Mercedes Benz collaborates with Tinie Tempah on Sound with Power campaign
Mercedes Benz has launched a Sound with Power campaign exploring how sound has the power to incite a range of emotions.
Featuring Tinie Tempah’s ‘Pass Out’ across the 60 and 40-second spots, the ad opens on a man being fitted with a suit and ear piece.
He is then played various evocative sounds, such as a baby giggling, crashing waves, a favourite piece of music and the sound of the new Mercedes-Benz E 63 AMG.
As he hears each sound the suit lights up in different ways illustrating his emotional response to each specific sound.
“Sound with Power follows the success of our previous ‘Escape the Map’ and ‘YouDrive' campaigns, once again innovatively conveying an exciting message and then inviting the viewer to go one step further and engage with the campaign and brand through online interaction,” said Andrew Mallery, marketing director for Mercedes-Benz Passenger Cars.
Online, the campaign features exclusive interviews with Mercedes F1 drivers Lewis Hamilton and Gary Paffett while a digital ‘mash-up’ tool allows users to build their own personal music and video ‘mash-up’ using a range of sounds.
Once the user has created their own ‘mash-up’ they can share their creation on Twitter, using #soundwithpower, for a chance to have their version air on TV during the campaign.
Sound with Power has rolled out across national media, and will appear in cinemas alongside three of the biggest major blockbusters of the year while an exclusive three month partnership with Spotify has been brokered in support of the ‘re-mixing deck.’
The spots are also set to feature in the advertisement breaks for The X Factor on 5 October (ITV), Homeland on 6 October (Channel 4) and during ITV’s coverage of the England vs Poland football match on 15 October.
Media planning and programming was carried out by Maxus, which also devised the digital strategy along with AMV BBDO, Holler and Weapon 7.