Since Carl Benz revolutionized personal transportation 137 years ago, Mercedes-Benz has consistently embodied automotive class, crafting some of the world’s most coveted vehicles. Driven by a pioneering spirit and an unwavering pursuit of the exceptional, this iconic brand, symbolized by the three-pointed star, continues to shape automotive innovation through groundbreaking technologies, distinctive designs, and unparalleled comfort. Visionary thinking and a deep-seated passion fuel Mercedes-Benz’s ongoing evolution of the automobile.
The latest campaign, “Defining Class since 1886,” is a testament to this enduring legacy. It cleverly bridges the gap between Mercedes-Benz’s rich history and its dynamic future by showcasing iconic models from different eras. A key highlight of this campaign is the introduction of the Concept CLA Class, a forward-thinking vehicle that embodies the brand’s vision for the future of electric mobility and serves as a gateway into the expansive Mercedes-Benz universe.
The campaign ingeniously reinterprets the very term “class,” which Mercedes-Benz has long been associated with, through a playful and relatable lens. “Class” is personified by a traditional school class photo, featuring archetypal characters such as the class favorite, the intellectual “nerd,” the prom queen, the effortlessly cool individual, and the dedicated athlete. This imagery, styled after classic class photographs set against a clean backdrop, captures the essence of a school class during a photo shoot.
Imagine walking through a hall and encountering a curated selection of groundbreaking Mercedes-Benz models, each representing a milestone in automotive history and design:
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The 300 SL Gullwing (1954): An aesthetic icon that epitomizes timeless style and automotive artistry. Its revolutionary design and exhilarating performance cemented its status as a true classic.
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The G-Class (1979): An unmistakable off-road legend, the G-Class has defied convention and conquered terrains worldwide. Its robust design and enduring capability have made it an icon of durability and adventure.
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The S-Class (1981): This model marked a significant leap in automotive safety as the first serial production vehicle to feature an airbag. The S-Class has long been synonymous with luxury, innovation, and pioneering safety technologies.
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The EQS (2021): As Mercedes-Benz’s first fully electric model in the luxury class, the EQS represents a bold step into the future of sustainable mobility, seamlessly blending electric performance with signature Mercedes-Benz luxury.
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The new Concept CLA Class: Serving as a signpost to the future of Mercedes-Benz’s electric vehicle offerings, the Concept CLA Class embodies the brand’s commitment to innovation and its vision for the electric future of the automotive industry.
The “Defining Class since 1886” campaign is a comprehensive 360-degree brand initiative, globally accessible via mercedes-benz.com. Launched in early September 2023, preceding IAA MOBILITY 2023, the campaign commenced with prominent Out Of Home (OOH) displays across major German cities and is now being rolled out internationally. Central to the campaign are six striking key visuals, each pairing a hero car with the diverse school class characters. The campaign’s main film premiered at IAA on September 3rd and is available in various formats on Mercedes-Benz social media channels. Furthermore, Studio Odeonsplatz by Mercedes-Benz in Munich is hosting a physical campaign experience from September 5th to the end of October 2023, featuring rotating model displays.
Mercedes-Benz, headquartered in Atlanta, Georgia, through Mercedes-Benz USA (MBUSA), oversees the distribution, marketing, and customer service for all Mercedes-Benz products throughout the United States. MBUSA boasts the most diverse portfolio in the luxury segment, offering 18 model lines, ranging from the versatile GLA SUV to the flagship S-Class and the innovative all-electric Mercedes-EQ family. MBUSA also manages Mercedes-Benz Vans in the U.S. For deeper insights into MBUSA and its product offerings, please visit www.mbusa.com and www.mbvans.com.
This campaign, conceived and executed by team x, with Liganova contributing to the Studio Odeonsplatz experience, serves as a powerful reminder of Mercedes-Benz’s enduring commitment to defining automotive class and driving innovation for generations to come.
