Argentinean mattress brand Piero, along with FCB Buenos Aires, created this clever campaign to encourage serial drivers to stay wide awake behind the wheel.
In the spot, we find that traffic accidents in Argentina mainly involved truck, bus and taxi drivers, who, with grueling shifts, are likely to doze off during wee hours, causing some to even hallucinate and end up in harrowing situations.
Enter Snooze Radio, the first in-car alarm system designed to keep drivers alert. Made much like your standard alarm clock, it "snoozes" every nine minutes during the time most accidents are known to occur.
The mattress company also partnered with the country's most popular radio stations and reached more than 480,000 drivers per night.
The documentary-style short was directed by Martin Levi of Oruga Films.