The brief here was to hit jaded media buyers with an attention-grabbing brand safety message: Programmatic buys are dangerous and buyers should seek safe harbor with the eminently respectable Wall Street Journal.
Evoking fear was an obvious choice. After all what's more terrifying than the thought that nearly half your customers might drop your brand over a bad placement?
It was the height of summer, the beaches crowded. Naturally, we thought of Jaws.