Ad Nut
Aug 11, 2016

No resting on laurels, urges Mercedes-Benz Olympics ad for China

The German automaker and BBDO Beijing launched a TVC stressing that "success isn't defined by the past".

Taking advantage of the Olympics—the origin of a laurel wreaths referenced in the idiom about "resting on one's laurels"—BBDO Beijing and Mercedes China have revealed a new TVC that speaks to the importance focusing on what one is capable of achieving in the future.

The youthful and energetic commercial is reminiscent of Anta's Olympics ad, which also communicated an aspiration of future success and not letting past glories define us.

While the idea is perhaps clichéd, Ad Nut does believe it is smart for Mercedes to make use of a concept often used by sports brands and associate the forward-looking commitment to itself; many see the brand as a bit old fashioned, and the need to change that impression is clear. The somewhat irreverant quick cuts and voiceover in the video also help make the brand seem a bit less staid and serious.

That said, Ad Nut thinks the windowless, presumably driverless concept car at the end of the video might be a bit too forward-looking.

CREDITS
Creative: Arthur Tsang, Qifei Xu, Leo Liu
Account: Joshua Teong, Digi Wu, Grace Zhang, Max Liu
Producer: Elaine Lee

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