Gruesome Central Institute of Technology ad goes viral

A gory tongue-in-cheek sci-fi themed ad for the Central Institute of Technology in Perth has gone viral, amassing more than 1m views since it was uploaded earlier this month.

The ad was written and directed by CIT grads Henry Inglis and Aaron McCann.

Head of marketing at CIT, Kenley Gordon said in a press release: “Free reign isn’t supposed to mean dismembered limbs. If there’s a next time, I’ll stay on set till the final scene wraps. The youth market is what Henry and Aaron know and judging from the hits, they nailed it.”


  1. kai
    20 Feb 12
    1:53 pm

  2. To make a popular reference..


    Witty, shocking… and rememberable.

  3. Billy C
    20 Feb 12
    1:54 pm

  4. The top comment on youtube is brilliant. CIT made a good choice letting them do their own thing.

  5. Trollolololo
    20 Feb 12
    1:55 pm

  6. Gold.

  7. Joel
    20 Feb 12
    1:57 pm

  8. That was amazing.

  9. Circling sharks.
    20 Feb 12
    2:00 pm

  10. Wow, and not in a good way.

  11. Jeepers
    20 Feb 12
    2:01 pm

  12. Good on them, but no client would let an agency do this.

  13. Leesa Watego
    20 Feb 12
    2:07 pm

  14. Funny, I saw this last week but didn’t get past the second ‘”snap” cause it looked amateurish and dodgy. More fool me. Good on the creators, and good on CIT for letting them do it.

  15. Matty
    20 Feb 12
    2:08 pm

  16. It’s majestic.

  17. rg
    20 Feb 12
    2:08 pm

  18. awesome

  19. 22 year olds
    20 Feb 12
    2:16 pm

  20. Fucking 22 year olds right?

  21. TR
    20 Feb 12
    2:25 pm

  22. Stands impaled head and shoulders above anything else in the category. Most uni advertising is woeful.

  23. Don
    20 Feb 12
    2:35 pm

  24. lame strategy, Award school idea, brilliant execution.
    That’s what happens when everyone who thinks they know stuff tells kids to be sensible and act like grown ups…..awesome.

  25. sm
    20 Feb 12
    3:13 pm

  26. Somebody hire them!

  27. Lucio
    20 Feb 12
    5:23 pm

  28. Pretty good job fellas.

  29. Danny Delrossi
    20 Feb 12
    9:29 pm

  30. What a wank. Any message gets lost in the SFX and where are you going to run it, on the Zombie Television Network?

  31. Gennaia
    21 Feb 12
    12:38 am

  32. This will reel in the prospective students! What a wonderfully awesome clip!!!!

  33. Hmmmm...
    21 Feb 12
    9:36 am

  34. Danny thinks that 17/18 year old tech kids are sitting around watching TV, and therefore won’t see this because it’s “only” on the internet.


  35. anonstic
    21 Feb 12
    12:10 pm

  36. ^this. Seriously, does he mean that? It has over 1m views already.

    Also it is well done, and the message isn’t lost, especially due to the end board.

  37. Who didn't
    21 Feb 12
    2:11 pm

  38. Respect.

    And I agree….fuck’n 22 year olds.

  39. Jeremy
    21 Feb 12
    2:21 pm

  40. Regardless of whether you like the execution or the idea, this really shows that when you take conservative ‘strategic’ marketers (aka ‘idea killers’) out of the mix, even uni students with a handicam can generate better, more engaging content that most creative agencies can ever dream of.

    This is a great example that if both clients and creative agencies took more risks, it may just pay off.

  41. iselect guy
    21 Feb 12
    2:51 pm

  42. i see tonnes of ads for uni students – they’re all gay and show a smiling student happy with his and her decision in life.

    this ad actually gets their audience.

  43. Circling sharks.
    21 Feb 12
    2:52 pm

  44. FFS, perspective please.

    A film like this might get a whole bunch of junior ad creatives applauding its creative freedom on a blog because they’re all stuck doing retail catalogues, but this spot will persuade precisely no-one to attend this school. It’s sensationalist for absolutely no reason whatsoever, which is a advertising strategy that never works.

