Title	I SKIP LEG DAY
Brand	MERCEDES-BENZ CARS VERTRIEB DEUTSCHLAND
Product/Service	SMART EBIKE
Category	A07. Use of Original Music
Entrant Company	BBDO GROUP GERMANY Berlin, GERMANY
Advertising Agency	BBDO GROUP GERMANY Berlin, GERMANY
Media Agency	FUEL@VIVAKI Dusseldorf, GERMANY
Production Company	BIGFISH FILMPRODUKTION Berlin, GERMANY

Name	Company	Position
Wolfgang Schneider	Bbdo Group Germany Gmbh	Chief Creative Officer
Jan Harbeck	Bbdo Berlin Gmbh	Creative Managing Director
Ton Hollander/Jan Harbeck	Bbdo Berlin Gmbh	Executive Creative Director
Tobias Feige/Daniel Haschtmann	Bbdo Berlin Gmbh	Creative Director
Shelley Lui	Bbdo Berlin Gmbh	Art Director
Timo Fiebig	Bbdo Berlin Gmbh	Copywriter
Dirk Spakowski	Bbdo Berlin Gmbh	Managing Director
Sebastian Schlosser/Mario Friedmann/Claudia Bach/Steffen Schumann	Bbdo Berlin Gmbh	Account Team
Steffen Gentis	Bbdo Group Germany Gmbh	Chief Production Officer
Alexander Geier/Allison Markert	Bbdo Berlin Gmbh	Agency Producer
-	Nhb Berlin	Post Prodction Company
-	Petone Hamburg	Audio Production House
Sebastian Cordes/Uwe Spiller/Frank Siegl/Yesim Altilar/Eva Peschkes/Malte Pittne	-	Producer
Malte Pittner	-	Composer
Tommy Peters	Petone	Music Producer
Tobias Perse	C/O Bigfish	Director
Carlo Jelavic	C/O Bigfish	Director Of Photography
Kai Kniepkamp	-	Editor
Johannes Friedrich Müller	-	Visual Effects
Irena Simic	Almost Famous Capetown	Casting

The Campaign

Referring to the famous meme, our hero bodybuilder finds himself lectured to 'Never skip leg day' by surrounding guys in a beach gym. Soon we see why: His legs look hilariously diproportioned. But he doesn't care much. Instead he starts singing a song with a smile and gets onto his smart ebike – his reason for not struggling through leg days. He is backed up by his chorus of skinny-leg-bodybuilders who think the same. The lyrics tell us their, mostly preposterous, reasonsing for their attitude: a decent electric support instead of having to pedal hard. And the catchy rhythm of the song is very likely to convince us and sing along.

Creative Execution

The lyrics were written hand in hand with shaping a first concept and its humour was one of the leading forces to convince the client to go this way. For composing the music we worked together with a cofounder of one of Germany's most favourite bands (Deichkind). The feel and tone of the song lifted the concept on a new level, defining the look & feel for the visual language as well as the rhythm for the shooting and edit. Everything was shot in slowmotion-lypsinc (60 fps) and then resynched in the studio back in Germany with a vinal version of the vocals. The song has been offered as a free download, driving the sucess in the raise of online traffic by 1037 % for a period of three weeks. First collaborations with Djs are now in progress, after they requested the lyrics for further projects-