The E-Class TV-campaign - a look behind the scenes.
It takes quite a bit of time to read the list of ingredients needed for an effective TV campaign – after all, it’s a long list and even more so when one of the two new TV commercials is for the new Mercedes-Benz E-Class. Its title: Impressed. Location: Ávila – stunningly beautiful, barren mountain scenery in Spain. Bright and early on the morning of the first filming day, the E-Class – at that time still a secret – was transported to the movie set: completely covered, to protect it from the curious eyes of observers. Fortunately, they were scarce at that time of day and in that particular location. Then the action started: there were many meticulously planned scenes on the agenda including driving scenes, sudden hard braking and shots from inside the cockpit.
Time just raced by. For the driving scenes, a so-called 'Russian arm' was used – a complex and extremely mobile camera system, fixed on top of a Mercedes-Benz M-Class. Here, film technology meets perfection. Before the sun set behind the mountains at the end of the day's filming, there were very many promising takes 'in the can'.
One single moment.
The new E-Class is fascinating – but besides film technology, it is of course the participants who help give the TV commercial its very own charm. An important role is played by film director Tarsem, who has already drawn a great deal of kudos with the Mercedes-Benz TV commercial entitled “Sunday Driver”. This extraordinary film director has several great Hollywood productions under his belt, such as “The Cell” or “The Fall”. For Tarsem this is his third time working with Mercedes-Benz. “My customers come to me because they want strong pictures. But for me the most important thing is the story,” said the film maker. The two actors are big names too: Nicholas Hopper, the driver of the new E-Class, and his passenger Danny Horn. “In the story, one moment changes a whole life,” said Tarsem, slightly tongue-in-cheek, about the story. He does not want to divulge more at this stage.
'This car can do everything.'
Accelerate, brake, reverse, accelerate again. Then do it all again, always maintaining the utmost level of accuracy. That is the job of precision driver Marc Sangrá. On the film director's command, with skilled manoeuvring he makes the new E-Class stop at the precise spots previously defined by the camera crew; including a hard emergency stop.
'This car can just do everything,' said the Spanish professional driver with enthusiasm in his voice. He meant not only the outstanding handling, but also the intelligent assistance systems which can make the work of even a precision driver easier.
Take a look behind the scenes.
The market launch of the new E-Class is also the premiere for Mercedes-Benz Intelligent Drive. The new technology package combines a series of finely tuned sensors on the car and intelligent assistance systems to assist the driver, both of which lead to the perfect fusion of comfort and safety. The assistance systems analyse complex situations and detect potential dangers in traffic with the help of improved environmental sensing technology. Or, to put it graphically: the new E-Class not only has eyes in the front of its head, but 360-degree all-round vision. The crucial element here is the way in which all of the different assistance systems are networked. The aim is all-round protection, not only for the passengers of the Mercedes-Benz vehicle, but also for all other road users.
'The new E-Class is almost like a space ship,' was Nicholas Hopper's comment on this technological miracle. The actor was able to test for himself and personally experience the reliability of the Active Lane Keeping Assist.
The E-Class experience.
The result of the film production is a fascinating viewing experience. The film team passionately combined emotion and technology. The TV campaign will present the new E-Class in top form. What did we say was the topic of the commercials? You'll be able to experience the thrilling story on your TV very soon.
Alternatively, you can visit the online multimedia special known as 'The E-xperience', which gives you the chance to take an interactive test drive with the two main protagonists and experience the highlights of the new E-Class yourself.