Cynthia Davis
Approval Client at Merkley+Partners
New York, 美国
标题Reincarnation
广告公司
广告战役 Unlike Any Other - Mercedes Benz
广告主 DaimlerChrysler
品牌 Mercedes-Benz
Posted4月 2002
产品 C-Class
行业领域 大型及豪华轿车
广告口号 Soul. Unlike any other.
剧情简介 In a tragic end to a classic Mercedes we see the car about to be crushed at the junkyard, the car’s life passes before our eyes. From the car’s point of view we see its life flash before it — a husband presenting the car to his pregnant wife, kids playing on the hood, teens necking in the car at a drive-in, a school car wash, a near accident in the city and finally a drive through a tunnel with a bright light at the end. Then: hands polishing the windshield of a new C-Class sedan fresh from the factory. VO: "The outside may change, but the soul remains the same." Title: "The C-Class. Soul. Unlike any other."
哲学 MNH|P's goal was to help Mercedes-Benz regain the leadership position, specifically in this spot to reaffirm brand/product authenticity. The agency developed proprietary ethnographic research that uncovered a range of ownable core brand values (Security, Performance, Heritage). The creative challenge was to execute the range of emotional values while maintaining a single-minded brand platform. This insight inspired a new leadership line, "Unlike any other", that could work with any of the brand’s values, allowing the brand to be both multi-dimensional and single minded.
"Reincarnation" illustrates that all Mercedes-Benz products embody the same heritage and values.
问题 Mercedes-Benz had experienced nine years of unprecedented sales growth, driven by powerful new product lines highlighted by a series of award-winning advertising campaigns. Along with a robust economy, this helped Mercedes-Benz become the number one selling luxury automotive brand in America. But, by 2001, the luxury car industry exploded. This growing competitive pressure, the arrival of an economic recession, and consumer wariness of how genuine new model extensions were, created a need to reassess Mercedes-Benz' strategic path. MNH|P saw an opportunity to develop a new campaign that would leverage the higher emotional values of the brand and distinguish Mercedes-Benz from the competition.
媒体类别 电视
长度
市场 美国
剪辑公司
音乐
音效设计公司
执行创意总监
执行创意总监
广告公司制片
客户总监
美术指导
文案
制作公司
导演
摄影指导
剪辑师
音效设计公司
动画效果
特效 Quiet Man
客户主管
客户总监

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