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When advertisers get scary—and the horror of self-indulgence
New ads for Ford’s F-150 Raptor and KFC reveal the power of horror to get our attention and how it’s harder than it looks to do it well. You’re in the desert. It’s daytime. There’s a scorpion. No, wait, it’s nighttime. Truck lights in the distance. Cut to truck interior: Dark, can’t see anything. …