“Just did a deal, Mercedes-Benz, just check the catalogue” (Nicki Minaj - Majesty)
The new A-Class is like a smartphone on wheels. For the global launch film, we went on a rollercoaster drive showing the new touch and voice control features, with a surprise appearance by Nicki Minaj. The film got over 3 million views in less than 48 hours; people used our assets to create memes and gifs and started the trending #NickiXMercedes.
For the campaign stills we blended fashion and tech, creating an editorial approach that puts the people - and not just the car - at the center; while for the product content part we were inspired by tech gadget photography, presenting the car as the ultimate mobile device.
antoni x Brian Beletic x Tom Craig x Carl Kleiner
PRODUCT CONTENT - The user experience system that enables interaction via touch or voice control practically turns the new A-Class into a smartphone on wheels. This tech-gadget feeling is what inspired the look&feel of this part of the campaign, which includes still images and several videos for social media. More here: https://www.mercedes-benz.com/a-class/com/en/