Mercedes-Bent is highly regarded around the world as one of the leading car brands. But 2016 antoni Berlin was asked to undust its image, as in Germany Mercedes is perceived as the grandpa and local senior bank teller brand. Premium and high quality: yes, but excitement and innovation: no. So to launch the latest models of the compact car class we introduced a new rallying cry for the target group. The campaign line 'Grow up' was countered with images and scenes from contemporary reinterpretations of the rules of adolescence and conservatism.
Above is the campaign spot that is supported by five long form films. Below is the 'Get a job' execution featuring A$AP Rocky.
My role was Freelance Copywriter during the concept and writing phase. Agency: antoni Berlin, Creative Director: Veit Möller, Copywriter: Sebastian Lyman, Production: Iconoclast, Director: Gustav Johannson