A total of 30 trucks displaying the ad drove around the Russian capital display a woman’s breasts cupped in her own hands, with a (more or less) censoring line displaying the “They Attract” slogan.
At least when it comes to the driving part, the move had the exact opposite effect on awareness, as drivers apparently couldn’t care about anything else but the advertisements. A total of 517 crashes were registered.
The police stepped in to solve the problemThe news quickly spread around town and when the local authorities found out about the accidents, police officers were dispatched to impound the vans displaying the ads. The vehicles would be released once the adverts were removed.
Angry drivers apparently made plenty of compensation claims, demanding the agency that run the project, AdvTurck.ru, to deal with the situation.
A spokesman for the company issued a statement, explaining this was an effort to bring new customers in. They were planing to determine companies to switch from advertising on the side of public transportation vehicle to their vans. He added that the drivers who do not receive compensation from insurance companies will be covered by AdvTruck.
In today’s shock-advertising world, it’s all too easy for stunts like these to backfire, so agencies should think twice before approving any proposal.