BDDH takes radical approach for Mercedes small car push

BDDH has unveiled unusual press work for Mercedes’ new small car, the A-class, which uses childlike drawings of motor vehicles, but no pictures of the model itself.

BDDH has unveiled unusual press work for Mercedes’ new small car,

the A-class, which uses childlike drawings of motor vehicles, but no

pictures of the model itself.



Billed as ’the most radical small car since the Mini’, the A-class will

be the upmarket manufacturer’s first move into compact cars. Its launch

next year has generated significant interest in the car trade, and the

ad aims to heighten public expectations.



The ad explores what would happen if a child designed a small car, and

shows likely drawings of the result on a yellow background. The ad,

which will run in national weekend reviews and supplements from the end

of this month, was created by Gary Robinson and Owen Lee.



’When people hear Mercedes has built a small car they have

preconceptions,’ Lee said. ’Mercedes approached the problem with a blank

sheet of paper and the result isn’t what you might expect.



The ad had to lead the consumer to expect something radical, so we

talked about the design rather than show the result.’ The work follows

on from BDDH’s ’Big ideas in a small space’ teasers which ran in

May.



BDDH won Mercedes in January after Leo Burnett was forced to resign the

UK creative business because Mercedes’ move into small cars would have

thrown up conflicts within the Leo Burnett European network, which

handles Fiat. Burnetts still buys media for Mercedes in the UK.



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