There's dark humor, and then there's morbid humor. And then there are these French-made ads for Burlington socks, which likely don't qualify as any sort of humor whatsoever.
The brand's newest ad opens on the deathbed of a weeping grandfather clinging to his last threads of life. When his initially sympathetic grandson notices the dying man is sporting some nice socks, he decides to mock Grandpa's suffering and then gleefully murder him.
"I've seen a lot of shock campaigns," writes veteran ad critic Marc van Gurp on his cause marketing site, Osocio.