Mercedes-Benz new A-Class campaign Starring Nicki Minaj
Mercedes-Benz is excited to launch the new ad campaign featuring TIDAL artist-owner and global superstar Nicki Minaj
by Chris Danielson | 02 April 2018
Marking the launch of the new A-class and continuing the partnership with TIDAL, Mercedes-Benz is excited to launch the new ad campaign featuring TIDAL artist-owner and global superstar Nicki Minaj. The international campaign which is created around around the claim “The new A-Class. Just like you.” features a 360-degree content campaign. This is where interested parties can find out why the A-Class is the ideal vehicle for the lifestyle of urban, digital savvy and connected people. The campaign message is: the new A-Class understands your personal peculiarities, preferences and needs- what makes you individual and unique. It is the first car that adapts itself to you – and not vice versa. Quite simply, it is just like you.
“The A-Class is the most successful model in our compact car generation with more than three million units delivered since its market launch in 2012, it has significantly contributed to a more youthful and modern Mercedes-Benz brand image. The average age of customers in Germany has fallen by ten years, and in China around one third of all buyers are below 30 years of age. We want to build on this success with the fourth generation of the A-Class, which intelligently unites and redefines lifestyle and digitalization says Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Cars. “With our campaign we stage the vehicle in a progressive and eventful way and highlight the digital product highlights such as real-time parking or the high customizability of the vehicle interior. The campaign thus reflects our philosophy of ‘human centered innovation’.”
TV commercial: emotional experience starring a celebrity A TV spot has been produced for the campaign which attractively presents and visualises the innovative features of the A-Class in an unexpected and creative manner. The spot “Like you” begins with the A-Class as a seemingly conventional car. A number of apparently standard features are mentioned. But it soon becomes apparent that this vehicle is different, digital and networked. Thanks to intelligent voice control, it can be addressed directly using the key phrase “Hey Mercedes”. The driver can use a smartphone to unlock and lock it, and the air conditioning can be controlled using simple voice control commands.
A desire for music is also met on command by the A-Class. As if by magic, TIDAL artist-owner, Nicki Minaj suddenly appears on the front passenger seat in the TV spot and her music plays from the on board speakers via TIDAL. At the end of 2018 the A-Class will have global music and entertaining platform TIDAL integrated in all vehicles. Thanks to the partnership, Mercedes-Benz customers will be able to stream more than 52 million songs and hundreds of carefully chosen playlists. The car is simply not like every other car – it is “just like you”. Direction was by the multiple award-winning Brian Beletic, who has also directed music videos for e.g. The Black Eyed Peas or Fatboy Slim.