I was blessed to have worked with Hal Riney back in the day. We were both caught up in the need for emotion in advertising, but almost always disagreed with how to get there. We endured for many years, however, applying our principles to the work (in different manners).
I never saw anyone who worked harder on a script and its nuances. Most of the work we did was his observations of old men making fools of themselves, culminating in the Bartles & Jaymes campaign, that I always thought was based on the clients, Ernest and Julio Gallo.
Before Hal left Ogilvy and started his own place, he wrote this priceless manifesto on EMOTION. It’s the most thorough and thoughtful piece I have ever read on the subject and should be seen by all.