This Mercedes-Benz short film explores what your teenage self would think of your life

Campaign for the CLA Coupé includes the brand's first branded Instagram filter

Published On
May 10, 2019

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Buying a sporty car has always been thought of as the emblem of a mid-life crisis. But in a new global campaign by Mercedes-Benz, promoting its CLA Coupé, the epiphany comes when a jaded thirty-something guy meets a teenage version of himself.

The five-minute online film, created by Mercedes' lead European creative agency Antoni Garage, begins with the man discovering his 16-year-old self raiding his fridge one night. After a ride in his CLA Coupé—during which the teen is unimpressed by his older self listening to boring stock market reports instead of wild music—they go to his office, where again the younger version is horrified by his older self focusing so much on work and passing up an opportunity to go on a date with a colleague. Finally, the two manage to connect and have some fun together, and it concludes with the man seemingly inspired to take another look at his work-life balance. Meanwhile, his erstwhile date meets her own teenage self in the kitchen.

Shot in Miami, the film was directed by Francis Rousselet, who is known for his music video work with the likes of Kanye West and Madonna, via production company Anorak Berlin, and is set to the soundtrack of "Just Like Honey," by the Jesus and Mary Chain. 

The tagline of the campaign is "Play by Your Rules" and Mercedes says it's about embracing your own individuality, tying in with the wider marketing message behind the CLA Coupé.

"The film speaks the language of a young, confident target group which is true to itself," says Bettina Fetzer, director marketing Mercedes-Benz Cars. "We are concentrating more on entertainment than classical advertising here. The film is bold and emotional, without taking itself too seriously."

As part of the campaign, Mercedes has introduced its first branded Instagram augmented reality filter; the #PlaybyYourRules filter has a neon look that reflects the film as well as the accompanying print campaign, which was shot in Tokyo by fashion photographer CG Watkins.

Credits

Date
May 10, 2019
Client:
Mercedes-Benz
Agency:
Antoni Garage
Managing Director:
Sven Dörrenbächer
Managing Director:
Matthias Schmidt
Managing Director:
Jörg Schultheis
Executive Creative Director:
Marcell Francke
Executive Creative Director:
Tilman Gossner
Executive Creative Director:
Veit Moeller
Creative Director:
Alice Bottaro
Art Director:
Caio Batista
Copywriter:
Andre Santa Cruz
Creative Concept:
Alice Bottaro
Creative Concept:
Andre Santa Cruz
Creative Concept:
Luca Rescheleit
Client Service Director:
Steffen Schumann
Account Director:
Robin Weintraut
Account Management:
Negin Ghanizadeh
Head of TV:
Geraldine Gramenz-Hohlbein
Producer:
Florian Zizmann
Producer:
Sebastiaan Peters
Art Buying:
Marjorie Jorrot
Creative Director:
Juliane Krause-Akelbein
Creative Director:
Ron Engelbert
Creative Director:
Alice Bottaro
Creative Director:
Pedro Americo
Art Director:
Daniel Righi
Art Director:
Antonio Afonso
Creative:
Johanna Jaskowska
Creative Technologist:
Bogdan Ferariu
Account Director:
Marica Pignatelli
Account Management:
Kevin-Paul Frahm
Head of Global Campaigns & Product Content:
Damir Maric
Team Lead Campaign Development:
Boris Helms
Team Lead Product Content:
Sandra Kulle
Project Lead Campaign:
Daniel Ritsch
Project Lead Product Content, Instagram Filter:
Daniel Dürbeck
Production:
ANORAK Film GmbH
Director:
Francois Rousselet
Director of Photography:
Benoit Debie
Executive Producer:
Christiane Dressler
Producer:
Yan Schoenefeld
Editor:
Amanda James
Post Production:
Slaughterhouse
Music:
C’Mon C’Mon
Music:
The Von Bondies
Music:
Just like honey
Music:
The Jesus & Mary Chain
Photographer:
CG Watkins
Rendering and Post-Production:
recom GmbH & Co. KG

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