Shalmor Avnon Amichay/Y&R Interactive, Tel Aviv created this new image campaign for Mercedes Benz Israel. Featuring a new advertising language, the campaign revolves around the two opposing parts of the brain that complement each other: the left side, responsible for logic and analysis and the creative and intuitive right side. The message is that Mercedes Benz, like the brain, is a combination of opposites that together create technological innovation, breakthrough engineering, inspiring design and passion.

copy and tagline (for all three ads):
Left brain
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.

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 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.

Mercedes-Benz
The best or nothing.