Can shocks drive home a point?

Surprise elements leave a memorable experience. Positives can be positive and negative.

For long advertisers have used positive reinforcements like incentives, freebies, going the extra-mile to leave a positive impact.

But can negative surprises drive home a point? Find out from these 3 examples.

UNICEF
UNICEF created this film to convey a serious problem- child marriage. Around 15 million girls get married before they turn 18. Notice how they reveal the shock towards the end.

Bangalore traffic police
We lose a lot of lives to road accidents. The brilliance of ad is in shifting the perspective from the driver to the person on the other side. The best way to convey that both parties are responsible.
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British Heart foundation
BHF came up with this advert to fight their biggest enemy- eating crisps. The ad was focussed to drive more healthier eating habits.

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The shock element in ads evokes a visceral reaction. Ensure the shock is relatable and a widely accepted. You fail if you explain the shock.

 
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