WeRoad’s horror ad sends a scary message to overworked employees
Tasked with making the travel brand “go viral,” its ad agency Dude London explains the thinking behind this retro-style, gore-filled spot.
With Halloween creeping around the corner, WeRoad has rolled out a spooky new ad that casts HR managers as the ultimate office villains. Titled ‘The Holiday Reaper’ (a play on HR, of course), the spot highlights the dangers of unused vacation days. According to recent research by the group travel brand, less than 40% of the UK workforce used their full annual leave last year.
Created by the ad agency Dude London, the spine-chilling spot follows Sophie, the protagonist, who suffers the horrific consequences of neglecting her holidays. Endless hours at work and the soul-crushing monotony of office life haunt her. WeRoad’s eerie tale serves as a reminder to take those well-deserved breaks, positioning the brand as the perfect escape before it’s too late.
“We have one big brief, that is making WeRoad relevant and famous, whatever shape or form that takes throughout the year,” says Dude London’s creative director Tomás Gianelli O’Ryan. “We were looking at this period of the year and thinking, what can we say that is relevant.”
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The team observed that HR managers often remind employees to use their remaining time off during the last quarter to avoid losing it. Meanwhile, WeRoad was planning a Halloween campaign, so combining these two elements added an unexpected twist.
Gianelli O’Ryan says that part of WeRoad’s plan is to “go viral” on social platforms, especially LinkedIn. He says that the key to this is tackling issues that people are interested in, rather than talking about themselves too much.
The spot’s aesthetic is rich with 80s and 90s nostalgia, packed with classic horror tropes and cliches designed to bring a smile.
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“It made sense to create a horror movie trailer, it’s sort of vintage too,” adds Gianelli O’Ryan. “While transforming HR into a little bit of a monster, which is always fun to do.”
The retro style is essential to the ad’s overall vibe, evoking a B-movie feel with intentionally plastic-looking props and vividly bright red blood. According to the creative team, it’s easier to craft something with a touch of irony and a playful tone, even when the imagery leans into the horrific.
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This approach resonates with the brand’s target audience of millennials by tapping into their sense of nostalgia. Much of the inspiration draws from cult classics by filmmakers like Dario Argento, the Italian director renowned for Suspiria and other iconic works.
Gianelli O’Ryan says that they shot a lot of footage over a short amount of time, his team has been working on this project since August. The fast-paced nature of making ads is something he personally enjoys.
The campaign will run across social media platforms, as well as wild posters in sites around London and Manchester.
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