with a good friend been so perfectly portrayed.
- This and this. The Liberty Mutual "Good Deeds" commercial are popular sources of this trope.
- This Coke ad from 1980 featuring Mean Joe Greene...I think we all know how this one goes.
- This commercial about a little girl whose dog is missing and she's putting up lost dog signs. A guy notices and starts a chain with his phone to find the dog while the girl is walking home. When she gets home and sees her dog waiting for her . . . /runs off weeping.
- And the fact that the group managed to get Tyler Hansborough who has been something like the face of Collegiate basketball for the past 3 years to help out and deliver the dog as well.
- There was this commercial where a little old lady, who is blind, is trying to cross the street, but couldn't. So she asked the man beside her to help her, which he did. As they were walking across the street, we see that the man helping her was also blind.
- There used to be a PSA where a couple of gruff businessmen are bulling their way through an airport. One of them runs into a little boy and he spills the puzzle he's been working on all over the floor. Businessman immediately stops, asks if he's OK, and helps him pick it up. Other businessman: My God. Hurry up. We'll miss the plane. Little boy, looking at helpful businessman: Are you God?
- This commercial from the Make a Wish Foundation. It takes the collaboration of the town and a good-hearted teacher to make one boy's wish to be a superhero come true.
- A commercial from Thailand shows the rewards of a single act of kindness.
- This Lipton ad features Kermit the Frog telling you to be more tea.
- There is one cancer treatment ad that doesn't seem to be online, but one troper described it as this: A clown entertains a crowd. The clown sees a young girl with a cap on her head. The clown tries to take off the cap. The mother shakes her head and takes off the cap for him. The young girl is bald and dying from cancer. The clown resumes entertaining the crowd, asking them to put money into the cap. The clown then places the cap on the girl. When he takes it off again, her hair is back, her sickness is gone. The mother cups her hands over her mouth and cries.
- This State Farm ad.
- ALL of the Foundation for a Better Life commercials are this. Particularly " Homecoming/True Beauty", "Piñata" and " The Race". Just go watch them all, and try not to cry :)
- The Princess Margaret Hospital Foundation's 'Conquer Cancer' commercial.
- A commercial for a chain of retirement homes with an old man talking about his life from boyhood on a farm with chickens, through military service and marriage, to how he's now living in "a rather nice care home" - and they even let him keep chickens. At that point the shot changes so his hands are full of baby chicks and it's adorable.
- There is a PSA about counting others in that has aired on This TV Twin Cities. It features a handicapped boy who can't participate in a soapbox car race because it would be impossible for him to get inside the soapbox. Another boy decides to stop being in the race to have the handicapped one race. They decorate his wheelchair with fancy stuff and he wins the race.
- This commercial might be one of my favorite ads of all time. Sure, it's inadvertent message is "Supporting this billion dollar company, as opposed to the other billion dollar company, makes you a unique individual", but that beautiful girl taking out her head phones and standing up is a truly awesome moment. What eyes!
- Teach. A commercial to encourage more people to become teachers.
- This ad showing what McDonald's can do for a special person.
- This United Airlines ad truly shows what love is all about.
- These ads for Gold Blend. They were played in a 5 year time-period so the last one resulted in "Squee" and "Awww" throughout the land. In fact, they were so popular that they spawned a novel called Love Over Gold.
- In the United States these commercials were retooled to where Anthony Stewart Head played an American man (and the British woman stayed British) and were for Taster's Choice coffee. They were also wildly popular in the U.S.
- This commercial. The woman signs that she's tired that things are always the same and instead of letting her rant on, her boyfriend/husband hands her the coffee, signs that he loves her and wipes away a tear. The tagline states "It's not what you say, it's what you do." Awww!
- This series of commercials from ''Telcel'', featuring a cover of "You were always on my mind" by Andrés Calamaro.
- Another one from McDonald's, this time from India. Who would've thought the McAloo Tikki (a veggie burger made out of potatoes) would be enough to start Puppy Love between two Indian children?
- The new commercial for AXE Body Spray. Yes, really. It shows four war-related scenes from all over the world—a bombed out urban battleground with a woman confronting a tank; a helicopter landing in a southeast Asian village and an American GI jumps out; a military parade held in what really isn't supposed to be North Korea, we swear, guys!; and a man carrying a "nuclear football" case through a middle-eastern palace to the man in charge. But Shocking Swerve ensues:
- That bombed out city battlefield? the driver pops out of the tank, the woman (his girlfriend) calls out his name and runs up to him and hugs him.
- The helicopter landing in the village? The GI runs up to the woman and she kisses him, dropping his gun in a puddle of mud.
