Mercedes-Benz: 0,5 Seconds

Advertising Agency: Jung von Matt/Alster, Hamburg, Germany
Creative Directors: Deneke von Weltzien, Christian Fritsche, Thim Wagner
Art Director: Tilman Gossner
Copywriter: Caroline Schubiger
Project Management: Darek Stoehr, Alexander Kerkow, Maria Groh
Published: August 2008

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27 comments

shakejazz's picture
shakejazz
16 pencils

boring

Disco Munky's picture
Disco Munky
3900 pencils

It's only boring if you don't know how to read.

A nice copy ad that doesn't make you bored.

You suck at this.

"stay low, move fast"

Doin' it for the points

Guest's picture
Guest

haha reaction of the dog is quite funny, but a nice ad

Guest's picture
Guest

and it also reminds me a lot of a breastcancer ad

Guest's picture
Guest

Hahaha, a great way to show boring features. I like it.

Guest's picture
Guest

Haha, a great way to show that much boring features. I like it.

Guest's picture
Guest

what happens to the dog in case of a crash? Does mercedes have a seat belt designed for him too? :)

Eightball's picture
Eightball
200 pencils

The S-Class as a typical family & dog car? Sorry, this ad makes no sense!!

Guest's picture
Guest

not an easy assignment, and i think the ad is pretty good

ooops's picture
ooops
448 pencils

they met the crammer
but they done it well

ackattak's picture
ackattak
396 pencils

The beauty of this ad is that you don't even have to read the huge description of what the Benz does during an emergency stop to get what it's trying to say. Clever approach, especially since it was executed without images.

pork_eater's picture
pork_eater
664 pencils

Exactly the type of copy ads I love : Smart & funny !

Ad_Man's picture
Ad_Man
828 pencils

i f***ing hate the JVM copycat stuff.

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

A.G. Pennypacker's picture
A.G. Pennypacker
607 pencils

Ditto! They're a great agency but they really need get over themselves. Love the ad by the way.

Guest's picture
Guest

boring art direction

dsutula's picture
dsutula
29 pencils

Absolutely brilliant. The tightly compacted type and the white space really gives you the idea of what is going on while only having to read the one-liners from the people inside. Notice none of the other commenters said "What, I don't get it." - because they all did and I'd bet a dollar to a doughnut that none of them read the whole features statement. Smart, funny and poignant. Anyone who thinks it is disconnected because no one would ever have their kids and dog in an S-Class probably has neither kids nor dogs and likely couldn't afford an S-Class.

CJR785's picture
CJR785
50 pencils

is that a short story or an ad?

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

First of all, when someone says "an emergency stop" it doesn't always necessarily mean "slamming on the brakes." It often simply means "making an unplanned stopover somewhere because of an inconvenient incident." Like when the baby gets sick and throws up all over the backseat, that's when people are forced to make "an emergency stop" to clean up the mess at the rest area along the freeway, for example.

Also, I've seen quite a few ads with a jam-packed block of copy explaining what goes on in a split second in a machinery. This exact same idea has been executed more than several times in the past (in tv spots as well.)

It's a very smart and well laid out print ad. It just feels at least a decade old in its message and execution.

Guest's picture
Guest

cool long copy. cool way to show all the features. i like it.

Guest's picture
Guest

Boring....

whitespace's picture
whitespace
1953 pencils

Wow. I likey.

Guest's picture
Guest

A small mistake in the 8th line of copy: "...thus shortening their reaction time."

It could be interpreted as : "the time to react is lesser than before"

Perhaps it ought to have been "...thus speeding up their reflexes(reactions)".

Guest's picture
Guest

'speeding up their reflexes' would be factually wrong...

'earlier awareness that provides them more time to react' would be a little less confusing than the original imho, but not spot on.

Guest's picture
Guest

WRT previous post, I meant "... time available to react is less than before".

Guest's picture
Guest

I know... it's the edit that I think would be factually wrong. :)

gbl's picture
gbl
451 pencils

Like the idea. Execution doesnt works.

Guest's picture
Guest

It is boring... And... I do love reading... But reading this txt is crp... and yeah, the point is made even if you do not read it... But you have to guess most if you do not read it... If it is about 0.5 seconds it must take 0.5 seconds to get the point... As it is it is boring nad that's that... BORING

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