by Mandy & Jon (@mandyldewaal) Boom! That’s the sound of the epiphany caused by “Don’t Let Go”, a new advert that promotes road safety for Fiat. There’s a lot to be said for restraint, and this ad — created by Leo Burnett in Istanbul, Turkey — smartly embraces simplicity to effectively communicate a persuasive message.
The concept behind Fiat’s new print advert is so powerful that the Zen-like execution only adds to the strength of the idea. The elegance hits you like a freight train.
The print advert comprises a close-up of a man’s hand holding both sides of the steering wheel. But the man’s hands are gently holding another’s. The man is wearing a ring — which means that the young fingers that his are embracing are likely those of his own child.
The only copy line is in clean print at the top right-hand corner of the ad that reads: “DON’T LET GO. BOTH HANDS ALWAYS ON THE STEERING WHEEL.” But it’s the hands you notice first in this ad, and it’s the hands that tell the story.
The result is a picture so compassionate and arresting, it’s difficult to turn the page. And the branding, which forms part of the steering wheel — as it would in any vehicle — is prominent, yet understated.
What with consumers becoming increasingly inured to traditional advertising and with so much print circulation falling, when brands appear in print, they need a showstopper to be noticed. There also needs to be an intelligent approach to branding. Less is so often more in print.
Leo Burnett’s advert for Fiat achieves all of this, and more, with a singular message that’s understated, but impactful. There’s no lecturing. No shaming or guilt about why one shouldn’t — for instance — text while driving. It’s a profound message: ‘You are loved. Stay safe. There is someone who loves you and couldn’t bear to let you go.’
A salute to Leo Burnett and Fiat for an undeniably intelligent and well-crafted advert that may just save a life. Or two.
Roll credits (courtesy of Ads Of The World):
Fiat: Don’t let go. Both hands always on the steering wheel.
Advertising agency: Leo Burnett, Istanbul, Turkey
Creative directors: Oktar Akin, Emrah Akay
Creative group head/art director: Ekin Arsiray
Copywriter: Ari Koen
Senior copywriter: Ömer Siber
Photographer: Cihan Unalan
Mandy de Waal and Jon Pienaar are writers, and are the co-founders of Jo!Ma Media — a company that creates kief content.
— MarkLives’ round-up of top ad and media industry news and opinion in your mailbox every Monday and Thursday.