Body Horrors! Dutch Employment Firm Made an Icky Ad

See what Gen Z really has running through their veins

An energy drink distilled from the life essence of Gen Z? Make mine a double!

Let’s watch how limited-edition BOOMer—a real beverage offering from employment firm Young Capital—gets made in an icky ad from Amsterdam agency Ace and Hamlet director Angelo Cerisara.

There’s no blood. Just phosphorescent goop:

Those donors will be fine. Give them a cookie and siphon off some more.

And never fear. We’re assured that IRL, BOOMer uses only “conventional ingredients” including raspberry and rhubarb juice, carbonic acid and cayenne pepper. (Frankly, the fictional version sucked from twentysomething veins sounds more appealing.)

“Finding the right tone of voice for an idea like this means finding the sweet spot between fashion, awkwardness, horror and coolness,” Cerisara says. “Those are not often vibes that coexist in the same film. So, it made sense to go for a Y2K Cronenbergian fashion techno musical. I’ve loved every second of it!”

He continues: “It’s a metaphor, of course. Visually the yuck factor creates a visceral reaction—it impacts the body first, then the mind—which makes it a powerful way to capture attention. Especially now that audiences are increasingly desensitized and accustomed to ‘safe’ content.”

Agency ECD Rogier de Bruin insists the campaign is “designed to encourage better cooperation” among generations at the office. “We aren’t selling the energy drink. We’re selling a statement. So, we can break all the conventions of the food and drink advertising and be as shocking as possible.”

Fair enough. And Zoomers might think twice if senior staff invite them for drinks after work.

Breaking this week, the push will run across social media, print, outdoor and influencer channels.

BOOMer will be distributed by YoungCapital’s sales teams at the workplaces of existing and potential clients. They’ll also be available at YC’s offices and various locations in specialty vending machine.