ADT, Viral Videos and Scare Tactics

By: John Honovich, Published on Oct 02, 2010

A recent ADT Chile ad campaign has become a viral video due to its controversial scare tactics. While some like it noting its 'clear message and clever execution", other people think it "sucks" [link no longer available] calling them idiots and a****les. The tech blog Gizmodo has the fiercest debate/reactions. Take a look at the video below to see for yourself:

It's a fascinating case study for our industry (and not the first time fear videos have been used - see BroadView's mocked videos). Does fear really sell? And if it does, are the benefits of increased short term sales offset by the negative perception this creates for the advertiser or broader community?

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