Mercedes-Benz “Left Brain Right Brain” Ad

Curator: Eric J. Smith
date: September 26, 2011
Categories: Advertising, Illustration
Tags: fine art, print advertisement

These beautifully irreverent print advertisements are like jewels of fine art. You have to look pretty closely to see the product logo.

The text for the left brain reads:

“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.”

And for the 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 feat. 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.”

These double page spreads, created by Shalmor Avnon Amichay/Y&R Interactive Tel Aviv earlier this year, really struck me as out-of-the-box advertising for a car company. Wonderfully executed metaphors for the science and art that Mercedes espouses, these pieces really made me stop, investigate and appreciate.
  • Anonymous

    Amazing copy and lovely design.

  • Georgi Holley

    I think that with all the unknown and mystery surrounding the brain, how it works and what it does, we really enjoy something that gives us a definitive statement, even if it is faulty to some extent, and offers the opportunity to feel good about ourselves in some way. This ad seems to have done that. I was going through jr. high and high school when this ad came out, and it was incredibly popular with both educators and students. People thought it was genius, but what is genius about it is how well it resonated with people so broadly and cross-generationally.

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