Fans of classic horror movies have all experienced that moment where the music takes an ominous turn and the unsuspecting character is on the verge of opening a door where danger awaits. Imagine however, if for once, that character could heed the warnings of theatergoers and avoid the inevitable threat.
That’s the premise behind “Don’t Go In There,” a cinema ad directed by Sam Raimi, he of cult horror fame with the Evil Dead series of films, for agency Commonwealth//McCann.
Raimi employs several cinematic techniques to immerse the audience in the scene. From the music and lighting typical of a horror movie, to shifting emphasis of the theater surround sound to the rear to draw attention to the warning voices. And finally by breaking the fourth wall when the protagonist heeds the warnings from members of the audience and walks away safe from danger.
“I’ve been in plenty of theaters where the audience is so concerned for the safety of the main characters that they call out warnings to save them. That’s what this is based on,” said Raimi.
Via this storyline, Chevrolet is drawing attention to the wide array of available active safety technologies in its all-new 2016 Malibu and Cruze.
Chevrolet expects to reach nearly 2,300 theaters and 14,000 screens nationwide during the six-month run of the trailer – this offers the brand the opportunity to reach a broader audience during the launch of the Malibu and the Cruze than a single ad during a major sporting event.
