Mercedes-Benz: 20% less

The writing used in this ad consumes 20 % less printing ink. A similar fuel saving can be achieved with the blue-efficiency engines of Mercedes-Benz.

Advertising Agency: Jung von Matt/Donau, Vienna, Austria
Creative Directors: Andreas Putz, Volkmar Weiss, Thomas Niederdorfer
Art Directors: Volkmar Weiss, Dian Warsosumarto
Copywriters: Andreas Putz, Thomas Niederdorfer, Lukas Grossebner

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20 comments

ElCaza89's picture
ElCaza89
315 pencils

delivers the message, nice

busyb's picture
busyb
115 pencils

lowe roche did this for AUDI A3 TDI years ago.

loweroche.com

luispiter's picture
luispiter
2756 pencils

nice... good concept

Boxey's picture
Boxey
8885 pencils

Shorter copy would've been much better for the environment.

HappyHour's picture
HappyHour
2387 pencils

Or no print ad at all.

CuriousPencil's picture
CuriousPencil
4227 pencils

Or dropped the SHOUTY CAPS, dropped the point size... or lost the logo.

Ron Burgundy's picture
Ron Burgundy
1636 pencils

couldn't they have just poked holes in the paper to create a shadow of the copy...then again it is a magazine ad.

kulago's picture
kulago
101 pencils

new approach...Nice

cracker66's picture
cracker66
163 pencils

boring.. and also an old thought

Glut's picture
Glut
3947 pencils

I´m with boxey in this one

rakhal's picture
rakhal
141 pencils

And 20 % more difficulties to read the copy.

mr.x's picture
mr.x
952 pencils

Nice ad. Instead of the "holes" in the font, I would erase 20% of the font from the top. It would make it harder to read, yes, but not impossible, and it would be a better eye catcher. Also, It would illustrate the "20% less" alot better, in my opinion.

krautland's picture
krautland
3225 pencils

yeah. I get it. but so what.

Reto1976's picture
Reto1976
24 pencils

Cool idea. Just a pitty that the creatives didn't come up with it themself.

Molecule's picture
Molecule
437 pencils

Or... you can pick another font.

dsklan's picture
dsklan
1925 pencils

complete bullshit!!! use a light font!

Beamen's picture
Beamen
227 pencils

Booooooring!

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