Content project from Mercedes-Benz challenges the norms of growing up.
Mercedes-Benz has embarked on a year-long content project with its lead creative agency Antoni GmbH.
Featuring celebrities like A$AP Rocky, the first spot from the campaign was kicked off this month. Each video will challenge the different 'rules' set for adulthood; 'Get a Job', 'Settle Down' and 'Start a Family' have already been released on the company's YouTube channel.
Mercedes-Benz VP of marketing Dr. Jens Thiemer says that 'Grow Up' is more than a campaign about cars, rather it is a further move towards modernity for the brand.
“With ‘Grow Up,’ we are reinterpreting traditional values and attitudes towards Mercedes while showcasing their modern-day interpretation and relevance within generations X and Y”, says Thiemer.
The US-led campaign will continue to roll out throughout the year on Mercedes' YouTube channel.
