Rare sends Mercedes M Class downhill
July 2 2009, 4:40 pm | | 32 Comments
Rare has produced a new print campaign for client Diesel Motors Mercedes Benz to highlight one of the superior features of the new M class 4WD – its downhill control. The campaign is based on concepts Rare did for this year’s Campaign Brief/The West Australian Caxton Creative Exercise.
Credits
Copywriter: Mitch Mitchell
Art Directors: Dan Pearce, Brett Wheeler
Photographer: Allan Myles
Retoucher: John Cheese
32 Comments
nice work rare people
Simple. Not groundbreaking by any means, but still nice.
Posters in the show room or are they running in press? either way, nice work to get it up.
very nice. i like the necklace one. Will it be running in the west?
Nice? What’s nice? Do we really believe these will actually run as work commissioned by the client? It was a creative exercise and now it’s a REAL print campaign. COME ON. They’re scam at it’s very worst. The typical 3 ads. Same idea and slight difference in execution to make up a campaign. (Obviously the ad called SNOT didn’t get into the three.) No real client logo or identification – where’s Diesel Motors? No mention at all. Lot’s of creative credits ready for a collective walk to the podium. Print a few posters on the agency printer and pop them up in the showroom. Bingo. And how many housewives push their four wheel drive to the extent they are plugging in these ads? It’s art, not advertising. What’s worse is it ‘might’ beat someone who struggled over a real brief from a real client. Stop patting this on the back. It does not deserve it.
7:41 Bitter much? Get back to writing retirement home brochure copy.
Hi 7.41, allow me to clear some things up for ya.
Yes, this was a proactive idea for one of our clients, designed to win the CB/West Caxton creative exercise – we certainly make no apologies for that – that’s what the competition is for.
Then, the client loved the concept so much it was campaigned and run in 3 separate publications.
It wasn’t for a ‘real brief’ but it was for a real client and it has been in real publications, which by my definition, makes it not a scam.
‘It’s art, not advertising’? We’ll take that as a compliment, thanks. Take a look through the latest Work annual and tell me if you see art, or advertising.
We all ‘struggle over real briefs’ mate but very few of them ever turn out to be of a high enough standard to even bother to enter into award shows. That’s why the CB/West comp is such a great idea, and that’s why these ads exist.
On the question of art or advertising, I think this one has a foot in both camps.
http://www.youtube.com/watch?v=zgrKLjoWcbs
7.41. Scam is running it in the Mandurah Mail
True Mitch, but they’re not really ‘campaigned’ are they…..
It is the one idea, albeit a nice one, done three times.
But the necklace one is nice – just don’t show the other two to Blair.
7.41 It’s been going on for a while….I’d be getting into a fine art course if I were you.
Finally someone said something that makes sense !
GOOD ONE 7:41 – YOU’RE DEADLY RIGHT MATE!
And YES, running in the Mandurah Mail is the best (and cheapest)
way to get a scam here in Perth.
Mitch, “this was a proactive idea for one of our clients” – How does Scarboro Toyota feel about that?
i like it! so what if it came out of the caxton comp…as mitch said, if the side effect of the comp is that clients eyes are opened to more creative executions, then the comp is just made all the more worthwhile
Nicely weighted response Mitch, but at the end of the day, it’s still scam.
It’s not a scam.
Yes, the idea was originally created for Scarboro Toyota. They obviously didn’t buy it so Rare sold it to another of their clients, who approved it and agreed that it could run. Good job Rare (crafting could have been a bit better though)
This was the brief from Scarboro Toyota.
“Hey, we’ve got this new car. And guess what? It can drive downhill.”
After the presentation from Rare. “Look, we like the new ads but it not quite what we are looking for. Where’s our logo, pic of the car and the price?”
Rare visit the office of Diesel Motors a few weeks later – “Do you guys at Diesel Motors have any cars that drive downhill? We’ve got a great idea.”
It’s not a pyramid, it’s a trapezoid…
When you refer to crafting Kim? Is that like adding the name of the client?
