# Tear-Jerking Advertisements The Calgary International Film Festival Billboard is Sad and Funny By Kamal Musharbash | Published 2010-09-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/calgary-international-film-festival References: [adpunch.org](http://www.adpunch.org/entry/crying-billboard/) & [waxpartnership](http://waxpartnership.com/flash.html) For the upcoming Calgary International Film Festival, advertising agency [WAX](https://www.trendhunter.com/trends/aslin-beer) creatively constructed a [crying billboard](https://www.trendhunter.com/trends/scented-billboards) in hopes to generate a good following. Although this billboard is sad, it also invokes laughter as it reads: "Only the best films make it." When examined closely, the man in the billboard is indeed crying and his over-expressed sadness generates a connection with the audience. The emotionally-driven billboard is surely making a [hilarious, yet fixated relation](https://www.trendhunter.com/trends/league-losers) for the Calgary International Film Festival. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 81% | Activity: 94% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Emotional Advertising:** Businesses can explore the strategy of using an emotional connection with consumers to create relatable and memorable marketing campaigns. - **Humorous Marketing:** Comedy and humor can be leveraged in advertising to entertain and create a positive association with the brand, while still conveying the intended message. - **Interactive Billboards:** The use of interactive billboards can add an element of surprise, engagement and intrigue to traditional advertising, helping to capture attention and drive interest. ### Sectors Adopting This - **Entertainment:** Promoting films, games, music, and sports events with emotionally-driven marketing campaigns can effectively create buzz and anticipation among fans. - **Tourism:** Using engaging and interactive billboards to promote destinations and attractions can help to grab the attention of passersby and encourage them to consider visiting the location. - **Charities:** Leveraging emotional connections with donors through storytelling and humor can help charities stand out and create a lasting impression that encourages donations, support or action. ## Related on Trend Hunter - [Peeling Cheese Packaging Billboards](https://www.trendhunter.com/trends/babybel-billboard.md) - [Sweating Billboards](https://www.trendhunter.com/trends/sweating-billboard.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md) - [Charitable Live-Marketing Campaigns](https://www.trendhunter.com/trends/living-billboards.md) - [Serotonin-Boosting Billboards](https://www.trendhunter.com/trends/soglar.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Beer-Pouring Party Billboards](https://www.trendhunter.com/trends/jubel-billboard.md) - [Emotionally Engaging Holiday Advertisements](https://www.trendhunter.com/trends/the-power-of-wishes.md)