Loading…
Unofficial Guide to South By Southwest 2015 has ended
Unfortunately, we won’t be offering a 2016 guide. Please use Do512 + Official SXSW

11,217 official + unofficial events during SXSW
(last updated March 23, 2015). Our goal is to be the most complete guide. Anything missing?
Official details at sxsw.com. South by Southwest, SXSW, and related marks and logos are trademarks of SXSW, LLC., used with permission. Follow @sched + @SouthByFreeNOMS


Monday, March 16 • 5:00pm - 6:00pm
SADvertising: Why Tears Are the New Tactic

Sign up or log in to save this to your schedule and see who's attending!

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.

View official listing on sxsw.com

Speakers
avatar for Heidi Arthur

Heidi Arthur

SVP, Group Campaign Dir, Ad Council
avatar for Pete Carter

Pete Carter

Marketing Director and Creative Strategist, Procter & Gamble
Pete Carter was born in Springfield, MA, graduated from Georgetown University, and moved to Cincinnati, OH to join the Brand Management department at Procter & Gamble, one of the world’s leading consumer package goods companies.
TI

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 author of The Idea Writers: Copywriting in a New Media and Marketing Era, about the evolution... Read More →
avatar for PJ Pereira

PJ Pereira

CCO & Co-Founder, Pereira & O'Dell
PJ started his career as a programmer at the tender age of 13 in Brazil. Now 40, he has achieved a career-long list that includes 3 Grand Prix at Cannes, an Emmy, and has authored a trilogy of books which is now in negotiations for a movie deal. PJ Pereira is Chairman and co-founder... Read More →


Monday March 16, 2015 5:00pm - 6:00pm
Hyatt Regency Austin Hill Country ABCD 208 Barton Springs Rd

Attendees (0)