Known for appealing to an older, corporate male target market, Mercedes-Benz has done something radical by attempting to attract millennials in its latest spot.
The long five-minute spot is the third big campaign for Mercedes-Benz by Antoni Garage this year, telling the story of a 30-something male being confronted by his teenage self.
In the ad, the grown-up corporate man is a disappointment to the younger “model” but the two end up bonding when they take a drive in the new Mercedes CLA Coupé.
https://www.youtube.com/watch?v=IlLflZS0g10
Female creative director Alice Bottaro was in charge of bringing the “Play by your rules” campaign to life, which also includes print executions and a Snapchat filter.
Antoni Garage is based in Berlin and was set up a year ago after Publicis Groupe won the global Mercedes-Benz brief.
