Joel Micah Miller: Mercedes Benz Anticipation Campaign

With “Anticipation”, Joel Micah Miller provides a strong series of pictures, or rather a photo campaign, for Mercedes.

You see a middle-aged man who smiles like a little boy having his first piece of chocolate while imitating the pose of someone driving a car. This pose and the comfy feeling that comes with – as is later revealed – driving a Mercedes is transported across the whole series and integrated into everyday situations. This way, the pictures sure gain wit but some of them also come across as rather absurd.
Would you like an example? Just between you and me, because even I as a man think there’s something strange about this: In the pictures, the skilfully staged man is accompanied by a similarly smiling lady who doesn’t seem to mind that her partner is dreaming of the Mercedes in bed, while having a romantic dinner, at the opera, etc.

We can only congratulate him because when he finally gets his much-anticipated test drive in the Mercedes, the viewer realizes that this guy really belongs behind the wheel of a Mercedes.