Mercedes: Crash test

Pink Ribbon advises women to no longer perform monthly breast self-examinations.
Mercedes-Benz supports Pink Ribbon and placed a 1/1 advertisement in the magazine.
The theme of this year’s advertisement is ‘self-examination is good, but examination by experts is better’.

Advertising Agency: FHV BBDO, Amsterdam, Netherlands
Art Director: Joris van Elk
Copywriter: Mark Muller
Account: Bas Verdoorn
Photography: Jaap Vliegenthart
Retouch: Souverein
Published: September 2008

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18 comments

iRIO's picture
iRIO
224 pencils

just do it ))

stitchy's picture
stitchy
779 pencils

the concept seems so far attached to each other...
the layout and photography dont give anything new...

Tira's picture
Tira

Mercedes seems to be related to this issue somehow? If so I like the ad. Clever link between the product and the subject.
And I really like the photography. Sober but with impact.

sneakyhands's picture
sneakyhands
1857 pencils

this is nice, but why is the logo way up there?

Guest commenter's picture
Guest commenter

sneakyhands, the answer always shines from above.
the logo is up there, because this is a Mercedes-Benz ad.
you should look in to the brand guidelines as fast as schnell.

sneakyhands's picture
sneakyhands
1857 pencils

fair enough. i just think that particular brand guideline should be changed, and what better reason than about 95% of mercedes-benz ads do this? the only one i can think of is the path my eye follows, and the logo being nowhere near it.

elMarto's picture
elMarto
23 pencils

This print seems to say "We don't need crash test dummies anymore, cause our cars are so safe". For me the message is way off.
The headline should say something about Breast Cancer and not to repeat what we see. And where's the logo?

pscs's picture
pscs
440 pencils

top right corner.

elMarto's picture
elMarto
23 pencils

Pink Ribbon logo

Guest commenter's picture
Guest commenter

weak idea.

nicoB's picture
nicoB
129 pencils

I thaught this was a mercedes safety ad, saying that merceds cars are so safe that they can use real humans in their crash tests.
It feels a bit detached from the breast cancer cause.

Guest commenter's picture
Guest commenter

horrible. arrogant.

Guest commenter's picture
Guest commenter

a bit detached?? miles away, and arrogant as well to from the brand. Disgusting actually.

Guest commenter's picture
Guest commenter

maybe make the car pink so as to make it a bit more obvious (on first glance) that this isn't just a mercedes saftey ad. That would help make the link with breast cancer. Maybe it would be too much... but its a suggestion

riyo's picture
riyo

After reading elMarto's comment I thought the ad can be linked to "If you have a breast cancer, be our dummies in car tests"

.. Sick joke.

pscs's picture
pscs
440 pencils

lol, an E-Class taxi with 2 bullet holes on the door...

Guest commenter's picture
Guest commenter

it crash then you see the smoke not the very instant

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