Ad Infinitum S4E07: What Are You So Afraid Of? with Bethany Dwyer on Fear & Advertising

How do advertisers use fear—and where does persuasion become manipulation? Find out in a very spooky episode of Ad Infinitum.

That’s right: The world’s only podcast solely dedicated to audio ads is back! Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes Bethany Dwyer (comedian, author of Break Free from Fear, owner of Cryptiques Vintage) to talk about big fears, the Red Guardian, audience manipulation, and more. There’s even an Audiolytics breakdown of ads from Cigna Healthcare, Cloaked, 4imprint, and Northwest Registered Agent. Let’s dig in.

“ Fear keeps you small. It’s designed to do that. It’s like a parasite that lives off you, and you’re just a host.” – Bethany Dwyer (comedian, author of Break Free from Fear, owner of Cryptiques Vintage)

L.I.A.R.S. – What are fears? For Bethany, they’re L.I.A.R.S.:  Lying Instigators Attacking your Real Self. Most marketers have had a moment of fear when an ad campaign launches. That’s why we get multi-page guidelines for host-read ads, watered-down creative, and AI-written copy that aims to be average. But we listen to our fears at the risk of showing our true selves. Your ads should be as unique as your brand. And if they’re not for everybody, that’s okay. It’s better to be bold and real.

The Red Guardian of Courage – Stew loves the Red Guardian, the Russia-born Marvel hero who’s devoted to his daughters. As a Halloween party host, Stew went “full Guardian,” adopting the character’s outfit and accent—only to realize most of his guests were actually Russian. Decision time: Does Stew get small, drop the bit, and forget he tried to celebrate a character he loved? Or does he commit to the bit, because the costume came from a place of genuine affection? Stew doubled down and was rewarded with a celebratory photo with his guests and Red Guardian. Don’t let fear keep you from what’s real. Follow through, and claim your reward.

The Fear Lens – Bold statement: We don’t love it when advertisers use fear tactics on us. So take a listen to your ads. How often do you use fear to convince, cajole, and persuade your customers? Cigna Healthcare and Cloaked were top offenders in our ad breakdowns. We’re not saying that fear isn’t effective. But it can be a crutch. And there could be even more power to be had in in running positive messages instead (cue clip of Monsters Inc., where laughter is more powerful than screams).

Want more insights on overcoming fears in advertising and beyond? Tune in to the full episode below.