The launch comes as new marketing director Mao Jingbao attempts to make Mercedes a younger, sexier brand, compared to the more mature appeal of luxury car competitors Audi and Lexus.
“We are expecting to use these sexy models to inject a youthful, dynamic and fascinating image to the overall Mercedes-Benz brand,” said Mao.
“We are expecting to use these sexy models to inject a youthful, dynamic and fascinating image to the overall Mercedes-Benz brand,” said Mao.
“Usually, Mercedes-Benz in China adapts international ads to local contexts - this is the first time they’ve commissioned an original ad,” said Jaclyn Lee, executive producer at Saville Productions, the company in charge of production.
The new ad features a glamourously dressed and coiffed Zhang, whose driving skills are questioned by two Jean Reno lookalikes.
Zhang takes them on a daredevil zoom through a spiralling parking lot, complete with hairpin turns and nerve-racking breaks, demonstrating her complete control over the vehicle while remaining effortlessly beautiful.
By the end, the two thuggish men have to admit that Zhang is a great driver.
“We were working on the idea of ‘more than meets the eye’,” explains Lee. “People usually think of Mercedes as just a really beautiful, expensive car. We want to show the performance side of this model — to differentiate it from other Mercedes models.”
The SLK is targeted at women aged 25 to 35. “The SLK is a car for people who are single and who may live with their parents, who are affluent and who want a car that can really perform,” says Lee.
“We want to stay away from regular slick car ads, and make this one something that people can relate to – and Zhang Ziyi has that effect,” said Lee
Creative for the advertising campaign was developed by Ogilvy & Mather Beijing, which is working with Mercedes China on a project basis.
Media duties have been handled in-house.
The turnout at the 2008 Beijing Auto Show, indicates that China’s luxury car market is growing and diversifying.
Grand, aspirational cars such as Bentley and Rolls-Royce are up against the likes of Maserati and Porsche in this sector, where the Mercedes SLK seeks to find a middle ground.
