I have been in the Yukon for a year now and because of this HUGE milestone I decided that it was the time to change from my unused Australia license to a Yukon drivers license.

This required me to take a written test and a driving test. Thankfully I passed both! You’re probably thinking, “well ok, good for you, but what does this have to do with Aasman?” Good question. I have been driving for many years and a few bad habits have crept into my driving. To illustrate the potential impact of these bad habits my instructor proceeded to tell me stories about the results of crashes — graphic blood and guts imagery — the sort of things that we have all seen for years in advertising campaigns around the world. This is what got me to thinking ¬— is that the best way to change someone’s behavior, to try and scare us into it?

Over the years we have seen numerous anti-drug, smoking, drunk driving and alcohol campaigns. Some are successful and others are merely scare-mongering exercises that completely miss the audience and really just cause you to look away.

I think that whilst years ago these ads may have created some buzz and possibly hit the mark, these days we are all so desensitized to horror and violence (we see it every night on the news right?) that using this as a tactic for change may have past its use-by-date. What do you think?

Occasionally however an ad does come along that uses this horror approach in a bit of a different way that may have the ability to hit all the right notes. I came across one of these the other day… it is an anti-drinking campaign [out of Finland] aimed at parents of young children.

The reason why I think it could possibly work is that it’s not about what you are doing to yourself when you drink (look at cigarette packaging, even pictures of what your lungs look like when you smoke don’t deter)… its about how you are affecting those nearest and dearest to you, in particular your kids. You want your kids to look up to you, rather than be scared of you and what you are doing.

Do you think that this ad reaches the right audience? Will it get them to rethink their choices?

Have you seen any other examples like this?

 

2 comments




by Eleanor

I think it’s unusual because the scare factor is really weird, and sortof unrealistic, or atleast imaginative, where i think gory scare factor stuff often leaves nothing to the imagination with all the guts and crying, etc. This way, the audience i left with the question of what their kids are really thinking.

04.04.2013

by Doug Brown

I flat out love this spot Kristen. It really gets to the heart of how kids see behaviour as either good or evil, with very little nuance. The execution of this commercial is spot-on, the music/sound is suitably creepy and the fact that Santa Claus and clowns get screen-time as monsters is inspired.
Do I think it will work. Actually, yes, I do. Kids are the vulnerable spot with most parents and this ad sure digs into that spot.
Thank you so much for sharing it!

04.04.2013

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