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
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.