The excitement of putting on your brand-new outfit.
The nerves that come with stepping into a new classroom.
The smell of the fresh paper and unopened pencil crayons.
But Walmart’s 2008 'Here We Go Again' ad by Pete Riski comes pretty close.
The ad doesn’t rely on price tags or product shots. Instead, it zooms in on something much more powerful: emotion. The anticipation. The hope. The fresh start. It’s a reminder that emotional storytelling works, and that people don’t want to be sold to, they want to feel something.
Budgets are tight. Inflation, tariffs, and rising costs mean parents are hunting for deals. But kids, especially tweens and teens, are driving the brand decisions. They don’t just want any sneakers or backpack, they want that one. The one that makes them feel seen. That’s where emotional relevance becomes the game-changer. Because when your ad connects emotionally, you don’t just compete on price. You win attention, loyalty, and a spot in the shopping cart.
At Reticle, we help brands show up in those kinds of moments. Our platform identifies the emotional tone of content in real time and matches your message to the right moment. Because context isn’t just about keywords, it’s about emotional relevance. And when your ad feels right, people pay attention.
So as you're planning your next campaign, ask yourself: are you selling a product, or are you creating a feeling? Because that’s what sticks. Just like that back-to-school feeling.
