Since Carl Benz invented the automobile 137 years ago, marking the foundational year of Mercedes Benz 1886, Mercedes-Benz has consistently represented automotive excellence and desire. With a history steeped in pioneering spirit and a relentless pursuit of the extraordinary, the brand with the three-pointed star continues to innovate, crafting groundbreaking technologies, iconic designs, and unparalleled comfort. Visionary thinking and a deep passion for automotive advancement remain the driving forces behind Mercedes-Benz’s continuous evolution.
This rich heritage is brought to life in the new “Defining Class since 1886” campaign. This global initiative bridges the illustrious history of Mercedes-Benz with its dynamic future, showcasing iconic models from different eras alongside forward-looking concepts. A highlight of this campaign is the new Concept CLA Class, a vehicle that embodies the future of Mercedes-Benz’s electric class and serves as an entry point into the brand’s innovative world.
The campaign cleverly reinterprets the concept of “class,” a term synonymous with Mercedes-Benz, through a playful lens. It envisions “class” as a school class, featuring timeless stereotypical characters – the class favorite, the nerd, the prom queen, the cool guy, and the athlete. These characters are set against the backdrop of a traditional school class photo, creating a visually engaging and relatable narrative.
Imagine walking through a hall and encountering a lineup of groundbreaking Mercedes-Benz vehicles, each representing a milestone in automotive history and design:
- The 300 SL Gullwing, an aesthetic icon from 1954, embodying timeless style and performance.
- The G-Class, an unmistakable off-road legend born in 1979, showcasing rugged capability and enduring design.
- The 1981 S-Class, a pioneer in safety as the first production vehicle equipped with an airbag, setting new standards for occupant protection.
- The EQS, the inaugural electric model in the luxury class from 2021, representing Mercedes-Benz’s commitment to sustainable luxury and innovation.
- And finally, the Concept CLA Class, pointing towards the future electric direction of Mercedes-Benz, promising a new era of electric mobility.
The “Defining Class since 1886” campaign is a comprehensive 360-degree brand experience, accessible worldwide through mercedes-benz.com. Launching just before IAA MOBILITY 2023, it commenced with impactful Out Of Home (OOH) displays in major German cities like Munich and Stuttgart, followed by a global rollout.
At the campaign’s core are six striking visuals, each spotlighting a hero car alongside the school class characters. The campaign’s main film premiered at IAA and is being disseminated across Mercedes-Benz social media platforms in various formats starting September 3rd. Further details regarding Mercedes-Benz’s presence at IAA Mobility 2023 can be found in the Mercedes-Benz Media Special.
For a physical encounter with the campaign, Studio Odeonsplatz by Mercedes-Benz in Munich hosted an immersive experience from September 5th to the end of October 2023, featuring rotating model displays and campaign elements.
The “Defining Class since 1886” campaign, running from September 1, 2023, is a testament to Mercedes-Benz’s enduring legacy and its continued commitment to shaping the future of the automobile. Conceived and implemented by team x, with Liganova contributing to the Studio Odeonsplatz experience, this campaign reinforces the message that Mercedes-Benz has been, and continues to be, the definition of automotive class since mercedes benz 1886.
