Take it on the run

I liked this Spanish campaign for Mercedes alot when I saw it. It is communicating to the right target group I guess. People that buy a Mercedes Benz are usually wealthy, so it is probably normal for some of them to have a personal driver (chauffeur). What this campaign for Mercedes shows, is the drivers being out of a job temporary, waiting for the boss to return. They are left alone in someplace, while the Boss (and owner of the vehicle) has taken the car for a ride by himself. He just can't resist! The art direction and photography is successful, making all that easily clear. The copy claims: "New Mercedes S-Class. Start driving again."

Client: Mercedes Benz
Agency: El Laboratorio, Madrid
Copywriter: Manuel Montes
Art Director: Mar Frutos / Chiqui Castano
Photographer: Fernando Maselli

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