CLEMS MELBOURNE CREATES TWO PART TVC FOR MERCEDES
Clemenger BBDO Melbourne has put to air a two part commercial for Mercedes Benz. The objective was to engage the audience with a 45 second TVC of compelling suspense content prior to the piece finishing on the car. This was cut separate from the second part of the commercial. The second 15sec TVC had the more traditional style of driving footage and logo.
Copywriter: Emma Hill
Art Director: Cameron Hoelter
Creative Director: Emma Hill
Media: Gary Peace
Television Producer: Roz Ruwhiu
Strategy Planner: Mike Hyde
Production Company: Exit Films
Producer: Wilf Sweetland
Director: Mark Molloy
Sound House: Good Audio Sense
Post-Production: Iloura
posted by CB @ 5:48 PM
42 Comments:
I SO LIKE IT!
Piss simple, cheap to produce, (what all car companies want these days) cool, mod, nicely shot...so not what you expect for the merc brand.
That why it stands out I surpose.
I bet the all the other (car company) marketing managers think its crap and doesnt forefill the mile long tick of list...and especially there strinking air time spend.
I'm so used to seeing big budget polished epics from Merc, that this has stunned me a little.
Some may say thats a good thing
Unsure, the jury's out, but it does feel like a Just Jeans ad with a car in it.
Didnt inspire me to purchase the car unfortunatly.
Nice spot though. Very cool feel about it.
Very Emma
Id love to see how it tracks.
I like it!,
Very grunge clothing style of AD.
Unsure if it sold me the car, but i did enjoy the dark start. It really pinned me.
The 2nd ad....HO HUM. it went back to a good old standard car spot, minus the manditory interior shot and hero end pack shot.
Is it a spec spot?
piss simple alright.
They didn't need the second ad....its nothing.
just make the first one 15seconds longer.
if that.
Whoever compared it with Just Jeans is not far off the mark - very low common denominator stuff. In the end it didn't do just Jeans any favours in terms of trying to sell a product at a premium price - lets see what it does for Merc.
It's ok, which makes it 50,000 times better than the Mazda ads Clem's sister agency does. Zoom-Zoom = Bore-Bore.
Could make sense if the client wants to make its product appeal to a younger, cooler market than its typically staid purchasers. Perhaps Mercedes fears the Macquarie Bank 30-year-old yuppies who just got their seven-figure bonuses aren't putting Merc on their potential shopping list. I know I'm not.
Why is the guy so shifty?
Is he embarrased to be driving a huge saloon when he's a hood-wearing 20 something? Is it dad's car?
Nice.
'Ordinary' is society's new high water mark. We have Ordinary community standards, Ordinary politicians appealing to an Ordinary public's expectations. In short people now strive to be Ordinary. What ever happened to Brilliance?
While it is well done and I DO like it, this ad/s sticks to this growing formula. What a shame a briefs can come in and say make me (a global luxury brand) appealling to the ordinary - I only hope the blokes making these cars in Germany don't fall into the same trap.
Well done for making a car ad that's not 100% car shots. Also think the Just Jeans comparisons are a bit unfair. It looks great. That said, it's a bit of a first thought. And what's the point of having it in two parts? Makes no difference as far as I can see.
gee, we're hearing a lot on the blog from exit people, aren't we??
I must be thick. What's the idea?
what is all that first stuff about? He does look like it's mum's car....in my opinion, the second ad is all they needed. If you're in the market for a car, you need to see the thing. (see 'how not to do it - Ford Ranger')
Does this mean it's an affordable car? Is that the idea, even this chav can afford one?
Yeah, it feels cool. The music is great but I'm just not 100% sure what the idea is.
Can someone tell me.
Hey Lynchy, why'd you pull that DDB shite that was up yesterday? Did they get angry that some of the comments weren't 100% positive? Please enlighten me.
Sorry guys, I don't get it. At all.
Looks good, but what's going on?
9.49, it's in two parts so the first part can be entered into awards without the mandatory car shots.
but you're right. for the general public, it makes absolutely no sense for it to be split in two.
I prefer Drive It Like You Stole It, to Stalk It Like You Stole It. But then again I drive a Lamborghini Contach.
Hoodies does not define cool (6.36pm) - anyone under thirty wears them to distiguish them from yuppsters who drive Mercs. Anyone over 30 who wears them is desperately hanging onto their youth - and wouldn't buy a Merc as it reaks of being grown up.
Completely lacks an idea and believability.
get your hand off it.
Very cool. But I don't see the epitome of cool - Emma driving a Mercedes.
