Three litres of fuel per hundred kilometres. In 2000, that number was not a specification, it was a provocation.
The campaign didn’t celebrate the Lupo 3L’s engineering in the usual way. There were no technical diagrams, no comparisons with rivals, no fuel economy tables. Instead, a series of press and metro poster executions showed ordinary objects that contain fuel, a Zippo lighter, a Japanese oil lamp, a jerrycan, alongside the distance the Lupo 3L could travel on those precise quantities. The objects were photographed with deadpan precision. The distances were genuinely surprising.
It was an old DDB instinct applied to a new category of problem: if the fact is extraordinary, trust the fact.
