Agency Network: 
January 2011

Print advertisment created by Leo Burnett, Brazil for Fiat, within the category: Automotive.

You never know how big of a problem you will find.
Introducing the fiat ambulance line.

Advertising Agency: Leo Burnett, São Paulo, Brazil
Creative Director: Ruy Lindenberg
Art Directors: Renato Butori, Alexandre Pagano, Henrique Del Lama
Copywriter: Mario Cintra
Illustrator: Vetor Zero

Comments (26)

Log in or register to post comments
jackmancer2017's picture
Activity Score 6992

Is this to sell ambulances or sell Fiat vans? I like the insight to sell either of them, but the copy or finalisation might have been better. Not sure ;p

formfaktor's picture
Activity Score 4

I was told that in Brazil (where this is from) the FIAT Ambulances are an omnipresent sight, so no need to explain the details as you might have had to in other countries.

heritage85's picture
Activity Score 180

I love the campaign. Beautiful.

raulbanderas's picture
Activity Score 357

nice art

Glut's picture
Activity Score 3935

excellent art!!!

jackmancer2017's picture
Activity Score 6992

Yes, the art is nice. Got that. But what do you guys think about the message?

ivan's picture

I think it's fine. It suggest that the ambulance is well equipped to deal with any emergency.

chapelier's picture
Activity Score 154

I agree- I'm pretty confused as to who they are selling the ambulances to. Private care homes or something maybe?

keeping the right side of your head warm.

nicebastard's picture
Activity Score 298

The art is indeed excellent though I don't really get who is the audience here. If it addresses ordinary people who might need help then it doesn't make much sense for me - unless in Brazil while calling for emergency you get a choice of available ambulances of different brands :)

heritage85's picture
Activity Score 180

It's not that hard. Fiat makes cars. Ambulances are cars. They make them in different sizes (notice the rule?), so you (hospital manager, or whatever) can buy one according to your needs. Me like it.

adbot's picture
Activity Score 42

I believe the ads are targeting Fleet Managers—people who purchase vehicles for businesses such as rental car companies, delivery services or, in this case, hospitals and or emergency services. As such, I think these are wonderfully effective in a market that usually just shows its cars and says "buy from us". Here, as the copy reads, they are introducing Fiat's line and in one interesting stroke, saying, "We now have ambulances and we have them for any need you might have." Very, very good.

Jupiter's picture
Activity Score 547

cool art. luv it!

commenting just to gather more pencils:-)

luispiter's picture
Activity Score 2756

jajaja it funny

Lazarus's picture
Activity Score 1536

No bad.

DIVPravin's picture
Activity Score 54

Its mainly emergency ad. How anyone could relate it with Fiat.

picntype's picture
Activity Score 175

Agree, not bad at all. but what's that measuring-tape-like graphic doing in this? to show size of the 'problem'? was it client's suggestion? ...don't really need that graphic to tell the idea, the visual itself showing he's in big fuckin' trouble. and the layout would look much better without this element. Otherwise, good work guys!

nikhil ameer's picture
nikhil ameer
Activity Score 8

Awesome Art and Illustration...but very weak copy. It could have been beautiful and direct if the concept was positioned slightly differently.

That would have helped avoid the question, "Does one call Fiat if your head gets stuck in the gate or inside a canon?". Certainly not!!!
A copy change would do the ad wonders.

the_lizard_king's picture
Activity Score 1257

The art direction is phenomenal but the message is completely all over the place. Who exactly is the target market to these ads??? A hospital or common people like you and me? Although i like the concept i feel that it bears no relation to the message it actually needs to deliver.

And then GOD said...
Let there be creativity!!!

Martijn's picture
Activity Score 1888

One star, really? Because you didn't understand the target?
Of course it is for hospitals in first place. But if a hospital thinks a van is good for his high demands, another company might think the same...
And everybody loves to have a laugh, so this sells Fiat as a whole brand as well.

outsider's picture
Activity Score 14

interesting approach.

everartz's picture
Activity Score 7613

this wasnt posted here many hours ago.. still people are waiting to see a brazilian work!
thank you brazil you didnt let us down!

| everartz |

Sushi lover's picture
Sushi lover
Activity Score 907

Very lovely art for sure, the message is not clear to me. It seems to tell me call ambulance when I have a big trouble. But I won't buy a line of ambulance. The target is not clear to me as well.

Dream needs to be big!

Master Jack's picture
Master Jack
Activity Score 64


adbot's picture
Activity Score 42

I promise, the target market is Fleet Managers—people who purchase specified vehicles for businesses. They are responsible for buying many cars at once (a fleet of cars) while being concerned with price, quality, and variety of use. They work for many types of companies from car rental organizations to emergency service companies which is the specific target market here.

khronos's picture
Activity Score 998

hahahahahha, bloody brilliant :) love the campaign...dunno how well it sells though, some market insight on that maybe>>?

krautland's picture
Activity Score 3216

cute, funny, made me smile.