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  • A father with his baby in front of the 2019 Mercedes-Benz B-Class (W 247).
    1

    Justify nothing – The B-Class campaign.

Arrival in the 21st century.

From 4 February the TV spot accompanies the market launch of the new B-Class on TV and online. In the B-Class webhub, a long version of just under two minutes plus three 30-second variants focussing on safety, MBUX and practicality are available from today on. From 7 February, cinema-goers can also see the spot.

The 2019 Mercedes-Benz B-Class (W 247) in a suburban area.
A professor with his little grandson.

Professor and grandson.

The central character in the one-minute TV spot is a university professor who takes his small grandson to work with him. Together the duo has an eventful day, and attracts surprised glances, e.g. during a lecture, when the young guest pipes up very audibly from his grandfather’s bum bag. At the end of the day they review the events during a ride in the B-Class. This is combined with impressions of the day using photos from the professor’s relationship with his daughter, which he concludes with the remark that in the 21st century, nobody has to justify anything any longer – either for decisions or for a personal lifestyle. In line with this, the campaign claim is “Justify nothing”. In Germany the campaign has the theme “For everything that comes”.

Video.

Created by an award-winning film crew.

The main film was directed by the London-based duo D.A.R.Y.L. It was created by an award-winning film crew (Sundance Film Festival, Cannes Film Festival) which included cameraman Lol Crowley (4 Lions), production designer Jacqueline Abrahams (The Lobster), costume designer Hannah Edwards and Sam Ostrove, who was, e.g., responsible for the screenplay of the much-acclaimed Jay Z & Beyoncé music video “Apes**t”.

The main role of the professor was played by the Irish theatre and film actor David Wilmot, who will soon also appear in the series “The Crown”, which was awarded a Golden Globe in 2017. The musical background to the TV spot and the online short versions of the film is the song “L.U.V.” by the young British Indie-Pop band Catholic Action from Glasgow. The music in the long version of the launch film is a composition by Orlando Weeks, a British Indie-Rock singer.

A father and his daughter in front of the 2019 Mercedes-Benz B-Class (W 247).

Safety, MBUX and practicality.

The films are available in variable lengths for different needs. The TV spot will also be screened in German cinemas. In addition, there are three 30-second product TVCs as variants of the long version: “Costume” is about a father who dresses up as a princess for his daughter. In the film “Kiss”, a “pregnant” couple unselfconsciously kiss in public. The TV spot “Prof” portrays a professor who takes his grandson to work with him. The three TVCs have different main themes – safety, MBUX and practicality.

Attract new customer groups.

“The campaign shows why the new B-Class is the ideal companion for a wide range of target groups,” says Bettina Fetzer, Vice President Marketing Mercedes-Benz Cars. “We also want to specifically address young families with the new model. This is why it was important to me and my team to position it as the perfect companion for every age and situation in life.”

The aim of the B-Class campaign is to attract new customer groups to the sports tourer, and especially young families. They are addressed with a tonality that awakens positive feelings. The content’s insights into various life situations create a human-centred and authentic impression, with surprising moments.

A woman taking her dogs for a walk with the 2019 Mercedes-Benz B-Class (W 247) in her driveway.
A woman and a man kiss.

Extensive web special.

Further features of the campaign: an extensive web special with the above product films, snippets and extensive print motifs rounds off the campaign.

The B-Class web hub presents the sports tourer with a series of specially created images, while the product page describes the features.

Along the same lines as the superordinate campaign theme, the print motifs also portray different life situations that are quite common in the 21st century, thanks to the free choice of lifestyle. The motifs were photographed by the Briton Dan Burn-Forti.

Credits: the idea, conception and implementation of the campaign were by antoni garage, the European creative lead agency for Mercedes-Benz.

Popular
Kraftstoffverbrauch kombiniert CO₂-Emissionen kombiniert Stromverbrauch im kombinierten Testzyklus

Product may vary after press date on 31.01.2019.

1 Die angegebenen Werte wurden nach dem vorgeschriebenen Messverfahren ermittelt. Es handelt sich um die „NEFZ-CO₂-Werte“ i. S. v. Art. 2 Nr. 1 Durchführungsverordnung (EU) 2017/1153. Die Kraftstoffverbrauchswerte wurden auf Basis dieser Werte errechnet. Der Stromverbrauch wurde auf der Grundlage der VO 692/2008/EG ermittelt. Weitere Informationen zum offiziellen Kraftstoffverbrauch und den offiziellen spezifischen CO₂-Emissionen neuer Personenkraftwagen können dem „Leitfaden über den Kraftstoffverbrauch, die CO₂-Emissionen und den Stromverbrauch aller neuen Personenkraftwagenmodelle“ entnommen werden, der an allen Verkaufsstellen und bei der Deutschen Automobil Treuhand GmbH unter www.dat.de unentgeltlich erhältlich ist.

2 Die angegebenen Werte sind die „gemessenen NEFZ-CO₂-Werte“ i. S. v. Art. 2 Nr. 2 Durchführungsverordnung (EU) 2017/1153, die im Einklang mit Anhang XII der Verordnung (EG) Nr. 692/2008 ermittelt wurden. Die Kraftstoffverbrauchswerte wurden auf Basis dieser Werte errechnet. Der Stromverbrauch wurde auf der Grundlage der VO 692/2008/EG ermittelt. Aufgrund gesetzlicher Änderungen der maßgeblichen Prüfverfahren können in der für die Fahrzeugzulassung und ggf. Kfz-Steuer maßgeblichen Übereinstimmungsbescheinigung des Fahrzeugs höhere Werte eingetragen sein. Weitere Informationen zum offiziellen Kraftstoffverbrauch und den offiziellen spezifischen CO₂-Emissionen neuer Personenkraftwagen können dem „Leitfaden über den Kraftstoffverbrauch und die CO₂-Emissionen neuer Personenkraftwagen“ entnommen werden, der an allen Verkaufsstellen und bei der Deutschen Automobil Treuhand GmbH unter www.dat.de unentgeltlich erhältlich ist.

4 Angaben zu Kraftstoffverbrauch, Stromverbrauch und CO₂-Emissionen sind vorläufig und wurden vom Technischen Dienst für das Zertifizierungsverfahren nach Maßgabe des WLTP-Prüfverfahrens ermittelt und in NEFZ-Werte korreliert. Eine EG-Typgenehmigung und Konformitätsbescheinigung mit amtlichen Werten liegen noch nicht vor. Abweichungen zwischen den Angaben und den amtlichen Werten sind möglich.