Mercedes-Benz Vans’ New Ute Is Chased By The Paparazzi In TVC Via The Royals

Mercedes-Benz Vans’ New Ute Is Chased By The Paparazzi In TVC Via The Royals

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

Colourist: Tom Poole, Company 3

Sound: Risk Sound

Casting director: Allison Meadows, Mullinars Casting

Music: Level Two Music


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Let them eat dust mercedes benz Mercedes-Benz X-Class V6 the royals

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