Mercedes-Benz G-Class: Terrains

Advertising Agency: Jung Von Matt, Hamburg, Germany
Creative Directors: Doerte Spengler-Ahrens, Jan Rexhausen
Art Director: Hisham Kharma
Copywriter: Sergio Penzo
Released: 2007

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25 comments

Crisp One's picture
Crisp One
2007 pencils

BRAVO! *****

Chris's picture
Chris
1987 pencils

beautiful! thats gotta pick up some AD gongs.

Pinescliff's picture
Pinescliff
42 pencils

that's all you've got?

TASTELIFEBETTER's picture
TASTELIFEBETTER
120 pencils

what else do you want, plz suggest!!!!

Pinescliff's picture
Pinescliff
42 pencils

I want Mercedes-Benz advertising like it was when S&J had it. That goes for all the stuff
I recently saw from JvM...

sumsum's picture
sumsum
615 pencils

very nice!

theanc's picture
theanc
2778 pencils
krautland's picture
krautland
3204 pencils

jvm doing decent work for a change?
hell just froze over.

ODoyle's picture
ODoyle
260 pencils

These have really blown me away... bravo!!!

Olafski001's picture
Olafski001
1194 pencils

great
bit jealous over here

marcomfouad's picture
marcomfouad
204 pencils

great

Angie-chan's picture
Angie-chan
61 pencils

awesome!

LimitedTimeOffer's picture
LimitedTimeOffer
200 pencils

Cool looking yes, but other than a unique use of the medium, is anything being communicated by creating these images from sand/rocks?

I don't think the thought that the car can transverse multiple terrains is clearly communicated by simply forming the pictures from sand or rocks. Bit of a leap for the audience I fear. Maybe some supportive copy would help.

Otherwise this is just a nice art installation, not a great ad.

consolidated.db's picture
consolidated.db
538 pencils

well said

luci's picture
luci
6 pencils

luci The communication from these images is superb in its simplicity. The new Mercedes G Class performs well on sand and rocks. For all terrain vehicle drivers who have experienced the frustration of an expensive 4 x 4 that sinks in sand and slides about on the rocky bits, it's a big promise.

Try before you buy is the rule. It would certainly motivate me to test drive the G Class.

luci's picture
luci
6 pencils

luci The communication from these images is superb in its simplicity. The new Mercedes G Class performs well on sand and rocks. For all terrain vehicle drivers who have experienced the frustration of an expensive 4 x 4 that sinks in sand and slides about on the rocky bits, it's a big promise.

Try before you buy is the rule. It would certainly motivate me to test drive the G Class.

Tero Ylitalo's picture
Tero Ylitalo
583 pencils

I agree with luci 100 percent. This is a great use of the media, it's a great concept overall and yes, it does communicate the point very clearly.

LimitedTimeOffer's picture
LimitedTimeOffer
200 pencils

Not to belabor my point, but no, it doesn't communicate this clearly or simply at all.

How on earth you both think a thought as complex as "The new Mercedes G Class performs well on sand and rocks. For all terrain vehicle drivers who have experienced the frustration of an expensive 4 x 4 that sinks in sand and slides about on the rocky bits" is possibly communicated in part or whole by this outdoor astounds me.

That is one massive mental leap you are asking the casual observer to make based on nothing more than the image being formed from rocks and sand, with no other visual cues or copy to aid them. People will think it's a cool, classy or different way to make an outdoor poster, then probably make some associations between the artfulness of the piece and Mercedes upper class image and leave it at that.

Pinescliff's picture
Pinescliff
42 pencils

well said LimitedTimeOffer... you're right on first it's a different approach but what stays is that these are just 2 nice installations, nothing more.
what should leave a mark is mercedes-benz as a brand. and in this case again: i am not feeling mercedes...

whitespace's picture
whitespace
1953 pencils

If anything, this ad will generate a lot more publicity than a flat poster with a less-than-subtle photoshop reflection of a car with too much showroom wax and a leggy part-time model that doesn't come with the car.

shrrr's picture
shrrr
69 pencils

it's simply... creative,..bravo :)

matks's picture
matks
475 pencils

Excelent!

BakeroRiko's picture
BakeroRiko
6 pencils

uuffff!!

luci's picture
luci
6 pencils

luci

LimitedTimeOffer, I think you hit the nail on the head when you said "...to the casual observer." The ad cuts right through to people who are truly interested in 4 x 4 vehicles. I am sure the client would be very happy with that.

It's obvious from your comments that you've never ventured 'off-road' yourself.

On the other hand, it has 'artistic' appeal to people who are not interested in 4 x 4 vehicles and wouldn't by one (or couldn't afford one) even if they thought it was the most fantastic car in the world. To these people it's a memorable and aspirational ad.

360 grados's picture
360 grados
305 pencils

muy pero muy buena idea y ejecución.
Aplausos.

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