The "Left Brain, Right Brain" print ad was always been a very interesting ad to me, especially because I feel as if the myth will never die. I will provide a little bit of background information for those of you who aren't familiar with the advertisement. The "Left Brain, Right Brain" print ad was published by advertising agency Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel in February 2011. There are three parts of the advertisement, which include the different aspects of paint, music, and passion. However, all three seemingly emphasize the importance and power of the right brain by its vivid colors and message. The "Left Brain, Right Brain" print ad ensures that every Mercedes-Benz is presented with a distinctiveness through paint, music and passion by proving its premium brand identity. The product of this ad is implying that whether you are more a left brain, or more a right brain, Mercedes-Benz has a car for you. Mercedes-Benz fits wide range of demographics across the world. The primary target audience is both females and males, and young professionals who are interested in international cars and design. As previously stated, Mercedes-Benz wants to be known in the minds of both female and male, specifically ages 25-45. Lastly, Mercedes-Benz characterizes its brand towards consumers that are successful, sophisticated, and people with high-self esteem, often identifying with the "Innovators" category in the VALS Segments. However, Mercedes-Benz is trying to shift their brand image by achieving passion towards a younger, but still professional crowd who are motivated by self-expression and have high resources, which are classified as "Experiencers."
I found a very interesting article (see link above) regarding the myth about the left-brain, right-brain and how it will never die. The article talks about how there have been studies conducted and proven to show that the right hemisphere seems to be involved more when we have a flash of insight. For instance, as the article states, "One study found that activity was greater in the right hemisphere when participants solved a task via insight, rather than piecemeal. Another showed that brief exposure to a puzzle clue was more useful to the right hemisphere, than the left, as if the right hemisphere were nearer the answer."
Overall, the ad is creative and articulate as it draws on emotional ties between the two sides of the brain. If you would like to see several of the different print ads launched for Mercedes-Benz, go here: http://www.fuelyourcreativity.com/left-brain-vs-right-brain-advertising/