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Reading: Mercedes Chases The Yoof Driver With Cheeky Campaign Featuring Rapper A$AP Rocky
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B&T > Advertising > Mercedes Chases The Yoof Driver With Cheeky Campaign Featuring Rapper A$AP Rocky
Advertising

Mercedes Chases The Yoof Driver With Cheeky Campaign Featuring Rapper A$AP Rocky

Staff Writers
Published on: 10th March 2017 at 9:05 AM
Staff Writers
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1 Min Read
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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”

 

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TAGGED: Advertising Standards Bureau, tongue
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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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