There’s a little more to it
Yes, an ad should always at least prompt one of these feelings. But there’s something more important to note. Every brand has a tone of voice, and your ads need to fit within its boundaries.
In other words, you need to be smart about the way your ad is having an effect on your customers' emotions. If it’s wrong for your brand, it’s just wrong.
Also, you have to remember that you’re probably actively wanting your ad to succeed. Everyone thinks their baby is a genius. But once it takes off into its adshell, inbox or YouTube pre-roll, most people will actively try to ignore, skip or delete it.
So don’t kid yourself. It needs to make you feel something in spite of yourself. It needs to be successful without you talking yourself into it being that way.