Mercedes-Benz: Contemplation

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Although only 5% of South Africans can afford cars, Lobedu Leo Burnett, Johannesburg, created three print ads with the tagline "When did you first know you were a Mercedes-Benz driver?" Each ad features a different hectic setting, like a fashion show, with one aloof figure sitting among the crowd in a contemplative pose that mimics Rodin's sculpture "The Thinker."
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