A series of ads promoting Danone Densia yogurt feature skeletons acting like mischievous children. The print ads show illustrated youth doing things like lighting farts on fire, throwing fireworks down toilets and waking people up with loud noises. However, the people in the ads are all stripped of their skin, flesh and organs. Accompanying the eerie ads is text stating "Densia with calcium and vitamin D. Young bones forever."
Ad agency Y&R designed and executed the ads on behalf on Danone. The ads were targeted towards older consumers in the Brazilian market. Y&R's promotion attempts to convince viewers that eating Densia lets you feel young again. By showing mischief and pranks, the ad agency is playing on nostalgia to help spectators remember what being young is like.
Morbid Mischief Ads
This Campaign for Danone Densia Features Skeletal Wayward Youth
Trend Themes
1. Skeleton-themed Marketing - Brands can explore using skeleton imagery in their marketing campaigns to create a sense of intrigue and stand out from competitors.
2. Nostalgia Marketing - Companies can tap into nostalgia by incorporating elements from the past to evoke positive emotions and create a strong connection with consumers.
3. Humor in Advertising - Utilizing humor in advertisements can captivate audiences, create a memorable brand experience, and encourage engagement.
Industry Implications
1. Food and Beverage - Food and beverage companies can leverage creative advertising approaches, such as the use of skeleton-themed ads, to effortlessly communicate product benefits and establish brand identity.
2. Advertising and Marketing - Advertising agencies can embrace nostalgia marketing techniques and incorporate humor into their campaigns to capture consumer attention and drive brand awareness.
3. Graphic Design - Graphic designers can experiment with unconventional visuals, like skeleton-themed illustrations, to create striking visuals that leave a lasting impression on viewers.