Since Carl Benz invented the automobile in 1886, Mercedes-Benz has consistently set the standard for automotive excellence, crafting the world’s most desirable vehicles. Driven by a pioneering spirit and a quest for the exceptional, the brand with the three-pointed star continues to revolutionize automotive technology, iconic design, and unparalleled comfort. This visionary approach and unwavering passion are the core forces behind Mercedes-Benz’s ongoing innovation in the automotive industry.
The new “Defining Class since 1886” campaign celebrates this rich heritage by connecting the brand’s historical milestones with its forward-thinking vision. It showcases iconic Mercedes-Benz models from different eras, bridging the gap between a storied past and an electrifying future. A key highlight of this campaign is the new Concept CLA Class, a vehicle that embodies the innovative future of electric mobility and serves as an entry point into the prestigious Mercedes-Benz world.
The campaign cleverly reinterprets the concept of “class,” a term synonymous with Mercedes-Benz, using a playful and relatable approach. It envisions “class” as a school class, featuring timeless stereotypical characters like the class favorite, the intellectual, the prom queen, the cool kid, and the athlete. The visual style is reminiscent of classic school class photos, set against a clean backdrop, capturing the characters during a class photo shoot.
Imagine walking through a hall and encountering groundbreaking Mercedes-Benz models that have defined their respective eras:
- The 300 SL Gullwing (1954): An aesthetic icon of style and performance.
- The G-Class (1979): An unmistakable off-road legend, renowned for its ruggedness and durability.
- The S-Class (1981): A pioneer in safety, being the first production vehicle to feature an airbag.
- The EQS (2021): The first all-electric model in the luxury class, representing Mercedes-Benz’s commitment to sustainable mobility.
- The new Concept CLA Class: A glimpse into the future of Mercedes-Benz’s electric vehicle lineup, pointing towards a new era of electric class.
This comprehensive 360-degree brand campaign, “Defining Class since 1886,” is being launched globally via mercedes-benz.com. The campaign rollout began just before IAA MOBILITY 2023 in early September, with initial Out Of Home (OOH) displays appearing in major German cities such as Munich, Düsseldorf, Hanover, Dresden, Cologne, and Stuttgart, followed by a worldwide expansion.
At the heart of the campaign are six striking key visuals, each showcasing one of the hero cars alongside the school class characters, creating a compelling narrative that blends heritage with contemporary appeal. The campaign’s main film premiered at IAA and is being disseminated across Mercedes-Benz social media platforms in various formats starting from September 3. For deeper insights into Mercedes-Benz’s presence at IAA Mobility 2023, the Mercedes-Benz Media Special provides extensive information.
For a physical encounter with the “Defining Class since 1886” campaign, Studio Odeonsplatz by Mercedes-Benz in Munich is hosting an immersive experience from September 5 until the end of October 2023. This setup features a dynamic display of models, allowing visitors to witness the evolution of Mercedes-Benz class firsthand.
The “Defining Class since 1886” campaign, running from September 1, 2023, is a testament to Mercedes-Benz’s enduring legacy of innovation and class-defining vehicles since its inception with Carl Benz’s automobile in 1886. It reinforces the brand’s commitment to shaping the future of mobility while honoring its unparalleled heritage.
(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 sales, marketing, and customer service of Mercedes-Benz vehicles in the United States. MBUSA offers a diverse luxury vehicle lineup, including SUVs, sedans, and the all-electric Mercedes-EQ family. Mercedes-Benz Vans are also under MBUSA’s purview in the U.S. Further details about MBUSA and its products can be found at www.mbusa.com and www.mbvans.com.
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