When did we lose our emotions in B2B marketing?


I love the new Evian commercial. It blatantly plays on our emotions.

Here is what I love about it –

  • I LOVE that song. It totally reminds me of my college days. However, it is a remix making it fresh again.
  • I LOVE the dancers. They look organic and creative and are not at all synchronized. It’s new.
  • Of course, babies taking on human traits is just plain cute and tried and true. Who would not have an emotional response?
  • And, of course, the ending is completely hilarious….

We need to do more of this type of emotional work in B2B. We are selling to the same people and we have an added advantage. We can work in much more longer form content and physical events. In some ways, we have a broader canvas in which to work. Let’s stop only talking about what we sell in a “conversational” and “authentic” way and get emotional.

(By the way, check out the behind the scenes “making of” video)

Rishi Dave

Rishi Dave

Chief Marketing Officer at Dun & Bradstreet
I am the Chief Marketing Officer of Dun & Bradstreet.  In this role, I run all marketing globally including brand, demand generation, digital, communications, PR, AR, operations, channel, events, sales enablement, corporate social responsibility, and product marketing.
Rishi Dave


#CMO, Dun & Bradstreet | @DNBUS. Love #SciFi👽, #Books📚, #BigData, #Marketing, #Digital, #MarTech, #AI, #Analytics, #ABM. Host🎙 of #DataInspired. Views are mine.
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  1. Lynett

    Love this ad! Hadn’t seen it so thanks for sharing. You know there are already people saying there’s no more B2C or B2B, it’s all just human to human, which makes sense with what you’re saying. No matter whether its C or B, it’s a human on the receiving end of the message that will make a human decision about whether or not to respond. We should definitely just be marketing to the humans no matter where they are!

  2. Rishi Dave

    Lynett — You are right on!

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