speaking to your audience still works. even on tv.

Not everyone likes zombies. But people who do are pretty passionate about them. Anticipating that the new TV show the Walking Dead would be a big hit with zombie fans, they produced a series of spots themed around dead people that roam the streets.

When viewed in context of the show (which is where they were placed) the spots are unexpected, feel like an extension of the programming and get the attention of the audience they're intended for.

Here's proof that even with a medium like TV, you can speak directly to your audience in their language and desires. Even if their desires include BRAINS....