Partners BDDH’s A-class TV spot emphasises Mercedes heritage

Partners BDDH introduces the second phase of its Mercedes A-class campaign next week with a new television spot directed by one of the agency’s creative directors, Simon Green.

Partners BDDH introduces the second phase of its Mercedes A-class

campaign next week with a new television spot directed by one of the

agency’s creative directors, Simon Green.



The commercial, set in a barren landscape, is designed to place the

A-class firmly in the Mercedes range by emphasising the car’s brand

credentials.



It demonstrates that despite its small size, the A-class is a product

built to the same standards as every other Mercedes.



The film shows a young girl playing with a water hose, making shapes in

the air as she twirls it around. Behind her, a large red Mercedes saloon

car drives into a futuristic glass carwash. Inside the carwash, the car

undergoes a mysterious transformation and when it comes back on to the

road, it has become an A-class.



Green also art directed the spot, which was written by Partners BDDH’s

joint creative director, John Dean. The commercial, which marks Green’s

directorial debut, was produced by Rose Hackney Barber and features a

soundtrack by the Fun Lovin’ Criminals.



Green said: ’As a creative director, you rarely get a glimpse through

the camera. I put a lot of preparation into the ad and it was brilliant

to be involved in the casting, the wardrobe and the locations.’



Mercedes launched the A-class in September with a campaign aimed at

young people that highlighted the car’s technological innovations, such

as the individually removable seats and the ’sandwich’ floor. It used

the line: ’Big car quality in a small car.’ Press work on the same theme

has also been running since September.



Media planning and buying on Mercedes is handled by Mediapolis.



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