There was retouching on this ad?!! Shit, my world has just collapsed. next you’ll probably tell me that it’s not real babies in the rollerskating water ad.
I’m glad this is creating much amusement/disdain among you all. Hasn’t been a decent bitch-fight on this blog for ages…
Look guys, of course this ad ran with the client details in a baseplate, but come on, who hasn’t done a bit of ‘creative editing’ when it comes to displaying ads on websites etc?
And 9.44, nice hypothetical, but there was no brief remember?
Oh, and it never ran in the Mandurah Mail.
If 303 can win bronze at Cannes with a few stickers on rubbish we can expect a bit more of this sort of stuff coming up in the next couple of months. Nobody REALLY beiieves that the PADC deadline has been moved to keep in sync with the LIAs do they?
Mitch,
Edited slightly?!? You took the client’s name off the bloody thing. I know you are trying to make it look like a Merc brand ad, but come on, let’s have a little honesty here. Did the client pay for this to run or did the agency?
You’ll love it at Brand – Perth’s answer to FP7.
Kim, I think your definition of scam is, and always has been, very narrow.
It’s all a joke. Rare looks stupid. Mitch is leaving so he does give a #8%@.
And as 8.17am mentioned stand by for more of this sort of garbage.
303’s award for the IKEA is embarrassing. Ambient??? Do we really think this is the way forward for agencies or are we just adding the final nails to the award coffin? When we see cheats we pat them on the back and say well done. More of this sort of comment please from the people entering awards with real work. Now, I’m off to write that copy for the retirement brochure.
7.41: Chill man!
Rare doesn’t look stupid – they managed to sell a creative concept to a client.
303’s Cannes award is not embarrassing – some of the best ideas each year are ambient.
And you sound like you have been in the business too long – way too long.
7.41, if you want to have a real debate, why are you commenting anonymously? And trying to spark an anonymous call to arms against me? Sheesh – I think you need to relax. Knock off that brochure copy and go get yourself some fresh air and a muffin.
I love the fact during Canne the blog was dead quiet. Zero. Zip. No threads. Now that you guys are back, all the negativity and jealousy has started up again. I love the campaign from Rare. Good on them. For those ripping Craig’s lovechild to bits. I’m assuming you’re not capable of creating anything worthy.
Unfortunately you people make living in Perth feel dirty and backward.
Check out the CB ASIA blog. Nothing nasty. No jealousy issues or creatives that have been in the industry for two minutes and feel they have the right to judge others.
I love Perth. I don’t love the jaded hacks that frequent these threads.
Lets all be honest here.
Q. is anybody going to purchase a Merc based on these ads?
A. No.
Q. Was this a creative opportunity?
A. Yes.
Q. So was this advertising?
No… just self indulgence…but that’s OK.
A little bit of Hollywood.
Simple really.
Mitch you must be feeling pretty good about all the profile you are getting.
The Brand too I imagine.
For an industry that likes a bit of profile…job done.
After reading the comments from Mitch and 9.02am I decided to take their advice and I walked down to Joe’s Cake Kitchen and shared a cupcake with my thoughts.Were they right? Was I taking this too seriously? After 5 years in advertising, I was still concerned about the client’s interest. I was ‘yesterday’s’ creative, someone concerned about selling our client’s product.
As I walked back up the hill to the agency to finish some brochure copy, I noticed the guys from 303 taking a picture of a pile of garbage.
They were getting an entry ready for the PADC’s. After they took their photo, I wished them all the best and threw myself on the pile of garbage.
7.41 that’s a clever comment. But you don’t fool us. You don’t work at Marketforce (anymore) and you’ve had a lot more than 5 years in the industry.
6.42 – 303 are some of the nicest people in the industry.
Why are you having a go at these guys.
Your comment is random to say the least!
What point are you try to make?
8.31 – I am not 7.41 but your comment has no argument to it?
Is Diesel Motors advertising in the Albany Advertiser?