Keeping Businesses Moving
In 2017, we worked with creative agency Storycatchers to produce Mercedes-Benz Vans’ first ever UK brand TV ad. The commercial was the flagship component of their multi-channel campaign and new brand promise: Keeping Businesses moving.
The brief was simple: help move the conversation away from vehicle ‘list price’ and towards a better understanding of lifetime value. There’s a reason why a cash-strapped NHS and one of the UK’s most successful delivery companies choose Mercedes-Benz Vans for their ambulances and delivery fleet.
How would we tackle this? By demonstrating the human impact of Mercedes-Benz Vans and putting them at the heart of everyday people’s working lives.
We worked with acclaimed director Simon Delaney to shoot five vignettes that showcased the versatility of Mercedes-Benz Vans. From ambulances and taxis to delivery vehicles and minibuses. The ad was shot over two days in locations around Manchester and the Flyde coast.
The campaign smashed all brand engagement and tactical targets. It helped deliver a record-breaking year of sales (up 12% on the previous year). The entire piece won the ‘Masters of Marketing’ B2B award in 2018. One of the judges commented: “Strong creative work – putting emotion at the heart of a functional purchase”. In addition to the TVC itself, we also created a suite of short product films to promote Mercedes-Benz Genuine Parts.
In 2019, we refreshed the ad – adding two more vignettes to demonstrate Mercedes-Benz Vans’ ever-growing product portfolio. The updated edit takes the original and, for the first time, adds a product proof point to the narrative, showing how the brand keeps businesses (and indeed the nation) moving. The reimagined ad will air across Europe.