Hasta La Creative!

Merkley & Partners launched a new spot for Mercedes-Benz imagining tennis star Roger Federer in different eras, entitled “Roger Federer and the SL. Timeless Legends.”

The mockumentary-style spot opens on the host of the “Legends of the Game” segment introducing Federer, followed by black and white footage of 50s-style Federer, complete with pomade, white linen and a classic Mercedes. As the spot progresses into other eras it pays homage to other tennis greats, with Federer cursing and abusing water coolers a la John McEnroe and later aping the likes of Andre Agassi and Björn Borg. 

For each version of the star, the agency and B-Reel Films director Jeffery Plansker manage to work in the era’s version of the Mercedes-Benz SL. At times this feels a bit forced, the intent of the mockumentary device to show how the vehicle has held its quality over time a bit too apparent. The mokcumentary format itself feels a bit flat at its worst moments, as well. But the spot also includes some pretty entertaining/off-the-wall moments, with Federer posing suggestively with racket (sans shirt) and as Agassi answering an oversized phone coming to mind. 

Credits:
AGENCY: Merkley & Partners
CEO/Partner: Alex Gellert
Chief Creative Officer/Partner: Andy Hirsch
EVP, Group Creative Head: Chris Landi
Creative Director: Kirk Mosel
Senior Producer: Alex Kobak
Account Director: Francesco Deluca

PRODUCTION COMPANY: B-Reel Films
Director: Jeffery Plansker
Executive Producer: Michael McQuhae
Producer: Jay Shapiro
Director of Photography: Neil Shapiro
Editor: Noah Hertzog

After teasing its Super Bowl spot from New York agency Merkley + Partners some ten days ago, Mercedes unveiled the 60-second “Fable” yesterday.

As the teaser indicated, the spot is a twist on the classic fable of the tortoise and the hare. Much like in the original telling of the tale, the hare falls victim to his own arrogance. After storming out of the gate, he figures he has enough time for a game of cards while the tortoise slowly shuffles along. The tortoise, meanwhile, finds a way to win (spoiler: it’s the 2016 Mercedes-AMG GT S). It’s all cute and whimsical enough until the agency feels the need to throw in a little casual misogyny towards the end.

As Merkley CEO Alex Gellert explained to Adweek, the agency’s focus for the ad was squarely on entertainment value. “There is an expectation among consumers that Super Bowl advertising will be entertaining, that it is at least equal parts entertainment as sell if not slightly more entertaining than sell,” he said. “They are mini pieces of cinema.”

Merkley + Partners takes the kids’ side in its new campaign for gun safety, with boys and girls questioning why adults don’t go to greater lengths to hide their firearms.

In one TV ad, “Please Add This to the List,” a string of children note that their parents tell them to always wear seatbelt and bike helmets yet store their guns loosely in a drawer, closet, garage or under a bed. Another TV execution, “Do It for Us,” weaves adults into picture, with a mother cradling a baby and a female teacher in a classroom saying that if guns are stored properly, “I won’t have to tell my kids, ‘This isn’t a drill.’ “

Documentary filmmaker Henry Corra directed the ads, which were shot in black and white, and actor Richard Thomas provided the voiceover. The campaign, which also includes print, outdoor, radio and online ads, was created for the National Crime Prevention Council (via the Ad Council) and funded by the Bureau of Justice Assistance. The tagline is, “Lock it up.”

CREDITS
Client: National Crime Prevention Council
Agency: Merkley + Partners

TV & Radio
Andy Hirsch: Executive Creative Director, Art Director/Copywriter
Stacey Lesser: Chief Strategic Officer
Beth Miller: Account Director
Taylor Doyle: :: Account Coordinator
Gary Grossman: Director, Broadcast Production
Donovan Green: Producer
Harold Karp: Associate Creative Director, Copywriter (Radio)
Corra Films: Production Company
Henry Corra: Director
Jeremy Amar: Producer
Jeremy Medoff: Editor
Brand New School: Animation Graphics
Seth Phillips: :: Sound Mix, Sound Lounge
Richard Thomas:: Voiceover Talent

Print
Andy Hirsch: Executive Creative Director, Art Director/Copywriter
Grant Delin: Photographer
Bev Don: Director, Art Production
Jamie Bakin: Art Producer
Stephen Brady: Senior Print Producer
Joe Chanin: Director, Advertising Arts
Ray Maravilla: Senior Retoucher

Digital
Andy Hirsch: Executive Creative Director
Yoni Kim: Senior Interactive Art Director
Jennifer Cimmino: Digital Group Account Director
Samantha Hess: Digital Account Executive
Charles Noel: Flash Developer