Ad of the Day – September 26 (Stuttgart)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Jung von Matt/Neckar
  • Location: Stuttgart
  • Client: Mercedes Benz
  • Name: Magic Body Control
  • Category: Film
  • Why I like it: Bravo to Jung von Matt and Mercedes, for breaking one of the laws of automotive advertising! (Law 14.c.iii which states “When showcasing stability control, one must show the car in one of three situations: 1. Traversing impossibly rocky terrain, so that all four wheels are a different heights at the same time, 2. Driving around rough roads while humorously not disturbing something inside the car, like a sleeping baby or a cup of boiling coffee, or 3. Inside a modern, robotic “auto lab”, showing the car elevated, with each wheel attached to a hydraulic piston that violently shakes the axle in different directions at once.” There was nothing mentioned about chickens! Or not even showing a car! But were you instantly hooked? Did you get and understand the functional message? Were you entertained, even delighted? Did you remember who it was for? Did it leave you singing the song inside your head? Does it make you feel good towards the brand? Yeah, me too. And this is exactly why in advertising one must strive break the rules, if you’re striving for a great ad.

Thank you Guillaume Pagnoux (Ogilvy Kuala Lumpur) for the reco!

Correction: The original post incorrectly featured Hamburg as the location, an alert reader below let me know that it was Jung Von Matt/Neckar, which is in Stuttgart. Thanks!