Ads are everywhere.

And it appears to be diminishing advertising’s effects on the consumer. Research suggests that online consumers are becoming less susceptible to advertising across social media, websites, and other online resources.

If you see enough of the same thing, you’re going to stop paying attention and this is especially true for advertising. Consumers need to be spoken to on a deeper level than ‘here’s a product... buy it’.

This is why subversion is such a powerful tool in communications.

Subversion is a key element in effective advertising: it helps an advert be memorable and disruptive, and it drives word-of-mouth buzz around the brand.

I chose to change the way in which Haribo conventionally advertises. A fun brand that usually creates child-focused ads. The aim is to shock adults so they will remember the ad and talk about Haribo. Using word of mouth and shock factor hand in hand. These are adverts created in the tone of voice of their corresponding platform.