Commercials that play on the emotions

from causing tears to the good for nothing.

At the festival "Cannes Lions" award gold annually the best and most ambitious commercials, which skillfully combines creativity and corporate interests. They awaken in us feelings of love, sorrow and compassion - and some of them are so convincing that one can not see how exquisitely you prompted to purchase the advertised product.

Esquire praised the work of the 14 winners, awarded the "Golden Lion" in this year, in terms of impact on the viewer.

1. We're The Superhumans ( "We - supermen")

There can be no question - the trailer for the Paralympic Games in Rio de Janeiro won the Grand Prix in the most prestigious category of Film, which officially makes it the best of the best.

Agency: 4Creative London

2. Halloween ( "Halloween")

Smile - the last thing that will appear on your face after seeing the advertisement of the French charity Burns and Smiles.

Agency: TBWA \ Paris

3. The Truth Is Hard To Find ( "Truth is hard to find")

New York Times journalists talk about their work in a strong commercial.

Agency: Droga5

4. Evan ( "Evan")

A bit creepy two and a half minutes from Sandy Hook Promise - a non-governmental organization that works to protect the victims of violence with firearms. It was created after the massacre in the primary school, "Sandy Hook" in Newtown, Connecticut, USA. Agency: BDO New York

5. Da Da Ding

Perhaps someday a female presence is not enough to Nike advertising someone touched.

Agency: Wieden + Kennedy

6. The World's Biggest Asshole ( "the biggest asshole in the world")

Really pathetic use of the word "asshole" in advertising to support the non-profit organization Donate Life.

Agency: The Martin Agency

7. When You Drive, Never Drink ( "Never drink when you're behind the wheel")

David Bowie song, along with descriptions of the Formula-1 - another good idea for Heineken.

Agency: Publicis Italy

8. Unlimited Courage ( "unlimited courage")

Nike advertisement Chris Mosier - the first athlete transgender, acting for the US team for duathlon.

Agency: Wieden + Kennedy

9. Hollywood Rejects French Films ( "Hollywood rejects French films")

The name of the movie Alliance Française De Singapour speaks for itself.

Agency: Ogilvy & Mather

10. What Girls Are Made Of ( "What made our girls?")

In the video Nike Russia withdrew Olympic champion Adelina Sotnikova, the champion of Russia in Thai boxing and MMA fighter Anastasia Yankova, actress Irina Gorbachev and others. Director - Briton David Wilson, who shot videos for Arctic Monkeys and Arcade Fire. The Russian advertising, by the way, was criticized for being too stereotypical view of women. Agency: Wieden + Kennedy