Mercedes-Benz SLK 'More Than Meets The Eye'
Creative Direction / Art Direction (Ogilvy & Mather)
A supporting print campaign for the launch of Mercedes-Benz SLK Passion 08 edition featuring the celebrity Zhang Ziyi. However, both share a similar personality problem. The SLK is commonly perceived as a 'hairdresser' car, one with just a good outlook but underperformed. Zhang Ziyi, sharing the same fate, is only perceived as being at the right place at the right time.
In the TV commercial (refer to the film section), Zhang Ziyi, takes on the role of a woman challenged to prove her skills behind the wheel of the equally scene-steeling and powerful Mercedes-Benz SLK. The communication ends with the proposition line of 'More than meets the eye'.
Translation: SLK Passion 08 Limited Edition. More than meets the eye.