dollars and sense

What would you do if you won $1 billion?

The Sawtooth Group is revealing some possible reactions in the first campaign for Grab.com.

The Woodbridge, N.J., agency created two 23-foot-long mobile billboards that appear on trucks in cities nationwide, including New York, Atlanta and Boston.

Touting the New York-based company’s $1 billion sweepstakes (that’s the grand prize, folks), the billboards ask: “Are you ready to win one billion dollars?”

One shows a man with a prominent wet stain in the front of his pants, caused by a happy “accident.” Another ad, this time in 3-D, shows a man with a brick in his underwear, which has fallen to his ankles.

“We felt like the jackpot deserved something more than a typical reaction,” said Kristi Bridges, shop svp/creative director.

Starting today, the agency is also running outdoor postings on construction sites in 20 markets. Posters at colleges nationwide will also begin appearing this month. Both use the same creative as the billboards.