Mercedes Benz: Fat

Automatic safe distance. Distronic Plus.

A driving safety system that helps drivers to keep an automatic safe distance from other cars, or even stop the Mercedes Benz in order to avoid an accident.

Advertising Agency: Ogilvy & Mather, Bogotá, Colombia
Creative: John Raúl Forero
General Creative Director: Juan Pablo Alvarez
Creative Directors: Julián Gutiérrez, Andrés Astorquiza
Art Directors: Juan Pachón, Esteban Márquez, Andrés Astorquiza, Juanita Delvasto
Copywriters: Julián Gutiérrez, Juan Cárdenas
Illustrator: Sebastián Bautista
Retouch: Salamágica Chile
Published: December 2012

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17 comments

bate_palmas's picture
bate_palmas
1479 pencils

Very imaginative way of selling the USP. And very good in my opinion.

Ramat Ajala's picture
Ramat Ajala
604 pencils

Cannes campaign. Great.

kleenex's picture
kleenex
26822 pencils

not a bad idea.

Eri M's picture
Eri M
82 pencils

Yeah right, driving a car makes you fat. The second makes more sense.

clauss1011's picture
clauss1011
14 pencils

Green and urban at the same time. I love it!

andylefty's picture
andylefty
4533 pencils

Not a fan of this one. Can't see how this stretching figure communicates a safe distance. Whats the danger of him touching his toes? The dog makes sense and is nice.

Nike Diesel's picture
Nike Diesel
13339 pencils

The copy says it all. Funny.
Nice concept and all but should have gone with something less controversial maybe, in this case.

incoming's picture
incoming
107 pencils

This is super smart. As a student still learning, I have taken my notes :)

eins-eins-null's picture
eins-eins-null
867 pencils

wow, this is even worse than the dog! what the hell is the sense of this stuff? and did mercedes know you were promoting their premium cars with a fat man not able to reach his feet?

leugangen's picture
leugangen
65 pencils

Great idea, but execution is too complicated and kind of an eyesore.

tlc's picture
tlc
64 pencils

??????

Roger Keynes's picture
Roger Keynes
5498 pencils

Class.

Will Think for Salary

Siddarth Basavaraj's picture
Siddarth Basavaraj
1673 pencils

LOVED THESE ADS.. SURELY THEY ARE WORTH SOME METALS..

Love creating ads..

Aitor Borras's picture
Aitor Borras
245 pencils

Señores. Simplemente esto me huele a premio. Gran concepto y visualización. Felicidades a todo el equipo.

Creative Director. www.aitorborras.com

leoparylee's picture
leoparylee
114 pencils

i like it

someguy's picture
someguy
640 pencils

I get the dog. This i don't get.

goldi's picture
goldi
265 pencils

perfect!

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