Mercedes-Benz has been very active lately, and a lot of the newly launched models have fallen into the SUV category. Just think about the GLE facelift, the GLE Coupe or the completely new GLC. Also, the next GLS is in the making, so the range is to be expanded to a full six models.
To celebrate this plethora of new SUVs, Mercedes-Benz has just launched a new commercial spot that comes to enforce the brand's claim to be "at home in every terrain." We're not going to beat around the bushes: it's kind of awesome.
In the world of advertising, it's sometimes enough to have a clever idea, a good script, some impressive cinematography or to simply feature the man/woman of the moment. This Mercedes-Benz commercial has them all.
The idea behind it is to link each model in the range to a certain person who excels at what he's doing. While some pairings make perfect sense - Lewis Hamilton, Formula One World Champion and the GLE Coupe or the explorer Mike Horn and a rugged G-Class - others are a bit more stretched - like the GLA and Garrett McNamara, big wave surfer. But it doesn't really matter, as the script more than makes up for it.
"When some up, he finds another gear." Is that Lewis Hamilton the narrator is speaking of, or the GLE Coupe? Yeah, it goes both ways, just like the script for Mike Horn and the G-Wagon: "When others reach the end of the road, he starts the adventure." Oh, shut up and take my money.
Almost every shot in the one minute clip is breathtaking, with added bonuses like the CGI octopus at the beginning, the dog scared of the storm or that magic-like scene of the horses running through the forest.
As far as the celebrities involved, you really can't complain: in order of appearance, there's Garrett McNamara, big wave surfer known for breaking the world record for largest wave ever surfed; Lewis Hamilton, two-times Formula One World Champion with the likely possibility for another title this season; Meredith Michaels-Beerbaum, first woman to win the show jumping World Cup Finals three times; Petra Nmcová, supermodel and philanthropist; finally, Mike Horn, explorer and adventurer famous for completing a solo journey around the equator without motorised transport. Had he used the G-Class in the commercial, he'd probably a lot less famous than he is now.
So, a great advertising spot, no doubt about it, but did it achieve its main goal? Do you now want to buy a Mercedes-Benz SUV more than you did before? We'll see when we get the next Mercedes-Benz sales report.
"Boy meets car, boy loves car, boy gets journalism degree and starts job writing and editing at a car magazine" - 5/5. (Vlad Mitrache if he was a movie) Full profile
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