German Insurance Brand Inserts Ad Into Crowd Footage at Game

Sumo Wrestler Appears to Attack Spectator in Crafty Stunt

Published on .

German insurance brand DEVK "hijacked" the big screen, showing the crowd at a football match an ad that purported to be a real-life incident in the stands. At half time, a half-naked sumo wrestler appeared on screen climbing down the benches, grabbed a fan and ripped off his shirt -- followed by the question "How do you explain that to your insurance company?"

Creative agency Grabarz & Partner pre-produced the ad and cut it into the live stream. Two more ads showed other simulated absurd accidents, including a person wrestling with a bottle of mustard which develops a life of its own.

For more exciting ideas in brand creativity, check out, follow @creativitymag on Twitter or sign up for the Creativity newsletter.

Most Popular
In this article: