Mercedes-Benz is a very successful German automobile manufacturer that puts just as much innovation and creativity into their advertising campaigns as they do to their car designs. Over the years they have produced some really engaging, unique adverts and campaigns that represent what they emulate as a brand.
My design, the tire tracks imprint of the Mercedes-Benz logo on the road, connects the brand with the pleasure of the driving experience. It evokes the feeling of desire of owning the car. Not just any car, a Mercedes-Benz!
The creators built the car with its consumers in mind: strong, powerful, successful and reliable; that is what the brand stands for. By buying a Mercedes-Benz, its owner gets not only the car, but also an exceptionally strong set of perceptions of himself/herself.
The idea of the tire tracks imprint evokes the permanent car presence in its owner’s life. It also confirms the Mercedes-Benz ever-lasting quality and luxury, thus well deserving its premium brand status.