THIS SUCKS by BBDO Toronto for Mercedes-Benz

Adsarchive » Radio » Mercedes-Benz » THIS SUCKS

THIS SUCKS

Pin to Collection
Add a note
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 20 metres, turn right. I think... honestly, I am totally lost. I told you not to turn left 9 kilometres ago. So don’t get angry. I have limits too and you passed them 9 kilometres ago. I am glad you are having fun because this sucks for me. 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.