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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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Leo Burnett Istanbul and Fiat Urge People to Hold on to What is Important

‘Don’t Let Go’ is an emotional reminder to drive safely

Fiat Chrysler Automobiles “Don’t Let Go,” GPC Rating: 7.0

People tend to multitask while driving. They put on makeup, answer texts or eat a snack. This means they take a hand off the steering wheel, so Fiat and Leo Burnett Istanbul teamed up to create an emotional reminder to keep both hands of the steering wheel.

The new print ad depicts a close up of a man’s hands holding a steering wheel and a pair of smaller hands entwined with his. The man is wearing a wedding ring, leading the viewer to believe the hands could belong to a child or wife. The copy at the top of the ad reads, “Don’t let go. Both hands always on the steering wheel.”

The ad elegantly reminds people not only to remain in complete control of their vehicles and not let go of the steering wheel, but also to hold on to the loved one waiting at the end of the road.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.