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Rebel

Campaign
Agency Network: 
Published/Aired: 
December 2010
Toyota:  Rebel

Description

Institutional print campaign for christmas holidays.

Print advertisement created by Saatchi & Saatchi, Spain for Toyota, within the category: Automotive.

Caption

If you have read this and you didn’t realize there are two “a”, imagine all you can’t see when you drink and drive. Don’t drink & drive, please.
Toyota

Advertising Agency: Saatchi & Saatchi, Madrid, Spain
Creative Director: Miguel Roig
Art Director: Mauricio Duque
Copywriter: Jonay Sosa
Account Director: Jesus Ovejero
Account Executive: Eva galan
Photographer: Getty Images
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DBB's picture

They could have worked for another hour and find 3 different sentences... not only the double "a" effect...
in that case, one print is enough.

DBB
Activity Score 1216
HappyHour's picture

Where is the connection here? This is just an old optical trick - doesn't say anything about drunk driving impairment. Super lame concept.

HappyHour
Activity Score 2381
luispiter's picture

i like...the concept is good

luispiter
Activity Score 2756
comunication
CuriousPencil's picture

This is a Saatchi spurt? Oh dear. Forgiving the translation ("If you have read this...there are two 'a'...") I'm slapbang in HHour's corner: equating a known blindspot in *reading* behaviour with driving makes happy holiday nonsense of the client; the agency can claim quirkiness. The client just looks like a prick.

CuriousPencil
Activity Score 4225
Copywriter
mdb1974's picture

Back of cereal box gag turned into campaign.

mdb1974
Activity Score 411
Art Director
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