Hello All,
While trying to find a fun, nostalgic ad for rituals this week, this one stood out in my mind and literally fell into my lap as I was watching TV last night. So, as much as dressing up in costume and trick-or-treating is a ritualistic activity for All-Hallows-Eve--a celebration originally celebrated only as a late-Autumn Harvest Festival--the holiday would just not be complete without the candy! And furthermore, it would not be complete without the marketing exploits that come with it like decorating the various packaging and adding new seasonal flavours to the mix.
This ad for Kit Kat candy bars--still currently running in our market--helps to extrapolate on this ritual by depicting nearly everything that sums up a prototypical Halloween, even down to the overzealous, middle-aged woman dressed in a (cop-out) Witch's get-up.
Notice how they spend a great deal of time emphasizing the children's costumes and the repeating sound of the door-bell ringing and the door opening each time. Even the "spooky" noises help construct what Halloween means in our society.
In any case, all of this effort reveals its true motives in the last part of the ad; when the woman in the witch costume takes that all fulfilling bite of her beloved Kit Kat bar, reiterating the true (commercial) meaning of the holiday--Treats! (Brought to you by Kit-Kat)
Enjoy and I expect to see some real effort in those costumes this year, (NO WITCHES)
Rick
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