Mercedes-Benz Campaign Uses Girls, Shoes & Soccer
The creative ads use a copy that reads â€œActs when you are distracted,â€ with images of things that would distract the driver. These include girls, sports and shoes.
By winning this award, art director Armand Leitis and copywriter Christian Bunnemann have also scored themselves the Glenn C. Smith Scholarship. Congratulations to the young students!
Implications - This ad appeals to consumers living in a world where they are being constantly bombarded with images. The branding has embraced how the industry has shifted to instant gratification. The targeted audience of this campaign will be both shocked by the honesty and intrigued by it, better influencing the time spent looking and absorbing the advertisement.