Since Carl Benz’s groundbreaking invention of the automobile in 1886, Mercedes-Benz has stood as a beacon of automotive excellence, consistently setting the standard for class and desirability in the automotive world. For 137 years, the brand with the three-pointed star has cultivated a legacy of pioneering innovation, driven by an unwavering ambition to craft extraordinary vehicles. This spirit has propelled Mercedes-Benz to continuously shape automotive technology, design, and comfort, ensuring unparalleled safety and luxury for drivers and passengers alike. Visionary thinking and a deep-seated passion remain the core driving forces behind Mercedes-Benz’s relentless pursuit of automotive advancement.
The new “Defining Class since 1886” campaign from Mercedes-Benz vividly celebrates this rich heritage, forging a dynamic connection between the brand’s historical milestones and its electrifying future. This campaign showcases iconic models from different eras, each representing a pinnacle of automotive innovation and design. Looking ahead, the campaign prominently features the new Concept CLA Class, a vehicle that embodies the future of electric mobility within the Mercedes-Benz family and serves as an entry point into their world of luxury and innovation.
With a playful nod to the brand’s established reputation for “class,” the campaign creatively reimagines the term through a school class metaphor. “Class” is personified by familiar, timeless school characters – the class favorite, the intelligent “nerd,” the prom queen, the effortlessly cool individual, and the dedicated athlete. The campaign’s visual style draws inspiration from classic school class photos, set against a clean, contemporary backdrop, capturing the essence of a class photo production.
Imagine walking through an exhibition and encountering these groundbreaking Mercedes-Benz models, each a testament to the brand’s defining class:
- The 300 SL Gullwing: An aesthetic icon from 1954, embodying timeless style and groundbreaking engineering.
- The G-Class: An unmistakable off-road legend from 1979, renowned for its ruggedness and enduring capability.
- The 1981 S-Class: A pioneer in automotive safety, it was the first production vehicle to feature an airbag, setting a new safety standard.
- The EQS: Mercedes-Benz’s first all-electric luxury model launched in 2021, representing a new era of sustainable luxury.
- The new Concept CLA Class: A visionary preview of Mercedes-Benz’s future electric class, signaling the brand’s commitment to innovation and electrification.
The “Defining Class since 1886” campaign is a comprehensive 360-degree brand experience, accessible worldwide through mercedes-benz.com. Launched just before IAA MOBILITY 2023 in early September, the campaign debuted with impactful Out Of Home (OOH) displays across major German cities including Munich, Düsseldorf, Hanover, Dresden, Cologne, and Stuttgart, before its global rollout.
At the heart of the campaign are six striking key visuals, each pairing one of the hero cars with the school class characters, creating a compelling narrative that bridges generations and automotive eras. The campaign’s main film premiered at IAA and is available in various formats on Mercedes-Benz social media platforms starting September 3. For deeper insights into Mercedes-Benz’s presence at IAA Mobility 2023, explore the Mercedes-Benz Media Special. Furthermore, the campaign extends to a physical experience at Studio Odeonsplatz by Mercedes-Benz in Munich, where visitors can immerse themselves in the “Defining Class since 1886” world from September 5 until the end of October 2023, featuring a dynamic display of featured models.
Period: Starting September 1, 2023.
Credits:
- Idea, conception, and implementation: team x
- Conception and implementation of the “Defining Class since 1886” campaign at Studio Odeonsplatz by Mercedes-Benz in Munich: Liganova.
About Mercedes-Benz
Mercedes-Benz USA (MBUSA), headquartered in Atlanta, is responsible for the distribution, marketing, and customer service for all Mercedes-Benz products throughout the United States. MBUSA boasts the most diverse lineup in the luxury segment, offering 18 model lines, from the sporty GLA SUV to the flagship S-Class and the innovative all-electric Mercedes-EQ family. MBUSA also oversees Mercedes-Benz Vans in the U.S. For more information about MBUSA and its extensive product range, please visit www.mbusa.com and www.mbvans.com.
This “Defining Class since 1886” campaign not only celebrates Mercedes-Benz’s remarkable past but also boldly looks towards the future, reinforcing its commitment to continuous innovation and its enduring position as a leader in the automotive industry since 1886.
