Big Think Blog

Is it possible? Even the cynics over at Gawker will admit to feeling all warm and fuzzy at the sight of a well-produced commercial? It seems that Schweppes’ new commercial—which depicts colorful water balloons bursting in slow motion in a number of contexts—is the type of feel-good advertising that screams “viral.” It doesn’t have to be quippy, or sexy, or plugged by a celebrity-of-the-moment. It’s all about nostalgia, aesthetics and getting back to basics. And who doesn’t love water balloons?

Nina DiSesa, Chairman of advertising firm McCann Erickson, spoke to Big Think about effective advertising today. In the end, it’s all about building a feeling around a brand that will influence consumers and drive them to act. Bombs away!