Theres a bunch of cool stuff Sendhil Mullainathan talks about in the video below… I only want to highlight one point he makes. It’s about BMW wanting to advertise the safety of their cars.

Car safety adverts are normally about car chasis getting slammed into walls in slow motion, or, in other words, the “you’ll survive wrecks in our cars” message. BMW opted for the different “our cars keep you out of accidents” message. It’s not necessarily brilliant, just a different angle on the topic.