Y&R Interactive Tel-Aviv and Shalmor Avnon Amichay bring us this campaign for the Mercedes Benz E Class Coupé, which is apparently not only “Superfect”, but also “Fabuttastic” (sounds like: a yet-to-be-released homoerotic adult film starring South Park’s Mr. Slave). Well that’s a relief, because we weren’t sure how to define it using the rest of the English language.
If there’s anything that can be learned from this campaign, it’s that copywriters are just as lazy as bloggers. Incapable of walking around until we find a dictionary (or using some word-website), we’re forced to invent words. Example: “shitteous” was the word we used to describe a Corona ad that employed the fake word “Summerbration” (click here for more on that doozy). There’s nothing more to say here.
Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv
Chief Creative Director: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yariv Twig
Art Director: Meron Sasson
Copywriter: Sharon Refael
Account Director: Tal Fishbain
Account Supervisor: Yael Yuz
Account Executive: Hagit Erez
More: “Dear Advertising, Please Stop Inventing Stupid Words Like ‘Summerbration’”