February 2007

After two drinks, your attention while driving will diminish by up to 76%. Saab invites you to drive responsibly.

Advertising Agency: Leagas Delaney, Italy
Creative directors: Stefano Campora, Stefano Rosselli
Art Director: Eustachio Ruggieri
Copywriter: Michelangelo Cianciosi
Photographer: Fulvio Bonavia

Comments (22)

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Highest Rated

me thinks's picture
me thinks
Activity Score 722

Okey-dokey. Not my cup of tea.

jmcho's picture
Activity Score 278

nice idea and subtle, but clever execution.

ellehcimeo's picture
Activity Score 3376

when i'm not paying attention to something, it's invisible, not shrunk. i don't know. i'm getting a disconnect here. could be because i went to the dentist today and got so much praise for my excellent home oral hygiene and now my ego is inflated.

fersvax's picture
Activity Score 1239

Maybe there's still anesthesia on your organism.


Joe76's picture
Activity Score 762

hahaha :)

addyhoch10's picture
Activity Score 2592

this is not that bad. i think the idea was that the viewer of the ad can't see the truck right away. actually i didn't see it in the smaller pic for a second. now imagine what would have happened in real life!! i would have crushed this little truck with my tricycle and the cute little midget driver in it!

anyway, congrats to you for your good teeth

msred's picture
Activity Score 491

maybe just the shadow of the truck on the ground would've worked?

Rog's picture
Activity Score 6080

A relevant message, cleverly answered.
When you're driving and you're not paying attention...everything else is peripheral.
You just haven't noticed it yet.

>>>> That's not an ad. THIS is an ad.

Endeio's picture
Activity Score 270

This is not bad, but it's an ordinary ad.

slim's picture
Activity Score 1047

It's basically the same idea as those ads that picked up at Cannes last year/year before for the windows that reduced external sound. Showed rubbish collectors pushing tiny bins, guy with a small lawnmower, etc. I could dig them out but it would be too much trouble for my lazy mouse finger, and besides, I need to go get breakfast.

kre8's picture
Activity Score 989

need to go to b'fast, or need to go for a tantra class?

slim's picture
Activity Score 1047

He's a dead man.

kre8's picture
Activity Score 989


me thinks's picture
me thinks
Activity Score 722

Okey-dokey. Not my cup of tea.

itrots's picture
Activity Score 12

A little bit too far.

Twombl's picture
Activity Score 180

I don't get your dubts: this is a great campaign.

tiny_wordz's picture
Activity Score 325

luvly camp that delivers on strategy and creativity. i'm so jealous!!!

Tim Weasle's picture
Tim Weasle
Activity Score 72

Poor bastard who had to get up early on Sunday morning to shoot this one.

whitewhite's picture
Activity Score 251

of course not a gorgeous one.but still convyes the idea very well.there's no room for confusion,
i think.

Twombl's picture
Activity Score 180

I love them (not only beacuse they were awarded everywhere). Belli!

Disco Munky's picture
Disco Munky
Activity Score 3890

Very clever. Maybe a little too clever but that's not a bad thing.

Doin' it for the points

addyong's picture
Activity Score 155