Goodyear Brazil has created a clever print ad that is so simple, yet gets the message across effectively. A sheet of bubble wrap was inserted into a newspaper, and the paper was handed out to drivers who were stuck in traffic.

The drivers were amused by the ad and popped the bubbles as they waited. One of the bubbles had a picture of a cow, girl, or boy behind it, and the message simply said, “Sometimes it’s not easy to stop” with the branding below it.

The ad was created be the creative agency Y&R in Sao Paolo to show the importance of having good quality tires in unexpected situations, and to promote Goodyear’s ultra-grip tires.

Check out a video about the campaign below:

Goodyear