Mercedes is aiming to build a more emotional connection with its customers in its latest spot, a romantic winter's tale in which a teenage boy is determined to make his movie date with his girlfriend, despite a blizzard raging outside.
While his father is skeptical about the weather, the boy confidently replies "She'll be there," and, encouraged by his mother, they get in their Mercedes four wheel drive to drive to the movie theater through the deserted snowy streets. When they arrive, he's the only person there, and he searches the empty ticket hall and theater in vain for his date. But all is not lost as his girlfriend arrives through the snow -- in her own family Mercedes.
The spot, directed by Biscuit's Noam Murro for Merkley + Partners, is set to the soundtrack of a cover version of Bob Dylan's "Make You Feel My Love" by Sleeping At Last. It's certainly touching, although admittedly elitist. Only people in expensive cars can make their snow dates? We hope that wasn't part of the attraction.