Disaster Averted

As their payoff states, Mercedes Benz trucks are trucks you can trust. One of the reasons being the Telligent Lane Assist feature, which warns drivers should they veer out of their lane. Keeping the driver and cargo safely on the road.

The creative team came up with the insight that when your business’ truck has an accident on the road it can lose it’s precious cargo. However because Telligent Lane Assist from Mercedes-Benz warns a driver when they veer off their lane, the truck and it’s cargo stays on the road.

We demonstrated this insight visually by depicting road lanes as if they were made up out of the cargo a truck could be carrying. As the truck veers off the road the cargo is shown to smash, break or splash, butthen because of lane assist, quickly goes back into its original shapes and containers – staying unharmed and continuing safe on its journey to being delivered.

The creative agency, Joe Public, briefed Romanian illustrators, Carioca Studio, to execute the visuals for us. They used a mixture of their own photography, retouched stock imagery and 3D illustration to create the visuals.

The agency conceptualised the idea, and Carioca Studio was then briefed to execute the visuals according to the agency’s instruction and constant feedback and guidance.

The press campaign was launched in South Africa and to date, people have responded positively to it on websites like adsoftheworld.com, as well as on various social media channels. The campaign will also be entered into both South African and international advertising award shows in 2015 and 2016.


Agency: Joe Public
CCO: Pepe Marais
ECD: Adam Weber
Art Director: Natalie Walker
Copywriter: Marjolein Rossouw
Account Director: Mpume Ngobese & Carol Mnguni
Client: Conway Maluleke and Mpho Matseba
Illustrator: Carioca
Production: Tammy Chetty

Marjolein Rossouw

South African based senior copywriter.