On September 1st, German automaker Mercedes-Benz unveiled the next generation of its flagship S-Class. Arriving mid-2021 stateside, the opulent sedan features a lengthy list of technological and safety improvements beyond its standard excellence in craftsmanship, including: a 3-D gauge cluster with real-time eye-tracking, a massive 12.8-inch OLED touchscreen, rear-wheel steering, and active air suspension.
Mercedes' cutting-edge tech and reputation for high-end luxury create extreme brand loyalty amongst its customers. A whopping 80% of all S-Class buyers return to the brand for their next car purchase--an absolutely remarkable statistic.
Wasting no time to connect with loyal customers and aspiring buyers, parent company Daimler announced the new car's advertising campaign the very next day. Titled "Cares for what matters," the full-length film focuses on meaningful moments in the daily lives of 7-time F1 champion Lewis Hamilton, 15-time Grammy Award-winning artist Alicia Keys, and 20-time Grand Slam trophy winner Roger Federer.
Full version (my audio at the :46 mark)
The campaign was co-created by Antoni Garage [Berlin], the European lead agency for Mercedes cars. Barking Owl [Los Angeles] was responsible for an overall sound design and mix that featured layers of newscasters making stereotypical assumptions about these superstars, only to have them directly contradicted by their benevolent actions on camera.
Reliving my days as a radio host, I comment on Hamilton as he stops to help a stranded motorist, all while his beloved dog Roscoe rides comfortably in the back seat.
:30 edit / Lewis Hamilton (my audio at the :16 mark)
Much like the celebrities themselves, the new Mercedes removes itself from clichés in what Antoni calls a "modern, minimalist, and iconic way." The 360-degree campaign started in mid-December 2020 with television, social media, and online format ads.
Like Alex's voice work for television? Hear what it sounds like on live TV in this demo! It features clips from the 87th MLB All-Star Game live on FOX, amongst other high-profile events.