Sunday, December 23, 2007

"I Don't Get It. Didn't You Read the Brief?"

Larger view here.

I first saw this ad a couple of days ago and didn't think much of it. Then I kept thinking about it and eventually got really agitated because it's a perfect example of starting off with a great idea and bumbling the execution. I love Jung von Matt, I think they're doing some of the best work right now especially outdoors but this ad for the Mercedes CL 63 is what happens when creatives become too familiar with their own idea. Too much self editing and internals can widdle an idea down to such obscurity that the only ones who "get it" are the ones that have read the creative brief. The intended claim here is that the Mercedes is faster than it's own shadow but nothing in this ad communicates that idea except a shadow of a car (in a parking zone no less) and the copy Incredible acceleration: CL 63 AMG 514hp. Don't expect the public to work as hard to understand the ad as you did coming up with it. Swallow your pride and test the idea on someone outside of the account.

Advertising Agency: Jung von Matt/Donau, Vienna, Austria
Creative Directors: Andreas Putz, Volkmar Weiss
Art Director: Volkmar Weiss
Copywriter: Thomas Niederdorfer