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Diary: Turkey of the week - CLM BBDO/Mercedes C-Class

James Hamilton is in the dark after watching CLM BBDO's new ad for the Mercedes C-Class, which was adapted for the UK market by Shop:

"It's rare that an ad comes along which stumps me, but I'm damned if I've got any idea what this one's trying to say. The car zips along, morphs into a shoal of fish to avoid a rock in the middle of the road, then dissolves into water. Whoever did the voiceover is as in the dark as we are, stringing business jargon such as 'that's the challenge' and 'I'll see your idea and raise it', so that he sounds less like an actor and more like a beat poet studying for an MBA."

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