Roger Federer Stars in Sweat-Inducing Mercedes-Benz Ad from antoni and We Are From LA

The new Mercedes C-Class is the sportiest in its class. antoni’s campaign focuses on the one thing the C-Class and athletes have in common: Never stop improving, say the creatives from Berlin.

Instead of showing the alleged masculinity of a sports car through car shots with burning wheels on race tracks, antoni puts the human in the spotlight. The centrepiece of the campaign is a spot starring Roger Federer, Akani Simbine and other athletes showcasing the intensity of always getting better. antoni created a level of authenticity within the spot, showing Roger Federer alongside others actually suffering from their intense training while becoming the best in their discipline, which goes beyond Roger Federer’s nice guy image, but instead giving him an edgy appearance never seen before.

With the campaign antoni communicates the entire model range consisting of a sedan, cabriolet, coupé and the T-Model. The print adverts use lines, colours and textures evoking the sports theme.

The spot was directed by award-winning French directors duo We Are From LA. Voice-over comes from German-Ghanaian rap artist Serious Klein.