Mercedes-Benz - "Reincarnation"

Merkley+Partners

Merkley+Partners New York, United States

11829

Бренд: Mercedes-Benz
Страна: United States

Рекламодатель: DaimlerChrysler

Заголовок	Reincarnation
Агентство	Merkley+Partners
Кампания	Unlike Any Other - Mercedes Benz
Рекламодатель	DaimlerChrysler
Бренд	Mercedes-Benz
Posted	Апрель 2002
Продукт	C-Class
Бизнес сектор	Полный размер и автомобили класса люкс
Слоган	Soul. Unlike any other.
История	In a tragic end to a classic Mercedes we see the car about to be crushed at the junkyard, the cars life passes before our eyes. From the cars point of view we see its life flash before it a husband presenting the car to his pregnant wife, kids playing on the hood, teens necking in the car at a drive-in, a school car wash, a near accident in the city and finally a drive through a tunnel with a bright light at the end. Then: hands polishing the windshield of a new C-Class sedan fresh from the factory. VO: "The outside may change, but the soul remains the same." Title: "The C-Class. Soul. Unlike any other."
философия	MNH\|P's goal was to help Mercedes-Benz regain the leadership position, specifically in this spot to reaffirm brand/product authenticity. The agency developed proprietary ethnographic research that uncovered a range of ownable core brand values (Security, Performance, Heritage). The creative challenge was to execute the range of emotional values while maintaining a single-minded brand platform. This insight inspired a new leadership line, "Unlike any other", that could work with any of the brands values, allowing the brand to be both multi-dimensional and single minded. "Reincarnation" illustrates that all Mercedes-Benz products embody the same heritage and values.
Проблема	Mercedes-Benz had experienced nine years of unprecedented sales growth, driven by powerful new product lines highlighted by a series of award-winning advertising campaigns. Along with a robust economy, this helped Mercedes-Benz become the number one selling luxury automotive brand in America. But, by 2001, the luxury car industry exploded. This growing competitive pressure, the arrival of an economic recession, and consumer wariness of how genuine new model extensions were, created a need to reassess Mercedes-Benz' strategic path. MNH\|P saw an opportunity to develop a new campaign that would leverage the higher emotional values of the brand and distinguish Mercedes-Benz from the competition.
Тип медиа	Телевидение
Длина	60 seconds
Рынок	United States
Редакционная компания	Final Cut
Музыка	Human
Звуковой дизайн компании	Human
Исполнительный креативный директор	Andy Hirsch
Исполнительный креативный директор	Randy Saitta
Продюсер агентства	Chris Ott
Директор рабочей группы клиента	Diane Hernandez
Арт-директор	Dawn McCarthy
Копирайтер	Laura Fegley
Продакшн Студия	GO Film
Директор	Rad-Ish
Оператор-постановщик	Pieter Vermeer
Редактор	Kirk Baxter
Звуковой дизайн компании	Morgan Visconti
Анимационные эффекты	Johnnie Semerad
Спецэффекты / видеоэффекты	Quiet Man
Делопроизводитель	Chris Ott
Директор рабочей группы клиента	Cynthia Davis