What makes you cry?

I was reading the book "Sharpen The Saw, the practitioner's guide to advertising" yesterday. A quote by Bill Bernbach caught my attention.

It says, " I can draw a portrait of a man crying and it will never be more than a picture of a man crying, but I can also draw it in such a way that it will make you cry."

Isn't it true that we tend to forget what happened easily, but we will never forget the emotion that comes with it. I think that's why all those Petronas ads were so memorable.

Recently there's an ad i watched that makes my tears rolling in my eyes too. It was a corporate image cinema ad from CIMB. I don't remember what's the content of the ad already, but i can never forget the emotions that it made me feel.