• by Tanya Gazdik , September 6, 2023

Mercedes-Benz is focusing on its history for a new global brand campaign. 

Themed "Defining Class since 1886,” creative visualizes the brand's heritage by bridging the gap between history and the future via iconic models from different eras. Even a potential future electric vehicle is highlighted, the Concept CLA Class.

The campaign creatively reinterprets the brand's typical term "class" with a wink. "Class" is literally represented by a school class with timeless stereotypical characters such as the class favorite, nerd, prom queen, cool guy and athlete.

The imagery is kept in the style of traditional class photos in front of a clean background and shows the school class during a class photo production.

Models featured in the six photos include the 300 SL Gullwing as an aesthetic style icon from 1954, the G-Class as an unmistakable off-road legend from 1979, the 1981 S-Class, the first serial production vehicle with an airbag and finally the EQS, as the first electric model in the luxury class of 2021.

The campaign launched in conjunction with this year's IAA MOBILITY 2023 at the beginning of September with the first Out Of Home (OOH) displays in Munich, Düsseldorf, Hanover, Dresden, Cologne and Stuttgart and will then be rolled out worldwide.

The main film of the campaign will premiere at the IAA and will be shown in different lengths from Sept. 3 on Mercedes-Benz social media channels.

At Studio Odeonsplatz by Mercedes-Benz in Munich, the campaign can be experienced physically from Sept. 5 until end of October in a set-up of changing models.