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Mercedes “Rhinos” 1996

Mercedes “Rhinos” (1996) is a Mercedes commercial directed by Bruce Dowad for Lowe & Partners/SMS, produced by Bruce Dowad Associates. It won 4 awards, including Cannes Lions 1996 Film Gold, Clio 1996 Silver — Television/Cinema / Automotive and AICP Show 1996 Honoree Agency Art Direction.

A Mercedes-Benz E-Class navigates a city overrun by rhinos, highlighting its superior safety features, including side airbags, to protect against the unpredictable dangers of the road.

Video: bruce dowad on Vimeo

Shot by shot

  1. A Mercedes-Benz car drives on a city street, with a monument and buildings in the background, in black and white.© Mercedes0:00
  2. A Mercedes-Benz car drives through a city street as rhinos run past it in black and white.© Mercedes0:03
  3. A silver Mercedes-Benz car drives through a dark, wet tunnel as rhinos walk past it in black and white.© Mercedes0:06
  4. A rhino is seen in the rearview mirror of a car, which is driving through a tunnel, in a black and white shot.© Mercedes0:07
  5. A silver Mercedes E-Class drives through a dark tunnel as a herd of rhinos stampedes around it, in black and white.© Mercedes0:09
  6. A black and white shot from a high-rise window shows a city street with a white car driving through a herd of rhinos.© Mercedes0:13
  7. A herd of rhinos stampedes past a restaurant window, where a table is set for dining, in a black and white shot.© Mercedes0:16
  8. A close-up shot of a silver Mercedes-Benz car's front right headlight and grille, with the car moving forward on a dark surface.© Mercedes0:19
  9. A white car drives through a city street as a herd of rhinos stampedes across a crosswalk, observed by silhouetted people on a bridge.© Mercedes0:20
  10. A Mercedes car drives down a city street, surrounded by a stampede of rhinos, in a black and white shot.© Mercedes0:22
  11. A rhino charges towards a car on a city street, seen from inside the vehicle, in black and white.© Mercedes0:23

Stills © Mercedes. Made by Lowe & Partners/SMS, Bruce Dowad Associates and Bruce Dowad.

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

The idea

Rhinos in the city symbolize road dangers, showcasing Mercedes-Benz E-Class safety.

Tagline: “The next generation E-Class starts at $39,900.”

animals in unexpected placessurreal urban landscapemetaphorical dangersafety as protectionblack and white aesthetic

The cut

Length
31 s
Shots
13
Average shot
2.4 s

What creatives use Mercedes “Rhinos” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Mercedes “Rhinos”? 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 Mercedes-Benz car drives on a city street, with a monument and buildings in the background, in black and white.© MercedesA Mercedes-Benz car drives through a city street as rhinos run past it in black and white.© MercedesA silver Mercedes-Benz car drives through a dark, wet tunnel as rhinos walk past it in black and white.© MercedesA rhino is seen in the rearview mirror of a car, which is driving through a tunnel, in a black and white shot.© Mercedes
    Frames from Mercedes “Rhinos”

  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 “Rhinos” in order, with its length, framing and what happens in it.

    A Mercedes-Benz car drives on a city street, with a monument and buildings in the background, in black and white.© MercedesA Mercedes-Benz car drives through a city street as rhinos run past it in black and white.© MercedesA silver Mercedes-Benz car drives through a dark, wet tunnel as rhinos walk past it in black and white.© MercedesA rhino is seen in the rearview mirror of a car, which is driving through a tunnel, in a black and white shot.© MercedesA silver Mercedes E-Class drives through a dark tunnel as a herd of rhinos stampedes around it, in black and white.© MercedesA black and white shot from a high-rise window shows a city street with a white car driving through a herd of rhinos.© Mercedes
    Length: 31 s · Shots: 13 · Average shot: 2.4 s

  3. 03Ad ideas: every spot built on a surreal urban landscape

    Before you present an idea, you need to know who has done it, and how.

    Mercedes “Rhinos” is built on a surreal urban landscape. Search the library by idea to see every spot that uses it.

    Mattress Firm “Junk Sleep”© Mattress FirmApple “AirPods - Quiet the Noise”© ApplePolaroid “Vision”© PolaroidAirPods “Quiet the Noise”© AirPods
    Mattress Firm · Apple · Polaroid · AirPods

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 “Rhinos” commercial?

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

Which agency made Mercedes “Rhinos”?

Lowe & Partners/SMS created it for Mercedes (1996).

What awards did Mercedes “Rhinos” win?

4 awards, including Cannes Lions 1996 Film Gold, Clio 1996 Silver — Television/Cinema / Automotive, AICP Show 1996 Honoree Agency Art Direction and AICP Show 1996 Honoree Visual Effects.

What is the tagline of Mercedes “Rhinos”?

“The next generation E-Class starts at $39,900.”

Sources for the credits and awards

aicpawards.comweb.archive.orgweb.archive.org