The Profondo Rosso campaign centers around some very jarring and disturbing images. Although it involves some delicate and dainty porcelaine figurines, they have been horrifically disfigured and bloodied for a frightening effect. Considering that the Profondo Rosso campaign is advertising the museum store's Great Horror Classics, it shouldn't be that shocking -- in fact, it is this shock factor that will garner lots of attention.
Conceived and executed by Milan-based ad agency Young & Rubicam Brands, the Profondo Rosso campaign specifically creates a vibe that conveys a "cult place for people fond of great horror classics," as the agency states. It also reels in other people through its choice of imagery. Other than the goriness of the Profondo Rosso campaign, it is rather clean and simple.
Key Themes Behind This Trend
- Horrorvertising
- Opportunity for ad agencies to shock and scare audiences in order to promote products or services
- Cult Followings
- Opportunity for companies to create loyal fan bases around niche interests or products such as horror classics
- Contrast Marketing
- Opportunity for companies to use jarring or unexpected imagery to create a memorable and attention-grabbing marketing campaign
Where This Applies
- Advertising
- The use of horror imagery in advertising campaigns can generate buzz and attention for products or services
- Museums
- Museum stores can use niche interests such as horror classics to create a loyal fan base and drive sales
- Collectibles
- The use of contrast marketing, such as showcasing delicate and dainty porcelain figures in a horror-themed campaign, can create a unique selling point for collectible items
