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Hidden danger, Bike

Campaign
Agency Network: 
Published/Aired: 
July 2010
Mercedes:  Hidden danger, Bike

Description

Print advertisement created by BBDO, Germany for Mercedes, within the category: Automotive.

Caption

You'd better drive back. This is a dead end.
Detects hidden danger. The Blind Spot Assistent with warning light system.

Advertising Agency: BBDO Düsseldorf, Germany
Creative Director: Toygar Bazarkaya
Art Director: Lena Tuczek
Copywriter: Kenny Blumenschein
Account Manager: Marco Golbach
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JeffGreenhouse's picture

I like the idea behind it, but the visual and the copy don't really communicate it very well.

JeffGreenhouse
Activity Score 310
JustinCarrasquillo's picture

I agree... Why are the letters B I K E highlighted? Mercedes Bike?

Someone payed for this...

Like the night photography though. Would have been a great fit for this project minus the shitty copywriter.

JustinCarrasquillo
Activity Score 563
Photographer at Los Angeles, CA |

http://www.justincarrasquillo.com

Guest's picture

This announcement is another twist over something that has been done over and over again.
Sorry: those nominated to leave the house.

Guest
Hiperion's picture

This announcement is another twist over something that has been done over and over again.
Sorry: those nominated to leave the house.

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
Guest's picture

saw this campaign at communication arts and I think it looks great.

Guest
Guest's picture

i think it the BIKE is probably suggesting that the road ahead( as per the photograph) is for bikers only!

Guest
Bitty86's picture

No the hidden danger is a bike if you actually read the ad it says quite clearly "the blind spot assistant with warning light system". The blind spot assistant has detected a bike in the blind spot and turned on the warning light.
BIKE is hidden in your blind spot but the warning light system has alerted you. I can explain it a few more ways for the poeple who still dont get it.

Bitty86
Activity Score 71
velle's picture

yea, but then why say 'dead end'. so confusing.

velle
Activity Score 1550
Copywriter
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