Thrillers are meant to get your heart pumping, your nerves zinging and brain pinging with questions. Which is exactly what Del Campo Saatchi & Saatchi’s campaign to relaunch AXN, Sony Pictures TV-owned cable thriller channel in Argentina, does.

The spot is creepy and mysterious – and for thrill-seekers, inviting.

It’s a montage of characters who reek of malevolence and recite lines from the nursery rhyme, eeny, meeny miny, mo, in a sinister fashion.

If the ad itself is a crime mystery, the answer is never given in the TVC. In social media, the campaign turns into a role-play game in the style of a riddle, inviting viewers to guess who the killer is.

“There’s something that happens instinctively when you watch a police drama: the second the episode starts, you’re already trying to guess who did it, betting on one suspect over another without anything more than intuition. The campaign points out that the probability that you’ll guess the real killer in an AXN series is so low, that the only people capable of doing so are the screenwriters,” Del Campo Saatchi & Saatchi noted in its statement.

The spot was directed by Marcelo Burgos and produced by Rebolución for agency Del Campo Saatchi & Saatchi.

Credits:

Agency: Del Campo Saatchi & Saatchi

Executive creative directors: Ariel Serkin, Juan Pablo Lufrano & Rafael Santamarina

Creative Directors: Agustín Suarez & Sebastian Duccoli

Copywriter: Leandro Ezquerra

Art director: Estafania Pecora

Head of art: Mariano Espagnol

Senior art producer: Fernando Lanuza

Head of production: Adrian Aspani

Production managers: Consuelo Gimenez Uriburu & Juan Manuel Cuervo

Account service: Manuela Sorzana, Sofia Pisani Agote & Rosario Pistarini

Client: Ivana Steinberg, Lucía Ceballos & Camila Scher

Production Company: Rebolucion

Director: Marcelo Burgos

Executive producers: Patricio Alvarez Casado & Ezequiel Ortiz

Producer: Chino Fernandez