(Click
for a larger view.)
MERCEDES-BENZ
AD
We
love babies. Who doesn't? That's why the recent Mercedes-Benz
Ad caught our eye - the first step in good ads.
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This
photo is the cover of an 8-page, 4-color, 5"x7" pull-out booklet
that's gum-fastened in major magazines. It's not perf-fastened,
but rubber-cemented for easy take-away. Inside the booklet
is the new 4-door C-Class Mercedes, priced at $29,950. The
ad concept: "The New C. Live. A lot."
Well
done. The catchy cover says, "Live. A lot. Unleash yourself
upon the world and go!" Seven pages follow and they relate
well to the theme of "living a lot." The pages have good lifestyle
shots - some zany - with large, tight, choppy, copy - centered
on each page. Short, sweet and inviting. And it makes you
want to turn the page. We looked at all 8!
One page shows a man in a suit swinging from a crystal chandelier.
Another shows 3 young girls giggling, and laughing, with the
copy, "Giggle. No, laugh. No howl as if you've never grown
up."
Finally,
a brand-spanking maroon C-class 4-door is spread across the
last two pages, racing at high speed. "And by all means, whatever
you do, drive a cool car," it says."
Hmm…
a cool car? Did the ad agency run out of gas and resort to
that weak statement? We would have rather read, "Seize the
Road. It's Yours To Conquer."
In
all though, very effective use of Impact! IMPACT! GRADE: B+
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