Since Carl Benz invented the automobile 137 years ago, Mercedes-Benz has become synonymous with automotive excellence, consistently defining Mercedes‘ position at the pinnacle of the luxury car market. The brand, recognized by its iconic three-pointed star, has relentlessly pursued a pioneering spirit, pushing the boundaries of technology, design, and comfort. This dedication to visionary thinking and a passion for innovation has driven the continuous evolution of the automobile, shaping what “class” truly means in the automotive world.
Mercedes-Benz recently launched its new global campaign, “Defining Class since 1886,” a powerful statement that bridges the illustrious history of the brand with its forward-thinking future. This campaign doesn’t just celebrate the heritage; it reinterprets the very Definition Mercedes has embodied for generations. Through a clever and engaging concept, the campaign uses iconic models from different eras to illustrate how Mercedes-Benz has consistently set the standard for automotive class.
The campaign creatively reimagines the concept of “class” by portraying it as a school class photo, featuring timeless stereotypical characters like the class favorite, the nerd, and the prom queen. Set against a clean backdrop reminiscent of traditional school photos, this imagery offers a fresh and relatable perspective on the enduring appeal of Mercedes-Benz. As you “walk through a hall” within the campaign’s visuals, you encounter a lineup of groundbreaking Mercedes-Benz vehicles, each representing a milestone in automotive history and definition Mercedes has established:
- The 300 SL Gullwing (1954): An aesthetic style icon, embodying timeless design and aspirational beauty.
- The G-Class (1979): An unmistakable off-road legend, symbolizing ruggedness, durability, and unparalleled capability.
- The S-Class (1981): The pioneering vehicle to feature a serial production airbag, highlighting Mercedes-Benz’s unwavering commitment to safety innovation.
- The EQS (2021): The first all-electric model in the luxury class, showcasing Mercedes-Benz’s leadership in sustainable luxury and future-forward technology.
- The Concept CLA Class: A signpost to the future electric class from Mercedes-Benz, representing the brand’s vision for the next generation of electric vehicles and definition Mercedes is crafting for the electric era.
This 360-degree brand campaign, “Defining Class since 1886,” is being rolled out globally via mercedes-benz.com, launching just before the IAA MOBILITY 2023. Starting with Out Of Home (OOH) displays in major German cities and expanding worldwide, the campaign centers around six key visuals, each showcasing a hero car alongside the school class characters. A main campaign film premiered at IAA on September 3rd, further amplifying the message across Mercedes-Benz social media channels. Furthermore, the campaign extends to a physical experience at Studio Odeonsplatz by Mercedes-Benz in Munich, offering an immersive encounter with the campaign’s themes and vehicles from September 5th to the end of October 2023.
Through this comprehensive campaign, Mercedes-Benz not only celebrates its rich past but also confidently strides into the future, continuously defining Mercedes as the benchmark of automotive class. The “Defining Class since 1886” campaign reaffirms that Mercedes-Benz is not just building cars; it is crafting legacies and constantly redefining what it means to be in a class of one’s own.
