Mercedes-Benz launches campaign for the new E-Class: Nothing happens
Stuttgart. The "Masterpiece of Intelligence", the new Mercedes-Benz E-Class, is a further milestone on the road to accident-free and autonomous driving. The saloon and estate versions of the most intelligent vehicle in its class take centre stage in a campaign that Mercedes-Benz is launching with two TV ads as well as print advertisements. These ads will stage the occupant-protection features "Intelligent Drive", "PRE-SAFE® Impulse Side" and "PRE-SAFE® Sound" in a humorous way while explaining how they function.A father and son can be seen in their new E-Class on the shores of the Loch Ness in Scotland waiting for Nessie, the monster of the lake. A voice sounds from off-stage, explaining how the vehicle prevents anything from happening in critical situations. The intelligent technology recognises dangers before they happen.
"No other vehicle in the business class currently presents itself as intelligently as the new E-Class. In the films we are showing the advantages of two of these intelligent technologies for the driver and the passengers in an entertaining manner", says Dr Jens Thiemer, Vice President Marketing at Mercedes-Benz Cars. The adverts show the E-Class on the shores of Loch Ness. It's raining and music from the Scottish bagpipes creates a homey atmosphere. Father and son are sitting in the car, waiting for something to happen. Off-stage, a voice explains how the E-Class prevents just that, using the "PRE-SAFE® Impulse Side" and the "PRE-SAFE® Sound" as examples. The two TV ads are accompanied by print advertisements that will be used in media with wide coverage. These also make the two innovations of the newest generation of Intelligent Drive the topic of discussion under headlines such as "Takes the impact of a lateral collision." and "Protects your ears in a crash.". As in the film, a bowling ball and the gongs symbolise the possible crash. In addition, further motifs show the generous load capacity of the boot.
If a lateral collision has been detected and is imminent, "PRE-SAFE® Impulse Side" moves the affected passengers as far away from the danger zone as possible before the crash. The "PRE-SAFE® Sound" feature emits a short interference signal via the sound system in the vehicle when there is a risk of collision. This can condition the passengers' hearing by triggering a reflex in the ears, and thus lessen the risk of hearing discomfort or damage. They will be used worldwide in varying lengths on TV as well as on selected social media channels. The agency antoni in Berlin is responsible for the conception and implementation of the campaign.