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.
Bokeh-Inspired Auto Ads
The Mercedes Night View Assist Campaign Focuses on a Photo Effect
Trend Themes
1. Auto Advertising - Disruptive innovation opportunity: Explore new ways to incorporate creative photography techniques, such as bokeh, into auto ad campaigns.
2. Bokeh Photography - Disruptive innovation opportunity: Develop technologies or tools that enhance the bokeh effect in photography to create captivating visuals and storytelling.
3. Night Vision Technology - Disruptive innovation opportunity: Improve and innovate night vision assist features in automobiles to enhance safety and prevent accidents.
Industry Implications
1. Automotive - Disruptive innovation opportunity: Integrate bokeh-inspired marketing campaigns and night vision technology advancements into automotive branding and innovation strategies.
2. Advertising - Disruptive innovation opportunity: Incorporate unique and visually captivating photography techniques, like bokeh, into advertising campaigns to grab consumers' attention and create memorable experiences.
3. Photography - Disruptive innovation opportunity: Develop tools or software that enable photographers to easily achieve the bokeh effect and experiment with new visual storytelling techniques.