Final Project: The Big Idea

The idea I have behind “let it drive you” is simple. “Once you come up with the idea for the tagline, the entire campaign should embody the same spirit, as in Work's campaign for Crestar Bank.” Advertising by Design, Robin Land Page 101. Mercedes allows their target market to test the car out for a week. If they don’t like it, they return it, or they can buy it at the end of the week. No dealership has ever done this and millennials would love it! Free for a week, what’s better than that? It will be called Mercedes “Let it drive You, Free for a Week” Campaign. The consumer would be filled with so much positivity pulling out in a free Benz, that week they would attract great things and would surely turn the heads of some potential business partners. The advertisements would be in select magazines for business owners and entrepreneurs. “How you present an image affects the ultimate communication. An image that fills the page communicates differently than an image surrounded by a lot of blank space.” Advertising by Design, Robin Land Page 138. This deal wouldn’t be for everybody, you would have to be a business owner and have high enough credit. The ad will show what looks to be like a business owner driving the CLS550 to new opportunities. “Your composition facilitates the viewer's reading of it—think of your composition as if it is an architectural space the viewer has to walk through.” Advertising by Design, Robin Land Page 172. Black background will cover the page with a silver typeface and a shiny city of opportunity. The vehicle will take up most of the page showing off its sexy look, heading deeper into the page towards the city. The content will have three focal points; the city of opportunity, the vehicle, and the free for a week type. The type will include the Mercedes logo with my new slogan and in a bright red; Free for a Week!  “Consider the medium, size, and how far the viewer is from the screen. Whether the page or screen is small (for example, mobile, banner, quarter-page newspaper ad), medium (computer screen or magazine ad), large (home TV screen, poster), or huge (billboard, public screen, movie screen) is a critical consideration.” Advertising by Design, Robin Land Page 132.