It’s very rare that something as common as advertising affects us on an aesthetic and emotional level. For me it’s usually the new car ads that I find even more underwhelming- the shiny sports car, and either an empty curved road or a gorgeous woman holding a martini. This category tends to be literal to a fault. The advertising team behind these brilliant examples is Shalmor Avnon Amichay/Y&R Interactive Tel Aviv (Chief Creative Director: Gideon Amichay). There are three, double page spreads, that show that Mercedes-Benz is willing to take risks and that, at their core, they are innovators. From the colors, to the original artwork to the copy- the ads deliver a sense of the brand that is evolving, luxurious, intelligent, artistic, scientific and a leader.
“I am the left brain. I am a scientist. A mathematician. I love the familiar. I categorize. I am accurate. Linear. Analytical. Strategic. I am practical. Always in control. A master of words and language. Realistic. I calculate equations and play with numbers. I am order. I am logic. I know exactly who I am.”
“I am the right brain. I am creativity. A free spirit. I am passion. Yearning. Sensuality. I am the sound of roaring laughter. I am taste. The feeling of sand beneath bare feat. I am movement. Vivid colors. I am the urge to paint on an empty canvas. I am boundless imagination. Art. Poetry. I sense. I feel. I am everything I wanted to be.”
Thank you to MB and Y&R Israel for breaking boundaries and using stunning visuals, unique concepts, and flawless execution to speak to us in an inspiring and intelligent way. I would be proud to hang these on my walls at the office or at home. These would be perfect over my bed since it perfectly defines my husband (who sleeps left and is left brained) and myself (right and right). Now, where can I find extremely high-res files!
I could bet that it’s not the same creative genius behind the agency’s own blog design. I hope it’s because they lock their A team in a room and only let them work on client projects.