The American Red Cross is one of the most well-known nonprofits in the country providing humanitarian aid and lifesaving care to those in need. One key ingredient in saving lives is blood. Summer months tend to demonstrate a decrease in blood donations causing severe shortages. In an effort to attract first time donors, agency BBDO's idea was to play on the excitement of summer movie releases by using beloved horror film cliches and characters to send the message: don’t be careless with your blood. A key element of any horror film is suspense-building, hair-raising music and sound. The screams, thuds, creaking and slamming are meant to capture the audience's attention through the familiarity of this popular genre and, hopefully, help persuade those who can to donate blood.

This spot follows “Scream” star Neve Campbell through a series of horror movie tropes. Outside the house, we hear a scream and footsteps as a body flashes by the window. We hear heavy boots and creaking leather as the cheerleader cowers under the bed. The next scene shows a couple in a car that won’t start with a killer looming in front of them. The car fails to turnover, we hear the “shing” of the killer’s menacing hook. In the kitchen, we hear Neve rooting around drawers looking for the perfect weapon. Next, a loud thunder crack reveals the killer in the window. Now we hear zombies grunting and moaning and chains rattling.We return to Neve as she and the killer stalk each other. The floorboards creak as she creeps through the house.