# Paranoia Theftvertising 'Unmask the Truth' Implies Everyone's a Crook By lourdes sanchez bayas | Published 2008-11-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ads-presenting-people-as-thieves-unmask-the-truth-that-everyone-is-a-crook References: [adsoftheworld](http://adsoftheworld.com/media/print/okami_unmask_the_truth_3) 'Unmask the Truth' is a print campaign ad created by [Lowe Adverting Agency](https://www.trendhunter.com/trends/lowes-community-bucket-list-tour) for OKAMI which is, I guess, some sort of [financial institution](https://www.trendhunter.com/trends/The-Lost-Wallet-Board) located in Thailand. The strong and shocking images seem to imply that even underneath the most harmless-looking person, there is a [potential thief](https://www.trendhunter.com/trends/unsnatchable-phone-case). The three different masks shown in the ads look like pleasant and perfectly innocent people, but underneath they reveal pretty mean and angry-looking folks wearing stereotypical black bank robber masks. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 28% | Activity: 40% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Paranoia Advertising:** Opportunity for disruptive innovation in creating ad campaigns that promote fear among customers - **Identity Protection:** Opportunity for disruptive innovation in creating identity theft protection services that cater to paranoid customers - **Surveillance Society:** Opportunity for disruptive innovation in creating technologies that provide surveillance and monitoring features for customers concerned about theft ### Where This Applies - **Banking:** Opportunity for disruptive innovation in developing bank products that provide high-level security to paranoid customers - **Insurance:** Opportunity for disruptive innovation in creating insurance products that protect customers from identity theft and other related crimes - **Technology:** Opportunity for disruptive innovation in developing surveillance and monitoring technologies that cater to paranoid customers ## Related on Trend Hunter - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Distorted Burger Campaigns](https://www.trendhunter.com/trends/ailloween.md) - [Fake ATM Pop-Ups](https://www.trendhunter.com/trends/fake-atm.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Anti-Fraud Educational Ads](https://www.trendhunter.com/trends/fraud-fighters.md) - [Artful Illusory Ads](https://www.trendhunter.com/trends/illusion-artwork.md) - [Villainous Board Game Campaigns](https://www.trendhunter.com/trends/monopoly-all-is-fair.md) - [Provocative Tequila Campaigns](https://www.trendhunter.com/trends/censored-truth.md)