Mercedes-Benz Shows What Brain Is & VW Shows How to Use It

October 19, 2011 Katja Presnal

Car is so much more than a vehicle taking you from place A to place B. At least to me. My car is part of my lifestyle, and it allows me to live life to the fullest. Here is a sample how car companies communicate us what their brand is all about and how they try to give that warm and fuzzy feeling inside making us feel “this is my car” on the top of all of the rational reasons why one car is better than the other one.

Mercedes-Benz Left Brain, Right Brain Ad Campaign

I love this ad campaign by Mercedes-Benz earlier this year. They created different pictures showing the difference between the left brain and right side of the brain and communicated us that Mercedes-Benz combines the latest technology and superior quality with innovation and emotion. The text in the ads read:

(Left:) “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. Realis…tic. I calculate equations and play with numbers. I am order. I am logic. I know exactly who I am.”

(Right:) “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.”

Volkswagen Makes Art You Can Steal

I think VW used some serious brain when they created this fun campaign for Jetta GLI in Canada. VW Canada created several pop-up outdoor exhibits featuring limited edition long-exposure light paintings, created by taillights of the Jetta GLI as it moved. The paintings were hand numbered and VW encouraged people to ‘steal’ them. Soon the paintings started popping back up – but this time on social media networks people showing what they had done with their painting from the pop up exhibit. While I might not agree with the “stealing” message, I love how this campaign was done using both left and right sides of the brain and communicating how much fun VW Jetta is.

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Katja Presnal

Katja Presnal shows how to live Nordic inspired life to the fullest and plan your dream life. Katja owns Presnal5 strategic marketing intelligence agency and wants to help marketing professionals to combine a dream career and dream life via freelance work.Katja is an award-winning marketing strategist, and a well-known speaker. Katja has lived in five different countries, and seven states in the USA. Her three children were all born in different countries within three years. When not working or jet-setting the world, Katja is at home cooking big family dinners.She has been featured in NY Times, Glamour, Redbook, Fodor's, Forbes and Woman's Day magazines among many other national and international publications and written for MTV3 and Lifetime TV networks.

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