Rescue dog ad

This ad from the Humane Society of Southern Illinois flips a classic car ad layout — but instead of selling horsepower, it's selling heart. A close-up of a dog’s eyes paired with a bold, emotional plea: “I need you.” Boom. Instant connection.

Why It Works

• Uses emotional appeal right up front
• Classic layout triggers familiarity and trust
• Direct headline that makes you feel something
• Focuses on one clear next step — volunteer or help

Real-World Examples

• ASPCA’s “$19 a month” ads pull donations through the same emotional storytelling.
• WWF’s animal adoption kits lead with the animal’s face, not the logo.
• St. Jude’s patient stories work because they humanize the cause, not the organization.