Merkley + Partners Pits Tortoise Vs. Hare for Mercedes

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 Teases Super Bowl Spot for Mercedes

Merkley & Partners launched a 30-second teaser for Mercedes’ Super Bowl spot, featuring NFL legend Jerry Rice.

In the teaser for “The Big Race,” Rice discusses who will win the race between the Tortoise and the Hare with eight-year-old and “pet rabbit owner” Andrew Hunter. When Hunter reveals he doesn’t know the difference between a rabbit and a hare (they are both members of the Leporidae family, but belong to different genera), Rice tells him maybe he should “figure that out before debating the best wide receiver of all time.” Rice is then more than a little taken aback at Hunter’s response.

The ad is designed to mimic the buildup of anticipation leading to the Super Bowl, with Merkley & Partners having created its own version of the big game in “The Big Race.” Like with the Super Bowl, the weeks leading up to the event are filled with speculation and predictions. The teaser will air both on broadcast and online. Mercedes has also rolled out a social extension that includes Twitter accounts for the Tortoise and the Hare and a call for viewers to show their support by tweeting either #TeamTortoise or #TeamHare.

Drew Slaven, VP-marketing, Mercedes-Benz, divulged to AdAge that a specific Mercedes model will be a major factor in the brand’s Super Bowl spot. “There is a hero at the end of the race,” he added.

 

Seleção da Alemanha estrela novo filme da Mercedes

Patrocinadora oficial da Seleção da Alemanha, a Mercedes resolveu aproveitar a proximidade com a Copa do Mundo FIFA 2014 para colocar os jogadores como estrelas de seu novo comercial, produzido pela Tempo Media e com VFX/pós-produção do The Mill. A criação é da Jung von Matt/Neckar.

Ao som de Not Giving In, do grupo Rudimental, o filme dirigido pela dupla Alex e Liane mistura cenas dos jogadores em ação e de um Mercedes Classe C, criando uma unidade entre os dois.

Para variar, é preciso destacar o trabalho da equipe do The Mill, que recriou alguns cenários conhecidos e garantiu um filme bonito e sem emendas. Vale o play.

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Smart Cars Will Fit Anywhere, Even in the Slim Space Between Other Ads

In a world of crowded ad spaces and precious few parking spaces, Mercedes and Madrid agency Contrapunto BBDO are hoping to make the most of both shortcomings with these cleverly placed Smart car ads.

Printed on the narrow side of an outdoor ad display, the small image of a Smart is joined by the phrase "Siempre hay un hueco," Spanish for "There's always a space." 

As commenters on Ads of the World were quick to point out, this idea isn't exactly a first of its kind. The line and basic premise were even used in a student project in Argentina last year.

Duplication aside, there's also a more pertinent issue: I doubt I would have even noticed it if someone else hadn't pointed it out as an ad.




Aspiring Audi Owners Are Insufferable Snobs in Obnoxious New Ad

Audi has earned a lot of different descriptions over the years, but "tacky" wasn't one of them. Until now.

The automaker's new promotional video, "Luxury Car Abstinence," is meant to be a jovial bit of double entendre that positions the new Audi A3 as the ultimate first-time luxury car for young professionals. But instead, what we get is a mean-spirited and overly long clip in which aspiring Audi owners stop just short of rubbing feces on their loved ones' high-end rides.

While the concept probably had potential, the execution is simply grating. We see young people describing a BMW as a "drive of shame," ditching a ride from mom in favor of a cab and quitting jobs because the free company car is a lowly Mercedes. It's not endearing. It's entitled prickery.

One Jalopnik contributor says the ad highlights Audi's "bigger balls," but based on most of the comments on YouTube and his own post, it's clear that, however large the automaker's gonads, most viewers just end up wanting to kick Audi in the crotch.


    

Table of Power

Au début des années 1990, l’artiste Jacqueline Hassink a photographié les salles de réunion des plus grandes multinationales du monde, comme Mercedes ou BP. Quinze ans plus tard, ces Tables de Pouvoir n’ont pas changé et sont toujours aussi désincarnées. Une belle et alarmante série de photo à découvrir.

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Mercedes-Benz CLA washed by Kate Upton In Slow Motion

Prime Choices by Sage Vaughn

A l’occasion de la dernière Mixed Tape « Prime Choices » du constructeur Mercedes-Benz dont il a signé la couverture, voici un focus vidéo sur les œuvres et les inspirations de l’artiste Sage Vaughn. Un document enrichissant à découvrir en images dans la suite de l’article.


