Ad of the Day: October 10 (Hamburg)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Lukas Lindemann Rosinski
  • Location: Hamburg
  • Client: Mercedes Benz
  • Name: Dirty Driving
  • Category: Film
  • Why I like it: Wonderful! A great percentage of advertising, let’s be frank, doesn’t earn the right to aspire to much: decidedly average, lacking in courage or conviction, reduced to merely “hoping for the best”. But Advertising (with a capital “A”) aims higher by following a simple formula: Be disruptive (to get the attention), and then communicate a compelling message (to induce action). Here Mercedes has a fairly standard message (car X is the combination of Y and Z) and serves it up in a memorably disruptive fashion. Think how easily this could have been the standard car-driving-inside-warehouse ad. And yet…from the first three words of the song, you know this is going to be wildly different, and you’re in for the ride. What happens next raises an ante that was already quite high (I was quite surprised –  not sure how they got it through legal!) and the end is memorable and crystal clear in conveying a benefit. Kudos to the client and agency team for having the courage to take us for an unexpected ride. It might seem like a risk, but actually the risk is in not doing so. “Unless your advertising contains a big idea, it will pass like a ship in the night.”

 

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