It has been proven to be an effective advertising choice to incorporate the advertising into the program. Leo Burnett Sao Paulo showed us this when they interrupted of all things a soccer match (in Brazil!?) to bring us this message from Fiat. The audience is horrified for seconds thinking that they have lost the program to bad reception, until the screen is wiped clear with what appears to be windshield wipers and the word from the sponsor advertising their new car with rain sensors. With the evolving media viewing landscape today filled with online streaming, portable viewing devices, and DVR, advertisers have to be innovative in their choice of medium. This particular ad from Fiat and Leo Burnett borders on intrusive but because its copy is short, sweet, and to the point, it is hits the brilliance mark.
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