Agency: Shalmor Avnon Amichay/Y&R/Tel Aviv
I really love this campaign by Mercedes-Benz Israel based on the concept of left Brain/Right Brain. The brand promise is that it is a perfect combination of both sides: the logical, analytical left and the creative, intuitive right. The copy is beautiful (see below).
“Left Brain. 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.”
“Right Brain. 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.”