# Ads with Unusual Endings Unexpect The Expected at Calgary International Film Festival By Ayman | Published 2008-09-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/calgary-international-film-festival-unexpect-the-expected References: [adsoftheworld](http://adsoftheworld.com/media/print/calgary_international_film_festival_russian_doll) & [calgaryfilm](http://calgaryfilm.com/) Calgary International Film Festival wants you to “Unexpect the expected.” And in order to convey this message, Wax Advertising Agency in Calgary, Canada has rolled out a collection of [quirky ads](https://www.trendhunter.com/trends/fight-teeth) that feature [unusual endings](https://www.trendhunter.com/trends/liquid-death-misfortune-cookies). We’re talking about a bloody skinned Russian doll in the center of a Russian doll collection, a very ugly Rapunzel, a little bird eating its parent instead of the worm, and an severed ear (ouch) among the heaps of hair on the floor of a barber shop. The creative team includes art director Joel Arbez, creative director Joe Hospodarec, copywriters Saro Ghazarian & Sebastian Wilcox, and photographer Jean Perron. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 74% | Activity: 43% | Freshness: 8% - Audience gender: 50% men, 50% 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) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Unusual Ad Endings:** Opportunity for companies to create ads that breakaway from the norm and leave an impact on the audience. - **Quirky Advertising Campaigns:** Chance for businesses to produce advertising campaigns that showcase unique and entertaining content to draw consumer attention. - **Unpredictable Marketing Strategies:** Opening for brands to experiment with marketing strategies that have fresh and unexpected elements. ### Who This Affects Most - **Marketing:** Opportunity for marketing agencies to develop innovative campaigns, which can highlight a brand's product or service differently. - **Advertising:** Opportunity for advertising agencies to create imaginative ads, which can evoke emotions and stimulate customer engagement. - **Film and Entertainment:** Opportunity for filmmakers to create unpredictable and innovative endings in their movies, which can enhance customer appeal. ## Related on Trend Hunter - [Distorted Burger Campaigns](https://www.trendhunter.com/trends/ailloween.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Unusual Fast Food Ads](https://www.trendhunter.com/trends/believe-campaign.md) - [Spooky Street Ad Experiences](https://www.trendhunter.com/trends/fanta-halloween-projection.md) - [Disruptive Hairstyling Campaigns](https://www.trendhunter.com/trends/the-lab-of-life.md) - [Mystery-Style Holiday Ads](https://www.trendhunter.com/trends/sweet-suspicion.md) - [Influencer-Inspired Ads](https://www.trendhunter.com/trends/tomcat.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md)