The Importance of Fear in Advertising

Remember the old yellow pages ads with not happy Jan? The premise of that was if you're not in the book, then your business is stuffed. And it worked. I actually worked on that campaign back in the day and it works. You know, when you remind people of something that they have or haven’t done or have or haven't got, then you are creating a bit of fear. But I'd rather keep people safe at the end of the day, obviously we're here to make money, but keeping people safe. It's essential when things go bad because we're fighting for something. That's why it's so important.