MCP - Collision Prevent

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Movie
Original title MCP - Collision Prevent
Country of production Germany
original language German
Publishing year 2013
length 1:17 minutes
Rod
Director Tobias Haase
script Gun Aydemir
production Lydia Lohse, Holger Bergmann
camera Jan Mettler
occupation
  • Sandra Bertalanffy: Klara
  • Georg Wesch: Adi

MCP - Collision Prevent , often just MCP for short , is an award-winning fictional commercial by Tobias Haase .

action

A modern Mercedes limousine drives into a small, rural village. People's clothes, their working methods, the whole environment looks as if it were still at the end of the 19th century. The car, of which neither driver nor occupant can be seen throughout the film, approaches a group of girls playing. Thanks to the automatic emergency braking assistant , the car comes to a stop in time, and the children are safely escorted off the road by an adult who has hurried up.

A boy can be seen flying a kite . He is observed from a distance by his mother, Klara, who is hanging up laundry to dry in the open air. In the meantime the car has accelerated again, it is getting faster and faster, and the background music, until then very slow and calm, is picking up speed. A dull bang, a photo of Adolf Hitler is briefly faded in, the woman shouts “Adolf!” And starts to run to the scene. The Mercedes leaves the village, the place-name sign reads: " Kronland: Upper Austria , village: Braunau am Inn ". The slogan Recognizes dangers before they arise , followed by a blurred Mercedes star , partially covered by a bar Not authorized and with the subheading Collision Prevention Assist . Finally the woman screams: “Adolf!” The film ends with a look from above at the boy's corpse. With its strangely angled limbs, it has the shape of a swastika .

History of origin

The sheep farm in the open air museum Bad Windsheim can also be seen in the film

The idea for the film arose during a study seminar in which director Haase, at that time still a student at the Baden-Württemberg Film Academy , attended Jung von Matt . Gun Aydemir was employed by this advertising agency, which produced the campaign for the actually existing emergency braking assistant Collision Prevention Assist for Mercedes vehicles. He not only stimulated the thought, but also created the script as a result . The film was shot in the Franconian Open Air Museum in Bad Windsheim .

The Daimler AG , a manufacturing company of Mercedes-Benz vehicles, sat down after the announcement of the content with the makers of the film in conjunction. The company was bothered by the fact that the death of a child was being used for advertising purposes, even if it was only a fictional commercial. In addition, one considers the use of references to National Socialism to be inappropriate. The company and the filmmaker agreed to display a note in German and English at the beginning and end of the entire page during the film, stating that it was neither an authorized commercial nor that it had any connection to the company or the vehicle name stand Daimler AG expressly distanced itself from the content of the commercial in a press release.

reception

MCP was submitted as Haase's thesis at the First Steps Award 2013 in Berlin. Even before the official screening, the film had triggered very different reactions from viewers, and also at the festival itself. In particular, the fact that Adolf Hitler and National Socialism were thematized for advertising purposes was viewed critically. It was also questioned whether intelligent machines should be able to independently decide about a person's life and death and what consequences this could have for society. According to the film jury, no contribution had caused such a controversial debate in their ranks before. Nevertheless, she not only awarded Haase and MCP the first prize in the advertising film category, but also emphasized that the creative industry needs advocates of such ideas. The film literally forces the viewer to form an opinion.

Awards

  • Media Festival Villingen-Schwenningen 2015: Audience Award
  • International Advertising Film Festival Spotlight, Mannheim 2014: Silver, Winner Audience Award
  • Porsche International Student Advertising Film Award, Ludwigsburg 2013: Shortlist nomination
  • First Steps Award , Berlin 2013: Winner in the advertising film category

literature

Web links

Individual evidence

  1. ^ Hitler clip was shot in the Bad Windsheimer Museum. nordbayern.de, accessed on March 22, 2017 .
  2. ^ Ole Reissmann: Mercedes does not like this Mercedes advertisement. Spiegel Online , August 23, 2013, accessed December 28, 2015
  3. ↑ Excellent spot about Mercedes and Hitler . Die Zeit , September 17, 2013, accessed on December 28, 2015