The interactive bus back ad gives people driving behindthe bus a real life demo of VW’s Adaptive Cruise Control AND gets them to maintain the safe distance.

Volkswagen’s Adaptive Cruise Control helps VW drivers to avoid accidents by keeping their cars at a safe distance from the traffic ahead.

Like most avoid-death features, its usefulness sinks in better if drivers experience what it can do.

So VW’s Brasil agency, Almap/BBDO, installed ads on the backs of buses in Sao Paulo with an interactive panel that reacted to the nearness of the car travelling behind. If a car got too close, the ad began displaying the distance in metres and a warning appeared that cautioned drivers about the risk of collision.

The bus back ad both promoted the VW technology and got drivers to keep their distance (safely).

All buses used had Volkswagen dealers on their routes and according to VW, more than 20,000 people were reached per day.

Creative credits:

Creative agency: Almap/BBDO

Chief creative officer: Luiz Sanches

Executive creative directors: Bruno Prosperi & Renato Simões

Creative directors: Andre Gola, Pernil, Benjamin Yung Jr & Marcelo Nogueira

Art director: Andre Sallowicz

Copywriter: Daniel Oksenberg

Producers: Isabela Albero & Paulo Bazeggio

Production company: Criket Design