Subtlety is a valuable thing in advertising, as consumers will always feel better about a brand that lets them connect the dots instead of hammering them over the head. But there is such a thing as too subtle, as well.
Mercedes-Benz rides that line in these ads from BBDO Chile. We stared at them for a few minutes trying to work out the message, and not just because the copy has been translated.
We spoke to BBDO art director Leonardo Rocha about the ads.