Mercedes-Benz: Hidden danger, Bike

You'd better drive back. This is a dead end.
Detects hidden danger. The Blind Spot Assistent with warning light system.

Advertising Agency: BBDO Düsseldorf, Germany
Creative Director: Toygar Bazarkaya
Art Director: Lena Tuczek
Copywriter: Kenny Blumenschein
Account Manager: Marco Golbach

8 comments

JeffGreenhouse's picture
JeffGreenhouse
310 pencils

I like the idea behind it, but the visual and the copy don't really communicate it very well.

JustinCarrasquillo's picture
JustinCarrasquillo
549 pencils

I agree... Why are the letters B I K E highlighted? Mercedes Bike?

Someone payed for this...

Like the night photography though. Would have been a great fit for this project minus the shitty copywriter.

Guest's picture
Guest

This announcement is another twist over something that has been done over and over again.
Sorry: those nominated to leave the house.

Hiperion's picture
Hiperion
3138 pencils

This announcement is another twist over something that has been done over and over again.
Sorry: those nominated to leave the house.

Guest's picture
Guest

saw this campaign at communication arts and I think it looks great.

Guest's picture
Guest

i think it the BIKE is probably suggesting that the road ahead( as per the photograph) is for bikers only!

Bitty86's picture
Bitty86
71 pencils

No the hidden danger is a bike if you actually read the ad it says quite clearly "the blind spot assistant with warning light system". The blind spot assistant has detected a bike in the blind spot and turned on the warning light.
BIKE is hidden in your blind spot but the warning light system has alerted you. I can explain it a few more ways for the poeple who still dont get it.

velle's picture
velle
1550 pencils

yea, but then why say 'dead end'. so confusing.

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