To develop the concept, the ads rely on some well-known phrases, such as “I don’t judge, but I don’t want to see two guys kissing” or “Let’s build a wall and Mexicans will pay for it” or even “we have to face the virus, but everyone will die anyway”.
If we had stopped at the right time, for example at the “Let’s build”, all these sentences could have had a different meaning. A metaphor that Continental uses to highlight the importance of having quality tires, which guarantee good grip in case of risky situations.
Advertising Agency: Rai, São Paulo, Brazil
Creative Director: Marcos Dyonisio
Art Director: Breno Faria
Copywriter: Vinicius Bertollini
Creative Vice President: Guilherme Fleury