Positioning the eight-seater van as the perfect option for large families.
The newly launched campaign explores the features of the V-Class in an unconventional way.
Luxury engineering at its finest and perfect for storing rare space junk. A new campaign for the Mercedes-Benz V-Class is positioning the eight-seater van as the perfect option for large families by showcasing the vehicle’s luxury and comfort through the critical eye of the passenger – an eight-year-old girl.
Spearheading the campaign is a 60-second film centred around a dialogue between a serious adult and a cheeky young girl, exploring the best features of the V-Class in a playful yet informative way.
In addition to BVOD and digital video, the campaign consists of social, digital, POS and a partnership with lifestyle website Mamamia, including podcast and editorial coverage.
The tagline ‘Luxury for every age’ communicates the V-Class’s appeal to both children and parents – with a twist. While parents appreciate the slick design, 5-star safety and smart technology, kids fall in love with the electric doors, USB ports and vast roominess.
And in a unique family connection, the colourful, hand-written font used across all campaign executions is the work of the seven-year-old son of The Royals Executive Creative Director, Stu Turner.
Blake Vincent, Marketing & PR Manager at Mercedes-Benz Vans: “We loved The Royals’ idea of a competing narrative between an adult perspective and a child’s-eye view from the start. It’s such a fun play on the conventional, serious male voiceover of car ads, while allowing us to explore the V-Class’s features in a memorable and detailed way. The result is just as playful and original as we’d hoped.”
The Royals Executive Creative Director Stu Turner: “Seeing the new V-Class through the eyes of a child was just a lovely way, we thought, to communicate the modern luxuries and capabilities of the vehicle. While some might see ultra convenient, electric and silent sliding doors, the more discerning passenger sees a space station airlock. We are so excited to see this campaign lift off.”
CREDITS
Campaign: Luxury for every age
Client: Mercedes-Benz Vans
Marketing & PR Manager: Blake Vincent
Marketing Specialist: Shivon Raj
Agency: The Royals
Production company: Truce Films
Director: Bec Peniston-Bird
Sound studio: Bang Bang Studios
