Lothar Korn/Advertiser's SupervisorAcki Heldens/ProducerNHB Video/Sound DesignCobblestone Pictures Filmproducktion/Production Company Tell people that the brand Mercedes-Benz is the future of the automobile and that MB-Cars can do things other cars can´t. The M-class is one of the best 4-Wheel-Drive car in the world. During a commercial break, TV viewers suddenly experience picture interference — otherwise known as “screen snow”. After a long while, two headlights suddenly appear in the midst of the interference. They gradually draw nearer until a car finally emerges from the “snowstorm”. Only when the car has come right up to the screen can we make it out as being the M-Class from Mercedes-Benz. The media team told us to think about using well known TV phenomena which haven´t been used as advertising platforms before. It makes clever use of a TV phenomenon that every consumer is familiar with — picture interference. In Germany (where the spot was shown), picture interference is also known as “screen snow”. On seeing the disturbance, viewers don’t initially realise they are watching a commercial but suspect that their TV sets have got problems with reception. This makes the impact all the more effective when a car suddenly ploughs its way through the thick “snowstorm” — thanks to four-wheel drive.

The media team told us to think about using well known TV phenomena which haven´t been used as advertising platforms before.