MERCEDES-BENZ SOCIAL

The voice of Mercedes-Benz is unmistakable. It’s luxury. It’s premium. It’s sharp, inherently correct, aspirational, and seductive. Also, it’s Jon Hamm. But across social, it’s tone walks a tight-rope. It hangs in the balance of maintaining its status while still adhering to the masses, and remaining relatable. It’s alluring, but at a distance. It’s cheeky, but coy about it. Risky, but completely confident. Needless to say, it’s a paradox of its own nature.

CD: Todd Houlette & Teddy Miller; AD: Javier Vela & Victoria Lyons

HOLIDAY CAMPAIGNS

Creatures & Features Halloween 2020

There’s a Mercedes-Benz vehicle feature for every Halloween creature’s needs.

A New Fragrance from Mercedes-Benz April Fools 2021

Mercedes-Benz offers the feature of Air Balance scent diffusing technology in a handful of it’s vehicle packages. The names of each scent are arguably ridiculous. Ex. “Freeside Mood, Downtown Mood, Nightlife Mood.” To poke fun at the completely arbitrary names, we created a few of our own for April Fools Day.

Made & In The Making Black History Month 2020

In celebration of Black History Month, we teamed up with the first Black-owned and operated Mercedes-Benz USA dealers to share the stories of Black automotive pioneers and their contributions to the industry.

Sweetheart Stories Valentine’s Day 2019

These iconic Valentine’s Day candies have become a cultural piece of Millennial nostalgia. We decided to have some fun and encourage our audience to flirt like it’s 2005 again.

VEHICLE CONSIDERATION CAMPAIGNS

The GLC’s In-Drive Safety Video The 2021 GLC

In the midst of a pandemic, Holiday travelers were opting out of flying to see their loved ones and making their journeys by road. But we knew that flying was a seasonal tradition, and that our audience was missing out on their usual rituals. So, we asked Mercedes-Benz USA Ambassador Jane Lynch to help us out in creating an In-Drive Safety Video with the 2021 GLC.

BRAND LOVE CAMPAIGNS

Concours de Zoom 2020

COVID-19 effectively cancelled every car show and automotive expo of 2020. Initially, we interpreted this as bad news. However, in wildly limited circumstances, we produced (arguably) the most successful, fully-digital spin of the world’s most prestigious car show, Concours d‘Elegance, over the year’s hottest video-chatting tool, Zoom. Featuring a star-studded cast, Director Rob Moran lead the audience on a tour of our Brand Ambassador’s and friend’s Mercedes-Benz vehicles.

Mercedes-Benz x Kate Hunt 2019

Simply put, art celebrates art. To show our appreciation for the skill and talent of others in creative, imaginative fields, we teamed up with hyper-realistic vehicle artist Kate Hunt. In a series for Instagram, Kate broke down the process of her hyper-realistic drawings. We found that they don’t differ too much from the physical assembly of our vehicles.

Safe Spaces x Leo Baker PRIDE Month 2021

In celebration and support of the LGBTQIA+ community, Mercedes-Benz USA pledged to create “safe spaces” in every physical and digital area that the brand claims— from stadiums and dealerships to Instagram comments and private DMs. This promise served as the catalyst for a lifelong partnership with Athlete Ally, with Leo Baker providing us with our hero.

VEHICLE LAUNCH CAMPAIGNS

Nothing But Yes The First-Ever GLB

To launch the first-ever Mercedes-Benz GLB, we asked ourselves a lot of questions. Is it an SUV? Yes. But is it compact? Also, yes. It has 7 seats? If you want it to. And it speaks French? Yes, and 22 other languages. As you could guess, we kept coming back to the same answer. It was the easiest brief we’d ever be given. The GLB was Nothing But Yes.

Make An Entrance The 2021 GLA

Created entirely with CGI and VFX, the vehicle launch of the GLA was a deeper and more meaningful than it looks. With productions out of the questions in the throws of a pandemic, we relied on the skill of visual effects artists and the story of one day, reentering into society and making it a grand entrance. The world waited, and the GLA emerged.

S-Class x Nigel Sylvester The 2021 S-Class

For the launch of the 2021 S-Class, Mercedes-Benz USA Ambassador and BMX athlete, Nigel Sylvester let the audience into his daydream for a moment of pure heart-pounding performance and captivating luxury.