New Fear Factor: Conn.'s Taxman

The prospect of eating a bowlful of bugs—and similarly unsettling reality-game-show horrors—is preferable to running afoul of the taxman. Such is the strategy behind Cro nin & Co.’s new campaign for the Connecticut Department of Revenue Services’ Tax Am nesty Program.

In a 30-second spot that breaks statewide on Tuesday, a contestant on the fictional Face Your Fate show is served a helping of creepy-crawlies and submerged in a tank of icy water. “So far, you’ve faced the ‘bug buffet’ and the Arctic water chamber,” says the host.