A TV spot has been produced for the campaign which attractively presents and visualises the innovative features of the A-Class in an unexpected and creative manner. The spot “Like you” begins with the A-Class as a seemingly conventional car. A number of apparently standard features are mentioned. But it soon becomes apparent that this vehicle is different, digital and networked. Thanks to intelligent voice control, it can be addressed directly using the key phrase “Hey Mercedes”. The driver can use a smartphone to unlock and lock it, and the air conditioning can be controlled using simple voice control commands.
A desire for music is also met on command by the A-Class. As if by magic, TIDAL artist-owner Nicki Minaj suddenly appears on the front passenger seat in the TV spot and her music plays from the on-board speakers via TIDAL. At the end of 2018 the A-Class will have global music and entertaining platform TIDAL integrated in all vehicles. Thanks to the partnership, Mercedes-Benz customers will be able to stream more than 52 million songs and hundreds of carefully chosen playlists. The car is simply not like every other car – it is “just like you”. The spot can be viewed at http://mb4.me/a-class-like-you. Direction was by the multiple award-winning Brian Beletic, who has also directed music videos for e.g. The Black Eyed Peas or Fatboy Slim.