Scare Tactics- How far is too far?

Scare tactics have been a handy tool in the back pockets of advertisers since the dawn of advertising time. Remember your reaction to that TV commercial the other night-"what, really, maybe I should get Clorox to kill off those H1N1 viruses, or "holy crap" I guess I might need those Hanes wedgie proof undies that Sarah Chalke struts her stuff in so I don't go around picking 'em in public! Or for you guys, "what, lose my hair! no way"-thank god for Rogaine! Ok, so some scare tactics are used in humorous every day ways, and we can all get a little chuckle out of them. However as consumers are getting what I call the "Advertising Immunity" where simple scare tactics, and many other tactics roll off of them like water on rain proof boots-advertisers are stepping up their game. This is great in some ways such as the new exciting interactive media trends, such as social media, or the great new billboards and outdoor media that cause a few rubber-neckers to do a double take.
However, in the case of scare tactics, advertisers may have taken a step over that line of, um, well, decency. Take for example those On-Star radio clips you hear, while of course driving your car. Great placement, great idea, but man who wants to hear a young baby crying after getting into an accident, or a grown man crying that his legs are broken. I've decided the box of Kleenex may need to be brought along with me everyday. And how about those Brinks home security commercials where the scary man breaks into the home of the unsuspecting wife and kids while dad is away on business. I know it's a sense of reality, but when should a commercial make me want to sleep with the lights on?

The Grand Daddy of em all, the gold prize goes to Quercus, Portugal's Association for the Conservation of Nature. They made an anti global warming commercial that would make Al Gore turn his head. Check out the video below, mark your reaction. I know mine was out-loud.



So how far is too far? Although compelling and convincing, how do you explain the ad to a kid who views it while switching channels between episodes of SpongeBob. Advertisers who want to make a splash need to be careful of how big the splash is, especially if it lands in the hands of the wrong viewer, whore reaction may be more than just an out loud banter.