Magazine article Marketing

ADWATCH: Mercedes-Benz Eschews Overt Branding in Cinematic Ad - Mercedes-Benz Aims to Regain Its Luxury Status with a 'Movie Trailer' Approach to Its Ads, Says Jules Grant

Magazine article Marketing

ADWATCH: Mercedes-Benz Eschews Overt Branding in Cinematic Ad - Mercedes-Benz Aims to Regain Its Luxury Status with a 'Movie Trailer' Approach to Its Ads, Says Jules Grant

Article excerpt

Mercedes-Benz has pulled off one of the biggest PR coups of the year for the brand's luxury SL touring car by creating the ad that isn't.

Appearing on screens as a movie trailer and containing no branding, the pounds 15m campaign aims to add a contemporary and slicker edge to the brand, which has previously been regarded as a marque for middle-aged businessmen.

It also hopes to regain some of the car's luxury status, following criticisms of concentrating on the lower end of the market.

The ad, entitled 'Lucky Star', a reference to Mercedes' three-pronged logo, enters adwatch this week in joint 12th position, with 42% recall.

The ad is start-up agency Campbell Doyle Dye's debut work since setting up in January of this year. It stars Hollywood actor Benicio del Toro of Traffic and Usual Suspects fame and was directed by Heat director Michael Mann.

The ad takes the form of trailer for a fictitious movie called Lucky Star. In it, Del Toro stars as a master gambler and stock market supremo, married to a beautiful woman. On closer inspection, viewers can notice the numerous slick shots of Del Toro in the Mercedes SL 500 and an absence of a release date.

At the end, the web site address www. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.