Healing brand advertising becomes mainstream!

To be honest, in recent years, under the pressure of brainwashing advertisements and work and life, this kind of healing advertisement is more easily accepted by consumers, and more and more brands are trying to launch healing advertisements!

Good brand, understands healing

What is healing advertising?

To put it simply, it can mainly bring two things to the audience: sensory enjoyment and spiritual and emotional relaxation.

So when it comes to healing advertisements, what do you think of?

The circle leader voted for "Walking in the Rain" produced by RIO Tipsy in the Italian category in 2020:

The clean pictures are visually refreshing, while the sounds of rain, wind chimes and Zhou Dongyu's humming in the video bring a hint of coolness.

It is a comfort that slowly enters the soul through vision and hearing. It is as if we are Zhou Dongyu, who can sit by the door on a drizzling day and let our mood fall freely with the raindrops.

Recently, JD Home Appliances also shot a product advertisement using a healing style.

It received a lot of positive reviews as soon as it went online:

In addition to these two, there is also Wufangzhai's "Softer is Better" and the earlier Tsingtao Beer "Song of the Night Owl"...

From a purely creative perspective, these ads are not particularly creative, but Jiang Pan, the founder of Yile, once commented on his own work "Walking in the Rain": "If you take a feeling to the extreme, it will be very marketable."

We have always said that advertising is a disturbing industry, but healing advertising seems to have broken this drawback. After watching the advertisements, consumers do not feel irritated as if their nerves are being stimulated, but instead become calm and comfortable.

At the same time, the ultimate sensory enjoyment and spiritual relaxation also make people more fond of the brand/product.

Healing comes from a high-level sense of immersion

Why do healing ads make people feel so comfortable?

I think it has a higher level of immersion than "empathy".

This sense of immersion comes from the immersion of the senses .

Take the advertisement "Walking in the Rain" for example. It starts with the pure enjoyment of vision and hearing, creating a comfortable scene or mood, allowing the audience to be immersed in the scene and feel the same, giving themselves a mental massage through the stimulation of the five senses.

It is the understanding of consumers’ hearts.

Here’s another ad for you:

Modern people are under so much pressure that “they are not even as happy as a duck”. The comments below are all about the yearning for freedom.

"Mad Men" said in the first episode: "Advertising is based on one thing: happiness."

Healing advertisements create the life that consumers expect, such as the JD home appliance advertisement. The comfortable life in the short film makes people unconsciously want to put themselves in it from the bottom of their hearts and get the longed-for sense of happiness. During the process of substitution, the video also silently conveys to consumers the idea that buying my products can bring them a sense of happiness.

However, healing ads are soothing to watch, but they are not that easy to create.

Its sense of immersion requires that the short film has high requirements for shooting and editing. Nongfu Spring spent five years recording the natural scenery of Changbai Mountain. The funds were so high that large trees had to be moved from Shanghai and hydrangeas had to be transported from Shandong. With the extreme pursuit of details, the dream courtyard in the video was created in a factory.

Moreover, it also requires brands to discover consumers' hidden yearning for things, life, and the future in the context of the times.

So, when I see more and more healing advertisements emerging, I feel very relieved. The brainwashing advertisements of the past two years revealed the brands’ impatience everywhere, but recently there are finally brands that can stand in the hearts of consumers and calm down to make good advertisements that make people feel comfortable.

Author: 4A Advertising Circle

Author: 4A Advertising Circle (ID: newggm)