Most of the time when car companies caution drivers, the warnings involve reference to alcohol; but the Fiat 'Don't Makeup and Drive' ad campaign takes a different route. Focusing on women in specific, or at least those who wear makeup, it brings attention to the fact that any distraction can be lethal when driving a car.
The Fiat 'Don't Makeup and Drive' ad campaign was conceived and executed by Leo Burnett Tailor Made, an ad agency based in Sao Paulo, Brazil. The exploding cosmetics, which look like vibrant fireworks, were captured by photographer Alê Catan and created by graphic designers Zezinho Lima and Ricardo Sotelo. Beautifully eye-opening, it shows people that everyday actions that are unnecessarily distracting can have devastating consequences.
Explosive Car Ads
The Fiat 'Don't Makeup and Drive' Campaign Focuses on Women
Trend Themes
1. Makeup-free Driving - Ad campaigns that focus on the dangers of any distraction while driving have the potential to disrupt the auto industry's traditional approach to cautionary advertising.
2. Targeted Ad Campaigns - Creating ad campaigns that focus on audience-specific dangers, such as those faced by women who wear makeup while driving, can disrupt the advertising industry's traditional approach to driver safety messaging.
3. Creative Warning Messages - Innovative and eye-catching warning messages, such as the exploding makeup used in the Fiat campaign, have the potential to disrupt traditional advertising methods in many industries by capturing consumer attention in new ways.
Industry Implications
1. Automotive - Auto companies have an opportunity to disrupt traditional cautionary advertising by using creative and targeted ad campaigns that capture audience attention and shift the focus to any potential distraction while driving.
2. Cosmetics - Cosmetic companies have the potential to disrupt traditional advertising methods by incorporating driver safety messaging into their own ad campaigns, helping to promote safe driving habits and awareness.
3. Advertising - The success of the Fiat 'Don't Makeup and Drive' campaign shows that targeted and creative warning messages can disrupt traditional advertising methods across a wide range of industries, helping to capture audience attention and drive consumer awareness of important safety issues.