Y&R in Brazil put together an interesting stunt for Goodyear recently, inserting sheets of bubble wrap into newspapers and handing them out to drivers in São Paolo as they waited in traffic. The message on the ads, "Sometimes it's not easy to stop," is a curious one, meant to connect the addictive pleasure of popping bubble wrap with the potential tragedy of braking hard with crappy tires instead of Goodyear's ultra-grips. Maybe I'm overthinking it and they just wanted a fun way to get people to stare at their print ad for longer than 10 seconds. Whatever their motives, they gave out free bubble wrap, and won a bronze Lion at Cannes for it, so hooray for them. Via PSFK.