Emotional storytelling lies at the core of impactful advertising, and few approaches are as effective as heartfelt narratives. By showcasing acts of kindness, human connection, and moments of vulnerability, marketers forge meaningful relationships with audiences.
In this part of iSpot’s year-end review, we celebrate the most heartfelt ads of 2024—those that moved viewers, inspired action, and highlighted the best of humanity.
The top Heartfelt narratives of the year resonated by highlighting intimate moments of humanity—even if linked to larger causes—sparking consistently high intent.
These ads resonated deeply by portraying real-life stories, personal triumphs, and emotional reunions. Whether focusing on family, friendship, or community, these brands reminded us of the power of empathy and compassion.
Here are the top five most Heartfelt ads of the past year, standing out from nearly 12,000 ads tested between January 1 and December 6, 2024.
| Rank | Brand | Ad Title | Heartfelt Score (1-10) | Likeability Score Gap to Category Norm | T2 Box Intent Gap to Category Norm | Single Best Thing |
| 1 | Travelers Insurance | Ultimate Protection :60 | 7.8 | +110 | +16 | Message |
| 2 | Hallmark | Holidays: Traditions :30 | 7.8 | +132 | +23 | Message |
| 3 | Kleenex | The Big Day :60 | 7.3 | +63 | +6 | Message |
| 4 | Progressive | Keys to Progress 2024 1:20 | 7.1 | +164 | +22 | Message |
| 5 | United Airlines | Real Good Story: Drew :30 | 6.9 | +100 | +12 | Message |
*Likeability and top-2-box purchase intent are benchmarked against each brand’s respective category norm.
Travelers Insurance: Ultimate Protection :60
Heartfelt Score: 7.8
Travelers swayed hearts with a Powerful* true tale about an agent who went far beyond his job description. Showcasing Corporate Responsibility* In a most endearing way, “Ultimate Protection” was both empowering and persuasive. In a category where the average ad garners 36% positive intent, Travelers persuaded 52% of viewers to increase consideration for the brand.
United’s “Drew” similarly conveyed customer care as a pilot welcomed a young man aboard his first cancer-free journey. Thoughtful, celebratory touches underscored the brand’s uplifting “Good Leads the Way” message. Kleenex captivated viewers with a first-day-of-school chronicle featuring a surprising and heartening conclusion to “The Big Day.”
In a year fraught with national as well as international discord, Hallmark achieved two MVP awards for the year as one of the most nostalgic and heartwarming creatives by embracing simplicity and family togetherness.
But Progressive’s “Keys to Progress 2024” reigned supreme as a 2024 MPV in Likeability, Heartfelt* emotion and persuasion (top-2-box purchase intent) through patriotic Philanthropy.* The ad renewed the brand’s commitment to driving the lives of veterans forward through vehicle giveaways, showcasing real recipients.
As you plan for 2025, don’t underestimate the power of pretesting your concepts. Paramount to any successful campaign is ensuring that viewers heard what you had to say—nothing more, nothing less, and nothing misunderstood. Contact iSpot to learn more.
*Indicates one of the 57 emotional reactions iSpot Creative Assessment measures for every video ad.