There’s a bubbling trend in adland towards using those huge Jim Henson-style monsters that were popularized in the film adaptation of Maurice Sendak’s nightmare-inducing children’s book, Where The Wild Things Are.
Coast Capital Savings in BC was first out of the gate with their mortgage stress monster.
Since then, two new campaigns have hit the ground lurching: one for Zicam cold remedy, which launched in the U.S. yesterday, and the other for international fashion house Mulberry. Full campaigns here and here.
While I love all this monster madness, my hat tips to the Rethink-created credit union series. First out of the gate, and for a financial institution no less.
What these advertisers are doing is tapping into some powerful, delightful/frightening childhood memories to connect us to what they’re selling. Smart.