Modular umbrella campaign by Mercedes-Benz: New roadsters and cabriolets bring back a sense of wonde

For Mercedes-Benz, 2016 is the year of the new roadsters and cabriolets. Four of these "dream cars" are set to enjoy their premiere this year: the SL and SLC roadsters and the C-Class and S-Class cabriolets. To mark the occasion, Mercedes-Benz is launching a modular umbrella campaign under the slogan "Bringing back a sense of wonder", with marketing and advertising activities across all digital and traditional channels. The campaign centres on the new C-Class Cabriolet, which plays the lead role in the TV commercial. Here unusual images highlight that unfettered sense of freedom that you only get behind the wheel of an open car. The succinct storyline shows the viewer a boy and the grown-up he becomes. Always totally focused on work and routines, behind the wheel of the C-Class Cabriolet he rediscovers that sense of wonder he last felt as a child. The traditional advertising features various different print motifs which either focus on one particular model or the entire range of dream cars. Online, interested parties can indulge their fascination for the dream cars in a web special, available at www.mercedes-benz.com/openair. The international campaign will be launched in calendar week 26. The commercial is available to watch at https://www.youtube.com/watch?v=YI-f25asiFE.

"In the campaign we draw a connection between our roadsters and cabriolets and the mindset they represent: one of spontaneity, joy and freedom - on the road and in life," points out Dr Jens Thiemer, Head of Marketing Mercedes-Benz Passenger Cars. "We are telling a moving story which is based very much in real life and works with emotional imagery, showcasing each vehicle in an inspiring setting."

Rediscover a childlike sense of wonder: the TV commercial

Nowhere do you feel that love of life and sense of freedom more intensely than behind the wheel of a cabriolet, where you're suddenly more aware of the light, the air, nature and the whole environment. The clear view of the skies above opens up new vistas and new perspectives which the driver absorbs like a child on a journey of discovery. The TV commercial highlights this feeling in a concisely told story and with images that at times recall a childhood dream. A child gazing in wonder at the world grows up to be a man. He is always focused on work and everyday routines. His gaze is directed downwards, away from the sky, away from freedom and that childlike sense of wonder. It is only when he takes a seat behind the wheel of his C-Class Cabriolet that, to his delight, he rediscovers that childhood sensation. He remembers how it feels to look up, to follow his dreams and enjoy freedom. The commercial will be shown worldwide across digital channels and on major TV channels.

The motifs for the print advertisements show the dream cars in a setting that plays with associations and emotions - blue sky, blue sea and Indian summer in North America. The print campaign will run from 30 June 2016 in high-circulation news magazines, special interest media and national newspapers. A web special provides facts and appeals to the emotions, highlighting Mercedes-Benz's offerings for the open-air season. The campaign is a co-creation, designed and realised by the agencies Jung von Matt and antoni. The commercial was produced by ANORAK Film and directed by Sebastian Strasser. The music is by the Scottish film composer Lorne Balfe.

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