Mercedes-Benz USA is revving up its EV advertising with a visually gorgeous marketing campaign which may be music to the ears of automobile patrons on the fence about electrical autos.
The posh automaker tapped Grammy-winning super-producer and entrepreneur Kasseem “Swizz Beatz” Dean to attain the soundtrack of 5 adverts selling its suite of superior EVs. The spots debuted throughout The Masters golf event, of which the model is a longtime sponsor, and can proceed to run all through April.
Created in partnership with AOR Merkley+Companions and produced by The Artery, the 30-second spots use Beatz’s trademark synthesized, bass-heavy bangers to evoke the feelings every of the autos encourage, with Jon Hamm’s clean narration saved to ship that well-known tagline. The aesthetically smooth and vibrant spots use coloration, gentle and tech to dramatic impact to attract the viewers’s consideration to the true stars of the spot: the automobiles.
“It’s all the time wonderful to work on music with nice artistic companions like Mercedes,” Dean—whose spouse, Grammy-winning artist Alicia Keys can be a Mercedes-Benz model ambassador—instructed Adweek. “It’s additionally wonderful to see these very distinctive autos being showcased like artwork… as a result of that’s what they’re.”
“Magnificent” options the EQS sedan towards photographs of cityscapes, shapes and angles as a nod to the car’s textured inside and exterior design. “Good” offers the model’s EQE SUV mannequin the Matrix remedy, highlighting tech options resembling on-line music choice.
“Ferocious” takes its cue from the AMG line’s penchant for burning rubber, with a fiery pink backdrop for its AMG EQS Sedan mannequin. “Impressed” places a highlight on the EQE Sedan’s inexperienced tech (actually) and personalization options, together with contact ID. And “Boundless” enlists the weather and terrain to introduce the tire stress and suspension-tracking features of the EQS SUV.
“As client expectations of luxurious manufacturers evolve, we’re consistently searching for methods to evolve the Mercedes-Benz model,” stated Monique Harrison, head of brand name advertising at MBUSA, in an announcement. “From sensory triggers like sound and visible types, to working with rising artists and platforms, we’re all the time in the hunt for new methods to have interaction the fashionable luxurious viewers.”