Scary Smart Idea... but will they get it.

This came to me by one of my grads. He recalled the frequent conversations and debates of "will anyone other than us get it?" This campaign is for Mercedes-Benz for "Brake Assist Plus". The basic concept is built around the "Extra braking force when you need it".

My thoughts always turn to "if you need to be there to explain it... it don't work".
But really this is super simple.

Credits

Advertising Agency: BBDO Proximity Singapore
Executive Creative Director: Jagdish Ramakrishnan
Copywriter: William Mathovani
Art Directors: Andrian Pranata, Ivan Hady Wibowo
Photographer: Sebastian Siah, Shooting Gallery