CAMPAIGN’S OBJECTIVE: To advertise the new Palio Adventure Locker, an off-road car from Fiat which has an exclusive traction system that can get the car out of potholes and ditches.HOW IT WAS DEVELOPED: The radio spot has been created focusing on the benefits the product offered, showing that it is the best option to get the car out of potholes in a road.WHY THE SOLUTION WAS ADEQUATE TO THE PRODUCT: The campaign has used humor to create a way to talk about the product in a medium that doesn’t allow the demonstration of the main feature.RESULTS: The car’s launching was a success and it became the leader in sales in its segment.