A high-energy chase, peppered with comedic twists and turns, puts the tough credentials of the new Mercedes-Benz X-Class V6 on display in a spot hitting cinema and TV screens today.
The spot was filmed in the photogenic surrounds of Canberra and Goulburn by The Royals in partnership with The Sweetshop, and follows the escapade of a driver being chased by a horde of overzealous paparazzi.
Every time the chasing crew up the ante – from scooters to motorbikes to choppers (and some not-so-reliable canoes) – the X-Class outdoes them, and the terrain, with toughness and ease, showing that whatever gets thrown at it, the X-Class V6 just says: ‘Let them eat dust.’
The V6 is the new, more powerful variant of the X-Class, Mercedes-Benz’s first ever ute, which launched in April 2018.
Diane Tarr, managing director at Mercedes-Benz Vans Australia & New Zealand, said the campaign reflects the capability and sophistication of the X-Class V6 in a local way.
“This is the third vehicle launch for Mercedes-Benz Vans in less than a year, and the energy of this spot is a reflection of the exciting 12 months we’ve had,” she said.
“As a German automotive brand launching a new ute into one of the world’s largest ute markets, it was extremely important that we created a campaign that launches the X-Class V6 into the Australian and New Zealand markets with immense pace and power, showcasing how well it can tackle our local terrain while turning heads at the same time.”
The Royals creative director Andy Jones said: “The X-Class V6 is an awesome vehicle, so we were excited when Mercedes-Benz Vans came to us to bring a local campaign to life.
“Bringing some sophisticated style to the blokey 4×4 ute category was a lot of fun, and we couldn’t have done it without the teams at Mercedes-Benz Vans and The Sweetshop.”
The campaign is supported by digital, print, radio and out-of-home advertising.
‘Let them eat dust’ continues the theme of an evolved ‘toughness’ introduced in The Royals’ ‘Tough Conversations’ campaign.
Client: Mercedes-Benz Vans Australia & New Zealand
Managing director: Diane Tarr
Head of product management and marketing: Sabine Wagner
Senior marketing specialist: Michelle Reddington
Senior marketing specialist (New Zealand): Kirsty McHugh
Creative agency: The Royals
Executive creative director: Nick Cummins
Managing partner: Andrew Siwka
Creative director: Andy Jones
Senior broadcast producer: Brenton Matulick
Senior planner: Heleen Hidskes
Group account director: Clara Tang
Account director: Jade Mittermair
Production house: The Sweetshop
Director: Noah Marshall
Producers: Llew Griffiths and Allison Lockwood
Executive producer: Edward Pontifex
Managing partner: Wilf Sweetland
Director of production: Germain McMicking
Art director: Jen Waters
Post-production: The Editors
Editor: Tim Mauger