Created by advertising agency Dude London, this chilling film follows protagonist Sophie as she suffers the dire consequences of neglecting her holidays. The endless working hours and the soul-crushing monotony of office life annoy him. WeRoad’s harrowing story reminds us to take those well-deserved breaks, positioning the brand as the perfect escape before it’s too late.

“We have a big mission to keep WeRoad relevant and famous, whatever its shape throughout the year,” says Tomás Gianelli O’Ryan, creative director of Dude London. “We were looking at this time of year and wondering what we could say about it.”

The team observed that HR managers frequently reminded employees to use their remaining leave time in the last quarter to avoid losing it. Meanwhile, WeRoad was planning a Halloween campaign, so combining these two elements added an unexpected twist.

Gianelli O’Ryan says part of WeRoad’s plan is to “go viral” on social platforms, particularly LinkedIn. The key to this, he says, is to cover topics people care about rather than talking too much about themselves.

The ad’s aesthetic is rich with ’80s and ’90s nostalgia, filled with classic horror tropes and clichés designed to raise a smile.

“It made sense to create a horror movie trailer, but also something old,” adds Gianelli O’Ryan. “It’s always fun to do this while turning HR into a little monster.”

The retro style is crucial to the overall tone of the ad; it evokes a B-movie feel, with deliberately plastic-looking props and vibrant, bright red blood. According to the creative team, even if the images are gruesome, it’s easier to create something with a touch of irony and a playful tone.

This approach resonates with the brand’s target audience, which consists of Generation Y, by taking advantage of the feeling of nostalgia. Much of the inspiration comes from cult classics by filmmakers like Italian director Dario Argento, known for Suspiria and his other iconic works.

Gianelli O’Ryan says that they shot a lot of footage in a short time and that his team has been working on this project since August. The quick nature of making ads is something he personally enjoys.

The campaign will run across social media platforms, as well as with wild posters on sites around London and Manchester.

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