Mercedes-Benz: Traffic Light

Individual power distribution for each wheel.
The Vito. Now with four-wheet-drive 4x4 and Electronic Traction System 4ETS.

Advertising Agency: Scholz & Friends, Berlin, Germany
Chief Creative Officer: Martin Pross
Executive Creative Director: Matthias Spaetgens
Creative Directors: Robert Krause, David Fischer, Philipp Woehler
Art Director: Melanie Specht
Copywriter: Stefan Sohlau
Account Manager: Anna Gabriel
Account Supervisor: Stefanie Wurst
Photographer: /
Art Buying: Kirsten Rendtel
Postproduction: Appel Grafik

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Taylormade's picture
412 pencils

Nice one. Very clever.

I've never been able to sell through a car ad with no car in it though. I don't know how so many ads that end up in award annuals manage to do it. Such a mysterious phenomenon.

ace85le's picture
3939 pencils

Agree with Taylormade. This is a typical case of targeting not the TA but the award judges. Sad.


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bhuvneshwar.chd's picture
991 pencils


idea & execution is too good..

i have something to add. in the above conversation, ad must make an impression in mind, by touching the heart. I mean it must have the quality to make the viewer think. Here creativity plays its role. role.

"If you are irritated by every rub, how will you be polished?"
— Rumi

Shehzadhere's picture
50 pencils

Good insight

pierrelastname's picture
2869 pencils


art_fan_bkk's picture
3 pencils
dean viii's picture
dean viii
1676 pencils

sorry, not the same idea. close, but not the same.

dean viii's picture
dean viii
1676 pencils


Billoughsby's picture
5091 pencils

A wise and funny statement from taylormade. I think the phenom is a flexing of the anti-product shot mentality. That's all. When anyone can get away from it, all of us treasure it.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

CommandZ's picture
2474 pencils

I agree with Taylormade as well. Especially to do the anti-product shot with this brand. Well done.

toshmr's picture
129 pencils


Hydrogen's picture
86 pencils



alaaelalfi's picture
40 pencils

Well ... For Mercedes brand ok ... But as a car ad .. I agree with taylormade .. This ad target the award not the customers

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