Mercedes-Benz to launch ‘Escape the Map’ ad campaign with AMV BBDO
Mercedes-Benz will tomorrow launch its ‘Escape the Map’ ad campaign, created by AMV BBDO, as it aims to attract younger consumers. The campaign, which will air during The X Factor, follows a young woman called Marie, who finds herself trapped in her C 63 AMBG Coupé in Streetview. The advert urges consumers to help ‘free’ Marie (@girlinmap, #escapethemap), by working out a series of clues given on the website, in order to win a C-Class Coupe and prevent Marie’s face from remaining blurred like other Streetview images. The 30 second advert has already been launched on YouTube, with viewers urged to visit the Escape the Map website to see the full interactive film. David George, marketing director of Mercedes-Benz UK, said: “We’re talking to a new generation of people who double-screen or even triple-screen – watching TV whilst browsing on their iPad or smart phone.” The interactive film is directed by Cannes Grand Prix winner Carl Erik Rinsch.