
A set of branded videos for
Mercedes-Benz,
targeting Millennials and encouraging them to "Grow Up," are heavy for an automotive campaign. No Matthew McConaughey stretching out in the backseat here.
Becoming an adult means facing tough
situations, not running from them. Each of the five videos, running from four to five minutes, is chock full of life handing out lemons and the main characters finally facing uncomfortable events,
typically inside a Mercedes.
Each video follows a basic situation of adulthood like getting a job,settling down, starting a family. As we know, life isn't always a straight path; it's wrought
with challenges and hurdles.
We'll begin with the best video, which stars rapper A$AP Rocky. The New York rapper credits his late
brother, who was shot and killed at age 20, for motivating him to get a "real job."
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Another video features parents of a young girl. The pair are no longer a couple and in the span of 5 minutes
viewers see betrayal, infidelity, abandonment, apologies and a lost sock found.
Then there's the ex-lovers who reunite for an
impromptu get-together. Brunette girl rejected blonde girl and blonde girl is now moving to London for work. Brunette gal now feels rejected,
but feels their friendship will remain intact. This one confused me the most. The two were more than friends. Why not acknowledge it?
The final two videos involve a man who quit his stuffy day job and reconnected with his son, and a man missing his ex-girlfriend. The ex remembers their relationship differently, telling a man
she was never happy, despite many efforts. He moves on by taking up his favorite pastime -- cycling -- and getting back on the bike after
suffering a nasty fall.
Gustav Johansson directed the ads, created by antoni GmbH, Berlin.