Because my wife and I are not in touch with our emotions, we are only able to say ‘Happy 5th Anniversary’ with Facebook or Twitter updates. But even then we aren’t really able to say it.

In the world of marketing, I understand that brands want to make an “emotional connection” with their audience.

Sometimes the connection comes in the form of familiar or comforting words. Other times it’s in the form of a persona that we all aspire to be. But the print ad I found recently has taken it to a whole other level.

Is an elaborate backstory for each character necessary for me to care about the product?

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