If the online ad industry is old enough to have developed its own tiresome clichand#233;s, then surely “But can a banner ad make you cry?” has to be one of them. The lack of creativity, engagement and impact in online advertising relative to other media has been presumed in this industry since long before whack-a-mole banners. But if digital advertising is notoriously weak at registering human emotion, content still does have that capacity. Certain material is likely to trigger a range of responses in us, from pride to sympathy, ambition to anger. Still, even if advertisers themselves have trouble tapping these emotions with their own creative, can they capitalize on adjacent content that does evoke sentiment?