The Weeknd is Mercedes-Benz's pitchman for its EQC electric car

The singer gets a creative director credit on spot featuring his track 'Blinding Lights'

Published On
Dec 02, 2019

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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."

Credits

Date
Dec 02, 2019
Client:
Mercedes-Benz
Agency:
Antoni Garage
Head of Brand and Marketing Communication EQ & CASE:
Tanja Roth
Team Lead Campaign Development:
Tim Hudelmaier
Project Lead Campaign:
Kevin Bakracevic
Project Lead Campaign:
Julia Höfel
Project Lead Campaign:
Matthias Sastedt
Executive Creative Director:
Veit Moeller
Managing Director:
Sven Dörrenbächer
Managing Director:
Matthias Schmidt
Managing Director:
Jörg Schultheis
Creative Director:
Lucas Schneider
Creative Director:
Malte Bulskamper
Art Director:
Karin Reineke
Copywriter:
Pam Boschma
Copywriter:
Lars Baldermann
Copywriter:
David Kauder
Client Service Director:
Steffen Schumann
Account Director:
Robin Weintraut
Account Management:
Roy Schröder
Producer:
Henning Rieseweber
Art Buying:
Marjorie Jorrot
Creative Concept:
Veit Moeller
Creative Concept:
Lucas Schneider
Creative Concept:
Malte Bulskamper
Creative Concept:
Karin Reineke
Production Company:
Iconoclast
Director of Photography:
Niclas Johansson
Executive Producer:
Jan Dressler
Producer:
Nicolas Blankenhorn
Post-Producer:
Jens Maier-Rothe
Editor:
Nicolas Larrouquere
Editor:
Andrej Gontcharov
Editor:
Andrea Guggenberger
Audio Post:
nhb studios
Sound Designer/Mixer:
Wenke Kleine-Benne
Music Company:
Universal Music
Artist:
The Weeknd
Video:
Momo Jüsche
Audio:
Steffen Stark
Postproduction Supervisor:
Nhat Quang Tran
Color:
Company 3
Colorist:
Sofie Borup
Photographer:
Cédric Viollet
Retouching:
recom GmbH & Co. KG

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