Matthew Miller
Nov 20, 2015

Sports hero Li Na is not the hero in this Mercedes-Benz ad

CHINA - Mercedes-Benz has made an interesting choice in a new China campaign featuring tennis superstar Li Na—by positioning her husband as the hero.

Client: Mercedes-Benz

Agency: BBDO Beijing

Market: China

Name of campaign: 'Hero of heroes'

Campaign scope: TVC, online video, print and outdoor

Press release quote:

Arthur Tsang, chief creative officer, BBDO Beijing:

The phrase 'With great power comes great responsibility' sprang immediately to mind, and this is especially relevant to our target audience who are entering the lifestage of responsibility. We wanted to bring a new spin on heroes—the real ones aren't those who stand in the limelight, but the ones who work tirelessly and silently in the background. 

Campaign Asia Pacific's comments: We like how the TVC not only refuses to focus on luxury for luxury's sake but also counters our expectations about a TV spot starring a famous sports figure. But even more than that, we love how it matter-of-factly delivers a depiction of male strength based not on status or even traditional masculine virtues, but on being emotionally supportive and even (gasp!) cooking.

In this context, the luxury vehicle becomes a way of expressing appreciation for those who give their support and love: Doesn't the love of your life deserve a Benz? Don't you?

That seems like a message that could resonate for lots of people—even those whose loved ones don't happen to be international stars. We hope the campaign is not a one-off, but rather a space the brand will continue to carve out for itself.

Additional details: The brand preceded the campaign with a teaser video that invited people to think about the true heroes in their life.

CREDITS

Chief Creative Officer: Arthur Tsang
Account Team Lead: Joshua Teong
Strategy Team Lead: Joe Gray
Producer: Elaine Lee
Managing Director, BBDO Beijing: Yeat Mung Koo
 

Source:
Campaign Asia

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