Mercedes-Benz is targeting a young audience with a campaign to promote its first electric SUV, the EQC that features Grammy award-winning singer The Weeknd.
The Canadian artist appears in an ad for the model that's soundtracked to his new single, "Blinding Lights," and also gets a creative director credit. The ad, created by Mercedes-Benz’ lead European agency Antoni Garage in Berlin, starts with a kid seeing him charging his car and asking "Woah, do you drive electric?" There follows a series of montages of Mercedes-Benz vehicles through the (lovingly recreated) different decades of its history before The Weeknd replies simply, "I drive a Mercedes."
Directed by Spanish director Nicolás Méndez from Canada, the spot was shot on location in Slovenia, Austria and Croatia. It aired first in Germany and will roll internationally over the next few weeks.
According to a statement by the brand, Universal Music Group and Brands provided Mercedes-Benz and its partners with "intensive support in choosing the ideal musical partner and determining the details of the collaboration."
Bettina Fetzer, Vice President Marketing Mercedes-Benz Cars, says in a statement: “The cooperation with The Weeknd was inspiring and gave us lots of new and creative impetus. With The Weeknd as the creative director and performer we are addressing young and digital target groups to a greater extent – a perfect combination for this unique Mercedes moment on the road to an electric future."