Connecting through emotion: What B2B Can learn from Pfizer’s Knock Out Campaign

I recently attended an event where one of the speakers highlighted that successful branding goes well beyond guidelines to include how it makes someone feel. This simple reminder resonated with me and I couldn't agree more. At the event, there was a reference to this year's Pfizer’s Super Bowl ad, “Knock Out,” advertisement and the emotion that this created so I went home that evening to watch it. 

It didn't disappoint. The ad exemplifies the emotional power of branding by leveraging storytelling to create a deep connection with its viewers. As a parent myself I found myself in tears by the end of the TVC. 

While the ad primarily targets consumers, its lessons in emotional marketing are equally applicable to B2B campaigns. Tapping into emotions in a B2B context is increasingly recognised as a crucial strategy for building trust, fostering loyalty and driving decision-making. 

Emotional marketing in B2B: Key insights

1. The role of emotion in decision-making: Research indicates that B2B purchasing decisions are often as emotionally driven as B2C ones, highlighting the significance of emotional connections in influencing business choices.

2. Trust and empathy: Trust is foundational in B2B relationships. Brands that consistently deliver on promises and align with customer values are more likely to build lasting relationships. Pfizer’s 2024 Super Bowl ad showcased storytelling's transformative power in enhancing consumer trust, with YouGov reporting a rise in trust from 49% to 71% and a brand perception increase of 19%. This established a strong foundation for its 2025 campaign, which continued themes of resilience, lessons that can seamlessly adapt to B2B messaging. 

3. Storytelling as a tool: Storytelling is a powerful emotional marketing strategy. In B2B contexts, sharing narratives about overcoming challenges or achieving success through collaboration can humanise a brand and make it relatable. Pfizer’s use of a young boy’s cancer recovery story paired with LL Cool J’s iconic song creates an emotional resonance that could be mirrored in B2B campaigns by highlighting customer success stories or innovative solutions.

4. The Shift from rational to emotional appeals: Traditionally, B2B marketing focused on logic-driven content. However, emotional campaigns have proven to outperform rational ones in terms of long-term sales growth and brand loyalty. Pfizer’s approach highlights the value of creating memorable experiences through emotion rather than relying solely on product features.

Applying emotional branding lessons to B2B marketing

To integrate emotional branding into B2B strategies consider the following:

• Personalise messaging: Tailor content to resonate with individual aspirations and concerns rather than generic business jargon.

• Leverage visual storytelling: Use compelling visuals and narratives to stand out and capture attention.

• Build community: Foster inclusivity and belonging by celebrating customer successes or creating loyalty programs that make customers feel valued.

Pfizer’s “Knock Out” ad demonstrates how powerful storytelling can evoke emotions that drive trust and loyalty, principles that are increasingly vital in both consumer and B2B marketing landscapes. By focusing on emotional engagement, marketers can create campaigns that resonate deeply with their audiences, whether they are individuals or businesses.

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