With crime a daily reality in South Africa, Armoured Mobility protects drivers by turning regular cars into bulletproof fortresses. To show this without fear-driven messaging, we created a radio campaign that flipped the script on danger.

Each ad began like a tense crime drama, with criminals plotting their next move. But when they encountered an Armoured Mobility car, their weapons suddenly sounded like toys. The threats dissolved into humour, proving that with the right protection, even the scariest situations become child’s play