Mercedes-Benz: car as technology driver 🎥
BACKGROUND Since the invention of the automobile 137 years ago, technological progress has significantly changed the definition of this means of transportation. Today, the car is more than just a means of transportation.
Today, Mercedes-Benz vehicles can be many things: an individual wellness area, a mobile office, a private movie theater or a place of personal safety. The continuation of the "Defining Class since 1886" campaign focuses on the further development of individual mobility from Mercedes-Benz. With a pioneering spirit and the demand for the extraordinary, the brand continues to set standards today - with sophisticated technology, characteristic design and a great deal of comfort.
Continuation with star cast
The main campaign film visualizes the innovative power of the brand. The Energizing Comfort programmes offer a comprehensive wellness package. Numerous connectivity, information and entertainment functions transform the vehicles into a mobile office or a private movie theater as required. Safety and assistance systems ensure a safe and comfortable driving experience.
The audience follows the protagonists on a journey into the history of the automobile and its technical development. British actor Matthew Macfadyen and brand ambassador Roger Federer act in the style of secret agents, accompanied by Mercedes-Benz electric vehicles. While Macfadyen moves seemingly effortlessly from place to place, Federer pulls the strings in the background.
New chapter with 360-degree campaign
The "Defining Class since 1886" campaign was launched at the IAA 2023 and continues with this new chapter in a 360-degree brand campaign (see video). It will be played out via mercedes-benz.com and Mercedes' social media channels. It was launched in China and other markets in mid-November 2023.
The idea, concept and realization come from team x, Anorak Film GmbH is responsible for production, bEpic GmbH for post-production, and the music comes from Gustav Karlstrom.
