Opel

The Challenge: Only 5% of Danes would consider buying an Opel. Not because of the cars—they score well on safety, quality, and design—but because Opel didn’t stand for anything. A solid, sensible choice. But how do you make people desire something sensible?

The Solution: You find the least sensible person in Denmark. Enter Nicklas Bendtner—fresh off a scandal-stained football career, and promoting his tell-all memoirs. A man once arrested for hitting a taxi with a leather belt (or was it his penis?)

We cast him in a series of films as a reformed bad boy, desperate to buy the most practical car on the market. But we never let him.

The campaign went viral, won multiple awards, and generated over 1,000 articles of press.