Between adulthood and philistinism.
With more than 100 moving-image sequences and over 90 lifestyle and product images, stories of a new generation will be told until the end of this year. The campaign focuses on people caught between the coolness of adolescence and the squareness of adulthood who embody the attitude to life of the new compacts. One of the main characters is the US rapper A$AP Rocky. The campaign launches in early March 2017. On the internet, those who are interested can visit www.mercedes-benz.com/growup not just for in-depth product information, but also for flexible content additions from the individual markets, such as the integration of the “WhiteArt Edition” special models.