BDDH gives Mercedes A-class youthful edge

The Mercedes A-class launches this week with a campaign through Partners BDDH which aims to challenge preconceptions about small cars and to propel the German car manufacturer into a more youthful market.

The Mercedes A-class launches this week with a campaign through

Partners BDDH which aims to challenge preconceptions about small cars

and to propel the German car manufacturer into a more youthful

market.



Four different executions are scheduled to appear in single TV ad breaks

from Thursday. Three ten-second spots challenge ideas about the limited

space, size and safety that any small car can realistically offer.



A final 20-second film at the end of the break uses surreal

demonstrations which invite us to draw our own conclusion about the

extraordinary qualities of an A-class. In one, the car is seen moving

across a landscape towards a mirror. The mirror reflects a backward

image of the car, signalling how unexpected the A-class is.



Press advertising will be along similar lines, with three or four ads on

different pages and a final ad answering the questions posed by the

first three.



Mercedes describes the A-class as shorter than a Ford Ka but as spacious

and safe as a Mercedes C-class saloon.



The media strategy is to look separately at individual features of the

car so that the advertising is as informative as possible. The ads focus

on innovations such as the individually removable seats and the

’sandwich’ floor, which is responsible for most of the advances in

safety and interior space.



Simon Green, the joint creative director at Partners BDDH, said: ’The

creative style of the advertising reflects the avant-garde nature of the

A-class but retains the essential elements of the Mercedes brand.’



Green art directed the campaign, which was written by his co-creative

director, John Dean. The commercials were directed by Daniel Barber

through Rose Hackney Barber, and the press work was shot by Darran

Rees.



The media strategy is Partners BDDH’s first full collaboration with MSc,

the media planning operation which the agency set up as a joint venture

with New PHD earlier this year. Media buying is by Mediapolis.



The car was launched in Germany in November last year but production was

halted days later when it was discovered that the A-class had a tendency

to tip over.



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