Mercedes-Benz USA is revving up its EV advertising with a visually gorgeous marketing campaign which may be music to the ears of automotive patrons on the fence about electrical autos.
The luxurious automaker tapped Grammy-winning super-producer and entrepreneur Kasseem “Swizz Beatz” Dean to attain the soundtrack of 5 advertisements selling its suite of superior EVs. The spots debuted throughout The Masters golf match, 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 easy narration saved to ship that well-known tagline. The aesthetically glossy and vibrant spots use coloration, mild and tech to dramatic impact to attract the viewers’s consideration to the actual stars of the spot: the vehicles.
“It’s at all times wonderful to work on music with nice inventive 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 in opposition to photographs of cityscapes, shapes and angles as a nod to the automobile’s textured inside and exterior design. “Sensible” offers the model’s EQE SUV mannequin the Matrix remedy, highlighting tech options reminiscent of on-line music choice.
“Ferocious” takes its cue from the AMG line’s penchant for burning rubber, with a fiery purple 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 strain and suspension-tracking features of the EQS SUV.
“As client expectations of luxurious manufacturers evolve, we’re always searching for methods to evolve the Mercedes-Benz model,” stated Monique Harrison, head of brand name advertising at MBUSA, in a press release. “From sensory triggers like sound and visible kinds, to working with rising artists and platforms, we’re at all times searching for new methods to interact the fashionable luxurious viewers.”
