Toyota's print ad campaign for their anti-drinking and driving campaign takes a page from psychology 101 text books to get their public service message across. The clever ad features an optical illusion and psychological phenomenon known as cognitive foresight, in that our brains generate images 1/10th of a second prior to our eyes viewing it. In other words, we mistakenly anticipate what we think is there before we even see it. A very effective ad for a very important message.
Advertising Agency: Saatchi & Saatchi, Madrid, Spain
Creative Director: Miguel Roig
Art Director: Mauricio Duque
Copywriter: Jonay Sosa
Account Director: Jesus Ovejero
Account Executive: Eva galan
Photographer: Getty Images