Creepy tourism ad shows why Ireland is the ‘home of Halloween’

It’s Friday the 13th, and with Halloween fast approaching, the creepy, terrifying and undead are coming out to play. This is my favorite time of the year (October baby here), so I smiled with ghoulish delight at this spooktacular campaign from Tourism Ireland by Publicis London. Harking back to Halloween’s roots in the ancient traditions of Ireland, “Home of Halloween” features a 60-second hero film that depicts the frightening holiday’s origin directed by Leonn Ward and produced by Irish agency Tiny Ark. Shot on 16mm, the film is dramatically black and white, haunting viewers with scenes of shadowy woodlands, neolithic tombs, rugged cliff tops, rolling hills and, of course, eerie images of the first Halloween rituals. A dark voice guides the viewer through the evolution of traditions such as a woman carving a turnip by firelight to create a traditional jack-o-lantern and a striking scene of costumed villagers ascending a hill toward a bonfire-lit festival. Modern traditions, such as dressing in costumes, also weave their way in, culminating in a compelling call to action to “Visit the Home of Halloween.” The campaign comes as over 2,000 years ago, the festival of Samhain marked the thinning of the veil between the living and the dead—a tradition still honored across the Ireland today. The spot aims to reclaim this heritage, turning Halloween into a cultural experience that can be fully appreciated only in Ireland. “Halloween is one of the world’s favorite festivals, but not everyone knows it originated here in Celtic culture around 2,000 years ago,” said Alice Mansergh, chief executive of Tourism Ireland. “At Tourism Ireland, we’ve worked with academics and experts to trace the story back and then bring it to life, through scenery, storytelling and culture, with modern-day appeal, given the fabulous festivals there are to enjoy across the island.” “If the world can flock to Rio for Carnival or Munich for Oktoberfest, why not come to Ireland for Halloween?” added Noel Bunting, chief creative officer at Publicis London. The strategy is a clever one—to take ownership of a cultural phenomenon, much as Brazil does for Carnival in Rio and New Orleans does for Mardi Gras. The campaign also gives light to another Irish event beyond St. Patrick’s Day, during off-season. The spot is also visually and emotionally compelling, presenting a different side to Ireland than the brightly colored green rolling hills often seen in tourism advertising for the country. It successfully triggers both a fright and curiosity—a good recipe to convince horror enthusiasts around the world. The hero film will roll out across TV, cinema and social, and be supported by shorter cuts and stills on social media. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Creepy tourism ad shows why Ireland is the ‘home of Halloween’

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