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

Agency Network: 
December 2011
Rhold:  Don't worry, we'll take care, Baby


Print advertisement 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
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Highest Rated

LittleJoe's picture

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

Activity Score 345
Graphic Designer at Torino
Billoughsby's picture

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

Activity Score 5154
Art Director |

That's it.

Fera Groove's picture
Fera Groove
Activity Score 205
Art Director
tamer samy's picture

I like this Ad more than the Chinese VW version !

tamer samy
Activity Score 681
Photographer at LEAP STUDIOS |


Hadrons's picture

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

Activity Score 6056


Roger Keynes's picture

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

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

andylefty's picture


Activity Score 4531
Graphic Designer at Central Saint Martins College of Art and Design
guto_soares's picture

Great execution. I liked it very much.

Activity Score 107
jullyart's picture

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 ... ;-))))))))))))))

Activity Score 65
Art Director
iambusy's picture


Activity Score 2219
Copywriter |


jullyart's picture

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?

Activity Score 65
Art Director
sintra's picture

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

Activity Score 699
whitekaras's picture

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

Activity Score 115
guto_soares's picture

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.

Activity Score 107
Roger Keynes's picture

Comedy is all about timing, g_s.

And this is the WRONG time.

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

jponino's picture

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

Activity Score 601
Copywriter at ISCOM, copywriter and art director
MicheleVirgilio's picture

i like

Activity Score 2617
jackblack's picture

The client is a pretty decent art director.

Activity Score 2366
Art Director
Milan Solanki's picture

Volkswagen ad had sharper punch than this

Milan Solanki
Activity Score 994
Copywriter at Purple Phase Communications
Wordfruit's picture

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.

Activity Score 1023
Lazarus's picture

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

Activity Score 1537
Creative Director
wes014's picture

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

Activity Score 2
Art Director
LittleJoe's picture

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

Activity Score 345
Graphic Designer at Torino
marano's picture

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!

Activity Score 348
Graphic Designer
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