Mercedes to roll out new global marketing campaign

Mercedes has revealed six images associated with a new global brand campaign.

Titled Defining Class since 1886, the campaign seeks to bridge the gap between history and the future via iconic models from different eras, and takes a reinterpreted look at the use of the word ‘Class’ by the brand.

The images thus feature different models from the firm, taken as part of a class photo, complete with every class’ stereotypical characters including the class favourite, nerd, prom queen, cool guy and athlete. Models featured in the series include the 300 SL Gullwing, the G‑Class, the 1981 S‑Class, the EQS, as well as the new Concept CLA.

The global brand campaign will be launched immediately following IAA Mobility 2023, with the first displays set for Munich, Dusseldorf, Hanover, Dresden, Cologne and Stuttgart before being rolled out worldwide. The campaign will also get a main film that will premiere at IAA and will be shown in different lengths on Mercedes-Benz's social media pages.