This week, on my commute to work, I tuned into The Bottom Line: How Effective is Fear in Advertising (listen here). As an ad agency, we often leverage our audience’s insecurities to sell products—but this podcast made me reflect: is fear-based advertising effective, or does it alienate audiences? Let’s explore some iconic advertising milestones which use fear.

Take Volkswagen, a brand synonymous with safety and reliability. In a bold move, they staged a stunt in a Tokyo cinema. As the audience watched a car driving down a road, a synchronized text distracted everyone. While viewers looked at their phones, a crash erupted on screen, delivering the message: Mobile use is the leading cause of death behind the wheel. The ad achieved shock value and attention—but does it present a solution or leave us with a literal car crash of an advert?

Contrast this with Reebok’s iconic “beer belly” ad, where a giant gut humorously chased a jogger, urging viewers to “lose the beer belly.” Here, fear and humor work together, creating a playful yet engaging campaign. But in today’s era of body positivity and inclusivity, such an ad might cause a belly flop rather than a belly laugh.

This shows the importance of cultural literacy. For example, outrage-based tactics, like a life insurance company’s infamous Harold Shipman ad ("Get your life insurance sorted, because you never know who your doctor might be"), highlight the risks of shock for attention’s sake. While these ads go viral, they rarely build trust or long-term consumer loyalty. Ultimately, brands must prioritize long-term values over fleeting notoriety, ensuring their campaigns resonate meaningfully rather than merely provoke.

Effective marketing doesn’t rely on fear for fear’s sake—it tells a story that entertains and evokes a lasting reaction. The best stories blend conflict, tension, drama, and resolution. Aviva’s insurance ad strikes this balance: a man returns home to find his house burgled and his treasured watch missing. Panicking, he rushes upstairs, only to find his daughter wearing the watch—she borrowed it because she loves retro. The ad ends with the reassuring tagline: “Since 1780, you’re safe in the hands of Aviva.” By highlighting the sentimental value of possessions, it uses fear thoughtfully, paired with a happy ending, to maintain emotional balance. Trust is key, as manipulative tactics risk alienating consumers.

In the world of advertising, it's clear that the fear factor is a complex and nuanced topic. While it can be a powerful tool for capturing attention and driving action, it's important to strike the right balance and avoid crossing ethical boundaries. By understanding the psychological impact of fear-based messaging is key to creating advertising that is both effective and responsible.