Making the invisible visible.

iPad Ad Campaign for Mercedes-Benz Night View Assist.

The iPad has considerably changed the context in which digital services are used. Websites and content have quickly adapted to these changes, however advertisements have not.

The Mercedes-Benz iPad advertisement for Night View Assist bridges the gap between the typical flow of reading digital content and the ability to intuitively deliver an impacting advertisement. It has been designed as a double-layer advertisement, which relies on the iPad’s normal swiping action to open as the user turns the page.

The advertisement utilizes a play on words, featuring animal names, which are made up of compound nouns based on the German language. For example: initially, only the word “mountain” is visible; however, after swiping (or switching on Night View Assist), the user sees a “mountain goat”.

The advertisement communicates the function of Mercedes-Benz Night View Assist in a simple manner, demonstrating that it is possible to detect dangers early on when driving through a seemingly harmless night landscape. The use of a double layer is a technological novelty in digital advertising. A technological innovation in iPad advertising for a technological innovation in vehicles.