Mercedes Brake Assist Plus

Mercedes Benz promoted Brake Assist Plus, the emergency braking system, in a set of three print advertisements developed in Singapore in 2009. BAS Plus is portrayed as a series of speeds tumbling into each other to avoid hitting a dog, soccer-playing kids and a woman with a pram.

Mercedes Benz Brake Assist Plus Dog

Mercedes Benz Brake Assist Plus Kids

Mercedes Benz Brake Assist Plus Pram


The Brake Assist Plus campaign was developed at BBDO Singapore Pte Ltd, Singapore, by creative director Jagdish Ramakrishnan, art directors Andrian V. Pranata, Ivan Hady Wibowo, copywriter William Mathovani, account executive Lim Lee Huang, photographer Sebastian Siah via Shooting Gallery with retouchers Reina Teo and Wei Xin.