Mercedes-Benz - "Reincarnation"

Merkley+Partners

Merkley+Partners New York, Vereinigte Staaten von Amerika

11823

Marke: Mercedes-Benz
Länder: Vereinigte Staaten von Amerika

Werbende: DaimlerChrysler

Titel	Reincarnation
Agentur	Merkley+Partners
Kampagne	Unlike Any Other - Mercedes Benz
Werbende	DaimlerChrysler
Marke	Mercedes-Benz
Posted	April 2002
Produkt	C-Class
Geschäftsbereich	Luxusklassewagen
Slogan	Soul. Unlike any other.
Story	In a tragic end to a classic Mercedes we see the car about to be crushed at the junkyard, the cars life passes before our eyes. From the cars point of view we see its life flash before it a husband presenting the car to his pregnant wife, kids playing on the hood, teens necking in the car at a drive-in, a school car wash, a near accident in the city and finally a drive through a tunnel with a bright light at the end. Then: hands polishing the windshield of a new C-Class sedan fresh from the factory. VO: "The outside may change, but the soul remains the same." Title: "The C-Class. Soul. Unlike any other."
Philosophie	MNH\|P's goal was to help Mercedes-Benz regain the leadership position, specifically in this spot to reaffirm brand/product authenticity. The agency developed proprietary ethnographic research that uncovered a range of ownable core brand values (Security, Performance, Heritage). The creative challenge was to execute the range of emotional values while maintaining a single-minded brand platform. This insight inspired a new leadership line, "Unlike any other", that could work with any of the brands values, allowing the brand to be both multi-dimensional and single minded. "Reincarnation" illustrates that all Mercedes-Benz products embody the same heritage and values.
Problem	Mercedes-Benz had experienced nine years of unprecedented sales growth, driven by powerful new product lines highlighted by a series of award-winning advertising campaigns. Along with a robust economy, this helped Mercedes-Benz become the number one selling luxury automotive brand in America. But, by 2001, the luxury car industry exploded. This growing competitive pressure, the arrival of an economic recession, and consumer wariness of how genuine new model extensions were, created a need to reassess Mercedes-Benz' strategic path. MNH\|P saw an opportunity to develop a new campaign that would leverage the higher emotional values of the brand and distinguish Mercedes-Benz from the competition.
Medientyp	Fernsehen
Länge	60 seconds
Markt	Vereinigte Staaten von Amerika
Redaktionsbüro	Final Cut
Musik	Human
Tonstudio	Human
Executive Creative Director	Andy Hirsch
Executive Creative Director	Randy Saitta
Agency Producer	Chris Ott
Etatdirektor	Diane Hernandez
Art Director	Dawn McCarthy
Texter	Laura Fegley
Produktionsfirma	GO Film
Regisseur	Rad-Ish
Direktor Fotografie	Pieter Vermeer
Cutter	Kirk Baxter
Tonstudio	Morgan Visconti
Spezialeffekte	Johnnie Semerad
Spezialeffekte	Quiet Man
Account Executive	Chris Ott
Etatdirektor	Cynthia Davis