Each advertisement was designed in the housestyle of a conventional Auto Trader small ad, except that rather than show a car for sale in the conventional way, the content revealed the disastrous effects of drunk driving. This 'camouflage' strategy ensured engagement by stealth as the advertising appeared at first glance to be conventional with its true impact only to be revealed on reading.

All Auto Trader advertising tracking and results are confidential. However, the level of buzz and noise that resulted from the campaign was, in the client's eyes, significant.