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

Workout With Captain Morgan

Captain Morgan provides irrefutable proof that laughter and rum are the best ways to stay fit and healthy.

Via - YouTube

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

Less Is More For Levi's

Levi's assessed the resources used in the manufacturing process of 501 denim in 2007 and discovered its jeans were, like the human body, mostly made of water.

Over the lifetime of its jeans, from the cotton fields to consumer to the laundry machine, an average pair of Levi's was found to use up 3480 liters of water, or"the equivalent of running a garden hose for 106 minutes."

Realising that it was difficult to change the behaviour of cotton farmers and consumers alike, Levi's decided to make a difference themselves.

The innovation in an attempt to save water in the manufacturing process has resulted in the Levi's Waterwill cost the same as the original Levi's, but will use 28% less water in the finishing process, which when multiplied by the 1.5 million pairs Levi's expects to sell this year, adds up to 16 million fewer liters of water consumed.

Via - Levi's

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

Mercedes Aesthetics No. 2

Mercedes Benz has just showcased their latest design experiment at the Detroit Auto Show. Known as "Aesthetics No. 2", the designers drew inspiration from organic forms and made use of an extensive sculptural process in order to arrive at the final design.

It's a creative way for a luxury brand to showcase not only their premium nature, but also provides a more human connection for the everyday person and certainly does a great job at building the brand.

Via - YouTube

Environmental Disaster = GM Opportunity

With BP's environmental disaster now in the past, GM has reportedly devised a way to turn oil-soaked plastic boom used by the oil giant to soak up the spilled oil into plastic resin that that will be used for under-the-hood parts in the recently released extended range electric Volt.

In a collaborative effort with various companies, Heritage Environmental, who are collecting the used boom, as well as Mobile Fluid Recovery, tasked with eliminating absorbed oil and water with a high-speed drum that spins the booms until they are dry, and Lucent Polymers making the material appropriate for plastic die-mold production, and finally GDC Inc. combining the plastic resin with other plastic compounds to make the car components. The end product is a set of parts (25 percent boom material, 25 percent recycled tires) used to deflect air around the Volt's radiator.

GM will continue to use booms until the recovery process is completed, in approximately two months. Ultimately, the company estimates that its work will result in the upcycling of 100 miles of boom from the Alabama and Louisiana coasts--and produce over 100,000 pounds of plastic resin for Volt components.

Via - Fastcompany

Nativity Story - 2010

The nativity story translated for those born during the digital age. Lots of fun and very nicely executed!

Via - Adverblog

A Safe Holiday - Mercedes Benz

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

Via - YouTube

Aston Martin & Premium Value-Adds

The four-door Aston Martin Rapide range has recently been updated with a "Luxe" version.

As a value-add to all the purchasers, Aston Martin not only offers a wider range of paint and interior selections, but also allow customers the opportunity to receive a custom-made leather luggage set to match your new pride and joy's interiors.

Sure to leave you in no doubt as to the meaning of traveling in style!

Via - Aston Martin

Mercedes Outside, LV Inside

In a first for Louis Vuitton, the luxury retailer has decided to lend their signature monogram to a Mercedes-Benz G Class.

Too much, surely?



Via - Trendhunter

Luxury Goods & The Irrational Brain - Research

According to a study by Henrik Hagtvedt of Boston College and Vanessa Patrick of the University of Houston to be published in the Journal of Marketing Research, customers who purchase luxury items that don't blend in with either their wardrobe or their home tend not to return these products. Instead, they buy more - usually cheaper - products to complement their new acquisitions. The cost more often than not exceeds that of the original purchase, creating a vicious cycle of consumption.

Over three years, the 125 participants' spending habits for shoes, necklaces and furniture were tracked. Participants were given high-end products from either “designer” labels or from luxury retailers that frequently clashed with their aesthetic tastes. After a period of time, subjects were offered the chance to return the products in exchange for money or to keep the product obtained through the study.

The vast majority of participants opted to keep the luxury goods instead of returning them - and also admitted to buying a host of cheaper items to complement their luxury product.

