2015 Schedule
Interactive: March 13–17  •  Film: March 13–21  •  Music: March 17–22

SADvertising: Why Tears Are the New Tactic

Monday, March 16
5:00PM - 6:00PM

Hyatt Regency Austin
Hill Country ABCD
208 Barton Springs Rd

It’s time to stop blaming the onions and admit it, todays’ ads and online videos are making us cry. There seems to be an increasing desire among marketers to move from the funny, sexy, aspirational associations with their brands in favor of making a connection with their consumer with an emotional gut punch. From Skype’s stirring story of two girls whose friendship flourished half a world away, to Swiffer’s inspirational look into the domestic life of a disabled man, emotional content is only growing stronger as a teary trend in the advertising landscape. We’re moved, but do we act?

And what’s fueling this trend? Why is more value being placed on true story content that promises a good cry? Hear from brands and advertisers on both sides of the (sob) story to learn when sentiment trumps logic and how to incite that deeper connection without being emotionally manipulative. We’ll discuss the role that social sharing and technology play while maybe—just maybe—shedding a tear or two.


#sxsw #SadAds


Heidi Arthur

SVP, Group Campaign Dir

Ad Council

Pete Carter

Mktg Dir & Creative Strategist

Procter & Gamble

Over 30 years of CPG advertising, communications, and marketing experience. Turned around several billion dollar businesses based on big ideas, new campaigns, brand re-positioning, and integrated c...

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PJ Pereira

CCO & Co-Founder

Pereira & O'Dell

PJ Pereira has over 20 years of experience in the technology and advertising industry. He has been featured in Creativity's annual "Creativity 50" among those who have made a significant mark on th...

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Teressa Iezzi

Writer, Editor

Fast Company

Teressa Iezzi is the editor of Co.Create, a property of Fast Company. She was previously the editor of Advertising Age’s Creativity, covering all things creative in the brand world. She is the auth...

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