Last year Mercedes-Benz began taking a more classic approach with its holiday marketing, including a black-and-white ad backed by the song “I’ll be Seeing You” by the Five Satins. The luxury auto brand is using the same classic style this year, but with a more modern song, Caitlyn Smith’s “Snow Day,” which was released in 2023.

The 2024 “Holidays with Love” campaign inserts Mercedes vehicles into scenes depicting moments of holiday travel and togetherness, including one scene in which loved ones connect virtually via an in-dash video screen.

Omnicom’s Mercedes-dedicated shop Team X handled the campaign.

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“For our customers, connections are truly made in the ‘getting there,’” said Melody Lee, Mercedes-Benz USA’s chief marketing officer. “This holiday season, we look forward to celebrating those big and small moments of togetherness, and spreading joy to our neighbors, friends and family in the communities where we live and work.” 

The effort includes charitable initiatives such as gifting cold-weather apparel to schools in Atlanta and Jacksonville, Florida.

More Creativity coverage from Ad Age:

• See this week’s top 5 campaigns.
• Everything brands did for Halloween this year.
• Browse our daily Creativity roundups.
• Director Lauren Greenfield on teens and toxic social media.
• The best ads of 2024 (so far).

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