Last but not least: Fear is a good salesman
The John St. agency is breaking new ground in hammering advertising messages into the minds of consumers: Traumatic experiences create lasting memories.
It's about putting people in the strongest emotion - fear, not love - and confronting them with the right advertising message when it is resolved. Couples are attacked in their sleep, mothers have their babies stolen - in order to communicate the redemptive message at the moment of despair, fear and confusion. According to the explanation, the adrenaline triggered by the fear anchors the brand directly in the brain. "Fear works. It's the easiest way to get attention."
The whole thing is of course an ironic satire by the agency on the viral shock videos with the hidden camera that have become fashionable and have also become regulars in this section (for example Telekinesis, End of the world, Mirror, Make-up, Friend, Lift). The whole thing is taken to the "next level", as everyone involved in these clips - including the victims - are actors anyway. Everything is real: not only real locations and victims, but also real criminals who are involved. The tongue-in-cheek dig at the competition is probably the only thing about "exFEARiental" that is meant seriously. (hae)
