This commercial is a parody of the commercial’s competition that uses and abuses adjectivesand superlatives to sell their cars in Brazil.

Instead of making an ordinary ad, we showed Freemont’s features inside an article on this travel magazine. We picked an article about beautiful destinations and made small interventions: in some parts of the text, we placed little numbers that led to footnotes that we wrote in the end of that article. Each number led to a specific kind of danger that the driver could find on his way to that very destination. Below the footnotes, we strategically placed a small Freemont ad that wrapped the idea: Danger may come from where you least expect. Fiat Freemont with 6 airbags.

We managed to reach our target perfectly. At the exact time that people were thinking about travel, we showed how important it is to be safe absolutely all the time. We ran an ad that in fact was an article. And the magazine published an article that in fact was an ad.