"A crystal clear understanding of user behavior creates an unforgettable moment of surprise in this astute iPad ad." —juror Dave Curry
"After days and hours of work, this was an unexpected gem. It was totally unanticipated and, at the same time, relevant and well-executed." —juror Perry Fair
Overview: This ad, placed in iPad version of Quatro Rodas magazine, offers a gentle reminder that unforeseen events happen all the time. The seemingly ordinary car ad takes a surprise turn when the reader swipes to "turn the page" and the car follows and crashes. Then the concept is revealed: "Unexpected events happen without warning. Make a Bradesco car insurance plan.“ It's an ad with impact that takes advantage of the interactivity and resources of the iPad in a surprising way while reinforcing the concept of the campaign—without relying on scare tactics.
• One component of a new ad campaign and "Just In Case" brand positioning targeting men and women between the ages of 25 and 40.
Comments by AlmapBBDO:
What was the response? "There was a true surprise factor. Since it seemed at first to be an ordinary car ad, it generated an interesting response; people commented on it on it on the web, complimenting the simplicity of the idea and production. Although we didn't measure results, the informal recall was really positive."