Scared of what lurks in the dark? #BanishTheDarkness with Philips. This light bulb company launches a thrilling campaign that taps into the audience’s belief in the paranormal, showcasing the essential need for a reliable light source. By leaning into their deep-seated fascination or fear of the supernatural, we make our product a necessary companion for those seeking comfort and clarity from these entities. Utilizing the instilled fear of flickering lights, each advertisement pairs photos of paranormal creatures with a faulty light source, creating scenarios to compel people to buy our product.