Driving is definitely sheer pleasure with great german technology. The emphasis on the experience of driving is one which most of us can relate to. That kind of emotional relation draws your clients closer to your brand. There are many ways to explore when coming out with a good creative idea. Whether it is to bang on an idea that shrieks of the brand name, a comparison between brands, a bashing approach or in this case purely on the emotional aspect of the consumer. BBDO has recently done a commercial for Mercedes. We see a guy in his Mercedes-Benz cruising around while he constantly takes a glimpse of the rearview mirror. A nice blend of smoothing music on the background extrudes a sense of calmness while building up a relaxing ambient. We witness joy, satisfaction and fulfillment in him. He gets carried away and eventually something bad is ABOUT to happen. The point to note here is the emphasis on the event that might happen should he continue to skive his attention off the road. Here, we see how the car effectively place him back on track. The commercial ends with the line “When your mind wanders, ATTENTION ASSIST brings it back”. While I have to admit most automotive car commercials could be rather serious and mundane, this is quite cleverly done.