This unusual Mercedes ad about a kid and a goldfish has a surprising safety message

Spot from Antoni Berlin does not feature any cars

Published On
Sep 25, 2020

Editor's Pick

It's unusual, but not unheard of, for a car ad not to feature a single motor vehicle. But a new spot from Mercedes-Benz in Europe features a particularly unusual metaphor for a safety feature.

The ad, by Berlin agency Antoni Garage, is the story of a little boy who, bored at an adult party (remember those?) wanders into the next room and finds a fish tank. Fascinated by the goldfish (perhaps because it matches the color of his hair?) he starts trying to taunt and play with it. However, a quartet of blowfish come to the rescue, puffing up in aggression. The spot then ends with the line "Protect the ones you love. The new S-Class with the world's first rear airbags."

The 60-second film was directed by Argentinian trio Pantera, who shot it on 35mm film to achieve a cinematic effect (the fish were all created using CGI.) It's being released as part of a wider campaign promoting the S-Class, which was unveiled in September.

Credits

Date
Sep 25, 2020
Client :
Mercedes-Benz
Agency :
Antoni Garage
Head of Marketing-Communication :
Katja Ohly-Nauber
Director :
Pantera
Production Company :
BWGTBLD
VFX :
Bepic Studio
Executive Creative Director :
Veit Möller
Executive Creative Director :
Marcell Francke
Creative Director :
Lucas Schneider
Creative Director :
Malte Bulskamper
Copywriter :
Teresa Guggenberger
Copywriter :
Malte Bulskamper
Art Direction :
Lucas Schneider
Art Direction :
Matthias Bauer
Art Direction :
Christoph Kock
Agency Producer :
Henning Rieseweber
Client Service Director :
Julia Bubenik
Client Service Director :
Daniel Dürbeck
Client Service Director :
Steffen Schumann
Account Manager :
Helena Schilke
Account Manager :
Lisa Rechenberg
Junior Account :
Lena Gahn
Junior Account :
Marina Beuerle

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