NOT LISTENING by BBDO Toronto for Mercedes-Benz

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NOT LISTENING

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Industry Cars
Media Radio
Market Canada
Agency BBDO Toronto
Director Drew Frohman
Executive Creative Director Ian Mackellar
Account Supervisor Andrew Hayes
Production TA2
Released August 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: MERCEDES-BENZ CANADA
Product/Service: MERCEDES-BENZ 4MATIC RANGE
Agency: BBDO CANADA
Executive Creative Director: Ian MacKellar
Scriptwriter: Chris Joakim/Mike Donaghey
Agency Producer: Adriana Laborde/Megan Flett
Account Manager: Steve Groh
Account Supervisor: Andrew Hayes
Advertiser's Supervisor: Christian Gani
Production Company: TA2, Toronto, CANADA
Director: Drew Frohman
Sound Studio: TA2
Music Artist/Title: TA2
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: BBDO CANADA, Toronto, CANADA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
FVO: In 10 metres turn left. Turn left. You did not turn left. You are entering unmapped territory. Turn around. You are not listening. You just go wherever you want. You used to care about what I had to say. We were so good together. What happened to us? ANN: Go where no Mercedes has gone before. The M-Class 4MATIC from Mercedes-Benz, starting at $58,900.

Brief Explanation
Brief: We wanted to tell consumers that Mercedes vehicles with 4MATIC (four wheel drive technology) handles well no matter where you go. Solution: For our campaign, we decided to utilise the iconic female navigation voice found in car GPS systems and dramatise what would happen if a driver took their 4MATIC Mercedes into unmapped territory. We figured the driver would probably be having fun even though the GPS system wouldn’t.