A man in an elevator holding a lantern in a dark, mysterious setting.

The ad opens with a dark, eerie scene of a man in an elevator, holding a lantern. It transitions to a shot of a forest with the word 'NEON' superimposed. Then, it shows unsettling figures in a dark, mossy setting, followed by the man in the elevator again, looking into a mirror. He explores a dark, possibly underground, location with the lantern, revealing strange symbols on a wall. The ad features quick cuts of a dark forest, the man looking concerned, a book with illustrations of protective circles and a witch, a creepy doll-like figure, a locked cabinet, and the man looking into a dark space. The title 'HOKUM' appears in stylized letters throughout, sometimes over scenes of fire, a dark hallway, and the man's face. The final scenes show a figure in a dark room and the title card.