You're stood on a darkened street on Halloween night. Clouds drift past the moon and noises echo from the shadows. Then, out of the mist, a strange figure lumbers towards you. It gets closer and closer, you are about to run away screaming. That's when you realise it's a comically giant head on tiny legs.
Meet the Horseless Headsman, he's still a freaky over-sized noggin toddling about on skinny legs, but he's hardly horrifying. Indeed, Snickers' new spokes-ghoul can't even scare a gang of young trick-or-treaters, not when he's too top-heavy to walk in a straight line.
The Horseless Headsman just can't pull off scary, not until he's had a Snickers. He can't think straight with a rumbling stomach...if he even has one. Luckily, one of the unimpressed youngsters shares a Snickers bar with him.
He suddenly unmuddles himself, becoming the Headless Horseman, a diabolical pumpkin-toting demon that scares the heck out of the kids and takes off into the night on his spectral steed.
The ad, by BBDO, demands more of a chortle than a blood-curdling scream of terror. But it's a chocolate ad about Halloween. Kids should be left craving sweets, rather than hiding behind the sofa cowering in fear. The ad has garnered over 1,000 views with the night of ghosts and ghouls still weeks away, giving you plenty of time to stock up on Snickers for the trick-or-treaters.
As confused as the horseless headsman is, Snickers could be in even more of a kerfuffle. After all, they launched this ad over a month before Halloween.