Mercedes-Benz vehicles will join the “Justice League” alongside Batman, Wonder Woman, Aquaman, Cyborg and The Flash as they race to save the planet from an alien assault of catastrophic proportions.
The automaker is partnering with the highly anticipated Warner Bros. Pictures superheroes movie, which hits theaters Nov. 17.
Mercedes’ new E-Class Cabriolet, the Mercedes-Benz AMG Vision Gran Turismo with its new interior developed for this film, and the G-Class 4x42 are featured in the epic action adventure.
The automaker will set up a “substantial” marketing campaign around the film's theatrical release, including a 30-second TV spot, print, online and OOH advertising. Activations on social media will also launch and -- for the first time -- six exclusive digital comic stories for Mercedes-Benz' Instagram channels, developed in cooperation with DC's Custom Creative Studio.
The TV commercial launched Oct. 6 in the U.S., Europe and China. The first digital comic will release on Oct. 20 on Instagram, with all other stories following in quick succession.
The movie is the “perfect partner” to highlight the automaker’s current vehicles as well as “communicate the fascination with the brand,” says Jens Thiemer, vice president marketing Mercedes-Benz Cars.
"The E-Class Cabriolet is a natural fit for Wonder Woman," Thiemer says in a release. “And who other than Bruce Wayne, aka Batman, would be more inclined to drive a car like the Mercedes-Benz AMG Vision Gran Turismo?”
The Mercedes-Benz E-Class Cabriolet premieres on the silver screen as the vehicle driven by Diana Prince, aka Wonder Woman. An additional automotive highlight in the film is the appearance of the Mercedes-Benz AMG Vision Gran Turismo as Bruce Wayne's vehicle of choice when he drops in on Barry Allen, aka The Flash, to recruit him into the League.
Although it initially revealed the car to the public in 2013, the Mercedes-Benz design team has developed a fully fleshed-out interior with illuminated elements, racing seats and a virtual dashboard section for the Mercedes-Benz AMG Vision Gran Turismo for “Justice League” production purposes. Filming required the whole vehicle to be enlarged by 110% compared to its predecessor, in order to accommodate seating the film's impressive 6-foot, 3½-inch tall Bruce Wayne while maintaining its sleek-looking low roofline.
The Mercedes-Benz “Justice League” marketing campaign kicks off on with the TVC "Hard To Resist.” The spot features all main vehicles appearing in the film and explains why Mercedes-Benz vehicles are "Hard to resist" even if you're actually a super hero.
The automotive star of the campaign motif for print, online and OOH is the new Mercedes-Benz E-Class Cabriolet, as it makes an appearance surrounded by members of DC's iconic League. In addition, there is another, quite different campaign motif, named "Symbols," showing an even stronger connection between these Super Heroes and Mercedes-Benz, with a surprising take on the brand's star.
A leading element of the marketing campaign promoting the movie and its hero vehicles is a series of digital comic stories that have been created in close co-operation with DC's Custom Creative Studio, which will be released exclusively on Mercedes-Benz' Instagram channels. These stories focus on the private lives of the “Justie League’s” characters' alter egos, and present a fresh take on how a cool vehicle can sometimes save the day — even for the world's most powerful heroes.
An extensive "Making of" video provides an exclusive behind-the-scenes look at the film shoot, highlighting the main Mercedes-Benz vehicles.