Mercedes-Benz launches celebrity-studded SUV campaign

Mercedes-Benz is launching a visually stunning, celebrity-studded storytelling campaign to spotlight its SUV family, which is being completely revamped this year and expanded to include six models. The campaign is to accompany the market launch of the new GLE, GLE Coup� and GLC vehicles. At the same time the 360� campaign positions Mercedes-Benz as the brand with the broadest selection of SUVs in the competitive environment. The campaign aims to accentuate this under the overriding claim "At home in every terrain". Each vehicle is therefore shown as part of the family group. While different landscapes in the print motifs emphasise the character of the different models, the TV ad shows the world of each SUV in conjunction with a celebrity ambassador. These are professional surfer Garrett McNamara, top model Petra N?mcov�, Formula 1 World Champion Lewis Hamilton, show jumper Meredith Michaels-Beerbaum and adventurer Mike Horn.

"We are consciously adopting a new approach for the SUV campaign. Instead of advertising individual vehicles separately, we are presenting the entire family of Mercedes off-roaders. We will be telling exciting stories and creating emotional visual worlds which show each vehicle in its perfect environment � always flanked by the other family members. At the same time the campaign will familiarise people with our new SUV nomenclature," explains Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Passenger Cars. "The overall campaign conveys the characteristics that distinguish our SUVs: effortless superiority, confidence and poise."

TV ad: five celebrities and five SUVs in their element

The TV ad tells how familiar celebrities master different challenges, accompanied by their SUV: professional surfer Garrett McNamara in the GLA, Formula 1 World Champion Lewis Hamilton in the GLE Coup�, show jumper Meredith Michaels-Beerbaum in the GLE, top model Petra N?mcov� in the GLC and adventurer Mike Horn in the G-Class. End of the year the GLS will also get a prominent counterpart. Each celebrity is shown pursuing his or her own passion � for example Garrett McNamara is seen big wave surfing and Petra N?mcov� at a fashion shoot. Each will be supported by their vehicle, which also appears very much at home in this environment. The ad ends with the G-Class, the original Mercedes-Benz cross-country vehicle. In an impressive closing shot all of the SUV models are lined up alongside the G-Class, emphasising the fact that they carry the same genes as the legendary cross-country pioneer. The TV ad is available in various lengths, ranging from ten to 60 seconds and, depending on market requirements, can be used with a different line-up. In Germany the TV ad will be broadcast from 23 August 2015.

Web special: off-road with the brand ambassadors

The personal stories that the TV ads tell are to be continued and expanded in a web special, available at https://www.mercedes-benz.com/suv. Users select their favourite brand ambassador/SUV team. They are then shown more detailed pages which provide an insight into the fascinating life story of this particular celebrity. In video interviews they get to know Lewis Hamilton, Mike Horn or Meredith Michaels-Beerbaum and their professions better and learn what spurs them on. At the same time the user discovers detailed highlights of the relevant Mercedes-Benz SUV. They learn why it is the ideal vehicle for the brand ambassador's lifestyle and passion. Each portrait ends with the celebrity giving their personal thoughts about the future.

Print ads: positioning of the vehicles against different landscapes

The visual concept of the print motifs focuses on different landscape images to showcase the various SUV models. Architecture and environment plus distinctive colour palettes emphasise the character of each vehicle. For example the new GLE is staged on fine gravel by a mountain pass. The sun's rays bathe the green of the landscape in a warm light. The horizon sinks away into the distance below, providing an unobstructed view of a wide expanse of lake. By way of contrast, the new GLC appears in an urban environment. To emphasise the vehicle's off-road capability, the city is made to resemble off-road terrain. For example the vehicle is parked at the highest point of an urban ravine or on the slopes of a steep road - always surrounded by contemporary architecture. Each model is shown in a different natural or urban setting in keeping with the specified target group. The print campaign will appear in newspapers and magazines across Germany between end of August and November.

Mercedes-Benz's creative agency Jung von Matt is responsible for designing and realising the storytelling campaign.

Web special films:

Mike Horn and the Mercedes-Benz G-Class:
https://www.youtube.com/watch?v=3YYt0JCq19c

Garrett McNamara and the Mercedes-Benz GLA:
https://www.youtube.com/watch?v=6OSBpK660Bk

Petra N?mcov� and the Mercedes-Benz GLC:
https://www.youtube.com/watch?v=qPStC-nrdI0

Meredith Michaels-Beerbaum and the Mercedes-Benz GLE:
https://www.youtube.com/watch?v=UlPxo8F8qgk

Lewis Hamilton and the Mercedes-Benz GLE Coup�:
https://www.youtube.com/watch?v=InEe50cZPRQ

TV ad:
https://www.youtube.com/watch?v=5Ax45-TDVbM

Credits: Daimler AG

Copyright � 2015, Mercedes-Benz-Blog. All rights reserved.

REPORT: The M-Class to be renamed into GLE-Class starting 2015

It has recently come to our attention that Mercedes-Benz plans to revamp its naming structure for several products that are already sold under a specific title. In fact, we reported on this issue about 1-2 years ago, when we revealed the company's plans to re-align its models based on a logical nomenclature that accounts for the core vehicles of the brand: the A-, B-, C-, E-, G- and S-Class.

The most intriguing part comes right now. Starting with the 2015 generation, which is set to go on sale in April next year, the M-Class will be officially entitled GLE-Class. This name is closer to what the ML really is: a business SUV, developed on the current platform of the E-Class. However, this change could otherwise cause a bit of a confusion, as the M-Class is already a well-established name. Although yet to be confirmed by officials from Stuttgart, this rumor could turn out to be false if we remember that, back in 2010, before the launch of the facelift generation C 216 CL-Class, there was a report indicating the car would receive the S-Class Coupe, which was not the case in the end.

Moving back to our subject, it turns out that the change from the ML moniker to GLE could prove to be true as Mercedes-Benz will also introduce their new SUV Coupe, initially called MLC and then M-Class Coupe. An all new name or an all new model seems just the right move in order to raise public awareness. So, the new-generation W 166 will be entitled as the GLE-Class, whereas the new C 292 will be known as the GLE-Class Coupe.

Further changes in the official nomenclature are set to take place in the next years. Most models of the lineup will receive a new name, as follows:

- the successor of the current X 205 GLK-Class will be known as GLC-Class starting with September 2015, when the X 253 is set for market launch
- the future X 167 GL-Class will be renamed to GLS-Class
- the next R 173 series will become SLC-Class instead of the current SLK
- the future 4-door coupes of Mercedes-Benz will retain the "CL" root in their names and will add the corrresponding letter at the end, as follows: CLA remains as so, CLC will be the four-door coupe of the C-Class, CLE will replace the current CLS, whereas a future 4-door S-Class Coupe is to receive the CLS title
- the new compact city SUV will eventually carry the GLG name, and not GLB as initially rumored

The 2-door and sporty utility coupes will receive the particle "Coupe" alongside the class which they belong to: E-Class Coupe, C-Class Coupe, GLE-Class Coupe, GLC-Class Coupe and so on. The iconic name SL will remain unaffected by the changes, as it carries over a tradition of over 60 years. This particle will further be mated with other letters, as new versions of the current main lineups will be introduced. One of them will be a roadster version of the A-Class, which could be entitled SLA. Other reports indicate that names such as CSA or CSE are also possible, but seem to be highly unlikely, given this new nomenclature scheme.

Copyright � 2014, Mercedes-Benz-Blog. All rights reserved.