With the factories from the Asian automakers arriving in Brazil, the market has become a real price war. Advertising in magazines and newspapers has become a reflection of this, excessively airing rational ads celebrating the prices and car’s features. Fiat Bravo needed to get into this war to win. The client requested a campaign in print media totally focused on the product, covering all of the car’s features.

How to have an extremely rational ad, without being bureaucratic or boring?

Bravo in Brazil means bravery, boldness, courage. That’s why we turned the ad into a hero. We’ve created "The Bravest Ad You’ve Ever Seen" and we developed an internet program in the format "The Most Incredible Videos" where it proved its bravery.

The ad, published in men's magazines in Brazil, urged consumers to know the program on the Internet. The episodes kept being posted on a dedicated channel. In total the heroic ad participated in six films. Among all, it faced killer bees, jumped from a plane without a parachute and challenged ferocious Rottweilers.

The client had not only a rational ad showing the features of the car. He had a feature ad that became a character, a sort of poster boy, a hero.The men, consumers of this segment of cars, got some good laughs.Testimonials from clients on the Internet:- "SENSATIONAL.... It is Fiat innovating in its ads"- "Outrageously funny."- "hahahaha!!!!! very good!!! Fiat had some courage. I loved it"- "Ahahahahaha. I also liked it. Making fun of these sensationalist programs. Cool stuff."