Published in February, Mercedes Benz‘ print ads features bold illustrations appealing to the two opposing sides of the brain. The right side is colorful, creative and artistic, the left side is structured, analytical and colorless. The image campaign was created by Shalmor Avnon Amichay/Y&R Interactive in Tel Aviv, Israel. The copy for each of the three designs (music, paint and passion) 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.
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.