Another Interactive Mercedes-Benz film - "Drive & Seek"

Mercedes have just launched another interactive film on their website to showcase the C-Class coupe. Much like the interactive film they did for the new SLK, users have the opportunity to engage with the various feature available for the car, as well as giving Mercedes an opportunity for lead generation.
The interactive version can be found by clicking here.

There's also a more "traditional" version of the film on Mercedes' official YouTube channel.

High production value as well as being outrageously over the top, but interesting to see this form of interactive film being utilised by Mercedes in such quick succession after the SLK effort.

Via - Autoblog

The Art of Progress - Audi A8

Audi's newly updated flagship sedan in the A8 has now got communications backing. It's interesting to see the idea of vorsprung/progress interpreted in various different ways to align the product's positioning with that of the intended target market. Where Audi's executions differ from many other premium auto-manufacturers, however, is that they don't seem to only pay homage to the mentality of their market, but push further in their executions to ensure that their ideal drivers' aspirations are reflected. The scene with a young, funky looking DJ would probably not be found in communications for other cars aimed at the older business executives.

Another great execution from Audi.

Via - YouTube

Mercedes' Transparent Wall

As an attempt at communicating Mercedes Benz's Pre-Safe philosophy, the brand commissioned a part commercial/part installation to further lay claim to the brand's claims to innovations

The installation required a mounted camera on one side of a wall, with a projector displaying any cars, bicyclists or pedestrians on the adjacent wall. The effect literally allows drivers to see around the corner, and while it's not a perfect representation of the Pre Safe system. Below is a more demonstrative video:

Via - YouTube

Speed Date With New SLK

Mercedes US have launched an interactive campaign utilising social media to showcase the new SLK to the world.

The campaign works as a choose your own adventure type of interactive movie, where you, the user, are treated to a test drive by a fictitious Californian called Ksenia Lauren. Throughout the test drive, the story unfolds differently depending on the choices you make after being prompted at various points. You are also offered a chance to become her Facebook friend, which will update you as the campaign unfolds if you choose to become a fan.


To experience the SLK for yourself, click here.

Via - Mercedes Benz

VW Virtual Test Drive

VW have introduced a new iPhone app that aims to demonstrate to prospective customers on some of the company's newer technologies

To use the app, participants hold their iPhone above a VW ad in a magazine or newspaper with a road printed on it. Following the curve of the road with the phone shows how some of the car's safety features respond to real-world driving conditions.

The app allows users to switch between modes. For example, in the Adaptive Lights mode, the headlights on your virtual VW will follow the curve of the road. In Lane Assist mode, the phone vibrates when your car gets too close to the edge of the virtual road. There's also an Adaptive Cruise Control mode, which puts a second virtual car in front of your VW and keeps them an equal distance apart as you move across the page.

Via - Autoblog

Harley Tries Crowdsourcing

Harley Davidson took the decision to allow the brand's fans to create their next commercial. The brand made the brief public and received over 600 ideas from 200 individuals. This was then shortlisted to 65 possible ideas, with one eventual winner chosen.

Below is the perhaps slightly predictable result:

Via - PSFK

"Objective" Comparisons By Ford

Ford has provided vehicles for various police departments in the US for some time now. The brand has cleverly enlisted the men in uniform to be the objective brand ambassadors for the updated range of interceptors, showcasing the Ford's superiority by pitting the new vehicles against competitor brands.

After all, how can anyone argue with a police officer?

Via - Ford

The World's Longest Banner Ad

BMW shows that not only are long-copy ads not dead, but can very comfortably find life in the world of online as well!

See if you are disciplined enough to read the ad yourself by clicking here.

Via - Ads of the World

Interact With Ads - There's An App For That

In support of the new Honda Jazz campaign, the Japanese automotive brand has launched an iPhone app that allows viewers to participate and influence the commercial.

The app lets viewers catch and play with the characters as they appear in the Honda Jazz spot, whether it's being viewed on TV, a computer or iPhone. The goal: try to catch them all, and watch for some "unpredictable extras" — and, of course, keep Honda Jazz top of mind.

Via - YouTube

Audi Says "Goodnight" To Old Luxury

Audi USA has launched a new 60s TV ad, which the brand has billed as a prelude to its upcoming Super Bowl ad.

Featuring the new flagship A8 sedan, the message dove-tails nicely from the previous communications highlighting "progress" in motoring.