A client so gutsy is rare, so it'll be interesting to see if they're rewarded for taking a risk.
I get the idea after just the first one.. It's great, the car that looks more expensive than it is.
And no logo / car porn on the first slot as well, very nicely done..
First one was all it needed.
Nice down market spot.
This tone of voice is not for Merc.
Change the logo to G-Star clothing and you'll sell something
This is an for Mercedes-Benz...
We're talking about what is arguably the world's most prestigious (as opposed to exclusive) car brand.
The ad told me nothing. Except, maybe, never wear a hoodie in public.
It created no aspiration to own one of their cars.
The seen-it-all-before-style suspense is ho-hum.
Biggest surprise...they bothered to make it.
Boring, disjointed, and strategically suss.
You guys can do better.
In the words of that famous redhead, (not Ronald McDonald) please explain?
to 9:02 AM. You tosser.
MAZDA is the only car mob in the land actually making huge profits, with so much demand they have problems getting enough cars in to feed the need.
Creatively the ad's are shite, which is driven by the client no less.
From an Effectiveness point of veiw, the ad's must be Gold.
That's what Mazda pays for, Thats what Mazda gets.
So as a sister company goes, I think CHE is the Daddy.
Try picking on HOLDEN and Mcanns. Both creatively and effectively bad.
So what are you saying...that even a derro can afford to drive one?????
Where was the planner's head? Too buried in his hoodie I suspect.
The marketing dude at merc is one gutsy fellow! I want that client!
9:02 said it was better than Mazda because Zoom-Zoom = Bore Bore. So why is it that Mazda has made record sales, record market share and record ad recall for the last 3 years. Obviously 9:02 doesn't have their hands on any levers that matter. Maybe they should think about why.
Just another day in the Clemenger car park.
Reminds me of a commercial Y&R Sydney did for KFC in the Jack Vaughan days. Directed by John Curran, it was quite a departure in style for the brand - it attempted to take KFC into grunge - presumably to broaden its appeal to the yoof demographic.
Shortly afterwards the business went to Singos - after a re-pitch that was rumoured to have cost the agency over half a million bucks, with significant redundancies following.
Of course in those days Emma was a schoolgirl.
rebrand it for levis and you might sell some jeans. but the demographic that buy (lease) these cars aren't gonna sit up for this. there really is nothing to get so I can't see many people rushing to get a merc after this one.
Desperately trying not to say bad things...negativity building...petty wanker in me taking over...anonymity reassuring...ahhhhhhhhhhhh.
It's neat.
Surprised this has elicited so many words.
One would do - crap. Maybe two - boring.
Why does a merc need borrowed interest?
You buy a merc for one reason - it's a merc!
why doesn't anyone get this ad? it's simple.
I'm off to get my new mercedes hoody now.
Dear frustrated CHE bloggers,
Mazda's improved sales figure have more to do with better styling and manufacturing, not 'your' effective advertising. Sorry, your ads are crap.
What the hell? Merc spend countless millions of dollars building brand equity. Then this Just Jeans idea comes along and they're happy to run with it? Suspend your disbelief about a scrappy young guy choosing a Merc over an old Valiant and it's all still just a bore. And I don't know why there's such a fuss about the 45/15 sec split. It's just the same as a full page ad followed by a column with all of the client mandatories. Pity they couldn't get it all into one spot.
5:02 is bang on. I suspect people are buying the cars despite the advertising, not because of it.
With the greatest of respect to the team at CHE, I suspect that Mazda has succeeded because it was the first of the major car brands to introduce a strongly integrated styling theme - all cars in the range have a strongly identifiable styling similarity.
Others such as BMW and Citroen have similarly introduced a strong family resemblance to their offerings.
It comes back to the strategic stuff we adwankers preach endlessly to clients in the hope of achieving success for them: Develop a stongly differentiated Brand Identity for the consumer.
Or at least I THINK that's what we've been saying.
Bollocks.
This ad and a half has nothing to do with Mercedes.
Most people who would associate with the guy in the hoodie are not in the position to buy a mercedes. But if they happen to be young, rich and dress like they just stepped out of a Fitzroy sharehouse they wouldn't be buying a luxury sedan to start with...
It's out of place to me.
I liked that dress that Emma wore to MADC last year. Just two very delicately positioned pieces of cloth.
What the fuck is that?
Nicely shot, sylistic, although the look and feel has been done to death.
As far as the idea is concerned? wtf - no idea.
Not worthy of a Brand whos attempting to sell a car which is the most expensive in its class.
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