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Mercedes Benz – Etoiles

Voici sur Fubiz, le nouveau film TV de la marque Mercedes-Benz. Intitulé Etoiles, il a été réalisé par Ludovic Houplain du collectif H5 (Logorama) et rythmé sur le titre “Roadgames” de l’artiste Kavinsky. Produit par Addict, sur une post-production de Mikros. A découvrir dans la suite.



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Mercedes Benz – Invisible Car

Afin de mettre en avant la pile à combustible utilisée dans la Modèle Classe B n’émettant pas de CO2, la marque de voitures Mercedes-Benz a recouvert la partie gauche du modèle de LEDs et a installé des Canon Eos 5D Mark II, permettant de rendre la voiture invisible.



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Citroën Metropolis Concept

Voici les 1ères photographies du dernier concept-car de Citroën, un bolide d’une longueur de plus de 5 mètres aux lignes séduisantes. Un projet mené par l’équipe basée en Chine, présenté au Pavillon Français du Shanghai World Fair. Une série de visuels à découvrir dans la suite.



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Backwards or Forwards, it’s all the same / Palindromes dans tous les sens

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THE ORIGINAL?
Fiat Linea with parking sensor.
Palindrome campaign – 02/01/2009
Claim : “Going forward or backward, it’s all the same”.
Source : Cannes Archive Online
Agency : Leo Burnett Sao Paulo (Brazil)
THE ORIGINAL?
Mercedes-Benz with reversing camera
Palindrome campaign – 26/01/2009
Claim “Backwards as well as forwards”
Source : Cannes Archive Online, Adsoftheworld,
Agency : Jung von Matt/Limmat, Zurich, (Switzerland)
Crash frontal entre ces deux communications automobiles sorties quasi simultanément. Alors, idée dans l’air du temps ou inspiration commune? Grand retour à la mode d’une blague vieille comme l’écriture?
3 people like this post.

Stolen tyres or stolen idea? / Ils l’ont pas volée (leur parution sur Joe)

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THE ORIGINAL?
Dunlop Tyres – 1999
Source : Cannes Archive Online, VIA Blog Anubis
Agency : FCB (South Africa)
LESS ORIGINAL :
Dunlop Tyres – 2009
Source : Dubaï Lynx Shortlist
Agency : Impact BBDO Dubaï (UAE)
Apparemment il n’y a pas que les pneus qui ont été volés!
1 people like this post.

Mercedes-Benz : In Type

Un spot esthétique et en mouvements pour les voitures Mercedes-Benz. Par l’agence BBDO Düsseldorf et le studio allemand Sehsucht, il met en scène un monde construit entièrement en caractères typographiques. Il se termine sur la baseline “La première voiture qui lit la route”.



24 Hour service from Mercedes

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Advertising Agency : Media Marquee, Egypt

Creative & Art Director : Sherif Mounir

Via [ mediaME ]

Mercedes-Benz G-Class: Terrains

Mercedes-Benz G-Class: Terrains

Advertising Agency: Jung Von Matt, Hamburg, Germany
Creative Directors: Doerte Spengler-Ahrens, Jan Rexhausen
Art Director: Hisham Kharma
Copywriter: Sergio Penzo
Released: 2007

Mercedes-Benz: Straight

Mercedes-Benz: Straight

The shortest way between C and A isn’t a straight line.

Advertising Agency: Ponto de Criação / Omnicom Group, São Paulo, Brazil
Creative Director: Guto Araki
Art Director / Illustrator: Cristiano Canguçu
Copywriters: Guto Araki, Angela Ribeiro
Published: March 2008

Mercedes-Benz: Talk

Mercedes-Benz: Talk

Men talk about women, sports and cars. Women talk about men inside sports cars.

Advertising Agency: Ponto de Criação / Omnicom Group, São Paulo, Brazil
Creative Director: Guto Araki
Art Director: Cristiano Canguçu
Copywriter: Angela Ribeiro
Published: March 2008

Mercedes-Benz: Christmas tree

Mercedes-Benz: Christmas tree

Our Christmas present for you: 75 Euro bonus, if you buy a set of snow tires.

Advertising Agency: Mercedes-Benz Hamburg, Germany
Art Director: Eugen Trubatschow
Copywriter: Christoph Rieckmann
Published: December 2007

Mercedes-Benz: Sound

Mercedes-Benz: Sound

The sound system from Bose. Exclusive in the SLR and in all SL Class models.

Advertising Agency: Jung von Matt/Donau, Vienna, Austria
Creative Directors: Andreas Putz, Volkmar Weiss
Art Director: Volkmar Weiss
Copywriter: Thomas Niederdorfer
Illustrator: Dian Warsosumarto
Account Supervisors: Judith Zingerle, Peter Hoerlezeder
Published: July 2007