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Grey Worldwide Moscow Mercedes-Benz M-Class: There is a road. No way. Does not matter
In May, the Russian press has a new print campaign developed by agency Grey Worldwide Moscow for an SUV "Mercedes-Benz" M-Class.
Svyatoslav Semenitsky, senior copywriter agency Grey Worldwide Moscow, told the website of the creative idea of a new campaign: "The main message in the promotion of the new M-Class has been formulated as follows: M-Class - a luxury not to worry about the road. That is, it does not matter whether you go on city avenue, or racing on the highway, overcome a steep climb or cross impassable place in some wilderness, in any case you get great pleasure from the trip to the new "Mercedes-Benz" M-Class . How to express this message in a creative way and still make the car remained the protagonist of the advertising message? As often happens, the most successful was the approach with a simple and clear idea. As a potential customer is equally enjoys a trip to the city and off-road, we simply "sections" M-Class into two equal parts: a pure, «on road», and dirty, «off road». This mud is presented not in the usual, familiar to advertise SUVs as when we see splashed mud bottom part of the car. The advertising models M-Class SUV we see, spattered with mud vertically! This unusual image of a vehicle symmetrical division into two equal parts supported by the slogan: «M-Class. There is a road. No way. Anyway ».
His feelings on the campaign shared the art director Nedda Al-Madani: "I like the brevity of this image, nothing more. The idea is expressed exclusively demonstration of the product itself. Kind of "full-face" is ideal for the expression of "duality" (to the city and off-road), and to demonstrate aggressive assertive character. This car reminds me of a secret agent, a kind of James Bond - the aggression and the power hidden in the respectable cover. The project was easy to work with, we had a very good brief, customer support and an excellent facility for advertising ».
Photos for the campaign made German photographer Pascal Malamas of Greek origin, which takes a lot for the company "Mercedes-Benz" in Germany. The new M-Class campaign - this is his first experience with the Russian agency.
The campaign is designed for men and women aged 30 to 50 years with higher education in leadership positions, with high levels of income. Such people are confident, persistent in achieving their goals and valued in the car innovations that make it a trip to the safety and comfort.
Mediarazmescheniem engaged in agency OMD Media Direction Russia.
Grey Worldwide Moscow:
Creative director - Oleg Lapshin
Art Director - Nedda al-Madani
Copywriter - Svyatoslav Semenitsky
Supervisor - Irakli Rodonaya
Senior Strategic Planning - Malik Umbetbaev
Production: PhotoBy (Warsaw)
Photographer: Pascal Malamas
via # image5262955
Svyatoslav Semenitsky, senior copywriter agency Grey Worldwide Moscow, told the website of the creative idea of a new campaign: "The main message in the promotion of the new M-Class has been formulated as follows: M-Class - a luxury not to worry about the road. That is, it does not matter whether you go on city avenue, or racing on the highway, overcome a steep climb or cross impassable place in some wilderness, in any case you get great pleasure from the trip to the new "Mercedes-Benz" M-Class . How to express this message in a creative way and still make the car remained the protagonist of the advertising message? As often happens, the most successful was the approach with a simple and clear idea. As a potential customer is equally enjoys a trip to the city and off-road, we simply "sections" M-Class into two equal parts: a pure, «on road», and dirty, «off road». This mud is presented not in the usual, familiar to advertise SUVs as when we see splashed mud bottom part of the car. The advertising models M-Class SUV we see, spattered with mud vertically! This unusual image of a vehicle symmetrical division into two equal parts supported by the slogan: «M-Class. There is a road. No way. Anyway ».
His feelings on the campaign shared the art director Nedda Al-Madani: "I like the brevity of this image, nothing more. The idea is expressed exclusively demonstration of the product itself. Kind of "full-face" is ideal for the expression of "duality" (to the city and off-road), and to demonstrate aggressive assertive character. This car reminds me of a secret agent, a kind of James Bond - the aggression and the power hidden in the respectable cover. The project was easy to work with, we had a very good brief, customer support and an excellent facility for advertising ».
Photos for the campaign made German photographer Pascal Malamas of Greek origin, which takes a lot for the company "Mercedes-Benz" in Germany. The new M-Class campaign - this is his first experience with the Russian agency.
The campaign is designed for men and women aged 30 to 50 years with higher education in leadership positions, with high levels of income. Such people are confident, persistent in achieving their goals and valued in the car innovations that make it a trip to the safety and comfort.
Mediarazmescheniem engaged in agency OMD Media Direction Russia.
Grey Worldwide Moscow:
Creative director - Oleg Lapshin
Art Director - Nedda al-Madani
Copywriter - Svyatoslav Semenitsky
Supervisor - Irakli Rodonaya
Senior Strategic Planning - Malik Umbetbaev
Production: PhotoBy (Warsaw)
Photographer: Pascal Malamas
via # image5262955
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