Audi once made an ad about clowns. ㅤ Clowns dropping balls into traffic. Clowns driving blindfolded. Pure chaos in every direction. ㅤ And in the middle of it, Audis are dodging the mayhem using their safety tech. ㅤ Ok, so what? ㅤ The ad is funny, but the message is serious. Audi commissioned a solemn new version of Send in the Clowns with Lisa Hannigan. Then they asked viewers to Shazam the track. Every Shazam triggered a donation to a UK road safety charity. ㅤ So the spot works on three levels at once. It entertains. It shows off the product. It does real good in the world. ㅤ The ad won a Gold at the 2018 IPA Effectiveness Awards. ㅤ The lesson? Emotion sells better than a feature list. ㅤ You can mention your features, or you can let people experience them.