"Oh Lord, won't you buy me" Christmas 2020
by Mercedes-BenzSeptember 2020.
We all knew it: Christmas season was approaching. Time to make a Christmas campaign. Again. And it still caught us off-guard.
Amidst all this f**k-up of a year, we didnt’t want to create a melodramatic, heart-warming, sentimental, tear-drenching Christmas campaign like everybody else.
Not this year. Maybe not ever again.
Instead, we have a simple idea: four iconic Mercedes-Benz cars in a fun and unseen design. That praise the joy of presents. With the greatest gift of them all…
_STEP 1
Create four "ugly Christmas sweater" inspired designs for four of our most iconic cars: a 1964 Pagoda, a Mercedes-AMG GT, a G-Class and the new EQC.
These designs incorporate elements of the car's history, character and image. They were designed by UK-based illustrator Jamie Cullen.
_STEP 2
Then, the cars were wrapped in the designs and photographed by one of the year's hottest directors / photographers, Anton Tammi, and antoni_'s very own Antonio Afonso.
_STEP 3
As the grande finale, Anton Tammi directed the 2020 Mercedes-Benz Christmas film.
An hommage to a song that's just as iconic as the brand itself: "Mercedes-Benz" by Janis Joplin.
In a modern take on Joplin’s classic song young people finally speak out what they really wish for: no socks, no beard trimmer but a Mercedes-Benz. In the main roles: a cool and quirky crowd of actors and models longing for their Benz. As supporting actors: unloved Christmas gifts from the last years. And as a surprise act: a 1964 Mercedes-Benz Pagoda wrapped in out Christmas sweater design.
The message is as simple as it is 2020:
The greatest gift can't be bought: health.
_WATCH THE CASE FILM
_FULL FILM
_AR-FILTER
To share the Christmas campaign with our Instagram community two of the hero cars were turned into an AR-filter: the G-Class and the Mercedes-AMG GT R. The animated filters were spread by thousands of users and brought the campaign into their homes.
AGENCY
antoni_garage
Creative Direction: Christian Kies, Christopher Hoene
Art Direction: Arnt Christman, Tatiana Pakhmutova, Tim Grötzinger
Copy & Concept: Daniel Duhn, David Kaufmann, Simon Cazzanelli
Account Direction: Tamara Boesch, Lena Gahn
Creative Production: Sandra Stueker
Art Buying: Aras Sehatkar
Illustrator: Jamie Cullen, Agent Pekka
Photographer: Antonio Afonso
PRODUCTION
BWGTBLD GmbH
Executive Producer: Sebastian Cordes
Director & Photographer: Anton Tammi
DOP: Cezary Zacharewicz
Set Design: Emilia Margulies
Styling: Lorena Maza
Editor: Andrej Gontcharov
Colorist: Mike Bothe