Mercedes-Benz: Pram

Brake Assist Plus. Extra braking force when you need it.

Advertising Agency: BBDO Proximity Singapore
Executive Creative Director: Jagdish Ramakrishnan
Copywriter: William Mathovani
Advertiser's Supervisor: Patricia Ho
Account Manager: Lim Lee Huang
Art Directors: Andrian Pranata, Ivan Hady Wibowo
Photographer: Sebastian Siah, Shooting Gallery
Retoucher: Reina Teo (wishing Well - The Imaging Station), Wei Xin

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23 comments

Guest's picture
Guest

Kind of a tough road to be doing 80 on, no?

Guest's picture
Guest

Ok. I don't get the numbers? And why is '0' laying down?

Emran Hayat's picture
Emran Hayat
832 pencils

concentrate on copy dude... speed declining 80-0

Creativity is a natural extension of our enthusiasm

Guest's picture
Guest

Are you retarded......please don't comment when you have half a brain...

ADcoke's picture
ADcoke
160 pencils

nice, clear and works for me

sirvan's picture
sirvan
29870 pencils

Nice...very nice. But it's only ONE ad.

+++

"I love some things, and don't love some other things."

Emran Hayat's picture
Emran Hayat
832 pencils

nice 1

Creativity is a natural extension of our enthusiasm

Emran Hayat's picture
Emran Hayat
832 pencils

nice 1

Creativity is a natural extension of our enthusiasm

she_kai's picture
she_kai
221 pencils

it`s ok to be a small but smart idea,Brake Assist Plus is small too

Davosk's picture
Davosk
4833 pencils

Good.

Guest's picture
Guest

for me it look like crush

Guest's picture
Guest

scam! this never ran

Guest's picture
Guest

I'm sure it did. In some expat magazine. Probably the whole campaign in the same issue. With luck the client never saw it so no embarrassing questions.

The word scam is redundant btw. That information was obvious from the word 'Singapore'.

When I look at the work actually run for Merc here, and the sort of work that ends up in the award books for the client... well let's just say the real work is from Mars and the award work is from Alpha Centauri.

Guest's picture
Guest

Quote: "That information was obvious from the word 'Singapore'."

No, never saw it in any magazine here in Spore. Maybe I missed that expat mag you mention.

Have to agree full-heartedly on the work that ends up in the mags and papers: all rubbish, but who's gonna check if a campaign is for real or not. Cannes wants to cash in on entries so who cares.

alexander_bickov's picture
alexander_bickov
3279 pencils

Nice, but not beautiful idea

knockout3's picture
knockout3
56 pencils

nice work! Hard to do good work for brakes

Guest's picture
Guest

if your car speed is above 80, I have doubt whether this Brake Assist Plus works or not

vipindhanurdharan's picture
vipindhanurdharan
6 pencils

Great..........

Jakarta Jack's picture
Jakarta Jack

singapore, nuf said

Guest's picture
Guest

I like these. And that's not just because there's no metal in the advert... ;)

Guest's picture
Guest

Can we stop with the giant numbers/letters? The Cannes judges overall really choked this year.

Migzter13's picture
Migzter13
973 pencils

Nice.

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

gravity's picture
gravity
181 pencils

real nice idea. i liked it. i don't know why some people are obsessed with (or against) the abstract visualization of this ad, but it gives the message with a good sense of humor, and that just works for me...

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