DOOM Radio Ad

Description of Brief:
This brief required me to create a radio advertisement for DOOM, which spoke to their problem about not being able to promote themselves in a relatable way to a younger target audience. DOOM makes heavy use of humour within their advertising, and whilst this is a good start at attracting the younger demographic, the brand has often times struggled at promoting their value proposition in a way that sticks with this younger target audience.
Objective:
As such, the objective for this brief was to create a radio advertisement that promotes just how effective DOOM is at killing bugs. By doubling down on this value proposition in a humorous way, the advertisement will be able to relate to the younger target audience and promote DOOM as the go-to brand for new homeowners.
Insight:
When looking at the insight for this campaign, I found myself seeing that a person values being able to feel safe at home as a person’s home often times acts as a safe space where one can relax and not have to worry about anything. Thusly, promoting DOOM in such a way that showed that the brand can keep a person’s safe space safe, was imperative.
Concept:
Then the concept of “DOOM: A Bug’s Natural Predator” was created. This concept focused on portraying DOOM as a sort of apex predator from which insects do not stand a chance again. The effectiveness of this concept lies in its humour, as by showcasing DOOM’s killing power in an unexpected way, the concept not only keeps DOOM’s tone of voice, but also allows for a relationship to be fostered with the brand, as it would allow for consumers to think of DOOM as their protector.