That something extra, I believe, is a certain humanity that comes from upbeat and positive human interest letters and success stories. Advertisers like to be associated with those qualities.
“The logical man must either deny all miracles or none, and our American Indian myths and hero stories are perhaps, in themselves, quite as credible as those of the Hebrews of old.”
“And more importantly, I wouldn't be the person I am today, I wouldn't be where I am now and I may not even have been here if it wasn't for the accident.”