# Creepy Toy Comeback Ads The Duracell 'Some Toys Never Die' Campaign is Dark and Disturbing By Meghan Young | Published 2013-07-23 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/duracell-some-toys-never-die References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/07/duracell-doll-dog-robot/) & [grey](http://www.grey.com) The stills featured in the [Duracell](https://www.trendhunter.com/trends/battery-shopping-experience) 'Some Toys Never Die' ad campaign look like the beginning of a [horror film](https://www.trendhunter.com/trends/darkest-campaign-yet). As though inspired by 'Chucky,' discarded toys lurk in the background with menace in their eyes. It is not surprising that the children look scared. But that is the risk they take when getting new toys when the old ones are still alive and kicking thanks to a pair of [powerful batteries](https://www.trendhunter.com/trends/logik-aadvent-calendar). The Duracell 'Some Toys Never Die' ad campaign was conceived and executed by Grey, an ad agency based in Singapore. It was art directed by Deng Yingzhi with creative direction by Ali Shabaz. The dark images, which would have been perfect for Halloween, were shot by photographer Vikram Kushwah. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 81% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### What Makes This Trend Stand Out - **Creepy Toy Comeback:** Disruptive innovation opportunity: Exploring creative ways to revitalize discarded toys and create a new market for nostalgic or horror-themed toys. ### Sectors Adopting This - **Toy Manufacturing:** Disruptive innovation opportunity: Developing battery-powered toys with enhanced features and lifelike movements to engage consumers in unique and thrilling ways. - **Advertising and Marketing:** Disruptive innovation opportunity: Creating impactful and unconventional ad campaigns that evoke strong emotions and leave a lasting impression on viewers. - **Photography:** Disruptive innovation opportunity: Experimenting with dark and spooky photography styles to capture attention and create memorable visuals for advertising and storytelling purposes. ## Related on Trend Hunter - [Nightmarish Mobile Campaigns](https://www.trendhunter.com/trends/cellphone-bill.md) - [Distorted Burger Campaigns](https://www.trendhunter.com/trends/ailloween.md) - [Influencer-Inspired Ads](https://www.trendhunter.com/trends/tomcat.md) - [Playtime-Encouraging Toy Capsules](https://www.trendhunter.com/trends/art-of-play.md) - [Horror-Themed Phone Campaigns](https://www.trendhunter.com/trends/join-the-flip-side.md) - [Horror-Inspired Sports Campaigns](https://www.trendhunter.com/trends/scary-good-campaign.md) - [Creepy Severed Hand Toys](https://www.trendhunter.com/trends/wednesday-thing.md) - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md) - [Charming Creepy Collectibles](https://www.trendhunter.com/trends/deddy-bears.md)