Whether debunked as a theory or not, I know that everybody (or almost) agrees to the theory of left brain / right brain thinking. You agree because you know you are one or the other. Whether you like it or not, there are traits about who you are and how you do things that posit you on either side of the fence. And if you are sitting there shaking your head and professing to be equally proficient with both set of talents and attributes, well then you are probably an over-achiever and should get out more often (once you’ve finished reading my blog, of course).
Y&R Tel Aviv, Israel, recently created this print campaign for Mercedes. Creative Director Gideon Amichay has definitely lead a stalwart team and the Music, Paint and Passion incarnations are undoubtedly proud, credible works for the individuals and teams that converged to create them.
I believe these because I buy what I am reading and seeing. The campaign has been thought about. It has gone through options and alternatives, has been looked at, talked about, negotiated, argued for, argued against – and that is just within the agency. Whether you are rational or intuitive, or look at parts or look at wholes, you see yourself in one (or all) of these. They are clear that it takes all types to create these finely-tuned machines and that Mercedes only entertain the best or nothing.
Going green has been something of a sigh for car companies. The idea that power-enthusiasts have is that the newer, lighter, greener versions don’t quite have the same kick that their pre-green predecessors do. So, initially there was somewhat of a challenge for advertising agencies to communicate. Things have changed though – and quickly. The newer the car the safer the guarantee that you are buying something with some sort green stamp attached to it. This makes buyers happy because to jump on the bandwagon declare their commitment to the future of our planet, the tax man clamped down too and is implementing a higher tax on carbon-emission cars.
This means there are more of the greener options to choose from now and the playing field is levelling out once more. The communication from agencies therefore goes back to being what car advertisements have always had to be about; informative, functional, pretty and memorable. Sure, there is a lot to be said about the automatic start/stop function, electrically assisted power steering, low-rolling-resistance tires, aerodynamic refinements, blah blah blah and blah, but all the while, consumers want to know that they are doing their bit for the environment in a great car that makes them proud and looks good pulling in and out of the garage.
Doesn’t this sum up Mercedes perfectly? So the job for BBDO Singapore and Creative Director Danny Searle to communicate the newer B Class BlueEFFICIENCY version could have been easy. What they came up with is more than that. I like these print executions because they are elegant and almost effortlessly cool. They showcase a newer incarnation of a slightly older model, now ticking all the green-friendly boxes, set beautifully on open roads and getting the speeds critics doubted to start with.
They get away with this open road guilty pleasure and owe thanks only to themselves. ‘One day nature will return the favour’ – and because it can, there will be no fines in the post for either of these. I like the concept; it’s clean and clear, and it talks the talk.
Look after the planet and she will look after you.
Do they do it for you?
If you’re looking for more of the man-talk about the car, watch this.