Title | INSTINCTS |
Brand | MERCEDES-BENZ |
Product/Service | MERCEDES-BENZ A-CLASS |
Category |
B05. Automotive |
Entrant
|
ANTONI Berlin, GERMANY
|
Idea Creation
|
ANTONI Berlin, GERMANY
|
Credits
Tilman Gossner |
antoni garage |
Executive Creative Director |
Veit Moeller |
antoni garage |
Executive Creative Director |
Alice Bottaro |
antoni Garage |
Creative Director |
Daniel Righi |
antoni Garage |
Art Director |
Wolfgang Warzilek |
antoni Garage |
Art Director |
Erick Barrios |
antoni Garage |
Copywriter |
André Santa Cruz |
antoni Garage |
Copywriter |
Alice Bottaro |
antoni Garage |
Copywriter |
Brian Beletic |
Brian Beletic |
Director |
Matthias Schmidt |
antoni Garage |
Chief Creative Officer |
Write a short summary of what happens in the film
This is a story about the automatic reactions enabled by our body to keep us safe. A man has just stumbled upon a step and is about to fall flat on the floor. In a dramatic slow-motion, we observe his puzzled face expression, his spilled coffee floating in the air and listen to his thoughts describing the fall. His instincts pragmatically analyze the situation, calculating how to position his arms and hands to protect his head and avoid the worse. In the end, apart from a slight ego bruise, his reactions keep him safe - like the A-Class would do. In fact, the car's brake assistance has its own "instincts", able to recognize dangers and brakes in advance, avoiding imminent collisions.