Stuttgart, Germany – Mercedes-Benz, a name synonymous with luxury and innovation, has unveiled a bold new global brand campaign titled “Because it’s Mercedes-Benz.” This campaign, which reimagines the iconic three-pointed star, celebrates the brand’s legacy of excellence and its relentless pursuit of innovation.
The Campaign at a Glance
For nearly 140 years, Mercedes-Benz has been at the forefront of automotive innovation, earning its place as the world’s most valuable luxury car brand, according to Interbrand. This new campaign, which is set to launch globally on August 23, 2024, takes audiences on a visually stunning journey through the core values that define the brand: safety, quality, comfort, and design.
Each episode of the campaign dives deep into what makes a Mercedes-Benz unique, from pioneering safety technologies like Real-Life Safety to the brand’s commitment to comfort and personalization. The visually striking campaign also highlights the brand’s dedication to quality, showcased through rigorous testing under extreme conditions in climate-controlled wind tunnels.
Innovative Visual Storytelling
What sets this campaign apart is its creative reimagining of the Mercedes-Benz star. Each episode presents the star in a new light, whether frozen in an arctic storm, adorned with floral patterns, or depicted in an X-ray image during a crash test. These visuals not only captivate the audience but also reinforce the brand’s unwavering commitment to excellence.
A Legacy of Innovation
Mercedes-Benz has always been a brand that bridges the past and future. This campaign celebrates milestones like the 120th anniversary of the brand’s headquarters in Stuttgart-Untertürkheim while also looking ahead with the opening of the new eCampus dedicated to future battery technologies.
Global Rollout and Reach
“Because it’s Mercedes-Benz” is more than just a campaign—it’s a 360-degree experience. With over 220 short stories, the campaign will unfold across various platforms, including the Mercedes-Benz website and social media channels. Out-of-home ads in major cities around the world will further amplify the campaign’s reach.
Behind the Scenes
The campaign was brought to life by the creative minds at team x, with production by Iconoclast Germany and direction by Arnaud Bresson and Haw-Lin. Still photography by Raul Suciu adds an extra layer of visual depth to the campaign.
As Mercedes-Benz continues to shape the future of luxury mobility, this campaign serves as a reminder of what makes the brand truly special—because it’s Mercedes-Benz.
