I recently stumbled into a 2011 Mercedes-Benz print campaign I had never seen titled Music, Paint and Passion.
The campaign was created by Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel. All of the images in the campaign draw on the same emotional ties between the left and right brain. Each illustration is beautiful and expresses the creativity, free spirit and the passion of the right brain, as well as the familiar, accurate and linear logical side of the left. The copy for each is also carefully crafted, incredibly communicative and highly suggestive.
I have only one problem with these ads. I would have never guessed they were developed for the Mercedes brand. Would you? Mercedes products historically have embodied high performance precision but little creative free-spirit. And yet, it appears, this campaign has quite successfully helped Mercedes spur car sales and pick up market share in 2011.
So is whole-brain thinking the next big trendy marketing idea? Or, instead, is Mercedes actually simply continuing to reinforce the elitism of their brand by continuing to appeal to (only) the 5% of the population who truly are whole-brain thinkers and high level leaders?
Frankly, my hope is the former. If for no other reason than “c-suite-wanna-be’s” with their new Mercedes will need creativity and emotional intelligence training to develop the whole brain thinking Mercedes has lead them to believe they already have.
I guess that’s the power of a great ad.
I kind of like the idea of “popularizing” the idea that a fully-engaged-whole-mind is the next cool “thing” we all need to have. Our broken world certainly needs it to be. And the arts and artist alike are an untapped font we need to utilize to help develop more than 5% of the population into whole-brain 21st century innovators.
Here is the copy for each of the Mercedes ads. It’s all the same. Here is what it says:
“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.”