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Mercedes-Benz A-Class

“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 #NickiXMercedes.

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