Mercedes-Benz ‘Attention Assist’ TVCs



Mercedes-Benz recently launched two new South African TV ads created by Net#work BBDO and Egg Films. The spots highlight the Mercedes-Benz Attention Assist feature which registers when “your mind wanders” and gets your attention back to the road. The ads use humour to promote the feature, one ad showing a man losing concentration while daydreaming of younger days and in the other the driver’s attention falters while imagining a replacement for his colleague in the passenger seat. Director Bruno Bossi said, “Mercedes-Benz seldom makes TV ads for the South African market so it was a great opportunity to work on an iconic brand.”




Agency: Net#work BBDO
Executive Creative Director: Jenny Glover, Brent Singer
Agency producer: Caroline Switala
Production Company: Egg Films
Director: Bruno Bossi
Director of Photography: Paul Gilpin
Producer: Kirsten Clarence
Executive Producer: Colin Howard
Post Production Company: Black Ginger
Editing Company: Priest
Editor: Matthew Swanepoel
Music Company: Pulse Music
Composer:  Doug Katsaros
Executive Producer: Marc Algranti


Click on the pic to watch Colleague:


Screen Shot 2013-07-10 at 9.56.03 AM


Behind the scenes:




Between 10 and 5