Kai Uwe Gundlach shot a new campaign for Mercedes in Germany, and unlike most car ads, this one shows very little of the car itself.
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The campaign is more about the people who drive Mercedes, or who are driven in their Mercedes. It’s environmental portraiture in which the environment is the interior of a luxury car, and the view that Kai presents us with is strikingly similar to what we’d see if we were zooming alongside these people on some city-lit road at night. It’s a touch voyeuristic. Think of it as peek performance.
To see more of Kai’s images from this campaign, click here.
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2 Comments
I like the use of color in the photos but cannot help but question why Mercedes only chose to have one woman in this line up and why the only woman is so ultra conservative (blonde bob, navy blue suit, strapped in)? I do not think this would appeal to average professional Manhattan or Paris woman, but perhaps would appeal to a professional Berlin or Frankfurt woman. Perhaps they don’t market to women as much as men?
smart!