# Macabre Model Ads New Zealand Boutique Suprette Tells Us To, "Be Caught Dead in It" By Marissa Liu | Published 2009-11-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/be-caught-dead-in-it References: [copyranter.blogspot](http://copyranter.blogspot.com/2009/11/dead-is-new-black-again.html) & [bestadsontv](http://www.bestadsontv.com/print_details.php?id=25128) [DDB](https://www.trendhunter.com/trends/cheeky-maccas) New Zealand gets gory for Auckland boutique, [Superette](https://www.trendhunter.com/trends/superette-and-maker-pizza). The disturbing ads come with the tagline, “Be caught dead in it.” The ad agency uses ‘dead’ models to sell fashion which isn’t necessarily a new concept but still manages to create an [attention grabbing campaign](https://www.trendhunter.com/trends/mwcurated). The tagline, “Be caught dead in it,” reminds me of the idea that you should always be looking your best because you never know when your time may be up. According to agency press notes the campaign will be running in newspapers, fashion magazines as well as on billboards and an in-store display. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 48% | Activity: 65% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Macabre Advertising:** Opportunities for disruptively marketing consumer products and services using eerie visuals and taglines. - **Shockvertising:** Opportunities for disruptively using shocking images and messages to grab consumers' attention in advertising campaigns. - **Dark Fashion:** Opportunities for the promotion of clothing lines that appeal to consumers' gothic and horror-related interests. ### Sectors Adopting This - **Fashion:** Opportunities for fashion houses and designers to use unconventional marketing techniques to create brand distinction. - **Advertising:** Opportunities for ad agencies to help their clients stand out by using provocative and unsettling visuals. - **Media:** Opportunities for publishers and broadcasters to cater to their audience's fascination with horror and the macabre. ## Related on Trend Hunter - [Grim Heirloom Jackets](https://www.trendhunter.com/trends/death-wishes-jacket.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Horror Doll Makeup Campaigns](https://www.trendhunter.com/trends/urban-decay-x-m3gan.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Neighborhood-Inspired Campaigns](https://www.trendhunter.com/trends/kotn-fw-2024-collection.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md)