Aiming to curb software piracy in Singapore, ad agency Wunderman developed a series of ads called 'Piracy Uncovered' for Microsoft. The ads take on a horror theme and have supernatural spirits following software pirates. Each time the protagonists of the commercials attempt to illegally install software, a ghost follows them ominously.
The commercials were developed to take advantage of supernatural mythology that's "deeply rooted in Asian cultures." By creating a new myth where software pirates invoke evil spirits, Wunderman was attempting to rewire the collective mythology.
Behind the horror and supernatural themes, the ads warn of malware from pirated software. Each ad shows files being mysteriously deleted or webcams being hijacked. Whether the ads play on supernatural or logical concerns, 'Piracy Uncovered' attempts to use a fear mongering tactic to prevent illegal software use.
What's Driving This Trend
- Supernatural Advertising
- Brands can use supernatural themes in their ads to create a new myth and stand out from the competition.
- Fear-based Marketing
- By playing on consumer fears, brands can discourage harmful behavior and promote responsible actions.
- Mythology-based Messaging
- By tapping into local mythology and beliefs, brands can create a connection with their target audience and drive cultural change.
Who This Affects Most
- Advertising
- Ad agencies can use supernatural themes and fear-based marketing to create effective campaigns that resonate with consumers.
- Technology
- Technology companies can use fear-based messaging to discourage piracy and promote the use of legitimate software.
- Entertainment
- Entertainment companies can tap into local myths and beliefs to create immersive and culturally-relevant content.
