# Beheading Creativity Gruesome Shockvertising Over Advertising Budget Cuts By Katie Cordrey | Published 2009-12-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/beheading-creativity References: [adpunch.org](http://www.adpunch.org/entry/santa-beheaded-in-the-name-of-creativity/) & [adsoftheworld](http://adsoftheworld.com/media/print/mettiamocilatestait_i_head_an_idea_creative_director?size=_original) Milc, Siena has beheaded Santa in its latest [graphic metaphor](https://www.trendhunter.com/trends/legitimate-you) for how advertising budget cuts impact people that specialize in creative communication. The [shockvertising](https://www.trendhunter.com/trends/the-shooting) captions read, “Creativity is that extra bit of magic that can turn communication into a dream.And there is no crisis that can justify the killing of a dream,” and “To cut your [communication budget](https://www.trendhunter.com/trends/iris-worldwide) means to cut your own future.” CREDITS: Advertising Agency: Milc, Siena, Italy Creative Director: Giampiero Cito Art Director: Matteo Scheggi Copywriter: Matteo Spadoni Photographer: Bruno Bruchi Strategic planner: Antonio Paolo ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 91% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - 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 ### Why This Trend Is Growing - **Shockvertising:** Creating graphic and provocative advertisements as a means to draw attention and convey important messages. - **Creativity in Advertising:** Emphasizing the importance of creativity in advertising and communication, and the need to allocate adequate budgets to support it. - **Metaphorical Advertising:** Using metaphors and symbols to convey messages about important issues and problems in society. ### Industries Being Reshaped - **Advertising:** Exploring innovative ways to convey important messages to audiences and promote products or services, while balancing budget constraints. - **Communication:** Developing creative and impactful communication strategies that resonate with audiences and drive engagement and action. - **Marketing:** Designing effective marketing campaigns that connect with consumers and address their needs, while also standing out in a crowded and competitive marketplace. ## Related on Trend Hunter - [Imaginative Fantasy-Inspired Campaigns](https://www.trendhunter.com/trends/canva-spotlights.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Distorted Burger Campaigns](https://www.trendhunter.com/trends/ailloween.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Unpredictable Festive Ad Campaigns](https://www.trendhunter.com/trends/snowfall.md) - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md) - [Nightmarish Mobile Campaigns](https://www.trendhunter.com/trends/cellphone-bill.md) - [Chainsaw-Sliced Sandwiches](https://www.trendhunter.com/trends/chainsaw-sliced-sandwiches.md)