MERCEDES BENZ | REUNION | 2012
The Weight of a Word Like "Reunion" / MERCEDES BENZ "REUNION"
The title is "REUNION." This Mercedes film was made in 2012 by BBDO Johannesburg in South Africa, and it won Gold.
The problem
BBDO Johannesburg (Net#work BBDO) had been handling advertising for Mercedes-Benz South Africa since 2007, and in 2011 won the Radio Grand Prix at Cannes Lions for a radio ad about an accident-avoidance system. This was a period when the agency was building up international recognition with work centered on safety features.
Afterthought
I couldn't find detailed background on the planning or creative intent behind this one, but I want you to watch the video and feel for yourself what lies at the crossing point of the theme of "reunion," the place that is South Africa, and the brand that is Mercedes. BBDO Johannesburg was doing a lot of interesting work for Mercedes around this time, so there must have been some strong insight behind this piece too.
Awards
- Cannes Lions Gold 2012
