People rarely remember exactly what you said. They remember how you made them feel.
I think the same is true of great advertising.
The best commercials don't just communicate a message. They leave you with something. A feeling, a memory, a moment that stays with you long after the screen goes dark.
For me, that's one of the most fascinating aspects of commercial production. The ability to bring storytelling, cinematography, music and performance together to create a genuine emotional connection.
And when everything comes together, the result can be incredibly powerful.
A Masterclass in Emotional Storytelling
One film I continually return to is the John Lewis 2025 Christmas commercial, Where Love Lives, created by Saatchi & Saatchi.
It's a beautiful piece of storytelling.
At its heart is the relationship between a father and son. A relationship that feels familiar, imperfect and wonderfully authentic.
There's nostalgia, awkwardness, love and the quiet sacrifices that come with being a parent. So much of the story is communicated through subtle expressions, fleeting memories and the things left unsaid.
And then there's the music.
It doesn't simply accompany the visuals. It carries the emotion, connecting the past and present in a way that words never could.
Everything feels considered. The pacing, the performances, the cinematography and the way the story gradually reveals itself.
Nothing feels unnecessary. Nothing feels forced.
By the end, you're not thinking about the production techniques or the brand behind the film. You're simply feeling something.
And that's what makes it so memorable.
The Feeling Comes First
There's a tendency in commercial production to focus on what we're showing an audience.
The perfect composition. Beautiful lighting. Seamless transitions. Impressive visual effects.
All important ingredients, but none of them are the reason a great commercial stays with you.
The real magic happens when every creative decision contributes to the same emotional outcome.
Sometimes that means knowing when to hold a shot a little longer. When to let a moment breathe. When to allow the music to do the talking, or when an imperfect, unscripted expression communicates more than a carefully crafted line.
It's those small decisions that make storytelling feel human.
And perhaps that's why the John Lewis film works so beautifully. It doesn't try to manufacture emotion through spectacle. It finds it in something deeply relatable.
Creating Something That Lasts
Not every commercial needs to make someone cry.
Emotion can take so many forms. Excitement, curiosity, humour, nostalgia, wonder or a feeling of possibility.
But I believe the most memorable creative work always makes us feel something.
That's what I find so compelling about commercial production. It's the opportunity to take an idea and transform it into an experience that resonates with someone on a personal level.
Beautiful visuals might capture someone's attention.
But it's the feeling that makes them remember.
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