Fiat "Martha"

Fiat's road safety radio campaign.
We made an exact imitation of a famous Spanish radio program where people call to tell their stories, and we aired this advertising during the commercial brake of that program.
Because of the flawless imitation -with original radio host and music- the audience didn't notice it. They thought they were listening to the real program and not advertising.
These fake calls were as real as any other call, except for the huge crash in the end, as a result of the distraction of the person calling. This way the audience heard loud and clear the horrible accident, as a result of talking on the mobile while driving.
It won a gold lion in Cannes 2006. (more)

Category:

Entertainment

Tags:

• cannes
• gold
• lion
• radio
• fiat
• francisco
• cassis
• vitruvio
• leo
• burnett
• advertising
• pancho
• oro