Mr President brainstorms the saddest ever festive advert | Christmas in Ad Land

Brands and consumers love an emotional, heart-warming Christmas weepie, but what’s the secret formula to getting those tears rolling? In The Drum’s latest documentary series, Mr President’s team finds out.

Watch the video above to see how the indie agency’s creatives react to key tear-jerking concepts researched by its head of insight, Dr Michael Anton. The key to hitting the emotional sweet spot, he has discovered, can be found in a mix of animal amputees, orphaned children and downcast actors from The Matrix.

Christmas in Ad Land is a hard-hitting exploration into the grim and often unforgiving world of advertising during the festive period.

Catch chapter two of the investigation tomorrow (20 December).