How To… Hatch a Haunting Halloween Ad
Halloween may have ended just 2 days ago, but Forever Beta's ECD shares his do's & don'ts on Halloween ad success.
Halloween changed in 1985 when ET first hit our TV screens. And ever since, celebrations on the 31st Oct in the UK have become more and more American-ised.
Now, everyone insists on dressing up and participating in some of the festivities... just look at the amount of Halloween posts that stacked up on Instagram over the weekend. (Or look at the amount of people parading the streets late on Monday night.) People tend to go above and beyond with their costumes and they don't hold back on the treats... or the tricks.
But essentially, Halloween is a chance to bring the community together and have some fun - which is why crafting a Halloween-inspired commercial should reflect this process. Here's some tips on mastering the art of Halloween ads:
Monsters
Halloween just isn’t Halloween without monsters – but family-friendly monsters will do, not the creepy clowns that are currently roaming around town. Halloween’s more for kids; so I think it should be about creating screams of laughter and joy, not necessarily screams of terror.
Kids
Halloween is all about the children; they help bring it to life. Their genuine laughter, tears and screams are what we all strive for when we make Halloween ads – so bear that in mind in the boardroom. And if possible, include them in the spot; they bring the magic on-set and often come out with some unbeatable one-liners.
Puns
Never be shy of a clever pun; the British public secretly love them even if we in adland tend to despise them. 'Spooktacular' is a one that was used time and time again this year – it was adopted by leading supermarket chains, Tesco, Sainsbury’s and Co-op.
Treats
Half the reason kids go out at night and trick-or treat is for the sweets. So don’t forget to include them at some point in the ad otherwise they’ll be sorely missed.
Unpredictability
Halloween night is all about the unknown; whether that’s the knock at the door, the surprise guest or the unwanted trick. Scripts can stifle a good recipe so improvisation and public trickery can often be a reliable way to tease out a good ad gag.
Costumes
Remember that hair, make-up and of course, costumes are important for the overall feel, tonality and believability of the ad. After all, Halloween ad’s have the potential to inspire the public with their own costume prep.
Music
It’s no secret that half the horror and suspense stems from the music. It’s just not the same when the TV is muted… so consider this to ensure that you’ve created a suitable tense mood and you’ll be guaranteed to raise a few hairs.
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- Agency Forever Beta
- Executive Creative Director Matt Saunby
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