Mercedes-Benz is flying high with a new billboard in Toronto and Montreal from Astral Out-of-Home, OMD and BBDO that promotes the soon-to-be released SLS model.
The catwalk and lights were removed from the board, leaving just the pole to hold a two-dimensional, double-sided replica of the car, with open gull wing doors to give the appearance the car is flying. The word “Fly” appears below.
Both agencies came to the table with several great ideas, said Michael Alexandor, marketing director, Astral Out-of-Home.
“The idea was to truly show off the distinctiveness of the gull wing doors and the gorgeousness of the SLS’ lines,” he said of the final execution.
“It’s fitting that the launch of such a prestigious, beautiful and iconic automobile manifests on such a striking billboard.”
The new SLS model replaces the Mercedes-Benz SLR McLaren and will go on sale later this year in Europe and next year in North America.
