This campaign simply promotes a dangerous cocktail of drinking and driving.
When a brand tries to promote itself through a negative way, there is naturally an inherent risk within that attempt. You may get noticed, but mainly because of the wrong reasons. That is why PETA brings imageries of naked stupidity to the minds of some viewers. It is hard to notice the intended (?) message through those celebrity babes who are stripped off their cruel clothes. Being negative is the best way to slaughter a great message.
This dangerously irresponsible attempt has been done by Italian Agency Cayenne Milan, ostensibly for the promotion of the new Czech-made mini-SUV. We can see the car in the most unexpected photoshopped locations within an alcoholic drink; with a provocative caption- love it on the rocks.
Remember, Ford once tried to sell itself through fun. Though pointless, that was not a crime.
CREDITS
Advertising Agency: Cayenne Milan, Italy
Creative Directors: Giandomenico Puglisi, Stefano Tumiatti
Art Director: Filippo Rieder
Copywriter: Davide della Pedrina
Photographer: Garrigosa Studio
Via: Ads of the world
