New A-Class. The first smartphone on wheels.

For the global launch of Mercedes’ first compact car with voice control, touchscreen, and a full connectivity system, we created a multi-phased, super pop campaign leaning heavily into the tech gadget aspect.

We started with a teaser, hinting at something big coming. Then we partnered with Nicki Minaj, sparking fan memes and driving social buzz.

Directed by Brian Beletic
Lifestyle images by Tom Craig
Studio images by Carl Kleiner
Role: Creative Director
Team: André Santa Cruz, Caio Fernando Batista,
Wolfgang Warzilek, Daniel Righi, Eric Barrios Hernandez

  • "Just did a deal, Mercedes-Benz, check the catalog."

    Nicki Minaj — Majesty

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I even got to sneak a few jokes into the actual voice assistant system — here’s Jimmy Kimmel discovering one.

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