The Chevrolet Ad You Would Keep

Chevrolet Brazil used a set of 2000 individually signed print advertisements to promote the launch of the Chevrolet Omega Fittipaldi, a car tuned by legendary Emerson Fittipaldi (2x F1 champion, F-Indy champion and 2x Indy 500 winner). WMcCann Brazil created a series of 2,000 magazine ads autographed by the driver, sent to selected magazine subscribers. Each ad had an exclusive URL with a video of the pilot autographing the magazines. See the message designed for Cannes by using the number 1500.

Chevrolet Fittipaldi signature

Watch the story of the ad that became a collector’s item. Click on the image below to play the video.


The Ad You Would Keep was developed at WMcCann, Sao Paulo, Brazil, by chief creative officer Washington Olivetto, creative directors Eric Sulzer, Fernando Penteado, copywriter Fabio Seidl, art director Carlos Murad, with illustration by Z-Axis Studio.