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Fidel's picture

Faster? He didn't make it before springtime, so the car seems to be .. slow. Or what?

Fidel
Activity Score 34
Copywriter
copywriter.txt's picture

No leaves in the threes, so isn't springtime. It's autumn. So, he arrived before winter.

copywriter.txt
Activity Score 828
Copywriter
Darrin Stephens's picture

Too many logic problems here. The visual clearly indicates that it’s autumn. So why would I attempt to go ice skating on a lake in autumn, when I KNOW the lake is not yet frozen? It makes no sense. On top of that, the message being pushed is speed. So I’m going to get to the lake that I ALREADY know IS NOT frozen, really, really fast. The creatives have truly outsmarted themselves on this one.

Darrin Stephens
Activity Score 242
Creative Director
hang-the-dj's picture

Yep. Another victim of 'flawed logic syndrome'.

Isn't it the CD's job to point out stuff like that?

hang-the-dj
Activity Score 1262
Copywriter
philippertl's picture

Or actually slower than you think ...

For hire and desire ... http://www.prettymorning.co.uk

philippertl
Activity Score 656
Graphic Designer |

Please vote for us! http://www.thefwa.com/submissions/ertl-design

k-rocka's picture

Seriously flawed reasoning here.

k-rocka
Activity Score 426
Graphic Designer
Davosk's picture

I love the look of this but have no idea what it's about. Is it global warming, ice melting very quickly? I'm puzzled.

Davosk
Activity Score 4811
Art Director
ivan's picture

It's autumn. Therefore the guy thought by the time he gets to the lake it will be winter. But no, his car is so fast he arrived in the same season as he started off. How about this explanation?

ivan
Creative Director at Ads of the World
KingKong's picture

Is that all in the bodycopy?

KingKong
Activity Score 10
Other
Citizen13's picture

I understood it when I read the copy.
But then again, I'm smart ;P
Might seem complicated for others.

Citizen13
Activity Score 478

"Assume nothing, question everything."

Its A No No's picture

Is it that the guy arrives earlier? I notice he carries a ski-shoes when it's still autumn (??).

Its A No No
Activity Score 4
Copywriter
roman-schwienbacher.com's picture

is a guy standing there?
then he has the wrong skates with him, there his sisters one.
man= black / woman=white

so come on and drive back home to get your own.
till then the lake will be frozen.

have a safe ride.....

roman-schwienba...
Activity Score 1021
Photographer
elmikel's picture

exactly, a guy having a woman skates...this is ridiculous. There is not too much to spoil on this execution but they did it! thumbs up guys.

elmikel
Activity Score 1147
Illustrator
spacecadetglow's picture

very nice catch.

spacecadetglow
Activity Score 247
Graphic Designer
hang-the-dj's picture

The car was so fast he had an accident and his sister got killed.

He threw her in the lake and is waiting for it to freeze over.

hang-the-dj
Activity Score 1262
Copywriter
Conceptual-eyes's picture

MY THEORY: IF HE SKATES FAST ENOUGH HE WONT SINK.

NAH,

Conceptual-eyes
Activity Score 1475
Copywriter
MCP's picture

How far did this poor oke have to drive that he was only expecting to get there a month later!?!?!

MCP
Activity Score 231
Copywriter
Dick Huges's picture

there is so many ads like that, so many. is unbelievable.

Dick Huges
Activity Score 937
Copywriter
Alexandre's picture

Is there iced lakes in Jakarta?
... a moment please... somebody just tell me that Jakarta got the Mercedes account for Canada and Iceland.

Alexandre
Activity Score 55
Copywriter
oshe's picture

i dont think so, i like it

··o.s.h.e··

oshe
Activity Score 852
Copywriter |

oshe.pb@hotmail.com

roman-schwienbacher.com's picture

sorry but it seems like:
no brain , no pain

roman-schwienba...
Activity Score 1021
Photographer
no-ideas-original's picture

Lame!

no-ideas-original
Activity Score 106
Other
cp's picture

If you make people think that they're smart, they'll love you. But if you make them confused, they'll hate you.

cp
Activity Score 354
Creative Director
Slashh's picture

I love the look of this car. It's gorgeous. Check out those lines. I've never seen anything like it. This ad should really have the showrooms overflowing.

