Defining Class since 1886
by Mercedes-BenzA car is a car is a… car? Ever since Carl Benz invented the automobile, the brand stood for groundbreaking innovation. The airbag, the passenger cabin, and ESP are only a few of the inventions that not only changed the definition of the “car”, but also our lives.
Over 130 years later, Mercedes-Benz pays homage to its innovative spirit – with a campaign that questions the definition of the word “car”. A car is a car is a spa, an office, a cinema, and so much more.
_MORE THAN A CAR.
In our campaign film, we follow Succession’s Matthew Macfadyen on a journey to explore the definition of a car. Here, we dive into a magical opera that embodies 130+ years of evolution and meet a surprise guest along the way.
Breakout director Nina Holmgren joined us once again to create a beautiful cinematic universe influenced by Mercedes-Benz’s history, theatrical grandeur, and suave spy classics such as James Bond.
Together with her and production designer David Lee, we built a world crafted from opulent architecture, decontextualized car parts, and cutting-edge technology. Proving once again: Mercedes-Benz has been defining class since 1886.
_ CAMPAIGN FILM
_ FILM GRABS
_CAMPAIGN STILLS
In the campaign stills, we stage our stars experiencing the innovations of Mercedes-Benz in metaphorical environments – from relaxing to ENERGIZING COMFORT’s wellness programs in a spa to streaming films in our opera hall.
_BTS
Agency
Managing Director: Marcell Francke, Daniel Dürbeck, Christina Müller
Executive Creative Director: Christopher Hoene
Creative Director: Daniel Duhn, David Kaufmann
Art Direction: Tatiana Pakhmutova
Copywriter: Franziska Brunner
Creative Support: Augusto Santos, Harrison Hecht, Timna Tomisa
Lead Digital Creative & UX: Katsche Platz
UI Design: Verena Haber
Account Director: Moritz Buchholz
Account Manager: Louisa Keller
Head of Creative Production: Marjorie Jorrot, Aras Sehatkar
Creative Producer: Eric Hansen
Head of Strategy: Juliane Krause-Akelbein
Strategy Director: Kimberly Ewton
Strategist: Valentina Rey
Production
Production Company: ANORAK Film GmbH
Executive Producer: Tobias Steinhauser
Producer: Toni Jaschke
Director: Nina Holmgren
DOP: Oliver Millar
Production Designer: David Lee
Styling: Niki Pauls
Editor: Carla Luffe
Starring: Matthew Macfadyen & Roger Federer
Service Production: Laokoon
Executive Producer: Gabor Sipos
Production Manager: Eszter Fixek
Music: Baby Tortellini
Music Coordinator: Josef Johannssón
Post-Production
Online/SFX/3D: bEPIC
Producer: Lion Graf, Martin Herzberg
VFX Supervision: Felix Höhne
VFX Set Supervision: Felix Höhne, Radoslaw Jamrog, Roman Neugebauer
Stills
Photographer: Calvin Pausania
Online: Recom