Mercedes-Benz - "Reincarnation"

Merkley+Partners

Merkley+Partners New York, Estados Unidos

11831

Marca: Mercedes-Benz
País: Estados Unidos

Anunciante: DaimlerChrysler

Titulo	Reincarnation
Agência	Merkley+Partners
Campanha	Unlike Any Other - Mercedes Benz
Anunciante	DaimlerChrysler
Marca	Mercedes-Benz
Posted	Abril 2002
Produto	C-Class
Sector Empresarial	Automóveis grandes e de luxo
Legenda	Soul. Unlike any other.
História	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."
Filosofia	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.
Problema	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.
Tipo de Mídia	Televisão
Comprimento	60 seconds
Mercado	Estados Unidos
Empresa de produção	Final Cut
Música	Human
Empresa de design sonoro	Human
Director executivo criativo	Andy Hirsch
Director executivo criativo	Randy Saitta
Produtor da agência	Chris Ott
Director de contas	Diane Hernandez
Director de arte	Dawn McCarthy
Redator	Laura Fegley
Produtora	GO Film
Realizador	Rad-Ish
Director de fotografia	Pieter Vermeer
Editor	Kirk Baxter
Empresa de design sonoro	Morgan Visconti
Efeitos de animação	Johnnie Semerad
Efeitos especiais	Quiet Man
Executivo de contas	Chris Ott
Director de contas	Cynthia Davis