Since Carl Benz unveiled the first automobile 137 years ago, Mercedes-Benz has stood as a beacon of automotive excellence, consistently crafting some of the world’s most desirable vehicles. Driven by a pioneering spirit and an unwavering pursuit of the extraordinary, this iconic brand, recognized by its three-pointed star, continues to revolutionize automotive technology, design, and safety, setting benchmarks for comfort and luxury. Visionary thinking and a deep-seated passion remain the core engines propelling Mercedes-Benz’s relentless innovation in the automotive realm since its inception in 1886.
Mercedes-Benz’s latest campaign, “Defining Class since 1886,” serves as a powerful testament to this enduring legacy. It masterfully bridges the gap between the brand’s rich history and its forward-looking vision by showcasing a curated selection of iconic models from different eras. The campaign’s centerpiece is the new Concept CLA Class, a vehicle that embodies the future of electric innovation and acts as an entry point into the prestigious Mercedes-Benz universe.
The campaign cleverly reinterprets the very essence of “class,” a term synonymous with Mercedes-Benz, through a playful and relatable lens. It depicts “class” in a literal sense – a school class – populated with timeless archetypes such as the class favorite, the intellectual, the prom queen, the cool character, and the athlete. This imagery, reminiscent of traditional school class photographs set against a clean backdrop, captures the essence of a class photo production.
Imagine walking through a hall and encountering a breathtaking lineup of groundbreaking Mercedes-Benz vehicles, each a definitive statement of its time:
- The 300 SL Gullwing, an aesthetic icon from 1954, renowned for its timeless style.
- The G-Class, an unmistakable off-road legend born in 1979, celebrated for its rugged capability and enduring design.
- The 1981 S-Class, a pioneer in automotive safety as the first production vehicle equipped with an airbag.
- The EQS, launched in 2021, representing the dawn of electric luxury for Mercedes-Benz.
- And finally, the Concept CLA Class, pointing towards the future electric trajectory of Mercedes-Benz.
This 360-degree brand campaign, “Defining Class since 1886,” is set to resonate globally via mercedes-benz.com. Its launch is strategically timed just before the IAA MOBILITY 2023, commencing in early September with impactful Out Of Home (OOH) displays across major German cities including Munich, Düsseldorf, Hanover, Dresden, Cologne, and Stuttgart, before expanding worldwide.
At the campaign’s core are six striking visuals, each spotlighting a hero car alongside the diverse school class characters. The campaign’s main film is scheduled to premiere at IAA and will be available in various formats on Mercedes-Benz social media channels starting September 3. For those seeking an immersive experience, Studio Odeonsplatz by Mercedes-Benz in Munich will host a physical exhibition from September 5 to the end of October 2023, showcasing a dynamic display of models from the campaign.
The “Defining Class since 1886” campaign by Mercedes-Benz not only celebrates its unparalleled heritage but also boldly declares its ongoing commitment to shaping the future of automotive excellence. From its pioneering origins with the Mercedes 1886 to its contemporary innovations in electric mobility and luxury, Mercedes-Benz continues to redefine what it means to be in a class of one’s own.
