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Smoking advert along motorway causes panic


The fire brigade got tipped twice that smoke had been spotted along motorway A4 in Hoofddorp, North Holland and both times, it was just a smoking advert. Car insurance company Ditzo had a big billboard advert with a time-clock giving off a lot of smoke, as if the Audi in the advert had car trouble. Motorists called 112 (the Dutch emergency number), as apparently the ‘joke’ was not very obvious. The marketing people probably thought this was brillant and it is a cool idea, except when in actual practice it fails and causes problems.

Allow me to show you what it looks like when you do this right, and by right I mean without causing panic and maybe even up for yet another award. Cossette Communications in Canada had a steam machine built into a bus shelter giving off periodic burts to announce that coffee was ready, which you can read straight away and which doesn’t make you want to call 911 (North American emergency number). I file this one under ‘zo kan het ook’, which means ‘it can also be done this way’.


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