// INCYMI
October 2025
The veil between the living and the marketing department is thin this time of year. Halloween campaigns are haunting our feeds and brands are resurrecting old ideas from the dead. Here’s what you might’ve missed while perfecting your costume.
- Gushers
- Sweethearts Candy
- Jason Vorhees
- Hatch
- Blumhouse
- 19 Crimes
- Bugonia
- California
- Target
Gushers has resurrected a piece of ’90s nostalgia, reimagining their fruitheads commercial as a Cronenbergian nightmare about a cursed child actor seeking revenge on the commercial director who made him this way. The spot is a more effective body-horror anthology segment than it has any right to be.

Branching out from Valentines day, Sweethearts Candy has released a limited edition “Ghosted Sweethearts” for Halloween, featuring blank candy hearts with no messages. Things are dire if even the candy hearts are getting cynical.

Jason Vorhees has returned in his first official on-screen appearance in 16 years, in a short horror film set within the Friday the 13th universe called ‘Sweet Revenge.’ Okay so technically, it’s an ad for Angry Orchard Hard Cider, but don’t let the truth get in the way of good news.

Sleep wellness brand Hatch has created a faux horror movie trailer, Goodnight Phone, warning of the dangers of doomscrolling before bed. There’s no horror movie scarier than just opening the news app.

Would you pick up a random ringing phone in the middle of the city? If you correctly thought nothing good would come of that, congratulations, you’re surviving a horror movie. Would you like to see the suckers that aren’t? To advertise The Black Phone 2, Blumhouse put an interactive billboard in the middle of London daring passerbys to pick up the phone.

Haven’t we all been in the middle of the Melbourne CBD and wanted to start screaming? 19 Crimes is finally answering this important need by putting up a screaming booth in the middle of the Crown River Walk. You could win a role in an upcoming horror movie – and it probably acts as great stress relief.

An LA cinema offered free tickets to a special screening of Yorgos Lanthimos’ new flick, Bugonia, to anyone who was either already bald or willing to have their head shaved in the foyer. It fits thematically; this wasn’t just a theatre manager having a weird day.

California has passed a new law banning streaming advertisements from being louder than the primary video content being watched. Rare win for common sense.

On the other end of the annoying interruption spectrum – Instagram is introducing skippable ads to reels. Have you ever been on YouTube, waiting for the timer to count down so you can watch a music video, and thought how you wish you could do that on all social media, but the ad revenue wasn’t shared with the creators of the videos they run ahead of? Well, the group of chimps mashing buttons that run Meta have got your back.

