Fidel's picture
34 pencils

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

copywriter.txt's picture
828 pencils

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

Darrin Stephens's picture
Darrin Stephens
242 pencils

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.

hang-the-dj's picture
1262 pencils

Yep. Another victim of 'flawed logic syndrome'.

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

philippertl's picture
656 pencils

Or actually slower than you think ...

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

k-rocka's picture
428 pencils

Seriously flawed reasoning here.

Davosk's picture
4815 pencils

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.

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 Raszl, admin of AotW

KingKong's picture
10 pencils

Is that all in the bodycopy?

Citizen13's picture
478 pencils

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

"Assume nothing, question everything."

Its A No No's picture
Its A No No
4 pencils

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

roman-schwienbacher.com's picture
1021 pencils

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.....

elmikel's picture
1147 pencils

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.

spacecadetglow's picture
247 pencils

very nice catch.

hang-the-dj's picture
1262 pencils

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.

Conceptual-eyes's picture
1475 pencils



MCP's picture
231 pencils

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

Dick Huges's picture
Dick Huges
937 pencils

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

Alexandre's picture
55 pencils

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

oshe's picture
852 pencils

i dont think so, i like it


roman-schwienbacher.com's picture
1021 pencils

sorry but it seems like:
no brain , no pain

no-ideas-original's picture
106 pencils


cp's picture
354 pencils

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

Slashh's picture
294 pencils

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.

mrtalented's picture
2173 pencils

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.

quinton_sential's picture
64 pencils

this is good

otto54's picture
381 pencils

good photo, poor concept

boyoboyitsfun's picture
151 pencils

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.

What the Hell's picture
What the Hell
114 pencils

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.

theredm's picture
252 pencils

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.

Rog's picture
6092 pencils

Welcome to 27 degrees of separation. :?

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

liar's picture
386 pencils

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.

me thinks's picture
me thinks
722 pencils

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

Chris's picture
1987 pencils

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.

vincent's picture
28 pencils

good point.i like it

itch's picture
806 pencils

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

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

Chris's picture
1987 pencils

thats a quote from the paul arden book innit?

tamer samy's picture
tamer samy
683 pencils

sorry i don't like it at all :(

tamer samy's picture
tamer samy
683 pencils

it seems like Merceds sinks very fast !


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!!!!

Mercedes shocks's picture
Mercedes shocks

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.

popmilk's picture
36 pencils

bukan buat lokal jakarta yah? ribet yah...

JamurPutih's picture
263 pencils

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.

end of joy, enjoy

yonkironic's picture
50 pencils

the car is completely drowning

Guest's picture

please creator... comment!!

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