>> It wanted people to feel something.
  >Yes, that's called emotional manipulation, and it's both bad and not gone.

It is manipultion only if the goal was to manipulate which is not always the case.

For example this is probably my favorite ad of all time.

https://www.youtube.com/watch?v=Q49fDwqwK5E

I enjoy the ad the same I would I good movie - good story, good cast, good music and it made me feel something significant.

It is yet highy unlikely I will be a user of SEB pension at any time. That does not dimish the craftsmenship of the ad itself.

  >> 96% of consumers don’t trust ads. (source)
  >Thank fuck? Why on earth do you want people to trust ads? What good to society does that do?

Having a society where ads can be trusted would be a great thing.