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Opel: Opel Meriva 'Embrace Life'


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The strategic ‘Embrace Life’ campaign via Amsterdam Worldwide Amsterdam takes visual cues from the New Opel Meriva’s innovative rear-hinged passenger FlexDoors®’ which open to almost 90 degrees– drawing a simple, yet compelling parallel between a physical embrace and the unique design and of the new Meriva.

The television commercial begins with the car doors opening, reflecting arms opening, with the subtitle ‘An embrace can mean many things’ before several different interactions which demonstrate this in a very human way. For example: a couple embrace for reassurance; two kick boxers huddle mid-fight to indicate ‘protection’, a backpacker arrives home and is welcomed back by his mother, two footballers hug to celebrate a goal, and a sleeping child is carefully carried to bed by his father.

The print and outdoor executions also reflect the “Embrace Life’ positioning, showing the new Opel Meriva in various settings, each one featuring a different section of the target audience – including a beach view, featuring a smiling retired couple arm in arm – ‘embracing comfort’; a woodland scene shows a father and adult son sharing a bike ride – embracing while a shy child hides behind his dad to indicate ‘embracing protection’.
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