Our client Mercedes-Benz of Plano approached us at the end of 2013 with the desire to revamp their advertising campaign for 2014 in a way that promoted their unrivaled customer service. They needed a solution that wasn’t overt or boastful, and was in keeping with the Mercedes-Benz brand standards. Thus, we came up with an attention-grabbing campaign that subtly, but effectively, juxtaposed attributes of their vehicles with the quality of their customer service and staff. We executed the campaign across a variety of media, using clever headlines and a high-contrast palette. Check out Mercedes-Benz of Plano’s bold new look for 2014.
We started this project by exploring print and outdoor executions that would communicate this comparison of quality quickly and effectively. Using large, clean type treatments in black on white, we were able to ensure readability on any media. Behind these type areas we multiplied bright, eye-catching, colors over vehicle images. This solution kept the messaging at the visual forefront, while maintaining vehicle recognition. We combined all of this with a memorable headline theme, and sincere copy that ends with an enticing call to action.
Then we took this motif, and produced spots for airing on network and cable television with powerful voiceovers and relatable imagery. The end result is a local dealership campaign unlike most you’ll ever see. It’s sophisticated, eye-catching, and something we’re all proud of. But, in the slightly edited words of LeVar Burton, you don’t have to take our word for it; take a look for yourself.
– Wes Phelan, Designer