Leaning into well-worn horror tropes, it makes a case for purposeless advertising amid a brand landscape of sincerity. With a 45-minute run time, the tale of savagery and sustainability was unveiled on 11 July with its own Hollywood-style premiere and live-stream. From August it will be available to rent on streaming services including Amazon Prime, and superfans will also be able to buy Dead Till Death exclusive merchandise.
Expanding on its punk rock reputation in the marketing industry, the company is solidifying its status as a Meme Brand. Its comedic approach to advertising is part of a larger movement of pointless marketing, in which brands compete to stand for the least. Cleverly subverting an era of heightened brand purpose, its CEO Mike Cessario tells Adweek: ‘A concept this ridiculous almost has no business being taken this seriously.’
Brand campaigns are shedding their sober tone. As Gen Z apply their memeification of everything to their shopping behaviours, be prepared to satirise your brand in order to win their custom.