Toyota: Rebel

If you have read this and you didn’t realize there are two “a”, imagine all you can’t see when you drink and drive. Don’t drink & drive, please.

Institutional print campaign for christmas holidays.

Advertising Agency: Saatchi & Saatchi, Madrid, Spain
Creative Director: Miguel Roig
Art Director: Mauricio Duque
Copywriter: Jonay Sosa
Account Director: Jesus Ovejero
Account Executive: Eva galan
Photographer: Getty Images

December 2010


DBB's picture
1216 pencils

They could have worked for another hour and find 3 different sentences... not only the double "a" effect...
in that case, one print is enough.

HappyHour's picture
2381 pencils

Where is the connection here? This is just an old optical trick - doesn't say anything about drunk driving impairment. Super lame concept.

luispiter's picture
2756 pencils

i like...the concept is good

CuriousPencil's picture
4225 pencils

This is a Saatchi spurt? Oh dear. Forgiving the translation ("If you have read this...there are two 'a'...") I'm slapbang in HHour's corner: equating a known blindspot in *reading* behaviour with driving makes happy holiday nonsense of the client; the agency can claim quirkiness. The client just looks like a prick.

mdb1974's picture
411 pencils

Back of cereal box gag turned into campaign.

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