Check out the refresh of our award‑winning Mercedes‑Benz Vans brand TV ad
After a crazy busy few weeks we’re proud and delighted to unveil the new, updated Mercedes-Benz Vans brand TV ad, which first airs today. You can watch it above – but to explain where we are today, we need to go back a few steps…
In early 2017 we worked with Mercedes-Benz Vans to deliver their first UK brand TV advert – the flagship element of our Keeping businesses moving brand repositioning work, and part of a multi-channel campaign that used B2B brand storytelling techniques to demonstrate the human impacts of Mercedes-Benz Vans’ products and services.
The repositioning work gave every member of staff, department and Dealer a North Star mission to align around, and the campaigns that fell out of it smashed all brand, engagement and tactical targets, helping to deliver a record-breaking year of sales: 12% increase on 2016, and the first time Mercedes-Benz Vans had breached the 40,000 new registrations barrier.
The whole piece won the Masters of Marketing B2B award in 2018 – here’s what some of the judges had to say:
“A very clear problem statement; a neat creative response; and some amazing business results.”
“Brand building, sales driving, insight driven, effective.”
“Strong creative work – putting emotion at the heart of a functional purchase.”
In 2019, we’re raising the game again with a reinvention of the TV ad to reflect Mercedes-Benz Vans’ ever-growing, technologically advanced product portfolio – and this time, it will air across Europe. The updated ad takes our original brand mission – Keeping businesses moving – and adds a layer of product proof-point to the narrative. We start to show some of the ways that Mercedes-Benz Vans help even the smallest of businesses to keep moving and remain at the forefront of technology, without losing any of the brand’s emotional heart – it’s tech that works for businesses and their customers, not tech for tech’s sake.
Two new vignettes join the emotionally charged line-up – an eVito-owning, grow-your-own co-operative helps inner city children get hands-on with vegetables after school, while a fuel station mishap is swiftly resolved thanks to the effortless deployment of a new, intelligently connected Sprinter.
The updated ad was created by Storycatchers’ Creative Directors Andy Hayward and Dee Atkin, with Director Jonathan Fletcher interfacing with the amazing team at Mercedes-Benz Vans, led by Brand Manager, Rebekah Barclay. It was shot by acclaimed TV director Simon Delaney in and around Manchester, and produced by award-winning Space Digital , with First Aid Kit’s ‘My Silver Lining’ returning for the soundtrack and OMD planning and buying the media.
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