Creativity

Mercedes recreates a classic award-winning spot--this time, with a self-driving car

Powerful South African campaign by BBDO revisits 'Chapman's Peak' ad from 1990

By Alexandra Jardine. Published on Jun 06, 2018

Editor's Pick

Mercedes-Benz South Africa has come up with a powerful way to promote its self-driving technology--it recreated an iconic ad from its past about a notorious accident.

In 1990, a commercial made by the auto marque told the story of crash survivor Christopher White and how he plunged off a winding coast road at "Chapman's Peak" but survived virtually unscathed thanks to his seatbelt and his Mercedes-Benz. The spot won a Gold Lion at Cannes and was well-known in South Africa.

In the new film, by agency Network BBDO, the brand goes back to find White again, 30 years after his crash. He's asked to drive along the same stretch of road in a Mercedes S-Class--but the twist is, it's in an autonomous driving car. This makes for some tension as White seems obviously nervous; as the viewer, you're also watching anxiously as his car approaches the accident scene. Happily, all goes to plan--and it proves a memorable way to promote the technology.

Lourens van Rensburg of 7Films directs the five-minute spot, which mingles film from the original ad (and White reading from the print version) with the new footage. It's running in cinemas in South Africa as well as online.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Credits

Date
Jun 06, 2018
Client:
Mercedes-Benz South Africa
Agency:
Network BBDO
Agency Art Director:
Steven Tyler
Agency Producer:
Lee-Ann Jacobs
Animator:
Ryan Paikin
Art Director:
Steven Tyler
Stylist:
Steven Tyler
Brand Representative:
Selvin Govender
Chief Creative Officer:
Mike Schalit
Cinematography:
Lorens van Rensburg
Creative Director:
Tim Beckerling
Director:
Lourens van Rensburg
Editor:
James O'Sullivan
Executive Creative Director:
Brad Reilly
Film Production Company:
7 Films
Music & Sound Composition:
Audio Militia
Postproduction Facility:
Ludus
Producer:
Nina van Rensburg

Need a credit fix? Contact the Creativity Editors

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.