Even a Mercedes-Benz goes on sale. The challenge
is promoting the sale without devaluing the brand.
Creative Team: Alex Smuilian / Kevin Gladwin Creative Director: Chris Landi Directors: Sean Thonson (Winter) / Simon McQuoid (Summer)
Out of Home
Interactive / Social
The R-Class needed a new angle. Earlier advertising talked about it's safety features. It fell flat. It did nothing to convince people it was worth spending extra money on what is essentially a high-end mini-van. Nobody wants a mini-van. Not even the pragmatic parents in the market for one. These parents needed an alternative. They needed a 293-horsepower R-Class.
I worked with photographer Anton Watts on all still photography
This ran in a special issue of Newsweek during the season premier of Mad Men. Everything in the magazine from the articles to the ads were given a 1960's aesthetic. Listen to Tina Brown discuss the special issue here.
Pre-Roll - We needed a simple idea that could be understood with or without the use of sound.
To bring the idea to life I worked with director Sean Thonson. We shot for one week in the mountains of Banff, Canada.