Saw IV

Not sure if any of you guys are fans of this grisly series of flicks, but the marketing of the latest installment is really off the wall and effective in communicating the eeriness of the film. In fact, the ads bring the film out of the realm of cinema and into the realm of reality in some very unsettling ways.
I saw the first ad while watching tv one night with my family. In between regular commercials, there would be a 5 second, grainy clip of the evil marionette from the film, as if filmed on a camcorder. Then, before you could realize what it was, it would end and a normal ad would come on. Then, after that, the creepy footage, slightly longer this time. Then a different ad. By this time I was like "What is that? Isn't that the thing from Saw?". It's really unsettling because it doesnt feel like a commercial, but like the evil thing is inside your tv or something. Then, the final time, the words Saw IV and the release date flash on the screen for a split second. It's like Guerilla TV advertising, as weird as that sounds. Never seen anything like it.
Side Note: I saw a chalk, dead body outline at Yonge and Dundas today, with Saw IV written in it. Also, unusual, but more traditional guerilla tactics.
PS: I'm still not seeing it. Too scary.