David Bonney, a strategic planner at McCann Erickson London, makes the case for advertising that taps into sad emotions, and rails against the endlessly happy and up-beat communications so often used.


David Bonney

A middle-aged man plays a tape cassette: 'Son, I know it's many years since we talked. But, as you may know, I am dying and I won't get a chance to see you.

'I wanted to tell you I'm sorry ... and I love you.'

The tape ends. The...

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