GPS OZ Directions from Above

GPS OZ promoted its range of GPS car navigation systems in a print advertising campaign in 2007, featuring three religious figures, Jesus, Buddha and Ganesh pointing the way. The text: “Directions from Above”. Rather than offending just Christians, the company spread the angst with Buddhists and Hindus.

Jesus points the way in GPS OZ ad

Buddha points the way in GPS OZ ad

Ganesh points the way in GPS OZ ad


The Directions from Above campaign was developed at Leo Burnett, Sydney, by copywriter Steve Coll, art director Kieran Antill, photographer Ingvar Kenne, with retouching done at Electric Art