Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.
Few auto brands have as rich a history to draw upon as Mercedes-Benz, the luxury nameplate that was born in 1886. The continual challenge, however, is making the legacy of founder Gottlieb Daimler relevant today.
As a Mercedes-Benz representative explained, it's "important that the heritage means something" and that the brand "keeps building on it." In 21st-century terms, that translates into design and technological advances like multicolored interior lighting and an advanced traction control system. But rather than cram founder history and modern amenities into a single commercial, lead creative agency Merkley + Partners has split the question, creating separate ads focusing on each thought in a new campaign breaking today for Mercedes's S-Class line.