Mercedes-Benz Australia has launched a new globally-aligned brand campaign that challenges the commonly held notions of what growing up means in modern society, and resets the social conventions and perceptions that dictate how we mature.
Purposely created to promote Mercedes-Benz’ family of compact cars, the campaign is headlined by American rapper A$AP Rocky, who joins a raft of other stars across the TVC and content series.
The campaign marks a significant directional change for the brand, focusing on people as opposed to traditional product attributes, with the brand’s vehicles purposely playing a subsidiary role to the people’s lives featured.
Recently launched in the local market, the ‘Grow Up’ campaign features across TV and cinema, extensive out-of-home placements and print ads that are Shazam-enabled, alongside native content partnerships, sponsored sessions on Spotify and mobile display.
Mercedes-Benz Australia director of marketing Jason Nomikos said he is excited about the new direction for the brand.
“No matter where you are in the world, there have always been a set of unspoken protocols and rules that many of us slavishly followed as we progress through the journey of life,” he said.
“Through ‘Grow Up’, we want to upend those protocols and explore their impact on a new generation of customers.
“As a brand, Mercedes-Benz has evolved alongside our customers for 130 years, and by challenging those unspoken protocols, we will continue to grow, learn and develop alongside our customers.”