The TVC, by WE Marketing, is the first major ad campaign created solely in China. Previous campaigns had been local adaptations of international work. The TVC is running on CCTV and other regional TV channels, as well as a three-month print and OOH campaign in major tier one cities.
The TVC features an office lady receiving a wedding proposal from her boyfriend.
The B-Class targets a demographic of 30- to 40-year-olds.
BBDO is the global network for Mercedes-Benz, but in China it works on the S-Class and its sports car. WE Marketing handles the B-Class, R-Class, the new E-Class and the C-class (which is locally produced through a joint venture).
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