While compact cars are the primary driving force behind the banner year of German car manufacturer Mercedes-Benz, the company has high hopes for its growing SUV line. With that, the company is launching a new marketing campaign for its SUVs. It’s all about showing you that the Mercedes SUV range is “At home in every terrain”—that’s the overarching catchphrase for the SUVs.
According to Dr Jens Thiemer, the aim is to present the full SUV family instead of showcasing individual models. The campaign is designed to inform people about the distinct characteristics of Mercedes SUVs: “effortless superiority, confidence and poise.”
For the campaign, Mercedes enlisted five celebrity ambassadors: the company’s Formula 1 champion Lewis Hamilton, adventurer Mike Horn, pro surfer Garrett McNamara, show jumper Meredith Michaels-Beerbaum, and top model Petra N?mcová.
The TV component of the campaign takes each celebrity and shows us a glimpse into their worlds and how Mercedes-Benz SUVs are particularly tie in into all that. In addition, there are plans to add another celebrity for the GLS by the end of the year. The main ad, which you can view below along with the rest of the individual ones, shows each celebrity in their element and closes with a shot showing the Mercedes-Benz SUV family.
There will also be a web special where viewers can select an ambassador and find more details about the life of that celebrity. There, viewers will also learn how a particular SUV is a perfect fit for the celebrity’s lifestyle.
No advertising campaign is complete without print ads. The key visuals present the SUVs in a variety of landscapes, both natural and urban. You can find the images in the gallery after the videos.
The storytelling campaign is made possible through creative agency Jung von Matt. You can watch the videos below, or hit up the Mercedes-Benz YouTube channel for more.