Mercedes-Benz goes back to the '70s to plug electric cars

Retro spot from Antoni is rolling out as brand consolidates creative and media into Omnicom

Published On
Sep 21, 2021

Editor's Pick

Mercedes-Benz goes retro in its latest global campaign for its new electric vehicle the EQG, turning the clock back to the '70s to have fun with the idea of how we might have viewed electric cars back then.

The film evokes shades of "Flash Gordon," "Star Wars" and other sci-fi classics from the era. Robots, aliens, laser beam eyes, holograms and more all feature, as a family sits in their 1979 living room watching a show called "Future 2021." Sci-fi nerds will no doubt enjoy spotting the references in the midst of all the painstakingly recreated period details.

It was created by Berlin agency Antoni, which will be acquired by Omnicom as reported yesterday following Mercedes-Benz's consolidation of its combined creative and media business into the holding company. Nina Holmgren at Smuggler directed. 

The spot premiered at the IAA Mobility show in Munich and will now roll out globally on channels including Instagram, Facebook, TikTok, YouTube and Twitter. Mercedes is also releasing a series of social videos featuring its chief designer, Gorden Wagener, dressed in sci-fi attire talking about the EGQ concept and giving insights into the car's design process.