The bull as an advertising emblem is usually associated with long drives along Spanish highways, where a sherry brand has for many years installed its 14-meter-high “Toro” in a dense network across the landscape. But now Mercedes-Benz had also embraced the bull. In the print image ads for its truck brand Arocs, a powerful bull’s shadow is used as the key visual, emphasizing the almost animal-like strength and endurance of the new trucks.