In a stunning display of innovation and style, Mercedes-Benz has launched the latest chapter of its global brand campaign, “Defining Class since 1886.” This new campaign, which began at IAA 2023, showcases the evolution of the automobile since its invention by Carl Benz 137 years ago. Mercedes-Benz is redefining what a car can be – from a simple mode of transportation to a personal wellness area, a mobile office, a private cinema, or a haven of safety.
Featuring British actor Matthew Macfadyen and tennis icon Roger Federer, the campaign highlights the continuous development of individual mobility by Mercedes-Benz. The brand, recognized by its star symbol, sets standards with groundbreaking technologies, distinctive design, and secure comfort. The main film of the campaign showcases these innovations, including the Energizing Comfort programs, numerous connectivity, information, and entertainment features like the Hyperscreen with MBUX, and innovative safety and assistance systems like the Drive Pilot.
The viewers are taken on a journey through exceptional visuals that narrate the history and technological evolution of the automobile. Macfadyen and Federer, acting as suave secret agents, are accompanied by Mercedes-Benz electric vehicles. Macfadyen moves effortlessly from one location to another, while Federer, as a brand ambassador, provides technical support in the background.
The campaign, executed by team x, with production by Anorak Film GmbH and post-production by bEpic GmbH, features music by Gustav Karlstrom. It will be promoted through mercedes-benz.com and Mercedes-Benz’s social media channels. The campaign is running internationally with varying schedules across markets. It kicked off in China and other markets in mid-November 2023, with its launch in the USA and on global Mercedes-Benz social media channels starting today.
