Buzz
Most commercials last no more than 30 seconds, forcing brands to quickly capture viewers' attention and promote their products effectively. With shrinking audience focus, many companies resort to shock tactics, which can either succeed or fail spectacularly. Successful examples include the E*TRADE baby and the provocative Quizno’s toaster, while others have left viewers more traumatized than impressed. Here are 10 such examples.
10. Kinder Surprise
This 1980s ad was designed to promote chocolate eggs containing a hidden toy inside. It starred a terrifying version of Humpty Dumpty, which Ferrero, the Italian candy company, thought would boost sales. Michele Ferrero, the CEO at the time, seemed unaware that traumatizing children wasn’t the best marketing strategy.
Kinder Surprise eggs are prohibited in the United States due to an FDA regulation that bans candies with non-edible items inside. Violators can face fines of up to $2,500. In 2012, Brandon Loo and Christopher Sweeney were stopped at the US-Canada border for carrying these banned treats, intended as gifts for friends and family. Unaware of the law, they were released with a warning.
9. #PubLooShocker
Shared widely under the hashtag #PubLooShocker, this viral clip was a public service announcement by London’s Department of Transportation, part of their “Think!” initiative to combat drunk driving. The campaign uses startling tactics to deter drunk driving and prevent fatalities, even if it means startling unsuspecting viewers.
Despite being only 52 seconds long, the #PubLooShocker video delivers multiple shocking moments. It shows several bar patrons entering a restroom, only to be terrified by a bloody mannequin head that crashes through a mirror, accompanied by the sound of a car collision and screams, simulating the aftermath of a drunk driving accident.
The video gained massive traction, amassing hundreds of thousands of views within a day. It was created by Leo Burnett London’s “Change” collective, known for impactful messaging through various projects. This marked the agency’s final advertisement for the London Department of Transportation.
8. Little Baby’s Ice Cream
Just when you believed ice cream couldn’t possibly be unsettling, this ad arrived to challenge your perceptions and leave a lasting impression. Created by a Philadelphia-based ice cream parlor, “This is a Special Time” introduces Malcolm, an asexual, non-human character seemingly crafted from ice cream. The video takes a bizarre turn as Malcolm proceeds to eat himself with a spoon, leaving viewers in stunned silence.
In an interview with Philadelphia Weekly, co-founder Pete Angevine explained, “Ice cream is like a blank canvas, allowing creativity to run free.” Pete’s imagination clearly knows no bounds. Little Baby’s Ice Cream didn’t stop at one commercial featuring the self-consuming Malcolm; they decided to create another, doubling down on their unique approach.
7. Phones 4u
Surprisingly, this is a commercial for phones. It belongs to a series of ads launched in 2011 by UK retailer Phones 4u. Conceived by Aidan McClure and Laurent Simon, and directed by Garth Jennings of Hammer & Tongs, the campaign aimed to expand the brand’s audience from 18–24 to 18–34. The goal was to spark controversy, boosting awareness and sales. Despite complaints, the company clarified that the ad was designed to “create tension,” not to frighten young viewers.
6. K-Fee
“Ghost Car” is a 1999 Berlin-produced ad for the German beverage brand K-Fee, crafted by the advertising agency Jung von Matt. The video gained traction online in 2005, becoming one of the earliest viral videos on YouTube and among the first uploads to the platform.
This ad follows the “screamer” format, a hallmark of K-Fee commercials. It begins with serene scenes of daily life, only to be interrupted by a sudden, loud scream from a zombie or gargoyle, startling viewers. Despite never explicitly naming the company or product, the campaign proved highly effective.
5. The Dark And Lonely Water
Debuting in 1978 and ranked as the UK’s fourth-most beloved PSA, this 90-second film, “Dark and Lonely Water,” features Donald Pleasence’s haunting voice as the embodiment of treacherous water. The video concludes with the eerie refrain, “I’ll be back-back-back.” Initially titled “The Spirit of Dark and Lonely Water,” the ad aimed to caution children about the perils of reckless behavior near water.
After years of airing on children’s television, “Dark and Lonely Water” achieved cult status as one of the most spine-chilling PSAs ever made. While it succeeded in raising awareness, its impact was mixed. Many children who watched it not only became more cautious around water but also avoided swimming entirely, fearing even the slightest contact with water could be fatal.
4. Fragile Childhood
By reading several posts and viewing “Monsters,” the parallels between real-life accounts and the creatures depicted in Mikko Lehtinen’s impactful video become clear. Below are a few responses shared in reaction to the request:
“Just because you haven’t experienced something terrible doesn’t mean it isn’t real.” – Alias Hurmur
“It wasn’t until I was older that I understood why Santa had a strange smell.” – Alias A.
“I recall being taught in school about the dangers of drinking and driving, only to have to ride home with my intoxicated father after every family gathering.” – Alias Ano.
3. Krinkles The Clown
Krinkles served as the 1960s mascot for Post’s Sugar Krinkles Rice Cereal, advocating for a nutritious breakfast to energize the day. This seems ironic for a character who likely thrived on the terror and cries of children. While one might assume a black-and-white commercial would be less frightening than its colorful peers, the absence of color only amplifies its unsettling vibe.
Surprisingly, Krinkles wasn’t the brand’s most contentious mascot. He was introduced to replace the cereal’s earlier mascot, a stereotypical Chinese boy named “So-Hi,” whose name referenced his limited reach. So-Hi was swiftly pulled from packaging and ads after being criticized as deeply racist. Marjorie Merriweather Post, then-owner of Post, considered Krinkles a “safer” choice, though our nightmares suggest otherwise.
2. Ronald McDonald’s 1963 Television Debut
Ronald McDonald’s roots can be traced to local radio personality Willard Scott in the 1960s, who donned a McDonald’s cup nose and a belt that seemingly produced hamburgers. Willard, already experienced as Bozo the Clown on WRC-TV in Washington, D.C. (1959–1962), claimed in his book Joy of Living to have invented Ronald McDonald. He wrote, “Bozo was the hottest children’s show at the time. Any character could have succeeded, but I was Bozo... The mix of hamburgers and Bozo captivated kids... When Bozo ended, McDonald’s asked me to create a new character, and so I came up with Ronald McDonald.”
Over time, Ronald McDonald succeeded Bozo but failed to erase the widespread fear of clowns among children and adults. The first McDonald’s ad featuring Ronald, released in 1963 and starring Willard Scott, did little to alleviate this fear.
1. Japanese Tire Commercial
When a parental advisory warning appears on screen, you know the ad is venturing into unsettling territory. Autoway Tires, a Fukuoka-based tire shop, goes further by including a health warning: “Not for the faint-hearted. Avoid watching if you have mental or physical health issues requiring regular medical care. We are not responsible for any injuries, illnesses, or damages resulting from viewing this content.”
Despite its disturbing visuals, the ad serves as a stark reminder of the dangers of driving on icy roads without proper tires. Unfortunately, many viewers are so traumatized by the content that they overlook the tagline and product details at the end, missing the ad’s core message. This chilling commercial has earned the title of one of the scariest ads ever made.
