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Group745

Mercedes-Benz V-Class Spot Showcases the Perfect Options for Large Families

24/02/2022
Production Company
Melbourne, Australia
100
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New campaign from The Royals and Truce Films highlights luxury and comfort through the eyes of an eight year old

Luxury engineering at its finest and perfect for storing rare space junk. A new campaign via The Royals for the Mercedes-Benz V-Class is positioning the eight-seater van as the perfect option for large families by showcasing the vehicle’s luxury and comfort through the critical eye of the passenger – an eight-year-old girl.

Spearheading the campaign is a 60-second film centred around a dialogue between a serious adult and a cheeky young girl, exploring the best features of the V-Class in a playful yet informative way.

In addition to BVOD and digital video, the campaign consists of social, digital, POS and a partnership with lifestyle website Mamamia, including podcast and editorial coverage.

And in a unique family connection, the colourful, hand-written font used across all campaign executions is the work of the seven-year-old son of The Royals executive creative director, Stu Turner.

Says Blake Vincent, marketing & PR manager at Mercedes-Benz Vans: “We loved The Royals’ idea of a competing narrative between an adult perspective and a child’s-eye view from the start. It’s such a fun play on the conventional, serious male voiceover of car ads, while allowing us to explore the V-Class’s features in a memorable and detailed way. The result is just as playful and original as we’d hoped.”

Adds Stu: “Seeing the new V-Class through the eyes of a child was just a lovely way, we thought, to communicate the modern luxuries and capabilities of the vehicle. While some might see ultra convenient, electric and silent sliding doors, the more discerning passenger sees a space station airlock. We are so excited to see this campaign lift off.”

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