Mercedes-Benz ‘Amazed Again’, Samsung Rio anthem and more: creative ideas of the week

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Between bookmarked sites, Twitter and RSS feeds which showcase advertising, I come across many new creative ideas every week. As with advertising in real life, only a handful are memorable. Here are my picks for the week ending 21 July: Mercedes Benz, Samsung and more.

Mercedes-Benz: C-Class Cabriolet

There’s something mesmerising about a Mercedes. A new spot for the brand has the same qualities – captivating the viewer right through. It is the story of a boy who loses his sense of wonder as he grows up, only to rediscover it with the C-Class Cabriolet convertible.

Director: Sebastian Strasser

Samsung: anthem for Rio Olympics

Close on the heels of a powerful film starring Margret Rumat Rumar Hassan of South Sudan, comes another winner from Samsung. The idea is very clever: string together an ‘anthem’ for Rio Olympics with lines taken from national anthems of various countries. The beauty of the idea is that the seemingly disparate lines fall into place to convey a single message. What’s more, musically it sounds seamless and just right. It is also nice to see the juxtaposition of places with anthems (the anthem of Malaysia is sung by a woman in Paris, for example).

Through our unity and harmony, we’ll remain at peace as one.
For we are young and free, with glowing hearts we see thee rise.
The day of glory has arrived, oh say can you see, a vivid ray of love and hope descends to Earth.
The people living united and progressive, join together all of our hearts as one.
Happy and glorious, listen to us gently with the infinite love.
Unity and justice and freedom, stand unchanged by wind and frost.
Offer peace to friends, and united we shall stand.

At a time when the world is seeing so much of conflict and strife, this indeed is a compelling message for unity. Stirring stuff.

Agency: Leo Burnett

Roundhouse: living off the brands

Ad agencies are usually particular about using their client’s brands. I remember the big boss at Trikaya advertising insisting on using Aristocrat luggage and serving Thums Up (brands which the agency worked on). It is the ethical thing to and sound business practice too. In a new stunt, an agency called Roundhouse is executing a stunt in which its copywriter Lee Kimball will spend five days in the wild, using only the brands the agency has as clients.

Smart way to get into the headlines for a relatively small agency.

Coca-Cola: long can

Smart use of the packaging graphics.


Agency: JWT Beirut. Via.

Land Rover: rear view

One gets the feeling that such ads are created only for awards as it is unlikely that a brand of this stature would need highlighting a pretty-much standard feature. Nevertheless, striking visuals.



Agency: TBWA, Istanbul

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