With the lodestar of the ‘Blinding Lights’, Mercedes-Benz takes electric driving to the next level featuring The Weeknd.
For the new SUV all-electric vehicle, Mercedes-Benz is targeting a young audience with a campaign to promote its first electric SUV, the EQC that features Grammy award-winning singer The Weeknd. The singer gets a creative director credit on spot featuring his track ‘Blinding Lights’.
The Canadian artist appears in an ad for the model that’s soundtracked to his new single Blinding Lights and also gets a creative director credit. The ad, created by Mercedes-Benz’ lead European agency Antoni Garage in Berlin, starts with a kid seeing him charging his car and asking “Woah, do you drive electric?” There follows a series of montages of Mercedes-Benz vehicles through the (lovingly recreated) different decades of its history before The Weeknd replies simply, “I drive a Mercedes”.
Directed by Spanish director Nicolás Méndez from Canada, the spot was shot on location in Slovenia, Austria and Croatia. The campaign film was revealed first in Germany and will roll out in global over the next few weeks. According to a statement by Mercedes, Universal Music Group and Brands provided the brand and its partners with “intensive support in choosing the ideal musical partner and determining the details of the collaboration”.
Bettina Fetzer, Vice President Marketing Mercedes-Benz Cars, says in a statement,
The cooperation with The Weeknd was inspiring and gave us lots of new and creative impetus. With The Weeknd as the creative director and performer we are addressing young and digital target groups to a greater extent – a perfect combination for this unique Mercedes moment on the road to an electric future.
Now you can finally enjoy electric. The Mercedes-Benz all-new EQC 400 4MATIC provides an impressive range, fast charging, and the thrilling feeling that only driving a Mercedes-Benz brings.