Multiple times the determined little fellow broke loose from the adoption shelter to be reunited with his buddy at a horse farm. There they rub noses. The New York Times captured that shift in tone from the myriad versions of cool to warm and fuzzy. Here you can read that analysis.
SuperBowl watchers also bore witness to GoDaddy's embrace of the courage and strength of a wage slave who quit her job during that commercial, for a puppet startup. This paradigm change from exclusive, intimidating, brittle, cynical, sarcastic and downright bullying to wraparound accepting has been in play for a while.
It's funny. We ghostwriters and speechwriters picked up on the heart-to-heart ethos through how prospects, clients and colleagues were dealing with us. The hard-edged capitalism of the recession was softening. Yes, it was still business, but with a side dish of humanity.
Tone, as always, is everything. The tone of communications in all formats and in all mediums should include some puppy love. We launch each encounter, ranging from the few words muttered on the elevator to an opinion-editorial in establishment media, with warmth, grace and compassion. Pope Francis is on the front lines of reframing communications as an uplift to the spirit of mankind. One wonders if hotbeds of negativity like Gawker will decline in traffic and influence.