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Mercedes Benz – Hair/Bruno Bossi Commercial

Egg Films’ Bruno Bossi recently directed two spots for Mercedes-Benz. Hair and Colleague are follow-ons to Net#work BBDO’s award-winning radio campaign for Mercedes’ Attention Assist.

“Mercedes-Benz seldom makes TV ads for the South African market,” says Bruno, “so it was a great opportunity to work on an iconic brand. The subtle tone of the humour in these savvy scripts was also really appealing.”

Speaking about executive creative directors Jenny Glover and Brent Singer, he says, “It was great to work with a team who were really collaborative and I enjoyed bringing their scripts to life for them.”

Paul Gilpin shot the commercials, which were edited by Matthew Swanepoel at Priest.

Title: Hair
Client: Mercedes-Benz
Length in seconds: 30
First flight date: 25 April 2013
Advertising agency: Net#work BBDO
Agency producer: Caroline Switala
Exec creative director: Jenny Glover
Exec creative director: Brent Singer
Production co: Egg Films
City & country: Cape Town , South Africa
Director: Bruno Bossi
Director of photography: Paul Gilpin
Production producer: Kirsten Clarence
Executive producer: Colin Howard
Post production co: Black Ginger
Editing company & city: Priest Cape Town
Editor: Matthew Swanepoel
Music Company : Pulse Music
Composer : Doug Katsaros
Exec Producer : Marc Algranti

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How Mercedes-Benz made the most out of Belgium’s eco friendly paychecks via BBDO

In 2009, the Belgian government launched so called ‘ecocheques’. The ecocheques are a tax friendly way of getting a part of your wage and are intended to motivate Belgians to consume more consciously. The problem was you could only pay with those ‘ecocheques’ for products on the ‘eco-friendly list’.

In 2015, Mercedes-Benz launched its first fully electric car: the B-Class Electric Drive. They wanted to introduce it to the Belgian public with limited media budget. Despite being an eco-friendly way of transportation, electric cars were not on the ‘eco-friendly list’.

So with the launch of Mercedes’ first fully electric car in Belgium, we took matters into our own hands. After weeks of negotiating with the Belgian government and the ecocheque suppliers, they accepted to add electric driving to the eco-friendly product list.

Where else could Mercedes-Benz communicate this (eco)logical victory than on the ecocheques themselves? Mercedes-Benz spread the good news by branding the ecocheque envelopes along with the clear message consumers could use the ecocheques at the Mercedes-Benz dealers. This way we turned the newest pay method for electric driving into our medium.

And this was the result.
Despite not being recognized for their eco-friendliness in the past, Mercedes-Benz turned into an eco-trendsetter. They were the first ever car brand to be allowed to accept ecocheques. Since the campaign launch, sales of the B-Class Electric Drive more than doubled.

Creative Credits:
Advertising Agency: BBDO, Belgium

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