Superstar

The Mercedes Night View Assist Campaign Focuses on a Photo Effect

By: Meghan Young - Published: • References: bbdo and ibelieveinadv
The Mercedes Night View Assist ad campaign cleverly uses the photography technique known as bokeh. Boken is the way the lens renders out-of-focus points of light for a blurry effect. Instead of a random blur of lights, however, the images revolve around barely perceivable words such as child and deer. Paired with the tag line, "Spots the danger before you do," the images show how the night view assist feature can save lives.

Created by Düsseldorf-based BBDO in collaboration with Prague-based Mark BBDO, the Mercedes Night View Assist ad campaign is quite beautiful to look at, just like the photography it is inspired by. It was art directed by Daniel Haschtmann with creative direction by David Mously, Jan Harbeck and Wolfgang Schneider.