Dive Brief:

• Russian mobile advertising company AdvTruck has inspired more attention than it was hoping when it sent out 30 trucks with ad on the side featuring a woman's breasts. 
• The ad — with the words in Russian "They attract"— caused over 500 accidents by distracting drivers. 
• AdvTruck has gone on record saying, "We wanted to draw attention to this new format with this campaign. In all cases of accidents, the car owners will receive compensation costs from us that aren't covered by their insurance."

Dive Insight: 

It's hard to imagine a more perfect example of the idea that not all attention is good attention. The truck-side ads did what AdvTruck set out to do — which was to attract eyeballs— but it wasn't the final outcome the company was looking for.