The campaign started with an email inviting people to help solve the case of the suicidal cars. Three viral movies were made and posted on the blog of the journalist who was investigating the suicides. Three sad cars decided to kill themselves. One car is hit by a train. Another car jumps off a building. Yet another car drinks poisoned gas. The people reading the blog found out the answer to the question of why the cars were killing themselves: It was because a new car was arriving on the scene and it was the Sandero Stepway.