OK, I admit that I have a fondness for the more creatively “out there,” bold, take-a-risk-already, marketing campaigns. But this one by Leo Burnett Tailor Made in Brazil both made me howl, as well as wish I had been a fly on the wall at the meeting where it was first presented… and definitely in the brainstorming sessions along the way!
So, apparently the Fiat UNO was not succeeding in communicating its great fuel economy to its male target. But how they got to where they got to, is just mind-boggling. I can imagine the sessions began something like this: “So, where could we laser focus our message on the target?” “Avoid clutter.” ” Capture their attention.” “Create engagement,” “Yes, yes, engagement. But we must go viral.”
Fast forward to the “If Pee Were Gas” campaign, implemented in men’s rooms, equating the amount of “output” to how far the UNO would go on a similar quantity of gas. I repeat, how they got there I do not know. But KUDOS to the creativity and DOUBLE KUDOS to the client brave enough to see that it nailed the communication needed. (Bet it went viral too)
GWH W.T.F. (Winner, Toss-Up or Flop) Award WINNER for laser- focused creativity and gumption!