Dramatic Groundhogs are Dramatic.

It’s not just about what you say. It’s about how you say it. We learned this in childhood the day someone pushed our sass button for the first time. Now we all know there’s a big difference between saying, “Yes, Dad, I will get you a glass of milk,” and “Yeah, I’ll get you a glass of milk. Want me to wipe the drool off your mouth too?” 

Enough about my childhood.

Sometimes the best way to convey a serious message is with a serious tone. I’m not talking the Sarah Mclachlan, rip your heart out, crying puppies commercials. I’m talking about ads that tackle marketing problems with some well-written spots. And they don’t always have to make you cry. They don't even have to make you laugh. They have to make you think.

Here are some of my favorite dramatic spots.

“Mr. W” is one of my favorite spots. Period. It’s amusing, but not in a laugh-out-loud way. And it surprises at the end. The French accent doesn’t hurt.

This AmEx commercial with Kate Winslet is nicely written. It’s creative, but it makes sense. It also makes me want to watch Eternal Sunshine.

Google’s “Parisian Love.” Ooh la la. C’est très romantique, non? And it’s all about the Google potential.

Dirt Devil “The Exorcist.” This spot is nails. It’s like watching a real horror movie. And it’s about the product benefit all the way.

And, of course, the ad that has influenced every cool Ok Go music video you’ve watched. Honda’s “The Cog.”

When done right, a dramatic spot can work really well for a brand or a product. You just have to make sure to draw attention with great writing and execution when there’s not a singing bunny to bring those eyes to the screen.