"Dangers arrive unannounced.
For more control when it comes to swerving: the Mercedes-Benz Vito with ADAPTIVE ESP."
Advertising Agency: Scholz & Friends, Berlin, Germany
Creative Directors: Martin Pross, Matthias Spaetgens, Robert Krause / Copywriter: Christian Brandes / Art Director: Joerg Waschescio / Photographer: Alex Rank / Account Managers: Joseph Hoehnow, Anna Gabriel / Postproduction: F. A. Cesar
Given that dangerous situations aren't announced publicly in advance, electronic swerving aids help drivers to stay in control of their vehicle, even when a nasty surprise occurs. We create awareness of this by illustrating the unlikely event, where an upcoming source of danger is actually announced on the radio and on posters. In the same way that an event would be announced using classic promotional measures, a pensioner, a deer and playing children tell the listener, or the reader, when and where they will suddenly appear on the road concerned.
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