Concept
- Following the campaign launch of “Showcasing Innovations” in June 2022, Mercedes-Benz is once again opening the door to the “Magical Garage”, a place where innovation can be experienced.
- The holistic 360-degree brand campaign again focuses on four groundbreaking technological highlights that symbolise the innovative strength and pioneering spirit of the brand: Intelligent Comfort, Immersive Sound, Automated Driving and Digital Extras.
- Each of the features presented in the campaign redefines an aspect of the driving experience and focuses on the customer experience inside the vehicle.
- The impactful outcome of the campaign language is a fantastical journey that playfully dissolves the boundary between reality and imagination.
Campaign details
- The continuation of “Showcasing Innovations” runs in Germany and internationally, with market-specific individual dates from 12 September 2022.
- The idea behind the TVC: the main campaign film is once again set in a “Magical Garage” – an imaginary place where many inventions first come into being. On board a floating car seat, the central figure dives into the surreal worlds of the Magical Garage, where four different innovations are brought to detailed life and can be experienced with all the senses:
o ENERGIZING COACH offers comfort and well-being for all senses at the highest level by recommending appropriate comfort programs based on the specific situation and personal values
o Dolby Atmos TM for 3D sound experiences with immersive surround sound
o DRIVE PILOT, with which Mercedes-Benz makes conditionally automated driving (SAE Level 3) possible
