Mercedes: Superfect

The E-Class Coupé

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 Director: Meron Sasson
Copywriter: Sharon Refael
Account Director: Tal Fishbain
Account Supervisor: Yael Yuz
Account Executive: Hagit Erez

September 2009


Guest's picture

artistically awesome, but the concept is so worn out already :/

Guest's picture

Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel are they serious? Made up English adjectives for a country that is Hebrew and Arabic? I'm not quite sure how this will sell cars, or high priced Mercedes Benz for that matter. Also what does language have to do with quality of a car or of that specific Benz model? Not much. Very lazy copywriting, and uninspiring creative idea overall.

Guest's picture

the font type looks very sanitary pad...

Guest's picture

the font type looks very fmcg...

mikeelrapido's picture
1929 pencils

Great car!


Juan Cabral's picture
Juan Cabral
709 pencils


Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

Guest's picture

What did the folks at Shalmor Avnon Amichay/Y&R Interactive Tel Aviv actually do here?
The Photography is by Jung von Matt / Hamburg - does one really need an AD and not one, not two, but three CDs for a headline and a subline?

ilovegreatads's picture
312 pencils

To answer Guest's question, 2 CDs wrote one part of the headline each. Which explains the strange coinage. The third CD wrote the subline.

Guest's picture

Super boring

Donald Draper's picture
Donald Draper
137 pencils

I like it...

Guest's picture

And by the way: The Art Direction (Photography) is made by Jung von Matt/Hamburg – together with Uwe Duettmann.

Guest's picture

In other words, if anyone should be taking credit for this ad, it's definitely not Shalmor Avnon Amichay/Y&R Interactive Tel Aviv. Shameful to take credit for someone else's work this way.

Guest's picture

It's nothing groundbreaking or super refreshing, but it suffices in keeping the company name fresh in everyone's memory which is basically what a large brand like Mercedes needs. As for the one who wondered why an English ad for a country that's largely Hebrew and Arabic, maybe it was an ad for an airport, business center, resort? The ad is decent, but nothing more either. 7/10.

silvi's picture
4172 pencils


Blashyrkh's picture
32882 pencils

Supercrappy JPEG

Guest's picture

how can client acept this its pathetic

rainvalen's picture
23 pencils

nice car

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