Jane Lynch makes an 'in-drive safety video' for Mercedes

We're not flying, so this is the next best thing, she says, in campaign from Publicis

Published On
Dec 14, 2020

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It’s a constant challenge for auto marketers: how do you plug in-car features without boring people to death?

Mercedes-Benz has turned to Jane Lynch for help. The actress lends her wit to a new social campaign from Publicis that has some fun with the fact that not many people are traveling via air travel today. Lynch parodies in-flight safety videos, while throwing in a few one-liners, like when she compares adjustable heated seat cushions to “being spooned by a warm loaf of freshly baked bread in the shape of your lover.”

The campaign hinges on the idea that because of the pandemic, consumers are missing plenty of things about travel that they thought they would never miss—like in-flight safety videos. "[We] used this idea to conceptualize and develop the new campaign, positioning the GLC as a first-class ticket to travel minus the aeroplane itself— thus, increasing mass consideration of the Mercedes-Benz GLC through timely and comedic content," said Todd Houlette, dreative director at Publicis Sapient in a statement. "Because let’s be honest, we could all do with a little laugh right now."

The spot was directed by duo MAMA (Mark Potoka and Matt Spicer) via production company World War 7.