Making a video that made Telepass holders feel "cool" but without making non-customers feel stupid.

MiTH's goal was to reach an adult target audience, 45 to 60 years old, touching their chords, knowing that these are people who are deeply smarmy and bored with advertising.

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For the initiative, MiTH managed:

- Development of the concept of the natural selection of the motorist, where it is not the strongest or the fastest who wins, but the one who is the smartest and best fit

- Realization of the video that, paraphrasing the linguistic, visual and musical stylistic features of Super Quark, the program of Piero and Alberto Angela, well established in the collective imagination

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