Mercedes-Benz - "Reincarnation"

Merkley+Partners

Merkley+Partners New York, United States

11801

Brand: Mercedes-Benz
Country: United States

Advertiser: DaimlerChrysler

Title	Reincarnation
Agency	Merkley+Partners
Campaign	Unlike Any Other - Mercedes Benz
Advertiser	DaimlerChrysler
Brand	Mercedes-Benz
Posted	April 2002
Product	C-Class
Business Sector	Full Size & DeLuxe Cars
Tagline	Soul. Unlike any other.
Story	In a tragic end to a classic Mercedes we see the car about to be crushed at the junkyard, the cars life passes before our eyes. From the cars point of view we see its life flash before it a husband presenting the car to his pregnant wife, kids playing on the hood, teens necking in the car at a drive-in, a school car wash, a near accident in the city and finally a drive through a tunnel with a bright light at the end. Then: hands polishing the windshield of a new C-Class sedan fresh from the factory. VO: "The outside may change, but the soul remains the same." Title: "The C-Class. Soul. Unlike any other."
Philosophy	MNH\|P's goal was to help Mercedes-Benz regain the leadership position, specifically in this spot to reaffirm brand/product authenticity. The agency developed proprietary ethnographic research that uncovered a range of ownable core brand values (Security, Performance, Heritage). The creative challenge was to execute the range of emotional values while maintaining a single-minded brand platform. This insight inspired a new leadership line, "Unlike any other", that could work with any of the brands values, allowing the brand to be both multi-dimensional and single minded. "Reincarnation" illustrates that all Mercedes-Benz products embody the same heritage and values.
Problem	Mercedes-Benz had experienced nine years of unprecedented sales growth, driven by powerful new product lines highlighted by a series of award-winning advertising campaigns. Along with a robust economy, this helped Mercedes-Benz become the number one selling luxury automotive brand in America. But, by 2001, the luxury car industry exploded. This growing competitive pressure, the arrival of an economic recession, and consumer wariness of how genuine new model extensions were, created a need to reassess Mercedes-Benz' strategic path. MNH\|P saw an opportunity to develop a new campaign that would leverage the higher emotional values of the brand and distinguish Mercedes-Benz from the competition.
Media Type	Television
Length	60 seconds
Market	United States
Editing Company	Final Cut
Music	Human
Sound Design Company	Human
Executive Creative Director	Andy Hirsch
Executive Creative Director	Randy Saitta
Agency Producer	Chris Ott
Account Director	Diane Hernandez
Art Director	Dawn McCarthy
Copywriter	Laura Fegley
Production Company	GO Film
Director	Rad-Ish
Director of Photography (DOP)	Pieter Vermeer
Editor	Kirk Baxter
Sound Design Company	Morgan Visconti
Animation Effects	Johnnie Semerad
Special Effects / VFX	Quiet Man
Account Executive	Chris Ott
Account Director	Cynthia Davis