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.
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.