Mercedes Benz: Left Brain - Right Brain, Paint

Advertising Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel
‏Chief Creative Director: Gideon Amichay

Executive Creative Director: Tzur Golan

Creative Director: Yariv Twig
‏Art Directors: Gil Aviyam, Dror Nachumi
‏Illustrators: Gil Aviyam, Lena Guberman
‏Copywriters: Sharon Refael, Oren Meir
‏Executive Client Director: Adam Polachek
‏Account Supervisor: Yael Yuz
‏Account Manager: Mayran Sadeh
‏Head of Strategic Planning: Yoni Lahav
‏Planning Director: Zohar Reznik
‏Planner: Nili Rabinowitz
Published: February 2011


Brainsoup's picture
110 pencils

great art, great concept, great execution

almondtruffle's picture
14 pencils

a fine piece of art!

tausif's picture
99 pencils

Xcelant work.!!

Good Copy and Art work.! ;)


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Lovely artwork but isn't the link to the product too small? Besides, Mercedes isn't exactly a "creative" car in my opinion.

mr.x's picture
996 pencils

I agree with Jack. This could've been an ad for almost anything.

ERROR404's picture
770 pencils

no produkt link. this is so exchangeable! yea yeah nice art and copy though!

krautland's picture
3216 pencils

made me look.

Glut's picture
3937 pencils

what´s so great?

luispiter's picture
2756 pencils

nice art direction

gigacarol's picture
68 pencils

Really great art.

chapelier's picture
154 pencils

My favourite out of the three, love the contrast, but I agree that the link with Mercedes if pretty tenuous... if not non-existent.

keeping the right side of your head warm.

Hammad S's picture
Hammad S
490 pencils

Are there multiple ones of these (with diff art) just so they didn't want to be so repetitive? You know, so the audience doesn't eventually block it out of their minds as quick?

trapezeswinger's picture
77 pencils

Reminds me of this art I stumbled upon on deviantart years ago
The volkswagen ad above is much better executed of course!

trapezeswinger's picture
77 pencils

Reminds me of this art I stumbled upon on deviantart years ago
The volkswagen ad above is much better executed of course!

iambusy's picture
2219 pencils



jmcguireguthrie's picture
8 pencils

It's definitely beautiful artwork, but it looks familiar. Cornett had a similar left brain/right brain design on its homepage for a year and half. It was just taken down in October.

Hiperion's picture
3138 pencils

I love the last part of the copy on the right. Everything else bores me to death.

jen89's picture
14 pencils

i love, love, love the concept and execution of this ad...but i dont really feel the connection between the ad and the mercedes brand.

KayB_Copywriter's picture
6 pencils

I adore this. This is beautiful. I cannot believe this is an ad for a car. Well done.

TorstenM's picture
77 pencils

Wow, what a perfect execution!

MEmond's picture
18 pencils

The art and design is flawless. I guess I don't get the connection to Mercedes though. I want to think that they wanted to convey that the left and right side of the brain would be thrilled with a new Mercedes but that message isn't clear.

hharden's picture
2 pencils

This is one of my favorite ads. I love it, however a couple things I would have done to enhance the message.

I would have used a sans-serif font instead of the traditional serif font, and I also would have made the copy-writing more “off-the-cuff” style instead of short to the point statements. I would also make the copy on the right side non-paragraph aligned, and more free-form/off-the grid/handwritten. I believe these changes would enhance the message. I love the words used within the copy however.

gmendes's picture
3 pencils

love it! maybe an headline would help catch attention to the copy!
curious, to me the link to the product is clear: if you are more a left brain or more a right brain, mercedes has a car for you.

abidmg's picture
34 pencils

thank you for the colourful illustration
but i was taught this basics at school
anything new that you have to offer?

murrey87's picture
34 pencils

Agreed with the above. Not much link to the products.

Shiply on

Philip Robert's picture
Philip Robert
2 pencils

I think the contrast is awesome, but it really downplays the power and beauty of the left brain. There are so many things in this world that are possible because of the wonderful qualities of the left brain. The great reputation of Mercedes engineering for example. Makes me think of the book "The Dot and the Line" by Norton Juster.

xgeronimo's picture
21 pencils

really bores me

STUDIO DAR's picture
40 pencils

Great art! Maybe u have a high-resolution versions?

Marcus Willis's picture
Marcus Willis
3 pencils

I don't get how this was produced. Absolutely dead money from Mercedes Benz. Will not sell a car but will get plenty of recognition for the agency (until they found out it was stolen)

Terrible work.

andy_brown's picture
21 pencils

It's good but probably not one of the better ones Mercedez has produced.

zerocool's picture
457 pencils


DahdsAgain's picture
2 pencils

I love this whole campaign – read the comments doubting its originality, perhaps then this is more evolution than revolution!

Johnrobmiller's picture
2 pencils

Very nice ad, but, coming from a psychologist, this is wrong on several levels. The correct way to view the brain is to realize the huge value that BOTH hemispheres have for EVERY activity ranging from music to computer programming.

a:) Screw the linear, the left brain is responsible for a great deal of abstract thought as well. Plato and Socrates can, in part, thank their left brain capacities for their contributions to the world.

What is great art without the abstract concepts behind them? The abstract reasoning abilities of the left brain has a CRUCIAL role in the creation of art due to it's ability to process abstract thought, as well as all the visual processing that occurs throughout both hemispheres of the brain.

b:) While the right brain is involved in processing emotions, they are experienced in deeper areas of the brain.

c:) While the right brain is involved in processing emotions, every area of the brain, including the left side, is involved in regulating and managing them in some way.

d:) With everything above in mind, imposing a personality onto the left and right brain, as this ad has done, is an incredibly fallacious way of

John Miller

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