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Reading: Mercedes Ditches Corporate Men & Targets Millennials Instead In Latest Campaign
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B&T > Campaigns > Mercedes Ditches Corporate Men & Targets Millennials Instead In Latest Campaign
Campaigns

Mercedes Ditches Corporate Men & Targets Millennials Instead In Latest Campaign

Staff Writers
Published on: 8th May 2019 at 10:31 AM
Staff Writers
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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.

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TAGGED: mercedes benz, millenials
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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