Focus Features has released an unsettling advertisement for the “One Wish Willow”, the powerful novelty toy at the heart of Curry Barker’s (Milk & Serial) buzzy upcoming horror movie Obsession. The film follows a shy man, Bear (Michael Johnston), who wishes his crush, Nikki (Inde Navarrette), would fall in love with him. Nikki immediately becomes infatuated, but when she starts exhibiting increasingly disturbing behaviour, Bear realises he’s made a horrible mistake.

The “One Wish Willow” advertisement and Reddit post for Obsession resurrect a playful use of in-universe promotional material, a marketing tool which has also been used by A24’s Backrooms with a commercial for the furniture store owned by Chiwetel Ejiofor’s character.

A replica of the “One Wish Willow” is available to purchase at OneWishWillow.com and at LA specialty store The Green Man.

Focus Features has complemented the ad, a breezy infomercial complete with a jingle, with a cryptic post on Old Reddit. In the post, submitted to the Creepypasta subreddit, a user writes: “If you’ve ever heard of these, or, God forbid used one…Please tell me what happened. Because I don’t think the ‘one wish per life’ rule is the part people should be worried about. It’s what comes after.”

Watch the advertisement below.