These Mercedes-Benz ads from Miami Ad School Europe have just won the student category at the Andy Awards 2009.
The creative ads use a copy that reads “Acts when you are distracted,†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.
Award-Winning Driver Distraction Ads
Mercedes-Benz Campaign Uses Girls, Shoes & Soccer
Trend Themes
1. Instant Gratification Marketing - Opportunity to create ads that appeal to consumers' desire for immediate satisfaction and capture their attention in a world of constant image bombardment.
2. Authentic Shock Value Advertising - Chance to employ honest and provocative ads that shock and intrigue the targeted audience, leading to increased engagement and absorption of the advertisement.
3. Visual Distraction Tactics - Potential to utilize visual elements that distract the driver to highlight the importance of avoiding distractions while driving, creating impactful and memorable campaigns.
Industry Implications
1. Automotive - Disruptive innovation opportunity to incorporate distraction-awareness messaging and visually stunning ads to raise awareness about safe driving practices.
2. Advertising - Opportunity to explore creative approaches that leverage shock value and instant gratification to captivate consumers' attention and deliver impactful brand messaging.
3. Sports - Potential for sports-focused industries to use distraction-related themes in marketing campaigns to resonate with sports enthusiasts and promote relevant products or services.