Rocka my baby

I just have to tell this story about Mercedes

It’s forever pinged to my memory.

Mercedes had an issue with safety. It had become a ‘thing’ to demonstrate that their cars were not only classy and elegant.

But safe and very very powerful. We were limited in media that we could only use archive material to generate an idea that would secure safety as being a major tenet of Mercedes care.

There were thousands of hours of footage from around the world.

What a dream brief!!

All we had to do was refine our thinking. Create an idea that was shocking but strong. Would stand out from all others.

We would position Mercedes are luxury+safety while keeping the marque of elegance in the top 1%.

Plus take an angle that consumers in that segment would respond to.

With love and their money.

We worked with the production guy and had 2 days to splice into a TVC a message that would thrill and pacify Mercedes car owners.

Not much of a dream deadline.

We had access to huge amounts of Mercedes archive material.

Too many pizzas and too much frenetic thinking and planning. Sketch after sketch.

Then it all emerged.

We took a 500 SEL Mercedes Saloon.

Put it on a race track.

With a masked race car driver as chauffeur.

Panned through and across the gleaming metal, the hand sewn leather, the blinking instruments.

Captured the horizon on the heat baked track, steaming from the asphalt.

The tense eyes of the driver through his mask

Threw in a helicopter shot to give a view of the snaking track.

Then....wait for it…

We put a baby in a baby chair in the back.

Sleeping.

Played calming orchestral music while we spun the car through the race track to the sound of screaming tyres.

Through the S bends

Showed the car sliding like an enormous tank

The baby calmly sleeping

Soothing classical music lulling the baby deeper into sleep

The car roaring down toward the horizon

The baby enveloped in sleep, safe calm, protected

The car arriving a beautiful cut stone steps to a country mansion

Logo

Baby sleeping

End.