Don't worry, we'll take care, Baby

Agency Network: 
December 2011

Print advertisment created by FCB, Brazil for Rhold, within the category: Finance.

Don't worry, we'll take care.
Complete coverage for you and others.

Advertising Agency: Giovanni+DraftFCB, Sao Paulo, Brazil
Creative Directors: Benjamin Yung Jr, Cassio Zanatta
Art Director / Copywriter: Adriano Alarcon
Illustrator: Fabio Vido
Art Buyers: Tina Castro, Gisele Miranda
Agency Producers: Edgard Pasotti, Diego Bischoff
Advertising Supervisor: Oswaldo Junior
Accounts: Mauro Silveira, Marco Aymoré

Comments (23)

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Highest Rated

LittleJoe's picture
Activity Score 345

So you finally hit the baby... well but if you're covered it's all ok!

Billoughsby's picture
Activity Score 5144

So will this go down as the year the CGI guys finally figured out how to do springs?

That's it.

tamer samy's picture
tamer samy
Activity Score 681

I like this Ad more than the Chinese VW version !

Hadrons's picture
Activity Score 6041

They capture very well (talented team) the element of surprise.


Roger Keynes's picture
Roger Keynes
Activity Score 5498

So you and the baby you hit are covered? Good to know. :(

The Jobless Writer
Will Think for Salary

andylefty's picture
Activity Score 4535


guto_soares's picture
Activity Score 107

Great execution. I liked it very much.

jullyart's picture
Activity Score 65

I really enjoyed. Every time I hit the car was because something jumped in front of me making me lose control and find a wall, or pole, or a house, or parked truck, or ... ;-))))))))))))))

iambusy's picture
Activity Score 2219



jullyart's picture
Activity Score 65

I do not think that's a copy, I think it was just an unfortunate coincidence for both teams.
I first saw these here on the same page. Have you seen any of the two works before?

sintra's picture
Activity Score 699

Is the baby ( target ) popping out to be hit ?

whitekaras's picture
Activity Score 115

I mean are you for real?
As a noob dad, I would put an old granny if I could to make it less disturbing.

guto_soares's picture
Activity Score 107

White, you didn't get it.
I believe the guys used a joke to show that you never know when you'll need a insurance.
Anyway, the baby is a doll, not a real baby, probably you'll be scared with "the jack" and beat your car somewhere else .
It's not so difficult to understand the joke.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Comedy is all about timing, g_s.

And this is the WRONG time.

The Jobless Writer
Will Think for Salary

jponino's picture
Activity Score 601

the insight's good, but it is always kindda troublesome when you see this ad just few hours/days after the chinese volkswagen ad based on a similar concept

MicheleVirgilio's picture
Activity Score 2617

i like

jackblack's picture
Activity Score 2357

The client is a pretty decent art director.

Milan Solanki's picture
Milan Solanki
Activity Score 994

Volkswagen ad had sharper punch than this

Wordfruit's picture
Activity Score 1023

The copy in the VW ad with springs was specifically about the situation of something surprising you on the road. And it was an ad for brake-assist -- the specific solution to that specific problem.

I believe this ad communicates far less well. In this ad, the viewer has to figure out what's going on, and what the 'sell' is. Most people don't bother to do that. They're bombarded with ads. There's no USP here. And you'll take care of what? You'll bring the baby back to life?

I believe the VW ad is much better communication than this one.

Lazarus's picture
Activity Score 1536

Wasn't there a VW ad posted that had the same execution?

wes014's picture
Activity Score 2

Bit of a copy? VW ads have same concept and were published in April... Think the VW ads were better personally.

LittleJoe's picture
Activity Score 345

So you finally hit the baby... well but if you're covered it's all ok!

marano's picture
Activity Score 348

Same as VW campaign and while I like the artwork better in these, I kinda feel like the VW ads were executed better. At first glance, I thought the cow was being sprung OUT of the drivers way, not into. In the VWs, they were clearly being sprung in your way. This is still effective though. Just took me a second longer, maybe it's just me. Time is important though. I would do my best to avoid hitting babies with your car regardless. Great art!