In a recent campaign to end daylight saving time, Titan Casket, an online custom casket company, collaborated with Maximum Effort, the ad agency owned by Ryan Reynolds, for a darkly comedic advertisement. The provocative ad denounces daylight savings, stating it’s a “killer” contributing to major health risks such as heart attacks and car accidents. The commercial ends with the assertion that Titan Casket thrives off the disruption to people’s health caused by daylight savings, due to increased sales from increased death rates, which Titan Casket then condemns as horrifying.

The ad uses stark contrast, humor and shock value to convey its message. Its most memorable line, “Remember, when it comes to daylight saving time, caskets don’t set themselves,” resonates with viewers due to its grim humor. Not only does the ad voice a common sentiment about the disruption of daylight saving time, it also highlights Titan Casket’s products in a darkly unique way.

Use of humor, surprise and shared sentiment within a marketing strategy can be very effective. This type of advertising hooks the audience and leaves a lasting impression. This campaign, in addition to effectively promoting Titan Casket’s products, serves as a clear statement against a controversial practice, making it both a marketing and a social commentary. The takeaway is clear: advertisements that evoke emotions, even non-positive ones like shock, irritation, or disdain around a common annoyance, can be very powerful and impactful.

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