Slashh
Activity Score 294
Copywriter
mrtalented's picture

he doesn't look like a mercedez benz owner to me. maybe the car is stolen as well as the women's skates in his hand. so he 'runs' faster than you think! ;-P

but i like the photo and the color scheme though.

mrtalented
Activity Score 2171
Creative Director
quinton_sential's picture

this is good

quinton_sential
Activity Score 64
Art Director
otto54's picture

good photo, poor concept

otto54
Activity Score 381
Art Director |

----------------------------
Advertising pass, pasta remain...

boyoboyitsfun's picture

This is such a stretch...Think like a consumer rather than an ad person and you'd probably never get this. People aren't idiots but their not trained in the ad creative train of thought...That being said I still didn't get this AT ALL until I read the comments.

boyoboyitsfun
Activity Score 147
Copywriter
What the Hell's picture

He couldnt get there on time. Thats why he's sad.
and if the ad tries to say that the car is so fast that the man got ther earlier,
Ive already seen this exactly idea for the same client.

What the Hell
Activity Score 114
Art Director
theredm's picture

You're kidding me right? No one gets this? The car's way fast, he got there way soon. The message popped right out at me before I read a single comment.
I have a feeling that everyone is just trying to read a little too deeply into this one. Remember when you switched from a PC to a Mac? You had to unlearn everything you learned to see how it worked. Do that here.

theredm
Activity Score 252
Graphic Designer
Rog's picture

Welcome to 27 degrees of separation. :?

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

liar's picture

My first thought was this guy come too late and the lake has turned into water, that's why he's sad. Until you see it's still autumn. Then it doesn't make much sense as to where does this guy coming from, which he need to take months to arrive at the destination. Too many loophole.

liar
Activity Score 384
Other
me thinks's picture

If the smart-ass ad gurus are having difficulty getting this, how it will get pass the target audience?

me thinks
Activity Score 722
Copywriter
Chris's picture

was just typing the same reply till i read yours, i seriously doubt indonesians are gonna get this, have u been to jakarta, you sweat in the air conditining.
winter to people there is like what summer is to the english, a novelty.

Chris
Activity Score 1935
Art Director
vincent's picture

good point.i like it

vincent
Activity Score 28
Art Director
itch's picture

good art direction... concept wise? tried a lil' too hard

itch
Activity Score 806
Graphic Designer |

* it's not how good you are. it's how good you want it to be *

Chris's picture

thats a quote from the paul arden book innit?

Chris
Activity Score 1935
Art Director
tamer samy's picture

sorry i don't like it at all :(

tamer samy
Activity Score 681
Photographer at LEAP STUDIOS |

TAMER SAMY
www.leapstudios.net

tamer samy's picture

it seems like Merceds sinks very fast !

tamer samy
Activity Score 681
Photographer at LEAP STUDIOS |

TAMER SAMY
www.leapstudios.net

spotanatomy's picture
spotanatomy
Activity Score 72
Other
TEGUH PRASONGKO ESTUTIANTO's picture

CUMA PUNYA 1 KOMENTAR: "Koq talent-nya anak gaul gitu siy? SLK gitu lho!!!!???"
Gak mungkin kan mercedez gak sanggup byr talent? atau wah.....pelit lu ah, masak orang kreatifnya sendiri yg jd talent? hehehehe.....low cost yah?!!! boo'ong ah!!!!

TEGUH PRASONGKO...
Mercedes shocks's picture

There is no sinking happened...

They arrived fast because of Mercedes capability to fast drive. He left his wife/daugther inside the parked car(Mercedes car). He go to the lake to check first if they can skate or not. He never notice he bring his daughter/wifes skate because of excitement. And the lonely face of a guy shows tireness.

Mercedes shocks
popmilk's picture

bukan buat lokal jakarta yah? ribet yah...

popmilk
Activity Score 36
Art Director at fortune indonesia
JamurPutih's picture

we won't see the car. Why?
Because the lake was a parking lot, and he parked his benz there.
suddenly there's an effect of global warming, and the ice melt.
he was trying to skate to save his car
but he was too late.

so that's why he is at the lake at the picture with that skate shoes.

JamurPutih
Activity Score 263
Art Director |

end of joy, enjoy

yonkironic's picture

the car is completely drowning

yonkironic
Activity Score 50
Graphic Designer at graphic designer
Guest's picture

please creator... comment!!

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