#scarevertising

In a world that has become incredibly numb to the shocking and obscene or emotional and nostalgic, advertisers are struggling to capture and keep the attention of consumers long enough to have a message resonate. Now, with the supplementary layer of second-screen activation playing a bigger role than ever before, if social brand chatter doesn’t spike after a spot runs – you’re just not doing it right.

While some brands have focused more aggressively on cultivating the tear-jerker approach for that missing “WOW” factor – think Budweiser’s “Puppy Love” or even Chrysler’s “Halftime in America,” others have taken on a new approach. Scarevertising is not a new tactic but until recently, had been reserved for PSAs and promotional movie stunts.  

With brands like Woolite leading the way in 2011, the return on investment was no longer limited to traditional television reach. This campaign lent itself to social extensions; additional “behind the scenes” content was seeded out via YouTube and shared across all of Woolite’s owned channels. Blogs and online publications promoted the spot organically due to its production value, elite staffing (Rob Zombie directed) and one-of-a-kind approach.

In May of 2014, FirstBank premiered “Free Isn't Always a Good Thing,” a new and shudder-worthy take on scarevertising. Used as a spot to promote free checking accounts, the client vertical is one which you would not immediately associate without talking heads in ties.  The disturbing 30-second spot was created to target A16-39 and ran on all broadcast networks; additionally, the spot and character have an established presence on premium sites, set to “creep out” unsuspecting site visitors and strengthen the overall campaign outside of TV.

In order to pull off this level of execution, the brand must be comfortable completely letting go of preconceived standards; a drastic change in creative direction requires a certain level of commitment and trust in the agencies they’ve engaged. Once that decision is made to move forward with a new campaign, there truly is no going back.

 “If you don't do it well, you probably shouldn't do it at all.”