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
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.