Years ago, Mercedes Benz made an ad that featured a real family who survived a crash, thanks to the advanced safety features in their car. Comedians The D Generation remade it, but added the end line, “…because at Mercedes Benz, we believe only rich people should survive car accidents.”

Today, most cars under 20 years old have the safety features of an expensive 1980s Merc - and a lot more besides. But some are better than others, and the TAC needed car buyers to know that before they went shopping. So, we took our lead from the functionality of online car sales sites, and created a digital campaign that let buyers compare active and passive safety features at a glance - and buy the safest car they could afford.

Agency: ThreeWiseMen, Account Director: Randal Glennon, Creative Director: Nigel Dawson, Writer: Brendon Guthrie, Art Director: Tim Haynes.