A creative team is building an ad, following the core ABCD principles. Which principle suggests helping people to think or feel something?

The Connection principle in Google Ads' ABCD framework focuses on evoking emotions or thoughts in the viewer. It's about building a narrative or emotional resonance that makes the ad memorable and impactful, leading to a deeper engagement than just conveying information. This principle aims to create a bond between the audience and the brand or product. Branding, while crucial, is about clearly identifying your brand. Direction guides the viewer on what action to take next. Attention is about capturing initial interest. While these are all vital components of an effective ad, only Connection specifically addresses the emotional or cognitive impact on the audience.