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
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
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
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.