To spotlight Mercedes SUV family, which is being completely revamped this year and expanded to include six models, we created a visually stunning, celebrity-studded storytelling campaign. The campaign is to accompany the market launch of the new GLE, GLE Coupé and GLC vehicles. At the same time the 360° campaign positions Mercedes-Benz as the brand with the broadest selection of SUVs in the competitive environment.
The campaign aims to accentuate this under the overriding claim "At home in every terrain". Each vehicle is therefore shown as part of the family group. While different landscapes in the print motifs emphasise the character of the different models, the TV ad shows the world of each SUV in conjunction with a celebrity ambassador. These are professional surfer Garrett McNamara, top model Petra Němcová, Formula 1 World Champion Lewis Hamilton, show jumper Meredith Michaels-Beerbaum and adventurer Mike Horn.
The Web special: off-road with the brand ambassadors
The personal stories that the TV ads tell are to be continued and expanded in a web special, available at https://www.mercedes-benz.com/suv. Users select their favourite brand ambassador/SUV team. They are then shown more detailed pages which provide an insight into the fascinating life story of this particular celebrity. At the same time the user discovers detailed highlights of the relevant Mercedes-Benz SUV. They learn why it is the ideal vehicle for the brand ambassador's lifestyle and passion.
In video interviews they get to know Lewis Hamilton, Mike Horn or Meredith Michaels-Beerbaum and their professions better and learn what spurs them on. Each portrait ends with the celebrity giving their personal thoughts about the future.