- The military parade? On cue, the crowd holds up panels that form a mosaic of the leader and his beloved framed in a heart. She sneakily holds his hand while he grins like the cat that got the canary.
- The guy with his finger on the button? He presses the button and it cues up a fireworks display for her. She loves it.
- The Aami Insurance adds from Australia featuring Rhonda and Kahtut. Especially the final add where they reunite after the school reunion.
- This Pepsi commercial, spotted during the 2003 Macy's Thanksgiving Day Parade.
- "This Bud's For You" it's more than just a catchy song. It's the singer thanking all of the people in his city that help him through his day.
- Even when they are trying to maximize sales, beer makers will often make commercials specifically to warn parents not to let their kids drink.
- There's this really cute one from Duracell where the infamous drumming bunny and a toy duck are left behind after a picnic, and set off after their owner. Which moment is sweeter - the bunny dragging the duck when the duck's battery runs out, or the 2 being reunited with their owner?
- This Nike commercial which played after the Boston Red Sox defeated the New York Yankees in the 2004 ALCS. Just do it, indeed.
- You probably have to be a Florida alum for this effect to kick in, but the university's series of "Go Gators!" commercials bring a tear to my eye every time. Especially those last two.
- It seems so sweet that Anthony Sullivan became the spokesman for OxiClean after Billy Mays' death...
- This "The Simpsons" based Coke commercial. Sure Mr. Burns is an evil Jerkass, but that doesn't mean he can’t have a break every once and a while!
- What does talking mean to you?
- That commercial was considered such a powerful piece of advertising by David Gilmour that he based a Pink Floyd song around it.
- The Go World Visa commercials that air every Olympics. The narration by Morgan Freeman adds a side of CMOA.
- This Super Bowl commercial. Cheesy to be sure, but that doesn't stop it from being extremely heartwarming.
- This Coca-Cola ad. Two border guards putting aside their differences.
- Long Live Michael!: Various video game characters say thanks to their players.
- This ad for H&R Block. "I think you could use some help." has never sounded this sweet.
- This ad for Tokyo Disneyland, depicting the life of a young girl as all the happiest moments of her life take place in the theme park. Might be a full blown tearjerker for some, it's so heartwarming.
- May the force be with Japan
- By demand of the kids, the Trix Rabbit finally gets Trix!
- This commercial advertising the phrases "please" and "thank you." Oliver Twist asks his famous "Please, sir, may I have some more?" and while most of the people mock him, the man manning the gruel dumps more into his bowl, to which Oliver says "Thank you." When questioned why he gave the boy more, the man responds "Well he did say please. And thank you, too." Cue all the orphans getting up to ask for more.
- This ad by Coca-Cola that played during Superbowl XLVIII deserves a mention. The people in this ad come from various walks of life and ancestry, but regardless of whether they came to seek better opportunities or escape persecution, it is a touching tribute to the people who call the United States home.
- "Sometimes you just have to say thank you."
- In a way, these ads, for butter and Lipton respectively, both featuring Willard Scott. Sure, he might be a bit of a Base Breaker due to his rather odd behavior, but he's just so cheerful and near-impossible to dislike.
- Guinness - In Pursuit Of More is an ad describing the active, heavy and long life that the enterprise has. The passion with which the people speak about their enterprise and enjoy their job is why it is on here.
- This promo for NBC's 2001-02 season.
Troops and 9/ 11
- This Anheuser-Busch ad, which is also Truth in Television. The same thing happened at the Atlanta airport. The real deal was even more moving, because it was happening approximately every 5 minutes as more and more troops arrived.
- There is a Bell Canada ad that they would usually air in November, which features a young man standing on a grey coastline. He's on his cellphone, and talking to his Grandfather. He mentions he's in France, where by his grandfather asks how Paris is, and if the girls are as lovely as he remembers, and the grandson replies with "No, grandpa, I'm not in Paris. I'm in Dieppe. I just wanted to say thank you."
- For those of you wondering, look up the battle of Dieppe.
- In the wake of the September 11th, 2001 attacks on the United States, the US Postal Service released this commercial to indicate that the post office, a constant presence since the founding of the nation, would not let anything stop it, or the nation it has served, and continues to serve, for the last two hundred plus years.
We are mothers and fathers, and sons and daughters, who every day go about our lives with duty, honor, and pride. And neither snow, nor rain, nor heat, nor gloom of night, nor the winds of change, nor a nation challenged, will stay us from the swift completion of our appointed rounds. Ever.
- This Visa ad, also after 9/11, is gorgeous. "The curtain will never go down on New York City."
- Budweiser also did a nice one after 9/11, showing their signature Clydesdales bowing at the New York City skyline. A similar ad aired 10 years after the tragedy, and was mostly identical except that the One World Trade Center (under construction at the time) was included.