Mercedes: Dog

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

December 2012


MMO's picture
52 pencils

These are great. Kudos!

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

So there's a dog crossing that road in the middle of the bridge?

bate_palmas's picture
1479 pencils

Dude. Seriously? I mean...seriously?

Take a bit of a creative leap on this one.

Spanky's picture
4899 pencils

Nice idea. But I don't think the ads do enough to communicate what the feature is. I didn't get it until I read the description under the ads.

mauroxxx's picture
539 pencils

I can edit mine also, see? ;)

Spanky's picture
4899 pencils

If you're going to be a prick, it would help your cause if you at least had a clue what you were talking about. I was referring to the description under the ad, not the copy. The part that says, "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." Get it?

mauroxxx's picture
539 pencils

Nice editing of your first comment, LOL ;)

Spanky's picture
4899 pencils

Look at the time and date on your comment. When you edited it, the time and date changed. Now look at the time and date on my comment. It never changed. Because I never edited my comment. Nice try, jackass.

jorguess's picture
46 pencils


clauss1011's picture
14 pencils

Nature and creativity. Spectacular!

Nike Diesel's picture
Nike Diesel
13600 pencils

This one is kind of easy, "A dog never catches it's tail", but the other one might be too far of a stretch regarding his connotations being fat and lazy. Even though it's easy to say a "a fat man never touches his feet", but who does anyway ;)
IMO, this one is really nice, the other one not so much.

incoming's picture
107 pencils

More notes have been taken, I love these.

eins-eins-null's picture
892 pencils

oh, come on! this is so fucking forced... plus: neither story nor sense. plus: the first metaphor i thought of was "a dog chasing his tail". it's really not good, guys and girls

MindDrift's picture
1168 pencils

Do they really believe the average customer would get this?

leugangen's picture
65 pencils

Great idea, but the execution is too complicated for someone that is going to look at this while flipping through a magazine or newspaper.

tlc's picture
64 pencils

I would have loved to love those. I don't. Probably cause they re too smart for me.

marks1989's picture
4 pencils

Maybe thats's the big problem.. Advertisers always doubt about the intelligence of consumers. If we keep doing easy and light communication is not gonna have any impact on anyone, its easy to distroy something you have not create, but create... well... thats a different story.

jdiazcampisto's picture
2 pencils
Roger Keynes's picture
Roger Keynes
5498 pencils


The Jobless Writer
Will Think for Salary

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.

Spoonfeederxxx11's picture
184 pencils


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