Mercedes-Benz is launching a visually stunning, celebrity-studded storytelling campaign to spotlight its SUV family, which is being completely revamped this year and expanded to include six models. The campaign is to accompany the market launch of the new GLE, GLE Coupé and GLC vehicles. At the same time the 360° campaign positions Mercedes-Benz as the brand with the broadest selection of SUVs in the competitive environment. The campaign aims to accentuate this under the overriding claim "At home in every terrain". Each vehicle is therefore shown as part of the family group. While different landscapes in the print motifs emphasise the character of the different models, the TV ad shows the world of each SUV in conjunction with a celebrity ambassador. These are professional surfer Garrett McNamara, top model Petra Němcová, Formula 1 World Champion Lewis Hamilton, show jumper Meredith Michaels-Beerbaum and adventurer Mike Horn.

"We are consciously adopting a new approach for the SUV campaign. Instead of advertising individual vehicles separately, we are presenting the entire family of Mercedes off-roaders. We will be telling exciting stories and creating emotional visual worlds which show each vehicle in its perfect environment – always flanked by the other family members. At the same time the campaign will familiarise people with our new SUV nomenclature," explains Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Passenger Cars. "The overall campaign conveys the characteristics that distinguish our SUVs: effortless superiority, confidence and poise."

TV ad: five celebrities and five SUVs in their element

The TV ad tells how familiar celebrities master different challenges, accompanied by their SUV: professional surfer Garrett McNamara in the GLA, Formula 1 World Champion Lewis Hamilton in the GLE Coupé, show jumper Meredith Michaels-Beerbaum in the GLE, top model Petra Němcová in the GLC and adventurer Mike Horn in the G-Class. End of the year the GLS will also get a prominent counterpart. Each celebrity is shown pursuing his or her own passion – for example Garrett McNamara is seen big wave surfing and Petra Němcová at a fashion shoot. Each will be supported by their vehicle, which also appears very much at home in this environment. The ad ends with the G-Class, the original Mercedes-Benz cross-country vehicle. In an impressive closing shot all of the SUV models are lined up alongside the G-Class, emphasising the fact that they carry the same genes as the legendary cross-country pioneer. The TV ad is available in various lengths, ranging from ten to 60 seconds and, depending on market requirements, can be used with a different line-up. In Germany the TV ad will be broadcast from 23 August 2015.

Web special: off-road with the brand ambassadors

The personal stories that the TV ads tell are to be continued and expanded in a web special, available at https://www.mercedes-benz.com/suv. Users select their favourite brand ambassador/SUV team. They are then shown more detailed pages which provide an insight into the fascinating life story of this particular celebrity. In video interviews they get to know Lewis Hamilton, Mike Horn or Meredith Michaels-Beerbaum and their professions better and learn what spurs them on. At the same time the user discovers detailed highlights of the relevant Mercedes-Benz SUV. They learn why it is the ideal vehicle for the brand ambassador's lifestyle and passion. Each portrait ends with the celebrity giving their personal thoughts about the future.

Print ads: positioning of the vehicles against different landscapes

The visual concept of the print motifs focuses on different landscape images to showcase the various SUV models. Architecture and environment plus distinctive colour palettes emphasise the character of each vehicle. For example the new GLE is staged on fine gravel by a mountain pass. The sun's rays bathe the green of the landscape in a warm light. The horizon sinks away into the distance below, providing an unobstructed view of a wide expanse of lake. By way of contrast, the new GLC appears in an urban environment. To emphasise the vehicle's off-road capability, the city is made to resemble off-road terrain. For example the vehicle is parked at the highest point of an urban ravine or on the slopes of a steep road - always surrounded by contemporary architecture. Each model is shown in a different natural or urban setting in keeping with the specified target group. The print campaign will appear in newspapers and magazines across Germany between end of August and November.

Mercedes-Benz's creative agency Jung von Matt is responsible for designing and realising the storytelling campaign.

Web special films:

Mike Horn and the Mercedes-Benz G-Class:
https://www.youtube.com/watch?v=3YYt0JCq19c

Garrett McNamara and the Mercedes-Benz GLA:
https://www.youtube.com/watch?v=6OSBpK660Bk

Petra Němcová and the Mercedes-Benz GLC:
https://www.youtube.com/watch?v=qPStC-nrdI0

Meredith Michaels-Beerbaum and the Mercedes-Benz GLE:
https://www.youtube.com/watch?v=UlPxo8F8qgk

Lewis Hamilton and the Mercedes-Benz GLE Coupé:
https://www.youtube.com/watch?v=InEe50cZPRQ

TV ad:
https://www.youtube.com/watch?v=5Ax45-TDVbM




































Credits: Daimler AG

Copyright © 2015, Mercedes-Benz-Blog. All rights reserved.

The revamped generation of the M-Class is set to be officially unveiled towards the end of the year. The SUV will showcase a more dramatic styling, which meets the cues of the new design philosophy from Stuttgart.

The front fascia will be subject to the most important important visual upgrade. New headlights with LED technology as standard and, possibly, MULTIBEAM LED as an option will create a more striking impact on lookers. Another part that criticized on the "phase 1" model was the radiator grille with perforated design. For the facelift, Mercedes-Benz will prepare not one, but two different appointments on the grille depending on the model.

There will basically be three versions: the basic trim, the intermediate luxury version recognizable through the 2-slat design of the grille and a high-end, sporty variant which is to feature a single, thin-louvre grille. Moreso, the AMG Sport package will also be offered and it will likely resemble the style seen on similar models such as the new C-Class and the new CLS-Class Facelift.

Apart from the grille and its distinctive design, the facelift of the W 166 will also add a new front air intakes and further tweaks seen on the latest Mercedes-Benz models. The rear end is also bound to receive a few updates, including the slightly revised tail lamps, the oval exhausts and the new rear diffuser discretely integrated in the bumper.

Inside, Mercedes-Benz will fit its new-generation M-Class with the latest version of COMAND Online, which also features a touchpad and an improved rotary controller, with the new Head Up Display also being a possible equipment. The engine range will receive an efficiency enhancement, while the units will likely stay the same. The ML 250 BlueTEC with 204 hp will form the entry-level model, with the ML 350 BlueTEC following it with 258 hp. The ML 350 will be replaced by the new ML 400 powered by the new 3.0-litre V6 BITURBO engine producing 333 hp. An all-new addition to the lineup will be the ML 450 model with 367 hp, followed by the ML 500 that is likely to receive a power boost from 408 hp to 435 hp.

On the AMG side, the surprise will come with a new engine in two power stages. The standard ML 63 AMG will boast 557 hp, whereas the S-Model (or the Performance Package model) will be capable of achieving no less than 585 hp. There is no information on a possible hybrid model and we feel for now Mercedes-Benz is not interested in offering such a version, given the lack of sales of the discounted ML 450 HYBRID under the W 164 model series.

Look for the new ML Facelift to debut around November, most likely at the Los Angeles Auto Show 2014.





Image Credits: Motor Authority

Copyright © 2014, Mercedes-Benz-Blog. All rights reserved.