Mercedes Benz has unveiled a new campaign targeting younger drivers and featuring American rapper A$AP Rocky.
The “Grow Up” campaign is all good tongue-in-cheek fun as A$AP Rocky offers some sage advice about getting older over images that appear to contradict what’s being said. Mercedes clearly trying to drive home the message its cars aren’t solely for middle-aged mums with four kids.
Check out the campaign below:
https://www.youtube.com/watch?v=nFnoLpKrTyE
Commenting on the “Grow Up” campaign, Jens Thiemer, VP of Marketing at Mercedes-Benz, said in a statement: “With ‘Grow up’, we are reinterpreting traditional values and attitudes towards Mercedes while showcasing their modern-day interpretation and relevance within generations X and Y.”
A$AP Rocky’s advice includes:
- “be a gentleman”
- “work hard”
- “mind your manners”
- “respect your elders”
- “get a real job”
- “get married”
- “spend time with family”
- “be responsible”
- “dress proper”
- “start a family”
- “be a good role model”
- “move to the suburbs”
- “be humble”
- “pass down tradition”
- “listen to advice”
