January 2007

Art director:Alvaro Naddeo
Copywriter:Jaime Chehade
Creative Director:Ricardo Chadwick
Illustrator, Photographer or other additional credits: Carlos Luna

Make it faster.
GPRIX high performance fuel.

Advertising Agency: Pragma DDB, Lima, Peru

Comments (10)

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popdistortion's picture
Activity Score 1592

Ok... why the hell did they use a collage to display the benefit? Looks like a photo booth ad to me. Could have been done so much better. Like 'pimp my ride'. Shitty cars made to look fast... something like that but not this.

the_ashlands's picture
Activity Score 1394

see the comments on the beetle spot..

Rusio's picture
Activity Score 326

It makes your car so fast that if someone wants to photograph your car, he has to shoot plenty of times
until he completes the whole structure. One thing at a time. It`s funny.
I hope thats the idea. :O

jennywhx's picture
Activity Score 1142

haha, you gave a very cool define to this ad.

ellehcimeo's picture
Activity Score 3376

Not a great execution. It doesn't tell the viewer enough of the story. I'm all for letting the viewer fill in the blanks, but this blank is just too long.

Desi's picture
Activity Score 1042

This would work if you showed some kinda speedy background, not the pix of car taken standing still. Otherwise we need to send Ruso with each ad to the consumers :)

kre8's picture
Activity Score 989

the idea here is that through all of the photos, they're pieced together to make a volvo look like a formula 1 car. at least thats what i got out of it.

rainman's picture
Activity Score 267

kre8 is right.

The volkswagon one works better and is more clear

addyhoch10's picture
Activity Score 2592

i saw this volvo one first and i got it right away.
i like the fact that they're using a volvo (which enjoys the reputation to be a square-edged clumsy car) and turned it into some kinda sports car.
the beetle one is brilliant as they managed to turn it into an old school porsche.
the art direction needs improvement though

arrielfim's picture
Activity Score 2

I live in Peru, and I had the chance to see the complete version. First of all, we do not
speak English (what, didn´t you know that???) so I think this may have been sent for an award consideration,
hence triming the original layout (and translating it). Let me explain it. The full page ad had,
on top, a photo of a LADA, that is, ONE photo. Then, below it, "Hazlo más rápido." ("make it faster"),
and only then the collage made of that single photo cut and copied into various pieces to form this
faster looking car.
The idea, as far as I´m concerned, was to show how just by using PRIMA G-PRIX (i.e. Shell V-power; this
campaign was launched soon after Shell's fuel businesses in Peru were shut and bought by this new firm)
you would not only feel, but see such an underrated car faster. By the way, the "faster" collage does
look like a Volvo Bertone coupe from the early eighties.
You are all very welcome.