Benedict Cumberbatch turns up as Sherlock to solve a mystery…in the Car Ad

Bewitched music, a mysterious voice, a new SUV …all these you can find in the new MG Motors commercial in China … the game is on!

While we are looking forward to a new episode of Sherlock that will return in December we can enjoy seeing him on the commercial. The MG GS SUV made its debut at Shanghai Auto Show where Benedict Cumberbatch had been chosen as the Ambassador because a TV series “Sherlock” is very popular in China.

Benedict Cumberbatch (via)

What I like in this ad campaign most is that you can see the actor in his usual role of Sherlock Holmes. In the ad you can see Cumberbatch do what he is good at: solving complex problems, investigating, using his unique abilities, such as observation and deduction, in order to meet a mystery girl. The new MG GS SUV helps him to reveal the mystery.

MG GS SUV (via)

The commercial starts in a London street where we can see the actor walking along in his blue trench coat. As he is passing a red phone box a sound of telephone ringing attracts his attention. Being curious, he answers it and a female voice on the line asks, “Want to play a game?”.

He takes a car key, looks around and sees an orange MG GS SUV parking alone in the street and comes up to it. As a good detective he notices small details, quickly reads a situation and comes up with a deduction.

So he starts his investigations. On the surface of the car he discovers mud, flower petals and drops of water and in his mind pictures start flashing. Driven by curiosity he gets into the MG GS SUV. Through the commercial you can value the vehicle: comfortable, stylish, dynamic, easy-to-drive off-road both in town and outside.

While driving around London a beatiful girl image appears before his eyes. Then we see Cumberbatch approaching the Tower Bridge and next moment his car in the air successfully landing on the other part of the Tower. Finally, he finds the girl standing by the Tower Bridge. Feeling quite content, he slightly opens a car window and tells her “I could do this all day.”


To my mind it’s a clever idea to promote the vehicle. To engage audience the company used the marketing strategy such as branded entertainment (or branded content) that is considered very effective.

Firstly, brand messages or values are integrated into the content of entertainment (for example, ads, TV shows, video games etc). Brands are more likely to get noticed by film fans instead of just showing the benefits of the product. Secondly, it is non-invasive way of advertising. The characters are not directly trying to sell anything. Thirdly, it allows to create a story that establishes a strong emotional dialogue with the audience. It is very persuasive. Finally, branded content can generate huge media exposure (reach a lot of people) and get the brand noticed. It can go viral.

Do you consider this campaign effective? 🙂

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Another novelty by Volvo – LifePaint.

Automaker Volvo is coming up with another awesome idea: LifePaint, a reflective safety spray that highlights cyclists at night.

life paint by volvo

Cycling has always been dangerous and unsafe. There have been many road accidents and cycling injuries in recent years in the UK.

The “best way to survive a crash is not to crash” is the claim of Volvo’ new campaign. Safety is a major concept of Volvo cars. The brand cares about people both outside and inside a vehicle.

To reduce a risk of accidents Volvo with agency Grey London and Swedish startup Albedo100 has developed a new concept – reflective safety spray called LifePaint that is invisible by daylight, but becomes visible at night and it shines with a soft steady light in the glare of car headlights.

life paint by volvo

The spray has been made to increase visibility of cyclists at night. Spray developers care about safety of cyclists and drivers.

LifePaint is water based, so it washes off and will not affect the color or surface of materials. It can be also used on textile and it can be applied to clothes, shoes, helmets, pushchairs, children’s backpacks and even dog leads and collars and lasts for about one week after application.

To promote this unique concept an online video and invisible black posters, that show the text in the flash of a smartphone were created.


life paint by volvo


life paint


life paint


2000 cans of LifePaint will be given away at six London and Kent-based bike shops. If the initiative is successful it will be expanded nationally and then worldwide.

Isn’t this innovation stunning? 😉

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An awful monster for supercars.

Mercedes-Benz has launched the newest commercial to promote Mercedes-AMG GT, a new sport car, and the best adjective to describe this car is “fearful”.

Mercedes- Benz released a promo commercial where a young boy sleeping in bed is brought to the forefront, dreaming about as if he is on a racing track driving his favourite car.


A commercial doesn’t show clearly what car he is driving, but among the models of his collection that are on the edge of his bed it is easy to recognize a famous silhouette of the 911 Porsche Carrera. Suddenly, a misterious yellow roaring monster appears in the child dream and overtakes a dextereous 911 Porsche car waking up a terrified boy from the nightmare.

The ad ends up with the statement that “The car you dreamed of as a child has just been overtaken” is accompanied by a message that was “Handcrafted by racers. The new Mercedes-AMG GT”.

Mercedes-AMG GT


This amazing ad was created by a German ad agency Jung von Matt/Spree, Germany. The ad campaign will be soon accompanied by print ads, television and online campaign.

The 911 Porsche Carrera is considered to be a masterpiece of German automotive engineering in the German imagination, but in the ad a new Mercedes -AMG GT appears to be more high-powered, making a challenge to other sport cars.

This commercial declares war to other supercar manufacturers and provoke people to think thoroughly of the car of their dream.

And how about your dream? 😉