Mars Inc. Created a Series of Frightening Commercials
Mishal Omar — October 17, 2017 — Lifestyle
References: adweek
Mars Inc took a unique route in promoting its candy products this Halloween, creating a series of short horror films for its commercials in a campaign called Bite Size Horror.
The unique commercials were all directed by "up-and-coming horror directors," who were uninhibited in the creative process, including in the fact that they weren't required to promote Mars Inc.'s candy in the short horror films they created. Instead, each commercial feature a "brought to you by" disclaimer that ensures consumers are aware of the brand behind them.
So far, four commercials in the Bite Size Horror series have been released. Each commercial is two minutes long and highly impactful, featuring creative story lines and the underlying feeling of dread that much-longer horror movies tend to generate.
The unique commercials were all directed by "up-and-coming horror directors," who were uninhibited in the creative process, including in the fact that they weren't required to promote Mars Inc.'s candy in the short horror films they created. Instead, each commercial feature a "brought to you by" disclaimer that ensures consumers are aware of the brand behind them.
So far, four commercials in the Bite Size Horror series have been released. Each commercial is two minutes long and highly impactful, featuring creative story lines and the underlying feeling of dread that much-longer horror movies tend to generate.
Trend Themes
1. Short Horror Films in Commercials - Creating short horror films in commercials provides a unique and impactful way to promote products.
2. Collaborating with Up-and-coming Directors - Collaborating with up-and-coming directors allows for fresh perspectives and innovative storytelling in advertising.
3. Creating Emotional Impact in Commercials - Using horror themes in commercials generates a strong emotional response from consumers, making the ads more memorable.
Industry Implications
1. Advertising and Marketing - The advertising and marketing industry can explore new ways to create engaging and captivating commercials by incorporating elements from the horror genre.
2. Film and Entertainment - The film and entertainment industry can collaborate with brands to create unique horror-themed short films that serve as promotional material.
3. Food and Beverage - The food and beverage industry can find opportunities to create innovative and engaging advertising campaigns by experimenting with unconventional storytelling methods, like using horror themes.
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