The print campaign tries to appeal to the left brain and the right brain in different ways.

Published in February, Mercedes Benz‘ print ads features bold illustrations appealing to the two opposing sides of the brain. The right side is colorful, creative and artistic, the left side is structured, analytical and colorless. The image campaign was created by Shalmor Avnon Amichay/Y&R Interactive in Tel Aviv, Israel. The copy for each of the three designs (music, paint and passion) reads:

Left brain I am the left brain. I am a scientist. A mathematician. I love the familiar. I categorize. I am accurate. Linear. Analytical. Strategic. I am practical. Always in control. A master of words and language. Realistic. I calculate equations and play with numbers. I am order. I am logic. I know exactly who I am.

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