Grow up. Be a good parent
“B-Class...Among the campaign’s more successful stories....“You follow the same path your whole life, and one day you wake up and wonder: Is this it?” Tomas confides as the tale winds down. “If you love it, do it. Do it with all your might.”
This isn’t just a story about parenting; it’s about how we never really stop growing up."
For these stills to accompany the films, we worked closely with CD Veit Moeller
and young photographer Alice Moitié
- printing and re-scanning, adding grain to create a strongly analogue film look, with CGI elements helping with the practical aspects of a worldwide campaign.
Watch the film that the stills are centred on, produced by Iconoclast
"Our competition isn’t ads, they’re real films, real TV shows. Stealing four minutes from the time people would be watching their favourite show on Netflix is a tall order, so we tried to be honest with ourselves with what people might actually be interested in." - Veit Moller, Creative Director (LBB editorial interview)
The campaign has drawn wide praise for its radical approach:
"Mercedes-Benz’s Most Ambitious Marketing Project Yet Is All About What It Means to Grow Up Tackling the evolution of luxury ... and, well, life" - Adweek (Ad of the Day)
"It’s hard to make a good car ad these days. Audiences are bored of the slick fare they are usually offered, and yet most clients still really, really want that shot of the beautiful new vehicle driving around the cliff edge. In this new set of films, those scenic shots are there ...nestled in among a set of stories that are intriguing, and at times a little darn bleak....These new films make a welcome addition to the car-ad-as-short-film genre and sure beat the average shiny car spot." - Creative Review
Jonas Braukmann, June Lee, Stephanie O'Connor / Recom Berlin