Want to know this season’s hottest new trend? Destroying capitalism. Rise up comrades. Due to some kind of fun SEO glitch, Target has been advertising Karl Marx‘s Das Capital alongside its fall women’s accessories. #justgirlythings.
Extra, extra!
Read all about it!Check out our latest INC news and views.
May 28, 2021
INCYMI: May
Ch-ch-ch-ch-changes! Turn and face the strange this month, as lots of changes are on the horizon, and others are desperately needed.
August 13, 2020
Press Release: Tradie Body Wash
Tradie has joined forces with the Inspired Unemployed for the launch of their new Body Spray product range.
December 15, 2023
INCYMI: December
While our friends in the Northern Hemisphere are cosying up by the fireside, we’re swatting away mosquitoes and trying not to get sunburnt. Tis the season to…
July 5, 2024
INCYMI: June
As the weather outside is frightful, we're hibernating on the couch and binge-watching our favourite shows. With classic brands shaking up their image and…
May 21, 2021
Press Release: Tradie Body
Tradie storms our screens with new TV spots via The Incubator.
February 25, 2025
INCYMI: February
Beyond the romance and increasingly desperate attempts to stand out at the big game, some brands have been busy dropping campaigns that you might have missed…
October 21, 2022
INCYMI: OCTOBER
“It’s time. It’s time. Time for the big giveaway. Halloween has come. All you lucky kids with Silver Shamrock masks, gather ’round your TV set, put on your…
December 18, 2022
INCYMI: DECEMBER
This month every ad is competing to be the most heartwarming; and we're reaping all the benefits. Get into the spirit of the season and catch up on all things…
August 30, 2022
INCYMI: AUGUST
Come with us if you want to live, as we're witnessing the beginnings of a technology takeover. Advertising is taking steps into sci-fi and trying out new…
August 25, 2023
INCYMI: AUGUST
This month, it seems like everyone’s been struck by girl power. Between the Matildas almost getting us a public holiday and Mattel dolls being advertised at a…
June 4, 2020
Press Release: Tradie Workwear
Tradie goes for ‘ultimate iso’ in new outback Workwear TVC shot in Broken Hill Australia.
October 26, 2023
Press Release: The Incubator wins PropertyMate account in competitive pitch
Property Mate has appointed The Incubator as its…
August 7, 2020
INCYMI: July
Here we are again, because time is a flat circle and a week is a month is a day. There’s been a lot of bending, twisting and pivoting going around, and I gotta…
February 1, 2022
INCYMI: FEBRUARY
Whether we’re spouting about it on social media, manning a megaphone, or even breaking out the old brick phone, we’ve all got something to say. From public…
August 23, 2019
Press Release: Tradie No Bounce
Tradie has launched a new campaign to promote its ‘No Bounce’ men’s underwear featuring brand ambassador Nick ‘Honey Badger’ Cummins, developed by Melbourne…
June 28, 2019
INCYMI: June
Welcome to our first In Case You Missed It. Some of the more interesting things that landed on our desks over the last month.
May 9, 2023
Press Release: Tradie Storm Boys Scrub Up Alright
Melbourne Storm boys scrub up alright in Tradie’s…
October 16, 2019
Gruen – The Pitch 2019
We're pleased to announce the team are making their small screen debut tonight on the other side of the camera. We were stoked to be invited by the ABC to take…
October 23, 2023
Press Release: Say G’Day to Tradie Beer in Latest Spots via The Incubator
Tradie is stepping into the next great Australian…
February 12, 2023
INCYMI: FEBRUARY
Is your name Google? Cause you're everything we're searching for Love is in the air... and print, and digital marketing this month.
July 11, 2022
INCYMI: JUNE
As the season of Pride sashays to a close, you can hear the collective rustling of companies all around the world stashing their rainbow flags and pretending…
February 28, 2026
INCYMI: February
This month, consider us counter-programming to the Big Game (but like, not in the same way those weird country singers were) bringing you the ads that didn’t…
March 4, 2024
Press Release: Tradie trades Cooee for Gingaaaah in Latest Spots
Tradie have now released their new Ginger variety…
May 29, 2023
Press Release: Brick Lane Brewing crushes it at global ‘Crushies’
Brick Lane Brewing crushes it at global ‘Crushies’ Beer Marketing Awards for second year running
March 10, 2022
Press Release: Tradie Bamboo No Chafe
Tradie pits undies against the elements with their new breathable bamboo no-chafe collection.
April 22, 2022
INCYMI: APRIL
Whether we’re spouting about it on social media, manning a megaphone, or even breaking out the old brick phone, we’ve all got something to say. From public…
March 7, 2023
Press Release: Tradie Bamboo – So much Nature
Tradie pits undies against the elements with…
November 6, 2019
INCYMI: October
Phwoh, here we go again. Halloween is done and the Christmas adverts are dropping. How's that feel. Things are really cranking up, so here's a quick dip into…
August 29, 2025
INCYMI: August
INCYMI, the dogs were good again this week. Whether it’s brands leaning into brutal reviews or ads proving we’ll always stop scrolling for a cute animal,…
March 15, 2021
INCYMI: March
As the Weirdest Year Ever™ is in our rearview mirrors, we're looking down the road by looking back at some of the weird and interesting things that have…
















































