GALLERY 12: Mercedes - Embryo

Originally a spec spot, this is a strange branding campaign for Mercedes Benz which has a twist that you certainly don't see coming. The ad demonstrates the aspirational quality of the brand, and centres around the little known fact that chick embryos and human embryos look alike for the first few weeks of their development. The low-budget CGI spot first aired in German cinemas and will now run as a TV campaign. We give it full marks for originality.

Product/client: Mercedes

Agency: Springer & Jacoby International

159-173 St John Street

London EC1V 4RS

UK

T: +44 20 7863 9700

Creative Directors: Stefan Schmidt, Kurt Georg Dieckert

Agency Producer: Jenny Krug

Writer: Thomas Chudalla

Production company: Markenfilm

Schulauer Moorweg 25

22880 Wedel

Germany

T: +49 4103 1230

F: +49 41031 5243

Directors: Thomas Chudalla, Tony Hector

Producer: Dominick Meis

Post-production company: Animationsfabrik

donnerstrasse 20

22763 Hamburg

Germany

T: +49 40 398 415 0

F: +49 40 3984 1535

Sound Design: Eardrum

CGI: Joern Radel

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