Rhold: Don't worry, we'll take care, Baby

Don't worry, we'll take care.
Complete coverage for you and others.

Advertising Agency: Giovanni+DraftFCB, Sao Paulo, Brazil
Creative Directors: Benjamin Yung Jr, Cassio Zanatta
Art Director / Copywriter: Adriano Alarcon
Illustrator: Fabio Vido
Art Buyers: Tina Castro, Gisele Miranda
Agency Producers: Edgard Pasotti, Diego Bischoff
Advertising Supervisor: Oswaldo Junior
Accounts: Mauro Silveira, Marco Aymoré

December 2011


Billoughsby's picture
5144 pencils

So will this go down as the year the CGI guys finally figured out how to do springs?

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

tamer samy's picture
tamer samy
681 pencils

I like this Ad more than the Chinese VW version !

Hadrons's picture
5985 pencils

They capture very well (talented team) the element of surprise.


Roger Keynes's picture
Roger Keynes
5498 pencils

So you and the baby you hit are covered? Good to know. :(

The Jobless Writer
Will Think for Salary

andylefty's picture
4535 pencils


guto_soares's picture
107 pencils

Great execution. I liked it very much.

jullyart's picture
65 pencils

I really enjoyed. Every time I hit the car was because something jumped in front of me making me lose control and find a wall, or pole, or a house, or parked truck, or ... ;-))))))))))))))

iambusy's picture
2219 pencils



jullyart's picture
65 pencils

I do not think that's a copy, I think it was just an unfortunate coincidence for both teams.
I first saw these here on the same page. Have you seen any of the two works before?

sintra's picture
699 pencils

Is the baby ( target ) popping out to be hit ?

whitekaras's picture
115 pencils

I mean are you for real?
As a noob dad, I would put an old granny if I could to make it less disturbing.

guto_soares's picture
107 pencils

White, you didn't get it.
I believe the guys used a joke to show that you never know when you'll need a insurance.
Anyway, the baby is a doll, not a real baby, probably you'll be scared with "the jack" and beat your car somewhere else .
It's not so difficult to understand the joke.

Roger Keynes's picture
Roger Keynes
5498 pencils

Comedy is all about timing, g_s.

And this is the WRONG time.

The Jobless Writer
Will Think for Salary

jponino's picture
601 pencils

the insight's good, but it is always kindda troublesome when you see this ad just few hours/days after the chinese volkswagen ad based on a similar concept

MicheleVirgilio's picture
2617 pencils

i like

jackblack's picture
2342 pencils

The client is a pretty decent art director.

Milan Solanki's picture
Milan Solanki
990 pencils

Volkswagen ad had sharper punch than this

Wordfruit's picture
1023 pencils

The copy in the VW ad with springs was specifically about the situation of something surprising you on the road. And it was an ad for brake-assist -- the specific solution to that specific problem.

I believe this ad communicates far less well. In this ad, the viewer has to figure out what's going on, and what the 'sell' is. Most people don't bother to do that. They're bombarded with ads. There's no USP here. And you'll take care of what? You'll bring the baby back to life?

I believe the VW ad is much better communication than this one.

Lazarus's picture
1536 pencils

Wasn't there a VW ad posted that had the same execution?

wes014's picture
2 pencils

Bit of a copy? VW ads have same concept and were published in April... Think the VW ads were better personally.

LittleJoe's picture
345 pencils

So you finally hit the baby... well but if you're covered it's all ok!

marano's picture
348 pencils

Same as VW campaign and while I like the artwork better in these, I kinda feel like the VW ads were executed better. At first glance, I thought the cow was being sprung OUT of the drivers way, not into. In the VWs, they were clearly being sprung in your way. This is still effective though. Just took me a second longer, maybe it's just me. Time is important though. I would do my best to avoid hitting babies with your car regardless. Great art!

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