This clever "Joe The Plumber" ad placed by Citroën in De Telegraaf, the largest paper in The Netherlands, opposite the November 5th election results.
Designed by advertising agency Euro RSCG, the ad for the Citroën Berlingo played off of the almost surreal emergence of "Joe The Plumber" as a figure in the 2008 Presidential Election. As Joe was meant to represent all small business owners and tradesman, pairing it with a vehicle designed for just this crowd was a smart choice. Next to a page of choices, the Berlingo is Joe's true choice.
Utilizing the interest over the election and placing the ad where people will most likely get the joke was another brilliant choice. These kinds of ads, which take advantage of predictable events, are a good way to stretch advertising dollars. In fact, this wasn't even a full page ad but it surely has a large impact.