Chevy pinches pennies for Aveo billboard

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The most surprising thing about the Chevrolet Aveo billboard made mostly from one-pence coins is that it took a whole 30 minutes for Londoners to strip it clean. Americans would have swarmed that thing like piranhas on a drowning cow. The idea was to emphasize how inexpensive the car is—just 769,500p (or £7,695), though only 20,000 pennies were actually used in the ad. Chevy’s Les Turton patted his company on the back for designing a car ad that “stopped traffic and actually put money back into the motorist’s pocket.” A car ad that stops traffic—that just seems so quintessentially English.

—Posted by David Kiefaber