Via - FastCompany

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

Absolut App Driven By QR

Absolut, the premium vodka brand, has introduced a neck collar incorporating Quick Response (QR) technology, in a bid to distribute its Drinkspiration app to consumers.


Launched in 2009, Absolut Drinkspiration combines mobile technology with social media interaction and user generated content. It is an encyclopaedia of illustrated recipes that allows users to browse drink recipes or receive personalised recommendations based on a variety of preferences such as desired taste, colour, spirit, time of the day, weather, bar vibe, or what is popular.

The initial drive will see QR-tagged neck collars on 200,000 bottles of Absolut and Absolut Naturals in the UK, which will allow iPhone users to download the application instantly and free of charge just by hovering their mobiles over the code.

Via - Marketing Magazine UK

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

Hybrid On The Cheap

The 39th richest man in the world, Mikhail Prokhorov, made his billions in finance and precious metal production. The billionaire's latest venture involves spending close to $200 million in an attempt at building and selling petrol electric hybrid vehicles for the Russian market.


The two-door ë-mobile (pronounced "Yo-mobile") will source all of its parts from Russia and former Soviet Union nations, and costing approximately $10,000 when it is released in 2012.

The ultra-cheap hybrid will come standard with a loud engine, negating the need to install extra sound and noise output now required by the US for all hybrid cars for safety purposes, and will achieve a top speed of 130 kilometres per hour, with fuel efficiency said to be around 3,5 litres per 100 kilometres.

Via - Fastcompany

Volvo Fights For Clean Air

Volvo's latest campaign in the UK, “‘Fight for Your Right to Clean Air”, draws attention to the number of premature UK deaths due to poor air quality linked with fossil fuel combustion (approximately 50,000, according to the campaign).

The automaker, taking some responsibility for those deaths, is currently developing an environmental rating system which they hope to implement for every vehicle on the road. It’s also launched petitions to lobby the government, and developed an iPhone app to help you choose the most emissions-neutral car.

According to some automotive insiders, in a few years, Volvo’s cars will be topping these ratings, and the company is essentially building a framework that it’s going to excel in — in effect, seeding a need.

Via - Facebook

Revenge Of The Electric Car

Revenge of the Electric Car is an up-coming documentary that showcases key players driving the electric vehicle (EV) renaissance over the past few years.

The film features exclusive behind-the-scenes access to several large car makers as they work to change the auto industry and offer new electric car options to the general public; including General Motors, Nissan, the American start-up Tesla Motors, and an independent car converter.

Set for release in 2011, this documentary has the potential to drive the change in perception of eco-friendly alternatives for the future as An Inconvenient Truth did a few years back.

Below is the official trailer:

Via - Revenge of the Electric Car

Mini's Interactive Vending Machine

Mini's latest communication in Canada features an interactive "vending machine" billboard, which was projected onto the side of a building near Toronto's Air Canada Centre.

Cheeky and fun, the execution does well to not only interact with potential buyers of the car, but does a great job at showcasing the various models that Mini now offers to the public.

Via - YouTube

Smart Clothing By Reebok

Having experimented with apparel and footwear that aims to help athletes in every way in products such as Easytone, Reebok has announced a further partnership with flexible electronics start-up, MC10, to integrate their thin, conformable, and stretchable electronics into future versions of Reebok sportswear.

The technology would enable athletes to monitor heart rate, blood pressure, sweat pH, body impacts, and joint stress. The goal is to provide more data to athletes using embedded sensor arrays that would communicate.

The partnership hopes to bring product to market within 2 years.

Via - Technology Review

Heineken Retails Whilst Social Networking

Heineken has consolidated it's online presence on Facebook and YouTube and aims to use it's fan base of a million or so Facebook users to sell merchandise directly from the social networking site.

Over and above Heineken branded clothing and other merchandise, the brand will also encourage users to suggest what the brand should offer, making for a more immersive and collaborative experience

Heineken is current finalising plans to standardise its branding globally, too. Having altered its logo design, including moving the star to above the centre of the word 'Heineken', it is now rolling out standardised bottle and can designs to ensure consistency where ever you might be.

Via - Brand Republic Marketing