This clever folding print ad illustrates why you should take the bus

Västtrafik, the public transport provider in Gothenburg, Sweden, says everything it needs to say about traffic congestion and the benefits of taking the bus in a clever print ad.

Created by Forsman & Bodenfors, the full page ad shows a massive traffic jam with the caption: "Thank you for your patience in traffic. It gets crowded when we're not travelling together." But when you fold the ad, the copy transforms into the brand tagline "Thank you for travelling together," and the cars disappear, leaving a bus on an empty street.

The campaign is being launched as Gothenburg undergoes an intense development phase, and it forms part of an integrated campaign revolving around congestion and queues.

"To physically fold the cars away shows the benefit of the bus in an almost superfluous way. There are room for many cars in a bus, simply put. The ad is sort of an homage to Al Jaffee and his brilliant fold-ins in MAD magazine. We hope he likes public transport," says Lars Jansson, art director at Forsman & Bodenfors.