Shock Value – The Very Best Scary Ads of All Time
To celebrate spooky season, we’re looking back at the most iconic fear-focused ads for really-not-that-scary products and services. It’s one of our (very specific) favourite genres at OCOCO!
From a belly on a rampage to an office haunted by an edible adversary, here’s our round-up of commercials for ordinary products that have chosen a terrifying marketing narrative. They're a lot of fun, they work, and they're actually scary.
Read on, if you dare…. 👻
Reebok, Belly
Move over Millennium Bug, the most real fear from the year 2000 had to be belly. Specifically, the belly that was going to get you if you didn’t get your workout in. This iconic advert from Reebok features a high-octane city chase, as a runner is pursued by a giant, dismembered belly. While belly seems to have the edge, and even access to what appears to be a specially converted motorbike, our protagonist manages to finally escape by pretending to jump from a multi-storey car park. Caught out by this parkour-inspired move, belly plunges to its demise.
The real genius behind this one was the democratisation of fitness – making Reebok the name for everyday accessible exercise. While competitors Nike and Adidas focused on aspirational athleticism, Reebok was for everyone’s fitness goals. A little dry wit, and a lot of relatability.
Metz, The Judderman
Beware The Judderman, my dear, when the moon is fat… opening with a truly legendary line from campaign-land, this impeccable ad for Metz Schnapps is filmed in flickering black and white, throwing back to early European cinematic style. We first meet The Judderman in stringed marionette form, before he quickly comes to life, and stalks a lone-traveller across a winter woodland scene.
As his surroundings conspire against him, our traveller comes face to face with the spiky Judderman, and is enticed from the path by the deliciousness of Judders. Based on fairy-tale horror, this unsettling ad is simply beautiful to watch, packed with gothic whimsy, and genuine scariness. Its haunting beauty means you'll remember the brand all the way to the supermarket shelves, at the bar, and beyond.
Numan, Buffet Boy
A modern classic – comprised almost entirely of unhealthy snacks, Buffet Boy offers treats and temptations at every turn. From his éclair fingers to his pastry knees, our villain embodies the challenge of making healthier eating choices, especially amongst peers.
Determined to break the resolve of our hero Lisa, Buffet Boy materialises in her office, and becomes increasingly desperate to get her attention. When he’s unsuccessful in his attempts, his descent into madness in a corporate stairwell truly is the stuff of nightmares.
By personifying the battle to eat well, this campaign reframes weight management as best managed with the right tools and support, against the traditional narrative of willpower alone. A unique, stigma-busting narrative, and a visceral, humorous metaphor that stays with you long after viewing.
Fear sells, but fun and originality can make a campaign truly memorable, with a lasting impact for your brand.
Which is your favourite? Let us know in the comments, and if you’ve got any suggestions for fear-focused ads for really-not-that-scary products and services not featured in our round-up, let us know too. We’d love to check them out! Happy Halloween! 🎃
No tricks here... The OCOCO Media team have been preventing social media horror stories since 2012! Contact us today to book your free consultation and learn more about our bespoke creative campaign support, social media management and training solutions.
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