This mysterious Mercedes-Benz film tells the tale of a daughter afraid to watch her mom compete
Global ad for the GLE introduces tagline 'All Kinds of Strength'
Dec 04, 2018
A teenage girl refuses to watch her mother compete in a triathlon in a new film promoting Mercedes-Benz's new GLE SUV--but it's not until later in the film that we find out why.
The four-minute ad, which will run globally in various length cut-downs on different platforms and in full on YouTube, centers on a woman who's preparing to compete in a grueling race. But for some reason her daughter, who's hiding away in her bedroom, refuses to go out and support her. As the woman prepares for the race and then take part, we see the daughter looking through her scrap book, and the puzzle starts to come together. But only in the final frame (when the daughter, who's changed her mind and asked Dad to pick her up in the family car) do we discover the full story.
The film was created by German agency Antoni Garage and directed by Swedish film maker Niclas Larsson. It's the first part of a new branding campaign for Mercedes SUVs and introduces the tagline "All Kinds of Strength." Rather than showcasing rugged off-road features like a typical SUV ad, it aims to show the GLE as a modern family car that's " a strong companion in all circumstances," according to Natanael Sijanta, head of marketing communication at Mercdes-Benz.