We created the 'exact roll ads', a special roll thats was advertised in a exact moment of a video depending when the car of the crash test is about to crash, thats why we created taylor made stories that made the crash test videos of the most searched cars look as if they were crashes of drunken drivers.

We made 10 taylor made stories using each one of the 10 most searched cars in YouTube. In each story, we showed people drinking in different situations, and what happens when they end taking the keys and driving the exact car. Then we advertised those stories in the exact crash test video of every car. But not only that, we hacked the video by placing this content 1 second before the car crashes against the wall in the crash test video, so it looks like they were crashes of drunken drivers.

- 24 million views of future drivers that now are aware that they could be a dummy if the drink and drive.