Real Is the New Viral: How to Make Commercials That Actually Feel Human
- jg-cleary
- Jul 7
- 3 min read
There’s a reason we skip the ads, mute the autoplay, or look away during another glossy, overproduced brand video: they don’t feel like us.
We don’t talk in slogans. We don’t live in perfectly lit homes. And we don’t get emotional over a narrator using corporate buzz words like “Next generation or game changing technology.” over a slow motion product shot.
If you want your commercial to mean something, it has to feel like something. That means pulling back the curtain, finding real people, and giving them space to tell real stories.
Stories that remind us your brand isn’t just selling—it’s listening.
So how do you do that?
By getting out of the way. And letting humans speak for you.
Here are 3 commercials that get it right—each one showing how honesty, imperfection, and empathy can do more than any polished tagline ever could.
1. Heineken — “Worlds Apart”
Two strangers. One shared beer. A powerful social experiment.
This campaign doesn’t pitch a product. It opens a conversation. Heineken paired people with opposing worldviews—climate change, feminism, trans rights—and gave them the time to build furniture, connect, and then… discover their differences.
It’s uncomfortable. It’s raw. And it’s real.
Why it works:
No actors. Just participants.
No moralizing. Just questions.
The brand sits quietly in the corner—until the final invitation: “Open Your World.”
It’s the kind of emotional weight you remember because it doesn’t feel like an ad.
2. Google — “Loretta” (Super Bowl Spot)
An elderly man uses Google to remember his late wife.
This one aired during the Super Bowl—a time usually reserved for spectacle. But Google went the opposite direction. With a quiet voiceover and real search commands, we watch a man use Google to relive the small, human details of his wife’s life.
Tears? Yeah.Manipulative? Not even close.This wasn’t about flexing tech. It was about using tech to hold on to what matters.
Why it works:
Minimal visuals. Maximum feeling.
It reminds us that tech is personal—when it’s used with heart.
It speaks to an older audience, often overlooked in brand storytelling.
3. Chick-fil-A — “The Red Couch”
A couch. A family. A simple act of listening.
In this understated spot, Chick-fil-A invited people to sit down with someone who’s made an impact in their life. No flashy setups. No actors reciting lines. Just raw, honest thank-yous.
It hits you because of the silence.
It’s part of their "Stories of Together" series, and whether or not you eat the food, the message is clear: this brand is paying attention to the people around it.
Why it works:
It doesn’t force the product into the story.
It honors others, not the brand itself.
The emotion is unscripted—and that’s where the magic lives.
So, what’s the lesson here?
If you want your commercial to land today, here’s the formula:
Less perfection. More presence.
Let people lead the story.
Make the product a supporting character, not the hero.
Consumers are done with ads that talk at them. They want stories that speak with them.
You don’t need a viral stunt.You don’t need a blockbuster budget.You just need the courage to be real.
Let’s Tell Your Story
A brand documentary isn’t just content—it’s a movement. It’s how you connect, inspire, and build something that actually lasts.If you’re ready to create a film that captures the heart of your brand, let’s make it happen.
📞 (929) 242-9246
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