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If you asked us, “Which movie made you cry most recently?” many would surprisingly answer: “The Lion King cartoon.”Yes, a cartoon. A film with talking lions, cynical hyenas, and colorful birds.
At first glance, it might seem almost funny—how can a cartoon, which most people see as something for kids, trigger such strong emotions in an adult? The answer lies deep within the mechanisms of our mind, where images, music, and story awaken emotional responses as old as humanity itself.
But if we look deeper, there’s nothing strange about it. At BrandLab agency, where we also specialize in neuromarketing, we know emotions are not just a side effect of the story—they are the main mechanism through which a story stays in our memory.
When a scene “grabs our heart,” processes are triggered in the brain that are pure gold for brands:
• memories anchor much deeper
• the story becomes part of our personal experience
• an emotional bond forms with the content or brand
The Lion King is simply a textbook of emotional communication—and a perfect lesson in how neuromarketing works in practice.
1. Universal Themes We All Feel
If we put aside the animation, the story is profoundly human—it touches on themes like losing a parent, guilt, searching for oneself, betrayal, forgiveness.
These themes are universal—our nervous system processes them as vital for survival and social bonds. This means we feel them instinctively, regardless of age, culture, or life experience.
Neuromarketing insight: Universal themes are the key to creating globally understood campaigns. When a brand addresses values and fears shared by humanity, it transcends cultural differences and achieves emotional connection anywhere in the world.
2. Empathy and Mirror Neurons
When we see Simba lose his father, empathy is triggered in the brain—the same emotional centers activate as if we experienced it ourselves. We unconsciously recall our own memories of loss and pain. Our brains use so-called mirror neurons, which activate as if the event happened to us.
The result? The emotional reaction is entirely real—tears are not “acted,” but biologically conditioned.
Neuromarketing insight: To make someone “feel” a brand’s story, it must be presented through a personal experience that they can also empathize with. That’s why powerful campaigns often tell individual stories.
3. The “Hero’s Journey” Story Structure
Simba follows the archetypal “Hero’s Journey” path—call to adventure → loss and exile → trials → return → victory. Our brains are wired for this pattern because it gives us a sense of meaning and catharsis.
Neuromarketing insight: Great campaigns often use the “hero’s journey” structure—with the brand as a guide or ally helping the hero (customer) overcome challenges.
4. Anthropomorphism – Animals with Our Emotions
Although they are animals, they have human eyes, facial expressions, and voices. The brain processes them as people, so our reaction is not “watching a cartoon about lions,” but “watching a father and son.”
Neuromarketing insight: Personification and anthropomorphism (e.g., mascots or “talking” products) work because the brain treats these characters as real people, facilitating emotional connection.
5. Nostalgia as an Emotion Amplifier
As adults watching The Lion King, we’re not just watching a story—we’re mentally transported back to childhood, to when we first saw it. Feelings of safety, warmth, and simplicity of life intertwine with the story. This nostalgic layer acts as a magnifier for all emotions and as an emotional double hit: a combination of the current story and personal memories.
Neuromarketing insight: Nostalgia is one of the strongest triggers of loyalty. Brands that can revive positive memories often create very strong bonds with consumers.
6. Music as a Chemical Trigger
The music in The Lion King is no accidental background—it’s thoughtfully composed to trigger a strong response. Hans Zimmer and Elton John created music that, through harmonic progressions and tempo, simultaneously releases dopamine (pleasure) and cortisol (stress response). When these chemicals combine in the brain, it produces that familiar feeling of a “lump in the throat” and tears in the eyes. Even more interesting—this effect would occur even if the music were heard without the visuals.
Neuromarketing insight: A brand’s sonic identity (from music in ads to app sounds) directly influences the emotional state of the audience. Music is not background—it’s a tool to guide feelings.
7. A Safe Space for Emotions
The cartoon gives us a sense of safety that allows us to feel even pain. Knowing it’s “not real,” we allow ourselves to cry—and experience emotional catharsis.
Neuromarketing insight: Readers or viewers connect deeper with content if they feel safe to express emotions. That’s why good campaigns often create environments where vulnerability is accepted.
Conclusion – A Lesson for Brands
The Lion King is more than just a cartoon—it’s a perfect example of how to combine a universal story, strong emotional triggers, and sensory elements into an unforgettable experience.
Neuromarketing teaches us that people don’t buy products—they buy feelings and stories those products evoke. If a brand manages to “hit” the right emotional note, it can create a bond that lasts decades—just like The Lion King connected generations of viewers.
At BrandLab, we study these mechanisms and thoughtfully apply them to design experiences that touch the heart. People don’t respond only to logical arguments but primarily to emotions, stories, and symbols that trigger genuine reactions. Just as The Lion King awakens compassion, courage, and sadness with music, dramaturgy, and visuals, so too can a brand, with the right approach, achieve that people not only notice it but truly feel it.
When you reach emotions—you reach memory, loyalty, and true connection. And that is what builds brands that stay in people’s hearts.
