Campaign heroes
Actor, director, and producer Antonio Banderas and his daughter Stella are the stars of a short film at the centre of a new brand campaign. However, there is another leading role – that of the Mercedes-Benz E-Class with personalised experiences. The film storyline shows Antonio Banderas driving Stella’s E-Class for one day. And since he borrowed Stella’s Mercedes me PIN, he experiences some of her daily routines and gets an insight into his daughter’s life with surprising moments. The E-Class is capable of adapting its owner’s habits and knows his or her favourite spots. Along the way, he also discovers a few things about his daughter that he did not know about before.
“Driving Stella’s E-Class felt like stepping into her world for a day. The extent of the possibilities for personalisation and interaction of this vehicle is truly impressive. Just like Mercedes-Benz, I am very much convinced that a car today should be more than just a means of transport: it’s turning into a digital companion, a personal space in which its owners can feel completely at ease. With the innovative technologies in the E-Class, this is no longer wishful thinking but already a reality.”
Antonio Banderas, actor, director and producer
“Antonio and Stella Banderas are the perfect family team for our latest campaign bringing in daily life. Their genuine father-daughter connection mirrors the essence of what the E-Class in particular stands for – connecting people through intuitive technology. Our business saloon offers a broad range of personalisation that turns everyday journeys into a special experience.”
Bettina Fetzer, Vice President Communications & Marketing Mercedes-Benz AG
Campaign concept
- It has now been a year since the first Mercedes-Benz E-Class models arrived at the European sales partners – but the business saloon is as up to date as ever. This is mainly due to its digital innovations, which ensure the vehicle is more intelligent and achieves a new dimension of personalisation and interaction.
- The latest campaign focuses on the personalised experiences arising from these innovations. At its heart is the brand film starring Antonio and Stella Banderas, which vividly demonstrates the benefits and level of comfort the E-Class’ digital features bring to the driver’s everyday life.
- It also showcases various Mercedes-Benz technologies in an emotional way as it is rooted in a strong story-arch: the bond between a father and his daughter.
- In a new interpretation, the song “Daddy Cool” accompanies the campaign film. The original was published in 1976:
Composer: Frank Farian
Text: George Reyam
Publishing: Sony Music
GEMA no: 1367746-001
SWC: T -801.278.766-6s
Campaign details & time frame
- “In Her Shoes” is a global brand campaign running on the brand’s social media channels.
- The rollout begins on September 16, 2024, with the launch of the TV commercial (TVC) in Germany. The campaign will run across the global brand channels with dates varying from market to market.
- In addition to the long main film starring Antonio and Stella Banderas, there are short versions of various length on Mercedes-Benz social media channels worldwide and print ads.
- As part of the activation, the campaign will be on display in Studio Odeonsplatz by Mercedes-Benz in Munich from October 9, 2024.
Credits
- Idea, concept and realisation: team x
- Production: Anorak Film GmbH
- Director: Francois Rousselet
- Photographer: Matthew Jones
- Photo:
- Stills Photographer: Ronan Gallagher
- Stills Production: WA Productions
- Postproduction INK Studios
- Post-production: KATALYST
- Music: Georg von dem Busche / Playdis
- Mix: Kraatz Studios GmbH
A bridge between tradition and digitalisation: the new Mercedes-Benz E-Class
For over 75 years, the E-Class has set the standard for mid-range luxury saloons. In 2023, Mercedes-Benz opened a new chapter for the business saloon: its new electronics architecture is more software-driven and less hardware-driven. This makes the E-Class more intelligent, achieving a new dimension of personalisation and interaction. One example for this is the so-called ‘routines’. With it, customers can attach conditions to actions on the central display. For example, “If the interior temperature is below twelve degrees Celsius, switch on the seat heating and set the ambient lighting to warm orange.”
In addition, with adaptive software, the MBUX display, and operating system makes personalised suggestions for numerous infotainment, comfort and vehicle functions. With the zero-layer design, the user does not have to scroll through submenus or give voice commands. Situationally and contextually, applications appear at the top level in the field of view. This relieves the driver of several operating steps. MBUX Augmented Reality for navigation is available as an optional extra. The system superimposes graphic navigation and traffic information on live images.