Mercedes-Benz - "Reincarnation"

Merkley+Partners

Merkley+Partners New York, Estados Unidos

11826

Marca: Mercedes-Benz
País: Estados Unidos

Anunciante: DaimlerChrysler

Título	Reincarnation
Agencia	Merkley+Partners
Campaña	Unlike Any Other - Mercedes Benz
Anunciante	DaimlerChrysler
Marca	Mercedes-Benz
Posted	Abril 2002
Producto	C-Class
Sector Empresarial	Automóviles grandes y de lujo
Lema	Soul. Unlike any other.
Sinopsis	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."
Filosofía	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.
Medio	Televisión
Duración	60 seconds
Mercado	Estados Unidos
Montaje	Final Cut
Música	Human
Empresa de creación sonora	Human
Director ejecutivo de creación	Andy Hirsch
Director ejecutivo de creación	Randy Saitta
Productor de la agencia	Chris Ott
Director de cuentas	Diane Hernandez
Director artístico	Dawn McCarthy
Responsable de conceptos / redactor	Laura Fegley
Productora	GO Film
Realizador	Rad-Ish
Director de fotografía	Pieter Vermeer
Montador	Kirk Baxter
Empresa de creación sonora	Morgan Visconti
Animation Effects	Johnnie Semerad
Efectos especiales	Quiet Man
Ejecutivo de cuentas	Chris Ott
Director de cuentas	Cynthia Davis