Left Brain - Right Brain, Paint

Agency Network: 
February 2011


Print advertisement created by Y&R, Israel for Mercedes, within the category: Automotive.

Advertising Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel
‏Chief Creative Director: Gideon Amichay

Executive Creative Director: Tzur Golan

Creative Director: Yariv Twig
‏Art Directors: Gil Aviyam, Dror Nachumi
‏Illustrators: Gil Aviyam, Lena Guberman
‏Copywriters: Sharon Refael, Oren Meir
‏Executive Client Director: Adam Polachek
‏Account Supervisor: Yael Yuz
‏Account Manager: Mayran Sadeh
‏Head of Strategic Planning: Yoni Lahav
‏Planning Director: Zohar Reznik
‏Planner: Nili Rabinowitz
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Highest Rated

xgeronimo's picture

really bores me

Activity Score 21
Brainsoup's picture

great art, great concept, great execution

Activity Score 110
almondtruffle's picture

a fine piece of art!

Activity Score 14
tausif's picture

Xcelant work.!!

Good Copy and Art work.! ;)

Activity Score 99
banglore, india |


jackmancer2017's picture

Lovely artwork but isn't the link to the product too small? Besides, Mercedes isn't exactly a "creative" car in my opinion.

mr.x's picture

I agree with Jack. This could've been an ad for almost anything.

Activity Score 998
Forsbergs Skola
ERROR404's picture

no produkt link. this is so exchangeable! yea yeah nice art and copy though!

Activity Score 770
design akademie berlin, Hochschule für Kommunikation und Design | FH
krautland's picture

made me look.

Activity Score 3216
Art Director at erm... no calls please.
Glut's picture

what´s so great?

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

nice art direction

Activity Score 2756
gigacarol's picture

Really great art.

Activity Score 68
Other at Illustrator |

Need illustration?

chapelier's picture

My favourite out of the three, love the contrast, but I agree that the link with Mercedes if pretty tenuous... if not non-existent.

Activity Score 154

keeping the right side of your head warm.

Hammad S's picture

Are there multiple ones of these (with diff art) just so they didn't want to be so repetitive? You know, so the audience doesn't eventually block it out of their minds as quick?

Hammad S
Activity Score 484
trapezeswinger's picture

Reminds me of this art I stumbled upon on deviantart years ago
The volkswagen ad above is much better executed of course!

Activity Score 77
Art Director
trapezeswinger's picture

Reminds me of this art I stumbled upon on deviantart years ago
The volkswagen ad above is much better executed of course!

Activity Score 77
Art Director
iambusy's picture


Activity Score 2219
Copywriter |


jmcguireguthrie's picture

It's definitely beautiful artwork, but it looks familiar. Cornett had a similar left brain/right brain design on its homepage for a year and half. It was just taken down in October.

Activity Score 8
Public Relations
Hiperion's picture

I love the last part of the copy on the right. Everything else bores me to death.

Activity Score 3138
Creative Director at zinkproject Valencia
jen89's picture

i love, love, love the concept and execution of this ad...but i dont really feel the connection between the ad and the mercedes brand.

Activity Score 14
KayB_Copywriter's picture

I adore this. This is beautiful. I cannot believe this is an ad for a car. Well done.

Activity Score 6
Humber College
TorstenM's picture

Wow, what a perfect execution!

Activity Score 77
Art Director
MEmond's picture

The art and design is flawless. I guess I don't get the connection to Mercedes though. I want to think that they wanted to convey that the left and right side of the brain would be thrilled with a new Mercedes but that message isn't clear.

Activity Score 18
Photographer at B&H Photo
hharden's picture

This is one of my favorite ads. I love it, however a couple things I would have done to enhance the message.

I would have used a sans-serif font instead of the traditional serif font, and I also would have made the copy-writing more “off-the-cuff” style instead of short to the point statements. I would also make the copy on the right side non-paragraph aligned, and more free-form/off-the grid/handwritten. I believe these changes would enhance the message. I love the words used within the copy however.

Activity Score 2
gmendes's picture

love it! maybe an headline would help catch attention to the copy!
curious, to me the link to the product is clear: if you are more a left brain or more a right brain, mercedes has a car for you.

Activity Score 3
Marketing Manager
abidmg's picture

thank you for the colourful illustration
but i was taught this basics at school
anything new that you have to offer?

Activity Score 34
Creative Director
murrey87's picture

Agreed with the above. Not much link to the products.

Activity Score 34

Shiply on

Philip Robert's picture

I think the contrast is awesome, but it really downplays the power and beauty of the left brain. There are so many things in this world that are possible because of the wonderful qualities of the left brain. The great reputation of Mercedes engineering for example. Makes me think of the book "The Dot and the Line" by Norton Juster.

Philip Robert
Activity Score 2
Videographer at Mandala Agency, Bend, Oregon (freelancer)
trapezeswinger's picture
Activity Score 77
Art Director
xgeronimo's picture

really bores me

Activity Score 21
STUDIO DAR's picture

Great art! Maybe u have a high-resolution versions?

Activity Score 40
Marcus Willis's picture

I don't get how this was produced. Absolutely dead money from Mercedes Benz. Will not sell a car but will get plenty of recognition for the agency (until they found out it was stolen)

Terrible work.

Marcus Willis
Activity Score 3
RMIT University
andy_brown's picture

It's good but probably not one of the better ones Mercedez has produced.

Activity Score 21
zerocool's picture


Activity Score 455
DahdsAgain's picture

I love this whole campaign – read the comments doubting its originality, perhaps then this is more evolution than revolution!

Activity Score 2
Marketing Manager
Johnrobmiller's picture

Very nice ad, but, coming from a psychologist, this is wrong on several levels. The correct way to view the brain is to realize the huge value that BOTH hemispheres have for EVERY activity ranging from music to computer programming.

a:) Screw the linear, the left brain is responsible for a great deal of abstract thought as well. Plato and Socrates can, in part, thank their left brain capacities for their contributions to the world.

What is great art without the abstract concepts behind them? The abstract reasoning abilities of the left brain has a CRUCIAL role in the creation of art due to it's ability to process abstract thought, as well as all the visual processing that occurs throughout both hemispheres of the brain.

b:) While the right brain is involved in processing emotions, they are experienced in deeper areas of the brain.

c:) While the right brain is involved in processing emotions, every area of the brain, including the left side, is involved in regulating and managing them in some way.

d:) With everything above in mind, imposing a personality onto the left and right brain, as this ad has done, is an incredibly fallacious way of

Activity Score 2

John Miller

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