THROUGH HIS NEW CAMPAIGN, CONTINENTAL WANTS TO REMIND EVERYONE HOW IMPORTANT IS TO STOP IN TIME (NOT ONLY ON THE ROAD).

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”.

WHAT’S THE MEANING OF THE CAMPAIGN?

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