BRADESCO | Fake Ad | 2012
The Moment You Turn the Page, the Car Crashes / Bradesco Seguros "Fake Ad"
What looked like an ordinary car ad suddenly showed the car in a crash, the instant you turned the page with your finger. An insurance ad that decided to shock readers first, before trying to sell them anything.
The problem
This was 2012, right as magazine apps for tablets like the iPad were starting to catch on. Insurance ads tend to lecture readers about "peace of mind," which makes them an easy category to scroll right past.
The insight
No matter how much a car insurance commercial says "be prepared for the unexpected," readers just think "that won't happen to me" and skip right past it. So why not make them actually experience that "unexpected" moment within the ad itself?
The idea
The ad was designed to blend in as an ordinary-looking car ad on a magazine or iPad page. Then, the moment you swiped your finger to turn the page, it transformed into a car crash. The whole thing was built to communicate the insurance company's core idea: because you never know what might happen, you need good insurance.
What happened
The campaign won Brazil's first Gold Lion in the Mobile category at Cannes Lions. For the gooldfellas, the agency behind it, this was also the first Gold Lion ever awarded to an iPad ad in Cannes Lions history.
Afterthought
What I love is the way it betrays the very format of "an ad." Insurance, at its core, is a product that depends on getting people to believe something could really happen to them—so actually catching readers off guard like this makes total sense. Hiding a car crash inside the everyday, unthinking act of turning a page? I really like that idea.
Awards
- Cannes Lions Gold 2012
