Sit on the bonnet, without any doubt.
But, what can happen if she doesn't take care?
She will surely fall down. Women are simply too stupid to deal with a nice car…
This must precisely be what the heads of AWtech (a Swedish brand) think. They have created this add in cooperation with McCann and it was published in consecutive pages of Sweden magazines.
The aim was to promote their premium programs providing the highest level of shine and depth of gloss to automotive finishes. And what can be more spellbinding than a typical "play girl" on a car's bonnet?
It's clear that the creative director is a man. According to him, the slogan, "Extreme finish for your car" can correspond only to one image: a sexy, silly and clumsy woman on a bonnet.
The idea could be even funny if it wouldn't remind times when women served only as a decoration and her main task was playing piano, reciting French poetry and smiling.
Advertising Agency: McCann, Malmö, Sweden
Creative Director: Albin Wendel
Art Director: Björn Lindén
Copywriter: Lars Larsson
Photographer: Maserati + Jeff Richt
Other additional credits: Imago media
Published: October 2008