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Mercedes-Benz and BBDO Malaysia create masterpieces for the new E-Class

Mercedes-Benz Malaysia has launched its 10th generation E-Class, a luxury sedan that combines technology with art and sophistication. BBDO Malaysia and production houses Studio 20 Twelve and Graph Studio were involved in the campaign.

Titled “The Masterpieces of a Masterpiece”, the campaign features a series of artworks, known as “Masterpiece of Intelligence”, which were created through the use of long-light exposure techniques. Stunt drivers drifted in the dark while the artworks were being shot with the use of cranes and flame resistant gear.

In a statement to A+M, a spokesperson for Mercedes-Benz said the E-Class needed to be reintroduced to Malaysians as it has been around for over a year ad that the brand was facing a declining relevance with younger Malaysian consumers. Hence, it aimed to get potential owners excited about the car’s features via photographs and videos on social media, primarily Facebook.

“The E-Class is a Masterpiece in its segment – a perfect combination of logic and emotion. In light of that, we wanted to do something that’s more than just a regular car ad; something that evokes emotion. Every piece of artwork was created using the car, showing off its features. This was a collaborative effort between agency and client, and what started off as a film transcended into a showcase of art,” Lay Jian Yi, creative director at BBDO Malaysia, said.

Campaign Credits
General Manager: Farrah Harith McPherson
Business Director: Andrea Ma
Executive Creative Director: VJ Anand
Creative Director: Lay Jian Yi, Lee Tak Shune
Art Director: Talita Mutiara
Copywriter: Niamh Spurr
Associate Account Director: Vanessa Gan
Account Executive: Moses Wee
Producer: Zyra Khirudin
Photographer: Loh Lin Shan
Production: Studio 20 Twelve

 
Janice Tan
Journalist
Marketing Magazine Singapore
A Millennial who enjoys binge-watching TV shows on Netflix, Janice Tan loves engaging in conversations about history, culture, politics and sports. She also delights in learning new languages, reading and travelling. Easily tickled, she is always on the lookout for witty campaigns, especially those that leverage on pop culture trends.

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