A mysterious video appeared on YouTube and the StopJackFrost.com site last week with all the elements of a typical horror movie; a dark cold night, an innocent family in peril, and a creepy little kid reciting part of Gabriel Setoun’s poem Jack Frost.
“The door was shut, as doors should be,
Before you went to bed last night;
Yet Jack Frost has got in, you see,
And left your window silver white.
He must have waited till you slept;
And not a single word he spoke,
But pencilled o’er the panes and crept
Away again before you woke…
Jack Frost takes every breath you breathe…”
The big reveal happened tonight (January 18) at StopJackFrost.com when the full video clip was posted. Several horror movie blogs were reporting that the teaser video was for a new UK indie horror movie that would screened on the site. However, a few ad industry blogs had been speculating that it was for a furnace or home heating company.
In fact, the teaser clip is a promotion for the Automobile Association Insurance Services boiler insurance product. The teaser video and campaign was very good at grabbing people’s attention (over 100,000 views in a week), but the integration of the Jack Frost creative into the site is disappointing and awkward.