Intending to evaluate how much attention people pay to these kind of adverts, Russia’s Sarafan Advertising Agency recently pulled an unprecedented marketing stunt by displaying a slightly concealed image of a topless woman on the sides of box trucks.
The ad showing a woman cupping her breasts with the slogan “They Attract” written in Russian, was displayed on the side of 30 vans driving around Moscow.
Sarafan Advertising Agency, that organised the promotion, said: “We are planning to bring a new advertising format onto the market, encouraging companies to place their ads on the sides of trucks, as we thought this would be a good alternative to putting them on the sides of public transport.”
The ad campaign caused 517 car accidents on the first day, as the distracted drivers collided with other vehicles, landmarks, and buildings.
According to the Daily Mail, police sent out patrols to gather all the vehicles and impound them until the images could be removed.
Ildar Yuriev, a motorist involved in one of the accidents, said, “I was on my way to a business meeting when I saw this truck with a huge photo of breasts on its side go by.”
“Then I was hit by the car behind, who said he had been distracted by the truck. It made me late and left my car in the garage, and, although I am insured, I am still out of pocket.”
The campaign has led to multiple complaints to sue the ad agency for compensation.
A spokesman for Sarafan Advertising Agency said, “In all cases of accidents, the car owners will receive compensation costs from us that aren’t covered by their insurance.”