After many years working in video, we’ve found that almost all effective video ads fit into one of three basic categories. They are either funny, beautiful, or make you cry. It may sound simple, but take a moment to think about your favorite commercial of all time. I bet it was funny, beautiful, or made you cry (or it may have checked multiple boxes, like one of my favorite ads).

The thing is, there are real psychological reasons why the most memorable and effective ads are funny, beautiful, or make you cry. In this episode of Death to the Corporate Video, Guy explains how he formed this theory, and Hope shares psychological research on the relationship between emotions and decision making and what that means for B2B marketers.

For anyone who wants to read more about the research linking emotions and decision making, we recommend these articles:

Why emotion plays a critical role in decision making

Emotion and Decision Making