Agency Network: 
May 2008
Mercedes:  Horses


Print advertisement created by Jung von Matt, Germany for Mercedes, within the category: Automotive.


525 horses working in a way that animal rights associations could complain about.

Advertising Agency: Jung von Matt / Neckar, Stuttgart, Germany
Creative Directors: Doerte Spengler-Ahrens, Jan Rexhausen
Art Director: Ricardo Distefano
Graphic Design: Gun Kanjanapokin
Copywriter: Fabio Straccia
Account Services: Christian Hupertz, Christoph Neuhaus
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she_kai's picture

just bugging around

Activity Score 221
Copywriter at TBWA
ZaboZaboZabo's picture

Association between horses and cars?

Activity Score 593
Art Director
Guest commenter's picture

it is refering to horse power

Guest commenter
henriquepinheiro's picture

I was thinking the same thing... The unit is called HORSEpower.
Maybe Mr. ZaboZaboZabo would like to change the name of this non-metric unit of power to something different, like...

"525 girls working in a way that Henry VIII would be jelouss."
Hunf... yes, a bit sexist but I gotta say that I like it.

or Antpower:
"525 ants working in a way that... well, they are ants and that's what they do."

or we could just convert it to watts, like other industries do:
"392kW working in a way that you would thing that you're in Times Square."


Activity Score 14
Art Director
Guest commenter's picture

Thank you for this comment. I hope you don't waste your time in advertising business.

Guest commenter
topawers's picture

Adspeak. The check is showing.

Activity Score 139
Paul Eveleigh's picture

One agency working in a way that other copywriters will complain about.

Paul Eveleigh
Activity Score 111
A.G. Pennypacker's picture

Nice insight, but not written crisply at all.

A.G. Pennypacker
Activity Score 607
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
rob7n's picture

I agree with A.G that it could/should be written in a more crisp manner.
And the copywriter was trying to link it to "horsepower". Miss the technical terms, miss the whole ad. I can see what effect they are trying to achieve, just not too sure about the execution.

Activity Score 12
Wordnerd's picture

man, those lines are lame

Activity Score 6690
Guest commenter's picture

blablabla...lame as fuck

Guest commenter
krautland's picture

"I know! let's make another obvious horse-reference! oh yeah, you are so awesome! I really don't understand why they think germans aren't funny."

Activity Score 3212
Art Director at erm... no calls please.
slom's picture

bad I love the work from springer&jacoboy I miss this!!!

Guest commenter's picture

YAWN! c'mon YVM. this is not upto scratch. An image with a headline... and a seen a few times headline. I know, how about an idea?

Guest commenter
Guest commenter's picture

Thank you henriquepinheiro. I hope you don't waste your time in advertisng.

Guest commenter
Shrubthustle's picture

525 horses, layout by a donkey. How plain an boring this ad looks – supported by words like valium.

she_kai's picture

just bugging around

Activity Score 221
Copywriter at TBWA
Thorus's picture

Excellent and funny comments, especially from henriquepinheiro =)

As I am new here as registered user, I am just wondering why comments can't be rated ?=)

I sure understand your dilemmas on this ad as in german "Pferdestärke" ie. PS (engl. "horse power" ) is still the most popular expression for the, u know, unit of power

So the german claim will instantly be understood - at least by german thinking people .. its sure a funny word play, but its also lame.

Activity Score 16
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