Mercedes Benz Uses Whole-Brain Thinking in this Left Brain/Right Brain Ad Campaign
I love this ad campaign for Mercedes Benz. I know we are supposed to get over the idea about a split brain (that concept is based on out-of-date research) —I still like the metaphor of left-brain, right-brain functions. It helps organize the different aspects of whole-brain thinking.
This ad campaign revolves around “the two opposing parts of the brain that complement each other”: the left side, responsible for logic and analysis and the creative and intuitive right side. The message is that Mercedes Benz, like the brain, is a combination of opposites that together create technological innovation, breakthrough engineering, inspiring design and passion. It was created last summer by Shalmor Avnon Amichay/Y&R Interactive, Tel Aviv for Mercedes Benz Israel.
Copy and tagline:
I am the left brain.
I am a scientist. A mathematician.
I love the familiar. I categorize. I am accurate. Linear.
Analytical. Strategic. I am practical.
Always in control. A master of words and language.
Realistic. I calculate equations and play with numbers.
I am order. I am logic.
I know exactly who I am.
I am the right brain.
I am creativity. A free spirit. I am passion.
Yearning. Sensuality. I am the sound of roaring laughter.
I am taste. The feeling of sand beneath bare feet.
I am movement. Vivid colors.
I am the urge to paint on an empty canvas.
I am boundless imagination. Art. Poetry. I sense. I feel.
I am everything I wanted to be.
The best or nothing.