MERCEDES E-CLASS | RHINOS | 1996
Rhinos are tough, aren't they / MERCEDES E-CLASS "RHINOS"
1996. The year the Mercedes E-Class debuted with a new face, there was an ad featuring a rhino. The title was "RHINOS." Pretty much says it all.
The problem
1996 was a major redesign year for the E-Class, with a new look featuring four oval headlights and, for the first time, side airbags built into the doors. It was a time when safety was Mercedes' top priority.
The idea
A rhino appears. That's about as much specific information as could be confirmed. But winning Gold at Cannes means there must have been some powerful message behind it.
What happened
Won GOLD at Cannes Lions 1996.
Afterthought
Honestly, I couldn't track down much detailed information. Maybe that's to be expected for an ad that's 30 years old, but it's frustrating. Still, just the fact that something titled "RHINOS" won Gold is exciting on its own. Here's hoping someone out there can share the story behind it someday.
Awards
- Cannes Lions Gold 1996