    Welcome to advertising 101.

  45. Nick
    21 Feb 12
    2:55 pm

  46. It appeals to me. Viral adds are so hard to achieve and hats off to these guys. 1m hits is epic. Maybe the ending was over the top. Seeing the guy yack was enough, see decapitation, maybe a bit over the top

  47. Kenley
    21 Feb 12
    3:42 pm

  48. Jeremy (Feb 21 at 2.21) is on the money. I’ve been a ‘strategic’ uni marketer paying big money to agencies who didn’t always deliver on their ‘idea’. These former students came to me with a bit of drive to get things done and they did it with basically a hand held and a bunch of mates and it takes off. I saw the script and wanted to meddle a little but thought that would just diminish their energy.

    Take a risk, let ’em go, sometimes it works out.

  49. me
    21 Feb 12
    4:34 pm

  50. Heh, talentless haters will hate. 1.3 million views can’t be wrong.

    And the last globally viral campaign you did was … ?

  51. Hmmmm...
    21 Feb 12
    5:36 pm

  52. Mr/Ms Sharks,

    I’m taking a wild guess here, but I’m pretty sure that at least some of the (to date) 1.4 million people who’ve viewed this 90 second commercial on youtube AREN’T junior advertising creatives.

    Some of them are probably 17 year olds from Western Australia, who just viewed a 90 second commercial about the CIT.

    Once again, this proves the point that if you make your work watchable enough, you don’t need to spend a bomb running it.

  53. Just sayin'
    22 Feb 12
    12:38 am

  54. To circling Sharks – I don’t think Dan Harmon (creator and show-runner of Community) is a junior ad creative. And he seems to like it. Of course, his is just one opinion but a valid one if you’re judging comedy.

    On your point of getting people to attend the school – does any university advertising really transmit to direct enrolments (especially when universities now days are becoming increasingly more fragmented in the courses they off)? Stuff like this is just to build awareness of the campus and, from what I can see, the capabilities of its students based on what they learn there.

    Advertising 102? See you next semester. Don’t sleep with your teacher.

  55. Ricki
    22 Feb 12
    9:49 am

  56. Hey @iselect guy

    Ads don’t have sexuality so cannot be ‘gay’. I’m pretty sure you also weren’t saying the ads are ‘happy’.

    Please don’t use that word to reference something you find lame. Yes I know you’re not the first one to do it and I’m not picking on you as I see and hear it a lot….but we’re all adults here (I think) and it is an abuse of language which is not to be encouraged.

  57. Hmmmm...
    22 Feb 12
    2:05 pm

  58. Dear Ricky,

    Gay used to mean happy, cheerful, light of heart.

    Then a whole bunch of people appropriated the word, and completely changed its meaning. Gay then meant homosexual.

    Which made a complete mockery of any film dialogue pre-1950, and a bunch of brands including Golden Gaytime and Ben Gay.

    Now a whole bunch of people have appropriated the word once again, to mean lame.

    I hardly think the gay community can complain, given they pinched the word in the first place.

    Maybe if they invented their own word, they’d have a case.

  59. Jess
    24 Feb 12
    5:48 pm

  60. Haahah this made my day!

  61. Ricki
    24 Feb 12
    10:21 pm

  62. @Hmmmm I’m not ‘the gay community’. I’m me, and I find it offensive. I’m the one complaining.

  63. disLIKE!!!!
    28 Feb 12
    1:27 am

  64. Thank you CIT, you have made my life as an employer so much easier. From now on if I see a CV which indicates a person has attended your uni, I will throw it straight in the bin…. Well done Kenley Gordon!

  65. Like
    28 Feb 12
    2:03 pm

  66. Hey disLIKE, if you take such an approach to hiring I doubt graduates from CIT would want to work with you anyway.