Genre-Bender

Every ad needs a twist. Something unexpected to hook the audience's attention or memory. Like a joke, this usually takes the form of a surprise at the end.

My favourite twists come from swapping moods. For instance, you set the stage for horror, and then deliver comedy. Or even more harrowing: you do the opposite.

Scandinavians do this very well...which is probably why I work so well with Swedes and Norwegians.

Here are a few examples:

This one reminds me of those train safety videos they made us watch as kids.



Here's a nature documentary on the world's hungriest animal.



A good twist on 'reasons to give'.