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Mercedes-Benz “Don't Fence Me In” 1997

Mercedes-Benz “Don't Fence Me In” (1997) is a Mercedes-Benz commercial directed by Bruce Dowad for Lowe & Partners/SMS. It won one award: DGA 1997 commercials — winner (Bruce Dowad).

A Mercedes-Benz convertible drives through a desert landscape at night, accompanied by a classic country song about freedom and open spaces.

Video: bruce dowad on Vimeo

Shot by shot

  1. A man in a white shirt gets into a silver Mercedes-Benz convertible, which is parked in a desert landscape under a starry night sky with a full moon.© Mercedes-Benz0:00
  2. A man and woman in a car look up at the night sky, which is visible through the sunroof.© Mercedes-Benz0:03
  3. A man and woman in a convertible car as the hardtop roof retracts, revealing them to the open air, in a natural setting.© Mercedes-Benz0:05
  4. A silver convertible car with its trunk open is parked in a desert landscape at night, surrounded by tall grass and cacti under a starry sky.© Mercedes-Benz0:06
  5. Three coyotes sit on a rocky outcrop, howling at a starry night sky with a faint glow on the horizon.© Mercedes-Benz0:08
  6. A white Mercedes-Benz drives on a winding desert road at night, with an owl perched on a tree in the foreground.© Mercedes-Benz0:10
  7. A CGI owl with white and brown feathers sits in a desert landscape at night, surrounded by tall grass and silhouetted cacti under a starry sky.© Mercedes-Benz0:12
  8. A silver Mercedes-Benz convertible drives away on a desert road at night, with a starry sky and rock formations in the background.© Mercedes-Benz0:14
  9. A light-colored rattlesnake is coiled and looking to the right, with another snake partially visible behind it, in a desert setting.© Mercedes-Benz0:16
  10. A white Mercedes-Benz car drives through a desert landscape at night, reflected in a still body of water under a starry sky.© Mercedes-Benz0:17
  11. A man and woman in a car at night, with the woman looking at the man and smiling, while the man smiles at something off-screen.© Mercedes-Benz0:20
  12. Three Mercedes-Benz cars drive through a desert landscape at night under a starry sky with a full moon.© Mercedes-Benz0:21

Stills © Mercedes-Benz. Made by Lowe & Partners/SMS and Bruce Dowad.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Freedom and joy of the open road with a Mercedes-Benz convertible.

Tagline: “Joy”

personification of the moondesert night animalsclassic country songopen road adventure

The cut

Length
30 s
Shots
14
Average shot
2.1 s

What creatives use Mercedes-Benz “Don't Fence Me In” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Mercedes-Benz “Don't Fence Me In”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man in a white shirt gets into a silver Mercedes-Benz convertible, which is parked in a desert landscape under a starry night sky with a full moon.© Mercedes-BenzA man and woman in a car look up at the night sky, which is visible through the sunroof.© Mercedes-BenzA man and woman in a convertible car as the hardtop roof retracts, revealing them to the open air, in a natural setting.© Mercedes-BenzA silver convertible car with its trunk open is parked in a desert landscape at night, surrounded by tall grass and cacti under a starry sky.© Mercedes-Benz
    Frames from Mercedes-Benz “Don't Fence Me In”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Mercedes-Benz “Don't Fence Me In” in order, with its length, framing and what happens in it.

    A man in a white shirt gets into a silver Mercedes-Benz convertible, which is parked in a desert landscape under a starry night sky with a full moon.© Mercedes-BenzA man and woman in a car look up at the night sky, which is visible through the sunroof.© Mercedes-BenzA man and woman in a convertible car as the hardtop roof retracts, revealing them to the open air, in a natural setting.© Mercedes-BenzA silver convertible car with its trunk open is parked in a desert landscape at night, surrounded by tall grass and cacti under a starry sky.© Mercedes-BenzThree coyotes sit on a rocky outcrop, howling at a starry night sky with a faint glow on the horizon.© Mercedes-BenzA white Mercedes-Benz drives on a winding desert road at night, with an owl perched on a tree in the foreground.© Mercedes-Benz
    Length: 30 s · Shots: 14 · Average shot: 2.1 s

More commercials by Bruce Dowad

More from Lowe & Partners/SMS

  • Sprite "Obey Your Thirst" (1997) commercial still© SpriteSprite “Obey Your Thirst” 1997Lowe & Partners/SMSEffie Awards Gold 1997
  • Mercedes Benz of North America "Mercury" (1998) commercial still© Mercedes Benz of North AmericaMercedes Benz of North America “Mercury” 1998Dir. Mehdi Norowzian · Lowe & Partners/SMSAICP Awards Honoree 1998
  • Coca Cola (Diet Coke) "One Canner" (1995) commercial still© Coca Cola (Diet Coke)Coca Cola (Diet Coke) “One Canner” 1995Dir. Bob Giraldi · Lowe & Partners/SMSAICP Awards Honoree 1995

Award-winning auto commercials

Questions

Who directed the Mercedes-Benz “Don't Fence Me In” commercial?

Bruce Dowad directed it, for the agency Lowe & Partners/SMS.

Which agency made Mercedes-Benz “Don't Fence Me In”?

Lowe & Partners/SMS created it for Mercedes-Benz (1997).

What awards did Mercedes-Benz “Don't Fence Me In” win?

1 awards, including DGA 1997 commercials — winner (Bruce Dowad).

What is the tagline of Mercedes-Benz “Don't Fence Me In”?

“Joy”

Sources for the credits and awards

en.wikipedia.org