Mercedes-Benz Honours Courage & Tackles Brazilian Bus Fires

The remarkable story of Jefferson Alves de Silva is told in this impactful spot for Mercedes-Benz.

In it, he remembers the moment a bus he was riding on was blasted with fire and how he saved other passenger's lives – something he says he would do again.

His bravery is honoured in the spot created by Moma, which highlights the horrific reality of fire attacks in Brazil, which are increasing year-on-year. So far, 312 buses have been attacked this year – up from 262 in 2016.

I Ride and I Care is an initiative for Mercedes-Benz in which those affected by bus attacks will be remembered by having buses named after them.

The first of these will be de Silva, whose honourable actions will be imprinted onto a plaque that will be mounted on to the front of a bus to symbolically defy these brutal attacks.

To find out more information about the campaign, visit EuUsoEuCuido - although it is a Portuguese-only page.