The idea was not only interpreted by the media team. The idea was created by them!

Starting with a special negotiation directly with the publishers, we put our humor context inside the comic strips area (as a new strip), following the same structure and characteristics of the other ones as if it were part of the original context. The biggest difference was that our strips bring always a “really heavy” humor (black comedy/humor).

Following this, we bought a special media format: a given space right below the new comic strip. On this given space, we put an Axor Mercedes-Benz with no truck body applied. And the joint of this two special formats (context + ad) makes people believe that our comic strip was carried by the Axor.

A “too heavy” strip carried by a Mercedes-Benz truck that is made for carrying really heavy stuff.

This irreverent communication surprised the Mercedes-Benz’s consumers in a good way showing and reinforcing that even a very traditional and reliable brand, talking about high added value products, can innovate and improve its communications without losing credibility and status.