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Left Brain - Right Brain, Paint

Agency: 
Published/Aired: 
February 2011
Description: 
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

Comments (34)

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Highest Rated

Johnrobmiller's picture
Johnrobmiller
Activity Score 2

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

Brainsoup's picture
Brainsoup
Activity Score 110

great art, great concept, great execution

almondtruffle's picture
almondtruffle
Activity Score 14

a fine piece of art!

tausif's picture
tausif
Activity Score 99

Xcelant work.!!

Good Copy and Art work.! ;)

-
tausif

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

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
mr.x
Activity Score 998

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

ERROR404's picture
ERROR404
Activity Score 770

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

krautland's picture
krautland
Activity Score 3216

made me look.

Glut's picture
Glut
Activity Score 3937

what´s so great?

luispiter's picture
luispiter
Activity Score 2756

nice art direction

gigacarol's picture
gigacarol
Activity Score 68

Really great art.

chapelier's picture
chapelier
Activity Score 154

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. http://thethinkingtoque.blogspot.com

Hammad S's picture
Hammad S
Activity Score 484

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
trapezeswinger
Activity Score 77

Reminds me of this art I stumbled upon on deviantart years ago http://yasmeanie.deviantart.com/art/Sucha-Lefty-36752830
The volkswagen ad above is much better executed of course!

trapezeswinger's picture
trapezeswinger
Activity Score 77

Reminds me of this art I stumbled upon on deviantart years ago http://yasmeanie.deviantart.com/art/Sucha-Lefty-36752830
The volkswagen ad above is much better executed of course!

iambusy's picture
iambusy
Activity Score 2219

left-handed..

busy.

jmcguireguthrie's picture
jmcguireguthrie
Activity Score 8

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. http://www.cornettims.com/the-tail-of-two-brains/

Hiperion's picture
Hiperion
Activity Score 3138

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

jen89's picture
jen89
Activity Score 14

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
KayB_Copywriter
Activity Score 6

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

TorstenM's picture
TorstenM
Activity Score 77

Wow, what a perfect execution!

MEmond's picture
MEmond
Activity Score 18

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
hharden
Activity Score 2

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
gmendes
Activity Score 3

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
abidmg
Activity Score 34

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

murrey87's picture
murrey87
Activity Score 34

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

Shiply on Smart2020.org

Philip Robert's picture
Philip Robert
Activity Score 2

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.

trapezeswinger's picture
trapezeswinger
Activity Score 77
xgeronimo's picture
xgeronimo
Activity Score 21

really bores me

STUDIO DAR's picture
STUDIO DAR
Activity Score 40

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

Marcus Willis's picture
Marcus Willis
Activity Score 3

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
andy_brown
Activity Score 21

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

zerocool's picture
zerocool
Activity Score 455

no.

DahdsAgain's picture
DahdsAgain
Activity Score 2

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

Johnrobmiller's picture
Johnrobmiller
Activity Score 2

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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