All the messages brought some extreme daring, through categorical affirmations and absolute truths – sometimes mere sophisms. The tone adopted generated this credibility. The daring adopted was shown through the originality of the messages, bringing generalised trivial situations, where 'rush' was invariably the great villain. Drivers and pedestrians were challenged and taken into a reflection and a single conclusion: 'What’s the rush'.

In Belo Horizonte, the third largest Brazilian city and second largest in whiskey consumption, 84% of people 18 years old and more were impacted between normal and rush-hour traffic. It means 70% (Approx. 1,750.000 people) of the population got to know Jameson, with no hurry.