Smash Hit: Ad Campaign for Mercedes Benz Israel by Y&R Interactive, Tel Aviv
It’s not hard to see that the brains behind this stunning print campaign lean right. The images showcase the qualities of the two opposing parts of the brain that complement each other: the left side, responsible for analysis and logic — juxtaposed with (or maybe more accurately – compatible with) the more creative, intuitive side. The message, according to Communication Arts, is that “Mercedes Benz, like the brain, represents a combination of opposites that together create technological innovation, breakthrough engineering, inspiring design and passion.”
Whatever. I stand in awe of this sweet, super-clever metaphorical celebration of science and art.
A closer look: The text in the copy for the left brain reads:
“I am the left brain. I am a scientist. A mathematician. I love the familiar. I categorize. I am accurate. Linear. Analytical. Strategic. I am practical. Always in control. A master of words and language. Realistic. I calculate equations and play with numbers. I am order. I am logic. I know exactly who I am.”
Text in the copy for the right brain reads:
“I am the right brain. I am creativity. A free spirit. I am passion. Yearning. Sensuality. I am the sound of roaring laughter. I am taste. The feeling of sand beneath bare feat. I am movement. Vivid colors. I am the urge to paint on an empty canvas. I am boundless imagination. Art. Poetry. I sense. I feel. I am everything I wanted to be.”