With the tagline 'The new edge’, Mercedes-Benz China has partnered with Taiwanese super model Lin Chiling and Chinese actor Zhang Hanyu for the campaign.
The TV commercial titled 'Fashion Show’ opens with the stars arriving at a menswear fashion event. However, it seems they have a greater mission in life than just a glamorous lifestyle. The ad shows Zhang taking the GLK-Class to the country to deliver books to children in need. Lin in the commercial describes her perfect man as mature, bold, courageous and in control. She adds that he should keep his promises, much like the security guaranteed by the GLK-Class.
The creative concept gives a new and deeper meaning to the GLK-Class through contrasting scenery. “Day with night, city with countryside, on road with off road and luxury with rugged toughness,” the team at BBDO/Proximity explains. The branding project aims to differentiate the GLK-Class in the general car market as the car for a 'singular and self-indulgent lifestyle’.
Credits:
Project Fashion Show
Client Mercedes-Benz China Limited
Creative agency BBDO/Proximity China
Creative directors Tim Evill, Danny Chan, Ryan Peng
Copywriter Zhang Feng
Art directors Xie Tao, Zhou Chaoran
Television producer Eduardo Almeida
Production company Radical Media
Producer Tommy Turtle
Director Antony Hoffman
Sound house Massive Music
Editor Nick Diss
Post-production company Pixel Box
Account servicing Susie Lu, Sophie Cheng, Frank Li
Exposure Television, print
The TV commercial titled 'Fashion Show’ opens with the stars arriving at a menswear fashion event. However, it seems they have a greater mission in life than just a glamorous lifestyle. The ad shows Zhang taking the GLK-Class to the country to deliver books to children in need. Lin in the commercial describes her perfect man as mature, bold, courageous and in control. She adds that he should keep his promises, much like the security guaranteed by the GLK-Class.
The creative concept gives a new and deeper meaning to the GLK-Class through contrasting scenery. “Day with night, city with countryside, on road with off road and luxury with rugged toughness,” the team at BBDO/Proximity explains. The branding project aims to differentiate the GLK-Class in the general car market as the car for a 'singular and self-indulgent lifestyle’.
Credits:
Project Fashion Show
Client Mercedes-Benz China Limited
Creative agency BBDO/Proximity China
Creative directors Tim Evill, Danny Chan, Ryan Peng
Copywriter Zhang Feng
Art directors Xie Tao, Zhou Chaoran
Television producer Eduardo Almeida
Production company Radical Media
Producer Tommy Turtle
Director Antony Hoffman
Sound house Massive Music
Editor Nick Diss
Post-production company Pixel Box
Account servicing Susie Lu, Sophie Cheng, Frank Li
Exposure Television, print
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