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'

Published On
Dec 04, 2018

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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. 

 

Credits

Date
Dec 04, 2018
Client:
Mercedes-Benz
Agency:
Antoni GmbH-Berlin
Managing Director Creative:
Matthias Schmidt
Executive Creative Director:
Veit Moeller
Creative Director:
Christian Kies
Creative Director:
Christopher Hoene
Creative Director:
Patrick Klebba
Art Director:
Mathias Wilke
Writer:
Matti Lietsch
Script Development:
Niclas Larsson
Script Development:
Matti Lietsch
Script Development:
Mathias Wilke
Script Development:
Patrick Klebba
Script Development:
Christian Kies
Script Development:
Veit Moeller
Chief Creative Officer, Founder:
André Kemper
Managing Partner, Founder:
Dr. Tonio Kröger
Managing Director:
Jörg Schultheis
Client Service Director:
Steffen Schuhmann
Account Director:
Rebecca Sander-Ott
Account Director:
Steffen Günther
Head of Strategy:
Andreas Möllmann
Strategy:
Stephanie Dzionara
Campaign Concept:
Sebastian Lyman
Executive Producer Agency:
Sebastiaan Peters
Head of Global Marketing Communications:
Bettina Fetzer
Director Global Marketing Communications:
Natanael Sijanta
Head of Global Campaigns and Product Content:
Damir Maric
Campaign Development/Creation:
Kai Köpf
Campaign Development/Creation:
Stefan Brommer
Production:
Iconoclast
Director:
Niclas Larsson
Executive Producer:
Jan Dressler
Producer:
Björn Krüger
Director of Photography:
Linus Sandgren
Music:
Interscrope
Music Supervisor:
Tracks & Fields
Music Coordinator:
Christian-Mix Linzer
Music Coordinator:
Steve Bartlik
Written by:
Michael Kiwanuka
Written by:
Dean Josiah Cover
Written by:
Brian Burton
Artist:
Michael Kiwanuka
Title:
Cold Little Heart
Producer:
Inflo, Danger Mouse
Post Production:
Slaughterhouse

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