Most commercials seek to inform and, hopefully, entertain. And sometimes, when the October air turns crisp and every shadow seems to take on a sinister undertone, commercials may even seek to frighten you.
For Halloween season this year, Mars Candy is sending a chill down the spines of FOX Networks’ viewers with a series of ‘Bite Size Horror’ films that include a brief brand plug at the top of the 2-minute shorts. Only a handful of the commercials have aired so far, but this one from Starburst candy made the top of my list for most disturbing:
See the rest of the Bite Bize Horror videos here.
Why It Works
Candy and Halloween go together like horror films….and Halloween. Mars Candy astutely taps into this connection, but rather than insert their products into the films, they allowed the writers and filmmakers behind each story to simply focus on creeping out their audience. In a world where 6-second and 15-second ads are de rigueur, spending an entire commercial break on a single advertisement helps Mars break through the clutter. That the films themselves are also unnerving further adds to the “watercooler” factor, thereby extending their potential reach.
What You Can Learn
Start with a simple question: What can I do to break through the clutter? When everyone else is zigging, how can you zag? Mars achieves this by turning a commercial break into a mini-movie screening, but consider other ways you could be creative outside of format and runtime.
Another lesson here is one we keep reiterating (it’s worth reiterating): Storytelling is King. When you tell an authentic story that makes sense for your brand, viewers will come along for the ride. Even in this instance, where branding is so minimal, you can still be memorable through the story you weave. Just remember, the story you tell needs to have a real connection to what your brand stands for and what it means to consumers.
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What did you think of this spot? Which ad should we tackle next? Tell us all about it in the comments below.
