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An powerful message or a stunt gone too far? To remind women of the dangers of applying makeup while driving, Mini in Mexico hid an airbag in the soap dispenser of a public washroom that fires off while women are putting on lipstick. Once they get over the fright, the women can read that accidents could be avoided if they wait to do their makeup someone other than in their car. But what if the bag exploding had led to a washroom accident?

Credits

Advertising Agency: Publicis, Mexico
Worldwide Creative Director: Erik Vervroegen
Executive Creative Director: Héctor Fernández
Creative Director: Jessica Apellaniz, Luis “Madruga” Enríquez
Associate Creative Director: Christian Santacruz “Pimpon”