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Novel Peugeot airbag ad

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Novel Peugeot airbag ad

Article ID:

13846

Special advertising format

Safety is one of Peugeot's main selling points for the new Peugeot 408. But how to get the safety message across in an ad? Peugot came up with a novel idea:

a glued-in airbag that inflates when a marked point is hit hard by a fist. The multi-page ad was published in Exame, Brazil's leading business newspaper. The inflation is activated on the first page and the airbag is glued to the steering wheel on the following two-page-spread showing the driver's instrument panel.
50,000 mini airbags were ordered from a Chinese producer and manually glued into the ad. A special packaging was designed in order to prevent accidental inflation.

Link to the airbag ad video clip 

Author

Charlotte Janischewski's picture

Charlotte Janischewski

Date

2011-09-22 15:20

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