To advertise the safety benefits of the new Peugeot 408, Brazilian agency Loducca placed a mini airbag inside a print ad, inviting readers to hit a spot in the ad and see what happened. Upon impact, the tiny bag inflated, demonstrating in miniature what an airbag would do. The ad appeared in influential Brazilian business magazine, Exame, and was surrounded by special packaging ensuring the airbag was not triggered by accident.