“Just did a deal, Mercedes-Benz, just check the catalogue” (Nicki Minaj - Majesty)

For the global launch of the new A-Class with touch and voice control, we went on a rollercoaster drive including a surprise appearance by Nicki Minaj. The film got over 3 million views in less than 48 hours, while the assets were turned into memes and gifs, starting the trending hashtag #NickiXMercedes.


Three more videos highlight specific tech features - always looking for the human truths and quirks that inspired them, true to Mercedes’ philosophy of “Human Centred Innovation”.


The campaign images blend fashion and tech, with an editorial approach that puts the people - and not just the car - at the center.


antoni_garage x Brian Beletic x Tom Craig