Mercedes Benz: Grow Up ft. ASAP Rocky

Mercedes-Benz is viewed as a traditional symbol of success for an older generation. We had to get our five compact cars considered by a new generation of drivers; drivers that shouldn’t dare be seen in the car that their parents drive. Through the most extensive content production in the brand’s history, we redefined what if really mean to “grow up”. Each execution tells a story about reinterpreting the status quo for traditional life for the present day, bringing the values of Mercedes-Benz into our modern times. We launched a new global campaign for five Mercedes-Benz compact cars. With communications aimed at a younger demographic for the first time, we don’t want to make anything that resembles advertising.