The Supernatural Shift in Advertising: Beyond the Super Bowl
This year’s Super Bowl commercials, as highlighted by Vulture’s coverage, showcased a surprising trend: a lean towards the supernatural and the uncanny. But this isn’t just a fleeting fad for a single advertising event. It signals a broader cultural shift influencing marketing strategies across industries. We’re seeing a move beyond straightforward product pitches to narratives that tap into our fascination with the mysterious, the unsettling, and the unexplained.
Why the Rise of the Uncanny?
Several factors are driving this trend. Firstly, audiences are increasingly desensitized to traditional advertising. Bombarded with marketing messages daily, consumers are actively seeking content that breaks through the noise. The supernatural offers precisely that – a departure from the mundane. Secondly, the popularity of genres like horror, fantasy, and sci-fi demonstrates a growing appetite for narratives that explore the darker, more imaginative corners of the human experience. Nielsen data consistently shows strong viewership for these genres, particularly among younger demographics.
Consider the success of shows like “Stranger Things” or films like “Get Out.” They aren’t just entertainment; they’re cultural touchstones that reflect anxieties and fascinations with the unknown. Brands are recognizing this and attempting to leverage similar themes to connect with audiences on a deeper, more emotional level.
Kendall Jenner and the “Bad Luck” Narrative: Turning Negatives into Gold
The Kendall Jenner ad, capitalizing on rumors surrounding her dating life, is a prime example of this strategy. It’s a bold move to address potentially negative publicity head-on, transforming a perceived weakness into a marketing opportunity. This aligns with a broader trend of “authenticity” in advertising, albeit a carefully curated version. Consumers are increasingly skeptical of overly polished, aspirational campaigns. They want to see brands acknowledge imperfections and engage in self-aware humor.
Pro Tip: When embracing potentially controversial narratives, brands must tread carefully. Authenticity is key, but so is sensitivity. A misstep can quickly lead to backlash.
The Squarespace/Lanthimos Collaboration: Art House Aesthetics in the Mainstream
The partnership between Squarespace and Yorgos Lanthimos, known for his unsettling and darkly comedic films, further illustrates this trend. Bringing an art house sensibility to a Super Bowl ad is a calculated risk, but it demonstrates a willingness to appeal to a more sophisticated audience. This strategy isn’t limited to Squarespace; we’re seeing more brands collaborate with artists and filmmakers known for their unique and unconventional styles.
Beyond the Super Bowl: Where Else is This Trend Emerging?
The supernatural isn’t confined to high-profile events like the Super Bowl. It’s permeating various marketing channels:
- Gaming: Horror games like “Resident Evil” and “Silent Hill” have massive followings, and brands are increasingly integrating into these worlds through in-game advertising and sponsorships.
- Social Media: TikTok is rife with paranormal content, from ghost hunting videos to urban legends. Brands are leveraging this trend through influencer marketing and creating their own spooky content.
- Beauty & Wellness: A growing interest in astrology, tarot, and other esoteric practices is influencing the beauty and wellness industry, with brands incorporating these themes into their product messaging and branding.
The Data Behind the Darkness
According to a 2023 report by Mintel, 35% of US adults express an interest in paranormal or supernatural phenomena. This number jumps to 50% among Gen Z and Millennials. This demonstrates a significant market segment receptive to marketing campaigns that tap into these themes. Furthermore, studies show that emotionally resonant advertising, even if it evokes negative emotions like fear or unease, is more memorable and impactful than neutral advertising.
Future Trends: AI and the Uncanny Valley
The intersection of artificial intelligence and the supernatural presents exciting – and potentially unsettling – possibilities. AI-generated imagery and deepfakes can create hyperrealistic but subtly “off” visuals, tapping into the “uncanny valley” effect. This could be used to create truly immersive and disturbing advertising experiences. However, ethical considerations are paramount. Transparency and responsible use of AI are crucial to avoid alienating consumers.
FAQ
- Is this trend just a fad? While the intensity may fluctuate, the underlying cultural fascination with the supernatural is likely to persist, making it a viable long-term marketing strategy.
- What types of brands can benefit from this approach? Brands that align with themes of mystery, adventure, or self-discovery are particularly well-suited.
- How can brands avoid being perceived as exploitative? Authenticity, sensitivity, and a genuine understanding of the cultural context are essential.
Did you know? The term “uncanny valley” was coined by robotics professor Masahiro Mori in 1970 to describe the unsettling feeling people experience when encountering robots that appear almost, but not quite, human.
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