Tag Archives: digital design

Mercedes Clever Creative?

Ethan Fowler analyses the latest ad by Mercedes-Benz, and asks is this the creative Mercedes solution we would expect?


This is a recent print ad that was created for Mercedes-Benz.

The ad offers what we expect from the premium car brand:

– slick and smooth design
– a clever visual idea in modern look and feel
– corporate designed typography and copy

The clarity and conciseness of this ad ties in with the straightforward and direct style that Mercedes has become well known for in its advertising.

It is assumed that the target audience is people of both genders 30 – 45 years of age who have a well paid job. But the depiction of a man in this demographic may suggest the primary market is male.

The use of a clever key visual that shows a man looking forward and sideways at the same time a creative way of showing what mercedes is all about: intelligence, simplicity, elegance and a clear advantage over its competitors.

The ad recognises that most cars have blind spots, but Mercedes creates so many rear-viewing options, that the driver barely needs to turn their head because the side mirrors are so effective.

Another trump in Mercedes deck.

I am looking forward to their next stylish, clever and innovative campaign.

Advertising to give local graphic design a boost in 2015

Rachael Micallef is reporting in AdNews.com.au that the Australian advertising industry is increasing it’s demand for digital designers in 2014/2015 with a 4% revenue boost forecast for that period. This is very encouraging news going into the new year, for local digital designers as the advertising industry embraced multichannel campaigns versus traditional print, radio and television.

“Adland is investing deep into digital and it’s not just boosting its own bottom line. Multichannel graphic designers have seen a major boost in revenue as a result of carving out a niche in this speciality advertising area, according to a report from Ibisworld.

The report is forecasting growth from Australian advertising agencies will flow into specialised design services, resulting in a boost of 4% revenue growth over 2014/2015.

Much of this is based on the adoption of digital technology, which has led to bigger multichannel advertising and wider branding strategies, all of which require strong design.

Ideaworks executive creative director Tom Hoskins told AdNews the increased demand is ‘absolutely’ something it has seen in its business. The GPY&R agency specialises in shopper and retail executions and Hoskins said the business has a specialised team which works on graphic messaging.

‘Smart brands realise that they need to invest in graphic design or tangible experiences,’ Hoskin said.

‘Brands are investing in design much more than just a simple veneer of experience and the digital explosion has helped that become much deeper. So design has now almost permeated the whole way through from start to finish.’

Bloke creative partner Mike O’Rouke said his agency brings in graphic designers on a freelance basis when they are needed rather than outsourcing the skills, so he hasn’t seen this trend in his own business.

However he said design overall was starting to play a bigger role for marketers and brands.

‘Design is solving a lot of people’s marketing problems because it goes across so many different channels. So you have to nail that first,’ O’Rouke said….”

Reproduced in part from AdNews.com.au by Rachael Micallef
Read more at http://www.adnews.com.au/news/advertising-to-give-graphic-design-a-boost-next-year#OYgRHS4hZ2SPJTLW.99