Via - Campaign Live

Mercedes Powered By "Tweet-Fuel"

Mercedes Benz US recently launched a social media stunt driven by the twitter platform.

The idea revolves around a challenge for four teams of two from around the US who have been picked to race Dallas at Cowboys Stadium - with one team each leaving from New York, Tampa, Chicago and Los Angeles. Mercedes' ultimate goal is to achieve a combined 7087730 followers through the challenge.

Each team needs to collect something Mercedes is calling "tweet fuel", which will help push the team a little bit further in their respective vehicles, with NY behind the wheel of a 2011 Mercedes-Benz CL550 4Matic, Tampa driving a 2011 E550 Cabriolet, Chicago getting the keys to a 2011 GL350 BlueTec and LA will use a 2011 S400 Hybrid.

If they "win," each member will receive a 2012 Mercedes-Benz C-Class Coupe.

Via - Mercedes Benz

Lexus - "The Hard Way"

Lexus USA has recently launched a new campaign called "The Hard Way".

The various executions are a way for Lexus to entrench the brand's promise of "The Pursuit of Perfection" in a very functional way, allowing the audience to see the processes and demonstrating the results of the rigorous production that Lexus vehicles undergo.

Might it also be an attempt at re-establishing the reliability inherent to Toyota/Lexus vehicles prior to the 2009/2010 recalls?

Below is one of the executions, called "Chain", followed by an interesting behind-the-scenes look at the making of the commercial:

Via - Lexus

Heineken Demonstrates Effective Lightheartedness (Again)

Heineken - unlike so many SA commercials in the beer category - understands so well that brands operating in this category needn't be overly deep and inspirational to be successful and well liked by consumers.

Below is yet another fantastic demonstration of the power of engaging and entertaining your audience!

Via - YouTube

Merc Scrambles For 4-Door Coupe Supremacy

Aston Martin's 6 Minute Commercial

The communications for the new Aston Martin Rapide 4-door sedan was launched last week with a heavy digital presence.

The centerpiece of the campaign is a commercial that runs 6 minutes and 25 seconds, which can be watched in three parts on a section of the Aston Martin Web site.

The campaign idea, "True Power Should Be Shared", is brought to life in the web series that follows a mission embarked upon by four Britons who are tasked with the sharing of the ultimate "Power" - that of time.

James Temple, executive creative director at R/GA London - the agency tasked with the campaign - said the communication will seek to bring to life the concept that a four-door Aston Martin “provides the same exhilarating experienced expected and loved in the two-door Aston Martin.”

The campaign will also play out in social media. For instance, the four members of the mysterious team are on Twitter and they will send messages to people who follow them.

Below is the first episode:

Via - Aston Martin

Adidas + Intel = New Spin On Retail

Intel, in partnership with Adidas, has launched a spectacular virtual display that renders products in 3-D, and allows a shopper to spin and zoom in on the shoes, and call up specs from a touch-screen display.


Supplemented by a supply of actual shoes that can serve as fit models, the display wall allows retailers to deliver massive inventory in a relatively small space.

The clever use of technology can really catapult traditional retailers into more interactive and immersive experiences for shoppers and is the closest any brand has come to combining e-commerce and traditional retail.

Via - FastCompany

A Safe Holiday - Mercedes Benz

A fun holiday video from Mercedes-Benz wishing everyone a safe and happy Festive Season.

Via - YouTube

Hyundai's New Owners Manual

Rather than just providing written information, Hyundai USA has taken advantage of the iPad's capabilties to deliver an app that demonstates to you what it's talking about.

The added advantage of presenting the manual in the form of an app - apart from the obvious value-add for the purchaser in the form of a new iPad with every purchase - is that the the app is free to download on iTunes whether you are an owner or not, thus doubling up nicely as an interactive product brochure for potential buyers too.

Via - Autoblog

Affordable Car Deserves Affordable Ad Campaign

In a novel attempt to highlight the Chevrolet Cruz's low price point, GM decided to go free-hand for the billboard execution and armed an artist with a blue marker and a blank canvas to bring the message to life.

Via - YouTube

A7 Sportback - Imagination Meets Engineering

Audi UK has launched a multimillion-pound campaign named "imagination meets engineering" for the new A7 Sportback. The commercial uses a symmetrical animation to show the A7 Sportback being conceived in someone’s mind to convey that the car has been engineered just as the designers initially imagined it.

Via - Brand Republic