Mercedes: advert-body-1 by Antoni

In a new campaign, ‘Just Like You,’ we see that the new Mercedes A-Class is kind of like a smart-phone on wheels, allowing for automation and personalization with plenty of shiny features. The campaign from Antoni in Berlin focuses on the way it adapts to the driver, not the other way around.

In ‘Just Like You’ Antoni placed people and their stories at the center of the work, using a light-hearted tone. The campaign’s hero spot, ‘Like You’ highlights A-Class’s new MBUX control system. “Hey Mercedes, it’s getting hot in here,” says a woman from the back seat, clearly getting hot and heavy with her boyfriend. But the real star of the ad is Nicki Minaj, who broke a three-month social media silence to appear in the commercial as part of Mercedes’ partnership with music streaming company Tidal. She appears in the passenger seat of the vehicle after the driver asks the car to play her some hip-hop.

In the remaining ads, Antoni points out the human observations that inspired the A-Class’s product features. ‘Instinct’ helps a man realize how important collision-avoidance technology can be – moments before he trips and plants his face in the pavement. ‘Touch’ shows how irresistible it can be to push buttons and mess with stuff, which is acceptable in the A-Class but not at a museum. Conversely, ‘Habits’ raises the important issue of having all of your stuff in exactly the places you wanted it to be – and delivers the line: “If Kate ever finds out who switched her desk chair, she will make them pay,” the narrator says.