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Published/Aired: 
November 2011
Mercedes Ambient Ad -  Blur

Description

To launch the Mercedes-Benz 2012 C-Class Coupe, one was parked in front of a motion blurred wall, sidewalk, and billboard that read: “Looks fast. Even in park. The 450hp 2012 C-Class Coupe.” To complete the motion-blur illusion, real 3D models of a motion blurred fire hydrant, parking sign, and mailbox were created to be part of the street scene.

Photography: Philip Rostron, Instil Productions Inc.

Event Company: Newad Inc.

Ambient advertisement created by BBDO, Canada for Mercedes, within the category: Automotive.

Caption

Looks fast. Even in park. The 450hp 2012 C-Class Coupe.

Advertising Agency: BBDO, Toronto, Canada
SVP Executive Creative Directors: Peter Ignazi, Carlos Moreno
Art Director: Jonathan Guy
Copywriter: Frank Macera
Agency Producer: Kathie Hintsa
Account Directors: Steve Groh, Adam Lang
Account Supervisor: Diana Nelson
Production: Philip Rostron, Instil Productions Inc. / Hotsets Film
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Tomasz Dziedzic's picture

Perfect!

Tomasz Dziedzic
Activity Score 127
Nike Diesel's picture

No wonder, since it's a BIG ripoff.
Can't be a lot people from the industry here, since it's been rated through the roof.
A friken shame, that's what it is.

One star - and I'm being generous.

Nike Diesel
Activity Score 13630
Art Director
morse's picture

Very nice! Would love to see it IRL.

morse
Activity Score 18024
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

chuckieT's picture

That fire hydrant sure looks fast when in park... and that sign looks fast... and so does that mailbox and that wall. In fact, the car and the ground are the only things that don't look fast.

chuckieT
Activity Score 680
Creative
Nike Diesel's picture

Classic! :)

Nike Diesel
Activity Score 13630
Art Director
andylefty's picture

Haha brilliant.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
stitchy's picture

did u notice that ppl r still posting GREAT comments, that they r JURUs in the business? none bothered 2 click the links u have provided... its a mercedes WAW!!!

stitchy
Activity Score 779
creative design
chinfeu's picture

LOVE THEM! Thanks!

chinfeu
Activity Score 37
Graphic Designer at Orbit Plus Sdn. Bhd.
TatiiiAlmeida's picture

Fantastic!

TatiiiAlmeida
Activity Score 166
Copywriter at Marketing in Automotive Aftermarket at Tuba Cabos (automotive cables) |

Automotive Aftermarket Coordinator | Tuba Cabos | www.tubacabos.com.br

Chris and Mo's picture
Chris and Mo
Activity Score 26
Art Director at Creative Director
ablast's picture

This is no comparison whatsoever. The execution is terrible. All it is is a UPS guy made out of wood chips.

ablast
Activity Score 5
donald's picture

done many, many times as a print ad

donald
Activity Score 5
ABBI89's picture

So true, i have seen it as print so many times

ABBI89
Activity Score 17
Art Director at Miami
ablast's picture

Beautiful!

ablast
Activity Score 5
olarreaga's picture

Fantastica.

olarreaga
Activity Score 51
Copywriter at IED
Scrapenbaker's picture

reminds me on this student ad http://adsoftheworld.com/media/ambient/ford_mustang_fast_2 but still nice execution and it is for real :)

Scrapenbaker
Activity Score 404
Art Director
vote4pedro's picture

I like the idea. It's a shame it wasn't theirs.

vote4pedro
Activity Score 4601
Copywriter
kleenex's picture

cool.

kleenex
Activity Score 51166
Web Designer/Developer
David carson's picture

nice execution

David carson
Activity Score 14
Graphic Designer at WPC, India
MicheleVirgilio's picture

Great!

MicheleVirgilio
Activity Score 2617
Roger Keynes's picture

I still like it.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

andylefty's picture

If it's done, it's done. Very nice execution though.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
atb2005's picture

There are absolutely no similarities whatsoever between this ad and the examples you've given above. Don't be ridiculous. Comparing this to some print execution where Photoshop was used is unfair. The Toyota spots, while alluding to speed too, are very different. The UPS ads are the only ads that bear some resemblance, but they don't look realistic.

atb2005
Activity Score 13557
Spanky's picture

I disagree. The Toyota spot was the exact same idea and line. "It even looks fast when it's parked." They likely used that spot as a starting point and said, "how can we do an ambient execution." Because ambient is what everyone gets excited about in award shows these days. The UPS ambient is even closer in execution. It doesn't really matter if they look as realistic. It's the same idea.

Spanky
Activity Score 4899
Other
atb2005's picture

When one ad is a copy of another, I choose the better one. I still think that of all the ads mentioned so far, THIS one is the best.

atb2005
Activity Score 13557
Nike Diesel's picture

I disagree. Most of us remember the Toyota campaign...
and Mercedes' ambient execution is not "better" IMO.
I'd rather say it's easy to forget. Because of lack of emotions and humor (to some extent), plus most of us remember the Toyota campaign.
The Toyota spots are so much funnier, and because of that, much more memorable because of it's humor.
And I rarely applaud any copycat, or ignorance. So, what Spanky said: "It's the same idea."
Hence, no standing ovation from my side.

Nike Diesel
Activity Score 13630
Art Director
Spanky's picture

When one ad is a copy of another, I choose the original. I could go through a 10-year-old copy of One Show and improve every ad visually. But that wouldn't make my versions better. They would still be unoriginal knockoffs.

Spanky
Activity Score 4899
Other
atb2005's picture

Ok.

atb2005
Activity Score 13557
Nike Diesel's picture

+1 again :)

Nike Diesel
Activity Score 13630
Art Director
Nike Diesel's picture

+1 @spanky

Nike Diesel
Activity Score 13630
Art Director
Glut's picture

don´t know if it was done before but judging this i have to say it´s simple and clever

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
Jexep's picture

Fantastic!!

Jexep
Activity Score 182
Planner at BrandBaker |

my marketing blog (Thai Language): http://jexep.net

kalpesh78's picture

Agree with spanky 100%. a rip-off is a rip-off. get original guys.

kalpesh78
Activity Score 2578
Art Director |

ideas....30 minutes nahi toh free.

Boldsen's picture

Approved!

Boldsen
Activity Score 8
Art Director at Ogilvy Copenhagen
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