The Challenge.

The EQC is the first fully electric vehicle from Mercedes-Benz and it was launched at a time, when almost all competitors had already electric cars on the market. How can we position it still as ahead of the game and at the same time convince the frontrunners of culture, who are the target group?

The Solution.

With a spectacular artist collaboration we demonstrated that the EQC is more than just the next electric car – it’s a Mercedes. Together with global superstar THE WEEKND, who stands for innovation just as the brand Mercedes, a campaign was developed that refers to the unique brand heritage and at the same time heralds a new era. The film shows iconic moments based on the true history of Mercedes, proving that the EQC is the first electric car with 133 years of experience. The fan community of THE WEEKND waited more than 3 years for his new album, when his single was released together with our film. So the commercial does not only mark a historical turning point for Mercedes, but also a double world premiere: the song release of "Blinding Lights" and the launch of the first all-electric Mercedes.