Sadvertising: the psychology behind holiday marketing

Remember that Christmas ad that had you ugly-crying into your morning coffee? The one where you texted your mom just to tell her you love her? 

That’s sadvertising at work. 

Grab a box of tissues and let’s dive into this tear-jerking marketing phenomenon. 

Why sadness works in advertising

Sadness, paired with hope or resolution, triggers a powerful emotional response. Ads that tap into universal feelings like nostalgia, loss, or longing can boost empathy, deepen brand affinity, and drive real-world action.

Research from the Institute of Practitioners in Advertising shows that emotional ads are twice as likely to deliver major profit gains as rational campaigns. They also consistently outperform across key brand measures like awareness, trust, differentiation, and loyalty.

And during the holidays, consumers are already primed for this kind of storytelling. With reflection, nostalgia, and togetherness front of mind, the season naturally lends itself to deeper emotional resonance.

The neuroscience behind sorrow

According to consumer behavior expert Adcock, emotional content is processed up to 3,000 times faster than rational information, allowing it to make an instant impression. When we experience intense emotions, our brains release neurochemicals that enhance memory formation and social bonding.

Sadness doesn’t turn people away; it draws them in. When we feel low, we become more motivated to seek comfort, connection, or meaning. It’s a survival instinct, and the most thoughtful holiday campaigns carefully tap into it.

Apple: The Surprise 

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This ad tells the tender story of two sisters who create a digital slideshow for their grieving grandfather on their iPad. It captures the messy beauty of family, the ache of absence, and the power of memory. This ad doesn’t shout “Buy an iPad for your loved ones!” Instead, it quietly shows how the product helps preserve the moments that matter.

Apple uses nostalgia to help people feel seen and connected. Research shows that nostalgia significantly increases social connectedness, strengthening self‑continuity and meaning in life. The Surprise is a poignant reminder to treasure the people and moments that matter most.

Chevrolet: A Holiday to Remember

https://www.youtube.com/watch?v=LDzXb6pRv_I

Chevrolet’s 2023 holiday film takes us on a drive with a granddaughter and her grandmother, who is living with Alzheimer’s. As they cruise through familiar neighborhoods, old landmarks spark flashes of memory. Studies reveal that nostalgia stays strong even when other memories fade.. 

Chevrolet gets this. Their holiday ad shows how the right moment, the right song on the radio, or even just driving down a street you know by heart, can bring people back to each other. It doesn’t overtly try to sell you anything. It simply highlights the things worth holding on to. 

Chewy: Chewy Claus

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Running annually since 2022, Chewy’s Chewy Claus campaign asks people to write letters from their pets during the holiday season. Chewy donates a pound of food to animal shelters for every letter received. 

Apart from being adorably heart-warming, this isn’t the kind of ad you scroll past. It invites slowness and intention. It asks people to pick up a pen and get involved. This kind of meaningful participation creates what researchers call psychological engagement theory—a state where people become emotionally and cognitively connected to an activity. 

When people feel part of something bigger than themselves, such as helping a one-eyed dog find her forever home or throwing a birthday bash for a horse, they connect with the brand on a deeper level.

Print + nostalgia = the ultimate holiday marketing

Studies show that printed materials light up different parts of the brain than digital content. When you can actually hold something, your brain processes it as more real. That’s what makes print so good for nostalgic holiday campaigns. 

Here’s how some of MOO’s print products can deliver all the feels this season:

• Gift Tags – perfect for personalization: Add a sentimental quote or handwritten note and use them as branded gift tags or thank-you slips.
• Greetings Cards – made for meaningful moments: A printed holiday card with a heartfelt message feels more personal than a thousand branded emails.
• Thank you Card – shows real appreciation: Whether you’re thanking someone for their support, their business, or simply for being part of your story, a well-written thank you note builds emotional connection.

Make your customers cry 

Then make them buy. MOO has all the Marketing Materials your brand needs to connect on a deeper emotional level. And with MOO Business Services, you get dedicated to keeping that connection going all year round. 

To get started, fill in this simple form, and one of our team members will be in touch shortly.