WMcCann Brazil

What would it take for you to keep an ad or a piece of promotional material?  A new ad for Chevrolet includes a limited edition autograph by a racing star


For a number of years over Christmas, The Guardian newspaper has been given away sheets of wrapping paper designed by artists and celebrities. Some friends happily use it, it’s a nice talking point and useful, while others barely register it before it disappears into recycling.


This ad by WMcCann Brazil for Chevrolet Brazil included 2000 versions individually signed by Formula One and Indy racing legend Emerson Fittipaldi, sent to selected magazine subscribers. Those lucky/valuable enough to received the ad also received a url linking to a video showing Fittipaldi signing the ad.


Is there a future for limited edition ads, signed by a celebrity or even a photographer for example,  and is it something you would keep? Or is this just a nice gesture, a bit of flattery, making the lucky recipient feel valuable?


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