The market launch of the new Mercedes-Benz GLE is accompanied by an international communications campaign. At the heart of the campaign is the nearly five-minute film “In the long run”.
It shows a modern family story about a strong woman and mother who is training hard for her dream: taking part in her first ever triathlon. With support from her husband she fights to the limit of her physical and mental capabilities and finally manages to participate in the race. But despite all this success there is an event from her past which is always with her like a dark shadow. The film reveals what this is. The Olympic triathlon champion and two-time winner of Ironman Hawaii, Mercedes-Benz Brand Ambassador Jan Frodeno, has a guest appearance.
From 3 December 2018 “In the long run” will be available on YouTube. The talented Swedish film maker Niclas Larsson directed the film, and Oscar winner Linus Sandgren was behind the camera. Filming took place in Austria. The title track “Cold Little Heart” was composed by the British soul singer Michael Kiwanuka and is taken from his album “Love & Hate”.
In addition to the long version, 30-seconders are also being used on TV as ads. Different cut variants can also be seen on social media.
“The GLE campaign is going live on air today, on the “International Day of People with Disabilities”. In a short film Mercedes-Benz tells an authentic and emotional story depicting various aspects of strength. Far removed from a typical SUV ad, we are showcasing the GLE as a modern family car and strong companion in all circumstances”, says Natanael Sijanta, Head of Marketing Communication Mercedes-Benz Cars. “As a responsible, approachable brand we are using the GLE campaign to present our new premium SUV with all its’ strengths – and at the same time we want to send out a powerful message on inclusion in everyday life.”
The campaign: the GLE campaign is the first element in the new overarching communication strategy for the Mercedes-Benz SUVs. With the claim “All kind of strength” it focusses on human characteristics which match the respective SUV model. A new element of the campaign is also the cross-media approach. The visual worlds produced unfold their charm in all formats and serve the markets’ specific requirements.
The idea and concept for and implementation of the campaign were devised by antoni garage, the European creative lead agency for Mercedes-Benz.