The Nun an American horror film premiered on September 4th, 2018 but beforehand a warning for its advertisement on Youtube went viral on Twitter receiving more than 135,000 retweets. The unskippable ad went viral for its notorious jump scare tactic. A volume icon appears on-screen, ticking up and down before a shrieking nun appears suddenly. YouTube actually does not allow promotions that are likely to “scare or shock” on its platform; therefore, this advertisment was soon removed from the service. Despite the ad being taken down, it sparked a lot of curiousity in the public that caused people to seek it out themselves.
The advertisement was very intrusive but that is what made it extremely effective. This particular advertisment also sparked a lot of deja vu. It is similar to an infamous jump scare video on YouTube involving a car making its way through a peaceful, green scene before a screamer abruptly appears into the frame.
Today, where jump scares are old, old news, The Nun’s advertisment accidentally revived the tatic by forcing people to watch it (the way one might have tricked a younger sibling or parent into watching that ghost car clip 10 years ago). Not only has the advertisment now received viral infamousy, like campaigns used to aim for, such as that of Blair Witch Project but YouTube’s removal makes it infinitely more interesting. If you would like to view it for yourself, the advertisment still exists on YouTube as a standalone video.