It is an advertising truism that Sex Sells, but so does fear. Whether it is fear of human odours fuelling deodorant marketing or fear of Terror selling a war, manipulating our darkest fears is a surefire way to get the public to sign on the dotted line.

Full marks then for Gamestop's latest ad which is all about the terror, with just a hint of sex underneath some TV-friendly pixellation. The horror.. THE HORROR.

The take home message is that you should always tell your relatives what you want for Christmas/Chanukah/Kwanzaa/Festivus although in this case 'new parents', 'a padlock' and 'a quantum of dignity' will doubtless edge out games consoles and gift tokens.

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