Advertising must create some sort of an emotional response if it is going to be memorable, drive action and, most importantly to many creatives, win an award. However, I am not sure that just any emotion will do.
This ad, found at i believe in advertising, would absolutely scare the shit out of me if I had to sit next to it at a bus stop at night:
Since I saw this I haven’t been able to get it out of my mind, the profile looks too much like my psycho ex-girlfriend. I may not sleep well for a week.