Mercedes Benz in New Zealand is counting on the high literacy and sophistication of its drivers in this series of advertisements asking the question, “Why are some things more fascinating than others?” The Mercedes Benz is being promoted, as ever, as much more than a way of getting from A to B. It’s about class. It’s about quality. It’s about long lasting classic beauty.
“There was once a tailor who told a prospective customer, “You could buy a shirt from the tailor down the road, but I promise you, you’ll love it a little less every day. Or you could buy one of my shirts and I promise you each day you’ll love it a little more…”
According to the Bible God said let there be light. But is all light created equal? Why is it that one lamp that lights your room can be infinitely more fascinating than another lamp that performs the exact same function?
There is a chair. It is made of steel wood and lacquer and it retails for around six hundred dollars. The interesting part is that it sells in its thousands. People want this chair. People need this chair…
The Mercedes Benz Fascinating campaign was developed at Colenso BBDO, Auckland, by executive creative director Nick Worthington, copywriter/art director Simone Louis, copywriter/art director Bradley Averill, account director Scott Coldham, account manger Janelle Van Wonderen, agency producers Paul Courtney and Gabrielle Buckle, with designer Simon Redwood and photographer Lewis Mulatero.